What Are Black Hat Digital Marketing Practices?
What is the Difference Between a Best Practice and a Black Hat Policy?
Best Practices and Policies
of PLMEC Vendors
1. Advertising Language
PLMEC vendors do not use these terms in ads, headlines, or list services such as:
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Abortion consultation, abortion screening, abortion exam, or any similar phrase
Instead, we recommend the use of these terms for abortion information services similar to the following:
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Abortion information
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Nurse consultations
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Education on abortion
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Options consultations
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2. Backlinks and Disclaimers
PLMEC vendors will never intentionally link to an abortion provider, funder, or a site that promotes abortion with a “clinic finder” or similar approach.
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The policy of the PLMEC is to place disclaimers (does not provide or refer for abortion services) on websites and landing pages that pertain to abortion.
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3. Accurate Information & Campaigns
PLMEC vendors do not intentionally give inaccurate medical or legal information with the goal of tricking or deceiving an abortion-minded woman or potential client. PLMEC vendors aim to adhere to all known legal and medical requirements per state.
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PLMEC vendors do not write campaigns with false or misleading headlines. This includes standalone “abortion” “abortion clinic” “abortion pill” headlines without including the word(s) “education” “information” “options” “answer” or something similar.
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4. AI and Technology
PLMEC vendors do not turn on automatic assets in Google Ads or allow AI to write or create ads without human oversight.
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Each PLMEC member has their own AI policies. If you are looking for a company, ensure you know how they use AI and what that might mean for your center.
Black Hat Policies | Our “Never” List
This can result in a PLMEC vendor terminating a partnership.
1. Advertising Language
PLMEC members pledge to never use misleading abortion terms that lead a potential client to think they are going to receive an abortion or access to an abortion at the center. This can include abortion consultation or abortion exam or alluding to the cost or price of an abortion at the pregnancy center. While information on cost is not a black practice, there should be clear information about what a center does or does not provide.
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2. Backlinks and Disclaimers
Backlinks to an abortion provider, funder, or a site that promotes abortion with a “clinic finder” or similar approach are black hat practices.
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​Lying to or misleading women or potential clients on the phone (text or chat) by making them think they are getting an abortion at the center should never be done by a pregnancy center marketing company or pro-life organization.
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4. Accurate Information & Campaigns​
​Intentionally giving inaccurate medical or legal consultations (i.e., telling women an ultrasound is required in their state when it is not) is never allowed.
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Intentionally using misleading or false headlines include:
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Abortion Clinic Locations, Self-Managed
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Abortion Guide; Free Abortion Pills
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Abortion Clinic Near Me, Misoprostol
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(Abortion Pills), At-Home Abortions
If this happens, the venfor would be immediately banned from the PLMEC or it would prevent a pregnancy center marketing company from becoming a PLMEC member.
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4. AI and Technology
Some companies do not intend to be misleading in their headlines, but do not know how to turn off specific settings that auto-write headlines or use AI to create campaigns.
Do All PLMEC Vendors Operate the Same?
All members of the PLMEC are required to agree to:
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Never perform or enlist any strategies or content on the black hat list
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Follow the most up-to-date pro-life research
However, each vendor can have its own unique approaches to advertising, content and design creation, reporting, branding messaging and language, and tracking.
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If you are looking for a vendor that aligns with your values, connect with each member who offers the services you are looking for to hear from their team about what makes them unique. And check out our resource on Questions to Ask Your Marketing Partner to help you make an informed decision.
There’s no one-size-fits-all approach to pregnancy center marketing. Contact us today to find the vendor that is right for you.