PURRLYTICS PRIVACY POLICY
Last updated: 22 August 2026
1. WHO WE ARE
This Privacy Policy explains how Mitigen LTD collects, uses, stores and shares personal information across our websites, products, services and brands.
Mitigen LTD operates pet care, pet wellbeing and related consumer brands, including Purrlytics.
For now, this Privacy Policy applies to:
- Purrlytics;
- www.purrlytics.com;
- customer orders;
- subscriptions;
- email support;
- product feedback;
- marketing;
- reviews;
- digital advertising;
- future Mitigen LTD brands, products, websites, apps or services that link to this Privacy Policy.
In this Policy:
“Mitigen LTD”, “we”, “us” and “our” means Mitigen LTD and the brands we operate.
“Purrlytics” means the Purrlytics brand operated by Mitigen LTD.
“You” means the customer, website visitor, subscriber or person interacting with us.
Contact:
meow@purrlytics.com
For UK data protection purposes, Mitigen LTD is the controller of the personal information described in this Policy unless we say otherwise.
2. PERSONAL INFORMATION WE COLLECT
We may collect the following types of personal information.
3. IDENTITY AND CONTACT INFORMATION
This may include:
- name;
- email address;
- phone number;
- billing address;
- delivery address;
- customer account details;
- subscription account details.
4. ORDER AND TRANSACTION INFORMATION
This may include:
- products ordered;
- order value;
- subscription plan;
- billing frequency;
- delivery frequency;
- payment status;
- discounts used;
- refunds;
- returns;
- complaints;
- delivery tracking;
- purchase history;
- pre-order status;
- cancellation requests.
5. PAYMENT INFORMATION
Payments may be handled by third party payment processors.
We may receive:
- payment status;
- transaction reference;
- payment method type;
- limited card details;
- billing information;
- fraud screening information.
We do not usually receive full card details.
6. SUBSCRIPTION INFORMATION
If you subscribe, we may process:
- selected plan;
- renewal dates;
- billing history;
- delivery history;
- skips;
- pauses;
- cancellations;
- failed payments;
- subscription preferences.
7. PRE-ORDER INFORMATION
If you place a pre-order, we may process:
- product reserved or ordered;
- expected dispatch information;
- payment status;
- deposit information, where applicable;
- fulfilment status;
- cancellation requests;
- communications about delays or availability.
8. CUSTOMER SUPPORT INFORMATION
When you contact us, we may collect:
- emails;
- messages;
- complaint details;
- product questions;
- photographs;
- videos;
- order evidence;
- delivery issue evidence;
- social media messages;
- any information you choose to send us.
9. CAT AND PRODUCT OBSERVATION INFORMATION
You may choose to send us information about your cat or your use of a Purrlytics product.
This may include:
- your cat’s name;
- approximate age;
- litter tray behaviour;
- colour response observations;
- photographs of litter;
- photographs of product performance;
- notes about product use;
- feedback about odour, clumping, tracking or dust;
- information relevant to a customer support enquiry.
Information about a cat is not always personal information by itself.
However, where it is linked to your name, email address, order, account, subscription or support message, we treat it as part of your customer information.
We do not use this information to provide veterinary diagnosis, treatment or emergency advice.
10. TECHNICAL AND WEBSITE INFORMATION
When you use our Website, we may collect:
- IP address;
- browser type;
- device type;
- operating system;
- pages viewed;
- referring website;
- approximate location;
- click behaviour;
- session information;
- cookie identifiers;
- analytics events;
- advertising identifiers;
- security logs.
Some of this depends on your cookie choices.
11. MARKETING INFORMATION
This may include:
- email subscription status;
- SMS subscription status;
- marketing preferences;
- campaign interactions;
- email opens and clicks;
- offer redemptions;
- ad engagement;
- review invitations;
- survey responses.
12. REVIEW AND USER GENERATED CONTENT
Where you submit a review or content, we may collect:
- display name;
- review;
- rating;
- image;
- video;
- date submitted;
- product purchased;
- moderation information.
13. HOW WE COLLECT INFORMATION
We may collect information:
- directly from you;
- when you place an order;
- when you create an account;
- when you subscribe;
- when you place a pre-order;
- when you contact support;
- when you sign up for marketing;
- when you submit a review;
- through cookies and pixels;
- from payment providers;
- from fulfilment providers;
- from couriers;
- from ecommerce platforms;
- from analytics tools;
- from advertising platforms;
- from fraud prevention tools.
14. HOW WE USE PERSONAL INFORMATION
We use personal information for the following purposes.
15. TO PROCESS AND DELIVER ORDERS
We use information to:
- accept orders;
- process payment;
- fulfil orders;
- arrange delivery;
- provide tracking;
- manage returns;
- process refunds;
- handle delivery problems.
Lawful basis: contract, legal obligation and legitimate interests.
16. TO MANAGE SUBSCRIPTIONS
We use information to:
- create subscriptions;
- take recurring payments;
- send service messages;
- manage skips, pauses and cancellations;
- process failed payments;
- deliver recurring orders.
Lawful basis: contract, legal obligation and legitimate interests.
17. TO MANAGE PRE-ORDERS
We use information to:
- record pre-orders;
- manage payment or deposits;
- communicate expected availability;
- process cancellations where applicable;
- arrange fulfilment when stock becomes available;
- update you about material delays.
Lawful basis: contract, legal obligation and legitimate interests.
18. TO PROVIDE CUSTOMER SUPPORT
We use information to:
- reply to enquiries;
- investigate complaints;
- resolve delivery issues;
- assess product concerns;
- manage returns;
- keep support records.
Lawful basis: contract and legitimate interests.
19. TO IMPROVE PRODUCTS AND SERVICES
We may use customer feedback and product observations to:
- improve instructions;
- improve packaging;
- improve product performance;
- monitor quality;
- identify recurring issues;
- develop future Mitigen LTD brands and products.
Lawful basis: legitimate interests.
20. TO MANAGE SAFETY AND PRODUCT QUALITY
We may use information to:
- investigate possible defects;
- handle product complaints;
- assess batch or fulfilment issues;
- contact customers about important product updates;
- manage recalls or safety notices where needed.
Lawful basis: legal obligation and legitimate interests.
21. TO SEND SERVICE MESSAGES
We may send messages about:
- orders;
- payments;
- delivery;
- subscriptions;
- pre-orders;
- returns;
- refunds;
- customer support;
- product safety;
- security;
- policy changes.
These are not marketing messages.
Lawful basis: contract, legal obligation and legitimate interests.
22. TO SEND MARKETING
Where permitted, we may send marketing about:
- Purrlytics products;
- future Mitigen LTD brands;
- offers;
- launches;
- educational pet care content;
- surveys;
- review requests;
- promotions.
Lawful basis: consent or legitimate interests, depending on the channel and circumstances.
You can unsubscribe at any time.
We will not assume that buying from Purrlytics means you want marketing from every future Mitigen LTD brand. Where required, we will ask for consent or provide appropriate choices.
23. TO RUN ADVERTISING AND ANALYTICS
Subject to your choices and applicable law, we may use information to:
- understand website traffic;
- measure advertising performance;
- build advertising audiences;
- measure conversions;
- improve campaigns;
- reduce irrelevant advertising;
- understand customer behaviour across our brands.
Lawful basis: consent where required, and legitimate interests where permitted.
24. TO PREVENT FRAUD AND PROTECT OUR BUSINESS
We may use information to:
- detect suspicious activity;
- prevent payment fraud;
- prevent promotion abuse;
- investigate chargebacks;
- protect customer accounts;
- secure the Website;
- enforce our Terms.
Lawful basis: legitimate interests and legal obligation.
25. TO COMPLY WITH LAW
We may use information to:
- keep accounting records;
- comply with tax rules;
- respond to lawful requests;
- manage disputes;
- protect legal rights;
- comply with regulatory obligations.
Lawful basis: legal obligation and legitimate interests.
26. SHARING INFORMATION
We may share personal information with trusted third parties where necessary, including:
- ecommerce platforms;
- payment providers;
- subscription platforms;
- fulfilment warehouses;
- couriers;
- customer support tools;
- email marketing providers;
- SMS providers;
- analytics providers;
- advertising platforms;
- review platforms;
- fraud prevention providers;
- IT and hosting providers;
- professional advisers;
- insurers;
- regulators or authorities where required;
- business buyers, investors or advisers in connection with a sale, investment, merger or restructure.
We do not sell your personal information as a standalone product.
27. FUTURE MITIGEN LTD BRANDS
Mitigen LTD may launch further pet care, pet wellbeing, software, monitoring, data or consumer brands.
Where lawful, we may use information across our brands to:
- manage customer accounts;
- provide customer support;
- improve products;
- understand customer needs;
- prevent fraud;
- manage safety;
- send relevant marketing where allowed;
- develop future products and services.
If a future brand uses personal information in a materially different way, we will update this Privacy Policy or provide additional privacy information.
28. INTERNATIONAL TRANSFERS
Some providers may process or access personal information outside the UK.
Where this happens, we take steps intended to protect the information using appropriate legal safeguards where required.
These may include adequacy arrangements, contractual safeguards, transfer risk assessments or other lawful transfer mechanisms.
29. RETENTION
We keep personal information only for as long as reasonably needed.
Retention depends on:
- order status;
- subscription status;
- pre-order status;
- legal obligations;
- accounting requirements;
- tax requirements;
- product safety needs;
- complaint history;
- fraud prevention;
- possible disputes;
- customer relationship;
- marketing choices.
Typical retention periods include:
- order and transaction records: up to 6 years where needed for tax, accounting, legal or dispute purposes;
- support enquiries: normally up to 2 years after closure, unless a longer period is needed;
- marketing records: while you are subscribed, plus suppression records where needed to respect opt outs;
- reviews: while relevant to the product or Website;
- cookie and analytics data: depending on the tool and your choices.
30. SECURITY
We use reasonable technical and organisational measures to protect personal information.
These may include:
- access controls;
- password protection;
- encryption where appropriate;
- secure payment providers;
- staff access limits;
- system monitoring;
- supplier contracts;
- fraud prevention tools.
No online system is completely risk free.
31. YOUR RIGHTS
Depending on the circumstances, you may have rights to:
- access your personal information;
- correct inaccurate information;
- erase information;
- restrict use;
- object to use;
- withdraw consent;
- request portability;
- complain to a regulator.
Not every right applies in every situation.
32. EXERCISING YOUR RIGHTS
To exercise your rights, contact:
meow@purrlytics.com
We may need to verify your identity before acting on a request.
We will respond within the time required by law.
33. MARKETING OPT OUT
You can opt out of marketing by:
- clicking unsubscribe in an email;
- using SMS opt out instructions where available;
- contacting meow@purrlytics.com.
You may still receive service messages about orders, subscriptions, pre-orders, payments, safety, refunds or customer support.
34. CHILDREN
Our Website and products are not directed at children.
We do not knowingly collect unnecessary personal information from children.
If you believe a child has provided personal information to us inappropriately, contact us.
35. COMPLAINTS
Please contact us first at:
meow@purrlytics.com
You may also have the right to complain to the UK Information Commissioner’s Office.
36. CHANGES TO THIS POLICY
We may update this Privacy Policy from time to time.
The latest version will be posted on the Website.
Where changes are material, we will take appropriate steps to bring them to your attention.
37. CONTACT
Mitigen LTD
Trading as Purrlytics
Website: www.purrlytics.com
Contact: meow@purrlytics.com