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Questpass Rules for Advertisers

Quests displayed within Questpass system must meet the quality criteria listed below. Our care in this area is dictated by our concern for the welfare of all parties involved in the system. We want our Users to receive Quests that are clear, unambiguous and possible to solve efficiently.

At the same time, we take care that the messages contained in the Quests are not annoying or intrusive and that they do not cause possible psychological discomfort. It is also consistent with the goals of the Publishers, who care about the positive reception of their services by the Users.

The following rules also protect the well-understood interests of Advertisers – some forms of Quests may seem effective in the short term, but their sub-optimal design could damage brand image in the long term.

Within the Questpass network, it is not permitted to:

  1. post content that is contrary to the law, morality, or that evokes disgust or other negative emotions in its recipients
  2. use material that is not copyrighted or properly licensed by the submitter,
  3. advertise your Website or related services on sites that are competitive to your Website
  4. advertise two different products/services on the Main Advertisement and the Reminder Advertisement (visible below the article after solving the Quest) within one Quest
  5. change the content of the landing page during the campaign

The requirements in a,b and c also apply to the content of the landing page that Quest directs you to (via the “Learn More” button).

Requirements relating to Quests:


The content necessary to correctly answer the advertising question included in the graphic must remain legible after scaling it to a resolution of 360×180 pixels. This requirement is dictated by the need to maintain Quest’s functionality even on older type mobile devices.

Although the system requires that graphics be uploaded in high resolution (optimally 1200×600 pixels), the person creating the creation should always check that the creation remains readable also after scaling to a resolution of 360×180 pixels.


  • When creating an impression, avoid thin fonts that quickly lose readability when scaling the impression to lower resolutions.
  • Although the system requires that graphics be uploaded at a high resolution (1200×600 pixels), the developer should always check that the creative remains readable even when scaled to 360×180 pixels.



The Quest should be structured so that it does not take more than a few seconds to answer the question. Therefore, the number of text elements should be moderate, their readability high, and the question and answers formulated in a way that clearly relates to the advertising message.


  • Limit the amount of text on graphics.
  • Avoid breaking one sentence into multiple lines of text.
  • Ask an unambiguous question that clearly relates to the content of the impression.
  • Watch that the answer to the question can be easily read or inferred from the content of the graphic used in the Quest.



Fictitious buttons should not be placed on advertising graphics. Note that the graphic is also visible before the correct answer is given and is not clickable until the answer is given.



The question relating to the advertisement must be unambiguous, meaning that only one answer can be correct.


  • Ensure that there is no relationship of containing answers within each other, e.g. when asking what the advertised product is, you cannot give the answer choices “phone” and “smartphone” at the same time because one category is contained within the other.
  • Check for words in the question that are difficult for a layperson to understand – the Quest must be solvable by a non-specialist in the products being advertised.



The Quest should not force the Recipient to adopt a particular emotional attitude towards the advertised product, as this will work against the intention. People do not like to feel that their opinions are being forced on them and if they do, they may express their frustration in the comments, which is unfavourable for both the advertising brand and the publisher.

It is harmful to construct Quests in such a way that the content of the correct answer is a phrase that contains the personal evaluation of the Respondent, e.g., you cannot ask “what is the best product?” or “what is the advertised product?” (providing such an answer that suggests it is “the best”) because Recipients may have different opinions on the subject and having to choose an answer that the Responder internally cannot agree with will cause frustration and rejection of the advertising message.

Similarly, it is unacceptable in an advertising Quest to ask a question about emotional attitudes toward a product, such as “What kind of ketchup do you like?”.


  • Arrange such a question that will check whether the Recipient has read the advertisement – whether they have understood its message.
  • Avoid questions in the “you” form (“Do you like…?”) and answers in the “I” form (“I like the product…”)

CAUTION! To create the most effective Quests, we recommend that you read our Questvertising Guide, which explains with examples the various cognitive psychology mechanisms that can be used within the Questpass system.