Terms of Service

1. Introduction and Scope

These Terms of Service ("Terms") govern your access to and use of Lume ("Service"), operated by SGL Technology Limited (company number 11120804), a company registered in England and Wales with its registered office at 17 Green Lanes, Newington Green, London, England, N16 9BS ("we", "us", or "our").

These Terms apply to every way you can use Lume. We call each of these a "Platform":

• Web: the lume.pics website and the Lume web application.
• Mobile: the Lume applications for iOS and Android.
• Canva: the Lume app for Canva, used inside the Canva editor.
• Shopify: the Lume app for Shopify, where made available.

By accessing or using any Platform, you agree to these Terms. If you do not agree, you may not use the Service. Some Platforms have additional terms (sections 9, 10 and 11); where those conflict with the rest of these Terms, the Platform-specific terms apply for that Platform.

Features are not identical on every Platform. We may offer, restrict, or withdraw a feature on a given Platform at our discretion, including where a third-party marketplace requires it.

2. Eligibility

You must be at least 18 years old to use the Service.

By using the Service, you confirm that you have the legal capacity to enter into a binding contract, and that if you are using the Service on behalf of a business, you are authorised to bind that business to these Terms.

3. Your Lume Account

3.1 One account, many ways to sign in

Lume is designed around a single account that works across every Platform. Your account can have more than one sign-in method attached to it, for example an email address (using a one-time sign-in link or a password), Google, Apple, Facebook, or a connection to Canva or Shopify. Signing in with a different method that is already attached to your account brings you to the same account, with the same credits, images and subscription.

Because our web and mobile apps use the same authentication system, signing in on mobile with the credentials you use on the web gives you the same account automatically. No separate linking step is required.

3.2 Connecting and merging accounts

You may end up with more than one Lume account, for example if you started inside Canva and later signed up on the web with an email address. You can connect them, and in some cases merge them, subject to the following rules:

• We never merge accounts silently. A merge only happens when you start it and confirm it. Matching email addresses alone never causes an automatic merge.
• You must prove control of the email address. We verify it by sending a one-time code to that address, or through a sign-in with the relevant provider.
• What moves on a merge. The account being merged in (the "source" account) has its sign-in methods, add-on credit packs, uploaded images, generated images, products, projects and credit history transferred to the account you keep. The source account is then closed.
• What does not move. The source account's plan is cancelled and any remaining monthly plan allowance on it is not carried over. Only add-on credit packs transfer. Merging is not a way to combine two monthly allowances.
• Paid accounts cannot be merged automatically. If the source account has an active paid subscription, we will refuse the merge and ask you to contact support, so that billing is not disrupted. Cancel or transfer the subscription first, or ask us to help.
• Private relay addresses. Addresses issued by Apple's Hide My Email service are never used to match or merge accounts.

Merging is irreversible. Please make sure you are merging the right accounts before you confirm.

3.3 Canva accounts

When you open Lume inside Canva, we create a Lume account for you automatically so that you can start immediately. Canva does not give us your email address, so this account initially has no email address attached and exists only as a Canva-linked account. If you lose access to that Canva user, or the account is not connected to an email address, we may not be able to recover it or its credits for you.

We therefore recommend connecting an email address or a Google account to your Canva-created account. Doing so is optional, and also makes your credits and images available on the web and mobile apps.

3.4 Account security

You must provide accurate, complete, and up-to-date information. You are responsible for safeguarding your login credentials and for all activity under your account. Tell us promptly at [email protected] if you believe your account has been compromised.

You may not share an account with people outside your organisation, or resell access to the Service.

4. Credits and Plans

Image generation consumes credits. A single generation may cost more than one credit depending on the output resolution you choose.

• One wallet. Your credits belong to your account, not to a Platform. Credits you obtain on one Platform can normally be spent on any Platform where the relevant feature is available.
• Monthly credits are granted with a paid plan at the start of each billing period. Credits unused at renewal roll over into an expiring credit allocation whose validity depends on your plan tier: one month (Pro), two months (Business), three months (Growth) or four months (Studio). There is no cap on the amount that rolls over; the only limit is the time window. Unused credit protections roll over in the same way, alongside the credits.
• Annual subscriptions receive the full year's credits at the start of each annual period, valid until that period ends. Any credits remaining at the annual renewal roll over per the tier windows above.
• Add-on credit packs are purchased separately. Rolled-over credits and add-on packs are spent soonest-expiring-first.
• Credits have no cash value, cannot be exchanged for money, and are not transferable between accounts except through an account merge as described in section 3.2.
• Cancellation. If your paid subscription ends (including at the end of a billing period after cancellation, or after the grace period following non-payment), unused credits associated with it - including rolled-over and add-on credits - are permanently removed. During a payment-failure grace period itself, rolled-over and add-on credits are frozen, not removed, and become available again if payment is recovered; they are only removed if the subscription actually ends. See our Refund and Cancellation Policy.

Plan features, credit allowances and prices are shown at the point of purchase and may change as described in section 8.

5. Payments and Billing

5.1 Where you buy is where you manage

You can hold only one active Lume subscription at a time, but it may be billed through different providers depending on where you bought it:

If you already have an active subscription billed by one provider, we will not let you start a second one somewhere else, and the app will tell you where to manage the plan you have. This protects you from being charged twice. To move your subscription from one provider to another, cancel the existing one first and then subscribe again on the Platform you prefer, or contact support and we will help.

5.2 Subscriptions bought through the Apple App Store or Google Play

Subscriptions purchased inside the iOS or Android app are auto-renewable subscriptions sold by Apple or Google, not by us. The following applies:

• Payment is charged to your Apple or Google account at confirmation of purchase.
• The subscription renews automatically for the same period and at the same price unless you turn off auto-renewal at least 24 hours before the end of the current period. Your account is charged for renewal within 24 hours before the end of the current period.
• You cannot cancel an App Store or Google Play subscription from inside Lume. You must manage and cancel it in your Apple or Google account settings. Deleting the app does not cancel your subscription.
• Refunds for App Store and Google Play purchases are handled by Apple and Google under their own policies, not by us. We are generally not able to issue a refund for a purchase we did not take payment for.
• Where a free trial is offered, any unused portion of the trial is forfeited if you buy a subscription during the trial period.
• Prices in the apps are set in the currency of your store account and may differ from our website prices because of store fees, taxes and local pricing.

5.3 Subscriptions and credit packs bought on the web

Web payments are processed by Stripe. Subscriptions renew automatically until cancelled in your account settings. Credit packs are one-off purchases. Refunds are governed by our Refund and Cancellation Policy and by your statutory rights.

5.4 Taxes and price changes

Prices displayed may include applicable taxes where we are required to charge them. We may change our prices and plan contents. For subscriptions billed by us, we will give you reasonable notice before a change affects your renewal, and you may cancel before it takes effect. For store-billed subscriptions, price changes are notified and consented to through Apple or Google as their rules require.

5.5 Failed payments

If a payment for a subscription bought from us fails, the subscription enters a grace period of around 7 days while the payment is retried. During the grace period the monthly credits for the unpaid period are withheld, and any rolled-over or add-on credits are frozen (not removed). If payment succeeds, your monthly credits are granted and your frozen credits become available again. If payment cannot be collected, the subscription ends and unused credits associated with it are removed as described in section 4. For purchases made through Apple or Google, the store's own billing retry and grace period rules apply.

6. Acceptable Use

When using the Service, you agree not to:

• Upload or generate hateful, harassing, abusive, or discriminatory content.
• Upload or generate sexually explicit, pornographic, or exploitative content.
• Upload unlawful, defamatory, or fraudulent material.
• Upload images of a person without that person's consent, or generate content that impersonates a real individual.
• Upload content you do not have the rights to use, including third-party products, logos, or copyrighted photography.
• Use the Service to create misleading depictions of a product, for example showing features, contents, certifications, or a condition the product does not have, where that would deceive a consumer.
• Attempt to reverse engineer the Service, scrape it, resell it, or circumvent credit limits, plan restrictions, or rate limits.
• Interfere with, disrupt, or misuse the Service or its infrastructure.

We reserve the right to remove or restrict access to any content that violates these rules, and to suspend or terminate accounts. You remain responsible for how you use images you generate, including your compliance with advertising and consumer protection law and with the policies of any marketplace on which you publish them.

6.1 Model appearance customization

Some templates feature AI-generated human models, and the Service lets you adjust how they look, for example gender presentation, apparent age, skin tone, hair, eyes, and build. When you use these controls you additionally agree that:

• Models are representative, fictional people only. You may not use the Service to recreate, approximate, or imply any real person, living or dead, including celebrities and public figures.
• Models may only be depicted as adults. Content depicting minors is never permitted.
• You may not use free-text descriptions to request explicit, demeaning, discriminatory, or stereotyped depictions.
• You may not use these controls to alter a photograph of a real person.

Requests that break these rules are blocked, generated images pass automated safety filters before delivery, and we may refuse, remove, or restrict content or accounts that attempt to circumvent these protections.

7. Your Content and AI-Generated Images

7.1 Your content

You retain ownership of the images and other content you upload. By uploading, you grant us a worldwide, non-exclusive, royalty-free licence to host, store, reproduce, and process your content solely to operate and provide the Service to you, including transmitting it to our AI processing provider to generate your images. This licence ends when you delete the content or your account, except for copies we must retain for a limited period for backup, legal, or fraud-prevention purposes. Templates you choose to publish to the Shared library are treated differently: they are governed by section 7.5, not by this paragraph.

You confirm you have all rights necessary to upload the content and to allow us to process it.

We do not use your images to train our own AI models.

7.2 Images you generate

As between you and us, you own the images you generate with the Service, and you may use them commercially, subject to these Terms being complied with and your account being in good standing.

Please note that the legal status of copyright in AI-generated images varies by country and is unsettled in some of them. We cannot promise that you will be able to register or enforce copyright in a generated image, and we do not warrant that a generated image is unique or that a similar image will not be produced for someone else.

7.3 AI disclaimer

The Service uses Google Gemini to generate images from your uploaded photos. Generated outputs may be inaccurate, distorted, incomplete, unexpected, or unsuitable for your purpose. AI models can misrepresent a product's shape, colour, text, labelling, or materials.

You are responsible for reviewing every generated image before you use it, and for making sure it accurately represents the product you are selling. We disclaim liability for reliance on AI-generated outputs.

Where a Platform requires it, generated images are labelled as AI-generated. In Canva, images inserted into your design are marked as app-generated content.

7.4 Our intellectual property

We retain ownership of the Service, its software, our curated templates and template library, templates published to the Shared library (see section 7.5), and our branding. Templates are licensed to you for use within the Service only. You may not extract, redistribute, or resell templates, prompts, or template metadata. Built-in features of the Service, such as saving one of your generated images as a Scene and swapping products into it, are not a breach of this rule.

7.5 Scenes, Custom Templates and the Shared library

A Scene is one of your generated images that you save so you can swap a product or another element inside it. A Custom Template is a reusable template the Service builds from a photo you upload. You can keep a Custom Template private, where your plan includes private templates, or publish it to the Shared library, where every Lume user can see it and generate images with it. Your source photo itself is never shown to other users; what is published is the rebuilt template and an AI-rendered preview of it.

Publishing to the Shared library transfers the template to us. When you publish a Custom Template to the Shared library, you assign to us, to the maximum extent permitted by applicable law, all rights in the published template, meaning the template specification, its preview image, and its name and tags. To the extent any right cannot be assigned, you instead grant us a perpetual, irrevocable, worldwide, royalty-free, transferable and sublicensable licence to host, store, reproduce, adapt, publicly display, distribute, and make the published template available to all Lume users, who may generate images with it and use those images commercially. From the moment of publication the published template belongs to Lume: it is no longer "your content" under section 7.1, and this transfer survives deletion of the source photo, of the draft, and of your account. Published templates carry no public attribution to you. We may reject, remove, or unpublish any shared template at any time at our discretion.

When you publish, you confirm that:

• you took the photo yourself or hold all rights needed to publish it in this way, including the right to let us and other Lume users use the template built from it as described above;
• every identifiable person in the photo has given consent that covers this use, including commercial use of the resulting template by other Lume users;
• no one in the photo is under 18. Photos that appear to include a minor are rejected automatically and may never become templates, private or shared;
• the photo and the template's name and tags do not infringe anyone's intellectual property or other rights, are not confidential, and are not misleading or unlawful.

Review is limited. We review submissions to the Shared library before other users can see them. That review is a limited check against our content rules and quality bar. It is not legal clearance: we do not and cannot verify that you hold the rights to a photo, and approval is not a statement that we have verified anything. Responsibility for the confirmations above stays with you.

Images other users generate. Images another user generates with a shared template belong to that user under section 7.2. The publisher keeps no interest in those images, and removal of a shared template, or the publisher's account being deleted, does not affect images that were already generated.

7.6 Reporting content and copyright complaints

If you believe content in the Service, including a shared template, infringes your rights or breaks our rules, email us at [email protected] with the subject line "Content complaint". Include: what the content is and where you saw it (a URL or template name); which work or right of yours it affects; your name and contact details; a good-faith statement that the use is not authorised; and, for copyright complaints, a statement that your notice is accurate and that you are the rights holder or authorised to act for them.

We review complaints promptly, may remove or disable access to the content while we investigate, and terminate the accounts of repeat infringers. If content you published is removed after a complaint and you believe that was a mistake, reply to our notice explaining why and we will reconsider.

8. Changes to the Service

We may add, change, or remove features, templates, and Platforms. We may update these Terms; if a change is material, we will give reasonable notice, for example by email or an in-product notice, before it takes effect. Continuing to use the Service after a change takes effect means you accept the updated Terms. If you do not accept them, you should stop using the Service and may cancel your subscription.

9. Additional Terms for the Apple App Store (Licensed Application EULA)

This section applies if you obtained the Lume app from the Apple App Store. It is required by Apple and takes precedence over the rest of these Terms to the extent of any conflict, for that app.

• This agreement is with us, not Apple. These Terms are concluded between you and SGL Technology Limited only, and not with Apple. We, not Apple, are solely responsible for the Lume app and its content.
• Licence scope. We grant you a non-transferable licence to use the Lume app on any Apple-branded device that you own or control, as permitted by the Usage Rules in the Apple Media Services Terms and Conditions, including any applicable Family Sharing rules.
• Maintenance and support. We are solely responsible for providing maintenance and support for the app. Apple has no obligation to furnish any maintenance and support services.
• Warranty. We are solely responsible for any product warranties, whether express or implied by law, to the extent they are not effectively disclaimed. If the app fails to conform to any applicable warranty, you may notify Apple, and Apple will refund the purchase price of the app to you, if any. To the maximum extent permitted by applicable law, Apple has no other warranty obligation whatsoever with respect to the app.
• Product claims. We, not Apple, are responsible for addressing any claims relating to the app or your possession or use of it, including product liability claims, any claim that the app fails to conform to any applicable legal or regulatory requirement, and claims arising under consumer protection, privacy, or similar legislation.
• Intellectual property claims. We, not Apple, are responsible for the investigation, defence, settlement, and discharge of any third-party claim that the app or your possession and use of it infringes that third party's intellectual property rights.
• Legal compliance. You represent and warrant that you are not located in a country subject to a US Government embargo or designated as a "terrorist supporting" country, and that you are not listed on any US Government list of prohibited or restricted parties.
• Third-party terms. You must comply with any applicable third-party terms of agreement when using the app.
• Apple as third-party beneficiary. Apple and Apple's subsidiaries are third-party beneficiaries of these Terms and, upon your acceptance, will have the right to enforce these Terms against you as a third-party beneficiary.
• Contact. For support or questions about the app, contact SGL Technology Limited, 17 Green Lanes, Newington Green, London, N16 9BS, United Kingdom, or email [email protected].

10. Additional Terms for Google Play

This section applies if you obtained the Lume app from Google Play. Your use of the app is also subject to the Google Play Terms of Service. Purchases made through the app are processed by Google, are governed by the Google Play billing terms, and are cancelled and refunded through your Google Play account in accordance with the Google Play refund policy. Google is not a party to these Terms and is not responsible for the app.

11. Additional Terms for Canva and Shopify

Canva. Using Lume inside Canva is also subject to Canva's own terms. We are not affiliated with Canva. Lume inserts generated images into your Canva design at your request; it does not read the rest of your design. Credit packs offered through the Canva app are purchased on our website in an external browser window, are billed by us through Stripe, and are one-off purchases, not subscriptions. If you stop using or uninstall the Lume app in Canva, we retain your account and credits so they are available if you return, unless you ask us to delete them.

Shopify. Where the Lume app for Shopify is made available, its use is also subject to Shopify's terms, one Lume account is associated with each store, and charges appear on your Shopify bill and are managed in your Shopify admin.

12. Affiliate and Referral Program

Eligibility: the affiliate and referral program is available to web-platform users only. Customers using Lume exclusively through the Canva integration are not eligible to participate. Rewards are not earned on subscriptions purchased through the Apple App Store or Google Play.

Reward structure: existing customers earn account credit equal to their referee’s full-priced subscription amount. Influencer affiliates earn cash commissions managed by our partner FirstPromoter. Rewards are awarded only after the referee’s first full-priced monthly payment (typically Month 3 of the relationship).

Excluded invoices: rewards are not issued for $1 trial invoices, half-price retention months, or any invoice paid at less than the plan’s list price. Rewards may be reversed if the referred subscription is refunded or charged back.

Anti-abuse: self-referrals are prohibited. Coordinated fraud, fake signups, and any attempt to game the program may result in forfeiture of all earned rewards and account termination. Creating multiple accounts and merging them to obtain rewards or free credits is prohibited. We reserve the right to modify or end the program at any time with reasonable notice.

Cash payouts to affiliates are processed by FirstPromoter and are subject to applicable tax reporting in the recipient’s jurisdiction.

13. Promotions and Retention Offers

From time to time we may offer a discount as a retention incentive when you choose to cancel a paid plan. The 50%-off-for-2-months retention offer is available no more than once per 12-month period per account, applies only to monthly subscriptions, and cannot be combined with affiliate or other promotional discounts. Annual subscriptions are not eligible. Offers are subject to change without notice.

Promotional offers and discounts made available on our website apply to subscriptions billed by us, and may not be available for subscriptions billed through the Apple App Store or Google Play.

14. Suspension, Termination and Account Deletion

We may suspend or terminate your access to the Service at our discretion, including for breach of these Terms, uploading prohibited content, abuse of credits, promotions or referrals, or non-payment of subscription fees.

You may close your account at any time from your account settings, or by contacting us at [email protected]. Deletion is scheduled with a 30-day grace period: your account is deactivated immediately, and you can restore it - with your images, credits and subscription intact - simply by signing back in within those 30 days. After the grace period, deletion becomes permanent: your account is closed across every Platform, your private content (your uploads, generated images, scenes, drafts, and private templates) is deleted, and any remaining credits (including rolled-over and add-on credits) are forfeited. Templates you published to the Shared library are the one exception: they became Lume's property at publication (section 7.5), carry no link to you, and stay available to other users after your account is deleted. How we handle the deletion of your personal data is described in our Privacy Policy.

Closing your Lume account does not cancel a subscription billed by Apple or Google. You must cancel that separately in your Apple or Google account settings, or you will continue to be charged.

15. Disclaimers and Limitation of Liability

The Service is provided "as is" and "as available" without warranties of any kind. We do not warrant that the Service will be uninterrupted, error-free, or that generated images will meet your requirements.

To the fullest extent permitted by law, we disclaim liability for indirect or consequential loss, loss of profits, loss of business, or loss of data arising from your use of the Service, including from AI-generated outputs. Where we are found liable, our total liability to you in any 12-month period is limited to the greater of the amount you paid us for the Service in that period, or fifty pounds sterling.

Nothing in these Terms excludes or limits liability for death or personal injury caused by negligence, for fraud or fraudulent misrepresentation, or for any other liability that cannot be excluded by law. If you are a consumer, nothing in these Terms affects your statutory rights.

15a. Your Indemnity to Us

If you are using the Service for business purposes, you agree to indemnify us against claims, losses and reasonable costs arising from your breach of these Terms, from content you upload that you did not have the rights to use, or from your use of generated images in a way that breaches advertising, consumer protection or intellectual property law. This does not apply to you if you are using the Service as a consumer.

Publishing to the Shared library is different, because it puts content in front of other users. If you publish a Custom Template, you are responsible for the confirmations in section 7.5 whether you use the Service for business or as a consumer, and if a third party brings a claim against us because one of those confirmations was untrue, you agree, to the extent permitted by law, to compensate us for the losses and reasonable costs that claim causes us. Nothing in this section removes or limits rights you have under applicable consumer law.

15b. Beta Features and Feedback

We sometimes make features available that are labelled as beta, experimental, or early access. These are provided as is, may change or be withdrawn without notice, and may be less reliable than the rest of the Service.

If you send us feedback, ideas, or suggestions, you grant us a perpetual, royalty-free licence to use them to improve the Service, without any obligation to you. You keep any rights you have in the underlying material.

15c. General

• Entire agreement. These Terms, together with our Privacy Policy, Refund and Cancellation Policy and Cookie Policy, are the whole agreement between us about the Service.
• Severability. If any part of these Terms is found to be unenforceable, the rest continues to apply.
• No waiver. If we do not enforce a right straight away, we have not given it up.
• Assignment. You may not transfer your rights under these Terms without our consent. We may transfer ours, for example if our business is sold, provided your rights are not reduced.
• Events outside our control. We are not liable for failure to perform caused by events beyond our reasonable control, including outages at our hosting, payment, or AI providers.
• Notices. We will contact you at the email address on your account, or through an in-product notice. It is your responsibility to keep that address current. You can contact us at [email protected].
• Third parties. Except as stated in section 9 for Apple, nobody other than you and us has any right to enforce these Terms.

15d. Complaints

If you are unhappy with the Service, please contact us at [email protected] first. We aim to acknowledge complaints within 5 business days and to resolve them within 30 days. Nothing here stops you from taking a dispute to court, or, if you are a consumer, from using any dispute resolution scheme available to you in your country.

16. Governing Law

These Terms are governed by and construed in accordance with the laws of England and Wales. Any disputes shall be subject to the exclusive jurisdiction of the English courts. If you are a consumer resident in another country, you keep the benefit of any mandatory protections of the law of the country in which you live.

17. Contact

SGL Technology Limited
17 Green Lanes, Newington Green
London, England, N16 9BS
Company Number: 11120804

General support: [email protected]
Privacy enquiries: [email protected]