j) interfere with or disrupt the Web Search Provider Services, or servers or networks related to the Web Search Provider Services, or disobey any requirements, procedures, policies, or regulations of networks related to the Web Search Provider Services.

k) exploit any technical limitations of a system, software, or application, or introduce or use any device, software or routine in such way, as to maliciously interfere with the operation of the Web Search Provider Services.

l) create user accounts by automated means or under false or fraudulent pretenses.

m) sub-license rights to the Web Search Provider Services or sub-license distribution of the Web Search Provider Services unless expressly permitted by Web Search Provider and executed in a manner compliant with the Agreement and Guidelines. For clarity, no Publisher may allow Third-Party Company Property to further sub-license rights to the Web Search Provider Services.

n) copy, store, or cache any Results, except as required to use the Web Search Provider Services or as contemplated under the Agreement, or redirect a user click on a Search Result away from the intended landing page.

o) use the Results to provide any kind of commercial information service or as a source for marketing activities, unless expressly approved by Web Search Provider.

p) distribute or drive traffic from Malware, Search Spoofing, Incentivized Clicks, and Ad Injection as such terms are defined below:

a. Malware: refers to any malicious software or downloadable program, as determined by Web Search Provider.

b. Search Spoofing: refers to the intentional submission of a search query to Web Search Provider for Web Search Provider Services, with the knowledge at the time of submission that such search query was not initiated by a valid user or if it was initiated by a user, the user was not reasonably aware that he or she was initiating a search query.

c. Incentivized Clicks: refers to search traffic that directly incentivizes a user’s click on an advertisement (e.g., clicking on an ad to enter a sweepstakes or to obtain game credits, survey-based search traffic that includes an incentive to complete the survey).

d. Ad Injection: refers to the practice by a Publisher of injecting advertisements onto a third

party’s non-SERP web page, without the user’s or Advertiser’s knowledge or consent.

q) create or attempt to create a substitute or similar service or product to the Web Search Provider Services through use of or access to any of the Web Search Provider Services or proprietary information related to the Web Search Provider Services; or use the Web Search Provider Services as part of any machine learning or similar algorithmic activity in order to train any product or service.

r) diverting web traffic from local users to a different geographical location unless otherwise permitted by Web Search Provider.

s) send an internet search Query that does not result from a user action, or a user action that Publisher should reasonably believe, or through the application of industry standards could reasonably determine, was not intended to cause an internet search Query, intentionally sending an Invalid Query to Web Search Provider, or intentionally altering, deleting, changing or pre-populating a user’s Query to generate different ads, search results, or clicks, excluding, and as approved by Web Search Provider, spell, check, auto completion, and suggested query functionalities.

t) generate clicks, queries, impressions or conversions by any misleading, deceptive,

automated, fraudulent or other invalid means, including the purchase of fraudulent or automated traffic, the manipulation of a user’s intended action, or the acquisition of traffic through the use of malware.

u) directly or indirectly compensate, incentivize, induce or require users to click on Results, including items such as the following:

- implanting hidden iframes or blind links to induce clicks;

- using a click exchange, autosurf, paid-to-surf, paid-to-click or paid-to-read schemes; and

- offering some other benefit, result or another function such as leaving a web page or closing a pop-up window.

v) generate clicks, queries, impressions or conversions that Publisher should reasonably believe, or through the application of industry standards could reasonably determine, was not the user’s intent (where the user’s action is transformed into an unintended or unknowing click, query, impression or conversion).

w) generate Queries or impressions through any incentive-based means.

x) allow traffic that Publisher should reasonably believe, or through the application of industry standards could reasonably determine, originates from Users that have no intention to legitimately browse, search, make a purchase or perform any other type of legitimate conversion action.

y) allow traffic that Publisher should reasonably believe, or through the application of industry standards could reasonably determine, is likely to artificially manipulate or interrupt the normal operations of Web Search Provider’s traffic quality safeguards.

z) generate clicks and conversions through any incentivized means including providing consideration in exchange for inducing clicks or conversions by awarding users cash, points, prizes, content entries or similar rewards.

aa) use (i) repeated manual clicks, (ii) robots or other automated query tools, or (iii) computer- generated search requests that generate, or which may generate, Invalid Queries, including the use of search engine optimization services and or software as a means by which to engage in the actions described by subsections (i) – (iii).

bb) generate interstitials, pop-ups, pop-unders, back-button blocks, expanding banners, or display anything else, each of which obscures any portion of a web page on which Results are displayed.

Results

cc) Include Results within mobile applications in a manner that has not been approved by Web Search Provider.

dd) use in connection with any Results any framing techniques, interstitials, pop-up windows, new consoles or other items or techniques, that would alter the appearance, presentation or functionality of, or frame, minimize, remove, redirect, delay, or otherwise inhibit or modify the display of, any web page accessed by the links provided in or associated with any Results.

ee) engage in deceptive practices that would prevent or delay a search box entry point Query or keyword suggestions from resolving to Results or a user click on a Paid Result from resolving to the associated advertiser landing page.

ff) install any program on a user’s computer or replace a user’s home page, without the user’s prior consent.

gg) using ad blocks to deceptively or artificially manipulate or interrupt the normal operations of Web Search Provider’s traffic quality system.

hh) include ad blocks or Results in a browser window generated by programs used for the purpose of manipulating click measurement activity or click-based advertising payments or by Users that Publisher should reasonably believe, or through the application of industry standards could reasonably determine, have no intention of legitimately browsing site content, making a purchase or performing any other type of legitimate conversion action.

ii) require the user to download files or programs in exchange for returning Queries or displaying Results.

jj) undertake any action that (a) inhibits Web Search Provider’s ability to gather, analyze and investigate traffic patterns, (b) masks traffic sources, or (c) otherwise circumvents spam, quality mechanisms and other traffic filters.

kk) click-wrap or use a redirection server, unless expressly approved by Web Search Provider and in a manner that is compliant with any Guidelines or requirements provided by Web Search Provider.

ll) install software or alter any settings on a user’s device without clear, appropriate notice and explicit and informed consent from the user (for example: altering the user’s home page, changing browser settings, altering the default browser, resizing browser windows for the purpose of misleading or inducing the user to an action, installing or altering a toolbar, installing an ActiveX control, installing or altering a program, disabling a “back” button, etc.).

mm) interfere with a user’s ability to navigate away from a property, by triggering pop-ups, interstitials, leave behinds and other actions when a user clicks or attempts to click away from that property. Organic prompts are permitted so long as they do not serve a commercial purpose and are not associated with or used to enhance any paid efforts (e.g., a prompt/pop-up, such as a “are-you- sure-that-you-want-to-leave” message, is permitted for a user that has partially completed a form on the website and has attempted to navigate away from such website).

nn) scare a user into believing something is wrong with his or her computer that needs to be repaired.

oo) dial a phone number or connect remotely to another computer or system (e.g., execute "dialer" software), except in response to the user’s intentional initiation of such action.

pp) engage in behavior intended to circumvent the application of pricing, content validation, sensitivity systems (false conversions, traffic cycling) or filtering technology.

qq) interfere with the crawling of websites, applications or other properties by Web Search Provider for the purposes of content, compliance and sensitivity classification.

rr) engage in any deceptive or misleading act that prevents Web Search Provider from accessing or otherwise reviewing any Publisher Property, in the manner that it would otherwise appear for users, including reviewing the property for audit and verification purposes.

ss) redirect users to a different domain or URL without appropriate disclosure to, direct action by, and consent by, the user (e.g., a search redirect without user notice).

tt) displaying in the user’s address bar a URL different from that of the page being visited or presenting content to a search engine crawler or Web Search Provider that is materially different from that presented to a user’s browser.

uu) engage in unauthorized or unapproved redirection of users (e.g., redirecting users from a search access point of one property to an unapproved, unaffiliated or unrelated property or SERP).

vv) use, display, include, or deliver any Results in connection with any property that is not approved by Web Search Provider or that does not comply with all applicable Guidelines.

ww) acquire traffic from or otherwise redirect Users from an unauthorized property, publisher site or traffic source to an authorized property or site.

xx) re-route or redirect traffic from approved Implementations in a manner that is not approved by Web Search Provider.

yy) replace or add to the web page by injecting content from a source with which the site owner does not have an affiliation.

zz) distribute Implementations that violate or differ materially from those permitted by the Guidelines or as provided for in the Agreement.

aaa) intentionally provide false information to Web Search Provider (false implementation information, false ad call information (including false serve URL or overwriting the referrer URL), false names, contact info, credit card info, etc.).

bbb) drive activities that may result in material harm or injury to a user or user’s property (e.g., the dissemination of a virus or software that may result in personal identity theft).

ccc) provide Results or data that relates to or results from Publisher’s use of Web Search Provider Services to any other Publisher unless approved by Web Search Provider.

ddd) blocking traffic from being delivered to Results, advertisers or the Search Service.

eee) having websites, applications or other properties that collect personal identifiable (PII) without a prominent link to a privacy policy.

fff) adding, deleting, changing or pre-populating terms or characters sent as an internet search Query, excluding spell check and auto completion. Suggested query functionalities may be permitted if expressly approved by Web Search Provider.

ggg) requiring payment for services or products that are free from the manufacturer or original source.

hhh) Collecting user data from the Web Search Provider Services or from Web Search Provider’s websites to track individual patterns on Web Search Provider properties through any means; or any other competitive purpose.

iii) distributing adult or mature traffic Implementations.

jjj) blocking or diverting traffic from being delivered to Web Search Provider or not resolving to the intended advertiser landing page (i.e., inserting an interstitial or redirected block page between the ad click and the advertiser landing page).

kkk) display data received from Web Search Provider Services on the same page as content from large language models

2. Violation and Remedy Requirements

In the event of a Guideline violation, finding of invalid or fraudulent traffic, or other non-compliance with the Guidelines, Web Search Provider may require Publisher to:

• Suspend or alter Web Search Provider Services to the Publisher property within 24 hours of receipt of notice from Web Search Provider, or as otherwise expressly approved by Web Search Provider, with such suspension or alteration continuing until the violation has been cured or, at Web Search Provider’s option, until Web Search Provider has received satisfactory assurances that such event has been cured and will not recur; and that any traffic related to such an event will not be moved to any other property within the Web Search Provider network.

• In the event of a material violation that cannot be cured, at Web Search Provider’s request, Publisher will terminate the property or Implementation giving rise to such violation.

• Notwithstanding the foregoing and only with respect to a Publisher that is an OEM and a guideline violation that can only be corrected or terminated with an OTA- or an OS-level update, Publisher must suspend or alter the Web Search Provider Services to such OEM Publisher within seven business days (as opposed to the three business day period set forth in the first bullet of this Section 2) and must terminate a specific Publisher property or Implementation for a material violation that has not been cured within 60 days.

• Microsoft reserves the right to suspend a Partner Code(s) at any time. If Company discovers or is notified that a Partner Code it previously used no longer works or has been deactivated, it must request a new review and approval. Upon review of the Implementation, Microsoft may designate the Company a new Partner Code for use.

3. Requirements

Publisher will comply with the following requirements:

a) Comply with all Guidelines, as well as all applicable laws and regulations in the jurisdiction(s) where they operate.

b) Maintain the ability to suspend its provision of Web Search Provider Services.

c) Have a platform to manage policy compliance, quality, and control of Publisher and Company Property traffic, compliant with all Guidelines.

d) Maintain the ability to request comprehensive and accurate lists and information specifically and directly related to properties, Company Properties and Implementations and share that specific and directly related information with Web Search Provider, at its request, to assist in quality investigations.

e) Publisher properties must have a professional look and feel, be easy to use and navigate, and not contain broken links or missing images.

f) Publisher properties must not mirror the look and feel of another, well-known brand without the brand-owner’s consent.

g) Publisher properties must have a homepage that contains a prominent link to the site's privacy policy.

h) Publisher properties must conspicuously display accurate contact information (at a minimum name, address, and email address) of the owner or operator on each

related website, application or other property, or otherwise make such information available to users.

i) Publishers must ensure that its Implementations and traffic sources maintain an adequate traffic quality level consistent with levels as set by Web Search Provider, and to address any Implementations that fall below such minimum quality levels (which may include shutting down such Implementations or related traffic sources).

j) Maintain controls which assist in detection, improvement and removal of suspicious behavior and traffic that Publisher should reasonably believe, or through the application of industry standards could reasonably determine, could lead to either advertiser escalations or fraudulent activity.

k) In the event of an advertiser complaint, work with Web Search Provider in good faith to address such complaint.

l) Restrict traffic sourcing from specific Implementations and certain categories, sources or portions of traffic at the keyword, domain or traffic source level for quality purposes.

m) Maintain the ability to and terminate and/or take down specific Implementations, properties, and traffic sources in response to advertiser complaints.

n) Manage traffic in a manner that allows Web Search Provider to clearly identify each traffic source isolate their respective performance.

o) Refrain from providing search incentives, monetary or otherwise, to the user to search.

p) Ensure that each Query for Results is preceded by a clear expression of user intent or interest (e.g., search query or keyword link).

q) Ensure that Publisher properties must resolve to a search results page or landing page immediately after the search event (e.g., no interstitials).

r) With respect to any software, provide clear and conspicuous uninstall directions and information available on related website, application or other property.

s) Only distribute search sets, home page sets, and new tab pages via reputable publishing sources and distribution methods that comply with applicable laws and industry practices.

t) With respect to any software, use publishing sources that provide the developers or owners of all products with affirmative, explicit and conspicuous notice and obtain such parties’ consent to distribute and monetize (if applicable) other products or settings with their product.

4. Disallowed Content

Publishers will not engage in activities that constitute, offer or allow any of the following Disallowed Content.

1) Websites, applications, or other web properties will not be provided in connection with any peer to

peer, bit-torrent or similar protocol products (“P2P Service”) (i) if the P2P Service directly promotes unauthorized file sharing of copyrighted content, or (ii) where the

primary intent of the P2P Service is to provide software or platforms that enable unauthorized file sharing of copyrighted content.

2) Websites, applications, or other properties that contain misleading free offers or that try to trick visitors into sharing personal data.

3) Websites, applications, or other properties that offer or promote any of the following:

a) Substantial un-moderated user-generated content.

b) Adult content (e.g., sexually explicit content, images or video)..

c) Mature content (e.g. sex toys, adult-themed content or content related to sex education).

d) Alcoholic beverages.

e) Tobacco products, including tobacco paraphernalia and e-cigarettes.

f) Firearms and weapons whose primary use is violence.

g) Promotion or facilitation of, directly or indirectly, online gambling, wagering, sweepstakes or similar activities (except that Publisher is not hereby prevented from a legal sweepstakes or similar offering on Publisher-owned websites or software that do not display Web Search Provider Search Results, or imply or appear as being endorsed or sponsored by Web Search Provider).

h) Phishing, deceptive or fraudulent business models or content, and any deliberate attempt to mislead site visitors.

i) Sensitive religious or political content.

j) Family planning products and services, such as human egg and sperm donation, abortion, surrogacy or morning after pills, in territories with laws that prohibit such content.

k) Defamatory or libelous or constitutes trade disparagement or libel.

l) Lewd, pornographic or obscene.

m) Violence or hate speech.

n) Any product of an adult nature, including images, videos, or texts portraying nudity, sexual acts or products of an adult nature, or adult toys or contraceptives.

o) Hazardous, harmful or banned substances or substances that mimic the effect of illegal substances.

p) Online pharmacies and sites promoting prescription-only medicines.

q) Illegal drugs, including non-U.S. approved drugs made available to U.S. residents.

r) Illegal, nonconsensual, denigrating or obscene activity.

s) Profanity, sexually explicit or adult content.

t) Bulk marketing products or services if the stated or implied use of the product is unsolicited spam.

u) Any illegal content, products or services, or of questionable legality.

1. Service Restrictions

2. Violation and Remedy Requirements

3. Requirements

4. Disallowed Content