midL

Terms of Service

Last updated: June 9, 2026

These Terms of Service ("Terms") form a binding legal agreement between MidL Social ("midL", "we", "us", "our") and you ("you", "Customer", "User"). By creating an account, accessing, or using the midL platform, website, or any related services (collectively, the "Service"), you confirm that you have read, understood, and agree to be bound by these Terms in full. If you do not agree, you must not use the Service.

1. The Service

midL is a marketing workspace for agencies, creators, and brand teams to plan, approve, publish, and report on social and paid-media content, including features that connect to third-party platforms such as Meta (Facebook & Instagram), TikTok, LinkedIn, X, YouTube, and Google. You must be at least 18 years old and, if using the Service on behalf of an organization, you confirm that you have authority to bind that organization.

2. Accounts & Security

You must provide accurate, current, and complete information and keep it up to date. You are solely responsible for safeguarding your credentials and for any and all activity that occurs under your account. You must notify us immediately of any unauthorised access.

3. Acceptable Use — Strict

You must not, and must not attempt to or permit any third party to:

  • use the Service in violation of any law, regulation, or third-party right;
  • upload, publish, or schedule content that is unlawful, infringing, defamatory, deceptive, hateful, harassing, sexually exploitative, or that promotes violence or self-harm;
  • send spam, run undisclosed paid endorsements, or breach the policies of any connected platform (Meta, TikTok, LinkedIn, X, YouTube, Google, Paddle, etc.);
  • publish, schedule, or run ads through midL that violate the Meta Community Standards, Instagram Community Guidelines, or Meta Advertising Standards;
  • reverse-engineer, decompile, scrape, probe, or attempt to derive source code, models, or training data from the Service;
  • introduce malware, attempt to gain unauthorised access, disrupt the Service, or interfere with other users;
  • resell, sublicense, white-label, or otherwise commercially exploit the Service without our prior written consent;
  • use the Service to train, fine-tune, or evaluate any machine-learning model that competes with midL.

Violation of this section is a material breach and entitles us to immediately suspend or terminate your account without refund and to report unlawful activity to the relevant authorities.

4. Content & Connected Platforms

You retain ownership of the content you submit ("Customer Content"). You grant midL a worldwide, royalty-free, non-exclusive licence to host, process, transmit, display, and otherwise use Customer Content solely as necessary to operate, secure, and improve the Service (including publishing it to the platforms you connect on your behalf).

You acknowledge and authorise midL to act as your technical agent when connecting your accounts to advertising and social platforms — including but not limited to Meta (Facebook & Instagram Ads), TikTok, LinkedIn, X, YouTube, and Google — and to read, write, publish, schedule, and retrieve performance data on your behalf in line with the permissions you grant. You are solely responsible for the lawfulness of the campaigns, targeting, and creatives you run through those platforms, including compliance with each platform's advertising policies.

Data that midL retrieves from connected platforms on your behalf ("Platform Data") — including Facebook Pages and Instagram account insights, ad performance, audience metrics, and tokens — is used solely to provide the Service to you. We do not sell Platform Data, do not use it to build cross-user advertising profiles, and do not use it to train, fine-tune, or evaluate any generative-AI or machine-learning model.

5. Intellectual Property

midL, the Service, and all related software, models, designs, logos, and documentation are and remain the exclusive property of MidL Social and its licensors. We grant you a limited, revocable, non-exclusive, non-transferable right to use the Service within your selected plan. No other rights are granted by implication or otherwise.

6. Payments, Billing & Merchant of Record

Our order process is conducted by our online reseller Paddle.com. Paddle.com is the Merchant of Record for all our orders. Paddle provides all customer service inquiries and handles returns. Payment, billing, tax, cancellation, and subscription mechanics are governed by Paddle's Checkout Buyer Terms in addition to these Terms.

Subscriptions renew automatically at the end of each billing period until cancelled. Fees are non-refundable except as set out in our Refund Policy.

7. Suspension & Termination

We may suspend or terminate your access to the Service immediately and without prior notice if you: (a) materially breach these Terms, (b) fail to pay any amount when due, (c) create security, fraud, legal, or reputational risk for us or any user, or (d) repeatedly or seriously violate any acceptable-use rule above. On termination your right to access the Service ends immediately. We may retain backups for a reasonable period as required by law or our internal policies.

8. Disclaimers — No Warranty

The Service is provided "AS IS" and "AS AVAILABLE" without warranties of any kind, whether express, implied, statutory, or otherwise. To the maximum extent permitted by law, we disclaim all implied warranties including merchantability, fitness for a particular purpose, non-infringement, accuracy, and uninterrupted or error-free operation. We do not warrant any specific business, advertising, or marketing outcome.

9. Limitation of Liability — Strict

To the maximum extent permitted by law, in no event will midL, its affiliates, officers, employees, agents, or licensors be liable for any indirect, incidental, special, consequential, punitive, or exemplary damages, or for any loss of profits, revenue, goodwill, data, content, or business opportunity, even if advised of the possibility of such damages.

Our total aggregate liability arising out of or related to the Service or these Terms shall not exceed the greater of (a) the amounts you actually paid to Paddle for the Service in the three (3) months immediately preceding the event giving rise to the claim, or (b) USD $50. The parties agree this allocation of risk is a fundamental basis of the bargain.

10. Indemnity

You will defend, indemnify, and hold harmless midL and its affiliates from and against any and all claims, damages, liabilities, costs, and expenses (including reasonable legal fees) arising out of or related to (a) your Customer Content, (b) your use of the Service, (c) your advertising campaigns or content published through any connected platform, or (d) your breach of these Terms or any applicable law.

11. Third-Party Platforms

The Service integrates with third-party platforms that we do not own or control. Their availability, behaviour, fees, and policies may change at any time. We are not responsible for any third-party platform's actions, downtime, account suspensions, ad disapprovals, algorithm changes, or decisions about your data.

11.1 Meta Platforms (Facebook & Instagram)

If you connect a Facebook Page, Instagram account, Meta Business account, or Meta Ads account to midL, you agree that your use of those integrations is additionally governed by Meta's terms, and you will comply with each of them as they apply to you:

Permitted use of Meta Platform Data. Data we obtain from Meta APIs (including Graph API, Instagram Graph API, and Marketing API) is used only to operate the Service for the account that connected it. We do not sell Meta Platform Data, do not transfer it except to sub-processors strictly necessary to run the Service, do not use it for targeted advertising outside Meta, and do not use it to train, fine-tune, or evaluate any AI or machine-learning model.

Data retention and deletion. You may disconnect any Meta account from midL at any time via Settings → Connections or the client-level Social accounts screen. On disconnection, on request, or when required by Meta, we will delete the associated Meta Platform Data and revoke stored tokens within the timeframe required by the Meta Platform Terms (and in any case within 90 days), except where retention is required by law. To request deletion, follow the instructions on our Data Deletion page or email contact@getmidl.com.

Security. We follow the Meta Data Security Requirements, encrypt access tokens at rest and in transit, restrict access to authorised personnel, and will notify Meta and affected users of any incident involving Meta Platform Data as required.

Termination by Meta. Meta may at any time require us to suspend or terminate your access to Meta integrations, to delete Meta Platform Data, or to stop processing it. You agree that we may comply with any such instruction immediately and without liability to you.

No affiliation. Facebook®, Instagram®, Meta®, and related marks are trademarks of Meta Platforms, Inc. midL is an independent service and is not affiliated with, endorsed, sponsored, or specifically approved by Meta Platforms, Inc.

12. Generative AI Features

midL includes AI-assisted features (copy generation, recommendations, performance summaries, shoot planning, etc.). AI outputs may be inaccurate, biased, or incomplete and must be reviewed by a human before publication. You are solely responsible for your prompts, for verifying outputs, for having the rights to any inputs you provide, and for how you use the outputs. AI features are not professional advice (financial, medical, legal, tax, etc.).

13. Governing Law & Disputes

These Terms are governed by the laws of the Republic of South Africa, without regard to its conflict-of-laws principles. You agree to the exclusive jurisdiction of the courts located in Cape Town, South Africa, for any dispute that cannot be resolved informally.

14. Changes

We may update these Terms from time to time. Material changes will be notified by email or in-app notice. Continued use of the Service after the effective date constitutes acceptance of the updated Terms.

15. Contact

Questions about these Terms: contact@getmidl.com.