Creative Guidelines
Every new and edited creative is reviewed against the 2026 Pushnami Creative Guidelines. The guidelines are in effect from October 2026.
Download the 2026 Pushnami Creative Guidelines (PDF)
The Main Rule
Do not promise something that is not true.
You can use the brand and the offer you are promoting.
You cannot tell the person something is already true when it is not. Do not say they have won. Do not say money is already in their account. Do not say a benefit is already approved. Do not say a virus was found on their phone.
Simple test: after the person taps the message, would they say the message was true? If no, change it.
In almost every case, keep your subject. Just turn the promise into a question.
"Received: $750.00" → "Received: $750?"
The Five Rules
| Rule | Do not say | Example: do not use | Example: use instead |
|---|---|---|---|
| 1. Money | Money was sent, received, or is waiting for the person, when it is not. | "PayPal – Sent Funds" | "Received: $750?" |
| 2. Government benefits | A benefit, grant, or stimulus payment is already approved or active, when it is not. | "Stimulus Relief Approved" | "Were You Owed $1,800?" |
| 3. Prizes and sweepstakes | The person has won, or has a prize to claim, when they have not won. | "You Won" | "Your Entry Could Be Selected" |
| 4. Orders and deliveries | There is an order, a package, or a delivery, when there is none. | "Delivery Confirmed For Maria!" | "Package On Hold?" |
| 5. Device security and storage | A virus was detected, the device was hacked, or storage is full. You cannot see their device. | "Warning: Virus Detected" | "Could Your Phone Have a Virus?" |
The PDF has more examples for each rule.
How Review Works
- We review every new and edited creative before it goes live.
- If a creative does not meet these rules, we will not approve it. We will email you new wording that does meet the rules, so you do not have to guess. To use the new wording, submit it as a creative for review.
- Creatives that are already running stay live for now. All creatives must meet these rules by December 31, 2026.
See the Review Process for review times and rejection reasons.
Check Before You Submit
- Does it say money was sent or received? → Make it a question.
- Does it say a benefit is approved or active? → Make it a question.
- Does it say the person won? → Use "were you selected?" instead.
- Does it say there is an order, package, or delivery? → Make it a question.
- Does it say a virus was found, or that their storage is full? → Ask instead: "Could your phone have a virus?"
- After the person taps, would they say the message was true? → If no, change it.
Questions?
If you have a question about a creative, contact your Pushnami account manager.