Privacy Policy

Applies to: datafort.com and creativeguru.ai Last updated: 30 July 2026

This Privacy Policy is issued jointly by DATAFORT Ltd and Newsguru.ai Ltd (trading as “Creativeguru” / “Creativeguru.ai”), both registered in England and Wales with a registered office at DataFort House, 113 Walnut Tree Close, Guildford, Surrey, GU1 4UQ, United Kingdom (“DATAFORT Group“, “we“, “us“, “our“). References to “our Services” or “our sites” mean datafort.com, creativeguru.ai, and any other website, application, or social media presence operated by either company.

This Policy explains how and why we collect, use, store, and share information about visitors and users of our Services, and describes your rights over that information.

By accessing or using our Services, you acknowledge this Policy. If you do not agree with it, please do not use our Services. This Policy is governed by the laws of England and Wales.

Questions or concerns? Contact us at [email protected] or [email protected] , or by post to the address above.

1. Information We Collect

You can browse our sites without providing any personal information. Where you register, contact us, or purchase a service, we collect additional information as described below.

1.1 Information you provide directly Name, email address, username/password, company details, phone number, payment details (processed by our payment provider, currently Stripe — see stripe.com/privacy), and any other information you choose to submit through forms, bookings, or correspondence with us.

1.2 Information collected automatically When you visit any of our Services, we automatically collect technical and usage information, including:

IP address and approximate location
Browser type, language, and version
Device type, operating system, and unique device identifiers
Pages visited, features used, referring pages, and timestamps
Cookie and similar tracking identifiers (see our Cookie section below)

1.3 Digital fingerprinting We capture a digital fingerprint of every visitor across all of our online assets — including our websites, hosted applications, and social media presences. This fingerprint may include device characteristics, browser configuration, IP address, and other technical signals. We collect this information automatically; it does not on its own reveal your name or contact details.

1.4 Social login data If you register or log in using a third-party account (e.g. Google), we receive the profile information you make available through that provider — typically your name and email address.

1.5 Sensitive information We do not intentionally collect sensitive personal data (e.g. health, religion, biometric data) and ask that you do not submit it to us, except where you provide voice recordings, photos, or video for a voice cloning or avatar/video generation service as described in Section 2A below.

2. Why We Collect and Process Your Information

We process the information above for the following purposes:

Security. To protect the integrity of our infrastructure, detect and prevent fraud, abuse, unauthorised access, and other security threats across our Services.
Service effectiveness. To understand how our Services are used, diagnose errors, and improve functionality, performance, and user experience.
Account and service delivery. To create and administer accounts, deliver the products/services you request, and provide customer support.
Communications. To respond to enquiries, send service-related updates, and — where you have opted in — send marketing communications, which you may unsubscribe from at any time.
Analytics and reporting. To analyse usage trends and the effectiveness of our marketing and promotional activity.
AI model training and improvement. To train, test, and improve artificial intelligence and machine learning models used in or alongside our Services, including for security, personalisation, and product-development purposes. Where reasonably practicable, we use aggregated or de-identified data for this purpose. This does not include voice recordings, images, video, or cloned voice models/avatars submitted for a voice cloning or avatar/video generation service — see Section 2A.
Legal and compliance. To comply with legal obligations, enforce our terms, and protect the rights, property, or safety of the DATAFORT Group, our users, or others.

2A. Voice Cloning and Likeness/Avatar Services

Where a customer requests a voice cloning, video avatar, or other synthetic media service that uses a person’s voice or image/likeness (e.g. a photo or video used to generate an avatar or animated video), we process that biometric data on the following basis:

Whose voice or likeness. The service is intended for customers to clone their own voice or likeness, or a voice/likeness they have obtained clear, documented permission to use. By submitting a voice recording, photo, or video, you confirm and warrant that it depicts you, or that you hold the necessary rights and consents from the individual whose voice or likeness it is.
Explicit consent required. Voice recordings and images/video of a person’s face can constitute biometric data under UK GDPR. Before we process it, we obtain your explicit consent, separate from this general Policy, specifically covering the capture, storage, and use of the voice sample, image, or video, and any resulting voice model, avatar, or generated content.
Purpose limitation. Voice recordings, images, video, and any resulting voice model or avatar are used only to deliver the specific service you requested (e.g. generating audio/video content on your behalf). They are not used to train or improve our general AI models, and are not shared with third parties beyond the processors necessary to deliver the service, unless you separately opt in.
Retention and deletion. We retain voice recordings, images, video, and derived voice models or avatars only for as long as needed to provide the service or as you instruct, and will delete them on request or on account closure, subject to any legal retention requirement.
Withdrawing consent. You may withdraw consent and request deletion of your voice recordings, images, video, and any derived voice model or avatar at any time by contacting us using the details in Section 12. Withdrawal does not affect content already generated prior to withdrawal.

3. Legal Basis for Processing (UK/EU Visitors)

Where UK GDPR or EU GDPR applies, we rely on the following legal bases:

Legitimate interests — for security monitoring, fraud prevention, digital fingerprinting, service improvement, analytics, and training and improving our AI models, where these interests are not outweighed by your rights and freedoms.
Consent — for marketing communications and non-essential cookies, which you may withdraw at any time.
Explicit consent — for voice recordings, images, video, and cloned voice models/avatars submitted for a voice cloning or avatar/video generation service, which constitute biometric data under UK GDPR (see Section 2A).
Contract — where processing is necessary to provide a service you have requested or to fulfil a contract with you.
Legal obligation — where we must process information to comply with applicable law or a request from a regulator or law enforcement body.

4. How We Share Your Information

We do not sell your personal information. We may share it with:

Service providers who perform functions on our behalf (e.g. hosting, payment processing, analytics, email delivery, customer support tools), under appropriate confidentiality and data protection terms.
Professional advisers and regulators, where necessary for legal, accounting, or compliance purposes.
Business transfer recipients, in connection with a merger, acquisition, financing, or sale of some or all of either company’s business or assets.
Law enforcement or public authorities, where required by law or to protect the rights, property, or safety of the DATAFORT Group or others.

Where we embed third-party tools such as Google Maps, those providers may separately process data you provide through those features, subject to their own privacy notices.

5. Cookies

We use first- and third-party cookies and similar technologies for:

Essential functions — required for the site to operate (cannot be disabled without affecting functionality).
Performance and analytics — to understand and improve site usage.
Advertising — to measure and, where applicable, personalise marketing.

You can manage cookie preferences through our cookie consent banner where shown, or through your browser settings. Disabling non-essential cookies will not stop the site from working but may reduce certain functionality.

6. International Data Transfers

Your information may be stored and processed in the UK and other countries where we or our service providers operate. Where we transfer personal data outside the UK or EEA, we rely on appropriate safeguards (such as the UK International Data Transfer Addendum or equivalent EU Standard Contractual Clauses) to protect it.

7. Data Retention

We retain personal information only for as long as necessary for the purposes described in this Policy, or as required by law (e.g. tax and accounting rules). Where retention is no longer necessary, we securely delete or anonymise the data, or, where immediate deletion is not possible (e.g. backup archives), we isolate it from further processing until deletion can occur.

8. Security

We maintain technical and organisational measures designed to protect personal information against unauthorised access, alteration, disclosure, or destruction. No method of transmission or storage is completely secure, and we cannot guarantee absolute security.

9. Children’s Privacy

Our Services are not directed at, and are not intended for use by, anyone under 18. We do not knowingly collect personal information from children under 18. If we become aware that we have done so, we will take reasonable steps to delete that information and close any associated account. If you believe a child has provided us with personal information, please contact us using the details above.

10. Your Rights

Depending on your location, you may have rights to:

Access the personal information we hold about you
Correct inaccurate information
Request deletion or restriction of processing
Object to certain processing (including direct marketing and the use of your information to train AI models)
Withdraw consent at any time, where processing is based on consent
Request portability of your data
Complain to your local data protection authority (in the UK, the Information Commissioner’s Office, ico.org.uk)

To exercise any of these rights, contact us at [email protected] or [email protected] .

California residents: you have rights under California law (including the “Shine the Light” law, Cal. Civ. Code § 1798.83) to request information about our disclosure of personal information to third parties for direct marketing purposes. Contact us using the details above to exercise these rights.

Canada: where applicable, we rely on express or implied consent to process your information, which you may withdraw at any time, subject to legal or contractual restrictions.

11. Changes to This Policy

We may update this Policy from time to time. Changes take effect once posted on this page, and the “Last updated” date above will be revised accordingly. We encourage you to review this Policy periodically.

12. Contact Us

DATAFORT Ltd / Newsguru.ai Ltd (trading as Creativeguru) DataFort House, 113 Walnut Tree Close, Guildford, Surrey, GU1 4UQ, United Kingdom Email: [email protected] / [email protected] Phone: 0800 45 44 35