In this Privacy Policy, We (Morefertile Ltd, based in Dorset, UK)) describe how we use personally identifiable information about you that we collect through webpages at (the Site). This Privacy Policy does not apply to any other data, including, without limitation, data that we collect offline or data that others collect on websites that are linked to the Site. is intended to be used by adults; it is not intended to be used by persons under the age of 16. We do not knowingly collect personally identifiable information via the Site from visitors below the age of 16. We may, however, collect information about children and babies from their parents. We ask that our users not provide information about a baby or child without first getting the parents’ consent. We encourage parents to talk to their children about their use of the Internet and the information they disclose to Web sites.

Types of Data Collected; Collection Methods; Combination of Data

You actively send information to us when you sign up with us a member on the Site, participate in surveys or promotions, post opinions on our bulletin boards, respond to us or otherwise contact us. Depending on your choices, you may send us personally identifiable information such as your email address, name, gender, date of birth, mailing address, phone number; password; baby due date/birthday, name, and gender. We explain how this information is used. But, you can also use certain features of our Site without telling us your name and if you do not tell us who you are, we do not try to find out.

We also track information about how you use our Site through cookies, Internet tags or web beacons, and navigational data collection (log files, server logs, clickstream). For example, your Internet browser automatically transmits information to us such as the URL of the website you just came from and the Internet Protocol (IP) address and the browser version your computer is currently using.

Web browser ‘Do Not Track’ (DNT) settings are not enabled on By default, you will receive a personalized experience while browsing our website.

Ad Choices

We may have advertisements on that are served by third parties (such as advertisers, ad agencies, and ad networks). Please remember that Morefertile does not have access to, or control over the placement of cookies or other tracking mechanisms that these third parties may use or the information these third parties may collect. Such third parties may use cookies which have been placed on your computer to gather information about you and understand the types of pages visited by you and content that you view on our Site and other websites. These third parties may associate your browser with relevant interest categories and use these categories to show you interest-based advertisements. For example; if you frequently visit sports-related websites, they may direct ads to you related to those sports.

You do have choices about the collection of information by third parties on our website. Many, but not all, third parties engaged in interest-based advertising participate in an industry-wide self-regulatory program which has developed consumer-friendly standards for interest-based advertising. If the site is a member of the ‘Digital Advertising Alliance’s (DAA) Self-Regulatory Program for Online Behavioral Advertising’ you may opt-out of interest-based advertising offered by participating third parties.

In addition to the foregoing, you can set your browser to notify you when a cookie is sent or to refuse or delete cookies altogether, but certain features of the Site might not work without certain cookies.

If you have actively sent us your name or other personally identifiable information, we may combine such information with tracked information for the purposes as set out below.

Purposes of Data Collection

We collect information about you because we want to determine what you may like or find interesting, so we can provide you with targeted information and advertising (on our Site, in newsletters, via email, and otherwise). “Data may be used to create statistics and reports where personally identifiable information has been removed and aggregated (making it anonymous as regards any specific user) for various business purposes.

Disclosure of Data

We keep your personally identifiable information confidential and we generally do not disclose it. But, please note the following clarifications and exceptions:

  • Our employees and independent contractors have access to some of your personally identifiable information for the purpose of helping us run Morefertile (and not for their own purposes). They access and use such data subject to our instructions, on a “need to know” basis and under confidentiality and security obligations.
  • If we ever sell the Site or a substantial part of our business, we may disclose your personally identifiable information to a (prospective) buyer on the condition that such buyer agrees to comply with this Privacy Policy.
  • We may also share your personally identifiable information to respond to law enforcement requests, court orders, or other legal processes or if we believe that such disclosure is necessary to investigate, prevent or respond to illegal activities, fraud, physical threats to you or others or as otherwise required by any applicable law or regulation.
  • Even though we do not provide any personally identifiable information about you specifically to any advertising customers, they can occasionally find out information indirectly.
  • If you sign up for our services on a third-party website, such a third party may know—from you— that you signed up to our Site.
  • Before we disclose your personally identifiable data to a third party for their own business purposes (such as a survey or a sweepstake), we will first obtain your consent, for example via email, click-through, an online opportunity to opt-out or otherwise.
  • We may share personally identifiable information with affiliated companies.
  • We freely use and disclose data in an anonymous form, for example, in statistics or reports to our advertising customers.

Please remember that if you post any information in areas of our Sites that are generally accessible to users, such as chat rooms and message boards, it will be available to the public.


We take reasonable steps to protect personally identifiable information from loss, misuse, and unauthorized access, disclosure, alteration, or destruction. But you should keep in mind that no Internet transmission is ever completely secure or error-free; in particular, email sent to or from the Site may not be secure.

Access and Correction; Comments and Questions

Please keep your personally identifiable information, accurate, current, and complete by routinely updating your User profile. If you have any questions, comments, or concerns regarding this Privacy Policy, please contact us at Morefertile

Changes to This Privacy Policy

This Privacy Policy was last updated on July 19th, 2015. We reserve the right to amend it from time to time and if the change is material, we will post a revised version on the Site. Please check back periodically, especially before you provide any personally identifiable information to us.

Terms of Use

Note also that your use of the Site is subject to our Terms of use, which contain disclaimers, limitations of liability, and a choice of United Kingdom law.

How we use your personal information

Email address

Your email address helps us better communicate with you; to deliver Morefertile newsletters and respond to your questions. We also use it to deliver special offers from Morefertile and our partners if you have agreed to accept such offers.


Your password gives you access to non-public areas of the site and the Membership Area (where your membership information is stored and can be updated).

Your name

Your name helps us personalize our site and our communications with you in various ways. It also helps us send special offers by postal mail if you have agreed to accept such offers.

Your address

It’s convenient to enter your address here so that it will be available for certain Morefertile services; if for example, you place an order via we’ll already know where to send your packages. Additionally knowing where our members live helps us to better tailor our site to meet your needs.

Your phone

Having your telephone number allows us to get in touch with you directly when appropriate.

The “Are you trying to conceive” checkbox

Many Morefertile visitors are eager to start or expand their family. If you fall into this category and you check this box, we can personalize the site and make it more relevant for you by providing articles and other resources that help you get pregnant. It also assists us to determine the portion of membership that’s trying to conceive so that we can develop content to best serve our audience.

Your child’s due date or birth date

Knowing your child’s due date or date of birth enables us to provide information (in formats such as email newsletters or a personalized home page) that is tailored for your stage of pregnancy or your child’s age. Your child’s birth date may also be used to help us compile overall, non-personal statistics about our members, which we share with advertisers, the media, or other third parties. For example, we might tell an advertiser that a certain number or percentage of our members have children born in a certain month and year.

Passive Information Collection

A “cookie” is a bit of information that a Web site sends to your Web browser that helps the site remember information about you and your preferences.

Session” cookies are temporary bits of information that are used to improve navigation, block visitors from providing information where inappropriate (the site “remembers” previous entries of age or country of origin that were outside the specified parameters and blocks subsequent changes), and collect aggregate statistical information on the site. They are erased once you exit your Web browser or otherwise turn off your computer.

Persistent” cookies are more permanent bits of information that are placed on the hard drive of your computer and stay there unless you delete the cookie. Persistent cookies store information on your computer for a number of purposes, such as retrieving certain information you have previously provided and helping to determine what areas of the Web site visitors find most valuable, and customizing the Web site based on your preferences on an ongoing basis. Persistent cookies placed by this site in your computer do not hold personally identifiable information. If you have registered or have otherwise consented to the retention of personally identifiable information you have provided to the site, then the contents of cookies may be used to identify you to the site, so that the site may provide you services, such as the ability to post messages to Morefertile’s community areas.

You can set your browser to accept all cookies, to reject all cookies, or to notify you whenever a cookie is offered so that you can decide each time whether to accept it. To learn more about cookies and how to specify your preferences, please search for “cookie” in the “Help” portion of your browser.

A site may use Internet Protocol (IP) addresses. An IP address is a number assigned to your computer by your Internet service provider so you can access the Internet and is generally considered to be non-personally identifiable information, because in most cases an IP address is dynamic (changing each time you connect to the Internet), rather than static (unique to a particular user’s computer). The IP address can be used to diagnose problems with a server, report aggregate information, determine the fastest route for your computer to use in connecting to a site, and to administer and improve the site.

Internet tags” (also known as single-pixel GIFs, clear GIFs, invisible GIFs, and 1-by-1 GIFs) are smaller than cookies and tell the Web site server information such as the IP address and browser type related to the visitor’s computer. Tags may be placed both on online advertisements that bring people to the site and on different pages of the site. Such tags indicate how many times a page is opened and which information is consulted.

Navigational data” (log files, server logs, and clickstream data) are used for system management, to improve the content of the site, market research purposes, and to communicate information to visitors.

Morefertile’s Privacy Policy

Morefertile’s information-sharing and other related policies are explained in full in our Privacy Policy.