Advertise on U.S. Cremation Evidence Atlas: Display Inquiry Policy

Direct answer and scope

A funeral or cremation business may request consideration for one of the fixed display placements. The request begins an inquiry only. It does not reserve a placement, establish that inventory exists, approve the business or its proposed creative, set campaign terms, or promise a response or publication.

The prospective commercial model is fixed-term and fixed-fee display advertising. The inquiry route does not accept payment and is not a checkout. It does not offer consumer leads, referrals, tracked calls, auctions, or paid ranking. Advertising also cannot purchase influence over quote or state-readiness results.

The three implemented house placements are the header, sidebar square, and sidebar tall. Each is a subdued gray advertising-inquiry placement outside the protected editorial and evidence functions. Any display unit approved in the future must be identified immediately as a Paid advertisement and visually separated from tools, evidence, and official routes.

How to use the official evidence

Prospective advertisers should prepare current evidence for every objective statement they want included in advertising. Federal Trade Commission advertising guidance calls for truthful, non-misleading claims and appropriate support for objective claims. Under the display policy, objective advertiser claims receive manual review and require current substantiation before publication.

Evidence should address the specific statement proposed for display rather than a broader description of the business. Claims involving price, current availability, licensing, accreditation, professional credentials, response times, review counts, ratings, or measurable performance require adequate current support. Unsupported claims in these categories are not accepted.

Identification and substantiation serve different functions. The Paid advertisement label identifies commercial content and must be clear, prominent, and close to that content. It does not prove the accuracy of an advertiser’s price, availability, credential, quality, or performance statement. Supporting evidence must therefore be assessed separately from labeling.

Advertisers should also distinguish their own evidence from the Atlas’s evidence functions. A commercial placement cannot become part of a tool, an evidence result, or an official route. Supplying documentation for an advertising claim does not give the advertiser control over those independent functions.

Decision framework

Begin by confirming that the request concerns fixed display advertising rather than payment processing, consumer acquisition, referral activity, an auction, or ranking. Requests for excluded commercial models are not accepted through the advertising inquiry.

Next, identify the intended format among the three implemented placements: header, sidebar square, or sidebar tall. Naming a preferred format does not establish inventory or approval. Placement availability, campaign price, timing, impressions, advertiser eligibility, and publication remain unresolved at the inquiry stage.

Then separate factual claims from general creative language and assemble current support for each objective claim. Manual review is required before an objective statement may be published. Claims described as best, cheapest, guaranteed, available now, or top-rated are not accepted without adequate current evidence, and neither are unsupported statements about response time, review count, licensing, accreditation, or professional credentials.

Finally, assess the proposed creative against the editorial firewall. A display placement must be labeled as advertising and remain separate from tools, evidence, and official routes. Payment cannot buy a recommendation, a rank position, or a change to quote or state-readiness results.

Limits and what to verify next

Submitting an inquiry establishes no campaign commitment. A prospective advertiser should verify whether a placement is available, whether the advertiser and proposed material are eligible, what fixed term and fixed fee might apply, and whether the creative has passed review. None of those matters is confirmed merely because an inquiry was received.

Advertisers should verify that supporting records remain current when creative is considered for publication. A prior record does not automatically support a present-tense claim. Objective statements must have appropriate evidence at the point of review, while rejected commercial categories remain unavailable regardless of disclosure.

Federal guidance should be checked for current requirements when advertising is prepared. Clear identification of advertising remains necessary, but labeling is not a legal safe harbor. Prospective advertisers remain responsible for ensuring that their claims are truthful, non-misleading, and appropriately supported.

Questions people ask

The answers below summarize the fixed-display inquiry boundary, the three available inquiry formats, the editorial firewall, and the evidence expected for objective advertiser claims. They do not confirm inventory, campaign acceptance, pricing, timing, impressions, or publication.

Evidence behind this page

Each point below is restricted to what the cited primary source supports. Administrative listing status is not a quality endorsement.