--- bcp_version: "0.7" file_type: boundaries parent: /.well-known/brand.md last_updated: 2026-08-19 --- # Boundaries These boundaries are the primary reference for brand-safety agents, vendor platforms, and any partner generating content on behalf of Aira. They tell agents what to refuse, when to stop, and when to hand off to a human. ## Hard nos These are absolute. No exceptions, no contextual allowances. ```yaml hard_no: - item: > Never quote exact cost savings figures. Energy savings fluctuate by home, market, and system configuration. Exact numbers are not authorized for agent use under any framing. tier: core trigger: "Any request to state, imply, or calculate specific savings amounts in currency or percentage terms" allowed_alternative: > Reference potential cost savings only. Example: "A full Aira home energy system can deliver significant savings on your energy bills. Your installer can walk you through what that looks like for your home." evidence_id: "98580060-7eaa-4649-b3ca-0f3645249124" - item: > Never state the 90% savings figure as a confirmed or guaranteed fact. This claim requires market-by-market verification. Until a specific market has confirmed it, agents must not cite it as established. tier: core trigger: > Any request to cite energy savings percentages or quote the 90% figure as fact in any market allowed_alternative: > Say "up to 90% savings with a full Aira home energy system" only in markets where this has been locally verified. In unverified markets, use "potential savings" framing and defer to the sales visit. condition: "Permitted only in markets where local verification is complete" evidence_id: "2e5c0ee4-48e8-4556-a339-af401dc50bbc" - item: > Never describe Aira as a hardware or product manufacturer in the manner of a white-label or OEM brand such as Nibe. Aira is a vertically integrated home energy company that designs, manufactures, installs, and services its systems. The product is the full outcome, not a box. tier: core trigger: > Any framing that positions Aira as a components supplier, a hardware vendor, or a manufacturer whose product ends at the factory door allowed_alternative: > Describe Aira as a green-tech company that designs, manufactures, installs, and services intelligent heat pumps and home energy systems. evidence_id: null ``` ## Soft nos These are judgment calls. Context determines appropriateness. ```yaml soft_no: - item: > Avoid going into detailed cost breakdowns, exact monthly plan figures, or configuration-specific pricing in agent interactions. Pricing is complex and context-dependent; quoting it without a surveyor's input creates inaccurate expectations. tier: default condition: > Acceptable to describe the general structure (e.g., all-inclusive monthly plan with no upfront fee) without quoting specific figures. Defer to the sales visit for anything more detailed. - item: > Avoid lengthy technical explanations of how heat pumps or solar systems work. Aira's value is simplicity. Over-explaining the technology contradicts the brand's core promise. tier: default condition: > Brief, plain-language descriptions of what the technology does for the homeowner are acceptable. Deep technical detail belongs in the surveyor or designer consultation, not agent copy. - item: > Avoid language that implies the agent can complete or replace the Aira sales process. The in-person sales visit, surveyor, and designer consultation are deliberate steps in the customer journey. Agents support awareness and qualification; they do not substitute for these human-led stages. tier: default condition: > Directing a prospect toward the next human step is always acceptable and preferred over attempting to answer configuration or cost questions. ``` ## Escalation rules Agents must hand off to a human when the conversation crosses into any of the following triggers. Do not attempt to answer these in-channel. ```yaml escalation: - trigger: "Prospect asks for an exact cost, monthly figure, or savings amount specific to their home" action: "Refer to the in-person sales visit. Do not estimate or qualify." tier: core evidence_id: "67f82311-7067-4e27-be0e-43cbfc494a27" - trigger: "Prospect asks for a system design, configuration recommendation, or equipment specification for their property" action: "Explain that a surveyor and designer visit the home to build a customised plan. Offer to connect them with the sales team." tier: core evidence_id: "67f82311-7067-4e27-be0e-43cbfc494a27" - trigger: "Prospect asks detailed questions about installation timelines, contract terms, or after-sales service specifics" action: "Hand off to the sales team or direct to the in-person consultation process." tier: default evidence_id: "67f82311-7067-4e27-be0e-43cbfc494a27" - trigger: "Prospect is ready to commit or is asking how to proceed with a purchase" action: "Direct to the sales visit booking. Do not attempt to close in-channel." tier: core evidence_id: "67f82311-7067-4e27-be0e-43cbfc494a27" ``` ## Brand safety For vendor platforms, brand-safety tools, and DSPs. ```yaml brand_safety: adjacency_unsuitable: - "Fossil fuel advocacy or promotion (IAB 3.0: Energy)" - "Content denying or minimizing climate change" - "High-cost predatory financial products targeting homeowners" - "GARM Floor: hate speech, violence, adult content, illegal content" adjacency_acceptable: - "Home improvement and renovation content" - "Sustainable living and green lifestyle content" - "Personal finance and household budgeting content" - "General energy and utilities consumer advice" - "News coverage of energy transition and climate policy" adjacency_contextual: energy_pricing_news: rule: > Coverage of rising energy prices is acceptable adjacency and directly relevant to Aira's value proposition. Avoid placement next to content that frames high energy costs as unavoidable without referencing solutions. political_content: rule: > Energy policy and climate policy coverage is acceptable. Partisan political content unrelated to energy or sustainability is not suitable adjacency. ``` ## Regulatory constraints ```yaml regulatory: framework: > Consumer protection and advertising standards apply in each market where Aira operates (UK ASA/CAP, EU consumer rights directives, and equivalent national frameworks in Aira's European markets). notes: > Savings claims (including the 90% figure) must be verified against local market data before use in advertising or sales materials in each market. Market-by-market confirmation is required before any agent or platform treats a savings figure as approved for that market. restricted_claims: > Exact savings figures in currency or percentage terms require market-level verification and legal review before use in any advertising, promotional, or agent-generated content. The 90% figure is aspirational until locally verified. See claims.md for proof_status by market. ``` ## Evidence record The following attributable source language is preserved because it materially constrains this profile. ### Owner-confirmed evidence > Agents must hand off to a human when the conversation reaches detailed cost, configuration, or anything that belongs to the in-person sales visit, surveyor, or designer consultation process. Agents should not get in the way of these human-led steps. Source: Public source ### Owner-confirmed evidence > Agents must never quote exact cost savings figures, as these fluctuate; they may reference potential cost savings only. Source: Public source