Choosing a thumbnail that does not misrepresent the story

Choose a thumbnail that fairly previews the linked story. Check more than whether it depicts a related subject: the person, object, setting and crop can each imply something the article does not support.

Describe what a glance suggests

First describe the image literally, then ask what a reader might infer beside the headline. A named product can imply that the article reviews or recommends that product.

A recognisable person can suggest involvement or endorsement. A dramatic scene can suggest an event or danger the story never discusses.

For a hypothetical article explaining how to compare window insulation options, a neutral image of windows may fit. An image of a fire-damaged house would set a different expectation unless the story actually concerns that event. The decision depends on the particular image and article.

The ACCC explains that it accepts reports about possible misleading or false claims and may investigate and take compliance or enforcement action. Outbrain's image best practices recommend images that relate closely to landing-page content and list images unrelated to the headline or landing page among things to avoid.

Its guidelines also prohibit fake-news content designed to deceive readers. Check the requirements of the placement being bought.

Misleading vs. truthful thumbnails: What to avoid and what to use

Inspect the crop and the complete card

A suitable full image can become misleading when cropped. Preview the formats the supplier offers and check whether a crop removes important context, changes the apparent product or makes a person look like an endorser. Outbrain recommends a 3:2 image ratio for Standard campaigns and a 1:1 ratio for Carousel and App Install campaigns; another supplier may use different formats.

View the thumbnail with the exact headline and source name. Would someone seeing only that card expect the story at the destination? If the image adds a stronger claim than the article supports, choose another image or revise the creative. Review the result again if the story changes.

Confirm the right to use it

Keep a record of the chosen asset, its source, licence or other permission, permitted advertising use and approved crop. Check the context and rights for a recognisable person or third-party logo. A licence to use an image in one setting does not, by itself, establish permission for every promotional use.

Key guidelines from Australian regulators and platforms