This website is intended for use by microchip implanters. If you are a pet keeper and would like to register or update your pet’s details, please visit

Identibase Negative Logo Without Background RGB

Privacy Policy

This website and are owned and operated by Identicare Limited (“we”/”us”).

We are committed to protecting and respecting your privacy. We do not use personal identifiable information such as names, telephone numbers, or emails in principle, unless the processing of personal information is supported by your consent, a legitimate interest, a contract or legal obligation.

This Privacy Policy applies to personal data that you provide to us or which is derived from the Personal Data as outlined below.

This policy explains our information practices and the choices you can make about the way your information is processed by us.

The information we collect

We process the personal data we collect about you for various reasons. We have set out in the table below the reasons why we process your personal data and the associated legal bases we rely upon to legally permit us to process your personal data.

You may give us information about yourself by:

filling in forms (e.g. the identibase registration form completed when your pet is micro-chipped);

submitting information to us via the website or through your use of the website;

submitting information via our discussion boards or social media channels (e.g. Facebook; Twitter);

purchasing goods or services via the website;

participating in competitions, promotions or surveys run by us; or

corresponding with us by phone, e-mail or otherwise (e.g. when updating your registered contact details, reporting a lost pet or during the process of repatriating a pet).

You may give us information about yourself by:

Performance of a Contract

Legitimate Interest


Legitimate Interest

Legitimate Interest

Performance of a Contract


Legitimate Interest

Performance of a Contract

Legitimate Interest

The information you give us may include your:

  • name
  • address
  • e-mail address
  • telephone number
  • financial and credit card information (these details are not stored once processed)


You may also provide us with information about other individuals and businesses (e.g. a contact telephone number for your partner). You confirm that any such information that you provide to us is done so with the consent of the relevant individual or business and you have brought this Privacy Policy to their attention.

You do not have to give us any of the personal data set out above but, if you do not provide us with certain information, we may not be able to provide you with the products or services that you have requested from us or deal with your query.

When you visit our websites, we can automatically collect:

  • technical information, the type of browser you are using, the type of operating system you are using, and the domain name of your Internet service provider
  • information about your visit, including the full Uniform Resource Locators (URL) clickstream to, through and from our site (including date and time); products you viewed or searched for
  • information about the performance of our pages such as page response times, download errors, page interaction information


With respect to each time you contact our customer support centre we may automatically collect your telephone number.

Information we receive from other sources

We may receive information about you if you use any of the other websites we or our group companies operate or the other services or products we or our group companies provide.

We are also working closely with third parties (including, for example, business partners, sub-contractors in technical, payment and delivery services, advertising networks, analytics providers and search information providers) and may receive information about you from them.

Where permitted by data protection laws, we may combine this information with the information you give to us or we collect about you and use this combined information for the purposes set out below.

How we normally use information about you

  • to carry out our obligations to you in connection with the provision of the identibase service or identichip supply;
  • to carry out our obligations to you in connection with the provision of the identialert, identifind, or identibase+ services (if you subscribe for one of these services);
  • to provide you with information, products and services that you request from us;
    for invoicing, delivery and customer support purposes;
  • to provide you with information about other goods and services we offer that are similar to those that you have already purchased or enquired about;
  • to provide you with information about goods or services we feel may interest you;
  • to notify you about changes to our products and services;
  • to optimise and improve our internal systems and processes;
  • to support the availability of our products and services;
  • to ensure that content from our website is presented in the most effective manner for you and for your computer/other electronic device.


We will use the information we collect about you:

  • to administer our website and for internal operations, including troubleshooting, data analysis, testing, research, statistical and survey purposes;
  • to improve our website to ensure that content is presented in the most effective manner for you and for your computer/other electronic device;
  • to allow you to participate in interactive features available on our website when you choose to do so;
  • as part of our efforts to keep our website safe and secure;
  • to measure or understand the effectiveness of advertising we serve to you and others and to deliver relevant advertising to you;
  • to make suggestions and recommendations to you about goods or services that may interest you.


We use non-personally identifiable information to analyse site usage (such as aggregated information on the pages visited by our users), which allows us to improve the design and content of our website.



Marketing Communications

If you are a corporate contact

We, and our group companies, may contact you by e-mail, SMS, telephone or post providing information about ] microchips, where we (or our group companies) have a legitimate interest to do and this is permitted by data protection laws.

If you are a consumer

Unless you have opted-out, we may contact you by e-mail, SMS or telephone with information about goods and services we offer that are similar to those that you have already purchased or enquired about.

Where you have consented, we may also contact you by e-mail, SMS or telephone providing information about offers and promotions offered by carefully selected third parties.

Where you have consented to receive marketing communications from us via e-mail, SMS and/or telephone, you can withdraw your consent at any time by using the opt- out link at the bottom of any e-mail or SMS, changing your preferences through your account at (if you are an identibase customer) or contacting us using the details in this policy.

We may also contact you by post providing information about freebies, offers and useful advice tailored to you and your pet, where we have a legitimate interest to do and this is permitted by data protection laws.

Disclosure of your information

We may share your information with selected third parties including:

  • our group companies;
  • business partners, suppliers and sub-contractors for the purpose of performing any contractual obligations owed to you as our customer;
  • vets and/or rescue centres for reunification purposes;
  • advertisers and advertising networks that require the information to select and serve relevant adverts to you; or
  • analytics and search engine providers that assist us in the improvement and optimisation of our website.

We do not disclose information about identifiable individuals to our advertisers, but we may provide them with aggregate information about our customers or visitors to our website. We may also use aggregate information to help advertisers reach the kind of audience they want to target (e.g. dog owners in a particular postcode).

We may disclose your personal information to third parties:

  • if we sell or buy any business or assets, in which case we may disclose your personal data to the seller or buyer of such business or assets;
  • if we or our business assets are acquired by a third party, in which case personal data held by us about our customers may be one of the transferred assets;
  • if we are under a duty to disclose or share your information in order to:
    • comply with any legal obligation (e.g. complying with any court order or law enforcement request);
    • enforce or apply our website terms of use or any other agreements between us;
    • to protect the rights, property, or safety of our business, our customers or others (e.g. exchanging information with other companies and organisations for the purposes of crime prevention).

Where we store your information

The information that we have from you is stored and processed within the UK and the EU by personnel engaged by us (e.g. by our employees and/or by our third party suppliers).

Although our employees are all based in the UK and the EU, the information that we have from you may be transferred, stored and/or processed at a destination outside the EU and the UK by our third party suppliers.

If we do this, we have procedures in place to ensure your data receives the necessary protections. Any transfer of your personal data will follow applicable laws and we will treat the information according to the principles set out in this Privacy Policy. For transfers to service providers outside the UK or the European Economic Area where no adequacy decision applies, we use standard contractual clauses or other approved transfer mechanisms to protect your personal information.

Where we have given you (or where you have chosen) a password which enables you to access certain parts of our website, you are responsible for keeping this password confidential. We ask you not to share your password with anyone as this may jeopardise the security of your information.

Data retention and deletion

We keep your personal data only as long as necessary to (i) provide you with the identibase service and identichip supplies and (ii) for legitimate and essential business purposes.

All people or companies that use our services will have their contact details kept in our systems as these are required for rendering the service. The retention period is based on our legal obligations and in accordance with our Personal Data Retention Policy.

Collection of information by third-party sites and sponsors

Our website contains links to other sites whose information practices may be different to ours. Visitors should consult these other sites’ privacy notices as we have no control over information that is submitted to, or collected by, these third parties.


Click here to visit the Cookie Policy for identibase.

Click here to visit the Cookie Policy for identichip.

Our commitment to security

We employ security measures to prevent unauthorised access to information that we collect.

If you have any concerns that your information is incorrect or has been disclosed, please contact us so that we can correct the data, investigate any issue and take any action necessary to prevent such issue recurring in future.

Your rights

In accordance with data protection law concerning the processing of personal data you are afforded the following rights:

  • Right of access – the right to be informed of, and request access to, the personal data we process about you;
  • Right to rectification – the right to request that we amend or update your personal data where it is inaccurate or incomplete;
  • Right to erasure – the right to request that we delete your personal data (as long as we are not obliged to retain it for legal or contractual purposes);
  • Right to restrict – the right to request that we temporarily or permanently stop processing all or some of your personal data;
  • Right to data portability – the right to request a copy of your personal data in electronic format and the right to transmit that personal data for use in another party’s service; and

Your right to object

  • Right to object – the right, at any time, to object to us processing your personal data on grounds relating to your particular situation and the right to object to your personal data being processed for direct marketing purposes.


If you are not happy with the way that we use your data, you have the right to lodge a complaint with your data protection regulator. In the UK, this is the Information Commissioner’s Office (the “ICO”). You can make a complaint to the ICO by calling their helpline on 0303 123 1113 or on their website at We would, however, appreciate the chance to deal with your concerns before you approach the ICO or, (if you’re based outside of the UK, your data protection regulator), so please do contact us in the first instance using the contact details at the end of this Privacy Policy.

How to contact us

If you have any questions or concerns about this Privacy Policy or you wish to exercise your rights under data protection law, please contact us at

Revisions to our privacy policy

We reserve the right to revise this policy in whole or in part from time to time. Please review the policy periodically for changes.