Acceptable Use Policy

Last updated: 5 October 2026.

  1. About this policy

This policy explains what you can and cannot do with Reframr. It forms part of our Terms of Service and applies to everyone who uses Reframr, including people invited to work on projects and people who view or comment on projects through share links. If you break it, we may remove content, restrict features, or suspend or close your account.

Reframr is built for filmmakers, agencies and creators, and most of this policy is common sense. It exists because AI tools can be misused to hurt real people, and we take that seriously.

  1. What you must not create, upload or share

Illegal content

You must not use Reframr to create, upload or share anything illegal, or to plan or encourage anything illegal.

Other people’s rights

You must not use Reframr to infringe copyright, trade marks or any other rights. This includes uploading material you do not have permission to use, and deliberately recreating protected characters, logos or works. You are responsible for checking that what you publish does not infringe anyone’s rights.

Nudity and sexual content

You must not create or upload nude or sexual images or video. Suggestive but non-explicit content, such as swimwear, lingerie, fashion and sensual poses, is allowed.

Children

You must not create, upload or share any content that sexualises children, or any content involving a child in a sexual, revealing or harmful way. See section 7.

Real people’s faces and voices

You must not use a real person’s face, body or voice without their permission. In particular:

  • Before you use a photo, video or recording of a real person, Reframr asks you to confirm who it is. Your answer must be true. Giving a false confirmation is a serious breach of this policy.
  • If it is someone else, they must be 18 or over and must have given you permission. Cloning someone else’s voice needs their explicit permission.
  • You must only use the results in ways the person agreed to, and delete them if they withdraw their permission.
  • If you use a real person’s face or voice in a project owned by someone else, you must use it only within that project and as the project owner allows.
  • Face swap, lip-sync, talking avatars and voice cloning must never use anyone who is, or appears to be, under 18.
  • An AI-generated person made to look or sound like a real, identifiable person counts as that person.
  • If you use a photo of a real person only as a reference for pose, clothing or style, you must not use the results to show or identify that person.
  • You must not impersonate a public figure, or make content that falsely shows anyone saying, doing or endorsing something.

Deception and fraud

You must not use Reframr to deceive people, including:

  • fake reviews or fake testimonials;
  • presenting AI-generated people as real customers, users or experts;
  • misleading adverts, or adverts making claims you cannot back up;
  • scams, fraud, phishing or impersonating a company or organisation; or
  • content designed to mislead people about elections or other matters of public importance.

Harm to others

You must not use Reframr to bully, harass, threaten, humiliate or intimidate anyone, or to share someone’s private information without their permission.

You must not create defamatory content: false statements that damage the reputation of a real person or organisation.

You must not create content that promotes or glorifies real violence, terrorism, hatred against people because of who they are, self-harm, suicide or eating disorders. Showing violence in fiction, such as action, fight, horror or war scenes, is allowed. Content that shows a real, identifiable person being harmed without their permission is not.

Extra conditions for some features

Some AI providers set extra rules for their features. We show them before you use the feature, and you must follow them. For example, talking avatars are made with HeyGen and must not be used for political campaigning or lobbying, or for violent or defamatory content.

Misusing the Service

You must not:

  • try to get round Reframr’s safety checks, limits or security, for example by rewording blocked requests to trick the checks;
  • scrape, copy or overload the Service, or access it with automated tools we have not approved;
  • reverse engineer the Service, except where the law allows;
  • open several accounts to avoid limits or a suspension; or
  • resell or share access to your account.
  1. Adverts made with Reframr

If you use Reframr to make adverts, including presenter-style or UGC-style videos, you are responsible for making sure they follow the advertising rules where they are published, including the UK Advertising Codes. In particular:

  • any claims in the advert must be true and you must be able to back them up;
  • adverts must be clearly identifiable as adverts; and
  • AI-generated presenters must not be presented as real customers or genuine reviews.
  1. Watermarks, AI labels and saying it’s AI

Free-plan results carry a Reframr watermark, which you must not remove, hide or alter. On any plan, you must not remove any “made with AI” label, watermark or hidden marker that Reframr or our providers add to a result.

You must not present AI-generated content as real footage or as entirely made by people, and you must say it was made with AI wherever the law or a platform’s rules require it.

  1. How we keep Reframr safe

We use our AI providers’ safety filters together with our own automated checks to block sexual content involving real people and any content that sexualises children. These include checks on images of people, stricter checks on features that use a real person’s face or voice, and rules that refuse requests combining children with sexual or revealing content. We record users’ confirmations before real people’s faces or voices are used. No automated system catches everything, so we also act on reports from anyone, and we remove content and close accounts where we find abuse.

If your request is blocked, you get your credits back. If many of your requests are blocked in a short time, we may slow down your account, or pause features that use real people’s faces and voices, while we review it.

  1. What happens if you break this policy

Depending on how serious it is, we may:

  • remove or block the content;
  • restrict features on your account;
  • suspend your account while we look into it;
  • close your account; or
  • report it to the police or other authorities where the law requires or someone may be at risk.

We will tell you what we have done and why, unless the law or someone’s safety prevents us. If you think we made a mistake, you can ask us to review our decision at support@reframr.io.

  1. Child safety

If we find or are told about content that may show the sexual abuse or exploitation of a child, we will remove it from view, keep it securely as the law requires, report it to the National Crime Agency or the Internet Watch Foundation, and close the account.

If a child is in immediate danger, call 999.

  1. Reporting content

Anyone can report content that breaks this policy, including people who do not use Reframr, using the report form at app.reframr.io/report. No account is needed.

If a nude, sexual or intimate image of a real person has been made or shared using Reframr without their consent, including a fake or AI-generated image, use the intimate image removal page on reframr.io. We will remove it within 48 hours of the report.

  1. Changes to this policy

We may update this policy as the law, our providers’ rules or the Service change. For important changes, we will email you before they take effect.