Privacy Policy | MyBoo

Last updated: 12 June 2026

MyBoo respects your privacy and is committed to protecting your personal information.

This Privacy Policy explains what information we collect, how and why we use it, who we may share it with, how long we keep it and the rights available to you.

It applies when you:

Visit myboo.co.uk
Read or interact with our articles
Subscribe to our newsletter
Contact us
Use Boo AI
Interact with embedded social-media content
Communicate with MyBoo through social media
Submit feedback, complaints or data-rights requests

Please read this Privacy Policy carefully before using MyBoo.

1. Who We Are

MyBoo is operated by:

My Boo Ltd
Company number: 16748816
Registered office: Flat 307, Flora House, 20 Fresh Wharf Road, Barking, England, IG11 7YJ

My Boo Ltd is the data controller responsible for determining how and why your personal information is used.

For privacy enquiries, data-rights requests or complaints, contact:

Email: hola@myboo.co.uk
Postal address: Privacy Team, My Boo Ltd, Flat 307, Flora House, 20 Fresh Wharf Road, Barking, England, IG11 7YJ

We have not appointed a statutory Data Protection Officer. Privacy matters are handled by the MyBoo Privacy Team.

2. Privacy at a Glance

MyBoo may collect information when you subscribe, contact us, use Boo AI or browse the website.

We use personal information only where we have a lawful reason to do so.

We do not:

Sell your personal information
Rent your personal information
Sell Boo AI conversations
Use private Boo AI conversations to target advertising to you
Ask for your child’s full name, NHS number, home address or other direct identifiers unless genuinely necessary
Allow third parties to use your information for their own unrelated marketing without an appropriate lawful basis

You may unsubscribe from marketing at any time.

Boo AI is not a doctor, emergency service or substitute for professional medical advice. Avoid entering information that directly identifies you or your child unless it is necessary.

3. The Information We Collect

The information we collect depends on how you use MyBoo.

3.1 Contact and Identity Information

When you contact us, you may provide:

Your name
Email address
Telephone number, when supplied
Social-media username
The contents of your message
Any information included in attachments
Your communication preferences

3.2 Newsletter Information

When you subscribe to the MyBoo newsletter, we may collect:

Your email address
Your name, when requested
Subscription date and time
Consent record
Email preferences
Whether an email was delivered, opened or clicked
Unsubscribe information

We do not require information about your baby to send you our general newsletter unless a specific optional preference is clearly offered.

3.3 Boo AI Conversations

When you use Boo AI, we may process:

The questions and prompts you enter
Information included in your conversation
Generated responses
Conversation timestamps
Device and technical information
Safety, abuse-prevention and error logs
Feedback you provide about a response

Your prompts may include information about:

Pregnancy
Feeding
Sleep
Child development
Physical or mental health
Family circumstances
Your baby or child

Some of this may qualify as sensitive or special category information, particularly health information.

Please avoid entering:

Full names
Home addresses
NHS numbers
Medical-record numbers
Passport or identification details
Exact dates of birth
School or nursery details
Identifying photographs
Financial information
Information about another person without their permission

Where special category information is processed, we rely on your explicit consent where required. You may withdraw that consent, although this will not affect processing that occurred lawfully before withdrawal.

Boo AI conversations should be used for general informational support only. Call 999 in an emergency and contact an appropriate healthcare professional for diagnosis, treatment or urgent concerns.

3.4 Information Submitted Through Forms

When you use a contact, feedback, complaint or data-rights form, we may collect:

Your contact details
Your request or complaint
Supporting documents
Proof of identity where reasonably necessary
Proof of authority if you act for another person
Our communications and investigation notes

We will not request more identity evidence than is reasonably necessary.

3.5 Technical and Usage Information

When you visit MyBoo, we may automatically receive:

IP address
Device type
Browser type and version
Operating system
Approximate location derived from IP address
Referring website
Pages visited
Time spent on pages
Clicks and interactions
Date and time of access
Error and diagnostic information
Cookie and consent preferences
Security and fraud-prevention information

We use this information to operate, secure, measure and improve the website.

3.6 Social-Media Information

When you interact with MyBoo through Instagram, TikTok or another platform, we may receive:

Your public username
Profile information made public by you
Comments
Direct messages
Reactions
Content in which you tag MyBoo
Analytics made available by the platform

The social-media platform also processes your information under its own privacy policy.

3.7 Information From Other Sources

We may receive information from:

Website hosting and security providers
Analytics providers
Newsletter providers
Social-media platforms
Technology and AI service providers
Professional advisers
Publicly available sources
Someone acting on your behalf

When information is received from another source, we use it only where we have a lawful reason and where the use is compatible with the original purpose.

4. Information About Children

MyBoo is designed for parents, carers and other adults. It is not designed as a service for children under 13 to use independently.

Parents may discuss their children while using MyBoo. We ask users to minimise the personal information they provide about children.

Do not submit a child’s:

Full name
Exact date of birth
Home address
School or nursery
NHS number
Medical-record number
Identifying photograph
Live location
Passport or identification information

Where a child’s information is processed, we consider the child’s best interests, collect only what is necessary and apply additional safeguards.

If you believe a child has provided information directly to MyBoo without appropriate permission, contact privacy@myboo.co.uk so we can investigate and, where appropriate, delete it.

5. How We Use Personal Information

We may use personal information for the following purposes.

Purpose	Information used	Lawful basis
Operating and displaying the website	Technical, device and usage information	Legitimate interests
Responding to enquiries	Contact details and message contents	Legitimate interests or steps requested before entering a contract
Providing Boo AI responses	Prompts, conversation information and technical data	Legitimate interests or performance of a requested service
Processing voluntarily submitted health information through Boo AI	Relevant conversation information	Explicit consent where required
Sending newsletters and marketing emails	Name, email and preferences	Consent
Managing subscriptions and opt-outs	Email, consent and suppression records	Legal obligation and legitimate interests
Measuring website performance	Usage and analytics information	Consent, legitimate interests or an applicable lawful analytics exception
Remembering website and cookie preferences	Device and preference information	Legitimate interests or legal necessity
Preventing misuse, fraud and cyberattacks	Technical, account, security and usage information	Legitimate interests
Moderating harmful or abusive content	Messages, conversations and technical information	Legitimate interests
Improving website functionality and services	Feedback, technical data and appropriately minimised usage information	Legitimate interests
Managing complaints and data-rights requests	Identity, contact and complaint information	Legal obligation and legitimate interests
Establishing or defending legal claims	Relevant records and communications	Legitimate interests and legal obligation
Complying with regulators, courts and law enforcement	Information legally required	Legal obligation
Protecting someone’s life in an emergency	Relevant information	Vital interests

Where we rely on legitimate interests, we consider whether the processing is necessary, proportionate and consistent with your reasonable expectations.

We do not use legitimate interests where your rights and interests override ours.

6. Consent

Where we rely on consent, you have a genuine choice.

You may withdraw consent at any time by:

Clicking the unsubscribe link in an email
Updating your cookie preferences
Contacting hola@myboo.co.uk
Using any withdrawal method shown when consent was collected

Withdrawing consent does not affect processing completed lawfully before withdrawal.

We will request new consent where we want to use consent-based information for a materially different purpose.

7. Direct Marketing

We may send newsletters and MyBoo updates only where you have subscribed or where another lawful marketing rule applies.

Marketing emails may include:

New parenting articles
MyBoo updates
Community news
New features
Relevant MyBoo products or services

Every marketing email will include an unsubscribe option.

You have an absolute right to object to direct marketing.

When you unsubscribe, we may retain a minimal suppression record so that we do not accidentally contact you again.

We do not share our newsletter list with unrelated companies for their own marketing.

8. Boo AI and Automated Processing

Boo AI uses automated technology to generate responses based on the information you enter.

Boo AI:

Provides general informational responses
Does not diagnose medical conditions
Does not replace a doctor, midwife, health visitor, pharmacist or emergency service
Does not make legal or similarly significant decisions about you
Should not be used for emergencies
May occasionally produce incomplete or incorrect information

We may use authorised staff and carefully selected service providers to:

Maintain the service
Investigate technical faults
Detect abuse or harmful use
Improve safety
Review feedback
Protect MyBoo and its users

Access should be limited to what is necessary and subject to confidentiality and security controls.

We do not use private Boo AI conversations for targeted advertising.

We will clearly explain and request appropriate permission before using identifiable conversations for any materially different purpose, such as public case studies or promotional content.

9. Cookies and Similar Technologies

MyBoo may use:

Cookies
Local storage
Pixels
Scripts
Tags
Analytics technologies
Embedded social-media technologies
Consent-management technologies

Some technologies are necessary for:

Website security
Page navigation
Remembering privacy choices
Load balancing
Preventing abuse
Delivering features requested by you

Other technologies may be used for:

Analytics
Measuring content performance
Embedded media
Social-media functionality
Personalisation

Where consent is legally required, non-essential technologies will not be activated until you make a choice.

Where the law permits a low-risk technology to operate without consent, we will provide clear information and a simple way to object.

You can change your preferences through the cookie settings tool.

Further details should be provided in MyBoo’s separate Cookie Policy.

10. Who We Share Information With

We may share personal information with carefully selected recipients where necessary.

These may include:

Website Hosting and Infrastructure Providers

Providers that host the website, databases, backups and technical infrastructure.

AI and Technology Providers

Providers that help process Boo AI prompts, generate responses, monitor safety or provide supporting infrastructure.

Newsletter and Communication Providers

Providers used to manage subscriptions, send emails and process unsubscribe requests.

Analytics and Cookie Providers

Providers used to understand website performance, subject to applicable consent and privacy requirements.

Security and Spam-Prevention Providers

Providers that help identify malicious traffic, bots, abuse and cyber threats.

Website Developers and IT Support

Authorised professionals who require limited access to maintain and secure MyBoo.

Professional Advisers

Lawyers, accountants, insurers, auditors and consultants where necessary.

Regulators and Authorities

Courts, regulators, law-enforcement bodies or public authorities where disclosure is required by law or necessary to protect rights or safety.

Business Reorganisation

A potential buyer, investor or successor if MyBoo undergoes a merger, sale, restructuring or transfer. Appropriate confidentiality and data-protection safeguards will apply.

Our service providers may process information only on documented instructions, subject to appropriate contractual, confidentiality and security obligations.

We do not sell personal information.

11. International Transfers

Some service providers may store or process information outside the United Kingdom.

Where personal information is transferred internationally, we use an appropriate safeguard where required, such as:

A UK adequacy regulation
The UK International Data Transfer Agreement
The UK Addendum to approved contractual clauses
Another lawful transfer mechanism
Contractual, organisational and technical safeguards

You may contact hola@myboo.co.uk for more information about safeguards relevant to your information.

12. How Long We Keep Information

We keep personal information only for as long as reasonably necessary for the purpose for which it was collected.

Our intended retention periods are:

Information	Normal retention period
General contact enquiries	Up to 24 months after the enquiry is closed
Newsletter subscription details	Until you unsubscribe or the service ends
Unsubscribe or suppression record	As long as reasonably necessary to honour the opt-out
Boo AI conversation content	Up to 30 days unless a shorter period applies or longer retention is required for security, a complaint or legal reasons
Boo AI technical and safety logs	Up to 12 months
Website security logs	Up to 12 months unless connected to an incident
Analytics information	Up to 14 months, subject to provider settings
Cookie and consent records	As long as necessary to demonstrate and manage your choices
Data-rights requests	Up to 6 years after completion
Data-protection complaints	Up to 6 years after closure
Legal claims and regulatory records	For the applicable legal limitation or regulatory period

Information may be kept longer where:

The law requires it
A legal claim is ongoing or reasonably anticipated
A security incident is being investigated
A regulator or court requires preservation
You ask us to retain relevant correspondence

Where possible, information may be anonymised so that it no longer identifies you.

13. How We Protect Personal Information

We use reasonable technical and organisational safeguards designed to protect information against:

Unauthorised access
Accidental loss
Misuse
Alteration
Destruction
Disclosure

Safeguards may include:

Access controls
Strong authentication
Encryption where appropriate
Secure hosting
Restricted administrator access
Logging and monitoring
Backups
Staff and contractor confidentiality
Processor agreements
Security updates
Data minimisation
Incident-response procedures

No website or online system can guarantee absolute security.

You are responsible for taking reasonable care when entering information online. Avoid submitting unnecessary identifiers or highly confidential information through Boo AI or ordinary contact forms.

14. Personal-Data Breaches

If a personal-data breach occurs, we will:

Investigate it promptly
Take steps to contain and reduce harm
Keep appropriate records
Notify the Information Commissioner’s Office where legally required
Notify affected individuals where the breach is likely to create a high risk to their rights and freedoms
Review the incident and improve controls where necessary

15. Your Data-Protection Rights

Depending on the circumstances, you may have the right to:

Access

Ask for confirmation that we process your information and request a copy.

Rectification

Ask us to correct inaccurate or incomplete information.

Erasure

Ask us to delete information where there is no lawful reason to continue using it.

Restriction

Ask us to limit how information is used in certain circumstances.

Data Portability

Receive information you provided in a structured, commonly used and machine-readable format where the right applies.

Object

Object to processing based on legitimate interests.

You have an absolute right to object to direct marketing.

Withdraw Consent

Withdraw consent where consent is our lawful basis.

Automated Decisions

Request safeguards where a solely automated decision produces a legal or similarly significant effect.

MyBoo does not currently use Boo AI to make such decisions.

Complain

Raise a complaint directly with MyBoo or with the Information Commissioner’s Office.

These rights are not always absolute. We may need to retain or continue processing information where the law permits or requires it.

16. How to Exercise Your Rights

Send your request to:

hola@myboo.co.uk

Please include:

Your name
The email address connected to your interaction
A clear description of your request
Relevant dates or details that help us locate the information

We may request reasonable proof of identity where necessary to protect your information.

We will normally respond within one month, subject to any lawful extension.

You will not normally be charged. A reasonable fee may apply where a request is manifestly unfounded, excessive or repetitive, where permitted by law.

17. Data-Protection Complaints

You may complain if you are concerned about:

How information was collected
How it was used
Who it was shared with
How securely it was handled
How long it was retained
How we responded to a rights request
Any other data-protection issue

Send complaints to:

hola@myboo.co.uk

Please write “Data Protection Complaint” in the subject line.

We will:

Acknowledge receipt within 30 days.
Investigate without undue delay.
Request clarification or evidence where reasonably necessary.
Keep you informed about material delays or progress.
Provide the outcome of our investigation without undue delay.
Explain any action taken or why no further action is considered necessary.
Explain your right to complain to the Information Commissioner’s Office.

You may also complain directly to the Information Commissioner’s Office, the UK regulator for data protection.

We would appreciate the opportunity to address your concern first, but you are not required to contact us before approaching the regulator.

18. Third-Party Websites and Embedded Content

MyBoo articles may link to:

NHS services
Government websites
Charities
Professional organisations
Social-media platforms
Product manufacturers
Other external websites

MyBoo is not responsible for the privacy practices of external websites.

Embedded content, such as Instagram or video content, may allow the relevant third party to collect information about your device or interaction. Where required, such content should remain blocked until appropriate consent is provided.

Review the privacy policies of external services before providing personal information.

19. Social Media

When you contact MyBoo through social media, your information is processed by both MyBoo and the relevant platform.

Avoid sending confidential medical, financial or identity information through social-media direct messages.

We may retain messages where necessary to:

Respond to you
Manage a complaint
Protect users
Keep an appropriate record
Establish or defend a legal claim

Public comments may remain visible until you or the platform deletes them.

20. Changes to This Privacy Policy

We may update this Privacy Policy when:

Our services change
We introduce new technology
Our processors change
Legal requirements change
Our retention practices change
Boo AI functionality changes

The updated version will appear on this page with a revised “Last updated” date.

Where a change materially affects how we use personal information, we will provide additional notice where appropriate before the new processing begins.

21. Contact Us

For privacy questions, rights requests or complaints, contact:

My Boo Privacy Team
Email: hola@myboo.co.uk
Company: My Boo Ltd
Company number: 16748816
Registered office: Flat 307, Flora House, 20 Fresh Wharf Road, Barking, England, IG11 7YJ

Please do not send medical emergencies, urgent safeguarding concerns or requests for diagnosis to the privacy email address.

Call 999 in an emergency or contact an appropriate healthcare professional.