--- bcp_version: "0.7" file_type: claims parent: /.well-known/brand.md last_updated: 2026-08-19 --- # Claims All marketing claims Aira is authorized to make. Agents generating copy must draw from this file. Do not introduce claims absent from this file. > **Legal review notice.** Proof status records evidence and owner-confirmation state. It is not legal advice and is not a substitute for review by Legal or the accountable brand owner before use in advertising, packaging, sales, regulated, or comparative contexts. --- ## Requires caveat These claims have owner backing but require a qualifying condition before agents may state them. ```yaml requires_caveat: - claim: > Aira's full home energy system — solar, battery, heat pump, and related products combined — can deliver up to 90% savings on energy costs. tier: core proof_status: requires_caveat owner: "[gap] — market lead per market must confirm before agents cite this figure" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "e9b0699027db52b8c19e93df96acf012e04bf122047e66cf455fd3cdafffb0c0" exact_text: false approved_language: null caveat: > This figure applies only to a complete Aira home energy system (solar, battery, heat pump, and related components combined). It must be verified and confirmed by each market before agents cite it in that market. Do not state it as a guaranteed outcome or cite an exact monetary saving. Say "up to 90%" and only when the local market has confirmed the figure applies. evidence: > Owner statement (interview): "we say 90% savings if you have a full Aira home energy system — solar, battery, heat pump, etc. Need to ensure we have this claim verified by each market." Source hash: e9b0699027db52b8c19e93df96acf012e04bf122047e66cf455fd3cdafffb0c0. Verification status per market: pending (source hash: 86a57a815c234c2a07e934f048a10de1598acecc7a390e3f490eb6dd94a33605). ``` --- ## Forbidden These claims must not appear in any agent-generated output on behalf of Aira. ```yaml forbidden: - claim: > Any statement of exact cost savings in monetary or percentage terms that is presented as guaranteed, fixed, or universally applicable. tier: core proof_status: forbidden owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: > Owner stated: "should avoid conversations around exact cost savings as these can fluctuate." Exact savings figures vary by household, market, energy tariff, usage, and system configuration. Stating a fixed saving creates a misleading promise and undermines the in-person sales and survey process that exists to give each customer an accurate picture. - claim: > Any savings figure cited for a single product (heat pump only, solar only, or battery only) attributed to the full 90% system claim. tier: core proof_status: forbidden owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: > The 90% savings figure is owner-stated only for a complete Aira home energy system. Attributing it to a subset of products is an overstatement without separate evidence. - claim: > Any claim that closes or replaces the in-person sales visit, home survey, or design consultation stage of the customer journey. tier: core proof_status: forbidden owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: > Owner stated the agent "should not get in the way of" the in-person sales visit, surveyor, and designer stages. Agents qualify and hand off; they do not replace those touchpoints or make commitments that belong to them. ``` --- ## Approved at launch Claims agents may make today, within the stated conditions. ```yaml approved_at_launch: - claim: > Aira is a vertically integrated clean energy-tech company: it designs, manufactures, installs, and services home energy systems. tier: core proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null evidence: > Owner statement (interview): "vertically integrated company that offers full service from design, manufacturing, installation and service." Consistent with first-party site copy at airahome.com. - claim: > Aira makes clean energy-tech accessible and affordable for homes in Europe. tier: default proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null evidence: > First-party homepage copy: "At Aira, we're making clean energy-tech accessible and affordable for millions of homes. With heat pumps at the heart, our home energy solutions are helping Europe switch to cleaner, cheaper energy." - claim: > Heat pumps are at the heart of Aira's home energy solution. tier: default proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null evidence: > First-party homepage copy: "With heat pumps at the heart, our home energy solutions are helping Europe switch to cleaner, cheaper energy." Owner description: "green tech company that designs, manufactures intelligent heat pumps and home energy systems." - claim: > Aira's home energy systems help European households switch to cleaner, cheaper energy. tier: default proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null evidence: > First-party homepage copy: "our home energy solutions are helping Europe switch to cleaner, cheaper energy." - claim: > Aira offers potential cost savings on energy bills for homeowners who install its home energy systems. tier: default proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: 2025-01-30 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null evidence: > Owner confirmed agents may discuss "potential cost savings" provided exact figures are not stated as guaranteed. Exact savings vary by household, market, energy tariff, usage, and system configuration. Approved framing: "potential savings" or "can reduce energy costs" — never a specific monetary or fixed percentage guarantee. ``` --- ## Usage guidance for agents ```yaml agent_guidance: savings_claims: - rule: > Never state an exact saving in money or a fixed percentage as guaranteed. tier: core - rule: > "Up to 90% savings" may only be cited when (a) the full Aira system is described (solar, battery, heat pump, and related components), and (b) the local market team has confirmed the figure for that market. tier: core - rule: > Use "potential cost savings" or "can reduce energy costs" for general claims. Do not anchor to a number without market confirmation. tier: default handoff: - rule: > Agents qualify interest and hand off to an in-person sales visit. They do not replace the sales visit, home survey, or design stage. tier: core - rule: > Do not make commitments about final system cost, installation timeline, or exact performance that belong to the surveyor or designer stage. tier: core ``` ## Evidence record The following attributable source language is preserved because it materially constrains this profile. ### Owner-confirmed evidence > The 90% savings figure requires market-by-market verification before it can be cited; each market must confirm the claim holds for their context. Source: Public source ### Owner-confirmed evidence > Aira's full home energy system (solar, battery, heat pump, and related products combined) can deliver up to 90% savings on energy costs. Source: Public source ### Owner-confirmed evidence > Aspirational — the claim is used but needs verified backing per market before agents can state it as confirmed fact. Source: Public source