Privacy Notice

1. What information does BestBaby collect and how does it collect it?

When you first visit BestBaby, we collect your email address before registration is complete, solely for the purpose of setting up your account. A short notice at the email capture screen explains this. Your full Privacy Notice and specific consent are provided before any health or journey information is collected. BestBaby may also collect limited contact information — such as an email address — from people who interact with us before registering, for example through a giveaway or an enquiry. When you visit the platform, certain technical information is collected automatically, including your IP address. This is used for security and platform operation purposes.

When you register, BestBaby collects and processes personal data about you. This includes your name, email address, postal code, and age. Your postal code helps us direct you to content and guidance relevant to where you are — for example, NHS pathways and UK maternity rights for users in the UK, or equivalent guidance for users elsewhere.

We also ask upon sign up, with your specific consent, for you to provide information about where you are in your parenting journey and about your family situation — for example whether you are trying to conceive, pregnant, preparing for birth, or in the early years with a child, and who is on that journey with you. We also ask you to indicate which topics matter most to you right now, so that BestBaby can surface the most relevant content from the start. We use this information to personalise your experience on BestBaby, directing you to the content, tools, and guidance most relevant to where you are and who you are. With your separate consent, we may also use this information to send you relevant updates and stage-specific recommendations. Please see section 3 for more detail on how this information is used.

If you already have children, you may also choose to provide their first name, age, and other optional details. This information helps BestBaby and Moira personalise guidance to your whole family situation. You may also optionally provide the first name of a partner or companion on your journey. This is used by Moira to personalise your conversations and is not used for any other purpose.

BestBaby is currently free to use and we do not collect payment details at this time. If we introduce paid services in the future, any payment details will be collected directly by our payment provider and BestBaby will not have access to those details.

BestBaby collects certain information about how you use our services through the use of cookies. For further information on cookies, please see our Cookies Policy [insert hyperlink].

When using our services after registration, BestBaby may also collect information from you in a variety of ways, including directly from you when you contact us or use our services such as Moira. If you choose to provide it, this may include information about your health or other information that data protection law refers to as Special Category data. BestBaby, including through our AI companion Moira, may also collect information provided by third parties — for example, where a family member provides information about you when using the BestBaby platform, or where you share information about your doctors, counselors, or third-party advisers. None of this Special Category information will be collected or used without your specific consent.

When using our services, please do not provide Special Category data about third parties unless you have parental rights and responsibilities in respect of that person.

Any Special Category data collected after sign-up, or which you have not given BestBaby specific permission to use, is held in an encrypted Private Vault accessible only to you and to Moira during your sessions, and inaccessible to BestBaby staff. Journey stage information you have consented to BestBaby using for personalization or marketing is held separately in your account data.

2. Moira — and the information she may notice

When you use BestBaby, you may interact with Moira — our AI companion — by text, by voice, or simply by using the tools and journal on the platform. Moira is designed to be genuinely helpful, and to do that well, she pays attention.

From time to time, Moira may notice things from what you share with her — in your journal, in a conversation, or from information you enter into the platform’s tools. For example, she may notice that you have mentioned you are managing gestational diabetes, or that you have been feeling particularly anxious. These observations, which we call health inferences, can help Moira to give you better, more relevant support — pointing you toward information that is actually useful for your specific situation rather than generic guidance that may not apply to you.

Moira will never store or act on any observation without asking you first.

If Moira notices something she thinks may be relevant, she will tell you what she has observed and ask whether you would like her to remember it. You can say yes, no, or ask her to remove it at any time. Nothing is added to your Private Vault without your explicit say-so.

What stays private and what you can choose to share

Any information stored in your Private Vault — including anything Moira has noticed and you have confirmed — is private by default. It is held in an encrypted space that BestBaby cannot see and will never use for marketing, advertising, or any commercial purpose unless you specifically give us permission to do so.

You have four choices about how Moira’s observations are handled:

• Edit Correct – edit or correct Moira’s observation
• Confirm — confirms the observation and lets Moira use it to personalize your guidance. BestBaby does not see it, and it will not affect any communications you receive from the platform
• DROP DOWN: Allow— the observation to be used by BestBaby and Moira to personalize your experience and communications. BestBaby will only use this in the ways you have agreed to and will never share it with third parties for their own marketing purposes.
• Leave it pending — not ready to decide yet? Leave the observation in a pending state. Nothing is stored in your Private Vault and nothing is used until you choose. You can come back to it at any time.
• Delete entirely — remove the observation permanently. Where data is deleted at your request, BestBaby retains a record of the deletion event — the category of data deleted and the date on which it was removed — for legal purposes. The content itself will not be retained.

You can change your mind at any time. These controls are available directly within the platform on your Moira Facts page.

3. Why does BestBaby process your personal data?

We will use your contact details before you register with BestBaby to get in touch with you and to set up your account and confirm your agreement with us.

Once you have joined the platform, we process your personal data to meet our obligations to you and to provide you with the information, guidance, tools, and support you are seeking, and to administer your account.

In other cases, BestBaby has a legitimate interest to process your data — for example, to respond to enquiries you send us, to keep the platform secure, and to provide you with information about BestBaby and our services.

There are occasions where we will ask for your specific consent before processing your personal data. This includes the processing of Special Category data — such as health information, your parenting journey stage, or your family situation — and the sending of updates, recommendations, and marketing communications. Where we ask for your consent, we will always explain clearly what we are asking for and why, so that you can make an informed decision about whether to provide it.

BestBaby is free to use. Some content on the platform and in our emails may include links to third-party products or services from which BestBaby may earn a small commission. This is how we are able to keep the platform free. Any such links will always be clearly identified. They do not affect our editorial content and they do not cost you anything.

Your journey stage and family situation information is used solely to direct you to the content, tools, and guidance most relevant to where you are and who you are. It will not be used for marketing purposes unless you specifically give us your permission to do so. If you give us that additional permission, it allows BestBaby to send you tailored communications, stage-specific recommendations, and curated offers that may include affiliate product recommendations relevant to your journey. This is entirely optional and you can withdraw that permission at any time without affecting your access to the platform.

Where we send you marketing communications — such as emails containing relevant content, stage-specific recommendations, or curated offers — we will only do so with your explicit consent. You can choose to receive these by email. We will not send you marketing communications without your permission.

Where marketing emails include affiliate product recommendations from third-party partners, we will only send these where you have specifically consented to receiving this type of content. Your consent to marketing emails is collected as part of the registration process and constitutes the consent required under UK data protection law for this purpose.

Where you have given consent for the processing of your personal data, you have the right to withdraw that consent at any time. Withdrawing consent does not affect the lawfulness of any processing carried out before you withdrew it.

To withdraw your consent, or if you have any questions about how your data is being used, please contact us at BetaContact@BestBaby.org.

4. Who has access to your data?

Service providers.

BestBaby works with carefully selected third-party service providers — including technology, hosting, infrastructure, and cloud computing providers — who process data on our behalf in order to operate the platform. Where we do so, we have appropriate contractual arrangements in place to ensure the security and confidentiality of your data. These providers are not permitted to use your data for their own purposes.

AI processing.

Moira’s responses are generated with the assistance of an external AI service provider. When Moira generates a response, only the minimum information necessary to produce that response is shared with the provider, and it is shared in a form that does not identify you personally. BestBaby has appropriate contractual arrangements with this provider, including confidentiality obligations and a prohibition on using your data for any purpose other than generating Moira’s responses. All responses generated by Moira are produced by artificial intelligence and are identified as such.

Voice services.

If you use Moira’s voice features, your voice session data is processed through a specialist voice infrastructure provider. BestBaby has appropriate data protection arrangements in place with this provider. Your voice data is processed in a form that does not identify you personally wherever this is technically possible.

Health and editorial content.

BestBaby works with qualified health professionals and advisers to review and approve the content published on the platform. These advisers review content only — they do not have access to your personal data or your Private Vault under any circumstances.

Legal requirements.

We will share your data where required to do so by law.

Change of ownership.

Should BestBaby change ownership as a result of a sale, merger, or acquisition, your account information may transfer to the new owner as part of that transaction. The new owner will be bound by the same data protection obligations set out in this notice. Any information stored in your Private Vault will remain subject to the same strict encryption protections and will not be used in any different way as a result of any change in ownership.

International transfers.

Some of BestBaby’s service providers are based outside the UK. Where your personal data is transferred outside the UK, BestBaby ensures that adequate safeguards are in place, including appropriate contractual arrangements as required by UK data protection law.

5. How does BestBaby protect your data?

BestBaby takes the security of your data seriously. We have internal policies and controls in place to ensure that your data is not lost, accidentally destroyed, misused, or disclosed. General account data is not accessed except as necessary to provide our services to you or as required by law.

Special Category data stored in your Private Vault is protected by an additional and separate layer of security. It is encrypted at field level using AES-256 encryption — the same standard used by financial institutions and healthcare providers worldwide — and is inaccessible to BestBaby staff. It can only be accessed by you and by Moira during your sessions.

We use appropriate standards of technology and operational security to protect all personal data we hold, including encryption of data both at rest and in transit.

Where BestBaby engages third-party service providers to process personal data on our behalf, we do so on the basis of written instructions. Those providers are under a duty of confidentiality, are required to implement appropriate technical and organisational measures to ensure the security of your data, and are not permitted to use your personal data for their own purposes.

6. How long does BestBaby keep your data?

BestBaby will only keep your personal data for as long as is necessary and in accordance with UK data protection law. For registered users, we will hold your personal data for the duration of your use of the platform and for a period of six years thereafter.

Where you have provided personal data without registering for a BestBaby account — for example by entering a giveaway or sending us an enquiry — we will only keep that data for as long as necessary for the purpose for which it was provided, and in any event for no longer than six years.

Where you ask BestBaby to delete your data, we will do so in accordance with your rights as described in section 7 below. Where data is deleted at your request, BestBaby retains a record of the deletion event — the category of data deleted and the date on which it was removed — for legal purposes. The content itself will not be retained.

7. Your rights

BestBaby believes in giving you genuine control over your personal data — not just the legal minimum. Here is what you are entitled to and how to exercise each right.

Access your data.

Most of your personal data is accessible directly through your account and your Moira Facts page at any time. BestBaby can provide you with a copy of your account data on request. Data stored in your Private Vault can be exported directly through the platform using the export function in your account settings. If you have any questions about accessing your data please contact us at BetaContact@BestBaby.org and we will respond within one month.

Correct your data.

You can ask us to correct any personal data BestBaby holds about you that is inaccurate or incomplete. You can also update most of your account information directly within the platform at any time.

Delete your data.

You can ask BestBaby to delete your personal data. We will do so unless we are legally required to retain it. Where data is deleted at your request, BestBaby retains a record of the deletion event — the category of data deleted and the date on which it was removed — for legal purposes. The content itself will not be retained.

Control what Moira uses.

When Moira notices something that may be relevant to you, you have four choices: Moira only / Moira and BestBaby / Leave it pending / Delete entirely. These controls are available directly within the platform on your Moira Facts page at any time.

Restrict processing.

In certain circumstances you can ask BestBaby to pause the use of your data. For observations Moira holds, the pending option described above achieves this directly within the platform.

Object to processing.

Where BestBaby is processing your data on the basis of legitimate interest, you have the right to object. We will stop processing unless we have compelling reasons that outweigh your interests.

Data portability.

You have the right to receive a copy of the personal data you have provided to us in a structured, machine-readable format. Your account data can be requested from us directly. Your Private Vault data can be exported through the platform. Please contact us at BetaContact@BestBaby.org for any data portability request and we will respond within one month.

Withdraw consent.

Where you have given BestBaby your consent to process your personal data, you can withdraw that consent at any time. Withdrawing consent does not affect the lawfulness of anything that happened before you withdrew it. To withdraw consent please contact us at BetaContact@BestBaby.org or update your preferences directly in your account settings.

Automated decision-making.

BestBaby does not make automated decisions about you that have a significant impact on your life. Moira makes suggestions only — she notices things and asks your permission before storing or acting on anything. You always decide.

To exercise any of these rights or if you have any concerns, please contact us at BetaContact@BestBaby.org. We will respond within one month.

We hope to resolve any issue directly with you. If you believe BestBaby has not complied with your data protection rights, you have the right to complain to the Information Commissioner’s Office.

Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, SK9 5AF | www.ico.org.uk | 0303 123 1113

8. What if you do not provide personal data?

BestBaby is a personalised platform. To register you will need to provide your name, email address, postal code, and age, and tell us where you are in your parenting journey and a little about your family situation. Without this information we are unable to register you or provide you with the BestBaby experience.

Your journey stage and family situation information is used solely to direct you to the content, tools, and guidance most relevant to where you are and who you are. It will not be used for marketing purposes unless you specifically give us your permission to do so. This permission is entirely optional and you can withdraw it at any time without affecting your access to the platform.

Where you have entered into a contract with BestBaby for provision of goods or services, failing to provide the data may mean that BestBaby is unable to properly implement the contract and that you are unable to exercise certain contractual rights.

Other information — such as the details you store in your Private Vault or observations you share with Moira — is provided entirely voluntarily to personalise and improve your experience further. You are never required to provide this information.

Monitoring and Review

This notice shall be regularly monitored and reviewed. We may amend this notice from time to time and any changes will appear on our website. Where changes are material we will notify you directly.