Advertising Content & Approval Policy

Paarda ("Paarda", "we", "us" or "our") operates a digital signage advertising platform through which advertising content may be displayed on digital screens located at participating retail stores, businesses and other venues.

This Advertising Content & Approval Policy ("Policy") sets out the requirements that advertising content must meet before it may be displayed through the Paarda network.

The Policy applies to all advertisers, agencies, businesses and other customers ("Advertisers", "you" or "your") submitting advertising content to Paarda.

By submitting advertising content to Paarda, you acknowledge that you have read and agree to comply with this Policy.

This Policy should be read together with the Paarda Advertiser Terms & Conditions and any applicable campaign order, booking or service agreement.

Paarda provides a digital signage advertising service that may include:

• Providing advertising space on digital screens
• Managing digital signage hardware and software
• Receiving and reviewing advertising content
• Scheduling advertisements
• Displaying advertisements at participating venues
• Managing advertising campaigns
• Providing campaign and proof-of-play reporting
• Providing related advertising, creative or technical services

Paarda may act as a media owner, advertising service provider, technology provider and/or advertising intermediary depending on the services provided for a particular campaign.

We reserve the right to determine whether advertising content is suitable for display on our network.

Acceptance of an advertisement by Paarda does not constitute an endorsement of the advertiser, its products, services or claims.

The Advertiser is responsible for ensuring that all advertising content submitted to Paarda:

1. complies with applicable laws and regulations
2. complies with applicable UK advertising rules and codes
3. is accurate and not misleading
4. can be substantiated where required
5. does not infringe the rights of another person or organisation
6. does not contain unlawful, fraudulent or deceptive content
7. is suitable for the intended audience and location
8. complies with any applicable age, geographic or targeting restrictions
9. complies with this Policy

The Advertiser remains responsible for the accuracy and legality of its advertising content even where Paarda has reviewed, approved or technically assisted with the advertisement.

Where an Advertiser uses an advertising agency, marketing agency, designer or other third party to submit content on its behalf, the Advertiser remains responsible for ensuring that the third party has the necessary authority and that the submitted content complies with this Policy.

Advertising displayed through the Paarda network must comply with applicable UK legislation, regulations and advertising codes.

Depending on the nature of the advertisement, this may include requirements relating to:

• Consumer protection
• Misleading advertising
• Unfair commercial practices
• Intellectual property
• Data protection and privacy
• Financial services
• Gambling
• Alcohol
• Health and medical claims
• Food and nutrition
• Children's advertising
• Environmental claims
• Political advertising
• Other regulated products or services

Advertisers are responsible for obtaining appropriate professional or regulatory advice where necessary.

Paarda may request evidence of compliance before approving an advertisement.

All advertising content should be:

Legal Advertising must not promote illegal activities, illegal products or services, or encourage unlawful behaviour.

Honest Advertising must not contain deliberately false, deceptive or materially misleading information.

Clear The nature and purpose of the advertisement should be reasonably clear to the audience.

Responsible Advertising should not contain content that is likely to cause serious or widespread offence or harm, taking into account the context in which it will be displayed.

Appropriate Advertising should be appropriate for the audience, venue and environment in which the screen is located.

Paarda will generally not accept advertising that:

• Promotes illegal products, services or activities
• Facilitates fraud, scams or deceptive practices
• Promotes phishing, malware or other malicious activity
• Promotes counterfeit goods
• Infringes intellectual property rights
• Contains unlawful hate speech or discriminatory material
• Contains sexually explicit or pornographic material
• Promotes violence or criminal activity
• Contains graphic or gratuitously disturbing material
• Impersonates another business or organisation
• Makes deliberately false or deceptive claims
• Promotes fraudulent investment or financial schemes
• Attempts to manipulate, deceive or exploit consumers
• Contains malware, malicious code or harmful links
• Contains content that Paarda reasonably considers unsuitable for its network
• Otherwise violates applicable law or this Policy

This list is not exhaustive.

Paarda may reject content where we reasonably believe that displaying it could expose Paarda, a venue, an Advertiser or the public to legal, regulatory, safety or reputational risk.

Certain products and services may be subject to additional review or restrictions.

These may include, without limitation:

• Alcohol
• Gambling and betting
• Financial products and services
• Investments
• Loans and credit
• Insurance
• Healthcare and medical services
• Medicines and medical products
• Cosmetic procedures
• Weight-loss products and services
• Food and nutritional products
• Dating services
• Adult-oriented services
• Age-restricted products
• Political or election-related advertising
• Charitable fundraising
• Cryptocurrency and digital assets
• Employment and recruitment
• Housing and property
• Children's products or services
• Environmental or sustainability claims

Paarda may require additional information, evidence, licences, registrations, disclaimers or other documentation before accepting advertising in a restricted category.

We may impose additional restrictions based on:

• Venue
• Audience
• Screen location
• Time of day
• Geographic location
• Age suitability
• Applicable law or regulation
• Requirements of a screen-hosting venue

Advertisers must ensure that claims made in advertisements are accurate, fair and capable of being substantiated where required.

Examples of claims that may require supporting evidence include:

• 50% off
• Lowest price
• Number one
• Best in the UK
• Clinically proven
• Guaranteed results
• Save £X
• Free
• Limited time only
• Environmental or sustainability claims

Paarda may request supporting documentation before approving such claims.

Supporting documentation may include:

• Pricing information
• Research
• Test results
• Independent reports
• Certifications
• Regulatory approvals
• Terms and conditions
• Other reasonable evidence

Paarda may reject or require amendment of a claim where sufficient evidence is not provided.

Where an advertisement contains a price, discount or promotional offer, the Advertiser must ensure that:

• The advertised price is accurate
• Any material conditions are clearly communicated
• The promotion is genuinely available
• Any stated expiry date is accurate
• The advertised offer can be fulfilled
• Applicable consumer and advertising requirements are satisfied

Paarda may request the full terms of an offer before approval.

The Advertiser confirms that it has all necessary rights, licences and permissions to use and display all materials contained in its advertising content.

This includes, where applicable:

• Photographs
• Images
• Videos
• Music
• Audio
• Logos
• Trademarks
• Fonts
• Graphics
• Artwork
• Product images
• Testimonials
• Reviews
• User-generated content
• Other third-party materials

The Advertiser must not submit content that infringes another person's intellectual property, privacy, publicity or other legal rights.

Paarda may request evidence of the Advertiser's rights to use particular content.

Where advertising includes a person, testimonial, review, endorsement or recommendation, the Advertiser must ensure that:

• The person has authorised the use where required
• The statement is genuine and accurately represented
• The content is not misleading
• Any required disclosure is included
• The Advertiser has appropriate evidence supporting the representation

Paarda may request supporting documentation.

Advertisements may contain:

• Website addresses
• QR codes
• Telephone numbers
• Email addresses
• Social media handles
• Other contact information

The Advertiser is responsible for ensuring that these destinations are:

• Accurate
• Operational
• Safe
• Relevant to the advertisement
• Not used to facilitate unlawful or deceptive activity

Paarda may refuse advertisements containing links or QR codes that it considers unsafe, misleading or inappropriate.

Paarda does not currently accept political, election-related or referendum advertising through its digital signage network.

We reserve the right to refuse or remove advertising that we reasonably consider to be political or election-related.

Advertising intended for, directed at, or likely to be viewed by children may be subject to additional requirements.

Paarda may impose additional restrictions where screens are located in environments that are primarily used by children or families.

Advertisers must provide accurate information about the intended audience of their campaigns.

Our standard approval process may operate as follows:

Step 1: Submission

The Advertiser submits the advertisement through the Paarda platform or by another approved method.

Step 2: Technical Review

We may check:

• File format
• Resolution
• Aspect ratio
• Duration
• File size
• Audio/video specifications
• Screen compatibility
• Other technical requirements

Step 3: Content Review

Paarda may review the advertisement for compliance with:

• This Policy
• The Advertiser Terms & Conditions
• Applicable advertising requirements
• Venue-specific requirements

Step 4: Decision

We may:

Approve: The advertisement is eligible for scheduling.

Approve subject to changes: The Advertiser must make specified changes.

Request further information: Additional evidence or clarification is required.

Reject: The advertisement will not be displayed.

Step 5: Scheduling

Only approved advertising content may be scheduled for display.

Approval of an advertisement does not guarantee that it will be displayed continuously or for a particular number of impressions unless expressly stated in the applicable campaign agreement.

Display may be affected by:

• Technical failures
• Screen availability
• Venue closure
• Internet connectivity
• Power outages
• Maintenance
• Emergency content removal
• Venue requirements
• Regulatory requirements
• Other circumstances outside Paarda’s reasonable control

Once an advertisement has been approved, the Advertiser must not materially alter the advertising content without submitting the revised version for approval.

A new version may require a new review.

Paarda may suspend a campaign if we discover that the displayed content differs materially from the approved version.

Paarda reserves the right to reject any advertisement.

We may reject advertising where:

• It breaches this Policy
• It may breach applicable law or advertising rules
• Required evidence has not been provided
• The content is unsuitable for a particular venue
• The advertisement creates unreasonable legal or reputational risk
• The advertiser has previously breached this Policy
• The advertisement is technically unsuitable
• The advertiser has failed to provide required information
• We otherwise reasonably consider the advertisement unsuitable for our network

We are not required to provide an exhaustive explanation for every rejection, although we will generally provide a reason where reasonably practicable.

Paarda may suspend or remove an advertisement that has already been approved or displayed where:

• We receive a complaint
• We discover that the advertisement may breach this Policy
• We receive information suggesting that an advertising claim may be inaccurate
• A regulatory or legal issue arises
• The Advertiser loses a required licence or authorisation
• The content becomes unlawful or inappropriate
• A venue requests removal
• The Advertiser provides inaccurate or incomplete information
• We reasonably believe continued display creates legal, regulatory, safety or reputational risk

Where appropriate, we may notify the Advertiser and provide an opportunity to remedy the issue.

However, Paarda may remove content immediately where we reasonably consider immediate action necessary.

The Advertiser remains responsible for claims, complaints, losses, liabilities or expenses arising from its advertising content to the extent provided for under the applicable Advertiser Terms & Conditions.

The Advertiser should ensure that it has appropriate insurance for its business and advertising activities.

Nothing in this Policy excludes or limits any liability that cannot lawfully be excluded or limited.

Complaints relating to advertising displayed through the Paarda network may be submitted to:

Email: [email protected]

Address: Quatro House Lyon Way, Frimley Road, Camberley, United Kingdom, GU16 7ER

Complaints should include, where possible:

• The advertisement concerned
• Date and approximate time of display
• Screen or venue location
• Nature of the complaint
• Relevant photographs or evidence
• Contact details for the person submitting the complaint

Paarda may investigate complaints and may suspend advertising while an investigation is ongoing.

Where appropriate, complaints may be referred to the relevant advertiser or other responsible party.

Advertisers must cooperate reasonably with Paarda when we investigate:

• Complaints
• Regulatory concerns
• Intellectual property claims
• Consumer complaints
• Legal issues
• Potential breaches of this Policy

An Advertiser must provide requested evidence within a reasonable period where necessary to establish compliance.

Advertising may be displayed in different types of venues.

A venue may have additional requirements regarding:

• Content
• Products
• Services
• Audience
• Age suitability
• Competitor advertising
• Political advertising
• Religious content
• Timing
• Volume
• Screen location
• Other matters

Paarda may apply venue-specific advertising restrictions in addition to this Policy.

Where a venue's requirements conflict with an Advertiser's campaign requirements, Paarda may require the campaign to be amended or may decline to display the advertisement at that venue.

Advertising content must meet Paarda’s technical specifications.

These may include requirements relating to:

• Resolution
• Aspect ratio
• Orientation
• File type
• File size
• Video duration
• Frame rate
• Audio
• Image quality
• Animation
• Brightness
• File naming
• Delivery method

Technical specifications may vary depending on the screen.

Paarda may update its technical requirements from time to time.

Advertisers should ensure that advertising content is reasonably readable and understandable when displayed in its intended environment.

Depending on the campaign, Paarda may require:

• Appropriate text size
• Sufficient contrast
• Clear messaging
• Appropriate display duration
• Legible contact information

Paarda may request changes where an advertisement is technically compliant but not reasonably usable or readable on the intended screen.

Where an advertisement or campaign involves the collection or processing of personal data, the Advertiser is responsible for ensuring that its activities comply with applicable data protection laws.

Where applicable, this may include requirements relating to:

• Privacy notices
• Consent
• Cookies
• Tracking technologies
• Marketing communications
• Data subject rights

Paarda may request changes to campaign materials where privacy or data protection concerns are identified.

Paarda may retain records relating to submitted advertisements and campaigns, including:

• Advertisement files
• Campaign information
• Approval decisions
• Policy acceptance records
• Communications
• Supporting documentation
• Display records
• Proof-of-play information

Records may be retained for operational, contractual, accounting, legal, regulatory and dispute-resolution purposes.

Where supported by the Paarda platform, we may provide advertisers with campaign reporting or proof-of-play information.

Proof-of-play records may include:

• Screen/location
• Date
• Time
• Campaign
• Advertisement
• Number of plays
• Technical delivery information

Proof-of-play reporting may be subject to technical limitations and does not necessarily represent the number of people who actually viewed an advertisement.

Unless expressly agreed otherwise, Paarda does not guarantee that a particular individual will see an advertisement.

Where advertising content has been created or modified using artificial intelligence or automated tools, the Advertiser remains responsible for the content.

The use of AI does not reduce the Advertiser's responsibility for:

• Accuracy
• Copyright
• Trademark rights
• Privacy
• Misleading claims
• Endorsements
• Images of people
• Compliance with applicable advertising requirements

Paarda may request clarification regarding AI-generated or materially AI-modified content where appropriate.

Paarda may update this Policy from time to time to reflect:

• Changes in law
• Regulatory requirements
• Changes to our services
• Changes to our venues
• Industry developments
• Changes to our risk management practices

The current version of the Policy will be made available through the Paarda platform or website.

Where an Advertiser is required to accept a new version, we may require affirmative acceptance before further campaigns can be submitted.

Before submitting advertising content, the Advertiser may be required to confirm:

• I confirm that I have read and agree to the Paarda Advertising Content & Approval Policy.
• I confirm that I have the necessary rights, licences and permissions to use the content submitted for this campaign.
• I confirm that the information and claims contained in the advertisement are accurate and can be substantiated where required.
• I understand that Paarda may request additional information, require changes, reject, suspend or remove advertising content in accordance with this Policy.

The Advertiser's acceptance may be recorded electronically together with the applicable Policy version, date and time.

Failure by Paarda to enforce a particular provision of this Policy on one occasion does not constitute a waiver of our right to enforce that provision in the future.

Questions regarding this Policy should be directed to:

Paarda

A trading name of ackresponse Limited.

Email: [email protected]

Website: www.paarda.com

Registered Office: Quatro House Lyon Way, Frimley Road, Camberley, United Kingdom, GU16 7ER

Company Number: 497802641