Sthira Me — Disclaimer Policy
Effective: 17/05/2026 | Version: 1.3
Sthira Me is a wellness practice app published by Sthira Me Limited (UK Companies House #17167227; registered office: Moda Business Centre, Stirling Way, Borehamwood, Hertfordshire WD6 2BW, United Kingdom). This Disclaimer Policy sets out — in plain English — what Sthira Me content is, what it is not, and the responsibilities that sit with you, the user, when you use it.
Summary
This policy sets out the disclaimer architecture used across every Sthira Me surface that touches health, regulated wellness, pregnancy, mental-health-adjacent, hypnosis, or condition-specific content. It applies to:
- App onboarding gates
- Programme description copy (sthira.me/programmes/)
- Individual session screens (in-app pre-session)
- Marketing-site landing copy where conditions or symptoms are referenced
- Journal articles touching health topics
- Email automations referencing health-adjacent claims
- Social-media copy and video subtitles where health-adjacent
- Voice-over scripts
- Caution-Aware Session Builder caution-zone metadata
Out of scope: pure-fitness and pure-Mobility / pure-Yoga / pure-Breath / pure-Strength sessions that make no condition or symptom claims. Our brand voice standards apply to all copy regardless.
1. Foundational Principles
1.1 Sthira does not make condition-promise claims
Our brand voice forbids:
- Hard-claim verbs against any condition: reverse / fix / cure / heal / resolve (paired with condition name) / eliminate / eradicate / destroy
- Time-promise pairings: "X in 30 days" / "X-free in 7 days" / "recover faster"
- Self-titled credentials: "X expert" / "X-approved" / "#1 / world-class / leading" without third-party source
- Pseudo-empowerment phrases: "Your body is not broken" / "You deserve..." / "Imagine if..."
- Pseudo-scientific claims: "toxins / detox / cleanse / boost immunity" (without clinical basis)
1.2 Sthira positions as supportive, never therapeutic
Permitted framings:
- "Movement that may support [outcome]"
- "Supportive for [outcome]"
- "Work with [outcome] alongside [credentialled professional]"
- "Informed by [credentialled discipline] practice"
- "For relaxation, focus, settling, or general wellbeing"
Forbidden framings (therapeutic claims requiring clinical evidence):
- "Treats [condition]"
- "Cures [condition]"
- "Reverses [condition]"
- "Heals [condition]"
- "Manages [condition]" (nuanced — see §3.4)
- "Prevents [condition]"
1.3 Layered architecture — three lines
Sthira adopts a 3-layer disclaimer architecture:
- Line 1 — De-risking research line: "Informed by [credential] / based on guidance from [research line]"
- Line 2 — UK-aware consult line: "Consult your doctor / midwife / pelvic-health physio / GP"
- Line 3 — Plain-English stop-and-seek-help symptom list: e.g. "Stop and contact your midwife if you experience: [specific symptoms]"
This 3-layer pattern applies at every content layer where health-adjacent claims surface (see section 4 Implementation Layers).
2. Risk Tier Classification
In line with the UK regulatory landscape (MHRA / ASA / CAP code), Sthira content categories are classified into 4 risk tiers:
2.1 Tier 1 — LOW (standard CAP/ASA disclaimer)
Categories:
- Sleep / settling content (when not making sleep-promise claims)
- Confidence / focus / clarity content
- Sports motivation / athletic recovery
- General anxiety / stress regulation (not clinical anxiety)
- Generic mobility / yoga / strength / breath
- Time-of-day rhythms (morning / evening / pre-sleep)
Disclaimer wording (Tier 1 standard):
"Sthira Me is a wellness app providing movement, breath, meditation, and sleep practices. Content is for general wellbeing and is not medical advice. If you have any concerns, consult your doctor or qualified healthcare professional."
Single line; appears at app onboarding + once on /pricing/ + once on programme description pages. Not required at session-level.
2.2 Tier 2 — MEDIUM (CAP code review required)
Categories:
- Pregnancy Journey V1.2.2 (all sub-tracks: pre / during / post-pregnancy)
- Core Recovery (post-natal core)
- Pelvic floor (cross-pillar Mobility + Strength + Pregnancy)
- Phobias (V1.2+ Hypnosis)
- Hypnobirthing (V1.2.2 Pregnancy sub-track per Hypnosis-pillar agent convergence)
- Headache Reset 3-week programme (V1.2; pull-forward to V1.1 candidate)
- Trauma-informed Yoga (V1.1+)
- Yoga for Anxiety (V1.0 sub-genre)
- Health-condition-adjacent SUPPORTIVE content (when soft-positioned only)
Disclaimer wording (Tier 2 — full 3-layer):
Line 1 (de-risking research):
"Informed by physiotherapy, osteopathy, and yoga therapy practice." (or specific to category — see §3 sub-policies)
Line 2 (UK-aware consult — varies by category):
"Consult your doctor, midwife, or pelvic-health physio before starting postnatal exercise." "Consult your GP before starting if you have any pre-existing condition." "Speak to your doctor or qualified hypnotherapist if any session affects your wellbeing."
Line 3 (plain-English stop-and-seek-help — varies by category, see §3 sub-policies):
"Stop and contact your midwife if you experience: bleeding, persistent pain, sudden swelling, dizziness, severe headache, or any new or worsening symptoms."
Full 3-layer block appears at:
- App onboarding for users self-tagging postnatal / pregnancy / chronic-pain / etc.
- Programme description pages (top of /programmes/
/ landing) - Individual session pre-launch screen (compressed: line 2 + line 3 short form)
- Email confirmations of Tier 2 programme enrolment
- Voice-over disclaimer at session start (for Tier 2 sessions)
2.3 Tier 3 — HIGH (FLAG — clinical evidence required before ship)
Categories (Sthira does NOT ship without comparable evidence to Mindset Health Nerva's MHRA precedent — 5+ peer-reviewed RCTs):
- Habit-change hypnosis (smoking cessation — CAP 12.8 territory)
- Weight-loss hypnosis (CAP heavily regulated; medical evidence required)
- Pain management hypnosis (MHRA medical-claims territory)
- IBS hypnosis (MHRA — Mindset Health Nerva is the Sthira evidence floor: 5 RCTs incl. American Journal of Gastroenterology)
- Depression / eating disorders hypnosis (CAP requires medical supervision)
- Specific-condition-targeted programmes (e.g. "Type 2 Diabetes Programme") — even if soft-claimed, regulatory exposure is high
Sthira ship policy: Tier 3 categories will NOT ship at V1.2 first wave. Either:
- (a) Sthira commissions clinical evidence (RCTs / peer-review / medical advisory board) — ≥ 12-month timeline
- (b) Sthira partners with credentialled UK clinical entity (e.g. NHS digital pathway / GHR-registered hypnotherapist consortium / pelvic-health physio professional body)
- (c) Sthira drops the category from roadmap
For now, Tier 3 categories are FLAGGED as "future" with clear regulatory assessment required.
If Tier 3 ever ships, disclaimer architecture exceeds 3-layer:
Line 0 (clinical-evidence anchor):
"This programme is informed by [N] peer-reviewed clinical trials (e.g. [citations] in [journal]). Results from clinical settings may not generalise to all users."
Line 1 (de-risking research) — as Tier 2
Line 2 (UK-aware consult — strengthened):
"Do not start this programme without first consulting your GP / specialist consultant. This is not a substitute for medical care."
Line 3 (stop-and-seek-help — exhaustive symptom list) — as Tier 2 + condition-specific
Line 4 (regulatory disclosure):
"This is a wellness programme, not a medical device. We make no clinical claims. If you have [condition], continue your prescribed treatment."
2.4 Tier 4 — AVOID (Sthira does not ship)
Hard-banned content categories:
- "Abundance" / wealth-creation / manifestation hypnosis
- Past-life regression
- Specific MLM-style health programmes
- Anti-vaccine / anti-pharmaceutical positioning
- Specific-protocol weight-loss claims (e.g. "Lose X lbs in Y days")
- "Detox" / "cleanse" / "toxin-release" content
These categories are explicitly off-roadmap. Our banned-term list is enforceable here — copy that drifts toward Tier 4 framing fails the brand-voice QA gate.
3. Sub-Policies by Content Category
3.1 Pregnancy Journey (Tier 2)
Categories: pre-pregnancy / during pregnancy (T1 / T2 / T3 / labour-prep) / postnatal recovery / Core Recovery (post-natal core).
Line 1: "Informed by pelvic-health physiotherapy practice and antenatal / postnatal yoga therapy."
Line 2: "Consult your doctor, midwife, or pelvic-health physio before starting any pregnancy or postnatal exercise. The 6-week postnatal check (UK NHS) is the recommended first clearance for resuming regular movement; some practitioners may recommend a longer wait."
Line 3:
"Stop and contact your midwife or GP if you experience: bleeding, persistent pelvic pain, sudden swelling, dizziness, severe headache, vision changes, abdominal pain, contractions before 37 weeks, or any new or worsening symptoms. If you experience signs of postnatal depression (low mood persisting beyond 2 weeks), please contact your GP or call NHS 111."
Caution-Aware Session Builder excludes for postnatal-tagged users:
- Crunches / sit-ups
- Full planks (until cleared)
- Backbends / wheel / cobra / upward dog / sphinx family
- Deep rotational core (Russian twists)
- Universal stop-rule: any visible coning or doming = stop
Voice and language:
- UK terminology: mum / postnatal / midwife / GP (never mama / postpartum / OB-GYN in UK-facing copy)
- Permission-giving: "come back to it when you're ready"
- NEVER "bounce back" / "snap back" / "pre-baby body" / "recover faster"
3.2 Headache Reset 3-Week Programme (Tier 2)
Categories: tension headache / Phone Neck / forward-head-posture / desk-worker spine.
Line 1: "Informed by manual physiotherapy, osteopathy, and trigger-point therapy practice."
Line 2: "Consult your GP if your headaches are severe, sudden, accompanied by other symptoms, or persistent despite practice. Headaches can have many causes, and this programme is for general wellbeing."
Line 3:
"Stop and contact your GP or NHS 111 if you experience: sudden severe headache ('thunderclap'), headache with fever and stiff neck, headache after head injury, headache with vision changes or speech difficulties, headache that wakes you from sleep, or any new or worsening symptoms."
Caution-Aware Session Builder excludes for users with reported chronic-pain or recent head/neck injury flags:
- Inversions (advanced)
- Deep neck flexion under load
- High-intensity neck mobility work
3.3 Health-Condition-Adjacent (Tier 2 — soft positioning only; Tier 3 if specific-condition-targeted)
Sthira soft-positions as supportive for [outcome], NEVER as condition-treatment.
Permitted framings (Tier 2):
- "Supportive for metabolic health, alongside the guidance of your doctor or diabetes specialist."
- "Supportive for joint comfort, working alongside your physiotherapist if you have one."
- "Supportive for stress regulation, alongside any mental-health support you may have."
Tier 3 framings forbidden:
- "Reverses Type 2 Diabetes"
- "Lowers blood sugar"
- "Cures arthritis"
- "Treats anxiety"
- "Heals chronic pain"
Line 1: "Movement may be supportive for [outcome] when combined with appropriate medical guidance."
Line 2: "This is not a substitute for medical care. Continue your prescribed treatment, and consult your GP, specialist, or qualified healthcare professional before starting if you have any condition."
Line 3: "Stop and contact your healthcare team if you experience: sudden symptom worsening, new symptoms, dizziness, chest pain, breathlessness, or any concerning change."
3.4 Sleep V1.1 (Tier 1 default; Tier 2 if "supportive for insomnia" framing)
Tier 1 default: Sleep V1.1 sleep stories / music / soundscapes / general sleep meditation / NSDR — Tier 1 standard disclaimer applies.
Tier 2 escalation: any content soft-positioned as "supportive for sleep difficulties" / "settling for restless sleep" — apply Tier 2 architecture.
Critical terminology (per Hypnosis-pillar agent + Sleep-pillar agent convergence):
- Sthira V1.1 Sleep does NOT use the word "hypnosis" (matches Calm + Headspace)
- Use "guided sleep journey" / "Sleep Stories" / "Settling" framing
- Reserve "hypnosis" for V1.2+ Plum pillar where 18+ gate + claims framework apply
Sleep-claims bans:
- "fall asleep fast / faster"
- "sleep deeper"
- "treat insomnia"
- "cure your sleep"
Permitted Sleep V1.1 copy:
- "A guided journey for evening settling."
- "Soundscapes for night."
- "Sleep stories — quiet, paced, and supportive of how your evening winds down."
3.5 Hypnosis V1.2+ (Tier 1, 2, or 3 — depends on category)
Hypnosis V1.2+ ships in tiered waves:
V1.2 first wave (Tier 1 within Hypnosis pillar): sleep-adjacent / confidence / focus / sports motivation / general anxiety. Standard hypnosis-context disclaimer:
"Hypnosis content is for relaxation, focus, and general wellbeing. Sessions are not a substitute for therapy or medical care. If you have a clinical mental-health diagnosis, severe anxiety, or PTSD, please work with a qualified clinical hypnotherapist (GHR / GHSC registered in the UK) rather than self-guided hypnosis content."
V1.2 second wave (Tier 2 within Hypnosis pillar; CAP code review required): Phobias, Hypnobirthing (placed in Pregnancy V1.2.2), Yoga for Anxiety hypnosis variants.
Tier 2 architecture as section 2.2.
V1.2+ horizon (Tier 3 within Hypnosis pillar): habit change (smoking cessation), weight-loss, pain, IBS, depression / eating disorders. Sthira does NOT ship without clinical evidence + medical advisory board + CAP / MHRA pre-clearance. Mindset Health Nerva is the evidence floor — 5 RCTs minimum.
18+ gating — every hypnosis session requires an 18+ acknowledgement screen and contraindication checklist (epilepsy, psychosis history, pregnancy caution).
3.6 Trauma-Aware Sensitive Content (Tier 2)
Categories: Trauma-Informed Yoga (V1.1+), Yoga for Anxiety (V1.0 sub-genre), trauma-aware meditation (V1.1).
Trauma-aware framing:
- Permission-giving cues: "if this isn't landing today, pause and come back"
- Body-neutral language (not body-positive)
- No fat-phobic, ableist, or gendered assumptions
Line 1: "Informed by trauma-aware yoga and somatic therapy practice."
Line 2: "This content does not replace mental-health care or trauma therapy. If you have unresolved trauma, please consider working with a qualified therapist alongside any practice."
Line 3: "If you experience distress during practice (panic, dissociation, intrusive memories, overwhelm), stop and reach out: Samaritans 116 123 (free, 24/7, UK), or NHS 111 for non-emergency mental-health support. In a crisis, call 999."
4. Implementation Layers
The same disclaimer text appears at multiple surfaces in compressed or full form depending on context:
4.1 App-onboarding layer
- Tier 1 standard disclaimer at first launch (single screen, accept-to-continue)
- Tier 2 disclaimer presented when user self-tags: postnatal / pregnant / chronic-pain / mental-health-flag / 50+ / under-18
- Tier 3 disclaimer presented when user attempts to access future Tier 3 content (currently: blocks access until clinical-evidence + advisory-board ship)
4.2 Programme description layer
- Top of every /programmes/
/ page - Tier 2+ programmes show full 3-layer block ABOVE the programme overview
- Tier 1 programmes show Tier 1 standard disclaimer footer
4.3 Session-launch layer (in-app)
- Tier 1: no session-level disclaimer
- Tier 2: compressed disclaimer (Line 2 short form + Line 3 short form) shown on pre-launch screen, accept-to-continue
- Tier 3: full 4-line disclaimer + medical-advisor consultation link
4.4 Voice-over disclaimer (in-session)
- Tier 1: no VO disclaimer
- Tier 2: 5-second VO disclaimer at session start: "This is for general wellbeing — please work with your healthcare professional if you have any concerns."
- Tier 3: 15-second VO disclaimer + reminder mid-session
4.5 Marketing copy layer (sthira.me)
- Home / story / pricing / share: Tier 1 standard footer
- Practices / programmes pages: Tier 2 disclaimer if any Tier 2 programmes referenced
- Journal articles: Tier 1 default; Tier 2 if article touches health-adjacent (per category)
- /clinic/* and /patient/* (V1.2+): Tier 2 default; Tier 3 if specific-condition
4.6 Email automation layer (Kit + UpViral)
- Tier 1 standard disclaimer in email footers
- Tier 2 escalation in transactional emails for Tier 2 programme enrolment (e.g. EM11-EM15 Pregnancy V1.2.2 transactional emails when launched)
4.7 Voice-over scripts
All marketing voice-over scripts must include the Tier 1 disclaimer at end (5-second disclaimer voiceover); Tier 2+ marketing videos must include the full 3-layer disclaimer in subtitle overlay plus voiceover. Founder-narrative content cannot make condition-promise claims regardless of register.
4.8 Caution-Aware Session Builder
Session metadata tags for caution zones:
postnatal→ exclude full planks, deep rotational core, backbends until clearedpregnant→ exclude prone positions T2+, breath-holds T3, deep abdominal compressionchronic-pain→ exclude high-intensity, deep flexion under loadcardiovascular-flag→ exclude high-intensity, breath-holds, advanced inversionsfall-risk→ exclude unsupported standing balance, single-leg without wallmental-health-flag→ defer trauma-adjacent content unless user explicitly opts in; trauma-aware framing alwaysunder-18→ exclude all V1.2+ Hypnosis content; trauma-adjacent flagged for review50+→ no exclusion; tag for chair-friendly default + age-respectful voice
5. Voice and Language Standards
All disclaimer copy follows our banned-term standards, uses British English, and applies trauma-aware framing.
5.1 Permitted disclaimer verbs
| Use | Avoid |
|---|---|
| informed by | approved by (self-applied — only with third-party citation) |
| supportive for | treats / cures / heals |
| may help | will help / guaranteed |
| consult | speak to (less formal — Sthira uses consult) |
| stop and contact | stop and call (less precise) |
| qualified [profession] | expert / specialist (without third-party credential) |
| alongside / working with | instead of / in place of |
| general wellbeing | health / medical (claim-heavy) |
| not a substitute for medical care | not medical advice (less legally precise) |
5.2 UK terminology required
- GP (not PCP / primary care physician)
- NHS 111 (not call your doctor)
- midwife (first-line maternity professional reference)
- postnatal (not postpartum in UK-facing copy)
- physiotherapy / physio (not physical therapy / PT)
- Samaritans 116 123 (UK crisis line; per D045)
- Childline 0800 1111 (under-18 crisis support)
5.3 Tone
Disclaimers are matter-of-fact, not alarming. Sthira's Confident Warmth voice carries through — disclaimers are presented as practical guidance, not legal-cover-CYA boilerplate that scares the user.
Good (Sthira tone):
"This programme works alongside your healthcare team. If anything new or worsening shows up — bleeding, persistent pain, sudden swelling — pause and contact your midwife. We'll be here when you're ready to come back."
Bad (legalistic):
"NOTICE: BY ACCESSING THIS CONTENT YOU AGREE THAT STHIRA ME LTD MAKES NO WARRANTY EXPRESS OR IMPLIED ABOUT THE EFFICACY OR SUITABILITY OF SAID CONTENT FOR ANY PURPOSE INCLUDING BUT NOT LIMITED TO..."
6. Review and Update Cadence
6.1 Pre-ship review
Every NEW content surface that touches Tier 2+ category requires:
- Cross-reference to this Disclaimer Policy in the relevant content spec
- Founder and (where applicable) clinical-advisor sign-off on copy
- Brand voice QA gate (banned-term check)
6.2 Annual review
This Disclaimer Policy is reviewed and may be updated annually, or on any of these triggers:
- New Tier 2/3 content category roadmap
- UK regulatory change (CAP code update / MHRA guidance change / ASA new ruling in our category)
- Founder direction
- Major user-feedback signal indicating a disclaimer is unclear, inaccessible, or overly alarming
6.3 Tier-3 evidence floor
Sthira does NOT ship Tier 3 content categories without:
- Comparable clinical evidence to the Mindset Health Nerva precedent (5+ peer-reviewed RCTs or equivalent)
- Medical advisory board (named clinicians; UK GMC / NMC / GHR registered)
- CAP / MHRA pre-clearance via consultation
- A ratified Tier 3 sub-policy update to this Disclaimer Policy
7. Pop-up Disclaimer Architecture
7.1 Pop-up trigger schema
Every disclaimer category — medical / pregnancy / U13 / hypnosis / regulated-claim — renders as a POP-UP layer in the app, NOT as a per-exercise text file. This is the canonical implementation pattern for V1.2+ content surfaces.
Pop-up category trigger map:
| Category | Trigger condition | Pop-up content scope | Persona-tag pre-bind |
|---|---|---|---|
| Medical | Tier 2+ programme launch + health-condition-adjacent claim surface | Tier 2 / Tier 3 disclaimer block (§2.2 / §2.3) | chronic-pain / cardiovascular-flag / mental-health-flag |
| Pregnancy | Pregnancy V1.2.2 programme launch + pregnancy-tagged user session | §3.1 Pregnancy 3-layer block | pregnant / postnatal |
| U13 (Under 13) | Sign-up flow if reported age <13 | Parental-consent gate (§7.2 below) | under-13 / 13-17 sub-tag |
| Hypnosis | Hypnosis V1.2+ session pre-launch | §3.5 hypnosis-context disclaimer + GHR-credentialled framing (§7.3 below) | hypnosis-user / mental-health-flag if applicable |
| Regulated-claim | Tier 3 specific-condition programme (currently flagged not-shipped) | §2.3 4-line Tier 3 block | per-condition-specific |
Why pop-up, not per-exercise file:
- Single source of truth — copy lives in one place, not 200+ exercise files
- Founder + clinical-advisor sign-off on the pop-up = sign-off across all content using that pop-up
- Persona-tag triggered = relevant content shown to the right user (no over-disclaimering for pure-fitness users)
- Universal-by-design — applies to free + paid tier identically (per §8 below)
- Accessibility-compliant — pop-up can be screen-reader announced, dismissable, with persistent state managed centrally
7.2 U13 parental consent flow
Under-13 users cannot proceed past sign-up without verified parental consent.
Pop-up flow:
- Sign-up screen captures DOB
- If reported age < 13 → block standard sign-up flow + render U13 parental consent pop-up
- Pop-up requires:
- Parent / legal guardian name
- Parent email address (verified via double-opt-in confirmation link)
- Parent age ratification (parent confirms they are 18+)
- Parent explicit consent for child to use Sthira Me app
- On parent email confirmation, account activates with
under-13persona tag pre-bound under-13tag triggers exclusion of all V1.2+ Hypnosis content (per §4.8 caution-aware session builder rules) + trauma-adjacent content flagged for review
13-17 handling (UK ICO Children's Code applies):
- Sign-up still requires age verification + opt-in to data minimisation defaults
- Parental notification (not consent gate) for users 13-17 per ICO Code §3 (privacy by default)
- Hypnosis V1.2+ content gated until 18 regardless of parental consent
UK GDPR Article 8 + ICO Children's Code compliance:
- Under 13 = consent must come from holder of parental responsibility
- 13-17 = privacy by default + age-appropriate design
- Pop-up wording must be plain English at age-appropriate reading level
- "High-risk processing" (per ICO Code) requires DPIA — flagged for legal review at V1.2+
Pop-up wording (parental consent gate —, requires IP-firm review):
"Sthira Me is designed primarily for adult users (18+). Some content is suitable for younger users with parent / guardian consent. Because [name] is under 13, we need a parent or legal guardian to confirm consent before the account can be created. Please enter parent / guardian name + email below. We'll send a confirmation link to verify."
(Uncertain — verify with founder + IP firm before ship. Wording should be reviewed against ICO Children's Code §6 transparency requirements.)
7.3 Hypnosis evidence floor
GHR-credentialled UK practitioners only for any hypnosis content that ships under the Sthira Me brand. The pop-up before V1.2+ hypnosis content explains the evidence base and ASA / CAP / MHRA tier-mapping.
Pop-up trigger: first launch of any V1.2+ Hypnosis session by a user.
Pop-up content:
"Hypnosis content on Sthira Me is created by UK practitioners credentialled with the GHR (General Hypnotherapy Register) or GHSC (General Hypnotherapy Standards Council). All content is for relaxation, focus, and general wellbeing — not a substitute for therapy or medical care."
"Where evidence-based hypnosis is shipped (e.g. for IBS, pain management, or specific conditions), Sthira Me uses the Mindset Health Nerva precedent as the evidence floor: 5+ peer-reviewed RCTs (e.g. American Journal of Gastroenterology) supporting the protocol. We will not ship a Tier 3 hypnosis programme without comparable evidence."
"If you have a clinical mental-health diagnosis, severe anxiety, PTSD, or are currently in crisis — please work with a qualified clinical hypnotherapist (GHR / GHSC registered in the UK) rather than self-guided hypnosis content. If in distress, contact Samaritans 116 123 (free, 24/7) or NHS 111. In emergency, call 999."
(Uncertain — verify with founder + IP firm before ship; particular care needed around CAP / MHRA wording for any specific-condition hypnosis content.)
ASA / CAP / MHRA tier-mapping:
- Tier 1 hypnosis (sleep-adjacent / confidence / focus / general anxiety) → ASA / CAP only — standard hypnosis-context disclaimer
- Tier 2 hypnosis (phobias / hypnobirthing / yoga for anxiety) → CAP code review required
- Tier 3 hypnosis (habit change / weight-loss / pain / IBS / depression / eating disorders) → MHRA medical-claims territory; clinical evidence + medical advisory board required pre-ship
Mindset Health Nerva precedent: cited as the floor — 5+ peer-reviewed RCTs in American Journal of Gastroenterology + comparable journals. Sthira does NOT ship Tier 3 hypnosis below this evidence floor.
18+ gating: every hypnosis session requires an 18+ acknowledgement screen and contraindication checklist (epilepsy, psychosis history, pregnancy caution). The pop-up integrates this checklist for first-time hypnosis users.
7.4 Hypnobirthing partnership
KGH (Katharine Graves Hypnobirthing) partnership preferred for all hypnobirthing content shipped via Sthira Me. If KGH partnership is unavailable, Sthira commissions GHR-credentialled UK hypnobirthing practitioners.
Pop-up trigger: first launch of Pregnancy V1.2.2 hypnobirthing sub-track session by a user.
Pop-up content:
"Hypnobirthing content on Sthira Me is delivered in partnership with [KGH / named UK hypnobirthing practitioner consortium] — UK-credentialled hypnobirthing practitioners with hospital + home-birth experience. This is a complement to your antenatal care, not a substitute."
"Speak to your midwife or doctor before starting hypnobirthing practice. The 6-week postnatal check is the recommended first clearance for resuming hypnobirthing techniques in postnatal context."
"If you experience: bleeding, persistent pelvic pain, sudden swelling, dizziness, severe headache, vision changes, abdominal pain, contractions before 37 weeks, or any new or worsening symptoms — pause and contact your midwife or GP. In emergency, call 999."
(Uncertain — verify with founder + IP firm + KGH legal team before ship. Partnership wording depends on signed partnership terms.)
Persona pre-tagging: any user self-identifying as pregnant and opting into Pregnancy V1.2.2 hypnobirthing sub-track has the pregnancy persona tag pre-bound at the session-builder layer, which carries the trauma-aware framing, permission-giving cues, and UK terminology that apply to all hypnobirthing copy.
KGH partnership rationale: KGH is the UK-canonical hypnobirthing methodology with hospital-aware delivery. KGH partnership is preferred; if unavailable, GHR-credentialled UK hypnobirthing consortium is the fallback.
7.5 Special-case warnings table (persona-tag pop-up matrix)
Persona-tag-triggered pop-up content scope:
| Persona-tag | Pop-up content scope |
|---|---|
pregnant |
§3.1 Pregnancy 3-layer + §7.4 hypnobirthing pop-up if hypnobirthing sub-track |
postnatal |
§3.1 Pregnancy 3-layer + Core Recovery exclusions |
under-13 |
§7.2 parental consent gate at sign-up + Hypnosis V1.2+ exclusion |
under-18 |
ICO Children's Code privacy-by-default + Hypnosis V1.2+ exclusion |
50+ Vital Aging |
Tier 1 standard + chair-friendly default + age-respectful voice |
chronic-pain |
§3.2 Headache Reset 3-layer if relevant + caution-aware session builder exclusions |
mental-health-flag |
§3.6 Trauma-Aware 3-layer + Samaritans / NHS 111 crisis-line embed |
cardiovascular-flag |
Tier 2 default + caution-aware exclusions (high-intensity / breath-holds / advanced inversions) |
fall-risk |
Tier 1 + caution-aware exclusions (unsupported balance / single-leg) |
hypnosis-user |
§7.3 hypnosis evidence floor pop-up + 18+ gate |
Persona-tag pre-binding happens at the onboarding self-tag layer — the user self-identifies, the system pre-binds the tag, and the Caution-Aware Session Builder and pop-up architecture both consume the tag.
8. Free-tier disclaimer continuity
Rule: Free-tier and paid-tier users receive identical disclaimer architecture. Tier does NOT gate medical-warning visibility. Disclaimer compliance is universal-by-design.
Why universal-by-design:
- Medical / regulatory exposure is identical regardless of payment status — a free-tier user attempting Pregnancy content carries the same harm-risk as a paid-tier user
- Brand integrity — gold-standard disclaimer architecture is a brand commitment, not a paywalled feature
- Free-tier is the WIDER funnel — disclaimer visibility scales with reach, so free-tier disclaimers protect more users in absolute terms
- ICO Children's Code + UK GDPR Article 8 do not gate by payment status — U13 parental consent applies regardless of tier
- Mindset Health Nerva precedent and GHR-credentialled framing (§7.3) apply regardless of tier
Implementation continuity:
- All pop-up triggers (§7.1) fire identically for free and paid users
- All persona-tag pre-bindings (§7.5) apply identically
- All Caution-Aware Session Builder exclusions (§4.8) apply identically
- All voice-over disclaimers (§4.4) apply identically when content is accessible
- Differential applies only to CONTENT ACCESS (which programmes are visible) — NOT to the disclaimer architecture for the content the user CAN access
9. Related documents
This Policy sits alongside our Privacy Policy, Website Terms, Membership Terms, and Cookies Notice. Where this Policy and those documents differ on health-content matters, this Disclaimer Policy controls.
10. Apple Developer Program License compliance
This section codifies the App Store-side compliance posture that applies on top of the existing UK MHRA / EU MDR / ASA / CAP framework. Apple is a SECOND regulator over our app surface — they have unilateral termination power (§11.2 of the Apple Developer Program License Agreement) and treat compliance as a binary gate.
10.1 What Apple cares about (and what changes for our disclaimers)
Apple's License Agreement enforces five clauses that materially shape our disclaimer architecture:
| Apple clause | Disclaimer impact |
|---|---|
| §3.3.2 Regulatory Compliance | We MUST keep wellness positioning across every surface Apple can review (App Store listing copy, in-app first-screen, screenshots). No therapeutic claims anywhere. Our Tier-1 / Tier-2 / Tier-3 / Tier-4 architecture (§2) already aligns; this clause makes UK MHRA + ASA + CAP compliance ALSO an App Store gate. |
| §3.3.3.A Recordings | If a future feature captures audio / video / screen, a conspicuous indicator MUST appear. Disclaimer architecture extends to UI feedback — not just text. |
| §3.3.3.B Collection + use of data | Prior user consent before any data collection. Privacy policy must be live in three places (App Store listing + in-app + sthira.me/privacy) per §3.3.3.C. Disclaimer copy MUST reference data flows accurately — no over-claiming, no under-claiming. |
| §3.3.3.H HealthKit / Motion / Fitness | Fitness purpose only; never used for advertising / profiling / sale. Our HealthKit / Motion disclaimer copy MUST clearly evidence the fitness purpose. |
| §9.4 Press releases | NO public statement about the Apple relationship without Apple's prior written approval. Disclaimer language must NEVER claim or imply "Apple-approved" / "Apple-endorsed" / "available on the App Store, where Apple curates" wording without that approval. |
10.2 App Store-specific disclaimer additions
The following additions land on the App Store-facing surfaces. They sit ALONGSIDE — not in place of — the Tier-1 to Tier-4 medical wording established in §2 / §3.
App Store listing description (Apple-reviewed at submission):
Sthira Me is a wellness practice tool for Mobility, Yoga, Strength, Breath,
Sleep, Meditation, and Hypnosis. The content is supportive, not medical.
For any health concern, please consult a qualified healthcare professional
before starting. Sthira Me does not diagnose, treat, cure, or prevent any
condition.
App first-screen onboarding (HIG-compliant; no full-screen modal — inline above primary CTA):
A note on what this app is.
Sthira Me supports daily wellness — Mobility, Yoga, Strength, Breath,
Sleep, Meditation. Practices are calm and supportive, not therapy or
medical care. If something hurts, work with a clinician first.
HealthKit / Motion entitlement purpose strings (Apple ATT-style consent prompts):
NSHealthShareUsageDescription— "Sthira Me reads your move + exercise + mindful-minutes data only to suggest practice intensity and to log completed sessions. Never used for advertising or shared with anyone."NSHealthUpdateUsageDescription— "Sthira Me writes your completed practice minutes back to Health so your Move and Mindful Minutes rings reflect your practice."NSMotionUsageDescription— "Sthira Me uses motion data only to detect when you've started a practice, so the timer aligns with your actual movement. Never used for advertising."
No-medical-positioning lock for App Store metadata:
| Surface | Banned vocabulary |
|---|---|
| App Store listing description | treats / cures / prevents / heals / reverses / fixes / manages [condition] / clinically-proven / FDA-approved / MHRA-approved (none of which we have) |
| App Store screenshots overlay text | same as listing — wellness language only |
| App Store keywords field | same — no condition names paired with action verbs (e.g. "anxiety relief" forbidden; "breath practice" allowed) |
| TestFlight beta description | same |
| In-app first-screen + onboarding panels | same |
10.3 What still requires IP-firm review before App Store submission
- App Store listing description — final text needs IP-firm sign-off (pre-V1.0 the wellness wording above is sufficient; Tier-3 hypnosis nuance for V1.2+ to follow)
- HealthKit / Motion purpose strings
- In-app onboarding disclaimer copy
- TestFlight beta release notes
- The live, dated, and accurate privacy policy at sthira.me/privacy (covering waitlist + HealthKit + Motion + crash reporting + product analytics + subscription processing + email automation + edge hosting)
10.4 Hard never-list (App Store + UK + EU)
- ✘ NEVER position Sthira Me as a medical device, therapy, or diagnostic tool on any surface Apple can review
- ✘ NEVER claim Apple endorsement / approval without Apple's prior written approval (§9.4)
- ✘ NEVER use HealthKit / Motion data outside fitness context
- ✘ NEVER ship a feature that records audio / video / screen without a conspicuous indicator
- ✘ NEVER collect data without prior consent + privacy policy disclosure
- ✘ NEVER over-promise pre-clearance (e.g. "MHRA-approved" without actual approval)
- ✘ NEVER state or imply our content reverses / cures / prevents / manages any condition
11. Data breach notification runbook
Per Apple §3.3.3.C ("notify Your users, in accordance with applicable law, in the event of a data breach in which user data collected from Your Application is compromised") and UK GDPR Article 33 / 34 (72-hour ICO notification + user notification "without undue delay" where the breach is high-risk).
11.1 Trigger
A breach is any event where personal data we hold is:
- Disclosed to an unauthorised party
- Lost (e.g. data-store failure with no backup)
- Altered (e.g. database corruption changing logged practice or waitlist data)
- Made unavailable (extended downtime preventing user data access)
11.2 Roles
- Incident commander: founder (Alpesh)
- Triage owner: founder (Alpesh)
- Communications: founder approves all messaging
- External notifications: founder (ICO, Apple, affected users)
11.3 First 60 minutes
- Stabilise: stop the bleed. Disable affected service if active. Rotate credentials. Snapshot logs.
- Triage: what data, how many users, when did it start, when did it end (or is it still live)?
- Document: capture the incident in our internal records — timeline, scope, immediate actions.
- Notify founder: regardless of size. No automated comms, no auto-DMs, no auto-emails.
11.4 First 24 hours
- Decide: is this notifiable to the ICO under UK GDPR Article 33? Decision-tree: any personal data + likely risk to rights and freedoms → YES (most breaches affecting users). If unclear, assume YES and escalate to legal.
- Decide: is this notifiable to Apple under §14.5 of the License Agreement? Any breach affecting App-Store-distributed app users → YES.
- Decide: is user notification required under UK GDPR Article 34? If high-risk (financial, identity, health-data) → YES, "without undue delay".
- Draft notifications: ICO via report form; Apple via §14.5 contact; users via email broadcast or in-app banner.
- Founder approves and sends: founder presses send on every notification. Automation does NOT send breach comms.
11.5 Within 72 hours
- ICO submission complete if notifiable (GDPR Article 33 hard deadline)
- Apple notified per §14.5 (no specific Apple deadline but "promptly" per §14.5)
- User notification sent if high-risk (no specific deadline but ICO interprets "undue delay" as days, not weeks)
- Public communication if scale warrants (e.g. > N users affected) — Apple §9.4 lock applies if it mentions Apple
- Incident review documented with root cause, fix, prevention, lessons
11.6 Post-incident
- Add prevention to our internal compliance methodology
- Update this Disclaimer Policy if the breach surfaces a new disclosure obligation
- Brief the next quarterly compliance audit
12. Universal user-disclaimer clauses
12.1 Three universal clauses
These three clauses sit alongside §1 Foundational Principles, §5 Voice and Language Standards, §10 Apple App Store-specific copy, and §11 Data breach runbook. They are universal user-disclaimer clauses — applicable across every user-facing surface (App Store listing / onboarding / session-start / marketing site / journal / PDF / email automations / voice-over scripts).
12.1.1 Results-vary statement
Wellness practice outcomes vary individually. Mobility, flexibility, breath capacity, sleep quality and other dimensions of wellbeing develop on a timescale unique to each practitioner. Your results will vary and depend on many factors including your starting point, consistency of practice, age band, existing health conditions, any caution-areas you have flagged in the App, your sleep + nutrition + stress context, and other lifestyle inputs.
Sthira Me makes no promise or guarantee of any specific outcome — by date, by week, by quarter, or by year. The practices are tools we have organised around evidence-informed principles; what you get from them is shaped by what you bring.
Surface deployment:
- App Store listing privacy nutrition label "What this app does" section
- In-app onboarding "How Sthira Me works" footer
- Session-start screen (compact form: "Outcomes vary — practice your way.")
- Marketing site pillar and programme page footers (compact form)
- 5-Day Desk Reset PDF Day-1 intro
- Welcome email footer
- Marketing video voice-over closing line (compact form: "Your practice. Your pace.")
12.1.2 No-professional-advice clause
Sthira Me does not offer medical, therapeutic, diagnostic, legal, tax, financial, or any other professional advice. Nothing in the App, on the website, in our email programme, in any audio guidance, in any journal article, in any video, in any podcast, or in any of our marketing content is a substitute for advice from a qualified professional.
If you have or may have a medical condition, are pregnant, are recovering from injury, are managing chronic pain, take prescription medication, or have any concern about whether a practice is suitable for you — consult your GP, physiotherapist, midwife, mental-health practitioner, or other appropriate professional first. Do not change a medication regime, defer professional care, or self-diagnose based on anything you encounter through Sthira Me.
Surface deployment (more aggressive than §12.1.1 — health surfaces always carry this):
- App Store listing "Disclaimer" field per Apple §3.3.2
- In-app onboarding mandatory acknowledgement before continuing (per §4.1)
- Pop-up disclaimer per §7 architecture (extended from current short-form)
- Every Tier 2 + Tier 3 session-start (per §2.2 + §2.3)
- Pregnancy Journey / Headache Reset / Health-Condition-Adjacent programme description headers per §3.1 / §3.2 / §3.3
- 5-Day Desk Reset PDF cover page
- Email EM02 + EM05 (mid-sequence reminder)
- Anya + founder voice session-start voice-overs (short form: "If anything hurts, stop. If you're unsure, ask your GP. We're not a substitute for professional advice.")
12.1.3 Personal responsibility and hold-harmless
You alone are responsible and accountable for your decisions, actions, and results in life — including how you use Sthira Me practices, how you adapt them to your body, and how you respond to anything you feel during or after a practice. By using the Service, you agree not to attempt to hold Sthira Me Limited, its director, its team, or its contractors liable for your decisions, your actions, or your outcomes, at any time, under any circumstance — except where law preserves your statutory rights (the Consumer Rights Act 2015, UK GDPR Articles 15-22, and applicable wellness-and-fitness industry safeguards remain unaffected by this clause).
Listen to your body. Stop if anything hurts. Sthira Me's session-start safety check, the body check-in feature, and the optional HealthKit and Motion-aware adaptive session builder are tools to support your judgement — not replacements for it.
Surface deployment:
- Our Website Terms user-obligations and limitation-of-liability sections
- App Store EULA-equivalent in-app boilerplate per Apple Schedule 1 default EULA
- In-app onboarding mandatory acknowledgement (must tap "I understand" to proceed)
- Pop-up disclaimer per §7 architecture (extended form)
- Each Tier 2 and Tier 3 session-start (compact form: "By tapping Start, you confirm you're responsible for your own practice. Listen to your body.")
- 5-Day Desk Reset PDF Day-1 and Day-5 closing
- Session-start voice-overs (compact form: "Listen to your body. Stop if anything hurts.")
Cross-referenced documents on this site: Privacy Policy · Membership Terms · Website Terms · Cookies Notice.
Sthira Me Limited · Disclaimer Policy version 1.3.