PLATEUP – PRIVACY POLICY
Last updated: 1.12.25

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This Privacy Policy explains how PlateUp (“we”, “us”, “our”) collects, uses, stores, and protects your personal information. It also sets out the choices you have and the rights available to you under UK data protection law.

PlateUp is operated by AHEADOFTHEHERD LIMITED, a company registered in England and Wales (Company No. 07660516).

Registered address: 31 High View Close, Hamilton Office Park, Leicester, Leicestershire, England, LE4 9LJ.

If you have any questions about this policy, contact us at support@plateup.com.

1. Who This Policy Applies To

This policy applies to anyone in the UK who:

• Downloads recipe cards
• Signs up to PlateUp emails
• Visits any PlateUp webpage
• Uses PlateUp tools, content, plans or features

PlateUp is intended for users aged 18 and over. We do not knowingly collect or process data relating to minors.

2. The Data We Collect

We only collect the minimum information needed to provide our services.

a. Information you give us

When you download a recipe card or sign up, you may give us:

• Email address (required)
• Optional lifestyle preferences, such as selecting a meal plan (e.g., “2,000 calorie plan”)

We do not collect or store any health data. Any meal-plan selections are optional lifestyle preferences, not medical information.

b. Information collected automatically

When you use our website, we may collect:

• IP address
• Device/browser information
• Usage activity (e.g., pages viewed, clicks)
• Cookie and pixel data for analytics and advertising

This happens via tools like GA4, Meta Pixel, TikTok Pixel and other tracking technologies.

c. Information from forms and tools

We use a combination of:

• Leadpages
• Softr
• Airtable
• Brevo

These may process data when you submit a form or interact with our content.

3. How We Use Your Data

We use your data for:

a. Delivering PlateUp services (Performance of Contract)

• Sending the recipe card(s) you requested
• Providing content you have signed up for
• Helping you access recipe packs and newsletters

b. Email communication (Consent + Legitimate Interest)

When you download a recipe card, you give express consent for PlateUp to email you.

We may send:

• Weekly or monthly newsletters
• Updates on new recipes and content
• Affiliate offers and partner recommendations
• Additional recipes and lifestyle content
• Information about PlateUp features or promotions

For affiliate offers, product recommendations, retargeting and personalisation, we rely on legitimate interest, which is a lawful basis under UK GDPR.

c. Personalised recommendations (Legitimate Interest)

We may recommend:

• Recipes likely to suit your preferences
• Meal plans you may enjoy
• Offers we believe are relevant

d. Advertising and retargeting (Legitimate Interest)

We may use your email or cookie data to create audiences via:

• Meta (Facebook/Instagram)
• Google
• Pinterest
• TikTok

You can unsubscribe or opt out at any time.

e. Analytics and improvement (Legitimate Interest)

We analyse aggregated user behaviour to:

• Improve our recipes
• Understand what people enjoy
• Test new features
• Maintain security and performance

f. Legal obligations

We may process or share data where required by law or to protect our rights.

4. No Medical Advice

PlateUp does not provide medical, nutritional or health advice.
All recipes, meal plans and suggestions are for general information only.

Always consult a doctor or qualified professional for health, dietary or medical guidance.

5. Cookies and Tracking Technologies

PlateUp uses cookies and similar technologies for:

• Website functionality
• Analytics (GA4)
• Advertising (Meta Pixel, TikTok Pixel)
• Personalisation

PlateUp uses a cookie consent banner to obtain user permission for analytics and advertising cookies.

Users can adjust cookie preferences at any time.

6. Data Sharing

We never sell your personal information.

We may share data with trusted service providers that help us operate PlateUp, including:

• Brevo – email delivery
• Leadpages – forms and landing pages
• Airtable – data organisation
• Softr – platform functionality
• Google Analytics / Meta / TikTok / Pinterest – analytics & advertising
• AWS / Google Drive – secure storage

We only share what is necessary, and all providers must keep your information secure.

7. International Transfers

Some of our service providers operate outside the UK (e.g., the United States).

Where this happens, we use:

• International Data Transfer Agreements (IDTA), or
• Standard Contractual Clauses (SCCs)

This ensures your data remains protected to UK standards.

8. Data Retention

We keep your email address:

• Indefinitely, until you unsubscribe or request deletion.

This ensures we do not accidentally re-add you to the list after a prior opt-out.

If you unsubscribe, your data is suppressed so we do not contact you again unless you re-opt-in.

Users who want their data fully removed may email support@plateup.com.

9. Your Rights

Under UK GDPR, you can:

• Access the data we hold about you
• Request correction
• Request deletion
• Object to processing
• Request restriction
• Withdraw consent
• Opt out of marketing at any time

To exercise your rights, email support@plateup.com.

10. Security

We take data security seriously and use technical and organisational measures to protect your information.

No online service is ever 100% secure, so please contact us immediately if you believe your data may have been exposed.

11. Sale or Transfer of the Business

If PlateUp or AHEADOFTHEHERD LIMITED is ever sold, merged or transferred, your data may transfer to the new owner.

The new owner must honour this Privacy Policy and UK data protection law.

12. Changes to This Policy

We may update this privacy policy from time to time. If we make a significant change, we will notify users via email or through our website.

If you do not agree to the updated policy, you may unsubscribe and stop using PlateUp.

13. How to Contact Us

If you have questions, concerns or requests regarding your data, contact:

Email: support@plateup.com
Company: AHEADOFTHEHERD LIMITED
Registered Address:
31 High View Close, Hamilton Office Park, Leicester, Leicestershire, England, LE4 9LJ

If you're unhappy with our response, you have the right to lodge a complaint with the Information Commissioner’s Office (ICO): www.ico.org.uk.

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