Privacy Policy

Last Updated: 5 January 2026

At Fit Fur Life, we are committed to protecting your privacy and ensuring the security of your personal information. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website or purchase our products.

1. Information We Collect

1.1 Personal Information

We collect personal information that you voluntarily provide to us when you:

• Create an account on our website
• Place an order for products or services
• Subscribe to our newsletter or marketing communications
• Contact us via email, phone, or contact forms
• Participate in surveys or promotions

This information may include:

• Name and contact details (email address, phone number, postal address)
• Billing and shipping information
• Payment information (processed securely by our payment provider)
• Account credentials (username and password)
• Customer type (e.g., veterinary professional, dog owner, trainer)
• Product preferences and purchase history

1.2 Automatically Collected Information

When you visit our website, we automatically collect certain information about your device and browsing behaviour, including:

• IP address and approximate geographic location
• Browser type and version
• Device type and operating system
• Pages visited and time spent on our website
• Referring website and search terms used to find our site

1.3 Cookies and Tracking Technologies

We use cookies and similar tracking technologies to enhance your browsing experience and analyse website usage. For detailed information about our cookie usage, please see Section 6 below.

2. How We Use Your Information

We use the information we collect for the following purposes:

2.1 Order Processing and Fulfilment

• Process and complete your orders
• Arrange delivery and shipping
• Send order confirmations and updates
• Handle returns, refunds, and warranty claims

2.2 Account Management

• Create and manage your user account
• Provide customer support and respond to enquiries
• Send important account-related notifications

2.3 Marketing and Communications

• Send promotional emails about new products and special offers (with your consent)
• Conduct market research and surveys
• Personalise your experience on our website

2.4 Website Improvement

• Analyse website usage and performance
• Detect and prevent fraud and security threats
• Improve our products, services, and website functionality

2.5 Legal Compliance

• Comply with legal obligations and regulatory requirements
• Enforce our terms and conditions
• Protect our rights and interests

3. Legal Basis for Processing (GDPR)

Under the UK General Data Protection Regulation (UK GDPR), we process your personal data based on the following legal grounds:

• Contractual Necessity: Processing is necessary to fulfil our contract with you (e.g., processing orders)
• Legitimate Interests: Processing is necessary for our legitimate business interests (e.g., fraud prevention, website security)
• Consent: You have given explicit consent (e.g., marketing emails, optional cookies)
• Legal Obligation: Processing is required by law (e.g., tax and accounting records)

4. How We Share Your Information

We do not sell, rent, or trade your personal information to third parties. We may share your information with the following categories of recipients:

4.1 Service Providers

We engage trusted third-party service providers to support our business operations:

• Payment Processing: Stripe (payment gateway) - processes payment information securely
• Cloud Services: Amazon Web Services (AWS) - hosts our website and stores data securely
• Authentication: AWS Cognito - manages user accounts and authentication
• Security: Cloudflare Turnstile - protects against spam and automated abuse
• Email Services: Amazon SES - sends transactional and marketing emails
• Live Chat: Tawk.to - provides customer support chat functionality
• Shipping Carriers: Courier services for product delivery

These service providers are contractually obligated to protect your information and use it only for the purposes we specify.

4.2 Legal Requirements

We may disclose your information if required by law, court order, or government authority, or to protect our rights, property, or safety, or that of others.

4.3 Business Transfers

In the event of a merger, acquisition, or sale of assets, your information may be transferred to the acquiring entity.

5. Data Security

We implement appropriate technical and organisational security measures to protect your personal information from unauthorised access, disclosure, alteration, or destruction. These measures include:

• Encryption of data in transit (SSL/TLS) and at rest
• Secure authentication and access controls
• Regular security assessments and updates
• Employee training on data protection
• Cloudflare Turnstile to prevent automated attacks

However, no method of transmission over the internet or electronic storage is 100% secure. While we strive to protect your information, we cannot guarantee absolute security.

6. Cookies and Tracking Technologies

6.1 What Are Cookies?

Cookies are small text files stored on your device when you visit our website. They help us recognise your device and remember your preferences.

6.2 Types of Cookies We Use

Essential Cookies: Required for website functionality (e.g., shopping cart, authentication). These cannot be disabled.

Analytics Cookies: Help us understand how visitors use our website so we can improve it.

Marketing Cookies: Used to deliver relevant advertisements and track campaign effectiveness.

6.3 Managing Cookies

You can manage your cookie preferences through our cookie consent banner when you first visit our website. You can also control cookies through your browser settings. Note that disabling certain cookies may affect website functionality.

7. Your Rights Under UK GDPR

Under UK data protection law, you have the following rights:

• Right to Access: Request a copy of the personal information we hold about you
• Right to Rectification: Request correction of inaccurate or incomplete information
• Right to Erasure: Request deletion of your personal information (subject to legal obligations)
• Right to Restrict Processing: Request that we limit how we use your information
• Right to Data Portability: Request a copy of your information in a structured, machine-readable format
• Right to Object: Object to processing based on legitimate interests or for direct marketing
• Right to Withdraw Consent: Withdraw consent for processing at any time (where consent is the legal basis)

To exercise any of these rights, please contact us using the details provided in Section 12 below. We will respond to your request within one month.

8. Data Retention

We retain your personal information only for as long as necessary to fulfil the purposes outlined in this Privacy Policy, unless a longer retention period is required by law. Retention periods vary depending on the type of information:

• Account Information: Retained while your account is active and for a reasonable period after closure
• Order History: Retained for 7 years to comply with UK tax and accounting requirements
• Marketing Consent: Retained until you unsubscribe or withdraw consent
• Website Analytics: Anonymised after 26 months

9. International Data Transfers

Your information may be processed in countries outside the United Kingdom, including the United States (where AWS and Stripe are based). We ensure that such transfers are protected by appropriate safeguards, such as:

• Standard Contractual Clauses approved by the UK Information Commissioner's Office (ICO)
• Adequacy decisions recognising equivalent data protection standards
• Service providers certified under recognised data protection frameworks

10. Children's Privacy

Our website and services are not directed to children under the age of 16. We do not knowingly collect personal information from children. If you believe we have inadvertently collected information from a child, please contact us immediately so we can delete it.

11. Third-Party Links

Our website may contain links to third-party websites (e.g., social media platforms, payment processors). We are not responsible for the privacy practices of these external sites. We encourage you to review their privacy policies before providing any personal information.

12. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, legal requirements, or for other operational reasons. We will notify you of significant changes by posting the updated policy on our website with a revised "Last Updated" date. Your continued use of our website after changes constitutes acceptance of the updated policy.

13. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us:

• Email: sales@fitfurlife.com
• Phone: +44 (0)1428 652 088
• Website: www.fitfurlife.com
• Address: United Kingdom

14. Supervisory Authority

If you are not satisfied with our response to your privacy concerns, you have the right to lodge a complaint with the UK Information Commissioner's Office (ICO):

• Website: https://ico.org.uk
• Telephone: 0303 123 1113
• Address: Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF