Privacy Policy

Last updated: May 1st 2026

Before it Fades is committed to protecting your privacy and handling your personal information with care, honesty, and respect. This Privacy Policy explains what information we collect, how we use it, and the rights you have in relation to it.

Before it Fades is operated by Martin Jones, based in Milford Haven, Pembrokeshire, Wales. For any privacy-related queries, you can contact us at martin@beforeitfades.com.

Information We Collect

Contact and Enquiry Forms

When you submit an enquiry through our website, we collect the information you provide, which may include your name, email address, telephone number, and the content of your message. This information is used solely to respond to your enquiry and, if you proceed to book a session, to manage our working relationship with you.

Website Analytics

With your consent, we use Google Analytics to collect anonymised information about how visitors use our website. This may include pages visited, time spent on the site, the device and browser you are using, and your approximate geographic location based on your IP address. This data helps us improve the website experience. Google Analytics does not identify you personally. We only activate Google Analytics tracking after you have given your explicit consent via our cookie banner.

Client Portal

If you purchase a Life Story Session, you will be given access to a private, password-protected client portal at portal.beforeitfades.com. Your portal contains the photographs, audio recordings, video messages, and other materials created during your session. This data is stored securely using Cloudflare R2 object storage, a private cloud storage service. Your files are not publicly accessible. Access is restricted exclusively to your individual account, which is protected by a username and password that only you hold. We do not share, sell, or provide access to your content to any third party.

Legal Basis for Processing

We process your personal data on the following legal bases under UK GDPR:

  • Legitimate interests - responding to enquiries you have initiated and managing our client relationships
  • Consent - for Google Analytics cookies, which we only activate after you have accepted via our cookie banner
  • Contract - processing data necessary to deliver the services you have purchased

How We Use Your Information

We use the information we collect to:

  • Respond to your enquiries and communicate with you about your session
  • Deliver and manage the Life Story Session service you have purchased
  • Provide you with access to your private client portal and the materials within it
  • Understand how our website is used, so we can improve it (with your consent)
  • Meet any legal or regulatory obligations

We do not use your information for marketing purposes without your explicit consent. We do not sell your personal data to any third party under any circumstances.

Who We Share Your Information With

We share your information only where necessary to deliver our services:

  • Google Analytics - anonymised usage data, only with your consent. Google may process this data in the United States. Google is certified under the EU-US Data Privacy Framework. You can review Google's privacy practices at policies.google.com/privacy.
  • Cloudflare R2 - your client portal assets are stored using Cloudflare's secure object storage infrastructure. Cloudflare operates data centres across Europe. You can review Cloudflare's privacy practices at cloudflare.com/privacypolicy.

No other third parties have access to your personal data.

Cookies

Our website uses a cookie consent banner. If you accept cookies, Google Analytics will set the following cookies:

  • _ga - used to distinguish users. Expires after 2 years.
  • _ga_KXMJRQ6ZPN - used to persist session state. Expires after 2 years.

We also use a strictly necessary cookie to remember your cookie consent preference, and a temporary session cookie to manage the preview password protection while the site is in development. These do not track you and cannot be declined.

If you decline analytics cookies, none of the Google Analytics cookies will be set and your visit will not be tracked.

How Long We Keep Your Information

  • Enquiry data - retained for up to 2 years from the date of your last contact, or until you ask us to delete it
  • Client data and portal assets - retained for as long as you remain a client. If you request deletion, we will remove your data and assets from our systems within 30 days
  • Analytics data - retained by Google for 26 months, as per Google's standard retention policy

Your Rights

Under UK GDPR, you have the following rights in relation to your personal data:

  • Right of access - you can request a copy of the personal data we hold about you
  • Right to rectification - you can ask us to correct any inaccurate information
  • Right to erasure - you can ask us to delete your personal data, subject to any legal obligations we may have to retain it
  • Right to restriction - you can ask us to restrict how we process your data in certain circumstances
  • Right to data portability - you can request your data in a structured, machine-readable format
  • Right to object - you can object to processing based on legitimate interests
  • Right to withdraw consent - where processing is based on consent (such as analytics cookies), you can withdraw that consent at any time by clearing your browser's local storage or adjusting your cookie preferences

To exercise any of these rights, please contact us at martin@beforeitfades.com. We will respond within 30 days.

Data Security

We take the security of your personal data seriously. Your client portal is password protected and accessible only to you. All data transmitted between your browser and our services is encrypted using HTTPS. Your session assets are stored privately on Cloudflare R2 and are not publicly accessible via any URL - they are only accessible through your authenticated portal session, which generates short-lived, signed access links.

Children's Privacy

Our website and services are not directed at children under the age of 16. We do not knowingly collect personal data from children. If a session involves a child, all communication and data handling is conducted with the responsible adult who has booked the service.

Changes to This Policy

We may update this Privacy Policy from time to time. When we do, we will update the date at the top of this page. We encourage you to review this policy periodically.

Complaints

If you have concerns about how we handle your personal data, please contact us first at martin@beforeitfades.com and we will do our best to resolve the matter.

If you remain unsatisfied, you have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK's data protection regulator: