Privacy Policy

1. Data We Collect

Data you give us:

• Account data — email address, password (stored only as a hash), display name, country, language, and your confirmation that you meet the minimum age.
• Your Content — prompts, uploaded images, video and audio, the Outputs generated for you, and related metadata (such as when and with which model something was made).
• Purchase data — plans and credit packs bought, billing country, and VAT details. Card details are collected by Stripe; we never see or store full card numbers.
• Communications — support messages, data-protection requests, appeals and feedback.
• Team data — if you create or join a team, its members, their roles and invitations.

Data collected automatically: IP address, device and browser type, operating system, approximate location derived from your IP address, log and error data, security signals from our CAPTCHA, and how you use the Service (for example which features and models you use and your generation history). We do not collect precise location.

Anonymous visit counts, for every visitor: through PostHog, which pages are viewed, which link or site a visit came from (for example a LinkedIn post), and which steps are reached (such as starting sign-up or checkout), without any cookie or anything stored in your browser and without recordings. PostHog tells visits apart for one day only, using a code it calculates on its servers from the date, your IP address and browser type; your IP address itself is not kept. If you sign up after following a shared link, we note on your account which link it was.

Only if you allow analytics (section 8): which pages you visit and what you click, through PostHog, and screen recordings of your visits so we can see where people get stuck. Everything you type, and all images, video and audio, are hidden from the recordings before they leave your browser; email addresses and prompts shown on screen are masked too. If you are signed in, this is linked to your account ID (not your email address).

Data from others: if you sign in with Google, we receive your name, email address and profile picture from Google. We may also receive information from other users (for example when they invite you to a team or report content) and from authorities.

2. How We Use Data, and Our Legal Bases

We do not sell personal data, we do not share it for cross-context behavioural advertising, and we do not use Your Content to train AI models. If we ever want to use data for a new purpose that is not compatible with these, we will ask for your consent first.

3. Faces, Voices and Biometric Data

Images, video and audio you upload may show people’s faces or contain their voices. We use them only to produce the generation you ask for and for safety moderation. We do not create face templates or voiceprints to identify anyone, we do not use them to recognise people across uploads, and we prohibit using the Service for facial recognition or biometric identification.

MadHatter does not extract or store face or voice features separately from your uploads; any features a model derives are used only to produce that generation. We do not sell, lease or trade them, and we disclose them only to the model provider processing your request, where the law requires, or with your consent.

Some video models (Seedance) only accept a reference showing a face once it is in our private asset library at BytePlus. When a reference you upload shows a face, we place it there for the length of that render and delete it as soon as the render has finished (at most 48 hours). BytePlus does not use them to identify anyone, and they are not shared with other customers.

Only upload images or recordings of other people if you have their permission (see our Acceptable Use Policy). Please do not include sensitive data — such as health information — in prompts or uploads.

4. AI Models and Your Content

• No training. We do not use your prompts, uploads or outputs to train or improve AI models — ours or anyone else’s. If that ever changes, it will be opt-in only, off by default, and withdrawable at any time.
• Model providers. When you generate, your Inputs are sent to the provider of the model you chose — and only that one. We use providers’ paid business APIs, whose terms do not allow them to train on API data, and which keep it only as long as needed to process the request and for limited abuse monitoring (typically around 30 days, as set out in each provider’s terms). Where the provider is outside the EEA, we rely on the safeguards in section 6.
• Assistant features. Our in-studio assistant and features such as Preview Frames send the text you give them to a text model to write prompts or shot descriptions. The same protections apply.
• Automated moderation. Prompts and outputs pass automated safety filters. Decisions with significant effects (such as account termination) always involve human review and can be appealed. You will not be subject to a decision based solely on automated processing that has legal or similarly significant effects without the safeguards of Art. 22 GDPR.

5. Who We Share Data With

We share personal data only with: (a) processors acting on our instructions, listed below; (b) your team’s owner and admins, who can see the team’s members and how its credit pool is used; (c) people you choose to share content with; (d) authorities, where the law requires it (including reports of child sexual abuse material); (e) professional advisers such as lawyers and accountants, under confidentiality; and (f) a buyer or successor in a merger, acquisition or reorganisation, with notice to you.

The processors we currently use are listed below (Art. 13(1)(e)). Model providers only receive your Inputs when you choose one of their models for a generation. We update this list when it changes.

6. International Transfers

MadHatter is based in the Netherlands, but the Service runs on providers outside the EEA: your account data and stored media are kept in the United States (Supabase, California), the application is hosted by Vercel in the United States, and the model providers in section 5 are based in the United States and Singapore. Using the Service therefore transfers personal data outside the EEA. For these transfers we rely on an EU adequacy decision (including the EU-US Data Privacy Framework for certified US providers) or the European Commission’s Standard Contractual Clauses (Art. 46(2)(c)), with transfer impact assessments and supplementary measures. You can request copies of these safeguards at hello@madhatter.technology.

Singapore: our Seedance and Seedream models run on BytePlus/ModelArk in Singapore, which is not covered by an EU adequacy decision. That transfer relies on Standard Contractual Clauses. If you do not want your Inputs processed there, choose a different model before generating.

Analytics data from PostHog, including anonymous visit counts, is stored in the EU (Frankfurt, Germany).

We do not currently offer EEA-only storage or generation. If that changes, we will say so here.

7. How Long We Keep Data

When we no longer need data, we delete it or anonymise it. We may keep data longer where the law requires it or to establish, exercise or defend legal claims.

8. Cookies and Similar Technologies

We use only what is strictly necessary to run the Service: cookies and browser storage that keep you signed in and protect your session, CAPTCHA security checks, and settings that remember your choices in the studio (such as your last-used model). These do not require consent.

Analytics, only with your consent. The first time you visit, we ask whether you allow PostHog analytics and screen recordings (see sections 1 and 2). Until you choose Allow, and if you choose “No thanks”, PostHog only counts your visit anonymously as described in section 1: it stores nothing in your browser apart from remembering a “No thanks”, and makes no recordings. If you allow it, PostHog stores an identifier in a cookie and in your browser’s local storage (names starting with “ph_”) so it can tell your visits apart. “No thanks” is as easy as “Allow”, and you can change your answer at any time with “Analytics settings” at the bottom of the page or in Settings → Account; withdrawing removes PostHog’s cookie and local storage from your browser and returns you to anonymous counting.

We do not use advertising cookies or cross-site tracking. You can clear or block cookies in your browser, but you will not be able to stay signed in without them.

9. Your Rights and Choices

Under the GDPR you have the right to: access your data (Art. 15), correct it (Art. 16), erase it (Art. 17), restrict processing (Art. 18), data portability (Art. 20), object to processing based on legitimate interests, including direct marketing (Art. 21), and withdraw consent at any time without affecting earlier processing (Art. 7(3)).

Self-service: in Settings you can update your profile, download your data (Settings → Account → Download my data), and delete your account, and change your analytics choice at any time (section 8). To opt out of promotional use of your creations, or for any other request, email hello@madhatter.technology from your account’s email address. You can unsubscribe from marketing emails with the link in each message; service, billing and policy emails will continue while you have an account.

We respond within one month (extendable by two months for complex requests, with notice). We may need to verify your identity. Exercising your rights is free, and we will not treat you differently for doing so.

You can also complain to a supervisory authority — in the Netherlands, the Autoriteit Persoonsgegevens (autoriteitpersoonsgegevens.nl) — or to the authority where you live or work.

10. Users Outside the EEA

• UK: the UK GDPR applies in the same way; you can complain to the ICO.
• Switzerland: the revised FADP applies; you can complain to the FDPIC.
• United States (including California, Virginia, Colorado, Connecticut and Texas): we do not “sell” or “share” personal information, use it for targeted advertising, or use sensitive personal information in ways that require a right to limit. You can ask to know, access, correct, delete or port your data at hello@madhatter.technology, including through an authorised agent, and appeal our answer by replying to it. We will not discriminate against you for exercising these rights.
• Other regions: we honour applicable local rights through the same contact.

11. Security

We use technical and organisational measures appropriate to the risk (Art. 32 GDPR): encryption in transit (TLS 1.2+) and at rest, access controls and least privilege, two-factor authentication for staff with admin access, logging and monitoring, vendor due diligence, and confidentiality obligations. Your Content is private by default; only content you choose to share is visible to others. No system is completely secure. If a personal-data breach occurs, we will notify the supervisory authority and, where required, affected users in line with Arts. 33–34 GDPR.

Links and integrations to third-party sites and services are governed by their own privacy policies, not this one.

12. Children

The Service is not directed at children under 16, and users must be at least 16. If you believe a child under 16 is using the Service, contact hello@madhatter.technology and we will delete the account and its data.

13. Changes and Contact

We will announce material changes to this Policy at least 30 days in advance by email or in-app notice. The current version is always the one dated at the top.

Contact: MadHatter, registered in the Netherlands, Johan van Hoornstraat 19, 2595 HP Den Haag, Zuid-Holland, KvK 92761585, RSIN 866164194 — hello@madhatter.technology