MuchLoved Privacy Policy

Your privacy is of paramount importance and we outline below how we will treat and respect your personal information and the steps we take to keep it secure.

The data controller responsible in respect of information collected is MuchLoved Charitable Trust.  If you have any questions, or want to check, change or update your details at any time please contact our team:

By Post:
MuchLoved Charitable Trust
Nash House, Repton Place
White Lion Road
Amersham, Buckinghamshire

By Phone: 01494 722 818
By Email:

Who we are

We are the UK’s leading online tribute and memorial service.  We are a registered UK charity and we work in partnership with charities, fundraising organisations and funeral organisations to provide our pioneering online memorial service.  We offer a free of charge tribute service and an in-memoriam donation facility to assist all bereaved people in remembering loved ones and fundraising in their memory.

Our registered charity number is 1118590  

Where the terms of our Privacy Policy relate specifically to either the Tribute Service or our Dedication Pages service, this is indicated below.

What information do we collect?

When you use our service to create a tribute, post content, make a donation or add an event, we will need to collect personal information about you.  Personal information is information that can be used to identify you such as name or address.

We may collect and use the following kinds of personal information:  name, email address, postal address, telephone number, mobile telephone number.  If you make a donation then we may need to ask whether you are a UK taxpayer so that we can reclaim Gift Aid for your donation. We may also collect personal information if you purchase additional products or services from us.

We will also collect information on how you interact with our website and the tributes and dedications that are shared through our service.  This information helps us to make our service easier to use for the people who visit it and may include your IP address, geographical region and other traffic and communication data.  We also use Cookies to collect data – see the section on Cookie’s below.

If you use your credit or debit card to make a donation or pay for additional services we will need to share your data with a third party to enable this processing.  We will ensure that this is done securely and in accordance with the Payment Card Industry Data Security Standard and we do not store your payment card details.

If you are using our service on behalf of someone else, either as a user or a Tribute Administrator, for example to create a tribute on their behalf, then before you disclose the personal information of another person you must obtain that person’s consent to both the disclosure of their personal information and its use in accordance with this privacy policy.

How do we use this information?

We will use the information that you provide:

  • to provide you with the services, products or information you have requested;
  • to process any donation(s) we may receive from you;
  • to identify visitors and contributors to our websites so we can provide a more personalised experience when you use our service;
  • for administration purposes, e.g. we may contact you about a donation you have made;
  • for internal record keeping, such as the management of feedback or complaints;
  • to analyse and improve the services we offer;
  • to block disruptive use of our website, record website traffic or report offensive or defamatory content;
  • where it is required or authorised by law.

Sharing your Information with Administrators – Tribute Service

Each tribute that is created has an administrator called the Tribute Guardian.  This is the person (or people) that have agreed to oversee a tribute, including its appearance and privacy settings.  Where tributes have been created by a Partner organisation or are fundraising for a charity or fundraising organisation, they will have additional Partner Guardians to help manage the tribute and any donations. 

Where tributes have a Donations Contact, the Donations Contact’s details are shared with the recipient charity or fundraising organisation so that they can thank them for the fundraising and acknowledge the total amount raised.

All Tribute Administrators are bound by the terms and conditions for use including the privacy policy.

Anyone who wishes to contribute to a tribute by uploading messages, stories, pictures, music, video or tribute events will be registered on the service the first time that they choose to do this.  Their name and contact details will be shared with the Tribute Administrator(s) so that they can review their contribution and thank or contact them about it.

Tribute donors can donate anonymously if they choose, otherwise their name and contact details will be shared with the Tribute Administrators(s) so that they can be thanked for donating.

Sharing your Information with Administrators – Dedications Service

Each Dedication Page that is created has an administrator who manages the the messages, images and donations added as dedications to a page.  They are also responsible for the appearance and availability of the page.  

All Administrators are bound by the terms and conditions for use including the privacy policy.

Anyone who wishes to create a dedication by uploading a message, picture and making a donation will be asked to enter a name and email address.  Dedication donors can donate anonymously if they choose, otherwise their name and contact details will be shared with the Administrator(s) so that they can review their contribution and thank or contact them about it.

Sharing your Information with Third Parties

We will not sell or swap your information with any third party.

We may disclose your personal information to our partners as reasonably necessary for the purposes set out in this privacy policy. This will be the charity or fundraising organisation for which a tribute or dedication page is fundraising, or the partner from which the tribute originated.  We share this information so that they are able to manage the in-memory services they provide. Where we disclose any personal information to partners or other authorised party, they will be obligated to use that personal information in accordance with the terms of this privacy policy. 

In addition to the above, we may use or disclose your personal information in order to deal with enquiries made by or about you in connection with any legal proceedings or prospective legal proceedings or as required by law or to establish, exercise or defend our legal rights.

Private Access – Tribute Service

Where a tribute is fundraising for a charity or fundraising organisation the tribute may be displayed and/or accessed via the website of that charity or fundraising organisation.  Tribute Administrators can change a tribute to ‘Private’ if they do not wish the tribute to be available in this way but should be aware this will impact the ability of people to access the tribute.

Your data and consent to marketing

If you create a tribute or event that is fundraising for a chosen charity or fundraising organisation, add a dedication to a page or make a donation via the service, then as part of this process we may ask for your consent for the recipient entity to contact you for marketing purposes.  The charity or fundraising organisation will describe what your consent is being sought for and allow channel specific consent to be provided (such as e-mail, telephone, text and/or post). If subsequently you change your mind and no longer want to be contacted by them, you can request that the charity or fundraising organisation update your contact preferences accordingly.

Cookies and online privacy

A cookie is a small text file that is downloaded by your browser when you access a website. It allows the website to store some information about your preferences and previous actions on the website.  We use cookies in order to improve the website service, such as helping our website to recognise you when you visit. We do not access any information stored in cookies placed on your machine by other websites. 

Most browsers provide you with options to reject third party cookies if you wish; choosing this option will have an impact upon the usability of our website service.

We also use Google Analytics to analyse use of the website.  This information is stored by Google and their privacy policy is available at

Children’s data

If you are under the age of 18 you must have the consent of a parent or guardian in order to use this service and before giving us your personal information.

Protecting your Data

Protecting your personal information is of paramount importance to us. To keep your data protected and safe we have put in place suitable technical and organisational precautions to ensure that your information is secure including the use of secure servers and data encryption.

We will keep your information for as long as required to enable us to operate our tribute services but we will not keep your information for any longer than is necessary. We will take into consideration our legal obligations when determining how long we should retain your information including rules around the collection of Gift Aid.  When we no longer need to retain your information we will ensure it is securely disposed of.

Your Rights

You have the right to:

  • request a copy of the information we hold about you;
  • update or amend the information we hold about you if it is wrong;
  • change your communication preferences at any time;
  • ask us to remove your personal information from our records;
  • object to the processing of your information for marketing purposes; or
  • raise a concern or complaint about the way in which your information is being used.

If you wish to find out more about these rights or obtain a copy of the information we hold about you, please contact us at:  

For more information about your rights go to the website of the Information Commissioner’s Office at

International data transfers

Information that we collect may be stored and transferred between any of the countries where we operate in order to enable us to use the information in accordance with this policy. Any personal information that you submit for publication on the website will be published on the internet and may be available around the world.

We may, on occasion, need to use the services of a supplier outside the European Economic Area (EEA), however we will ensure that your information is held in compliance with the European data protection regulations.

Links to third party websites

Our websites contain links to third party websites that we believe may be of interest to our website visitors. This privacy policy only governs our websites and we are not responsible for the privacy policies that govern third party websites even where we have provided links to them. If you use any link on our website we recommend you read the privacy policy of that website before sharing any personal or financial data.

Privacy Policy v3.6
Last updated date:  24th March 2021