These terms apply to every person or organisation that applies for or holds CDWF Approval from TDA. They govern the assessment relationship, the continuing obligations attached to Approval, and the licence to use the CDWF Approved Seal.
CDWF Approval may be awarded to a product, a defined body of content, an individual or a team. Approval applies only to the exact subject identified in TDA's written decision notice.
These terms should be read alongside TDA's current CDWF Assessment Methodology, Appeals and Complaints Policy, Data Protection and Privacy Policy, and Fee Schedule. If a policy conflicts with these terms, these terms prevail unless the policy expressly states that it replaces a specified provision.
The binary status awarded by TDA where an Approved Subject has met the applicable CDWF requirements at the time of assessment.
The organisation or individual named in the decision notice and legally responsible for complying with these terms. The Approval Holder may also be the Approved Subject.
The specific product, content, individual or team assessed and named in the decision notice.
TDA's evaluation of an applicant against the CDWF requirements using the assessment route appropriate to the type of Approved Subject.
The Children's Digital Wellbeing Framework.
A clearly defined body of digital or digitally distributed material, which may include a programme, episode, series, channel, publication, learning resource, game content, platform content or other material specified in the decision notice.
TDA's written notice confirming whether Approval has been awarded, the Approved Subject, the date of the decision, any conditions and the expiry date.
A change that may reasonably affect whether the Approved Subject continues to meet the CDWF requirements, including significant changes to features, content, ownership or control, age targeting, data practices, monetisation, social functionality, safeguarding arrangements, AI systems, professional role or team composition.
The official CDWF Approved graphic, in any variant authorised and supplied by TDA.
Thrive Digital Alliance.
The 24-month period beginning on the date of the decision notice, unless a different period is stated in that notice.
CDWF Approval means that TDA independently assessed the Approved Subject and found that it met the applicable CDWF requirements at the time of assessment.
CDWF Approval does not constitute:
Approval is limited to the Approved Subject as described in the decision notice. It does not automatically extend to related products, later versions, additional episodes or content, other members of an organisation, replacement team members, adaptations, localisations or derivative works.
The applicant must provide information that is accurate, complete and not misleading. The Approval Holder must promptly correct any material error or omission identified during or after the assessment.
Deliberate or negligent misrepresentation may result in rejection, suspension or revocation. TDA may treat an Approval as invalid from the date it was awarded where the decision materially depended on inaccurate, incomplete or misleading information.
TDA will use the assessment route appropriate to the Approved Subject. Depending on the route, this may include document validation, expert review, interviews, demonstration, observation, user or child testing, reference checks, sampling of content, or other proportionate evidence-gathering.
Not every assessment method will apply to every product, body of content, individual or team. The relevant methodology and evidence requirements will be confirmed during the application process.
The applicant and Approval Holder must provide reasonable access to information, materials, systems and personnel needed to complete the assessment and any subsequent review.
TDA may award Approval, refuse Approval, request further evidence, or award Approval subject to clearly stated conditions. Approval remains binary: the Approved Subject is either Approved or not Approved.
Approval takes effect only when TDA issues a decision notice. The notice will identify the Approval Holder, the Approved Subject, any applicable conditions, the start date and the expiry date.
Unless the decision notice states otherwise, Approval is valid for 24 months. Approval remains subject to these terms, any conditions in the decision notice, and the Approved Subject's continuing compliance.
TDA may publish the name and description of an Approved Subject, the Approval Holder, the date of Approval, the expiry date and the current status of the Approval. TDA will not publish confidential assessment material or detailed scores without consent, except where required by law or necessary to correct a misleading public claim.
On award of Approval, TDA grants the Approval Holder a non-exclusive, non-transferable, royalty-free licence to use the Seal solely in connection with the Approved Subject during the Validity Period and in accordance with these terms.
The licence permits use of the Seal; it does not transfer ownership of the Seal, the CDWF name or any other intellectual property.
The Approval Holder may provide official Seal files to a retailer, distributor, publisher, app store, platform, agency, event organiser, client or other service provider solely to identify or promote the Approved Subject. This is not a transfer of the licence. The Approval Holder remains responsible for ensuring that every third-party use complies with these terms.
Subject to these terms, the Seal may be used in:
Only current Seal artwork supplied or expressly authorised by TDA may be used. TDA may provide full-colour, white, monochrome, compact or other approved variants in formats suitable for digital and print use.
The Seal must appear only in direct connection with the Approved Subject. Where a page, package, catalogue, profile or campaign includes other products, content, individuals or teams, the presentation must make clear which specific subject is Approved.
Examples of acceptable wording include:
Any statement about Approval must:
The Approval Holder and any person using the Seal on its behalf must not:
The Approval Holder must notify TDA in writing within 14 days of becoming aware of:
The Approval Holder must comply with any conditions in the decision notice within the specified timeframe and must continue to operate in good faith in accordance with the CDWF principles.
TDA may decide that a Material Change does not affect Approval, requires additional evidence, requires partial or full reassessment, or justifies temporary suspension while the change is reviewed. The Approval Holder must not represent a materially changed subject as Approved unless TDA confirms that the Approval continues to apply.
TDA may conduct proportionate spot reviews during the Validity Period, including unannounced reviews of publicly accessible material. The Approval Holder must cooperate and provide reasonable evidence requested by TDA.
The Approval Holder should report suspected misuse of the Seal or a false claim of CDWF Approval to brand@thrivedigitalalliance.org.
Renewal requires a new assessment. Applications should normally be submitted at least three months before expiry. TDA does not guarantee that a late application will be completed before the current Approval expires.
Where a complete renewal application is under assessment at the expiry date, TDA may, at its discretion, extend the existing Approval and Seal licence for up to three months, provided that no material concern has been raised.
TDA may suspend Approval where:
TDA may revoke Approval where:
Except where urgent interim action is reasonably required, TDA will explain the concern, give the Approval Holder a reasonable opportunity to respond, and make a written decision. Suspension and revocation decisions are subject to TDA's Appeals and Complaints Policy.
On expiry without renewal, suspension or revocation, the Approval Holder must stop creating, approving or publishing any new use of the Seal or Approval claim immediately.
The Approval Holder then has five working days to remove or replace the Seal and Approval claims from live websites, digital listings, social profiles, current advertising, downloadable materials, and physical materials that remain under its control. It must confirm removal to TDA in writing if requested.
The Approval Holder must stop distributing new stock or materials bearing the Seal after the five-working-day period. Unless TDA directs otherwise because of a serious concern or misleading use, the Approval Holder is not required to recall packaging or materials that were lawfully distributed to third parties before the Approval ended.
Deliberate or repeated misuse after a request to stop, or continued use after the permitted removal period, may result in legal or other enforcement action to protect TDA's intellectual property and the integrity of the CDWF.
Application, assessment, reassessment and renewal fees are set out in TDA's current Fee Schedule. Unless TDA agrees otherwise in writing, fees are payable by the applicant or Approval Holder.
Application and assessment fees become non-refundable once substantive assessor review has commenced, except where TDA cancels the assessment or applicable law requires otherwise.
TDA may review its fees annually. Changes will be notified at least three months before they take effect and will apply to new applications and renewals at the prevailing rate.
TDA will treat non-public application and assessment material as confidential and will use or disclose it only for assessment, quality assurance, governance, legal compliance, safeguarding, insurance, professional advice or other purposes described in TDA's Data Protection and Privacy Policy.
TDA will not publish detailed assessment scores or confidential feedback without the Approval Holder's consent, except where disclosure is required by law or is reasonably necessary to address a serious risk or correct a materially misleading claim.
The Approval Holder must not publish an assessor's identity, personal information or confidential assessment comments without TDA's prior written consent, unless disclosure is required by law.
The Seal, the CDWF name, the assessment methodology and all associated intellectual property owned or licensed by TDA remain the property of TDA or the relevant rights holder.
The Approval Holder retains ownership of its own products, content, materials, names and other intellectual property. Nothing in these terms transfers ownership beyond the limited Seal licence in section 6.
TDA's assessment is based on the information and evidence available at the time. The Approval Holder remains responsible for the Approved Subject, its legal compliance, its operation, its claims and its effects.
To the fullest extent permitted by law, TDA is not liable for:
Subject to section 14.4, TDA's total aggregate liability to the Approval Holder arising from or in connection with an application, assessment, Approval or use of the Seal will not exceed the total fees paid to TDA for the relevant assessment.
Nothing in these terms limits or excludes liability for fraud or fraudulent misrepresentation, death or personal injury caused by negligence, or any other liability that cannot lawfully be limited or excluded.
The Approval Holder indemnifies TDA against reasonable claims, losses, liabilities and costs arising from the Approval Holder's misuse of the Seal, false or misleading representation of Approval status, material misrepresentation during assessment, or unauthorised use by a third party to whom the Approval Holder supplied the Seal.
Complaints and challenges to an assessment, suspension or revocation decision must first be raised through TDA's Appeals and Complaints Policy and within any timeframe stated in that policy.
These terms and any non-contractual obligations arising from them are governed by the laws of England and Wales.
If a dispute is not resolved through TDA's internal process, the parties will attempt in good faith to resolve it through mediation before starting court proceedings, unless urgent injunctive or protective relief is required. The courts of England and Wales have exclusive jurisdiction.
TDA may update these terms from time to time. Approval Holders will receive at least 60 days' notice of a material change. Continued use of the Seal or continued representation of the Approved Subject as Approved after the notice period constitutes acceptance of the updated terms.
Where a change is required urgently to comply with law, protect children or address a serious integrity risk, TDA may introduce it on shorter notice and will explain the reason.
By submitting an application, accepting a decision notice, using the Seal, or representing a subject as CDWF Approved, the Approval Holder confirms that it has read, understood and agrees to comply with these terms.
Where an application is made on behalf of an organisation or team, the person accepting these terms confirms that they have authority to bind the Approval Holder.
| Enquiry | Contact |
|---|---|
| Seal artwork and usage | brand@thrivedigitalalliance.org |
| Applications, assessment and renewal | accreditation@thrivedigitalalliance.org |
| Legal queries | legal@thrivedigitalalliance.org |