Privacy policy

True Prey Ltd, trading as Protocol Raw ("Protocol Raw", "we", "us", or "our"), operates protocolraw.com and related services, including our batch verification portal at proof.protocolraw.com. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit our website, use our services, or make a purchase.

We are committed to transparency in everything we do, from publishing independent laboratory test results for every batch of our dog food, to being clear about how we handle your data.

The bold text at the start of each section is a plain-English summary. The numbered sections beneath it are the policy that applies.

1. Information We Collect

What you tell us: your contact details, your dog's details, and anything you send to support. What we collect as you browse: standard device and usage data.

1.1 Information You Provide

When you use our services, you may provide us with: contact details (name, email address, phone number, delivery and billing addresses); payment information (processed securely by our payment providers, we do not store card details); account credentials (email and password for your account); pet information (your dog's name, weight, age, activity level, and health details entered into our feeding calculator); and communications (messages you send to our customer support).

1.2 Information Collected Automatically

When you visit our website, we automatically collect: device information (browser type, operating system, IP address); usage data (pages visited, time spent, navigation patterns); and cookies and similar technologies (see Section 6 for details).

2. How We Use Your Information

To get the right food to the right address on the right day, to answer you when you get in touch, and to keep improving the product. Marketing only if you asked for it.

We use your information for specific, legitimate purposes:

Order fulfilment: Processing your subscription, calculating feeding recommendations, arranging delivery, and handling returns or exchanges.

Customer service: Responding to enquiries, providing delivery updates, and resolving issues.

Service improvement and research: Understanding how you use our website and services to make improvements. We also use aggregated and anonymised data for statistical analysis, product development, demand forecasting, and nutritional research to improve our formulations and feeding recommendations.

Communications: Sending transactional emails (order confirmations, delivery notifications), and marketing communications if you have opted in.

Security: Detecting and preventing fraud, protecting our systems, and ensuring safe transactions.

Legal compliance: Meeting our legal and regulatory obligations.

3. How We Share Your Information

Only with the companies who help us run the business, and only what each of them needs. We don't sell your data.

We share your information only when necessary:

Service providers: We work with companies who help us run the business. Each receives only the data it needs.

Our store, checkout and subscription platforms. Our database. Our email and delivery partners. Our website and analytics providers. The providers that process messages you send to customer support.

Several are based in the United States. Section 8 explains the safeguards that apply. If you'd like the current list of the companies we work with, email hello@protocolraw.com.

Analytics and research: We analyse aggregated data to understand feeding patterns, product performance, and market trends. This analysis uses anonymised data that does not identify you personally. We may share aggregated, non-identifiable insights with partners or publish them for industry research purposes.

Legal requirements: We may disclose information if required by law, court order, or to protect our rights and the safety of others.

Business transfers: If Protocol Raw is acquired or merged with another company, your information may be transferred as part of that transaction.

We do not sell your personal information to third parties.

4. Your Rights

You can ask to see the data we hold about you, correct it, or ask us to delete it where the law allows. Email us and we'll normally respond within a month.

Under UK data protection law, you have the right to: access the personal information we hold about you; correct any inaccurate information; request deletion of your data (subject to legal retention requirements); restrict or object to certain processing; receive your data in a portable format; and withdraw consent where processing is based on consent.

To exercise any of these rights, contact us at hello@protocolraw.com. We will respond within one month.

5. Data Retention

We keep order and transaction records for seven years after your subscription ends, so we can meet our legal, tax and accounting obligations. Other data is kept only for as long as we need it. Marketing preferences last until you unsubscribe.

We retain your personal information for as long as necessary to provide our services and fulfil the purposes described in this policy. Specifically: account and order data is retained for the duration of your subscription plus 7 years for legal and accounting purposes; feeding calculator data is retained to enable service continuity; marketing preferences are retained until you unsubscribe; and website analytics data is retained in aggregated form.

6. Cookies and Similar Technologies

The cookies that make the site work are always on. Analytics and marketing cookies are only set if you accept them, and you can change your mind whenever you like.

We use cookies for: essential site functionality (login sessions, shopping basket); analytics (with your consent, to understand how visitors use our site); and marketing (with your consent, to show relevant advertisements).

Non-essential cookies (analytics and marketing) are only set after you accept them through our cookie banner. You can change your choice at any time, and you can also control cookies through your browser settings. Note that disabling essential cookies may affect site functionality.

6.1 Google Analytics 4

We use Google Analytics 4 to understand aggregate site traffic patterns, including traffic sources, page popularity, and conversion funnel measurement. Once you accept analytics cookies, Google Analytics drops the _ga and _gid cookies in your browser. We use this data in aggregated form only.

6.2 Microsoft Clarity

We use Microsoft Clarity to observe how visitors interact with our site, including session recordings (mouse movements, clicks, scrolling) and heatmaps. We use this data to identify friction points and improve page design. Once you accept analytics cookies, Clarity drops its own cookies in your browser. Clarity masks all form input fields by default, so the contents of forms (including any personal information you type) are not recorded, and recordings are not linked to identifiable customer data.

For customers in the UK and EU, the contracting entity is Microsoft Ireland Operations Limited; Clarity stores data in the Microsoft Azure cloud, with transfers from Microsoft Ireland to Microsoft Corporation (United States) governed by the European Commission's Standard Contractual Clauses, and the UK International Data Transfer Addendum where applicable. Clarity retains most session recordings for 30 days from the time of recording; favourited recordings and a randomly sampled subset are retained for up to 13 months, after which they are automatically deleted.

7. Security

We use encrypted connections, PCI-compliant payment providers, and controls over who can access your data internally. No system can remove every risk, but we limit access to what people need to do their job.

We implement appropriate technical and organisational measures to protect your information, including: encrypted data transmission (HTTPS); secure payment processing through PCI-compliant providers; access controls limiting who can view your data; and regular security assessments.

No system is completely secure. We encourage you to use a strong, unique password for your account.

8. International Data Transfers

Some of the companies we work with are based outside the UK. When your data goes to them, it travels under the safeguards UK law requires.

Some of our service providers operate outside the UK and European Economic Area. When we transfer data internationally, we ensure appropriate safeguards are in place, including Standard Contractual Clauses approved by the UK Information Commissioner's Office and European Commission, or transfers to countries with adequate data protection laws.

9. Children's Privacy

Our services are for adults. We don't knowingly collect data from anyone under 18.

Our services are not intended for children under 18. We do not knowingly collect personal information from children. If you believe we have inadvertently collected data from a child, please contact us immediately.

10. Third-Party Links

If a link takes you off our site, that site's privacy policy applies, not ours.

Our website may contain links to third-party sites. We are not responsible for their privacy practices. We encourage you to review the privacy policies of any site you visit.

11. Changes to This Policy

If we change this policy we'll post the new version here, and we may email you as well if the change is significant.

We may update this Privacy Policy from time to time. We will notify you of material changes by posting the updated policy on our website with a new "Last updated" date. For significant changes, we may also notify you by email.

12. Contact Us

If you have questions about this Privacy Policy or how we handle your data, contact us:

For UK data protection law purposes, True Prey Ltd (Company No. 16731608), trading as Protocol Raw, is the data controller responsible for your personal information.

If you are not satisfied with our response, you have the right to lodge a complaint with the Information Commissioner's Office (ICO).