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 of 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.
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!
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, in some way endorsed it and 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 this argument doesn’t really bear much scrutiny. You could use visual effects to put your logo onto a location in a TV commercial and it would “only be on the screen”, but you couldn’t and wouldn’t do that without permission, so why would you in AR? Additionally the simple 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 context and value to your campaign and content. There is an implied endorsement.
All responsible publishers, platforms, agencies, brands and advertisers want to work in a permission-based way, even if the law doesn’t explicitly demand it yet. Some even have a permission based media element formally written into their terms of service. Darabase is making it easy for all parties to ensure they continue to operate this way in location-based AR.
Darabase exists for all property owners to understand what is going on around their locations and if they wish, to benefit from AR content being displayed on their buildings. We enable property owners to:
monitor their property for AR and other digital content being served on or near to their building and where appropriate, take action to have it removed, using our unique, proprietary tool MonitAR.
record an expression of their wishes surrounding commercial content in their locations via our Property Portal.
serve their own choice of content - for example, a retailer showing a promotion;
earn money by allowing third party content to be displayed - for example an AR advertisement.
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 that ownerships and management responsibilities are updated in the Darabase Property Portal accordingly.
Monitoring content around properties
Where an individual or a company wishes to monitor the AR and other digital content around properties Darabase enables this with MonitAR. In most cases we would expect users to monitor properties that they have a direct interest in however it may be that there is legitimate wider interest in what is happening in wider locations. In addition:
Where a property has been registered by a user that has a legitimate ownership or authorised management interest in per our Registration Terms and Conditions, then Darabase also enables users to take action against unwanted content. This includes reporting inappropriate content or requesting the removal of unwanted material.
If the user has no ownership or authorised management interest then Darabase will seek to prevent access to this functionality. It is expected that users do not act in this way and doing so could result in the removal of access to the Darabase Platform.
Darabase will employ best endeavours to understand and track the major sources of location based AR activity but makes no guarantee that all content sources will be included.
For tracked sources of content Darabase does not warrant that all content marked present or absent from the Platform is accurate or up to date unless otherwise stated.
Users of the product agree to report any additional content that they become aware of as stated in the Registration Terms and Conditions. This can be referred by email to firstname.lastname@example.org.
Users are also able and encouraged to submit new sources of content to Darabase, however Darabase is under no obligation to track or monitor them.
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, racist 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