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boundaries.md
---
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