Privacy Policy

Millell Pty Ltd trading as Pet Circle ABN 17 148 151 213 (we, us, our) is committed to protecting your personal information. This privacy policy outlines how we collect, use, disclose and protect your personal information when you visit or use our website or any other application (each, a Platform), purchase our products, or otherwise interact with us.  

This policy relates to our online pet retail business. For information about Pet Circle’s: 

• pet insurance business, please see the Pet Circle Insurance Privacy Policy; and
• online pet pharmacy partnership, please see the Pet Circle Pharmacy Privacy Policy.

1. Types of personal information we collect

The personal information we collect depends on how you interact with us and your device settings. This may include:

• Contact details: name, address, phone number, email address, social media handle.
• Payment information: payment details (e.g. credit card details) securely processed by third-party providers*.
• Date of birth: for verifying for promotions.
• Customer service interactions: voice recording (for calls) and chat interactions.
• Device and network information: Internet Protocol (IP) address, browser type, device identifiers and GPS location (if enabled).

*Pet Circle does not store credit card numbers. These are securely processed by large third-party payment processors.

When you interact with us (including via Live Chat or chatbot, or when you register or enquire about a Vet Pet Plan), we may collect behavioural data, such as browsing behaviour and preferences. We may also collect information about your pet(s), such as name, breed, age, weight, dietary preferences, and medical history (if provided). If you are logged into your Pet Circle account, we may link this information to your customer account and pet profile to enhance your shopping experience, personalise product recommendations, and manage your pet plan.

2. When we collect your Personal Information

We may collect personal information:

• when you access a Platform, including when you create an account, place an order, contact us for support or leave a Product review;
• through cookies and other tracking technologies (see “Cookies” below);
• when you interact with us via phone, email, SMS, Instant Messaging, social media, mail, in person or chat (including via AI);
• when you participate in a promotion, competition, giveaway or survey; 
• from your authorised representatives (e.g. someone purchasing on your behalf); and
• from our third-party partners, such as payment processors and delivery providers.

Cookies and other tracking technologies

Our Platforms may use cookies and similar tracking technologies to:

• remember your login details and preferences;
• facilitate e-commerce transactions;
• analyse Platform traffic and usage; and
• provide relevant product recommendations and advertising.

Interactions with Pet Circle (including via AI) 

We provide Artificial Intelligence (AI) tools, including our Customer Service chatbot (“Luna”) and our Vet Advice chatbot (“George”). When you interact with these chatbots, we may collect information such as: 

• your questions and responses;
• your engagement patterns; and 
• device-related data. 

If you are logged in to your account, we may link these interactions to your profile to:

• improve chatbot responses;
• customise your experience;
• train and enhance our AI tools; and
• improve our customer service team’s training.

3. How we use your personal information

We use personal information for purposes necessary to enable us to function as an ecommerce business, including to:

• process and deliver orders;
• provide customer support;
• manage your account and transactions;
• prevent fraud and ensure security;
• improve our Platforms, and our goods and services; and
• comply with legal and regulatory requirements.

We may also use your personal information to:

• send marketing communications (subject to your consent), including in relation to our online pet pharmacy partnership and our pet insurance business;
• notify you of any important safety information regarding products you may have purchased from us, including product recalls;
• invite you to participate in promotions, surveys and customer events;
• conduct market research and data analysis;
• improve our chatbot and AI tools; 
• improve your customer experience, including by prioritising or customising products and services appearing in your search results or feeds; and
• manage business changes such as mergers or acquisitions. 

We will only use your personal information for these purposes or as required by law.

4. Direct marketing and Opt-out

We may send direct marketing via email, SMS, phone, online advertising, or mail. You can opt out:

• from email and/or SMS by clicking “unsubscribe” in our marketing emails;
• from email and/or SMS by updating your marketing preferences in your account settings; or
• from any or all communication methods by contacting us (see "Contacting Us" section).

We do not sell or trade your personal information for marketing purposes.

5. Disclosure of your personal information

We may share your personal information:

• our related body corporates, business partners and delivery partners;
• third party service providers (e.g. payment processors, IT providers, accountants, legal advisers);
• third party advertisers to deliver relevant ads on our Platforms and third party websites or apps*;
• government and regulatory authorities, when required by law;
• credit reporting bodies and fraud prevention agencies; and
• entities involved in a business sale, merger or restructure.

*The personal information in this instance would be browsing activity and preferences, and may involve cookies or tracking technologies. 

Overseas Disclosure

We may store and process your personal information using cloud service providers located outside Australia. This means that your information may be transferred to, stored in, or processed in countries including (but not limited to) the Philippines, New Zealand, the United States, and other jurisdictions where our third-party service providers maintain facilities. We take reasonable steps to ensure these third parties comply with Australian privacy laws or similar safeguards.

6. Access to and correction of your personal information

You may request access to your personal information by contacting our Privacy Officer (see "Contact Us"). We will process access and correction requests within a reasonable timeframe and in accordance with Australian Privacy Principles.

7. Data security and breach notification

We take reasonable steps to secure your personal information from unauthorised access, misuse, or disclosure. However, no system is completely secure. If we experience a data breach that is likely to cause serious harm, we will notify affected individuals and report it to the Office of the Australian Information Commissioner (OAIC) as required under the Notifiable Data Breaches scheme.

8. Deletion of your personal information

We retain personal information only as long as necessary to fulfill the purposes outlined in this policy or comply with legal obligations. When no longer required, we securely delete, anonymise, or de-identify your information.

If you wish to request deletion, please contact us. We may be required to retain some information for:

• compliance with legal and regulatory obligations;
• transaction records (e.g., tax and accounting purposes); or
• fraud prevention and security investigations.

9. Contacting us

If you have any questions about this policy or wish to make a request, please contact us at:

Email: privacy@petcircle.com.au

Postal Address: Level 7, 9 Castlereagh Street, Sydney NSW 2000

For more information on privacy laws, visit the Office of the Australian Information Commissioner (OAIC) website at www.oaic.gov.au.

10. Updates to this policy

We may update this policy from time to time. The latest version will always be available on our website. By continuing to use our Platforms, you agree to the updated terms.

Privacy Policy last updated: 30 April 2025