Terms of service

1. Acceptance of these terms

These terms of service are a binding agreement between you and Mathison Digital (trading as “Chaff”, “we”, “us”), and govern your access to and use of Chaff at https://www.usechaff.com (the “Service”). By creating an account, connecting a Google Ads account, or otherwise using the Service, you agree to these terms. If you do not agree, do not use the Service.

2. Description of the service

Chaff connects to your Google Ads account, learns what your business sells, classifies which search terms are relevant or irrelevant using automated and AI-assisted analysis, and applies negative keywords to reduce wasted spend. Chaff is a tool to assist your advertising decisions; it is not a substitute for your own judgement.

3. Eligibility and your account

You must be at least 18 years old and able to form a binding contract to use the Service. You must have the authority to connect and manage any Google Ads account you link to Chaff. Authentication is through Google sign-in; you are responsible for keeping your Google account secure and for all activity under your Chaff account.

4. Acceptable use

You agree not to:

• Use the Service in violation of any applicable law or the Google Ads terms and policies.
• Connect a Google Ads account you are not authorized to manage.
• Attempt to access another user’s data or accounts.
• Reverse engineer, disrupt, overload, or attempt to gain unauthorized access to the Service or its infrastructure.
• Resell or provide the Service to third parties except as expressly permitted.

5. Changes Chaff makes to your Google Ads account

When you enable it, Chaff applies negative keywords to your Google Ads account — either automatically on a schedule or after you review and approve them, depending on your settings. You are responsible for reviewing and for the changes applied to your account. Negative keywords prevent your ads from showing on the matched terms, which affects which searches your ads reach. You can review, edit, or remove any negative keyword in Google Ads at any time, and you can change Chaff’s automation settings or disconnect your account to stop further changes. You remain solely responsible for your advertising spend and account performance.

6. Plans and billing

Chaff offers a free tier that does not require a payment card, along with paid plans that raise limits such as the number of connected accounts and the volume of classifications, and unlock additional features. Plan names, limits, features, and prices are shown in the app and may change; any paid subscription is billed in advance on a recurring basis until cancelled. Except where required by law, fees already paid are non-refundable. We will give reasonable notice of material pricing changes.

7. Third-party services

The Service depends on third parties including Google, Supabase, OpenAI, Linkup, and Netlify. Your use of Google Ads and Google sign-in is also subject to Google’s own terms. We are not responsible for the availability, acts, or omissions of these third parties.

8. Disclaimers

The Service is provided “as is” and “as available,” without warranties of any kind, whether express or implied, including any implied warranties of merchantability, fitness for a particular purpose, and non-infringement. We do not warrant that the Service will be uninterrupted or error-free, that AI classifications will be accurate, or that the Service will achieve any particular reduction in wasted spend or improvement in performance.

9. Limitation of liability

To the maximum extent permitted by law, Chaff and Mathison Digital will not be liable for any indirect, incidental, special, consequential, or punitive damages, or for any loss of profits, revenue, advertising spend, data, or goodwill, arising out of or related to your use of the Service. Our total aggregate liability for any claim relating to the Service will not exceed the greater of the amount you paid us in the twelve months before the claim or one hundred British pounds (GBP 100).

10. Termination

You may stop using the Service at any time by disconnecting your accounts and asking us to delete your account. We may suspend or terminate your access if you breach these terms or if we discontinue the Service. On termination, your right to use the Service ends; the sections that by their nature should survive (including disclaimers, limitation of liability, and governing law) will survive.

11. Governing law

These terms are governed by the laws of England and Wales, and the courts of England and Wales have exclusive jurisdiction over any dispute arising out of or relating to them.

12. Changes to these terms

We may update these terms from time to time. When we do, we will revise the “Last updated” date above. Your continued use of the Service after changes take effect means you accept the updated terms.

13. Contact

Questions about these terms? Email alex@mathison.digital.