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Platform-to-Business Terms (EU and UK)

Last updated October 2026

These Platform-to-Business Terms explain how PlayHouse meets the fairness and transparency requirements of Regulation (EU) 2019/1150 on promoting fairness and transparency for business users of online intermediation services (the "P2B Regulation") and of the version of that Regulation that is part of UK law. Key points:

  • We give Business Users at least 15 days' notice of changes to our terms, except where the law allows a shorter period.
  • We tell you why when we restrict, suspend or end your use of PlayHouse, and we give 30 days' notice before ending our relationship with you, except in the cases the law allows.
  • You can complain to us, free of charge, and you can use mediation with one of the mediators named in section 14 to try to settle a dispute with us out of court.
  1. Who these terms apply to
  2. How these terms fit with the Terms of Service
  3. Changes to our terms
  4. Restriction, suspension and termination
  5. Ending your relationship with us
  6. Ranking
  7. Differentiated treatment
  8. Promotion outside PlayHouse and referrals
  9. Ancillary goods and services
  10. Access to data
  11. Selling through other channels
  12. Intellectual property
  13. Complaints
  14. Mediation
  15. Representative organizations
  16. Governing law and disputes

1. Who these terms apply to

  1. These terms apply to you if you are a Business User, as defined in the Terms of Service (such as a Creator or an Agency), who is established or lives in the European Union, the European Economic Area or the United Kingdom. We apply these terms to all such Business Users, whether or not the Fans you deal with are in those places.
  2. In these terms, "we," "us" and "Vallara" mean Vallara, Inc., a Delaware corporation, 2261 Market Street #67575, San Francisco, CA 94114, United States, which operates PlayHouse. Other capitalized words have the meanings given in the Terms of Service.

2. How these terms fit with the Terms of Service

  1. If these terms apply to you, they form part of the Terms of Service between you and us, which also include our Acceptable Use Policy and, where relevant, our Agency Terms and Referral Program Terms.
  2. If these terms conflict with any other part of the Terms of Service, these terms apply to you.
  3. Our terms are available at all times on this website, including before you sign up.

3. Changes to our terms

  1. We will notify you of any proposed change to the Terms of Service by email to the address on your account. The notice will describe the change.
  2. A change will not take effect until at least 15 days after we notify you. We will give a longer notice period where that is reasonable and proportionate, for example where you need to make significant technical or commercial changes to comply.
  3. You may end your agreement with us at any time before the change takes effect, as described in section 5.
  4. You may choose to accept a change sooner, by telling us in writing or by a clear affirmative action. Offering new Content or services on PlayHouse during the notice period counts as accepting the change sooner, unless the notice period is longer than 15 days because you need to make significant technical changes.
  5. The notice period does not apply where we must change our terms to meet a legal or regulatory obligation in a way that does not allow us to give that notice, or where we must change them to address an unforeseen and imminent danger to PlayHouse, its users or others from fraud, malware, spam, data breaches or other cybersecurity risks.
  6. We will not make changes to our terms with retroactive effect, unless a change is required by law or is to your benefit.

4. Restriction, suspension and termination

  1. The grounds on which we may restrict, suspend or end your use of PlayHouse, in whole or in part, are set out in the Terms of Service, the Acceptable Use Policy and, where relevant, the Agency Terms and the Referral Program Terms. They include breaches of those terms, a risk of harm to others, suspected unlawful or fraudulent activity, and where the law requires it.
  2. If we restrict or suspend your use of PlayHouse, or remove or restrict any of your Content, we will tell you our reasons before or at the time the decision takes effect.
  3. If we decide to end your use of PlayHouse entirely, we will give you at least 30 days' notice, with our reasons, before the termination takes effect, unless:
    • a legal or regulatory obligation requires us to end it in a way that does not allow us to give that notice;
    • we are exercising a right to end it immediately for an imperative reason under national law that is consistent with EU law (or, in the UK, UK law); or
    • you have repeatedly breached the Terms of Service.
    In those cases, we will give you our reasons without undue delay.
  4. Our reasons will refer to the specific facts or circumstances that led to our decision, including any notices from third parties, and to the ground in our terms that applies. We do not have to give reasons where a legal or regulatory obligation prevents us from sharing them, or where you have repeatedly breached the Terms of Service.
  5. You can ask us to look again at the facts and circumstances through our internal complaint-handling process (see section 13). If we decide to reverse a restriction or suspension, we will reinstate you, including your Content and account access, without undue delay.
  6. What happens to your earnings when we restrict, suspend or end your use of PlayHouse is set out in the Terms of Service.

5. Ending your relationship with us

  1. You can stop using PlayHouse and delete your account at any time, in Settings → Account → Delete account; we email you a link to confirm. You can also ask us to delete your account and data by submitting a privacy request through our legal request form and choosing "Delete my data." We recommend that Creators and Agencies withdraw their available earnings first.
  2. Before your account is closed, you can ask for a copy of your personal data by submitting a privacy request through the same form and choosing "A copy of my data." Once your account is closed, you will no longer be able to access your account or its data on PlayHouse.

6. Ranking

  1. PlayHouse shows Content and Creators in ranked order in its discovery areas, such as Explore and the For you feed, and in search results.
  2. The main parameters that determine ranking, in order of importance, are:
    • Engagement with a post by other users: the number of likes, comments, saves, unlocks and tips it receives. Each of these is counted, never weighted by the amount paid. Older posts weigh less over time. A Creator's own engagement with their posts is not counted.
    • For Creators: the combined scores of their posts, plus new follows and new subscribers.
    • For search: how closely a result matches the search terms.
  3. Variety and new Creators. We limit how often any one Creator appears and reserve some places for new Creators, so that results stay varied and new Creators have a chance to be seen.
  4. Personalization. The For you feed reorders results using the viewer's own engagement on PlayHouse. The Following feed shows posts from the Creators a viewer follows in time order and is not ranked.
  5. Featured placements. Featured placements are chosen by PlayHouse staff.
  6. Some Content is left out of discovery: Content we have restricted, Content under review following a report or a flag, and Content we have removed. Sensitive Content is ranked in the same way, but is shown blurred to viewers who are not signed in, have not completed age assurance or have not chosen to see sensitive Content.
  7. No one can pay us, directly or indirectly, to improve their ranking or placement. If that changes, we will describe the effect of any payment on ranking in these terms before it starts.

7. Differentiated treatment

  1. Vallara does not offer Content or services to Fans on PlayHouse in competition with Business Users.
  2. We may treat some Business Users differently from others in the following ways:
    • Platform fee. The standard rate is a 15% platform fee. We may agree a different rate with an individual Creator, and we may run time-limited promotions that lower the fee for eligible Creators. Promotions only ever lower the fee.
    • Payout holds. How long earnings are held before they can be withdrawn can depend on your account's history, for example whether you have received a payout before and whether there has been a chargeback. Your Wallet shows which earnings are pending and which you can withdraw now.
    • Agency bounties and other promotions. We may pay bounties to Agencies, and offer other promotions to eligible Creators or Agencies, on the conditions we announce.
    • Highlighting Creators. Our staff may choose to highlight particular Creators, for example in featured placements on PlayHouse or in our marketing.

8. Promotion outside PlayHouse and referrals

  1. We may promote PlayHouse, and Creators' public profiles and free, public Content, through our own channels outside PlayHouse, such as our social media accounts and marketing. We do not use sexually explicit Content in our own marketing.
  2. Our referral program, which pays Users for referring new Creators, is described in our Referral Program Terms.

9. Ancillary goods and services

Apart from the PlayHouse wallet and any wallet promotions we run, as described in the Terms of Service, neither we nor any third party offers Fans ancillary goods or services, such as financial products, through PlayHouse alongside Business Users' Content.

10. Access to data

  1. Data you can access. You can see the data PlayHouse shows you in your account, such as your insights, earnings, subscribers, messages and orders. You may use personal data about Fans only to provide your Content and services on PlayHouse, in line with data protection law, our Privacy Policy and the Acceptable Use Policy.
  2. Data we access. We have access to the personal and other data that you, and Fans dealing with you, provide or generate on PlayHouse. We use it to operate, secure and improve PlayHouse, to process payments and payouts, to keep PlayHouse safe and to meet our legal obligations, as our Privacy Policy explains.
  3. Sharing with third parties. We share data with service providers who help us run PlayHouse, and with others where the law requires or allows, as our Privacy Policy explains. If you link with an Agency, the Agency can see the data in the parts of your account it works in, as our Agency Terms describe.
  4. After the relationship ends. See section 5.

11. Selling through other channels

  1. We do not restrict you from offering the same or different Content or services to consumers through other websites or channels, at different prices or on different terms.
  2. However, you may not use PlayHouse itself, including messages, captions, comments, your bio and your display name, to steer Fans to pay you outside PlayHouse or to share contact or payment details, as section 10 of the Acceptable Use Policy explains. We have this rule to protect Fans and Creators, to make sure people are age-checked before they pay, to keep Content subject to our safety checks and to prevent fraud.

12. Intellectual property

You keep ownership of the intellectual property in your Content. The Terms of Service explain the license you give us to operate PlayHouse and the license Creators give Fans under the Standard Contract Between Fan and Creator.

13. Complaints

  1. You can complain to us, free of charge, about:
    • our alleged failure to comply with the P2B Regulation in a way that affects you;
    • technical issues directly related to PlayHouse that affect you; and
    • measures we take, or our conduct, directly related to PlayHouse that affect you, including a restriction, suspension or termination.
  2. To complain, follow the steps in our Complaints Policy or use our contact form, and say that your complaint is a Business User complaint.
  3. When we receive your complaint, we will consider it properly, ask you for any further information we need, deal with it swiftly and effectively in light of its importance and complexity, and tell you the outcome individually, in plain and intelligible language, by email or by a message to your PlayHouse account.

14. Mediation

  1. If we cannot resolve a dispute with you through our complaint-handling process, you may try to settle it with us out of court through mediation.
  2. We are willing to engage with the following mediators: To start a mediation with us, tell us which mediator you would like to use through our legal request form.
  3. We will engage in good faith in any mediation and will bear a reasonable proportion of its total costs, based on the mediator's suggestion.
  4. Taking part in mediation does not affect your right, or ours, to start legal proceedings at any time before, during or after the mediation.

15. Representative organizations

Organizations and associations that represent Business Users, and public bodies, may have the right to take action in the courts to stop or prohibit non-compliance with the P2B Regulation, as Article 14 of that Regulation provides.

16. Governing law and disputes

The governing law and dispute resolution terms in the Terms of Service, including the terms that apply to Business Users, apply to these terms. Nothing in them limits your right to mediation under section 14, any action under section 15, or any other right you have under the P2B Regulation that cannot be excluded.