These guidelines apply to all creative materials submitted for placements booked through DSC Retail Media. Materials that do not meet these requirements may be rejected or delayed, which can affect delivery within your selected Ad Schedule.

General principles

• Keep the message simple and focused — one clear idea per creative
• Design for fast comprehension; shoppers engage briefly
• Lead with the product, brand, or offer — not decorative elements
• Ensure strong contrast between text and background for legibility
• Avoid small text; minimum legible size depends on format and viewing distance
• Use high-resolution assets — no upscaling, no visible compression artefacts

Brand and product accuracy

• Product imagery must match the product being sold in DSC stores
• Pack shots, logos, and brand marks must be current and approved by the rights holder
• Pricing, offers, and claims must be accurate and in effect during the Ad Schedule
• Any claim requiring substantiation (health, environmental, comparative) must be documented on request

Legal and regulatory

• All materials must comply with Danish marketing law (Markedsføringsloven) and relevant EU regulation
• Alcohol, tobacco, nicotine, pharmaceuticals, gambling, and financial services are subject to additional restrictions — contact your DSC Retail Media representative before producing creative
• Advertising directed at children is subject to specific rules and restrictions
• Environmental and sustainability claims must be specific, verifiable, and compliant with the Danish Consumer Ombudsman's guidance
• Competitor brands, logos, and product names may not appear in creative without written permission

Technical requirements

• File format, dimensions, resolution, duration, and file size are defined per placement — see the individual placement's specifications
• Safe zones must be respected; avoid placing critical content near edges
• Video must be designed for muted playback unless the placement explicitly supports audio
• Looping content must transition cleanly without visible jumps
• Provide source files where required (logos, fonts, editable layouts)

Content restrictions

Creative must not contain:

• Offensive, discriminatory, or politically charged content
• Misleading, deceptive, or unverified claims
• Content that disparages DSC, its stores, staff, or other advertisers
• Shock tactics, graphic imagery, or content unsuitable for a family retail environment
• Religious or political messaging
• Imagery or language that exploits children, vulnerability, or insecurity
• Third-party trademarks or copyrighted content without documented rights

DSC brand integrity

• Creative must not imply endorsement by DSC or any DSC chain unless explicitly agreed in writing
• DSC logos, store names, and chain identities may not be used without prior approval
• In-store creative must align with the retail environment and not create confusion with DSC's own signage or communication

Submission and approval

• Submit materials by the material deadline for your selected Ad Schedule
• Allow time for review, feedback, and potential revision
• DSC Retail Media reserves the right to reject creative that does not meet these guidelines
• Approval of creative does not transfer legal responsibility — the advertiser remains responsible for the content, claims, and rights clearance of all submitted materials