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This answer is on-topic, but the poster fails to disclose that they are the author of the site. Stack Exchange policy discourages this.

What is the appropriate action in this case? The action I've taken is to clearly label the post as being self-advertisement.

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Using your privilege to edit the post seems appropriate. Leaving a comment would take more of your and the poster's time on following up on edits. If it's not a clear case or if it's a mild violation, then a friendly comment would do the job too.

Including a link to the policy would be important.

If a post is spammy, trying to get traffic to another site with little connection to the question asked, then "more drastic measures" are in order, don't know what those are...

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  • $\begingroup$ You're correct! It wasn't' a roll-back. My pre-coffee self was not awake. :-) $\endgroup$ – Peter K. Nov 2 '17 at 11:50

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