Privacy Policy

Last Updated: December 8, 2025

Introduction

MirthLane ("we," "our," or "us") is committed to protecting your privacy and personal data. This Privacy Policy explains how we collect, use, store, and protect your personal information when you use our website and services.

We process personal data in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and other applicable UK data protection legislation.

Data Controller Information

Data Controller: MirthLane Limited
Registered Address: 123 Entertainment Street, London, EC1A 1BB, United Kingdom
Email: privacy@mirthlane.games
Phone: +44 20 1234 5678

Information We Collect

1. Information You Provide Directly

• Age Verification Data: Information confirming you are 18 years or older
• Contact Information: Email address, phone number (if provided)
• Communications: Information in messages you send to us
• Feedback: Survey responses, reviews, or other feedback you provide

2. Information Collected Automatically

• Device Information: IP address, browser type, operating system, device identifiers
• Usage Data: Pages visited, time spent on pages, links clicked, navigation paths
• Technical Data: Screen resolution, language preferences, time zone settings
• Cookies: Data collected through cookies and similar technologies (see our Cookies Policy)

3. Information from Third Parties

• Analytics Providers: Aggregated usage statistics and trends
• Security Services: Fraud prevention and security information

How We Use Your Information

We use your personal data for the following purposes:

1. Service Provision

• To provide access to our entertainment platform
• To verify you are 18 years or older
• To enable platform features and functionality
• To deliver requested services and content

2. Communication

• To respond to your inquiries and support requests
• To send important service notifications
• To provide responsible gaming information and resources

3. Platform Improvement

• To analyze platform usage and improve user experience
• To develop new features and services
• To conduct research and analytics

4. Security & Compliance

• To protect against fraud, unauthorized access, and security threats
• To comply with legal obligations and regulatory requirements
• To enforce our Terms of Use and other policies

Legal Basis for Processing

We process your personal data based on the following legal grounds:

• Consent: Where you have given explicit consent (e.g., for cookies)
• Contract Performance: To provide services you have requested
• Legal Obligation: To comply with applicable laws and regulations (e.g., age verification)
• Legitimate Interests: For our business operations, security, and platform improvement, where not overridden by your rights

Data Sharing and Disclosure

We do not sell your personal data. We may share your information with:

Service Providers

We work with third-party service providers who process data on our behalf:

• Hosting Providers: For website hosting and infrastructure
• Analytics Services: For usage analysis and platform improvement
• Security Services: For fraud prevention and platform security
• Communication Tools: For customer support and communications

All service providers are contractually required to protect your data and use it only for specified purposes.

Legal Requirements

We may disclose your information if required by law or to:

• Comply with legal processes, court orders, or government requests
• Enforce our Terms of Use and other agreements
• Protect our rights, property, or safety, or that of users or the public
• Detect, prevent, or address fraud or security issues

International Data Transfers

Your data is primarily stored and processed within the United Kingdom. If we transfer data outside the UK, we ensure appropriate safeguards are in place, including:

• UK GDPR-approved standard contractual clauses
• Adequacy decisions by UK authorities
• Other legally approved transfer mechanisms

Data Retention

We retain your personal data only for as long as necessary for the purposes outlined in this policy:

• Account Data: Retained while your account is active, plus legal retention periods
• Usage Data: Typically retained for 12-24 months for analytics purposes
• Legal Compliance Data: Retained as required by applicable laws (e.g., age verification records)
• Communications: Retained for reasonable periods to provide support and resolve disputes

After the retention period, we securely delete or anonymize your data.

Your Data Protection Rights

Under UK GDPR, you have the following rights:

1. Right of Access

You can request a copy of the personal data we hold about you.

2. Right to Rectification

You can request correction of inaccurate or incomplete personal data.

3. Right to Erasure

You can request deletion of your personal data in certain circumstances.

4. Right to Restrict Processing

You can request that we limit how we use your data in certain situations.

5. Right to Data Portability

You can request your data in a structured, commonly used format.

6. Right to Object

You can object to processing based on legitimate interests or for direct marketing.

7. Right to Withdraw Consent

Where processing is based on consent, you can withdraw it at any time.

Exercising Your Rights

To exercise any of these rights, contact us at:

• Email: privacy@mirthlane.games
• Phone: +44 20 1234 5678

We will respond to your request within one month. If you are not satisfied with our response, you have the right to lodge a complaint with the Information Commissioner's Office (ICO) at www.ico.org.uk.

Data Security

We implement appropriate technical and organizational measures to protect your personal data against unauthorized access, alteration, disclosure, or destruction:

• Encryption: SSL/TLS encryption for data in transit
• Access Controls: Restricted access to personal data on a need-to-know basis
• Security Monitoring: Regular security assessments and monitoring
• Staff Training: All staff trained on data protection principles
• Incident Response: Procedures for detecting and responding to data breaches

However, no method of transmission or storage is 100% secure. While we strive to protect your data, we cannot guarantee absolute security.

Cookies and Tracking Technologies

We use cookies and similar technologies to enhance your experience. For detailed information, please see our Cookies Policy.

Third-Party Links

Our website may contain links to third-party websites, including responsible gaming support organizations. We are not responsible for the privacy practices of these external sites. Please review their privacy policies separately.

Children's Privacy

Our platform is strictly for users aged 18 and over. We do not knowingly collect personal data from individuals under 18. If we become aware that we have inadvertently collected data from someone under 18, we will delete it immediately.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or legal requirements. We will notify you of significant changes by:

• Posting the updated policy on this page with a new "Last Updated" date
• Providing notice through our website or via email for material changes

Your continued use of our platform after changes indicates acceptance of the updated policy.

Contact Us

If you have questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact: