Last Updated on 1 June, 2021

These content guidelines (“Content Guidelines”) set out a common code of conduct for all users and celebrity partners (“Users”, “you”, or “your”) of the Mugafi mobile application and the website (https://program.mugafi.com/) (collectively the “Platform”) including any future variants, offered by Beunlu Private Limited (the “Company”, “we” or “our”). By accessing the Platform, you agree to comply with the terms contained in these Content Guidelines in relation to your use and access of the Platform including the content that can be posted on the Platform. These Content Guidelines shall be read along with and shall be deemed to be an integral part of the celebrity terms of use of the Platform available at [Insert the link for Celebrity Terms of Use] anduser terms of use of the Platform available at [Insert the link for User Terms of Use], as may be made available from time to time. 

The Company aims to create an open, positive, inclusive and safe environment for fans to engage with celebrities through the Platform. To ensure that all Users feel comfortable and safe while accessing and using the Platform, the Company insists that all Users of the Platform must strictly abide by these Content Guidelines. We understand the importance of creative freedom, however, we do not allow any content on the Platform that aims to bring discomfort, spread what may be considered as hate speech and abuse or promotes violence or unlawful activities, or harms or defames any person in any manner. 

These Content Guidelines apply to all Users and to all content distributed or facilitated through the Platform (including without limitation audio, videos, comments, links and thumbnails). These Content Guidelines set out our policies for what is and what is not allowed on the Platform. These Content Guidelines are indicative and not exhaustive in nature.

In the event the Company becomes aware of any content on the Platform that violates these Content Guidelines, the Company reserves the right in its sole discretion to remove such content from the Platform. In case of repeat violations, the Company has the right to ban or terminate such User account. Where the Company identifies a genuine risk of violence, or a risk to safety of any individual, or the risk of any unlawful conduct, the Company may also report such content/conduct to relevant legal and government authorities, to the extent necessary and appropriate. 

The Company may update the Content Guidelines from time to time to evolve with community behaviour, mitigate emerging risks, and to keep the Platform a safe place for the Users. 


Users should not host, display, upload, modify, publish, transmit, store, update or share any information or any content on the Platform that is or is reasonably likely to be construed (i) as a violation of applicable laws or (ii) threatening the unity, integrity, defence, security or sovereignty of India, friendly relations with foreign States, or public order, or causes incitement to the commission of any cognisable offence or prevents investigation of any offence or is insulting another nation. 


The Company does not allow content that is excessively gruesome or shocking, especially that promotes or glorifies abject violence or suffering. 

Users must not post content that is gratuitously shocking, sadistic, or excessively graphic, including but not limited to depiction of violent or accidental deaths involving real people, dismembered, mutilated, charred, or burned human remains, gore in which an open wound or injury is the core focus or other severe physical violence.

Users must not post content that depicts slaughter of real animals, dismembered, mutilated, charred, or burned animal remains, or animal cruelty.


The Company does not promote or permit Users to promote participation in activities that could lead to harm, self-harm or suicide. 

Users must not post content that displays suicide, suicidal tendencies, or encourages, instigates or supports participation in similar actions, provides instructions on how to commit suicide, praises, promotes, or glorifies suicide, or any form of suicide challenges.

Users must not post content normalizing, encouraging, or triggering self-harm behaviour, content that shows self-inflicted wounds, provides instructions on how to commit self-harm, supports pro-ana or other dangerous behaviour to lose weight. However, the Company permits content that provides support, resources, or coping mechanisms for those suffering from eating disorders or participating in self-harm.

Users must not post content that encourages, promotes, or glorifies risky behaviour or activities, including amateur stunts or dangerous challenges, inappropriate use of dangerous tools, depicts drinking liquids or eating substances not meant for consumption, dangerous challenges that might lead to injury, or minors below the lawful age operating motor vehicles.


The Company does not tolerate content that attacks or incites violence against an individual or a group of individuals on the basis of their attributes.  Hate speech is content that does or intends to attack, threaten, incite violence against, or dehumanize an individual or a group of individuals on the basis of protected attributes. The Company does not permit any hate speech on the Platform and also does not allow content that verbally or physically threatens violence or depicts harm to an individual or a group based on their race, ethnicity, national origin, religion, region, caste, sexual orientation, sex, gender, gender identity, serious disease or disability, immigration status. Users must not post content that dehumanizes or incites violence or hatred against individuals or groups, based on the attributes listed above, including but not limited to claiming that they are physically or morally inferior, calling for or justifying violence against them, claiming that they are criminals, referring negatively to them as animals, inanimate objects, or other non-human entities, promoting or justifying exclusion, segregation, or discrimination against them.

Users must not post content that promotes any hateful ideologies by talking positively about or displaying logos, symbols, flags, slogans, uniforms, salutes, gestures, portraits, illustrations, or names of individuals related to these ideologies, or by posting music or lyrics that promote hateful ideologies.  

Users must not use slurs or other derogatory terms in the content posted on the Platform, intended to disparage an ethnicity, race, or any other protected attributes listed above.  Users must not post any defamatory or libellous content or any content which is ethnically or racially objectionable.


The Company strongly condemns any kind of harassment or bullying on the Platform. Users must not post content that threatens an individual with violence, wishes death, serious disease, physical, or other harm on an individual, incites violence or coordinated harassment, sexually harasses a user by disparaging their sexual activities or attempting to make unwanted sexual contact, disparages a private individual on the basis of attributes such as intellect, appearance, personality traits, or hygiene, praises violent tragedies and disparages their victims. Content which qualifies as a violation of these guidelines includes without limitation (a) posting abusive language or curse words, morphed images, and/ or malicious recordings; (b) harassing, insulting or objectifying someone based on their race, caste, colour, disabilities, religion, sexual preferences; and (c)  any image or information of a person that is shared without their consent with an intent to harass, distress, bully, intimidate or endanger them. 


Users must not post content that reveals or threatens to reveal personally identifiable information of a third party, including but not limited to residential information, private email address, contact information, financial information, healthcare information, social security number, or passport information, sexual imagery or non-consensual intimate imagery.

Users must not use the Platform to post without permission or misuse personal content or data or information of another person, including pictures or videos of other people who have not given their express consent to such material being posted.

Users must not post content that is invasive of or encourages invasion of, another’s privacy in any manner, including bodily privacy.


The Company does not allow sexually explicit, obscene, pornographic or gratifying content on the Platform, including animated content of this nature. Users must not post content that is obscene, sexually explicit, or involves sexual solicitation, sexual objectification, pornography or nudity, or portrays sexual activities or exposes private parts (such as penetration, non-penetrative sex, or oral sex, human genitalia, female nipples, or buttocks, sexual arousal, a sexual fetish), or sextortion or revenge pornography.


The Company has zero tolerance for predatory behaviour towards minors. The Company does not allow content that depicts or disseminates child abuse, child nudity, or sexual exploitation of children. Users must not post paedophilic content or any content that is harmful to minors in any manner.

Users must not post content that shows the private parts of minors, sexual exploitation of minors, sexual activities involving minors, or sexual fetish involving minors. 

Users must not post content that depicts minors consuming, possessing, or suspected of consuming alcoholic beverages, drugs, or tobacco.

Users must not post content that depicts physical or psychological abuse involving minors.

Users must not post content that encourages, instructs, or justifies predatory behaviour towards minors, engages a minor in a sexually explicit conversation, incentivizes or blackmails a minor, breaches the privacy of a minor, or is posted with the intent to defraud a minor.


The Company does not permit activities such as spamming, impersonation, and disinformation campaigns. Content or activity that seeks to artificially inflate popularity on the Platform is prohibited.

Users must not share content containing instructions on how to artificially increase views, likes, followers, shares, or comments, or promote artificial traffic generation services.

Users must not post content as another person or organization by using someone else's name, biographical details, or profile picture in a misleading manner. Any content posted by the Users must not impersonate another person. Users must not knowingly and intentionally communicate any information which is patently false or misleading in nature but may reasonably be perceived as a fact.

Users must not post misinformation meant to incite fear, hate, or prejudice, that may cause harm to an individual's health, such as misleading information about medical treatments, hoaxes, phishing attempts, or manipulated content meant to cause harm, content that misleads community members about elections or other civic processes. 

Users must not post any content which spreads deliberate misinformation, disinformation, hoaxes or fake propaganda, with the intent to mislead the users or general public at large. User must not post any content which deceives or misleads another person about the origin of the content.

User must not post any content which is false and untrue, and is written or published in any form, with the intent to mislead or harass a person, entity or agency for financial gain or to cause any injury to any person.


The Company aims to safeguard intellectual property rights and considers the violation of such rights as a serious breach of these Content Guidelines. Users must not record, copy or post content that violates or infringes someone else's copyrights, trademarks, or other intellectual property rights or proprietary rights.

Users must not post any content that belongs to another person and to which the user does not have any rights.

Users must not post any content on the Platform that is confidential or proprietary or that contains or includes any information that such Users do not have the right to disclose or that any User does not wish to be disclosed. 


Users must not post content that promotes phishing, ponzi or pyramid schemes, betting or gambling, money laundering, get-rich-quick schemes, or any other types of fraudulent content or scams.


The Company has zero-tolerance for content that advocates or promotes illegal or unlawful activities. It prohibits the depiction or promotion of criminal activities, on the Platform, and does not allow the depiction, trade, or promotion of firearms, ammunition, firearm accessories, or explosive weapons or instructions on how to manufacture or use those weapons. Users must not post content on the Platform relating to organised crime, criminal activities, promotion/ sale/ use of weapons, firearms and explosives, violence or terrorist activities. 

The Company does not allow dangerous individuals or organizations to use the Platform to promote terrorism, crime, or other types of behaviour that could cause harm to others, including without limitation hate groups, violent extremist organizations, homicide, human trafficking, organ trafficking, arms trafficking, drug trafficking, kidnapping, extortion, blackmailing, money laundering, fraud, and cybercrime. Users must not use the Platform to post anything that advocates or advances violence, threats of violence, violent extremism, terrorism or other crimes. Users must also not post names, symbols, logos, flags, slogans, uniforms, gestures, portraits, or other objects meant to represent dangerous individuals and/or organizations, or content that praises, glorifies, or supports dangerous individuals and/or organizations.

Users must not post content that promotes acts of physical harm, such as assaulting or kidnapping, risks the safety of others, promotes human exploitation or wildlife trafficking, offers the purchase, sale, or trade of unlawfully acquired goods, or provides instructions on how to conduct criminal activities. Criminal activities cover a wide spectrum of acts punishable by law, including theft, assault, human exploitation, and other harmful behaviour.

The Company may, at its discretion and depending on the manner of the depictionallow an exception to:

    1. educational, historical, satirical, artistic, and other content that can be clearly identified as counter speech or aims to raise awareness of the harm caused by dangerous individuals and/or organizations, which may be posted;
  • content that displays firearms or other types of weapons in the following scenarios: in a fictional setting, as part of a museum's collection, carried by a police officer, in a military parade, or used in a safe and controlled environment such as a shooting range.

Users must not post, upload or transmit any content containing software virus, computer code, program or other computer instruction, or technological means intended to, or that may, disrupt, damage, or interfere with the use of computers or limit the functionality of any computer resource or related systems.


The Company does not allow content that depicts the use or trade of drugs or other controlled substances. Users must not post content that displays drugs, drug consumption, or encourages others to make, use, or trade drugs or other controlled substances, sells, offers, trades, or solicits or provides information on how to buy or procure drugs or other controlled substances.