Darabase Guidelines

About these guidelines

We live in amazing and interesting times where our physical and digital worlds are becoming increasingly mixed.  Over a billion people are using Augmented Reality (AR) on their phones across the world and it’s growing every day and where we used to place fun virtual content on our faces, more and more the AR content is being placed in the world around us.  As with any media, some of the content is personal and social, some is editorial and some is commercial, for example the advertising that often means the app or experience you’re using is free.


At Darabase we are excited about the possibility or an augmented world, where maybe through a pair of smart glasses, we see amazing information and content that helps and entertains us.  But we also believe that we need to create an open and fair ecosystem that respects everyone’s privacy and permission, including those of the existing owners of the physical world on which this new virtual layer is being displayed.  Sci fi movies like The Minority Report paint a dystopian future of this “mixed reality” world where we are bombarded by ads from all directions. Darabase aims to create an alternative, where a best practice, user-centred content and commercial model thrives.


There are currently no relevant laws or regulations which govern how virtual, commercial content is served on physical property.  Darabase exists to bring order and fairness to this emerging ecosystem now and as new laws are introduced, as undoubtedly they will be.


These guidelines help our partners and users understand Darabase’s position on how we work with them, what we expect of them, and the value that we can all create together in this fast-moving and thrilling mixed reality world! 

Our ethos

We simply believe that we should apply the same tried, tested and trusted approach to this new form of media and advertising that has worked for decades in other verticals.  For example, if you advertise on an Out of Home billboard, you know that the property owner behind it has given their permission and in some way will be remunerated accordingly.


If you place AR commercial content on a building or in a physical location, we think the same rules should apply.  Now you can argue that, “well, it’s not really on the building, it’s only on my screen, so it doesn’t really count”,  But the fact that you’ve chosen to display your ad on, let’s say. Buckingham Palace or the White House, is because you know those locations will add value to your campaign and content.


All responsible publishers, platforms, agencies, brands and advertisers want to work in a permission-based way, even if the law doesn’t demand it yet.  Darabase is making it easy for all parties to ensure they continue to do so in location-based AR.

Property ownership

Darabase exists for all property owners to benefit from AR content being displayed on their buildings and in their locations.  Where companies and apps are checking Darabase to see where and what commercial content they can serve, we allow property owners to:


  • block all content - nothing is displayed, ever;

  • serve their own choice of content - for example, a retailer showing a promotion;

  • earn money by showing third party content - for example an advertisement;

  • Show their own content when there is no live third party content displayed.

We know that often the ownership of a property is complex.  There are freeholders, leaseholders, management companies, tenants and so on.  When registering a property the registrant is able to also detail Interested Parties.  For example, a management company can register a building but should also then include in the account the details of other Interested Parties, such as the Freeholder on whose behalf they are acting.  If there is a conflict between registrants of a property, Darabase will do its best to fairly decide whose rights of ownership prevail.


Sometimes we allow more than one “owner” or registrant for a property on Darabase, for example in a large building where there are both offices  and retail units, we allow both to register their own interests and permissions on their part of the building..  In the vast majority of cases, retailers are already able to promote their business on the exterior of their part of the building, like a shop window, so Darabase enables them to do the same in AR.


It is critical that the information you give us when you register is accurate and truthful and that you have the consent and knowledge of all interested parties in the property. Property changes hands every day and if your ownership position changes on any property registered with us, it is your responsibility to let us know so we can update Darabase accordingly.

Displaying content

In some cases, Darabase allows you to use our platform to upload and display AR content on your property.  This content will be widely visible through a range of publicly available applications and websites so it’s important that the content you choose is appropriate.  As a guide you agree it must not include:

  • content with restricted rights that you do not own or control;

  • pornographic or content of a sexual nature;

  • content that is likely to offend, harass or abuse others;

  • content promoting illegal or violent behaviour.

Working with publishers and application owners

Darabase has built a range of tools and services that make it easy for publishers and mobile app owners to include location-based AR advertising in their content and experiences.  This could include a range of content and services including:


  • Content that has been uploaded by property owners on Darabase for display

  • Location-based editorial content, e.g. points of interest information

  • Third party advertising content

  • A real-time data service to return available locations, positions and permissions for commercial AR content based on the device location

Darabase pays a fee and/or revenue share for commercial content served by each publisher and application owner.

How we enforce these guidelines and our Terms of Service

These guidelines sit alongside Darabase’s Terms of Service as well as our website’s Terms & Conditions and Privacy Policy.  We will review any reported issues that we are made aware of (by email to support@darabase.com) and will determine whether they are in violation of our terms and guidelines.  If this is found to be the case, we will take actions as required in line with our Terms of Service, including the potential suspension and cancellation of a user’s account and the withholding of any fees.