Last Updated: September 15, 2026

People usually come to Love, Baxter during some of the hardest weeks of their lives, and what they share with us can be deeply personal. This Privacy Policy explains, in plain language, what personal information we collect, how we use it, who we share it with, and the choices you have.

1. Who We Are and What This Policy Covers

This Privacy Policy applies to Love, Baxter LLC (“Love, Baxter,” “we,” “us,” or “our”), and to lovebaxter.com, directory.lovebaxter.com, app.lovebaxter.com, our online memorials, our forms, our emails, and any other service that links to this policy (together, the “Services”).

A few things work a little differently:

• Our store. Purchases at shop.lovebaxter.com are processed through Shopify and are also covered by our Store Privacy Policy. If the two policies differ about a store purchase, the Store Privacy Policy controls for that purchase.
• Business partner programs. When a veterinary clinic, crematory, pet care company, or other business sends us a client’s information so we can deliver a memorial tree certificate on its behalf, we use that information to deliver the certificate and run the program for that business, under our agreement with it. We won’t add you to our marketing emails unless you choose to sign up. Questions about how that business handles your information should go to the business.
• Third-party sites and services. Providers in our directory, planting partners, and other sites we link to have their own privacy practices, which this policy doesn’t cover.

This Privacy Policy is separate from our Terms of Use. Capitalized terms we don’t define here, such as “Site” and “Providers,” have the meanings given in the Terms.

2. Our Commitments to You

• We don’t sell your personal information for money. Section 8 explains how certain advertising cookies are treated under California law and how to opt out.
• Your help requests stay out of our marketing. When you contact us or ask for help through our forms, we add your name and email address to our email list, and you can unsubscribe at any time. The details you share about your grief or your pet’s health aren’t sent to our email platform or to any advertising platform.
• You can take it down. All online memorials are public, and you can ask us to remove a memorial or review you shared at any time by emailing support@lovebaxter.com.
• You can reach a real person. Email support@lovebaxter.com with any privacy question or request.

3. Information We Collect

3.1 Information You Give Us

Depending on how you use the Services, you may give us:

• Contact information, such as your name, email address, mailing address, and phone number.
• Information about your pet, such as your pet’s name, species, breed, age, photos, important dates, health condition, and stories about your life together.
• Memorial content, including the text, photos, and details you submit for an online memorial.
• Requests for help, such as what you tell us through our personalized help, contact, or grief support forms. This can include information about your grief, your emotional wellbeing, or your pet’s illness or death. Please share only what you’re comfortable sharing.
• Messages to Providers, including your contact information and the details of your request when you reach out to a Provider through our directory.
• Memorial tree and gift information, such as the name on a dedication, a certificate message, and a recipient’s name and email address when you send a tree to someone else.
• Provider and business information, if you list a business in our directory or join a partner program, such as your business name, logo, address, phone number, website, services, credentials and licenses, photos, login credentials, and billing contacts.
• Reviews and feedback you post or send to us.
• Email preferences, including the lists you join and when you signed up or unsubscribed.
• Communications with us, including emails, survey responses, and anything else you choose to send.

3.2 Information We Collect Automatically

When you visit the Services or open our emails, we and our service providers collect some information automatically, including:

• Device and connection data, such as IP address, browser type, operating system, device type, language, and approximate location derived from your IP address.
• Usage data, such as pages viewed, links clicked, time spent, the page that referred you, and search terms used on our Site.
• Email engagement data, such as whether you opened an email or clicked a link in it.
• Security data, such as signals used to tell people apart from bots and to prevent spam and fraud.

We collect this information using cookies, pixels, tags, and similar technologies, described in Section 5.

3.3 Information From Other Sources

We may also receive personal information from:

• People who send you a gift, such as a memorial tree, who give us your name and email address so we can deliver it.
• Businesses in our partner programs, which may give us a client’s name, pet’s name, and email address to deliver a memorial tree certificate.
• Service providers that help us run the Services, such as our store platform, email platform, and analytics providers.
• Social media platforms, when you interact with our accounts or ads, subject to your settings on those platforms.
• Publicly available sources, such as business websites and professional directories, when we build or verify Provider listings or reach out to businesses.

4. How We Use Your Information

We use personal information to:

• Provide the Services, including creating memorials, delivering certificates, running the directory, passing your messages to Providers, and responding to requests for help.
• Communicate with you, including answering questions, sending the emails you signed up for, and sending transactional messages such as confirmations and certificates.
• Send marketing emails about our resources, products, memorial trees, and programs, which you can unsubscribe from at any time. This includes people who contact us or submit a help form. We don’t use the content of a help request to decide what marketing you receive.
• Improve the Services, including understanding which content helps people most, fixing problems, and developing new resources.
• Measure and improve our marketing, including understanding which campaigns and ads bring people to the Services.
• Keep the Services safe, including preventing spam, fraud, abuse, and security incidents, and verifying Provider information.
• Run promotions, such as free tree offers, including limiting codes to one per person.
• Meet legal obligations and enforce our Terms, including responding to lawful requests and protecting our rights and the rights of others.
• Carry out any other purpose we describe to you when we collect the information, or with your consent.

We may also create aggregated or de-identified information that can’t reasonably be used to identify you, and we may use and share it for any lawful purpose, such as reporting how many trees were planted. We won’t try to re-identify it.

5. Cookies, Analytics, and Advertising

We use cookies and similar technologies to make the Services work, remember your preferences, understand how the Services are used, and measure and improve our marketing. These include:

• Strictly necessary technologies that keep the Services secure and working, including bot and spam protection from Cloudflare Turnstile and a cookie consent tool that remembers your choices.
• Analytics technologies, including Google Analytics, which help us understand how visitors use the Services. Learn how Google uses information at policies.google.com/technologies/partner-sites.
• Email and marketing technologies, including Klaviyo, which powers our sign-up forms and emails. Klaviyo’s script loads on every page of lovebaxter.com so our sign-up forms can work, including before you make a cookie choice, and it sets cookies that recognize your browser and can connect your visits to your email address if you’ve signed up.
• Advertising technologies, such as the Pinterest tag, which helps us measure ads and show relevant ads to people who’ve visited the Services. On lovebaxter.com, it loads only after you agree to marketing cookies. We also have advertising accounts with Meta and Reddit, and any tags we add from them will follow the same consent rules.
• Embedded content, such as YouTube videos, which may set cookies when you play them.

Your choices. On lovebaxter.com, Google Analytics and advertising tags don’t load until you agree to them in our cookie banner, and you can change your choice anytime through the “Manage consent” or “Your Privacy Choices” link. Most browsers also let you block or delete cookies, though some features may not work properly if you do. You can learn about opting out of interest-based advertising from many companies at optout.aboutads.info and youradchoices.com.

Global Privacy Control and Do Not Track. We treat a Global Privacy Control (GPC) or Do Not Track signal from your browser as a request to opt out of the sale or sharing of personal information and targeted advertising for that browser.

6. How We Share Your Information

We share personal information only as described below.

• With Providers you contact. When you send a message or request through our directory, we share your submission, including your contact information, with that Provider so they can respond. Providers agree under our Terms to use it only to respond to you, but they are independent businesses responsible for their own practices.
• Publicly. All online memorials are public, as are reviews and other content you choose to post publicly. They can be seen by anyone, including search engines and AI systems.
• With gift recipients. If you send a memorial tree or gift, we share your name and dedication message with the recipient.
• With service providers that perform work for us and are permitted to use personal information only to provide services to us. They include providers of website hosting and security, cloud storage and email, forms, email marketing, e-commerce and payment processing, reviews, analytics, customer support, and our memorial tree planting and verification partners. Our planting partners may receive the information needed to plant, verify, and document trees, such as a dedication name, a pet’s name, and an email address.
• With business partners that referred you. If you received a certificate through a business’s program, we share delivery and engagement information about that certificate with that business, such as whether it was delivered and opened.
• With advertising and analytics partners, through the cookies and pixels described in Section 5.
• For legal reasons. We may disclose information if we believe in good faith it’s reasonably necessary to comply with a law, regulation, subpoena, or court order; to respond to lawful requests from public authorities; to protect the safety, rights, or property of you, others, or Love, Baxter; to investigate fraud or security issues; or to enforce our Terms.
• In a business transfer. If Love, Baxter is involved in a merger, acquisition, financing, reorganization, bankruptcy, or sale of all or part of our assets, personal information may be transferred as part of that transaction, subject to this Privacy Policy or a notice we provide.
• With your consent or at your direction.

7. How Long We Keep Information

We keep personal information for as long as we need it for the purposes described in this policy, unless a longer period is required or allowed by law. How long depends on the type of information and why we have it. For example:

• Email list information is kept while you’re subscribed. After you unsubscribe, we keep a record of your email address and opt-out so we honor your choice.
• Memorials and public content stay online until you ask us to remove them or we remove them under our Terms.
• Messages, form submissions, and support emails are kept as long as needed to respond and for a reasonable period afterward for record keeping.
• Provider listing information is kept while the listing is active and for a reasonable period after it closes.
• Order and tax records are kept for as long as tax and accounting laws require.

When we no longer need personal information, we delete it or de-identify it. Deleted information may remain in backups for a limited time until those backups are overwritten.

8. Sale and Sharing of Personal Information

We don’t sell personal information in exchange for money. Like many websites, though, we use advertising cookies and pixels that allow advertising platforms to collect information about your visit. Some privacy laws, including California’s, may treat that as a “sale” or as “sharing” personal information for cross-context behavioral advertising, meaning ads based on your activity across different websites.

In the past 12 months, the categories of personal information that may have been disclosed this way are identifiers (such as IP address and cookie IDs) and internet activity (such as pages viewed on the Services), disclosed to advertising and analytics partners.

To opt out, use the “Manage consent” or “Your Privacy Choices” link on our Site and turn off marketing cookies, or turn on Global Privacy Control in your browser. You can also email support@lovebaxter.com with the subject line “Do Not Sell or Share.”

We don’t knowingly sell or share the personal information of anyone under 18.

9. Your Choices and Rights

9.1 Choices Everyone Has

No matter where you live, you can:

• Unsubscribe from marketing emails using the link at the bottom of any email, or by emailing us. We’ll still send transactional messages, such as certificates and replies to your requests.
• Ask us to access, correct, or delete your personal information, including removing a memorial or review.
• Manage cookies as described in Section 5.

9.2 Additional Privacy Rights

Depending on where you live, including California and other U.S. states with privacy laws, you may have the right to:

• Know and access the personal information we’ve collected about you, including the categories of information, its sources, the purposes for using it, and the categories of third parties we disclose it to, and to get a copy in a portable format.
• Correct inaccurate personal information.
• Delete personal information we’ve collected from you, subject to exceptions allowed by law.
• Opt out of the sale or sharing of personal information and of targeted advertising.
• Limit the use of sensitive personal information, where that right applies. We only use sensitive personal information, such as health-related details you share in a help request, to provide what you asked for and for other purposes the law permits. We don’t use it for marketing or to infer characteristics about you.
• Not be discriminated against for exercising any of these rights. We won’t deny you the Services or charge you a different price because you made a privacy request.

9.3 How to Make a Request

Email support@lovebaxter.com with the subject line “Privacy Request.” Tell us what you’re asking for and include your full name and the email address you’ve used with the Services.

• Verification. To protect your information, we’ll verify your identity before fulfilling a request, usually by confirming you control the email address connected to the information. For some requests we may ask for more details. We’ll only use information you give us for verification to verify your request.
• Authorized agents. You can have an authorized agent make a request for you. We may require written proof of the agent’s authority and may ask you to verify your identity directly.
• Timing. We’ll respond within the time required by the law that applies to you, generally 45 days. Where the law allows, we may extend that period once, and we’ll tell you if we do.
• Exceptions. Some information may be kept when the law allows or requires it, such as records needed to complete a transaction, prevent fraud, or honor an unsubscribe request. If we can’t fulfill all or part of a request, we’ll explain why.
• Appeals. If we deny your request, you may appeal by replying to our response with the subject line “Privacy Appeal.” We’ll respond within the time required by the law where you live. If you’re still not satisfied, you may contact your state attorney general.

Deleting your information will remove any account you have with us and may remove memorials or listings connected to it. Content that others have already reshared may still exist outside our Services.

10. Additional Information for California Residents

This section supplements the rest of this policy and provides information required by California law, including the California Consumer Privacy Act as amended (“CCPA”). It serves as our notice at collection.

Categories of personal information we collect, and have collected in the past 12 months:

• Identifiers, such as name, email address, mailing address, phone number, IP address, and online identifiers.
• Customer records, such as contact and billing contact information.
• Commercial information, such as memorial tree and product purchases and program participation.
• Internet or network activity, such as browsing and email engagement data.
• Approximate geolocation derived from IP address.
• Audio, electronic, or visual information, such as photos you upload.
• Professional information, such as Provider business details, credentials, and licenses.
• Sensitive personal information, such as account login credentials, and health-related details you choose to share in a help request.
• Inferences drawn from the information above (but not from sensitive personal information), such as which resources may be most helpful to you.

Sources: you, your devices, people who send you gifts, businesses in our partner programs, service providers, social media platforms, and publicly available sources, as described in Section 3.

Purposes: the business and commercial purposes described in Section 4.

Disclosures: we disclose each category above, as needed, to service providers for the business purposes described in Section 4, as further explained in Section 6. We disclose identifiers, commercial information, and contact details you submit to Providers and gift recipients at your direction. We disclose identifiers and internet activity, such as certificate delivery and email opens, to the business that sponsored your certificate, and identifiers and pet information to our memorial tree planting and verification partners, as described in Section 6. Identifiers and internet activity may be sold or shared with advertising and analytics partners as described in Section 8.

Retention: described in Section 7. Analytics data is kept for no more than 14 months. Sensitive personal information in help requests is kept only as long as needed to respond and for a reasonable record-keeping period afterward.

Shine the Light. California Civil Code Section 1798.83 lets California residents ask for information about personal information we disclosed to third parties for their own direct marketing purposes in the past year. We don’t disclose personal information to third parties for their own direct marketing purposes.

11. Visitors From Outside the United States

Love, Baxter is based in the United States, and we process and store information in the United States and other countries where our service providers operate. Privacy laws in those places may differ from the laws where you live.

If you’re in the European Economic Area, the United Kingdom, or Switzerland, we process your personal information on these legal bases: to perform a contract with you (such as delivering a certificate); for our legitimate interests (such as improving and securing the Services and marketing our own offerings, balanced against your rights); with your consent (such as for marketing emails where required and non-essential cookies), which you can withdraw at any time; and to comply with legal obligations. You have the right to access, correct, delete, restrict, or object to our processing of your personal information, to data portability, and to lodge a complaint with your local data protection authority. Where required, we rely on appropriate safeguards, such as standard contractual clauses used by our service providers, when transferring your information outside your country. To exercise these rights, follow Section 9.3.

12. Children’s Privacy

The Services are intended for adults 18 and older. We don’t knowingly collect personal information from anyone under 18. If you believe a minor has given us personal information, contact support@lovebaxter.com, and we’ll promptly delete it.

13. How We Protect Your Information

We use reasonable administrative, technical, and physical safeguards designed to protect personal information, including encryption in transit (HTTPS), access controls, and bot and spam protection on our forms. No website, email, or storage system is completely secure, so we can’t guarantee absolute security. Please use a strong, unique password for any account with us, and contact us right away if you believe your account has been compromised. If a security incident affects your personal information, we’ll notify you as required by law.

14. Links to Other Websites

The Services link to websites and services run by others, including Providers, planting partners, and grief support resources. Their privacy practices are governed by their own policies, not this one, so please review them before sharing personal information.

15. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. When we do, we’ll update the “Last Updated” date above. If we make material changes, we’ll post a notice on the Services or email you before the changes take effect. We won’t use personal information in a materially different way than described when we collected it without giving you notice and, where required, getting your consent.

16. Contact Us

Questions, requests, or concerns about your privacy? Reach out anytime.

Love, Baxter
Love, Baxter LLC
1111 6th Ave Ste 550, PMB 646068
San Diego, California 92101-5211, United States
support@lovebaxter.com