Terms of Use

Last Updated: 7 AUGUST 2026

Welcome to UpTheTown.

The app is owned and operated by ANIMISM LTD (referred to as "we," "us," or "our"). By downloading, accessing, or using the App as a standard user or a merchant, you agree to be bound by these Terms of Use. If you do not agree, you must immediately stop using the App.

SECTION 1: GLOBAL TERMS (APPLICABLE TO ALL USERS)

1.1 Purpose of the App

The App is a hyper-local marketplace utility designed to connect local consumers with high-street merchants by displaying location-based venue directories, live venue statuses, anonymised footfall indicators, and merchant promotions.

1.2 Intellectual Property

All software, code, algorithms, interface designs, trademarks, and database structures powering the App are the exclusive property of ANIMISM LTD (or its parent holding company, where applicable). You are granted a limited, non-exclusive, non-transferable, revocable licence to use the App solely for its intended purpose. You must not decompile, reverse-engineer, or copy any part of the App.

1.3 Limitation of Liability

To the maximum extent permitted by UK law, ANIMISM LTD shall not be liable for any direct, indirect, incidental, or consequential damages, losses, or disappointments arising out of your use of the App, including but not limited to server downtime, incorrect data displays, or failed business transactions.

SECTION 2: BUSINESS TO USER TERMS (B2C)

2.1 Nature of the Data (Advisory Only)

All real-time venue status indicators ("Quiet," "Busy," "Full"), opening hours, food hygiene ratings, and business descriptions displayed within the App are purely advisory. Venue statuses and promotions are supplied directly by third-party merchants, while other data may be aggregated from public sources. ANIMISM LTD does not verify this data in real time and provides no guarantee of its accuracy. If you travel to a venue and find the status is incorrect, ANIMISM LTD holds zero liability for your wasted travel, time, or disappointment.

2.2 Merchant Promotions and Discounts

Any promotions, discounts, or offers displayed via a digital business card inside the App are provided exclusively by the respective merchant.

  • The legal contract for the redemption of any offer is strictly between you and the merchant.
  • ANIMISM LTD does not issue, guarantee, or sponsor these promotions.
  • If a merchant, venue owner, or staff member refuses to honour a promotion displayed inside the App, your sole legal recourse is with that merchant venue. ANIMISM LTD shall not be drawn into any disputes regarding unhonoured discounts.

2.3 Guest Access vs Account Creation

You may browse the App as a guest without creating an account. However, to claim or unlock specific merchant promotions, you must create an account using our supported authentication methods (e.g., Apple Sign-In, Google One-Tap). You are entirely responsible for maintaining the security of your login credentials.

SECTION 3: BUSINESS TO BUSINESS TERMS (B2B)

3.1 Account Verification and Listing Claims

The App contains pre-populated placeholder listings for local businesses. If you are the legitimate owner or authorised representative of a listed business, you may request to "Claim" the listing.

  • You warrant that all information you provide during the claim process is accurate and truthful.
  • If a malicious or unauthorised third party falsely claims your business listing due to your failure to secure your account, you agree to indemnify and hold harmless ANIMISM LTD against any resulting loss of earnings, reputational damage, or defamation claims.

3.2 Prohibited Conduct and Data Integrity

When updating your live venue status or publishing promotions, you agree to provide honest, accurate information. You are strictly prohibited from:

  • Setting false venue statuses to manipulate footfall.
  • Uploading deceptive, offensive, or trademark-infringing media/text.
  • Posting fraudulent promotions that you do not intend to honour.

3.3 Anti-De-Anonymisation Clause

The App provides merchants with an analytical dashboard showing aggregated metrics (such as "Users Nearby" or "Want to Go" intent logs) and historical trends. This data is strictly anonymised. You are strictly prohibited from attempting to reverse-engineer, de-anonymise, or combine our aggregate data metrics with any external data sources (including but not limited to your venue's CCTV logs, guest Wi-Fi sign-ins, or physical registers) to identify a specific individual. A breach of this clause will result in immediate account termination and a report to the Information Commissioner's Office (ICO).

3.4 Termination of Service

We reserve the absolute right to suspend, restrict, or permanently delete your merchant account and remove your business listing instantly, without notice or financial refund, if we suspect you have breached any part of these Terms.