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Privacy policy
Effective Date: 19 February 2026
This Privacy Policy explains how ALT LABS® collects, uses, stores and shares personal data when you visit our website, place an order, create an account, sign up to marketing, contact us, enter a promotion or otherwise interact with us.
By using this website, you acknowledge that your personal data will be handled in line with this Privacy Policy.
1. Who We Are
This website is operated by ALT LABS CO LTD trading as ALT LABS®.
ALT LABS CO LTD is the controller of personal data processed through this website and our online store.
Company number: 16417631
Registered office: A20 Wenlock Road, London, England, N1 7GU
Customer support and privacy contact: info@altlabs.co
ALT LABS CO LTD is registered in England and Wales and is not currently VAT registered.
Throughout this Privacy Policy, “ALT LABS®”, “we”, “us” and “our” refer to ALT LABS CO LTD trading as ALT LABS®. “You” and “your” refers to the person using our website, placing an order or interacting with us.
2. Personal Data We Collect
We collect personal data directly from you, automatically when you use our website, and from selected third-party platforms that help us operate the business.
The personal data we may collect includes:
Name
Email address
Phone number
Billing address
Shipping address
Order details
Account details
Payment status and transaction information
Customer support messages
Marketing preferences
Competition, giveaway or event entry details
Review, feedback, image, video or user-generated content you submit
Subscription preferences, where subscriptions are available
IP address
Device information
Browser type
Operating system
Referral source
Pages viewed
Products viewed
Basket activity
Checkout activity
Email engagement data
Cookie identifiers
Advertising identifiers
Approximate location based on IP address
We do not intentionally collect full payment card details. Payments are processed by secure third-party payment providers.
3. Sensitive Data
ALT LABS® does not intentionally collect special category data, such as medical records or detailed health information.
If you choose to provide information relating to your health, medication, pregnancy, breastfeeding, allergies, medical conditions or supplement use when contacting customer support or completing any form, we will only use that information where necessary to respond to your request, handle a product issue or meet a legal obligation.
You should not send us unnecessary medical or health information.
4. How We Collect Personal Data
We collect personal data when you:
Visit our website
Create an account
Place an order
Add products to your basket
Begin or complete checkout
Subscribe to email or SMS marketing
Contact customer support
Enter a competition, giveaway or promotion
Leave a review
Submit feedback or user-generated content
Interact with our emails, adverts or social content
Use our website through cookies, pixels and similar technologies
We may also receive personal data from third-party platforms and service providers, including Shopify, payment providers, delivery partners, fulfilment partners, review platforms, marketing platforms, analytics providers, advertising platforms and social media platforms.
5. How We Use Your Personal Data
We use personal data to operate ALT LABS®, process orders and provide a better customer experience.
We may use your personal data to:
Process and deliver orders
Take and confirm payment
Send order confirmations, dispatch updates and delivery notifications
Manage returns, refunds and customer service requests
Create and manage customer accounts
Detect and prevent fraud, misuse and unauthorised activity
Improve the website, products, services and customer experience
Respond to enquiries, complaints and product issues
Send marketing communications where permitted
Personalise website content, email content and advertising
Run promotions, competitions, giveaways and events
Collect and display reviews, feedback and user-generated content
Manage subscriptions where offered
Analyse website performance and customer behaviour
Meet legal, tax, accounting and regulatory obligations
Protect our business, customers, website, systems and legal rights
6. Lawful Bases for Processing
We only process personal data where we have a lawful basis to do so.
We process personal data on the following bases:
Contract: where processing is necessary to fulfil your order, deliver products, manage your account, process payment, handle returns or provide customer support.
Legal obligation: where processing is necessary to comply with legal, tax, accounting, consumer protection or regulatory requirements.
Legitimate interests: where processing is necessary for our business interests, provided your rights do not override those interests. This includes fraud prevention, website security, service improvement, customer support, business analysis, limited marketing to existing customers, and protecting our legal rights.
Consent: where you have given consent, including for certain email or SMS marketing, non-essential cookies, advertising pixels or specific promotional activities.
You can withdraw consent at any time where processing is based on consent.
7. Orders, Payments and Fulfilment
When you place an order, we collect the information needed to process, fulfil and deliver that order.
This may include your name, email address, phone number, billing address, shipping address, order details, payment status and delivery information.
We share relevant order information with service providers who help us process payments, manage fraud checks, prepare orders, fulfil orders and deliver parcels.
Payment card details are handled by secure payment providers. ALT LABS® does not store full payment card details.
8. Marketing Communications
Where you sign up to receive marketing communications, we may contact you by email, SMS or other selected channels.
Marketing may include product updates, launch information, offers, events, content, abandoned basket reminders, back-in-stock alerts, review requests and brand communications.
You can unsubscribe from marketing communications at any time using the unsubscribe link or instructions provided in the message, or by contacting info@altlabs.co.
Transactional emails relating to orders, shipping, accounts, customer service, returns, refunds or legal notices may still be sent where necessary.
Where permitted by law, we may send marketing to existing customers about similar ALT LABS® products or services. You will always have the option to opt out.
9. Email, SMS and CRM Platforms
We may use third-party marketing and CRM platforms to send emails, SMS messages, automated flows, abandoned checkout reminders, review requests, customer segmentation and related communications.
These platforms may process personal data including your name, email address, phone number, order history, browsing activity, basket activity, marketing preferences and engagement data.
We use this data to send relevant communications, understand performance and improve customer experience.
10. Cookies, Pixels and Similar Technologies
We use cookies, pixels and similar technologies to make the website work, remember preferences, understand website performance and support marketing.
These technologies may collect information about your device, browser, IP address, pages viewed, products viewed, basket activity, checkout activity, referral source and interactions with adverts or emails.
Some cookies are strictly necessary for the website to function. Others, including analytics and advertising cookies, will only be used where required consent has been given.
You can manage cookie preferences through our cookie banner where available, and through your browser settings.
More information is provided in our Cookie Policy.
11. Analytics and Advertising
We may use analytics and advertising tools to understand how people use our website, measure marketing performance and show more relevant advertising.
This may include tools such as Google Analytics, Meta Pixel, TikTok Pixel, Shopify analytics and similar services.
These tools may use cookies, pixels, device identifiers and browsing data to measure performance, build audiences, retarget visitors, analyse conversions and improve advertising.
Where required, these tools will only be used with your consent.
You can control cookies through our cookie banner and browser settings. You may also be able to adjust advertising preferences directly through the relevant advertising or social media platform.
12. Reviews and User-Generated Content
If you submit a review, testimonial, image, video, comment, social post or other user-generated content, we may collect and process the information you provide.
This may include your name, social handle, review content, star rating, images, videos, product information and any associated order details needed to verify the review.
We may use this content in line with our Terms of Service, including for website, marketing, advertising, email, social media, PR and retail purposes.
You should not include unnecessary personal data, health information or information about other people in reviews or user-generated content.
13. Competitions, Giveaways and Events
If you enter a competition, giveaway, prize draw, event promotion or sampling activity, we may collect personal data needed to administer the promotion.
This may include your name, email address, phone number, age confirmation, address, social handle, entry details and any information needed to verify eligibility, contact winners and deliver prizes.
We may use personal data to prevent fraud, verify age, check eligibility, manage winner selection, deliver prizes and comply with legal or regulatory requirements.
We will not use promotion data for marketing unless you have consented or where otherwise permitted by law.
14. Who We Share Personal Data With
We share personal data only where necessary to operate our business, fulfil orders, provide services, comply with law or protect our rights.
We may share personal data with:
Ecommerce platforms, including Shopify
Payment providers
Fraud prevention providers
Fulfilment and warehouse partners
Delivery and courier partners
Email, SMS and CRM platforms
Analytics providers
Advertising platforms
Cookie consent platforms
Review and user-generated content platforms
Customer support tools
Website hosting and technical service providers
Professional advisers, including accountants, lawyers and insurers
Regulators, law enforcement or public authorities where required
Business partners where necessary for promotions, competitions or events
We do not sell your personal data.
15. Shopify
Our online store is powered by Shopify.
Shopify provides the ecommerce platform that allows us to sell products to you. Shopify may process personal data including order information, customer information, payment status, checkout data, device information and website usage data in order to provide the platform and related services.
Your personal data may be processed by Shopify in accordance with Shopify’s own privacy practices.
16. International Transfers
Some of our service providers may process personal data outside the UK.
Where personal data is transferred outside the UK, we take steps to ensure appropriate safeguards are in place. This may include adequacy regulations, approved contractual protections or other safeguards permitted under applicable data protection law.
17. How Long We Keep Personal Data
We keep personal data only for as long as necessary for the purpose it was collected.
Retention periods may depend on the type of data, the reason it was collected, legal requirements, accounting requirements, tax requirements, fraud prevention, dispute handling and customer service needs.
Order and transaction records may be kept for the period required for tax, accounting and legal purposes.
Marketing data is kept until you unsubscribe, withdraw consent, object to processing or your data is no longer required.
Customer support records may be kept for as long as needed to resolve queries, manage product issues, protect legal rights and maintain service history.
Cookie and analytics data may be kept for the period set by the relevant tool or platform, unless deleted earlier.
We may retain limited data where necessary to maintain suppression lists, prevent fraud, resolve disputes or comply with legal obligations.
18. How We Protect Personal Data
We use appropriate technical and organisational measures to protect personal data against unauthorised access, loss, misuse, alteration or disclosure.
These measures may include access controls, secure systems, password protection, encryption where appropriate, secure third-party platforms, internal restrictions and supplier due diligence.
No website, platform or transmission method is completely secure. We cannot guarantee absolute security.
19. Your Rights
You have rights under UK data protection law.
Depending on the circumstances, these may include the right to:
Access the personal data we hold about you
Correct inaccurate or incomplete personal data
Request deletion of your personal data
Restrict how we use your personal data
Object to certain processing
Receive your personal data in a portable format
Withdraw consent where processing is based on consent
Object to direct marketing at any time
Complain to the Information Commissioner’s Office
To exercise your rights, contact info@altlabs.co.
We may need to verify your identity before responding to a request.
Some rights are subject to conditions and exemptions. We may not always be able to fulfil a request, for example where we need to keep certain data for legal, tax, accounting, fraud prevention or dispute purposes.
20. Marketing Opt-Out
You can opt out of marketing communications at any time.
Use the unsubscribe link in our emails, follow the instructions in our SMS messages, update your preferences where available or contact info@altlabs.co.
If you opt out of marketing, we may still send transactional or service messages relating to orders, delivery, account activity, returns, refunds, customer service or legal notices.
21. Cookies and Consent Management
You can manage cookie preferences through our cookie banner where available.
You can also manage cookies through your browser settings. Blocking or deleting cookies may affect how the website works.
Strictly necessary cookies are required for core site functionality and cannot usually be disabled through our systems.
Non-essential cookies, including certain analytics and advertising cookies, will only be used where required consent has been given.
For more detail, see our Cookie Policy.
22. Children
This website and ALT LABS® products are intended strictly for individuals aged 18 years or over.
We do not knowingly collect personal data from children.
If we become aware that personal data has been provided by someone under 18, we may delete that data and restrict access to our services.
23. Third-Party Websites and Platforms
Our website may link to third-party websites, platforms or services.
These third parties operate independently and have their own privacy policies and practices.
ALT LABS® is not responsible for the privacy practices, content, security or policies of third-party websites or platforms.
24. Automated Decision-Making and Profiling
We may use limited automated processing to support ecommerce, marketing, fraud prevention, personalisation and customer experience.
This may include abandoned checkout reminders, product recommendations, customer segmentation, fraud screening, advertising audiences and email automation.
We do not use automated decision-making that produces legal or similarly significant effects without appropriate safeguards.
25. Data From Social Media Platforms
If you interact with ALT LABS® on social media, we may process information made available through that platform.
This may include your profile name, handle, comments, messages, tags, content, engagement and any information you choose to share with us.
Social media platforms process your data under their own privacy policies. You should review those policies separately.
26. Data From Retail, Wholesale or Event Partners
Where ALT LABS® products are sold, sampled or promoted through partners, retailers, events or third-party platforms, we may receive limited personal data where necessary to administer promotions, manage customer service, validate entries, deliver prizes, prevent fraud or comply with legal obligations.
Where a partner collects your data directly, their own privacy policy may also apply.
27. Complaints
You have the right to complain to the Information Commissioner’s Office if you are unhappy with how your personal data has been handled.
The ICO is the UK data protection regulator.
You can contact the ICO through its website.
We would appreciate the opportunity to deal with your concern first. Contact us at info@altlabs.co.
28. Changes to This Privacy Policy
We may update this Privacy Policy from time to time.
The latest version will always be available on this page and applies from the effective date shown.
Where changes are material, we may take additional steps to notify you where appropriate.
29. Contact
Questions about this Privacy Policy or how we handle personal data should be sent to:
ALT LABS CO LTD trading as ALT LABS®
Company number: 16417631
Registered office: 20 Wenlock Road, London, England, N1 7GU
