Identicare Privacy Notice – Petlog Services

Petlog™ is the UK’s original pet microchip registration database, owned by The Royal Kennel Club Limited (“The Royal Kennel Club”) which is supported by their trusted service provider, Identicare Limited (referred to in these terms as " identi," "we," "us," or "our").

This Privacy Policy explains how your personal information is collected, used, and protected when you register your pet’s microchip with the Petlog service.

Identicare supports The Royal Kennel Club in optimising the Petlog microchip record for your pet and in providing related and/or complementary products and services.

We will work together with The Royal Kennel Club to provide all relevant services throughout the lifetime of your pet and work together to keep your pet’s records accurate or help if your pet goes missing.

When your personal data is shared by The Royal Kennel Club with Identicare, we will act as an independent Controller.

This means we will then determine the purposes and means of processing your personal data separately from The Royal Kennel Club. Identicare will process your personal data in line with this privacy notice.

The Royal Kennel Club will process your personal data as independent controller in line with their own privacy notice (available here: https://www.petlog.org.uk/policies/privacy-policy/ ).

Both The Royal Kennel Club and Identicare will retain access to/keep a copy of your information and continue to share updates of the data to ensure the information is up to date and accurate.

This helps ensure your pet’s details stay correct and that you can access all available services.

In the case of cats and dogs it is mandatory under the Compulsory Microchipping Legislation that your contact information is retained and is kept up to date in order to allow for reunification, if it is ever needed.

This policy applies when you use Petlog services via any Identicare-operated website, online form, call centre, digital service, or subscription service.

1. What Personal Data We Collect

Information provided by The Royal Kennel Club

Upon registration on their database as a new keeper, The Royal Kennel Club will share your email address to register you as a new keeper and to provide related supporting microchip database services to you.

If an application is made to transfer an existing Petlog microchip registration by a new keeper The Royal Kennel Club may share your registration information as an existing keeper with Identicare, including your name, your pet’s name and your contact details.

Information you provide directly

When you first register a microchip, update your details, access your account, or contact support, you may provide us with your:

Name
Address
Email address
Telephone numbers
Alternative contact details (e.g., partner, family member)
Payment information (processed securely by our payment partners; not stored by The Royal Kennel Club or Identicare)

If you provide information about another person (for example, an emergency contact), you confirm that you have their permission to provide it.

Information collected automatically

When you use websites operated for by Identicare, we may automatically collect:

Technical data such as browser type, operating system, IP address
Usage data such as page response times, interactions, visit duration, and clickstream behaviour
Your telephone number when you call our customer support lines

Information from other third parties

We may receive information from:

Microchip manufacturers or implanters
Vets, rescue centres, local authorities
Technical, payment, delivery, or analytics providers

Where permitted by law, this information may be combined with other information we hold.

2. How Your Personal Data Is Used

Identicare uses your personal data for the purposes below.

To provide mandatory microchip registration services

Legal basis: Legal obligation

Maintaining your pet’s microchip record
Updating your details
Facilitating reunification if your pet is lost
Responding to regulatory or statutory data requests
Supporting vets, local authorities, welfare organisations, and authorised reunification agents

To provide optional subscription services

Legal basis: Performance of a contract

Provide you with information, products and services that you have requested or subscribed for from Identicare (including where applicable, enhanced lost-and-found features)
Invoicing, delivery and customer support purposes;
Mandatory service notifications and account updates
Customer support and operational delivery

To communicate with you

Legal basis: Legitimate interest / Legal obligation

Lost pet alerts and reunification messaging
Providing information relevant to microchip registration and reunification
Transfer of keepership related communications, if an application is received by us or The Royal Kennel Club to transfer the name of your pet’s keeper
Notify you about changes to products and services;

Legal basis: Consent (where required)

Providing you with information about other goods and services offered that are similar to those that you have already purchased or enquired about
Providing you with information about goods or services which may interest you
To allow you to participate in interactive features available on our website when you choose to do so
To measure or understand the effectiveness of advertising we serve to you and others and to deliver relevant advertising to you

To improve our systems and services

Legal basis: Legitimate interest

To optimise and improve internal systems and processes
To support the availability of the products and services;
Monitoring website performance and security
To ensure that content from the website is presented in the most effective manner for you and for your computer/other electronic device
Analysing service usage
Internal reporting, testing, and quality improvement

Identicare may also contact you to:

Provide services and updates related to your pet’s microchip
Offer you additional products or services
Provide legal updates, such as changes to pet microchipping regulations
Send you marketing messages (please see below)

Non-personally identifiable information will be used to analyse site usage (such as aggregated information on the pages visited by our users), which allows us to improve the design and content of our website

Identicare does not sell your data, and Identicare does not use your data for its own independent marketing activities.

4. Who Your Data Is Shared With

Identicare may share your data with:

Business partners, suppliers and sub-contractors for the purpose of performing any contractual obligations owed to you;
Vets, local authorities, welfare organisations, dog wardens, and rescue centres (to reunite lost pets)
Payment providers (for subscription processing)
Service and technology partners supporting database operations and customer services
Advertisers and advertising networks that require the information to select and serve relevant adverts to you; or
Analytics and search engine providers that assist in the improvement and optimisation of our website.

Identicare will always handle your data carefully and follow the rules set out in the UK General Data Protection Regulation (UK GDPR).

Regulators or law enforcement where legally required
Its group companies;

Identicare may also share aggregate, anonymised data for reporting or service improvement. We do not share identifiable personal data with advertisers.

If there is a change in Identicare’s ownership or structure, your data may transfer as permitted by data protection law.

Identicare will always handle your data carefully and follow the rules set out in the UK General Data Protection Regulation (UK GDPR) and all applicable laws.

5. Marketing Communications

If you are a corporate contact

Identicare, our group companies, may contact you by e-mail, SMS, telephone or post providing information about microchips, where Identicare (or group companies) have a legitimate interest to do and this is permitted by data protection laws.

If your are a consumer

Identicare may send you direct marketing, including:

New products, services, or special offers that may be of interest to you as a pet owner
Veterinary care services, pet insurance, and related offers
Partnerships with veterinary clinics or pet insurers offering services for your pet

This communication may occur via:

Email
SMS/Text messages
Postal mail
Phone calls (in some cases)

Lawful Basis for Processing Your Data

Identicare will process your personal data for direct marketing under the following lawful bases:

Consent: In some cases, Identicare will seek your explicit consent before they send or any selected third party sends you marketing communications.
Legitimate Interest: Identicare may send marketing communications based on their legitimate interest in promoting relevant services to existing customers.

Opting Out

If you no longer wish to receive marketing communications from Identicare or any of their selected third parties, you can opt out by:

Clicking the "unsubscribe" link in any email they send you
Replying "STOP" to any SMS message you receive
Contacting Identicare directly at support@petlog.org.uk

6. International Data Transfers

Data is stored and processed primarily within the UK and EEA.

UK or EU Standard Contractual Clauses
Adequacy decisions
Technical and organisational measures to protect your data

7. Data Retention

We retain personal information only for as long as required to:

Maintain your pet’s microchip record (a statutory requirement)
Deliver subscription services
Meet legal and regulatory obligations

Identicare follows a strict Data Retention Policy to ensure personal information is only retained where necessary.

8. Your Rights

Under UK data protection law, you have the right to:

Access your personal data
Rectify inaccurate or incomplete information
Erase your data (where legally permissible)
Restrict processing
Object to processing based on legitimate interests
Object to direct marketing at any time
Data portability

You may exercise your rights by contacting us via the contact details below.

If you are unsatisfied with how your data is handled, you may complain to the ICO. We would always appreciate the chance to address your concerns first.

9. How We Protect Your Data

Identicare use robust technical and organisational security measures to protect your data, including:

Access controls
Encryption
Secure infrastructure
Regular auditing and testing

Your account password must be kept confidential; please do not share it with anyone else.

10. How to Contact Us

Email: privacy@identibase.co.uk or support@petlog.org.uk
By post: identicare Limited, Moorside, Monks Cross Drive, Huntington, York, YO32 9LB
By telephone: 01296 336579

11. Updates to this Policy

We may update this Privacy Policy from time to time. Any changes will be published on our website, and where appropriate, communicated directly to you.