Privacy Policy

1. Our Commitment to Data Privacy

At Belle, our mission is to ease the path for self-care. In a world where prioritizing health can be an overwhelming journey, we created Belle. We leverage technology, science, and data to offer a groundbreaking opportunity for individuals to take control of their health. Our app allows users to gain insights into their bodies and minds, paving the way for a better life where precision medicine ensures women’s wellbeing and ignites personal and social transformation. The advanced data processing empowers users with self-insight and self-advocacy, making Belle a tool for transformation.

We acknowledge the enormous responsibility of safeguarding the private data you entrust us with. That’s why we’re constantly striving to meet the highest standards of privacy and security. Your data protection is embedded in everything we do.

Being a health company focused on female health, we recognize the paramount importance of privacy to our users: As a UK company, we’re not required to have to comply with US criminal subpoenas requesting disclosure of data. Also, we do not and will not sell any personal data.

We believe in transparency, and it’s paramount to us that you understand how your data is managed. We urge you to thoroughly read this Privacy Policy to understand how we manage your data. If you have any queries, don’t hesitate to contact us at trust@bellehealth.co.

2. About Us

This Privacy Policy explains how Belle Health AI Technologies Ltd. (“Belle” or “we” or “us”) complies with the provisions of the General Data Protection Regulation (“GDPR”), the UK GDPR, and any other applicable data protection laws and regulations. This Privacy Policy outlines how Belle collects, stores, uses, transfers, and shares personal data from our users (“you”) in connection with the Belle mobile application (the “app”) and the bellehealth.co website, including all subdomains, products, and services related to it (collectively, the “Services”).

Belle Health AI Technologies Ltd. is a company registered in England and Wales with company registration number 15705821. Our registered office is at 71-75 Shelton Street, Covent Garden, London WC2H 9JQ, United Kingdom. We are registered with the UK Information Commissioner’s Office and our registration number is ZB697924.

For the purpose of the EU General Data Protection Regulation, the UK General Data Protection Regulation and the Data Protection Act 2018 (collectively referred to as “Data Protection Legislation”), we, “Belle”, act as the ‘data controller’ (i.e., the company that determines the purposes and means of processing your personal data).

The name of the app may vary based on your geographical location. A comprehensive list of the app’s names can be found here.

Belle has appointed a Data Protection Officer, who can be reached at trust@bellehealth.co.

3. Types of Data We Handle

To provide our services via the Belle app and the bellehealth.co website, we handle three types of data, all of which are securely stored on servers in the European Union (EU).

Profile Data: When you create a Belle account, we process some personal details such as a username and email address. The date of birth is not processed.

Interactivity Data: For service provision and performance enhancement, we process data related to your interaction with our products. This includes device information (like device model, name, identifiers, settings, application identifier, crash data) that gives us insights about the device you use to engage with our app. We also collect browser information (such as settings, operating system, system settings) on our website. Additional interaction data includes the IP address provided by your browser or mobile device, needed to deliver the service to your device. For analytical, statistical, and regulatory compliance purposes in various countries, we use the IP address to identify your approximate location. However, we do not collect your exact location.

Health Data: As a health app, we process health-related and other sensitive data that you opt to log in the Belle app. This may encompass details about your cycle (like period length), and depending upon the information you provide, it might also include other sensitive details about your symptoms. We only process the health data you decide to share with the Belle app via tracking. You have the option to use different methods offered by the app to log your health data in the app. This could involve manually inputting your data into the app or importing your data from other integrations or devices that Belle supports (like Apple Health or fitness trackers).

4. How and why we process your data

Processing of data is integral to the provision of Belle’s services. Each time our services are utilized, we gather, store, and analyze both personal and non-personal data through our own and additional third-party tools. Outlined below are the purposes behind our data processing activities, and the types of data we process in order to achieve these objectives:

4.1 To provide our services and understand your needs

In order to deliver our services, we process certain types of data:

• Health Information: Whenever you log your health details in the Belle app, either manually or using import integrations, we process this data. This allows us to provide our principal service as a health monitoring application. The data includes your cycle stats as well as other sensitive information that you decide to log in the Belle app.
• Device Details, Event Data, Usage Info, IP Address: We process this data when you interact with the Belle app or the bellehealth.co website. It helps us comprehend your engagement with our services and assists in improving technical performance.
• Account Information: We process this data when you create your Belle account on the app or website. This allows you to sign into the Belle app and enables us to communicate with you regarding service-related matters. These communications can include updates about your account, critical app updates, or suggestions and insights based on the health data you have logged. You can receive these communications through in-app messages, reminders, notifications, or emails.

Please read the following sections to understand which third party services, integrations, and partnerships we use to provide our core service.

4.1.1 Essential third party providers:

We use several third party providers to help us perform our core services.

• Amazon Web Services: Belle uses Amazon Web Services EMEA SARL (“AWS”) as our hosting provider to store our data on secure servers. We only use AWS data centers in the European Union. All data stored with AWS is encrypted by Belle.
• Tally: Belle utilises Tally’s services for seamless data management and compliance. Tally is based in Belgium and complies with the GDPR framework. All form data managed through Tally is encrypted both in transit and at rest and is stored in Belgium, EU. Tally acts as a data processor on behalf of form creators, ensuring data security and privacy. We only share your information with our service providers who help us operate our business, in which case those third parties are required to comply with the GDPR framework (Tally’s Privacy Policy).
• Sentry: Belle employs Sentry for real-time error tracking, which enables us to identify and rectify issues promptly. Sentry is based in the United States and complies with GDPR by providing Standard Contractual Clauses (SCCs) for data transfer. Data processed through Sentry includes error logs and performance data, which are securely stored and managed to ensure the efficient functioning of our services .
• Brevo (formerly Sendinblue): Belle uses Brevo to streamline our marketing efforts, including email campaigns and customer engagement. Brevo is based in France and adheres to GDPR standards. All data processed through Brevo, such as email addresses and engagement metrics, is securely stored and encrypted. Brevo ensures data protection through measures such as secure data transfer and compliance with the EU-US Data Privacy Framework (Brevo’s EU Privacy Policy).
• PayPal and Stripe (Course Payments): When you pay for Belle Premenstrual Courses by credit card or PayPal, you authorize and give permission to Belle Health AI Technologies Ltd to charge your credit or debit card or account for the amount owed for payment of Belle Premenstrual Courses. When you purchase Belle Premenstrual Courses, your information (i.e. credit card and contact info) may be collected by the third-party merchants Stripe and PayPal (depending on the payment method you choose at checkout), who may have privacy policies or security practices that are different than ours. Belle Health AI Technologies Ltd is not responsible for the merchant’s independent policies or practices. (PayPal’s UK Privacy Policy, Stripe’s EU Privacy Policy)

4.1.2 Options for Account Creation

When setting up your Belle account for the first time, you have multiple registration options. Apart from using your email address, you can also leverage the services provided by Apple or Google.

Apple Sign In: Belle employs the “Sign in with Apple” feature, granting users the ability to establish and access their Belle account using their Apple login details.

By choosing to register with Belle through Apple, Belle will exchange specific data with Apple, such as device data, IP address, and the information you initially provided to Apple upon account creation. This may involve transferring your personal data to Apple servers located outside the European Union. The choice to use the “Sign in with Apple” service and the degree of information you provide to Apple is entirely up to you. Note that no health data will be shared with Apple when using the “Sign in with Apple” service.

Google Sign In: Belle offers the “Sign in with Google” feature, which allows users to set up and access their Belle account using their Google login details. If you choose this service, you authorize us to collect basic information from Google, like your email address. You can manage this at any time in your Google account. For more details on this, refer to Google’s resources.

By opting to register with Belle through Google, Belle will exchange with Google the types of data you initially provided to Google when creating an account with them (such as name, email address). This might involve a transfer of your personal data to Google servers located outside the European Union. The choice to use the “Sign in with Google” service and the degree of information you provide to Google is entirely up to you. Note that no health data will be shared with Google.

4.1.5. Payment provider

If you decide to subscribe to Belle Premium via the Belle app, your subscription will be handled by our payment providers. We use Apple Inc for payments made via the App Store and Google LLC for payments made via Google Play. In these cases, Apple Inc or Google LLC will become the controller of your payment data, while Belle will remain the controller for all the data related to the use of the Belle app. Neither Apple Inc nor Google LLC will have access to any of your tracked data or other app-related usage data. You can read more about how Apple Inc and Google LLC handle your payment data in their respective Privacy Policies: Apple Privacy Policy and Google Privacy Policy.

4.1.6 Google Calendar Integration

If you choose to connect Google Calendar to Belle, Belle will ask your permission to access limited Google Calendar data so the app can show your existing calendar commitments alongside your Belle plan and sync Belle-created tasks to your Google Calendar.

The Google user data Belle may collect and process for this feature includes your Google account email address and, if provided through Google Sign-In, your Google profile name; Google OAuth access and refresh tokens; calendar identifiers and calendar list metadata; and event metadata from calendars you can access, such as event titles, start and end times, all-day status, duration, event identifiers, and whether an event was created by Belle. Belle may also create a dedicated secondary Google Calendar, currently named “Belle Schedule,” and create, update, or delete Belle-created events on that calendar.

Belle uses this Google Calendar data only to provide and improve user-facing calendar features in Belle: connecting the correct Google account, showing existing calendar events inside Belle, helping Belle plan around existing commitments and avoid conflicts, syncing Belle-created todos into Google Calendar, and disconnecting or cleaning up Belle-created calendar data when you ask us to. Belle does not use Google Calendar data for advertising, does not sell Google user data, and does not share Google user data with third parties except as necessary to operate the feature using our service providers and Google APIs. Belle reads only your calendar list and event metadata; it does not access calendar sharing/permission (ACL) settings.

Belle stores the Google refresh token and connected Google account email in an encrypted, access-controlled storage location scoped to your Belle identity, and stores Belle-created task and planning data in our standard AWS infrastructure. Access to Google user data is protected in transit and at rest using our standard security controls.

You can disconnect Google Calendar in Belle’s calendar or account settings. You can also revoke Belle’s Google access at any time from your Google Account permissions page at https://myaccount.google.com/permissions. When you disconnect or revoke access, Belle stops accessing your Google Calendar and deletes the stored Google refresh token. Where technically possible, Belle also removes calendars and events it created in Google Calendar.

Belle’s use and transfer of information received from Google APIs will adhere to the Google API Services User Data Policy, including the Limited Use requirements.

4.2 Provision of Customer Assistance

In the event that a Belle user reaches out to our Support Team with inquiries related to our offerings, we may interact with the user via email to offer customer assistance. This service is incorporated as a part of our premium Belle Plus subscription.

Should you avail of this service, Belle will need to access and process your personal data, including your health data, contingent on the specifics of your request. This is done so that we can provide you with the necessary support in response to your request.

Whenever data is transferred to providers operating outside of the European Economic Area (EEA), we ensure to implement appropriate safeguards as mandated by the General Data Protection Regulation (GDPR) (refer to Section 4).

Legal Basis: The legal basis for processing your account data and usage data for customer assistance is Art 6 Sec. 1 lit b) GDPR, and Art 9 Sec.2 lit a) GDPR for your health data.

When you approach the Belle Support Team, you explicitly provide your consent for the processing of your personal data, including your health data, to enable us to respond to your inquiry.

We delete all personal data collected for our customer service once it is deemed unnecessary for the purpose for which it was originally gathered.

4.3 For Statistical, Analysis and Improvement Purposes

In order to improve the user experience on the Belle app, we process and scrutinize certain data for the purpose of refining the app and simplifying its features. This involves usage data such as your device ID and IP address.

Through the enhancement of the app and its technical infrastructure, we strive to provide an optimal experience for you and the broader Belle community. This enables us to customize the app for various device types and, above all, to ensure the highest quality app experience.

Third party providers: For this purpose, we do not utilize any third-party providers.

Legal basis: The processing of your usage data for the technical enhancement of the Belle app is founded on Art 6 Sec.1 lit f) GDPR. It is rooted in Belle’s legitimate company interest to continually refine the app and offer an improved service to you. We assume that you would have no objections to this. Nonetheless, you can always choose to opt out of this data processing at any time in your Belle app’s privacy settings by disabling:

I consent to anonymized processing for Statistical, Analysis and Improvement Purposes.

We delete all personal data gathered for the technical enhancement of the Belle app as soon as it is no longer needed for the purpose for which it was initially collected.

4.4 To improve bellehealth.co with Website Analytics

Generally, cookies serve to remember preferences, store details for elements like shopping carts, provide tracking data to third party applications like Google Analytics, or mark your device for specific advertising activities like retargeting.

Legal Ground: Your usage data’s processing for website analytics is based on the consent you provide under Art 6 Sec.1 lit a) GDPR:

By visiting our website, you agree via an opt-in in the cookie banner that Belle can utilize cookies and third-party services, and accumulate your usage data under a unique identifier for purposes such as tracking, analyzing, enhancing our website, and for advertising purposes like displaying Belle content relevant to you.

The use of non-essential cookies on our website is based on consent according to the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. You have the option to refuse the use of non-essential cookies through the pop-up notification when you visit our website. If you consent to the use of non-essential cookies, you can revoke your consent at any time in your browser’s cookie settings.

All personal data accumulated for analyzing our website is removed by us as soon as it is no longer required for the purpose it was initially collected for.

4.5 To deliver Belle Newsletters

In order to distribute newsletters and email updates, we process the contact information of individuals who have chosen to receive these communications.

For those who have signed up for Belle’s newsletter service without being a Belle app user, we will process the details provided during the registration on bellehealth.co. This can include your name and email address, which is used for sending the newsletters you’ve subscribed to.

For those who are Belle app users with an account, Belle will use the email address supplied during account registration to send newsletters and occasional promotional emails. The content of these emails could be related to Belle services you’re using, or could include promotions for third-party products from our partners that may be of interest to you.

Third parties: To facilitate our newsletter services, Belle may share details like your email address with third-party service providers. Currently, we use the services of Brevo for this purpose. For more information about Brevo, see Section 4.1.1. Whenever data is sent outside of the United Kingdom or the European Economic Area (EEA), we ensure that the necessary safeguards in compliance with the General Data Protection Regulation (GDPR) are applied (see Section 4).

Legal basis: The legal justification for sending our newsletter is your consent as per Art 6 Sec.1 lit a) GDPR. The legal basis for promotional emails is based on Art 6 Sec.1 lit a) and lit f) GDPR.

You have the option to unsubscribe from our newsletters or promotional emails at any time by clicking the unsubscribe link found at the end of the emails.

All personal data gathered for the purpose of delivering our newsletter services is erased by us once it is no longer needed for the purpose it was initially collected for.

4.6 To help advance reproductive health research

Women and people with cycles are still significantly underrepresented in health research. With your explicit consent, Belle may use the data you track in the app — such as cycles, symptoms, mood, and other reproductive health information — to help advance scientific research and to invite eligible users to take part in specific research studies, surveys, or interviews.

What this involves. If you turn on Help advance reproductive health research in your privacy settings, Belle may:

• Use the data you have tracked in the app to assess whether you are eligible for a specific research study, survey, or interview (for example, based on the cycles you have logged).
• Invite you to take part in studies that are relevant to you. Taking part in any individual study is always optional and requires a separate, study-specific consent.
• Share de-identified data with carefully selected research partners for use in their scientific studies, where this is necessary for the research question. We use de-identification techniques so that personal identifiers such as your name and email address are removed and your dataset is assigned a random ID, so you cannot be identified by the researchers.

If you do not turn this on, Belle will not assess your tracked data for study eligibility and will not invite you to take part in research. Your cycle and health data will only be used to provide the services you have asked for, as described in sections 4.1–4.5.

Third-party providers: Where we work with research partners or platforms to run a study, we put the appropriate data-protection agreements in place before any data is shared. You can ask us at any time which partners we are currently working with by writing to trust@bellehealth.co.

Legal basis: The processing of your health data for research participation, recruitment, and de-identified sharing with research partners is based on your explicit consent under Art 9 Sec. 2 lit a) UK GDPR and GDPR. By enabling the toggle in your privacy settings, you confirm:

“I agree that Belle may use the data I track in the app to assess whether I am eligible for research studies, surveys, or interviews, to invite me to take part where relevant, and — where I have given any further study-specific consent — to share de-identified data with carefully selected research partners to advance menstrual and reproductive health research.”

You can turn this off at any time in your privacy settings. Withdrawing consent stops any future use of your data for these purposes. All personal data collected under this section is deleted when it is no longer needed for the purpose for which it was collected.

5. Data transfer outside the UK or European Union

Any personal data collected from you may be transferred to countries outside the United Kingdom or the European Economic Area (EEA) only if we comply with applicable privacy regulations and ensure that your privacy rights are protected. This includes ensuring that all such transfers are subject to approved safeguards that meet the requirements of Data Protection Legislation, such as the use of EU Commission or UK ICO-approved Standard Contractual Clauses.

To ensure an adequate level of data protection in accordance with Article 46 of the GDPR, we have implemented Standard Contractual Clauses (SCCs) with all third-party data processors located outside the EEA and the UK, where there is no adequacy decision by the EU Commission for their country. For data processing by U.S.-based providers, we utilize third-party services certified under the EU-U.S. Data Privacy Framework, providing assurance under Article 46 of the GDPR.

6. Your Data Protection Rights

We believe that data privacy is a basic human right. At Belle we strive to ensure that your rights are respected.

Here are some key facts about your privacy that we would like you to know:

i. Our products and services have been designed to minimize the use of personal data. We only collect and process your data for the purposes outlined above and detailed in this Privacy Policy.

ii. Your data is highly secured on our servers (using the AWS DynamoDB database, which encrypts all of your data, as seen here to protect your data from unauthorized access). You can contact us at trust@bellehealth.co if you have any questions about the security of our services.

iii. We do not retain your personal data in an identifiable format for longer than necessary to deliver our services. As soon as we can, we encrypt your email address and create an anonymised user ID so that your health data is not directly connected to your email address on our systems.

iv. Belle does not engage in any automated decision-making or profiling activities.

As a user of the Belle’s services, you may exercise your rights under the UK and EU General Data Protection Regulation (GDPR) to:

i. Request information on, or a copy of, your personal data processed by Belle. Upon your request, this information will be provided to you electronically. You can contact us to request your information at trust@bellehealth.co.

ii. Gain access to your personal data by requesting a backup of your data (as explained in the next section) in a format that is readable by other companies or organisations (data portability).

iii. Correct your personal and health data in the app settings and in the tracking categories available in the Belle app.

iv. Withdraw your consent from ongoing data processing at any time by deleting your account, and/or changing your privacy preferences in the Settings, and/or unsubscribing from our newsletter or other email communications by clicking the link at the bottom of the email or by contacting trust@bellehealth.co.

v. Request the complete deletion of your data, including all past data sent to third-party services used for tracking and analysis, by reaching out to trust@bellehealth.co. Your data will be deleted within 30 days.

vi. File a complaint with the relevant supervising authority (such as the UK Information Commissioner’s Office if you are based in the UK or if you are a resident of California, the California Privacy Protection Agency) if you believe Belle is processing your personal data under violation of applicable data protection regulations.

7. Procedures for Data Security

Ensuring the privacy of your data is a core principle at Belle. We implement security protocols to safeguard against inappropriate handling, loss, or changes to personal information under our control. Industry-standard procedures are followed for the transfer and storage of your data. While we cannot guarantee absolute immunity from misuse, loss or alteration of information, we exhaust all reasonable measures to prevent such occurrences. We cannot assure with absolute certainty that our security protocols will be impervious to unauthorized third-party breaches, leading to illicit access to our site or app and the content or information within.

7.1 How Belle Secures your Personal Data

When you create an account with Belle, your personal profile data is stored separately from your health data and your service settings. Doing this means your health data has an even higher level of protection. Belle uses servers located in the European Union to process and store your personal data.

When you create your Belle password, it’s stored using one-way encryption with both “hashing” and “salting” techniques. This means your password is combined with a random string of characters and then scrambled up so it’s unreadable. Not even Belle staff have access to your password. Doing this ensures extra protection for your password. Note that if you use social login to create your account, Belle does not receive your original password.

When your data is sent between your device and our Belle servers, we use hypertext transfer protocol secure (HTTPS). This is a type of encrypted data transmission, which scrambles the information being sent so it’s unreadable. Doing this increases the security of your data transfer. HTTPS is the same technology used to create secure connections for your web browser and is indicated by a padlock icon in the URL bar of your browser.

When you subscribe to Belle Premium, all your payment information is securely processed by the Apple App Store or Google Play Store. Belle does not store your payment information at any time.

7.2 Disclosure of Your Personal Data

We only share your personal data with third parties when necessary to provide our services, comply with legal requirements, for legitimate business interests, or with your explicit consent. Personal data may be shared under the following circumstances:

• Third Party Service Providers: This includes technology service providers, payment processors, data storage providers, and marketing platforms.
• Third Party Apps: Personal data may be shared with other apps only with your consent.
• Legal Obligations: When required by law, regulation, or court order.
• Law Enforcement Requests: In response to legitimate requests from law enforcement agencies. Please note that as a UK company, we’re not required to have to comply with US criminal subpoenas requesting disclosure of data, in light of Roe v Wade.
• Legal Advice and Litigation: To seek legal advice or in connection with litigation.
• Business Transactions: In the event of a sale, purchase, or merger of our business.

7.3 Belle’s Recommendations for Protecting your Data

We believe the biggest threat to the security and privacy of your personal data is if someone, probably someone you know, gains access to any of your devices. The data you enter into Belle is private and it should stay that way.

We have outlined some ways to keep your devices secure below.

Protect your Belle Account: Ensure you establish a distinctive and lengthy password for your Belle account. Utilizing a password manager for this task is highly recommended.

Protect your device:

i. Enable the security settings on your device such as PIN, TouchID (for iPhone 5S and later models), or FaceID (for iPhone X and onwards). This action ensures that your data on Belle is encrypted, and no unauthorized person can access your device.

ii. Initiate a feature that allows you to delete all the data from your device if it ever gets lost or stolen. For iOS users, you need to perform two steps to activate this feature: Firstly, you should enable “Find My iPhone” via iCloud. Here are the instructions on the Apple Support pages. Secondly, you should turn on the “Erase your device” option, and you can find the instructions on the Apple Support pages.

For Android users, you need to download and configure Find My Device (previously known as Android Device Manager) from the Google Play Store. If required, utilize the connected web interface to remotely lock or erase your phone.

8. Cookies on bellehealth.co

We use cookies on our bellehealth.co website to track performance and improve our services.

8.1 What is a Cookie?

Cookies are small text files stored on your device when you visit a website. They help websites remember your activities and preferences, enhancing your browsing experience. Cookies are essential for functions like retaining preferences, storing shopping cart information, providing tracking data to third-party applications, and identifying your device for special advertising purposes such as retargeting.

8.2 Why do we use Cookies?

We utilize third-party analytics and tracking services to measure our website’s performance. When data is transferred outside of the United Kingdom or European Economic Area (EEA), we apply safeguards as required by the General Data Protection Regulation (GDPR) (see Section 4). We share minimal technical data with advertising networks to ensure you do not see Belle ads if you have already downloaded the app or subscribed to Belle Premium.

We obtain your consent before using any non-essential cookies on your device when you access our website. You may withdraw your consent at any time by disabling cookies on your device or by following the instructions to withdraw consent individually for each third-party provider Belle uses for tracking and analysis services.

8.3 Managing Cookies

You can disable cookies on Belle’s site by adjusting your browser settings. Here is a short guide to help you:

1. Internet Explorer (version 10): Go to “Tools,” select “Internet Options,” click “Privacy,” and then “Advanced” to override cookie handling.
2. Firefox (version 24): Go to “Tools,” select “Options,” click “Privacy,” choose “Use custom settings for history,” and untick “Accept cookies from sites.”
3. Chrome (version 29): Access the “Customize and control” menu, select “Settings,” “Show advanced settings,” “Content settings,” and choose “Block sites from setting any data” under “Cookies.”

Blocking all cookies may negatively impact the usability of many websites, including ours. If you block cookies, you may not be able to use all the features on our website.

You can delete cookies already stored on your device by following these steps:

1. Internet Explorer (version 10): Manually delete cookie files (instructions at support.microsoft.com/kb/278835).
2. Firefox (version 24): Go to “Tools,” select “Options,” click “Privacy,” choose “Use custom settings for history,” click “Show Cookies,” and then “Remove All Cookies.”
3. Chrome (version 29): Access the “Customize and control” menu, select “Settings,” “Show advanced settings,” “Clear browsing data,” and then “Delete cookies and other site and plug-in data.”

For more information about cookies and how to manage them, visit www.aboutcookies.org.

8.4 Third-Party Cookies

We use third-party services to track the performance of our services and improve Belle. These include:

Google Analytics: Our website and mobile app use Google Analytics, an analysis service operated by Google Inc. Google Analytics uses cookies to allow for anonymous analysis of your website and app use and interactions, such as which screens you visit most in the Belle app, to personalize your experience and improve our services. Information produced via cookies is transferred to and stored on Google-operated servers in the USA. Google Analytics helps us recognize users, track navigation patterns, improve usability, analyze website and app usage, administer services, prevent fraud, and enhance security.

Google may transfer this information to third parties if required by law or if third parties process data on Google’s behalf. Google does not link your IP address to any other personal data. You can prevent cookies from being stored by changing your browser settings; however, this may affect your experience on our website or using our features.

By using Belle’s website, you consent to the use and processing of non-personal data by Google as described. You can withdraw your consent for this use of your data at any time, but this withdrawal applies only to future activities.

9. Young Users of Belle

Users in the United States must be at least 13 years old to use our services. In compliance with the Children’s Online Privacy Protection Act (COPPA) of 1998, we do not knowingly collect personal information from children under 13. If we become aware that we have collected personal information from a child under 13, we will promptly delete the information and the associated account.

Users in the European Union (EU), European Economic Area (EEA), United Kingdom (UK), and Canada must be at least 16 years old to use our services, unless they have verifiable consent from a parent or legal guardian. We do not knowingly collect personal information from children under 16 without such consent. If we discover that a user under 16 is using our services without the necessary consent, we will take steps to delete the information and deactivate the account.

By registering for an account, you confirm that you meet the age requirements applicable in your country or have the necessary parental consent.

If you are a parent or guardian and find that your child is using our services without your approval, or if you have any questions about our data privacy practices, please contact us at trust@bellehealth. We are committed to addressing your concerns and protecting children’s privacy.

For any concerns related to data privacy or to report unauthorized use of our services by a child under the relevant age, please reach out to us at trust@bellehealth. We are dedicated to ensuring the privacy and safety of all our users.

8.5 Advertising and conversion measurement

Last added: 12 May 2026. Belle may use Google Tag Manager, Google Ads conversion tracking, Google Consent Mode, Meta Pixel, and Meta Conversions API on bellehealth.co to measure website performance, understand which calls to action are working, build retargeting audiences, and measure advertising conversions such as newsletter signups and app-store clicks.

These marketing and advertising technologies are not used unless you give consent through the cookie banner’s Marketing category, except for limited consent-mode signals that do not set advertising cookies. If you reject or withdraw marketing consent, Meta Pixel, Meta Conversions API, Google Ads advertising cookies, and enhanced-conversion matching are not activated.

When you consent to marketing cookies, the information shared with advertising platforms may include technical and event data such as page URL, browser and device information, IP address, cookie or click identifiers, CTA clicks, app-store click events, and signup events. If you submit an email signup form, Belle may send a SHA-256 hashed version of your email address to Google Ads or Meta for conversion measurement and matching. Belle does not intentionally send raw email addresses, menstrual-cycle entries, symptoms, health notes, diagnoses, or other app health data to Meta or Google Ads for advertising.

These services are provided by Google Ireland Limited / Google LLC and Meta Platforms Ireland Limited / Meta Platforms, Inc. Depending on your location, data may be processed outside the UK or EEA using the safeguards described in this Privacy Policy. You can withdraw or change consent at any time by opening Cookie Preferences in the website footer.

10. Changes to this Privacy Policy

Belle reserves the right to amend this Privacy Policy from time to time to reflect changes in the law, our data collection and data use practices, the features of Belle’s services, or advances in technology.

Please check this page periodically for changes and refer to the “last updated” date at the top of the page to know if it has been revised since your last visit. If we make a change to this Privacy Policy that, in our sole discretion, is material, we will notify you by posting notice of these changes in this Privacy Policy.

11. Responsibility for Belle’s Data Processing

Belle is developed in London, United Kingdom, and our data handling aligns with the high standards enforced by UK and European Union legal requirements. Belle is developed by Belle Health AI Technologies Ltd, 71-75 Shelton Street, Covent Garden, London, United Kingdom, WC2H 9JQ. Additional contact information can be found here. Belle has a designated data protection officer. Feel free to reach out to trust@bellehealth.co if you have any queries.

12. The Governing Language of this Privacy Policy

Belle caters to a global audience, with members interacting with the Belle app in numerous languages. We engage professional translators and proofreaders to ensure the accurate translation of all our communications, including this Privacy Policy, into the various languages needed.

However, it’s important to note that while we strive for complete accuracy in all our translations, we cannot guarantee that they are 100% accurate, particularly when it comes to legal content. Consequently, the English version of this Privacy Policy is considered the original and prevailing version in the event of any discrepancy with the translated versions. The latest version of this Privacy Policy is always available in English on our website.