Bounty Ask a Midwife: does it share your email?

What happens the moment I tap Ask a Midwife?

Bounty’s privacy policy has a dedicated “Midwife support services” paragraph. The chat sits in the Bounty Pregnancy App. It is “powered by Ericaai” (www.ericaai.co.uk). The trigger is a click, not account creation:

1. 1
   You open the Bounty pregnancy app You are already a Bounty member at this point. Joy Memories Inc is the controller of that membership file.
2. 2
   You tap “Ask a Midwife” Bounty then “will share your email address with Ericaai to enable personalised support and relevant follow-up.” That sentence is the hand-off.
3. 3
   Ericaai becomes a second controller “Ericaai acts as a separate data controller for any personal data you provide within the chat.” Anything you type after that sits on Ericaai’s side as well as, potentially, in the conversation record.
4. 4
   If you never tap it Bounty’s closing line is: “This information is only shared if and when you choose to engage with the midwife service.”

The button often sits near pack and offer screens. A pack signup and an Ask a Midwife tap are different consents. One can happen without the other.

Who is Ericaai?

Bounty names Ericaai and points to www.ericaai.co.uk. That site describes EricaAi as an “AI midwife assistant” sold to mother-and-baby brands. Bounty tells you to read Ericaai’s Privacy Notice for the chat. MayTally is citing Bounty’s wording for the email share; it is not treating the chat as NHS midwifery.

A related privacy notice for Expert Live Chat, operated by Epical Global Ltd and listing a Data Protection Lead at [email protected], is published at epicalglobal.com (effective 24 July 2026). That notice is about a human-to-human chat product and says business customers do not receive identifiable transcripts. It is useful as a named Ericaai contact route. It is not proof that every Ask a Midwife tap is that exact product. If the in-app notice names a different controller, follow the notice in front of you.

This is not a substitute for your own midwife, GP or NHS 111. Bounty is not part of the NHS. Clinical questions about bleeding, baby’s movements or feeding belong with NHS services.

Is this the same as joining Bounty?

No. Creating a Bounty account makes Joy Memories Inc the controller of your club file. Tapping Ask a Midwife adds Ericaai as a controller of your email, and of whatever you then type. Optional membership clubs are a third kind of tick: Ickle Bubba and the other starred clubs become controllers of the registration bundle, including due date on Ickle Bubba’s wording.

How do I use the app without handing over the email?

Do not tap the button. Bounty’s policy ties the share to that click. You can still read articles, change communication preferences, or ignore pack screens. If the app opens the chat by accident, close it before you type, and check whether a confirmation screen already sent the email. If it did, treat that as a live Ericaai file and use the deletion route below.

Unsubscribing from Bounty emails does not recall an email already sent to Ericaai. The two controllers are separate, in the same way a partner-club tick survives a Bounty unsubscribe.

Can I get the email deleted afterwards?

You can ask both controllers. Write to [email protected] or [email protected] for the Bounty copy, and say you tapped Ask a Midwife. For the Ericaai copy, use the privacy contact in the in-app notice. The Epical / Ericaai notice names [email protected] as Data Protection Lead and says a normal reply window is one month. The ICO’s right to get your data deleted applies to each controller, with the usual exceptions for legal claims and legal duties.

If a chat included health details about you or your baby, say so. That can be special-category data. It does not make the chat an NHS record.

In shortIn short: the email moves when you tap Ask a Midwife, and only then, on Bounty’s published wording. Ericaai is a separate controller. Closing the app later does not pull the address back.