Privacy Policy

We may collect and process the following categories of information:

1. Website analytics data — when you consent via our cookie banner, third-party analytics tools (Google Analytics 4, Hotjar) may collect anonymous usage data such as pages visited, time on site, and interaction patterns.
2. Contact form messages — if you contact us via our support form, your message is sent to our support email address.

Your birth plan content is stored in your local browser during active use.

We use the information we collect for the following purposes:

1. Analytics — to understand how visitors use our website so we can improve it.
2. Marketing measurement — to understand the effectiveness of any advertising campaigns (via Google Tag Manager and Google Analytics, subject to your consent).
3. Support — to respond to queries or complaints submitted through our contact form.

We will only use your information for purposes consistent with those described above. If we wish to use your information for any other purpose, we will seek your consent first.

We share your information only with the third-party service providers listed below, and only as required to operate the service:

1. Google Analytics 4 — website analytics. Only active when you have consented to analytics/advertising cookies via our cookie banner.
2. Hotjar — behavioural analytics and session intelligence. Only active when you have consented to analytics cookies via our cookie banner.
3. Google Tag Manager — tag management system loaded on all pages. Manages the loading of analytics and advertising tags based on your consent preferences.
4. Google Ads (via Google Tag Manager) — may be active within the GTM container to measure advertising campaign performance and conversions. Active only when you have consented to advertising/measurement cookies via our cookie banner. TODO: confirm exact Google Ads tag configuration and conversion actions with the technical team.

We do not sell your personal information. We may also disclose your information where required by law, to enforce our Terms and Conditions, or to protect the rights of Sabr Labs or others. If our business is transferred to a new owner, your information may form part of that transfer.

We retain your information only as long as necessary for the purposes described in this Privacy Policy:

1. Analytics data — retention is governed by each third-party processor (Google Analytics, Hotjar) per their own data retention policies. Please review their respective privacy policies for details.
2. Support messages — contact form submissions are retained in our support email inbox. TODO: confirm internal retention and deletion policy with team.

Anonymous or aggregated data that cannot identify you may be retained indefinitely.

Under UK data protection law (UK GDPR and the Data Protection Act 2018), you have the following rights regarding your personal data:

1. Right of access — you may request a copy of the personal data we hold about you.
2. Right to rectification — you may ask us to correct inaccurate or incomplete data.
3. Right to erasure — you may ask us to delete your personal data in certain circumstances.
4. Right to restriction of processing — you may ask us to pause processing of your data.
5. Right to data portability — you may request your data in a structured, machine-readable format.
6. Right to object — you may object to processing based on legitimate interests or direct marketing.
7. Rights related to automated decision-making and profiling.
8. Right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.

To exercise any of these rights, please contact us at help.birthplan@gmail.com. We will respond in accordance with applicable UK data protection law. Please note that some rights are subject to conditions and exceptions.

We use cookies and similar tracking technologies on our website. These fall into the following categories:

1. Strictly necessary cookies — required for the website and our consent management platform (CookieYes) to function correctly.
2. Analytics cookies — used by Hotjar to collect anonymous behavioural data about how visitors use our site. Active only with your consent.
3. Advertising / measurement cookies — used by Google Analytics 4 to measure website traffic and the effectiveness of our advertising. Active only with your consent.
4. Google Tag Manager — a tag management system loaded on all pages that manages analytics and advertising tags based on your consent settings.
5. Google Ads (via Google Tag Manager) — may be active within the GTM container to measure advertising campaign performance and conversions. Active only when you have consented to advertising/measurement cookies. TODO: confirm exact Google Ads tag configuration with the technical team.

You can manage your cookie preferences at any time using the Cookie Settings button on our Cookie Policy page. For full details, please refer to our Cookie Policy.

The security of your information is important to us and we will use reasonable security measures to prevent the loss, misuse or unauthorized alteration of your information under our control. However, given the inherent risks, we cannot guarantee absolute security and consequently, we cannot ensure or warrant the security of any information you transmit to us and you do so at your own risk.

Our Service may contain links to other websites that are not operated by us. This Privacy Policy does not address the privacy policy and other practices of any third parties, including any third party operating any website or service that may be accessible via a link on the Service. We strongly advise you to review the privacy policy of every site you visit. We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Sabr Labs is the data controller responsible for your personal data. If you have any queries, concerns, or requests regarding the processing of your information, please contact us at:

Email: help.birthplan@gmail.com. We will respond to your request in accordance with UK data protection law. You also have the right to lodge a complaint with the Information Commissioner’s Office (ICO) if you are not satisfied with our response.