Privacy policy

Last updated: 10 October 2026

The short version

BowlPrice collects as little as possible. There are no accounts, no advertising trackers, and we don't sell data to anyone. We use two analytics tools to see which pages help dog owners: Vercel Web Analytics, which stores nothing on your device, and Google Analytics, which sets two cookies. Neither is used for advertising. You can switch both off in one click, below or from the link at the foot of every page, and the site works exactly the same.

Who we are

BowlPrice is published by E-Tara Ltd, registered in England and Wales, company number 05711631. E-Tara Ltd is the data controller for this site. You can reach us at hello@bowlprice.co.uk.

The calculator

The details you enter about your dog (weight, age, activity, whether they are neutered) are processed entirely in your browser to calculate prices. They are not sent to our servers, not stored by us, and not shared with anyone. Nothing you type into the calculator reaches Google Analytics either.

Analytics

We use analytics for one thing: to understand how the site is used so we can make it better, for example which pages people read and whether the calculator gets used. We don't use it to advertise, to build a profile of you, or to follow you around other sites, and we only ever look at totals.

Switching analytics off

Analytics is on unless you switch it off here. Switching it off stops both tools below in this browser straight away and deletes Google Analytics' cookies. The choice is remembered in this browser, so you would need to switch it off again on another device or after clearing your browser data. If you declined analytics on our old cookie banner, it is already off here.

Google Analytics

Google Analytics is provided by Google, which processes the data on our behalf under data processing terms we have accepted, and only on our instructions. We have turned off every setting that would let Google use it for anything else: the data is not shared with Google for its own products, benchmarking, support or business recommendations, Google signals is off, ad personalisation is off, and advertising storage is switched off in the tag itself, so no advertising cookies are set. No advertising account is linked to it.

For each visit it records the pages you view, roughly where you are (to the nearest town), your device type and browser, the site you came from, and things you do on a page such as scrolling to the end or clicking through to a brand. Individual-level data is deleted after 2 months; after that only totals remain. Google is based in the United States, so this data may be transferred outside the UK, under the safeguards in Google's terms.

Vercel Web Analytics

We also count visits with Vercel Web Analytics, run by Vercel, which already hosts this site. It sets no cookies and stores nothing on your device. For each page view it records the page, the site you came from, your approximate location, and your device type, browser and operating system. To tell one visitor from another within a day it uses a code worked out from your request, which it discards after 24 hours, and we only ever see totals. It cannot identify you or follow you across other sites.

The law we rely on

The rules on storing information on your device (the Privacy and Electronic Communications Regulations, as amended by the Data (Use and Access) Act 2025) allow analytics like this without asking first, on conditions: it must be used only to improve the site, you must be told clearly what it does, and you must have a simple, free way to object. This section and the switch above are how we meet them. Under UK GDPR, our lawful basis for the analytics data is our legitimate interest in knowing how the site is used and which pages help people, and you can object to it at any time with the switch.

Cookies and what is stored on your device

BowlPrice sets no cookies of its own and no advertising cookies at all. While analytics is on, Google Analytics sets two:

• _ga tells one browser from another, so visitors can be counted rather than only page views. It lasts up to two years.
• _ga_RV97MWB8W8 keeps track of the current visit. It lasts up to two years.

Switching analytics off deletes both. Vercel Web Analytics stores nothing on your device.

If you switch analytics off, we keep that choice in your browser's local storage, as a single value named bp-analytics-consent, so it applies on every page. It never leaves your device and tells us nothing about you. Clearing your browser data removes it, and analytics comes back on.

Hosting and server logs

This site is hosted by Vercel, which processes requests on our behalf and keeps short-lived operational logs. Those logs can include your IP address, the page requested, and your browser's user agent, which is the ordinary record any web server keeps in order to serve pages and stay secure. We do not use them to build a profile of you and we do not combine them with anything else. Our lawful basis is our legitimate interest in running a working, secure website. Serving the site means data may be processed outside the UK by Vercel's global network.

Links to brands

When you click through to a pet food brand, you leave BowlPrice and that brand's own privacy policy applies. Referral links may include an identifier that tells the brand the visit came from us. It contains nothing about you or your dog.

Cookies other sites set when you follow our links

Links to brands pass through a short redirect on our own site (addresses starting bowlprice.co.uk/go/), which notes that a click happened and on which page, and nothing about you. It sets no cookie. When you arrive at the brand's site, or at an affiliate network on the way, that site may set cookies of its own on its own domain, for example to record that we sent you. Those cookies belong to the brand or the network, and their privacy policies and their own cookie choices cover them. We set none on their behalf, and none of their scripts run on our pages.

Email

If you email us, we will use your address only to reply, and we keep the correspondence no longer than we need it.

Price alerts

You can ask us to tell you when a brand changes its price. Here is exactly what that involves.

When you sign up we store your email address and the brands you asked about. We do not store anything about your dog: the calculator still runs entirely in your browser, and nothing you type into it reaches us. We also keep a record of when you agreed and that you agreed, because we have to be able to show that your consent was real.

Signing up takes two steps. You give us your address, and we send you one email asking you to confirm. If you do not confirm, we do not add you, and we delete the unconfirmed address within 30 days. Nobody can add you to this list except you.

Our lawful basis is your consent. You can withdraw it at any time using the unsubscribe link in every email we send, which takes one click and needs no reply from us. While you stay subscribed we keep your address; when you unsubscribe we stop emailing you straight away and delete your address within 30 days.

The emails are sent for us by EmailOctopus (Three Hearts Digital Ltd, a UK company), who process your address on our instructions under a data processing agreement and do not use it for anything else. They store it in the EU, in Ireland, and send our emails through a provider in the Netherlands; UK law recognises both as giving adequate protection. A few of their own suppliers in the United States can also handle it, two of them only if something is sent to them directly. Those suppliers are certified under the UK Extension to the EU-US Data Privacy Framework, which UK law recognises as giving adequate protection to data sent to certified US companies.

We will not use this list to advertise to you on behalf of any brand, and we will not sell, rent or share it. A price alert tells you a price moved. That is all it is for.

Your rights and how to complain

Under UK GDPR you can ask what personal data we hold about you, and ask for it to be corrected, deleted, or given to you in a portable form. You can also object to processing we do on the basis of legitimate interests, and withdraw consent you have given. To object to analytics you don't need to contact us: the switch in the Analytics section does it straight away. For most visitors we hold nothing that identifies you, because we have no accounts and the calculator sends us nothing. Contact hello@bowlprice.co.uk and we will answer within one month.

If you are not happy with how we have handled your data you have the right to complain to the Information Commissioner's Office at ico.org.uk, and we would rather you told us first so we can put it right.

Changes to this policy

The date at the top is the last time this page changed. When the change is substantive, and the price-alert launch will be, we will say what changed rather than only moving the date.

The last substantive change, on 10 October 2026, removed the cookie banner. Google Analytics now runs on every visit unless you switch it off, under the rules for analytics described above, where before it ran only after you accepted. The same change added the switch, which turns off Vercel Web Analytics too, shortened how long Google keeps individual-level data to 2 months, and listed the cookies Google Analytics actually sets. Before that, on 2 October 2026, we added Vercel Web Analytics. Before that, on 22 September 2026, we launched price alerts: the section above describes what we store when you sign up, who sends the emails for us, where your address is kept, and how long.