Privacy Policy

FromFido respects your privacy and is committed to protecting your personal data. This privacy policy will inform you as to how we look after your personal data when you visit our website and App.

Important information and who we are

FromFido.com Limited (collectively referred to as “FromFido.com”, “fromFido” “we”, “us” or “our” in this privacy policy) is a data controller and is responsible for your personal data.

It is important that you read this privacy policy together with any other privacy policy or fair processing policy we may provide on specific occasions when we are collecting or processing personal data about you so that you are fully aware of how and why we are using your data.

Our websites and services are not meant to be accessed by children and we do not knowingly collect data relating to children.

If you have any questions about this privacy notice, including any requests to exercise your legal rights, please contact us.

This privacy policy is provided in a layered format so you can click through to the specific areas set out below.

The data we collect about you
How is your personal data collected
How we use your personal data
Disclosures of your personal data
Artificial Intelligence technology
Data security
Data retention
Your rights
Contacting us

The data we collect about you

Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been permanently removed (anonymous data).

We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:

Identity Data includes first name, maiden name, last name, username or similar identifier, marital status, title, date of birth, images and gender.
Contact Data includes billing address, delivery address, email address and telephone numbers.
Financial Data includes payment card details, your encrypted payment details will only be stored if you elect to store your payment methods with us. Your payment details will not be stored by FromFido.com, but instead it will be stored by a payment service provider under contract with us.
Transaction Data includes details about payments to and from you and other details of products and services you have purchased from us.
Technical Data includes internet protocol (IP address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, and other technology on the devices you use to access our websites or App.
Profile Data includes your username and password, purchases or orders made by you, your interests, preferences, feedback, and survey responses.
Usage Data includes information about how you use our websites or App, products, and services.
Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.

How is your personal data collected?

We use different methods to collect data from and about you including through:

Direct interactions. You may give us your Identity, Contact and Financial Data by filling in forms or by corresponding with us by post, email or otherwise. This includes personal data you provide when you:

purchase our products or services;
create an account on our websites or App;
subscribe to our service;
participate in ways to improve customer satisfaction and customer experience;
engage customer support;
request marketing to be sent to you;
enter a competition, promotion, or survey; or
give us feedback or contact us.

Automated technologies or interactions. As you interact with our websites and app, we may automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies and other similar technologies. Please see our Cookie Policy for further details.

Third parties or publicly available sources. We may receive personal data about you from various third parties and public sources as set out below.

Technical Data from the following parties:

Analytics, storage, tools and media providers based in and outside the EU;
IP tracking service providers based within the EU;
automated quality control tools based within the EU;
automated security and compliance tools based outside the EU;
social media and media networks such as Twitter, LinkedIn, Instagram based outside the EU; and
email distribution and survey providers based outside the EU;
Identity and Contact data from providers of data feeds and hosting services provided inside the EU and outside of the EU.

How we use your personal data

We will only process personal data where we have a genuine need to do so and in line with our obligations under data protection laws. Most commonly, we will use your personal data in the following circumstances:

Where we need to perform a contract, we are about to enter or have entered with you.
Where it is necessary for our legitimate interests (or your legitimate interests or those of a third party).
With your consent.
Where we need to comply with a legal or regulatory obligation.

Purposes for which we will use your personal data

We will only use your personal data when the law allows us to, and only for the purpose agreed to when you provided it. Most commonly, we will use your personal data in the following circumstances:

Where we need to perform the contract, we are about to enter or have entered with you.
When an order is placed via FromFido.com or App the following details will be processed (including, but without limitation), personal information (names, address, email,) is necessary to fulfil a gift or card order. This processing will be covered under this Privacy Notice. For further information, please see our Terms and Conditions.
Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
Where we need to comply with a legal obligation.

Purposes for which we will use your personal data

We have set out below a description of all the ways we plan to use your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate.

To create a new customer account we may process your identity and contact details for the performance of our contract with you.
To process and deliver your order including Card and gift personalisation we may process your identity, contact and communications for the performance of our contract with you or where it is necessary for our legitimate interests (e.g. to recover debts due to us).
To manage our relationship with you which will include (a) notifying you about changes to our terms or privacy policy (b) asking you to leave a review or take a survey we may process your identity, contact details, profile and marketing and communications preferences for the performance of our contract with you, where it is necessary to comply with our legal obligations or where it is necessary for our legitimate interests (e.g. to keep our records updated and to study how customers use our products and services).
To enable you to partake in a prize draw, competition or complete a survey we may process your identity, contact details, profile, usage information and marketing and communications preferences for the performance of our contract with you and where necessary for our legitimate interests (e.g. to study how customers use our products and services, to develop our products and services and grow our business).
To administer and protect our business and our websites or App (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data) we may process your identity and contact details, and technical information (e.g.Cookies) where it is necessary for our legitimate interests (e.g. for running our business, provision of administration and IT services, network security, to prevent fraud and in the context of a business reorganisation or group restructuring exercise) or where it is necessary to comply with a legal obligation.
To deliver relevant website content and advertisements to you and measure or understand the effectiveness of the advertising we serve to you we may process you identity, contact details, profile, usage information, marketing and communications preferences and technical information where it is necessary for our legitimate interests (e.g. to study how customers use our products/services, to develop them, to grow our business and to inform our marketing strategy).
To use data analytics to improve our websites, products/services, marketing, customer relationships and experiences we may process your usage and technical information (e.g.Cookies) and marketing and communications preferences where it is necessary for our legitimate interests (e.g. to define types of customers for our products and services, to keep our websites updated and relevant, to develop our business and to inform our marketing strategy).
To make suggestions and recommendations to you about goods or services that may be of interest to you we may process your identity and contact details, profile, technical and usage information (e.g.Cookies) and marketing and communications preferences where it is necessary for our legitimate interests (e.g. to develop our products/services and grow our business).

Marketing

We strive to provide you with choices regarding certain personal data uses, particularly around marketing and advertising.

We may send you marketing about our own goods and services if you have opted in to receive our marketing messages, or you have previously bought similar products from us and you have not opted out from receiving our marketing messages. You can, should you wish, unsubscribe to any or all our marketing material at any time. You can unsubscribe at any time by clicking the ‘unsubscribe’ link in any marketing email we send.

Promotional offers from us

We may use your Identity, Contact, Technical, Usage and Profile Data to form a view on what we think you may want or need, or what may be of interest to you. This is how we decide which products, services and offers may be relevant for you.

Third-party marketing

We will get your express opt-in consent before we share your personal data with any third-party service providers for marketing purposes.

Opting out

Where you opt out of receiving these marketing messages, this will not apply to personal data provided to us because of a product/service purchase, warranty registration, product/service experience or other transactions.

Cookies

You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of our websites may become inaccessible or not function properly. For more information about the cookies we use, please see our Cookie Notice.

Change of purpose

We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If you wish to get an explanation as to how the processing for the new purpose is compatible with the original purpose, please contact us.

If we need to use your personal data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so.

Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.

Disclosures of your personal data

We may have to share your personal data with the parties set out below for the purposes set out above.

External third parties:

Service providers

These providers support FromFido in carrying out our activities and services to you. We only give them the parts of your personal data that they need. And we make it clear to them that they must keep your personal data safe and only used for these services.

These are:

Third party suppliers to fulfil orders placed by you.
Third party printing suppliers used to create the personalised products you have ordered.
For the purposes of providing you a service, order confirmation emails or similar – please see T&Cs for full details.
Marketing companies to show you products, special offers or services, from FromFido.com that might interest you while you are browsing the internet.
Data insight companies to ensure your details are up to date and accurate.
Fraud prevention companies
Payment processing companies, they help us to process your credit card details.
Information technology (hardware and software) companies for the purpose of data storage and analysis

The Authorities

When it’s necessary for us to share some parts of your personal data with authorities such as the police, for example, to help prevent fraud and crime, we only share what is legally necessary. When we do give this data to the authorities, it’s their responsibility to protect your information.

Other

We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.

Artificial Intelligence (AI)

Overview of AI Use: At FromFido, we leverage Artificial Intelligence (AI) technologies to create personalised greeting cards based on the information you provide about your pet and your relationship with them. Our AI algorithms process inputs such as your pet’s name, characteristics, and the nature of your relationship to generate unique and meaningful content.

How AI Processes Your Data:

Input Collection: When you use our service, you are prompted to provide specific information about your pet, such as their name, species, notable traits, and your special memories or stories. This information forms the basis of the personalized message generated.

Data Transformation by AI: Our AI algorithms analyze the information you provide to capture the essence of your pet’s personality and your relationship dynamics. The AI uses natural language processing techniques to structure and phrase a personalized message that appears to come directly from your pet.

Output Generation: The final output is a unique greeting card message that reflects the personality of your pet and your bond, as described by you. This process is entirely automated, with the AI ensuring each message is both personal and creative.

AI and Privacy:

No Significant Decisions Without Consent: We do not use AI to make decisions that have legal or similarly significant effects on you without your explicit consent. For instance, our AI will not access or analyze your personal data for purposes beyond the creation of your greeting card without asking for your permission.

We ensure that our AI tools operate in a manner that respects your privacy and adheres to applicable data protection laws.

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, altered, or disclosed. We also limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions, and they are subject to a duty of confidentiality.

We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.

Data retention

How long will you use my personal data for?

We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.

To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.

Your rights

You have personal data rights. These are the right to:

Request access to your personal data (commonly known as a “data subject access request”). This enables you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it.

Request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us.

Request erasure of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process, when you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. Note, however, that we may not always be able to comply with your request for erasure for specific legal reasons which will be notified to you, if applicable, when you make your request.

Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) and there is something about your situation which makes you want to object to processing on this ground as you feel it impacts on your fundamental rights and freedoms. You also have the right to object where we are processing your personal data for direct marketing purposes. In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your rights and freedoms.

Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in the following scenarios:

If you want us to establish the data’s accuracy.
Where our use of the data is unlawful, but you do not want us to erase it.
Where you need us to hold the data even if we no longer require it as you need it to establish, exercise or defend legal claims.
You have objected to our use of your data, but we need to verify whether we have overriding legitimate grounds to use it.

Request the transfer of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format. Note that this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you.

Withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent.

No fee usually required

You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive, or excessive. Alternatively, we could refuse to comply with your request in these circumstances.

What we may need from you

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.

Time limit to respond

We try to respond to all legitimate requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made several requests. In this case, we will notify you and keep you updated.

9.Contacting us

FromFido Limited

Email address: hello@fromfido.com

Postal address: FromFido Ltd, 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ

You have the right to make a complaint at any time to your local data protection authority. We would, however, appreciate the chance to deal with your concerns before you approach the authority so please contact us in the first instance.

We keep our Privacy Policy under regular review. This version was last updated May 2024.

It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us.

Our websites may include links to third-party websites, plug-ins, and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our websites, we encourage you to read the privacy policy of every website you visit.