Privacy Policy
Welcome to caloriedeficitcalculator.co.uk (the “Website”). We value your privacy and are committed to protecting your personal information. This Privacy and Cookie Policy explains what information is collected when you use the Website, why it is collected, who it is shared with, and the choices and rights you have. It is written to meet our obligations under the UK GDPR, the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations (PECR).
Data controller: the operator of caloriedeficitcalculator.co.uk. You can contact us at [email protected].
Information Collection
We do not ask you to create an account and we do not knowingly collect names, email addresses, payment details or any other directly identifying information, unless you choose to email us.
The figures you enter into the calculator — your age, sex, weight, height and activity level — are processed entirely inside your own browser. They are never transmitted to us or to any third party, they are not stored on any server, and they disappear as soon as you close or reload the page. They are not sent to Google Analytics, and they are not sent to Google AdSense or any advertiser.
If you consent to analytics, we collect limited usage information about your visit through Google Analytics 4, as described in the next section. If you refuse, no analytics cookies are set and no identifiers are collected.
This Website carries advertising supplied by Google AdSense. To select and display those ads, Google processes technical information such as your IP address, device and browser details and the page you are viewing. This is explained in the Advertising section below. Your calculator figures are never part of this.
Your choices are gathered by a certified consent platform. If you are visiting from the UK, the EEA or Switzerland, a message from Google’s Privacy & messaging consent management platform asks for your consent before advertising or analytics identifiers are used. This is described in How we ask for your consent.
Google Analytics 4
Subject to your consent, this Website uses Google Analytics 4 (GA4), a web analytics service provided by Google Ireland Limited, measurement ID G-SS1MTQXDB8. We use it purely to understand how the Website is used in aggregate — for example how many people visit, which pages they read, and whether the calculator is working on their device — so that we can improve the content and fix problems.
Where analytics is enabled, GA4 may process:
- pages viewed, and the time and duration of your visit;
- the referring website or search engine that brought you here;
- approximate location (country, region or city level), derived from your IP address;
- device, browser, operating system and screen size;
- a randomly generated identifier stored in a cookie, used to recognise returning visits.
We have enabled Google’s IP anonymisation feature, so your IP address is truncated before it is stored, and GA4 does not log full IP addresses. We do not use Google Analytics for advertising, remarketing or Google Signals, we do not enable ads personalisation, and we never send your calculator inputs or any special category health data to Google.
Legal basis. We rely on your consent (UK GDPR Article 6(1)(a) and PECR regulation 6) for analytics cookies and for the processing carried out through them. Until you consent, Google Consent Mode is set to denied for analytics_storage, which means GA4 sets no cookies and stores no identifier on your device; it may send an anonymous, cookieless signal that a page was viewed, which Google uses to model aggregate traffic. You may withdraw consent at any time, as described in How we ask for your consent.
Retention. Analytics data held in GA4 is retained for 14 months, after which it is automatically deleted by Google. The analytics cookies described below expire after up to two years, or sooner if you clear them.
International transfers. Google may process analytics data outside the UK and the EEA. Where that happens, Google relies on the UK International Data Transfer Addendum to the EU Standard Contractual Clauses and applies additional technical safeguards. You can read more in Google’s Privacy Policy and in Google’s description of how it handles data in its business services. You can also opt out of Google Analytics across all websites using the Google Analytics Opt-out Browser Add-on.
Advertising (Google AdSense)
This Website is funded by advertising. We use Google AdSense, provided by Google Ireland Limited, under publisher ID ca-pub-8985649628547810. Google acts as our advertising partner and, for parts of this processing, as a data controller in its own right.
To select, deliver and measure ads, Google and its ad technology partners may process:
- your IP address, and an approximate location derived from it;
- your device type, browser, operating system and screen dimensions;
- the page you are viewing and the general subject matter of its content;
- your interactions with the ads themselves, such as views and clicks;
- signals used to limit how often the same ad is shown to you, and to detect invalid traffic, click fraud and abuse.
Personalised and non-personalised ads
Since 16 January 2024, Google has required publishers to use a Google-certified consent management platform integrated with the IAB Europe Transparency and Consent Framework in order to serve personalised ads to visitors in the UK, the EEA and Switzerland (Google’s consent management requirements for publishers). We use Google’s own certified platform, Privacy & messaging, for exactly this purpose.
What that means for you is simple. If you consent to personalised advertising in that message, Google may use advertising identifiers and data about your interests to select the ads you see. If you refuse — or if you make no choice — Google Consent Mode remains denied for ad_storage, ad_user_data and ad_personalization, and you are shown non-personalised or limited ads instead: chosen from the content of the page and general context rather than from a profile of your interests or your browsing history across other sites. Refusing does not restrict any part of the Website.
While consent is pending or refused, we also instruct Google to redact advertising identifiers from the ad requests it makes (ads_data_redaction). We never combine advertising data with the figures you enter into the calculator.
Your health information is never used for advertising
This point matters on a site about weight loss. The figures you type into the calculator — your age, sex, weight, height and activity level — and the results it produces are processed only inside your own browser. They are never transmitted to Google, to AdSense, or to any advertising partner. They are not used to target ads to you, they are not written into any cookie, and no special category health data about you is shared with advertisers.
Legal basis
Where advertising involves storing or accessing information on your device beyond what is strictly necessary, the lawful basis is your consent under PECR regulation 6 and UK GDPR Article 6(1)(a), gathered through the consent message described in How we ask for your consent and withdrawable at any time. For the security and anti-fraud elements of ad delivery — detecting invalid traffic and abuse — Google relies on its legitimate interests under UK GDPR Article 6(1)(f).
Your advertising choices
- Review and change the ad settings on your Google Account at My Ad Center.
- Opt out of personalised advertising from many providers at once via optout.aboutads.info or Your Online Choices.
- Block or delete advertising cookies through your browser’s privacy settings, or use a browser that blocks them by default.
- Read how Google uses information from sites that use its services in Google’s partner sites notice and its cookie information for ad products.
International transfers. Google may process advertising data outside the UK and the EEA, relying on the UK International Data Transfer Addendum to the EU Standard Contractual Clauses.
Our ads.txt file, published at /ads.txt, declares which companies are authorised to sell advertising on this domain. It contains no information about you.
How We Ask for Your Consent
Consent on this Website is gathered by Google’s Privacy & messaging consent management platform, sometimes called Funding Choices. It is a Google-certified platform registered with the IAB Europe Transparency and Consent Framework (TCF) v2.2, and it is delivered by the Google advertising tag already present on each page — there is no separate consent script.
If you are visiting from the UK, the EEA or Switzerland, a consent message is shown to you before advertising or analytics identifiers are used. It lets you consent to, or refuse, each purpose, and lets you review the individual advertising vendors involved. Refusing is as easy as accepting, nothing is pre-ticked on your behalf, and the calculator works identically either way.
Your decision is recorded as a TCF consent string in your own browser and is passed to Google’s advertising and analytics systems automatically. Until a decision is made, Google Consent Mode v2 stays at denied for advertising and analytics storage, so no advertising or analytics identifier is stored on your device.
Changing your mind. Select here or in the footer of any page to reopen the consent message and change or withdraw your choices. That control appears only where these consent rules apply; if you are outside the UK, EEA and Switzerland, no consent record exists to change, and you can use the options in Your advertising choices and your browser settings instead.
Outside the UK, EEA and Switzerland, no consent message is shown and Google’s ordinary advertising and analytics defaults apply, in line with the law of your own jurisdiction.
Third-Party Services
Google Ireland Limited is the only third party that receives data from this Website, in three distinct roles:
- Google Analytics 4 — only where you have given consent, as described in the Google Analytics 4 section.
- Google AdSense — for the advertising on this Website, as described in the Advertising section. Google may share ad requests with its ad technology partners in order to fill an ad slot, subject to your consent.
- Google Privacy & messaging — the consent management platform that gathers and stores your consent decision, as described in How we ask for your consent.
Beyond these, the Website carries no social media embeds, comment systems, chat widgets, third-party fonts, tag managers or content delivery networks. Our own code, styles and calculator are served from this domain only.
Your Rights
Where we process personal data about you, the UK GDPR gives you the right to access it, to have it corrected or erased, to restrict or object to its processing, to data portability, and to withdraw consent at any time without affecting processing carried out before withdrawal. Because analytics data is pseudonymised and we hold no account details, we may be unable to identify you within it; in that case we will explain why and, where we can, help you exercise your rights directly with Google.
To make a request, email [email protected]. If you are unhappy with how we have handled your data, you can complain to the Information Commissioner’s Office (ICO).
Data Security
The Website is served over HTTPS, is entirely static, and holds no database of visitor information. Your calculator inputs never leave your device. The limited analytics data we do receive is held within Google’s infrastructure under Google’s own security controls, and access to the reporting account is restricted to the site operator.
Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes in our practices or for other operational, legal, or regulatory reasons. Any changes to this Privacy Policy will be posted on this page with an updated “Last Updated” date.
Children
This Website and its calculator are intended for adults aged 18 and over, and it is not directed at children. We do not knowingly collect data relating to children, and the figures entered into the calculator are never shared with advertisers or used to build an advertising profile, for visitors of any age.
Contact
If you have any questions or concerns about this Privacy Policy or our data practices, please contact us at:
Email: [email protected]
Acceptance of This Policy
By using the Website, you signify your acceptance of this Privacy and Cookie Policy. Optional analytics cookies are only ever set with your separate, explicit consent. If you do not agree with this policy, please do not use our Website. Your continued use of the Website following the posting of changes to this policy will be deemed your acceptance of those changes.
Last updated: 22 August 2026.