Privacy policy

Last updated: October 12, 2026

Privacy Policy

London eCom LLC. ("the Company", "we", "us", or "our") operates the website betterdoglife.com ("the Site"). This Privacy Policy explains how we collect, use, disclose, and protect personal information when you visit the Site, create an account, place an order, or otherwise interact with us, and explains the rights available to you regarding your personal information.

This Privacy Policy is designed to comply with applicable United States privacy laws, including the California Consumer Privacy Act as amended by the California Privacy Rights Act ("CCPA/CPRA") and other applicable U.S. state privacy laws, as well as the EU General Data Protection Regulation (Regulation (EU) 2016/679) and, where applicable, the UK GDPR and the UK Data Protection Act 2018 ("GDPR"), for visitors and customers located in the European Economic Area ("EEA"), the United Kingdom, and Switzerland.

By using the Site, you acknowledge that you have read and understood this Privacy Policy. If you do not agree with this Privacy Policy, please do not use the Site.

1. Who We Are

1.1 The data controller (or "business", under U.S. law) responsible for your personal information is London eCom LLC., the owner and operator of betterdoglife.com.

1.2 For any privacy-related question, request, or complaint, you may contact us at: betterdoglife.com/pages/contact.

1.3 Responsibility for data protection compliance is held by: London eCom LLC (contact: info@betterdoglife.com)

2. Information We Collect

2.1 We collect personal information that you provide directly to us, information collected automatically when you use the Site, and information we receive from third parties.

2.2 Information You Provide Directly:

a) Contact and account information: name, email address, shipping and billing address, phone number.

b) Order information: products purchased, order history, payment confirmation details (note: full payment card numbers are processed by our payment processors and are not stored on our servers; see Section 6).

c) Communications: information you provide when you contact customer service, submit a contact form, or respond to a survey.

d) Marketing preferences: your choices regarding receipt of promotional emails and marketing communications.

2.3 Information Collected Automatically:

a) Device and usage data: IP address, browser type and version, device type, operating system, referring/exit pages, pages viewed, time spent on pages, and click patterns.

b) Cookies and similar technologies: as described in Section 5 below.

c) Approximate location: derived from your IP address, used for currency display, shipping estimates, and fraud prevention.

2.4 Information from Third Parties:

a) Payment processors (e.g., Shopify Payments, Apple Pay, Google Pay) may share limited transaction confirmation data with us.

b) Shipping carriers may share delivery status and tracking information.

c) Marketing and analytics partners (e.g., advertising platforms) may share aggregated or de-identified audience data.

d) Review platforms (Loox and Trustpilot) may share with us the reviews, ratings, photos, and related information you submit through them, together with details that link the review to your order.

2.5 We do not knowingly collect special categories of personal data (such as health, racial or ethnic origin, religious beliefs, trade union membership, genetic data, or biometric data) about our Users within the meaning of Article 9 GDPR. Please do not submit such information to us.

3. Legal Basis for Processing (EEA / UK Users)

3.1 If you are in the EEA, the United Kingdom, or Switzerland, we rely on the following legal bases under Article 6 GDPR to process your personal information:

a) Performance of a contract: to process and fulfil your orders, manage your account, and provide customer support (Article 6(1)(b)).

b) Consent: for optional marketing communications, non-essential cookies, and similar tracking technologies, which we only deploy after obtaining your consent through our cookie banner (Article 6(1)(a)). You may withdraw consent at any time without affecting the lawfulness of processing carried out before withdrawal.

c) Legitimate interests: to improve and secure the Site, prevent fraud, and carry out analytics, provided such interests are not overridden by your rights and interests (Article 6(1)(f)).

d) Legal obligation: to comply with tax, accounting, consumer protection, and other applicable legal requirements (Article 6(1)(c)).

3.2 Where our processing is based on consent, you have the right to withdraw that consent at any time, as described in Section 5 (cookies) and Section 14 (marketing).

4. How We Use Your Information

4.1 We use personal information for the following purposes:

• To process and fulfill your orders, including payment processing, shipping, and customer service.
• To create and manage your account.
• To communicate with you about your orders, including confirmations, shipping updates, and customer support responses.
• To help us review and respond to customer service inquiries, using artificial intelligence tools provided by our service providers. These tools are not used to make decisions that produce legal or similarly significant effects on you.
• To send you marketing communications, where you have opted in or where otherwise permitted by law, and to allow you to opt out at any time.
• To improve and personalize the Site, including analyzing usage trends and testing new features.
• To detect, investigate, and prevent fraud, abuse, and security incidents.
• To comply with legal obligations, respond to lawful requests from public authorities, and enforce our Terms of Use.
• To manage shipping protection claims and process returns, refunds, and warranty matters.

5. Cookies and Tracking Technologies

5.1 The Site uses cookies and similar technologies (such as pixels and local storage) to operate the Site, remember your preferences, analyze traffic, and support advertising.

5.2 Categories of Cookies:

a) Strictly necessary cookies: required for core Site functionality, such as the shopping cart and checkout process. These cannot be disabled.

b) Functional cookies: remember your preferences, such as currency and language.

c) Analytics cookies: help us understand how visitors use the Site (e.g., Google Analytics, Triple Whale, Microsoft Clarity).

d) Advertising/marketing cookies: used to deliver relevant ads and measure campaign performance (e.g., Meta Pixel, Google Ads).

5.3 Consent for EEA/UK users. Where required by the EU ePrivacy Directive, the UK Privacy and Electronic Communications Regulations, and the GDPR, we only place non-essential cookies (functional, analytics, and advertising/marketing cookies) on your device after you have given your prior, informed, opt-in consent through our cookie consent banner. Strictly necessary cookies do not require consent. You can withdraw or change your consent at any time using the cookie preferences tool available on the Site, typically accessible via a link in the footer.

5.4 U.S. users may opt out of certain cookies and tracking technologies through your browser settings, or through the opt-out mechanisms described in Section 9 (e.g., "Do Not Sell or Share My Personal Information").

5.5 Disabling cookies may affect the functionality of the Site, including your ability to complete a purchase.

5.6 Some browsers include a Do Not Track ("DNT") feature that sends a signal to websites requesting that your browsing activity not be tracked. As required by California's Online Privacy Protection Act (CalOPPA), we are disclosing our DNT practice: the Site does not currently respond to browser DNT signals, as there is no industry-standard framework for doing so. You may, however, opt out of interest-based advertising and data sharing by using the mechanisms described in Section 9.

5.7 Global Privacy Control (GPC) signals are addressed in Section 9.7.

6. Payment Information

6.1 Payments made on the Site are processed by third-party payment processors, including but not limited to Shopify Payments, Apple Pay, and Google Pay. We do not store full credit or debit card numbers on our own servers.

6.2 These payment processors collect and process your payment information in accordance with their own privacy policies and applicable security standards (such as PCI-DSS). We encourage you to review the privacy policies of the payment processor you use at checkout.

7. How We Share Your Information

7.1 We do not sell your personal information for monetary consideration. We may share personal information with the following categories of recipients, each of whom is bound by contractual data protection obligations, including, where required, Standard Contractual Clauses under Article 46 GDPR:

a) Service providers: companies that perform services on our behalf, such as website hosting (Shopify), payment processing (Shopify Payments, Apple Pay, Google Pay), subscription management (Kaching), order fulfillment and shipping (GoShipPro and shipping carriers), customer support (Freshdesk, including AI-assisted tools that help us read and respond to your inquiries), email and SMS marketing (Klaviyo), and the collection and display of customer reviews (Loox and Trustpilot).

b) Analytics and advertising partners: including Google LLC (Google Analytics, Google Ads), Meta Platforms, Inc. (Meta Pixel), Microsoft Corporation (Microsoft Clarity, which records how visitors interact with the Site, such as clicks, scrolling and mouse movements, and creates heatmaps and session replays), and Triple Whale (advertising performance analytics and attribution), which help us understand Site usage and deliver and measure advertising. These partners may use cookies and similar technologies to collect information about your activity on our Site and other sites, subject to the consent requirements in Section 5.

c) Shipping and fulfillment partners: carriers and logistics providers who receive your name, address, and order details necessary to deliver your order.

d) Legal and safety: law enforcement, regulators, or other third parties where required by law, legal process, or to protect the rights, property, or safety of the Company, our Users, or others.

e) Business transfers: in connection with a merger, acquisition, reorganization, or sale of assets, in which case personal information may be transferred as part of that transaction, subject to standard confidentiality arrangements.

8. International Data Transfers

8.1 The Company is based in the United States, and personal information collected through the Site may be transferred to, stored, and processed in the United States or other countries where our service providers operate, which may have data protection laws different from those of your country of residence.

8.2 Transfers from the EEA / UK / Switzerland. Where we or our service providers transfer personal information originating in the EEA, the United Kingdom, or Switzerland to a country that has not been recognized by the European Commission (or, as applicable, the UK Government) as providing an adequate level of data protection, we rely on appropriate safeguards recognized under Chapter V GDPR / the UK GDPR, such as the European Commission's Standard Contractual Clauses (and, for UK transfers, the UK International Data Transfer Agreement or Addendum), together with supplementary measures where necessary.

8.3 You may request a copy of the relevant safeguards used for a specific transfer by contacting us at betterdoglife.com/pages/contact.

9. Your Privacy Rights

9.1 Rights of U.S. state residents. Depending on your state of residence, you may have the following rights regarding your personal information:

a) Right to know: to request disclosure of the categories and specific pieces of personal information we have collected about you, the sources of that information, the purposes for collecting it, and the categories of third parties with whom it is shared.

b) Right to delete: to request deletion of personal information we have collected from you, subject to certain exceptions.

c) Right to correct: to request correction of inaccurate personal information.

d) Right to opt out of sale/sharing: to opt out of the "sale" or "sharing" of your personal information, including for purposes of cross-context behavioral advertising, where applicable.

e) Right to limit use of sensitive personal information: where applicable, to limit the use of sensitive personal information to that necessary to perform the services requested.

f) Right to non-discrimination: we will not discriminate against you for exercising any of your privacy rights, including by denying goods or services, charging different prices, or providing a different level of quality.

9.2 Rights of EEA / UK / Swiss residents. If you are located in the EEA, the United Kingdom, or Switzerland, you have the following rights under the GDPR / UK GDPR in relation to your personal information:

a) Right of access (Article 15): to obtain confirmation as to whether we process your personal information, and to receive a copy of it together with related information.

b) Right to rectification (Article 16): to request correction of inaccurate or incomplete personal information.

c) Right to erasure / "right to be forgotten" (Article 17): to request deletion of your personal information in certain circumstances.

d) Right to restriction of processing (Article 18): to request that we limit the way we use your personal information in certain circumstances.

e) Right to data portability (Article 20): to receive personal information you have provided to us in a structured, commonly used, machine-readable format, and to have it transmitted to another controller, where technically feasible.

f) Right to object (Article 21): to object to processing based on our legitimate interests, and to object at any time, free of charge, to processing of your personal information for direct marketing purposes, including profiling related to such marketing.

g) Rights related to automated decision-making and profiling (Article 22): as described further in Section 15.

h) Right to withdraw consent: where processing is based on consent, to withdraw that consent at any time, without affecting the lawfulness of processing before withdrawal.

i) Right to lodge a complaint: with your local data protection supervisory authority, as described in Section 16.

9.3 To exercise any of the rights described above, please contact us at betterdoglife.com/pages/contact. We may need to verify your identity before fulfilling certain requests. You may also designate an authorized agent to make a request on your behalf, subject to verification.

9.4 How to exercise your rights. To submit a privacy rights request, contact us through betterdoglife.com/pages/contact. We may need to verify your identity before fulfilling certain requests (for example, by confirming your email address or order history). We will respond to verifiable U.S. requests within 45 days, extendable by an additional 45 days where necessary; for EEA/UK/Swiss requests, we will respond without undue delay and in any event within one month of receipt, extendable by a further two months where necessary for complex or numerous requests.

9.5 Authorized agents. You may designate an authorized agent to submit a privacy rights request on your behalf. To do so, the authorized agent must provide written proof of your authorization (such as a signed permission letter), and we may also require you to verify your own identity directly with us. We may deny a request from an authorized agent who does not submit satisfactory proof of authorization.

9.6 California residents may opt out of the "sharing" of their personal information for cross-context behavioural advertising at any time by: (1) clicking the "Do Not Sell or Share My Personal Information" link in the footer of our Site; (2) adjusting your cookie preferences through our cookie settings tool; or (3) contacting us through betterdoglife.com/pages/contact. Please note that opting out of advertising cookies will not remove ads from your experience, it will make the ads you see less targeted.

9.7 California law requires businesses to treat a Global Privacy Control signal as a valid opt-out of the sale and sharing of personal information. The Site currently honors GPC signals. If you use a browser or extension that sends a GPC signal, your opt-out preference will be applied automatically.

10. Data Retention

10.1 We retain personal information for as long as necessary to fulfill the purposes for which it was collected, including to provide our services, comply with legal, tax, and accounting obligations, resolve disputes, and enforce our agreements. In line with the GDPR's storage limitation principle (Article 5(1)(e)), we do not keep personal information for longer than is necessary for these purposes.

10.2 Order and transaction records are generally retained for the period required by applicable tax and commercial recordkeeping laws. Account information is retained for as long as your account remains active, and for a reasonable period thereafter in case you wish to reactivate it or as required by law. Marketing data is retained until you opt out or, where applicable, your consent is withdrawn.

11. Data Security

11.1 We implement reasonable technical and organizational measures designed to protect personal information against unauthorized access, alteration, disclosure, or destruction, including encryption of data in transit (HTTPS/TLS) and access controls limiting who within our organization and among our service providers may access personal information.

11.2 No method of transmission over the internet or method of electronic storage is completely secure. While we strive to use commercially acceptable means to protect your personal information, we cannot guarantee its absolute security.

11.3 In the event of a personal data breach that is likely to result in a risk to your rights and freedoms, we will provide notification in accordance with applicable state data breach notification laws in the U.S. For EEA/UK/Swiss users, where required, we will notify the competent supervisory authority without undue delay and, where feasible, within 72 hours of becoming aware of the breach, and will notify affected individuals without undue delay where the breach is likely to result in a high risk to their rights and freedoms, in accordance with Articles 33 and 34 GDPR.

12. Children's Privacy

The Site is not directed to children. We do not knowingly collect personal information from individuals under the age of 13, as required by the Children's Online Privacy Protection Act ("COPPA"). Some U.S. states may have higher age thresholds under applicable law. For users in the EEA, the United Kingdom, or Switzerland, we do not knowingly collect personal information from children under the age of 16 (or such lower age, down to 13, as permitted under the applicable Member State's implementation of Article 8 GDPR) without the consent of a parent or legal guardian. If you believe we have inadvertently collected personal information from a child in violation of this section, please contact us at betterdoglife.com/pages/contact so that we can promptly delete such information.

13. Third-Party Links

The Site may contain links to third-party websites or services not operated by us. This Privacy Policy does not apply to such third-party websites. We encourage you to review the privacy policies of any third-party site you visit.

14. Marketing Communications

14.1 If you have opted in to receive marketing emails or SMS messages from us, you may opt out at any time by clicking the "unsubscribe" link included in every marketing email, replying "STOP" to SMS messages, or by contacting us at betterdoglife.com/pages/contact.

14.2 Even if you opt out of marketing communications, we may still send you transactional or service-related communications, such as order confirmations and shipping updates, which are necessary for the performance of your order.

14.3 SMS Marketing. Where we send marketing SMS messages to U.S. phone numbers, we do so only with your prior express written consent, as required by the Telephone Consumer Protection Act ("TCPA") and applicable Federal Communications Commission (FCC) regulations. For EEA/UK/Swiss users, we send marketing emails and SMS only with your prior opt-in consent, as required by the ePrivacy rules implemented in your country. Message and data rates may apply. Message frequency varies. You may revoke consent at any time by replying STOP to any marketing text message. Your phone number will not be shared with third parties for their own marketing purposes.

14.4 If you have enabled push notifications in your browser, we may send you promotional and order-related alerts. You can withdraw consent at any time through your browser settings or operating system notification preferences.

15. Personalization and Automated Profiling

15.1 We may use automated processing of your personal information to personalize your experience on the Site. This may include generating product recommendations, displaying targeted content, and customizing the order in which products appear in search results, based on your browsing history, past purchases, wish list activity, and other behavioural signals.

15.2 This profiling supports our legitimate interests in improving and personalizing the Site (see Section 3) and does not produce legal effects concerning you or similarly significantly affect you; we do not make any decisions based solely on automated processing, including profiling, that produce such effects within the meaning of Article 22 GDPR. If this changes, we will provide you with meaningful information about the logic involved, the significance, and the envisaged consequences of such processing, and, where required, obtain your explicit consent.

15.3 You may opt out of personalization-based profiling at any time by contacting us at betterdoglife.com/pages/contact. Opting out will not affect your ability to use the Site or place orders, but product recommendations and displayed content may be less relevant to your interests.

16. Right to Lodge a Complaint

If you are located in the EEA, the United Kingdom, or Switzerland and believe that our processing of your personal information infringes the GDPR, UK GDPR, or applicable Swiss data protection law, you have the right to lodge a complaint with the data protection supervisory authority in your country of habitual residence, place of work, or the place of the alleged infringement, without prejudice to any other administrative or judicial remedy. A list of EEA supervisory authorities is available from the European Data Protection Board; UK residents may contact the Information Commissioner's Office (ICO); Swiss residents may contact the Federal Data Protection and Information Commissioner (FDPIC). We would, however, appreciate the opportunity to address your concerns directly before you approach a supervisory authority; please contact us at betterdoglife.com/pages/contact.

17. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements, or other factors. The "Last updated" date at the top of this Privacy Policy indicates when it was last revised. Material changes will be notified through the Site or, where required by law, by other appropriate means. Your continued use of the Site after any changes constitutes your acceptance of the updated Privacy Policy.

18. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us at: betterdoglife.com/pages/contact.