Privacy Policy

Last updated: October 2026

Jollyfish respects your privacy and is committed to handling personal information fairly, transparently and securely.

This Privacy Policy applies when you:

  • visit jollyfi.sh;

  • purchase from our store;

  • contact Jollyfish;

  • join a mailing or launch list;

  • participate in product testing; or

  • use applicable AquaMaestro app and connected services.

We process personal information in accordance with applicable UK data-protection law, including the UK GDPR and Data Protection Act 2018, together with relevant electronic-communications rules.

1. AquaMaestro — Android Demo 0.1.0 (version code 1)

This section describes the offline Demo release of AquaMaestro.

This release is a local aquarium simulation. It does not create user accounts, connect to an AquaMaestro backend or physical controllers, display advertisements, use analytics, or send automated crash or diagnostic reports.

The app does not transmit user data, simulation state or entered settings to Jollyfish or third parties, or share them with other apps.

Simulation state, history, alerts and heater/light settings are held temporarily in the app’s memory. Selecting “Reset demo” or restarting the app process resets the simulation. Jollyfish receives and retains no server-side copy of this information.

Descriptions of connected accounts, services, analytics and app diagnostics elsewhere in this policy do not apply to this Demo release.

Visiting our website, purchasing from our store or contacting us separately may involve personal information as described in the relevant sections below. Google Play and your device’s operating system may independently process information under their own policies.

For privacy enquiries, contact hello@jollyfi.sh.

2. Information We May Collect

Depending on how you interact with Jollyfish, we may process the following information.

2.1 Identity and Contact Information

This may include:

  • name;

  • email address;

  • telephone number;

  • billing address; and

  • delivery address.

2.2 Order Information

This may include:

  • products purchased;

  • transaction and order references;

  • delivery information;

  • return information; and

  • support records.

Payment-card information may be processed directly by our payment providers.

Where payment is handled by a third-party payment provider, Jollyfish does not need to retain complete card details.

2.3 Account Information

This may include:

  • AquaMaestro account details;

  • login information;

  • authentication information;

  • preferences; and

  • account settings.

2.4 Aquarium and Connected-Product Information

Depending on the AquaMaestro features you use, this may include:

  • aquarium type and setup;

  • selected fish, aquatic creatures and plants;

  • user-entered readings;

  • schedules and routines;

  • AquaMaestro controller or module information;

  • supported sensor or probe data;

  • supported water-testing information;

  • equipment status; and

  • app configuration information.

2.5 Technical Information

This may include:

  • IP address;

  • browser type;

  • device type;

  • operating system;

  • app version;

  • security information;

  • crash logs;

  • diagnostics; and

  • website or app usage data.

2.6 Communications and Feedback

This may include:

  • support requests;

  • contact-form submissions;

  • compatibility enquiries;

  • survey responses;

  • product-testing feedback; and

  • customer reviews.

2.7 Marketing Information

This may include:

  • newsletter signup;

  • launch-list participation;

  • marketing preferences;

  • consent records; and

  • unsubscribe records.

3. Why We Use Your Information

We may process personal information to:

  • process, fulfil and deliver orders;

  • manage payments, returns and refunds;

  • create and manage customer accounts;

  • provide customer and technical support;

  • operate supported AquaMaestro functionality;

  • connect compatible products and modules;

  • provide schedules, monitoring, alerts and supported app features;

  • provide Species & Plant Guidance based on available aquarium information;

  • manage pre-orders and launch communications;

  • maintain security;

  • prevent fraud;

  • diagnose technical problems;

  • improve our products, services and customer experience;

  • comply with legal, accounting, tax, product-safety and regulatory obligations; and

  • send permitted marketing communications.

4. Our Lawful Bases Under UK GDPR

Depending on the activity, we may rely on one or more of the following lawful bases.

4.1 Contract

Where processing is necessary to:

  • provide products;

  • fulfil orders;

  • provide support; or

  • provide AquaMaestro functionality you have requested.

4.2 Legal Obligation

Where we must process information to comply with:

  • consumer law;

  • tax requirements;

  • accounting requirements;

  • product-safety requirements; or

  • other applicable legal or regulatory obligations.

4.3 Legitimate Interests

Where processing is necessary for legitimate business purposes such as:

  • security;

  • fraud prevention;

  • technical support;

  • service improvement;

  • product improvement; or

  • business administration,

and those interests are not overridden by your rights.

4.4 Consent

Where consent is required, for example for certain:

  • marketing communications;

  • cookies; or

  • optional processing activities.

Where processing relies on consent, you may withdraw your consent at any time.

5. AquaMaestro Guidance and Automated Processing

AquaMaestro may use information you provide and supported connected aquarium data to generate:

  • guidance;

  • suggested target ranges;

  • alerts; or

  • recommendations.

These features are designed to support aquarium-care decisions.

Unless we specifically tell you otherwise, Jollyfish does not use AquaMaestro data to make solely automated decisions about you that produce legal or similarly significant effects.

6. Who We Share Information With

Where necessary, we may share information with service providers supporting our business, including:

  • website and ecommerce providers;

  • payment processors;

  • delivery and fulfilment providers;

  • cloud and hosting providers;

  • app infrastructure providers;

  • customer-support systems;

  • email and communication providers;

  • analytics and performance providers;

  • fraud-prevention and security providers; and

  • professional advisers.

Information may also be disclosed where required by law to:

  • regulators;

  • courts;

  • law-enforcement authorities; or

  • other competent authorities.

We do not sell personal information to advertisers.

7. International Data Transfers

Some service providers may process information outside the United Kingdom.

Where UK data-protection law requires safeguards, we will use an appropriate lawful mechanism, such as:

  • an applicable UK adequacy regulation;

  • recognised contractual safeguards; or

  • another legally permitted transfer mechanism.

8. How Long We Keep Information

We keep personal information only for as long as reasonably necessary.

Retention periods may depend on:

  • why the information was collected;

  • whether your AquaMaestro account remains active;

  • legal and regulatory requirements;

  • tax and accounting requirements;

  • order and support requirements;

  • warranty or dispute requirements;

  • product-safety and traceability requirements; and

  • security or fraud-prevention requirements.

When information is no longer required, it will be:

  • deleted;

  • anonymised; or

  • otherwise handled in accordance with applicable law.

9. Your UK GDPR Rights

Depending on the circumstances and lawful basis used, you may have the following rights.

9.1 Right to Be Informed

You have the right to receive clear information about how your personal information is used.

9.2 Right of Access

You may request access to personal information we hold about you.

9.3 Right to Rectification

You may ask us to correct inaccurate or incomplete information.

9.4 Right to Erasure

You may ask us to delete personal information in certain circumstances.

9.5 Right to Restrict Processing

You may ask us to restrict the use of your information in certain circumstances.

9.6 Right to Data Portability

Where applicable, you may request certain information in a structured, commonly used and machine-readable format.

9.7 Right to Object

You may object to certain processing, including direct marketing.

9.8 Right to Withdraw Consent

Where we rely on consent, you may withdraw that consent at any time.

9.9 Automated Decision-Making Rights

You may have rights relating to certain forms of solely automated decision-making.

These rights are not absolute and may be subject to legal conditions or exemptions.

To exercise a privacy right, contact:

hello@jollyfi.sh

We may need to verify your identity before completing a request.

10. Direct Marketing

Where required by law, we will obtain appropriate permission before sending marketing emails or similar electronic communications.

Where UK law permits marketing to existing customers without separate consent, we will only use that route where the relevant legal requirements are satisfied.

Marketing communications will provide a simple way to unsubscribe.

You may opt out at any time.

Opting out of marketing will not prevent us from sending necessary communications relating to:

  • an order;

  • account;

  • return;

  • safety notice;

  • product; or

  • service you use.

11. Cookies and Similar Technologies

jollyfi.sh may use cookies and similar technologies.

11.1 Essential Cookies

Essential technologies may be required for functions such as:

  • checkout;

  • shopping basket;

  • security;

  • account login;

  • fraud prevention; and

  • remembering privacy choices.

These may be used where they are strictly necessary for a service you have requested.

11.2 Non-Essential Cookies

Non-essential technologies may include certain:

  • analytics;

  • performance;

  • advertising; or

  • tracking technologies.

Where consent is legally required, these technologies will not be activated until you make the relevant choice.

You can manage available cookie preferences through the website's cookie controls.

Rejecting non-essential cookies will not prevent access to the basic content of the website, although some optional features may operate differently.

12. Security

We use appropriate technical and organisational measures intended to protect personal information against:

  • unauthorised access;

  • loss;

  • misuse;

  • alteration; and

  • unauthorised disclosure.

No internet-connected system can be guaranteed to be completely secure, but we review security measures appropriate to the information and services we provide.

13. Apple App Store, Google Play and Other Third Parties

If you download AquaMaestro through:

  • Apple App Store;

  • Google Play; or

  • another third-party service,

that provider may independently process information under its own privacy policy.

Third-party payment, delivery or connected-service providers may also act as independent data controllers for some processing.

14. Complaints

If you have concerns about how Jollyfish uses your personal information, please contact:

hello@jollyfi.sh

You also have the right to lodge a complaint with the UK Information Commissioner's Office (ICO).

15. Changes to This Privacy Policy

We may update this Privacy Policy to reflect changes to:

  • AquaMaestro functionality;

  • our store and services;

  • service providers;

  • data-processing practices; or

  • applicable law.

The latest version will be published on jollyfi.sh with an updated effective date.