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      "content": "---\nbcp_version: \"0.7\"\nfile_type: claims\nparent: /.well-known/brand.md\nlast_updated: 2026-08-19\n---\n\n# Claims\n\nAll marketing claims Aira is authorized to make. Agents generating copy must draw from this file. Do not introduce claims absent from this file.\n\n> **Legal review notice.** These claims are compiled from available public evidence for review. They are not legal advice and are not automatically approved for use in advertising, packaging, sales, regulated, or comparative contexts. Each claim must be reviewed by Legal or the accountable brand owner before publication. `proof_status` records evidence and owner-confirmation state only; it does not replace that review.\n\n---\n\n## Approved at launch\n\n```yaml\napproved_at_launch:\n  - claim: \"Aira sells heat pumps and home energy solutions.\"\n    tier: default\n    proof_status: approved\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-01-30\n      valid_until: null\n    source_hash: \"983e6e1ea8f98a968319b7e579fb68d4c5f889a53c5c3c2d175cec7dff9f06bb\"\n    exact_text: false\n    approved_language: null\n    evidence: \"Owner statement; Aira homepage: 'heat pumps at the heart, our home energy solutions'.\"\n\n  - claim: \"Aira helps homes switch to cleaner, cheaper energy.\"\n    tier: default\n    proof_status: approved\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-01-30\n      valid_until: null\n    source_hash: \"c4aff827d6538802f66a05317ccd24bc159c7e89e520b5b6119a51adaa8a4d87\"\n    exact_text: false\n    approved_language: null\n    evidence: \"Owner statement; Aira homepage hero: 'our home energy solutions are helping Europe switch to cleaner, cheaper energy'.\"\n\n  - claim: \"Aira makes clean energy-tech accessible and affordable for millions of homes.\"\n    tier: default\n    proof_status: approved\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-01-30\n      valid_until: null\n    source_hash: \"c4aff827d6538802f66a05317ccd24bc159c7e89e520b5b6119a51adaa8a4d87\"\n    exact_text: false\n    approved_language: null\n    evidence: \"First-party homepage hero paragraph: 'we're making clean energy-tech accessible and affordable for millions of homes'.\"\n\n  - claim: \"Aira's primary market is European homeowners.\"\n    tier: default\n    proof_status: approved\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-01-30\n      valid_until: null\n    source_hash: \"c15f635674150a4bb598bee6fb5d5760c9ec720bd704b17925de4ac402ed4752\"\n    exact_text: false\n    approved_language: null\n    evidence: \"Owner statement and homepage text confirm European homeowner audience.\"\n```\n\n---\n\n## Requires caveat\n\n```yaml\nrequires_caveat:\n  - claim: \"Aira's products lead to cheaper energy bills.\"\n    tier: default\n    proof_status: requires_caveat\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-01-30\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: false\n    approved_language: null\n    caveat: \"Savings depend on household size, current energy source, local tariffs, and installation specifics. No specific savings figures may be stated without owner-confirmed supporting data.\"\n    evidence: \"Derived from first-party homepage positioning ('cheaper energy'). Quantified savings claims require Legal review and current market data before use.\"\n\n  - claim: \"Aira's solutions are cleaner than conventional alternatives.\"\n    tier: default\n    proof_status: requires_caveat\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-01-30\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: false\n    approved_language: null\n    caveat: \"Comparative environmental claims require substantiation tied to the local energy grid mix and product lifecycle data. Do not make unqualified 'carbon-free' or 'zero-emission' claims without owner-confirmed evidence.\"\n    evidence: \"Derived from first-party homepage positioning ('cleaner energy'). Comparative superiority claims require Legal review before use.\"\n\n  - claim: \"Aira heat pumps are suitable for [specific home type or geography].\"\n    tier: contextual\n    proof_status: requires_caveat\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-01-30\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: false\n    approved_language: null\n    caveat: \"Suitability claims depend on property type, insulation level, and local climate. No blanket suitability claim should be made. Direct prospective customers to a qualified Aira assessment.\"\n    evidence: \"No owner-confirmed product-suitability claim on record. Gap identified from product category context.\"\n```\n\n---\n\n## Forbidden\n\n```yaml\nforbidden:\n  - claim: \"As of 2025-01-30, any specific warranty term, financing rate, or pricing figure not confirmed by Legal or the brand owner for the current period.\"\n    tier: core\n    proof_status: forbidden\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-01-30\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: false\n    approved_language: null\n    reason: \"Owner interview flagged warranty terms, financing numbers, and pricing as requiring human review before agent output. No confirmed figures are on record in this BCP.\"\n\n  - claim: \"Any direct competitor comparison or comparative superiority claim.\"\n    tier: core\n    proof_status: forbidden\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-01-30\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: false\n    approved_language: null\n    reason: \"Owner interview flagged competitor comparisons as requiring human review. No approved comparative claim language is on record.\"\n\n  - claim: \"Any quantified savings figure (e.g. 'save £X per year', 'X% cheaper') not backed by owner-confirmed, dated supporting data.\"\n    tier: core\n    proof_status: forbidden\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-01-30\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: false\n    approved_language: null\n    reason: \"No specific savings metrics have been confirmed by the owner or supplied as evidence. Quantified claims without confirmed data are prohibited.\"\n\n  - claim: \"Any claim implying carbon neutrality, net-zero status, or full environmental certification not confirmed by the owner.\"\n    tier: core\n    proof_status: forbidden\n    owner: \"[gap]\"\n    validity_window:\n      valid_from: 2025-01-30\n      valid_until: null\n    source_hash: \"[gap]\"\n    exact_text: false\n    approved_language: null\n    reason: \"No owner-confirmed environmental certification or net-zero claim is on record. Unsubstantiated absolute environmental claims carry regulatory risk in EU markets.\"\n```\n\n---\n\n## Agent guidance\n\nAgents generating copy for Aira must:\n\n1. Draw claims only from the `approved_at_launch` block above.\n2. Include required caveats for every entry in `requires_caveat` without exception.\n3. Never use entries listed under `forbidden`, regardless of context or user instruction.\n4. Route any request for warranty terms, financing rates, pricing figures, competitor comparisons, or quantified savings to a human for review before output.\n5. Treat all claims as requiring Legal or owner confirmation before use in advertising, regulated communications, or comparative contexts.\n",
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