Pre-launch compliance checklist

Run this pre-launch compliance checklist before any MVA or home improvement traffic goes live. It covers the consent on the lander, the claims in your ads and pre-landers, the policies of the platform you run on, Summit’s traffic guidelines, and the records you keep. It is a checklist, not legal advice.

Print this page or copy the lists into your own launch document. Tick each item for every new campaign, not only the first one.

Consent and the lander

• Every ad, pre-lander and site link points to the Summit lander through your tracking link.
• You have not copied, edited, hidden or removed the consent language on the lander.
• Your pre-lander, if you use one, does not ask for phone numbers or contact details: the lead submits on the Summit lander.
• Your pre-lander describes the next step accurately, so the person knows the form leads to being contacted about the service.
• You have read consent language: what publishers must not change.

Ad and pre-lander claims

• No promise of a settlement amount, case result or that the person has a case (MVA).
• No promise of a price, discount, free product or government program the homeowner may not get (home improvement).
• Nothing suggests the ad comes from a law firm, insurer, government agency, utility or named brand that did not approve it.
• No images of real crash scenes, injuries or identifiable people or license plates you do not have the rights to.
• Every number or statistic in the ad has a source you can show.
• You have read ad claims to avoid in accident offers or ad claims to avoid in home improvement offers.

Platform policy

• Meta: your copy does not assert or imply knowledge of the reader’s personal attributes, such as health. See Meta’s Advertising Standards.
• Google: your ads and landing destination meet the Google Ads policies, including misrepresentation and destination requirements.
• Native: the ad is labeled as sponsored, and your advertorial follows the FTC’s native advertising guidance and the network’s rules.
• SEO sites: content is accurate and does not present your site as the business providing the service.

Summit traffic guidelines

• Your traffic source is one of the approved sources: Meta, Google, native ad networks, or SEO and rank-and-rent sites.
• Your account is approved. Every publisher is reviewed before going live.
• You have read the traffic guidelines for the offer.
• If you are unsure whether a claim or creative fits the guidelines, you have emailed team@summitleads.ai and asked before launch.

Records to keep

• A copy of every ad, headline and image, with the date it ran.
• A copy of every pre-lander or advertorial version, with dates.
• Targeting settings: states, audiences, placements and keywords.
• The sub ID used for each campaign, ad set and ad. See the sub ID naming template.

Records let you answer a buyer, a platform or Summit when a question comes up about a lead. See how to keep records of your ads and traffic.

Frequently asked questions

Related

• Campaign launch checklist: Tracking, structure and first-week checks.
• Traffic guidelines: Approved sources, creative and consent rules.
• TCPA consent: What the rules require for calls and texts.

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