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PRIVACY POLICY

Last updated: September 18, 2026

Summary of changes (September 5, 2026):

  • We have documented what the "article personalization" feature of the paid plan (AI Max) sends to an external API, when it sends it, and that the generated text is kept on our servers for 30 days. This feature never sends your child's name.
  • We have documented that, for families with encryption (E2EE) enabled, photo and video edit metadata (such as trims and mosaic positions) is also stored on our servers only in encrypted form.
  • We have changed when research-contribution data is anonymized from "at the point of collection" to "before it is used for research", matching the consent document: contributed data is first stored as your ordinary records and is irreversibly anonymized before any research use.
  • We have updated the end-to-end encryption description under "Security of Information" to match the implementation: it now covers post and comment text and the photos and videos in the album, replacing the earlier statement that photos and comments were not covered.
  • Alongside the new "Report" action on posts and comments, we have documented in "1. What Information Do We Collect?" what a report sends us (the reason, an optional note, and — for an encrypted post or comment — a copy of the text decrypted on the reporter's device), why we use it, and why we keep it.
  • We have documented how long we keep reports: the reporter's note and the decrypted copy of the reported text are deleted 30 days after a report is closed, and the record of the report is deleted one year after it is closed.
  • We have added "Issue tracking and internal triage: Linear" to our list of data processors, and documented that a report notification carries no text, note, or name.

Summary of changes (September 2, 2026):

  • We have added a "Cookies, Similar Technologies, and Web Analytics" section that lists every cookie the web companion sets, with its purpose and lifetime.
  • We have documented that no analytics identifier is issued for Do-Not-Track / Global Privacy Control signals or for visitors from the EU/EEA, the UK, and Switzerland (the Do-Not-Track section has been updated to match).
  • We have added "Web analytics: Vercel Web Analytics" to our list of data processors.

Summary of changes (August 22, 2026):

  • We have updated the description of what data is sent to external APIs by the AI search feature to accurately reflect our implementation (free-text notes, individual records, and photos are never sent).
  • We have revised all statements regarding biometric information following the discontinuation of the face recognition feature.
  • We have added a new section on compliance with Japan's Act on the Protection of Personal Information (APPI) and added Anthropic to our list of data processors.

Introduction

This Privacy Notice for Institute of LAG Research ("we," "us," or "our") describes how and why we might access, collect, store, use, and/or share ("process") your personal information when you use our services ("Services"), including when you:

  • Download and use our mobile application (めもり/Memori), or any other application or website of ours that links to this Privacy Notice
  • Engage with us in other related ways, including any marketing or events

Questions or concerns? Reading this Privacy Notice will help you understand your privacy rights and choices. If you do not agree with our policies and practices, please do not use our Services. If you still have any questions or concerns, please contact us at contact@lag-institute.com.


Our Promise: We Will Never Sell Your Data

Institute of LAG Research will never sell, rent, or trade your personal data or your child's data to any third party, for any purpose, ever.

This commitment specifically includes:

  • No sales for advertising or marketing. We will not sell or transfer data to advertisers, marketing companies, or data brokers.

  • No sales to healthcare or insurance industries. We will not sell or transfer data to insurance companies, pharmaceutical companies, healthcare providers, or medical data businesses.

  • No sales to government agencies. Except as required by valid legal process (see 5. When and With Whom Do We Share Your Personal Information?), we will not sell or transfer data to government agencies.

  • No transfer in the event of business sale, acquisition, or bankruptcy. Even if Institute of LAG Research or its assets are sold, merged, acquired, or enter bankruptcy proceedings, we will not transfer your or your child's identifiable data to any acquirer, successor, bankruptcy trustee, or affiliated entity.

    Should such circumstances arise:

    • All identifiable data will be deleted before or as part of such transactions
    • We will provide you with at least 30 days' advance notice and the opportunity to export your data
    • If a successor service exists, you may choose to migrate your data to it, but only with your separate, individual consent

    Fully anonymized research datasets and trained AI models (which cannot identify any individual) may, as research outputs created by Institute of LAG Research, belong to the founders or a successor research institution. Because they cannot identify individuals, they do not constitute your personal information.

  • No identifiable data shared with investors or directors. Only aggregated, anonymized statistics may be shared with our board of directors or investors for business reporting purposes.

Our core principle on AI training: We will never use your photos or videos to train AI without your explicit consent. Any use of data for training or research purposes occurs only under an explicit opt-in, such as our research contribution program (Partner Ultra) — see 15. Anonymized Research Data Retention and 16. Pricing and Data Contribution.

Anonymized research data collected under our Partner Ultra (PU) plan is used exclusively by Institute of LAG Research for internal research and academic publication. Such data is irreversibly anonymized prior to use and is never sold or transferred to third parties.

We consider your data to be your private record, not our asset.


Summary of Key Points

What personal information do we process? When you visit, use, or navigate our Services, we may process personal information depending on how you interact with us and the Services, the choices you make, and the products and features you use. Learn more in 1. What Information Do We Collect?

Do we process any sensitive personal information? We may process information considered "special" or "sensitive" in certain jurisdictions, such as health and medical history information. We process sensitive personal information only when necessary, with your consent, or as otherwise permitted by applicable law. Learn more in Sensitive Information.

Do we collect any information from third parties? We do not collect any information from third parties.

How do we process your information? We process your information to provide, improve, and administer our Services, communicate with you, for security and fraud prevention, and to comply with law. We may also process your information for other purposes with your consent. Learn more in 2. How Do We Process Your Information?

In what situations and with which parties do we share personal information? We never sell your data. We may share information in limited situations necessary for service operation, or when required by law. Learn more in Our Promise and 5. When and With Whom Do We Share Your Personal Information?

How do we keep your information safe? We have adequate organizational and technical processes and procedures in place to protect your personal information. However, no electronic transmission over the internet or information storage technology can be guaranteed to be 100% secure. Learn more in 10. How Do We Keep Your Information Safe?

What are your rights? Depending on where you are located geographically, the applicable privacy law may mean you have certain rights regarding your personal information. Learn more in 11. What Are Your Privacy Rights?

How do you exercise your rights? Visit memori.baby/privacy-request or contact us directly.


Table of Contents

  1. What Information Do We Collect?
  2. How Do We Process Your Information?
  3. What Legal Bases Do We Rely On to Process Your Personal Information?
  4. How Do We Comply with Japan's Act on the Protection of Personal Information?
  5. When and With Whom Do We Share Your Personal Information?
  6. Do We Offer Artificial Intelligence-Based Products?
  7. How Do We Handle Sign in with Apple?
  8. Is Your Information Transferred Internationally?
  9. How Long Do We Keep Your Information?
  10. How Do We Keep Your Information Safe?
  11. What Are Your Privacy Rights?
  12. Controls for Do-Not-Track Features
  13. Do United States Residents Have Specific Privacy Rights?
  14. Do Other Regions Have Specific Privacy Rights?
  15. Anonymized Research Data Retention
  16. Pricing and Data Contribution
  17. On-Device AI Processing
  18. Medical Condition Flags
  19. Face Recognition Features
  20. Children's Privacy (COPPA Compliance)
  21. Do We Make Updates to This Notice?
  22. How Can You Contact Us About This Notice?
  23. How Can You Review, Update, or Delete the Data We Collect From You?

1. What Information Do We Collect?

Personal Information You Disclose to Us

In Short: We collect personal information that you provide to us.

We collect personal information that you voluntarily provide to us when you register on the Services, express an interest in obtaining information about us or our products and Services, when you participate in activities on the Services, or otherwise when you contact us.

Personal information provided by you may include:

  • Names
  • Email addresses
  • Photos / media
  • Health information
  • Date of birth
  • Location data
  • Childcare activity logs
  • Medical records
  • Growth measurements
  • Family group information

Sensitive Information

When necessary, with your consent or as otherwise permitted by applicable law, we process the following categories of sensitive information:

  • Health data
  • Medical records
  • Children's data

Reporting Content

Posts and comments in a family group or private group can be reported to our team using the "Report" action in the menu next to them. When you send a report, we receive and store the following information so that we can review it and act on it:

  • What was reported (the identifier of the post or comment) and the reason you selected (harassment or bullying / sexual content / violence or dangerous acts / spam / other)
  • Any optional note you choose to add
  • Your account identifier as the reporter, and the time of the report
  • If you report a post or comment protected by end-to-end encryption (E2EE), a copy of its text as decrypted on your device. Our servers cannot decrypt that text, so without this copy we would have no way to review what was reported. Decrypted text is sent to us only when you choose to send a report, and only for the post or comment you reported (see also 10. How Do We Keep Your Information Safe?).

We use this information solely to review the report, to act on it (for example by deleting content or suspending an account), and to prevent the same kind of violation from recurring. We never disclose the reporter's name to the person who was reported.

We are notified that a report has arrived through the issue-tracking service we use internally (e.g., Linear). That notification contains only the identifier of the report, the identifier of the reported post or comment, the reason, and the time. It never contains the reported text (including the decrypted copy of an encrypted post or comment), the note the reporter wrote, or anything identifying the reporter or the author. The content of a report is reviewed only inside our own admin console (see also 5.1 Sharing with Service Providers (Data Processors)).

How long we keep reports: Once a report has been closed (either "actioned" or "dismissed"), we delete the reporter's note and the decrypted copy of the reported text 30 days later. The record of the report itself (what was reported, the reason, when we acted, and what we did) is kept for one year after it was closed so that we can handle appeals and audit our own moderation, and is then deleted. If the reporter deletes their account, the report is kept without any link to them (their identifier is removed) — this is so that an open report is not erased by the reporter closing their account.

Sign-In Data

Registration and login for our Services use Sign in with Apple. When you sign in this way, we receive from Apple your name, your email address (or, if you choose Apple's Hide My Email feature, a private relay email address), and an account identifier used for authentication. See 7. How Do We Handle Sign in with Apple? for more details.

Application Data

If you use our application(s), we also may collect the following information if you choose to provide us with access or permission:

  • Mobile Device Access: We may request access or permission to certain features from your mobile device, including your mobile device's camera, microphone, storage, and other features. You may change our access or permissions in your device's settings.
  • Mobile Device Data: We automatically collect device information (such as your mobile device ID, model, and manufacturer), operating system, version information and system configuration information, device and application identification numbers, browser type and version, hardware model, Internet service provider and/or mobile carrier, and Internet Protocol (IP) address (or proxy server).
  • Push Notifications: We may request to send you push notifications regarding your account or certain features of the application(s). You may opt out from receiving these types of communications in your device's settings.

Information Automatically Collected

In Short: Some information — such as your Internet Protocol (IP) address and/or browser and device characteristics — is collected automatically when you visit our Services.

We automatically collect certain information when you visit, use, or navigate the Services. This information does not reveal your specific identity but may include device and usage information, such as your IP address, browser and device characteristics, operating system, language preferences, referring URLs, device name, country, location, and other technical information.

The information we collect includes:

  • Log and Usage Data: IP address, device information, browser type and settings, and information about your activity in the Services (date/time stamps, pages and files viewed, searches, features used), device event information (system activity, error reports, hardware settings).
  • Device Data: IP address or proxy server, device and application identification numbers, location, browser type, hardware model, Internet service provider and/or mobile carrier, operating system, and system configuration information.
  • Location Data: Device location information (precision depends on device type and settings). You may opt out by disabling your Location setting on your device, though some aspects of the Services may become unavailable.
  • AI Inference Results: Predictive analytics and pattern analysis generated on your device from childcare activity logs, including feeding/sleep predictions, health trend detection, and diaper/stool scan classifications. These inference results are processed on your device and never leave it, except as anonymized statistics if you have explicitly consented to research contribution.
  • Anonymized Research Data: De-identified, aggregated childcare statistics derived from growth measurements and activity logs. Collected only from users who explicitly consent to research participation.

All personal information that you provide to us must be true, complete, and accurate, and you must notify us of any changes to such personal information.

Cookies, Similar Technologies, and Web Analytics

In Short: The web companion (memori.baby) uses cookies to keep you signed in and to remember display preferences. One cookie is used for audience measurement, and it is not set for visitors who signal an opt-out or who browse from the EU/EEA, the UK, or Switzerland. The iOS app uses no cookies.

The following is the complete list of cookies used by the web companion. We use no third-party advertising cookies and no cookies that track you across other websites.

Cookie Category Purpose Lifetime
memori-session Strictly necessary Keeps you signed in (HttpOnly) Session, until you sign in again
memori-locale Functional Remembers your display language (Japanese / English / Spanish) 1 year
memori-units Functional Remembers your display units (metric / US) 1 year
memori-selected-child Functional Remembers which child's records are shown 1 year
memori-album-scope Functional Remembers the album's viewing scope 1 year
memori-timezone Functional Your browser's time zone, so that "a day" in stats, the timeline and search is cut at your own midnight (an IANA time-zone name only; it identifies no one) 1 year
mr_sid Analytics Counts article opens, reading time, and completion (a random identifier used only to avoid double-counting the same browser; never linked to your name or email address) 90 days

Strictly necessary and functional cookies are required to deliver the Services; disabling them may make parts of the Services unusable. You can delete them at any time from your browser settings.

About audience measurement. On article pages we count opens, time on page, and completion rate per article. This is used solely for editorial judgement (which articles are read, where readers stop) and never for advertising, profiling, or disclosure to third parties. In either of the following cases we do not issue mr_sid at all, and count the visit anonymously using a single-use identifier instead:

  • Your browser sends a Do-Not-Track (DNT: 1) or Global Privacy Control (Sec-GPC: 1) signal
  • You are browsing from an EU/EEA member state, the United Kingdom, or Switzerland

We also use Vercel Web Analytics to count page views on our website (see 5. When and With Whom Do We Share Your Personal Information?). Share-link pages (/s/…) are excluded from measurement entirely, so that the link's secret token is never sent to analytics.

Your browser's localStorage (a device-local store, not a cookie) may also hold display preferences such as which articles you have already read. This data is never sent to our servers.


2. How Do We Process Your Information?

In Short: We process your information to provide, improve, and administer our Services, communicate with you, for security and fraud prevention, and to comply with law. We may also process your information for other purposes only with your prior explicit consent.

We process your personal information for a variety of reasons, including:

  • To facilitate account creation and authentication and otherwise manage user accounts.
  • To deliver and facilitate delivery of services to the user.
  • To respond to user inquiries/offer support to users.
  • To send administrative information to you regarding our products and services, changes to our terms and policies, and other similar information.
  • To enable user-to-user communications.
  • To request feedback and to contact you about your use of our Services.
  • To protect our Services, including fraud monitoring and prevention.
  • To identify usage trends so we can improve our Services.
  • To save or protect an individual's vital interest, such as to prevent harm.
  • To provide personalized health insights and predictions based on user-submitted childcare data. We use childcare activity logs, growth measurements, and health records submitted by parents to generate personalized predictions, pattern analysis, and health trend insights through our on-device AI engine. These insights are processed locally on the user's device and are not transmitted to our servers unless the user explicitly consents to research participation.
  • To improve AI model quality. Only images captured through scan features are used to improve detection accuracy, and only under a separate, optional consent managed in the app's Privacy Center. The anonymized childcare statistics you provide through research contribution (the base layer) are never used to improve AI models (see "15. Anonymized Research Data Retention"). No personally identifiable information is used in this process. We will never use your photos or videos to train AI without your explicit consent.

3. What Legal Bases Do We Rely On to Process Your Personal Information?

In Short: We only process your personal information when we believe it is necessary and we have a valid legal reason to do so under applicable law.

If You Are Located in the EU or UK

The GDPR and UK GDPR require us to explain the valid legal bases we rely on to process your personal information:

  • Consent. We may process your information if you have given us permission to use your personal information for a specific purpose. You can withdraw your consent at any time.
  • Performance of a Contract. We may process your personal information when we believe it is necessary to fulfill our contractual obligations to you.
  • Legitimate Interests. We may process your information when we believe it is reasonably necessary to achieve our legitimate business interests, including: analyzing how our Services are used, diagnosing problems and preventing fraudulent activities, understanding how our users use our products and services, and enhancing the safety and accuracy of infant health monitoring features.
  • Legal Obligations. We may process your information where we believe it is necessary for compliance with our legal obligations.
  • Vital Interests. We may process your information where we believe it is necessary to protect your vital interests or the vital interests of a third party.

If You Are Located in Canada

We may process your information if you have given us specific permission (express consent) to use your personal information for a specific purpose, or in situations where your permission can be inferred (implied consent). You can withdraw your consent at any time.

In some exceptional cases, we may be legally permitted under applicable law to process your information without your consent. We may also disclose de-identified information for approved research or statistics projects, subject to ethics oversight and confidentiality commitments.


4. How Do We Comply with Japan's Act on the Protection of Personal Information?

In Short: For users in Japan, we handle personal information in accordance with Japan's Act on the Protection of Personal Information (APPI).

4.1 Collection of Special Care-Required Personal Information

The health information, medical records, and medical condition flags concerning your child handled by our Services may constitute special care-required personal information (yō-hairyo kojin jōhō) under the APPI. We collect such information only with the prior consent of the individual (for children, their parent or guardian) or where otherwise permitted by law. In practice, such information is collected solely through direct entry into the app by the parent or guardian.

4.2 Purposes of Use

The purposes for which we use personal information are set out in 2. How Do We Process Your Information? Any change to these purposes will remain within a scope reasonably related to the original purposes, and we will notify you of or publicly announce any such change.

4.3 Requests Concerning Retained Personal Data

Under the APPI, you may make the following requests to us regarding your retained personal data:

  • Notification of the purposes of use
  • Disclosure (including disclosure of records of third-party provision)
  • Correction, addition, or deletion of content
  • Suspension of use, erasure, or suspension of third-party provision

To make a request, please visit memori.baby/privacy-request or contact us at contact@lag-institute.com. After verifying that the request comes from you (or an authorized representative), we will respond without undue delay in accordance with the law. Note that much of your data can also be reviewed, corrected, or deleted directly in the app's settings.

4.4 Security Control Measures

We implement organizational, personnel, physical, and technical security control measures to safeguard personal data, as summarized in 10. How Do We Keep Your Information Safe? Where personal data is handled in foreign countries (see 8. Is Your Information Transferred Internationally?), we endeavor to understand the data protection regimes of those countries and to implement necessary measures accordingly.

4.5 Third-Party Provision and Entrustment

Except as required by law, we do not provide personal data to third parties without your prior consent. Where third-party provision occurs, we create and retain records as required by law. Where we entrust the handling of personal data to service providers (see the processors listed in 5. When and With Whom Do We Share Your Personal Information?), we exercise necessary and appropriate supervision over them.

This section will be reviewed and updated as needed in light of amendments to applicable Japanese laws and guidelines.


5. When and With Whom Do We Share Your Personal Information?

In Short: We do not sell your personal information. We may share information only in limited situations necessary for service operation or when required by law.

As stated in Our Promise: We Will Never Sell Your Data, we never sell, rent, or trade your personal information. We share information only in the following limited situations.

5.1 Sharing with Service Providers (Data Processors)

We engage trusted service providers to process your information on our behalf for the operation of our Services. These providers process information solely under our instructions and contractual obligations, and are prohibited from using it for their own purposes.

  • Cloud infrastructure: For backend operations, database management, and storage (e.g., fly.io, Cloudflare, Amazon Web Services)
  • Authentication services: For account management (e.g., Apple Sign In)
  • AI answer generation: For generating answers in our AI search feature (e.g., Anthropic). The data sent is limited to your search query, your child's age in months, aggregate statistics of childcare records, and known-vocabulary category labels (see 6. Do We Offer Artificial Intelligence-Based Products?)
  • Email delivery: For notifications and customer communications (e.g., Resend)
  • Website hosting: For delivery of our website (e.g., Vercel)
  • Web analytics: For counting page views and referrers on our website (e.g., Vercel Web Analytics). No personally identifying information is sent
  • Issue tracking and internal triage: For receiving and working through in-app feedback (comments and bug reports) and content reports (e.g., Linear). For feedback we send the text you wrote, any file you chose to attach, and an account identifier so that we can reply. For a content report we send only the identifiers of the report and of the reported item, the reason, and the time — never the reported text and nothing that identifies the reporter
  • Other service providers necessary for the operation of our Services

A complete list of our service providers is available upon request. We have entered into Data Processing Agreements (DPAs) with all such providers in accordance with applicable law.

5.2 Disclosures Required by Law

We may disclose information to the extent required by law in response to:

  • Valid court orders, warrants, or other legal process
  • Requests from law enforcement agencies with proper legal authority
  • Mandatory child safety reporting obligations
  • Other disclosures required by applicable law

In all such cases, we will:

  • Challenge requests we believe to be overly broad or improper
  • Notify affected users where legally permitted
  • Disclose only the minimum data legally required

This is the sole exception to our commitment in Our Promise. No money changes hands in such disclosures — this is legal compliance, not a sale of data.

5.3 In the Event of Business Discontinuation

For the treatment of your data in the unlikely event Institute of LAG Research is unable to continue operations, please refer to Our Promise. Identifiable data will be deleted, and no transfer to acquirers, successors, or affiliated entities will occur.

5.4 Past Practices

We have not disclosed, sold, or shared any personal information to third parties for a business or commercial purpose in the preceding twelve (12) months. We will not sell or share your personal information in the future.


6. Do We Offer Artificial Intelligence-Based Products?

In Short: We offer products, features, or tools powered by artificial intelligence, machine learning, or similar technologies (collectively, "AI Products"). Our AI processing falls into two categories: on-device processing and external API processing.

On-Device AI Processing

Predictive analytics, pattern detection, and health trend analysis performed by our AI engine all run locally on your device using Apple CoreML, regardless of your plan (including the Free plan). No childcare data, health records, photos, or other personal information is transmitted to external servers for this processing.

On-device AI features include predictive analytics (feeding/sleep predictions, health trend detection), image analysis (diaper/stool scan classification and barcode reading for supply inventory), and video analysis (mosaic processing).

External API Processing (AI Search)

Our AI search feature (generating answers to your search queries) uses the API of Anthropic, an external AI service provider. This feature is available on paid plans only, and data is sent only when you run a search.

An API request contains only the following:

  • The search query you entered
  • Your child's age in months
  • Aggregate statistics of childcare records (counts, averages, daily tallies, and similar summary values)
  • Known-vocabulary category labels (fixed classification values originating from the app's predefined option lists)

Free-text notes, the contents of individual records, photos or videos, and identifying information such as names are never sent. This boundary is continuously enforced by automated regression tests.

External API Processing (Article Personalization)

On the paid plan (AI Max), when you open an article in the app, we generate a short personalized insert based on aggregated childcare records related to that article, using Anthropic's API. The request contains only the article's title, key points, and headings; your child's age in months; aggregated values of your childcare records for the last 30 days (counts, averages, and similar statistics); and the number of records the aggregation is built from. Your child's name, free-text notes, the body of individual records, and photos or videos are never sent. The generated insert is cached on our servers per child and article so that it is not regenerated every time you open the same article, and cached inserts older than 30 days are deleted automatically. Cancelling the paid plan stops this feature entirely.

Face Recognition

We do not currently offer face recognition features. See 19. Face Recognition Features for details.

How to Opt Out

The results of on-device AI processing never leave your device, so your privacy is preserved without any need to opt out. AI search and article personalization, which use an external API, are paid-plan features, and no data is sent unless you run a search or open an article. Cancelling your paid plan fully discontinues both.


7. How Do We Handle Sign in with Apple?

In Short: Registration and login for our Services use Sign in with Apple.

Account registration and login for our Services are performed via Sign in with Apple. When you sign in, we receive from Apple your name, your email address (or a private relay address if you use Apple's Hide My Email feature), and an account identifier used for authentication. We do not offer login via Facebook, X, or any other social media account.

We will use the information we receive only for the purposes described in this Privacy Notice. Please note that we do not control, and are not responsible for, Apple's handling of your personal information. We recommend that you review Apple's privacy policy.


8. Is Your Information Transferred Internationally?

In Short: We may transfer, store, and process your information in countries other than your own.

Our servers are located in the United States and Japan. If you are accessing our Services from outside these countries, please be aware that your information may be transferred to, stored by, and processed by us in our facilities and in the facilities of the third parties with whom we may share your personal information.

If you are a resident in the European Economic Area (EEA), United Kingdom (UK), or Switzerland, please note these countries may not have data protection laws as comprehensive as those in your country. However, we will take all necessary measures to protect your personal information in accordance with this Privacy Notice and applicable law, including through the European Commission's Standard Contractual Clauses (SCCs).


9. How Long Do We Keep Your Information?

In Short: We keep your information for as long as necessary to fulfill the purposes outlined in this Privacy Notice unless otherwise required by law.

We will only keep your personal information for as long as it is necessary for the purposes set out in this Privacy Notice, unless a longer retention period is required or permitted by law. No purpose in this notice will require us to keep your personal information for longer than the period of time in which users have an account with us.

When we have no ongoing legitimate business need to process your personal information, we will either delete or anonymize such information, or, if this is not possible, we will securely store your personal information and isolate it from any further processing until deletion is possible.


10. How Do We Keep Your Information Safe?

In Short: We aim to protect your personal information through a system of organizational and technical security measures.

We have implemented appropriate and reasonable technical and organizational security measures designed to protect the security of any personal information we process.

  • End-to-end encryption (Ultra plan): In families where every member has registered an encryption key and encryption is turned on, the body text of family group posts and comments, and the photos and videos in the album (originals, thumbnails, captions, capture location, and edit metadata such as trims and mosaic positions) are encrypted on your device before they are sent (X25519 + AES-256-GCM). Only the family's approved devices can decrypt them; our servers only store and relay ciphertext. Private keys never leave the device's secure storage (Keychain). The one exception is that when you yourself report a post or comment, a copy of that item's text, decrypted on your device, is sent to us so that we can review the report. That copy is handled only inside our own admin console — it is never forwarded to a processor such as our issue tracker — and it is deleted 30 days after the report is closed (see "Reporting Content" under 1. What Information Do We Collect?). As of the last-updated date of this policy, care logs such as feeding and sleep, growth records, the maternal and child health handbook, and metadata such as timestamps, author, and file size are not covered by this encryption. The scope of encryption may expand with future app updates; we will never narrow it. When we expand it, we will update this policy.
  • App lock: The app itself can be locked with Face ID, Touch ID, or a passcode. This biometric authentication is handled by Apple's on-device mechanisms, and no biometric information is ever transmitted to us.

However, despite our safeguards and efforts to secure your information, no electronic transmission over the Internet or information storage technology can be guaranteed to be 100% secure. We cannot promise that hackers, cybercriminals, or other unauthorized third parties will never be able to defeat our security and improperly collect, access, steal, or modify your information. You should only access the Services within a secure environment.


11. What Are Your Privacy Rights?

In Short: Depending on your state of residence in the US or in some regions, such as the European Economic Area (EEA), United Kingdom (UK), Switzerland, and Canada, you have rights that allow you greater access to and control over your personal information.

In some regions (like the EEA, UK, Switzerland, and Canada), you have certain rights under applicable data protection laws, including the right to:

  • Request access and obtain a copy of your personal information
  • Request rectification or erasure of your personal information
  • Restrict the processing of your personal information
  • Data portability (if applicable)
  • Not be subject to automated decision-making (if a decision that produces legal or similarly significant effects is made solely by automated means, we will inform you, explain the main factors, and offer a simple way to request human review)
  • Object to the processing of your personal information in certain circumstances

If you reside in Japan, please also see 4. How Do We Comply with Japan's Act on the Protection of Personal Information?

To make such a request, please use the contact details provided in 22. How Can You Contact Us About This Notice?

If you are located in the EEA or UK and you believe we are unlawfully processing your personal information, you also have the right to complain to your Member State data protection authority or the UK data protection authority (ICO).

If you are located in Switzerland, you may contact the Federal Data Protection and Information Commissioner (FDPIC).

Withdrawing Your Consent

If we are relying on your consent to process your personal information, you have the right to withdraw your consent at any time by contacting us or updating your preferences. Please note that this will not affect the lawfulness of the processing before its withdrawal.

Account Information

If you would at any time like to review or change the information in your account or terminate your account, you can log in to your account settings and update your user account.

Upon your request to terminate your account, we will deactivate or delete your account and information from our active databases. However, we may retain some information in our files to prevent fraud, troubleshoot problems, assist with any investigations, enforce our legal terms, and/or comply with applicable legal requirements.

If you have questions or comments about your privacy rights, you may email us at contact@lag-institute.com.


12. Controls for Do-Not-Track Features

Most web browsers and some mobile operating systems and mobile applications include a Do-Not-Track ("DNT") feature or setting you can activate to signal your privacy preference not to have data about your online browsing activities monitored and collected. At this stage, no uniform technology standard for recognizing and implementing DNT signals has been finalized. However, for web analytics we do honor DNT (DNT: 1) and Global Privacy Control (Sec-GPC: 1): when we receive either signal we do not issue the analytics identifier (mr_sid) (see Cookies, Similar Technologies, and Web Analytics). Outside of that, because no standard has been finalized, we do not otherwise change behavior in response to DNT signals. If a standard for online tracking is adopted that we must follow in the future, we will inform you about that practice in a revised version of this Privacy Notice.

California law requires us to let you know how we respond to web browser DNT signals. Apart from the analytics behavior described above, because there currently is not an industry or legal standard for recognizing or honoring DNT signals, we do not respond to them at this time.


13. Do United States Residents Have Specific Privacy Rights?

In Short: If you are a resident of California, Colorado, Connecticut, Delaware, Florida, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah, or Virginia, you may have specific privacy rights.

Categories of Personal Information We Collect

The following table shows the categories of personal information we have collected in the past twelve (12) months:

Category Examples Collected
A. Identifiers Contact details, such as real name, alias, postal address, telephone or mobile contact number, unique personal identifier, online identifier, IP address, email address, and account name YES
B. Personal information (California Customer Records statute) Name, contact information, education, employment, employment history, and financial information YES
C. Protected classification characteristics Gender, age, date of birth, race and ethnicity, national origin, marital status, and other demographic data YES
D. Commercial information Subscription purchase and transaction history YES
E. Biometric information Facial feature embeddings and similar data NO *1
F. Internet or other similar network activity App usage logs and search history; website usage analytics YES
G. Geolocation data Device location YES
H. Audio, electronic, sensory, or similar information Images and audio, video or call recordings created in connection with our business activities YES
I. Professional or employment-related information Business contact details, job title, work history, and professional qualifications NO
J. Education Information Student records and directory information NO
K. Inferences drawn from collected personal information Predictions and pattern analysis generated by on-device AI YES *2
L. Sensitive personal information Health data and personal data from a known child YES

*1 We do not currently offer face recognition features and do not collect biometric information. Facial feature embeddings collected by past versions of the app are being or have been destroyed (see 19. Face Recognition Features).

*2 These inferences are generated and stored locally on your device and never leave it, except as anonymized statistics if you have explicitly consented to research contribution.

We only collect sensitive personal information for the purposes allowed by applicable privacy laws or with your consent. Additional restrictions apply to our use and disclosure of sensitive personal information.

Your Rights

Under certain US state data protection laws, you may have the following rights (subject to applicable law):

  • Right to know whether or not we are processing your personal data
  • Right to access your personal data
  • Right to correct inaccuracies in your personal data
  • Right to request the deletion of your personal data
  • Right to obtain a copy of the personal data you previously shared with us
  • Right to non-discrimination for exercising your rights
  • Right to opt out of the processing of your personal data if it is used for targeted advertising, the sale of personal data, or profiling in furtherance of decisions that produce legal or similarly significant effects

Depending on your state of residence, you may also have additional rights, such as the right to access the categories of personal data being processed, obtain a list of third-party recipients, confirm or correct profiling, and limit the use of sensitive personal information.

How to Exercise Your Rights

Visit memori.baby/privacy-request or email us at contact@lag-institute.com.

If you submit the request through an authorized agent, we may need to collect additional information to verify your identity before processing your request.

Appeals

If we decline to take action regarding your request, you may appeal our decision by emailing us at contact@lag-institute.com. If your appeal is denied, you may submit a complaint to your state attorney general.

California "Shine The Light" Law

California Civil Code Section 1798.83 permits our users who are California residents to request and obtain from us, once a year and free of charge, information about categories of personal information (if any) we disclosed to third parties for direct marketing purposes. Please submit your request in writing using the contact details provided in 22. How Can You Contact Us About This Notice?


14. Do Other Regions Have Specific Privacy Rights?

In Short: You may have additional rights based on the country you reside in.

Australia and New Zealand

We collect and process your personal information under the obligations and conditions set by Australia's Privacy Act 1988 and New Zealand's Privacy Act 2020.

If you do not wish to provide the personal information necessary to fulfill their applicable purpose, it may affect our ability to offer you the products or services that you want, respond to or help with your requests, manage your account with us, and confirm your identity and protect your account.

At any time, you have the right to request access to or correction of your personal information by using the contact details provided in 23. How Can You Review, Update, or Delete the Data We Collect From You?


15. Anonymized Research Data Retention

In Short: Data from users who consent to research contribution is irreversibly anonymized before it is used for research. Anonymized data is retained for Institute of LAG Research's research.

15.1 Scope of Research Contribution

You may contribute to Institute of LAG Research's research through either of the following:

  • Research contribution under the Free plan: No fees apply, and research contribution is selected via opt-in.
  • Partner Ultra (PU) plan: A subscription plan offered at a lower price than the Ultra plan, for users who consent to research contribution.

The handling of contributed data is identical regardless of which plan you use.

15.2 Anonymization Process

Data from users who consent to research contribution is irreversibly anonymized prior to research use through the following processes:

  • Removal of names, email addresses, and other direct identifiers
  • Pseudonymization of user IDs (replacement with random identifiers)
  • Aggregation of dates of birth into age-in-months bins
  • Aggregation of location data to prefecture/state level or higher
  • Aggregation of rare combinations (twin/triplet flags, uncommon medical condition combinations, etc.)
  • Verification using mathematical anonymization metrics

Through these processes, individual users cannot be technically identified from such data.

15.3 Purpose of Use

Anonymized research data is used solely for research and publication by Institute of LAG Research, specifically in the fields of pediatric medicine, infant development, and childcare support. Publication in academic papers or other external venues will take place only after approval by an institutional review board (IRB), and only within the approved scope.

It will not be used for any other purpose, including marketing, commercial use, third-party transfer, or AI model improvement for the product. Note that use of images captured through scan features to improve detection accuracy is governed by a separate, optional consent (managed in the app's Privacy Center) and occurs only when that consent has been given — it is not part of the anonymized research dataset described in this section.

15.4 Retention Period

Because anonymized data does not constitute personal information, it is retained indefinitely to ensure research continuity. For the same reason, it is not subject to deletion requests.

However, if you withdraw your research contribution, data generated after withdrawal will not be processed as research data. Data already integrated into the anonymized research dataset prior to withdrawal will continue to be retained as part of the dataset, as it is technically impossible to identify and extract the data of any individual user.

15.5 Third-Party Disclosure and Succession

As stated in Our Promise: We Will Never Sell Your Data, the anonymized research dataset will not be sold, rented, or transferred to any third party.

However, in the event Institute of LAG Research becomes unable to continue operations, these research outputs (the anonymized research dataset, which cannot identify individuals) may belong to the founders or be transferred to a successor research institution. As such data does not constitute personal information, this does not amount to a "transfer" of your personal data.


16. Pricing and Data Contribution

In Short: Research contribution is available across all plans. The Partner Ultra (PU) plan is a discounted plan for users who consent to research contribution.

16.1 Plan Structure

We offer subscription plans that vary by region. For details, please refer to our application or the App Store.

Research contribution is available across all plans, including the Free plan, on an opt-in basis. The Partner Ultra (PU) plan is offered at a lower price than the Ultra plan for users who consent to research contribution.

16.2 The PU Plan Discount

The discount under the PU plan is offered as our gesture of appreciation for users who contribute to research. Research contribution itself is also available under the Free plan at no cost.

The handling of data contributed under the PU plan is identical to that contributed under the Free plan with research opt-in. In both cases, data is irreversibly anonymized before it is used for research (see 15. Anonymized Research Data Retention).

16.3 Withdrawal

You may withdraw your research contribution at any time via the in-app settings.

  • For Free plan users with research contribution: You may withdraw research contribution alone (no plan change required)
  • For PU plan users: Switch from the PU plan to the Ultra plan to withdraw research contribution. You may also withdraw the consent itself first from the app's Privacy Center (records created after withdrawal will not be treated as research data; because the PU discount is premised on research contribution, we may ask you to switch plans)
  • In either case, no service functionality will be restricted upon withdrawal

16.4 Financial Incentive Notice for California Residents

In accordance with the California Consumer Privacy Act (CCPA/CPRA), the PU plan is offered as a Financial Incentive. We disclose the following:

  • Incentive: Monthly discount from the Ultra plan
  • Categories of data collected: Childcare records (growth records, feeding records, sleep records, medical condition flags, etc.)
  • Material terms: By enrolling in the PU plan, your childcare records will be anonymized and used for academic research by Institute of LAG Research. Equivalent research contribution is also available under the Free plan via opt-in
  • Method of withdrawal: Switch from the PU plan to the Ultra plan via the in-app settings

16.5 Treatment of EU/EEA Residents

In EU and EEA countries, we offer a single plan structure. Research contribution is opt-in and does not affect pricing.


17. On-Device AI Processing

Our AI engine performs predictive analytics, pattern analysis, and health trend detection locally on your device using Apple CoreML, regardless of your plan. No childcare data, health records, or personal information is transmitted to external servers for this on-device AI processing.

The only feature that uses an external API is AI search (answer generation). As described in 6. Do We Offer Artificial Intelligence-Based Products?, the data sent is limited to your search query, your child's age in months, aggregate statistics of childcare records, and known-vocabulary category labels.


18. Medical Condition Flags

Users may optionally indicate medical conditions (such as Down syndrome, Turner syndrome, or preterm birth) for their child to enable condition-specific growth charts and care recommendations. This information is stored on our servers to enable family sharing and is treated as sensitive health information. Users may remove these flags at any time through the app settings.


19. Face Recognition Features

We do not currently offer face recognition features. We do not extract facial feature embeddings from photos or transmit them to our servers.

Facial feature embeddings (numerical vector representations extracted from photos) collected by past versions of the app are being or have been destroyed.

If we offer face recognition features in the future (for example, to organize photos by person), we will do so only after obtaining your explicit opt-in consent, separately for use of the feature and for any use in model training. We will never begin such processing without your consent.


20. Children's Privacy (COPPA Compliance)

This app is designed for parents and guardians to manage childcare records for their infants and young children. It is not intended to be operated directly by children under the age of 13.

We collect information about children, including name, date of birth, growth measurements, health records, and photographs, only with the consent and direct input of their parent or legal guardian.

Parents and guardians have the right to review the personal information collected about their child, request correction or deletion of their child's personal information, and withdraw consent for data collection at any time.

We do not knowingly collect personal information directly from children under 13. If we become aware that personal information has been collected from a child without parental consent, we will promptly delete such data.

To request access to, correction of, or deletion of your child's data, please use the account settings within the app or contact us at contact@lag-institute.com.


21. Do We Make Updates to This Notice?

In Short: Yes, we will update this notice as necessary to stay compliant with relevant laws.

We may update this Privacy Notice from time to time. The updated version will be indicated by an updated "Last updated" date at the top of this Privacy Notice. If we make material changes to this Privacy Notice, we may notify you either by prominently posting a notice of such changes or by directly sending you a notification. We encourage you to review this Privacy Notice frequently to be informed of how we are protecting your information.


22. How Can You Contact Us About This Notice?

If you have questions or comments about this notice, you may email us at contact@lag-institute.com or contact us by post at:

Institute of LAG Research 16192 Coastal Hwy Lewes, Sussex, DE 19958 United States


23. How Can You Review, Update, or Delete the Data We Collect From You?

You have the right to request access to the personal information we collect from you, details about how we have processed it, correct inaccuracies, or delete your personal information. You may also have the right to withdraw your consent to our processing of your personal information. These rights may be limited in some circumstances by applicable law.

To request to review, update, or delete your personal information, please visit: memori.baby/privacy-request


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