Privacy policy
Last updated: 31 July 2026
The short version
Hello Mama,
You're about to tell a business you're pregnant. That's not a small thing, so here's the honest summary before the detail.
- We know you're likely pregnant, and we treat that as medical information — because legally and practically it is. We don't sell it, share it with advertisers, or use it to target you with ads.
- Comments under videos are visible to other people taking the course. We'll always label them clearly. Please don't put your medical details there.
- Your private notes and reflections stay private. Only you can see them. We don't read them, mine them, market from them, or use them to train anything.
- Emails are opt-in. We only send you marketing if you asked for it, and one click stops it.
- You can delete it all. Your notes, your comments, your account. Ask and we'll do it.
1. Who is responsible for your information
Hello Mama is the data controller for the personal information described here. Our full details are in the Contact section at the end.
Our store runs on Shopify, which processes information on our behalf and also as a controller in its own right for some purposes. See section 8.
2. What we collect
Information you give us
- Contact and account details — your name, email address, login credentials, and account preferences
- Billing details — billing address and the payment confirmation we receive. We never see or store your full card number; that goes directly to our payment provider
- Messages you send us — support emails and anything you tell us in them
- What you write inside the course — see section 3, which sets out how public comments and private notes differ
Information collected automatically
- Purchase and order information — what you bought, when, and how much you paid
- Course progress — which lessons you've watched and roughly how much of a course you've completed. We record this so the course works properly, so you can pick up where you left off, and because our refund guarantee depends on it
- Technical information — IP address, device and browser type, and how you move around the site
3. What you write inside the course
Two different things happen in two different places, with two different sets of rules. We label which is which everywhere it appears.
Public comments under videos
Comments you post under a lesson can be read by other people taking that course, and by us.
- Please don't include medical details, test results, your full name, or anything you wouldn't say out loud in an antenatal class
- Comments are never visible on the open internet and are not indexed by search engines — only people enrolled in the course can see them
- You can delete your own comments at any time, and deleting your account removes them
- We may remove comments that share someone else's private information, contain unsafe medical claims, or breach our Terms of Service
Please don't rely on other course members for medical guidance, and don't treat comments as advice. Speak to your own midwife or doctor.
Private notes and reflections
Notes, reflections, and workbook entries you save to your account are private to you.
- No other customer can see them
- We do not read them as a matter of course, and we never use them for marketing, product research, analytics, or to train any AI model
- The only times a member of our team could access them are if you specifically ask us to help with a technical problem involving them, or if we're legally required to — and we'll tell you if that ever happens
- You can edit or delete them at any time, and closing your account deletes them
4. Health information
This section matters more than the rest, so we've kept it plain.
Under EU data protection law, information about your health is "special category" data with extra protection. For us that includes:
- The fact that you bought a pregnancy or birth course, which reasonably suggests you're pregnant or planning to be
- Anything about your pregnancy you write in a comment, a private note, or an email to us
Where we rely on your consent for this, you give it by choosing to buy and by choosing to write something. You can withdraw it at any time by deleting the content or closing your account, and that won't affect anything lawfully done beforehand.
Our commitments on health information:
- We never sell it, rent it, or share it with advertisers, data brokers, or marketing platforms
- We never use pregnancy status to target advertising, build advertising audiences, or segment marketing lists
- We never use it to train AI or machine learning models
- We keep the amount we hold to what we actually need
5. Why we use your information, and our legal basis
| What for | Legal basis |
|---|---|
| Giving you access to courses, running your account, providing support | Performance of our contract with you |
| Taking payment and confirming your order | Performance of our contract |
| Keeping accounting and tax records | Legal obligation |
| Recording course progress, including for our refund guarantee | Performance of our contract |
| Storing your private notes and public comments | Your consent (and explicit consent where health information is involved) |
| Sending you our newsletter | Your consent |
| Reminding you about an unfinished checkout | Your consent |
| Non-essential cookies and analytics | Your consent |
| Preventing fraud, securing the site, defending chargebacks and legal claims | Our legitimate interests in running the business safely |
We do not make any decisions about you by automated means that have legal or similarly significant effects, and we do not profile you.
6. Marketing emails
We only send marketing if you've asked for it. The signup box is never pre-ticked, and every email has a one-click unsubscribe.
If you leave something in your cart, we may send a short reminder where you've agreed to that. We deliberately keep these discreet — your inbox may not be private, and that's not our news to break.
We'll still email you about your order, your access, or important changes even if you've opted out of marketing, because those aren't marketing.
7. Cookies
We use cookies that are strictly necessary to run the store — keeping you logged in, remembering your cart, keeping checkout secure. These don't need your permission because the site can't work without them.
Anything beyond that, including analytics, only runs if you agree through our cookie banner. You can change your mind at any time through the cookie settings on our site.
8. Who we share information with
We keep the list short. We share only what each provider needs:
- Shopify — our store platform and hosting
- Our payment provider — to take payment securely and handle refunds and chargebacks
- Our course and video platform — to deliver lessons and hold your progress, comments, and notes
- Our email provider — to send order confirmations and, if you've opted in, our newsletter
- Our accountant and the Estonian Tax and Customs Board — for transaction records we're legally required to keep
- Professional advisers or authorities — where we're legally required, or need to defend a legal claim
We may also transfer information if our business is sold, in which case your protections travel with it.
We do not sell your personal information, and we do not share it with advertising or data broker networks.
Because our store is hosted by Shopify, information you submit is transmitted to and shared with Shopify in order to provide the Services. For some of this, Shopify acts as a controller in its own right and is responsible for responding to requests about it. You can read the Shopify Consumer Privacy Policy at privacy.shopify.com.
9. International transfers
Some of our providers are outside the European Economic Area. Where that happens we rely on a European Commission adequacy decision, or on Standard Contractual Clauses with appropriate safeguards. You can ask us which applies to a particular provider.
10. How long we keep things
| What | How long |
|---|---|
| Account and course access | While your account is open, then deleted within 90 days of closure |
| Private notes and public comments | Until you delete them or close your account |
| Transaction and accounting records | 7 years, as Estonian accounting law requires |
| Course progress records | While your account is open, plus 2 years, so we can handle refund or chargeback disputes |
| Support emails | 2 years |
| Marketing consent and unsubscribe records | Until you withdraw consent, plus a short period as proof we acted on it |
| Cookie preferences | Up to 12 months |
11. Security
We use encryption in transit, restrict access to the few people who need it, and rely on providers who maintain recognised security standards. No system is perfect, and we won't pretend otherwise — but if something goes wrong that puts you at risk, we'll tell you and the regulator, as the law requires.
Please don't send us medical details, test results, or scan images by email. We don't need them and email isn't a secure channel.
12. Your rights
You can ask us to:
- Give you a copy of the information we hold about you
- Correct anything that's wrong
- Delete your information — including your notes, comments, and account
- Transfer your information to another provider in a portable format
- Restrict or object to how we use it, including anything based on our legitimate interests
- Withdraw consent at any time, for marketing, cookies, or anything else you agreed to
Email info@hellomama.family and we'll respond within one month. It's free. We may need to check it's really you before we act.
Some information we must keep even if you ask us to delete it — transaction records we're legally required to hold, for example. We'll tell you if that applies and delete everything else.
13. Children
Our courses are sold to adults, and you must be 18 to buy. We don't knowingly collect information from children. If you believe a child has given us personal information, contact us and we'll delete it.
14. Complaints
If you're unhappy with how we've handled your information, please tell us first — email info@hellomama.family and we'll take it seriously.
You also have the right to complain to a data protection authority. Ours is the Estonian Data Protection Inspectorate (Andmekaitse Inspektsioon), aki.ee. If you live elsewhere in the EU or EEA, you can complain to your own national authority instead.
15. Changes to this policy
We may update this policy. We'll post the new version here and update the date at the top. If a change materially affects how we use your information, we'll tell you directly.
16. Contact
Email: info@hellomama.family
Trading as: Hello Mama
Registered name: Ricardo Pedro João Ludeke - Hello Mama
Registry code:
Address: Vabriku tn 49-8, Tallinn, Estonia, 10411
Phone: +37258824998
We are the data controller for your personal information. If you have any question at all about what we hold or why, just ask — we'd rather explain than have you wonder.