Petful Privacy Policy

Effective as of October 31, 2026

We respect your privacy and are committed to protecting it through our compliance with this privacy policy (“Policy”). This Policy describes the types of information we may collect from you or that you may provide (“Personal Information”) on the petful.com website (“Website” or “Service”) and any of its related products and services (collectively, “Services”), and our practices for collecting, using, maintaining, protecting, and disclosing that Personal Information. It also describes the choices available to you regarding our use of your Personal Information and how you can access and update it.

This Policy is a legally binding agreement between you (“User”, “you” or “your”) and P51 Media Ventures Ltd. (doing business as “Petful”, “we”, “us” or “our”). If you are entering into this agreement on behalf of a business or other legal entity, you represent that you have the authority to bind such entity to this agreement, in which case the terms “User”, “you” or “your” shall refer to such entity. If you do not have such authority, or if you do not agree with the terms of this agreement, you must not accept this agreement and may not access and use the Website and Services. By accessing and using the Website and Services, you acknowledge that you have read, understood, and agree to be bound by the terms of this Policy. This Policy does not apply to the practices of companies that we do not own or control, or to individuals that we do not employ or manage.

Table of Contents

Automatic Collection of Information; Collection of Personal Information; Categories of Personal Information Collected; Use and Processing of Collected Information; Cookies; Data Analytics; Site Search and Ask Petful; Do Not Track Signals; Advertisements; Your Privacy Choices; Social Media Features; Email Marketing; Affiliate Links; Links to Other Resources; Sensitive Personal Information; Privacy of Children; Payment Processing; Disclosure of Information; Retention of Information; Transfer of Information; Quebec Residents – Law 25; How to Exercise Your Rights; Information Security; Data Breach; Changes and Amendments; Acceptance of This Policy; Contacting Us; Policies.

Automatic Collection of Information

When you open the Website, our servers automatically record information that your browser sends. This data may include information such as your device’s IP address, browser type, and version, operating system type and version, language preferences or the webpage you were visiting before you came to the Website and Services, pages of the Website and Services that you visit, the time spent on those pages, information you search for on the Website, access times and dates, and other statistics.

Information collected automatically is used to identify potential cases of abuse, establish statistical information regarding the usage and traffic of the Website and Services, and, where you have consented or where otherwise permitted by law, to deliver relevant advertising and analytics. This statistical information is not otherwise aggregated in such a way that would identify any particular User of the system.

Collection of Personal Information

You can access and use the Website and Services without telling us who you are or revealing any information by which someone could identify you as a specific, identifiable individual. If, however, you wish to use some of the features offered on the Website, you may be asked to provide certain Personal Information (for example, your name and e-mail address).

We receive and store any information you knowingly provide to us when you publish content, make a purchase, subscribe to our newsletter, or complete any form on the Website. When required, this information may include the following:

• Contact information (such as email address, phone number)
• Basic personal information (such as name, country of residence)
• Payment information (such as credit card details, bank details)
• Any other materials you willingly submit to us (such as articles, images, feedback, comments)

You can choose not to provide us with your Personal Information, but then you may not be able to take advantage of some of the features on the Website. Users who are uncertain about what information is mandatory are welcome to contact us.

Categories of Personal Information Collected

In the preceding twelve (12) months, we may have collected the following categories of Personal Information, as those categories are defined under the California Consumer Privacy Act / California Privacy Rights Act (“CCPA/CPRA”) and comparable U.S. state privacy laws:

• Identifiers: name, email address, postal address, phone number, IP address, device identifiers, online identifiers, and account login credentials.
• Commercial information: records of products or services purchased, obtained, or considered, and subscription or newsletter preferences.
• Internet or other electronic network activity: browsing and search history on our Website; information about your interaction with our Website, emails, and advertisements.
• Geolocation data: approximate location derived from IP address. We do not collect precise geolocation.
• Audio, electronic, visual, or similar information: photos or images you voluntarily upload.
• Professional or employment-related information: where voluntarily provided (for example, contributor or author applications).
• Inferences: drawn from the above to create a profile reflecting preferences, characteristics, behavior, and attitudes, used to personalize content and advertising.

Sources of Personal Information: directly from you; automatically through cookies, pixels, and similar technologies on our Website; from third-party advertising and analytics partners; from affiliate networks; and from payment processors.

Business or commercial purposes for collection: operating the Website and Services; personalizing your experience; serving and measuring advertising (including targeted advertising); analytics; security and fraud prevention; compliance with legal obligations; and email communications you have opted into.

Categories of third parties with whom we share Personal Information include: analytics providers (such as Google Analytics), advertising networks (such as Google), affiliate networks (such as Amazon Associates, Impact, ShareASale), cloud and hosting providers, database providers, and payment processors.

Use and Processing of Collected Information

We act as a data controller and a data processor in terms of the GDPR when handling Personal Information, unless we have entered into a data processing agreement with you in which case you would be the data controller and we would be the data processor.

Our role may also differ depending on the specific situation involving Personal Information. We act in the capacity of a data controller when we ask you to submit your Personal Information that is necessary to ensure your access and use of the Website and Services. In such instances, we are a data controller because we determine the purposes and means of the processing of Personal Information and we comply with data controllers’ obligations set forth in the GDPR.

We act in the capacity of a data processor in situations when you submit Personal Information through the Website and Services. We do not own, control, or make decisions about the submitted Personal Information, and such Personal Information is processed only in accordance with your instructions. In such instances, the User providing Personal Information acts as a data controller in terms of the GDPR.

In order to make the Website and Services available to you, or to meet a legal obligation, we may need to collect and use certain Personal Information. If you do not provide the information that we request, we may not be able to provide you with the requested products or services. Any of the information we collect from you may be used for the following purposes: fulfill and manage orders; deliver products or services; improve products and services; send marketing and promotional communications; send product and service updates; respond to inquiries and offer support; improve user experience; deliver targeted advertising; administer prize draws and competitions; enforce terms and conditions and policies; protect from abuse and malicious users; respond to legal requests and prevent harm; run and operate the Website and Services.

Processing of your Personal Information depends on how you interact with the Website and Services, where you are located in the world, and which legal basis applies: (i) you have given your consent for one or more specific purposes; (ii) provision of information is necessary for the performance of an agreement with you and/or for any pre-contractual obligations thereof; (iii) processing is necessary for compliance with a legal obligation to which you are subject; (iv) processing is related to a task carried out in the public interest or in the exercise of official authority vested in us; (v) processing is necessary for the purposes of the legitimate interests pursued by us or by a third party.

We rely on the following legal bases as defined in the GDPR upon which we collect and process your Personal Information: User’s consent; compliance with the law and legal obligations; and our own legitimate interests.

We do not engage in automated decision-making or profiling that produces legal or similarly significant effects concerning you.

Summary of Your Privacy Rights

GDPR (EEA, UK, Switzerland)

If you live in the EEA, UK, or Switzerland, you can:

1. Withdraw consent for processing your personal information (processing before withdrawal stays lawful).
2. Find out if we process your data, get details about that processing, and request a copy of your data.
3. Check and correct inaccurate data and ask us to complete incomplete data.
4. Object to processing based on legal grounds other than consent, including objecting to direct marketing at any time.
5. Restrict processing of your data in certain cases.
6. Request erasure of your data in certain cases.
7. Receive your data in a portable format and, where technically feasible, have it sent to another controller.
8. Complain to a data protection authority about our handling of your data.

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California (CCPA/CPRA)

If you live in California, you can:

• Right to Know / Access: Request the categories and specific pieces of personal information we collected, sources, purposes, and categories of third parties we share with.
• Right to Delete: Ask us to delete personal information we collected from you, subject to legal exceptions.
• Right to Correct: Ask us to correct inaccurate personal information.
• Right to Opt-Out of Sale or Sharing: Opt out of any “sale” or “sharing” of your personal information for cross-context behavioral advertising. We don’t sell for money, but some ad cookies may count as “sharing.” To opt out, contact us using the details in the Contacting Us section.
• Right to Limit Use of Sensitive Personal Information: Not applicable because we don’t use/disclose it in ways that trigger this right.
• Right to Non-Discrimination: We won’t discriminate against you for exercising your rights and we don’t offer financial incentives for data.
• Authorized Agents: You can appoint an agent to act for you; we may ask for proof of authority and verify your identity.
• Shine the Light: We don’t share personal information with third parties for their own direct marketing, so there’s nothing to disclose under this law.

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Other U.S. States

If you live in CO, CT, DE, IN, IA, KY, MD, MN, MT, NE, NH, NJ, OR, RI, TN, TX, UT, or VA, you may be able to:

• Confirm whether we process your personal information and access it.
• Correct inaccuracies.
• Delete personal information collected from or about you.
• Get a portable, machine-readable copy of your data.
• Opt out of:
  • Targeted advertising,
  • Sale of personal information,
  • Profiling in decisions with legal or similarly significant effects.
• Appeal if we deny your privacy request; if the appeal is denied, you can contact your state Attorney General.

Nevada residents can opt out of future “sales” of covered personal information by contacting us. We do not currently sell personal information as defined by Nevada law.

Cookies

Our Website and Services use “cookies” to help personalize your online experience. A cookie is a text file that is placed on your hard disk by a web page server. Cookies cannot be used to run programs or deliver viruses to your computer. Cookies are uniquely assigned to you, and can only be read by a web server in the domain that issued the cookie to you. If you choose to decline cookies, you may not be able to fully experience the features of the Website and Services.

We may use cookies to collect, store, and track information for security and personalization, to operate the Website and Services, and for statistical purposes. For further information on the cookies we collect and their purpose, see our Cookie Policy. Please note that you have the ability to accept or decline cookies. Most web browsers automatically accept cookies by default, but you can modify your browser settings to decline cookies if you prefer.

Data Analytics

Our Website and Services may use third-party analytics tools, such as Google Analytics, that use cookies, web beacons, or other similar information-gathering technologies to collect standard internet activity and usage information. For more information on the privacy practices of Google, please visit the Google Privacy and Terms web page: Google Analytics Privacy Policy.

The information gathered is used to compile statistical reports on User activity such as how often Users visit our Website and Services, what pages they visit and for how long, etc. We use the information obtained from these analytics tools to monitor the performance and improve our Website and Services. We do not use third-party analytics tools to track or to collect any personally identifiable information of our Users and we will not associate any information gathered from the statistical reports with any individual User.

Site Search and Ask Petful

When you use the search on our Website or ask a question through Ask Petful, the AI answer feature on our Website, we receive the words you type. Search results and answers come from our own articles and tools. To produce them, your search terms and questions are processed by our service providers, mainly Google Cloud (Vertex AI Search). Search terms and questions are also included in our website analytics, described under Data Analytics.

We keep a record of searches and questions to understand what our readers need and to improve our content, search, and tools. Each record contains the search term or question, the answer shown for a question, the articles and tools it pointed to, which results or links were opened, and the date and time. Questions asked in the same Ask Petful conversation share a random conversation ID so they can be read together. Before a search term or question is stored, we automatically remove email addresses and phone numbers that we detect. We do not link these records to your name, email address, IP address, or any account.

To keep results relevant, your browser stores a random identifier that is sent to Google Cloud with your searches, questions, and the results you open, to help rank results. It does not identify you, and it stays until you clear this site’s data in your browser. Your Ask Petful conversation is kept in your browser only for the current browsing session so you can continue it while you read, and Google Cloud keeps it as a session so follow-up questions are answered in context. Closing the tab or selecting “Start over” clears the copy in your browser; it does not delete the records described above.

Because these records are not linked to any individual, we may keep them indefinitely and use them in aggregate. Please do not include personal details about yourself or others, such as names, addresses, or contact information, in your searches or questions. If you included information you would like removed, contact us using the details below and tell us the approximate date and wording so we can find and delete it.

Separately, if you ask us to email you when we publish an article on something you searched for or asked, we store your email address with that search or question and the date, and our editorial team receives it by email so we can follow up with you. This request is kept apart from the search and question records described above. We use your email address only to tell you about that article; we do not add it to our newsletter or share it. You can ask us to delete it at any time using the details below.

Do Not Track Signals

Because there is no uniform industry standard for how browsers communicate Do Not Track (“DNT”) signals, we do not currently respond to DNT signals.

Advertisements

We may display online advertisements and we may share aggregated and non-identifying information about our customers that we or our advertisers collect through your use of the Website and Services. We do not share personally identifiable information about individual customers with advertisers. In some instances, we may use this aggregated and non-identifying information to deliver tailored advertisements to the intended audience.

We may also permit certain third-party companies to help us tailor advertising that we think may be of interest to Users and to collect and use other data about User activities on the Website. These companies may deliver ads that might place cookies and otherwise track User behavior. Petful’s advertising partners include Google, Amazon, Impact, and ShareASale.

You can opt out of interest-based advertising through the following industry mechanisms: Digital Advertising Alliance (DAA) at optout.aboutads.info; Network Advertising Initiative (NAI) at optout.networkadvertising.org; European Interactive Digital Advertising Alliance (EDAA) at youronlinechoices.eu; and the AppChoices mobile app from the DAA.

Your Privacy Choices

You can manage your privacy choices through the following mechanisms: setting your browser to decline or delete cookies; submitting an access, deletion, correction, opt-out, or portability request through our data subject request form or by contacting us using the details in the Contacting Us section; or visiting the Digital Advertising Alliance, Network Advertising Initiative, or European Interactive Digital Advertising Alliance opt-out pages.

Social Media Features

Our Website and Services may include social media features, such as the Facebook and X (formerly Twitter) buttons, Share This buttons, etc. (collectively, “Social Media Features”). These Social Media Features may collect your IP address, what page you are visiting on our Website and Services, and may set a cookie to enable Social Media Features to function properly. Social Media Features are hosted either by their respective providers or directly on our Website and Services. Your interactions with these Social Media Features are governed by the privacy policy of their respective providers.

Email Marketing

We offer electronic newsletters to which you may voluntarily subscribe at any time. We are committed to keeping your email address confidential and will not disclose your email address to any third parties except as allowed in the information use and processing section or for the purposes of utilizing a third-party provider to send such emails. We will maintain the information sent via email in accordance with applicable laws and regulations.

In compliance with the CAN-SPAM Act (United States), all commercial emails sent from us will clearly identify the sender, include a valid physical postal address, and provide clear instructions on how to unsubscribe. We will honor opt-out requests within 10 business days.

For recipients in Canada, we comply with Canada’s Anti-Spam Legislation (“CASL”). We send commercial electronic messages only with your express or implied consent as defined under CASL. Each such message includes our identifying information and a free, clearly visible unsubscribe mechanism effective within 10 business days. You may withdraw your consent at any time by following the unsubscribe instructions or by contacting us.

You may choose to stop receiving our newsletter or marketing emails by following the unsubscribe instructions included in these emails or by contacting us. However, you will continue to receive essential transactional emails.

Affiliate Links

We may engage in affiliate marketing and have affiliate links present on the Website and Services for the purpose of being able to offer you related or additional products and services. If you click on an affiliate link, a cookie will be placed on your browser to track any sales for purposes of commissions. Material connections with advertisers, affiliate networks, and sponsors are disclosed where relevant in accordance with U.S. Federal Trade Commission guidelines and the Competition Bureau of Canada’s guidance on influencer and affiliate marketing.

Links to Other Resources

The Website and Services contain links to other resources that are not owned or controlled by us. Please be aware that we are not responsible for the privacy practices of such other resources or third parties. We encourage you to be aware when you leave the Website and Services and to read the privacy statements of each and every resource that may collect Personal Information.

Sensitive Personal Information

We do not knowingly collect or use "Sensitive Personal Information" as defined under the CPRA or comparable U.S. state privacy laws (such as Social Security numbers, government identification numbers, financial account credentials with security codes, precise geolocation, racial or ethnic origin, religious beliefs, human health information about the User, or genetic or biometric data for identification purposes). If you voluntarily submit such information through comments or forms, we do not use it for the purpose of inferring characteristics about you.

Privacy of Children

We do not knowingly collect any Personal Information from children under the age of 13 in compliance with the U.S. Children’s Online Privacy Protection Act ("COPPA"). If you are under the age of 13, please do not submit any Personal Information through the Website and Services. If you have reason to believe that a child under the age of 13 has provided Personal Information to us through the Website and Services, please contact us to request that we delete that child’s Personal Information from our Services. Parents and legal guardians have the right to review, delete, and refuse further collection of their child’s Personal Information by contacting us using the details in the Contacting Us section.

We also do not knowingly "sell" or "share" (as those terms are defined under CCPA/CPRA) the Personal Information of consumers under 16 years of age without affirmative opt-in consent.

We encourage parents and legal guardians to monitor their children’s Internet usage and to help enforce this Policy by instructing their children never to provide Personal Information through the Website and Services without their permission.

Payment Processing

In case of Services requiring payment, you may need to provide your credit card details or other payment account information, which will be used solely for processing payments. We use third-party payment processors ("Payment Processors") to assist us in processing your payment information securely. Payment Processors adhere to PCI Security Standards. We share payment data with Payment Processors only to the extent necessary to process payments, refunds, and related complaints. Payment Processors’ use of your Personal Information is governed by their respective privacy policies.

Disclosure of Information

We may share your information with our affiliates, contracted companies, and service providers (collectively, "Service Providers") that assist in operating the Website and Services and whose privacy practices are consistent with ours. We do not sell Personal Information for monetary consideration. Our use of third-party advertising cookies to deliver targeted advertising may constitute "sharing" under the CCPA/CPRA or "targeted advertising" under other U.S. state privacy laws; see "Your Privacy Choices" for how to opt out.

Service Providers are not authorized to use or disclose your information except as necessary to perform services on our behalf or comply with legal requirements. We may also disclose Personal Information if required or permitted by law, to comply with legal process, or to protect our rights or the safety of others. In the event of a merger, acquisition, or sale of assets, your Personal Information will likely be among the assets transferred.

Retention of Information

We retain Personal Information for the period necessary to fulfill the purposes described in this Policy, comply with our legal obligations, resolve disputes, and enforce our agreements. The specific retention period depends on the type of Personal Information and the purpose for which we collected it:

• Newsletter subscriber data (email address, preferences): until you unsubscribe, then up to 12 months in a suppression list to honor your opt-out.
• Contact form submissions: up to 24 months after resolution of your inquiry.
• Payment records: as required by applicable tax, accounting, and anti-money-laundering law (typically 7 years).
• Analytics data (aggregated, de-identified): up to 26 months.
• Advertising and retargeting identifiers: up to 13 months.
• Website server logs (IP address, request metadata): up to 90 days, except where retained longer for security investigations.
• Data subject request records: for the period required by applicable privacy law (typically 24 months).

In no event will we retain Personal Information for longer than 60 months after your last interaction with the Website and Services, except where a longer retention period is required or permitted by law. Once the retention period expires, Personal Information shall be deleted.

Transfer of Information

Depending on your location, data transfers may involve transferring and storing your information in a country other than your own, including the United States and Canada. Where we transfer Personal Information out of the EEA, the United Kingdom, or Switzerland, we rely on appropriate transfer mechanisms (such as Standard Contractual Clauses) or your explicit consent.

Before transferring Personal Information of Quebec residents outside Quebec, we conduct a privacy impact assessment and implement contractual and technical safeguards designed to ensure an adequate level of protection, as required by An Act respecting the protection of personal information in the private sector (as amended by Law 25).

Quebec Residents – Law 25

If you are a resident of Quebec, Canada, An Act respecting the protection of personal information in the private sector (as amended by Law 25) provides the following rights regarding Personal Information we hold about you: right of access; right of rectification; right to withdraw consent; right to de-indexation and cessation of dissemination where it causes serious injury; right to data portability; and the right to be informed of automated decision-making. We do not currently make decisions based exclusively on automated processing that have legal or similarly significant effects. If we ever do, we will inform you and allow you to submit observations.

Cross-border transfers: Your Personal Information may be transferred outside Quebec, including to the United States, for processing by our service providers. Before such transfers, we conduct a privacy impact assessment and implement contractual and technical safeguards designed to ensure an adequate level of protection.

Privacy Officer: The person responsible for the protection of Personal Information at Petful is the Privacy Officer, who can be contacted at support@petful.com or at the Canadian address listed in the Contacting Us section. You may file a complaint with our Privacy Officer. If dissatisfied with our response, you may lodge a complaint with the Commission d’accès à l’information du Québec.

Breach notification: In the event of a confidentiality incident presenting a risk of serious injury, we will notify the Commission d’accès à l’information and affected individuals without delay, as required by Law 25.

French-language version: A French-language version of this Policy is available on request by emailing support@petful.com.

How to Exercise Your Rights

Any requests to exercise your rights can be directed to us through the contact details in this document or through our online data subject request form. We may ask you to verify your identity (or your authorized representative’s authority) before responding. Your request must include enough detail for us to understand and respond. We cannot respond or provide Personal Information until we verify your identity or authority and confirm the data relates to you.

We will respond within the timeframe required by applicable law (typically 45 days under CCPA/CPRA, 30 days under GDPR, and 30 days under Quebec Law 25), and we may extend that period where permitted by law and upon notifying you of the extension.

Information Security

We secure information you provide on computer servers in a controlled, secure environment, protected from unauthorized access, use, or disclosure. We maintain reasonable administrative, technical, and physical safeguards to protect Personal Information in our control and custody. However, no data transmission over the Internet can be guaranteed. While we strive to protect your Personal Information, you acknowledge the inherent security and privacy limitations of the Internet. As the security of Personal Information depends in part on the security of your device and credentials, please take appropriate measures to protect this information.

Data Breach

In the event we become aware that the security of the Website and Services has been compromised or Users’ Personal Information has been disclosed to unrelated third parties as a result of external activity, we reserve the right to take reasonably appropriate measures, including investigation, reporting, and notification to and cooperation with law enforcement authorities.

Where required by applicable law, including state breach-notification statutes in the United States, Canadian federal and provincial law (including PIPEDA and Quebec Law 25), and the GDPR, we will notify affected individuals and relevant regulators within the timeframes required by those laws. Notification may be provided by posting a notice on the Website, by email to the address on file, or by other reasonable means.

Changes and Amendments

We reserve the right to modify this Policy at any time at our discretion. When we do, we will revise the updated date at the bottom of this page. An updated version of this Policy will be effective immediately upon posting unless otherwise specified. Your continued use of the Website and Services after the effective date will constitute your consent to those changes. However, we will not, without your consent, use your Personal Information in a manner materially different than what was stated at the time it was collected.

Acceptance of This Policy

You acknowledge that you have read this Policy and agree to all its terms. By accessing and using the Website and Services and submitting your information you agree to be bound by this Policy. If you do not agree, you are not authorized to access or use the Website and Services.

Contacting Us

For any questions regarding the information we hold about you or to exercise your rights, you may use our data subject request form or contact us using the details below:

• Online: https://www.petful.com/contact/
• Email (Privacy Officer): support@petful.com
• USA: 224 W 35th Str Ste 500, New York, NY 10001
• Canada: 1383 W. 8th Ave., Vancouver, BC V6H 3W4

We will attempt to resolve complaints and disputes and make every reasonable effort to honor your wish to exercise your rights as quickly as possible and in any event within the timescales provided by applicable data protection laws.

Policies

• Petful Terms of Use Agreement
• Petful Cookie Policy
• Petful Commenting Policy

This document was last updated on October 31, 2026.