Community Guidelines

Lumira Tribes (“Tribes”) is a community feature that connects parents to share experiences, ask questions, and support one another through the journey of pregnancy and early parenthood. These Community Guidelines (“Guidelines”) set the standards for participation in Tribes. They are incorporated into and form part of our Terms of Service.

By posting, commenting, reacting, or otherwise participating in Tribes, you agree to abide by these Guidelines. Violations may result in content removal, temporary suspension, or permanent ban from Tribes and/or Lumira, at our sole discretion.

Tribes is built on the following principles:

• Empathy first. Parenting is hard. Every parent's journey is different. Lead with compassion, not judgement.
• Safety above all. The wellbeing of children is paramount. Content that could endanger a child's health or safety is never acceptable.
• Honesty without harm. Share your experiences openly, but do so in a way that does not shame, belittle, or distress other parents.
• Respect for privacy. Protect your own family's privacy and the privacy of others. Never share another person's personal information without their explicit consent.

The following medical content rules apply to all Tribes posts and comments:

• No medical advice. Do not diagnose conditions, recommend medications (prescription or over-the-counter), suggest dosages, or advise on medical treatments. Phrases such as “you should give them...” or “it sounds like they have...” followed by a medical condition or medication are not permitted.
• Sharing personal experience is allowed. You may share your own experience (“when my baby had similar symptoms, our paediatrician recommended...”) as long as you clearly frame it as your personal experience and not as advice applicable to others.
• Always recommend professional consultation. When discussing health-related topics, include a reminder to consult a qualified healthcare professional. Example: “Every baby is different — please check with your doctor.”
• No anti-vaccination content. Content that discourages vaccination, spreads vaccine misinformation, or promotes unproven alternative treatments in place of evidence-based medicine is prohibited.
• No unsafe sleep or feeding practices. Content promoting sleep or feeding practices that contradict established safety guidelines (such as those published by the American Academy of Pediatrics, the NHS, or the WHO) is not permitted.

The following content is strictly prohibited in Tribes:

• Harassment, bullying, and intimidation. Targeting another user with insults, threats, repeated unwanted contact, doxxing (publishing private information), or coordinated harassment campaigns.
• Hate speech. Content that attacks, demeans, or incites violence against individuals or groups based on race, ethnicity, national origin, religion, gender, gender identity, sexual orientation, disability, age, or any other protected characteristic.
• Shaming and judgement. Shaming other parents for their parenting choices (feeding method, birth plan, childcare arrangements, etc.). Healthy discussion is welcome; personal attacks are not.
• Sexual or explicit content. Pornography, sexually explicit material, or content depicting minors in a sexual or exploitative manner. This is an absolute, zero-tolerance rule.
• Child exploitation or endangerment. Any content that exploits, endangers, or promotes harm to children. We report such content to the National Center for Missing & Exploited Children (NCMEC) and relevant law enforcement authorities.
• Violence and threats. Content that threatens, glorifies, incites, or promotes violence against any person or group.
• Misinformation. Deliberately false or misleading health information, conspiracy theories related to child health, or fabricated stories presented as fact.
• Spam and self-promotion. Unsolicited commercial messages, affiliate links, MLM/pyramid scheme promotions, or repetitive self-promotional content.
• Impersonation. Pretending to be another user, a healthcare professional, or a Lumira team member.
• Illegal content. Content that promotes or facilitates illegal activities under applicable law.

While Lumira is an 18+ platform, our community is focused on babies, infants, and young children. All content shared in Tribes must be appropriate for a parenting context:

• Images of children should be shared only with the explicit consent of the child's parent or legal guardian. Do not share images of other people's children.
• Graphic descriptions of medical procedures, birth trauma, or bodily functions should include a content warning at the beginning of the post.
• Discussions of sensitive topics (postpartum depression, pregnancy loss, domestic violence, substance use) are permitted and encouraged where they provide mutual support, but must be handled with care and empathy. Use Lumira's content warning feature when available.
• Do not post content that normalises or promotes substance use during pregnancy or around young children.

Protecting your family's privacy and respecting the privacy of others is essential:

• Your own data. Think carefully before sharing identifying information (full names, locations, school names, etc.) about yourself or your child. Content posted in Tribes is visible to other users in that Tribe.
• Other people's data. Do not share personal information about other users, their children, or their families. Do not screenshot or redistribute other users' posts outside of Lumira without their explicit permission.
• Anonymous posting. Tribes supports anonymous posting for sensitive topics. Even when posting anonymously, you remain bound by these Guidelines and our Terms of Service. Lumira retains the ability to identify anonymous posters internally for moderation and safety purposes.
• Healthcare providers. Do not share the personal contact details of healthcare professionals without their consent. You may share general recommendations (e.g., “I found a great lactation consultant in [city]”) without publishing personal contact information.

Lumira employs a combination of automated systems and human review to moderate Tribes content:

• Automated screening. Posts and comments are screened by keyword-based filters for prohibited content, unsafe medical advice, and potentially harmful content. Flagged content may be held for review before publication.
• Human review. Flagged content is reviewed by Lumira's community team. We aim to review flagged content within 24 hours, though response times may vary.
• Moderation actions. Depending on the severity and frequency of violations, Lumira may take one or more of the following actions:
  • Remove the offending content with a notification explaining why.
  • Issue a warning to the user.
  • Temporarily restrict the user's ability to post or comment (24 hours to 30 days).
  • Permanently ban the user from Tribes.
  • Suspend or terminate the user's Lumira account (in severe cases).
  • Report the content to law enforcement (where legally required or where child safety is at risk).
• Appeals. If you believe your content was removed or your account was actioned in error, you may appeal by emailing community@hellolumira.app within 14 days of the action. Include your account email and a description of the content or action you are appealing. We will review your appeal and respond within 10 business days.

If you encounter content that violates these Guidelines, please report it promptly using one of the following methods:

• In-app reporting. Tap the three-dot menu on any post or comment and select “Report.” Choose the reason for your report from the provided categories. Reports are anonymous — the reported user will not know who filed the report.
• Email. Send a report to community@hellolumira.app with the subject line “Community Report.” Include a description of the content, the username of the poster (if known), and the approximate date and time of the post.
• Urgent safety concerns. If you believe a child is in immediate danger, contact your local emergency services first, then report to us at safety@hellolumira.app.

We take all reports seriously and investigate each one. Filing a report in good faith will never result in negative consequences for your account. However, filing false or malicious reports repeatedly may itself be treated as a violation of these Guidelines.

When you post content in Tribes:

• You retain ownership of your original content.
• You grant Lumira a non-exclusive, worldwide, royalty-free licence to display, distribute, and reproduce your content within the Lumira platform for the purpose of operating Tribes.
• You represent that you have the right to share the content and that it does not infringe any third party's rights.
• Do not post copyrighted material (articles, book excerpts, images) without proper attribution or permission. Brief quotations for discussion purposes are permitted under fair use principles.

If you believe content in Tribes infringes your copyright, please submit a DMCA takedown notice as described on our Legal Hub.

To maintain authenticity and trust in Tribes:

• Do not post AI-generated content (from Lumira or any other AI tool) as if it were your own personal experience or professional opinion.
• If you share information derived from an AI tool, clearly disclose that the information was AI-generated.
• Do not use AI tools to generate bulk posts, comments, or messages in Tribes.

We apply these Guidelines consistently and proportionally. Enforcement depends on the severity, frequency, and context of the violation:

Lumira reserves the right to take any action it deems appropriate, including actions beyond those listed above, to protect the safety of our community.

We may update these Community Guidelines from time to time to address new community needs, platform features, or legal requirements. When we make material changes, we will notify you via email or through a prominent notice within the Service at least fourteen (14) days before the changes take effect. Your continued participation in Tribes after the effective date constitutes your acceptance of the updated Guidelines.

If you have questions about these Community Guidelines, need to report a violation, or wish to appeal a moderation decision, contact us: