MuchLoved

The data controller responsible in respect of information collected is MuchLoved Limited. If you have any questions, or want to access, correct, change, or update your details at any time please contact our team or as set out in ‘Your rights’ section below: 

By Post:
MuchLoved
Nash House, Repton Place
White Lion Road
Amersham, Buckinghamshire
HP7 9LP

By Phone: 01494 722 818
By Email: support@muchloved.com

Who we are

We are the UK’s leading online tribute and memorial platform. We are a social enterprise, 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 bereaved people in remembering loved ones and fundraising in their memory. 

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

What data do we collect?

When you use our service to create a tribute, post content on a tribute or dedication page, donate or add an event, we will need to collect personal data about you and/or from you. Personal data is information that can be used to identify you such as name, or address, or similar.

• Personal data element: 
  Name, address, telephone number, mobile telephone number, email address.
• Reason for collecting the data:
  For registration of your tribute page or dedication page and to communicate with you from time to time about your tribute page or dedication page.
  For administration purposes, e.g. we may contact you about a donation you have made.
  For internal record keeping, such as the management of enquiries (cases), feedback or complaints.
  To block disruptive use of our website or to report offensive or defamatory content.
• Lawful basis for processing the data:
  Performance of a contract in the provision of our service(s) to you.
  Where it is required or authorised by law.
• Who the data is shared with:
  If you are a tribute guardian and you donate, your details will be shared with your designated charity unless you ask us not to.
  If you are a tribute page visitor, you may ask to make an anonymous donation. You may ask for the donation amount to be hidden from public view on the tribute and/or remain anonymous or you may edit the donor’s name which is displayed.
  When you donate as a visitor of the tribute, you may choose to hide your name from the tribute guardian, and you may also opt out of having your details shared with the charity. If you do not choose to remain anonymous, the charity may contact you regarding your donation. 
• Retention period or criteria we use to determine retention period:
  As the tribute guardian (the person who administers the tribute page), you may ask to have your tribute page deleted at any time. 

• Personal data element:
  Card information
• Reason for collecting the data:
  To process payments related to donations
  
• Lawful basis for processing the data:
  Performance of a contract in the provision of our fundraising services to you.
  
• Who the data is shared with:
  Stripe, our payment processor.

• Personal data element:
  Tax payer status
• Reason for collecting the data:
  To reclaim Gift Aid in relation to donations to registered charities
  
• Lawful basis for processing the data:
  Performance of a contract in the provision of our fundraising services to you.
  
• Who the data is shared with:
  Your designated charity/ies

• Personal data element:
  IP address, device type, browser, geographical region, and other related traffic information such as pages viewed, time on site and completed actions.
• Reason for collecting the data:
  In order to manager the interactions with our website, tribute pages and dedication pages.
  To block disruptive use of our website, to record website traffic or to report offensive or defamatory content.
• Lawful basis for processing the data:
  Legitimate interest to optimise our website and our services.
  
• Who the data is shared with:
  Google Analytics
  Microsoft Clarity

We also use Cookies to collect data – see the section on Cookies below. 

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. 

If you are adding guests, trusted users, or other tribute guardians, then before you disclose the information of another person you must obtain their consent to both the disclosure of their personal information and its use in accordance with this privacy policy. Similarly, if your tribute is set to ‘private’ mode, and you invite specific individuals to view it by adding their details, please ensure that they are happy to be added. Any account settings that you have applied relating to notifications of anniversaries and/or donations will apply to these users.  

Sharing your data with Administrators – Tribute Service

Each tribute that is created has an administrator called the Tribute Guardian. This is the person (or people) that has/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 who may contact them to 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, although some Tribute Administrators allow contributions to be added automatically without reviewing them first.  

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

Sharing your data with Administrators – Dedications Service

Each Dedication Page that is created has an administrator who manages 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 donating 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 data to our partners as reasonably necessary for the purposes set out in this privacy policy. This will be the charity or 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 can manage the in-memory services they provide. Where we disclose any personal data 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 data 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. 

When you donate on a tribute or dedication page, your name and contact details will be shared with the Tribute/Dedication page Administrators(s) and the charity/ies for which funds were being raised. They may contact you to thank you for donating. If you do not wish to be contacted, you may opt to make your donation anonymously, and you may choose whether you wish to be anonymous to the charity or the page administrator, or both. 

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. By setting the tribute to ‘Private’ as opposed to ‘Public’, the Tribute Administrator(s) may add the details of users who are invited to have access to the Tribute, however they must seek permission from the users before doing so. 

If ‘private’ is not selected, the tribute will be ‘public’ which means it may be found by anyone, and available for contributions and donations.  

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 use YouTube videos on our websites. If you reject all cookies, these videos may not play. 

We use Google Analytics to analyse use of the website. This information is stored by Google, and their privacy policy is available at http://www.google.com/policies/privacy 

Our cookie policy has further information. 

Protecting your Data 

Protecting your personal data 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. MuchLoved is ISO27001 certified which is proof of our compliance with internationally recognised information security standards, for which we are audited regularly. 

We use the payment processing platform Stripe to handle the card data relating to a donation, and as such we do not process card data. Stripe is certified to PCI DSS (Payment Card Industry Data Security Standard), ensuring cardholder data is protected to the highest standards. 

We restrict employee access to data. Only MuchLoved employees who administer or support our customers have access to the personal data of customers and partners, and the data they have access to is minimised so that it is appropriate for their role. Access is granted only to authorised personnel and is subject to authentication. 

We will keep your information for as long as we operate your tribute page or dedication page service, but we will not keep your information for any longer than is necessary. Our donation data retention policy is a minimum of 7 years. 

We do not close tribute pages unless you request us to do so. 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 or anonymised if it cannot be deleted.  

Children’s data

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

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: support@muchloved.com.   

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

International data transfers 

Information that we collect may be stored and transferred between any of the countries where we operate 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 UK, however we will ensure that your information is held in compliance with UK 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.  

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 may 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.

Use of your data for emails we send 

MuchLoved uses your personal data to provide the services you request, for administration purposes, for the management of enquiries relating to the service, and to communicate with you about your tribute page or dedication page. 

We also use your data to improve our services, our tribute pages, our dedication pages and our website. 

We will use your personal data to communicate with you about your tribute page. If you have contributed to or made a donation on a tribute page or dedication page, we may also contact you. Unless you donate anonymously, the charity that you have donated to may also contact you in response.  

The types of email communications we may send are outlined below. 

• Type of email we send and why:
  Communications we’re required to provide by law such as donation receipts, information on Gift Aid or notices relating to data breaches. 
  
• What to do if you do not wish to receive these:
  You cannot opt out of these 
  
• How often will we email you:
  The frequency of these is based on the event or action.
  

• Type of email we send and why:
  Emails triggered by actions you take such as creating a page, requesting a password reset, requesting to close a tribute page, or contacting support@muchloved.com 
  
• What to do if you do not wish to receive these:
  You cannot opt out of these 
  
• How often will we email you:
  The frequency of these is based on the action(s) taken.

• Type of email we send and why:
  Operational emails triggered by events and activity on your page such as tribute activation, handover of a tribute, donation summaries, alerts on tribute contributions, and anniversaries.
  If you have contributed to or are the owner of more than one tribute page, you will receive emails for each tribute page.
• What to do if you do not wish to receive these:
  You may opt out of these in Settings at any time or by clicking on the link in the email or by contacting us on support@muchloved.com 
  
• How often will we email you:
  The frequency of these is based on the event or action, but we will not send more than one per day per tribute.
  

• Type of email we send and why:
  Instructional content to guide you through how to use your tribute page. 
  
• What to do if you do not wish to receive these:
  You may opt out of these at any time by clicking on the link in the email or contacting us on support@muchloved.com 
  
• How often will we email you:
  This is a course of 4 emails, sent once a day until the end of the cycle. 

• Type of email we send and why:
  Marketing emails with content and resources we think may be of interest to you. 
  
• What to do if you do not wish to receive these:
  You may opt out of these at any time by clicking on the link in the email or by contacting us on support@muchloved.com 
  
• How often will we email you:
  The frequency of these emails is once a month

• Type of email we send and why:
  If you are a MuchLoved partner, monthly notifications about services, updates, and training available to you.
  
• What to do if you do not wish to receive these:
  You may opt out of these at any time by clicking on the link in the email or contacting us on support@muchloved.com 
  
• How often will we email you:
  The frequency of these emails is once a month.  

If you have contributed to or are the owner of more than one page, unsubscribing from all emails relates to your email ID, whereas adjusting Settings at a tribute page level impacts emails relating to that particular tribute. 

We use technologies to monitor delivery, open rate and clicks on the emails we send to analyse our business processes and communication activity and based on the insights, improve our communications and the service experience for our users.  

We use aggregated insights from our platform to develop and test more features and services and to drive research and development. This is so that we can provide a world class online tribute page and dedication page service to families, partners, and charities. We obtain these insights from a variety of sources: actions on tribute pages and dedication pages, page traffic and use of services, responses to emails, and customer service activity.  

Customer feedback

We may request feedback from you through surveys about our services, but participation is entirely voluntary. If you do participate, we will only contact you in response if you ask us to. 

How do we use the personal data of Charity Partners and our Funeral Director Partners?

If you have a business partner relationship with MuchLoved as an Advantage, Optimum or Donations Only Partner, we use your data slightly differently than that of individuals. We collect details of your business address, phone number(s), key contacts names along with their job titles and email addresses. We do this in order to perform services as part of our contract with you, provide fundraising reports, and arrange for payments. We will send you learning and development emails (training), monthly newsletters with our latest updates and resources available to you as well as monthly or end of year fundraising totals. You may opt out of these communications by unsubscribing via the link in the email, or by contacting your account manager or our support team.  

Use of AI

We use Azure AI Content Safety API, which is a service provided by Microsoft Azure to analyse and flag content uploaded to our platform. We use this service in order to analyse and flag content across categories like sexual content, violence, hate and self-harm, with severity levels. We prioritise the privacy and security of your data and adhere to the terms and conditions set out by Microsoft Azure.  

In order to protect your personal data and that of others, please do not upload images or videos which divulge personal or sensitive data, whether this is in text, sound, or visuals.  

Privacy Policy v4.0 
Last updated date: 27.1.2026