Privacy policy
Welcome to Swizil - Worth sharing! Your privacy is important to us.
Swizil Ltd ("Swizil," "we," or "us") is committed to protecting your privacy and complying with applicable data protection laws including the UK GDPR, the Data Protection Act 2018, and relevant global regulations. This Privacy Policy explains how we collect, use, disclose, and protect your personal data in connection with our mobile and web-based services.
By accessing or using Swizil, you confirm that you have read and understood this Privacy Policy. If you do not agree with our policies and practices, please do not use our services.
Data Controller
Swizil Ltd is the controller of your personal data under UK and EU data protection laws. You may contact our Data Protection Officer (DPO) via email at dpo@swizil.com or by post at Swizil Ltd, 4th Floor, Silverstream House, 45 Fitzroy Street, London W1T 6EB.
Information We Collect
We collect only the personal data necessary for clearly defined purposes and obtain it directly from you, automatically through your interactions with our services, and from third-party integrations. In some cases, we may also receive information about you based on how other users interact with our services — for example, if another user shares content that includes you. We do not use this information for behavioural advertising or profiling, and such information is processed only to provide core functionality, safety, and user-requested social connection features.
Information you provide includes your name, email, login credentials, profile photo, bio, preferences, uploaded content, and responses to surveys or support interactions. Purchases made through the Apple App Store or Google Play are processed by those stores, and Swizil does not receive or store your billing details or full card numbers; we maintain only records of your payment history and subscription status to administer your access. Automatically collected data includes device and app identifiers, device type, operating system, IP address, crash and performance diagnostics, usage events, and geolocation if enabled. We collect this data to power core features, enhance security, and improve the service. We may derive approximate location from your IP address by default; precise location is collected only if you enable location permissions and can be disabled at any time in your device settings.
If you connect Swizil to third-party platforms like Meta (including Facebook, Instagram, WhatsApp and Messenger) or TikTok, we collect the minimum necessary account and activity data you authorise to enable specific features, and you can disconnect at any time in settings. Media you upload may be processed for metadata extraction, on-device or server-side analyses to enable features like caption suggestions and collection automation, image recognition, AI-based enhancements, and safety moderation. We use this information only to provide and improve Swizil’s features, not to target advertising or influence eligibility, access, or pricing. Where content or signals contribute to improving AI models, it is anonymised or aggregated with safeguards to prevent re-identification.
On our website, we use cookies for functionality, analytics, and abuse detection as described in our Cookie Policy. The Swizil mobile app does not use cookies; it uses device and secure storage mechanisms provided by the operating system (for example, iOS Keychain and Android Keystore), as well as SDK identifiers used for authentication, performance, and analytics. Sensitive personal data is not intentionally collected. You can manage non essential cookie preferences on the website via our Cookie Policy and manage app permissions in your device settings.
How We Use Your Information
Your personal data is used for a variety of purposes aimed at ensuring the smooth operation and continuous improvement of Swizil’s services. This includes verifying your identity to enable secure login and account access, customising your in-app experience based on preferences and usage history, enhancing functionality and performance of features, ensuring content safety through moderation systems, and addressing user support enquiries efficiently. We also process data to comply with our legal and regulatory obligations, such as fraud prevention and recordkeeping.
The legal bases for processing your data include obtaining your consent where required, fulfilling our contractual obligations to provide you with services, pursuing our legitimate interests such as service enhancement, reliability, safety, fraud prevention and user security, and adhering to applicable laws and regulations and we assess these against your rights and expectations. We may send important service or policy notices related to your account that are necessary for your use of the service and therefore are not subject to marketing opt out controls, while you can opt out of non essential marketing at any time. We do not track you across apps and websites owned by other companies for targeted advertising or share data with data brokers for their own marketing, consistent with our private first design. We do not use your personal data to build behavioural profiles or personalised advertising segments, including when you connect or interact with integrated platforms such as Meta products. Importantly, we do not rely on solely automated decision-making processes that produce legal effects or similarly significant consequences for users without human involvement. Any automated tools used, for moderation, safety or content recommendations, are always subject to human oversight and safeguards to ensure fairness and transparency.
Artificial Intelligence and Automated Processing
Swizil uses artificial intelligence and automated tools to support and improve certain features within the app. These include recommending relevant content, detecting potentially harmful or inappropriate content, and generating captions or summaries for uploaded media.
We apply privacy by design and data minimisation to AI features and do not use your private personal data to train generalised foundational AI models intended to identify you as an individual, and content used for service improvement is anonymised or aggregated where feasible with robust safeguards.
All AI systems implemented by Swizil undergo rigorous internal testing and are periodically reviewed for accuracy, bias, and ethical impact. Human moderators oversee automated decisions, particularly in cases that may affect users’ rights or content visibility. Additionally, users may opt out of their anonymised content being used to train AI systems through a dedicated setting in the privacy controls section of their profile.
Swizil may generate limited inferences about your interests or usage patterns to support personalised functionality such as recommending which collection an uploaded photo may belong to. These inferences are used only to enhance your personal user experience and are not used for behavioural advertising or cross-platform profiling.
Sharing and Disclosure
Swizil may share your personal data with carefully selected third parties who assist us in delivering core services. These include cloud hosting providers, payment processors, customer support tools, and moderation services. Each third party is contractually obligated to maintain the confidentiality and security of the data and is only permitted to process it in accordance with our instructions and they must delete or return personal data after fulfilling our documented requests. We may partner with third parties to provide specific features, and we require those partners to protect personal data and to use it only for the agreed purposes. We do not sell or rent personal data or share personal data for cross-context behavioural advertising as defined under certain U.S. state laws, and do not permit data brokers to use Swizil user data for their own marketing or advertising. Where Swizil integrates with third-party platforms such as Meta (including Facebook, Instagram, WhatsApp, and Messenger), TikTok, or Google, we exchange only the minimum necessary data you authorise, and users can disconnect integrations within the app at any time.
We may also disclose personal data to comply with applicable law or legal process, enforce our terms, respond to enforceable requests, detect, prevent, or address fraud, security, or technical issues, or protect the rights, property, or safety of Swizil, our users, or the public. If Swizil is involved in a merger, acquisition, restructuring, or sale of assets, personal data may be transferred to the relevant party subject to this policy, and we will provide notice of any material changes as required.
International Data Transfers
Swizil operates internationally and may store or process data in jurisdictions outside of the UK or the European Economic Area (EEA). In such cases, we implement lawful safeguards to ensure your information remains protected. These safeguards may include the use of the European Commission’s Standard Contractual Clauses (SCCs), adequacy decisions for approved countries, and additional contractual or technical measures as necessary to ensure an equivalent level of protection. Regardless of where data is processed, we maintain a consistent, high level of protection and require our carefully vetted data storage providers and service vendors to do the same, consistent with this policy and applicable data protection laws, to ensure any cross-border transfer adheres to recognised legal frameworks.
Your Rights
As a user, you have specific rights under applicable data protection laws, including:
The right to access the personal data we hold about you and receive a copy.
The right to rectify inaccurate or incomplete information.
The right to request deletion of your personal data (“right to be forgotten”) under certain circumstances.
The right to restrict processing where accuracy is contested or processing is unlawful.
The right to object to processing for direct marketing or other legitimate interest purposes.
The right to data portability for information provided under consent or contract.
The right to withdraw your consent where processing is based on it.
To exercise your rights, please contact our DPO at dpo@swizil.com or use our in-app privacy controls where available. We will verify your identity to protect your data and generally respond within one month, extendable where complex or numerous requests are received. We will not discriminate against you for exercising your privacy rights, and we may decline requests where doing so would conflict with legal obligations, undermine fraud prevention or security, jeopardise others’ privacy, or be manifestly unfounded or excessive, in which case we will explain our reasons. If you are not satisfied with our response, you have the right to lodge a complaint with the Information Commissioner’s Office (ICO) in the UK or your local supervisory authority at any time, and we will endeavour to assist with appropriate avenues for your circumstances.
Data Security and Retention
We employ a combination of administrative, technical, and physical safeguards to protect your personal data from unauthorised access, misuse, or loss. These include:
End-to-end encryption of data in transit and at rest.
Role-based access controls and password security.
Regular system audits and vulnerability assessments.
Employee training in data protection practices.
We retain personal data only for as long as necessary and for the shortest period permissible to fulfil the purposes outlined in this policy and applicable service notices or as required by law. If you delete your account, we permanently delete or irreversibly anonymise your personal data within 30 days, except where retention is required for legal, fraud prevention, or security purposes. Residual data stored in encrypted backups is removed on its standard rotation schedule and is not used for any active processing while retained. In the event of a data breach that poses a risk to your rights and freedoms, we will notify you without undue delay and inform the relevant data protection authority in accordance with applicable laws as required.
Third-Party Links and Integrations
Swizil integrates with platforms like Meta (including Facebook, Instagram, WhatsApp, and Messenger), and TikTok. When you choose to connect accounts or share content to these platforms, they may receive information such as your username, shared media, or engagement signals necessary to complete the action. These services may also receive device, interaction, or technical logs as described in their privacy policies. Swizil does not permit these platforms to use your Swizil data for behavioural advertising, and we do not share data with such platforms for cross-context ad tracking. Integrated platforms process data under their own privacy policies, and we encourage you to review their policies before connecting accounts.
Children’s Privacy
Swizil is not directed to children and does not knowingly collect data from children under 13 or under the applicable age of digital consent in your jurisdiction. If parental authorisation is required under local law, we will seek verifiable parental consent and provide appropriate supervision controls where legally required. We do not knowingly allow adult users to view or engage with accounts identified as belonging to supervised minors except where permitted by the supervising adult.
Platform-Specific Compliance
Swizil adheres to the privacy and developer policies of platforms it integrates with, including Apple, Google, Meta (including Facebook, Instagram, WhatsApp, and Messenger), YouTube, and TikTok. We only request or share the minimum data necessary to provide the specific feature you choose to use (for example, sharing content to Instagram. You can revoke any integration at any time in settings, and revocation stops further data sharing immediately.
Changes to this Privacy Policy
We will post any material changes on this page in advance where feasible and, where we have your contact details or in app access, provide direct notice consistent with applicable law, indicating when updates take effect. If changes materially affect your rights or the way we use your data, we will provide prominent notice and give you reasonable time to review them before they apply. We will not reduce your privacy rights under this policy without your explicit consent where required by law.
Contact Us
For privacy questions or to exercise your rights:
Email: dpo@swizil.com
Post: Swizil Ltd, 4th Floor, Silverstream House, 45 Fitzroy Street, London W1T 6EB
Last Updated: 07 November 2025
© 2025 Swizil. All rights reserved.
Contacts
Address
Silverstream House, Fitzroy Street
London, UK