community guidelines.

Effective 2026.

Shelflife exists to help UK consumer brand (FMCG) founders build better brands and raise better rounds. The Message Board, Win Feed and comments are spaces for honest founder progress, not generic social media noise. Treat every other founder like you want to be treated.

Be helpful, be specific

• Share what worked, what didn't, what you'd do differently.
• When asking a question, give context: stage, channel mix, numbers if you're comfortable sharing.
• Celebrate other founders' wins. Following is encouraged.

What's not allowed

• Harassment, hate, abuse, threats, discrimination.
• Sexual or violent content.
• Doxing or sharing other people's private information.
• Impersonating a founder, investor, buyer or Shelflife staff.
• Spam, bulk affiliate links, unsolicited DMs about your own unrelated service.
• Illegal content or any content that breaches UK law.
• Sharing other founders' confidential information shared in DMs or coaching contexts.

Responsible posting

Users are responsible for the content they post. Do not make allegations about individuals, businesses or organisations that you cannot substantiate. If you wouldn't say it on the record with your name attached, don't post it here.

How we moderate

Every post, comment and win has a Report button. Reports go to the Shelflife moderation queue. We may dismiss, remove content, or suspend accounts depending on severity. We aim to review reports within 24 hours.

Appeals

Email support@app.shelflifeventures.com if you believe a moderation action against you was wrong.