Privacy Policy

Last updated: October 2026

Mum Friend exists because mothers tell us things they don’t tell anyone else. We take that seriously, and this page explains what we do with your information.

This policy is issued under Federal Decree-Law No. 45 of 2021 on the Protection of Personal Data (PDPL).

Who controls your data

Discovery Consultancy FZ LLC, trading as Mum Friend, trade licence 15053/2019, Twin Towers, P.O. Box 4422, Fujairah, UAE. Contact for any privacy question: hellothemumfriend@gmail.com.

What we collect

Information you give us directly

• your name, email, phone number and address

• your due date or your baby’s date of birth

• your children’s first names, ages and any allergies, for coffee morning activities

• emergency contact details

• information about your pregnancy, birth, physical recovery and emotional wellbeing, including things you tell us in sessions and messages

• information about your family circumstances and support network

• your preferences and how you’d like to be supported

Information created as we support you

• photographs taken at our coffee mornings and events, and your photo consent choices for yourself and your children

• brief notes we keep from sessions, so we can remember what matters to you

• your messages with us on WhatsApp or other channels

• your booking and attendance history

Information collected automatically

• basic website analytics and cookie data (see the cookie section below)

Payment information

We do not collect or store your card details. Card payments are processed by our secure online payment provider, which handles and stores that data under its own privacy terms and to card industry security standards. We can see only the last four digits, card type and expiry date. If you ask for a refund, we will ask for your bank details so we can make the refund by bank transfer. We keep those details only as long as we need them to make the refund and keep our accounting records.

Sensitive personal data

Much of what you share with us, about your health, your mental health, your pregnancy and your family, is sensitive personal data under the PDPL. We only process it with your explicit consent, which you give when you join, and only for the purpose of supporting you. You can withdraw that consent at any time, though it may mean we can no longer provide the service.

Why we use your information

• to provide the support you’ve asked for

• to book, deliver and follow up on sessions, coffee mornings and appointments

• to take payment, issue tax invoices and keep accounting records

• to keep you and your children safe, including acting on serious safety concerns

• to send you service messages about your membership

• to send you newsletters or offers, but only if you’ve opted in, and you can opt out of any message

• to share event photographs of you or your children on our social media, website and marketing materials, but only if you’ve consented, and you can withdraw consent at any time

We do not sell your data. Ever. We do not share your story with partners, brands or anyone else without asking you first.

Who we share it with

• Our payment provider: to process card payments and memberships

• Our email platform: to send newsletters you have opted into

• WhatsApp (Meta): messaging support, under WhatsApp’s own terms

• Coffee morning venue: your name and booking only, for attendance

• Instagram, Facebook and other social media: to publish event photographs you have consented to, under each platform’s own terms

• Photographer, if one is used: to take and edit event photographs, only for The Mum Friend’s use

• Our accountant: to keep statutory financial and VAT records

• Our bank: to make refunds by bank transfer

• Doctors, therapists or clinics: only with your specific written consent, or in the safety situations described in our Terms

• Authorities: where UAE law requires it

Some of these providers are based outside the UAE, which means your information may be transferred and stored abroad. We only use providers that apply appropriate safeguards and recognised security standards.

How long we keep it

• session notes and support records: 3 years after your membership ends

• financial and tax records: 5 years, as UAE law requires

• marketing contacts: until you unsubscribe

• event photographs: unpublished photographs are deleted after 12 months; published photographs are kept while your consent stands and removed within 7 days of you withdrawing it

• photo consent records: for as long as we use any photograph of you or your children, and 12 months after

• messages: 12 months, after which WhatsApp threads are cleared

Keeping it safe

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We use password protected and encrypted devices and accounts, limit access to Kirsty alone, and keep session notes minimal and non-identifying where possible. No system is perfectly secure, but we treat this information with the care it deserves.

Your rights

Under the PDPL you have the right to:

• ask what data we hold about you and receive a copy

• have inaccurate data corrected

• ask us to delete your data

• withdraw your consent

• object to or restrict how we use it

• receive your data in a portable format

• complain to the UAE Data Office

To exercise any of these, email hellothemumfriend@gmail.com. We’ll respond within 30 days.

Your children’s information

Where you share information about your baby or older children, you do so as their parent or guardian, and we treat it with the same care and the same retention rules.

Cookies

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Our website uses cookies for basic functionality and anonymous analytics. You can accept or reject non-essential cookies through the banner when you first visit, and change your choice at any time by clearing the cookies in your browser and visiting the site again, or by emailing us.

Changes to this policy

If we change how we use your data in any material way, we’ll email you and update the date at the top of this page.