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Please read this Privacy Policy before using the Sure Petcare website (“Website”) operated by SureFlap Limited doing business as “Sure Petcare” ("us", "we", "our" or “Company”). 


We are committed to protecting and respecting your privacy as required by applicable data protection laws and regulations in the jurisdictions in which we operate.

This Privacy Policy informs you of our policies regarding the collection, use, processing and disclosure of personal data when you use our Website. This Privacy Policy, together with our Terms of Use set out here and any updates to the same, applies to your use of our Website.


SureFlap Limited (company registration no. 6399085), whose registered office is at Ground Floor Building 2030, Cambourne Business Park, Cambourne, Cambridgeshire, England, CB23 6DW UK, is the data controller of any personal data collected and processed on this Website.  We are a wholly owned subsidiary of Merck & Co, Inc., known as MSD outside the USA and Canada, a company based in Rahway, New Jersey, USA.


If you have any questions about this Privacy Policy or how Sure Petcare processes your personal data when visiting our Website, please contact us where indicated in the “Contact Information” section below. 


Collection and Processing of Personal Data  

We collect and process personal data when you visit our Website, to enable you to purchase products from us, as well as for the other purposes set out in the table below, such as to facilitate your communications with the Company and review the feedback you provide. Where applicable law requires a legal basis to process personal data, we have specified it below.    



Personal Data 

Legal Basis 

To enable you to purchase products from us via the Website, and to ship those products to you or another designated recipient.  

Name; billing address; shipping address; email address; phone number; country; user ID and password, product purchased; date of purchase; payment details (to the extent they are not held by the third party payment services provider).

To enter into and perform our obligations under a sales contract with you via the Website.

To enable you to register your product warranty with us.

Name; billing address; shipping address; email address; phone number; country; user ID and password, product purchased; date of purchase; information on your pet (microchip number, name, date of birth, species, color, type of food, weight, medical conditions).

To fulfill our contractual obligations to provide you services with respect to your product warranty.

To respond to your queries and provide customer support services when you contact us by phone, email, live chat, chatbot, or via our social media channels.

Name; phone number; email address; postal address; pet microchip number; Facebook or Twitter username(s) (if applicable); any other personal data you provide related to your query.

Our legitimate interest to respond to your queries and provide customer support services.

To send marketing communications including promotional offers to you from us or third parties where you have accepted or consented to receive such offers and information in line with your interests and preferences.

Name; email address; country of residence, communication preferences; pet species and breed.

Your consent to receive marketing communications, which you may withhold or withdraw at any time by selecting the “unsubscribe” link shown in every marketing communication you receive from us.

To provide you with a more effective user experience and improve the performance of our Website.

IP address; device type; browser; country; language; region; device identifier(s); any other personal data collected by our system logs in relation to your device(s).

Our legitimate interest to provide a more effective user experience and improve the performance of our Website.

To make our Website more secure, and to administer our site, as well as for internal operations, including troubleshooting, data and analysis, identity verification checks and testing.

IP address; device type; browser; country; language; region; device identifier(s); any other personal data collected by our system logs in relation to your device(s).

Our legitimate interest to secure and administer our Website.

To conduct research and statistical analysis (including, inter alia, via standard third-part data analytics tools), and for survey and feedback purposes.

IP address; device type; browser; country; language; region; device identifier(s); any other personal data collected by our system logs in relation to your device(s); survey responses.

Our legitimate interest to conduct research and market analysis, including conducting optional surveys.

To provide information in relation to a merger, acquisition, insolvency, or other business transaction.

Any personal data indicated above, in accordance with applicable data protection laws.

Our legitimate interest to operate our business, sell or acquire other businesses, and ensure the ongoing continuity of such businesses.

If we are unable to collect your personal data, we may be unable to provide certain features of the Website and related services to you. 

Where we process personal data on the basis of your consent, applicable law may afford you the right to withdraw such consent at any time without affecting the lawfulness of the processing based on the consent prior to its withdrawal.  


Sharing and Transfer of Personal Data 

We may share or otherwise disclose your personal data to the following categories of recipients in the following circumstances:  

  • Our affiliates: to fulfil the purposes specified above in accordance with this Privacy Policy;
  • Business partners, suppliers and sub-contractors: to help us fulfil your order, process payment, provide specialized services (such as customer service, billing, marketing, advertising, hosting, data processing and other services related to improving and optimizing the Website), and to assess fraud, credit and/or security risks;  
  • Law enforcement authorities, courts, and administrative or regulatory bodies: to comply with applicable legislation, a court order or legal process;
  • Other third parties as necessary: for purposes such as to protect and defend our (or our licensor’s) rights or property, prevent fraud or violations of our Terms of Use, and ensure the personal safety of other users of the Website (or the public at large).
  • Potential purchasers or investors: in the event that we sell, assign or transfer some or all of our business or assets to a successor or acquirer, or if we are acquired by or merge with a third party, or if we file for bankruptcy or becomes insolvent, we may disclose, sell, assign or transfer all of your personal data as part of the transaction.


Your use of the Website may involve the transfer, storage and processing of your personal data in jurisdictions outside your country of residence.  Where applicable law requires your consent for such transfers, you agree to the transfer by submitting your personal data to us.  Please note that the privacy and data protection laws of such jurisdictions may not be as comprehensive as those in which you reside, in which case we will take measures to ensure your personal data is protected in accordance with applicable law pursuant to authorized transfer mechanisms, which may include:

  • transferring your personal data to a country that has been deemed to provide an adequate level of protection by the European Commission or UK government, as applicable;
  • using the Standard Contractual Clauses, a copy of which we will provide to you upon request; or
  • relying on a derogation under specific circumstances, where applicable.

You can contact us at privacy@surepetcare.com for details on how we protect specific transfers of your data.


Cookies and Similar Technologies

We use cookies and similar technologies to provide the Website and collect analytics data related to your use of the Website, as well as to collect feedback, enable target advertising and certain social media features.  Data collected by such cookies and technologies may include:

  • technical information, including the IP address used to connect your computer to the internet, login information, browser type and version, time zone setting, browser plug-in types and versions, screen resolution, operating system, app version, device model, device operating system, device make, GPS location data and mobile and browser platform; and
  • information about your visit, including the full Uniform Resource Locators, clickstream to, through and from our site (including date and time), page response times, download errors, length of visits to certain pages, page interaction information (such as scrolling, clicks, and mouse-overs) and methods used to browse away from the page.

When you first visit our Website, you will be presented with a Privacy Preferences Center that gives you the ability to consent (or withhold consent) to any non-essential cookies used on the Website, and provides additional information about each category and type of cookie.  You can modify your selections at any time by selecting the “Cookie Preferences” at the bottom of every page on our Website.


Retention and Deletion of Your Personal Data

Where we collect personal data in relation to a purchase, we will retain that information for a period of 7 years so that we can comply and assist with any accounting questions that may arise.


Where we use your personal data to contact you for marketing communications, if you have opted-in:

  • we will contact you at least every 2 years to ensure you are happy to continue receiving electronic communications from us; or
  • if you tell us that you no longer wish to receive marketing communications from us, we promise to stop sending them to you.

Where we process personal data for any other reason (such as where you have contacted us with a question in connection with the Website) we will retain your data for 5 years.


In some circumstances; we may anonymize your data so that it can no longer be associated with you for research or statistical purposes, in which case we may use this information indefinitely.


Your Rights and Choices 

You can opt out of marketing emails by utilizing the “unsubscribe” link or other mechanism noted in marketing emails you receive from us.

In accordance with applicable law (including relevant exemptions, as applicable), you may have the right to object to or request restriction of processing of your personal data, as well as the right to request access, rectification, erasure and portability of your personal data.  Where Sure Petcare is using your personal data on the basis of your consent, you have the right to withdraw this consent at any time without affecting the lawfulness of the processing based on the consent prior to its withdrawal.  To exercise your rights where they apply, please contact us through one of the methods specified below. You also have the right to lodge a complaint with a data protection authority.



We have implemented suitable security policies, rules and technical measures designed to protect and safeguard personal data from unauthorized access, improper use or disclosure, unauthorized modification, unlawful destruction or accidental loss.  All of our employees and data processors that have access to, and are associated with, the processing of your personal data, are obliged to respect the confidentiality of your personal data. However, we cannot guarantee the security of your data.


Links to Other Sites

Our Website may contain links to other sites; conversely, other sites may also reference or link to our Website. We are not responsible for the privacy practices or the content of other online sites, and any information collected on third-party sites is not governed by this Privacy Policy. We assume no responsibility or liability whatsoever for the policies (including privacy policies), practices, actions or omissions of such third parties.


Contact Information

In the event that you wish to learn more about our data privacy practices or to make a complaint about how we process your personal data, please contact us:

By phone:

0800 0124511


By email:




Go to https://www.surepetcare.com/en-gb/support and enter the information requested in the “Submit an Enquiry” form at the bottom of the page.


By Postal Mail:

SureFlap Ltd.

Ground Floor Building 2030

Cambourne Business Park

Cambourne, Cambridgeshire, CB23 6DW

England UK

We will endeavour to respond to your request as soon as possible.


Change to this Policy

We may update our Privacy Policy from time to time. You are advised to check back on this Privacy Policy periodically for any changes, according to the “Last Updated” date at the top of this Privacy Policy. Changes to this Privacy Policy are effective when they are updated by us.

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