Advertising Policy
Effective Date: February 24, 2025 Last Updated: May 14, 2026
Proactive Pet Health is an independent editorial site covering pet health and care. Advertising helps fund the journalism and reporting we publish. This page explains how we work with advertisers, how we label paid content, and the lines we don't cross.
Our Commitment
Three principles guide everything on this page:
Editorial independence. No advertiser, sponsor, or partner has any influence over what we cover, how we cover it, or the conclusions we reach. Our editorial team operates separately from advertising sales.
Clear labeling. Every paid placement on the Site is visually and textually distinct from editorial content. Readers should never have to guess whether something is an ad.
Reader first. When an advertiser's interests conflict with our readers' interests, our readers win. We turn down advertising that doesn't meet our standards (see below).
What We Sell
We accept a limited, intentional amount of advertising:
Display Advertising
We run programmatic display advertising through Google AdSense. These ads are served by Google and its advertising partners based on their algorithms; we do not select individual advertisers in this inventory. All AdSense units are clearly marked as ads by the ad network and are visually contained within standard ad slots.
Direct Display Advertising
We may occasionally sell direct display placements to advertisers we've vetted. These follow the same labeling and standards as our programmatic inventory.
Native Sponsorship — One Unit Per Week
We sell one native sponsorship placement per week, no more. This scarcity is intentional: it lets us be selective about partners and keeps sponsored content from overwhelming the reader experience.
Every native sponsorship placement on Proactive Pet Health includes, at minimum:
The word "SPONSORED" clearly displayed at the top of the unit
The phrase "Paid partner" alongside the sponsored label
The advertiser's brand name displayed prominently
A visually distinct treatment (different background color, card styling) that separates it from editorial content
A clear call-to-action link to the advertiser's site
Native sponsorships are written or designed in coordination with the advertiser, but they are never presented as editorial content, and they are never written by our editorial team in a way that suggests editorial endorsement.
What We Don't Do
No advertiser editorial input. Advertisers do not see, review, or approve editorial articles before publication. Advertisers cannot request edits, removals, or favorable coverage. Advertisers cannot suggest topics for our editorial team to cover.
No pay-to-play coverage. We do not accept payment, free products, or other consideration in exchange for editorial coverage or favorable reviews.
No undisclosed sponsorships. Every paid placement is labeled. If you ever see something on the Site that looks like an ad but isn't labeled, please contact us.
No advertiser-driven takedowns. We do not remove or alter editorial content because an advertiser objects to it.
No data sales. We do not sell reader email addresses or personal information to advertisers. See our Privacy Policy for details.
Advertising Standards
We reserve the right to decline any advertisement. We generally will not accept advertising for:
Products or practices that are unsafe, deceptive, or illegal for pets or pet owners
Veterinary products that make unsubstantiated medical claims
Counterfeit or unauthorized pet pharmaceuticals
Breeders or sellers that we cannot verify follow humane standards
Products marketed to children
Adult content, gambling, tobacco, firearms, or recreational drugs
Content that disparages individuals or groups
Misleading "advertorial" content designed to deceive readers about its sponsored nature
We make these decisions case by case and may decline advertising for reasons not listed above.
How Programmatic Ads Are Served
Display ads served through Google AdSense are selected by Google's automated systems, not by us. We do not control which specific advertisers appear in those slots. We do filter out categories we don't want to run (where Google's tools allow), but some ads we wouldn't have chosen may still appear. If you see an AdSense ad on our site that concerns you, please let us know and we'll investigate and, where possible, block the advertiser.
How Google AdSense uses cookies and data is described in our Privacy Policy and at policies.google.com/technologies/partner-sites. You can opt out of personalized ads at adssettings.google.com.
Affiliate Links
[We do not currently use affiliate links on the Site. If this changes, we will update this policy and clearly disclose affiliate relationships in any article that includes them.]
Corrections and Reader Concerns
If you believe a piece of editorial content was influenced by an advertiser, or if you spot an ad on the Site that violates the standards above, we want to know. Email us at concerns@proactivepethealth.com and we'll investigate. We take editorial integrity seriously and will correct or remove content where warranted.
For Advertisers
Interested in our weekly native sponsorship or direct display inventory? Reach out to advertising@proactivepethealth.com with:
Your brand and the product or service you'd like to promote
Your target timing
Any creative assets you already have
We'll respond with availability, specifications, and rates. All advertising is subject to the standards above and to our review and approval.
Changes to This Policy
We may update this Advertising Policy from time to time. When we do, we'll revise the "Last Updated" date above and, for material changes, note the update on the Site.