The rules come with the data.
Every Signals account agrees to these standards. They decide how each kind of contact may be reached, what the data may never be used for, and what we build into the platform so the right thing is the easy thing.
Eight rules every account works to.
Know how you got the contact
A lead who asked you to call is not the same as a person whose browsing suggests interest. Every record keeps how it was acquired, and that decides how you may reach it.
Consent before automated calls and texts
Autodialed calls and marketing texts need prior express written consent naming your business. AI-voice and prerecorded calls go further: that consent must come to you directly, never through a lead seller.
Do Not Call, every time
Before any outbound calling, scrub against the National Do Not Call Registry, the state lists that apply to you, and your own do-not-call list, and stop the moment someone asks.
Legal calling hours
Calls placed through the platform are limited to 8am to 9pm in the person's local time. Several states are stricter on hours and call frequency.
No eligibility decisions
Signals data is for marketing and customer contact. It must never be used to decide credit, insurance, employment, housing, or tenancy.
No sensitive targeting
No audiences or pixels built around health conditions, financial distress, children, or other sensitive traits, and no targeting or exclusion by protected class.
Tell your visitors
Sites running Visitor ID must disclose identity resolution in their privacy policy and honor opt-outs and browser privacy signals.
Opt-outs travel
When someone opts out, they are suppressed everywhere you hold them. Consumers can also opt out of our data products directly at axelpr.com/privacy-choices.
How you may contact each kind of record.
A person who asked you to call is not the same as a person whose browsing suggests interest. This table is the rule of thumb behind every Signals tool.
| Kind of record | Call by hand | Autodialed call | AI-voice or recorded call | Marketing text | |
|---|---|---|---|---|---|
| Your own lead, with written consent naming youYour form, your consent language | Yes | Yes | Within the written consent | Within the written consent | Within the written consent |
| Bought lead whose consent names your businessCheck the consent record | Yes | Yes | Within the written consent | No | Within the written consent |
| Bought lead whose consent does not name youMost aged and shared leads | Yes | After a Do Not Call check | No | No | No |
| Identified website visitorVisitor ID | Yes | After a Do Not Call check | No | No | No |
| Intent or audience recordIntent Audiences, Homeowner Audiences, Alerts | Yes | After a Do Not Call check | No | No | No |
Email means a commercial email with a clear sender, a physical address, and a working unsubscribe. Calls by hand still follow legal calling hours, state rules, and opt-out requests. AI-voice and recorded calls need written consent your business collected directly, so a lead seller’s consent never covers them, and carriers may refuse text campaigns built on consent someone else collected. General information about how Axel PR Signals may be used, not legal advice.
Controls that are on before you touch anything.
Masked until you buy
Lead Market listings show niche, area, age, and consent status. Names, phones, and emails stay hidden until a purchase.
Pixels locked to your domain
Each Visitor ID pixel accepts events only from the website it was created for, so it cannot be copied onto someone else's site.
Calling hours on platform calls
Calls the platform places are held to federal calling hours, and every account can set narrower hours and a time zone of its own.
Consent-record filter
Lead searches can be limited to leads that carry a consent record, and every Lead Market listing shows whether it has one.
Hold-back of records you own
New pulls can skip numbers and households you already bought, so nobody is contacted twice from the same purchase.
Your own sending accounts
Automated email goes through your own sending service and a domain you have verified, with your name on it and your unsubscribe in it.
Keys sealed, actions logged
Connector keys are stored sealed and never shown again. Purchases, enrichments, and automation runs are logged per account.
Confidence thresholds
Phone matches below the confidence level you set come back as no match, so you are not paying for, or calling, the wrong person.
What Signals data may never be used for.
These uses are prohibited on every account, whatever the tool and whatever the consent.
- Deciding anyone's eligibility for credit, insurance, employment, housing, or tenancy, or any other use that makes Signals data a consumer report.
- Locating, monitoring, or contacting a person who does not want to be found, collecting debts, or any use that could put someone at risk.
- Targeting or excluding people by race, color, religion, national origin, sex, sexual orientation, familial status, disability, age, or any other protected trait.
- Building audiences or pixels around health conditions, pregnancy, financial distress, children, precise location, or other sensitive information.
- Autodialed, prerecorded, or AI-voice calls, or marketing texts, to anyone without prior express written consent that covers your business.
- Spoofing caller ID, hiding who you are, or making false or misleading statements in any outreach.
- Reselling, sublicensing, or publishing Signals data, or sharing a login, without our written agreement.
- Transferring Signals data to anyone in, or controlled from, a country of concern under United States data-security rules.
Extra care in four kinds of business.
Law firms
Most states' professional conduct rules restrict live phone solicitation of people who have not contacted you first. Use written outreach that meets your state's attorney-advertising rules, and use the phone for people who asked you to call.
Insurance and Medicare
Medicare, ACA, and final expense marketing carry extra federal and carrier rules on consent, disclaimers, recording, and lead sharing. Confirm your obligations before buying leads in those lines.
Credit, debt, and lending
Credit repair, debt relief, and lending are governed by consumer-finance laws on advance fees, disclosures, and fair lending. Signals data is for marketing only and never for credit decisions.
Health and wellness
Do not run Visitor ID on pages about health conditions or treatment, and do not build audiences around them. Health data carries its own federal and state rules.
The rules on each tool's page.
Every Signals tool lists its own rules where you buy it. Here they are together.
Visitor ID
- Install it only on websites you own or are authorized to manage.
- Update your privacy policy before you install: say that you use identity-resolution technology, what you collect, and how visitors can opt out. We provide suggested language.
- Honor opt-out requests and browser privacy signals such as Global Privacy Control.
- Do not install it on pages about health conditions, financial hardship, children, or other sensitive topics.
- California sees active wiretap litigation over website tracking, and Washington protects health-related browsing. The safer setup loads Visitor ID only after a visitor accepts your consent notice. Talk to counsel about your own site.
- Identified visitors did not ask you to call them. Email them, show them ads, or call them by hand after checking Do Not Call. Never robocall, AI-call, or mass-text an identified visitor.
Contact Enrichment
- Use it to complete and correct contact details for marketing and customer service.
- Never use enriched data to decide whether someone gets credit, insurance, a job, or housing. That is regulated consumer-report territory and it is prohibited here.
- Do not use it to locate a person who does not want to be found, to collect a debt, or for any purpose that could harm the person.
- A completed phone number is not consent to call. Your calling and texting rules come from how you got the lead, not from the lookup.
Lead Verification
- Verification confirms contact details. It is not a background check and must not be used for credit, insurance, employment, or housing decisions.
- A valid phone number is not consent to call or text it.
Intent Audiences
- Intent records show interest, not permission. These people did not ask you to contact them.
- Best channels: direct mail, email with a working unsubscribe, and matched ad audiences.
- Phone calls only by hand, after checking the National Do Not Call Registry, your state lists, and your own do-not-call list, inside legal calling hours.
- Never use an autodialer, a prerecorded or AI voice, or mass texting on intent records.
- Do not build audiences around health conditions, financial distress, or other sensitive topics.
Homeowner Audiences
- Household fields such as income and equity are modeled estimates for marketing. Never use them to decide credit, insurance, employment, or housing eligibility.
- Do not use audiences to exclude or target people by race, religion, national origin, sex, familial status, disability, or any other protected trait, and follow the special rules for housing, credit, and employment ads.
- Audience records did not ask to be contacted: mail, email, and ads first; manual calls only after a Do Not Call check; never robocalls, AI voice, or mass texts.
Intent Alerts
- Alert deliveries are intent records, not opt-in leads. The same contact rules apply: mail, email, and ads first; manual calls after a Do Not Call check; no robocalls, AI voice, or mass texts.
- Keep watches away from sensitive topics such as health conditions and financial distress.
B2B Intent Audiences
- Email business contacts with a clear sender, a real address, and a working unsubscribe.
- Many business contacts use mobile phones, so phone rules still apply: manual calls only, no autodialed or AI calls without consent.
Lead Market
- Read the consent record before you call. If the consent does not cover your business, dial by hand only, after a Do Not Call check.
- Autodialed calls and marketing texts only when the lead's written consent names your business. Never prerecorded or AI-voice calls on bought leads: federal telemarketing rules require that consent to come to you directly.
- Respect calling hours in the lead's time zone (8am to 9pm federally, stricter in some states) and stop immediately when someone asks.
- Medicare, ACA, final expense, debt, and other regulated verticals carry extra rules. Confirm your obligations before you buy.
- Leads labeled exclusive are sold to one buyer. Shared leads may be sold to more than one. The label is on every listing.
Aged Leads
- Original consent usually names the company the consumer asked to hear from, not you. Unless it covers your business, call by hand only.
- Scrub every list against the National Do Not Call Registry, the state lists that apply, your own do-not-call list, and known litigator lists before dialing.
- Never prerecorded or AI-voice calls on aged leads. No autodialer or marketing texts unless the written consent names your business.
- A lead older than three months is past the inquiry window that lets a business call a number on the Do Not Call list, so scrub older bands with extra care.
- Email with a clear sender, a physical address, and a working unsubscribe.
- Medicare, ACA, final expense, debt, and other regulated verticals carry extra rules. Confirm your obligations before you buy.
Lead CRM
- Each lead keeps the record of how it was acquired. Use that, not the screen it sits on, to decide how you may contact it.
- Honor opt-outs across every list, not only the one the request came from.
Follow-Up Automations
- Email: a clear sender, a physical mailing address, a working unsubscribe, and prompt honoring of opt-outs.
- Texts: only to people who gave your business consent to receive them. One-time verification codes are only for people who just requested one.
- Autodialed calls: only with prior express written consent naming your business. AI-voice calls: only when that consent came to you directly, such as on your own form.
- A STOP or unsubscribe in reply to any marketing message ends all marketing calls and texts to that person, not only the one flow.
- Calls placed by the platform are restricted to 8am to 9pm in the person's time zone, and you can set narrower hours of your own.
AI Calling Assistant
- Federal rules treat AI-generated voices as artificial voices. Marketing calls with one need prior express written consent that names your business and that your business collected directly, for example on your own web form.
- Never point it at bought leads, aged leads, Lead Market leads, intent records, or identified visitors. Consent gathered by a lead seller does not cover artificial-voice calls.
- Open every call by saying it is an automated assistant calling for your business, give a way to opt out, and stop calling anyone who asks.
- Platform calls are limited to 8am to 9pm in the person's time zone. Florida, Oklahoma, Maryland, and Oregon are stricter on hours and allow no more than three calls in 24 hours, so set your own hours and limits to match.
- Where calls are recorded or transcribed, California and other all-party-consent states require telling the caller at the start.
Standards, answered.
Why does Axel PR publish its data-use rules?
Because the way you got a contact decides how you may reach it, and most data tools leave that to the buyer to discover. We would rather you know the rules before you buy than learn them from a demand letter.
What happens if an account breaks these standards?
We may pause features, suspend the account, and cooperate with any lawful request. Every account agrees to these standards when it opens.
How can a consumer opt out of Signals data?
Through our privacy choices page at axelpr.com/privacy-choices, by email, or by phone. We act on the request and pass it to the data partners involved.
Is this legal advice?
No. This page explains how Signals works and the standards we hold accounts to. Rules vary by state and industry, so confirm your own obligations with counsel, especially in legal, insurance, financial, and health verticals.
General information, not legal advice. Concerns about how Signals data is being used can be sent to admin@axelpr.com. Consumers can opt out at privacy choices.
Data you can actually use.
Tell us your industry and how you sell. We will show you which Signals tools fit, and how to work them within the rules.