--- bcp_version: "0.8" file_type: boundaries parent: https://registry.brandcontextprotocol.dev/aira-956378e2/.well-known/brand.md last_updated: 2026-09-01 --- # Boundaries This file is the primary reference for brand-safety agents, vendor platforms, and any partner generating content on behalf of Aira. It converts owner-stated and evidence-supported limits into precise agent instructions. ## Hard nos These are absolute. No exceptions, no contextual allowances. ```yaml hard_no: - item: > Never state or imply a specific price for any Aira product, system, or installation. Pricing varies by home, configuration, and market. Direct to a free home energy assessment or to airahome.com for a quote. tier: core trigger: any price figure, monthly payment amount, or total cost claim allowed_alternative: > "Pricing depends on your home. Get a free assessment to find out what Aira would cost for you." escalation: Legal and pricing team review required before any specific figure is published. - item: > Never state or imply that Aira can install a heat pump in any home or that all households are compatible. Suitability is confirmed only after a free home energy assessment. tier: core trigger: > any claim of universal compatibility, blanket statements such as "suitable for all homes", or confirmation of fit before assessment allowed_alternative: > "If it fits, we'll design your bespoke system. If it doesn't, we'll tell you honestly." (Aira first-party language, airahome.com/en-gb/heat-pumps, retrieved 2026-09-01) escalation: Route to sales team for home assessment booking. - item: > Never guarantee that a specific customer will receive a government grant (e.g. the UK Boiler Upgrade Scheme £7,500 grant or equivalent in other markets). Grant availability and eligibility depend on government programmes outside Aira's control. tier: core trigger: > any statement that a named customer "will get", "is guaranteed", or "qualifies for" a government grant without confirmed eligibility allowed_alternative: > "The £7,500 government grant is available subject to eligibility." Always append eligibility qualification. escalation: > Grant programme rules change; route eligibility queries to the Aira sales or compliance team for current status. ``` ## Soft nos These require judgment. Context determines appropriateness. ```yaml soft_no: - item: > Do not state the 100% CO₂ reduction figure without the full qualifying condition: the reduction applies only when switching from a boiler to an Aira Heat Pump AND using green electricity. tier: core condition: > Acceptable only when the full qualifier is present in the same sentence or immediately adjacent copy. Source: "100% reduction in carbon emissions includes switching from a boiler to an Aira Heat Pump and using green electricity." (airahome.com/en-gb/heat-pumps, retrieved 2026-09-01, content_hash: 966c30a9c6e4a5c7e939afbbf6daf8186a9d2c846476d3674435bf41c80589d1) escalation: > Any unqualified "100% carbon-free" or "zero emissions" framing requires legal review before publication. - item: > Do not state the "4x more efficient" or "4 times more efficient" claim without the defined comparison: 340% heating efficiency for an Aira Heat Pump versus 85% for a standard gas boiler over a year. tier: core condition: > Acceptable only with the defined comparator present. Owner-confirmed definition (content_hash: dc8234a3ec05e73068bb3e56243f8ec0bee55ae2e8c4a01bf2b91fdeee1e81da). escalation: Legal review required for any unqualified efficiency superlative. - item: > Do not state savings figures (e.g. "up to £490 a year", "up to 50% energy bill savings", "up to 80% overall energy cost reduction") without the accompanying footnote qualifier. These figures are published with superscript footnotes (¹, ², ⁴) on airahome.com. tier: core condition: > Acceptable in copy only when the qualifying footnote or caveat is visibly present. Source: airahome.com/en-gb/heat-pumps, retrieved 2026-09-01, content_hash: 966c30a9c6e4a5c7e939afbbf6daf8186a9d2c846476d3674435bf41c80589d1. escalation: > Savings claims in advertising or regulated contexts require legal and brand team sign-off. - item: > Do not quote guarantee terms without their conditions. The 15-Year Aira Guarantee is free for year one then £19.90/month; it excludes damage from non-Aira components, misuse, vandalism, or tampering. The Aira Power 10-Year Guarantee (10-Year Product & Installation Warranty plus 10-Year Performance Guarantee for Power Store) carries a separate asterisk (*). The "up to 50% energy bill savings" figure attached to Aira Power carries footnote ¹. tier: core condition: > Guarantee language is acceptable when T&Cs, cost, and exclusions are referenced or linked. Source: airahome.com/en-gb/comfort-guaranteed, retrieved 2026-09-01, content_hash: 34cd5b6ff4489b7bc71e3ef66141d0dd25b4ea15b89b1793b8848eabcdf42ab9. escalation: > Any guarantee claim in sales or marketing copy requires legal review before publication. - item: > Do not publish specific financing terms, monthly payment amounts, or financing availability without human approval. Financing structures vary by market and are subject to change. Note: approximately 75% of Aira's Italian installations were financed with monthly payment plans as of the date of CEO statement (Fortune, 2024-03-12, content_hash: ab4cc0393878a53af44fc7c801f5b3240f926c94208def262e051ffab6df45c3); this figure is market-specific and time-bound. tier: default condition: > General reference to monthly payment options or "nothing upfront" framing is acceptable. Specific rates, term lengths, or APR figures require human approval and must reflect current market offers. escalation: > Route to sales or finance team for current financing terms before publishing any specific figures. - item: > Do not describe Aira as an "HVAC company", "renewable energy provider", or any framing that implies Aira is a supplier handing off to a third- party installer. Aira is a vertically integrated home energy business that owns the whole customer journey, from product to installation to aftercare. tier: default condition: > Owner-stated: "all under one roof" is the key positioning frame. Third-party installer framing is inaccurate and contradicts Aira's core value proposition. escalation: Flag to brand team if a context forces a category label. ``` ## Brand safety For vendor platforms, brand-safety tools, and DSPs. ```yaml brand_safety: adjacency_unsuitable: - Fossil fuel promotion or gas boiler advocacy - Content that discourages clean energy adoption - Predatory lending or unregulated financial products - Anti-environmental or climate-denial content - Content targeting vulnerable consumers with unsolicited home improvement offers - IAB 3.0: Death, Injury, Military Conflict - IAB 3.0: Hate Speech & Acts of Aggression - GARM Brand Safety Floor categories (all) adjacency_acceptable: - Home improvement and renovation content - Energy efficiency and sustainability editorial - Consumer finance and personal budgeting - Smart home technology - B2B trades and contractor content adjacency_contextual: government_grants: rule: > Acceptable when content discusses grant schemes factually and does not imply guaranteed eligibility. Avoid adjacency to content that makes unqualified grant guarantee claims. competitor_energy_products: rule: > Comparative adjacency is acceptable for informational editorial. Do not place Aira ads adjacent to content that disparages heat pumps as a category. ``` ## Regulatory constraints ```yaml regulatory: framework: > UK Advertising Standards Authority (ASA) CAP Code; relevant EU consumer protection and energy labelling regulations across DE, IT, PL markets; UK Boiler Upgrade Scheme eligibility rules (subject to government programme changes). notes: > Savings figures, efficiency claims, CO₂ reduction claims, and guarantee terms are all subject to substantiation requirements under applicable advertising codes. Each claim must be used with its published qualifier or footnote. Grant eligibility language must reflect current programme rules, which are outside Aira's control and may change without notice. restricted_claims: > Price promises, blanket installation guarantees, and unqualified grant guarantees are owner-confirmed forbidden claims. CO₂ reduction and efficiency claims require their full qualifying conditions. Savings figures require footnote qualifiers. All guarantee language requires T&Cs reference. Any of the above in advertising, packaging, or regulated contexts requires legal review before publication. ``` ## Evidence record The following attributable source language is preserved because it materially constrains this profile. ### Owner-confirmed evidence > The £7,500 government grant is subject to eligibility, and suitability/savings for a specific home are confirmed only after a free home energy assessment. Source: Public source ### Owner-confirmed evidence > Aira Power devices carry a separate 10-Year Guarantee and up to 50% energy bill savings is footnoted (¹). Source: Public source ### Owner-confirmed evidence > Aira's energy-bill savings claim of 'up to £490 a year' carries footnote 1 and its CO₂ claim is stated as 100%, both flagged with qualifiers. Source: Public source ### Owner-confirmed evidence > Aira's primary audiences are early adopters, green tech enthusiasts (consumer), and contractors (B2B). This framing should govern how agents describe who the brand serves. Source: Public source ### Owner-confirmed evidence > The '4X more efficient' claim is defined as 340% heating efficiency for an Aira Heat Pump vs 85% for a standard gas boiler over a year, and is a guarantee term. Source: Public source