7 of 65 clauses have a record against them.
This standard governs the work Standard performs on the online presence of a client: the site, what is published, how people arrive, and what happens after someone makes contact.
The work is continuous. There is no delivery date, because what is being undertaken is that the work keeps happening and keeps being recorded.
This standard is published before it is sold, and is versioned. Each version is dated and retained. A change to any clause produces a new version and an entry in the changelog.
Standard's own site is built and operated to this standard, and the checks named in §7 run against it on every build.
This standard does not govern the client's own systems, the client's client data, or the service the client sells — including, where the client is a practice, the medical or aesthetic act itself. Standard governs the presence, not the practice of the profession.
Standard also performs work that no clause of this standard specifies. Where it does, the boundary of that work — what is included and what is not — is published before it is sold, and it binds in the same way a clause does. §8.6 governs what the absence of a clause means; it does not license selling without a stated boundary.
Surface — anything a person outside the client organisation can reach: a page, a document, a scheduled publication, a sent message.
Action — a single change to a surface, or a single message sent from one. Actions are the unit the record counts.
Record — one entry per action, carrying the time, the surface, the action, the system that performed it, the human who approved it where approval was required, and what changed.
Publication — an action that puts content on a surface a person outside the client organisation can reach, at the moment it becomes reachable.
The site exists, is reachable, and every page it publishes returns a successful response.
The site is published in every language the client sells in. A page that exists in one language and not another is recorded as incomplete until it exists in both.
Technical condition is asserted by checks that run at build time, not by inspection: heading order, contrast, canonical URLs, language alternates, structured data, sitemap and redirects.
A check that cannot run has not passed. Any check that cannot perform its assertion fails the build rather than reporting a warning.
Content is written in the language it is published in, rather than written once and translated.
Anything carrying the name of a named individual at the client is approved by that individual before publication. This clause is not waivable.
Every publication is recorded with its language, its destination, the time it became reachable, and what changed between the approved item and the published one.
The marking clause. Content generated by an AI system and published by Standard on a client's behalf carries the marking that system applies, and the marking state is recorded per publication.
The pages that answer the questions people actually ask are published in each of the client's languages.
Outbound is sent only where the client has authorised it in writing, to the audience the authorisation names, and not beyond it.
Every outbound message is recorded: what was sent, to whom, and when. An unrecorded send is a defect in the work, not an efficiency.
Every enquiry is recorded at the moment it arrives, including enquiries that arrive outside the site.
Every enquiry receives a first reply, and the time between arrival and reply is recorded.
An automated reply acknowledges, schedules and routes. It does not advise, and it does not answer a question that belongs to the client's professional or clinical judgement.
The handover — the point at which a named person at the client becomes responsible for an enquiry — is itself an action and is recorded with its time.
Where an enquiry is waiting on the client, the record says so and says who it is waiting on.
The record is available to the client continuously, without asking and without a reporting cycle.
The default view is the record itself, most recent first. A summary is a view of the record and never replaces it.
The record carries no number that has not been measured. Where something was not measured, the record says so rather than estimating it.
The record carries no score, grade or rating of the work. A colour is a verdict, and this standard does not issue verdicts about work the client is paying for and is entitled to judge.
This standard states what Standard does. It states nothing about whether a client meets any obligation of their own.
Nothing published by Standard is medical, legal or other professional advice, and nothing in the record is a regulatory determination. No assessing authority and no professional body has reviewed this document.
Where a client is subject to professional conduct rules, those rules are recorded as constraints and the work is executed inside them. Standard offers no view on what those rules permit; that is a question for the client and their professional body.
Standard holds and processes what a person outside the client organisation sends to a surface it operates — an enquiry, and the reply to it — acting on the client's instructions and not for its own purposes. It does not hold the client's own case, treatment or clinical records. No content a person sends is written into the record: an entry states that an action occurred and when, not what was said in it.
The assistant answers from what the client has published and from nothing else. Where the published material does not answer a question, it says so and routes the person to a human rather than composing an answer.
The assistant does not advise, does not assess anyone's condition, and does not answer a question that belongs to the client's professional or clinical judgement. §6.2 governs it in the same terms as any other automated reply.
The assistant identifies itself as an automated system at the point of contact, in the exchange itself and not only in a policy page.
Every exchange is recorded as actions under §2.2, with their times and the outcome. What a person said to the assistant is not written into the record; §8.4 governs what is held and where.
Standard automates work the client already performs, inside the systems the client already runs and already pays for.
What is built is documented so the client can operate it without Standard, and the documentation is delivered with the automation rather than after it.
Standard does not introduce a new system of record, does not deliver software the client would own and have to maintain, and does not require a presence on the client's premises.
No automation reads a person's message for clinical meaning, and none acts on such a reading. Routing is by stated rule, not by interpretation of what was said.
Approval — a named individual at the client accepting a specific item before it is published. Approval is given per item and is not delegable to a subscription.
Activation — the initial pass in which the site is taken on, the client's constraints are captured, and the languages are established.
Constraint — a rule the client is subject to, recorded at activation, that the work is executed inside. Professional conduct rules are constraints.
Where a rule binds Standard directly as well as the client, it is recorded as binding both. A rule recorded against the client alone understates one that also reaches the party performing the work, and a constraint that is understated at activation is executed against for the length of the engagement.
When a fact about the client changes — a person, a location, a treatment or service offered or withdrawn — the site is changed to match, and the change is recorded.
A retired page resolves to a stated outcome: it redirects to a page that answers the same question, or it returns gone. It does not redirect to the home page.
Where a step in the publishing chain removes a mark that was present upstream, the record names the step. Marking is applied where content is made and can be lost where content is transformed; the state that is recorded is the state at the point of publication, not at the point of generation.
The operative date for a publication is the date it became reachable, not the date the content was made. Scheduled content is recorded against the date it went out.
§4.4 to §4.6 describe what Standard does. They state nothing about any client's legal or regulatory position, and are not offered as an assessment of one. The reference followed is Regulation (EU) 2024/1689, Article 50(2).
Where the profession or the country restricts what may be published about a service the client sells, the restriction is recorded under §2.8 and governs what is published. No clause of this standard requires Standard to publish what the law forbids, and §5.1 is read subject to this clause.
Standard does not buy advertising, does not hold a client's budget, and is not paid a proportion of one.
No claim is made about what the work will produce. Standard publishes what it did; whether it worked is read from the record by the client.
Where the profession or the country prohibits a form of outreach, no authorisation from a client permits it. Standard does not send what the law forbids, whatever has been agreed between the parties, and the prohibition is recorded under §2.8 as binding both of them.
A sequence stops when a human takes over. It does not continue alongside one.
Anything awaiting approval is shown as awaiting approval, with the person it is waiting on named.
The record is exported on request, in full, in a format that can be read without Standard. Nothing in the record is withheld from the client it describes.
The site and its content belong to the client. On termination they remain the client's, and the record goes with them.
The record opens in the second week of the engagement, and does not close while the engagement runs. Before it opens there is nothing to read rather than something withheld; from the moment it opens, §7.1 governs.
A clause met is not an outcome achieved. This standard describes work performed to a stated condition, and makes no claim about what follows from it.
Where this standard is silent, it is silent. An absent clause is not a permission and not a prohibition; it is work that has not been specified yet, and it is added by version rather than by assumption.
Where the assistant hands over, the handover is an action under §6.3 and is recorded with its time. A sequence does not continue alongside the human who took it over.
The volume built in a period is stated before the engagement begins and does not accumulate across periods. Work beyond it is a different engagement, and §1.6 governs its boundary.
Every automation built, changed or withdrawn is an action and is recorded, including the automation that was tried and not kept.