Terms of service

Version 2026-09-21. Effective 21 September 2026.

These terms are the contract between you and UIE Ltd (company number 17334450, registered in England and Wales, registered office 66 Paul Street, London EC2A 4NA; "we", "us"). They cover WorldAuth Advertising, the Ad-DMI engine, hosted surfaces, the free audit and resolver, and the Agent Preference Audit (together, the "Services").

Read them before you buy. Part A applies to everyone. Part B applies only if you are a business. Part C applies only if you are a consumer. Where Part C gives a consumer more protection than Part A or Part B, Part C wins. The Schedules form part of these terms.

If you are a consumer, nothing in these terms affects your statutory rights. For advice about your rights, contact Citizens Advice.

Part A — Terms for everyone

A1. Who is a business and who is a consumer

A1.1 You are a consumer if you are an individual acting wholly or mainly outside your trade, business, craft or profession. Everyone else is a business, including a sole trader buying for their business.

A1.2 When you buy, we ask which one you are. If you say you are a business, you confirm you are buying for your trade, business or profession. If you are a company, the person accepting confirms they have authority to bind it.

A2. What the Services are, and what they are not

A2.1 What they do. The Services turn advertising and offer copy into structured, signed records ("Records"). They check that copy against a published rubric and produce grades and findings. They resolve and verify Records for software agents. The Agent Preference Audit measures, under a pre-registered method, how AI models choose between offers.

A2.2 Grades are our opinion. A grade, finding or "decidability" result is our opinion. It comes from applying our published rubric to the text as it was given to us or captured on a stated date. It is not: - legal advice; - a determination by the Advertising Standards Authority, the Competition and Markets Authority, the Financial Conduct Authority or any other regulator; - a finding that any person has broken any law, code or rule; - a certificate of compliance.

Our rulesets have been built and tested in house. They have not been approved by any regulator.

A2.3 Records are only as true as their content. A Record's signature proves who sealed it and that it has not changed since. It does not prove the claims in it are true. Where a Record or receipt carries an evidence tier (for example self_reported, observed or quorum), that tier means only what our published documentation says it means.

A2.4 What we are not. UIE Ltd is not a law firm and carries out no reserved legal activity. A grade is not legal advice. We are not a credit rating agency: grades are opinions about marketing copy only, not credit ratings, investment research or recommendations about any business or financial instrument. We are not an accreditation, certification or conformity-assessment body: a grade or a signature does not certify any product, service or claim. A grade is not a consumer review.

A2.4A We are not a financial promoter. UIE Ltd is not authorised by the FCA. We do not make, approve or communicate financial promotions within section 21 of the Financial Services and Markets Act 2000. Hosting, grading or resolving a Record about a financial product is not approval of it. If you publish financial promotions through the Services, you remain solely responsible for having them made or approved by an authorised person.

A2.4B Displaying a grade. If you show a WorldAuth grade or badge to the public, you must say that it is UIE Ltd's opinion under a published rubric, commissioned and paid for by you, and link to the rubric. You must not present it as a regulator's approval, a certification, an award or a consumer review.

A2.5 AI. Only the Agent Preference Audit uses large language models. No other Service, including the free audit, sends your content to an AI provider. At the date of these terms the model supplier is Anthropic (Claude models, via its commercial API). AI output can be wrong. Each Agent Preference Audit report is reviewed by a person at UIE Ltd before we deliver it. We do not use AI to make decisions about you that have legal or similarly significant effects.

A2.6 Measurements are point-in-time. Model behaviour, third-party pages and agent traffic change. A result describes what happened under the stated method, on the stated dates, with the stated models. It does not promise that the same will happen again.

A2.7 Attestations. Where a third-party issuer attests to evidence, the attestation is the issuer's statement, not ours, and any attestation fee may be shared with the issuer. We check that an attestation is present and, where a verifier exists for that issuer, that it verifies. We do not warrant the underlying fact.

A2.8 Unmeasured means unmeasured. Where a metric reads UNMEASURED or "not measured", no measurement exists. It must not be read as zero, as a positive result, or as a forecast.

A3. Accounts

A3.1 You must give accurate information and keep it up to date. You are responsible for anything done through your account, and for keeping your email account secure, because we sign you in by emailed link — unless it was caused by our failure to keep the Services secure or was otherwise not your fault.

A3.2 You must be 18 or over to open an account or buy.

A4. Your content

A4.1 You keep all rights in the content you give us: copy, claims, evidence, campaign files and competitor references ("Your Content").

A4.2 You give us a non-exclusive, worldwide, royalty-free licence to host, copy, process, transform, sign, publish (where you ask us to publish) and display Your Content. This licence lasts for as long as we need to provide the Services, and afterwards only as needed to keep records we are legally required to keep. If you ask us to publish a Record, you also licence any third party to fetch, cache and verify it in the ordinary way the protocol intends.

A4.3 You promise that: - you have the right to give us Your Content and to have it published; - Your Content and the claims in your Records are true, are not misleading, and can be substantiated; - Your Content and your use of the Services comply with the law that applies to you, including advertising, consumer protection, financial promotion and data protection law.

A4.4 Your keys and your domain. A Record counts as yours only because a file on your own domain names the key that sealed it. You can withdraw that authority at any time by editing that file. Where we hold a signing key on your behalf, we hold it as custodian only, and will surrender or destroy it on your written instruction.

A4.5 Personal data. Do not put personal data into the free audit or the resolver. They are built for advertising copy, not for information about people. Where Your Content in a paid Service includes personal data, Schedule 2 applies.

A5. Acceptable use

You must follow our Acceptable Use Policy. We may suspend any use that breaches it (see A10).

A6. Our intellectual property

A6.1 We, or our licensors, own the Services, the engine, the rubrics, the methods and the site. Open-source components are licensed under the licence stated with them, and nothing in these terms restricts your rights under those licences.

A6.2 Reports and outputs we deliver to you under a paid order are yours to use for your own business purposes (or your own purposes, if you are a consumer). We keep the rights in our methods, templates and tooling.

A6.3 We may use data derived from the Services to operate, secure and improve them, and may publish statistics about them. Anything we publish in this way will be aggregated or anonymised so that it does not identify you or your brand. We will publish results that name you or your brand only with your prior written consent.

A7. Third-party brands and results about them

A7.1 The Services may analyse advertising published by third parties, including your competitors. Their names and marks belong to them. We use them only to identify the advertising analysed. Our use does not mean they endorse, commission or have reviewed our work, or that we are affiliated with them.

A7.2 Before you publish any result that names another business, you are responsible for making sure the publication is lawful. This includes the law on comparative advertising (the Business Protection from Misleading Marketing Regulations 2008), trade marks, defamation and malicious falsehood. Unless we agree in writing that we will publish it ourselves, we do not publish your results.

A8. Availability and changes

A8.1 We provide the Services with reasonable care and skill. We do not promise they will be uninterrupted or error-free. The free audit and free resolver are provided on an "as available" basis, with rate limits.

A8.2 We may change the Services. We will not make a change that materially reduces a paid Service you have already bought, unless the law or a security need requires it. If we do, we will tell you, and you may cancel and receive a refund of fees you have paid for the part you have not received.

A8.3 Free verification. We commit to keeping verification and resolution of published Records free of charge and available without an account, subject only to rate limits for abuse control. If we ever withdraw this commitment, we will give at least 12 months' public notice on this site.

A8.4 We may change these terms. For a subscription, we will give you at least 30 days' notice by email of any change that is to your disadvantage. You may cancel before it takes effect. An order you have already placed stays on the terms that applied when you placed it.

A9. Fees and payment

A9.1 Prices are those shown on our pricing page, or in your written order for the Agent Preference Audit. Prices are in pounds sterling.

A9.2 VAT. UIE Ltd is not registered for VAT, so no VAT is charged. If we become registered for VAT: - prices shown to businesses will be stated exclusive of VAT, with VAT added at the prevailing rate; - prices shown to consumers will always be the total price, including VAT; - existing subscribers will receive at least 30 days' notice of any change to the amount they pay.

A9.3 Subscriptions are billed monthly in advance through our payment processor, Stripe, and renew each month until cancelled. You can cancel at any time from your billing settings. Cancellation takes effect at the end of the billing month you have paid for, and no further payment is taken.

A9.4 Agent Preference Audit fees are invoiced as set out in your order, normally 50% on signature and 50% on delivery of the report. They are payable within 30 days of the invoice date.

A9.5 We may change subscription prices by giving at least 30 days' notice by email. The new price applies from your next billing month after the notice ends. You may cancel before then.

A10. Suspension and ending the contract

A10.1 We may suspend or end your access immediately if: - you seriously or repeatedly breach these terms or the Acceptable Use Policy; - your use puts the Services, other users or third parties at risk; - the law requires us to.

Where it is lawful and safe, we will tell you why and give you a chance to put things right first. If we end a paid Service under this clause for a reason that is not your breach, we will refund fees you have paid for any period after it ends.

A10.2 We may end a subscription for any other reason by giving at least 30 days' notice. We will refund any fees paid for the period after it ends.

A10.3 When a subscription ends, Records you published through us stop being served within 30 days, and their pointers resolve to a notice that the Record has been withdrawn. You can export your Records before then, and we will return Your Content to you if you ask. We delete Your Content and your account details within 90 days after the subscription ends, except what we are legally required to keep. Because a Record that has been served may already have been relied on, we withdraw or supersede a published Record rather than silently rewriting it, and the withdrawal notice says when it took effect.

A11. Complaints

Email hello@worldauth.com with "Complaint" in the subject line. We will: - acknowledge your complaint within 5 working days; - aim to give you a full response within 30 days.

Data protection complaints are handled under our Privacy Notice.

A12. General

A12.1 Other people. No one other than you and us has any right to enforce these terms under the Contracts (Rights of Third Parties) Act 1999.

A12.2 Transfer. We may transfer our rights and obligations to another organisation. If you are a consumer, we will make sure the transfer does not reduce your rights, and you may end the contract and receive a refund of fees you have paid for anything not yet provided. You may transfer your rights only with our written consent.

A12.3 Severance. If a court decides that any part of these terms is invalid, the rest continues to apply.

A12.4 No waiver. A delay in enforcing these terms does not stop either of us enforcing them later.

A12.5 Events outside our control. We are not responsible for delay or failure caused by events outside our reasonable control. If such an event lasts more than 30 days, either of us may end the affected order, and we will refund fees for anything not provided.

A12.6 Language and notices. These terms are in English. We will send notices to the email address on your account. You can send notices to legal@worldauth.com.

A12.7 How the contract is made. For a subscription, you choose a plan, answer the buyer questions and accept these terms, and are then taken to our payment processor's checkout page, where you can review and correct your details before you pay. The contract is made when payment is taken and we confirm your order by email. For an Agent Preference Audit, the contract is made when both of us sign the written order. We keep a copy of your order and of the version of these terms you accepted, and will send you a copy on request. The contract is available in English only.

A12.8 Guarantees. We give no guarantee or after-sales service beyond what these terms say and, for consumers, your statutory rights.

A12.9 Where we sell. We sell to businesses and consumers in any country, except where A12.10 prevents it. Prices are shown in pounds sterling; your bank may apply its own conversion charges.

A12.10 Sanctions. You confirm that neither you nor anyone who owns or controls you is designated under UK, US, EU or UN sanctions, or located in a comprehensively sanctioned territory, and that you will not use the Services in breach of sanctions or export controls. We may suspend or end the Services immediately, without liability, if we reasonably believe this clause is or may be breached. If you are a consumer and have not breached this clause, we will refund fees you have paid for anything not yet provided.

A12.11 Content we host. Records we host are published at your request and are your content. Anyone can tell us about hosted content they believe is unlawful or infringes their rights using our Content and notices policy. We will review each notice diligently and may withdraw content; if we do, we will tell you why and how to challenge the decision.

Part B — Additional terms for businesses

B1. Your confirmation

You confirm you are entering into this contract for the purposes of your trade, business or profession. You will tell us immediately if that is not true. We may cancel the order and refund you if it is not.

B2. Warranties

Except as expressly set out in these terms, all warranties, conditions and other terms implied by statute or common law are excluded to the fullest extent permitted by law. This includes the terms implied by section 13 of the Supply of Goods and Services Act 1982, except that we will still provide paid Services with reasonable care and skill.

B3. What we are not liable for

B3.1 Nothing in these terms limits or excludes our liability for: - (a) death or personal injury caused by our negligence; - (b) fraud or fraudulent misrepresentation; - (c) any other liability that cannot be limited or excluded by law.

B3.2 Subject to B3.1, we are not liable, whether in contract, tort (including negligence), breach of statutory duty or otherwise, for: - (a) loss of profits, revenue, business, contracts, goodwill or anticipated savings, in each case whether direct or indirect; - (b) any indirect or consequential loss; - (c) loss or corruption of data, where you could have prevented it by keeping your own copies; - (d) any decision you or a third party (including an AI agent) makes on the basis of a grade, finding, ranking or audit result, except to the extent the loss is caused by our failure to perform the Services with reasonable care and skill; - (e) any fine, penalty or regulatory sanction imposed on you, or the cost of any regulatory investigation into you.

B4. How much we are liable for

B4.1 Subject to B3.1, our total aggregate liability under or in connection with the contract is limited to the greater of: - (a) the fees paid and payable by you under the contract in the 12 months before the event giving rise to the claim; and - (b) £5,000.

This is one cap for all claims together. It is not a separate cap for each claim.

B4.2 For the free audit, free resolver and any other Service you do not pay for, subject to B3.1, our total aggregate liability is limited to £100.

B4.3 Why these figures. We set the cap by reference to the price of the Services. That price reflects the fact that we do not accept open-ended liability for decisions made by you or by third-party AI systems, which you are better placed to control and insure. If you want a higher cap, ask us before you order. We will quote a higher fee for it.

B5. Your indemnity

You will indemnify us against losses, damages, costs (including reasonable legal fees) and liabilities arising from any third-party claim that: - Your Content, or a Record you asked us to publish, infringes that party's rights or is unlawful; or - you published a result about that party in breach of A7.2, or used a report in breach of S1.6.

We will: - tell you promptly about the claim; - let you control its defence; - give you reasonable help, at your cost.

B6. Whole agreement

B6.1 These terms, your order and the documents they refer to are the whole agreement between us about their subject matter.

B6.2 You confirm you have not relied on any statement that is not written in them. However, nothing in this clause limits liability for fraudulent misrepresentation.

B7. Late payment

We may charge interest on overdue sums under the Late Payment of Commercial Debts (Interest) Act 1998. We may also suspend paid Services if a sum is more than 14 days overdue after we have reminded you.

B8. Confidentiality

Each of us will keep the other's confidential information confidential. We will each use it only to perform the contract, except where disclosure is required by law. This obligation lasts for 3 years after the contract ends.

B9. Law and disputes

B9.1 These terms, and any dispute or claim arising from them or their subject matter (including non-contractual disputes), are governed by the law of England and Wales.

B9.2 If you are established in the United Kingdom or the European Union, the courts of England and Wales have exclusive jurisdiction.

B9.3 If you are established anywhere else, any dispute arising out of or in connection with these terms, including about their existence, validity or termination, will be finally resolved by arbitration under the LCIA Rules, which are incorporated into this clause. There will be one arbitrator. The seat of arbitration is London. The language is English. This arbitration agreement is governed by English law.

B9.4 Nothing in B9 stops either of us seeking urgent interim or injunctive relief from any competent court (including to protect intellectual property or confidential information), or stops us suing for unpaid fees in the courts of England and Wales or of the place where you are established.

Part C — Additional terms for consumers

C1. Your legal rights

C1.1 Your statutory rights are not affected by anything in these terms. Under the Consumer Rights Act 2015: - services must be provided with reasonable care and skill; - digital content must be as described, fit for purpose and of satisfactory quality; - anything we say about a service, and rely on when you decide to buy, is binding.

If we fail to meet these standards, you can ask us to put it right. If we cannot, you are entitled to a price reduction, which may be a full refund.

C1.2 Nothing in these terms excludes or limits our liability for: - death or personal injury caused by our negligence; - fraud or fraudulent misrepresentation; - breach of your rights under the Consumer Rights Act 2015; - anything else that cannot be limited by law.

C2. Your right to cancel within 14 days

C2.1 For every purchase you make as a consumer, you have 14 days to change your mind, starting from the day after the contract is made. To cancel, email hello@worldauth.com with a clear statement, or use the model form at the end of these terms.

C2.2 If you ask us to start within the 14 days. If you want a Service to start straight away, you must expressly ask for this at checkout. If you do: - you can still cancel within the 14 days, but you must pay for what we provided before you told us (in proportion to the full price); - if we have fully provided the Service within the 14 days, you lose the right to cancel. You will be asked to acknowledge this before you pay.

C2.3 For a subscription, the 14 days apply to your first purchase. After that you can cancel at any time (see A9.3), and there is no minimum term.

C2.4 We will refund you within 14 days of your cancellation, using the payment method you used.

C3. Our responsibility for loss

C3.1 If we fail to comply with these terms, we are responsible for loss or damage you suffer that is a foreseeable result of our breach or our failure to use reasonable care and skill. We are not responsible for loss or damage that is not foreseeable.

C3.2 You buy as a consumer only if you act wholly or mainly outside your business. If you also use the Services for a business, we are responsible for business losses only where they are a foreseeable result of our breach, as set out in C3.1.

C4. Disputes

C4.1 Please contact us first (see A11). If we cannot settle your complaint, we will tell you in writing. We will also give you the name and website of an alternative dispute resolution (ADR) provider that could deal with it, and say whether we will use it. We are not currently required to use an ADR scheme.

C4.2 These terms are governed by the law of England and Wales. You can bring proceedings in the courts of England and Wales. If you live in Scotland or Northern Ireland, you can also bring proceedings in your local courts.

C4.3 If you live outside the United Kingdom, you also keep any protection that the mandatory consumer law of the country where you live gives you, and nothing in these terms takes it away.

C4.4 If you live in the United States and we sell to you there (see A12.9), Schedule 3 decides how disputes are resolved, instead of the second and third sentences of C4.2. English law still governs these terms, subject to C4.3.

Schedule 1 — Agent Preference Audit

S1.1 Scope. Each audit is defined in a written order that states: - the offers tested; - the competitor or competitors; - the models; - the number of trials; - the arms (including a placebo arm and a forged-versus-genuine attestation arm, which are always included); - the delivery date.

S1.2 Pre-registration. Before any trial runs, we record the audit design and publish its cryptographic hash to you. Results are scored against that design. If we change the design, we will tell you and re-register it.

S1.3 What the result means. The report describes how the named models behaved, under the stated method, on the stated dates. It is not: - a rating of your product or a competitor's; - a statement about how any consumer would choose; - a guarantee that any model will behave the same way in future.

Where the report models what would happen if something changed (for example, "if the competitor published a Record"), that is a hypothetical scenario and is labelled as one.

S1.4 Panel disclosure. Each report states which model vendors made up the panel. If all the models come from one vendor, the report says so on its first page.

S1.5 Competitor copy. We capture competitor copy only from pages that are publicly available without logging in. We identify our crawler honestly, respect robots.txt, and never bypass access controls. We keep a dated archive of each captured page as evidence. We quote only as much as the analysis needs, with attribution. Full-page archives are kept internally and are not delivered as part of the report.

S1.6 Your use of the report. Reports are confidential and for your internal use. You must not publish a report, or use any reference in it to another business, in advertising or any public statement without our written consent. If you are a business, B5 (your indemnity) applies to any such use. If you want to share a finding externally, tell us first so we can check that the method is described accurately.

S1.7 Cancellation. A business may cancel an order before the trials start and receive a refund of fees paid, less any reasonable costs we have already incurred, which we will itemise. After the trials start, fees are payable in full. Consumers also have the rights in Part C.

Schedule 2 — Data processing

S2.1 This Schedule applies only to the extent that Your Content in a paid Service includes personal data. For that personal data, you are the controller and we are your processor under Article 28 of the UK GDPR (and, where it applies, the EU GDPR).

S2.2 Details of processing:

S2.3 We will: - process the personal data only on your documented instructions, including about transfers, unless the law requires otherwise (in which case we will tell you, unless the law forbids it); - tell you immediately if we think an instruction breaks data protection law; - make sure everyone authorised to process it is bound by confidentiality; - take the security measures required by Article 32; - help you, taking into account the nature of the processing, to respond to data subjects exercising their rights, and to meet your obligations under Articles 32 to 36; - tell you without undue delay after we become aware of a personal data breach affecting it; - at the end of the Services, delete or return it at your choice, unless the law requires us to keep it; - make available all information needed to show we comply with this Schedule, and allow for and contribute to reasonable audits, on at least 30 days' notice and no more than once a year (except after a breach).

S2.4 Sub-processors. You authorise the sub-processors listed in our Privacy Notice. These include Anthropic (AI model processing, for the Agent Preference Audit only), Vercel (hosting), Neon (database), Resend (email) and Stripe (payments). We will give you at least 14 days' notice of a new sub-processor. You may object on reasonable data protection grounds, and if we cannot resolve the objection, you may end the affected Service and receive a pro-rata refund. We impose data protection terms on each sub-processor that give the same protection as this Schedule, and we remain responsible to you for them.

S2.5 Transfers. Where personal data is transferred outside the UK, we rely on UK adequacy regulations (including the UK Extension to the EU–US Data Privacy Framework, for recipients certified under it) or the International Data Transfer Agreement or UK Addendum, with a transfer risk assessment.

Schedule 3 — Disputes with consumers in the United States

This Schedule applies only if you are a consumer who lives in the United States. It does not apply to anyone else.

S3.1 Informal resolution first. Before starting any claim, contact legal@worldauth.com and give us 30 days to try to resolve it.

S3.2 Individual arbitration. Any dispute between us that is not resolved informally will be resolved by binding individual arbitration administered by the American Arbitration Association under its Consumer Arbitration Rules (and, where they apply, its Mass Arbitration Supplementary Rules). The Federal Arbitration Act governs this Schedule. The arbitration may be held by video or in the county where you live. We will pay the fees the rules require the business to pay.

S3.3 Small claims. Either of us may bring an individual claim in small claims court instead, if it qualifies.

S3.4 No class actions. Claims may be brought only individually, not as a plaintiff or class member in any class, collective or representative proceeding. If this sentence is found unenforceable for a claim, that claim (and only that claim) will be decided in court, after any arbitrable claims.

S3.5 Public injunctive relief. Any claim for public injunctive relief will be decided by a court, not an arbitrator, after the arbitration of any individual claims.

S3.6 California residents. If you live in California, the arbitration will take place in California and nothing in this Schedule removes any right California law gives you that cannot be waived.

S3.7 Your right to opt out. You can opt out of this Schedule by emailing legal@worldauth.com within 30 days of first accepting these terms, giving your name and the email address on your account. If you opt out, C4.2 applies instead.

Model cancellation form (consumers only)

Complete and return this form only if you wish to cancel. Email it to hello@worldauth.com, or post it to the address below.

To UIE Ltd, 66 Paul Street, London EC2A 4NA, hello@worldauth.com:

I hereby give notice that I cancel my contract for the supply of the following service: [ ]

Ordered on: [ ] / received on: [ ]

Name: [ ]

Address: [ ]

Signature (only if this form is sent on paper): [ ]

Date: [ ]