General Terms and Conditions for Merchants
for Advertising and Trade Marketing Purposes 

Effective Date: May 1st, 2020

Blu Vela SA is a technological company active in the field of new technologies, digital marketing and new forms of advertising and multimedia communication, which exploit technologies and infrastructures such as the blockchain to create new experiences and forms of communication and sharing between brands and consumers.

Blu Vela SA has designed and developed the AD: VANTAGE platform (“Platform”) and the related Internet sites:,,,, and Mobile Applications for Android and iOS (“Mobile App”, “App”) dedicated for Users (“App”) and Mobile Applications for Android and iOS (“Mobile App”, “App”) dedicated for Merchants (“POS App”), which aims to interconnect the brands and retailers with consumers through innovative forms of advertising and commercial communication and trading relating to the world of business to customers products.

1. Scope

This AD:VANTAGE General Terms and Conditions for Business Users (“Terms”) apply to Producers and Retailers (“Merchants”) access to and use of Services (as defined in below) provided by Blu Vela SA, a Switzerland company (“Company” or “BV” or “AD:VANTAGE”). By accessing to Platform or using Company’s Services, Merchants agrees to these Terms. If Merchant does not agree to these Terms, including the mandatory arbitration provision and class action waiver in Section 16, it can not access or use Company’s Services. The Terms and conditions apply to all Services Company deliver to Merchant entered into after the Effective Date above, and may be updated from time to time.

For information about how Company collect and use Merchant’s data, please refer to Company’s Advertiser Privacy Policy.

If Merchant has any questions about these Terms, it can contact Company at:

Company and Merchant agree as follows:

These Terms govern the services (the “Services”) that Company makes available to Merchants who establish a Merchants’ Account with Company, including the ability to promote its products, activate its own e-commerce or sell its products online by Companies portal: and obtain related services through the Platform.

2. Representations and Warranties; Compliance with Laws

Merchant represents, warrants and covenants that (a) it has full power and authority to enter into this Agreement and perform its obligations hereunder; (b) its performance of this Agreement will not violate any contracts with third parties; (c) all materials and digital files submitted to Company as CTA Content do not contain any computer viruses or other damaging code; (d) all CTA Content and campaigns do not violate any rights of any third parties, including but not limited to copyright, trademark, patents, trade secrets, right to privacy, right of publicity (“Intellectual Property Rights”), and civil rights; and (e) it is familiar with and all CTA Content and campaigns comply with all applicable laws, regulations, and industry guidelines. By way of emphasis, Merchant represents and warrants that it has obtained all necessary consents and releases before submitting content and products, and all statements and direct and indirect claims made in each content and products are accurate and true and supported by competent and reliable substantiation.

Merchant also represents, warrants, covenants and agrees that its content and commerce of its products will comply with Company’s privacy policy.

3. Platform Mechanism

Basic mechanism of Platform works in the way where AD:VANTAGE rewards Users for certain actions and engagement they perform on the Platform.

Without limiting the foregoing, actions which could include rewards are: watching a video, refer other Users and Merchants and specially buying Merchants products and services through Merchants’ stores or e-commerce or by Companies e-commerce:

Moment where User Complete with success Action is called Action Threshold.

AD:VANTAGE choose reward for the User who reach Action Threshold (“Threshold”).

Reward is presented in the number of ADVN Coins which User would receive in the moment of Threshold.

ADVN Coin is cryptocurrency based on AD:VANTAGE blockchain.

Platform would automatically send ADVN Coins to User’s ADVN Wallet as Reward in the moment of Threshold.

4. Merchant Features

Merchant Features is the set of features on the Platform dedicated to perform interaction between Merchants and Users.

Merchant features includes:

  1. Merchant account in AD:VANTAGE back office. Account is controlled by AD:VANTAGE and it allows collecting and storing data connected with performance Merchant is doing on the Platform,
  2. Merchant POS Application – it is AD:VANTAGE mobile application for Android and iOS dedicated for registration of transaction made by Users in Merchant physical stores,
  3. Affiliate marketing system for Merchant’s e-commerce – feature dedicated to follow orders made by Users on Merchant’s e-commerce,
  4. Product inserting module for AD:VANTAGE e-commerce – feature which allows Merchant sell its own products through e-commerce site:
  5. Advertising back office – special advertising channel which allows inserting and publishing promotional videos from Merchant,
  6. AD:VANTAGE wallet dedicated to Merchant Promotion – Wallet is a decentralised Crypto Wallet on AD:VANTAGE blockchain where AD:VANTAGE deposits ADVN coins dedicated for Users rewards in connection with engagement and interaction with Merchant.

4.2. Merchant account Activation

Merchant can request to establish and activate its Account on the Platform by Company’s internet site Company will process these requests at discretion. If Merchant is enabled for activation, Merchant will need to provide to Company all necessary information to establish a Merchant Account (“Account Information”), including Merchant’s business name, address, tax number, contact phone, e-mail, web, facebook page. Company may ask for additional Account Information at Company’s discretion. The Account Information Merchant provides must be true and accurate. Merchant must promptly inform Company whenever Merchant Information change.

When Company activates Merchant Features, Company may provide Merchant with information related to the Services which is confidential. Merchant have confidentiality obligations with respect to this information and these obligations are described in Section 10.

If Merchant discovers or suspects that someone has abused Merchant Features it is obligated to inform Company without any delay. If Merchant permits others to interact with Merchant Features, Merchant is responsible for the activities of such people.

If Merchant wishes to delete or deactivate Merchant Account, Merchant may do so according to Section 16, but note that Company may retain certain information as permitted by law, regulation or court order.

5. Advertising Content

5.1. Responsibility for the Content

Merchant alone is responsible for the Content submitted to the Platform to be used as advertising of its products and services. Merchant must ensure that Merchant’s Content is truthful, not misleading, comply with all applicable laws, and, when appropriate, backed by scientific evidence.

5.2 Rights for publishing the Content

Merchant grants a non-exclusive, worldwide, royalty-free license to Company to reproduce, distribute, publicly display, and modify (as needed for display on the Platform) Merchant’s Content for the purpose of displaying Merchant’s products and services via the Platform and otherwise providing the Services to Merchant under these Terms.

5.3 Rejection and Alteration of CTA Content

To ensure the integrity of Company’s publications and for the benefit of Company’s Users and Merchants, Company reserves the right to revise, reclassify, edit or reject any Content or any portion thereof at any time. Company at all times reserves the right to refuse to publish any video, photo or text or other content for any reason and regardless of whether any such Content was previously accepted by Company.

Company reserves the right to alter any CTA Content in order for the material to conform to Company’s current technical specifications.

5.4 Content Position Requests

Content placement or location on the Platform is not guaranteed. Any specific CTA Content placement condition shall not be legally binding upon Company but will be treated as a request only and Company shall not be deemed in breach of this Agreement if it does not publish or distribute a Content in a requested position.

6. Merchant’s in-store or e-commerce selling

6.1 Selling by Merchant’s stores

Merchant is responsible to allow Users to register all their purchases in all of its stores.

Registration of Users’ purchases is done by POS App.

The process of registration has 5 steps:

  1. User orders and pays their purchase in Merchant’s stores with any payment method allowed by Merchant (cash, credit cards, checks etc),
  2. Cashier makes their login in POS App
  3. Cashier inserts full amount of the Invoice in POS App,
  4. User scans QR shown on the POS App screen
  5. Cashier inserts invoice number in POS App and closes transaction.

Any transaction registered by POS App is stored in Merchants account in AD:VANTAGE back office. Transaction includes: date, time, store name, cashiers name, amount, number of ADVN Coins distributed by Company as reward/threshold, first 10 alphanumeric symbols of Users wallet.

6.2 Selling by Merchant’s e-commerce site

Merchant could activate its e-commerce on the Platform. In that case, Company will register all the purchases made by Users on Merchant’s e-commerce site. Integration of Merchant’s e-commerce site will be done by Affiliate marketing script provided by Company. This “2 lines script” will be placed in <body> of Merchant’s “Thanks page” which is the last page of successful checkout by the users.

The process Users purchase registration is automatised in that way and there is no need to perform any other action.

Any transaction registered by Affiliate marketing system is stored in Merchants account in AD:VANTAGE back office. Transaction includes: date, time, store name, amount, number of ADVN Coins distributed by Company as reward/threshold, first 10 alphanumeric symbols of Users wallet.

6.3 Reporting about selling in Merchant’s stores and e-commerce site

Company will send report about all transaction made by Users in Merchant’s stores or e-commerce site during the month, on 5th day in month for previous month. Report has a purpose of control by Merchant and billing performed by Company. Merchant could request report for any specific period, any store, cashier etc in any moment and Company will provide it next business day.

7. Selling by AD:VANTAGE e-commerce

7.1 Drop-shipping process

Merchant could choose to sell its products by AD:VANTAGE e-commerce site:

Selling products by is defined as drop-shipping. This means Company will not buy any product from the Merchant in advance, but Company will keep the right to sell them to the Users.

After Users purchase products from the Company by Company’s e-commerce site:, Company will send order to the Merchant. This means that Company will invoice products to the Users by sell-out price and Merchant will invoice products to the Company by sell-in price.

After receiving payment from the Company, Merchant will send products directly to the Users based on delivery data received from the Company.

7.2. Submission of the list of Merchant’s products

Merchant will submit its list of products it would like to sell by AD:VANTAGE using special format provided by Company.

Merchant alone is responsible for the list of the products submitted to the Platform. Merchant must ensure that selling a product comply with all applicable laws for the market intended to be sold.

To ensure the integrity of Company’s e-commerce site and for the benefit of Company’s Users and Merchants, Company reserves the right to revise, reclassify, edit or reject any list of the products or any product on the list at any time. Company at all times reserves the right to refuse to accept any product or list of the products for any reason and regardless of whether any such product of list of the products was previously accepted by Company.

7.3 Rights for selling the products from the list

Merchant grants a non-exclusive, worldwide, royalty-free license to Company to resell its products and services via the Platform under these Terms.

7.4. Products Position Requests

Product or list of the products or categories placement or location on the Platform is not guaranteed. Any specific placement condition shall not be legally binding upon Company but will be treated as a request only and Company shall not be deemed in breach of this Agreement if it does not publish or distribute products on requested position.

8. Financial Terms

8.1 Activation fee

Platform can be used by Merchant only under these Terms. The price of Platform usage consists of: Activation Fee, Maintenance Fee and Success Fee.

The price for each fee is published on Company’s internet site at:

8.2 Platform Usage

Activation Fee depends on the Platform usage level intended by Merchant. There are 2 basic levels of Platform Usage:

  1. BEGINNER – this level includes maximum 5 POS App activation, or maximum 100 products sold by Merchant’s or Companies e-commerce,
  2. ADVANCED – this level includes maximum 50 POS App activation, or maximum 1.000 product sold by Merchant’s or Companies e-commerce.

If merchants need higher platform usage it will be agreed in separate way.

8.3 Activation Fee

Merchant will provide their vouchers to Company, which could purchase and pay Merchant’s products in the moment of activation or 1 year after moment of activation. Company will use this vouchers for promotional purposes, to purchase the products which will be sent directly to the Users and in that case Company will pay delivering cost.

The value of voucher deliver for Activation Fee is:

  1. BEGINNER – €200,00
  2. ADVANCED – €400,00

8.4 Maintenance Fee

Maintenance fee is the fee which covers services delivered by Company to Merchant connected with infrastructure costs (servers etc) necessary to support Merchants presence on AD:VANTAGE Platform. Maintenance Fee could be paid Monthly or Annual. The price of Maintenance fee is:

  1. BEGINNER: €49,00/monthly or €360,00/annually
  2. ADVANCED: €89,00/monthly or €720,00/annually

8.3 Success Fee

Merchant is obligated to pay 10% success fee on each purchase made by AD:VANTAGE Users through POS APP or Merchant’s e-commerce site connected with AD:VANTAGE by affiliate system.

In the case Merchant sell their products by AD:VANTAGE Shop ( Company and Merchant will agree all sell-in and sell-out prices and Success Fee will be calculated as difference between sell-in and sell-out price. In that case Merchant will not pay any other Success Fee.

Success fee is calculated on the base of Monthly report described in the article 6.3 of these Terms.

9. Payments and Disputes

9.1 Payment of Activation Fee and Maintenance Fee

To keep its account active on the platform, Merchant is obligated to pay Activation fee and Maintenance fee in advance. If Merchant pays Maintenance fee with monthly plan then Company will try to charge its card up to 5 times during 10 days, until payment is done. If Merchant for any reason does not provide the vouchers for Activation Fee or doesn’t provide payment of Maintenance Fee, Company will suspend its account immediately.

9.2. Payment of Success fee

Company will prepare Monthly report with a list of all transactions registered by POS App or by Affiliate marketing system until 5th day of the month for previous month. Monthly report will be unique base for Invoice for Success fee. Merchant needs to pay Success fee Invoice in 15 days after they receive it.

9.3. Disputes of success fee

Merchant waives any dispute regarding any item included in Success Fee Invoice unless notice and amount of such dispute is provided to Company within fifteen (15) days of the Invoice date. Merchant needs to send such notices to or to call the phone number dedicated for support on the Invoice.

9.4. Late Payment and Collections

Except for invoiced payments that Merchant has successfully disputed, Merchant shall be responsible for all costs incurred by Company in connection with the collection of any amounts owing hereunder, including without limitation, collection fees, court costs and reasonable attorneys’ fees.

9.5. Rate Changes

Company shall have the right to revise the Platform usage rates, including Activation Fee, Maintanance Fee or Success Fee, set forth in this Agreement at any time upon notice to Merchant of such rates. Merchant may terminate this Agreement on the date the new rates become effective by giving written notice within 30 days of such termination.

9.6. Taxes

All prices are exclusive of all sales, use and excise taxes, and any other similar taxes, duties and charges of any kind imposed by any governmental authority on any amounts payable by Merchant pursuant to this Agreement. Merchant shall be responsible for all such charges, costs and taxes and all amounts paid and payable by Company in discharge of the foregoing taxes. This provision shall survive the termination or expiration of this Agreement.

10. Confidentiality

In the course of Merchant’s use of the Services, Company may disclose to Merchant information which Company considers confidential. Confidential information (“Confidential Information“) includes any information, details, facts, documents, messages, correspondence, or other material which:

  1. Company have not previously deliberately disclosed publicly;
  2. Company indicate is confidential at the time Company share it with Merchant;
  3. is marked as private, confidential, restricted, or with similar indicators; or
  4. Merchant should reasonably conclude Company intend to keep confidential.

Merchant agrees to use this Confidential Information solely for the purpose of exercising rights or fulfilling obligations under these Terms. Merchant also agrees to protect this Confidential Information and to keep it secret, using no less than the same degree of care that Merchant use when Merchant protect Merchant’s own similar confidential information, and in any event at least a reasonable degree of care.

In the event that Merchant receives a valid order from a court or other government body which legally compels Merchant to disclose any Confidential Information, Merchant agrees to make every lawful attempt to inform Company of the order and to assist Company in seeking to narrow the scope of the order, or obtain a protective measure to protect the secrecy of the Confidential Information. But if Merchant are legally prevented from informing Company or Company’s attempt to limit the scope of the order unsuccessful, then Merchant may disclose Confidential Information as specifically required by the order.

If Merchant cease to be an AD:VANTAGE Merchant, Merchant will promptly destroy all copies of Confidential Information in Merchant’s possession. But Merchant’s confidentiality obligations will persist so long as Merchant have access to or recall any Confidential Information.

11. Prohibited Conduct

While using or accessing Company’s Services, Merchant will not:

  • (a) violate any applicable law, contract, intellectual property or other third-party right or commit a tort;
  • (b) engage in, encourage or promote any activity that violates these Terms;
  • (c) attempt to circumvent any content-limiting techniques Company employ;
  • (d) develop or use any non-Brave scripts or applications designed to scrape or extract data from the Services;
  • (e) use the Services in any manner that could interfere with, disrupt, negatively affect or inhibit other users from utilising the Services or that could damage, disable, overburden or impair the functioning of the Services in any manner;
  • (f) use the Services for benchmarking purposes or for the purpose of developing a competitive product; or
  • (g) manipulate, or attempt to manipulate, the Services in any way.

In the course of using or accessing the Services, Merchant must not:

  • (h) commit a criminal offence; violate any local, state, national, or international law; encourage others to do so; or provide instructions for doing so;
  • (i) infringe any patent, trademark, trade secret, copyright, or other similar exclusive or proprietary right protected by law;
  • (j) distribute malicious software or malformed data which is intended to or has the effect of disrupting the operation of other computer systems; or
  • (k) take any action which poses, in Company’s sole judgment, a reasonable risk of exposing the Services or others to any harm or liability of any type..

12. Indemnification

Merchant shall defend, indemnify and hold harmless Company and its affiliates, subsidiaries, and their respective directors, officers, principals, managers, members, partners, shareholders, employees, and controlling persons and their affiliates (Company and each such person being an “Indemnified Party”), against any and all losses, damages, liabilities, deficiencies, claims, actions, judgments, demands, settlements, interest, awards, penalties, fines, costs, or expenses of whatever kind, including attorneys’ fees, fees and the costs of enforcing any right to indemnification (collectively, “Losses”), arising out of or resulting from its breach of this Agreement; negligence or willful act or omission of Merchant or its personnel or affiliates in connection with its performance of its obligations under this Agreement; the content of, or representations made in any content or any website linked to from a content; and any other claims of any nature arising from or attributable to the publication or distribution of any content.

13. Limitation of Liability

Except with respect to Merchant’s indemnification and confidentiality obligations, in no event will either party be liable to the other for any consequential, incidental, indirect, exemplary, special or punitive damages whatsoever (including damages for loss of use, revenue or profit, business interruption and loss of information), whether arising out of breach of contract, tort (including negligence) or otherwise, regardless of whether such damage was foreseeable and whether or not such party has been advised of the possibility of such damages. In no event shall Company be liable to Merchant for any amount greater than 10% of the amount paid by Merchant to Company under this Agreement.


14. Merchant Represented by Agency

Agency’s representative represents and warrants that he or she has all necessary authority to enter into this Agreement on behalf of Agency. Agency represents and warrants that it has all necessary authority to enter into this Agreement on behalf of Merchant.

Any obligation of Merchant pursuant to this Agreement may be satisfied by an advertising/marketing or resell agency which has been duly appointed by Merchant to act on Merchant’s behalf (the “Agency”) and shall be deemed to be an obligation of Merchant and the Agency. Additionally, any right of Merchant pursuant to this Agreement may be exercised by the Agency, and shall be deemed to be a right of Merchant and the Agency. Collectively, the Merchant and Agency will be referred to as “Merchant.” Each shall be jointly and severally liable for the obligations of the other.

15. License to Content

Merchant grants Company a non-exclusive, perpetual, irrevocable and worldwide license to copy, store, display, print and distribute any and all Content provided by Merchant or its agents, including but not limited to photographs, artwork, text and graphics, in any media, presently known or unknown, including but not limited to Company’s electronic publications on the Internet and in any archival retrieval system whether that information is digitally stored or stored on any other media.

Company has no obligation to return any material (including Content) submitted to Company by or on behalf of Merchant to Merchant or any other party, and Company shall have no liability for its loss or destruction. Company and its service providers shall have the right to use any content published in or distributed by a Company publication for the purpose of promoting any of the products and services of Company or applicable service provider.

16 Termination

(a) Company shall have the right to terminate this Agreement at any time, with or without notice to Merchant, for Merchant’s failure to remit payment for Invoices by the due date of such bills. (b) Company reserves the right to review the volume of sales or advertising placed on a quarterly basis and to cancel the Agreement in its sole discretion if sale or advertising placed falls bellow 10% of the quarterly average volume from other Merchants in its industry in its region. Failure of Company to review the frequency of advertising or cancel the Agreement for any reason shall not be deemed a waiver of the right to cancel in the future or to impose any applicable rate adjustment. Merchant shall be liable for use of the Platform until its Merchant Features is active (d) Merchant shall have the right to terminate this Agreement at any time by written notice to Company. Merchant shall be liable for use of the Platform until its Merchant Features is active (e) Company shall have the right to terminate this Agreement for any reason and at any time by written notice to Merchant. Merchant shall be liable for use of the Platform until its Merchant Features is active.

17 Other Terms

17.1 Force Majeure

Except for payment obligations, neither party will be liable for failure to perform any obligation required under this Agreement when such failure is due to fire, flood, labor disputes or strikes, unavoidable accident, government action, legal restrictions, electronic or electrical interference, telecommunications difficulties, system failure, technical failure, equipment breakdown, failure of any third party system or product, or any other cause beyond the control of that party.

17.2 Assignment

Merchant may not resell, assign, or transfer any of its rights or obligations under this Agreement without the prior written consent of Company. All terms and conditions in this Agreement will be binding upon and inure to the benefit of the parties and their respective permitted transferees, successors, and assigns. Company keeps right to resell, assigns, or transfer any of its rights or obligations under this Agreement to another company without the prior written consent of Merchant.

17.3 Severability

If any provision hereof is held invalid or unenforceable, such invalidity shall not affect the validity or operation of any other provision.

17.4 Relationship of Parties

Nothing in this Agreement creates any agency, joint venture, partnership or other form of joint enterprise, employment or fiduciary relationship between the Parties. Company is an independent contractor pursuant to this Agreement. Neither Party has any express or implied right or authority to assume or create any obligations on behalf of or in the name of the other Party or to bind the other Party to any contract, agreement or undertaking with any third party.

17.5 Governing Law & Venue

This Agreement, including all Order documents, and all matters arising out of or relating to this Agreement, is governed by, and construed in accordance with the substantive law (excluding choice of law provisions) of the state of the relevant publication. Both parties hereby consent to exclusive jurisdiction and venue of the state and federal courts in the county of the relevant publication.

17.6 Complete Agreement, Modification, and Waiver

This Agreement constitutes the final, complete, and exclusive statement of the terms of the Agreement between the parties with respect to all advertising and supersedes all prior and contemporaneous understandings or agreements of the parties, unless otherwise noted in this Agreement. This Agreement may be modified only by a written document signed by an authorised representative of both parties. Waiver of the terms of this Agreement by Company in any instance shall not prevent Company from subsequently enforcing any provision of this Agreement in accordance with its terms.

17.7 Survival

Sections 2 (Representations and Warranties; Compliance with Laws), 7.4 (Digital Ownership), 7.3 (Digital Collected Data Usage), 8.3 (Payments and Disputes), 8.5 (Taxes), 11 (Indemnification), 12 (Limitation of Liability), 13 (Merchant Represented by Agency), 14 (License to CTA Content), 9 (Confidentiality), 15 (Termination) and 16 (Other Terms) shall survive termination or expiration of this Agreement.