Website Terms of Use

1Who these terms are between

In plain EnglishThese terms are between you and the business behind Troy. The company is still being incorporated. Using the site means you accept them.

This site, troy-agency.com, is published by the business trading as Troy. The company behind it is to be called Troy Agency Inc., and it is being incorporated federally, under the Canada Business Corporations Act, with its registered office in Ontario, at Unit 6, 10651 Keele Street, Maple, Ontario L6A 3Y9, Canada. Troy is part of Lunari Group.

In these terms, “Troy”, “we” and “us” mean that business and the company once it exists. “You” means whoever is reading or using the site, and “your organisation” means the business you are reading it for, if you are reading it for one.

2The Site is information, not an offer

In plain EnglishEverything here describes what Troy sells. None of it is an offer you can accept by clicking.

The Site describes what Troy is, what it sells, what exists today and what does not. It is published so that you can decide whether to talk to us.

Nothing on the Site is an offer capable of acceptance. No page, price, table, button, waitlist or form creates a contract. A contract between you and Troy exists only when Troy has signed one, or has confirmed the terms of an engagement to you in writing.

Troy may change, correct, add to or remove anything on the Site at any time, and is not obliged to tell you that it has.

Troy tries to keep the Site accurate and corrects mistakes when it finds them. It does not promise that every page is accurate, complete or current, and a page that describes something unbuilt cannot be either.

3Nothing here is professional advice

In plain EnglishThe Site is general information. It is not advice about your business, your accounts, your taxes or your legal position.

Nothing on the Site is professional advice. That includes marketing and advertising advice, legal advice, tax advice, accounting advice, and advice about data protection, consumer law or advertising regulation.

The Site describes how Troy works in general. It does not know your business, your accounts, your market, your margins or your obligations. Do not act on it as though it did.

The same applies to the pages describing the Troy Score. The Score grades the state of a set of connected marketing accounts against a published rubric. It shows the evidence behind every deduction so that you can disagree with it. It does not predict results, it will never say that it does, and nothing on the Site should be read as a forecast of what your marketing will earn.

Where a decision could cost you money or put you in breach of a rule — a claim you make in an advertisement, how you collect consent, how you label AI-assisted content, what you send to a list — take advice from someone qualified to give it. Do not rely on the Site.

Marketing email is the clearest example. Canada’s Anti-Spam Legislation governs commercial electronic messages, and it generally requires consent, requires the sender to identify itself, and requires a working unsubscribe mechanism in every message. It carries significant penalties. Whether it catches a particular message depends on who sends it, to whom, and from where. The United States has rules of its own in CAN-SPAM, and other countries have theirs; Troy sells in Canada and the United States. Troy does not offer its services to people in the European Union or the United Kingdom yet. Nothing on the Site is advice about any of them, and Troy has not assessed your position under them. Who is responsible for a message Troy drafts is settled by the service terms and the acceptable use policy rather than by this document — but the short of it is that the client is the sender, the client needs the consent and the unsubscribe, and Troy does not send anything without the client’s approval.

4Product previews and illustrative figures

In plain EnglishThe moving demonstrations on this Site show software that is still being built, and every number in them is invented.

Parts of the Site show a product interface: a score and its formula, a sample report, an approval queue and its policies, a permanent change log, a weekly view, a permission matrix, a connection grid. These are Product previews. Each is labelled where it appears, and this clause states the same thing once, in the terms.

• The interfaces shown are in development. Some of what they show does not exist as software at all and is done today by Troy’s strategists by hand.
• Every figure inside them is invented for the demonstration. No account, campaign, order count, spend figure, budget, score, finding or result shown in a Product preview or a sample belongs to a real business.
• The businesses shown are not real businesses. Where a name appears inside a preview it is a placeholder, and any resemblance to a real company is accidental.
• No preview is a representation of performance, past or future. Nothing on the Site shows what Troy has achieved for anyone, because Troy has no results yet that it could substantiate.
• No preview is a specification. What the finished software does may differ from what the preview shows, and parts of what a preview shows may never be built.
• A preview that behaves like a working tool is still a demonstration. Setting a policy, moving a slider or approving an action inside one changes nothing anywhere, and Troy receives nothing from it.

Two kinds of figure on the Site are not illustrative, and each is marked as what it is. Troy’s own terms — a price, the media-spend band beside it, the weight of a Troy Score dimension — are real, and clause 2.1 governs them. A figure Troy takes from someone else — a platform’s published price, the date a rule took effect, a survey — is quoted with a link to its source, and clause 9 governs that.

The Site publishes no client names, logos, testimonials, case studies, endorsements, results, awards, certifications or “trusted by” claims, because Troy has none it could substantiate. If that changes, the claim will arrive with its evidence attached.

There is a rule behind the labelling as well as a preference. Canada’s Competition Act prohibits a materially false or misleading representation made to promote a product or a business, and what counts is the general impression a representation gives as well as its literal words. The United States has the Federal Trade Commission Act and its advertising rules, and Troy sells in both countries: Canada and the United States. Troy does not offer its services to people in the European Union or the United Kingdom yet. Labelling a preview as a preview and a figure as invented is Troy’s attempt to leave no misleading impression; it is not an opinion, and not a statement, that the Site satisfies either regime.

5Statements about what Troy will do next

In plain EnglishThe roadmap is the order things will be built. It is not a set of dates, and it is not a promise.

Parts of the Site — the roadmap page in particular — describe things Troy intends to build, offer or change. Those are statements of present intention. They are not commitments and they are not dates.

The roadmap publishes an order rather than a calendar. The order follows how the advertising platforms grant access: read first, then draft, then act under a cap. A stage that is not ready does not ship because a month arrived.

The only date the Site attaches to anything Troy intends to do is the year in “Invite-only from 2027”, and that is an intention rather than a delivery date. Every other statement of timing about Troy’s own plans is relative — now, next, later, after Agents — and is indicative.

Dates do appear elsewhere on the Site, and they are somebody else’s facts rather than Troy’s plans: when a rule took effect, when a study was published, when Troy last opened a page it cites. Two periods are terms of an offer rather than timing: the thirty days within which signing a retainer credits half of a Fix Sprint, and the day-90 second Troy Score for a retainer client. Those two mean what they say, and clause 2.1 applies to them.

Troy may change the order, delay any item indefinitely, or decide not to build something at all. It is not obliged to tell you individually when it does. Do not make a commitment of your own — a contract, a budget, a hire, a migration — in reliance on anything the roadmap says.

Where the Site lists things Troy will not build or will not do, that is Troy’s position at the date on this page, written down so that it can be held to it. It is not a perpetual undertaking. If it changes, the change will be published rather than made quietly.

Liability for relying on a forward-looking statement is dealt with in clause 11.3.

6Intellectual property in the Site

In plain EnglishTroy owns the Site. You may read it, quote it with credit, and print it. You may not take the design wholesale or feed the Site to a model.

The Site, its Content, its code and its Design system are owned by Troy or licensed to Troy. Troy reserves every right that clause 6.1 does not give you.

Third-party names, marks, product names and quoted material referred to on the Site belong to their owners. Troy names them to describe what it connects to, or to cite a source for a claim it makes. Naming them is not a claim of endorsement, partnership or affiliation, and Troy claims no right in them.

7The Brief form, and anything else you send through the Site

In plain EnglishTell us the truth, keep other people’s data out of it, and understand that sending a Brief hires nobody and obliges nobody.

The Site takes a Brief in two places: the brief builder at /start, which asks what you want and a few facts about your business, and a shorter form on the homepage, which asks for an address and a note. Both send to the same place, and this clause covers the act of sending either. What Troy then does with the personal data inside a Brief is set out in the privacy notice, which lists the fields the form asks for.

Wherever a Brief lands, it does not stay with Troy alone. Troy, Louin and Lunari Group share systems and data. Client data is held on systems Lunari Group runs, and the companies in the group can see each other's data. What you send through the Site is part of that, and so is an email you send to one of the addresses at clause 15. The privacy notice sets it out at greater length, and the sub-processor list names Lunari Group as a processor of it.

Under Canada’s Personal Information Protection and Electronic Documents Act, using someone’s personal information for a purpose they were not told about needs their meaningful consent. What makes the sharing inside the group lawful is not settled — To be completed: What makes the sharing lawful, and how is it disclosed? Under PIPEDA, using someone's personal information for a purpose they were not told about needs meaningful consent, and a Louin customer has not agreed to their data being used for Troy's marketing. This needs, at minimum: a written agreement inside Lunari Group, notice to the customers whose data moves, a way for them to say no, and a record of consent. This is the most serious open item on this page — the site now discloses the sharing, but disclosure alone is not a lawful basis.[intraGroupBasis] — so this clause says what happens to a Brief rather than that it is permitted, and it says so before you send rather than after. If that is not what you want for something you were about to send, send less of it, or write to privacy@louin.io first.

8Acceptable use

In plain EnglishThere is a separate short policy about what may not be done with Troy’s Site and services. It applies here too.

Troy publishes an acceptable use policy. It applies to the Site as well as to Troy’s services, and by using the Site you agree to it. It is linked at the foot of this document.

In summary, and without narrowing anything that policy says: do not attack the Site or anything behind it, do not try to gain access you have not been given, do not probe or load-test it, do not use it to send or host anything unlawful, do not impersonate anyone, do not interfere with anyone else’s use of it, and do not use it to assemble a competing copy of it.

If you find a security weakness in the Site, report it to troy@louin.io rather than testing how far it goes. Troy’s position on reports is set out in its security statement.

That address exists and reaches a person. What does not exist is a process behind it: Troy publishes no response time, no disclosure window and no reward, and this clause does not create one. The security statement says what Troy does and does not commit to, and it is honest about the gap.

Troy may withdraw access to the Site from anyone who breaches these terms or that policy. On a public information site that is a blunt remedy and rarely a useful one, so Troy would usually rather tell you what the problem is first.

9Links to other websites

In plain EnglishTroy links out, mostly to its sources. Troy does not control those pages and is not answerable for them.

The Site links out. Where it makes a claim about another company — what a platform’s own score grades, what a competitor charges, what an advertising API allows — it links to that company’s page so that you can check the claim rather than take Troy’s word for it.

Troy does not control those sites and is not responsible for them: not for what they say, whether they work, what they do next, or what they do with your data once you are there. A link is a citation, not a recommendation, and not a statement that Troy agrees with everything on the page.

Pages cited on the Site were opened on or around the dates the Site gives. They may have changed since, and a source that has moved or been withdrawn does not make Troy’s claim retrospectively false or retrospectively true. Where the Site quotes another company it quotes a short phrase and links to the source.

The Site also links to Louin at https://www.louin.io. Louin and Troy are sister companies under Lunari Group. That relationship is stated wherever the link appears; it is not concealed and it is not an independent endorsement of either company by the other.

The relationship runs deeper than a shared owner and a link. Troy, Louin and Lunari Group share systems and data. Client data is held on systems Lunari Group runs, and the companies in the group can see each other's data. What that means for a Brief you send through the Site is at clause 7, and the privacy notice covers the rest.

Following a link takes you off the Site and out of these terms. Read the terms and the privacy notice of wherever you land.

10Availability of the Site

In plain EnglishThe Site is provided as it is. It may change or go offline, and Troy does not promise it will be up.

The Site is provided as it is and as it is available. Troy does not promise that it will be available, uninterrupted, timely, secure or free of errors, and it does not promise any level of uptime.

Troy may change the Site, move a page, withdraw a page, or take the whole Site offline at any time and without notice — for maintenance, for a fix, for a rewrite, or for no reason at all. A page that existed when you last looked may not exist now.

Reaching the Site is your side of it: your device, your connection, your browser and your own security arrangements. Troy is not responsible for anything on your side of the connection. Nor does Troy control everything on its own side: the Site is hosted by Vercel Inc. and served from Vercel's Washington, D.C. region (iad1), in the United States, and an outage there is an outage here.

Where the Site runs matters, and a Canadian reader should not have to guess at it. Troy’s business is based in Ontario, Canada, but the Site itself does not run in Canada: reading a page or sending a Brief sends your request, and whatever is in it, to the United States, where United States law reaches it. For its suppliers Troy expects to rely on the Standard Contractual Clauses, with the UK Addendum where the United Kingdom is involved, entered into through each supplier's own data processing agreement (a proposed default, not yet approved)?. The privacy notice is where that is set out.

Troy does not promise that the Site works in every browser, at every window size or with every assistive technology. The accessibility statement sets out the standard Troy is aiming at, how the Site has and has not been tested, where it is known to fall short, and how to tell us when something does not work for you. It is a statement of what Troy does, not a warranty that the Site meets any standard.

No service level, no response time and no support commitment attaches to the Site. What Troy commits to when you are paying it is in the service terms, and this clause does not touch that.

11Disclaimers and limitation of liability

In plain EnglishTroy limits what it answers for on a free website — but not the things the law says cannot be limited.

This clause limits Troy’s responsibility to you for the Site. It is the clause most likely to matter if something goes wrong, so it is written to be read rather than skipped, and it is not set in capital letters to make it louder.

It is about the Site only. Troy’s responsibility to a paying client for the work it does is a separate and far more serious question, and it belongs in the service terms.

12What you are responsible for

In plain EnglishIf you misuse the Site and that lands Troy with a claim from someone else, you cover it. That is the whole of it.

If you breach clause 6, clause 7 or clause 8, and a third party brings a claim against Troy because of that breach, you will cover Troy’s reasonable losses, damages and legal costs arising from that claim.

This is drawn narrowly on purpose. These are its limits, and they are part of the clause rather than a gloss on it:

• It covers a claim brought by a third party. It is not a general promise to pay Troy whenever something goes wrong.
• It covers your breach of the three clauses named above, and nothing else in this document.
• It does not cover a claim that arises from Troy’s own act, omission or negligence, or from Troy’s breach of these terms.
• It does not cover a loss Troy could reasonably have avoided or reduced.
• It does not apply to you at all if you are a consumer.

If Troy intends to rely on this clause it will tell you promptly, will not settle the claim without discussing it with you first, and will let you take over the defence of it if you want to and are able to conduct it properly.

Time runs on a claim under this clause as it does on any other. Ontario’s Limitations Act, 2002 sets a basic limitation period of two years from the day a claim is discovered, and nothing in this clause lengthens or shortens it. clause 14 says the rest.

13Changes to these terms

In plain EnglishThese terms will change. The version and date at the top say which text you are reading.

Troy may change these terms. The version number and the date at the top of this page state which text is current, and the version history at the foot of it records what changed and why.

The terms that apply to you are the ones published at the time you use the Site. Continuing to use the Site after a change means you accept the changed text for what you do from then on.

A change is never retrospective. It does not reach back to something you did, or something Troy published, before the change appeared, and Troy will not rely on a clause against you that was not on the page when the thing happened. If you do not accept a change, stopping is enough: the Site asks nothing of you and holds nothing for you.

Where a change materially reduces what Troy says it will do, the version history will say so plainly. Troy will not describe a narrowing as an update.

This is version 0.3 and it is a draft. It has not been reviewed by a lawyer, it is not in force, and it creates no obligation for anyone. It is published unfinished, with its remaining blanks visible, because that is more honest than a finished-looking document that invents the answers. Where a term is printed with a small mark beside it, that is a conventional default written in so the document could be read end to end. Nobody has approved it, and a lawyer has to confirm or replace it.

14Governing law, and where a dispute is heard

In plain EnglishOntario law governs these terms, and the Ontario courts hear a dispute about them. If you are a consumer, the law where you live still protects you.

These terms, and any dispute or claim arising out of them or out of the Site — including a non-contractual one — are governed by the laws of the Province of Ontario and the federal laws of Canada applicable in it.

the courts of the Province of Ontario have jurisdiction over any such dispute or claim.

Troy’s business is based in Ontario, Canada and is being incorporated federally, under the Canada Business Corporations Act, with its registered office in Ontario, which is why those two are what they are. The incorporation has not completed — see clause 1 — so read this clause as the choice Troy intends to make rather than as a clause anybody can rely on today.

Choosing a law does not stop time running. Ontario’s Limitations Act, 2002 sets a basic limitation period of two years from the day a claim is discovered, and an ultimate period of fifteen years from the day the act or omission happened. Whether either applies to a particular claim, and whether some other limitation period applies instead, depends on the facts and on which law ends up governing the claim. Nothing in these terms extends, shortens or waives a limitation period.

If you are a consumer, you may also be entitled to bring proceedings where you live, and to the protection of the mandatory rules of that province, state or country. Nothing in this clause takes that away, and clause 11.2 says so from the other direction.

Troy would rather resolve a complaint by answering it. Write to troy@louin.io before anything else, and say what you want done.

If a court finds any part of these terms unenforceable, that part is severed and the rest continues to apply. A delay by Troy in enforcing a clause is not a waiver of it.

15How to contact Troy

In plain EnglishOne address for legal notices, one for everything else, and a table for what goes where. All of them work. There is a postal address, but no company yet to serve a formal notice on.

For a legal notice about these terms — a complaint, a claim, an intellectual property request, or anything you would want a record of — write to troy@louin.io.

That address works and reaches a person, and Troy will not argue that a notice sent to it did not arrive. There is a postal address as well: Unit 6, 10651 Keele Street, Maple, Ontario L6A 3Y9, Canada, which will be the registered office once the incorporation completes.

For anything else, including a question about this document, write to troy@louin.io.

A privacy question reaches a person rather than an office. No individual is named on this site. Privacy questions reach the person accountable for privacy at Troy through the address below. If Troy’s answer does not satisfy you, you can complain to the Office of the Privacy Commissioner of Canada. People in the EU or the UK may also complain to their own national authority.

The imprint carries the same company details as clause 1 and a little more. The name, the incorporation basis and the office are settled there; the corporation number is blank for the reason given above, which is that the incorporation has not completed.