Privacy notice
Last updated 12 November 2026
Contact Wave Limited is the controller of your personal information. This notice explains what we collect, why, who we share it with and your rights under UK data protection law.
What we collect and why
| Information | Why | Legal basis | How long we keep it |
|---|---|---|---|
| Name, email, phone (optional), delivery address | To make, deliver and support your order and send you updates | Contract | 6 years after your order (tax law) |
| Order details, designs, messages, invoices and refunds | To make your order and keep accounting and VAT records | Contract; legal obligation | 6 years after your order |
| Print files of your Likelings | To print your order or provide your download | Contract | Printed orders: 90 days after completion. Design files: 12 months |
| Your acceptance of our terms (with date, time and IP address) | To show what was agreed | Legal obligation; legitimate interests | 6 years after your order |
| Email (and optional name and note) when you ask us to tell you about something not yet on sale, such as our knitted jumpers | To email you once when it's available | Consent (you can withdraw it any time by emailing us) | Up to 2 years, or until you ask us to delete it |
| Messages you send us | To answer you and resolve problems | Contract; legitimate interests | Up to 2 years after we resolve them |
| IP address and basic request details | To keep the site secure and prevent misuse | Legitimate interests | Up to 24 hours |
Payment is handled by Stripe or PayPal. We receive confirmation of payment, never your full card details.
Photos
Uploading a photo is optional; you can design a Likeling entirely by hand.
If you upload one, it's reduced in size in your browser and passed once to an AI service (Anthropic's Claude or OpenAI's ChatGPT), which returns a short description of visible styling such as hair, glasses and clothing. The service is instructed not to identify anyone or comment on age, ethnicity, health or other sensitive characteristics.
- We don't store your photo in our database, storage or logs, and we don't create biometric data from it.
- Anthropic and OpenAI process the photo for us as service providers. Under their business terms it isn't used to train their models, and it's deleted after a short period (typically up to 30 days) kept for abuse monitoring.
- Our legal basis is your consent, given by ticking the boxes before uploading. You can choose not to upload at any time.
Children
Our website and products are intended for adults. We don't knowingly collect personal information from children.
Bot check (Cloudflare Turnstile)
To stop automated abuse, we use Cloudflare Turnstile when you check out, upload a photo for matching or join a waiting list. It runs invisibly in the background, so you won't normally see a puzzle. To check you're a person, Turnstile processes information about your browser and device, such as your IP address and how the page is being used. Cloudflare uses this information only to provide and improve the service, as described in the Cloudflare Turnstile Privacy Addendum. Our legal basis is our legitimate interest in keeping the shop and our customers safe from fraud and abuse.
Who we share information with
- Cloudflare: website hosting, storage and security, including Cloudflare Turnstile (see "Bot check" below).
- Stripe and PayPal: payments (they are also controllers for payment and fraud-prevention data).
- Resend: sending order emails.
- Anthropic or OpenAI: reading styling from photos, if you upload one.
- Royal Mail: delivery.
- Our accountants, professional advisers, HMRC and other authorities where required by law.
We don't sell your information or use it for advertising.
International transfers
Some providers process data outside the UK, including in the United States. These transfers are protected by UK adequacy regulations or by the UK International Data Transfer Addendum.
Your rights
You can ask for a copy of your information, ask us to correct or delete it (we must keep order and VAT records for 6 years), object to or restrict how we use it, and receive it in a portable format. Email support@likelings.co.uk; we'll reply within one month.
If you're unhappy with how we've handled your information, please tell us first. You can also complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113.
Cookies
We don't use advertising or tracking cookies. See our cookie notice.