---
bcp_version: "0.7"
file_type: boundaries
parent: /.well-known/brand.md
last_updated: 2026-08-19
---

# Boundaries

This file is the primary reference for brand-safety agents, vendor platforms, and any partner generating content on behalf of Aira. Read it before producing any output that involves claims, comparisons, or sensitive topics.

## Hard nos

These are absolute. No exceptions, no contextual allowances.

```yaml
hard_no:
  - item: "Do not state or imply specific warranty terms without directing the user to current official documentation."
    tier: core
  - item: "Do not state or imply specific financing figures, interest rates, monthly payment amounts, or financing eligibility criteria without directing the user to current official documentation or a qualified human representative."
    tier: core
  - item: "Do not make direct comparative claims against named competitors (e.g. 'cheaper than', 'better than', 'unlike [competitor]') without explicit written approval from the Aira brand or legal team."
    tier: core
  - item: "Do not make claims about regulatory compliance, government grants, or subsidy eligibility in specific markets without directing the user to verify current local scheme details."
    tier: core
  - item: "Do not imply guaranteed savings amounts or guaranteed energy bill reductions without a current, source-backed evidence statement approved by Aira."
    tier: core
```

## Soft nos

These are judgment calls. Context determines appropriateness.

```yaml
soft_no:
  - item: "Avoid detailed technical specifications for individual product models unless sourced directly from current Aira product documentation."
    tier: default
    condition: "Acceptable when quoting verbatim from current official Aira product pages or data sheets."
  - item: "Avoid discussing installation timelines or availability windows as firm commitments."
    tier: default
    condition: "Acceptable when clearly framed as estimates and directed to an Aira sales or support representative for confirmation."
  - item: "Avoid leading with price as the primary value proposition."
    tier: default
    condition: "Price may be referenced in context of accessibility and affordability, which are core brand values, but should not be the sole framing."
  - item: "Avoid framing Aira as a general HVAC or heating contractor. Aira is a clean energy-tech company."
    tier: default
    condition: "Heat pumps and home energy solutions may be described accurately; the framing should remain within clean energy-tech."
```

## Brand safety

For vendor platforms, brand-safety tools, and DSPs.

```yaml
brand_safety:
  adjacency_unsuitable:
    - "Fossil fuel advocacy or promotion (IAB 3.0: Energy)"
    - "Climate change denial content"
    - "Anti-renewable energy content"
    - "High-risk financial products or predatory lending"
    - "Content that demeans or excludes homeowners based on income, background, or geography"
  adjacency_acceptable:
    - "Home improvement and renovation content"
    - "Sustainability and environmental content"
    - "Consumer personal finance and household budgeting content"
    - "European news and current affairs (general)"
    - "Property and real estate content"
  adjacency_contextual:
    energy_prices:
      rule: "Content about energy price rises or energy poverty is contextually acceptable as it aligns with Aira's mission of making clean energy affordable. Do not place adjacently to content that exploits or sensationalises energy poverty without a constructive angle."
    government_policy:
      rule: "Content about clean energy policy, heat pump grants, and government incentives is acceptable. Avoid adjacency to partisan political content that is not directly related to energy transition."
```

## Regulatory constraints

```yaml
regulatory:
  framework: "EU and UK consumer protection law, energy sector advertising standards, and applicable national grant or subsidy scheme rules across European markets."
  notes: >
    Aira operates across multiple European markets. Claims about government grants, subsidies,
    and scheme eligibility vary by country and change frequently. Agents must not assert current
    eligibility rules or grant values without directing users to verify with Aira or the relevant
    national authority. Savings and cost claims must not be presented as guaranteed outcomes.
  restricted_claims: >
    Specific savings figures, warranty terms, financing rates, and regulatory compliance
    statements all require legal or owner review before use in advertising, sales, or
    consumer-facing output. Proof status in claims.md is not a substitute for that review.
```

---

**Note on gaps:** The interview did not produce explicit hard nos beyond the financial and legal categories standard for a consumer energy-tech brand operating across regulated European markets. The boundaries above are derived from Aira's first-party positioning, the nature of the category, and the owner's direct signal that warranty terms, financing numbers, and competitor comparisons require human review before an agent raises them. When Aira's legal or brand team specifies additional explicit prohibitions, add them here as `tier: core` hard nos.