Privacy policy.
Privacy Policy
Contents
The types of personal data we collect about you
How is your personal data collected?
How we use your personal data
Disclosures of your personal data
International transfers
Data security
Data retention
Your legal rights
Contact details
Complaints
Changes to the privacy policy and your duty to inform us of changes
Third-party links
Introduction
Tenth Moon Ltd (“Company”, “we”, “us”, or “our”) is committed to protecting the privacy of individuals who visit our website and use our services.
This privacy policy is drafted in compliance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
It explains how we collect and use your personal data through your use of our website and services, including any data you may provide when you register with us, sign up to our newsletter, or purchase a product or service.
Our website is not intended for children, and we do not knowingly collect data relating to children.
Controller
We are the data controller for the personal data collected through our website and services. We determine the purposes and means of processing your personal data.
If we engage third parties (such as midwives or lactation consultants) who process your data on our behalf, they act as data processors, and we will ensure they comply with data protection laws.
If you have any questions about this privacy policy, including requests to exercise your legal rights (see section 9), please contact us using the details in section 10.
1. The types of personal data we collect about you
Personal data means any information about an individual from which that person can be identified.
We may collect, use, store, and transfer different kinds of personal data about you:
Identity Data – first name, last name, previous names, username or identifier, marital status, title, date of birth, gender.
Contact Data – billing address, delivery address, email address, telephone numbers.
Health Data – pregnancy details (due date, number of weeks pregnant, health concerns), previous pregnancies, medical history, nutritional habits.
Financial Data – bank account, payment card details.
Transaction Data – details about payments to and from you, and services purchased.
Technical Data – IP address, login data, browser type/version, time zone, location, device ID, operating system, and technology used.
Profile Data – username, password, service orders, preferences, feedback, survey responses.
Usage Data – how you interact with our website and services.
Marketing and Communications Data – preferences in receiving marketing and communications.
We may also collect and use Aggregated Data (e.g. statistics or demographics). This is not considered personal data as it does not directly identify you.
2. How is your personal data collected?
We collect data in the following ways:
a) Direct interactions – You provide data by:
Applying for products or services
Creating an account on our website
Subscribing to publications
Requesting marketing communications
Entering competitions or surveys
Providing feedback or contacting us
b) Automated technologies – As you interact with our site, we collect Technical Data via cookies and similar technologies. (See our Cookie Policy [LINK]).
3. How we use your personal data
Legal bases
We use your data only where legally permitted:
Performance of a contract – to provide the services you request
Legitimate interests – where necessary for business operations, balanced against your rights
Legal obligation – where compliance with the law requires us to process data
Consent – only when you actively agree (e.g. email marketing or Health Data)
Purposes of processing
We use your personal data for the following purposes:
To register you as a new customer
Data: Identity, Contact
Basis: Performance of a contract
To process and deliver your order
Data: Identity, Contact, Financial, Transaction, Marketing/Comms
Basis: (a) Contract performance, (b) Legitimate interests (recover debts)
To provide our services to you
Data: Identity, Contact, Health
Basis: (a) Contract performance, (b) Consent
To manage our relationship with you (including changes to terms, dealing with queries/complaints)
Data: Identity, Contact, Profile, Marketing/Comms
Basis: (a) Contract performance, (b) Legal obligation, (c) Legitimate interests
To enable participation in prize draws, competitions, surveys
Data: Identity, Contact, Profile, Usage, Marketing/Comms
Basis: (a) Contract performance, (b) Legitimate interests (study usage, develop business)
To administer and protect our business and website (troubleshooting, testing, support, hosting, fraud prevention, restructuring)
Data: Identity, Contact, Technical
Basis: (a) Legitimate interests, (b) Legal obligation
To deliver relevant website content and ads, and measure effectiveness
Data: Identity, Contact, Profile, Usage, Marketing/Comms, Technical
Basis: Legitimate interests (develop services, marketing strategy)
To use data analytics (improve services, customer experience, marketing)
Data: Technical, Usage
Basis: Legitimate interests
To send marketing communications and personalised recommendations
Data: Identity, Contact, Technical, Usage, Profile, Marketing/Comms
Basis: Consent
To carry out market research (via voluntary surveys)
Basis: Legitimate interests
Direct marketing
You will be asked to indicate your preferences. You may opt out anytime by following unsubscribe links or contacting info@tenthmoon.co.uk.
Third-party marketing
We will obtain your explicit consent before sharing data with third parties for their own marketing purposes.
4. Disclosures of your personal data
We may share your data with:
Service providers (e.g. IT, payment processors)
Third-party professionals (e.g. midwives, lactation consultants)
Buyers or investors in the event of a business transfer/merger
All third parties are required to respect your data and process it only under our instructions.
5. International transfers
We do not transfer your personal data outside the UK.
6. Data security
We implement security measures to protect your data from unauthorised access, loss, or disclosure. Access is limited to staff and contractors with a business need. Breach procedures are in place, and we will notify you and regulators where legally required.
7. Data retention
We keep your personal data only as long as necessary. By law, we must keep basic customer data (Identity, Contact, Financial, Transaction) for 6 years after you cease being a customer for tax purposes.
We may anonymise data for research or statistical purposes indefinitely.
8. Your legal rights
Under data protection laws, you have the right to:
Access your data (“subject access request”)
Correct inaccurate data
Request erasure (“right to be forgotten”)
Object to processing (including profiling and direct marketing)
Restrict processing in certain circumstances
Request transfer of data to you or a third party
Withdraw consent at any time (where relied upon)
To exercise rights, contact info@tenthmoon.co.uk.
We respond within one month, unless requests are complex or numerous.
9. Contact details
For privacy queries or exercising your rights, contact:
Email: info@tenthmoon.co.uk
10. Complaints
You may complain to the Information Commissioner’s Office (ICO) at www.ico.org.uk. We encourage contacting us first to resolve concerns.
11. Changes to this policy and duty to inform us
We may update this privacy policy. Please keep us informed if your personal data changes (e.g. new email or address).
12. Third-party links
Our website may contain links to external sites. We are not responsible for their privacy statements. Please check third-party policies when leaving our site.