Acceptable Use Policy

1. Purpose and Application

This Acceptable Use Policy ("AUP") governs the use of all services, AI systems, automations, chatbots, voice agents, and workflow tools provided by Applegate Business Services Ltd (trading as Applegate AI) to its clients. It forms part of the Master Services Agreement and is binding on the Client and all persons using the Services under the Client’s account.

By engaging Applegate AI and using any Deliverable or Service, the Client confirms acceptance of this AUP in full.

2. Permitted Use

The Client may use Applegate AI’s Services and Deliverables solely for lawful, legitimate business purposes in accordance with the Master Services Agreement, all applicable laws and regulations, the terms of service of Third-Party Tools incorporated into the Deliverables, and this AUP.

3. Prohibited Uses

3.1 Unlawful or Harmful Activity

The Client must not engage in any unlawful activity under UK or applicable international law; facilitate or promote any criminal offence; harass, threaten, or cause harm to any individual or organisation; or distribute malicious code, phishing content, or fraudulent material of any kind.

3.2 Prohibited Content

The Client must not generate, store, or distribute obscene or sexually explicit content; content inciting hatred or discrimination on any protected characteristic under the Equality Act 2010; content constituting harassment; or content infringing the Intellectual Property Rights of any third party.

3.3 Regulated Activities Without Authorisation

The Client must not provide financial advice, investment recommendations, or regulated financial services without FCA authorisation; provide medical diagnosis or regulated healthcare services without appropriate regulatory oversight; or deploy AI systems in high-risk regulatory decisions without appropriate human oversight and legal compliance.

3.4 Data and Privacy Violations

The Client must not process personal data in violation of UK GDPR, the Data Protection Act 2018, or PECR; conduct surveillance or build profiles of individuals without lawful basis; or scrape or harvest personal data without authorisation.

3.5 System Integrity

The Client must not reverse engineer, decompile, or extract proprietary logic from any Deliverable beyond what is permitted by law; circumvent or interfere with any security or access control feature; use Applegate AI’s systems to attack or disrupt third-party systems; or resell, sublicence, or transfer access to Deliverables without prior written consent.

3.6 AI Misrepresentation

The Client must not deploy AI systems in a manner that deceives end users into believing they are communicating with a human where such deception is likely to cause harm; or use AI-generated content to create or disseminate misinformation or deepfake material.

4. Client Responsibility for End Users

Where the Client deploys any Applegate AI Deliverable to its own customers or employees, the Client is solely responsible for:

• ensuring end users are aware of AI involvement where legally required;
• compliance with consumer protection and distance selling regulations;
• providing appropriate privacy notices and terms of use to end users;
• maintaining human oversight where decisions may significantly affect individuals; and
• all consequences arising from end-user interactions with deployed systems.

Applegate AI accepts no liability whatsoever for how clients deploy, modify, or represent Applegate AI’s Deliverables to their own end users.

5. AI Outputs and Human Oversight

The Client acknowledges that AI systems may produce inaccurate, incomplete, biased, or unexpected outputs; that no AI system is infallible; that Applegate AI does not guarantee the accuracy, appropriateness, or fitness for purpose of any AI-generated output; and that the Client is solely responsible for the consequences of acting on AI-generated outputs without adequate human review.

6. Third-Party Platform Compliance

The Client agrees to comply with the terms of service of all relevant third-party providers including Anthropic, OpenAI, Make.com, Vapi.ai, and Twilio. Applegate AI accepts no liability for service interruptions arising from the Client’s breach of third-party terms.

7. Reporting

The Client must notify Applegate AI promptly of any actual or suspected misuse of the Services at: info@applegateai.com

8. Consequences of Breach

Applegate AI may issue a formal notice requiring immediate cessation of the prohibited activity; suspend access to any affected Service with immediate effect; terminate the Master Services Agreement; report the matter to relevant regulatory authorities; or seek damages or injunctive relief where the breach has caused loss.

9. Updates

This AUP may be updated with reasonable notice. Continued use of Services following notice constitutes acceptance. Current version at applegateai.com.