If you're unclear about what they're saying, they mean that it is a bounty text, a statement put under your name and belt to display that you have a bounty on you. There are no limits to what the bounty can say, and you can even add colors. YOu can't add images though, or links.
Click
Here, to see the current bounty page. You can place a bounty on another player, or ask a friend to place one on you :P