Privacy Policy

Privacy Policy

Last updated: August 16, 2026

David Wolfe UK operates this store and website, including all related information, content, features, tools, products, and services, to provide you, the customer, with a curated shopping experience (the "Services"). David Wolfe UK is powered by Shopify, which enables us to provide the Services to you. This Privacy Policy describes how we collect, use, and disclose your personal information when you visit, use, or make a purchase or other transaction using the Services.

1. Personal Information We Collect

We may collect or process the following categories of personal information depending on how you interact with the Services:

  • Contact Details: Name, address, billing address, shipping address, phone number, and email address.
  • Financial Information: Credit card, debit card, financial account numbers, transaction details, and payment confirmation.
  • Account Information: Username, password, security questions, preferences, and settings.
  • Transaction Information: Items you view, put in your cart, purchase, return, exchange, or cancel.
  • Device & Usage Information: Information about your device, browser, IP address, and how you interact with or navigate the Services.

2. How We Use Your Data & Our Lawful Basis (UK GDPR)

Under the UK General Data Protection Regulation (UK GDPR), we must have a valid legal reason to process your personal data. We use your information for the following purposes:

  • To Provide, Tailor, and Improve Services: To perform our contract with you, process payments, fulfill orders, arrange shipping, manage your account, and facilitate returns. Lawful Basis: Performance of a Contract & Legitimate Interests.
  • Marketing and Advertising: To send promotional communications by email or text and to show you targeted online advertisements. Lawful Basis: Consent (for direct marketing) & Legitimate Interests.
  • Security and Fraud Prevention: To authenticate your account, detect or investigate fraudulent and illegal activity, and secure our checkout experience. Lawful Basis: Legitimate Interests.
  • Legal Reasons: To comply with applicable laws or respond to valid legal requests from law enforcement. Lawful Basis: Compliance with a Legal Obligation.

3. Cookies and Tracking (PECR Compliance)

In accordance with the UK's Privacy and Electronic Communications Regulations (PECR), we only deploy non-essential cookies (such as those used for Shopify's targeted advertising and analytics) with your explicit consent. You can manage or withdraw your consent at any time via the cookie banner on our website.

4. Automated AI Customer Assistance & Medical Disclaimer

We may offer automated artificial intelligence ("AI") chat and shopping assistance across our Services to help answer product questions, navigate collections, and assist with order enquiries.

  • Data Processing for AI Features: When you interact with our AI assistance tools, your chat inputs, session data, and relevant account/order identifiers may be processed to generate responses and improve service accuracy. This data is handled in strict compliance with the UK GDPR under our Legitimate Interests to provide responsive, 24/7 customer assistance.
  • AI Accuracy & Limitations: AI tools generate responses using automated algorithms and may occasionally provide incomplete, inaccurate, or outdated information. Product availability, ingredients, pricing, and dispatch details should always be verified against the official product pages and store policies.
  • Not Medical Advice: Any information, guidance, or suggestions provided by our AI assistant or on this website are for educational and informational purposes only. The AI assistant is not a doctor, licensed healthcare practitioner, or medical professional, and its outputs do not constitute medical advice, diagnosis, or treatment plans.
  • Consult a Healthcare Professional: Always consult with a qualified medical doctor or registered healthcare professional before starting any new diet, supplement regimen, cleanse, or wellness programme, or if you are pregnant, nursing, taking medication, or managing a medical condition. Never disregard professional medical advice or delay seeking it because of information provided by our AI tools or website.

5. How We Disclose Personal Information

We may disclose your personal information to third parties for legitimate purposes, including:

  • With Shopify, vendors, and third parties who perform services on our behalf (e.g., IT management, payment processing, cloud storage, fulfillment, and shipping).
  • With business and marketing partners to provide targeted advertising. You can exercise your right to opt-out of those uses.
  • In connection with a business transaction (such as a merger) or to comply with any applicable legal obligations.

6. Security and Data Retention

No security measures are perfect or impenetrable, and we cannot guarantee "perfect security". We retain your personal information based on the following strict guidelines to comply with UK law:

  • Financial & Transactional Data: Retained for 6 years from the date of the transaction to comply with UK tax laws and HMRC requirements.
  • Marketing Data: Retained until you withdraw your consent or opt out of receiving communications.
  • Account Data: Retained for as long as your account is active or as needed to resolve disputes and enforce applicable policies.

7. Your UK GDPR Rights

Depending on where you live, you have specific rights regarding your personal information. Residents of the UK can exercise the following rights:

  • Right to Access / Know: Request access to the personal information we hold about you.
  • Right to Correct or Delete: Request that we correct inaccurate data or delete personal information we maintain.
  • Right of Portability: Receive a copy of your personal data to transfer to a third party.
  • Objection & Restriction: Ask us to stop or restrict our processing of your personal information.
  • Withdrawal of Consent: Where we rely on consent, you have the right to withdraw it at any time without affecting the lawfulness of processing based on consent before its withdrawal.

8. International Transfers

We may transfer, store, and process your personal information outside the country you live in. If we transfer your personal information out of the United Kingdom, we will rely on recognized transfer mechanisms, such as the UK’s International Data Transfer Agreement (IDTA) or the European Commission's Standard Contractual Clauses, to ensure an adequate level of protection.

9. Complaints

If you have complaints about how we process your personal information, you have the right to lodge a complaint with the UK's data protection authority, the Information Commissioner's Office (ICO).

10. Contact Information

For the purpose of applicable data protection laws, we are the data controller of your personal information. Should you have any questions about this Privacy Policy or wish to exercise your rights, please contact us:

  • Email: uk@davidwolfe.com or jim@thefireconsultants.com.au
  • Address: Wild FireHouse Nutrition Limited, 205 Lavender Hill, London SW11 5TB, United Kingdom