Privacy policy

We take your privacy seriously. We collect only what we need to deliver our service, we don’t sell your data, and we use privacy-respecting tools wherever possible.

This privacy notice tells you what to expect us to do with your personal information.

Last updated: April 2026

Contact details

Email: hello@nappyloop.co.uk

Sprout Innovation Ltd (trading as NappyLoop)

Sprout Innovation Ltd is the controller of your personal data.

What information we collect, use, and why

To provide our nappy service

We collect and use the following information to deliver and manage the NappyLoop service for nurseries:

Names and contact details of nursery owners, managers, and key staff
Nursery addresses and delivery/collection details
Account information and service records
Purchase and billing history
Payment details (including bank information for direct debits)
Records of meetings and decisions
Information relating to compliments or complaints
Operational data about your setting (such as the number of children in nappies by age group) needed to size and manage the service

Note on children’s data: NappyLoop does not collect or process personal data about individual children. The nursery remains the data controller for all child-level information. We receive only aggregate operational data (such as the number of children in nappies in each room) needed to deliver the service.

To manage our waitlist and marketing

We collect and use the following information when you register interest or sign up to hear from us:

Your name and role
Email address
Nursery name and postcode
Any message you choose to include
Marketing preferences

To deal with queries, complaints, or claims

We collect and use the following information to respond to you:

Names and contact details
Account information
Service history

Our lawful bases

Under UK data protection law, we must have a “lawful basis” for collecting and using your personal information. We rely on the following:

Service delivery and account management

Contract — we need to process your data to enter into and deliver our service agreement with you. This applies to: contact details, addresses, billing information, payment details, account records, and operational data about your setting.

Waitlist

Legitimate interests — when you register your interest via our waitlist form, we process your data on the basis of our legitimate interest in following up with nurseries that have expressed interest in our service. You can ask us to delete your waitlist data at any time by emailing hello@nappyloop.co.uk.

Marketing communications

Consent — we only send marketing emails with your permission. You can withdraw your consent at any time by clicking “unsubscribe” in any email or by contacting us at hello@nappyloop.co.uk.

Queries, complaints, and claims

Legitimate interests — we have a legitimate interest in responding to and resolving queries and complaints, and in keeping records for legal purposes.

Your data protection rights

Under UK data protection law, you have the following rights. Not all rights apply in all circumstances — it depends on the lawful basis we’re using.

Right of access — you can ask us for copies of your personal information.
Right to rectification — you can ask us to correct information you think is inaccurate or incomplete.
Right to erasure — you can ask us to delete your personal information.
Right to restriction of processing — you can ask us to limit how we use your information.
Right to object to processing — you can object to us processing your data where we rely on legitimate interests.
Right to data portability — you can ask us to transfer the personal information you gave us to another organisation, or to you.
Right to withdraw consent — where we rely on consent, you can withdraw it at any time.

If you make a request, we must respond to you without undue delay and within one month.

To make a data protection rights request, please contact us at hello@nappyloop.co.uk.

Where we get personal information from

Directly from you (via our website, email, phone, or in person)
From nursery managers or owners (for staff contact details)
From publicly available sources (such as Ofsted registration data, Companies House, or LinkedIn)
From partner organisations such as local authorities or waste authorities who refer nurseries to our service

Who we share your data with

We use a small number of third-party service providers to help us deliver our service. These include:

Email marketing platform (currently MailerLite) — to manage our waitlist and send marketing emails. MailerLite processes data on our behalf under a data processing agreement. Where data is transferred outside the UK, appropriate safeguards are in place.
Payment processor — to handle service payments securely.
Commercial laundry partners — we may share your nursery’s delivery address and operational contact details with our laundry partner to arrange collections and deliveries.

We do not sell your personal data to anyone. We do not share your data with advertisers.

Website analytics

We use Plausible Analytics to understand how visitors use our website. Plausible does not use cookies and does not collect or store any personal data. No cookie consent banner is required because no cookies are set.

How long we keep information

Type of data	Retention period
Customer account and contract data	Duration of the contract plus 6 years
Waitlist registrations	Until you ask to be removed, or 2 years of inactivity, whichever is sooner
Marketing data	Until you unsubscribe
Complaints and claims data	6 years from resolution
Payment records	6 years (as required for tax and accounting purposes)

How to complain

If you have any concerns about how we use your personal data, please contact us at hello@nappyloop.co.uk and we will do our best to resolve the issue.

If you remain unhappy after raising a complaint with us, you can complain to the Information Commissioner’s Office (ICO):

Information Commissioner’s Office Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF Helpline: 0303 123 1113 Website: https://www.ico.org.uk/make-a-complaint