Privacy policy

Changed 14 October 2026: added "Photographs of the person in the book", because memorial books can now draw the person's face from their photographs.

The data controller for everything described here is Kevin Dangerfield-Devaney, trading as Tails We Keep, 4th Floor, 18 St. Cross Street, London EC1N 8UN. Data questions, requests and complaints: hello@tailswekeep.co.uk.

What we collect

• Account details. Your name and email address, so we can send proofs and order updates.
• What you tell us about your pet. Their name, species, whether they are still with you, their colouring and markings, and anything you choose to add in the free-text box.
• Photos of your pet. The reference photos you upload so the illustrations look like them.
• Photos of the person in the book. For a memorial book, three to six photographs of the person who appears in it. We use them to draw that person's likeness, including their face, in the illustrations. The section "Photographs of the person in the book" below explains exactly how.
• Order details. Delivery address, order history, proof approvals, and the record of your payment (we never see or store your card number).
• Artwork we produced and rejected. Our quality checks reject illustrations automatically. Rejected images are kept in a separate private store so we can see why a check fired and improve it. They are derived from your photos and are treated as your data: same retention, same deletion on request.
• Waiting-list details. If you ask to be told when a book exists for your pet, we store your email address, your pet's name if you gave one, their species, whether the book is for a pet still with you, and the wording and date of your opt-in.
• Consents and confirmations. The exact wording, date and time of the photo-rights confirmation, any parent or guardian consent for a photo including a child, and your cookie choices.
• Technical data. Basic aggregated analytics about page use, and — only if you accept advertising cookies — measurement of our own ads.

Why we are allowed to hold it (lawful basis)

• Making your preview, proof and book, and taking payment — performance of our contract with you.
• Photos, and the details of a person in the book — your consent, given at the point of upload. You can withdraw it at any time and we will delete them; a book already printed cannot be unprinted.
• A photo that includes a child — the consent of that child's parent or legal guardian, recorded before upload is possible.
• Order, payment and tax records — our legal obligations.
• Quality checks, fraud prevention, and keeping the site working — our legitimate interests in delivering a product that is fit to send.
• The waiting list, analytics cookies and advertising cookies — your consent, each asked for separately, none of them assumed.

Who processes it

We do not sell personal data. We do not use your photos or your book in marketing without asking you first, in writing, about that specific image. These are every processor and recipient involved:

• Lovable Cloud (Supabase). Hosting, database, file storage and sign-in. Holds everything above.
• Stripe. Payment processing. Receives your email address and the amount; handles your card details directly so we never hold them.
• Prodigi. Print and fulfilment. Receives your approved book file, your name and your delivery address — not your account history.
• Our email provider (via Lovable). Sends order, proof and account emails. Receives your email address and the contents of those emails.
• OpenAI. Draws the illustrations and cover from your reference photos of your pet and, for memorial books, the photographs of the person in the book. Also a backup for writing story text. Receives your pet's details, your photos, those photographs and the story text. Processes data in the United States.
• Anthropic. Writes and checks story text. Receives your pet's details and the story text, never photos. Processes data in the United States.
• Google Gemini, reached through Lovable's AI gateway. Runs the automated quality checks on the illustrations and helps plan the story. Receives your pet photos, the drawn illustrations and story text.

None of these three AI providers uses your photos or details to train its models under the terms we use them on.

• Google Tag Manager. Analytics, only if you accept analytics cookies.
• Meta. Advertising measurement, only if you accept advertising cookies. This is both the browser pixel and the server-side Conversions API: the Conversions API sends your email address in a one-way encrypted (hashed) form, your IP address and browser details, Meta's advertising cookie identifiers, and the purchase amount, from our server, so a sale can be matched to an ad. Meta is therefore a recipient of personal data and not only a cookie. It never receives your pet's details, your story text, your photos or anything from your preview.
• Google Fonts. Serves the typefaces on this site, so your browser's IP address reaches Google when a page loads.

Some of these providers process data outside the UK. Where that happens we rely on the UK international data transfer agreement, standard contractual clauses, or an equivalent safeguard.

Each of these providers processes your data under a data processing agreement with us. If you would rather not have photos processed by an AI provider at all, we cannot make the book — the illustration is the product.

How long we keep it

What happens today. Everything above stays while your account is open, and we delete on request: email hello@tailswekeep.co.uk and we will remove your photos, your previews and the rejected artwork derived from them, keeping only the order, payment and tax records the law requires us to keep. We action that within 30 days and usually within a few days.

What happens automatically from 1 October 2026, when our scheduled deletion job goes live:

• Uploaded photos — deleted 12 months after your final order is delivered, and immediately on request at any time.
• Previews you never ordered — deleted after 90 days.
• Rejected artwork — deleted on the same clock as the photos it came from, and immediately when you ask us to delete those photos.
• Orders, invoices and proof approvals — kept seven years for accounting, then deleted.
• Waiting-list entries — deleted when you unsubscribe, or 24 months after you joined if the book still does not exist.

Photos of people, and photos that include a child

Whenever you upload a photo, you confirm that you own it or have the photographer's permission, and that anyone else pictured is happy for it to be used. We record that confirmation with its wording and the date.

Some books feature a child alongside the pet. Where a photo includes a child, you confirm before you can upload anything that you are that child's parent or legal guardian and that you consent on their behalf to the photo being processed by us and by our AI providers to make the book. We record that confirmation against the book it covers.

Photos including a child are held under exactly the same rules as any other photo: the same retention, the same deletion on request, the same limits on who sees them, and never used in marketing. On how faces are drawn, we want to be accurate rather than reassuring: in a memorial book where you send us photographs of the person, the illustrations show that person's face, drawn from those photographs, as described in the next section. In every other book, the illustrations are composed and prompted so that a person is shown from behind, at a distance, cropped, or otherwise turned away, and every image is then put through an automated check that rejects and redraws it when a recognisable face is detected. That check is automated and good, not infallible. You see every page in the proof before anything is printed, and nothing is printed until you approve it. If you withdraw consent, email hello@tailswekeep.co.uk and we will delete the photos.

Photographs of the person in the book

What we ask for. After you unlock a memorial book, we ask for three to six photographs of the person who appears in it: at least one of the face looking at the camera, one of the face from the side or three-quarters, and one full-length photo, standing, head to feet.

What we do with them. We send your photographs to our image provider to draw a set of reference pictures of that person: their face, hair, skin tone and build, as seen from several angles. We then combine those into one reference sheet. That sheet is sent with each illustration request, so the person in the book is drawn as recognisably themselves on every page. These illustrations do show the person's face.

Who processes them. Your photographs go directly to OpenAI, which draws the reference pictures and then the illustrations from them. The files are stored by Lovable Cloud (Supabase), as everything else on your account is. No one else receives them, and they are never used in marketing or shown to anyone outside your order.

Where they go. OpenAI processes them in the United States, so your photographs leave the UK. As with our other providers, we rely on the UK international data transfer agreement, standard contractual clauses, or an equivalent safeguard.

How long we keep them. We keep the photographs, the reference pictures, the reference sheet and the illustrations for the life of your order and any reorder of the same book, so a second copy matches the first.

A child in the photographs. If the person is under 18, you must confirm before any photo can be uploaded that you are their parent or legal guardian and that you consent on their behalf. We record that confirmation, with its wording and the date, against the book. A child's photographs are processed in exactly the same way as an adult's.

Deleting them. Email us from the address on your account and we will delete the photographs, the reference pictures and sheet, and any unprinted book made from them, and confirm when it's done. Once a book has been printed, we can't recall the printed copy. We will still delete every digital file.

Lawful basis. Your consent, given when you upload the photographs. You can withdraw it at any time by asking us to delete them.

Emails, and stopping them

Emails about your own order — payment received, preview ready, proof ready, book posted — are part of the service and are not marketing; we will always send those while an order is live. The waiting-list email is marketing, is opt-in only, and every one carries an unsubscribe link. Unsubscribing from it never stops emails about an order: the two are held separately for exactly that reason.

Your rights

Under UK GDPR you can ask for a copy of your data, ask us to correct it, ask us to delete it, ask us to restrict or object to how we use it, ask for it in a portable form, and withdraw any consent you have given. Email hello@tailswekeep.co.uk and we will action it within 30 days, usually much sooner.

Cookies

Essential cookies and storage keep you signed in and remember the book you are making. Analytics cookies (Google Tag Manager) and advertising cookies (Meta) are separate, both opt-in, and load only after you accept that specific category — accepting analytics never turns on advertising.

• sb-*-auth-token (essential, first party) — keeps you signed in. Lasts until you sign out or the session expires.
• twk-cookie-consent (essential, browser storage) — the cookie choices you made. Kept until you clear it.
• twk-marketing-consent (essential, first party) — carries your advertising choice to our server so a "no" is enforceable there too. 182 days.
• twk.create.draft.* (essential, browser storage) — the answers in the book you are part-way through, stored against your account. Cleared when the book is created.
• _ga, _ga_* (analytics, only if accepted) — Google Analytics via Tag Manager, up to 2 years.
• _fbp (advertising, only if accepted) — Meta pixel, 90 days.

You can change your mind at any time:

Change my cookie choices

Contact

Data questions and complaints: hello@tailswekeep.co.uk. You also have the right to complain to the Information Commissioner's Office.