Last updated 22 October 2026.
At a glance
WelcomeTen kinds of business that help anglers plan a trip, honestly described and clearly sponsored.Reviewed with extra careAlcohol, weapons, health claims, insurance, finance, travel booking and guided fishing.Never acceptedPrices or sale claims in ad text, gambling and crypto, illegal fishing, private water, guaranteed catches and misleading claims.Principles
Every paid unit is labelled “Sponsored” and names the advertiser. It never looks like, replaces or reorders an organic listing, review or recommendation, and payment never buys a “verified” or “claimed” mark.
Ads are matched to the page, never to the person. See targeting.
An ad says only what the advertiser can stand behind. If we cannot check a claim, we do not run it.
Allowed
These ten kinds of business can advertise, each in the placements that fit it.
Retail: Products anglers buy for the trip and camp: coffee and food, drinkware, camp goods and outdoor lifestyle brands.
Lodging: Hotels, fishing lodges, cabins, guest ranches and campgrounds near the water.
Air and ground travel: Airlines, airports and their tourism offices, car and RV rental, shuttles.
Tourism boards and destinations: State and national tourism offices, visitor bureaus, chambers and park agencies.
Fly-fishing and outdoor gear: Gear brands, makers and retailers, including the fly shops listed here.
Guides, outfitters and lodges: Fishing guides, outfitters, fishing lodges and schools, including the guides listed here.
Boats and watercraft: Drift boats, rafts, skiffs and kayaks: builders, dealers and rentals.
Conservation and non-profit: Watershed groups, conservation organisations and angler charities. Discounted.
Apparel: Outdoor and fishing clothing brands and makers.
Other fishing services: Fly tying, rod building, insurance for anglers, schools and other fishing services.
Prices and offers
What works
- A price may appear only in the price field of the ad, where it is shown as “From $X per night · price set by the advertiser, not by Legendary Fly Gear”. It must be your own current price, available to anyone who books or buys, in the currency shown.
- Landing pages must be on your own website (https) and match what the ad says.
What we turn down
- No prices typed into headlines or text, no “was / now” prices, no percentage-off or sale claims, no countdowns. We cannot verify them, so we do not accept them. No fake or invented prices, ever.
Prohibited
Copy that breaks one of these is refused, with the reason.
- Put a price in the “from” price field, where it is shown as your own price, not in the headline or text.
- Discount and sale claims are not accepted, because we cannot check them. State your own current price in the price field instead.
- Gambling and crypto ads are not accepted.
- Ads may not promote fishing without a licence, out of season, over the limit or by illegal methods.
- Ads may not imply access to private water or to land without the owner's permission.
- Ads may not guarantee a catch or a result.
- Misleading claims of any kind: invented reviews, awards or endorsements; implying Legendary Fly Gear recommends, verifies or guarantees you; impersonating another business.
- Anything illegal where the ad is shown, including fishing without the license a state or country requires, and services that require a license you do not hold.
- Ads that ask for or promise targeting on sensitive personal characteristics (health, religion, ethnicity, sexuality, gender, age, finances, veteran or service status).
Restricted (reviewed with extra care)
Allowed in the right hands. A person looks at each one before it runs.
- Alcohol: allowed where the law allows it, reviewed by an operator, never on youth or learning-to-fish content.
- Weapons and ammunition: reviewed by an operator; most such ads are declined.
- Health and medical claims: no unproven health or medical claims (that a product cures, treats or prevents a condition, burns fat, detoxes or boosts immunity). Copy that reads like one is held for review and declined unless you show the claim is proven and lawful.
- Insurance, finance and travel booking: allowed for licensed providers; we ask for the license number.
- Guided fishing: allowed for guides and outfitters licensed where the state or country requires it; we ask for the license number and the issuing agency.
Retail products
- Retail covers products anglers buy for the trip and camp: coffee and food, drinkware, camp goods and outdoor lifestyle brands. Retail ads run in Gear kit checklist, Gear hub, Learn: watch hub, Fish Tales, Learn pages, Community; never in lodging or travel slots.
- No unproven health or medical claims in ad text: nothing that says a product cures, treats or prevents a condition, burns fat, detoxes or boosts immunity. Copy that reads like one is held for review and declined unless you show the claim is proven and lawful.
- Product claims must be your own and not misleading: describe your own products as they are, and state a certification (for example organic) or an origin only when you hold it and can show it.
Targeting
What we match on
Contextual only: the page type, the destination or water it is about, the state or region and country, the trip planner’s destination, water and month, trip type, gear kit, the airports nearest a destination, a radius around your own location, and whether the screen is a phone or a computer.
What we never match on
Never: who a visitor is, their account or profile, where their device is, tracking across other websites, or anything a member told us privately, including the “show me more of” choices in their preferences or a trip and veteran or service self-identification.
How often
Frequency: each campaign sets how many times one browser session may see it (three by default). The count stays in that browser tab.
Creative
Images
JPEG, PNG or WebP up to 2 MB, at least 600 x 300 px, landscape (3:2 reads best), your own photograph of your own place or product, no text baked in. Alt text is required. We remove camera and location metadata.
Video
YouTube only, shown as a click-to-play preview. Nothing plays or loads from YouTube until the visitor presses play.
Words
Headline up to 60 characters, text up to 140, button up to 20.
Evidence we ask for
- Retail: business website; business registration or retailer id.
- Lodging: business website; lodging licence or registration (where it applies).
- Air and ground travel: business website; operating authority (where it applies).
- Tourism boards and destinations: official website.
- Fly-fishing and outdoor gear: business website.
- Guides, outfitters and lodges: business website; state outfitter or guide licence.
- Boats and watercraft: business website.
- Conservation and non-profit: business website; non-profit registration.
- Apparel: business website.
- Other fishing services: business website; insurance licence (where it applies).
We do not take uploads of licenses or identity documents: give the number and where it can be checked, and an operator checks it by hand.
Review and enforcement
- Accounts, campaigns, sponsorships and each creative are reviewed before anything serves; a rejection always says why. Editing a creative sends it back to review.
- We may pause or end a campaign, or suspend an account, that breaks this policy.
- Advertisers see aggregate reports only: impressions, viewable impressions, clicks and spend by placement, campaign, day and page. Never a list of people.
Report an ad
Something wrong with an ad you saw? Tell us through the feedback form with the page and the advertiser’s name. We review every report.