Privacy and Cookies Policy

Purebreed.Ai Ltd understands that your privacy is important to you and that you care about how your personal data is used. We respect and value the privacy of everyone who visits https://purebreed.ai (“Our Website”) and signs up to Purebreed.AI App (“Our Products”).

We will only collect and use personal data in ways that are described in this Privacy and Cookies Policy (“Policy”) and in ways that are consistent with your and our rights and obligations under the law and the contract between we and you for the supply of Our Products.

Please read this Policy carefully and ensure that you understand it. Your acceptance of this Policy is requested when you access this site.

1. Definitions and Interpretation
1.1. In this Policy the following terms shall have the following meanings:

“Account”
means an account required to access and/or use certain areas and features of Our Website, including Our Products;

“Cookie”
means a small text file placed on your computer or device by Our Website when you visit certain parts of it and/or when you use certain features of it. Details of the Cookies used by Our Website are set out in Clause 14, below; and

2. Information About Us
2.1. Our Website is owned and operated by Purebreed.AI Ltd, a company registered in England and Wales under company number 12741384 and with registered address at Kemp House, 160 City Road, London, United Kingdom, EC1V 2NX.
Our contact details are:
[email protected]

3. What Does This Policy Cover?
3.1. This Policy applies only to your use of Our Website and Our Products. Our Website may contain links to other websites. Please note that we have no control over how your data is collected, stored, or used by other websites and we advise you to check the privacy policies of any such websites before providing any data to them.

4. What Is Personal Data?
4.1. Personal data is defined by the Data Protection Act 2018 and the (Retained EU Legislation) Regulation (EU) 2016/679 of the European Parliament and of the Council of 27 April 2016 on the protection of natural persons with regard to the processing of personal data and on the free movement of such data, and repealing Directive 95/46/EC (General Data Protection Regulation) (the “UK GDPR”) (collectively, “the Data Protection Legislation”) as ‘any information relating to an identifiable person who can be directly or indirectly identified in particular by reference to an identifier’.
4.2. Personal data is, in simpler terms, any information about you that enables you to be identified. Personal data covers obvious information such as your name and contact details, but it also covers less obvious information such as identification numbers, electronic location data, and other online identifiers.

5. What Are My Rights?
5.1. Under the Data Protection Legislation, you have the following rights, which we will always work to uphold:
a) The right to be informed about our collection and use of your personal data. This Policy should tell you everything you need to know, but you can always contact us to find out more or to ask any questions using the details in Clause 15.
b) The right to access the personal data we hold about you. Clause 13 will tell you how to do this.
c) The right to have your personal data rectified if any of your personal data held by us is inaccurate or incomplete. Please contact us using the details in Clause 15 to find out more.
d) The right to be forgotten, i.e. the right to ask us to delete or otherwise dispose of any of your personal data that we hold. Please contact us using the details in Clause 15 to find out more.
e) The right to restrict (i.e. prevent) the processing of your personal data.
f) The right to object to us using your personal data for a particular purpose or purposes.
g) The right to withdraw consent. This means that, if we are relying on your consent as the legal basis for using your personal data, you are free to withdraw that consent at any time.
h) The right to data portability. This means that, if you have provided personal data to us directly, we are using it with your consent or for the performance of a contract, and that data is processed using automated means, you can ask us for a copy of that personal data to re-use with another service or business in many cases.
i) Rights relating to automated decision-making and profiling. We do not use your personal data in this way.
5.2. For more information about our use of your personal data or exercising your rights as outlined above, please contact us using the details provided in Clause 15.
5.3. It is important that your personal data is kept accurate and up-to-date. If any of the personal data we hold about you changes, please keep us informed as long as we have that data.
5.4. Further information about your rights can also be obtained from the Information Commissioner’s Office or your local Citizens Advice Bureau.
5.5. If you have any cause for complaint about our use of your personal data, you have the right to lodge a complaint with the Information Commissioner’s Office. We would welcome the opportunity to resolve your concerns ourselves, however, so please contact us first, using the details in Clause 15.

6. What Data Do You Collect and How?
6.1. Depending upon your use of Our Website or Our Products, we may collect and hold some or all of the personal and non-personal data set out in the table below, using the methods also set out in the table. Please also see Clause 14 for more information about our use of Cookies and similar technologies. We do not collect any ‘special category’ or ‘sensitive’ personal data, personal data relating to children and/or data relating to criminal convictions and/or offences.

7. How Do You Use My Personal Data?
7.1. Under the Data Protection Legislation, we must always have a lawful basis for using personal data. The following table describes how we may use your personal data, and our lawful bases for doing so:
7.2. With your permission and/or where permitted by law, we may also use your personal data for marketing purposes, which may include contacting you by email, telephone, text message and/or post with information, news, and offers on Our Products and/or our partners’ products. You will not be sent any unlawful marketing or spam. We will always work to fully protect your rights and comply with our obligations under the Data Protection Legislation and any other applicable laws and regulations on electronic communications that apply to us and Our Products from time to time. You will always have the opportunity to opt-out.
7.3. We will always obtain your express opt-in consent before sharing your personal data with third parties for marketing purposes and you will be able to opt-out at any time.
7.4. Third parties whose content appears on Our Website may use third-party Cookies, as detailed below in Clause 14. Please refer to Clause 14 for more information on controlling cookies.
7.5. Please note that we do not control the activities of such third parties, nor the data that they collect and use themselves, and we advise you to check the privacy policies of any such third parties.
7.6. We use the following automated systems for carrying out certain kinds of decision-making and/or profiling. If at any point you wish to query any action that we take on the basis of this or wish to request ‘human intervention’ (i.e. have someone review the action themselves, rather than relying only on the automated method), the Data Protection Legislation gives you the right to do so. Please contact use to find out more using the details in Clause 15.
– The following automated decision-making method(s) may be used:
<<insert simple description of automated decision-making including the legal basis on which you rely, the data used, the reason(s) for using that data, and the intended result and effects>>
– The following automated profiling may take place:
<<insert simple description of profiling including the legal basis on which you rely, the data used, the reason(s) for using that data, and the intended result and effects>>
7.7. We will only use your personal data for the purpose(s) for which it was originally collected unless we reasonably believe that another purpose is compatible with that or those original purpose(s) and need to use your personal data for that purpose. If we do use your personal data in this way and you wish us to explain how the new purpose is compatible with the original, please contact us using the details in Clause 15.
7.8. If we need to use your personal data for a purpose that is unrelated to, or incompatible with, the purposes for which it was originally collected, we will inform you and explain the legal basis which allows us to do so.
7.9. In some circumstances, where permitted or required by law, we may process your personal data without your knowledge or consent. This will only be done within the bounds of the Data Protection Legislation and your legal rights.

8. How Long Will You Keep My Personal Data?
8.1. We will not keep your personal data for any longer than is necessary in light of the reasons for which it was first collected. Your personal data will therefore be kept for the following periods (or, where there is no fixed period, the following factors will be used to determine how long it is kept):

9. How and Where Do You Store or Transfer My Personal Data?
9.1. We will only store or transfer your personal data in the United Kingdom. This means that it will be fully protected under the Data Protection Legislation.

10. Do You Share My Personal Data?
10.1. We will not share any of your personal data with any third parties for any purposes, subject to the following exceptions:
– To the extent required to provide Our Products to you;
– If we sell, transfer, or merge parts of our business or assets, in which case any new owner of our business may continue to use your personal data in the same ways that we have used it, as specified in this Policy.
– In some limited circumstances, where we may be legally required to share certain personal data, which might include yours, if we are involved in legal proceedings or complying with legal obligations, a court order, or the instructions of a government authority.

10.2. If any of your personal data is shared with a third party, as described above, we will take steps to ensure that your personal data is handled safely, securely, and in accordance with your rights, our obligations, and the third party’s obligations under the law, as described above in Clause 9.
10.3. If any personal data is transferred outside of the United Kingdom or EEA, we will take suitable steps in order to ensure that your personal data is treated just as safely and securely as it would be within the UK and under the Data Protection Legislation.

11. How Can I Control My Personal Data?
11.1 In addition to your rights under the Data Protection Legislation, set out in Clause 5, when you submit personal data via Our Website, you may be given options to restrict our use of your personal data. In particular, we aim to give you strong controls on our use of your data for direct marketing purposes (including the ability to opt-out of receiving emails from us which you may do by unsubscribing using the links provided in our emails and at the point of providing your details and by managing your Account).
11.2. You may also wish to sign up to one or more of the preference services operating in the UK: The Telephone Preference Service (“the TPS”), the Corporate Telephone Preference Service (“the CTPS”), and the Mailing Preference Service (“the MPS”). These may help to prevent you receiving unsolicited marketing. Please note, however, that these services will not prevent you from receiving marketing communications that you have consented to receiving.

12. Can I Withhold Information?
12.1. You may access certain areas of Our Website without providing any personal data at all. However, to use all features and functions available on Our Website and Our Products you may be required to submit or allow for the collection of certain data.
12.2. You may restrict our use of Cookies. For more information, see Clause 14.

13. How Can I Access My Personal Data?
13.1. If you want to know what personal data we have about you, you can ask us for details of that personal data and for a copy of it (where any such personal data is held). This is known as a “subject access request”.
13.2. All subject access requests should be made in writing and sent to the email or postal addresses shown in Clause 15.
13.3. There is not normally any charge for a subject access request. If your request is ‘manifestly unfounded or excessive’ (for example, if you make repetitive requests) a fee may be charged to cover our administrative costs in responding.
13.4. We will respond to your subject access request within 20 days and, in any case, not more than one month of receiving it. Normally, we aim to provide a complete response, including a copy of your personal data within that time. In some cases, however, particularly if your request is more complex, more time may be required up to a maximum of three months from the date we receive your request. You will be kept fully informed of our progress.

14. How Do You Use Cookies?
14.1. Our Website may place and access certain first-party Cookies on your computer or device. First-party Cookies are those placed directly by us and are used only by us. We use Cookies to facilitate and improve your experience of Our Website and to provide and improve Our Products. We have carefully chosen these Cookies and have taken steps to ensure that your privacy and personal data is protected and respected at all times.
14.2. By using Our Website or Our Products, you may also receive certain third-party Cookies on your computer or device. Third-party Cookies are those placed by websites, services, and/or parties other than us. Third-party Cookies are used on Our Website for <>. For more details, please refer to the table below. These Cookies are not integral to the functioning of Our Website or Our Products and your use and experience of Our Website or Our Products will not be impaired by refusing consent to them.
14.3. All Cookies used by and on Our Website Site are used in accordance with the laws and regulations that apply to the use of Cookies in the United Kingdom.
14.4. Before Cookies are placed on your computer or device, you will be shown a pop-up banner requesting your consent to set those Cookies. By giving your consent to the placing of Cookies you are enabling us to provide the best possible experience and service to you. You may, if you wish, deny consent to the placing of Cookies; however certain features of Our Website or Our Products may not function fully or as intended. You will be given the opportunity to allow only first-party Cookies and block third-party Cookies.
14.5. Certain features of Our Website or Our Products depend on Cookies to function. The laws and regulations that apply to the use of Cookies deem these Cookies to be “strictly necessary”. These Cookies are shown in the table below. You may still block these Cookies by changing your internet browser’s settings as detailed below, but please be aware that Our Website or Our Products may not work properly if you do so. We have taken great care to ensure that your privacy is not at risk by allowing them.
14.6. The following first-party Cookies may be placed on your computer or device:

14.7. The following third-party Cookies may be placed on your computer or device:

14.8. Our Website uses analytics services provided by <>. Website analytics refers to a set of tools used to collect and analyse anonymous usage information, enabling us to better understand how Our Website and Our Products are used. This, in turn, enables us to improve Our Website and Our Products.
14.9. The analytics services used by Our Website use Cookies to gather the required information. You do not have to allow us to use these Cookies, however whilst our use of them does not pose any risk to your privacy or your safe use of Our Website or Our Products, it does enable us to continually improve Our Website and Our Products, making it a better and more useful experience for you.
14.10. The analytics services used by Our Website use the following Cookies:

14.11. In addition to the controls that we provide, you can choose to enable or disable Cookies in your internet browser. Most internet browsers also enable you to choose whether you wish to disable all Cookies or only third-party Cookies. By default, most internet browsers accept Cookies, but this can be changed. For further details, please consult the help menu in your internet browser or the documentation that came with your device.
14.12. You can choose to delete Cookies on your computer or device at any time, however you may lose any information that enables you to access Our Website more quickly and efficiently including, but not limited to, login and personalisation settings.
14.13. It is recommended that you keep your internet browser and operating system up-to-date and that you consult the help and guidance provided by the developer of your internet browser and manufacturer of your computer or device if you are unsure about adjusting your privacy settings.

15. How Do You Contact Us?
15.1. To contact us about anything to do with your personal data and data protection, including to make a subject access request, please use the following details:
Email address: [email protected]
Telephone number: 01
Postal Address: Kemp House, 160 City Road, London, United Kingdom, EC1V 2NX

16. Changes to this Privacy Policy
16.1. We may change this Policy from time to time. This may be necessary, for example, if the law changes, or if we change our business in a way that affects personal data protection.
16.2. Any changes will be immediately posted on Our Website and you will be deemed to have accepted the terms of the Policy on your first use of Our Website or Our Products following the alterations. We recommend that you check this page regularly to keep up-to-date. This Policy was last updated on 12/04/2022.