Privacy Policy

1. Who we are

Poorly Pet Ltd (“we”, “us”, “our”) is the data controller responsible for your personal data. Our contact details are at the end of this policy.

If you have any questions about this policy or how we handle your data, please email hello@poorly-pet.com.

2. The information we collect

We may collect and process the following categories of personal data:

• Identity & contact data — name, billing and delivery address, email address, telephone number.
• Order & transaction data — products purchased, order value, and order history.
• Payment data — processed securely by our payment providers; we do not store full card details.
• Account data — login details and saved preferences if you create an account.
• Pet data — information you choose to give us about your dog (e.g. breed, age, conditions) to personalise recommendations.
• Technical & usage data — IP address, browser type, device data, pages visited, collected via cookies (see our Cookie Policy).
• Marketing & communications data — your preferences for receiving marketing and your communications with us.

3. How we use your data and our legal bases

We only use your personal data when the law allows us to. The most common legal bases we rely on are:

• Performance of a contract — to process and deliver your orders, take payment and provide customer support.
• Legitimate interests — to run and improve our business, prevent fraud, and provide relevant recommendations, where your rights do not override these interests.
• Consent — to send you marketing emails and to set non-essential cookies. You can withdraw consent at any time.
• Legal obligation — to comply with our legal and regulatory duties, such as keeping records for tax purposes.

4. Marketing

We will only send you marketing communications where you have consented, or where we are otherwise permitted to do so by law. You can opt out at any time by clicking “unsubscribe” in any marketing email or by contacting us.

5. Who we share your data with

We share data with trusted third parties only as needed to run our business. These include:

• Our e-commerce platform (Shopify) which hosts our store;
• Payment providers to process transactions;
• Couriers and fulfilment partners to deliver your orders;
• Email and marketing platforms;
• Reviews provider (Judge.me) where you submit a review;
• Analytics and AI service providers that power site features such as our symptom tools;
• Professional advisers and authorities where required by law.

We require all third parties to respect the security of your data and to treat it in accordance with the law.

6. International transfers

Some of our providers are based outside the UK. Where we transfer your data internationally, we ensure a similar degree of protection by relying on approved safeguards such as the UK International Data Transfer Agreement or adequacy regulations.

7. How long we keep your data

We keep your personal data only for as long as necessary to fulfil the purposes we collected it for, including to satisfy any legal, accounting or reporting requirements. Order records are typically retained for at least six years for tax purposes.

8. Your rights

Under data protection law you have the right to:

• Request access to your personal data;
• Request correction of inaccurate data;
• Request erasure of your data;
• Object to or request restriction of processing;
• Request transfer of your data (data portability);
• Withdraw consent at any time where we rely on consent.

To exercise any of these rights, contact us using the details below. You also have the right to complain to the Information Commissioner’s Office (ICO) at ico.org.uk, although we’d appreciate the chance to address your concerns first.

9. Cookies

Our website uses cookies and similar technologies. For full details, please see our Cookie Policy.

10. Data security

We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way. We limit access to those who have a business need to know.

11. Children

Our website is not directed at children and we do not knowingly collect data relating to children.

12. Changes to this policy

We may update this policy from time to time. The latest version will always be available on this page with the “last updated” date shown above.