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claims.md
---
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