Company: ALAR
Filing Date: 2025-03-20
Form Type: 20-F
Source: 0001213900-25-025287
Chunk: 59

Company: Alarum Technologies Ltd.
Filing Date: 2025-03-20
Form: 20-F
Item: Item 4
Chunk 59
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and sales personnel where we employ traditional and non-traditional internet-based marketing methods, tools, and techniques. We enter
into engagements with resellers for the purpose of reselling our services to their customers. We maintain clear and defined key performance
indicators regarding our marketing spent. We also participate from time to time in web data and internet exhibitions and conferences.

We also continue to build
out and maintain third party marketing and distribution channels. We partner with marketing affiliates, all of which are performance driven
and on a non-exclusive basis. The engagement with each partner or marketing entity is limited to a specific territory and/or specific
customers and is not exclusive. Normally, the term of engagement with partners or marketing entities is one year and it is extended automatically,
unless cancelled by one of the parties. Consideration in respect of those engagements is paid to us from time to time when sales are made
by the affiliates/partners.

We use third party marketing
contractors, for specific topics which we do not have expertise in, such as SEO management for our web sites, or companies specializing
in marketing to specific countries, such as China. Our web site management and content writing is done in-house. In addition, we utilize
local partners in certain countries such as China, where there is a language barrier as well as time zone differences.

We participate from time to
time in web data and internet exhibitions and conferences.

We market our products through
our website https://netnut. io and digital media.

Regulation

Regulation in the data collection
market continues to be a critical focus of governments and regulatory bodies worldwide. As concerns about user privacy and the ethical
handling of data grow, laws like the GDPR in the European Union and the CCPA are shaping stricter standards for data collection, storage,
and usage. On October 30, 2023, President Biden issued an Executive Order establishing new standards for AI, directing federal agencies
to adopt measures to maximize AI’s benefits while mitigating substantial risks. These guidelines are expected to influence public
policy and private sector practices, especially for businesses leveraging AI for operations such as programming, coding, and analytics.

The global regulatory landscape
aims to promote transparency, accountability, and consent-based practices among entities handling data, fostering a more ethical and privacy-centric
market. However, the rapid evolution of technology and the international scope of data handling present significant challenges in developing
comprehensive and adaptive regulations that balance consumer protection, innovation, and business efficiency.

We believe that compliance
with existing regulations