Privacy policy
Last updated 28 September 2026
This policy explains what personal data Smalltreefern Ltd ("we", "us") collects through our mobile apps and this website, why, and your rights under UK data protection law (UK GDPR and the Data Protection Act 2018).
Who we are
Smalltreefern Ltd is the data controller.
For anything about your data, email privacy@smalltreefern.com.
The short version
- You don't need an account to play, and we don't ask for your name or email.
- Your game progress and streaks are stored on your device.
- Our apps show ads through Google AdMob. In the UK and EEA we ask for your consent before showing personalised ads, and on iPhone we ask before tracking.
- Purchases are processed by Apple or Google. We never see your card details.
- We use limited analytics and crash reports to fix bugs and improve our games.
- We never sell your personal data.
What we collect and why
| Data | Why | Lawful basis |
|---|---|---|
| Advertising ID, IP address, device and app information, ad interactions (collected by Google AdMob) | Showing ads, measuring them, and preventing ad fraud | Consent for personalised ads; legitimate interests for non-personalised ads and fraud prevention |
| An anonymous app user ID and purchase history (via RevenueCat) | Unlocking "Remove Ads" and restoring it on new devices | Contract (providing what you bought) |
| App usage events, such as puzzles started and completed, and device type | Understanding which features people use so we can improve the games | Legitimate interests |
| Crash reports (device model, OS version, error details) | Finding and fixing bugs | Legitimate interests |
| Emails you send us | Replying to you | Legitimate interests |
Ads and your choices
If you're in the UK or EEA, the app asks for your consent before showing personalised ads, using Google's consent tool. You can change your choice at any time in the app under Settings → Privacy choices.
On iPhone and iPad, we ask for permission through Apple's App Tracking Transparency prompt before any tracking. If you decline, you'll still see ads, but they won't be personalised using your device's advertising identifier.
You can remove ads entirely with the one-off "Remove Ads" purchase.
Who we share data with
We use these service providers, who process data on our behalf or as independent controllers under their own terms:
- Google (AdMob): advertising. See how Google uses data from apps that use its services.
- RevenueCat: managing in-app purchases.
- Apple and Google: app distribution and payments.
- Cloudflare: hosting this website and handling our email.
Some of these providers are based in or transfer data to the United States. Where that happens, transfers are protected by the UK–US data bridge or the UK International Data Transfer Addendum to the EU Standard Contractual Clauses.
How long we keep data
- Game progress stays on your device until you delete the app.
- Analytics and crash data are kept for up to 14 months.
- Support emails are kept for up to 2 years after the conversation ends.
- Purchase records are kept as long as needed to restore purchases and meet legal and tax obligations (usually 6 years).
Children
Our apps are made for a general audience and aren't directed at children under 13. We don't knowingly collect personal data from children under 13. If you think a child has given us personal data, email privacy@smalltreefern.com and we'll delete it.
This website
This website doesn't use cookies, analytics or tracking. Our hosting provider, Cloudflare, processes basic technical data such as your IP address to deliver the site and protect it from attacks.
Your rights
You have the right to access, correct or delete your personal data, to restrict or object to how we use it, to data portability, and to withdraw consent at any time. To use any of these rights, email privacy@smalltreefern.com. We'll reply within one month.
Because we don't use accounts, we may need information from your device, such as the anonymous ID shown in the app's settings, to find your data.
You can also complain to the UK Information Commissioner's Office at ico.org.uk. We'd appreciate the chance to help first.
Changes to this policy
If we make significant changes, we'll update the date above and, where appropriate, let you know in the app.