Program Conditions for the Affiliate Partner Program of Shelly
1. Search Engine Marketing, Social Advertising, and Keyword Advertising
Contractual partners (hereinafter referred to as “Affiliates”) are prohibited, without the express written consent of SHELLY GROUP SE, 1407 Sofia, Bulgaria (hereinafter referred to as “Shelly”), from running keyword-based advertising campaigns (particularly search engine advertising) on the brand name “Shelly,” any associated terms, misspellings, combinations, or brand variations.
This expressly includes the use of the domain www.shelly.com or similar spellings as a display URL in advertisements.
Advertising within product searches in search engines (e.g. Google Shopping, CSS) is not permitted. The same applies to advertising via social networks or other search engine platforms unless explicit written approval has been granted by Shelly or its appointed agency.
Automated bidding strategies, dynamic search ads, or any SEA formats that generate brand traffic are also prohibited. Affiliates are required to add the keyword “Shelly” as a negative keyword.
2. Running Search Ads via Own Websites
Affiliates may only run search ads if these refer exclusively to the websites properly registered and approved by Shelly as part of the partnership.
Direct linking without the user’s prior active click on the affiliate’s website is not permitted.
Any form of cloaking, masking, redirects, or automated forwarding that obscures the user’s navigation path is prohibited.
3. Permitted Advertising Environments
Promotion of the partner program is only allowed on those websites, domains, social media channels, or platforms that have been properly registered and approved by Shelly or the managing agency.
Subdomains, microsites, or new channels (e.g. Threads, TikTok, Pinterest) require separate written approval.
4. Prohibited Advertising Methods
Promotion via browser extensions, add-ons, toolbars, layer ads, pop-ups, iFrames, soft-click technologies, or comparable mechanisms is prohibited.
Any manipulation of user behavior through invisible iFrames, JavaScript events, or preload technologies is also not permitted.
Post-view tracking may only be used according to the technical specifications of the affiliate network.
5. Email Marketing
Email marketing is only permitted if the recipient has given explicit consent through a double opt-in procedure.
The affiliate must be clearly identifiable as the sender in every email and must provide a functioning opt-out option.
Upon request by Shelly, proof of double opt-in consent must be provided without delay. It must never appear that Shelly is the sender or initiator of the campaign.
6. Tracking Implementation and Cookie Duration
Cookie duration is 30 days for clicks and 2 days for views.
Within attribution, the “Last Click” principle applies. Deduplication against other paid channels is performed through a technical filter.
Currently, a manual deduplication against other paid marketing channels is conducted based on the “Last Click Wins” principle.
Transactions made via apps or external platforms that cannot be technically tracked are excluded from commission.
Any independent manipulation, modification, or circumvention of tracking is not permitted.
Shelly assumes no liability for tracking errors, system failures, or network disruptions. Setting additional cookies or pixels for independent data enrichment is prohibited.
7. Permitted Advertising Media and Technical Restrictions
Permitted media: banners, text links, product data feeds, and voucher campaigns authorized by Shelly.
Not permitted: layer ads, pop-ups, forced clicks, browser extensions, or iFrames.
Product data may not be manually or automatically modified (e.g. prices, availability, delivery times).
Automatic feed synchronizations must be updated at least once daily.
8. Use of Creatives and Trademarks
Affiliates may use self-created creatives only after prior written approval by Shelly or its appointed agency.
The official Shelly logo may only be used during an active partnership via the affiliate network.
Any alteration, distortion, or recoloring of the logo is not permitted.
All trademark rights remain exclusively with Shelly.
After termination of the partnership, all usage must be immediately discontinued.
9. Environments and Content
The partner program may not be promoted on websites that contain pornographic, illegal, violent, discriminatory, extremist, offensive, or ethically questionable content.
AI-generated content may only be used if clearly labeled as such and must not contain misleading or false information.
Creating or using fake reviews or manipulative ratings is prohibited.
10. Voucher Promotion
Promotion of vouchers is limited exclusively to those provided through the respective affiliate network (e.g. AWIN).
Sub-networks may not integrate additional voucher partners without written approval from Shelly or the managing agency.
Influencers and content partners operating through sub-networks must be explicitly named and approved in advance.
Independently created vouchers or discount codes are not permitted.
11. Proof Obligations for Sub-Networks
Sub-networks must clearly prove through which sub-partner a transaction was generated – either by passing the referrer in tracking or via an automated report.
If no proof is provided, Shelly reserves the right to cancel transactions and suspend the partnership.
12. Cashback and Loyalty Partners
Commissions for transactions connected to unauthorized vouchers will be canceled.
Cashback may not be combined with other tracking mechanisms (e.g. post-view or retargeting).
Cashback payments to users may only occur after confirmation of the transaction within the network. The combination of cashback or loyalty with vouchers is only permitted if the vouchers have been provided to the affiliate through the affiliate network.
13. Commission Exclusion in Case of Cancellations
Returns, cancellations, and partial returns are excluded from commission.
In case of partial returns, the commission is reduced proportionally based on the actual value of goods retained.
14. Data Protection and GDPR Compliance
The affiliate is obligated to comply with all applicable data protection laws, particularly the GDPR.
Transferring personal data outside the EU is only permitted on the basis of a valid adequacy decision or standard contractual clauses.
Shelly reserves the right to claim damages in the event of data protection violations.
15. Contract Violations and Sanctions
In case of violations of these program terms, Shelly reserves the right to cancel transactions, suspend partner accounts, and terminate the cooperation with immediate effect.
In the event of proven damage (e.g. trademark infringement, incorrect communication, data misuse), Shelly may claim compensation.
In cases of suspected fraud, Shelly is entitled to review transaction data or suspend the cooperation until clarification.
16. Disclaimer of Liability
Shelly assumes no liability for third-party claims resulting from violations of these terms by the affiliate.
Any liability for indirect damages, lost profits, or data loss is excluded.
17. Changes to the Program Conditions
Shelly reserves the right to modify these program terms at any time. Affiliates will be informed via the network or email. Continued participation in the program constitutes acceptance of the updated terms.
18. Governing Law and Jurisdiction
Bulgarian law applies, excluding international private law.
The place of jurisdiction for all disputes between affiliates and Shelly arising from or in connection with these program terms shall be, where legally permissible, Sofia (Bulgaria).
Disputes arising from the contractual relationship between the advertiser (Shelly), the affiliate network, and the affiliate remain unaffected.
The individually agreed terms of use, legal systems, and jurisdictions between each affiliate and the network shall apply exclusively.
19. Contact Information
SHELLY GROUP SE
Registered office: 1407 Sofia, Bulgaria, 51 Cherni vrah Blvd., Building 3, Floors 2–3
UIC: 201047670
VAT ID: BG201047670
Represented by: Dimitar Dimitrov, Wolfgang Kirsch, and Svetlin Todorov
Website: www.shelly.com
