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Privacy policy

Privacy Policy

Last updated: 14 September 2025

Vital Pet Group (“Vital”, “we”, “us”, “our”) is committed to preserving the privacy of every visitor to our website and customers who use our services. This policy explains how we collect, use, disclose and safeguard your personal information when you visit our website, create an account, make a purchase, contact us, or otherwise interact with us.

Who we are

This website is operated by Vital Pet Group Limited (company number 5282362) and its group companies. For data protection purposes, Vital Pet Group is the data controller of your personal information collected via this website and related services.

Scope of this Policy

This Policy applies to information collected through our website and online store, related tools and features (the “Services”). By using the Services, you acknowledge you have read and understood this Policy.

Information we collect

We may collect, store and use the following categories of personal information:

  • Contact details (e.g. name, email address, phone number, billing and delivery addresses).
  • Account information (e.g. username, password, preferences and settings).
  • Transaction data (e.g. items viewed or purchased, wishlists, returns/exchanges, order history).
  • Payment information (processed securely by our payment providers; we do not store full card details).
  • Communications you send us (e.g. customer service enquiries, feedback, forms).
  • Device & usage data (e.g. IP address, browser type, device identifiers, referring URLs, pages viewed, time on site) collected through cookies and similar technologies.

We may also create inferences based on the above (e.g. preferences) to help tailor the Services.

Where we collect your information from

  • Directly from you when you browse, create an account, place an order or contact us.
  • Automatically via cookies, pixels and similar technologies when you use the Services.
  • Service providers who operate parts of the Services on our behalf (e.g. payments, fulfilment, analytics).
  • Partners/third parties where permitted by law (e.g. marketing platforms, address validation).

Cookies and similar technologies

We use cookies and similar technologies to operate our website, remember your preferences, analyse traffic and improve performance. You can set your browser to refuse all or some cookies; however, some features may not function properly if cookies are disabled. For more information, please see our Cookies notice (if available) or contact us using the details below.

How we use your information

  • Provide and operate the Services, process orders and payments, arrange delivery/returns, and manage your account.
  • Customer support and to communicate with you about your orders, enquiries and updates.
  • Personalise & improve your shopping experience, including product recommendations and site optimisation.
  • Marketing & advertising (with your consent where required), including emails and on-site/online advertising. You can opt out of marketing at any time via the unsubscribe link or by contacting us.
  • Security & fraud prevention, to protect the Services and our users.
  • Legal & compliance, including responding to lawful requests and enforcing our terms.

Our legal bases (UK/EEA)

We process personal information where one or more of the following applies: performance of a contract (e.g. to fulfil your order), legitimate interests (e.g. site security, analytics, improving the Services), consent (e.g. for certain marketing or cookies), and legal obligation.

How we share information

We treat your information as confidential. We may disclose it as follows:

  • Service providers who act as our agents and process data on our behalf (e.g. hosting, payments, fulfilment, IT, analytics, customer service).
  • Business & marketing partners to help deliver relevant marketing and measure performance (subject to your preferences).
  • Group companies/affiliates within Vital Pet Group for internal administration and support.
  • Legal/Compliance where required by law, court order or to protect our rights or users.
  • Business transfers in connection with a merger, acquisition or reorganisation.

Our relationship with Shopify

Our storefront and checkout are hosted and powered by Shopify. Information you submit via the Services may be processed by Shopify and its service providers (including outside the UK/EEA) to operate and improve the platform. Shopify may also process certain data as an independent controller for its own platform-enhancement features. For details about how Shopify processes personal information and your rights in that context, please see the Shopify Consumer Privacy Policy and the Shopify Privacy Portal.

International transfers

Your information may be transferred to, stored and processed in countries outside your country of residence, including outside the UK/EEA. Where we transfer personal information internationally, we will ensure appropriate safeguards are in place, such as the UK/EU Standard Contractual Clauses, unless the destination country has been deemed to provide an adequate level of protection.

Data security

We employ reasonable technical and organisational measures to protect your information against unauthorised access, unlawful processing, accidental loss, destruction or damage. However, transmission of data over the internet is not completely secure and we cannot guarantee absolute security. Please use secure channels and keep your account credentials confidential.

Data retention

We retain personal information for as long as necessary for the purposes described in this Policy, including to provide the Services, comply with legal obligations, resolve disputes and enforce our agreements. Retention periods vary depending on the data type and context.

Your rights (UK/EEA)

Subject to applicable law and certain limits, you may have the right to:

  • Access the personal information we hold about you.
  • Rectify inaccurate or incomplete information.
  • Delete your personal information.
  • Restrict or object to certain processing, including direct marketing.
  • Portability – receive your data in a structured, commonly used format and/or request we transfer it to a third party.
  • Withdraw consent where processing is based on consent (without affecting prior lawful processing).

You can manage marketing emails at any time by using the unsubscribe link in our messages or by contacting us. We may need to verify your identity before actioning a request, and you may authorise an agent to act on your behalf where permitted by law.

Children’s data

The Services are not intended for use by children, and we do not knowingly collect personal information from individuals under the age of majority in your jurisdiction.

Third-party websites

Our website may contain links to third-party websites. We are not responsible for the privacy practices or the content of those sites. You should review their privacy policies before providing any personal information.

Changes to this Policy

We may update this Policy from time to time to reflect changes to our practices or for operational, legal or regulatory reasons. We will post the revised Policy on this page and update the “Last updated” date above. Please check back periodically to stay informed.

Contact & complaints

If you have questions about this Policy, our privacy practices, or wish to exercise your rights, please contact:

Email: customerservices@vitalpets.co.uk

If you are in the UK and are not satisfied with our response, you may complain to the Information Commissioner’s Office (ICO): https://ico.org.uk/make-a-complaint/.

Summary of key points (for convenience)

  • We collect contact, account, transaction, communications, and device/usage data.
  • We use your data to run our store, process orders, provide support, personalise your experience, market (with consent where required), prevent fraud, and comply with law.
  • We share data with trusted service providers (including Shopify), group companies, partners (subject to your preferences), and where legally required.
  • You have rights under UK/EEA law including access, rectification, deletion, restriction/objection, portability and withdrawal of consent.
  • Data may be transferred internationally with appropriate safeguards (e.g. Standard Contractual Clauses).
  • You can opt out of marketing at any time using the unsubscribe link or by contacting us.