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As answered by the FAQ on the jam page:

Can I use premade assets, scripts, or ideas?

Yes! When it comes to assets you can use them as long as they follow these guidelines.

  1. The asset is general purpose. (Things like character controllers )
  2. You have the rights to use them.
  3. Write which assets were made before the jam in your description.
  4. Credit any assets you don't own in the description.

As for ideas, you are free to plan out your game before the jam starts, and also remember the theme!

The FAQ on the jam page is quite ambiguous. It is not mentioned if the asset must follow all guidelines or just one of them. A paid asset is not general purpose I guess, therefore it is not clear if it follows the guildelines or not.

Assets need to follow all of the 4 rules. Paid assets can be general purpose or not, same as free assets. Depends on the kind of asset.