Last updated: 1 September 2026

Welcome to Don't Tell Dad The Label (DTD The Label Limited)

We respect your privacy and are committed to protecting your personal information.

This Privacy Policy explains how Don't Tell Dad The Label collects, uses, stores, shares and protects your personal information when you visit our website, shop with us, create an account, subscribe to our marketing, contact us, interact with us on social media or otherwise use our services.

Don't Tell Dad The Label operates in the United Kingdom and the United Arab Emirates and sells and ships products internationally, including to customers in the UK, EU, Australia and other countries worldwide.

By using our website, you acknowledge that you have read and understood this Privacy Policy.

1. Who are we

Don't Tell Dad The Label is an international women's fashion brand.

Our business operates in both the United Kingdom and the United Arab Emirates under the name:

Don't Tell Dad The Label (DTD The Label Limited)

Our contact details are:

• Business name: Don't Tell Dad The Label (DTD The Label Limited)
• UK entity: DTD The Label Limited
• UK company number: 17420551
• UK registered address: 128 City Road, London EC1V
• UAE entity: Don't Tell Dad The Label FZCO IFZA
• UAE licence/company number: 75839
• UAE registered address: Building A1, Dubai Digital Park, Dubai Silicon Oasis Dubai, United Arab Emirates.
• Website: www.dtdthelabel.com
• Privacy contact: hello@dtdthelabel.com

If you have any questions about this Privacy Policy or how we handle your information, please contact us using the email address above.

2. Information Collected

We collect information that you provide to us directly, information generated when you use our website and information we receive from third-party services that help us operate our business.

The information we may collect includes:

Personal details

• Full name
• Email address
• Telephone or mobile number
• Billing address
• Delivery address
• Country of residence
• Account details
• Communication preferences

Order information

When you purchase from us, we may collect:

• Products purchased
• Product sizes
• Order number
• Order value
• Delivery details
• Billing information
• Returns and refund information
• Purchase history

Payment information

Payments made through our website are processed using Shopify Payments.

We do not generally have access to or store your complete payment card details.

Shopify Payments may collect and process payment information required to process your transaction, prevent fraud and comply with applicable legal requirements.

Information you provide when contacting us

If you contact us by email, through our website, social media or another customer service channel, we may collect:

• Your name
• Email address
• Contact details
• Order information
• Details of your enquiry
• Any information you choose to provide

Marketing information

If you subscribe to our marketing communications, we may collect:

• Email address
• Name
• Marketing preferences
• Information about emails you open or links you click
• Products or content you have interacted with

Our email marketing is managed through Klaviyo.

Website and technical information

When you visit our website, we may automatically collect information including:

• IP address
• Device type
• Browser type
• Operating system
• Approximate location
• Language
• Website pages visited
• Products viewed
• Search activity
• Referring website
• Time and date of visits
• Interactions with our website
• Shopping activity

Some of this information is collected through cookies and similar technologies.

3. How do we collect your information

We may collect information:

• When you visit our website
• When you create an account
• When you place an order
• When you subscribe to our mailing list
• When you contact us
• When you request a return or refund
• When you leave a review
• When you enter a competition or promotion
• When you interact with us on social media
• Through cookies and similar technologies
• Through advertising platforms
• Through analytics technologies
• Through payment providers
• Through delivery providers
• Through fraud prevention services

4. How we use your information

We only use your personal information where we have a lawful basis to do so.

We may use your information to:

Process your orders

This includes:

• Processing your purchase
• Taking payment
• Confirming your order
• Preparing your order
• Arranging delivery
• Providing delivery updates
• Processing returns
• Processing refunds
• Providing customer support

Deliver your purchases

For UK orders, we may provide relevant information to Royal Mail so that your order can be delivered.

For UAE orders, we may provide relevant information to Jeebly so that your order can be delivered.

For international orders, we may provide information to relevant international shipping, fulfilment and customs providers where necessary to deliver your order.

Information shared may include your name, delivery address, telephone number, email address and order information.

Manage your account

If you create an account, we may use your information to:

• Maintain your account
• Provide access to your order history
• Process future orders
• Maintain account security
• Provide account-related communications
• Provide customer service

We use your information to respond to enquiries and assist with:

• Orders
• Deliveries
• Returns
• Exchanges
• Refunds
• Product questions
• Complaints
• Other customer service matters

Improve our business

We may analyse information about how customers use our website and purchase our products to:

• Improve our website
• Improve our products
• Improve customer experience
• Understand customer preferences
• Improve sizing and product information
• Develop new products
• Monitor website performance
• Identify technical problems

Marketing

Where permitted by law, we may use your information to send you:

• New collection announcements
• Product launches
• Restock notifications
• Special offers
• Discounts
• Competitions
• Events
• Brand news
• Editorial content
• Personalised recommendations

You can opt out of marketing communications at any time.

5. Lawful bases for using your information

Where UK GDPR or EU GDPR applies, we will only process your personal information where we have a lawful basis.

These may include:

Contract

We need your information to perform our contract with you.

For example, when you purchase a dress from us, we need your name, payment information and delivery address to process and deliver your order.

Legal obligation

We may process information where necessary to comply with legal obligations, including:

• Tax requirements
• Accounting requirements
• Consumer protection laws
• Fraud prevention
• Legal requests
• Regulatory requirements

Legitimate interests

We may process information where necessary for our legitimate business interests, provided those interests do not override your rights.

This may include:

• Operating and improving our website
• Protecting our business
• Preventing fraud
• Maintaining website security
• Improving customer service
• Understanding how customers use our website
• Managing our business
• Protecting our legal rights

Consent

Where required by law, we will ask for your consent before processing your information.

This may include certain:

• Marketing communications
• Advertising cookies
• Analytics cookies
• Personalisation technologies

You can withdraw your consent at any time.

6. Marketing and Klaviyo

We use Klaviyo to manage email marketing and customer communications.

If you choose to subscribe to our mailing list, we may use your information to send you marketing communications about Don't Tell Dad The Label.

These may include:

• New drops
• New products
• Restocks
• Promotions
• Discounts
• Events
• Competitions
• Brand news

Klaviyo may process information on our behalf, including your email address, name, marketing preferences and interactions with our communications.

You can unsubscribe from marketing communications at any time by clicking the unsubscribe link contained in our emails. You may also contact us directly to request that we stop sending marketing communications.

Even if you opt out of marketing, we may continue to send essential transactional communications, such as order confirmations, delivery updates, return confirmations and refund notifications.

7. Cookies (Social Media)

We use social media and advertising platforms including:

• Instagram
• TikTok

These platforms may use cookies, pixels and similar technologies to help us:

• Measure advertising performance
• Understand how customers interact with our website
• Measure conversions
• Build advertising audiences
• Show relevant advertisements
• Understand customer journeys
• Improve our advertising

Depending on your location and applicable law, we may ask for consent before using non-essential advertising cookies or similar technologies.

Instagram is operated by Meta Platforms, Inc. and TikTok is operated by TikTok-related entities.

These companies may process information in countries outside your country of residence.

We recommend reviewing their respective privacy policies for more information about their data processing practices.

8. Cookies

Our website uses cookies and similar technologies.

Cookies are small text files placed on your device when you visit a website.

We may use cookies to:

• Keep our website functioning
• Remember items in your shopping basket
• Maintain your account
• Remember preferences
• Improve website functionality
• Understand website traffic
• Analyse website performance
• Measure advertising
• Personalise content
• Provide relevant advertising

Cookies may include:

Essential cookies

These are necessary for the website to operate and cannot always be disabled.

Analytics cookies

These help us understand how visitors use our website.

Functional cookies

These remember preferences and improve functionality.

Advertising cookies

These help us measure advertising and may be used to show relevant advertisements.

Where required by applicable law, we will obtain your consent before using non-essential cookies.

You can manage your cookie preferences through our cookie consent settings.

9. Shopify

Our online store is powered by Shopify.

Shopify provides the ecommerce technology that allows us to:

• Operate our online store
• Process orders
• Manage customer accounts
• Manage payments
• Manage checkout
• Manage shopping baskets
• Provide ecommerce functionality
• Maintain website security

When you shop with us, your personal information may therefore be processed by Shopify and its service providers.

Shopify may process information internationally, including in countries outside the United Kingdom, European Economic Area, UAE or Australia.

We use Shopify's services in accordance with applicable data protection requirements.

10. Shopify payments

Payments on our website are processed through Shopify Payments.

Depending on your payment method, payment information may include:

• Card details
• Billing information
• Transaction information
• Payment confirmation
• Fraud prevention information

Payment information is processed securely through Shopify Payments and its relevant payment service providers.

We do not generally store your complete payment card information on our own systems.

Payment providers may process information internationally and may use information for fraud prevention, security and regulatory compliance.

11. Delivery and courier providers

To fulfil your orders, we may share relevant personal information with delivery and logistics providers.

United Kingdom

We may use Royal Mail to deliver UK orders.

United Arab Emirates

We may use Jeebly to deliver UAE orders.

International orders

For orders shipped internationally, we may use international courier, logistics, fulfilment and customs providers as required.

Information provided may include:

• Name
• Delivery address
• Telephone number
• Email address
• Order information
• Customs information where required

This information is shared only to the extent reasonably necessary to fulfil and deliver your order and comply with applicable laws.

12. International data transfers

Don't Tell Dad The Label operates internationally and uses service providers that may process personal information outside the country where you live.

Your personal information may therefore be transferred to or accessed from countries including:

• United Kingdom
• United Arab Emirates
• United States
• Countries within the European Economic Area
• Australia
• Other countries where our service providers operate

For example, Shopify, Shopify Payments, Klaviyo and our advertising platforms may involve processing outside your country of residence.

Where UK GDPR applies, we will take appropriate steps to ensure that international transfers are lawful and protected.

These safeguards may include:

• Transfers to countries recognised as providing an adequate level of protection;
• Appropriate contractual safeguards;
• UK International Data Transfer Agreements;
• UK Addendums to Standard Contractual Clauses;
• Other lawful transfer mechanisms.

Where EU GDPR applies, we will use appropriate safeguards permitted under EU GDPR.

For Australian customers, where Australian privacy law applies, we will take reasonable steps required by applicable law when disclosing personal information to overseas recipients.

Australian privacy guidance specifically requires applicable organisations to address likely overseas disclosures and, where practicable, identify the countries in which recipients are located.

13. Who we share your information with

We do not sell your personal information.

We may share information with trusted third parties where reasonably necessary to operate our business.

These may include:

We may also disclose information to government authorities, regulators, law enforcement agencies or other third parties where legally required or reasonably necessary to protect our rights, customers or business.

14. Fraud prevention and security

We may process personal information to identify and prevent:

• Fraudulent transactions
• Payment fraud
• Stolen payment details
• Account abuse
• Suspicious activity
• Other unlawful activity

Payment and ecommerce providers may use automated systems to assess transactions for fraud and security purposes.

Where required by applicable law, you may have rights relating to certain automated decision-making.

15. How long we keep your information

We retain personal information only for as long as reasonably necessary for the purposes for which it was collected.

This may include keeping information to:

• Complete transactions
• Provide customer support
• Manage returns and refunds
• Maintain business records
• Meet accounting and tax obligations
• Comply with legal requirements
• Prevent fraud
• Resolve disputes
• Enforce our agreements
• Protect our legal rights

The exact retention period depends on the type of information and the reason we need it.

When information is no longer required, we will securely delete it or anonymise it where appropriate.

16. How we protect your information

We take reasonable technical and organisational measures to protect personal information against:

• Unauthorised access
• Unauthorised disclosure
• Accidental loss
• Destruction
• Unauthorised alteration
• Misuse

Our website uses appropriate security measures and our payment processing is handled through Shopify Payments.

However, no internet transmission or electronic storage system can be guaranteed to be completely secure.

You should also take reasonable steps to protect your own account passwords and personal information.

17. Your privacy rights

Depending on where you live and which privacy laws apply to you, you may have rights including:

Right to access

You may request a copy of the personal information we hold about you.

Right to correction

You may ask us to correct inaccurate or incomplete information.

Right to deletion

You may ask us to delete your personal information in certain circumstances.

Right to restrict processing

You may ask us to restrict how we process your information in certain circumstances.

Right to object

You may object to certain types of processing, including certain processing based on legitimate interests.

Right to data portability

Where applicable, you may request that certain information is provided to you in a structured, commonly used and machine-readable format.

Right to withdraw consent

Where we rely on consent, you can withdraw your consent at any time.

Right to opt out of marketing

You can ask us to stop sending marketing communications at any time.

Rights relating to automated decision-making

Where applicable, you may have rights relating to decisions made solely through automated processing that have legal or similarly significant effects.

Your rights may differ depending on your country of residence.

18. How to exercise your rights

To exercise your privacy rights, contact:

Email: hello@dtdthelabel.com

Please provide enough information for us to identify you and understand your request.

We may ask you to verify your identity before processing certain requests.

This is intended to protect your personal information and prevent unauthorised access.

We will respond within the timeframe required by applicable law.

In some circumstances, we may be legally entitled to refuse or limit a request. If this applies, we will explain the reason where legally permitted.

19. UK Privacy Rights

If you are located in the United Kingdom and UK GDPR applies to our processing of your personal information, you may have the rights described in this Privacy Policy.

You also have the right to complain to the UK's data protection regulator, the Information Commissioner's Office (ICO), if you believe that we have not handled your personal information appropriately. You can find information about making a complaint through the ICO's website.

20. EU Privacy Rights

If you are located in the European Economic Area and EU GDPR applies, you may have rights including:

• Access
• Rectification
• Erasure
• Restriction
• Data portability
• Objection
• Withdrawal of consent
• Rights relating to certain automated decision-making

You may also have the right to complain to the data protection authority in the EU country where you live or work.

EU Representative

If Don't Tell Dad The Label is required to appoint an EU representative under applicable EU GDPR requirements, our representative details will be provided.

21. Australia Privacy

If Australian privacy law applies to our handling of your personal information, we will handle your information in accordance with applicable Australian privacy requirements.

Depending on the circumstances, Australian customers may have rights relating to:

• Access
• Correction
• Privacy complaints
• Overseas disclosures
• Other rights available under applicable Australian law

We will provide information about how personal information is collected, used, held and disclosed and how individuals can access or correct their information.

Australian privacy rules require an applicable privacy policy to address matters including the kinds of personal information collected, how it is collected and held, purposes of use and disclosure, access and correction, complaints and overseas recipients.

22. UAE Privacy

If UAE data protection law applies to our processing of your personal information, we will handle your information in accordance with applicable UAE privacy and data protection requirements.

Depending on the circumstances, individuals may have rights relating to:

• Access
• Correction
• Updating information
• Deletion
• Restriction
• Objection
• Withdrawal of consent
• Other rights available under applicable UAE law

Requests can be made using the contact information provided in this Privacy Policy.

23. Childrens Privacy

Our website is intended for adults only (over the age of 18)

We do not knowingly collect personal information from children in circumstances where doing so would be prohibited by applicable law.

If you believe that a child has provided us with personal information, please contact us.

We will take appropriate steps to investigate and, where appropriate, delete the information.

24. Third Party Websites

Our website may contain links to third-party websites, including social media platforms, payment services and other websites.

We do not control the privacy practices of these websites.

If you click a third-party link, you will be subject to that third party's privacy policy and terms.

We recommend reviewing those policies before providing personal information.

25. Social Media

We may interact with customers through platforms including Instagram and TikTok.

If you tag Don't Tell Dad The Label, comment on our posts, send us a direct message or otherwise interact with us through social media, we may receive information associated with that interaction.

Social media platforms independently process personal information under their own privacy policies.

26. Customer Reviews and User Content

If you voluntarily submit a review, photograph, video, comment, social media post or other content to Don't Tell Dad The Label, we may process the personal information associated with that content.

If we intend to use your content for marketing or promotional purposes, we will do so in accordance with the terms provided to you at the time of submission and applicable law.

27. Business Transfers

If Don't Tell Dad The Label is involved in a:

• Sale
• Merger
• Acquisition
• Investment
• Restructuring
• Transfer of assets
• Business sale
• Insolvency process

personal information may be transferred as part of the relevant transaction, subject to applicable law.

28. Legal Disclosures

We may disclose personal information where reasonably necessary to:

• Comply with the law
• Respond to legal processes
• Respond to government or regulatory requests
• Prevent fraud
• Investigate suspected unlawful activity
• Protect our customers
• Protect our business
• Protect our property
• Enforce our terms
• Defend legal claims

29. Data Breaches

If we become aware of a personal data breach, we will assess the incident and take appropriate steps in accordance with applicable law.

Where legally required, we will notify affected individuals and/or relevant regulatory authorities.

30. Changes to this Privacy Policy

We may update this Privacy Policy from time to time.

Changes may be made where:

• Our business changes
• We introduce new services
• We change technology or service providers
• Our data processing practices change
• Applicable laws change

When we update this policy, we will change the "Last updated" date shown at the beginning.

We recommend reviewing this Privacy Policy periodically.

31. Privacy Complaints

If you have concerns about how Don't Tell Dad The Label handles your personal information, please contact us first.

Email: hello@dtdthelabel.com

Please provide:

• Your name
• Contact details
• Details of your concern
• Any relevant information

We will investigate your complaint and respond within the timeframe required by applicable law.

If you are not satisfied with our response, you may have the right to contact the relevant data protection regulator or privacy authority in your country.

For Australian customers, the Office of the Australian Information Commissioner (OAIC) provides guidance on privacy complaints and the Australian Privacy Principles.

32. CONTACT DETAILS

Don't Tell Dad The Label (DTD The Label Limited)

• UK entity: DTD The Label Limited
• UK company number: 17420551
• UK registered address: 128 City Road, London EC1V
• UAE entity: Don't Tell Dad The Label FZCO
• UAE licence/company number: 75839
• UAE registered address: Building A1, Dubai Digital Park, Dubai Silicon Oasis Dubai, United Arab Emirates.
• Website: www.dtdthelabel.com
• Privacy email: hello@dtdthelabel.com

YOUR PRIVACY MATTERS TO US

We want shopping with Don't Tell Dad The Label to feel fun, easy and safe — wherever in the world you are.

If you have any questions about how we use your information, please get in touch with us at the email address above.