Microsoft Tag Application Requirements

This document (the Requirements) sets forth requirements for all Applications developed using the Microsoft Tag Scanning SDK as described in the Microsoft Tag Scanning SDK Commercial Agreement. For purposes of these Requirements, Company is the party that has entered into the Microsoft Tag Scanning SDK Commercial Agreement. These Requirements include specific obligations for the display of different types of Tags by Company’s Application. These Requirements may be updated from time to time.


Other capitalized terms not defined in these Requirements have the meanings ascribed to them in the Microsoft Tag Scanning SDK Commercial Agreement (the Agreement). In the event of a conflict between these Requirements and the Agreement, the Agreement controls.

Types of Experiences

Once a Tag has been scanned and decoded, the Application must call the Tag Resolution System to display the experience associated with the Tag. Depending on the relationship of the Tag to the Company and Application, and the choices made by the Application owner (see table below), Tags can be handled in three different ways:

1. Custom Experience. A custom experience is an experience for the Tag that is specific to the scanning Application, and that is generally handled directly by that Application.

2. Standard Experience. A standard experience is the experience that would occur if the Tag was scanned by the Microsoft Tag Reader mobile application. A standard experience is handled by either (a) the Tag Experience Handler (which is part of the Tag Scanning SDK for iOS and Android platforms), or (b) the default browser in the case of the Scanning SDK for Windows Phone (Coming Soon) (which does not have an Experience Handler)

3. Unsupported Experience. If the Tag is not supported by the Application, the Tag Scanning SDK will display a message to the scanner explaining that the Tag is not supported and/or may also launch the Microsoft Tag reader mobile application to view the experience associated with the Tag.

Handling of Different Types of Tags

The table below describes the distinction between different types of Tags, and acceptable behavior for handling those Tags.

Tag Type Definition Requirements
Associated Tags

Tags created using the Tag Account, which includes the Application’s Commercial SDK Key.

Tags created by any other Tag Account, but that have also been associated with the Application’s Commercial SDK Key through the exchange of the Application’s ID (to perform such link, contact tagsupp@microsoft.com.

  • All Tags need to be created via the Tag System and must have an experience that will be displayed when they are scanned by the Microsoft Tag Reader mobile application (or another application that supports Tags).
  • On a per-Tag basis, when Associated Tags are scanned by the Application, they can be handled via a Custom Experience (i.e. defined by the Application) or a Standard Experience (i.e. handled by the Experience Handler in the Tag Scanning SDK or the default browser in the case of the Scanning SDK for Windows phone).
In-Context Tags

Tags that are created by a third-party Tag Account and are used in-context to Company’s business by either being printed in Company’s publications, or on products or signage in a Company’s store.

( e.g. Tags printed on product packaging sold at or shelf talkers placed in a Company’s store )

  • Company can choose whether to handle In-Context Tags within their Application or not.
  • If Company chooses to support In-Context Tags, in order to provide a consistent experience for Tag creators, regardless of which application scans their Tags, then:
    • Applications must not interfere with the Standard Experience for the Tag that is handled by the Experience Handler or the default browser in the case of the Scanning SDK for Windows phone;
    • Applications must not target, insert, or display any information or advertisements based off of the Tag Content of any In-Context Tags; and
    • If Microsoft provides updates to the Tag Scanning SDK, then Company must update their Application within 180 days of the release of the update. If the Application is not-up-to-date within 180 days, the Experience Handler or the default browser (in the case of the Scanning SDK for Windows phone) may handle the In-Context Tags as Unsupported Experiences.
  • If Company chooses not to support In-Context Tags, the Experience Handler or the default browser (in the case of the Scanning SDK for Windows phone) will handle them as Unsupported Experiences.
Out-of-Context Tags

All other Tags created by third-party Tag Accounts.

  • The Microsoft Tag SDK is intended to be used to scan Tags that were created by the owner of the Application (Associated Tags) or that a user think of as being associated with the Application (In-Context Tags). It is not intended to be used to create a general purpose application that can scan all Tags. Microsoft expressly reserves the right to provide the Unsupported Experience for any Out-of-Context Tags scanned by the Application.
  • Company must not market their Applications in a manner that would indicate their Applications are intended to or can decode Out-of-Context Tags.
  • If an Out-of-Context Tag happens to be scanned by an end-user then there are two possible outcomes:
    • If the Application does not support In-Context Tags, the Unsupported Experience will be launched.
    • If the Application does support In-Context Tags, the Standard Experience for the Tag may be launched, rather than the Unsupported Experience. As above, the Application may not interfere with the default handling of the Tag by the Experience Handler or the default browser in the case of the Scanning SDK for Windows phone, nor target, insert, or display any information or advertisements based off of the Tag Content.

Notification of commercial distribution

Company must provide notice to Microsoft by email to tagsdk@microsoft.com within five (5) business days of any commercial distribution of a Distributable Application to any third party (such as through an Application Marketplace). The notice must include the following information:

  • Application name;
  • Platform(s) supported;
  • Countries in which the Application will be released;
  • Application Marketplace(s) through which the Application is being distributed; and
  • Release date(s).

Upon Microsoft’s written request, Company will provide Microsoft with copies of any Distributable Application within five (5) business days for the purpose of verifying that the Distributable Application meets these Requirements.

Prohibited Application Types

Examples of unacceptable Application types include but are not limited to:

  • Applications whose primary function is to act as a generic barcode reader to scan and decode either (i) multiple 1D and 2D barcode formats such as UPC and QR in addition to Tags or (ii) only Tags.
  • Applications whose primary function is to scan and decode Tags created by or on behalf of third parties as part of a 2D barcode and/or mobile marketing service, platform, or similar offering. In other words, Applications should not be similar in purpose to the Microsoft Tag Reader application.

Application Fees

Company may charge Application Users a fee for an Application, but Company may not charge a fee specifically for scanning and decoding of Tags. Additionally, Company may not distribute and charge different fees for Applications which differ mainly in the inclusion or exclusion of the functionality of scanning and decoding of Tags.

Privacy and End User Consent

Company is responsible for providing Application Users with adequate notice and obtaining any necessary consents for the information collection, use and other privacy practices applicable to the Application. Company must not use any information captured from or provided by the Tag Scanning SDK or the Application to re-identify Application Users to their personally identifiable information without their prior consent. Company’s use of the Application Users’ personally identifiable information must be limited by the scope of the consent Company receives from the Application Users. Personally identifiable information includes, without limitation, name, email address, and telephone number. Application Users must be able to turn off location detection.

Link to Microsoft Tag Privacy Statement

Company must include a privacy policy with its Application. Company’s privacy policy must (a) comply with applicable laws and regulations; (b) inform Application Users of the information collected by the Application and how that information is used, stored and disclosed; and (c) describe the controls that Application Users have over the use and sharing of their information. Microsoft may collect and use information from Application Users under the terms of the Microsoft Tag privacy policy at http://mobile.microsoft.com/tag/en-us/privacy.mspx. Company must provide conspicuous notice to the Application Users of the Microsoft Tag privacy policy in a manner required by applicable law.

End User License Agreement

The Application must be distributed pursuant to an End User License Agreement (EULA) between Company and the Application User. Without limiting the foregoing, Company’s EULA must include the Minimum EULA Terms as set forth below.

Requirements for Use of the Microsoft Brand

Company must include the “Powered by Microsoft Tag” brand elements in the Application and follow the Microsoft Tag branding and logo usage guidelines and requirements as provided by Microsoft through the Microsoft Tag Scanning SDK website.

Minimum EULA Terms for Application User Agreements,

Terms. The following minimum terms must be included in Application End User License Agreements:

  1. Voice and Data Cellular Access Charges. The Tag Service requires the use of a cellular network and access to cellular data service. If applicable, Application Users are solely responsible for paying all the fees charged by their cellular network provider.
  2. Using the Software and Service. Application User’s uses of Microsoft Tag is limited in the following ways:
    • Application User will not disassemble, decompile, or reverse engineer any Microsoft Tag software included in the service, except and only to the extent that the law expressly permits this activity;
    • Application Users may use the software only for the authorized use of the Microsoft Tag Service;
    • Application Users will not copy, transmit, distribute, reverse engineer, create derivative works of, or otherwise use the Microsoft Tag content other than for their personal review on their device(s);
    • Application Users will not use any unauthorized means to modify or reroute, or attempt to modify or reroute, the Microsoft Tag service;
    • Application Users will not damage, disable, overburden, or impair the Microsoft Tag service (or the network(s) connected to the Microsoft Tag service) or interfere with anyone's use and enjoyment of the Microsoft Tag service; and
    • Application Users will not resell or redistribute the Microsoft Tag software or Microsoft Tag service, or any part thereof.
  3. Reservation of Rights. Company and its suppliers reserve all other rights to the Microsoft Tag software, including the right to automatically check an Application User’s version of the Microsoft Tag software and to download Microsoft Tag software upgrades to the Application User’s device to update, enhance and further develop the service.
  4. No Warranties for Tag Service or Software. The Microsoft Tag software or Microsoft Tag service is offered "as-is," "with all faults" and "as available." Neither Company nor its suppliers offer any express warranties, guarantees or representations regarding the Microsoft Tag software or the Microsoft Tag service to Application Users. Company and its suppliers exclude any implied warranties for the Microsoft Tag software or the Microsoft Tag service, including those of merchantability, fitness for a particular purpose, workmanlike effort and non-infringement.
  5. Cancellations of or Changes to the Service or Software. At any time, for any reason, with or without notice, Company or its suppliers may:
    • change, cancel, or delete the entire Microsoft Tag service, as well as any individual part thereof or feature thereto at any time and for any reason; and
    • cancel or suspend an individual Application User’s use of the Microsoft Tag service.
  6. Support. Application Users must seek support for the Applications from Company and not Microsoft.
  7. Third Party Beneficiaries. Application User agrees that Microsoft Corporation and its affiliates are intended third party beneficiaries of the provisions of the agreement between the Company and its Application Users, and that Microsoft or any of its affiliates is entitled in its own right to require the due performance or enforcement those certain provisions.
  8. Liability Limitation. The Application User agrees not to seek any damages from Company’s suppliers.
  9. Right to Change the Contract. Company or its suppliers reserve the right to change the terms that govern the software and/or service. An Application User’s continued use of the Microsoft Tag software and/or Microsoft Tag service signifies acceptance of the modified terms. Should an Application User not agree to the modified terms the Application User must discontinue using the Microsoft Tag software and the Microsoft Tag service.

Privacy. Company will provide terms regarding privacy as set forth in the Tag Scanning SDK Commercial agreement.