Guidelines Display In-App campaigns

On this online guidelines page, you will find the basic rules we follow when creating all bol Retail Media In-App campaigns.

Colour Palette

For the background colour, the designer will select a colour from the bol palette. This choice should align with the advertiser’s style and match the campaign message, unless a preference is clearly indicated in the briefing. The shape language will always use a different colour from the same colour family.

Colour Exceptions

In some cases, it is not possible to select a background colour. Pre-set campaign executions from bol, such as the Bol 7-Day Sale and Black Friday, have a fixed design with adapted guidelines. For these, the colour is predetermined.

In-App Basic Rules

A maximum of 3 products can be displayed.
Only product images are used; no lifestyle or ambient images.
A shape language element is always included on the banner.
The banner background colour must be selected from the bol colour palette (no other colours are allowed).
Fixed disclaimer* advertisement.

Examples

Copy

The copy is placed below the banner in the app. The fixed disclaimer *ad is always displayed above the banner.

Title: maximum 19 characters, including spaces and punctuation.
Subtitle: maximum 41 characters, including spaces and punctuation.
Both title and subtitle start with a capital letter, unless the sentence continues.
Only rounded percentages may be used.

Discount disclaimers

The following disclaimers are always allowed:

'op de meest getoonde prijs' when mentioning discounts.
Compliance rules for computer hardware stores.
Legal disclaimers related to health products.

Note: All other disclaimers are not allowed and will be rejected.

Logos & labels

Logos are always placed in a fixed position. A maximum of two logos may be used on a banner.

The following logos and labels are always allowed:

Official product and/or brand logos.
Labels from the official bol visual identity.

Labels can be used to communicate a special offer or campaign message. We distinguish between two types:

Red labels

Only allowed during bol promotion or theme periods, such as the bol 7-daagse, Sale Solden, and Black Friday. Red labels are used to convey a strong commercial message, such as discounts and cashback offers.

For campaigns where red labels are allowed, a fixed design is applied consistently across bol.
On regular banners, red labels are not permitted.

Blue labels

Blue labels are used to reinforce the message of a campaign, such as highlighting a launch or prize draw.

Blue labels may be used throughout the year.
Price-off or brand claims are not permitted on blue labels.

Note: Certification marks, seals of approval, and rating labels are only allowed if they come from the Consumentenbond.

Overview of all labels

Design elements

When only product images are shown on the banner, we use category-specific design elements. These are carefully selected to match the message and/or products featured on the banner. During holidays or special occasions, we use design elements that align with the theme.