Purrwave Privacy Notice
Version 1.0 · Effective 30 July 2026. Last updated 30 July 2026
This notice explains what personal data Purrwave Limited collects about you, why we collect it, who we share it with and what rights you have over it. We have tried to write it in plain English. If anything is unclear, ask us — the contact details are in section 1.
Purrwave is a small company making a single product. We do not sell personal data, we do not build advertising profiles, and we collect as little as we can get away with while still being able to send you a device that works.
We do not currently sell anything from this website. There are no products listed, we take no payments and we hold no card details. Right now we do one thing: we run a mailing list so people can hear about the product. We are preparing a Kickstarter campaign, and sections 3.2 and 5 describe what will happen to backers' data once it launches. If we later open an online shop, we will update this notice before we take a single order and tell subscribers by email.
1. Who we are
Purrwave Limited ("Purrwave", "we", "us") is the data controller for the personal data described in this notice. That means we decide why and how it is used, and we are accountable for it.
Registered name: Purrwave Limited
Registered in: England & Wales
Company number: 17164472
Registered office: 19 Orpington Road, London N21 3PD
We have not appointed a statutory Data Protection Officer, as we are not required to. Any privacy questions should be sent to info@purrwave.com
2. What this notice covers
This notice applies to personal data we handle when you:
● visit purrwave.com or sign up to our mailing list;
● back our Kickstarter campaign;
● contact us with a question or complaint; or
● deal with us as a supplier, retailer, press contact or investor.
It does not cover what third parties do with your data under their own privacy policies. In particular, Kickstarter operates as an independent controller of the data you give it when you create an account and pledge — its own privacy policy governs that relationship, and we only receive the limited backer data described in section 3.
3. What personal data we collect
3.1 Mailing list and launch notifications
Your e-mail address.
3.2 Kickstarter backers
Our campaign has not launched yet, so this section describes what will happen rather than what already has. Once the campaign closes, Kickstarter will pass us the information needed to fulfil your reward: name, email address, delivery address, pledge tier, reward selections, and any relevant survey answers. We will also see your public-backer name and any comments or messages you send through the platform.
We never receive your payment card details. Kickstarter collects the pledge and tells us only that it succeeded and at what level. We do not take payments on our own website.
3.3 Website visitors
Our hosting and security logs record IP address, browser and device type, referring page and pages viewed. Cookies and similar technologies are covered in section 9 and in our separate Cookie Policy.
Our signup form is protected by Google reCAPTCHA, which is built into the SquareSpace platform and guards against automated abuse. When a page carrying the form loads, Google receives information about your device and browsing behaviour so it can tell people from bots. We do not see that information; it is handled by Google under its own privacy policy. Our Cookie Policy explains this in full, including how to join the list without going near the form.
3.4 Enquiries
Your contact details and the content of your message.
3.5 Special category data
We do not ask for and do not want special category data (health, beliefs, biometrics and so on). Purrwave is a wellness product for animals, not a medical device, and we have deliberately designed our forms so that you never need to tell us anything about your own health or your animal's veterinary history. If you volunteer such information in a message to us — for example describing why you bought the device — we will keep it only as part of that correspondence and will not use it for anything else.
4. Why we use it, and our lawful basis
UK GDPR requires us to have a lawful basis for everything we do with your personal data. We do a small number of things, and they group as follows.
What we use it for
Our lawful basis
Keeping in touch. Sending the launch updates and occasional news you asked for when you joined our mailing list.
Consent. You gave it when you signed up and you can take it back at any time. Withdrawing does not affect anything we sent beforehand.
Running the website. Keeping it available, secure and working properly.
Legitimate interests in operating a functioning, secure website. Where we use any cookie that is not strictly necessary, we rely on your consent instead.
Answering you. Replying to questions, press enquiries, partnership approaches and complaints.
Legitimate interests in responding to people who contact us.
Running our Kickstarter campaign, once launched, and delivering what backers pay for. This covers keeping backers informed, collecting delivery details, shipping rewards and handling anything that goes wrong with them.
Contract — we cannot send you a device without your details — supported by legitimate interests in keeping you updated on a project you funded.
Meeting our legal duties. Accounting and tax records, customs and export declarations, and the product safety records a manufacturer has to keep.
Legal obligation.
Protecting the business. Preventing fraud and abuse, and establishing or defending legal claims if we ever have to.
Legitimate interests in protecting Purrwave, and legal obligation where a court or regulator requires it.
Where we rely on legitimate interests, we have weighed those interests against your rights and will share that assessment on request. You can object to any of it — see section 11.
A note on marketing. Every marketing email we send rests on your consent. We do not rely on the "soft opt-in" that lets companies email their existing customers without asking, because we do not yet have customers in that sense. If that changes, we will say so here before we act on it.
5. Who we share it with
We are a small company and we keep this list short on purpose. We share personal data only with organisations that need it to do a specific job for us, and only as much of it as that job requires. Where a company processes data on our behalf, it acts on our written instructions under a contract meeting Article 28 of the UK GDPR, and it cannot use your data for its own purposes.
The categories of recipient are:
● The technology suppliers who run our website and mailing list — hosting, backups, security and email delivery. This includes Google, whose reCAPTCHA service protects our signup form from automated abuse and which acts as an independent controller of the data it collects for that purpose.
● Kickstarter, once our campaign launches. Kickstarter is a United States company and acts as an independent controller of the account and pledge data you give it directly, under its own privacy policy. We receive only the backer information described in section 3.2.
● The partners who pack and deliver rewards, if and when the campaign funds and we begin shipping – a fulfilment warehouse, couriers, and customs agents where a parcel crosses a border.
● Our professional advisers – accountants, insurers and, where needed, lawyers.
● Public authorities, where the law requires it: HMRC, customs authorities, a regulator, a product safety authority investigating a concern, or law enforcement acting on a valid request.
We name the specific companies behind each category in our supplier list, which we keep current as we appoint them. Ask us and we will tell you exactly who holds your data and where – write to info@purrwave.com
Not all of these are live today. At the moment only the first category applies: our website, email and form-security suppliers. The rest begin only if the campaign funds and we move into manufacturing and delivery, and we will update this notice when they do.
If Purrwave is ever sold or merged, our records may transfer to the buyer, who would be bound by this notice until they gave you notice of any change.
We do not sell your personal data, and we do not share it with advertising networks or data brokers.
6. Sending data outside the UK
We are a UK business and your data is handled here wherever possible. Some of the services we use are provided by companies based outside the UK. Google, whose reCAPTCHA protects our signup form, and Kickstarter, once our campaign launches, are both United States companies, so some personal data is transferred abroad.
7. How long we keep it
We keep personal data for as long as we need it for the purpose we collected it, and no longer. How long that is depends on the record, so rather than give you a list of numbers that will go out of date, here is how we decide.
● For things you asked for, such as our emails, we keep your details for as long as you want them. Unsubscribe and we stop.
● Where the law sets a period, we follow it. Tax and accounting records, and the traceability records a manufacturer has to keep in case a product ever needs recalling, both have minimum periods we cannot shorten.
● Where someone could still bring a claim, we keep enough to deal with it until that window closes.
● Everything else goes when it stops being useful.
One thing worth saying plainly, because it surprises people: if you unsubscribe, we keep your email address on a short "do not contact" list. We never use it to reach you – it exists so that a future mailing recognises your address and skips it. Erasing it altogether would mean we could email you again by accident and have no way of knowing we had. Ask us and we will remove it entirely.
When we no longer need something, we delete it or strip out whatever identifies you so that what remains cannot be traced back to a person.
If you want to know how long we would keep a particular record, ask us at info@purrrwave.com and we will tell you. If you want something deleted sooner, section 11 explains how — we will do it unless a legal duty stops us, and if one does, we will tell you which and when it ends.
8. How we keep it safe
We take appropriate technical and organisational measures to keep personal data secure, and we review them as the business grows.
9. Cookies
Our website uses cookies that are strictly necessary to make it work – remembering your cookie preferences, balancing traffic across servers, and protecting our forms against abuse. These do not require your consent.
Any other cookies, including analytics and anything set by an advertising platform, are only set after you have given consent through our cookie banner. Rejecting is as easy as accepting, and you can change your mind at any time. Full details are in our Cookie Policy.
10. Automated decisions and profiling
We do not make decisions about you by automated means that produce legal or similarly significant effects, and we do not profile you. Kickstarter runs its own automated fraud checks on pledges under its own privacy policy; we have no part in those and cannot review them.
11. Your rights
Under UK GDPR you have the right to:
● be informed about how we use your data – that is what this notice is for;
● access a copy of the personal data we hold about you;
● rectify data that is inaccurate or incomplete;
● erase your data, where we have no continuing reason to keep it;
● restrict how we use it while a dispute about accuracy or legitimate interests is resolved;
● data portability – receive data you gave us in a machine-readable format;
● object to processing based on legitimate interests, and to direct marketing at any time and without giving a reason; and
● withdraw consent at any time, without affecting anything done before you withdrew it.
To exercise any of these, email info@purrwave.com. We will respond within one month. There is no charge. We may ask you to confirm your identity first, so that we do not disclose your data to someone else.
12. Complaints
If you are unhappy with how we have handled your data, please tell us first – we would rather fix it. You also have the right to complain to the Information Commissioner’s Office (ICO) at any time.
13. If you are outside the UK
Purrwave is a UK company and we apply UK data protection standards to everyone we deal with, wherever you live. We have written this notice to the requirements of the UK GDPR and the Data Protection Act 2018.
If you are in a country with its own data protection law, that law may give you further rights – and in some cases may require us to appoint a local representative or provide additional information. We keep this under review as the business grows.
Whatever your location, we will not sell your personal data, share it with advertising networks, or use it to build a profile of you.
14. Children
Purrwave is sold to adults. We do not knowingly collect personal data from anyone under 16. If you believe a child has given us their data, tell us and we will delete it.
15. Changes to this notice
We will update this notice whenever what we do with personal data changes.
The version number and date at the top will change each time.