Privacy Policy

1. What we collect

• •Your email address, and whether you asked for weekly tips.
• •Your quiz answers: your baby's age — as a range of months in the shorter check, or as months and weeks in the longer one, never a date of birth — how milk is given, how many solid meals happen and how they are going, how many foods have been tried, which of the nine common allergens have already been tried, whether there has ever been a reaction to a food, whether there is a family history of allergy, what the pediatrician said at the last visit if we asked, how much time you have on a weekday and who else feeds your baby, and what you find hardest. We never ask for your baby's name.
• •Order data: what you bought, the amount, the time, and a reference from the payment provider. We never see or store your full card number.
• •Technical data: a session id in a cookie, browser and device class, the page you arrived from, and advertising click ids (fbclid, gclid, ttclid) when present in the link.

2. Why we use it

• •To build and deliver your plan — this is the whole point of the quiz.
• •To email you the file, and, if you asked for them, follow-up emails you can stop at any time from the link in each one.
• •To take payment and handle refunds.
• •To measure the funnel in aggregate: how many people reached each step, how many bought.

3. Data about your child

The quiz asks about a child's age, milk and meals, allergen exposure, any reaction to a food, family history and feeding difficulties. That is health-related information, so we hold it to a tighter rule than the rest.

We minimise it: age is stored as a range (4–5, 6, 7–9, 10–12 months) or, in the longer check, as months and weeks — never a date of birth. The milestone dates you see on screen (for example the day your baby turns nine months) are worked out from the age you typed at the moment the page is drawn and are not stored. We never ask for a name or a photograph.

It is used to pick which version of the plan you get and nothing else. It is not used to build advertising audiences.

Answers never leave our own database as text. Advertising and analytics tools receive numeric ids and counts only — never the answer text, never the email in the clear.

4. Cookies and advertising

We set a first-party session cookie so the quiz can resume where you left it and so an order can be matched to a visit.

We use Google Tag Manager to load the Meta pixel. There is nothing else in that container — no session-replay tool, no heatmap tool, no second advertising tag — and there never was one in the version we launched with.

We do not load the tag manager at all for visitors in the European Economic Area, the United Kingdom or Switzerland. Consent for an advertising cookie has to be given before the tag runs there, and we have no consent banner, so we do not run it.

Conversion events sent to advertising platforms carry an order id, a value, a hashed email and your IP address — never quiz answers. Your IP address reaches Meta because a server-side conversion event includes it as a matching signal; it is not stored by us alongside your answers.

5. Who we share it with

• •Our hosting and database provider, which stores the data described above.
• •Our email provider, which sends the plan and the follow-ups.
• •Our payment provider, which processes the charge and may act as merchant of record.
• •Our product-analytics provider, which receives which question was answered at which step. For the questions covered by our Consumer Health Data Privacy Policy it never receives the answer itself, in any form.
• •Advertising platforms, which receive conversion events as described above.
• •We do not sell personal information. We do not share it for cross-context behavioural advertising beyond the conversion events named above.

6. How long we keep it

Quiz answers and the lead record that holds them are kept for 12 months from your last visit, then deleted. Funnel events are kept for 14 months. Session records are kept for 90 days. Order records are kept for seven years, because tax and accounting rules require it — they contain your email and what you bought, never your quiz answers.

You can ask us to delete anything sooner, and we will, except what the law requires us to keep.

7. The page behind the QR code

Your fridge sheet carries a QR code that opens a page with this week of your plan on it, so a partner, a grandparent or a daycare can read it without an account. The link is long and unguessable, and the page is not indexed by search engines.

Anyone who has the link can open it. It shows your baby's first name if you gave one, the age range, this week's foods and the allergen dates from your plan — nothing else, and nothing to sign in to. You can switch it off for good from your download page, and after that the link opens for no one.

8. Your choices and rights

• •Unsubscribe from marketing email at any time using the link in any of them; the plan delivery email is transactional and is sent regardless.
• •Ask us for a copy of what we hold, ask us to correct it, or ask us to delete it.
• •Residents of California, Colorado, Connecticut, Virginia, Utah and other states with a privacy law have the rights that law gives them, including the right to appeal a refusal.
• •To exercise any of these, write to support@wellfedbabies.com from the address you gave us.

9. Children

Our service is for adults. We do not knowingly collect personal information from anyone under 13, and COPPA does not apply because children do not use the service. The data we hold is information about a child, provided by their parent, and is treated as described in section 3.

10. Security

Data is stored in a managed database that is not readable by the public web, and access is limited to the service itself. No system is perfect; tell us at once if you think something is wrong.

11. Changes and contact

We update this policy as the service changes; the date at the top moves with it. TBD LLC, TBD, United States. support@wellfedbabies.com.