Consumer Health Data Privacy Policy

Last updated: 8 July 2026. This policy is provided by Bellyproof Limited, a company registered in England and Wales (company number 10520609), registered office 82a James Carter Road, Mildenhall, Suffolk, IP28 7DE. It sits alongside our main Privacy Policy and applies specifically to the health data our optional AI features produce from the photos and details you choose to share.

What this policy covers

BellyProof offers a family of optional AI features that analyse photos and details you choose to share and give you personalised insights. These include: estimating your body composition; assessing your muscle and posture; tracking your progress over time; colour and style suggestions (colour analysis from a face photo, style analysis from a full-body photo); and, where available, estimating food macros from a photo of a meal and assessing your mobility from movement photos. Because several of these outputs describe your physical characteristics, some laws (including the Washington My Health My Data Act, and consumer-health and biometric rules in other regions) treat the relevant data as "consumer health data." This policy explains, in plain terms, what we collect through these features, who we share it with, how long we keep it, and how you can withdraw consent or have it deleted. If anything here conflicts with our main Privacy Policy, this policy governs for these AI features.

The health data we collect and generate

When, and only when, you choose to run one of these features, we process:

• the photo or photos you upload for that feature, which depending on the feature may be a progress photo, a face photo (for colour analysis), a full-body photo (for style analysis), a photo of a meal (for food macros), or a movement photo (for mobility);
• the details you enter (such as weight, height, age, and any optional measurements); and
• the insight we generate from them, such as an estimate of body-fat percentage, fat distribution, body type, muscle and posture, progress notes, colour and style suggestions, food-macro estimates, or mobility notes.

These are estimates and suggestions for fitness and wellbeing, not a medical measurement or diagnosis. We do not create a face template, fingerprint, or any biometric identifier used to recognise who you are, and we do not use these features to identify individuals.

How we use it

We use this data only to produce the insight you requested from the feature you chose, and to show your progress over time inside your account. We do not sell it, and we do not use it for advertising.

Who we share it with

To produce your results, your photo and details are sent to specialist providers who act only on our instructions, under Data Processing Agreements. Each provider's position on using data to improve or train its own models is set out below (we are transparent about this rather than making a single blanket promise):

• Google (US-based, "Gemini") and Anthropic (US-based, "Claude") analyse the photo and details to produce your results. Anthropic does not use data sent through its commercial interface to train its models. Google may use the data processed through the Gemini service we use to help improve Google's products and services, including its models, and a small amount may be reviewed by trained staff; it is never sold. (If you are in the UK or EEA, Google applies its stricter paid-service data terms, under which your data is not used to train its models.) You can ask us to delete your BellyProof data at any time; where a provider retains a copy under its own policy, we ask them to delete it, though some retention may continue for a limited period.
• Sightengine (content-safety provider) automatically checks every photo for prohibited content (such as nudity) before analysis. Sightengine keeps your image private, does not share it, and does not use it to train models.
• Image generation (optional). If you choose to generate a visual projection, the photo is sent to an image service, Higgsfield (or Replicate as a fallback), both running Google's Nano Banana Pro model. Replicate deletes the image shortly after creating your projection and does not train on it. Higgsfield may use content sent to it to help improve its own service and removes uploaded content within about 30 to 90 days. Because of this, the visual projection is entirely optional; you never have to use it.

We do not send your name, email, or account identifiers as part of these requests beyond what is needed to perform them. We have no affiliates, and we share this health data with no third parties other than the providers named above. We do not sell it.

Consent

We do not run any analysis until you give specific, opt-in consent at the point of the scan, separate from agreeing to our general Terms. In line with the Washington My Health My Data Act, we ask for this in two separate steps: one to consent to us collecting and analysing your photo and metrics, and a second, separate step to consent to us sharing them with the AI providers named above, solely to produce your analysis. We record the date and version of the consent you give, so both you and we have a clear record. You can withdraw your consent at any time by using our privacy tools page and choosing "Withdraw consent" (or contacting us there); once you withdraw, we will not run further analyses, and we will delete your existing photos and analyses on request. Withdrawal does not affect analyses already completed.

How long we keep it

We keep your uploaded photos, the AI insights generated from them, and the related history (such as body-fat, weight and measurement records tied to those analyses) while you are a member, and for up to 12 months after your membership ends, so that your history and progress are still there if you return, and in no event later than 3 years after your last use of the feature. If you ask us to delete this data sooner, we will. After that period we delete it. We keep only the minimal records we are legally required to keep (for example, a dated record that you consented, kept for the period the law requires), and nothing more than that.

Two cases are treated more protectively. For mobility, we do not keep your photos at all: the movement photo is used to produce the mobility insight and is then discarded, and only the derived notes are retained. If you use a feature as a guest (without an account), we keep the data for a short period only, currently up to 14 days, and then delete it automatically.

The above is how long we keep your data. The providers that process it for us keep it for their own, usually much shorter, periods: Replicate deletes the image shortly after generating your projection; Higgsfield removes uploaded content within about 30 to 90 days; and Google and Anthropic retain data only as set out in their own terms for the service tier we use. When you ask us to delete your data, we also ask any provider that still holds a copy to delete it, though some limited retention may continue on their side under their own policies.

Your rights: access, deletion, and withdrawal

You can, at any time:

• access a copy of the health data we hold about you;
• delete your progress photos and AI analyses; and
• withdraw consent to further AI analysis.

Withdrawing consent and deleting your data are two separate things. If you withdraw consent, we simply stop running any further AI analysis for you. Your existing photos and progress stay in your account exactly as they were (uploading progress photos is optional and separate from AI, and you are welcome to keep them). If you also want your photos or analyses removed, that is a separate deletion request, which we are always happy to action. To do any of these, use our privacy tools page or contact us there. We respond within 72 hours. If we refuse a request, you can appeal that decision by replying through the same privacy tools page and we will review it; if your appeal is unsuccessful and you are in Washington State, you may raise a complaint with the Washington State Attorney General. Deleting your data removes your uploaded photos and the analyses derived from them, including your AI body-fat history.

Contact

For any question about your health data, or to exercise the rights above, use our privacy tools page. This policy may be updated from time to time; the "last updated" date at the top shows the current version.