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Message ads advertising specifications | Marketing Solutions Help
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data-test-selector="heading-title"> Message ads advertising specifications </h2> <span class="hue-default-secondary-color t-14" data-test-selector="relativeTime-container"> Last updated: 4 weeks ago </span> </div> </div> <div class="page-width-content article-details-content"> <div class="article-details-content__main"> <article data-test-selector="article" data-article-source="urn:li:helpCenterArticle:(425533,LITHOGRAPH)"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>With message ads, you can serve native ads to your target audience through LinkedIn Messaging. The ads are displayed on desktop and mobile devices when members are active anywhere on LinkedIn. </p> </div> <div class="article-content-callout article-content-callout__background--warning" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Important to know </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> <p><p></p>Starting mid-October 2024, LinkedIn supports European Union (EU) targeting for Sponsored Messaging conversation and message ad campaigns. Only EU members who agreed to receive Sponsored Messaging ads in their LinkedIn inbox will experience this change. </p><p></p> </div> </div> <!----> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>The specifications for message ads are:</p> </div> <ul class="article-content__unordered-list" data-test-selector="unorderedList-container"> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Name this ad - Use up to 255 characters, including spaces.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Sender - Select from available senders or add a sender.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Message Subject: Use up to 60 characters, including spaces and punctuation.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Message text -</p><ul><li>Use up to 1,500 characters, including spaces and punctuation. You can use up to 10 emojis in a message ad.</li><li>Rich text options like bulleting, italics, and bolding are available, although we recommend keeping the formatting simple and conversational since you're in a conversation space.</li><li>The Message text field provides macro support, which makes it easier and quicker for you to create a custom message. The Insert custom fields dropdown lists the available macros, which include the recipient’s first name, last name, company name, job title, or industry.</li></ul> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Macro functionality - Macros won’t function as expected if a member turns off ad personalization in their privacy settings or if a member doesn’t have an active job position listed in their profile. In both instances, the macro will fail to load and will revert to using generic language as shown in the following table.</p> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list article-content__rich-text-table" data-test-selector="preRenderedMarkup-container"> <table class="artdeco-table--striped"> <thead class="artdeco-table-header"> <tr class="artdeco-table-row"> <th class="artdeco-table-header">Macro</th> <th class="artdeco-table-header">Text used when ad personalization is disabled</th> </tr> </thead> <tbody> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">%FIRSTNAME%</td> <td class="artdeco-table-cell">LinkedIn Member</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">%LASTNAME%</td> <td class="artdeco-table-cell">LinkedIn Member</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">%COMPANYNAME%</td> <td class="artdeco-table-cell">your company</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">%JOBTITLE%</td> <td class="artdeco-table-cell">professional</td> </tr> <tr class="artdeco-table-row"> <td class="artdeco-table-cell">%INDUSTRY%</td> <td class="artdeco-table-cell">industry</td> </tr> </tbody> </table> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Clickable links - Use up to three links.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Hyperlinked text in message - Use up to 70 characters, including spaces and punctuation.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Custom footer & Terms & Conditions - Use up to 20,000 characters, including spaces and punctuation.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Call-to-action - Use up to 20 characters, including spaces for the text you’d like for your call-to-action button.</p> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Landing page URL - URLs for your CTA button or hyperlink must have the "http://'' or "https://" prefix. You can use up to 1,024 characters for the destination link.</p> </div> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <ul> <li>If you add URL parameters for third-party tracking, do not use quotation mark characters within the parameter settings, as these parameters can prevent you from reaching the destination URL.</li> <li>Some special characters, for example: > < # % { } [ ] can cause errors when they're included in the query string at the end of the destination URL. If special characters are accepted, they might not be supported by all browsers. If your URL generates an error, copy everything after the question mark in the URL and paste it into a URL encoder. Then, copy your results and replace the original query string in the URL to resolve the issue.</li> </ul> </div> </div> </li> <li class="article-content__unordered-list-item t-14"> <div class="article-content__unordered-list-item-wrapper" data-test-selector="unorderedListItem-wrapper"> <div class="t-14 article-content__rich-text hue-default-color article-content__rich-text--in-list" data-test-selector="preRenderedMarkup-container"> <p>Banner creative (optional) -</p><ul><li>300 x 250 pixels (maximum)</li><li>Only available on desktop</li><li>File type: JPG, GIF (non-animated), or PNG (no flash)</li><li>Maximum file size: 2 MB</li><li>Click-through URL</li></ul> </div> </div> </li> </ul> <div class="article-content-callout article-content-callout__background--warning" data-test-selector="callout-container"> <div> <h3 class="t-16 article-content-callout__headline" data-test-selector="callout-headline"> Important to know </h3> <div class="article-content-callout__text-rich-description t-14 article-content-callout__text-rich-description--hue" data-test-selector="callout-rich-description"> <p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p>Ads are rejected if they do not meet our advertising guidelines.<p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p><p></p> </div> </div> <!----> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Related tasks</strong></p> <ul> <li><a rel="" href="https://www.linkedin.com/help/lms/answer/a422183" target="_self">Create a LinkedIn message ad campaign</a></li> <li><a rel="" href="https://www.linkedin.com/help/lms/answer/a426517" target="_self">Sender permission requests for Sponsored Messaging</a></li> </ul> <p><strong>Learn more</strong></p> <ul> <li><a rel="" href="https://www.linkedin.com/help/lms/answer/a1446024" target="_self">Changes to Sponsored Messaging</a></li> <li><a rel="" href="https://www.linkedin.com/help/lms/answer/a414962" target="_self">Advertising guidelines</a></li> <li><a rel="" href="http://meyerweb.com/eric/tools/dencoder/" target="_blank">URL encoder</a></li> </ul> </div> </article> <section class="people-also-viewed"> <h3 class="people-also-viewed__header t-bold t-black t-20">People also viewed</h3> <ul class="people-also-viewed__article-list"> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-s44ir" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Sender permission requests for Sponsored Messaging </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-s44ir" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>When you create Sponsored Messaging ads, you can select the sender that appears to the members of your target audience. Members will see the sender on their LinkedIn Messaging. You can change the sender of your Sponsored Message ads by adding additional senders to your ad account. Different senders allow for increased personalization and message relevance.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>To set up a sender for a Sponsored Messaging campaign, you need to send a permission request to the invited member. The invited member needs to accept the sender permission request to be added as a sender on the account.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a426517?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Sender permission requests for Sponsored Messaging”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-8pgb7" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Create message ads in Campaign Manager </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-8pgb7" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>With message ads, you can engage your prospects through native ads displayed through LinkedIn Messaging.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Message ads include a custom greeting, call-to-action (CTA) button, body text, and the ability to add a link in the message body. You can also add a custom footer to disclose legal terms, promotion rules, contact information, and more. If you selected lead generation as your campaign objective, you’ll also need to attach a Lead Gen Form.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a422183?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Create message ads in Campaign Manager”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-35i0h" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Single image ads advertising specifications </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-35i0h" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Single image ads are a Sponsored Content ad format supported by both Classic and Accelerate campaign types. The ads include one image and appear directly in the member’s feed of your campaign’s target audience. Below are the advertising specifications for single image ads. Ads are rejected if they do not meet our advertising guidelines. </p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Image specifications</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h2>Ad text specifications</h2> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>* Impression tracking and attribution is supported for Google Marketing Platform (formerly DoubleClick). For click tracking, we suggest using campaign-based tracking codes rather than referral source to track visits to your website because different redirect types and secure browsing can impact whether the referrer is passed.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a426534?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Single image ads advertising specifications”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-n7em1" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Create LinkedIn ads with macros </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-n7em1" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>LinkedIn macros allow you to generate personalized ad content for each recipient. When you use macros like %FIRSTNAME% or %LASTNAME% during ad creation, the member’s personalized information appears in the ad copy when the campaign is live. Macros are supported for Sponsored Messaging (message and conversation ads), dynamic ads, and conversation assets used in click-to-message ads.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <h3>Macro functionality</h3> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>When using macros, the text must be in all capital letters. For example, %firstname% won't work as a macro, use %FIRSTNAME% instead. <br> </p><p>There are two instances where macros won’t function as expected: </p><ul><li>If a member turns off ad personalization in their privacy settings.</li><li>If a member doesn’t have an active job position listed in their profile.</li></ul><p>In both instances, the macro will fail to load and will revert to using generic language. The following table illustrates the text that's used when ad personalization is disabled.</p> </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a424137?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Create LinkedIn ads with macros”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> <li class="people-also-viewed__article-list-item" data-test-selector="people-also-viewed-article-list-item"> <div class="collapsible" data-test-selector="collapsible"> <button aria-controls="collapsible__body-kcgao" aria-expanded="false" class="collapsible__trigger plain-button people-also-viewed__collapsible-trigger" data-test-selector="collapsible-trigger" type="button"> <span class="t-16 t-open people-also-viewed__article-title" data-test-selector="people-also-viewed-article-title"> Text Ads - Advertising Specifications </span> <li-icon size="large" color="inverse" class="collapsible__icon " data-test-selector="collapsible-icon" type="chevron-down-icon"></li-icon> </button> <div id="collapsible__body-kcgao" class="collapsible__body people-also-viewed__collapsible-body" data-test-selector="collapsible-body" hidden tabindex="-1"> <div class="collapsible__content"> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p>Text ads include a headline, brief text, and an image. They might be placed on the right rail of a variety of LinkedIn desktop pages.</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> Below are the specifications required for text ads: </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Ad image:</strong> 100 x 100 pixels; upload a JPG or PNG file that is 2MB or smaller </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <p><strong>Ad name (optional):</strong> Use up to 255 characters, including spaces</p> </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Ad headline:</strong> Use up to 25 characters, including spaces </div> <div class="t-14 article-content__rich-text hue-default-color" data-test-selector="preRenderedMarkup-container"> <strong>Ad description:</strong> Use up to 75 characters, including spaces </div> </div> <div class="collapsible__body-footer"> <a href="/help/lms/answer/a423705?trk=hc-articlePage-peopleAlsoViewed" class="people-also-viewed__article-link" data-test-selector="people-also-viewed-article-link" aria-label="Read help article “Text Ads - Advertising Specifications”"> Read more <li-icon class="people-also-viewed__article-link-icon svg-icon" size="small" aria-hidden="true" type="arrow-right-icon"></li-icon> </a> </div> </div> </div> </li> </ul> </section> <!----> <div class="placeholder " id="helpfulness-rating"> </div> </div> <div class="article-details-content__delimiter"></div> <aside class="article-details-content__aside"> <div class="article-details-content__tags"> <h3 id="tagged-header" class="hue-web__header--aside t-bold t-16" data-test-selector="topicTags-header"> Tagged in </h3> <ul class="pill-list article-page-pill-list hue-artdeco-pill" data-test-selector="topicTags-container"> <li class="pill-list__item" id="topic-link-a134093" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a134093" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a134093"> Message Ads </span> </a> </li> <li class="pill-list__item" id="topic-link-a3046" data-test-selector="topicTags-list-item"> <a class="pill basePadding label" href="/help/lms/topic/a3046" data-test-selector="topic-tag-link" aria-describedby="tagged-header"> <span data-test-selector="topicTags-title-a3046"> Advertising Specifications </span> </a> </li> </ul> </div> <div class="related-articles"> <h3 id="related-articles" class="related-articles__header t-bold t-16" data-test-selector="relatedArticles-header"> Related articles </h3> <ul class="related-articles__list" data-test-selector="relatedArticles-container"> <li class="related-articles__list-item t-14" id="article-link-a426517" data-test-selector="relatedArticles-list-item"> <a href="/help/lms/answer/a426517" class="related-articles__link" data-test-selector="related-article-link" aria-describedby="related-articles"> <li-icon class="related-articles__icon" color size="small" type="document-icon"></li-icon> <span data-test-selector="relatedArticles-title-a426517"> Sender permission requests for Sponsored Messaging </span> </a> </li> <li class="related-articles__list-item t-14" id="article-link-a422183" data-test-selector="relatedArticles-list-item"> <a href="/help/lms/answer/a422183" class="related-articles__link" data-test-selector="related-article-link" aria-describedby="related-articles"> <li-icon class="related-articles__icon" color size="small" type="document-icon"></li-icon> <span data-test-selector="relatedArticles-title-a422183"> Create message ads in Campaign Manager </span> </a> </li> </ul> </div> <!----><!----> </aside> </div> <!----> </div> </main> <div class="placeholder " id="toasts__wormhole" data-inert-toggle-target="me-menu-inert-toggle-target"> </div> <footer class="global-footer" data-inert-toggle-target="me-menu-inert-toggle-target" data-component-selector="global-footer" data-test-id="global-footer" role="contentinfo"> <div class="global-footer__upper-row-wrapper"> <div class="page-width-content"> <ul class="global-footer__upper-row-items t-12 t-black"> <li class="global-footer__upper-row-item global-footer__logo"> <a class="global-footer__upper-row-item-link" href="https://www.linkedin.com"> <li-icon size="14dp" color="brand" tabindex="-1" aria-hidden="true" type="linkedin-logo"></li-icon> <span class="visually-hidden">LinkedIn</span> </a> </li> <li class="global-footer__upper-row-item "> <a class="global-footer__upper-row-item-link" data-test-id="footer-contact-us" href="https://www.linkedin.com/help/lms/ask"> Contact us </a> </li> <!----> <!----> <!----> <!----> <li class="global-footer__upper-row-item global-footer__language-switcher-wrapper"> <form action method="GET" class="language-switcher__form"> <!----> <label class="language-switcher__select-label"> <span class="visually-hidden">Select a language. 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