Privacy Policy

Last Updated: 7 AUGUST 2026

Welcome to UpTheTown.

The App is owned and operated by ANIMISM LTD (referred to as "we," "us," or "our"). By downloading, accessing, or using the App as a standard user or a merchant, you agree to this Privacy Policy. If you do not agree, you must immediately stop using the App.

1. Introduction

ANIMISM LTD (the "Data Controller") is committed to protecting the privacy and personal data of our users and merchant partners in strict compliance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

SECTION 1: DATA WE COLLECT AND WHY

1.1 For Guest Users

If you use the App purely as a guest without logging in:

  • What we collect: Your live GPS/location coordinates.
  • How we use it: To calculate your physical distance to local venues and sort your feed by "nearest business first."
  • Data Protection Guarantee: Your live location coordinates are processed temporarily in memory to run the distance algorithm. They are never stored on our databases, never tied to a personal profile, and are permanently discarded the moment the session closes.

1.2 For Registered Users

If you sign up to unlock promotions or leave ratings:

  • What we collect: Your name, email address, unique user ID, and account status tracking logs (e.g., specific promotions claimed).
  • Third-Party Authentication: When you sign in using Apple or Google, we only receive the basic profile information (such as your email and name) necessary to create your account. We do not have access to your Apple/Google passwords.
  • Anonymous Ratings: If you choose to give a venue a star rating, your rating is aggregated anonymously. Your name or profile is never publicly linked to the rating.
  • Lawful Basis for Processing: Performance of a Contract (to deliver your user account features and maintain your claimed offers).

1.3 For Merchant Accounts

If you claim or register a business listing:

  • What we collect: Merchant user name, corporate email address, business telephone number, and business address. (Note: We do not collect or store credit card data; all premium upgrade payments are processed securely by Apple or Google).
  • Lawful Basis for Processing: Performance of a Contract.

SECTION 2: HOW WE PROCESS MERCHANT METRICS (DATA MINIMISATION)

The App tracks user actions (such as when a user views a profile or taps "Want to Go").

  • The Process: Our system instantly strips away all personal identifiers and bundles these actions into aggregate numerical values.
  • What the Merchant Sees: Merchants only see high-level numbers (e.g., "14 users added your venue to their ‘Saved’ list this Thursday" or “10 users nearby”). Merchants never have access to your name, profile, history, or live GPS trail.
  • Lawful Basis: Legitimate Interests. We process these metrics to provide commercial utility to local high streets while strictly safeguarding individual consumer privacy through automated data minimisation.

SECTION 3: THIRD-PARTY DATA SHARING AND SUB-PROCESSORS

We never sell or rent individual location data, personal information, or user patterns to third-party advertisers or data brokers. To run the App, we share data only with our vetted technology infrastructure providers (Sub-processors):

  • Cloud Infrastructure (e.g., Firebase): To store encrypted user tables and merchant business profile details.
  • Crash Reporting & Analytics: We use Firebase to collect anonymised crash logs and performance data to help us identify and fix bugs. This data cannot be used to identify you personally.
  • Mapping Framework APIs (e.g., Mapbox or Google Maps API): To render local geographic maps and convert coordinates.
  • App Store / Play Store: Apple and Google act as the Merchant of Record for all in-app subscription purchases, processing all financial transactions securely on their platforms.

SECTION 4: YOUR DATA RIGHTS (UK GDPR)

Under UK GDPR, you have the following rights regarding your personal data:

  • Right of Access: You can request a copy of any personal data we hold about you.
  • Right to Erasure ("Right to be Forgotten"): You can instantly delete your entire profile and personal history at any time. We provide a prominent "Delete Account" button inside the App settings that immediately purges your PII from our active databases. We retain your personal data only for as long as your account is active. If you request account deletion, your data is purged from our active systems within 30 days.
  • Right to Complain: If you believe we are mishandling your data, you have the right to lodge a formal complaint with the Information Commissioner's Office (ICO) at www.ico.org.uk.

SECTION 5: CONTACT US

For any data protection inquiries, account deletion assistance, or to exercise your GDPR rights, please contact our Data Protection Officer at: info@upthetown.app