Terms of Service

Last updated: 18 September 2026

These Terms of Service apply when you purchase a product from The Magic Frame or use our website, creator experience or associated digital memory service.

The Magic Frame is a trading name of Anthony Morris, operating as a sole trader in the United Kingdom.

Business address:
42 Woodlands, Grange Park, Northampton, NN4 5FX

Email:
support@themagicframe.co

By placing an order with us, you agree to these Terms together with our Privacy Policy, Return and Refund Policy and Shipping Policy.

Nothing in these Terms excludes or limits any rights you have under applicable UK consumer law.

1. The Magic Frame product

The Magic Frame combines a personalised physical product with an associated digital memory experience.

Your purchase includes a professionally printed personalised Magic Photo incorporating NFC technology, together with access to the digital memory associated with that Magic Photo.

A physical picture frame is not included unless expressly stated otherwise.

You may display your Magic Photo in a frame of your own choice.

The features, size, format, price and specification applicable to your order will be those clearly described on our website and presented to you when you place that order.

Photo sizes and product specifications

The Magic Frame may introduce, replace or withdraw photo sizes, formats, materials, finishes or other product specifications from time to time.

Any such change applies to the products available for future orders.

The size and specification shown and purchased when you place your order are the size and specification we will produce for that order.

A later change to the products or sizes offered by The Magic Frame will not alter an existing order unless:

• you request the change; or
• we contact you and you expressly agree to it.

We will not substitute a materially different size or specification for an existing order without your agreement.

2. Creating your Magic Photo

You are responsible for checking the photograph and personalised content you submit before completing your order.

Depending on the features available when you order, this may include:

• your photograph;
• title;
• written message;
• video or other supported media; and
• other personalised information you choose to provide.

Please check your content carefully before placing your order.

Once a personalised order has entered production, we may no longer be able to change it.

3. Photograph and print quality

The appearance and quality of the finished Magic Photo depend partly on the quality of the photograph you provide.

Low-resolution, blurred, dark, heavily compressed, poorly cropped or otherwise low-quality source images may affect the quality of the printed result.

Where we accurately reproduce the photograph supplied by you, we cannot normally provide a replacement or refund solely because of limitations inherent in the source photograph.

We remain responsible for problems caused by our printing, production, personalisation or fulfilment process.

Further details are set out in our Return and Refund Policy.

4. Ownership of your content

You retain ownership of the photographs, videos, text and other original content that you submit to The Magic Frame.

Submitting content to us does not transfer ownership of that content to The Magic Frame.

It also does not give us a general right to use your personal photographs, videos or messages for:

• advertising;
• social media;
• promotional campaigns; or
• unrelated commercial purposes.

If we wish to use customer content for marketing or promotional purposes, we will obtain separate permission where required.

5. Permission you give us to provide the service

To manufacture and operate your Magic Frame, we need limited permission to handle the content you submit.

You therefore grant The Magic Frame a non-exclusive, royalty-free licence to copy, store, process, resize, reproduce, transmit, host, display and, where technically necessary, convert or transcode your content solely to the extent reasonably necessary to:

• produce your personalised Magic Photo;
• create your digital memory;
• host and deliver the associated photograph, video, message or other supported media;
• display your memory through the Magic Frame experience;
• maintain and support the service;
• protect and secure the service;
• create necessary operational backups; and
• move the service between suitable technology or hosting providers where reasonably necessary.

This permission lasts only for as long as reasonably necessary to provide the service, comply with applicable law and maintain legitimate operational backups or records.

It does not transfer ownership of your content to us.

6. Your rights to the material you upload

You must only submit content that you are legally entitled to use for the Magic Frame you are creating.

By submitting photographs, videos, text or other material, you confirm that, to the best of your knowledge:

• you own the content or have sufficient permission to use it;
• its use as part of your Magic Frame will not unlawfully infringe another person's copyright, privacy or other legal rights; and
• where permission is legally required from a person depicted or otherwise represented in the content, you have obtained the appropriate permission.

You remain responsible for the content that you choose to submit.

7. Content that must not be uploaded

You must not knowingly submit material that:

• is unlawful;
• infringes another person's intellectual-property or privacy rights;
• you do not have the necessary authority to use;
• contains unlawful sexual or exploitative material;
• is intended to threaten, harass or seriously harm another person;
• contains malicious software, code or other harmful material; or
• would make our storage or distribution of the material unlawful.

We may refuse to process, suspend or remove content where we reasonably believe this is necessary because the material:

• is unlawful;
• seriously breaches these Terms;
• infringes another person's rights;
• creates a material security risk; or
• must be removed to comply with a legal obligation.

Where appropriate and reasonably practicable, we will explain the reason for the action.

We may report content or activity to the relevant authorities where legally required.

8. Video hosting and digital memory storage

The photograph, video, message and other digital elements associated with a Magic Frame may be hosted using infrastructure operated by The Magic Frame or by third-party hosting, storage, database, content-delivery or technology providers acting on our behalf.

Those providers may be used to:

• store content;
• process content;
• transmit content;
• optimise media;
• deliver media; and
• operate the Magic Frame digital experience.

We may change hosting providers, storage systems or other technical infrastructure where reasonably necessary for:

• security;
• reliability;
• compatibility;
• performance;
• efficiency;
• business continuity; or
• continued operation of the service.

We will not use a technical migration as a way of materially removing the core digital functionality purchased by the customer.

Our handling of personal information is also governed by our Privacy Policy.

9. How long the digital memory is hosted

There is currently no fixed expiry date attached to an active Magic Frame digital memory.

Our intention is to keep active Magic Frame memories available for customers for as long as The Magic Frame digital service continues to operate, subject to these Terms.

We do not promise perpetual or guaranteed lifetime hosting.

Technology, suppliers, security requirements and business circumstances can change over time.

If we decide to permanently discontinue the core Magic Frame digital memory service, we will, where reasonably practicable:

• provide affected customers with reasonable advance notice;
• explain what will happen to hosted memory content;
• provide any practical export or retrieval option that we are reasonably able to offer; and
• provide any remedy required by applicable consumer law.

We will not deliberately terminate access to a paid core feature without considering the customer's contractual and statutory rights.

UK consumer law provides protections for digital content as well as physical goods.

10. Temporary interruptions and maintenance

The Magic Frame digital experience relies on internet-based technology.

Access may occasionally be interrupted because of:

• planned maintenance;
• security updates;
• infrastructure changes;
• software updates;
• failures affecting technology providers;
• internet outages; or
• circumstances genuinely outside our reasonable control.

We will take reasonable steps to maintain the service and restore access where a problem within our control occurs.

Nothing in this section removes any rights you may have where we fail to provide the digital service we agreed to provide.

11. Removal or suspension by The Magic Frame

We may temporarily suspend or permanently remove a digital memory where this is reasonably necessary because:

• we are legally required to do so;
• the content is unlawful;
• the content infringes another person's legal rights;
• continued hosting creates a material security risk;
• the customer has seriously breached these Terms; or
• continued provision has become unlawful or technically impossible for reasons we could not reasonably avoid.

Except where immediate action is necessary for legal or security reasons, we will take reasonable steps to notify the purchaser before permanently removing an active paid memory.

Where reasonably possible, we will give the purchaser an opportunity to resolve the issue.

This provision does not give The Magic Frame an unrestricted right to remove paid memories simply because we choose to do so.

Consumer terms that give a trader excessively one-sided cancellation rights may be unfair and unenforceable.

12. Customer requests to remove a memory

The purchaser may contact us to request that an associated Magic Frame digital memory is disabled or removed.

We may request information reasonably necessary to verify that the person making the request is authorised to control that memory.

Removing a digital memory may cause its associated NFC function or memory link to become permanently unavailable.

Some information may still need to be retained where we have a lawful reason to do so, including for:

• accounting;
• tax;
• fraud prevention;
• legal claims; or
• compliance obligations.

Operational backups may also require a reasonable period before deleted information is completely overwritten or expires.

Personal information will not be retained for longer than reasonably necessary for the purposes for which it is processed. Current ICO guidance requires businesses to justify retention periods and periodically review stored personal data.

13. Keep your original files

The Magic Frame digital service allows you to revisit your personalised memory.

It is not intended to be the sole archival or backup location for irreplaceable original photographs or videos.

You should retain your own copies of important original photographs, videos and other material uploaded to The Magic Frame.

This does not remove our responsibility to provide the digital service described when you purchased your Magic Frame.

14. NFC functionality

Your Magic Photo contains NFC technology designed to open its associated digital memory when tapped using a compatible NFC-enabled phone.

The position of the NFC reader varies between devices, so the correct tapping position may differ from phone to phone.

The way your Magic Photo is displayed can also affect NFC performance.

Increasing the distance between the phone and the NFC component may reduce reading performance.

Thick glass or acrylic, additional layers between the phone and Magic Photo, or some frame and backing materials may therefore make the NFC component more difficult to read.

For the best experience, we recommend:

• keeping the Magic Photo reasonably close to the front of the frame; and
• avoiding unnecessary thick layers between the Magic Photo and the phone.

A reduction in NFC performance caused solely by the customer's chosen frame or display arrangement does not necessarily indicate that the Magic Photo itself is faulty.

If you experience difficulty, contact:

support@themagicframe.co

We will help determine whether the issue relates to:

• the Magic Photo;
• NFC component;
• device;
• tapping position; or
• display arrangement.

Where the NFC technology supplied by us is faulty, your statutory rights remain unaffected.

15. NFC testing and faulty NFC products

Magic Photos are tested as part of our production and quality-control process.

The NFC function may be tested:

• during programming;
• after the NFC component has been assigned to the relevant memory; and
• after final product assembly before dispatch.

Testing before dispatch does not remove your rights if the NFC component later proves to be faulty.

If you believe your NFC component is not working, contact us and we will first help troubleshoot the issue.

Where the NFC technology supplied by The Magic Frame is faulty, we will provide an appropriate remedy in accordance with your statutory rights, which may include replacement of the affected Magic Photo at no additional cost.

16. Links and access to a memory

A Magic Frame digital memory may be accessed using the NFC-enabled Magic Photo and, where provided, a unique web address.

Anyone who obtains access to an active memory link may potentially be able to view the content available through that link unless additional access controls are expressly provided.

You should therefore consider:

• the nature of the content you upload;
• who you allow to access the physical Magic Photo; and
• who you share a memory link with.

Do not publicly share a memory link if you do not want other people to be able to access it.

An unguessable or difficult-to-discover link should not be treated as equivalent to password protection.

We may introduce additional privacy or access-control functionality in future.

17. Orders and payment

An order is subject to acceptance by us.

You are responsible for providing accurate:

• contact information;
• delivery information;
• personalised content; and
• other information required to complete your order.

The price shown at checkout will be the amount payable for your order, except where there is an obvious pricing error that we are legally entitled to correct.

Payment is processed using the payment methods made available during checkout.

We may decline or cancel an order where reasonably necessary, including where:

• payment cannot be authorised;
• we cannot fulfil the order;
• submitted content seriously breaches these Terms;
• fulfilling the order would be unlawful; or
• there has been an obvious pricing or system error.

If we cancel an order after receiving payment, we will return any amount due to you in accordance with applicable law.

18. Personalised products and cancellation

Magic Photos are genuinely personalised using customer-supplied photographs and content.

Personalised or customised goods are generally excluded from the ordinary change-of-mind cancellation right applying to many distance purchases.

However, if you contact us before production starts, we will do our best to accommodate a requested cancellation or amendment where reasonably possible.

Once production has started, a cancellation or amendment may no longer be possible.

This does not affect your rights where a product is:

• faulty;
• damaged;
• incorrect;
• not as described; or
• otherwise fails to meet applicable legal requirements.

19. Production and fulfilment

Magic Photos may be printed and produced by The Magic Frame directly or, where appropriate, with the assistance of an approved production or printing partner.

Using a production partner does not transfer our contractual responsibility to that partner.

Each order remains subject to The Magic Frame's production and quality-control process.

We may change printing or production providers where reasonably necessary provided that the finished product continues to meet the specification purchased by the customer.

20. Delivery

We will send the physical Magic Photo to the delivery address supplied at checkout.

We may use different suitable postal or courier services depending on destination, availability, service requirements or the delivery option purchased.

We are not committed to using one particular courier unless expressly stated for an individual order.

Changing carrier does not remove our obligations to you.

Estimated delivery dates are estimates unless we expressly state that a delivery date is guaranteed.

Further information is provided in our Shipping Policy.

21. Intellectual property belonging to The Magic Frame

The Magic Frame name, branding, logos, website content, creator experience, software, product presentation, written material and other original material created by or for The Magic Frame may be protected by copyright, trade mark or other intellectual-property rights.

Unless permitted by law or expressly authorised by us, you may not copy, reproduce, distribute or commercially exploit those materials.

Purchasing a Magic Photo does not transfer ownership of The Magic Frame's intellectual property to you.

For clarity, this provision does not transfer ownership of your customer-supplied photographs, videos, messages or other original content to The Magic Frame.

22. Faulty products and services

Goods supplied by The Magic Frame must meet the standards required by applicable consumer law, including being:

• as described;
• of satisfactory quality; and
• fit for their intended purpose.

Services must also comply with applicable consumer protections, and digital content has specific protections under the Consumer Rights Act 2015.

If your Magic Photo or associated digital experience is:

• faulty;
• damaged;
• incorrect; or
• not as described,

please contact:

support@themagicframe.co

We will investigate and provide any remedy to which you are legally entitled.

Nothing in these Terms attempts to exclude responsibility for faulty or misdescribed goods or other rights that cannot lawfully be excluded.

23. Our responsibility to you

Nothing in these Terms excludes or limits liability where it would be unlawful to do so.

This includes liability for:

• death or personal injury caused by our negligence;
• fraud or fraudulent misrepresentation;
• faulty goods where liability cannot lawfully be excluded; and
• statutory consumer rights or other liabilities that cannot legally be restricted.

If you purchase primarily as a consumer, we are not responsible for purely commercial or business losses that were not part of the consumer transaction.

We are not responsible for losses that were not reasonably foreseeable when the contract was formed, except where the law provides otherwise.

Nothing in these Terms removes any remedy you are entitled to under applicable consumer law.

24. Changes to the Magic Frame service

We may make reasonable changes to the Magic Frame service where necessary to:

• maintain or improve security;
• fix technical defects;
• maintain compatibility with changing technology;
• migrate hosting or infrastructure providers;
• improve service reliability;
• comply with the law; or
• improve the service.

We will not use this provision to retrospectively change the physical product specification already purchased by an existing customer.

We will also not use it to materially reduce a core paid digital feature without considering the rights of affected customers.

Where an operational change materially affects an existing paid service, we will take reasonable steps to notify affected customers where appropriate.

25. Changes to these Terms

We may update these Terms from time to time.

Changes will normally apply to future purchases from the date they are published.

The Terms applying to an existing purchase will ordinarily be those in effect when that purchase was made.

We will not retrospectively use revised Terms to remove substantive rights that applied to an existing order.

Where a change is required for legal, regulatory, security or technical reasons and affects an existing digital service, we will act reasonably and provide notice where appropriate.

26. Data protection and privacy

We process personal information in accordance with our Privacy Policy and applicable data-protection law.

Our Privacy Policy explains matters including:

• what information we collect;
• why we process it;
• customer-uploaded photographs and videos;
• digital-memory hosting;
• third-party service providers;
• retention;
• international transfers;
• deletion requests; and
• individuals' data-protection rights.

27. Governing law

If you are a consumer resident in England or Wales, these Terms are governed by the laws of England and Wales.

If you live elsewhere in the United Kingdom, you retain any mandatory consumer protections and rights available to you under applicable law.

Nothing in this section deprives a consumer of rights or protections that cannot lawfully be excluded.

28. Contact us

If you have questions about these Terms, your order or The Magic Frame service, contact:

The Magic Frame
Email:
support@themagicframe.co