Privacy Policy

Effective date: 21st March, 2024

We respect your privacy at April Laugh Ltd and are committed to protecting all of the personal data we obtain through our Website and business services. This privacy policy explains how we process data that we collect or which you provide to us when you visit (the ‘Website’). By visiting this Website or purchasing our services or products, you are consenting to the practices described in this privacy policy in line with the General Data Protection Regulations (GDPR).

The Website is operated by April Laugh Limited (‘we’, ‘us’, ‘our’), which is a company registered in England with company number 10660144 and at Kemp House, 160 City Road, London, England EC1V 2NX. We are the ‘data controller’ of the personal data provided to us via the Website where we decide the means or purposes for processing such data.

This privacy policy will explain the following:

– What types of data we may collect from you
– How the data we collect about you will be used
– Whether the data we collect about you is disclosed to anyone else
– What your choices are regarding the data you provide to us

Where the Website contains hyperlinks to other third-party websites, we do not accept liability or responsibility for the privacy practices of these websites which operate independently from us. Should you use the third-party websites, we advise that you review their own privacy policies.

1. Information we collect and how we use it

To provide our business services and the information on this Website, we must collect and process certain information about you. When you use the Website for browsing, joining challenges, purchasing products, or contacting us, we may ask you to fill in forms to create an account. Depending on your activity on our Website, you may be asked for some or all of the following information:

– Your full name
– Your phone number
– Your postal address
– Your email address
– Your gender
– Information about your health, eating habits, fitness activities, lifestyle, and before photographs

Should you complete an online purchase via the Website you will be asked to provide additional information to our third party payment service provider. This information includes:

– Your billing address
– Your shipping address
– Your payment details

Additional personal data may be obtained by us should you voluntarily supply it, such as when you contact us via email or social media platforms.

When interacting with us on social media sites, such as by “commenting”, “following”, “liking”, “retweeting” or “sharing”, you are consenting to interact with us.

2. Our use of website analytics and targeted marketing

In order to provide our business services, we use a range of technology, such as website analytics, cookies and targeted marketing tools which involve the collection and processing of certain types of personal information.

2.1 Information collected by website analytics

Website analytics tools are used on the Website to evaluate the Website’s performance. The data from these analytics allow us to continuously improve the Website, make it as accessible as possible, and provide our users with the best browsing experience possible.

We use third party website analytics service providers, such as Google Analytics, to monitor Website navigation and the browsing behaviour of our users. These third party service providers collect this analytics data on our behalf, using their own privacy policies. The contracts we have with these third parties ensure your browsing information remains confidential.

The analytics data collected by these third party service providers are almost always anonymised and aggregated before being reported back to us, which means the data cannot be used to develop a personal profile about you. Types of data which may be collected by our service providers include:

– Number of Website visitors
– Website pages visited and time spent on each page
– Interaction with information on Website pages, such as clicks, scrolling and methods of browsing
– Website page response times and page download errors
– Technical information related to the user’s device, such as browser type, plug-in types, IP address, time zone and operating system
– URLs from which our Website visitors have come from, or URLs visited from our Website

More information about how website analytics data is collected can be found below in section 2.3.

2.2 Information used for targeted marketing

We may use the information collected through website analytics to serve targeted marketing campaigns and more relevant advertising to you. Such advertising may be delivered via our own channels, such as our Website, or via third party channels such as:

– Facebook Inc.
– Twitter Inc.
– Google Inc.
– YouTube
– Instagram
– WhatsApp

2.3 Our use of cookies and website analytics to log and report analytical information

Cookies and other mechanisms are used on our Website to collect, log and analyse data in order to compile reports on site activity and help us understand how visitors use the Website. Cookies are small files that websites such as ours transfer to your computer or device in order to collect certain information related to your browsing behaviour. Cookies allow us to recognise returning users and save their preferences for future visits. For more information about our use of cookies please refer to our Cookies Policy.

You can choose to turn off cookies by changing your browser settings. However, some of our Website features may not function correctly should you turn cookies off. For more information about cookies visit

Our website uses third party service Google Analytics. The information collected by Google Analytics is mostly anonymised and aggregated. We do not use it to develop personal profiles about our users. We process the information from Google Analytics to better understand how our Website is used and compile statistical data about our users. For example, IP addresses can show us approximately which countries our users are from, and these are aggregated in order for us to understand how many of our visitors are from England or from other countries. These types of statistical reports are vital to the running of our business as they allow us to improve our Website and content to best serve our users. You can find out more about Google Analytics here:

To opt out of Google Analytics, you can do so in your Google Ads settings or by visiting:

3. How we use your personal data

When you visit our Website to browse, make a purchase or contact us, we and the third party service providers acting for us may use the data we collect and the personal information you provide for the following purposes:

3.1 Providing products and services

We collect and use your information in order to fulfil our sales contract with you in line with our Terms of Business, for example to:

– Log and process your order
– Deliver products you have purchased
– Provide you with ongoing support

3.2 Providing customer services and respond to enquiries

The information we collect from you might be used to respond to your enquiries, concerns or complaints about our Website, products or services. We aim to respond to such enquiries as quickly as possible. We might also provide you with updates or announcements about changes to your accounts.

We might also use your personal data to provide you with additional information or updates about our services, special offers, and discount vouchers when you have opted to receive such updates in the form of email newsletters. If you have opted in to receive such email marketing materials, you can opt out at any time by using the unsubscribe link in the emails or by contacting us at

3.3 Reporting taxes or fulfilling other legal obligations

As a registered company, there are certain legal obligations we must adhere to in which your information may have to be disclosed, such as:

– When reporting VAT and other company taxes
– To comply with regulatory bodies or law enforcement agencies in relation to any claims which may arise.

Personal information is processed by us in order to fulfil our legal obligation of ensuring that use of our Website is lawful and non-fraudulent, does not disrupt our services, does not harass our staff or other individuals, and complies with our legal rights and obligations.

We might disclose your information to auditors, regulators, HMRC or other government bodies to the extent required by law for taxation and financial accounting purposes. Information might also be disclosed to third parties in order to:

– Apply or enforce our contractual terms
– Investigate potential breaches of the law or our terms
– Protect the rights, property or safety of our business, customers and staff

Should we reasonably believe that a user might have breached any applicable laws, we might use their personal information to inform necessary third parties such as law enforcement agencies, email service providers and internet service providers.

3.4 Processing financial transactions

The financial transactions which take place on our Website are processed by our third party payment service providers. We do not share your personal information with these third parties, and they do not share with us your financial information.

The third parties we use to process financial transactions are PayPal and Stripe. You can learn more about the ways in which these third parties collect and use your data by viewing their privacy policies.

– PayPal:
– Stripe:

4. How we share your personal information

We only share your personal information with third parties in the ways we describe in this privacy policy. To learn more about how your data is used by these third parties, you should read their own privacy policies which can be found on their websites.

4.1 Sharing of personal data with our personnel, suppliers and subcontractors

The personal information you supply to us is confidential but where necessary (for purposes outlined in this privacy policy), we may share it with our personnel, suppliers or subcontractors, provided that they adhere to our privacy policy rules and do not use the information independently. Sometimes the sharing of this information might involve data transfer outside of the EU; you can find more information about this in section 6.

Unless you have given consent, we will not pass your information on to third parties for the purposes of marketing. If you do give consent for this, you may notice that advertisements on our Website are targeted to you in order to provide you with more relevant marketing materials, or you may receive marketing communications from third parties for services which might be of interest to you.

If our company is ever involved in an acquisition, merger, sale or partial sale of our business or assets, the information we hold might be included as part of such a transaction. Should this situation occur, you will be notified of any changes in ownership, or in the use of your data and the choices you have regarding that data, via email.

5. Personal information of children

The Website is not designed for children under the legal age of their respective countries. We do not intend to solicit or collect data from or market products or services to children.

Should a parent or guardian find that their child has provided personal information to us or has requested communications from us without the consent of an adult, they should bring it to our attention immediately. We will delete the child’s personal information as soon as possible. We can be contacted at our email address,

6. Where we store and transfer your data

We store all of the information you provide to us on secure servers. Some of the third party service providers we use – for our Website tracking and analytics processes or for processing payments for purchases of our products or service – are located outside of the EU. This means that some of your personal data may be transferred internationally and stored outside of the EU. The contracts we have with these third parties ensure that appropriate safeguards are in place to protect your data, and these safeguards meet the requirements of EU data protection laws. For more information about this, please email

7. Security of your personal information

We take a variety of commercially reasonable security measures to ensure the personal data we process remains confidential and protected. Such measures apply at a technical level and organisational level. For example, SSL encryption is used on our Website to protect the data that is inputted by our users, and access to personal information is granted only to personnel who require the information to do a specific job, such as customer support representatives.

The security practices we use have been determined by taking into account the severity of risk that data breaches might pose to the freedoms and rights of those who use our Website, products and services. We take particular security precautions to protect against the loss, alteration, or unauthorised disclosure, either accidentally or unlawfully, of the personal data that we process.

We devote significant resources and time to implementing and maintaining our robust security measures since the safety of your personal data is a high priority to us. However, no security system is completely safe against all types of security breaches. When you use our Website and choose to share your information with us, you accept that such information is shared and transmitted at your own risk.

Where you have created an account on our Website and chosen a password to access this account, it is your responsibility to keep the password confidential. Please do not share this password with anybody else. It is good practice to change passwords for all online accounts on a regular basis in order to reduce the risk of data breaches, and we recommend you do so for your April Laugh account.

8. Retention of personal information

In accordance with good commercial practice and data protection laws, the data we collect is not stored for any longer than necessary in a form that enables identification of individuals. When personal information is no longer required for any of the purposes outlined in this privacy policy, we will either permanently delete it or remove identifying factors in order that it is no longer personal data. We may, however, use the anonymised data for business analysis or research purposes.

When you create an account with us or purchase a service from us and provide personal information, this information will be retained by us for as long as your account continues to be active. Personal information obtained by us which is in relation to our services or products and is relevant for VAT and invoicing purposes will be retained for at least six years in line with our legal financial reporting obligations.

9. Your choices and rights about the personal data we process

Under GDPR, you have the right to:

– Ask for a copy of the personal information we hold about you and correct any inconsistencies in the data
– Ask us to stop processing, restrict, or delete your personal information
– Request a machine-readable copy of your personal information which can be used with other service providers, and where technically possible you may request for this information to be sent to another service provider directly

Should you wish to request any of these actions, you can do so by emailing Please quote your name and address and some brief details of the information you would like us to stop processing, delete, send or correct.

GDPR also gives you the right to ask us not to use your personal data for the purposes of marketing. Before collecting data, we will ask for permission to use your information for marketing purposes through the use of certain checkboxes on our data collection forms. Should you opt to allow us to use your information for marketing purposes, you can opt-out at any time by contacting us.

If you are not happy with the ways in which we process your personal data, please inform us by emailing

Should you feel that your rights to data privacy under GDPR have been breached, you can make a complaint to the Information Commissioner’s Office – the UK’s data protection regulator – which can be done so here:

10. Changes to this privacy policy

Please note that this privacy policy may be updated from time to time, and those updates will appear on this page. If you would like to keep up to date with our privacy policy updates, please check this page regularly. You may also be notified by email of changes to the privacy policy.

You can email if you have any comments or questions about this privacy policy.

11. How to contact us

We welcome all comments, questions and requests in regard to this privacy policy or the ways in which we process your data. Please email with your enquiries.

If you have any questions, concerns or complaints about this  Privacy Policy, please contact us:

  • By email:
  • By visiting this page on our website:
  • By phone number: +44 7908 826118‬