Each will have it's own rules and what it accepts, but generally something that's related to the content of the merchant and doesn't contain anything illegal, racist, etc. etc. Some are more fussy than others about what sites they'll accept and some will pretty much accept anything under the sun.
To be honest, I can't even remember if buy.at allow you to specify the web sites you're going to use potentially with their merchants. Best read the terms and conditions of any merchant you want to join.
Trev
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