Privacy Policy

This policy explains what personal data Happy H2O collects, why, and what you can do about it. Last updated 30 August 2026.

Who controls your data

The data controller is Smart MCS Ltd (registered in England & Wales, company no. 08605448), registered office 172 Colchester Road, Ipswich, Suffolk IP4 4RS, United Kingdom. Orders are dispatched from Lanchester House, Montgomery Street, Birmingham B11 1DT. Contact us about anything in this policy at hello@happyh2o.co.uk.

What we collect and why

• Order information — your name, email, delivery address and order contents. We need this to take payment, send your order and handle returns. Lawful basis: performance of a contract.
• Payment details — we never see or store your card number. Payments are taken by Stripe Payments UK Ltd, which handles card data on its own systems. See Stripe's privacy policy.
• Email address, if you give it to us — for filter reminders and occasional offers. We use Brevo to send these. Lawful basis: consent. Every email has an unsubscribe link and we honour it immediately.
• Website usage data — pages viewed, how far you scroll, which buttons you click, approximate location by country, and device type. We use Google Analytics 4, Google Ads and the Meta pixel for this. Lawful basis: consent, given through our cookie banner. It tells us things like "most people leave before scrolling", which is how we decide what to fix.

What we do not do

• We do not sell your personal data. Not to anyone, at any price.
• We do not share your email address with other companies for their marketing.
• We do not store card details.

Who we share data with

Only the suppliers we need to run the shop, and only what they need:

• Stripe — payment processing
• Brevo — sending email you have asked for
• Google (Analytics, Ads, Merchant Center) and Meta — website measurement and advertising
• Netlify — website hosting
• Royal Mail and couriers — delivering your order

Some of these process data outside the UK. Where they do, transfers are covered by the UK International Data Transfer Agreement or equivalent safeguards.

How long we keep it

• Order records — six years, because HMRC requires it.
• Marketing email addresses — until you unsubscribe, or after three years of no engagement, whichever is sooner.
• Analytics data — 14 months.

Your rights

Under UK GDPR you can ask us to: give you a copy of your data; correct it; delete it; restrict or object to how we use it; or send it to another provider. Email hello@happyh2o.co.uk and we will respond within one month, free of charge.

You can withdraw consent for marketing or analytics at any time — unsubscribe from any email, or clear cookies and decline the banner.

If you think we have handled your data badly, please tell us first so we can fix it. You also have the right to complain to the Information Commissioner's Office.

Cookies

We use cookies that are strictly necessary for the site to work, and — with your consent — analytics and advertising cookies from Google and Meta. You can refuse or clear these at any time in your browser settings; the shop will still work.

Children

This is a shop for household water filtration. It is not directed at children and we do not knowingly collect data from anyone under 16.