North America CTA & Legal Guide
- discovery+ marketing is divided into five (5) media categories.
- CTA language and legal disclaimers vary based on media placement.
- If an alternate CTA is desired, alert discovery+ marketing team along with description and spot rating.
Please Note
Official D+ Approval BLA & Legal Guidelines can be found below.
CTA Case Convention
Video CTAs are always all UPPERCASE
– Always write out the month or day of the week, in full, and numbers only i.e. STREAMING FEBRUARY 20
Static CTAs are always all lowercase (including month or day)
– Always write out the month or day of the week, in full, and numbers only i.e. streaming february 20
VO
Ensure the CTA voiceover and on-screen CTA text always match.
Pre-Launch
| Media Type | Market | Platform | Messaging | CTA* | VO (video only) | Legal Disclaimer | Notes |
|---|---|---|---|---|---|---|---|
| O&O | US | Linear | d+ Exclusive | STREAMING [MONTH/DATE OR DAY OF THE WEEK] | ORIGINAL: [show name] on discovery+. Streaming [month/date or day of the week] | Terms apply. See discoveryplus.com for details. US only. | |
| US | Linear | Concurrent | Linear tag w/ d+ bolt-on OR Linear tag w/ d+ super [stream on <d+ logo>] | Standard VO tag: “[linear tune-in] AND STREAMING ON DISCOVERY PLUS” Binge Message Option: “[linear tune-in] AND STREAM [PAST SEASONS] ON DISCOVERY PLUS” | Terms apply. See discoveryplus.com for details. US only. | ||
| US & CA | TVE | d+ Exclusive & Concurrent [d+ Messaging, only] | STREAMING [MONTH/DATE OR DAY OF THE WEEK] | ORIGINAL: [show name] on discovery+. Streaming [month/date or day of the week] | Terms apply. See [regional URL] for details. [region] only. | ||
| US & CA | In-App | d+ Exclusive & Concurrent [d+ Messaging, only] | STREAMING [MONTH/DATE OR DAY OF THE WEEK] | ORIGINAL: [show name] on discovery+. Streaming [month/date or day of the week] | N/A – No legal copy is needed on in-app promos. | ||
| US & CA | IPMs & Squeezes | d+ Exclusive & Concurrent | – | – | – | Pre-launch messaging typically not used for IPMs & Squeezes | |
| US | LSNI | d+ Exclusive | streaming [month/date or day of the week] | N/A | Terms apply. | ||
| US | LSNI | Concurrent | Linear tag w/ stream on <d+ logo> | N/A | Terms apply. | ||
| Paid TV | US | Comcast, Altice, Verizon, DTV | d+ Exclusive | STREAMING [MONTH/DATE OR DAY OF THE WEEK] | ORIGINAL: [show name] on discovery+. Streaming [month/date or day of the week] | Terms apply. See [regional URL] for details. [region] only. | |
| US | Comcast, Altice, Verizon, DTV | Concurrent | Linear tag w/ d+ bolt-on OR Linear tag w/ d+ super [stream on <d+ logo>] | Standard VO tag: “[linear tune-in] AND STREAMING ON DISCOVERY PLUS” Binge Message Option: “[linear tune-in] AND STREAM [PAST SEASONS] ON DISCOVERY PLUS” | Terms apply. See discoveryplus.com for details. US only. | ||
| US | National Broadcast | d+ Exclusive | COMING SOON | ORIGINAL: [show name] on discovery+. Coming soon. | Terms apply. See discoveryplus.com for details. US only. | ||
| US | National Broadcast | Concurrent | Linear tag w/ d+ bolt-on Must be “COMING SOON” language to comply with National Broadcast standards | Standard VO tag: “[linear tune-in] AND STREAMING ON DISCOVERY PLUS” Binge Message Option: “[linear tune-in] AND STREAM [PAST SEASONS] ON DISCOVERY PLUS” | Terms apply. See discoveryplus.com for details. US only. | ||
| CA | Corus Promo | d+ Exclusive & Concurrent [d+ Messaging, only] | – | – | – | Pre-launch messaging typically not used in Corus placements. | |
| Paid Digital/Social | US & CA | Video & Static | d+ Exclusive | STREAMING [MONTH/DATE OR DAY OF THE WEEK] (all lowercase in static) | Best practice, if using VO: [show name] on discovery+. Streaming [month/date or day of the week] | Terms apply. See [regional URL] for details. [region] only. | |
| OOH | US & CA | Video & Static | d+ Exclusive | STREAMING [MONTH/DATE OR DAY OF THE WEEK] (all lowercase in static) | N/A | Terms apply. | |
| US & CA | Video & Static | Concurrent | Linear tag w/ d+ bolt-on OR Linear tag w/ d+ super [stream on <d+ logo>] | N/A (if OOH Video usually doesn’t wouldn’t have VO) | Terms apply. | ||
| Print Ads | US & CA | Print Publications | d+ Exclusive | streaming [month/date or day of the week] | N/A | Terms apply. See [regional URL] for details. [region] only. | Must include: © 2022 Warner Bros. Discovery, Inc. or its subsidiaries and affiliates. All trademarks are the property of their respective owners. All rights reserved. |
| US & CA | Print Publications | Concurrent | Linear tag w/ stream on <d+ logo> | N/A | Terms apply. See [regional URL] for details. [region] only. | Must include: © 2022 Warner Bros. Discovery, Inc. or its subsidiaries and affiliates. All trademarks are the property of their respective owners. All rights reserved. | |
| Audio | US & CA | Radio and Programmatic Audio | d+ Exclusive & Concurrent [d+ Messaging, only] | streaming [month/date or day of the week] | – | Terms apply. |
Launch & Beyond
| Media Type | Market | Platform | CTA | VO (video only) | Legal Disclaimer | Notes | |
|---|---|---|---|---|---|---|---|
| O&O | US | Linear | d+ Exclusive | STREAM NOW FOR $4.99 | BRAND: Stream now for $4.99 ORIGINAL: [show name] on discovery+. Stream now for $4.99 | Terms apply. discovery+ starts at $4.99/mo. Ad-free plan available for $6.99/mo. See discoveryplus.com for details. US only. | |
| US | TVE | d+ Exclusive | STREAM NOW FOR $4.99 | BRAND: Stream now for $4.99 ORIGINAL: [show name] on discovery+. Stream now for $4.99 | Terms apply. discovery+ starts at $4.99/mo. Ad-free plan available for $6.99/mo. See discoveryplus.com for details. US only. | ||
| US | TVE | Concurrent | Linear tag w/ stream on <d+ logo> | “[linear tune-in plus] AND STREAM ON DISCOVERY PLUS” | Terms apply. See discoveryplus.com for details. US only. | ||
| US & CA | In-App | d+ Exclusive & Concurrent [d+ Messaging, only] | STREAM NOW | BRAND: Stream now ORIGINAL: [show name] on discovery+. Stream now | NO LEGAL ON IN-APP ADS | ||
| US & CA | IPMs (US O&O and CA Corus) | d+ Exclusive | STREAM NOW | N/A | Terms apply. | << Could also have “STREAM NOW FOR $4.99” as an option | |
| US | IPMs | Concurrent | Linear tag w/ d+ super | “[linear tune-in plus] AND STREAM ON DISCOVERY PLUS” | Terms apply. | ||
| US | Squeezes | d+ Exclusive | STREAM NOW | N/A | Terms apply. | << Could also have “STREAM NOW FOR $4.99” as an option | |
| US | LSNI | d+ Exclusive | SIGN UP NOW | N/A | Terms apply. | ||
| US | LSNI | Concurrent | Linear tag w/ stream on <d+ logo> | N/A | Terms apply. | ||
| Paid TV | US | Comcast, Altice, Verizon, DTV | d+ Exclusive | STREAM FOR $4.99 | BRAND: Stream for $4.99 ORIGINAL: [show name] on discovery+. Stream for $4.99 | Terms apply. discovery+ starts at $4.99/mo. Ad-free plan available for $6.99/mo. See discoveryplus.com for details. US only. | Cannot use “now” in CTA |
| US | Comcast, Altice, Verizon, DTV | Concurrent | Linear tag w/ d+ bolt-on | “[linear tune-in plus] AND STREAM ON DISCOVERY PLUS” | Terms apply. See discoveryplus.com for details. US only. | ||
| US | National Broadcast | d+ Exclusive | STREAM FOR $4.99 | BRAND: Stream for $4.99 ORIGINAL: [show name] on discovery+. Stream for $4.99 | Terms apply. discovery+ starts at $4.99/mo. Ad-free plan available for $6.99/mo. See discoveryplus.com for details. US only. | Cannot use “now” in CTA | |
| US | National Broadcast | Concurrent | Linear tag w/ d+ bolt-on | “[linear tune-in plus] AND STREAM ON DISCOVERY PLUS” | Terms apply. See discoveryplus.com for details. US only. | ||
| CA | Corus Specialty (Restricted) | d+ Exclusive & Concurrent [d+ Messaging, only] | LEARN MORE | BRAND: Learn more. | N/A | ||
| CA | Corus Global (Non-Restricted) | d+ Exclusive & Concurrent [d+ Messaging, only] | STREAM NOW FOR $4.99 | BRAND: Stream now for $4.99 ORIGINAL: [show name] on discovery+. Stream now for $4.99 | Terms apply. discovery+ starts at $4.99/mo. Ad-free plan available for $6.99/mo. See discoveryplus.com/ca for details. | «Sous réserve de certaines conditions. discovery+ commence à 4,99 $ par mois. Offre sans publicité à 6,99 $ par mois. Consultez discoveryplus.com/ca pour en savoir plus.» | |
| Paid Digital/Social | US & CA | Video & Static | d+ Exclusive & Concurrent [d+ Messaging, only] | SIGN UP NOW (all lowercase in static) | Best practice, if using VO: On-screen CTA and VO should match; variations may be necessary depending on the use-case | Terms apply. | |
| OOH | US & CA | Video & Static | d+ Exclusive | SIGN UP NOW (all lowercase in static) | N/A (OOH Video usually wouldn’t have VO) | Terms apply. | “OOH CTAs are dependent on the placement. Consult d+ Brand and Content marketing to determine which to use.” |
| US & CA | Video & Static | Concurrent | Linear tag w/ d+ super [stream on <d+ logo>] | N/A (OOH Video usually wouldn’t have VO) | Terms apply. | “OOH CTAs are dependent on the placement. Consult d+ Brand and Content marketing to determine which to use.” | |
| Print Ads | US & CA | Print Publications | d+ Exclusive | stream now or sign up now | N/A | Terms apply. See [regional URL] for details. [region] only. | Must include: © 2022 Warner Bros. Discovery, Inc. or its subsidiaries and affiliates. All trademarks are the property of their respective owners. All rights reserved. |
| US & CA | Print Publications | Concurrent | Linear tag w/ stream on <d+ logo> | N/A | Terms apply. See [regional URL] for details. [region] only. | Must include: © 2022 Warner Bros. Discovery, Inc. or its subsidiaries and affiliates. All trademarks are the property of their respective owners. All rights reserved. | |
| Audio | US & CA | Radio and Programmatic Audio | d+ Exclusive & Concurrent [d+ Messaging, only] | STREAM NOW or SIGN UP NOW | – | Terms apply. See [regional URL] for details. [region] only. | “Terms apply.” can be used for spots under :15. |
| CTV – Amazon | US & CA | Acquisition & Winback – Rotator Video | d+ Exclusive & Concurrent [d+ Messaging, only] |  | Amazon rotators should not include any VO | Terms apply. | All U.S. & CA Amazon placements must include the PVC logo. |
| US & CA | Acquisition – Rotator Static | d+ Exclusive & Concurrent [d+ Messaging, only] |  | N/A | Terms apply. | All U.S. & CA Amazon placements must include the PVC logo. | |
| US & CA | Acquisition – In-Line Banner | d+ Exclusive & Concurrent [d+ Messaging, only] | | N/A | Terms apply. | All U.S. & CA Amazon placements must include the PVC logo. | |
| US & CA | Acquisition – Screensaver | d+ Exclusive & Concurrent [d+ Messaging, only] | | N/A | Terms apply. | All U.S. & CA Amazon placements must include the PVC logo. | |
| US & CA | In-Kind – Rotator Video | d+ Exclusive & Concurrent [d+ Messaging, only] |  | N/A | Subscription required. | All U.S. & CA Amazon placements must include the PVC logo. | |
| US & CA | In-Kind – Rotator Static | d+ Exclusive & Concurrent [d+ Messaging, only] |  | N/A | Subscription required. | All U.S. & CA Amazon placements must include the PVC logo. | |
| CTV – Roku | US & CA | Home Screen Banner – Static only | d+ Exclusive & Concurrent [d+ Messaging, only] | sign up now | N/A | Terms apply. | |
| US & CA | TRC Home Screen Banner – Static only | d+ Exclusive & Concurrent [d+ Messaging, only] | [TRC logo] sign up now | N/A | Terms apply. | ||
| CTV – Samsung | US & CA | Acquisition – Static only | d+ Exclusive & Concurrent [d+ Messaging, only] | sign up now | N/A | Terms apply. | |
| US & CA | In-Kind & Acquisition – Static only | d+ Exclusive & Concurrent [d+ Messaging, only] | stream now | N/A | Subscription required. | ||
| CTV – LG | US & CA | Acquisition – Static only | d+ Exclusive & Concurrent [d+ Messaging, only] | sign up now | N/A | Terms apply. | |
| US & CA | In-Kind – Static only | d+ Exclusive & Concurrent [d+ Messaging, only] | stream now | N/A | Subscription required. | ||
| US | d+ Exclusive & Concurrent [d+ Messaging, only] | resubscribe | N/A | Billing begins immediately upon subscribing. Terms apply. | |||
| US | d+ Exclusive & Concurrent [d+ Messaging, only] | subscribe | N/A | Billing begins immediately upon subscribing. Terms apply. | Only use this disclaimer if you are sending it to someone to who is a lapsed user and as long as billing does start immediately. | ||
| US | d+ Exclusive & Concurrent [d+ Messaging, only] | start your free trial | N/A | Billing begins immediately upon subscribing. Terms apply. | Only use this disclaimer if you are sending it to someone to who is a lapsed user and as long as billing does start immediately. | ||
| US | d+ Exclusive & Concurrent [d+ Messaging, only] | redeem now | N/A | Disclaimer will depend on what the particular promotion is. | |||
| In-App | US | In-App | d+ Exclusive & Concurrent [d+ Messaging, only] | resubscribe | N/A | Billing begins immediately upon subscribing. Terms apply. |
Paywall / Welcome Screen
| English Copy (US) | English Copy (CA) | French Translation (CA) | |
|---|---|---|---|
| Headline | Something for Everyone | Something for Everyone | Tout le monde trouvera son bonheur |
| Subhead | Plans start at $4.99/month | Plans start at $4.99/month | Forfait à partir de 4,99 $/mois |
| Legal Line | Free trial available with new subscriptions. Terms apply. | Free days available with new subscriptions. Terms apply.* | Jours gratuits uniquement valables pour les nouveaux abonnements. Conditions applicables. |
| CTA | Start Free Trial | Subscribe Now | Abonnez-vous maintenant |
| CTA | Sign In | Sign In | Se connecter |