Privacy Policy
Last updated: 19 February 2026
1. Who we are
Good Dad is a trading name of Good Dad Ltd, a company registered in England and Wales (company number 16730546). Our registered office is 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ.
We are the data controller responsible for your personal data. If you have any questions about this policy or how we handle your data, contact us at hello@good.dad.
2. What data we collect
We collect the following categories of personal data when you use our website or place an order:
2.1 Information you give us
- Identity data: first name, last name
- Contact data: email address, billing address, shipping address, telephone number (if provided)
- Account data: username, password (encrypted), account preferences
- Transaction data: order details, purchase history, subscription status, payment method (we do not store full card numbers — see Section 5)
- Communication data: messages sent via live chat, email correspondence, review content
2.2 Information collected automatically
- Technical data: IP address, browser type and version, operating system, device type, time zone, referring URL
- Usage data: pages viewed, time spent on pages, click paths, scroll depth
- Cookie data: see our Cookie Policy for full details
3. How we use your data
We process your personal data on the following legal bases under UK GDPR:
| Purpose | Legal basis |
|---|---|
| Processing and fulfilling your orders (including subscriptions) | Performance of a contract (Article 6(1)(b)) |
| Managing your account and subscription | Performance of a contract (Article 6(1)(b)) |
| Sending transactional emails (order confirmations, shipping updates, subscription notices) | Performance of a contract (Article 6(1)(b)) |
| Sending marketing emails and promotional content | Consent (Article 6(1)(a)) |
| Fraud prevention and security | Legitimate interests (Article 6(1)(f)) |
| Website analytics and performance improvement | Legitimate interests (Article 6(1)(f)) |
| Advertising measurement and retargeting | Consent (Article 6(1)(a)) |
| Responding to customer service enquiries | Legitimate interests (Article 6(1)(f)) |
| Complying with legal obligations (e.g. tax records) | Legal obligation (Article 6(1)(c)) |
4. Marketing communications
We will only send you marketing emails if you have given us explicit consent (e.g. by opting in at checkout or via a sign-up form). Every marketing email includes an unsubscribe link. You can withdraw consent at any time by:
- Clicking the unsubscribe link in any marketing email
- Updating your preferences in your account settings
- Emailing us at hello@good.dad
Withdrawing marketing consent will not affect transactional emails related to your orders or subscription.
5. Third parties who process your data
We share your personal data with trusted third-party service providers who help us operate our business. Each provider processes your data only for the purposes described below and is bound by appropriate data processing agreements.
| Provider | Purpose | Data shared |
|---|---|---|
| Stripe | Payment processing | Name, email, billing address, payment card details (processed directly by Stripe — we never see or store your full card number) |
| PayPal | Payment processing | Name, email, billing address, payment details (processed directly by PayPal) |
| Omnisend | Email marketing and automation | Name, email, purchase history, subscription status |
| Google Analytics 4 | Website analytics | Anonymised usage data, IP address (truncated), device and browser information |
| TrueROAS | Advertising attribution and measurement | Order data, click identifiers, anonymised browsing data |
| Metorik | Order analytics and reporting | Order data, customer name, email, purchase history |
| Meta (Facebook/Instagram) | Advertising and retargeting | Hashed email, browsing events, purchase events (via Meta Pixel, with your consent) |
| TikTok | Advertising and retargeting | Hashed email, browsing events, purchase events (via TikTok Pixel, with your consent) |
| Rocket.net | Website hosting | All data stored on our website (encrypted at rest and in transit) |
| Cloudflare | CDN, security and performance | IP address, technical request data |
| DPD | Order delivery | Name, shipping address, email, phone number (if provided), order reference |
| Royal Mail | Order delivery | Name, shipping address, order reference |
| Crisp | Live chat and customer support | Name, email, chat messages, browsing page at time of chat |
| WiserReviews | Product reviews | Name, email, order data (to verify purchase and request reviews) |
We may also share data with professional advisers (accountants, solicitors) and with HMRC or other authorities where required by law.
6. International transfers
Some of our third-party providers (including Stripe, Meta, TikTok and Google) may transfer your data outside the United Kingdom. Where this happens, we ensure appropriate safeguards are in place, including:
- Transfers to countries with an adequacy decision from the UK Secretary of State
- Standard contractual clauses (International Data Transfer Agreement or UK Addendum to EU SCCs)
7. How long we keep your data
| Data type | Retention period |
|---|---|
| Order and transaction records | 6 years from the date of the transaction (HMRC requirement) |
| Account data (active customers) | Duration of the account plus 2 years after last activity |
| Marketing consent records | Duration of consent plus 1 year after withdrawal |
| Customer service correspondence | 2 years from the date of the last message |
| Analytics data | 26 months (Google Analytics default) |
8. Your rights
Under UK GDPR, you have the following rights:
- Right of access — request a copy of the personal data we hold about you
- Right to rectification — ask us to correct inaccurate or incomplete data
- Right to erasure — ask us to delete your data (subject to legal retention obligations)
- Right to restrict processing — ask us to limit how we use your data
- Right to data portability — receive your data in a structured, machine-readable format
- Right to object — object to processing based on legitimate interests or for direct marketing
- Right to withdraw consent — where processing is based on consent, withdraw it at any time
To exercise any of these rights, email us at hello@good.dad. We will respond within one month.
9. Complaints
If you are unhappy with how we have handled your data, please contact us first at hello@good.dad so we can try to resolve the issue.
You also have the right to lodge a complaint with the Information Commissioner’s Office (ICO):
- Website: ico.org.uk
- Helpline: 0303 123 1113
10. Children’s privacy
Our products are designed for adults. We do not knowingly collect personal data from anyone under the age of 18. If you believe a child has provided us with personal data, please contact us and we will delete it.
11. Changes to this policy
We may update this policy from time to time. Any changes will be posted on this page with an updated “Last updated” date. Where changes are significant, we will notify you by email.