NDKids

Privacy policy

Last updated: 1 October 2025

1. Who we are

NDKids is operated by MoodHelp Ltd, a company registered in England and Wales. NDKids provides educational resources about neurodiversity for children, young people, and their families.

For the purposes of UK data protection law, MoodHelp Ltd is the data controller.

  • Email: privacy@ndkids.com
  • Website: ndkids.com

2. What we collect and why

We collect the minimum data necessary to provide our services. We do not sell, rent, or trade your personal data.

Newsletter sign-up

If you subscribe to our newsletter or product notifications, we collect your email address. We use this solely to send you updates about NDKids content, products, and features. You can unsubscribe at any time using the link in every email.

Accessibility preferences

When you adjust display settings using our accessibility bar (text size, low-sensory mode, dyslexia-friendly font, high contrast), these preferences are stored in your browser's local storage. This data never leaves your device and is never sent to our servers.

Analytics

We use PostHog (hosted in the EU) to understand how people use our site — which pages are visited, how long people spend reading, and which features are used. This helps us improve the site. Analytics data is aggregated and we do not use it to identify individual users. No data is shared with advertisers.

Age band selection

When you select a content age band (child, teen, or parent), this preference is stored in your browser's local storage so the site remembers your choice. This data never leaves your device.

Under UK GDPR, we process personal data on the following legal bases:

  • Consent — for newsletter subscriptions and product notifications. You can withdraw consent at any time.
  • Legitimate interest — for analytics that help us understand how the site is used and improve our content. We have assessed that this processing is proportionate and does not override your rights.
  • Contract — when you purchase a digital product or subscribe to a membership, we process the data necessary to fulfil that transaction.

4. Children's privacy

NDKids is designed for children and young people. We take their privacy extremely seriously.

  • We do not collect personal data from children. The site can be used without creating an account, providing a name, or entering any personal information.
  • We do not use behavioural advertising, profiling, or personalised marketing targeted at children.
  • We do not use nudge techniques, dark patterns, or design that encourages children to provide personal data.
  • Accessibility preferences and age band selections are stored locally on the device and are never transmitted to our servers.
  • Any future features that involve data collection from children (such as accounts or saved progress) will require verifiable parental consent before activation.

We are committed to compliance with the ICO Age Appropriate Design Code (the Children's Code) and design our services with the best interests of the child as a primary consideration.

5. Cookies and local storage

For full details, see our cookie policy. In summary:

  • Essential local storage — accessibility preferences and age band selection. These are necessary for the site to function as you have configured it. No consent is required.
  • Analytics cookies — PostHog uses cookies to understand site usage in aggregate. These do not identify you personally. You can opt out via your browser settings or by using a privacy-focused browser extension.
  • No advertising cookies — we do not use any third-party advertising, tracking, or social media cookies.

6. Third-party services

We use a small number of trusted third-party services:

  • Vercel (hosting) — serves the website. Subject to Vercel's privacy policy.
  • PostHog EU (analytics) — hosted in the European Union. Used for aggregated site analytics only.
  • Resend (email) — sends newsletter emails. Processes email addresses on our behalf.

When membership and shop features launch, we will also use:

  • Stripe (payments) — processes payment card data. We never see or store your full card number.
  • Supabase (database, hosted in London, UK) — stores account and membership data with row-level security.

We do not share personal data with any other third parties. We do not sell data. We do not permit third-party advertising on our site.

7. How we store and protect data

  • All server-side data is stored within the UK or European Economic Area.
  • Data in transit is encrypted using TLS (HTTPS).
  • Database access is restricted by row-level security policies and requires authentication.
  • We do not store passwords in plain text. Authentication uses industry-standard hashing.
  • Sensitive data categories (if applicable in future features) will use envelope encryption as an additional layer of protection.

8. How long we keep data

  • Newsletter emails — retained until you unsubscribe, then deleted within 30 days.
  • Analytics data — aggregated and anonymised. Raw event data is retained for up to 12 months, then permanently deleted.
  • Purchase records — retained for 7 years as required by UK tax and accounting law (HMRC).
  • Account data (future) — retained while your account is active, then deleted within 90 days of account closure, except where retention is required by law.

9. Your rights

Under UK GDPR, you have the following rights regarding your personal data:

  • Right of access — request a copy of the personal data we hold about you.
  • Right to rectification — ask us to correct inaccurate data.
  • Right to erasure — ask us to delete your data (subject to legal retention requirements).
  • Right to data portability — receive your data in a structured, machine-readable format.
  • Right to object — object to processing based on legitimate interest.
  • Right to withdraw consent — withdraw consent at any time (for example, unsubscribe from the newsletter).

To exercise any of these rights, email privacy@ndkids.com. We will respond within 30 days.

If you are not satisfied with our response, you have the right to complain to the Information Commissioner's Office (ICO):

  • Website: ico.org.uk
  • Phone: 0303 123 1113

10. Changes to this policy

We may update this policy from time to time. When we make changes, we will update the date at the top of this page. If we make significant changes that affect how your data is processed, we will notify newsletter subscribers by email.

11. Contact

For questions, concerns, or requests related to your privacy, contact:

  • Email: privacy@ndkids.com
  • Operated by: MoodHelp Ltd