Terms and Conditions

The information and content (collectively, “Content”) on EMA App (“App”) is for your general educational information only. The Content cannot, and is not intended to, replace the relationship that you have with your healthcare professional (“HCP“). The Content on this App should not be considered medical advice and is not intended as medical advice. If you are experiencing a medical emergency, you should not rely on any information on this App, and should seek appropriate emergency medical assistance. You must talk to your HCP for diagnosis and treatment, including information regarding which drugs or treatment may be appropriate for you. None of the Content on this App represents or warrants that any particular drug or treatment is safe, appropriate or effective for you. Health information can change quickly. Therefore, you should always confirm information with your HCP.


The Content may include information regarding therapeutic and generic alternatives for certain forms of physiotherapy, and may describe uses for products or therapies that have not been approved by the Food and Drug Administration. This Content is for informational, cost-comparison purposes only. It is not medical advice and does not replace consultation with a doctor, pharmacist or other HCP. Talk to your healthcare provider to determine if an alternative form of treatment is right for you.


Agreement and terms

These App Terms of Use (“Terms”) describe the rules for using this App. These Terms constitute a legally binding agreement between you, the person using this App, and EMA App. If you are helping another person use this App, these Terms constitute a legally binding agreement between both the helper and the person being helped, and EMA App. Terms such as “we” or “our” and “Company” refer to EMA App and its affiliate entities.


By using this App, you agree to the most-recent Terms as well as the most-recent version of our Privacy Policy. We may change these Terms at any time, and such changes will be posted on this or a similar page of this App. It is your responsibility to review these Terms each time you use this App. By continuing to use this App, you consent to any changes to our Terms.


By using this App, you acknowledge and agree that any activity on this App is subject to monitoring by the Company at any time, and that the Company may use the results of such monitoring without limitation, subject to Applicable law.


If you enter into any other agreement with the Company, then these Terms are in addition to the terms of such other agreement. Neither entering into this agreement, nor visiting this App, nor using the App, nor any of these Terms, guarantee that you will receive any physical assistance from the Company, or that you will experience a complete cure to your condition, through this App or otherwise.


License to use this App and content ownership

Subject to these Terms, the Company grants you a personal, non-transferable, nonexclusive, revocable, limited access to the Content on the App for the sole purpose of collecting information regarding related activities such as, if permitted on this App, exercises to improve your posture and reduce back pain. You may also print, or make screenshots of a reasonable amount of the Content for your personal use, but in such case, you must reproduce all proprietary copyright and trademark notices. All rights, title and interest in and to the App, including the Content, and all intellectual property rights, including all copyright, trademark, patent and trade secret rights therein shall remain with the Company and our licensors and vendors, and no ownership interest is transferred to you or any other entity by virtue of making the Content available on the App, granting the foregoing licenses or entering into this Agreement.


In the event you choose to provide us with any feedback, suggestions, or similar communications, all such messages (collectively, “Feedback Messages”) will be considered non-personal, non-confidential (except for personal information as described in our Privacy Policies) and non-proprietary. You hereby grant the Company a perpetual, sublicensable, assignable, unrestricted, worldwide, royalty-free, irrevocable license to use, reproduce, display, perform, practice, modify, create derivative or collective works, transmit and distribute your Feedback Messages, in whole or in part, and including all intellectual property rights therein.


Some Apps operated by the Company include trademarks or logos belonging to other third-party licensors and are used pursuant to an agreement with such third parties.


We may terminate this license at any time for any reason. If you breach any of these Terms, your license to the Content terminates immediately. Upon the termination of this license you must stop using this App, including all Content, and return or destroy all copies, including electronic copies, of the Content in your possession or control.


Restrictions on use of this App

You agree:


  • not to use this App or Content in any way not explicitly permitted by these Terms or the text of the App itself;

  • not to copy, modify or create derivative works involving the Content, except you may print or make screenshots of a reasonable amount of content for your personal use, provided that you reproduce or retain all proprietary copyright and trademark notices;

  • not to misrepresent your identity or provide us with any false information in any information-collection portion of this App, such as a registration or application page;

  • not to take any action intended to interfere with the operation of this App;

  • not to access or attempt to access any portion of this App to which you have not been explicitly granted access;

  • not to share any password assigned to or created by you with any third parties or use any password granted to or created by a third party;

  • not to directly or indirectly authorise anyone else to take actions prohibited in this section;

  • to comply with all applicable laws and regulations while using this App or the Content. You represent and warrant that you are at least 13 years of age, and that if you are between 13 and 18 years of age a parent and/or guardian agrees to these Terms of Use on your behalf.

Limitations on usage

Downloading EMA on a single device is meant for use by a single user. The App Currently supports scanning and generating reports for one individual only, and does not support scanning or generating reports for multiple users. If you scan another individual on your registered app, all your stored data for analyses will become null and void. Therefore we recommend installing EMA on separate devices to scan different individuals.

Posting messages, comments or content

Certain portions of this App may be configured to permit users to post messages, comments, or other content. Any such content is only the opinion of the poster, is no substitute for your own research, and should not be relied upon for any purpose. You agree not to post any content:


  • which is profane, libelous, defamatory, obscene, pornographic, indecent, lewd, harassing, threatening, harmful, invasive of privacy or publicity rights, abusive, inflammatory, or otherwise objectionable; or

  • the transmission of which could violate, or facilitate the violation of, any applicable law, regulation, or intellectual property rights.


You are solely responsible for the content of any postings you submit and the Company assumes no responsibility or liability for any content submitted by you or any other App visitor. We may, but are not obligated to, restrict or remove any and all content from a message that we determine in our sole discretion, violates these Terms or is otherwise harmful to us, our customers, or any third party. We reserve the right to remove the content you provide at any time, but you understand that we may preserve and access a backup-copy, and we may disclose the content if required to do so by law or in a good faith that such access, preservation, or disclosure is required by law or in the best interests of the Company.


Any content you submit is for non-commercial use only. Any content you submit will be routed through the Internet and you understand and acknowledge that you have no expectation of privacy with regard to any content you submit. Never assume that you are anonymous and cannot be identified by your posts.


If you do post content or submit material, and unless we indicate otherwise, you grant the Company a non-exclusive, royalty-free, perpetual, irrevocable, and fully sublicensable right to use, reproduce, modify, adapt, publish, translate, create derivative works from, distribute, and display such content throughout the world in any media. You grant the Company and any of its sublicensees the right to use the name that you submit in connection with such content, if they choose. You represent and warrant that you own or otherwise control all of the rights to the content that you post; that the content is accurate; that use of the content you supply does not violate these Terms and Conditions and will not cause injury to any person or entity; and that you will indemnify the Company or its affiliates for all claims resulting from content you supply.


Copyright infringement

The Copyright and Related Rights Regulations 2003  (the “CRRR”) provides recourse for copyright owners who believe that material Appearing on the Internet infringes their rights under UK copyright law. If you believe in good faith that content or material on this App infringes a copyright owned by you, you (or your agent) may send the Company a notice requesting that the material be removed, or access to it blocked. This request should be sent to: info@parallelreality.co.uk; or, alternatively to: Parallel Reality Ltd., CEME Campus, Marsh Way, Rainham, London RM13 8EU, United Kingdom.


The notice must include the following information: (a) a physical or electronic signature of a person authorised to act on behalf of the owner of an exclusive right that is allegedly infringed; (b) identification of the copyrighted work claimed to have been infringed; (c) identification of the material that is claimed to be infringing or the subject of infringing activity; (d) the name, address, telephone number, and email address of the complaining party; (e) a statement that the complaining party has a good faith belief that use of the material in the manner complained of is not authorised by the copyright owner, its agent or the law; and (f) a statement that the information in the notification is accurate and, under penalty of perjury, that the complaining party is authorised to act on behalf of the owner of an exclusive right that is allegedly infringed. If you believe in good faith that a notice of copyright infringement has been wrongly filed against you, the CRRR permits you to send us a counter-notice. Notices and counter-notices must meet the then-current statutory requirements imposed by the CRRR. Notices and counter-notices with respect to the App should be sent to the address above.


Changes to App content

We may change, add or remove some or all of the Content on this App at any time. In addition, please note that although our goal is to provide accurate information, certain features that may be offered through this App, such as participating healthcare providers, pricing information or other Content, may not be accurate or up to date. In addition, please note that features of any plan or plans described in this App may change over time as permitted by law, including benefit levels, items included in any formulary, pricing or lists of participating providers or other associated vendors.



While visiting this App you may click on a link to other Apps and leave this App. We provide links to other Apps that may contain information that may be useful or interesting to you. We do not endorse, and are not responsible for, the content and accuracy of linked Apps operated by third parties or for any of your dealings with such third parties. You are solely responsible for your dealings with such third parties and we encourage you to read the terms of use and privacy policies on such third-party Apps.


No Warranties

All content on this app is provided to you on an “as is”, “as available” basis. The company, all third parties, if any, providing content for this app, and all third parties providing support or information for this app (collectively, “App-Related-Parties”) hereby disclaim all warranties of any kind, either express or implied, statutory or otherwise including but not limited to the implied warranties of merchantability, fitness for a particular purpose and non-infringement.


The app-related-parties make no warranty as to the accuracy, completeness, timeliness, correctness, or reliability of any content available through this app. without limiting the foregoing, the App-Related-Parties specifically do not represent or warrant that any information regarding particular plan benefits or scope of coverage is accurate or complete. The App-Related-Parties make no representations or warranties that use of this app will be uninterrupted or error-free, that defects will be corrected, or that this app or the technology that makes it available are free of viruses or other harmful components. You are responsible for taking all precautions necessary to ensure that any content you may obtain from this app is free of viruses and any other potentially destructive computer code.


Some counties do not allow limitations on implied warranties, so one or more of the above limitations may not apply to you.  Check your local laws for any restrictions or limitations regarding the exclusion of implied warranties.


Limitation of Liability

You agree that none of the App-Related-Parties shall be liable for any damage resulting from your use or inability to use this app or the content. This protection covers claims based on warranty, contract, tort, strict liability, and any other legal theory. This protection covers the App-Related-Parties, including all affiliates, and their officers, directors, employees, and agents. This protection covers all losses including, without limitation, direct or indirect, special, incidental, consequential, exemplary, and punitive damages, personal injury/wrongful death, lost profits, or damages resulting from lost data or business interruption. The limit of liability may not be effective in some counties. In no event shall the App-Related-Parties, including all affiliates, and their officers, directors, employees, and agents, be liable to you for any losses or damages. All other damages, direct or indirect, special, incidental, consequential, exemplary, or punitive, resulting from any use of the app or content are excluded even if the App-Related-Parties have been advised of the possibility of such damages. You agree that you use this app at your own risk. If you are dissatisfied with this app or the content, your sole and exclusive remedy is to discontinue using the app.


Governing law and Statute of Limitations

The laws of the United Kingdom govern these Terms and any cause of action arising under or relating to your use of the App, without reference to its choice-of-law principles. You agree that the only proper jurisdiction and venue for any dispute with the Company, or in any way relating to your use of this App, is in the city of London, United Kingdom. You further agree and consent to the exercise of personal jurisdiction in these courts in connection with any dispute involving the Company or its employees, officers, directors, agents and providers. If any provision of these Terms is determined to be invalid under any Applicable statute or rule of law, such provision is to that extent to be deemed omitted, and the balance of the Agreement shall remain enforceable.


Before seeking legal recourse for any harm, you believe you have suffered arising from or related to your use of this App, you agree to inform us in writing and to give us 30 days to address the perceived harm before initiating any action. You must initiate any course of action within one year after the claim has arisen, or you will be barred from pursuing any course of action.


Contact us

To contact us regarding these Terms or the operation of the App itself, contact us at:



Effective date

The Effective Date of these Terms is February 1, 2020.


Additional terms

Your obligations under the following sections survive termination of this Agreement: Important Note Regarding App Content; Agreement and Terms; portions of License to use this App and content ownership; Restrictions on use of this App; Posting messages, comments or content; Copyright Infringement – CRRR Notice; Changes to App content; Links; No Warranties; Limitation Of Liability; Governing law and statute of limitations; Additional terms. If any provision of these Terms is found to be invalid by any court having competent jurisdiction, the invalidity of such provision shall not affect the validity of the remaining provisions of these Terms, which shall remain in full force and effect. No waiver of any of these Terms shall be deemed a further or continuing waiver of such term or condition or any other term or condition. You agree to defend and indemnify, App-Related-Parties and their subsidiaries, affiliates, officers, directors, employees, and agents, harmless from any claim, demand, or damage, including reasonable attorneys' fees, arising out of or related to your breach of this Agreement or your use or misuse of the Content or App. You may not transfer or assign any rights or obligations under this Agreement. The Company may transfer or assign its rights and obligations under this Agreement.


No advice
This App (“App”) only provides information, and not medical or treatment advice and may not be treated as such by the user. As such, this App may not be relied upon for the purposes of medical diagnoses or as a recommendation for medical care or treatment. The information on this App is not a substitute for professional medical advice, diagnosis or treatment. All content, including text, graphics, images and information, contained on or available through this App are for general information purposes only.

Professional Medical Advice and Assistance
You are strongly advised to verify any information obtained from or through this App with your physician or another professional healthcare provider and to review all information regarding any medical condition or treatment with your physician or other HCP.

No Reliance


No Warranty
The information provided by this App is provided “as is” without any representations or warranties, express or implied. EMA makes no representations or warranties in relation to the medical or other information in this App.

EMA does not warrant that:

  • The information provided by this App will be constantly available, or available at all;


  • - The information is to reviewed by a HCP and any exercises and recommendations must be validated by a HCP. EMA does not take responsibility for any action taken by the user without consulting a HCP.


By using the App and checking the checkbox you have acknowledged that:


Privacy Policy

Data Protection Act 2018 Notice of Privacy Practices: To read more about our privacy practices regarding health and medical information under the Data Protection Act 2018 (“DPA”), visit https://www.gov.uk/data-protection.


We recognise that the privacy of your personal information is important. The purpose of this policy is to let you know how we handle the information collected through the use of this App. Portions of this App may describe privacy practices applicable to specific types of information or to information provided on specific web pages.


This policy does not apply to information collected through other means such as by telephone or in person, although that information may be protected by other privacy policies. As used in this policy, terms such as “we” or “our” and “Company” refer to EMA App and its current and future affiliated entities, including our parent company Parallel Reality Ltd.


This App is intended for a United Kingdom audience. Any information you provide, including any personal information, will be transferred to and processed by a computer server located within the United Kingdom.


Cookies and Tracking

The Company uses various technologies, which may include “cookie” technology, to gather information from our App visitors such as pages visited and how often they are visited, and to enable certain features on this App. “Cookies” are small text files that may be placed on your device when you visit an App or click on a URL. Cookies may include “single-session cookies” which generally record information during only a single visit to an App and then are erased, and “persistent” cookies which are generally stored on a device unless or until they are deleted or are set to expire.


You may disable cookies and similar items by adjusting your browser preferences at any time; however, this may limit your ability to take advantage of all the features on this App. You may also manage the use of “flash” technologies, with the Flash management tools available at Adobe's website.


We may also allow third party service providers to use cookies and other technologies to collect information and to track browsing activity over time and across third party websites such as web browsers used to read our content on our App, which websites are referring traffic or linking to our App, and to deliver targeted services to you. We do not control these third party technologies and their use is governed by the privacy policies of third parties using such technologies.


We may use analytics companies to gather information and aggregate data from our App visitors such as which pages are visited and how often they are visited, and to enable certain features on our App. Information is captured using various technologies and may include cookies. If such technology is used, you may opt out of it by clicking on the “Opt Out” link at the bottom of the relevant web page.


We may use and disclose your activity information unless restricted by this policy or by law. Some examples of the ways we use your activity information include:


  • Customising your experience on the App including managing and recording your preferences.

  • Marketing, product development, and research purposes.

  • Tracking resources and data accessed on the App.

  • Developing reports regarding App usage, activity, and statistics.

  • Developing reports on your current posture and providing insights and evaluations.

  • Assisting users experiencing App problems.

  • Enabling certain functions and tools on this App.

  • Tracking paths of visitors to this App and within this App.


Your personal information

This App may include web pages that give you the opportunity to provide us with personal information about yourself. You do not have to provide us with personal information if you do not want to; however, that may limit your ability to use certain functions of this App or to request certain services or information.


We may use personal information for a number of purposes such as:


  • To respond to an email or particular request from you.

  • To personalise the App for you.

  • To process an application as requested by you.

  • To administer surveys and promotions.

  • To provide you with information that we believe may be useful to you, such as information about health products or services provided by us or other businesses.

  • To perform analytics and to improve our App, products, and relevant services.

  • To comply with applicable laws, regulations, and legal process.

  • To protect someone's health, safety, or welfare.

  • To protect our rights, the rights of affiliates or related third parties, or take appropriate legal action, such as to enforce our Terms of Use.

  • To keep a record of our transactions and communications.

  • As otherwise necessary or useful for us to conduct our business, so long as such use is permitted by law.


We may use personal information to contact you through any contact information you provide through this website, including any email address, telephone number, cell phone number, text message number, or fax number. Please see the section below titled "Our Online Communications Practices."


We may also share personal information within the Company, and we may combine personal information that you provide us through this App with other information we have received from you, whether online or offline, or from other sources such as from our vendors. For example, if you have purchased a product or service from us, we may combine personal information you provide through this App with information regarding your receipt of the product or service.


Sharing personal information

We will only share your personal information with third parties as outlined in this policy and as otherwise permitted by law.


We may share personal information if all or part of the Company is sold, merged, dissolved, acquired, or in a similar transaction.


We may share personal information in response to a court order, subpoena, search warrant, law or regulation. We may cooperate with law enforcement authorities in investigating and prosecuting activities that are illegal, violate our rules, or may be harmful to other visitors.


If you submit information or a posting to a chat room, bulletin board, or similar “chat” related portion of this App, the information you submit along with your screen name will be visible to all visitors, and such visitors may share with others. Therefore, please be thoughtful in what you write and understand that this information may become public.


We may also share personal information with other third party companies that we collaborate with or hire to perform services on our behalf. For example, we may hire a company to help us send and manage email, and we might provide the company with your email address and certain other information in order for them to send you an email message on our behalf. Similarly, we may hire companies to host or operate some of our services and related computers and software applications.


This App may permit you to view your visitor profile and related personal information and to request changes to such information. If this function is available, we will include a link on this App with a heading such as “My Profile” or similar words. Clicking on the link will take you to a page through which you may review your visitor profile and related personal information.


App and information security

We maintain reasonable administrative, technical and physical safeguards designed to protect the information that you provide on this App. However, no security system is impenetrable and we cannot guarantee the security of our App, nor can we guarantee that the information you supply will not be intercepted while being transmitted to us over the Internet, and we are not liable for the illegal acts of third parties such as criminal hackers.


Our online communication practices

We may send electronic newsletters, notification of account status, and other communications, such as marketing communications, on a periodic basis to various individuals and organisations. We may also send email communications regarding topics such as general health benefits, App updates, health conditions, and general health topics. We offer you appropriate consent mechanisms, such as opt-out, for marketing and certain other communications. As examples, you may opt-out as provided for in a specific email communication or contact us as described below in the section “Contact Us.” Please be aware that opt-outs may not apply to certain types of communications, such as account status, App updates, or other communications.


Information for children under 13

We will not intentionally collect any personal information from children under the age of 13 through this App without receiving parental consent. If you think that we have collected personal information from a child under the age of 13 through our App, please contact us.


Contact us

To contact us regarding this policy and our related privacy practices, please contact us at:



If you believe we or any company associated with us has misused any of your information please contact us immediately and report such misuse.


Effective date

The Effective Date of this Privacy Policy is February 1, 2020.


Changes to this App privacy policy

We may change this policy. If we do so, such change will appear on this page of our App. We will also provide appropriate notice and choices to you, on this App and in other appropriate locations, based on the scope and extent of changes. You may always visit this policy to learn of any updates.


Social Media Disclaimer

Are you using social media? So are we! We encourage you to read, share, follow us and provide commentary on Facebook®, Twitter®, Pinterest®, Instagram® and other social media sites. Before you post, please make sure you read our social media disclaimer:


We are under no obligation to screen or monitor your posts or any other User Content, however, we do make a reasonable effort to monitor participation to ensure that you stay on topic, are courteous and avoid making offensive comments. Your posts and User Content must adhere to the following requirements and cannot:


  • Contain any third-party material including logos, drawings, tattoos, photographs, pictures, sculptures, paintings and other images or works of art, phrases, trademarks, trade secrets or other items without explicit prior written permission to use such materials

  • Contain sexually explicit, graphic, gratuitous or unnecessarily violent content or defamatory or derogatory content against any ethnic, racial, gender, religious, sexual orientation, professional or age group or contain any pornographic or nude material

  • Contain any private information about yourself or any other individual, including without limitation, information related to the health of the individual, financial information about the individual or any identification or account numbers related to the individual, with or without their permission or consent

  • Contain any software viruses or any other computer code, files or programs designed to interrupt, destroy or limit the functionality of any computer software, hardware or telecommunications equipment

  • Contain any advertising, promotional materials, "junk mail", "spam", "chain letters", "pyramid schemes", or promote illegal activity and/or illegal contests, sweepstakes, gambling, including any online casino, sports books, bingo, poker or any other form of solicitation


We reserve the right to edit comments for content, remove off-topic contributions, delete offensive comments or remarks, block offensive contributors and delete actual or suspected spam content from any Social Media site. Please be aware that once you post something online, there is the potential for numerous individuals to read your words, even years from now. Therefore, we suggest that you exercise caution when posting on any social media sites and that you not disclose personally identifiable information like your location, medical record number, personal medical information, financial information, etc. We are not responsible for the content of any comments or responses posted by others to any App or social media site managed or monitored by EMA App. We do not control the placement of any marketing or advertising displayed on our pages by social media or third party organisations. The inclusion of links to other websites does not imply any endorsement of the material on our social media accounts.


Please remember that information posted on any of our social media platforms is for general informational purposes only and should not be considered medical advice and should not replace a consultation with your health care professional. Always consult an appropriate health care professional for your specific needs. If you are experiencing a medical emergency, call your local emergency number.


We reserve the right to respond to any post or User Content and may occasionally privately request your contact information to assist offline with your consent by routing the matter to the appropriate persons or department for further handling. Any further questions about your account, claims or benefits or request for additional information can be addressed by visiting your member App or calling the toll-free member phone number on the back of your health plan ID card.


All trademarks are the property of their respective owners.

Copyrights © 2019 All Rights Reserved by Parallel Reality Ltd.

UK Company Reg. No. 10758495