Website advertising agreement

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This template has been designed to cover the provision of advertising space on a website.

Author: Alasdair Taylor
Updated: 18 January 2021
Length: 10 pages
Notes: 11 pages
Format: MS Word (.DOCX)

We created this website advertising agreement template for use where a website publisher and an advertiser contract offline, and the advertiser supplies advertising content to the website publisher for publication on the website. It assumes that the website publisher retains editorial control over the website.

The publisher undertakes to use reasonable endeavours (or best endeavours) to maintain the availability of the advertisements during the term of the agreement, but does not guarantee 100% availability. In particular, adverts may be unavailable due to scheduled maintenance or events beyond the control of the publisher. Also, the publisher may reserve the right to suspend publication of the advertisements in the event of late payment.

On the other side of the coin, the advertiser undertakes to supply advertisements meeting the defined specification that will not cause legal difficulties for the publisher, and grants to the publisher a right and licence to store, reproduce and publish those advertisements. However, nothing in the agreement constitutes an assignment or transfer of intellectual property.

In consideration of the publication of the advertisements, the advertiser must pay charges to the publisher as agreed.

Where the publisher and the advertiser contract online rather than offline, you should consider instead our website advertising terms and conditions template.

  1. Definitions
  2. Term
  3. Advertisement Publication Services
  4. Advertisements
  5. No assignment of Intellectual Property Rights
  6. Charges
  7. Payments
  8. Warranties
  9. Indemnity
  10. Limitations and exclusions of liability
  11. Force Majeure Event
  12. Termination
  13. Effects of termination
  14. Notices
  15. General
  16. Interpretation

Schedule 1 (Advertisement Publication Services particulars)

  1. Specification of Advertisement Publication Services
  2. Financial provisions
What restrictions does the advertising agreement place upon the actual content of adverts?


The advertiser must ensure that advertisements are fair and accurate, of a quality commensurate with other content of the publisher's site, and do not include any "prohibited content".

Prohibited content includes pornographic and lewd material, unlawful material, material which breaches the Committee on Advertising Practice Code, material infringing third party rights, and material which is likely to cause annoyance, inconvenience or anxiety to another internet user.

The advertiser must promptly request the removal or editing of any advert which ceases to be accurate and fair, or becomes prohibited content, for whatever reason.

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