The Nullware Standard0 trackers on this page
Fuck malevolent tracking.
Back to basics: a good product, good values, and customers who aren’t for sale.
Saw the badge on a shop?What it means
What customers share never leaves the ring.
Reviewed by people
Not by a checkbox.
Scanned every week
Checked in public.
Founding members free
Until 2028.
01Why this exists
Somewhere along the way, the customer became the product. We think that was a bad trade, and a lot of good businesses quietly agree.
02To be clear
We’re not against marketing.
We’re pro-customer.
Good marketing tells people about something worth having, and every good business needs it. What we’re against is the quiet part: turning customers into data and handing it to someone else’s machine.
Go ahead
Tell people about it
Ads, sponsorships, content, events, billboards, word of mouth. Be loud about what you make.
Go ahead
Measure what works
Campaign links, promo codes, visitor counts, surveys, simply asking people how they found you.
Leave out
Keep people out of it
No customer’s name, email, number or click goes to an ad platform. Buy ads anywhere, just feed them nothing.
03The Nullware Standard
The Standard
Understanding your customers is fine. Handing them to someone else’s marketing machine isn’t.
Fineinside the line
A newsletter the customer asked for, sent through the company’s own email service.
Counting visitors, and which pages they read, in aggregate.
Order, delivery and support details needed to serve them.
Fraud prevention, security, and records the law requires.
Neveroutside it
Customer data sent to an ad platform, by any route, hashed or not. Consent doesn’t make it fine.
Selling, renting or swapping customer data, or buying it from data brokers.
Ad pixels and conversion tags, even ones that carry no names.
Retargeting, lookalikes and fingerprinting: anything that follows a person across days or sites.
Customer data given to AI services that train on it, or to any tool that uses it for itself.
05Verified and pledged
One rule, checked.
Five pledges, signed.
The rule and the data map are checked at every review and scanned every week. These five are signed by a director and published on every member’s record.
Pledge 01Your price never depends on your profile.No surveillance pricing. Offers follow published rules, never a guess at what you’d pay based on your device or what you browsed last night.Pledge 02Leaving takes two steps.No dark patterns. One-click unsubscribe, cancelling online in two steps, and “no” as easy to find as “yes”.Pledge 03We keep only what we need.Members collect what it takes to serve you, publish how long they keep it, and delete it on schedule.Pledge 04Apps and inboxes count too.The Standard covers every channel: apps, emails, loyalty cards and in-store Wi-Fi, not just the website.Pledge 05If something goes wrong, you hear it from us first.If someone gets into customer data, the people affected hear it from the member within 72 hours, in plain words.
07The public register
Members
Who meets the Standard, until when, and where their customers’ data goes. Lapses and removals sit here too.
MemberSectorCityStatus
DeckVaktSoftwareEstoniaCertified to Sep 2027
Hallmark LMSSoftwareUnited KingdomCertified to Sep 2027
LogevaServicesWorldwideCertified to Sep 2027
Kuumad PakkumisedMediaEstoniaSpecial member
DeckVakt, Hallmark LMS and Logeva are partners. Kuumad Pakkumised is a member with special terms.See every member
08Joining
Anyone can apply.
Not everyone gets in.
A thorough review, done with you rather than to you. Most “not yets” become yeses.
01ApplyWho you are and what you make.
02DiscloseWhat you collect, why, and who receives it.
03Scans and evidenceWe scan your site every week, and look inside your ad accounts with you at review.
04ConversationA call with a reviewer. Grey areas, said plainly.
05DecisionCertified, or not yet with a list of changes. Decided by someone other than your reviewer.
06Every yearCertification expires after 12 months. Lapses show on the register by themselves.
Live demo · measuring nothing
5 checks runningWe check before we certify
Every applicant’s site is scanned for pixels, trackers and embeds, with and without consent. Uploads are checked inside the ad accounts, with you.
yourshop.com
Ad pixels and tagsQueued
Third-party trackersQueued
Embeds loading on sightQueued
Visitor countingQueued
Consent statesQueued
09Our numbers
We publish ours first.
This site counts visitors and nothing else. Every quarter we publish what we measured and what we spent, so members can hold us to the same Standard.
Q4 2026 · example
Ad pixels0
Data sent to ad platforms0
Data sold0
Visitors counted3,184
Funded byFees and donations
Nothing was sold.
Counting isn’t following
Knowing how many visited helps. Knowing who isn’t needed.
Visitors todayDemo
1,204
That’s the whole file. No names, no emails, no follow-ups.