Last updated: 3 July 2026

1. INTRODUCTION
Welcome to Dear Garden Ltd’s privacy policy. Dear Garden Ltd respects your privacy and is committed to protecting your personal data. This privacy policy explains how we look after your personal data when you use our mobile application (“App”) (regardless of where you visit it from) and tells you about your privacy rights and how the law protects you.

2. IMPORTANT INFORMATION AND WHO WE ARE

2.1 Purpose of this privacy policy
This privacy policy gives you information on how Dear Garden Ltd collects and processes your personal data through your use of our App, including any data you may provide through our App when you purchase a service.
Our App is not intended for children and we do not knowingly collect data relating to children.
This privacy policy supplements other notices and policies we may provide and is not intended to override them.

2.2 Controller
Dear Garden Ltd is the controller responsible for your personal data (referred to as “Dear Garden”, “we”, “us” or “our”).
Our privacy lead oversees questions in relation to this policy. If you have any questions, including requests to exercise your legal rights, please contact us.

2.3 Contact details
Full name of legal entity: Dear Garden Ltd
Email address: privacy@deargarden.app
Postal address: 124 City Road, London, United Kingdom, EC1V 2NX

You have the right to make a complaint at any time to the Information Commissioner’s Office (ICO), the UK regulator for data protection issues (www.ico.org.uk). We would appreciate the chance to deal with your concerns before you approach the ICO, so please contact us first.

2.4 Changes to the policy and duty to inform us of changes
We keep our privacy policy under regular review. We may change it from time to time and will notify you by in-app push notification and/or email. Please keep us informed if your personal data changes during your relationship with us.

2.5 Third-party links
Our App may include links to third-party websites, plug-ins and applications. We do not control these third-party websites and are not responsible for their privacy statements.

3. THE DATA WE COLLECT ABOUT YOU

We may collect, use, store and transfer the following kinds of personal data:
Identity Data, Contact Data, Purchase Data, Transaction Data, Technical Data, Profile Data, Usage Data, Marketing and Communications Data (your preferences in receiving marketing from us and your communication preferences), Location Data (general postcode or area only, not precise GPS or real-time location), Social Media Data (information you provide if you interact with us on social media), Cookies Data, Device Data, Content Data (the information you submit in the App, such as your garden profile, preferences and plant selections).

Purchase Data means information about in-app purchases, subscriptions, fees and charges processed through the Apple App Store or Google Play. DearGarden does not collect or store card or bank details; payment transaction data is processed by the relevant app store.
Account data: You can sign in using Apple, Google or an email address. If you sign in with Apple, you may use “Hide My Email”, in which case we receive a private relay address rather than your personal email. Your sign-in details are used only to create, secure and administer your account. Signing up does not opt you in to marketing: we will only send you marketing or update communications where you have separately and explicitly opted in.

We also collect Aggregated Data such as statistical or demographic data for any purpose. We do not collect any Special Categories of Personal Data. If you fail to provide data we need by law or contract, we may not be able to provide you with services.

4. HOW IS YOUR PERSONAL DATA COLLECTED?

We collect data through:

• Direct interactions (e.g. creating an account, subscribing to our services, giving feedback)

• Monitoring your use of our App and services

• Data you consent to share, such as general postcode or area Location Data

• Automated technologies such as cookies

• Third-party sources like Google Analytics

5. HOW WE USE YOUR PERSONAL DATA

We will only use your personal data where the law allows us to:

• To perform a contract with you

• Where it is necessary for our legitimate interests (and your rights do not override those)

• To comply with a legal obligation

We do not generally rely on consent as a legal basis except for direct marketing.

5.1 Purposes for which we will use your personal data

To permit you to install our App and register you as a new App user
Type of data: Identity, Contact, Purchase, Device
Basis: Performance of a contract; Legitimate interests (delivering our App to you)

To register you as a new customer
Type of data: Identity, Contact
Basis: Performance of a contract

To process and deliver your services including:

• Manage payments, subscriptions, fees and charges

• Collect and recover money owed to us
  Type of data: Identity, Contact, Purchase, Transaction, Marketing and Communications
  Basis: Performance of a contract; Necessary for our legitimate interests (to recover debts due)

To manage our relationship with you which will include:

• Notifying you about changes to our terms or privacy policy

• Asking you to leave a review or take a survey
  Type of data: Identity, Contact, Profile, Marketing and Communications
  Basis: Performance of a contract; Necessary to comply with a legal obligation; Necessary for our legitimate interests (to keep records updated and study how customers use our services)

To administer and protect our business and App (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data)
Type of data: Identity, Contact, Technical
Basis: Necessary for our legitimate interests (for running our business, IT services, network security, fraud prevention); Necessary to comply with a legal obligation

To deliver relevant App content to you and to measure and understand the effectiveness of our own marketing campaigns
Type of data: Identity, Contact, Profile, Usage, Marketing and Communications, Technical
Basis: Necessary for our legitimate interests (to study how customers use our products/services, develop and grow our business and inform our marketing strategy)

To use data analytics to improve our App, products/services, marketing, customer relationships and experiences
Type of data: Technical, Usage
Basis: Necessary for our legitimate interests (to define types of customers for our products/services, keep our App updated and relevant, develop our business and inform our marketing strategy)

To make suggestions and recommendations to you about services that may be of interest to you
Type of data: Identity, Contact, Technical, Usage, Profile, Marketing and Communications
Basis: Necessary for our legitimate interests (to develop our products/services and grow our business)

To provide you with your subscription benefits
Type of data: Identity, Contact, Transaction
Basis: Performance of a contract

5.2 Marketing
We aim to provide you with choices regarding personal data uses for marketing.

5.3 Promotional offers
We may use your data to form a view on what we think you may want or need.

5.4 Third-party marketing
We will get your express opt-in consent before sharing your personal data with third parties for marketing.

5.5 Opting out
We will only send you marketing communications where you have explicitly shown interest or signed up to receive them. You can withdraw your consent at any time by emailing appsupport@deargarden.app.

5.6 Cookies

We may use cookies or similar tracking technologies to distinguish you from other users, provide a good experience and improve our App. If we introduce cookies or similar technologies that require your consent, we will ask for it before placing them and will update this section accordingly.

5.7 Technology we use
We use AI technology in our App, including services provided by OpenAI and Anthropic, to help provide a personalised service, such as generating designs for your garden. Some cookies may help personalise this experience.
The App runs on third-party infrastructure (cloud hosting, databases, error monitoring and app-store payment systems) that processes data only to provide services to us.

5.8 Change of purpose
We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason that is compatible.

6. DISCLOSURES OF YOUR PERSONAL DATA

We may share your data with suppliers, professional advisers, financiers, auditors, insurers, regulators or law enforcement as required. We require third parties to respect your data and use it only according to our instructions.
If Dear Garden is involved in a merger, acquisition or sale of assets, your personal data may be transferred as part of that transaction. Any recipient must respect your personal data consistently with this policy, and we will notify you where required by law.

7. INTERNATIONAL TRANSFERS

Some providers may process your data outside the UK. We ensure appropriate safeguards are in place, such as standard contractual clauses.

8. DATA SECURITY

We have appropriate security measures including limited access, encryption, and regular audits. We have procedures to deal with any suspected personal data breach.

9. DATA RETENTION

We retain your personal data for as long as your account is active. Transaction and accounting records are kept for six years, as required by law for tax purposes. You may request deletion of your account and personal data at any time by emailing privacy@deargarden.app.

10. YOUR LEGAL RIGHTS

You have rights under data protection law to:

• Access, correct, delete or restrict your data

• Object to processing

• Request the transfer of your data

• Withdraw consent where we rely on it

To exercise these rights, email privacy@deargarden.app.
No fee is required, unless your request is unfounded or excessive. We may need to verify your identity before responding.

11. GLOSSARY

Legitimate Interest: Our business interest in running and managing our services, balanced against your rights.
Performance of Contract: Processing necessary to perform a contract with you.
Legal Obligation: Processing necessary to comply with the law.

Last updated: 3 July 2026