JPLC Limited Privacy Notice
Our Privacy Commitment
As a data controller, we are responsible for determining what data we collect from you, why we need it and how we will process it.
We are JPLC Limited – a group of pet products and services companies, headquartered in the UK. Our group currently comprises the following services:
- HowPets
- Tailster
- Pet Database
- Pet Matcher
- HowPets Earn
We are part of the Doubtless Group of Companies. See ’Who do we Share your Data with’ for more detail about how we share data within our Group.
JPLC Limited is registered as a data controller with the UK Information Commissioner’s Office (IC) under number ZB550541. Our commitments to you are:
- We will keep your personal information private and safe.
- We will only use your personal information in ways we think you would reasonably expect, as outlined in this Privacy Notice.
- We will only give our staff access to your data where they need it to be able to carry out their duties.
- We will only share your personal information with other organisations for specific purposes and where your data is kept in accordance with this notice.
- We will only keep your personal information for as long as we need it to provide you with a service or product or to comply with law and regulation.
- We will consider your privacy before we make any changes to our processes or systems where the processing of your data is involved.
- We will keep you informed of any changes we make to the way we manage your data by updating this Privacy Notice or emailing you if there is a significant change.
Your responsibilities
- Read this Privacy Notice and revisit it when you have a query about our use of your personal information or if you haven’t read it in a while. Our processes will change as our business evolves and we will update this notice in line with those changes. If we make a material change to the way we process your personal information we will inform you directly.
- Read your terms of purchase or service carefully (if applicable) as this contains important information about your product or service purchase with us. Most of the personal data we hold about you is processed for the purpose of administering your purchase or service.
- If you provide us with personal information about other people, or if others give us your information, we will only use that information for the specific reason for which it was provided to us, which is explained in the section ‘How and why we use your data’ below.
- You are responsible for your username and password for access to any customer or partner portal we provide (if applicable to the service you are using): please keep them secret and safe!
- If you believe your privacy has been breached, please contact us immediately on [email protected]
When and how we collect your personal information
From the first moment you interact with us, either because you are a business partner, customer, enquirer or you interact directly with us on our website, we are collecting data. In some instances, this data is anonymised, and we are unable to identify you (for example, when you visit our website, we will use cookies to track how you interact with our site and navigate the pages so we can look at how to improve our website and make your experience better, but we won’t link this activity to the record that we hold for you). For more information on the cookies that we employ, please read our Cookie Policy
We may also collect data about you from external sources for the purposes of verifying or enriching our data or product offering where this is required for your purchase of a service or product:
- official public records (e.g. census data, electoral roll);
- other services provided by us that you may interact with;
- our service providers or commercial partners
- third parties such as fraud and crime prevention agencies (including national law enforcement and other insurance providers) or data brokers (in accordance with data protection legislation);
- websites and social media containing publicly available information;
- data bases and information made public by you or third parties.
Types of data we may collect:
- Contact details - your address, telephone number, email address.
- Identity details - your name, your postcode, your photo.
- Financial information - your bank account number, sort code, payment card details.
- Data that identifies you - your IP address, browser type and version, time zone setting, browser plug-in types, geolocation information about where you might be, operating system and version.
- Call recordings.
- Live Chat and Chatbot transcriptions.
- Data on how you interact with our direct marketing emails – when you open and click-through any of our email content.
We do not collect or process any data relating to your health, your racial or ethnic origin, political beliefs, religious or philosophical beliefs, trade union membership, your genetic data or sexual orientation, unless we have a legal obligation to do so.
What about children’s data?
Our online pet products and services can only be bought by persons over the age of 18 and for most of our products we do not knowingly collect any personal data from any person under this age.
How we use your data
Data protection law means that we can only use your data for specific reasons and where we have a legal basis to do so. Here are the legal bases for our processing of your data and what each of them means:
Legal basis: Contract
Processing your data is necessary for a contract you have with us, or where there are steps that need to be taken before the contract is entered into. This includes, but is not limited to, providing the products and services you have requested, registering and managing pet keepership (including compliance with DEFRA microchipping requirements), facilitating bookings and payments, and providing customer service and support.
Legal basis: Legitimate interests
Processing your data is necessary for our legitimate interests or the legitimate interests of a third party. These legitimate interests are only valid if they are not outweighed by your individual rights and interests. Processing we undertake where this legal basis applies is as follows:
Analytics and System Performance
Monitoring the performance of our website, detecting errors and optimising our services.
Non-electronic marketing
Sending you marketing about our products and services by post and other non-electronic means.
Electronic marketing
Sending you electronic marketing where there is a compatible purpose to do so.
You always have the right to object to us processing your data for our legitimate interests.
Legal basis: Consent
You have given clear consent for us to process your personal data for a specific purpose. You can withdraw your consent at any time.
Processing we undertake where this legal basis applies is as follows:
Direct marketing purposes
Sending you emails and text messages about new features, products and services, and content. You can withdraw your consent for this at any time by clicking on the ‘Unsubscribe’ link in our emails or emailing [email protected].
Legal basis: Legal obligation
Processing your data may be necessary to fulfil a legal obligation such as defending your, or our, legal rights, adhering to regulatory requirements, responding to a request from the UK or EU courts or law enforcement.
How do we keep your data secure?
We are committed to taking the necessary organisational and technical measures to protect your personal data when we process it and when we share it with third parties. We undertake that:
- All our employees are subject to confidentiality obligations to ensure the adequate protection of your personal data.
- We use appropriate security measures to ensure the confidentiality, integrity, and availability of your data.
Where do we store your data?
The personal data we collect is processed and stored in the UK or Europe. In some instances, we may employ other companies who will process your data, and, in every case, we will ensure that any other company that we transfer your data to is subject to the same level of data protection as we are.
This means that where we may transfer or allow access to your information outside the UK or EEA (European Economic Area), we will take steps to ensure that your privacy rights continue to be protected to the same standard as required to comply with UK regulation.
How long do we store your data?
We will process your data for as long as is required to provide your service, as well as complying with legal financial reporting requirements. The duration of this period will depend on the specific service you make use of; this will typically mean that data is retained for a minimum of 15 years.
We hold anonymised data, where we have removed any of your identifying details, for a longer period so that we can look at trends across the services and products we have provided over an extensive time period. As this data is anonymised, it is no longer ‘personal’ data and subject to this commitment.
Who do we share your data with?
Within JPLC Limited
We will share your data across our brands.
Outside JPLC Limited
Group companies
We will share your data across our group companies, either where you have provided your consent for us to share your personal information for marketing purposes or if we have a legitimate interest, such as sharing information to prevent and detect fraud and money laundering. Our group companies include Pinnacle Pet Group Limited and its subsidiaries, including but not limited to Pinnacle Insurance Limited, Pinnacle Insurance Management Services Limited and Animal Friends Insurance Services Limited.
Third parties
We will also share your data with third parties, including but not limited to our IT, hosting and payment service providers; our marketing, CRM and email delivery providers; pet insurance partners (such as Animal Friends Insurance); rescue and rehoming organisations and vetted pet carers; and regulators and public bodies such as DEFRA and the ICO.
Your privacy choices and rights
Your choices
You can choose not to provide us with personal data or seek to limit our use of it - however this is likely to prevent us from being able to sell or fulfil products or services or allow us to administer your services or products properly.
You can turn off cookies by using the cookie controls available on our website or via your browser.
You can ask us not to use your data for direct marketing. We will inform you (before collecting your data) if we intend to use your data for direct marketing.
Your rights
You can exercise your rights by sending us an email at [email protected].
- You have the right to be informed about the collection and use of your personal data. This Privacy Notice provides you with the information required under this right.
- You have the right to access information we hold about you.
- You have the right to make us correct any inaccurate personal data about you.
- You can object to us using your data for profiling you or making automated decisions about you. We may use your data to determine whether we should let you know information that might be relevant to you (for example, tailoring emails to you based on your behaviour).
- You have the right to have a copy of your data in a portable format.
- You have the right to restrict the processing of your personal data. Under this right, we would only be able to store your personal data until the restriction is lifted.
- You have the right to be ‘forgotten’ by us. You can do this by asking us to erase any personal data we hold about you. There may be instances where we are unable to comply fully with this right. In those cases, we will provide you with the data that we have had to retain, the legal reason(s) for retaining this data and the final destruction date for that data. Should you decide to exercise this right, we will no longer be able to provide you with our services.
- You have the right to lodge a complaint regarding our use of your data. If you would like to raise a complaint about how we have handled your personal data, including in relation to any of the rights outlined above, please tell us first, so we have a chance to address your concerns by emailing us at [email protected].
If you remain dissatisfied with the outcome of our response, you can escalate your complaint to the UK Information Commissioner’s Office, either by calling their helpline on 0303 123 1113 or as directed on their website www.ico.org.uk.
Stay up to date
Please do come back and reread this Notice from time to time as we will update this notice as any processing practices change.
This Privacy Notice was last updated on 17/09/2026