Terms of Service

1. About These Terms

ShowDayGuide is a trading name of ShowDayGuide Ltd, a private limited company registered in England and Wales (company number 17222819), whose registered office is at 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ. You can contact us at [email protected].

These Terms of Service ("Terms") govern your access to and use of the ShowDayGuide platform, website, and related services (collectively, the "Service") operated by ShowDayGuide Ltd ("we", "us", "our").

By accessing or using the Service in any capacity — whether as a show visitor, show organiser, vendor, sponsor, or otherwise — you agree to be bound by these Terms. If you do not agree to these Terms, you must not use the Service.

These Terms constitute a legally binding agreement between you and ShowDayGuide Ltd. They are governed by the laws of England and Wales. They should be read together with our Privacy Policy, Cookie Policy, and — where they apply to you — the Prize Draw Terms and Conditions, the Organiser Agreement and Commercial Partner Agreement. Where any provision of these Terms is inconsistent with a provision of the Organiser Agreement or the Commercial Partner Agreement that applies to you, the relevant private agreement prevails to the extent of the inconsistency.

2. The Service

ShowDayGuide provides a digital companion platform for agricultural shows, county shows, dog shows, and similar events. The Service includes interactive site maps, live schedules, announcements, push notifications, vendor listings, sponsor placements, and related features accessible via web browser on visitors' devices. For show organisers, vendors, and sponsors, it includes dashboard tools for managing show content, analytics, AI-assisted imports, and listings.

The Service is provided as a digital supplement to existing show information channels (such as paper programmes and PA systems) and does not replace them. We do not guarantee that the Service will contain all information about any given event, nor that information displayed will be complete, accurate, or up to date at all times. Show organisers are responsible for the content they publish through the Service.

3. User Categories

Show Visitors: Individuals who access publicly available show guides. No account or login is required. By accessing any show guide, you agree to these Terms.

Show Organisers: Individuals or organisations that create and manage show listings on the platform. An account is required. Organisers are responsible for all content they publish and for ensuring it is accurate, lawful, does not infringe any third party's rights, and complies with all applicable laws including data protection law.

Vendors & Sponsors: Businesses or individuals who are listed on the platform by show organisers to promote their presence at events. Where vendors or sponsors provide content directly (such as logos, descriptions, or offers), they are responsible for the accuracy of that content.

Exhibitors: Where a show uses our entries feature (when available), individuals or organisations who submit competition entries to that show through the platform. Exhibitors are responsible for the accuracy of the information they submit with an entry.

4. Accounts and Security

Where an account is required, you must provide accurate information and keep your login credentials secure. You are responsible for all activity that occurs under your account.

You must notify us within 24 hours if you suspect unauthorised access to your account, or if your login credentials have been lost, stolen, or compromised. Contact us at [email protected].

We may require additional security measures from time to time, including CAPTCHA verification, email confirmation, rate limiting on login attempts, or multi-factor authentication. These measures are designed to protect your account and the platform from abuse.

We reserve the right to suspend or terminate accounts that violate these Terms, are used fraudulently, appear to be automated, show signs of compromise, or are inactive for an extended period, at our sole discretion.

5. Fees, Pricing, and Refunds

Visitors: Show visitors access the Service free of charge. Where a show sells admission tickets through the Service (when this feature becomes available), tickets are sold by the show organiser, with ShowDayGuide acting as the organiser's commercial agent; the ticket price and any applicable fees are shown at checkout before you pay.

Organisers: Creating and building a show is free. A per-show fee (the "Platform Fee") is payable before a show can be published to the public, or on first use of a paid feature, whichever occurs earlier. Current pricing is displayed on our website and may change from time to time; pricing in effect at the time of your purchase applies to that show. Full terms for organisers are set out in the Organiser Agreement, which prevails over these Terms to the extent of any inconsistency.

Vendors, sponsors, and advertisers: Vendor, sponsor, and advertiser placements within a show are offered in tiers with associated fees. Where such fees are collected by us on behalf of the show organiser, we act as the organiser's commercial agent for collection and remit the organiser's share in accordance with the Commercial Partner Agreement. The specific revenue split and the agency mechanics are set out in the Commercial Partner Agreement. The Commercial Partner Agreement prevails over these Terms to the extent of any inconsistency.

Exhibitors: Where a show uses our entries feature (when available), entry fees are payable to the organiser. ShowDayGuide acts as the organiser's commercial agent in accepting entries and collecting entry fees on its behalf, and the organiser receives the full amount of the entry fees. A separate booking fee is payable to ShowDayGuide for use of the platform. The entry fee and the booking fee are shown as separate amounts before you pay.

Currency and tax: All fees are quoted in pounds sterling (GBP) and are exclusive of VAT unless stated otherwise.

Refunds: Refund rights for organisers and Commercial Partners are set out in the Organiser Agreement and the Commercial Partner Agreement respectively, including the goodwill cooling-off period offered to business customers. The applicable agreement prevails. Beyond those rights, fees are non-refundable except (a) where required by law; (b) where we cancel or discontinue a paid feature before it is delivered; or (c) at our sole discretion.

Chargebacks: If you initiate a payment chargeback or dispute through your card issuer without first contacting us to resolve the issue, we may suspend your account and the affected shows or placements pending resolution.

6. AI-Powered Features

Some features of the Service use artificial intelligence (AI) to assist organisers — for example, extracting schedule information from uploaded CSV files, PDFs, images of printed programmes, or pasted text, and interpreting vendor lists from uploaded spreadsheets.

Human review required: AI outputs are not guaranteed to be accurate. Organisers must review any AI-generated content (such as imported schedule events or vendor entries) before publishing it, and remain fully responsible for the accuracy and lawfulness of what they publish. We do not guarantee that AI features will interpret your input correctly.

Data handling: Content you submit to AI features is processed by a third-party AI provider for the sole purpose of generating the requested output. We do not use your content to train AI models. Token counts and summary metadata of your AI requests are logged for cost management, abuse prevention, and service improvement (see section 10).

Rate limits and spend caps: To protect the Service from abuse and control operating costs, AI features are subject to per-user and platform-wide rate limits and daily spend caps. If you reach a limit, you may be asked to wait before trying again, and AI features may be temporarily unavailable platform-wide if a cap is reached. Rate limits and caps may change at any time without notice.

Temporary unavailability: We reserve the right to temporarily disable any AI feature at any time (including without notice) if we suspect abuse, encounter elevated costs, or detect issues with the underlying AI provider. AI feature availability is not a guaranteed component of the Service and its temporary unavailability is not grounds for refund.

7. Prohibited Content and Conduct

You must not use the Service to upload, publish, transmit, or facilitate any of the following:

• Child sexual abuse material (CSAM): Any content that depicts, promotes, or sexualises minors in any way. This is illegal under UK law and subject to mandatory reporting. All images uploaded to the Service are scanned automatically against known CSAM databases; matches are reported to the National Center for Missing & Exploited Children (NCMEC) and, where required, to UK law enforcement.
• Violent extremism and terrorism: Content promoting, glorifying, recruiting for, or facilitating terrorism or violent extremist acts.
• Hate speech: Content that incites hatred, discrimination, or violence against people based on race, ethnic origin, religion, disability, sexual orientation, gender identity, age, or any other protected characteristic.
• Graphic violence or gore: Content depicting real-world violence, injury, death, or graphic content intended to shock or distress.
• Sexual or sexually suggestive content: Any pornographic, sexually explicit, or sexually suggestive content. The Service is designed for family audiences at public events.
• Non-consensual imagery: Images or video of identifiable individuals (especially minors) published without their consent or, for minors, without the consent of a parent or legal guardian.
• Content depicting illegal activity: Promotion or facilitation of illegal drug use, trafficking, weapons dealing, human trafficking, fraud, or any other criminal activity.
• Defamatory or harassing content: Content that is defamatory, threatening, harassing, abusive, or intended to intimidate or silence others.
• Intellectual property infringement: Content that infringes copyright, trademarks, database rights, or other intellectual property rights you do not own or have permission to use.
• Malware or harmful code: Files containing viruses, malware, spyware, or any code intended to compromise systems, devices, or data.
• Fraud or deception: False or misleading information about shows, events, vendors, products, prices, or affiliations; impersonation of any person or organisation.
• Personal data of others: Personal data of any individual (names, contact details, images) published without a lawful basis under UK GDPR.
• Spam or unsolicited marketing: Content or messaging used for bulk unsolicited marketing, phishing, or similar purposes.

Prohibited conduct includes, but is not limited to:

• Attempting to gain unauthorised access to any part of the Service, other users' accounts, or connected systems or networks
• Interfering with or disrupting the Service, its servers, or the networks it relies on
• Circumventing or attempting to circumvent rate limits, spend caps, security measures, CAPTCHA verification, or authentication requirements
• Scraping, harvesting, or extracting data from the Service by automated means without our prior written consent
• Creating multiple accounts to evade restrictions, suspension, or rate limits
• Reverse engineering, decompiling, or attempting to extract source code from the Service
• Using the Service for any purpose that is fraudulent, abusive, or otherwise unlawful

8. Content Moderation, Reporting, and Enforcement

Automated scanning: Content uploaded to the Service — including map images, vendor logos, and text — is scanned by automated systems. These systems include, but are not limited to:

• Automated CSAM detection using the Cloudflare CSAM Scanning Tool, which compares served images against known CSAM hash databases maintained by the National Center for Missing & Exploited Children (NCMEC) and other leading child safety organisations
• Image safety classification, which flags images that may contain adult, violent, or otherwise prohibited content
• Bot and abuse detection based on access patterns, user agents, IP reputation, and rate-limiting signals

Content flagged by automated systems may be held for manual review, removed immediately, or reported to relevant authorities without prior notice to the uploading user. In all cases involving suspected CSAM, we report in accordance with our legal obligations.

Reporting content: If you believe any content on the Service violates these Terms or UK law, please report it to [email protected] with as much detail as possible (the URL, the specific content, and the nature of the concern). For urgent safety concerns involving imminent harm, contact UK police on 999; for suspected CSAM you may also report directly to the Internet Watch Foundation or the NCMEC CyberTipline.

Our enforcement rights: We reserve the right, without prior notice and without refund, to:

• Remove or edit any content we reasonably believe violates these Terms or applicable law
• Suspend or terminate access for any user suspected of violating these Terms, engaging in abuse, or posing a security risk
• Unpublish or delete any show we reasonably believe contains prohibited content or has been used for prohibited purposes
• Block specific IP addresses, user agents, or access patterns associated with abuse

Evidence preservation: Where we have a reasonable belief that content is illegal, or where required by law, we may preserve copies of removed content, associated metadata, access logs, and account information for a minimum of 90 days to support investigations by relevant authorities. We will not provide such preserved data to third parties except in response to a valid legal request.

Law enforcement cooperation: We will cooperate fully with valid legal requests from UK law enforcement, regulators (including Ofcom), and foreign authorities acting under UK-recognised legal processes. We may also report suspected illegal content to authorities on our own initiative where permitted or required.

Appeals. If we take action under this section against content you have submitted or against your account (including removing content, suspending access, or refusing to act on a report you have made), you may appeal that decision by emailing [email protected] within 14 days of being notified of the decision (or, where you have not been notified, within 14 days of becoming aware of it). Your appeal should set out the action you are appealing and the reasons for the appeal. We will acknowledge your appeal within a reasonable period and respond within a reasonable period thereafter. We may uphold, reverse, or vary our original decision. Our appeals decision is final as regards our internal process, but it does not affect your right to complain to a regulator or to take other legal action.

Our online safety regulator for online safety matters under the Online Safety Act 2023 is Ofcom. You can contact Ofcom at ofcom.org.uk. You can also contact the Information Commissioner's Office (ICO) in respect of data protection matters.

9. Your Content and Intellectual Property

Our content: The Service, including its design, branding, software, and all original content created by ShowDayGuide, is owned by or licensed to us and is protected by copyright, trademark, and other intellectual property laws. You may not copy, modify, distribute, or create derivative works from our content without our prior written consent.

Your content: You retain ownership of content you upload to the Service (such as show descriptions, map images, schedule data, vendor logos, and listings). By uploading content, you grant us a non-exclusive, royalty-free, worldwide licence to host, display, reproduce, adapt (including resizing, compressing, and format-converting), distribute, and make available that content through the Service, including for the purpose of providing and promoting the Service. This licence continues for as long as the content remains on the platform and, where necessary, for a reasonable period afterwards to fulfil legal obligations or technical backups.

Warranties from you: You represent and warrant that:

• You have all necessary rights to upload any content you provide
• Your content does not infringe any third party's intellectual property, privacy, publicity, or other rights
• Where your content includes images of identifiable individuals, you have obtained any necessary consent (or, for minors, consent of a parent or legal guardian)
• Where your content includes vendor or sponsor information, you have obtained any necessary consent from those parties to display their information
• You have a lawful basis under UK GDPR for processing any personal data contained within your content

10. Data Collection, Analytics, and Monitoring

To operate and improve the Service, we collect and process certain data. Full details are in our Privacy Policy. In summary, we collect:

• Account data (email address, login timestamps, authentication metadata) for account management and security
• Show content that you create, edit, or upload
• Interaction analytics such as map pin clicks, schedule views, announcement reads, and push notification subscription state — used to help organisers understand visitor engagement and improve the Service
• Technical telemetry including page performance, error reports, and basic device and browser information
• Abuse prevention logs including rate-limit records, failed authentication attempts, bot-detection signals, IP addresses, and user agents — retained for the minimum period necessary to protect the Service
• AI usage metadata including the feature used, the rough size of the request (in tokens), the estimated cost, whether the request succeeded, and the user who made it — used for cost management, rate-limit enforcement, and service improvement
• Administrative audit logs of privileged actions taken within the platform (for security and compliance)

Where visitors enable location features (such as the "find me on the map" functionality), device location is processed client-side on the visitor's device and is not sent to our servers unless explicitly required for the requested feature.

Push notification subscriptions are stored on our servers only to the extent necessary to deliver the notifications you have subscribed to, and are deleted when you unsubscribe or the underlying event passes.

11. Third-Party Providers

The Service relies on third-party providers for essential infrastructure. These include, without limitation, providers of:

• Cloud hosting, content delivery, and DNS
• Database, authentication, and file storage
• Image storage and optimisation
• AI processing for import features
• Map and geocoding services
• Payment processing (when enabled)
• Transactional email delivery (when enabled)
• Performance monitoring, bot mitigation, CAPTCHA challenges, and automated content safety scanning (including CSAM detection)

These providers are governed by their own terms and privacy policies. We are not responsible for their availability, accuracy, or practices. Some providers may process data outside the United Kingdom; where this happens, we rely on appropriate transfer safeguards as described in our Privacy Policy. We may add, change, or remove providers at any time.

12. Security, Monitoring, and Abuse Prevention

We implement reasonable technical and organisational measures to protect the Service and user data. These measures include (without limitation) role-based access control, row-level security on user data, encryption in transit, rate limiting, bot detection, CAPTCHA challenges, CSAM scanning, and administrative audit logging.

We monitor the Service for abuse and security incidents. Where we detect unusual activity on your account (such as access from an unexpected location, repeated failed login attempts, or signs of automated abuse), we may take protective action — including temporarily blocking access, requiring additional verification, or suspending the account — without prior notice.

Notwithstanding the above, no online service can be entirely secure. You acknowledge that you use the Service at your own risk and that we cannot guarantee absolute security.

In the event of a personal data breach affecting your data, we will notify you in accordance with our obligations under UK GDPR (generally, without undue delay and where feasible within 72 hours of becoming aware of the breach).

13. Disclaimer of Warranties

The Service is provided on an "as is" and "as available" basis without warranties of any kind, whether express, implied, or statutory.

To the fullest extent permitted by law, we disclaim all warranties, including but not limited to implied warranties of merchantability, fitness for a particular purpose, non-infringement, and any warranties arising from course of dealing or usage of trade.

Without limiting the foregoing, we do not warrant that:

• The Service will be uninterrupted, timely, secure, or error-free
• The information provided through the Service (including show schedules, maps, announcements, vendor information, and event details) will be accurate, complete, or current
• AI-generated content will be accurate, complete, or appropriate
• The Service will be available in any particular location or on any particular device or network
• The Service will meet your specific requirements or expectations
• Any errors or defects in the Service will be corrected

The Service relies on internet connectivity, third-party infrastructure, and content provided by show organisers and vendors. We are not responsible for failures, inaccuracies, or unavailability arising from these dependencies.

14. Limitation of Liability

To the maximum extent permitted by applicable law:

(a) ShowDayGuide, its directors, employees, agents, and affiliates shall not be liable to you or any third party for any indirect, incidental, special, consequential, exemplary, or punitive damages, including but not limited to loss of profits, revenue, data, goodwill, business opportunity, or anticipated savings, arising out of or in connection with your use of or inability to use the Service, however caused and regardless of the theory of liability (whether in contract, tort, negligence, strict liability, or otherwise), even if we have been advised of the possibility of such damages.

(b) Our total aggregate liability to you for all claims arising out of or in connection with the Service shall not exceed the greatest of:

• The total amount you have paid to ShowDayGuide in the twelve (12) months immediately preceding the event giving rise to the claim;
• Where the claim relates to a specific Show, the Platform Fee paid for that Show under the Organiser Agreement; or, where the claim relates to a specific Placement, the Placement Fee paid for that Placement under the Commercial Partner Agreement; or
• Fifty pounds sterling (£50).

For organisers and Commercial Partners, the liability provisions of the Organiser Agreement (clause 21) or the Commercial Partner Agreement (clause 14) apply alongside this clause; where any inconsistency exists, the relevant private agreement prevails.

(c) Without limiting the above, we shall have no liability whatsoever for:

• Any loss or damage arising from your reliance on information displayed through the Service, including show schedules, maps, directions, announcements, vendor details, or AI-generated content
• Any loss or damage arising from the unavailability of the Service due to poor mobile signal, internet outages, device incompatibility, or any other connectivity issue
• Any loss or damage arising from content uploaded by show organisers, vendors, sponsors, or other third parties
• Any loss or damage arising from unauthorised access to your account due to your failure to keep credentials secure or to notify us promptly of a compromise
• Any loss or damage arising from events, circumstances, or conditions at any show or event, including but not limited to personal injury, property damage, weather, cancellations, or changes to schedules
• Temporary unavailability of AI features due to spend caps, rate limits, or abuse-prevention measures

Nothing in these Terms excludes or limits our liability for: (i) death or personal injury caused by our negligence; (ii) fraud or fraudulent misrepresentation; or (iii) any other liability that cannot be excluded or limited under the laws of England and Wales.

15. Indemnification

You agree to indemnify, defend, and hold harmless ShowDayGuide, its directors, employees, agents, and affiliates from and against any and all claims, liabilities, damages, losses, costs, and expenses (including reasonable legal fees) arising out of or in connection with:

• Your use of or access to the Service
• Any content you upload, publish, or transmit through the Service
• Your breach of these Terms
• Your violation of any applicable law or regulation
• Your infringement of any third party's rights, including intellectual property rights and privacy rights
• Any dispute between you and any third party arising from your use of the Service (including disputes between organisers and vendors, between organisers and visitors, or between any user and any event organiser)

16. Organiser-Specific Obligations

If you are a show organiser, in addition to the general obligations above:

• You are the data controller for any personal data you upload or collect through your show, including visitor analytics you access via organiser dashboards, vendor contact details, and any identifiable individuals depicted in map images or other content. ShowDayGuide acts as a data processor in respect of that data.
• You must have a lawful basis under UK GDPR for processing any personal data you upload or display
• You must ensure any map image you upload is one you have the right to use (commissioned, licensed, or otherwise properly cleared)
• You must ensure any vendor or sponsor information you display has been provided or consented to by those vendors or sponsors
• You must not use the Service to send push notifications, emails, or other messages that would breach the Privacy and Electronic Communications Regulations (PECR) or UK GDPR
• You must respond promptly and in good faith to any complaint or rights request relating to content you have published, including requests to correct or remove content
• You remain solely responsible for the accuracy of your show information and for any consequences of inaccurate, outdated, or misleading information displayed to visitors

17. Service Availability and Modifications

Service modifications. The Service is a continuously evolving software platform. We may modify, suspend, or discontinue any specific feature of the Service at any time and without notice. Where the modification or removal of a feature materially affects an organiser or Commercial Partner who has paid the Platform Fee or a Placement Fee for a Show or Placement currently in scope, we will (where reasonably practicable) give reasonable advance notice of the change. The full position is set out in the Organiser Agreement and the Commercial Partner Agreement.

Changes to these Terms. We may update these Terms from time to time. For visitors and free-tier users, updated Terms take effect immediately on publication; your continued use after the change constitutes acceptance. For organisers and Commercial Partners who have paid the Platform Fee or a Placement Fee, version-pinning applies — the version of the Organiser Agreement or Commercial Partner Agreement in force at the time of your purchase governs that purchase for its lifetime. Where these Terms change in a way that materially affects paying customers prospectively, we will (where reasonably practicable) give reasonable advance notice by email or via the Service.

Availability. We do not guarantee any particular level of uptime or availability. The Service may be unavailable during maintenance, updates, or due to circumstances beyond our control. In particular, AI-assisted features depend on third-party AI providers and may be unavailable due to provider outages, rate limits, or spend caps.

18. Termination and Data Export

You may stop using the Service at any time. If you have an account, you may request its deletion by contacting [email protected].

Data export: Before closing your account, you can request an export of the content you have uploaded and the personal data we hold about you. We will provide this in a structured, commonly used, machine-readable format within 30 days of your request, as required under UK GDPR.

Termination by us — visitors and free-tier users. For visitors and free-tier users (anyone who has not paid the Platform Fee or a Placement Fee), we may suspend or terminate access to the Service at any time, for any reason, including breach of these Terms, suspected abuse, or pending security investigation, without prior notice and without liability.

Termination by us — paying customers (organisers and Commercial Partners). Where you are an organiser who has paid the Platform Fee or a Commercial Partner who has paid a Placement Fee, we may suspend or terminate your access to the Service only on the grounds set out in the Organiser Agreement (clause 17) or the Commercial Partner Agreement (clause 11), as applicable. Those grounds include breach of the relevant agreement, prohibited content, payment failure, legal or regulatory requirement, fraudulent use, and insolvency. The applicable agreement governs refund consequences and notice requirements.

Effect of termination: Upon termination, your right to use the Service ceases immediately. Sections of these Terms that by their nature should survive termination (including but not limited to Fees, Prohibited Content and Conduct, Content Moderation and Enforcement, Your Content and Intellectual Property, Data Collection, Limitation of Liability, Indemnification, and Governing Law) shall continue in effect.

Business continuity: In the unlikely event that ShowDayGuide Ltd ceases trading or substantially changes its business, we will give reasonable advance notice and, where practicable, provide data export and alternative options to paid customers.

19. Governing Law and Jurisdiction

These Terms are governed by and construed in accordance with the laws of England and Wales. Any dispute arising out of or in connection with these Terms or the Service shall be subject to the exclusive jurisdiction of the courts of England and Wales.

20. General

If any provision of these Terms is found to be unenforceable, the remaining provisions shall continue in full force and effect. Our failure to enforce any right or provision shall not constitute a waiver of that right or provision.

These Terms, together with our Privacy Policy and Cookie Policy, constitute the entire agreement between you and ShowDayGuide in relation to your use of the Service.

You may not transfer, assign, or sub-licence your rights under these Terms without our prior written consent. We may transfer or assign our rights under these Terms as part of a corporate reorganisation, sale, or similar transaction.

21. Contact

For general questions about these Terms, contact [email protected].

For content safety concerns and reports, contact [email protected].

For data protection, GDPR, or privacy matters, contact [email protected].

For legal notices and formal correspondence, contact [email protected].