unKeep Illegal Content and Takedown Policy

Last updated: 25 June 2026

This policy explains how unKeep deals with illegal content and illegal activity on our service. It tells you what we do not allow, how to report something, how we detect and remove illegal content, the timeframes we work to, who is accountable, and how to challenge a decision. Please read it alongside our Terms of Service, our Prohibited and Restricted Items Policy, our Community and Safety Guidelines, our Privacy Policy, and our Complaints and Dispute Resolution Policy, which together govern your use of unKeep.

In this policy "we", "us", "our" and "unKeep" mean AllMumsTalk Limited, a company registered in England and Wales with company number 08233578, whose registered office is at 5 Golden Mede, Waddesdon, England, HP18 0NG. "You" and "your" mean any person who uses unKeep, whether as a buyer, a seller, or a visitor. "App" means the unKeep mobile app and website. "Content" means anything a user creates, uploads, posts, or shares on unKeep, including listings, photographs, listing titles and descriptions, messages between users, profile information, reviews, and reports.

unKeep is a collection-only marketplace for second-hand goods in the UK. Buyers and sellers meet in person and the goods are paid for directly between them in cash. unKeep is not a party to the sale of any item.

1. What this policy is and why it exists

1.1 unKeep is a user-to-user service. That means we let people who use unKeep generate, upload, and share content (listings, photos, and messages) that other users can encounter. Because of this, unKeep is a regulated service under the Online Safety Act 2023 (the "OSA") and we have duties to protect our users, and the wider public, from illegal content and illegal activity carried out through our service.

1.2 This policy sets out:

(a) what counts as illegal content on unKeep;

(b) how anyone can report illegal content to us, including content they find without being a logged-in user;

(c) how we detect, remove, and prevent illegal content, with a particular focus on priority illegal content;

(d) the timeframes we aim to act within;

(e) who inside unKeep is accountable for compliance;

(f) how to appeal a decision we make under this policy; and

(g) how this policy links to our internal risk assessments.

1.3 This policy is about content and conduct that is illegal or that breaks our rules. The price, quality, and condition of any item are matters between buyer and seller. Goods on unKeep are sold as seen, are inspected on collection, and there are no returns through the App. Nothing in this policy makes unKeep a party to, or a guarantor of, any sale.

2. The kinds of content we act on

2.1 We act on two overlapping categories of content.

(a) Illegal content. Content is illegal if it amounts to a criminal offence under the law of England and Wales, or if using, sharing, or possessing it would be a criminal offence. This includes content that is itself an offence and content that helps, encourages, or is the product of an offence.

(b) Content that breaks our rules. Content that is not necessarily a crime but that breaks our Terms of Service, Community and Safety Guidelines, or Prohibited and Restricted Items Policy. We can remove this content too, but the strict OSA duties and timeframes in this policy are aimed at illegal content.

2.2 Priority illegal content. The OSA singles out certain categories of offence as priority illegal content. We treat these as our highest priority for detection and removal. They include, but are not limited to, content connected with:

(a) child sexual abuse and child sexual exploitation material (CSAM);

(b) terrorism;

(c) encouraging or assisting suicide, and content promoting serious self-harm;

(d) sale of controlled drugs or psychoactive substances;

(e) sale of firearms, other prohibited weapons, knives sold unlawfully, and offensive weapons;

(f) human trafficking and modern slavery;

(g) extreme pornography and intimate image abuse (including sharing intimate images without consent);

(h) fraud and financial offences, and articles for use in fraud;

(i) proceeds of crime, including offering stolen goods for sale;

(j) sale of counterfeit goods and other intellectual-property offences;

(k) hate offences and content that incites violence or hatred.

2.3 Because unKeep is a marketplace for physical goods collected in person, the most common illegal-content risks for us are: stolen goods, counterfeit goods, controlled drugs, weapons and bladed articles, and age-restricted or otherwise prohibited items. These are dealt with in detail in our Prohibited and Restricted Items Policy, which lists exactly what may not be listed. A listing that offers a prohibited item is treated as illegal content where the underlying offer or sale would be a criminal offence.

2.4 Age-restricted items and 18+ gating. unKeep cannot reliably verify a person's age at an in-person, cash handover. For that reason age-restricted goods (for example alcohol, tobacco and vapes, knives and bladed articles, fireworks, solvents, and any item that may only lawfully be sold to adults) are banned at launch and may not be listed at all. We do not operate an age-gate that would make such sales lawful, so we prohibit the items outright rather than restricting them to 18+ users. Attempting to list an age-restricted item is a breach of our rules and, where the sale would itself be unlawful, is treated as illegal content. This position is recorded in our children's-access risk assessment (see section 11).

3. How to report illegal content

3.1 Anyone can report content on unKeep. You do not need to be the person affected, and you do not need to be a logged-in user. Reporting is free.

3.2 You can report illegal content in any of these ways:

(a) In the App. Every listing, profile, message thread, and review has a "Report" control. Tap it, choose the reason that best fits (for example "stolen goods", "counterfeit", "weapon or drug", "child safety", "fraud or scam", or "something else"), and add any detail that helps us understand the problem.

(b) By email. Send the details to connect@unkeep.co.uk. Tell us what the content is, where you saw it (a link or listing reference if you have one), and why you think it is illegal.

(c) Urgent child-safety or terrorism reports. If a report concerns child sexual abuse material or terrorism, flag it clearly so our team can prioritise it. You can use the in-App child-safety report reason or email connect@unkeep.co.uk with "URGENT - SAFETY" in the subject line.

3.3 A good report tells us: what the content is, where to find it, and why you believe it is illegal. You can report anonymously, but if you give us a way to contact you we may come back for more information and we can tell you the outcome.

3.4 We will not penalise you for making a report in good faith, even if we decide the content is not illegal. Making reports you know to be false or abusive is itself a breach of our Terms of Service.

3.5 Reporting to the police or other authorities. Reporting to unKeep is not a substitute for contacting the authorities. If you or someone else is in immediate danger, call 999. You can report non-urgent crime, including stolen or counterfeit goods, to the police on 101 or through Action Fraud for fraud and scams. We cooperate with law-enforcement requests as set out in section 9 and in our Privacy Policy.

4. How we detect illegal content

4.1 We use a combination of automated checks, human review, and user reports to find illegal content.

4.2 At the point a listing is created. Every listing on unKeep is drafted with the help of our AI from the seller's photographs and confirmed by the seller before it goes live. As part of that flow:

(a) we run automated checks against our prohibited and restricted items rules, looking at the photographs, the title, and the description;

(b) listings that match higher-risk categories (for example weapons, drugs, age-restricted goods, or signals of counterfeiting) are held for human review before they can be published, or are blocked outright; and

(c) AI-generated listing copy is labelled as AI-generated, and the seller, not unKeep, warrants the accuracy, legality, ownership, genuineness, and safety of every item (see our Seller Terms). The seller's confirmation step is also where the seller is reminded of what may not be sold.

4.3 On an ongoing basis. After a listing is live we continue to look for illegal content through automated scanning of listings and images, pattern detection across accounts (for example a seller repeatedly relisting blocked items), and user reports.

4.4 Image handling and privacy. We strip EXIF and GPS metadata from photographs on upload, so a precise location is never embedded in an image or exposed to other users. Only an approximate area is shown before a reservation; after a reservation the matched buyer sees the street and postcode, and the exact address is revealed only from the start of the collection day. This protects users and reduces the risk that images can be misused.

4.5 Limits of automated detection. Automated tools are not perfect. They can miss illegal content and can flag content that turns out to be lawful. That is why human review and user reports matter, and why we keep an appeals route open (see section 8). We do not generally monitor private messages between users in real time, but we will review reported messages and will act on illegal content we become aware of in them.

5. How we remove illegal content and the steps we take

5.1 When we become aware of content that we judge to be illegal, we act quickly to remove it or to make it inaccessible to users in the United Kingdom. Becoming aware includes receiving a report, an automated flag, a law-enforcement notice, or our own staff noticing something.

5.2 Depending on the content and the risk, we may take any of these steps:

(a) take the listing, image, message, review, or profile down, or hide it pending review;

(b) prevent the same content from being re-uploaded where we can technically do so;

(c) cancel any pending reservations tied to the content, and refund any related 1.00 reservation fee so that no buyer is left out of pocket because a listing was removed (a collection that cannot go ahead through no fault of the buyer always results in a refund of the reservation fee - see our Reservation Fee Policy and Buyer Terms);

(d) warn, restrict, suspend, or permanently ban the account responsible;

(e) preserve evidence where we are required or permitted to do so; and

(f) report the content to the relevant authority where the law requires it (see section 9).

5.3 A note on the reservation fee. The 1.00 reservation fee is unKeep's platform service fee for facilitating a reservation. It is charged immediately when a buyer reserves, and it is not a deposit, not stored value, and not customer money held by unKeep. It is separate from the price of the goods, which the buyer pays the seller in cash, in person, at collection; unKeep never handles or routes the goods money. When we cancel a reservation by removing a listing under this policy, we refund the related reservation fee, because the collection cannot go ahead through no fault of the buyer.

5.4 Proportionate action. We try to match our response to the seriousness of the content. The most serious categories (child sexual abuse material, terrorism) lead to immediate removal, an account ban, evidence preservation, and a report to the appropriate authority. Less clear-cut cases may first be held for review or referred back to the user for an explanation, unless holding the content would itself cause harm.

6. Timeframes

6.1 We aim to act as soon as we can after we become aware of illegal content. As a guide:

(a) Priority illegal content (child sexual abuse material, terrorism, and other urgent safety risks): we aim to assess and remove on becoming aware, within hours and without waiting for a queue. Child sexual abuse material and terrorism content are removed on identification.

(b) Other illegal content (for example stolen goods, counterfeits, weapons, drugs, fraud): we aim to assess within 24 hours of a report or flag and to remove confirmed illegal content promptly after assessment.

(c) Content that breaks our rules but is not illegal: we aim to assess within 72 hours.

6.2 These are targets, not contractual guarantees, and complex cases can take longer. Where a case needs more time (for example because we are gathering information or coordinating with the authorities) we will continue to restrict or hide the content while we work on it.

6.3 We log the time we take to act so that we can monitor our performance and improve it. These records feed our risk assessments and any reporting we are required to make to the regulator.

7. The person accountable for compliance

7.1 unKeep has named an individual who is accountable for our compliance with our online-safety duties, including this policy. That person is:

• Accountable person: Director responsible for online safety
• Contact: connect@unkeep.co.uk

7.2 The accountable person is responsible for overseeing how we identify, assess, and manage the risk of illegal content, for ensuring this policy is kept up to date, for signing off our risk assessments, and for being the senior point of contact for the regulator, the Office of Communications (Ofcom).

7.3 Day-to-day reports and takedowns are handled by our safety and moderation team, who escalate serious or unclear cases to the accountable person.

8. Appeals and challenging a decision

8.1 We know we will sometimes get it wrong. If we take down your content, restrict or suspend your account, or decide not to act on something you reported, you can ask us to look again.

8.2 If your content was removed or your account was actioned. We will tell you what we did and, as far as we safely can, why. You can appeal by replying to that message in the App or by emailing connect@unkeep.co.uk within 30 days. A different reviewer from the one who made the original decision will reconsider the case. We aim to respond to an appeal within 14 days. If we agree we got it wrong, we will restore the content or account and put right anything that followed from the mistake.

8.3 If you reported content and we did not act. You can ask us to reconsider in the same way. We will explain our reasoning where we can.

8.4 Limits on appeals. We may decline to restore content where doing so would be unlawful, would put a child or another person at risk, or would breach an order or request from a court or the authorities. In those cases we will tell you that an appeal cannot succeed for that reason.

8.5 This appeals route sits alongside our wider Complaints and Dispute Resolution Policy. Using our appeals process does not take away any legal right you have, including any right to complain to a regulator or to take the matter to court.

9. Working with law enforcement and authorities

9.1 We cooperate with the police, Ofcom, and other competent authorities. Where the law requires it, we report illegal content and the information connected with it. In particular, we report child sexual abuse material and terrorism content to the appropriate body.

9.2 We may preserve and disclose user information to the authorities where we are legally required or permitted to do so, including to detect, prevent, or investigate crime, or to protect someone's safety. How we handle personal data, including disclosures to authorities, is explained in our Privacy Policy and is carried out in line with UK GDPR and the Data Protection Act 2018.

9.3 We may not always be able to tell you when we have shared information with the authorities, for example where doing so could prejudice an investigation.

10. Records, transparency, and review

10.1 We keep records of reports, the decisions we make, the action we take, and the time we take to act.

10.2 We review this policy regularly and at least once a year, and sooner if the law changes, if Ofcom issues new codes or guidance, if we add features that change our risk, or if our records show that something is not working. The accountable person owns this review.

10.3 Where we are required to publish transparency information about how we handle illegal content, we will do so.

11. Our risk assessments

11.1 This policy is informed by two internal risk assessments that we keep up to date:

(a) our illegal-content risk assessment, which assesses how likely it is that users encounter illegal content on unKeep, the kinds of illegal content most relevant to a collection-only second-hand marketplace (stolen goods, counterfeits, controlled drugs, weapons and bladed articles, fraud), and the measures we use to manage those risks; and

(b) our children's-access risk assessment, which assesses whether and how children could access unKeep and what that means for us. Because we cannot verify age at an in-person, cash handover, age-restricted items are banned at launch rather than gated to 18+ users (see section 2.4), and this assessment records the reasoning and the controls that follow from it.

11.2 These assessments are internal documents held by our safety and moderation function and signed off by the accountable person. They are not published in full, but their conclusions shape the rules, detection methods, and timeframes set out in this policy and in our Prohibited and Restricted Items Policy.

12. How to contact us

12.1 For reports, appeals, or questions about this policy, contact us at connect@unkeep.co.uk. For matters that should reach our accountable person, mark your message for the attention of the accountable person at connect@unkeep.co.uk.

12.2 Our postal address is 5 Golden Mede, Waddesdon, England, HP18 0NG. Our data-protection contact is connect@unkeep.co.uk. We are registered with the Information Commissioner's Office (the ICO), the UK's data protection regulator.

This policy should be read together with our Terms of Service, Prohibited and Restricted Items Policy, Community and Safety Guidelines, Privacy Policy, Reservation Fee Policy, Buyer Terms, Seller Terms, and Complaints and Dispute Resolution Policy.