These guidelines apply to all creative material submitted for placements booked via Dagrofa Retail Media. Material that does not meet the requirements may be rejected or delayed, which can affect delivery within your chosen advertising period.

General principles

• Keep the message simple and focused: one clear idea per material
• Design for quick reading; the shopper only glances for a moment
• Let the product, brand, or offer take center stage, not decoration
• Ensure clear contrast between text and background
• Avoid text that is too small; the minimum size depends on format and viewing distance
• Use high-resolution material: no upscaling, no visible compression

Brand and product accuracy

• Product images must match the product sold in Dagrofa's stores
• Pack shots, logos, and brand marks must be current and approved by the rights holder
• Prices, offers, and claims must be correct and valid during the advertising period
• Claims that require documentation (health, environment, comparisons) must be verifiable on request

Law and regulation

• All material must comply with the Danish Marketing Practices Act and relevant EU regulation
• Alcohol, tobacco, nicotine, medicines, gambling, and financial services are subject to special rules: contact your point of contact at Dagrofa Retail Media before the material is produced
• Marketing directed at children is subject to special rules
• Environmental and sustainability claims must be specific, verifiable, and in line with the Danish Consumer Ombudsman's guidance
• Competitors' brands, logos, and product names may not appear without written permission

Technical requirements

• File format, dimensions, resolution, duration, and file size are defined per placement: see the specifications for the individual placement
• Observe safe zones; avoid critical content close to the edge
• Video must be designed for playback without sound, unless the placement explicitly supports sound
• Looping content must have a clean transition without visible jumps
• Deliver source files where required (logos, fonts, editable layouts)

Content restrictions

The material must not contain:

• Offensive, discriminatory, or politically charged content
• Misleading, deceptive, or undocumented claims
• Content that disparages Dagrofa, stores, employees, or other advertisers
• Shock effects, graphic images, or content that does not fit a family-friendly store environment
• Religious or political messages
• Images or language that exploit children, vulnerability, or insecurity
• Third-party trademarks or copyrighted material without documented rights

Respect for the Dagrofa brand

• The material must not give the impression that Dagrofa or a Dagrofa chain is behind it, unless agreed in writing
• Dagrofa's logos, store names, and chain identities may not be used without prior approval
• In-store material must fit into the store environment and must not be confused with Dagrofa's own signage or communication

Delivery and approval

• Deliver the material before the material deadline for your chosen advertising period
• Allow time for review, feedback, and any revision
• Dagrofa Retail Media reserves the right to reject material that does not comply with the guidelines
• Approval of material does not transfer legal responsibility: the advertiser remains responsible for the content, claims, and rights clearance of all submitted material