Privacy Policy

Baseline Privacy Policy

Last Updated: September 29, 2026

Baseline ("Baseline," "we," "us," or "our") collects, uses, and shares personal information through our websites, mobile applications (including the Ask Baseline iOS app, referred to as the "App"), dashboards, APIs, and related services (collectively, the "Services").

This Privacy Policy explains what information we collect, how we use it, who we share it with, and the choices and rights available to you.

If you have questions about this Privacy Policy, contact us at privacy@askbaseline.com or by mail at:

Baseline, Attn: Privacy
251 Little Falls Drive
Wilmington, DE 19808

1. Information We Collect

1.1 Information you provide

We may collect information that you provide directly to us, including:

Account & profile: name, email address, phone number, username, profile photo, and other account information.
Health profile and preferences: height, weight, date of birth, biological sex, dietary preferences, sensitivities, allergens, ingredients you wish to avoid, and wellness goals such as sleep, energy, or cardiovascular health.
Household members: information you choose to provide about household members, such as a partner, child, or parent. You are responsible for having the legal authority to provide this information and for obtaining any consent or parental authorization required by applicable law.
Scans & Pantry: when you scan a product barcode or label, save a product to your Pantry, or search for a product, we process product and label information and may store your scan and Pantry history to provide product scoring, recall alerts, personalization, and related features.
Communications: information you provide when contacting customer support, submitting feedback, or otherwise communicating with us.

1.2 Information we collect automatically

When you use the Services, we may automatically collect:

Device & usage information: IP address, device type and model, operating system, browser, app version, language, timestamps, screens viewed, taps, product-usage events, and technical or crash diagnostics.
Approximate location: country or approximate region inferred from your IP address for localization, security, fraud prevention, and campaign measurement. We do not collect precise GPS location unless a feature separately requests permission and explains why.

1.3 Information from third parties and integrations

Apple Sign-In / Google Sign-In: if you sign in using Apple or Google, we receive an account identifier and, where permitted, your email address. With Sign in with Apple, you may choose Apple's private email relay.
Apple Health, if offered and enabled: if an Apple Health integration is available in your version of the App and you choose to enable it, the App may access only the categories of information for which you grant permission. We do not access Apple Health without your authorization.

2. How We Use Information

We may use personal information to:

Provide, maintain, and improve the Services, including account creation, product scanning, scoring, Pantry features, household profiles, recall alerts, and personalized guidance.
Process subscriptions through Apple's App Store and manage subscription entitlements.
Authenticate users and protect account security.
Send transactional communications relating to your account, security, subscription, recalls, or important changes to the Services.
Send marketing communications where you have opted in or where otherwise permitted by law.
Understand how the Services are used and improve features, onboarding, reliability, and performance.
Measure the effectiveness of Baseline's own advertising campaigns.
Detect and prevent fraud, abuse, security incidents, and technical problems.
Comply with legal obligations and enforce our agreements.

3. Legal Bases for Processing — EU, UK and EEA Users

Where the GDPR, UK GDPR, or similar law applies, we process personal information under one or more of the following legal bases:

Contract performance: where processing is necessary to provide Services you request, manage your account, or administer your subscription.
Legitimate interests: to operate, secure, measure, and improve the Services, prevent fraud and abuse, and understand the effectiveness of our own advertising, where those interests are not overridden by your rights.
Consent: where consent is required by applicable law, including for certain sensitive information, integrations, marketing, or non-essential technologies.
Legal obligations: where processing is necessary to comply with applicable laws or lawful requests.

3.1 Health and Special Category Data

Where information you provide qualifies as health data or another special category of personal data under applicable law, we process it only where we have an appropriate legal basis, including explicit consent where required.

Where processing relies on consent, you may withdraw that consent through applicable settings, by deleting your account, or by contacting privacy@askbaseline.com. Withdrawal does not affect the lawfulness of processing that occurred before withdrawal.

4. Health Data — What We Don't Do

We do not use your health-related information for targeted advertising or marketing, whether for Baseline or for third parties.

We do not sell your health information or provide your health profile, dietary preferences, sensitivities, allergens, wellness goals, Apple Health information, Pantry contents, or scan history to advertising networks or data brokers for their own advertising purposes.

We may provide limited health-related information or preferences to service providers acting on our behalf when necessary to provide a feature you request, such as product analysis or personalized explanations. Those providers are described below and are not permitted by us to use that information for their own advertising purposes.

Not medical / not HIPAA: Baseline is a consumer wellness and educational service and is not a HIPAA covered entity or business associate unless expressly stated otherwise in a separate agreement. The Services are not intended to diagnose, treat, cure, or prevent disease.

5. Sub-Processors and Third-Party Services

We use third-party service providers to operate the Services. Depending on the provider and feature, these companies may process information on our behalf.

Google Firebase and Google Cloud — Google LLC

Purpose: authentication, backend infrastructure, database services, file storage, product-label image processing, push notifications, and server-side processing.

Data that may be processed: email address, account identifier, profile information, household information, scan history, Pantry information, profile photos, product-label images, push tokens, and server logs.

RevenueCat — RevenueCat, Inc.

Purpose: subscription management, receipt validation, trial status, and entitlement provisioning.

Data that may be processed: account or App User identifier, subscription status, purchase history, originating app store, app version, and device platform.

PostHog — PostHog Inc.

Purpose: first-party product analytics, including understanding how features are used, where users encounter problems, and how we can improve onboarding and product-scanning flows.

Data that may be processed: a pseudonymous or account-linked analytics identifier, screens viewed, taps, and limited event names such as onboarding completion, paywall views, and scan completion.

We do not send PostHog the contents of your health profile, Pantry, product scans, dietary preferences, sensitivities, allergens, health goals, or similar health-related information for analytics.

AppsFlyer — AppsFlyer Ltd.

Purpose: advertising attribution and campaign measurement.

When you install or open the App, AppsFlyer may receive a limited set of technical information used for attribution and measurement, such as:

a pseudonymous app or installation identifier;
your device's Identifier for Vendor (IDFV);
device model;
operating system version;
IP address;
app version;
installation and launch timestamps; and
limited campaign-measurement events, such as first open or the start of a subscription.

We use AppsFlyer to understand which Baseline advertising campaigns contributed to installations or conversions and to measure the effectiveness of our own advertising.

We do not send AppsFlyer your name, email address, product-label images, Pantry contents, individual scanned products, dietary preferences, sensitivities, allergens, health goals, or other health-related information.

We do not use AppsFlyer to create advertising profiles about you for unrelated companies.

On iOS, campaign measurement may also use Apple's privacy-preserving attribution technologies, including SKAdNetwork or its successor technologies.

AppsFlyer Services Privacy Policy: https://www.appsflyer.com/legal/services-privacy-policy/

Sentry — Functional Software, Inc. — if enabled

Purpose: crash and error reporting.

Data that may be processed: device and operating-system version, app version, stack traces, technical diagnostics, and breadcrumb logs.

Apple Inc.

Services: Sign in with Apple, StoreKit, Apple Push Notification service, and Apple's privacy-preserving advertising-attribution technologies.

Purpose: authentication, subscription billing, notifications, and privacy-preserving campaign measurement.

Google Sign-In — Google LLC

Purpose: optional authentication using a Google account.

Data that may be processed: Google account identifier, name, and email address where you choose to provide them.

Anthropic, PBC

Purpose: AI-assisted features such as ingredient explanations, product-score rationales, or personalized product information.

Depending on the feature, a request may contain product information, ingredient information, question text, and the minimum amount of preference information necessary to provide the feature.

We do not intentionally send your payment information, account password, or profile photo to Anthropic as part of these requests.

Google AI / Vertex AI — Google LLC

Purpose: language and vision processing for supported features such as product-label interpretation, ingredient analysis, score explanations, and personalized product information.

Depending on the feature, a request may contain product-label images, ingredient information, product information, question text, and the minimum preference information necessary to provide the requested functionality.

Shopify — Shopify Inc.

Purpose: hosting Baseline's marketing website and content pages, including this Privacy Policy and our Terms of Service.

Data that may be processed: standard website information such as IP address, browser information, and referrer information.

6. Analytics and Advertising Measurement

Product analytics

We use PostHog to understand how the App is used and improve the user experience. Information sent to PostHog is limited to product-usage information and an analytics or account identifier used to associate activity with a Baseline account.

We do not send PostHog your health profile, dietary preferences, sensitivities, allergens, health goals, Pantry contents, individual product details from your scan history, or similar health-related information.

Advertising measurement

Separately from product analytics, we use AppsFlyer to measure the effectiveness of Baseline's own advertising campaigns.

This involves AppsFlyer processing the limited technical identifiers and campaign-measurement events described above. Where applicable, advertising networks may receive aggregated campaign-performance information used to measure campaigns purchased by Baseline.

We do not sell your personal information, and we do not use your health-related information for advertising targeting.

The Ask Baseline iOS app does not currently use Apple's Advertising Identifier (IDFA). We do not use user or device information to track you across other companies' apps or websites for targeted advertising.

Our current iOS advertising-measurement practices are intended to operate without tracking as defined by Apple's App Tracking Transparency framework. If we introduce a measurement practice that constitutes tracking under Apple's rules, we will request the required permission before engaging in that tracking.

7. Product Recall and Safety Notices

The App may show product recall or safety notices published by government product-safety and recall authorities for regions you select.

Current sources may include the U.S. Food and Drug Administration (FDA), the European Union's Rapid Alert System for Food and Feed (RASFF) and Safety Gate, Food Standards Australia New Zealand (FSANZ), and Australia's Therapeutic Goods Administration (TGA).

To provide this feature, we compare products you have scanned or saved to your Pantry against public product recall and safety notices on our servers.

We do not send information about you, your Baseline account, your scans, or your Pantry to those regulators or government authorities for this matching process.

8. International Transfers

Baseline is based in the United States, and our service providers may process personal information in the United States and other countries.

If you are located in the European Economic Area, United Kingdom, Switzerland, Australia, or another jurisdiction with cross-border data-transfer requirements, your information may be transferred to countries whose privacy laws differ from those in your home jurisdiction.

Where required, we use appropriate contractual, organizational, and legal safeguards for international transfers.

You may contact privacy@askbaseline.com for information about applicable transfer safeguards.

9. Data Retention

We retain personal information only for as long as reasonably necessary to provide the Services, comply with legal obligations, resolve disputes, prevent fraud, enforce our agreements, and satisfy legitimate business needs.

Typical retention periods include:

Account & profile data: while your account is active and for a limited period following deletion, including where information remains temporarily in backups.
Scan history & Pantry: while your account remains active, unless you delete applicable information earlier.
Health and integration information: for as long as needed to provide an enabled feature or until you disconnect the integration or request deletion, subject to applicable law.
Product analytics: retained according to our analytics configuration and applicable legal requirements.
Advertising attribution data: retained according to our AppsFlyer configuration and applicable legal and contractual requirements.
Crash and diagnostic information: retained only for as long as reasonably necessary for troubleshooting and security.
Billing and transaction records: retained where necessary for tax, accounting, legal, fraud-prevention, or compliance obligations.

10. Your Choices & Rights

You can:

Access and update certain account information through your Profile.
Disconnect integrations through available settings or applicable operating-system settings.
Opt out of marketing emails using the unsubscribe link included in marketing communications.
Delete your account using the account-deletion option available in the App.

Account deletion removes applicable account information, profiles, household information, Pantry information, and scan history from our active systems, subject to limited legal, security, fraud-prevention, backup, and transaction retention requirements.

We will also delete or submit appropriate deletion requests for account-linked information held by service providers where required and technically applicable.

Depending on where you live, you may also have rights to access, correct, delete, restrict, object to, or obtain a portable copy of certain personal information, as well as rights relating to consent.

To exercise a privacy right, contact privacy@askbaseline.com.

Where required by applicable law, we honor browser-based Global Privacy Control (GPC) signals.

Because we do not currently use Apple's IDFA or engage in Apple-defined tracking, there is no Baseline advertising-tracking toggle within the App. If you request deletion of your personal information at privacy@askbaseline.com, we will also pass an applicable deletion request to AppsFlyer for information associated with Baseline's use of its service.

11. U.S. State Privacy and Consumer Health Data Rights

Depending on the state in which you live, you may have additional privacy rights, including rights relating to access, correction, deletion, portability, targeted advertising, sale or sharing of personal information, and consumer health data.

We do not sell personal information or consumer health data and do not use consumer health data for targeted advertising.

Information such as health profiles, dietary preferences, sensitivities, allergens, wellness goals, and other information that reveals or may allow inferences about health may qualify as consumer health data under applicable state law.

If we deny a privacy-rights request and applicable law gives you a right to appeal, you may appeal by emailing privacy@askbaseline.com with "Appeal" in the subject line.

12. Children

Independent Baseline accounts are intended for users aged 13 and older. Where applicable law requires a higher age to independently consent to the processing of personal information, we will comply with that requirement.

Children under 13 may not create their own Baseline accounts.

Where supported and permitted by law, a parent or legal guardian may add information relating to a child as a household member within the parent's Baseline account. The parent or guardian is responsible for providing any authorization required by law, and Baseline may require additional parental verification where applicable.

If you believe a child has provided personal information through an independent account in violation of applicable law, contact privacy@askbaseline.com.

13. Security

We use administrative, technical, and organizational safeguards designed to protect personal information, including secure transmission technologies, access controls, secure credential storage, and security monitoring.

No method of electronic transmission or storage is completely secure, and we cannot guarantee absolute security.

14. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. When we do, we will update the "Last Updated" date at the top of this Policy.

If a change is material, we will provide additional notice where required, such as through the App, on our website, or by email.

15. Contact Us

Privacy: privacy@askbaseline.com
Support: support@askbaseline.com

Mail:
Baseline, Attn: Privacy
251 Little Falls Drive
Wilmington, DE 19808

Ask Baseline iOS App — Additional Privacy Notice

This section supplements the Baseline Privacy Policy above and applies specifically to the Ask Baseline iOS application.

If this section conflicts with another part of this Privacy Policy regarding the Ask Baseline iOS app, this section controls for use of the iOS app.

Ask Baseline is a consumer application that allows you to scan barcodes and product labels for supported foods, supplements, personal-care products, and other products. The App may provide product scores, ingredient information, recall notices, and personalized guidance based on preferences you provide.

Ask Baseline is an educational and consumer-wellness tool. It is not intended to provide medical advice or to diagnose, treat, cure, or prevent disease.

Information the Ask Baseline App may collect

Account: email address, account identifier, and sign-in provider.
Profile & preferences: household composition, dietary preferences, allergens, sensitivities, wellness goals, and ingredients you wish to avoid.
Scan activity: products you scan, barcodes, product names, images you capture of product labels, scan timestamps, score results, and Pantry activity.
Subscription: purchase events, trial status, subscription tier, and subscription-management identifiers.
Diagnostics & usage: screen views, button taps, onboarding events, app version, device platform, and technical identifiers.
Optional profile photo: a photo you choose to upload.
Recall notices: products you scan or save may be compared on our servers against public recall and product-safety notices from authorities applicable to regions you choose. We do not send your personal information or Pantry contents to those authorities to perform this comparison.

Permissions we request

Camera

Used to scan product barcodes and capture product-label images for product identification and analysis.

Photo Library

Optional. Used where you choose to select an image from your photo library for a supported feature.

Notifications

Optional. Used for enabled notifications such as account information, subscription reminders, product recall notices, and other important updates.

Apple Health

Apple Health is accessed only if an Apple Health integration is available, you choose to enable it, and you grant the requested iOS permission.

Advertising attribution on iOS

The Ask Baseline iOS app does not currently access Apple's Advertising Identifier (IDFA).

We use AppsFlyer and Apple's privacy-preserving attribution technologies to measure the effectiveness of Baseline's own advertising. We do not provide health profiles, product scans, Pantry contents, dietary preferences, allergens, sensitivities, or other health-related information to advertising networks for targeting.

We do not use Baseline information to track you across other companies' apps or websites for targeted advertising. If our advertising-measurement practices change in a way that requires permission under Apple's App Tracking Transparency framework, we will request that permission before engaging in that tracking.

How to delete your account

You can request permanent deletion of your Ask Baseline account and associated personal information using the account-deletion option in the App.

You may also request deletion by emailing privacy@askbaseline.com.

We will remove applicable account-linked information from our active systems and submit appropriate deletion requests to service providers, including AppsFlyer where applicable, subject to legal, security, fraud-prevention, technical, backup, and transaction-record obligations.

Contact

For privacy questions relating to the Ask Baseline iOS app: privacy@askbaseline.com

For general product support: support@askbaseline.com

Last updated for the Ask Baseline iOS app: September 29, 2026.