Parent Squad Terms & Conditions

The Service

Parent Squad Hub   ("Hub") is an internet hub provided by Emma's Diary and Babycentre, a division of Lifecycle Marketing Group Ltd. (LMG) to the members of the Parent Squad, and is subject to the following terms and conditions of use ("Terms of Use") and the Privacy Policy ("Privacy Policy"). The Hub provides users with access to a variety of information and on-line resources, including details on its current and past campaigns, through its network of properties ("Service").

Please read the Terms of Use and Privacy Policy carefully. By using the Hub, you accept the Terms of Use and the Privacy Policy and you agree to comply with them.

We may update the Terms of Use from time to time without notice to you. Please ensure that you review the Terms of Use regularly as you will be deemed to have accepted any variation if you continue to use the Service after it has been posted.

In addition, when using particular Parent Squad Hub services, you and LMG shall be subject to any guidelines and rules applicable to such services which we may post from time to time. All such guidelines and rules are hereby incorporated by reference into the Terms of Use but in the event of any inconsistency between the Terms of Use and any guideline or rule, (unless otherwise stated) these Terms of Use will prevail.

Information about Lifecycle Marketing Group Ltd

Lifecycle Marketing Group Ltd is a limited company registered in England and Wales under company number 7475444 and our registered office is Remenham House, Regatta Place, Marlow Road, Bourne End, Bucks SL8 5TD.  Our main trading address is Remenham House, Regatta Place, Marlow Road, Bourne End, Bucks SL8 5TD. Our VAT number is 100 1976 57.

LMG is a wholly owned subsidiary of Ziff Davis Inc, 114 5th Avenue, 15th Floor. New York, NY, 10011 USA.

LMG benefits

When registering for the LMG services through this Hub you may choose to opt-in to receive:

  • Relevant email communications from Parent Squad Hub regarding offers, discounts, information, missions or competitions
  • Emails from our partners with news, offers and competitions via 3rd party opt-in.
  • Vouchers, coupons, products and information sent to you via post

Further details of the benefits and processes can be found on the registration page.

Use of this Hub

In order to use the Service, you need the equipment necessary to connect to the World Wide Web and the connection necessary to access it. You are responsible for your connection and any fees associated with such connection or access.  Access to this Hub is permitted on a temporary basis. We may suspend, withdraw, discontinue or change all or any part of this Hub without notice. We will not be liable to you if for any reason this Hub is unavailable at any time or for any period.

You are responsible for ensuring that all persons who access this Hub through your internet connection are aware of the Terms of Use and any guidelines and rules as referred to above, and that they comply with them. 


You must be 18 years of age or older to become a member of the Parent Squad.

In completing the registration process, you agree to provide true, accurate and complete information about yourself as required in the registration form. You must maintain and promptly update this information to keep it true, accurate, current and complete.

Only one registration per person is permitted. Upon registration, you are required to choose a member ID and password. You are responsible for keeping your member ID and password confidential and you must not disclose them any third party.

We have the right to disable your member ID and password (whether chosen by you or allocated by us) at any time if, in our reasonable opinion, you have failed to comply with any of the provisions of the Terms of Use. You agree that we shall not be liable to you or any third party for any termination of your access to this Hub or the Service.

You agree to notify us immediately of any actual or suspected unauthorised use of your membership ID and/or password, whether or not actually or expressly authorised by you. We will not be responsible for any loss or damage to you arising from any use or misuse of your membership ID and/or password.

Your information and correspondence

By agreeing to these Terms and Conditions you agree that your data may be used by LMG, the parent company of Emma’s Dairy and Babycentre, and our partners.

By accepting these Terms and Conditions you confirm that you are happy with LMG contacting you via email with news and updates about Parent Squad and with details about our Missions. Also, you must be happy to receive products in the post from Lifecycle Marketing, Ltd., to test and review.

Privacy of Parent Squad members

By accepting these terms and conditions you agree to keep all communications between Parent Squad and our members private and confidential. Members may not share any elements of communication, whether that be through Facebook or Email, to any public channels. This is a breach of confidentiality for our members and will result in Parent Squad membership termination. 

Representing Parent Squad

As a Parent Squad member, you are representing us as brand advocates of Emma's Diary and Babycentre. Any malicious, inappropriate or illegal behaviour shared on on social media, instant messenger or in person, which directly or indirectly reflects upon Parent Squad will result in termination of Parent Squad membership, regardless of their relevance to Parent Squad as it's own entity. 

This includes but it not limited to:

  • Statements, messages or comments of mal-intent
  • Hurtful or threatening statements shared publicly or privately
  • Any aggressive notions towards members and non members

If any such content it bought to the attention of any Emma's Diary, Babycentre or Parent Squad employees, Parent Squad reserves the right to terminate membership with immediate effect. Standard procedure will be suspension of Parent Squad account for 7 days whilst investigation into any incident occurs. After this time membership will be reviewed accordingly.

Undertaking Missions

A Mission is an assignment set by the Parent Squad to its members. In order to be selected to take part in a Mission, you will be invited to apply for it by filling out a short application form on our website.

Please note that because of the limited numbers of free products, services and experiences we receive, applying for a Mission does not guarantee you being selected to take part in it.

If you have been selected to take part in a Mission, you must let us know via email within 24 hours if you cannot undergo it for any reason, so we can pick another member of the Squad in your place. 

All of the products, services, and experiences provided to you by Parent Squad free of charge are intended for your personal use only. By accepting these Terms and Conditions, you agree that you will not attempt to resell any of the products, services or experiences provided to you by Parent Squad.

Any member who does attempt to resell any product, services or experiences will be asked to reimburse the value of the product, and will be removed from the Squad and black-listed.

By accepting these Terms and Conditions you agree that Emma’s Diary, Babycentre or Lifecycle Marketing Ltd. has no liability for accident or injury while undertaking any Missions.

If you have been selected to take part in a Mission, you must post your review as requested in the Mission Brief, most commonly on Instagram, TikTok or an a retailer website, with the required hashtags and brand tags, within the time frame stipulated within your Mission Brief. 

Writing and submitting reviews

We expect your reviews to be published within three (3) weeks from the point you receive the product. However, the deadlines may vary, and this will be specified in the Mission Brief that you'll receive via email, on the Mission web page, and/or in the covering letter included with the product.

Upon application to a mission, you will also be required to confirm that you agree to review the product within the time period stipulated for that mission. 

Late reviews process

By accepting these Terms and Conditions, you agree that if you fail to write a review for a Mission within time period specified in the brief, Parent Squad will initiate the Late Reviews Process on your account.

You will be notified of this via email and will not be able to keep any free products sent to you, and will have to return them at your cost. If you do not return them you will have to pay for/reimburse the value of any products, services or experiences provided to you including cost of postage. 

Parent Squad will allow a 14 day grace period upon the deadline and at initiation of late review process, for reviewers to contact us via email ( to confirm a date of review. 

Failure to communicate with Parent Squad via email  within the 14 day grace period will result in termination of Parent Squad membership and action to recover all and any costs associated with the mission. 

Should reviewers submit their review within the 14 day grace period, there will be a suspension put on your account for 28 days following, and after that time frame your account will return to full activity. 

Any two consecutive late reviews or initiation of late reviews process will result in temporary membership termination while we converse with the member to decide the best cause of action going forward. 

If you have ANY issues submitting your review on time, please let us know in advance. We can always work around your schedule and circumstances, and are happy to help with the reviews.

Failure to review or return/reimburse the product provided to you within 30 days from the time you receive a warning from Parent Squad, will result in immediate termination of your Parent Squad membership and initiation of recovering reimbursement cost of product and postage of product from the individual. 

In addition to these Terms & Conditions, you must adhere to specific Terms and Conditions for the Missions as provided to you in the Mission Brief that you will receive via email and/or via a covering letter included with the product.

Sharing your reviews on social media

To be accepted into the Parent Squad and to be able to undertake missions, you must have active personal accounts on Facebook and Instagram. TikTok accounts are desirable but not mandatory.

You are expected to share your reviews on Instagram unless specified otherwise in the Mission Brief. 

Your opinion on any mission should be wholly independent and not reflective of anyone else’s.

Your review may be posted on the Emma’s Diary and Babycentre website and social platforms.

The Parent Squad team reserves the right to request that you edit and improve grammar on your review but NOT alter the sentiment. If there is a negative review, it can be shared in social media or on the Emma’s Diary and Babycentre, but you may be asked to re-review at a later date. As a Parent Squad member, you are not obligated to do this.

By submitting your reviews, photos and videos to the Parent Squad (Lifecycle Marketing, Ltd.), you agree that Emma's Diary, Babycentre, Lifecycle Marketing, and our partners/affiliates can use these assets on their website and social media channels.

If you do not adhere to this, Lifecycle Marketing, Ltd. owns the right to remove you from the Parent Squad.


Private vs public social accounts

We prefer our members to have public social media profiles so that our partners can have full access to your content. Having a public social media account may increase your chances of being selected for a Mission. 

If your social account on which you review is private, you must allow the Parent Squad account and the Partner account to follow you so as we can track your reviews.

Failure to allow us to follow your account will result in termination of your Parent Squad membership. The official Parent Squad account on Instagram can be found at @OfficialParentSquad. 

We reserve the right to request that you temporarily make your social account public over the duration of the campaign, for 8 weeks from the date of your review publication, to allow our Partner full access to your content.

Resigning from being a Parent Squad

If you would like to resign from being a member of the Parent Squad, please visit your profile page here: Got to 'Communication Preferences', click on 'Leave the Parent Squad' and complete the process.

Intellectual Property

You represent and warrant that all photos, videos, content, reviews, and posts created by you:

1. Shall comply with any content guidelines provided by us to you.

2. Will clearly and conspicuously disclose your relationship with Emma's Diary, Babycentre and Lifecycle Marketing, or our partners, as appropriate, and any products and/or compensation you receive from us.

3. Will be your original creation and will not infringe or violate the rights of any third party, including, but not limited to, any copyright, trademarks, trade secrets, rights of publicity, rights of privacy, or any privacy or proprietary right.

4. Will comply with all applicable laws, rules, and regulations.

You hereby grant Emma's Diary, Babycentre, Lifecycle Marketing, and our partners the right to use and exhibit the content you create without any further approval from you, including but not limited to advertising and promotional materials in any media.


By entering a Parent Squad competition you consent to your details being passed to the third party supplying the prize. Details for each individual competition are set out on the relevant competition page but the following also apply:

  • Competitions are open to residents of the UK, Channel Islands, Isle of Man and the Republic of Ireland aged 18 years or over. One entry per household.
  • No responsibility is accepted for ineligible or fraudulent entries.
  • One correct entry and winner (as per competition) will be selected at random and notified in writing as soon as reasonably practicable after the closing date of the competition unless otherwise advised.
  • The prize is not transferable.
  • The organiser’s decision is in final and no correspondence will be entered into.
  • If a winner does not confirm acceptance of the prize within 7 days, he/she automatically foregoes the rights to claim for the prize.
  • No cash alternative.
  • All competitions hosted Parent Squad will close at 12am on the date stated. Any entries after these dates will be void.
  • The winner may be asked to participate in publicity via social media, this Hub or the organiser’s website.

Links to Other Web Sites

This Hub may include links to other websites including social media (Facebook, Twitter, etc). These links are provided as a convenience to users only. We do not have any control over, and do not endorse, the information, material, products or services contained on, or accessible through, any such website. You acknowledge that you access and use the websites and their contents at your own risk and that we shall not be responsible for any liability, damage or loss caused (whether directly or indirectly) in connection with use of, or reliance on, any information, material, products or services contained on or accessed through any such websites.

Dealings with Advertisers and Merchants

Your correspondence or dealings with, or participation in promotions of, advertisers and merchants found on this Hub or through the Service, including payment and delivery of related goods or services, and any other terms, conditions, warranties or representations associated with such dealings, are solely between you and such advertiser or merchant. To the fullest extent permitted by applicable law, you agree that: (a) we shall not be responsible or liable for any loss or damage of any kind incurred as a result of any such dealings or as the result of the presence of such advertisers and merchants on this Hub or the Service, and (b) any orders placed by you on the Service are subject to confirmation by, and the terms and conditions of business of, the relevant advertiser or merchant.


To the fullest extent permitted by law, we disclaim all warranties, conditions and other terms of any kind, whether express or implied, with regard to the Service, this Hub or the materials contained on this Hub, including without limitation any implied terms of satisfactory quality, fitness for a particular purpose or as to the provision of services to a standard of reasonable care and skill. Your use of this Hub and the Service is at your own risk and is on an "as is" and "as available" basis.

We make no warranty or representation that this Hub or the Service will meet your requirements or that it will be uninterrupted, timely or secure.


We do not guarantee that this Hub will be free from bugs or viruses. You are responsible for configuring your computer system or mobile device in order to access this Hub and you should use your own virus protection software.

You must not misuse this Hub by knowingly introducing viruses, trojans, worms, logic bombs or other material which is malicious or technologically harmful.

You must not attempt to gain unauthorised access to this Hub, the server on which this Hub is stored or any server, computer or database connected to this Hub. You must not attack this Hub via a denial-of-service attack or a distributed denial-of service attack. By breaching this provision, you would commit a criminal offence under the Computer Misuse Act 1990. We will report any such breach to the relevant law enforcement authorities and we will co-operate with those authorities by disclosing your identity to them. In the event of such a breach, your right to use this Hub will cease immediately.

We accept no responsibility for any bug, virus, infection or contamination and you will be solely responsible for any damage to your computer system or mobile device or loss of data resulting from use of this Hub or the Service. 

No Reliance

The content on this Hub is provided for general information only and it is not intended to amount to advice on which you should rely. Although we make reasonable efforts to update the information on this Hub, it makes no representations, warranties or guarantees, whether express or implied, that the content on this Hub is accurate, complete or up-to-date.

Limitation of Liability

You expressly acknowledge and agree that to the fullest extent permitted by applicable law we shall not be liable for any direct, indirect, special or consequential loss (including loss of income or revenue, loss of business, loss of profits or contracts, loss of anticipated savings, loss of data, loss of goodwill or wasted management or office time), damage, costs, expenses or claims, whether based on breach of contract, tort (including negligence), product liability or otherwise arising out of or in connection with this Hub, the Service or in connection with the use, inability to use, or results of the use of this Hub, any websites linked to it and any materials posted on it.

You acknowledge and agree that the limitations set out above are fundamental elements of the Terms of Use and this Hub and the Service would not be provided to you if such limitations did not apply.


You agree to indemnify and hold harmless LMG its affiliates and suppliers from any liability, loss, claim and expense (including reasonable legal fees) made by a third party directly or indirectly related to (a) your breach of the Terms of Use, (b) your posting of material to the Hub, or (c) any other use by you of the Hub or the Service.

Proprietary Rights

You acknowledge and agree that all copyright and other intellectual property rights in relation to this Hub and the Service (including without limitation the design and contents of the pages) are vested in, or licensed to, us. Those works are protected by copyright laws and treaties around the world.  All such rights are reserved.

Information may be accessed, downloaded, or printed only for your personal non-commercial use. You may not copy, reproduce, publish, distribute, create derivative works of, sell, transfer, display, transmit, compile or collect in a database, any part of the Hub or this Service without prior written permission from us or our licensors.

You must not modify the paper or digital copies of any materials you have printed off or downloaded in any way, and you must not use any illustrations, photographs, video or audio sequences or any graphics separately from any accompanying text. Our status (and that of any identified contributors) as the authors of content on the Hub must always be acknowledged.

You must abide by all copyright notices, information, or restrictions contained in or attached to any part of this Hub or the Service. If you breach these terms, your right to use the Hub will cease immediately and you must, at our option, return or destroy any copies of the materials you have made.

Emma's Diary® is a registered trade mark of LMG. All rights reserved. You agree not to display or use in any manner this trade mark without our written permission. Third party trade marks, service marks, logos, and trade marks appearing on the Service are the property of their respective owners.

Changes to the Hub and the Service

LMG and its suppliers may make revisions to the information, services, products, and other materials on this Hub, or discontinue, temporarily or permanently, this Hub or the Service (or any part of them) with or without notice at any time. You agree that we shall not be liable to you or to any third party for any modification, suspension or discontinuance of the Service. Any of the material on this Hub may be out of date at any given time, and we are under no obligation to update such material.


The Terms of Use shall be governed by and construed and interpreted in accordance with the laws of England and you and LMG agree to submit to the non-exclusive jurisdiction of the English Courts.

Our failure to insist upon strict enforcement of any provision of the Terms of Use shall not be construed as a waiver of any provision or right.

If any provision of the Terms of Use is found by a court of competent jurisdiction to be invalid the parties nevertheless agree that the court should endeavour to give effect to the parties, intentions as reflected in the provision, and the other provisions of the Terms of Use shall remain in full force and effect.

The section titles in the Terms of Use are for convenience only and have no legal or contractual effect.


We reserve the right to access any personal data to comply with applicable laws and lawful government requests. If you fail to comply with the Terms of Use and this failure results in a third party complaint, we reserve the right to disclose individually identifiable information to the third party where applicable.


To contact us, please email



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