How long does Bounty keep mum and baby data?

What is the five-year clock?

Bounty describes itself as a club for pregnant women and for women with children up to the age of five. The privacy policy therefore says it retains and processes your information until your child reaches the age of 5. If you have told it about more than one child, it says it will keep sending age-relevant messages up to each child’s fifth birthday.

The deletion line is tied to the youngest child: “Once your youngest child reaches the age of five we will permanently delete all of the data we hold on you and all members of your family.” Until then, the same page says it may also send you messages aimed at you as a parent, or at the whole family, unless you leave the club or unsubscribe from a channel.

The controller named on that page is Joy Memories Inc, trading as Bounty in the UK. The UK GDPR representative is Bounty Media Limited, Kings Court, London Road, Stevenage, SG1 2NG. Privacy queries go to [email protected]. The policy was last updated on 20 May 2025.

How long are portraits kept?

Portraits sit on a shorter, separate clock. Under “Keeping your JoyatHomeShoot service information”, Bounty says that if you have used that service or contacted it with a view to doing so, it retains the information for four years, unless it must keep it longer to comply with a legal requirement such as tax or audit.

Bounty’s personal information help page is more specific about portraits in a deletion email: if pictures were taken and you want them removed as part of the wipe, say so in the email.

Can I ask for deletion before year five?

Yes. The five-year line is Bounty’s default schedule, not a bar on UK GDPR rights. The ICO’s public guide Your right to get your data deleted lists the circumstances in which you can ask, including withdrawn consent, direct-marketing objection, and data that is no longer needed for the original purpose. The right is not absolute. A controller can refuse where a legal obligation, a legal claim or another listed exception applies.

1. 1
   Use Bounty’s stated deletion inbox Email [email protected] from the address on the account. Use the subject “Deletion of Account”. Bounty asks for the name, address and postcode registered to the account.
2. 2
   Say if portraits are in scope If you had pictures taken, the help page asks you to specify that you want those deleted as part of the same request.
3. 3
   Or write a formal erasure request You can also email [email protected] and say you are exercising the right to erasure. The ICO says a request can be verbal or written and does not have to use the words “Article 17”. A written email leaves a date stamp. The ICO’s usual clock is one calendar month from receipt, or from identity checks if they ask for them.
4. 4
   Chase the clubs you ticked separately Bounty’s policy says unsubscribing from Bounty does not cancel a membership club you joined at signup. Each of those clubs is a controller of its own copy. See partner clubs and signup data.

Does unsubscribing wipe the file?

Not on Bounty’s own wording. The unsubscribe page is about stopping communications. The privacy policy also lets you change contact preferences in the app or on the website. Those controls sit next to, not instead of, the five-year retention line. If you only click unsubscribe, Bounty may still hold the underlying membership record until the youngest child turns five — unless you also ask for deletion and it agrees.

Customer-service notes are described separately: Bounty says it keeps that contact “as long as is necessary” for support and trend analysis. That is a different bucket from the club profile.

What if Bounty already shared my data?

A deletion at Bounty does not automatically rewind 2017–18 broking. The ICO found that Bounty (UK) Limited shared millions of records with organisations including Equifax during that window; see what data they shared. The ICO’s erasure guidance says that when data has been disclosed to others, the controller should tell those recipients about the erasure unless that is impossible or disproportionate. Ask Bounty who still has a copy if you want that trail in writing.

In shortIn short: the published club clock is the youngest child’s fifth birthday; portraits are four years; customer-service notes have no birthday. Unsubscribe stops messages. Deletion is a separate request, with ICO time limits and exceptions.