Entity notice. From 1 July 2026, Ethical Brand Ventures, Inc. (“EBV”) became the exclusive commercial partner of Ethical Brand Foundation Limited (“EBF”) and the operator of ethicalbrand.com and related commercial platform services. EBF remains the owner or steward of the eb™ trademark, research methodology, certification framework and public-interest mission. EBV operates the commercial platform under authority from EBF.
1. Agreement
These Terms of Use form a legal agreement between you and Ethical Brand Ventures, Inc. (“EBV”, “we”, “us” or “our”), a Delaware corporation.
By accessing or using the Platform, you agree to these Terms. If you do not agree, you must not use the Platform.
EBV operates ethicalbrand.com, the eb mobile app and related commercial services as the exclusive commercial partner of Ethical Brand Foundation Limited (“EBF”). EBF is not the contracting party for EBV-operated commercial services unless a separate written agreement expressly states otherwise.
2. Definitions
For these Terms:
- “Admission Policy” means the eb™ Certification Program Admission Policy.
- “AI Policy” means the EBV Artificial Intelligence Policy.
- “App” means the eb mobile application and related mobile services operated by EBV.
- “Candidate” means a person, organisation, brand, product, service or other entity nominated, identified, scanned, submitted or reviewed for admission, assessment, certification, directory listing, licensing or monitoring.
- “Commercial Services” means membership, app services, platform access, commercial licensing administration, partnerships, directories, merchandise, support, research-administration tools and related services operated by EBV.
- “EBF” means Ethical Brand Foundation Limited, a company limited by guarantee incorporated in England and Wales.
- “EBV” means Ethical Brand Ventures, Inc., a Delaware corporation and exclusive commercial partner of EBF.
- “eb™ mark” means the eb™ trademark and related brand identifiers owned, controlled or stewarded by EBF.
- “Limitless Mode” means an App feature that permits continued brand discovery after the applicable PBP limit is reached, subject to automatic rotation, rate limits and other service rules.
- “Methodology” means the research, rating, certification and ethical assessment methodology owned, controlled or stewarded by EBF.
- “PBP” means the Personal Brand Portfolio feature that records, organises and displays brands discovered by a user through scanning, manual entry or other App-supported workflows.
- “PBP History” means the historical record of brands added to a user’s PBP, including scan mode, timestamp, score snapshot, favourite status, rotation status and engagement signals.
- “Persona Idealis” means a planned or future analytics feature intended to compare a user’s stated priorities and tolerance thresholds with actual brand choices.
- “Platform” means ethicalbrand.com, EBV-operated subdomains, the App, account systems, mobile services, APIs, scanning tools, Personal Brand Portfolio services, AI-assisted tools, support channels, directories, partner portals, membership services and related digital services.
- “Portfolio Data” means current PBP entries, favourites, QVSEE score snapshots, timestamps, rotation state, limit state, engagement signals and related metadata.
- “Privacy Policy” means the EBV Privacy Policy.
- “QVSEE” means the Quality, Value, Social, Environmental and Economic framework associated with the Methodology.
- “Scan Data” means information generated when a user scans a barcode, QR code, logo, label, image, product or brand identifier.
- “User Content” means any nomination, endorsement, challenge, report, scan, review, comment, document, image, link, message, support request, account information, response, evidence, PBP entry, favourite selection, engagement signal or other material submitted through or to the Platform.
3. Relationship between EBV and EBF
EBF owns, controls or stewards the eb™ mark, the Methodology and the public-interest purpose associated with the Ethical Brand project.
EBV is authorised to operate the Platform and commercialise related services under authority from EBF. EBV may administer membership, app services, scanning tools, Personal Brand Portfolio features, commercial licensing, certification workflows, directories, partnerships, support, commercial communications, payment processing and related services.
EBF retains oversight of methodology integrity, certification principles and use of the eb™ mark. EBV may refer methodology-sensitive, trademark-sensitive, public-interest or conflict-sensitive matters to EBF for review.
4. Platform purpose
The Platform exists to support the identification, research, evaluation, certification, licensing, discovery and promotion of ethical brands. It enables users, members, researchers, partners and Candidates to engage with the eb™ ecosystem, including through nominations, endorsements, challenges, reports, scanning features, Personal Brand Portfolios, directories, content, research workflows and related services.
You may use the Platform only for lawful purposes and only in a way that is consistent with these Terms, applicable policies and the integrity of the eb™ mark.
5. Eligibility and accounts
You must provide accurate information when creating or maintaining an account. You are responsible for maintaining the confidentiality of your login credentials and for activity under your account.
EBV may refuse, suspend, restrict or terminate access to an account where it reasonably believes that:
- the account information is inaccurate, misleading or incomplete;
- the account is being used unlawfully, abusively or in breach of these Terms;
- access creates security, legal, reputational, operational or certification-integrity risk;
- the account is used to manipulate, interfere with or undermine Platform workflows;
- the account is used to abuse scanning, portfolio, referral, token, credit or reward systems; or
- continued access would be inconsistent with the purpose of the Platform.
6. App licence
Subject to these Terms, EBV grants you a limited, revocable, non-exclusive, non-transferable licence to install and use the App on a compatible device for personal, lawful and permitted use.
You must not copy, modify, reverse engineer, decompile, interfere with, misuse or attempt to extract source code, models, prompts, data structures, APIs, proprietary logic or security controls from the App except to the extent that applicable law does not allow that restriction.
EBV may update, modify, suspend, withdraw or replace the App, any App feature, or any App-supported workflow. Some features may depend on your device, operating system, location, app store, subscription status, account status, internet connection, permissions or local law.
7. App stores, devices and third-party platforms
The App may be distributed through third-party app stores. Your use of the App may also be subject to the terms, payment rules, refund rules, device permissions and policies of the relevant app store, device provider, operating system provider or mobile network.
EBV is responsible for EBV-operated services, but is not responsible for third-party app store systems, operating systems, devices, networks or platform rules.
8. Device permissions
Some App features require device permissions, including camera access, image access, notifications, network access, device storage, device identifiers and diagnostic information.
You may disable permissions through your device settings, but doing so may limit or prevent features such as scanning, portfolio updates, notifications, account security, support diagnostics or app performance.
9. Scanning and brand identification
The App may allow you to scan barcodes, QR codes, labels, logos, packaging, images or other brand identifiers.
Scan results may be incomplete, delayed, inaccurate or unavailable. A scan result does not guarantee that a product, brand, company or organisation has been correctly identified, assessed, certified, endorsed or approved by EBV or EBF.
You are responsible for checking whether a scan result appears relevant to the product, brand or context you scanned. You must not use scanning features to upload unlawful, private, confidential, infringing, harmful, misleading or abusive material.
10. Personal Brand Portfolio
The App may create and maintain a Personal Brand Portfolio (“PBP”) for your account. Your PBP may include brands discovered through scans, manual entries, app interactions or other supported workflows.
PBP entries may include brand identifiers, timestamps, scan mode, QVSEE score snapshots, favourite status, rotation status, engagement signals and related metadata.
The PBP is a user-facing feature designed to support discovery, reflection and future analytics. It is not a financial, legal, purchasing, investment, employment, health, safety or professional advice tool.
11. Portfolio limits and Limitless Mode
EBV may apply PBP limits according to subscription type, account status, plan, promotion or service rules. When a PBP reaches its limit, new brands may be blocked unless the user activates an available feature such as Limitless Mode.
Limitless Mode may allow continued brand discovery by automatically rotating eligible brands out of the active PBP. Activating Limitless Mode authorises EBV to apply the published rotation rules for that feature.
EBV may change limits, plan names, pricing, eligibility, rotation rules or upgrade paths on reasonable notice, except where immediate changes are required for security, abuse prevention, technical integrity, legal compliance or service operation.
12. Automatic rotation
If Limitless Mode is enabled, adding a new brand may cause an existing eligible brand to be rotated out of the active PBP.
Favourites are not rotated while marked as favourites. Brands awaiting a complete score may be excluded from rotation until scoring is complete. Brands with insufficient data may be treated as pending. EBV may apply rate limits to prevent abuse, preserve system performance and maintain portfolio stability.
Rotation affects the active PBP display. It does not necessarily delete historical records associated with your account.
13. PBP history and removal limits
The PBP is designed to reduce manual management. Some brands may not be manually removable from your active PBP except through supported App features, such as automatic rotation where available.
EBV may maintain a historical record of brands added to your PBP for account history, analytics, integrity, support, research, future personalisation, fraud prevention and dispute management.
Account deletion, privacy deletion requests and anonymisation are handled under the Privacy Policy. Deleting or closing an account may not require EBV to delete all records immediately where retention is reasonably required for legal compliance, security, fraud prevention, certification integrity, dispute management, research audit or anonymised analytics.
14. Favourites
The App may allow you to mark brands as favourites. Favourite status may affect PBP ordering, rotation, analytics and future personalisation features.
You are responsible for managing favourite selections where the App provides that functionality. Favourite selections are not endorsements by EBV or EBF.
15. Feature migration
If EBV introduces PBP features to existing accounts, EBV may create initial PBP entries from existing scan history, account activity or other relevant App records.
EBV may also backfill PBP History from existing scan history where reasonably necessary to provide continuity, analytics, support, security or feature integrity.
16. Portfolio sharing
If EBV introduces portfolio-sharing features, you are responsible for what you choose to share.
Shared portfolio content may reveal information about your brand interests, scans, favourites, ethical preferences or purchasing patterns. EBV may provide privacy controls, but cannot control how third parties use information after you share it outside the Platform.
17. Persona Idealis and future personalised insights
EBV may introduce Persona Idealis, Choice Gap or similar features that compare your stated priorities, tolerance thresholds, PBP History, engagement signals and QVSEE-related information.
Those features are intended to support personal reflection and discovery. They are not moral judgement, financial advice, investment advice, employment advice, health advice, safety advice, legal advice or purchasing instructions.
EBV may change, delay, suspend or withdraw future analytics features.
18. Membership
eb™ Community membership, eb™ Spotter membership, Founder’s Circle access, App access and related member services are EBV-operated platform services unless expressly stated otherwise.
Membership of the Platform does not make you a legal member, director, officer, agent, employee, representative or trustee of EBF. You must not hold yourself out as representing EBV or EBF unless authorised in writing.
Membership benefits, access levels, pricing, features and privileges may change. EBV will seek to provide reasonable notice of material changes where practical, but certain changes may be required immediately for security, legal, technical, operational or integrity reasons.
19. Payments, subscriptions and refunds
Where a Commercial Service is paid, the payment is made to EBV or to a payment processor, app store, merchant, fulfilment provider or other service provider acting for or with EBV.
EBV may use third-party payment processors and app stores. EBV does not intentionally store full payment card details where those details are handled by a payment processor or app store.
Subscription terms, renewal periods, cancellation rights, refund rules, taxes and billing details may be stated at checkout, in app store terms, in product descriptions, in membership terms or in additional service-specific terms. If there is a conflict between these Terms and specific checkout terms, the more specific terms prevail for that transaction.
App store purchases, refunds, cancellations and subscription management may be handled by the relevant app store and subject to its rules.
20. Tokens, credits, rewards and incentives
Tokens, credits, referral rewards, founding-member rewards, nomination rewards and similar benefits have no cash value unless EBV expressly states otherwise in writing.
Unless expressly stated otherwise, they are not securities, not deposit accounts, not stored monetary value, not legal tender and not transferable. They may be changed, suspended, withdrawn, capped, replaced, expired or corrected where EBV reasonably considers this necessary for operational, legal, tax, accounting, anti-abuse, securities-law or platform-integrity reasons.
Any equity, option, share, token-conversion or incentive program is subject to separate written terms and required corporate, securities, tax and regulatory compliance.
21. User submissions and licence to use User Content
When you submit User Content, you grant EBV and EBF a non-exclusive, worldwide, royalty-free, sublicensable and transferable licence to receive, store, copy, analyse, classify, moderate, summarise, translate, display, publish, anonymise, aggregate, use, disclose and otherwise process that User Content for:
- Platform operation;
- App operation;
- account management;
- PBP operation;
- scanning and brand matching;
- account history;
- analytics;
- Persona Idealis or similar features;
- research;
- certification;
- rating;
- directory management;
- user support;
- moderation;
- security;
- fraud prevention;
- audit;
- legal compliance;
- public-interest research;
- trademark protection;
- dispute management; and
- methodology development or oversight.
This licence does not transfer ownership of your User Content. It gives EBV and EBF the rights needed to operate the Platform and protect the integrity of the eb™ ecosystem.
You must not submit material that is unlawful, defamatory, misleading, confidential without authority, infringing, privacy-invasive, malicious, abusive, discriminatory, harassing, obscene, exploitative, technically harmful or otherwise inconsistent with these Terms.
22. Nominations, endorsements, challenges, reports and scans
Nominations, endorsements, challenges, reports, scans, PBP entries, favourite selections and similar submissions may be used to support research, verification, certification, rating, directory, monitoring and demand-analysis workflows.
Submitting or creating any such signal does not guarantee that:
- a brand, organisation or person will be reviewed;
- a Candidate will be admitted to the Program;
- a Candidate will receive a favourable rating;
- a Candidate will be certified;
- a Candidate will be listed in any directory;
- a user will receive a reward, credit, token, share, option or benefit; or
- EBV or EBF will take any specific action.
EBV may reject, merge, edit, classify, prioritise, suspend or remove submissions where it considers this appropriate.
23. Certification, ratings and directory listings
eb™ ratings, certification status, directory listings, recommendations, research summaries and related outputs are research-based assessments. They are not guarantees, warranties, investment advice, employment advice, product safety assurances, legal compliance findings or professional advice.
Ratings, certifications, directory listings and licence rights may change, be suspended, be withdrawn or be corrected as new information becomes available or where required for legal, reputational, methodological, commercial, operational or public-interest reasons.
Payment, membership, sponsorship, partnership, advertising, commercial relationship or prior association with EBV or EBF does not guarantee admission to the certification program, certification, a favourable rating, directory inclusion or continued licence rights.
24. Commercial independence and conflicts
EBV has a commercial interest in operating and expanding the Platform. To protect confidence in the eb™ mark and certification framework, commercial payments, memberships, sponsorships, partnerships and other commercial relationships do not control certification outcomes.
Methodology-sensitive matters remain subject to EBF oversight. EBV may apply conflict-management procedures, including referral to EBF, internal review, independent review, disclosure, abstention, suspension or refusal of a transaction or certification workflow.
25. Intellectual property, copyright and trademark
The eb™ mark, certification framework, rating methodology, research framework and related Ethical Brand intellectual property are owned, controlled or stewarded by EBF.
EBV is authorised to use and commercialise those assets for the purpose of operating the Platform and related Commercial Services.
You may not copy, reproduce, display, register, alter, scrape, imitate, frame, imply affiliation with, or use the eb™ mark or related Ethical Brand intellectual property except under a written licence or express written authority from EBV and/or EBF, as applicable.
The Platform and the material contained on it may include content owned by EBV, EBF, users, Candidates, partners, licensors or third parties. You must respect all intellectual property rights.
26. Third-party links and services
The Platform may contain links to third-party websites, content, products, services, platforms, payment processors, fulfilment providers, AI providers, analytics providers, hosting providers, app stores and other suppliers.
Unless expressly stated otherwise, EBV and EBF are not responsible for third-party services and do not guarantee their availability, security, accuracy, suitability or compliance.
27. AI-assisted tools and automated rules
The Platform may include AI-assisted tools and deterministic automated rules.
AI outputs may be incomplete, inaccurate, outdated, biased or based on incomplete source material. AI outputs are not legal, financial, investment, medical, employment, safety or professional advice. You must not rely on AI outputs as conclusive findings.
Some App functions, such as PBP limits, rotation rules and rate limits, may be automated without being AI. These rules may operate according to published business logic.
Use of AI-assisted tools is also governed by the AI Policy.
28. Privacy
EBV collects and uses personal information in accordance with the Privacy Policy. EBF may receive or process information where necessary for methodology oversight, research integrity, certification governance, trademark protection, legal compliance or public-interest purposes.
29. Prohibited conduct
You must not:
- access or attempt to access any part of the Platform that you are not authorised to access;
- use the Platform through insecure, deceptive, automated or unauthorised means;
- interfere with Platform systems, security, data, research workflows or user accounts;
- scrape, copy, harvest or extract data except where expressly authorised;
- decompile, reverse engineer, disassemble or misuse Platform software, systems or proprietary information;
- submit false, misleading, defamatory, unlawful, infringing, confidential or privacy-invasive material;
- impersonate any person or organisation;
- imply that you represent EBV or EBF without written authority;
- harass, threaten, abuse or discriminate against staff, contractors, users, members, Candidates, partners or service providers;
- manipulate nominations, endorsements, challenges, ratings, reviews, scans, PBP entries, favourites, tokens, credits, referrals or rewards;
- abuse scanning, rate-limit, portfolio, rotation or API systems;
- upload malware or harmful code;
- use the Platform to promote unlawful, exploitative or harmful activity; or
- use the Platform in any manner that undermines the integrity of the eb™ mark, Methodology or certification framework.
30. Suspension and termination
EBV may suspend, restrict or terminate access to the Platform, App, any account or any Commercial Service where EBV reasonably considers this necessary for security, legal, payment, reputational, operational, user-safety, certification-integrity or policy-compliance reasons.
EBV may also remove, restrict, annotate or retain User Content where reasonably necessary.
31. Disclaimer
The Platform and Commercial Services are provided in good faith and on an “as is” and “as available” basis.
To the fullest extent permitted by law, EBV and EBF make no warranty that the Platform, App, Commercial Services, scans, scan results, PBP features, PBP History, Persona Idealis insights, content, ratings, research outputs, AI outputs, directories, listings or related services will be uninterrupted, error-free, complete, secure, accurate, suitable for a particular purpose or free from harmful components.
Nothing in these Terms excludes liability that cannot lawfully be excluded.
32. Limitation of liability
To the fullest extent permitted by law, EBV, EBF and their respective directors, officers, employees, contractors, service providers, licensors, partners and affiliates are not liable for indirect, incidental, special, consequential, exemplary or punitive loss or damage, including loss of profit, goodwill, reputation, data, opportunity or business.
Where liability cannot be excluded, the total liability of EBV for a claim arising from or relating to the Platform or Commercial Services is limited to the greater of:
- the amount you paid to EBV for the relevant service in the 12 months before the claim arose; or
- USD $100.
This limitation does not limit liability where the law does not permit that limitation.
33. Indemnity
You agree to indemnify and hold harmless EBV, EBF and their respective directors, officers, employees, contractors, service providers, licensors, partners and affiliates from claims, losses, liabilities, damages, costs and expenses arising from:
- your breach of these Terms;
- your User Content;
- your misuse of the Platform;
- your infringement of third-party rights;
- your unlawful conduct; or
- your unauthorised representation of EBV or EBF.
34. Changes to these Terms
EBV may update these Terms from time to time. Material changes will be notified where reasonably practical. Your continued use of the Platform after the effective date of an updated version constitutes acceptance of the updated Terms.
35. Other terms
Some services may be governed by additional terms, including membership terms, certification terms, licence terms, store terms, app terms, app store terms, partner terms, payment terms, campaign terms, incentive terms or data-processing terms. If those terms conflict with these Terms, the more specific terms prevail for the relevant service.
36. Governing law and disputes
These Terms are governed by the laws of the State of Delaware, without regard to conflict-of-law rules, except where mandatory consumer protection laws in your place of residence apply.
Matters concerning EBF’s internal governance, ownership of the eb™ mark, methodology oversight or foundation activities may be governed by the laws of England and Wales where applicable.
Before starting formal proceedings, you agree to contact EBV and give us a reasonable opportunity to resolve the matter.
37. SMS account verification
During account registration or account setup, if you enter your mobile number and select the dedicated SMS consent checkbox, Ethical Brand Ventures, Inc. may send a one-time passcode to the mobile number you provide. These messages are transactional, user-requested and are not used for marketing. Message frequency varies based on your verification requests. Message and data rates may apply.
No SMS message is sent merely because a phone number is entered. A verification text is sent only after you affirmatively provide SMS consent and request a code.
Reply HELP for help or STOP to opt out. Carriers are not liable for delayed or undelivered messages. Consent to receive text messages is not a condition of purchase or account creation. Users who open the secure email activation link may complete account activation without selecting SMS verification. If you opt out, you may use email verification or contact support. For assistance, visit https://support.ethicalbrand.com. Our handling of mobile information is described in the Privacy Policy.
38. Contact
For questions about these Terms, contact:
Ethical Brand Ventures, Inc.
Email: [email protected]
Support: https://support.ethicalbrand.com