Priority Illegal Content and Online Safety page

1. Keeping Users and PURE Safe from Illegal Content

We take proactive steps to prevent and remove any content or behaviour that could cause harm, break the law, and go against our terms and policies. This page explains how we detect, review, and respond to the types of illegal content addressed by the UK Online Safety Act.

We have a zero-tolerance approach to child sexual exploitation and abuse, terrorism or violent extremism, human trafficking, and other criminal activity. These standards apply to everything shared on PURE - from profiles and personal ads to chats and images.

To keep the platform safe, we use a combination of safety mechanisms - automated detection tools and human review. Automation helps us identify and act on potential violations quickly, while human moderators ensure that each case is reviewed with proper context and fairness. We apply the same balanced approach both when analysing detected violations and when reviewing user reports.

Our goal is simple: to stop illegal or harmful content from being visible and to minimise the time it can remain posted on PURE. We act quickly, cooperate with law enforcement when needed, and continually improve our systems and training to stay ahead of new risks.

For details on specific categories of prohibited material, see our Child Safety Standards Policy (here), Threatening Behaviour and Content Policy (here), and Community Guidelines (here).

The following sections describe the main types of priority illegal content that we address under the UK Online Safety Act and through our own internal safety standards. The sections below outline what each category involves, what is prohibited, how PURE responds when such material or behaviour is detected on our platform, and the safety mechanisms we use to prevent and remove such content.

a. Child Sexual Abuse and Exploitation (CSEA) Content

We maintain strict standards prohibiting all forms of content, activities, or interactions that threaten, depict, or enable child exploitation, whether through actual or simulated portrayals. This includes any content that could harm children by involving them in or exposing them to inappropriate, abusive, or sexually explicit situations in all forms of media, any visual depiction, not limited to anime, illustrations, drawings, text, photos and digital images. Our Child Safety Standards Policy (here) reflects our unwavering commitment to maintaining a safe and respectful environment for all users, ensuring that our platform remains free from harmful CSEA content. Please refer to our Child Safety Standards Policy (here) and Community Guidelines (here).

b. Terrorism, threatening behaviour and content

We strictly prohibit content that promotes or glorifies terrorism, supports terrorist organizations, incites acts of violence, or includes terrorist symbols or language. This includes any material that endorses extremist ideologies, fuels hate, or spreads propaganda tied to violent groups. We also remove and prevent the distribution of terrorist publications or content that encourages participation in or support for such entities. For more details please refer to our Threatening Behaviour and Content page (here).

c. Other Priority Illegal Content

In addition to violations listed above, we also strictly prohibit all other categories of Priority illegal content as defined under the UK Online Safety Act. It's important to note that a single user action or piece of content can fall under multiple offences at once as many of them may overlap, and we treat each with the same level of seriousness. Offence categories include harassment, stalking, threats and abuse offences, coercive and controlling behaviour, hate offences, intimate image abuse, extreme pornography, sexual exploitation of adults, unlawful immigration, human trafficking, fraud and financial offences, proceeds of crime, assisting or encouraging suicide, drugs and psychoactive substances, weapons offences (knives, firearms, and other weapons), foreign interference and animal welfare. For more details on individual offence groups prohibited content please refer to our Community Guidelines (here).

2. How PURE detects, reviews, and removes illegal content

Our commitment to compliance and user safety is enforced through a moderation strategy and approach that combines advanced automated detection systems and manual human reviews. This allows us to monitor and review text messages, pictures from chat conversations and Personal ads, detect violations and remove illegal content from PURE (see our Terms and Conditions here). We work proactively with law enforcement agencies and child protection organizations worldwide when reporting illegal content and fully cooperating in investigations involving CSEA, terrorism, violent extremism, etc. Our moderation protocols and processes are regularly refined through internal audits, team training and education, and updates informed by emerging threats and regulatory developments.

You can report violations, suspicious behaviour or content (including within User Submissions) directly within the PURE app without leaving the platform, by sending reports directly from your feed or chat conversations. Click on the menu icon (with three dots) inside the chat or in the ad feed, select "Report" and choose the reason for the report. You can also contact support via the user profile settings screen by clicking the "Complain" button, or by emailing our Support team at [email protected]. For more details on this, please refer to our Community Guidelines (here) and Safety and Privacy page (here).

We investigate all complaints thoroughly, gathering relevant information and reviewing the situation to ensure fair and consistent decisions, while keeping details confidential. If we determine that content or a User's actions violate our policy, we act as described in our Terms and Conditions (here). However, if no violation is found, no action will be taken. In case a User has exchanged messages with another PURE user whose account has been terminated due to suspected or known violation of our policies, they will be notified about this directly within the chat. If a User wishes to dispute a decision made against their account, they can contact our Support team directly via email at [email protected]. Users will be informed of the outcome as soon as the review is completed, sent to the provided email address.

We reserve the right to decline action on user reports where, upon review, they are determined to be clearly unfounded, submitted without adequate information to support investigation, relate to matters already resolved, or are duplicative in nature. We may also disregard complaints submitted in an excessive or bad-faith manner, including by Users who demonstrate a pattern of submitting high volumes of baseless or obstructive reports. This approach ensures that moderation efforts remain focused on genuine risks and unlawful content in accordance with our obligations under the applicable laws and regulations.