Privacy Policy
Last updated: 11 June 2026
We know privacy policies can feel complicated, so here are the key things we want you to know upfront. Play Moments only asks for information we need to run the app, personalise your play ideas, keep families safe, and understand what is working during the pilot. We treat your information with care, and we will never sell your personal data.
The short version
- Play Moments is a play app for parents and carers of children aged 0–8.
- We collect a small amount of information about you and your child so the app can suggest the right play activities and run research studies.
- We take extra care with anything about your child, and we never sell your information.
- Some families can choose to join a separate research study. This is optional, and you can say no and still use the app.
- You are in control. You can see your information, change it, or delete your account and data at any time.
1. Who we are and how to contact us
Play Moments is provided by Moonshot Global Consulting Ltd ("we", "us", "our"), a company registered in England and Wales with company number 12476332.
For anything about your information or this policy, you can reach us here:
- By email: support@playmoments.app
- Our Data Protection Officer: Ioana Axinte – support@playmoments.app
"Your information" (sometimes called "personal data") means anything that can identify you or your child, either on its own or when put together with other information.
2. What this policy covers
This policy explains what information we collect through the Play Moments app, why we collect it, who we share it with, how long we keep it, and the choices and rights you have.
Play Moments has two separate parts when it comes to information:
- The app itself – what we collect when you and your child use Play Moments day to day.
- The research study – a separate, optional study that uses recognised questionnaires. You only take part if you choose to. We explain this in section 8.
3. Who can use Play Moments
Play Moments is designed for parents and carers who are 18 or over. They create and manage the account and use the app on behalf of their child. Children do not create their own accounts or log in themselves.
Because we are working with information about young children, we follow the UK's Information Commissioner's Children's Code. You can read more about how we protect children's information in section 6.
4. The information we collect
We try to collect as little as possible, and only what we genuinely need. Here is everything we collect, grouped by type.
4.1 Information about you (the parent or carer)
| What we collect | Why we collect it |
|---|---|
| Your full name | To create and look after your account. |
| Your email address | To send you account and onboarding messages, confirm your choices, send reminders, follow up on safeguarding if ever needed, and (if you have opted in) share research updates. |
| The first part of your postcode | To understand which families and areas we are reaching, support recruitment for optional research and evaluation studies, improve and personalise the activities we suggest, and help us evidence the impact of Play Moments so we can keep the app free for families where possible. |
| Your language preference (coming later) | To understand language needs and to help us plan future versions of the app in more languages. |
4.2 Information about your child
We deliberately do not ask for your child's full legal name. We only collect what the app needs to suggest the right activities for their age and stage.
| What we collect | Why we collect it |
|---|---|
| A nickname for your child | To make the app feel friendly and personal, without using their real name. |
| Your child's age or age range (from their date of birth) | To suggest activities suitable for their age, decide who can take part in the pilot, and understand results by age group. |
| A short "strengths" check at the start | To understand your child's strengths and where they might need a little more support, so the first set of activities fits them well. |
| The same check again at around 12 weeks | To see how things have changed over the pilot and understand whether the activities are helping. |
| A quick emotional "check-in" | To understand how your child and family are feeling on a given day, so we can suggest activities that suit the moment. |
Important: these checks are for personalisation, not diagnosis.
The answers you give are not a medical assessment and are not proof of how your child is developing. They simply help the app suggest more useful activities for your family.
4.3 How you and your child use the app
Like most apps, Play Moments records some information about how it is being used. This helps us see whether families find it helpful and easy to fit into everyday life.
| What we collect | Why we collect it |
|---|---|
| How often and how long the app is used | To understand whether families are building a regular, enjoyable play habit. |
| Which activities you complete | To see which activities families use and find valuable. |
| Which areas of play and development you use most | To understand what families find most useful and to plan future content. |
| Where families tend to stop or drop off | To improve the app and make it easier to use. |
| How activity difficulty changes over time | To check activities are pitched at the right level for your child. |
| Your device type and operating system | To make sure the app works properly on the devices families use, and to fix problems. |
4.4 Early signals that a child may need extra support (coming later)
In future versions, the app may gently flag if it notices possible signs that a child could benefit from extra support, for example with speech, language, communication, attention, feelings or getting on with others.
| What we collect | Why we collect it |
|---|---|
| A note that a possible signal has been raised | To help spot, early on, where a child might benefit from extra support. |
| Whether a signal reached an agreed level, and what was suggested next | To keep a clear record and to point you towards helpful resources, a chat with your child's nursery, or local health or early-years services. |
A flag is a prompt, not a diagnosis.
If the app ever flags something, it is only a suggestion to consider getting more support. It is not a medical opinion and does not replace advice from your GP, health visitor or other professional.
5. Why we are allowed to use your information
Data protection law says we must have a clear, lawful reason for using your information. Here are the reasons we rely on:
- To provide the app you asked for. We need certain information (like your account details) simply to give you access to the service.
- Your consent. For some things, especially anything sensitive about your child, or taking part in research, we ask for your clear permission first, and you can change your mind later.
- Our legitimate interests. For things like understanding how the app is used and improving it, where this is fair and you would reasonably expect it. We always weigh this against your privacy.
- Protecting people. If we ever have a genuine safeguarding concern about a child's safety, we may need to act on it, including sharing information where the law allows or requires it.
Some information – for example anything about a child's development, health or wellbeing – counts as "special category" (extra-sensitive) information. We only use this with your explicit consent, or where the law otherwise allows it, and we protect it with extra care.
6. Extra care with children's information
Children's information deserves the highest level of protection, and we treat it that way. In practice this means:
- We collect the least amount of information about your child that we can.
- We do not use a child's real name – only a nickname you choose.
- We never sell information, and we never use a child's information for advertising.
- We design the app so that privacy-friendly settings are the default.
- The parents/carer is always in control of the account and the choices made within it.
- We measure success by helpful, off-screen play.
7. How we use technology to personalise activities
Play Moments uses some automated tools, including a form of artificial intelligence (AI), to help choose and order the activities your family sees. This always works within strict limits we set.
| What it does | What it uses to do it |
|---|---|
| Suggests and orders activities that suit your child's age, needs, your goals and the moment | The start check, the emotional check-in, how you use the app, difficulty over time, and your postcode area |
| Makes activities a little easier or harder so they stay at the right level | Difficulty over time, activities completed, your feedback, and the start check |
| Creates a friendly summary of your child's strengths, progress and journey for you to read | Your child's nickname and age, the start check, and activity history |
| Shows progress across areas like talking, listening, feelings and getting on with others | The checks, areas of play used, activities completed, and your feedback |
A person is always responsible for the activities in Play Moments – our team writes and reviews the activity library, and the technology chooses from that approved set. The summaries and suggestions are there to help, and are not a professional assessment of your child.
8. The optional research study
Alongside the app, we run a separate research study to learn whether Play Moments helps families. This is completely optional. You can use the app fully without taking part, and you can stop at any time.
If you choose to join, the study may involve:
| What it is | Why we do it |
|---|---|
| Recognised questionnaires about communication (ASQ-3) and feelings and social development (ASQ:SE-2), filled in at the start and end | To measure, in a trusted way, whether Play Moments is making a positive difference for children and families, and to build the evidence |
| A questionnaire about your confidence as a parent (TOPSE) | To understand whether the app helps you feel more confident. |
| A comparison group of families receiving usual support | To help us understand what difference Play Moments really makes. |
| A secure code that links study answers to app use, without using names | To join the information up safely while keeping identities hidden from the research records. |
These questionnaires are run outside the app (for example on a research platform or on paper) with a smaller group of families. If you take part, we will explain exactly what is involved and ask for your clear, written consent first. Some families taking part may receive a small thank-you (such as a voucher), which we will always be open about.
When we analyse and share research findings, we do this in a way that does not identify individual families. This means we look at patterns and learning across the study, not at naming or singling out you or your child.
9. Who we share information with
We do not sell your information, and we never share it for advertising. We only share it in these limited situations:
- Trusted suppliers who help us run the app – anonymous only. For example, secure hosting, analytics and the technology behind personalisation. They may only use your information on our instructions and must keep it safe.
- Research partners – anonymous only. If you join the study, named research partners help run it. We agree clear rules with them about protecting your information.
- Funders, councils and education bodies – anonymous only. When we report on how the pilot is going, we only ever share grouped, anonymous figures. No individual child or family can be identified.
- If the law requires it, or to keep someone safe. For example, in a genuine safeguarding situation or where we are legally obliged to share.
10. Sending information outside the UK
Some of our trusted suppliers may store or handle information on computers based outside the UK. If that happens, we make sure your information is protected to the same high standard required by UK law, using approved legal safeguards.
Where we use AI tools to personalise activities, we take steps to remove or hide identifying details about your child before that information is processed.
11. How long we keep your information
We keep your information only for as long as we need it, and then we delete it or make it anonymous. As a guide:
- Account information – for as long as you have an account with us.
- App-use and activity information – during the pilot and for a reasonable period afterwards so we can report on and learn from it.
- Research information – for the period set out in the study's own information sheet, which we share before you take part.
When you delete your account, we remove your information as described in section 12, keeping only what we are legally required to keep.
12. Your choices and your rights
You are in control of your information. Under UK data protection law you have the right to:
- See your information – ask for a copy of what we hold about you and your child.
- Correct it – ask us to fix anything that is wrong or out of date.
- Delete it – ask us to delete your account and your information. You can delete your account in the app, and you can choose to delete your account only or all of your data.
- Limit or object to how we use it – ask us to pause certain uses, or object to them.
- Move it – ask for your information in a portable format, where this applies.
- Change your mind – where we rely on your consent (such as research), you can withdraw it at any time without affecting your normal use of the app.
To use any of these rights, just contact us using the details in section 1. We will not charge you, and we will respond within the time limits set by law (normally one month).
13. Analytics and similar technology
The app uses analytics to understand how it is used, as described in section 4.3. We use this to improve the app and report on the pilot, not to track you across other apps or websites or to advertise to you.
14. Changes to this policy
We may update this policy from time to time. If we make an important change, we will let you know – for example through the app or by email – and we will always show the date it was last updated at the top.
15. How to raise a concern or complain
If you are unhappy with how we have handled your information, please contact us first using the details in section 1 – we would always like the chance to put things right.
You also have the right to complain to the UK's data protection regulator, the Information Commissioner's Office (ICO), at ico.org.uk or on their helpline 0303 123 1113.
Thank you for trusting Play Moments with your family's information. We take that responsibility seriously.
