Privacy Policy
Last updated: March 2026
1. Who We Are
Myrtle & Mist (“we”, “us”, or “our”) operates the website myrtleandmist.com. We are the data controller for the personal information described in this policy.
Contact: hello@myrtleandmist.com
We are registered with the Information Commissioner’s Office (ICO), the UK supervisory authority for data protection matters.
2. Information We Collect
We collect only the information we genuinely need to operate this site:
- Analytics data: Aggregated, anonymised usage data (pages visited, referral source, country-level location). No individual user profiles are created.
- Email address: Collected only when you voluntarily subscribe to our newsletter.
- Contact form submissions: Your name, email address, and message content when you contact us.
- Technical data: Browser type and version, operating system, and IP address — processed briefly by our hosting provider as part of normal web server operation.
- Cookie data: Small files stored on your device to remember your theme preference and support basic site functionality. See Section 5 for full details.
We do not collect sensitive personal data (such as health data, financial data, or data relating to criminal convictions).
3. Our Lawful Basis for Processing
Under UK GDPR, we must have a valid legal basis for processing your personal data. The table below explains the basis we rely on for each activity:
| Processing Activity | Lawful Basis | Details |
|---|---|---|
| Analytics (aggregated, anonymised) | Legitimate interests | Understanding how our site is used so we can improve content. Privacy-preserving analytics means no individual is identified. |
| Newsletter | Consent | You actively opted in. You can withdraw consent at any time by clicking unsubscribe in any email. |
| Contact form enquiries | Legitimate interests | Responding to questions and messages you have sent to us. |
| Theme preference cookie | Legitimate interests / strictly necessary | Remembering the Myrtle or Mist theme you chose improves your experience without tracking you. |
| Hosting / server logs | Legitimate interests | Standard server operation for security and performance. Logs are retained only as long as necessary. |
4. How We Use Your Information
- To operate and improve myrtleandmist.com
- To send newsletters and content updates you subscribed to
- To respond to messages and enquiries you send us
- To understand broad traffic patterns and popular content (via anonymous analytics)
- To maintain site security and detect abuse
We never use your data for automated decision-making or profiling that produces legal or similarly significant effects on you.
5. Cookies & Similar Technologies
We use cookies in accordance with the UK Privacy and Electronic Communications Regulations (PECR). The cookies we use are described below:
| Cookie Name / Type | Purpose | Retention | Basis |
|---|---|---|---|
myrtle-mist-theme | Remembers your chosen Myrtle or Mist theme | Until cleared by you | Strictly necessary for functionality |
| Analytics cookies (anonymised) | Aggregate site traffic statistics — no personal identifiers stored | Up to 13 months | Legitimate interests (privacy-preserving; no consent required) |
We do not use advertising cookies, cross-site tracking cookies, or any third-party marketing cookies. You can clear all cookies at any time via your browser settings.
6. How Long We Keep Your Data
- Newsletter email addresses: Retained until you unsubscribe or ask us to delete your data.
- Contact form submissions: Retained for up to 12 months, then securely deleted.
- Analytics data: Anonymised aggregates retained for up to 24 months for trend analysis.
- Server logs: Retained for a maximum of 30 days for security purposes.
We review and delete data that is no longer necessary on an ongoing basis.
7. Who We Share Your Data With
We do not sell, rent, or trade your personal information. We share data only with trusted service providers who help us operate this site:
- Hosting provider (Vercel): Processes request data to serve web pages. Covered by UK-adequate data transfer arrangements.
- Email platform: Used to send newsletters to subscribers who have opted in.
- Analytics provider: Receives only anonymised, aggregated usage data.
All processors are bound by data processing agreements. We do not transfer data outside the UK/EEA without appropriate safeguards in place.
8. Affiliate Links & Editorial Independence
Some links on myrtleandmist.com are affiliate links, meaning we may earn a small commission if you purchase through them, at no additional cost to you. Affiliate links are clearly identified on pages where they appear. This arrangement is disclosed in compliance with the UK Advertising Standards Authority (ASA) and CAP Code requirements.
Affiliate relationships do not influence our editorial content, product ratings, or recommendations. All reviews and guides reflect our genuine opinions.
9. Your Rights Under UK GDPR
You have the following rights regarding your personal data. To exercise any of them, contact us at hello@myrtleandmist.com. We will respond within one calendar month.
Right of Access
You can request a copy of the personal data we hold about you.
Right to Rectification
You can ask us to correct inaccurate or incomplete personal data.
Right to Erasure (“Right to be Forgotten”)
You can ask us to delete your personal data where there is no compelling reason for us to continue processing it.
Right to Restriction of Processing
You can ask us to stop using your data in certain circumstances (for example, while you contest its accuracy).
Right to Data Portability
Where processing is based on consent or contract, you can ask us to provide your data in a machine-readable format.
Right to Object
You can object to processing based on legitimate interests. We will cease processing unless we can demonstrate compelling legitimate grounds that override your interests.
Right to Withdraw Consent
Where we rely on consent (e.g. for newsletters), you can withdraw it at any time by clicking unsubscribe in any email or contacting us directly. Withdrawal does not affect the lawfulness of processing before withdrawal.
10. Right to Lodge a Complaint
If you are unhappy with how we handle your personal data, you have the right to lodge a complaint with the Information Commissioner’s Office (ICO), the UK supervisory authority:
- Website: ico.org.uk
- Helpline: 0303 123 1113
- Address: Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF
We would, however, appreciate the chance to resolve your concern before you approach the ICO, so please contact us first.
11. Changes to This Policy
We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. The “Last updated” date at the top of this page will always reflect the most recent revision. We will notify newsletter subscribers of any material changes.
12. Contact Us
For any questions about this Privacy Policy or your personal data, please contact us at hello@myrtleandmist.com.