Privacy Policy
How we collect, use, and protect your personal data.
What We Collect
Contact details, order history, browsing activity & health info you share with us
Why We Use It
Fulfil orders, improve your experience, personalise recommendations & measure marketing
Your Rights
Access, correct, delete, or export your data at any time
Who We Are
Breathe First Ltd ("we", "us", "our") provides functional health products and educational therapy services, including Buteyko-based breathing re-education, oral posture, and jaw comfort tools. We operate the website breathefirst.co.uk.
Data Controller
Breathe First LtdCompany No. 16761307
Altrincham, United Kingdom
Information We Collect
- Contact & identity data: name, email, phone, billing and delivery address when you place an order or submit an enquiry.
- Payment data: processed securely by our payment providers (Stripe, PayPal). We never see or store your full card details.
- Health information: details you share during consultations, used solely to provide appropriate therapy and product recommendations.
- Communications: emails and messages you send us.
- Browsing activity: pages visited, products viewed, and items added to cart. Used to understand shopping behaviour and improve the site.
- Device information: device type, browser, and screen size. We do not use fingerprinting or any other technique to identify you without cookies.
- Referral data: how you found us (search engine, social media, advertising) including marketing campaign parameters.
- Analytics data: how you use the site, collected through Google Analytics with your consent. We send this through our own server-side tagging service first, so we control what reaches Google.
How We Use Your Information
| Purpose | Legal Basis |
|---|---|
| Processing and delivering your orders | Contract |
| Providing therapy services and consultations | Consent |
| Understanding customer behaviour and improving our products | Legitimate interest |
| Setting analytics and advertising cookies and pixels on your device | Consent, through our cookie banner |
| Measuring which adverts lead to visits and orders, using data collected with that consent | Legitimate interest |
| Using customer lists to show, limit or exclude our adverts (see Advertising Audiences) | Legitimate interest for customers; consent for email subscribers |
| Sending marketing emails and replenishment reminders | Consent |
| Preventing fraud and protecting our website | Legitimate interest |
| Meeting tax, legal, and regulatory obligations | Legal obligation |
Cookies
We use cookies and similar technologies to keep our site working, remember your cart, understand how visitors use the store, and measure the performance of our advertising.
| Category | What They Do |
|---|---|
| Essential | Keep the site functioning. Your cart, login session, and checkout. These cannot be disabled. |
| Analytics | Help us understand how visitors browse the store, which products are popular, and where people drop off. We use Google Analytics with server-side processing for added privacy. |
| Marketing | Used by Google, Meta, Microsoft and OpenAI to measure which adverts bring visitors to the site and lead to purchases, and to help those platforms show our adverts to people likely to be interested. Only set if you accept marketing cookies. |
When you first visit, our banner asks whether you accept analytics and marketing cookies. You can accept all, reject all or choose by category, and rejecting has no effect on browsing or buying. Only essential cookies are set until you choose. You can change your mind at any time using the cookie settings link at the bottom of every page. Our Cookie Policy lists every cookie we use.
Who We Share Data With
We never sell your personal data. We share information only with trusted service providers who help us operate the business.
| Provider | Purpose |
|---|---|
| Stripe / PayPal | Payment processing |
| Royal Mail | Order delivery |
| Analytics, advertising measurement and advertising audiences | |
| Meta | Advertising measurement and advertising audiences |
| Microsoft | Advertising measurement |
| OpenAI | Advertising measurement |
| Stape | Server-side tagging (runs measure.breathefirst.co.uk on our behalf) |
| CookieYes | Records your cookie choices |
| Cloudflare | Website security and performance |
| Sendfox | Email marketing (opt-in subscribers only) |
| Brevo | Sending order, delivery and account emails |
| Cloudways | Website hosting |
We only use order and email subscription details for this. We never use health information, consultation records or therapy notes, and we never build audiences based on a health condition.
We rely on legitimate interest for customers and on your consent for email subscribers. You can opt out at any time by using the unsubscribe link in any of our emails, or by emailing us with "Privacy Request" in the subject. We will remove you from future uploads.
How Long We Keep Your Data
| Data | Retention | Reason |
|---|---|---|
| Order & transaction records | 6 years | UK tax requirements |
| Customer account data | Until you ask us to delete it | Ongoing service |
| Browsing & analytics data | Up to 12 months | Site improvement |
| Marketing attribution data | 12 months | Campaign measurement |
| Health & consultation data | 7 years after last interaction | Professional duty of care |
| Email marketing preferences | Until you unsubscribe | Consent-based |
Your Rights
Under UK GDPR, you have the right to:
- Access your personal data
- Correct inaccurate or incomplete data
- Delete your data ("right to be forgotten")
- Restrict how we process your data
- Object to processing based on legitimate interest
- Port your data to another provider
- Withdraw consent at any time where consent is the basis
- Email [email protected] with "Privacy Request" in the subject.
- Let us know which right you'd like to exercise.
- We'll verify your identity and respond within 30 days.
Children's Privacy
Our website is not directed at children under 16. We do not knowingly collect personal data from children. Some of our products (such as Myo Munchee) are used by children under parental supervision, in these cases, the parent or guardian is the customer and data subject.
Changes to This Policy
We may update this policy from time to time. The latest version will always be available on this page.
Get in Touch
We're happy to answer any questions about how we handle your data.
Email Us