Privacy policy

At Get Morfed (“we”, “us”, “our”), we are committed to protecting your personal data and respecting your privacy. This Privacy Policy explains how we collect, use, store, and share your information when you visit our website, upload images, generate artwork using Artificial Intelligence (“AI”), purchase digital downloads, or order physical print-on-demand products (“Services”).

We comply fully with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and relevant international standards.

By using our website, you agree to the terms of this Privacy Policy.

1. WHO WE ARE

Get Morfed is a UK-based AI-powered digital art and print-on-demand brand where customers can upload photos to generate custom AI artwork and purchase either digital files or printed products.

You can find our contact details on the “Contact Us” section of our website.

For data protection purposes, Get Morfed is the Data Controller for all personal data we collect and process.

2. WHAT DATA WE COLLECT

We collect different types of information depending on how you use our website and services.

2.1 Information You Provide Directly

a) Personal Details

When placing an order or creating an account, we may collect:

  • Full name

  • Email address

  • Billing address

  • Shipping address

  • Phone number (optional)

b) Payment Information

We never store full payment card details. Payments are processed securely by third-party payment providers. We only receive confirmation of payment status.

c) Uploaded Images & Artwork Inputs

When you upload photos to create AI-generated artwork, we temporarily process:

  • The photo(s) you submit

  • Associated metadata (e.g., file type, resolution)

These images are used strictly for generating your artwork and fulfilling your order.

We do NOT:

  • Use images for AI model training

  • Store images long-term

  • Sell or share images with third parties beyond fulfilment

  • Use submitted photos for marketing without explicit written consent

Uploaded images are deleted automatically upon order completion.

d) Customer Support Interactions

If you contact us, we may store your messages and contact details to assist you.

2.2 Information We Collect Automatically

When you use our website, we automatically collect:

  • IP address

  • Device & browser type

  • Pages viewed

  • Time spent on site

  • Referring website

  • Cookies & tracking data

This information helps improve performance, security, and user experience.

2.3 Information from Third Parties

We may receive limited data from:

  • Payment processors (confirmation of payment)

  • Shipping providers (delivery updates)

  • Analytics services (aggregated website performance metrics)

No sensitive or unnecessary personal data is collected.

3. HOW WE USE YOUR INFORMATION

We only use your data when we have a lawful basis under GDPR. These bases include Contract, Consent, Legitimate Interest, and Legal Obligations.

We use your personal data to:

3.1 Fulfil Your Orders (Contractual Necessity)

  • Process your order

  • Generate custom AI artwork

  • Produce print-on-demand products

  • Deliver digital downloads

  • Ship physical items

  • Provide order updates

3.2 Provide Customer Support (Legitimate Interest)

  • Respond to enquiries

  • Resolve issues with orders or artwork

  • Handle replacement or damage claims

3.3 Improve Our Website (Legitimate Interest)

  • Analyse website usage

  • Enhance user experience

  • Prevent fraudulent or malicious activity

3.4 Marketing Communications (Consent or Legitimate Interest)

We may send:

  • Order confirmations

  • Transactional emails

  • Optional marketing emails (only if you opt-in)

You may unsubscribe at any time.

4. HOW WE PROCESS AI-GENERATED CONTENT

Because Get Morfed is an AI-powered platform, we include specific transparency practices:

4.1 Use of AI Systems

We use advanced AI systems to generate artwork based on the images and instructions you provide.

4.2 No Training of AI Models

We do NOT use your photos or generated artwork to train, fine-tune, or improve AI models.

4.3 Automatic Deletion of Uploaded Images

Your photos and generated files are stored temporarily solely for the purpose of creating your artwork.
They are deleted:

  • Immediately after your order is completed

  • Or within a short automated retention window required for fulfilment (typically less than 48 hours)

4.4 No Human Review Unless Necessary

Images are processed automatically unless:

  • A quality issue requires manual review

  • You request custom edits

  • There is a technical error affecting your order

Even then, access is restricted to authorised staff only.

5. SHARING YOUR INFORMATION

We never sell your data.

We only share limited personal information with trusted service providers essential to delivering your order:

5.1 Print-on-Demand Fulfilment Partners

To manufacture and ship physical products.

5.2 Payment Processors

For secure payment processing (we never receive full card details).

5.3 Email Delivery Services

To send digital downloads and order confirmations.

5.4 Website Hosting & Analytics

To ensure our website functions securely and efficiently.

All partners adhere to strict data protection standards.

6. INTERNATIONAL DATA TRANSFERS

Some service providers may be located outside the UK/EEA. In such cases, we ensure:

  • GDPR-compliant safeguards

  • Standard Contractual Clauses (SCCs)

  • Appropriate security measures

Your data remains protected regardless of where it is processed.

7. HOW LONG WE KEEP YOUR DATA

We retain different types of data for appropriate periods:

  • Uploaded images: Deleted immediately upon order completion

  • Order records: 6 years (for accounting/legal requirements)

  • Customer accounts: Until deleted by you

  • Email enquiries: Up to 12 months

We do not keep data longer than necessary.

8. YOUR RIGHTS UNDER GDPR

You have the following rights:

8.1 Right to Access

Request a copy of the personal data we hold about you.

8.2 Right to Rectification

Correct inaccurate or incomplete information.

8.3 Right to Erasure (“Right to be Forgotten”)

Request deletion of your data, except where legally required to retain it.

8.4 Right to Restrict Processing

Limit how your data is used.

8.5 Right to Data Portability

Receive your data in a structured, machine-readable format.

8.6 Right to Object

Object to processing based on legitimate interests or marketing.

8.7 Right to Withdraw Consent

If you previously consented to marketing, you may withdraw anytime.

To exercise any of these rights, contact us through our website.

9. COOKIES & TRACKING TECHNOLOGIES

We use cookies to:

  • Improve website performance

  • Enable essential functions (cart, checkout, login)

  • Analyse site traffic

  • Personalise user experience

You can manage cookies via your browser settings.

A detailed Cookie Policy is available separately if needed.

10. SECURITY MEASURES

We apply strict security measures to protect your data, including:

  • SSL encryption

  • Access controls and authentication

  • Secure servers and firewalls

  • Restricting personal data access to authorised staff only

  • Automatic deletion of uploaded images

Despite this, no system is 100% secure. You use the website at your own risk, but we take all reasonable steps to safeguard your data.

11. LINKS TO OTHER WEBSITES

Our website may contain links to external sites. We are not responsible for their content or privacy practices. We recommend reviewing their privacy policies before providing any personal information.

12. CHILDREN’S PRIVACY

Our services are not intended for use by individuals under the age of 18 without parental consent. We do not knowingly collect data from children.

13. CHANGES TO THIS PRIVACY POLICY

We may update this Privacy Policy from time to time. Any amendments will be posted on this page with a revised “Last Updated” date.

Continued use of our services after these changes constitutes acceptance of the updated policy.

14. CONTACT US

If you have questions, concerns, or requests relating to this Privacy Policy, please contact us via our website’s contact page.