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This webpage sets out when and how we use your personal information that you or others provide to us whether you are using our website, mobile application, devices, products or services (collectively referred to as the “Services”).

Who we are

We are SureFlap LLC (trading as Sure Petcare), a limited liability company (registered with the number 27-1913001).

Our registered address is SureFlap LLC, 4500 140th Avenue North, Suite 101, Clearwater, FL 33762.

We are a wholly owned subsidiary of Merck & Co, Inc, known as MSD outside the United States and Canada, a company based in Kenilworth, New Jersey and incorporated in the United States of America. Information about the leadership of Merck & Co., Inc. can be found here.

How do you use my data?

  • When you register or sign up to our Services (including registering a connected device), join our online community, or have been asked to join a household account within one of Sure Petcare’s mobile applications

    • When you register or sign up to use our mobile applications or join our community, we will use your personal information to process your account registration and provide you with the benefits and functionality of the mobile application. The details we collect from you when you register or sign up to use our mobile applications include your full name, email address, account password, country and your language preference and your IP address may be collected.

    • We need to process your personal information in this way to register you as a member and provide the ongoing mobile application functionality and benefits to you.

    • Where we have contacted you because a registered member wants to add you to the household account, we do so because the registered member has told us that they have obtained your consent for them to share your email address with us. If you have not provided your consent to this please contact us immediately at privacy@surepetcare.com.

  • When you purchase products from our website or register your product warranty with us

    • When you purchase goods from our website, we will use your personal information to complete your purchase. The details we collect from you to complete your purchase or when you register a product warranty may include your name, billing address, shipping address, email address, phone number, country, product purchased, date of purchase, payment method and your pet’s microchip number.

    • To complete your purchase, we share your personal information with our subcontractors who are involved in the purchase process, such as order fulfilment providers and payment providers, as well as credit reference agencies who we use to assess fraud, credit and/or security risks.

    • We need to process your personal information in this way to enter into and perform the contract for the item you have purchased from us.

  • When you phone us, use our website chat service, or contact us for customer support

    • When you phone us, contact us by email, use our live chat service, use our chatbot or contact us through our social media channels with general queries, we may also handle your personal information (which may include your name, email address, phone number, address, pet microchip number, Facebook and Twitter user names, contact details and the other details you provide to us) in order to provide the customer services you have requested. This could be when you ask us to provide more information about our technology or our product range, or explain how our products and Services work.

    • We rely on your consent to handle your personal information in this way. If you do not provide us with the personal information we request from you for customer services purposes, we may not be able to fully answer your queries.

  • When you have expressed an interest in our Services

    • This section applies if you have opted in to receive marketing communications from us.

    • We will handle your personal information (such as your name, email address, postal address, telephone number and sector and communication preferences) to provide you with marketing communications in line with any preferences you have told us about.

    • We also collect information relating to your pet; however this is not considered personal data so does not fall under this privacy policy. This information enables us to provide you with communications suited to the characteristics (eg. species, breed) of pet(s) that you own.

    • When we send you marketing emails because you have opted-in to receive them, we rely on your consent to contact you for marketing purposes.

    • Every email we send to you for marketing purposes will also contain instructions on how to unsubscribe from receiving them.

    • You are not under any obligation to provide us with your personal data for marketing purposes.

    • You can tell us that you do not want your personal information to be processed in this way at any time by contacting us at privacy@surepetcare.com or, where relevant, by following the unsubscribe link shown in every marketing communication you receive from us.

  • To make our site better:

    • We will also use your personal information to provide you with a more effective user experience (such as by displaying content we think you will be interested in).

    • Our use of your information in this way means that your experience of our site will be more tailored to you, and that the content you see on our site may differ from someone accessing the same site with a different history or browsing habits.

    • We also share your aggregated, anonymous data with third party analytics and search engine providers that assist us in the improvement and optimisation of our site.

    • We will also use your personal information for the purposes of making our site more secure, and to administer our site and for internal operations, including troubleshooting, data analysis, testing, research, statistical and survey purposes.

    • We process your data for this reason because we have a legitimate interest in ensuring to provide you with the best experience we can, and to ensure that our site is kept secure.

    • You can prevent us from using your personal information in this way by using the 'do not track' functionality in your internet browser. If you enable ‘do not track’ functionality, our site may be less tailored to your needs and preferences.

  • If our business is sold:

    • We will transfer your personal information to a third party:

      • if we sell or buy any business or assets, we will provide your personal information to the seller or buyer (but only to the extent we need to, and always in accordance with data protection legislation); or

      • if SureFlap Limited or the majority of its assets are acquired by somebody else, in which case the personal information held by SureFlap Limited will be transferred to the buyer.

    • We process your personal information for this purpose because we have a legitimate interest in ensuring that our business can be continued by the buyer. If you object to our use of your personal information in this way, the relevant seller or buyer of our business may not be able to provide services to you.

    • In some circumstances we may also need to share your personal information if we are under a duty to disclose or share it to comply with a legal obligation.

What about technical information and analytics?

  • Information we collect about you:

    • When you visit our site or use the mobile applications we may automatically collect the following information:

      • technical information, including the Internet protocol (IP) address used to connect your computer to the internet, your 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.

  • Information we receive from other sources:

    • We are also working closely with third party advertising networks, analytics providers, hosting providers and search information providers from whom we may also receive general aggregated anonymous information about you.

  • We will combine the information you provide to us with information we collect about you.


  • Our site uses cookies to distinguish you from other users of our site. This helps us to provide you with a good experience when you browse our site and also allows us to improve our site. By continuing to browse the site, you are agreeing to our use of cookies.

  • A cookie is a small file of letters and numbers that we store on your browser or the hard drive of your computer. We only use (and store) non-essential cookies on your computer's browser or hard drive if you provide your consent.

  • Cookie


    Our cookies


    This cookie enables customers to log in to their Sure Petcare accounts and remembers which items they have placed in their shopping carts.


    This cookie stores a change to the automatically selected fulfilment house used to deliver a customer’s order.


    This cookie stores encrypted session data about a user’s journey through the web store.


    This cookie determines whether cookies are enabled/disabled in a users’ browser.


    This cookie stores the current language version of the store being visited, to provide localised store details to the user.


    This cookie stores a user’s transaction id after checkout.

    Third party cookies

    Google Analytics










    We use Google Analytics to understand how visitors engage with our website.  Google Analytics collects information anonymously and reports website trends without identifying individual visitors.

    The cookies used by Google Analytics track information such as the time that a visit occurred, whether the visitor has been to the site before, and what site referred the visitor to the web page.

    We view aggregated visitor data in the form of reports, which helps us to improve the performance of our website and how people find it.



    We use Hotjar to analyse how users interact with our website. This cookie is used if a visitor’s anonymised user page information is submitted to Hotjar to provide feedback on the usability of our website.







    These cookies relate to a third-party service called Salesforce, which we use to manage our customer service systems.







    On many of the pages of the website you will see links to social networks such as Facebook and Twitter. These enable users to share or bookmark our web pages.

    You should be aware that these sites are likely to be collecting information about what you are doing around the internet, including on surepetcare.com. In some cases when you are logged in to your social media accounts, these sites will be registering the fact that you are visiting surepetcare.com and the specific pages you are on, even if you do not click any social media links.

    Our site uses Facebook Pixel. Any data passed through Facebook Pixel is hashed locally on the browser before it goes to the Facebook servers for matching. This hashing process turns your data into short encrypted messages that cannot be tampered with. We use these hashes to match pixel events with people on Facebook, then Facebook deletes all matched and unmatched hashes immediately after the matching process ends. The Facebook pixel uses secure https connection, so that any data transmitted from the browser will make it to our servers safely.










  • Please note that other third parties (including, for example, advertising networks and providers of external services like web traffic analysis services) may also use cookies. We do not have any control over third party cookies. These cookies are likely to be analytical/performance cookies or targeting cookies.

  • You can block cookies by activating the setting on your browser that allows you to refuse the setting of all or some cookies. However, if you use your browser settings to block all cookies (including essential cookies) you may not be able to access all or part of our site.

  • Except for essential cookies, all cookies will expire after 2 years.

Where is my data stored?

  • We are based within the UK however some of our external third parties are based outside the European Economic Area (EEA) so their processing of your personal information will involve a transfer of data outside of the EEA.

  • Whenever we transfer your personal information outside of the EEA, we ensure it is protected by making sure at least one of the following safeguards is in place:

      • by transferring your personal information to a country that has been deemed to provide an adequate level of protection by the European Commission;

      • by using specific contracts approved by the European Commission which give your personal information the same protection it has within the EEA; or

      • where we use providers based in the US, we may transfer data to them if they are part of the Privacy Shield which requires them to provide similar protection to personal data shared between Europe and the US.

  • To keep this privacy policy as short and easy to understand as possible, we have not set out the specific circumstances when each of these protection measures are used. You can contact us at privacy@surepetcare.com for the details as to how we protect specific transfers of your data.

  • All information you provide to us is stored on our secure servers or those of our third party data storage providers. Where we have given you (or where you have chosen) a password which enables you to access certain parts of our site or your mobile application account, you are responsible for keeping this password confidential. You must not share your password with anyone.

How long do we retain your data for?

  • Where you are a registered member or have a mobile application account, we will retain your data for as long as that account is in existence, to ensure that we are able to assist you should you have any questions, feedback or issues in connection with your membership or if any legal issues arise.

    • Where we have used your personal information 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; 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 have collected your information because you have purchased any of our Services, we will retain that information for a period of 7 years so that we can comply and assist with any accounting questions which may arise.

    • Where we have processed your data for any other reason (such as where you have contacted us with a question in connection with our Services) we will retain your data for 5 years.

    • In some circumstances; we may anonymise your personal 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 without further notice to you.

Your right to object under data protection laws

  • You have the right to object to us handling your personal information when:

      • we are handling your personal information based on our legitimate interests (as described in the “How do you use my data” section above). If you ask us to stop handling your personal information in this way, we will stop unless we can show you that we have compelling grounds as to why our use of your personal information should continue; or

      • for marketing purposes. If you ask us to stop handling your personal information on this basis, we will stop.

What are my rights under data protection laws?

  • You have various rights under the data protection laws, which you can exercise by contacting us. The easiest way to do this is by email at privacy@surepetcare.com.

  • Right of access

    • You are entitled to receive confirmation as to whether your personal information is being processed by us, as well as various other information relating to our use of your personal information.

    • You also have the right to access your personal information which we are handling.

  • Right to rectification

    • You have the right to require us to rectify any inaccurate personal information we hold about you. You also have the right to have incomplete personal information we hold about you completed, by providing a supplementary statement to us.

  • Right to restriction

    • You can restrict our processing of your personal information where:

      • you think we hold inaccurate personal information about you;

      • our handling of your personal information breaks the law, but you do not want us to delete it;

      • we no longer need to process your personal information, but you want us to keep it for legal reasons; or

      • where we are handling your personal information because we have a legitimate interest (as described in the “How We Use Your Data” section above), and you are in the process of objecting to this use of your personal information.

    • Where you exercise your right to restrict us from using your personal information, we will then only process your personal information when you agree, except for storage purposes and to handle legal claims.

  • Right to data portability

    • You have the right to receive your personal information in a structured, standard machine readable format and to send this to another organisation controlling your personal information.

    • This right only applies to your personal information which we are handling because you consented to us using it or because there is a contract in place between us.

  • Right to erasure

    • You have the right to require us to erase your personal information which we are handling in the following circumstances:

      • where we no longer need to use your personal information for the reasons we told you we collected it for;

      • where we needed your consent to use your personal information, you have withdrawn your consent and there is no other lawful way we can continue to use your personal information;

      • when you object to our use of your personal information and we have no compelling reason to carry on handling it;

      • if our handling of your personal information has broken the law; and

      • when we must erase your personal information to comply with a law we are subject to.

  • Right to complain

    • You have the right to lodge a complaint with the Information Commissioner's Office, the supervisory authority for data protection issues in England and Wales.

What about websites we link to?

  • Our site may, from time to time, contain links to and from the websites of our partner networks and affiliates.

  • Our site connects you to different websites. If you follow a link to any of these websites or use our services, please note that you have left our site and these websites have their own privacy policies.

  • We do not accept any responsibility or liability for these policies or websites. Please check their policies before you submit any personal information to these websites.

When will you change your privacy policy?

  • Any changes we make to our privacy policy in the future will be posted on this page and, where appropriate, notified to you by e-mail.

  • Please check back frequently to see any updates or changes to our privacy policy.

How do I contact you with feedback?

  • Questions, comments and requests regarding this privacy policy are welcomed and should be addressed to privacy@surepetcare.com.

  • This privacy policy was last updated in June 2020.

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