Privacy Policy
Last updated: 3 November 2026
This policy explains what we collect when you sign up for the 12 Days of Pet-mas perk emails or ask for a free item, why we collect it, and what you can do about it.
The short version. We use your details to send you one perk email a day from 13 to 24 December, then tips and offers from HowPets and its partners. We send those offers ourselves: partners don't get your details. We never sell your details. If you ask for a free item, the brand that posts it gets your name and address, only to deliver it.
Who we are
12 Days of Pet-mas (petchristmascalendar.com) is run by JPLC Limited, trading as HowPets ("we", "us"). We're the data controller for the personal data collected on this site and in its emails. JPLC Limited also runs Pet Database, Tailster and Pet Matcher.
- Registered address: 14th Floor, 20 Eastbourne Terrace, London W2 6LG
- Company number: 12911760
- ICO registration: ZB550541
- Contact: support@howpets.com
What we collect
When you sign up
- Whether you have a dog or a cat, and your pet's name, breed and age
- Whether your pet is insured
- Your postcode
- Your email address
- That you ticked the consent box, the exact wording you saw, and when
When you ask for a free item
- Your full name and delivery address
- That you ticked the box to share your name and address with the brands whose free items you ask for, the wording and when
- Which items you asked for, and when
When you use the site and our emails
- How you found us, for example the advert or link you clicked
- Whether you open and click our emails
- Technical details such as your IP address, browser and device, used to keep the site secure and stop fake sign-ups. If you accept analytics cookies, also the pages you visit (see our Cookie policy)
We don't ask for payment details or create an account for you, and we don't knowingly collect data from anyone under 18.
How we use it, and our legal reasons
| What we do | Legal reason |
|---|---|
| Send you one perk email a day from 13 to 24 December, a welcome email, and the perks you missed if you join late | Consent, given with the tick box when you sign up |
| Send you tips and offers from HowPets and its partners after the calendar, including pet insurance quotes | Consent, given with the same tick box. You can withdraw it at any time |
| Use your pet's details to send you perks and offers that suit your pet (for example dog or cat versions) | Consent |
| Send a free item you ask for to the brand that posts it | Contract: you've asked us for the item, and your separate tick box when you first ask for a free item |
| Stop duplicate or fake sign-ups and requests, and keep the site secure | Legitimate interests in running the perks fairly |
| Measure how the site is used with analytics cookies | Consent, given in the cookie banner (OneTrust) |
| Keep records of consents and free-item requests, and respond to legal requests | Legal obligation |
Brands and partners
Pet brands provide the perks. Offers from our partners are sent by HowPets. Partners and brands don't get your email address or your pet's details, and we never sell your details to anyone.
Free items: when you ask for your first free item, we ask for your name and address and your permission to share them with the brands whose free items you ask for. For each item you ask for, we send your name and address to that brand only, so it can post the item to you. The brand may only use them for that delivery. We send them through a secure download link, never by email attachment.
Discount codes take you to the brand's own website. When you use one, that brand's privacy policy applies.
Who else sees your data
- Companies that run services for us, such as website hosting and our database (Cloudflare), email sending (Braze), our records of sign-ups and requests (Google Sheets, in our Google Workspace) and analytics ([analytics provider], only if you accept). They can only use your data to provide those services to us.
- The brand behind each free item you ask for (name and address only, as above).
- Companies in our group, Pinnacle Pet Group Limited and its subsidiaries, if you ask us for a pet insurance quote.
- Regulators, courts or the police, if the law requires it.
Where your data is stored
We store and process your data in the UK or the European Economic Area. If a provider moves data outside these areas, we make sure it's protected to the same standard, for example by using approved contract terms.
How long we keep it
- Sign-up details and your pet's details: until you unsubscribe from our emails, then [12 months] for our records
- Delivery addresses and free-item requests: [6 months] after the calendar closes, in case a delivery goes wrong
- Consent records: [6 years], so we can show you agreed
- After you unsubscribe: we keep your email on a "do not contact" list, so we don't email you again by mistake
Your rights
You can ask us to:
- give you a copy of the data we hold about you
- correct anything that's wrong
- delete your data
- limit how we use your data, or object to how we use it
- send your data to you or to another company in a format that's easy to reuse
To stop our emails, use the unsubscribe link at the bottom of any email. For everything else, email support@howpets.com. We'll reply within one month.
If you're unhappy with how we've handled your data, please tell us first. You can also complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113.
Changes to this policy
If we change this policy, we'll update the date at the top. If a change affects how we use data you've already given us, we'll email you first.