Privacy Policy | Butterfly Effect

BUTTERFLY EFFECT - Privacy Policy

Better World Technologies Ltd | Company No. 15860393

Effective Date: 18 March 2026 | Last Updated: 18 March 2026

1. Introduction

Better World Technologies Ltd ("we", "us", or "our"), the company behind the Butterfly Effect platform, is committed to protecting and respecting your privacy. This Privacy Policy explains how we collect, use, store, share, and protect personal data when you use the Butterfly Effect platform ("the Platform") and our associated services.

This Policy applies to all users of the Platform, including representatives of businesses, organisations, suppliers, and customers who interact with the Platform in any capacity.

We are the data controller in respect of personal data collected through the Platform. We process personal data in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and all other applicable data protection legislation.

Please read this Policy carefully. By using the Platform, you acknowledge that you have read and understood how we handle your personal data. If you do not agree with this Policy, you should not use the Platform.

2. Who We Are — Data Controller Details

The data controller responsible for your personal data is:

Company Name: Better World Technologies Ltd

Company Number: 15860393

Registered in: England and Wales

Trading Name: Butterfly Effect

Contact Email: hello@butterflyeffect.tech

If you have any questions about how we process your personal data, or wish to exercise any of your rights, please contact us at the email address above.

3. Personal Data We Collect

We collect and process the following categories of personal data:

3.1 Account and Registration Data

Full name and job title
Business name and company registration details
Email address and password (stored in encrypted form)
Billing address and payment information (processed via our secure payment provider)
Telephone number (where provided)

3.2 Platform Usage Data

Life Cycle Assessment (LCA) data and outputs generated through the Platform
Primary Data inputted by users, including product, supply chain, and environmental information
Records of connections made with Suppliers and Customers through the Platform
Settings, preferences, and configuration data associated with your account

3.3 Technical and Device Data

IP address and approximate geographic location
Browser type, version, and operating system
Device identifiers and session tokens
Pages visited, features used, and time spent on the Platform
Error logs and diagnostic data

3.4 Communications Data

Emails, support tickets, or other communications you send to us
Records of feedback, survey responses, or other correspondence

3.5 Data You Submit on Behalf of Third Parties

Where you input data relating to Suppliers, Customers, or other third parties (such as contact details or supply chain data), you are responsible for ensuring you have a lawful basis to share that data with us. We will process such data in accordance with this Policy.

4. How We Collect Your Personal Data

We collect personal data through the following means:

Directly from you when you register for an account, complete your profile, or use the Platform's features;
Automatically through the Platform using cookies, session tracking, and similar technologies when you browse or interact with the Platform;
From third parties, such as payment processors, identity verification providers, or integrated data sources (including the EcoInvent Database where relevant);
Through communications you send to us, including support requests, feedback submissions, and contractual correspondence.

5. Lawful Basis for Processing

We process your personal data on the following lawful bases under UK GDPR:

Contract - Processing necessary to perform our contract with you — including providing access to the Platform, managing your subscription, and processing payments.

Legitimate Interests - Processing necessary for our legitimate business interests, including improving the Platform, preventing fraud, ensuring security, and understanding how users interact with our services.

Legal Obligation - Processing necessary to comply with a legal obligation, such as tax, financial reporting, or regulatory requirements.

Consent - Where you have given your explicit consent, such as for optional marketing communications. You may withdraw consent at any time.

6. How We Use Your Personal Data

We use personal data for the following purposes:

6.1 Providing and Operating the Platform

Creating and managing your account
Enabling you to generate LCAs using Primary and Secondary Data
Facilitating connections between your account and Suppliers or Customers
Processing subscription payments and managing billing

6.2 Improving the Platform

Analysing usage patterns to improve features, performance, and user experience
Using User-Submitted Data (in aggregated or anonymised form) to improve the accuracy and reliability of LCA outputs and data models
Conducting internal research and development

6.3 Shared Database and Platform Learning

Where you manually input LCA data into the Platform, as set out in our Terms and Conditions, you agree that such data may be used by Better World Technologies Ltd to improve the Platform's data outputs and may be made available to other users through the shared database. This data will typically be processed in anonymised or aggregated form and we advise avoiding the use of any unique identifiers in the “Component or Service Name” fields. Where identifiable personal data is included in User-Submitted Data, it will only be shared in this manner where a lawful basis exists to do so. For any concerns relating to this issue, please contact us directly.

6.4 Communications and Support

Responding to your enquiries and support requests
Sending service-related notifications, including subscription updates, pricing changes, and security alerts
Sending marketing communications where you have consented to receive them

6.5 Legal and Compliance

Complying with applicable legal obligations
Detecting and preventing fraud, abuse, or unauthorised access to the Platform
Enforcing our Terms and Conditions

7. Sharing Your Personal Data

We do not sell your personal data to third parties. We may share personal data in the following circumstances:

7.1 Service Providers

We engage trusted third-party service providers to assist in operating the Platform, including cloud hosting providers, payment processors, email service providers, and analytics platforms. These providers act as data processors under our instruction and are bound by appropriate data processing agreements.

7.2 Connected Suppliers and Customers

Where you use the Platform to connect with Suppliers or Customers, relevant data — such as your business name, contact information, and LCA data — may be shared with those connected parties. You control who you connect with through the Platform.

7.3 EcoInvent and Third-Party Data Providers

The Platform integrates with the EcoInvent Database and other approved secondary data sources. Your use of these integrations is subject to the licensing terms of the relevant data providers. We do not share your personal data with EcoInvent beyond what is necessary to provide the integration.

7.4 Legal Disclosures

We may disclose personal data where required to do so by law, regulation, or court order, or where we believe disclosure is necessary to protect the rights, property, or safety of the Company, our users, or others.

7.5 Business Transfers

In the event of a merger, acquisition, restructuring, or sale of all or part of our business, personal data may be transferred to the relevant successor entity. We will notify you of any such transfer where required by law.

8. International Data Transfers

We are based in the United Kingdom. Where we transfer personal data to countries outside the UK that do not offer an equivalent level of data protection, we will ensure that appropriate safeguards are in place, such as:

Transfers to countries with a UK adequacy regulation in place;
Use of the International Data Transfer Agreement (IDTA) or UK Addendum to the EU Standard Contractual Clauses; or
Other lawful transfer mechanisms recognised under UK data protection law.

Please contact us if you would like further information about the safeguards in place for international transfers.

9. Data Retention

We retain personal data only for as long as necessary for the purposes set out in this Policy, or as required by law. Our general retention approach is as follows:

Account Data - Retained for the duration of your subscription and for up to 7 years following account closure, to comply with legal and tax obligations.

LCA and Platform Data - Retained for the duration of your account. Anonymised or aggregated data may be retained indefinitely for platform improvement purposes.

Communications Data - Support correspondence retained for up to 3 years following resolution.

Technical/Log Data - Retained for up to 12 months for security and diagnostic purposes.

Payment Records - Retained for 7 years to comply with financial and tax regulations.

When personal data is no longer required, we will securely delete or anonymise it in accordance with our internal data management procedures.

10. Your Rights Under UK GDPR

You have the following rights in relation to your personal data. To exercise any of these rights, please contact us at privacy@butterflyeffect.app. We will respond within one calendar month of receiving your request.

Right of Access - You may request a copy of the personal data we hold about you (a Subject Access Request).

Right to Rectification - You may ask us to correct any inaccurate or incomplete personal data we hold about you.

Right to Erasure - You may ask us to delete your personal data in certain circumstances, such as where it is no longer necessary for the purpose for which it was collected.

Right to Restriction - You may ask us to restrict the processing of your personal data in certain circumstances, for example while we investigate a complaint.

Right to Portability - Where processing is based on consent or contract and carried out by automated means, you may ask us to provide your personal data in a structured, machine-readable format.

Right to Object - You may object to processing based on legitimate interests or for direct marketing purposes.

Right to Withdraw Consent - Where processing is based on consent, you may withdraw that consent at any time without affecting the lawfulness of prior processing.

Please note that some of these rights are not absolute and may be subject to exemptions under applicable law. Where we are unable to comply with a request, we will explain the reason for this.

If you are not satisfied with our response, you have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK's data protection supervisory authority, at www.ico.org.uk.

11. Cookies and Tracking Technologies

The Platform uses cookies and similar tracking technologies to support its operation, analyse usage, and improve user experience. Cookies are small text files stored on your device when you access the Platform.

We use the following types of cookies:

Strictly Necessary Cookies: Required for the Platform to function correctly, including session management and authentication. These cannot be disabled.
Analytics Cookies: Used to collect anonymised information about how users interact with the Platform, helping us improve performance and features.
Preference Cookies: Used to remember your settings and preferences within the Platform.

On your first visit to the Platform, you will be presented with a cookie consent notice. You may withdraw or amend your consent at any time through the cookie settings within the Platform. Please note that disabling certain cookies may affect the functionality of the Platform.

12. Security of Your Personal Data

We take the security of personal data seriously and implement appropriate technical and organisational measures to protect it against unauthorised access, loss, destruction, or alteration. These measures include encryption of data in transit and at rest, access controls and authentication requirements, regular security reviews and penetration testing, and staff training on data protection obligations.

However, no method of transmission over the internet is entirely secure. While we take all reasonable steps to protect your data, we cannot guarantee absolute security. In the event of a personal data breach that is likely to result in a risk to your rights and freedoms, we will notify you and the ICO in accordance with our obligations under UK GDPR.

13. Third-Party Links and Integrations

The Platform may contain links to third-party websites or integrate with third-party services (such as the EcoInvent Database). We are not responsible for the privacy practices of those third parties and encourage you to review their privacy policies before sharing any personal data with them. This Policy applies only to data processed by Better World Technologies Ltd through the Platform.

14. Children's Privacy

The Platform is intended for use by businesses and professionals and is not directed at individuals under the age of 18. We do not knowingly collect personal data from anyone under 18. If you believe we have inadvertently collected such data, please contact us immediately and we will take steps to delete it.

15. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, legal requirements, or the Platform's functionality. Where we make material changes, we will notify you by email or through a prominent notice within the Platform prior to the changes taking effect.

The "Last Updated" date at the top of this Policy indicates when it was most recently revised. We encourage you to review this Policy periodically.

16. Contact Us

If you have any questions, concerns, or requests relating to this Privacy Policy or the way we handle your personal data, please contact us:

Better World Technologies Ltd

Trading as: Butterfly Effect

Company Number: 15860393

Registered in England and Wales

Email: hello@butterflyeffect.tech

For complaints, you may also contact the Information Commissioner's Office (ICO):

Website: www.ico.org.uk | Helpline: 0303 123 1113