Privacy Policy

Dated 09 September 2021


At, we value our customers and take your privacy seriously, treating any personal data you give us with great care. This privacy notice will inform you as to how we look after your personal data, and tell you about your privacy rights and how the law protects you.

We will ensure that any personal data you provide to us is protected using secure systems and processes, and held and used by us in accordance with the UK Data Protection Act 2018, the EU General Data Protection Regulation (GDPR), the Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR) and other relevant legislation.

This privacy notice is provided in a layered format so you can click through to the specific areas set out below. Please also use the Glossary to understand the meaning of some of the terms used in this privacy notice.

1. Important Information and Who We Are


About Us, together with its associated blog site, is an information portal for mums-to-be and new parents. Our primary aim is to enable you to sign up in one place to access and receive information about a wide range of clubs and offers. For further details, please see: About Us

Purpose of this Privacy Notice

This privacy notice aims to give you information on how we collect and process your personal data through your use of the and websites, including any data you may provide when you register.

It is important that you read this privacy notice together with any other privacy notice or fair processing notice 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.

If you have any questions regarding this policy, please email: and put ‘Privacy policy’ in the subject line.


Mum and Baby Centre Limited is the data controller and responsible for your personal data (collectively referred to as “Mum and Baby Centre Limited”, “”, “”, “we”, “us” or “our” in this privacy notice).

Contact Details is the trading name of Mum and Baby Centre Limited (company registration number: 08121732). Our registered office is: 22 Wycombe End, Beaconsfield, Buckinghamshire HP9 1NB.

You can contact us by writing to the above address or emailing us via, stating the reason for your contact in the subject line.

If you are not satisfied with the manner in which we have handled your personal data, you have the right to complain to a supervisory authority. In the UK, this is the Information Commissioner’s Office ( We would, however, appreciate the chance to deal with your concerns before you approach the ICO, so please contact us in the first instance.

Changes to the Privacy Notice and Your Duty to Inform Us of Changes

From time to time we may make changes to this policy. If any significant changes are made regarding how we collect and use your personal data we will update this policy.

This version was last updated on 09 September 2021.

It is important that the personal data we hold about you is accurate and current. If you believe any of the personal information we hold on you is out of date or incorrect, or you wish it to be deleted, please contact us at and put ‘Change of personal details’ in the subject line.

Third-Party Links

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 notice of every website you visit.

2. 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 removed (anonymous data).

The primary purpose of our websites is to enable us to be able to send you offers and information and, where you have requested, enable our named Partners to contact you directly.

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, last name, title, date of birth, gender, postcode and email address.

  • Contact Data includes postal address, email address and telephone number.

  • Technical Data includes internet protocol (IP) address, 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.

  • Profile Data includes your preferences.

  • Usage Data includes information about how you use our websites and services.

  • Marketing and Communications Data includes your preferences in receiving marketing from us and our Partners and your communication preferences.


We also collect, use and share Aggregated Data such as statistical or demographic data for any purpose. Aggregated Data may be derived from your personal data but is not considered personal data in law as this data does not directly or indirectly reveal your identity. For example, we may aggregate your Usage Data to calculate the percentage of users accessing a specific website feature. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this privacy notice.

We do not collect any Special Categories of Personal Data about you (this includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health (except where you provide your expected due date) and genetic and biometric data). Nor do we collect any information about criminal convictions and offences.

3. 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 Marketing and Communications Data by filling in forms or by corresponding with us by post, phone, email or otherwise. This includes personal data you provide when you:

  • register on our websites;

  • request marketing, offers or information to be sent to you;

  • participate in any forum, information or discussion board, or other social media function on our websites; or

  • give us some feedback.

Automated technologies or interactions. As you interact with our websites, we may automatically collect Usage Data and 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.

4. How We Use Your Personal Data

We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:

  • where you have requested direct marketing communications from us or our Partners;

  • to provide you with our services, the use of our websites and the features available through them;

  • 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; or

  • where we need to comply with a legal or regulatory obligation.

Purposes for Which We Will Use Your Personal Data

We have set out below, in table format, 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.

Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. Please  Contact Us if you need details about the specific legal ground we are relying on to process your personal data where more than one ground has been set out in the table below.


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.


We may use the information you provide to us (for example, your age, gender and geographical location) to ensure that we tailor our communications to be more relevant for you. You have the right to object to this by emailing us via and making your wishes known. Please put “Profiling’ in the subject line.

Direct Marketing from Mum and Baby Centre Limited

When you ‘click’ to join and/or you are providing your consent for us to send you relevant offers and information, which we will send to you by email or post. Please can we assure you these emails and postal communications will always clearly come from us.

If you wish to stop receiving emails from us or postal communications, you can opt-out at any time by contacting: or by clicking on an ‘unsubscribe’ link in any email you receive from us.

Direct Marketing from our named Partners

On our registration form we ask if you would like to hear from our Partners. By ticking on any of these boxes you are providing your consent for us to provide your information to that particular named Partner and, where applicable, to any brand, marketing or other third-party service provider that they use, and for them to use your personal data in accordance with their own privacy policies (links to which are set out below). Depending on the contact details you provide they will contact you by email, telephone or post.

You can opt-out directly with any of our Partners at any time and they will provide you with a clear method to do this in any of their communications. Should you wish to learn more about our Partners and how they treat your personal data, please see their privacy policies:


Fisher Price Disclaimer

By ticking to hear from Fisher Price and tapping 'Register', you are consenting

  1. to receive personalised marketing emails with information on products, product-related special offers, news, and other information from Fisher-Price®, Inc. (636 Girard Ave, East Aurora, NY 14052), and the Mattel family of companies (collectively, “Mattel”) such as marketing emails from Mattel Games and Thomas & Friends™; and

  2. that Mattel may process and use your personal data, i.e., email, first name, and last name, child's date of birth or due date ("Personal Data") as provided by for this purpose, including profile building to better tailor the marketing information to your personal interests.

Please be aware that your Personal Data may contain sensitive data about your health if you provide to your due date indicating your pregnancy. Processing the child’s date of birth is essential for Mattel to accurately send you offers, news, ideas, tips, and other information just right for you and your child. Additionally, Fisher-Price®, Inc. will process the due date information to send you special information for the time of pregnancy. You may withdraw your consent at any time by clicking the “unsubscribe” link provided in each email. Review the Mattel Privacy Statement for full details on how Fisher Price use your Personal Data and further information.

Opting Out (Unsubscribing)

If you no longer wish your details to be held on the database, then you may opt-out at any time by sending an email with your full postal address to with the word ‘UNSUBSCRIBE’ in the subject line.

Please note that this will only opt you out of future communications from us here at


If you would like to unsubscribe from any of our Partners’ communications, you will need to contact each of our Partners directly.

In the sad circumstances of a miscarriage or your baby’s death, we appreciate that receiving marketing materials about baby products from well-meaning businesses can cause unintended hurt. If this is the case, and to be safe-guarded, we also recommend that you register with the Baby Mailing Preference Service (BMPS). This is a free and effective way of stopping unwanted communications, provided by the Mailing Preference Service. Just click ‘register’ and fill in your details on the following website:

5. Cookie Policy


What is a cookie?

Cookies are text files which contain information about your internet usage that is held in your browser or on your computer's hard drive. There are different types of cookie: some are essential for the site to operate properly, whereas others are aimed at enhancing and personalising your user experience.

Why do we use cookies?

There are several reasons why we and most other websites use cookies. They allow us to distinguish you from other users of our websites and this helps us to improve our websites for your benefit. Cookies can help us to understand how consumers are interacting with our websites, which helps us to improve our sites and to deliver a better service to you.

By continuing to use our websites, you are agreeing to our use of cookies.


What types of cookies do we use?

1. Strictly Necessary Cookies

These cookies are essential to enable you to move around the website and use its features. Without these cookies, we cannot provide some of the basic functionalities of our websites.

2. Performance Cookies

These cookies generally collect information about how visitors use our websites, for instance which pages visitors go to most often, and the pages that they don't. This helps us to understand and improve the sites so it is easy to use and includes helpful content. They also allow us to fix bugs or glitches on the websites. These cookies don’t collect information that identifies visitors, so we can’t identify you individually.

3. Functionality Cookies

These cookies allow our websites to remember the choices you make as you browse the sites. They provide more enhanced and personal features. The information collected is anonymised and they cannot track your browsing activity on other sites once you leave our sites.

4. Advertising or Targeting Cookies

These cookies are used to deliver adverts which are more relevant to you, based upon the way you have used the websites in the recent past. They also enable us to put limits on the number of times you might see an advert – to hopefully stop them becoming annoying and repetitive. These cookies remember that you have visited the sites, track what products you may have looked at, and this information may be shared with our advertising partners.

If you see an advert from us once you have left our sites and are browsing other sites on the internet that magically seems to understand what you previously showed an interest in then this is enabled by targeting cookies. This enables advertising that is clearly more relevant to you as an individual, so we feel it offers a valuable service, which is why we use targeting cookies.

We work with Sub2 Technologies Limited ("Sub2") in order to maximise website user engagement. Sub2 helps us to use cookies, which are stored on your device when you visit our website. Data from these cookies is used to identify when you take certain actions on a website. This information is then used for the purposes of providing you with marketing which is more relevant to you and your interests. For further details on the cookies that we use with Sub2's assistance, please click here.

We also work with Sub2 Technologies Limited ("Sub2") in relation to digital display advertising for our website. Sub2 works with third party advertising networks to let them know when to use cookies via our website. When cookies are used and stored on your device, data from these cookies is processed by Sub2 and by their third party advertising partners to serve you with advertising that is relevant to you, based on your previous browsing habits. The data is also used to limit the number of times you see an advertisement as well as to help measure the effectiveness of the advertising campaign. For further details about Sub2 and the third party advertising cookies that Sub2 facilitates via our website, please click here.

How to turn off cookies

You can turn cookies off at any time by going into your browser settings. However, this may have a detrimental effect on your user experience. If you are happy to continue letting us use cookies in the ways set out in this policy, to help us guide our work, then you need not do anything. If you have any concerns, or would like to know more about the cookies we use, please contact: and put ‘cookies’ in the subject line.

6. Disclosures of Your Personal Data

We may share your personal data with the parties set out below for the purposes set out in the table at paragraph 4 above:

  • our named Partners (where you have indicated that you would like to hear from a specific Partner) and, where applicable, with any brand, marketing or other third-party service provider that they use;

  • our IT, database and cloud service providers; and

  • our social media and marketing service providers.


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.

7. International Transfers

Personal information you provide to us is stored on our secure systems within the UK. Your information may be transferred to one of our reputable service providers who may store and process this information outside the European Economic Area (EEA). We can assure you that we take all reasonable steps to ensure your data is handled securely and we use specific contracts approved by the European Commission which give personal data the same protection it has in Europe.

Please Contact Us if you want further information on the specific mechanism used by us when transferring your personal data out of the EEA.

8. Data Security takes the upmost care to ensure the personal data you provide to us is kept securely. Where we engage service providers to work on our behalf, we will ensure that they only have access to the specific data they need to undertake the service required and process your personal data on our instructions.

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.

9. Data Retention

We will only keep your personal data for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements.

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 requirements.

We will delete the personal data you may have provided to us if you have not actively engaged with us for five years or if you otherwise ask us to do so. Please note that we may need to retain a minimal amount of personal data to effect requests to opt-out of our marketing communications.

When you register on the website and choose to receive communications, offers and information from our Partners, we will pass your personal data on to those named Partners and, where applicable, to their brand, marketing or other third-party service providers. Our Partners will process your personal data in line with their own privacy policies and you should consult these for details of the respective retention periods. Please see paragraph 4 above for further details.

10. Your Legal Rights

Under certain circumstances, you have rights under data protection laws in relation to your personal data.

Request access to your personal data

Request correction of your personal data

Request erasure of your personal data

Object to processing of your personal data

Request restriction of processing your personal data

Request transfer of your personal data

Right to withdraw consent


If you wish to exercise any of the rights set out above, please Contact Us.


Data Subject Access Requests

If you would like to submit such a request please write to us at: Subject Access Request, Mum and Baby Centre Ltd, 22 Wycombe End, Beaconsfield, Buckinghamshire HP9 1NB, or contact us at: putting ‘Subject Access Request’ in the subject line.

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 may 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 may take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.

11. Glossary


Legitimate Interest means the interest of our business in conducting and managing our business to enable us to give you the best service/product and the best and most secure experience. We make sure we consider and balance any potential impact on you (both positive and negative) and your rights before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law). You can obtain further information about how we assess our legitimate interests against any potential impact on you in respect of specific activities by Contacting Us.

Performance of Contract means processing your data where it is necessary for the performance of a contract to which you are a party or to take steps at your request before entering into such a contract.

Comply with a legal or regulatory obligation means processing your personal data where it is necessary for compliance with a legal or regulatory obligation that we are subject to.


When you register with the website you can choose to hear from top baby brands. By ticking on any of these boxes, you are providing your consent for us to provide your information to that particular named Partner, and for them to contact you directly with their offers and promotions and to process your data in accordance with their own privacy policies.

You can opt-out directly with any of our Partners at any time and they will provide you with a clear method to do this in any of their communications. Should you wish to learn more about our Partners and how they treat your personal data, please see their privacy policies.


You have 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 it. You also have the right to ask us to delete or remove your personal data where 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 of erasure for specific legal reasons which will be notified to you, if applicable, at the time of 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 particular 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: (a) if you want us to establish the data’s accuracy; (b) where our use of the data is unlawful but you do not want us to erase it; (c) 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; or (d) 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.