Privacy policy
Last updated: 23 September 2026
Best Friend Club is operated by Best Friends Club Ltd, company number 13251424, registered office at 128 City Road, London, England, EC1V 2NX.
Best Friends Club Ltd is the controller of the personal data described in this Privacy Policy unless stated otherwise.
For privacy enquiries, contact help@bestfriendclub.co.uk
Best Friends Club Ltd is registered with the Information Commissioner’s Office (ICO), registration reference ZC255272.
1. What this policy covers
This Privacy Policy explains how we collect, use, share and protect personal data when you:
- visit bestfriendclub.co.uk;
- complete our dog questionnaire or build a feeding plan;
- create or use an account;
- buy from us;
- take a trial or start or manage a subscription;
- contact customer service;
- subscribe to marketing;
- respond to one of our campaigns; or
- otherwise interact with Best Friend Club.
It also explains your rights under UK data protection law.
2. Personal data we collect
Depending on how you interact with us, we may collect:
Contact information, including your name, email address, telephone number, billing address and delivery address.
Account information, including your account details, preferences and subscription status.
Order and payment information, including products ordered, amounts paid, discounts or promotional codes used, payment status, refunds and transaction information. Payment card information is handled by our payment providers and we do not receive your full card details.
Dog and feeding-plan information linked to your account, including your dog’s name, breed, age, weight, activity, neuter status, weight goal, recipe, calculated portion, delivery quantity and delivery cycle.
Subscription information, including whether you started through a trial or full subscription, recurring order information, pauses, skips, rescheduling, recipe changes and cancellations.
Fulfilment and delivery information, including order references, delivery status, tracking information and information needed to resolve delivery problems.
Customer-service information, including messages, enquiries, complaints and other communications with us.
Marketing and attribution information, including discount, referral and campaign codes, the landing page through which you reached us and, where available, UTM and other campaign-source information.
Technical and usage information, including IP address, browser and device information, pages viewed, interactions with the website and information collected through cookies and similar technologies where permitted.
Marketing preferences, including whether you have agreed to receive marketing communications and records of any opt-out.
3. Where we obtain personal data
We collect personal data:
directly from you when you use our website, create an account, complete the questionnaire, place an order, contact us or provide information to us;
automatically when you use our website, where cookies and similar technologies are permitted;
from Shopify, Recharge and other service providers used to operate your account, orders and subscriptions;
from fulfilment, delivery, payment and customer-service providers in connection with orders and enquiries;
from advertising and analytics providers where you have consented to the relevant tracking; and
from campaign partners, referral partners and data or mailing-list providers where we lawfully use information for postal marketing or campaign attribution.
Where we obtain your personal data from someone other than you, we will provide the information required by data protection law within the applicable period unless an exemption applies.
4. How and why we use personal data
We use personal data only where we have a lawful basis for doing so.
| Purpose | Lawful basis |
|---|---|
| Creating and managing your account | Performance of our contract with you |
| Calculating and providing your dog’s feeding plan | Performance of our contract with you or taking steps at your request before entering into a contract |
| Processing purchases, trials and subscriptions | Performance of our contract with you |
| Taking payment and processing refunds | Performance of our contract with you and compliance with legal obligations |
| Fulfilling and delivering orders | Performance of our contract with you |
| Managing pauses, skips, changes and cancellations | Performance of our contract with you |
| Sending transactional messages about orders, subscriptions, payments and deliveries | Performance of our contract with you |
| Providing customer service and dealing with complaints | Performance of our contract with you and our legitimate interests in operating and improving our customer service |
| Preventing fraud, misuse and security incidents | Our legitimate interests in protecting our customers and business and, where applicable, compliance with legal obligations |
| Keeping accounting, tax and other legally required records | Compliance with legal obligations |
| Measuring campaign performance and retaining source, UTM, referral and discount-code attribution | Our legitimate interests in understanding how customers find us, where this does not require consent; consent where cookies or similar technologies requiring consent are used |
| Website analytics | Your consent where required |
| Advertising measurement and advertising pixels | Your consent where required |
| Sending marketing emails or similar electronic marketing | Your consent, or legitimate interests where the electronic-marketing soft opt-in lawfully applies |
| Postal marketing | Our legitimate interests in promoting our products, subject to your right to object |
| Maintaining suppression records after you opt out of marketing | Our legitimate interests in ensuring that we respect your choice and do not contact you again contrary to it |
| Establishing, exercising or defending legal claims | Our legitimate interests in protecting our legal rights |
Where we rely on legitimate interests, we consider whether the processing is necessary and balance our interests against your rights and interests.
5. Marketing
If you subscribe to Best Friend Club marketing, we may use your contact details to send you news, offers, product information, feeding content, rescue stories and other Best Friend Club communications.
Where consent is required, we will ask for it. Where the law permits us to use the existing-customer soft opt-in, we may send marketing about our own similar products and services provided that you were given an opportunity to opt out when your details were collected and in every subsequent marketing message.
You can unsubscribe from electronic marketing at any time using the unsubscribe facility in the message or by contacting us.
We may also use postal marketing where we have a legitimate interest in doing so. You can object to postal marketing at any time by contacting us.
Your right to object to the use of your personal data for direct marketing is absolute. If you object, we will stop using your personal data for that purpose.
6. Cookies, analytics and advertising technology
We use cookies and similar technologies to operate the website and, where you consent, to understand website use and measure advertising.
Strictly necessary technologies are used where required to provide the website, shopping basket, checkout, account, security and other services you request. These do not require consent where the applicable legal exemption applies.
With your consent, we may use:
Google Analytics to understand how visitors use the website;
Google Tag Manager to manage and deploy website measurement technologies; and
Meta Pixel and related Meta technologies to measure advertising and website activity.
Non-essential analytics and advertising technologies are not intended to operate before the required consent has been given.
You can accept, reject or change your choices through our cookie-consent controls. Withdrawing consent does not affect the lawfulness of processing carried out before consent was withdrawn.
More detailed information about particular cookies and similar technologies can be provided through the website’s cookie settings or cookie notice.
7. Who we share personal data with
We share personal data only where reasonably necessary for the purposes described in this policy.
Our principal service providers include:
Shopify, which provides our ecommerce platform and checkout infrastructure;
Recharge, which provides subscription functionality;
payment providers made available through Shopify or otherwise used by us to process payments;
Evri and associated fulfilment and delivery services, which receive the information required to fulfil and deliver orders;
Zendesk, which we use for customer-service functions;
Xero and our accounting integration provider, which we use for accounting and financial records;
Google, where we use Google Analytics and Google Tag Manager; and
Meta, where we use Meta advertising and measurement technology.
We may also share information with professional advisers, insurers, regulators, public authorities and other parties where reasonably necessary to comply with the law, protect our rights or deal with legal proceedings.
We may share relevant attribution information with referral, charity or commercial partners where necessary to administer an agreed campaign or referral arrangement, but we do not give those partners unrestricted access to customer information.
We do not sell your personal data.
Some service providers may process personal data as independent controllers for particular purposes. Their own privacy information applies to that processing.
8. International transfers
Some of our service providers operate internationally and may process personal data outside the United Kingdom.
Where personal data is transferred to a country that is not covered by UK adequacy regulations, we require an appropriate lawful transfer mechanism where required, such as the UK International Data Transfer Agreement, the UK Addendum to approved standard contractual clauses, or another safeguard permitted by UK data protection law.
You can contact us if you would like further information about the safeguards applying to a particular transfer.
9. How long we keep personal data
We keep personal data only for as long as reasonably necessary for the purpose for which it was collected and for any subsequent period required to meet legal, accounting, tax, regulatory, fraud-prevention, dispute-resolution or enforcement requirements.
The period therefore depends on the type of information and why we hold it.
In particular:
account, order and subscription information is retained while needed to provide the service and afterwards where reasonably necessary for legal, accounting, tax, customer-service or dispute purposes;
customer-service records are retained for as long as reasonably necessary to resolve the relevant issue and manage subsequent claims or enquiries;
marketing information is retained while we have a lawful basis to use it;
where you opt out of marketing, we may retain sufficient information on a suppression list to ensure that your preference continues to be respected;
campaign-attribution information may be retained with the associated customer, subscription or order record for as long as reasonably necessary to measure campaign and customer performance; and
analytics and advertising information is retained in accordance with the settings and retention controls applying to the relevant services.
We periodically review the information we hold and delete or anonymise information that is no longer required.
10. Security
We use appropriate technical and organisational measures designed to protect personal data against accidental or unlawful destruction, loss, alteration, unauthorised disclosure or access.
Access to personal data is restricted to people and service providers who require it for legitimate business purposes.
No system is completely secure, but we review our arrangements and take reasonable steps to protect the information entrusted to us.
11. Information you need to provide
Certain information is required for us to provide our services.
For example, we need appropriate contact, delivery and payment information to process an order, and we need the relevant information about your dog to calculate a personalised feeding plan.
If you do not provide information that is necessary to perform our contract with you, we may be unable to provide the relevant service or complete an order.
12. Automated processing
Our website uses the information you provide about your dog to calculate a feeding recommendation, portion, quantity, price and delivery cycle.
We do not use your personal data to make solely automated decisions about you that produce legal effects or similarly significant effects within the meaning of UK data protection law.
13. Your rights
Depending on the circumstances, you may have the right to:
ask for access to the personal data we hold about you;
ask us to correct inaccurate or incomplete personal data;
ask us to erase personal data;
ask us to restrict particular processing;
receive certain personal data in a portable format;
object to processing based on legitimate interests;
object at any time to processing for direct marketing; and
withdraw consent where processing is based on consent.
These rights are subject to the conditions and exemptions contained in data protection law.
To exercise a right, contact help@bestfriendclub.co.uk. We may need to verify your identity before acting on a request.
14. Complaints
If you have concerns about how we use your personal data, contact us first at help@bestfriendclub.co.uk so that we can investigate.
You also have the right to complain to the Information Commissioner’s Office, the UK supervisory authority for data protection.
Best Friends Club Ltd is registered with the ICO under registration reference ZC255272.
15. Children
Our products, accounts and subscriptions are intended for adults. You must be at least 18 years old to create an account, place an order, take a trial or start a subscription.
We do not knowingly seek to collect personal data from children for these purposes.
16. Changes to this policy
We may update this Privacy Policy where our services, suppliers, technologies or legal obligations change.
The current version will be published on the website and the “Last updated” date will be changed when we make a material revision.
17. Contact details
Best Friends Club Ltd
Trading as Best Friend Club
Company number: 13251424
Registered office: 128 City Road, London, England, EC1V 2NX
Privacy contact: help@bestfriendclub.co.uk
ICO registration reference: ZC255272
