Effective Date: October 15, 2026 Version: 1.0 Applies to: All brand owners whose brands are used in advertising on the Platform, and all brand owners who purchase advertising on the Platform.
Article 1: Introduction and Scope
1.1 This document governs the brand rights in advertising on the Platform: who may advertise a brand, what an advertisement that uses a brand may say, the rules for advertising directed at a competitor's brand, and the controls a Brand holds over advertising use of its marks. Paid placements that display a brand's name, logo, or Products: sponsored product placements, brand-header search placements, and display placements: trade on the brand's reputation, and this document states the terms on which that use is permitted.
1.2 The mechanics of advertising on the Platform: formats, placement, bidding, billing, and account operation: are governed by the advertising terms the Company publishes for the advertising service and by the governing agreement between the Company and the advertiser. This document governs brand rights within advertising. If a provision of this document and a provision of those terms conflict on a question of brand rights, this document controls; on a question of mechanics, those terms control.
1.3 A Seller's authority to advertise a brand derives from the Seller's authorization and the Brand Asset License Policy. A Seller's duties as an advertiser are governed by the governing Seller documents and the advertising terms; this document states the Brand's rights and the Company's duties to the Brand, and does not restate a Seller's duties.
1.4 If a provision of this document conflicts with the Terms of Use, this document controls for the subject it governs. If a provision of this document conflicts with the terms of a program in which the Brand participates, the program terms control for that program. Policies and help pages explain this document; they do not amend it, and in any conflict this document prevails.
Article 2: Definitions
2.1 Account: the account a person or business establishes with the Company to use the Platform.
2.2 Advertisement: a paid placement on the Platform, in any format the Company offers, that displays a brand's name, logo, or Products.
2.3 Brand: a brand owner: a person or business that owns or controls a brand registered in the Brand Registry.
2.4 Buyer: a person who purchases Products or Services through the Platform.
2.5 Company: All About Pawz, LLC, a Tennessee limited liability company.
2.6 Competitor Keyword Targeting: the selection of another brand's name as a keyword or targeting criterion, so that an Advertisement appears when a Buyer searches for that other brand.
2.7 Platform: the websites, applications, and services the Company operates under the name All About Pawz, including aapawz.com.
2.8 Products: goods offered for sale through the Platform.
2.9 Seller: a person or business the Company has accepted to offer Products or Services through the Platform.
2.10 Services: services offered through the Platform, including grooming, veterinary, pharmacy, and fulfillment services, as applicable.
Article 3: Who May Advertise a Brand
3.1 The Brand may advertise its own brand, subject to this document and to the advertising terms. No authorization beyond the Brand's verified registry record is required for the Brand's own advertising.
3.2 A Seller that holds a current authorization for a brand may advertise the Products the Seller is authorized to sell, using the brand assets licensed to the Seller under the Brand Asset License Policy. The authorization to sell carries the authority to advertise the sale. The advertising authority is bounded by the authorization in scope and in time: it covers the Products within the authorization, it uses only the assets licensed, and it ends when the authorization ends.
3.3 A Seller that holds no authorization for a brand shall not: (a) use the Brand's logo in an Advertisement; or (b) select the Brand's name as a keyword or targeting criterion for an Advertisement.
3.4 Clause 3.3 does not prohibit truthful nominative text in an Advertisement. A Seller may state in text, without the Brand's logo and without implying authorization or endorsement, that a Product the Seller offers fits, is compatible with, or is an accessory for a Product of the Brand, where that statement is true. Nominative use of that kind is a statement about the Seller's own Product; use of the logo, or a suggestion that the Brand authorizes or endorses the Seller's Product, is a use of the Brand's marks and is prohibited.
3.5 The Company applies the authorization check at the creation of an Advertisement, not after the Advertisement has run. An Advertisement placed in evasion of that check is itself a violation, in addition to any violation in the Advertisement's content, and the advertiser's account records the evasion.
Article 4: Advertisement Content Rules
4.1 An Advertisement shall comply with the Brand Listing Content Standards, including its rules on claims and regulatory elements. An Advertisement shall not make a health or efficacy claim that the corresponding listing may not lawfully carry; a claim prohibited in a listing is prohibited in an Advertisement for the same Product.
4.2 An Advertisement shall not state an advertised price below an applicable minimum advertised price. A price in an Advertisement is an advertised price for the purposes of the Minimum Advertised Price (MAP) Policy (Minimum Advertised Price (MAP) Policy), and a violation in an Advertisement is enforced on the same terms as a violation in a listing.
4.3 An Advertisement shall comply with the Brand Pricing Integrity Policy. In particular, a Reference Price in an Advertisement is subject to the test in that document, and the terms of a promotion presented in an Advertisement shall be stated as that document requires.
4.4 An Advertisement shall not use a brand asset other than in the form licensed under the Brand Asset License Policy and the Brand Asset Standards. An advertiser shall not alter a logo, combine it with another mark, or place it so as to imply a relationship that does not exist.
Article 5: Competitor Keyword Targeting
5.1 Competitor Keyword Targeting is permitted. An advertiser may select a competitor brand's name as a keyword or targeting criterion, and competition for search placement on that basis is an ordinary incident of advertising on the Platform.
5.2 The copy of an Advertisement placed by Competitor Keyword Targeting shall not: (a) name the targeted brand; (b) use the targeted brand's logo or assets; or (c) disparage the targeted brand, its Products, or its Sellers. An advertiser may compete for the placement; the advertiser may not attack the brand in the copy that the placement carries.
5.3 The distinction in clause 5.2 is between competition for attention and misuse of a mark. Copy that presents the advertiser's own Products on their own merits complies. Copy that trades on the targeted brand's name in the text, or that diminishes that brand, does not, and the Advertisement is disapproved under Article 7.
Article 6: Brand Controls Over Advertising
6.1 A Brand whose registry record is verified may, through the Brand Portal or the channel the Company designates: (a) elect that Sellers without authorization for the brand may not select the brand's name as a keyword or targeting criterion, in whole, or for keyword use only while leaving nominative text in copy under clause 3.4 unaffected; (b) publish creative guidelines for Advertisements by authorized Sellers, under clause 6.2; and (c) request removal of an Advertisement that violates this document, under clause 6.3.
6.2 Creative guidelines under clause 6.1(b) state standards for the use of the Brand's assets in Advertisements. Guidelines are standards, not a right of prior approval over each Advertisement: the Company applies them in its review. A guideline that is unreasonable in scope or burden, or whose evident purpose is to make compliance impracticable for authorized Sellers, is not applied. The Company shall notify the Brand where a guideline is not applied under this clause, with reasons.
6.3 A removal request shall identify the Advertisement, the provision of this document violated, and the evidence relied on. The Company shall decide a removal request within five (5) business days and shall notify the Brand of the decision and its reasons. The Brand requests; the Company decides, as in the Brand Complaint and Takedown Policy.
6.4 A removal request directed at an Advertisement that complies with this document: in particular, an Advertisement by an authorized Seller that is truthful and complies with an applicable minimum advertised price, where the Brand's objection is to lawful discounting: shall be rejected. Rejections under this clause are recorded in the Brand's complaint and request accuracy record under the Brand Portal Terms. The controls in this Article are brand-protection instruments; they are not instruments for protecting a margin.
6.5 The Brand shall keep each creative guideline it publishes, each election it makes under clause 6.1(a), and each removal request and decision for three (3) years, and shall produce them in an investigation under Article 8.
Article 7: Review, Disapproval, and Repeat Violations
7.1 The Company reviews an Advertisement against this document before or promptly after placement, and may disapprove an Advertisement that violates it. A disapproval shall state the provision violated and the respect in which the Advertisement fails, so that the advertiser may correct the Advertisement or appeal with knowledge of the ground.
7.2 Use of another brand's logo by an advertiser that holds no authorization for that brand is an infringement finding against the advertiser, recorded as such, and not merely a disapproval. The distinction matters because the act is a misuse of a mark, not an error in copy.
7.3 Three (3) disapprovals of an advertiser's Advertisements within ninety (90) days suspend the advertiser's advertising account for thirty (30) days under the advertising terms. A suspension under this clause is of advertising only; it does not of itself suspend the advertiser's Account or its listings.
7.4 The Brand's remedy for an Advertisement that violates this document and has run is a removal request under clause 6.3 and, where the violation is the Company's error in review, correction of the review record. Article 9 states the limit of the Company's liability for such an error.
Article 8: Fees
8.1 A fee is payable under this document only if the fee is stated in the Brand Program Fees Policy. No other charge of any kind is payable, and the Company shall not impose a fee that that document does not state. The price of an advertising placement is set by the advertising terms and the governing agreement for the placement, and is not a fee under this document.
Article 9: Liability
9.1 Exclusion of certain damages. To the fullest extent permitted by law, neither party is liable to the other for indirect, incidental, special, punitive, or consequential damages, or for lost profits, lost revenue, or loss of goodwill, arising out of or relating to this document, even if the party has been advised of the possibility of those damages.
9.2 Cap. To the fullest extent permitted by law, the Company's total liability arising out of or relating to this document shall not exceed the greater of (a) the amounts the Brand paid to the Company under this document in the twelve months before the event giving rise to the claim, or (b) one hundred dollars ($100).
9.3 Carve-outs. This Article does not limit (a) a party's indemnification obligations under this document; (b) liability for fraud or willful misconduct; (c) amounts the Brand owes for Orders, fees, chargebacks, or refunds under this document; or (d) liability that cannot be limited under applicable law.
9.4 Essential purpose. The parties agree that this Article allocates risk between them, that it is an essential part of the basis of their bargain, and that it applies even if a limited remedy fails of its essential purpose.
Article 10: Indemnification
10.1 Duty. The Brand shall indemnify, defend, and hold harmless the Company and its members, managers, employees, and agents from and against every claim, demand, action, loss, liability, judgment, settlement, cost, and expense (including reasonable attorneys' fees) arising out of or relating to: (a) the Brand's breach of this document; (b) the Brand's Products, listings, Advertisements, or content supplied by the Brand; (c) the Brand's violation of any law or of the rights of any person, including a claim arising from a creative guideline or a removal request made in breach of this document; and (d) taxes for which the Brand is responsible under this document.
10.2 Procedure. The Company shall give prompt written notice of a claim under this Article. The Brand shall control the defense with counsel reasonably acceptable to the Company. The Company may participate in the defense at its own expense. The Brand shall not settle a claim in a manner that imposes any obligation or restriction on the Company, or that does not release the Company fully, without the Company's prior written consent.
10.3 Survival. This Article survives the termination of this document.
Article 11: Enforcement and Appeals
11.1 Investigation. The Company may investigate any suspected violation of this document. The Brand shall cooperate with an investigation and shall produce the records this document requires the Brand to keep.
11.2 Notice. If the Company determines that the Brand has violated this document, the Company shall give written notice stating the provision violated and the facts relied on, except where notice would compromise an investigation of fraud, a safety risk, or a legal obligation.
11.3 Opportunity to cure. Where a violation is capable of cure, the Brand has ten (10) business days from notice to cure it and to confirm the cure in writing. No cure period applies to fraud, counterfeiting, a risk to the safety of a person or an animal, unlawful conduct, or a violation that by its nature cannot be cured.
11.4 Measures. If a violation is established and is not cured within the period allowed, the Company may, proportionate to the violation: (a) issue a written warning; (b) remove or suppress a listing or content, including an Advertisement; (c) cancel an Order or a booking; (d) suspend the Account or a program participation, in whole or in part, including the Brand's advertising controls under Article 6; (e) terminate this document and the Account; and (f) exercise any other right or remedy available under this document or at law.
11.5 Appeal. The Brand may appeal a measure under this Article by written notice to legal@aapawz.com within thirty (30) days of the measure, stating the grounds and attaching the records relied on. The appeal is decided by a person who did not make the original decision. The Company's decision on appeal is final. A measure remains in effect during an appeal unless the Company directs otherwise in writing. An advertiser's appeal of a disapproval is governed by the advertising terms and, for a Seller, the governing Seller documents.
11.6 No waiver by delay. The Company's delay in acting on a violation is not a waiver of the violation or of any later violation of the same kind.
Article 12: Term and Termination
12.1 Term. This document takes effect when the Brand registers a brand in the Brand Registry and continues until terminated under this Article.
12.2 Termination by the Company. The Company may terminate this document and the Account on thirty (30) days' written notice for any reason, and immediately on written notice if the Brand materially breaches this document, engages in fraud, or becomes ineligible to participate. Termination of this document ends the Brand's controls under Article 6; an Advertisement placed before termination is governed by the advertising terms for its remaining run.
12.3 Termination by the Brand. The Brand may terminate this document on thirty (30) days' written notice to support@aapawz.com, provided the Brand has no removal request or investigation outstanding.
12.4 Effect of termination. On termination: (a) the rights granted under this document end; (b) obligations that arose before termination: including payment, record-keeping, and indemnification obligations: survive until satisfied; and (c) the Company shall disburse amounts owed, less amounts the Company may set off under this document, within thirty (30) days, except amounts held in connection with an open investigation or dispute.
12.5 Survival. The Definitions, Fees (for accrued amounts), Liability, Indemnification, Enforcement and Appeals (for measures taken before termination), Dispute Resolution, and General Provisions Articles survive termination.
Article 13: Dispute Resolution
13.1 Any dispute arising out of or relating to this document, or to the relationship it governs, is governed by the Dispute Resolution Policy, which is incorporated into this document by reference.
Article 14: General Provisions
14.1 Amendments. The Company may amend this document by posting the amended document in the Document Center and giving notice to the Brand at the email address in the Account. An amendment that materially increases the Brand's fees or obligations takes effect thirty (30) days after notice; other amendments take effect on posting. Continued use of the Platform after the effective date of an amendment is acceptance of it. If the Brand does not accept an amendment, the Brand's remedy is to terminate under Article 12 before the amendment takes effect.
14.2 Notices. (a) Legal notices under this document shall be sent to legal@aapawz.com. Operational notices and all other communications shall be sent to support@aapawz.com. A notice to the Company is effective when the Company acknowledges receipt or, for email, one business day after sending, whichever is earlier. (b) Notices to the Brand are effective when sent to the email address in the Account or posted to the Account's notice facility in the portal, whichever occurs first. The Brand shall keep the email address in the Account current. (c) DMCA notices are given as provided in the DMCA and Copyright Policy, to the designated agent at legal@aapawz.com.
14.3 Governing law. This document is governed by the laws of the State of Tennessee, without regard to its conflict-of-laws rules. Subject to the Dispute Resolution Policy, any proceeding arising out of this document shall be brought in the state or federal courts located in Shelby County, Tennessee, and the parties consent to personal jurisdiction there.
14.4 Severability. If any provision of this document is held unenforceable, the provision shall be enforced to the fullest extent permitted, and the remaining provisions continue in full effect.
14.5 No third-party beneficiaries. This document is for the benefit of the Company and the Brand only and confers no rights on any other person, except as Article 10 provides for the Company's members, managers, employees, and agents.
14.6 Entire agreement. This document, together with the documents it incorporates by reference, is the entire agreement between the Company and the Brand for the subject it governs and supersedes every prior or contemporaneous statement, communication, or agreement on that subject, whether written or oral.
14.7 Assignment. The Brand shall not assign this document or any right or obligation under it without the Company's prior written consent, and an assignment without consent is void. The Company may assign this document to an affiliate or in connection with a sale of all or part of its business, on notice to the Brand.
14.8 Waiver. A waiver of any provision of this document is effective only in writing and only for the instance stated. No waiver is a waiver of any other provision or instance.
14.9 Interpretation. Headings are for convenience only. "Including" means "including without limitation." This document shall not be construed against a party as its drafter. The English-language text controls over any translation.
Related articles