Mifu Privacy Policy

1. Who We Are

Mifu Ltd ("Mifu", "we", "our") provides an AI platform for influencer marketing and is the data controller of the personal data we collect from users of our platform. For data protection queries, contact the Data Protection Officer at mark@mifu.co.uk.

2. What Data We Collect

We may collect the following categories of data:

• Identity Data: name, username, date of birth, interests
• Contact Data: email address, phone numbers, postal address
• Account Information: login credentials, account preferences
• Payment/Financial Data: billing details, payment card information
• Campaign Data: briefs, deliverables, content, performance metrics
• Technical Data: IP address, browser type, device information, login data
• Usage Data: how you use our platform, features accessed, time spent
• Profile Data: preferences, feedback, survey responses
• Marketing & Communications Data: communication preferences, marketing consent
• Social Data: publicly available social media information, posts, engagement metrics
• Aggregated/Anonymised Data: statistical or demographic data that cannot identify you

Important: Mifu does not collect sensitive data such as race, religion, health information, or criminal records.

3. How We Collect Your Data

We collect data through:

• Direct interactions: forms, account creation, correspondence, feedback
• Automated technologies: cookies, tracking pixels, server logs, analytics tools
• Third-party sources: social media platforms, analytics providers, payment processors

4. How We Use Your Data

We use your data to:

• Operate the platform and provide our services
• Process payments and manage campaigns
• Communicate with users about campaigns, updates, and support
• Monitor compliance with our Terms and Conditions
• Improve services through analytics, feedback, and anonymised statistics
• Carry out marketing activities (with your consent)
• Detect, prevent, and investigate fraud and misuse
• Comply with legal obligations and protect our rights

5. Legal Basis for Processing

Under UK GDPR/GDPR, we process your data based on:

• Contractual necessity: to perform our contract with you
• Legitimate interests: for business operations, fraud prevention, and service improvement
• Consent: for marketing communications and optional cookies
• Legal obligations: to comply with laws and regulations

6. Sharing of Data

We may share your data with:

• Influencers and brands: within campaigns as necessary for collaboration
• Service providers: hosting, analytics, payment processing, customer support
• Regulators/authorities: when required by law or to protect our rights
• Successors: in the event of a merger, acquisition, or sale of assets

We do not sell personal data to third parties.

7. International Transfers

When data is transferred outside the UK/EEA, we use Standard Contractual Clauses or equivalent safeguards to ensure adequate protection of your personal data.

8. Data Retention

We retain your data:

• For the duration of contracts and active service provision
• Six years for legal and tax record-keeping requirements
• Longer if needed for dispute resolution or legal proceedings
• Anonymised/aggregated data may be retained indefinitely for statistical purposes

9. Your Rights

You have the right to:

• Access: request copies of your personal data
• Correct: request correction of inaccurate data
• Delete: request deletion of your data (subject to legal requirements)
• Restrict: request restriction of processing in certain circumstances
• Object: object to processing based on legitimate interests or direct marketing
• Withdraw consent: withdraw consent for consent-based processing
• Data portability: receive your data in a structured, machine-readable format
• Complain: lodge a complaint with the ICO (UK regulator) or relevant supervisory authority

We aim to respond to requests within one month, though complex requests may take longer.

10. Cookies & Tracking

We use cookies for:

• Essential functionality: required for the platform to operate
• Analytics/performance: to understand how you use our services
• Marketing: to deliver relevant advertisements (with your prior consent)

See our Cookie Policy for detailed information about cookie usage and management.

11. Data Security

We have implemented appropriate organisational and technical safeguards to protect your personal data against unauthorised access, alteration, disclosure, or destruction. In the event of a data breach, we will report it to affected individuals and relevant regulators as required by law.

12. Changes to This Policy

We review this privacy policy regularly and publish updates with a revised "Last Updated" date. Significant changes will be clearly communicated to you through the platform or by email.

13. Contact Us