Privacy Policy

How LÉLE Bakery collects, uses, discloses and protects personal data

This Privacy Policy applies to personal data handled by LÉLE Bakery SG Limited Liability Partnership (“LÉLE”, “we”, “us” or “our”) through our website, online store, social media, messaging channels, marketplaces, order forms, customer service, events and other interactions.

1. Personal data we may collect

Identity and contact data, including name, telephone number, email address, billing address, delivery address and account details.

Order and recipient data, including cake selections, messages, reference images, event details, dietary requests, delivery instructions and the recipient’s name and contact number.

Transaction data, including order value, payment status, refund records and limited payment information. Full card credentials are generally processed by third-party payment providers and are not intended to be stored by us.

Communications, including WhatsApp, email, social-media, marketplace and customer-service messages, call records where applicable, feedback, reviews and complaint records.

Technical and usage data, including IP address, device/browser information, cookie identifiers, pages viewed, referring pages and interactions with advertisements or website features.

Marketing preferences and campaign engagement, including consent, opt-out status and interaction with messages or promotions.

Images and content supplied by you, including photographs, artwork, logos and likenesses used for customised cakes. Please provide third-party personal data only when you are authorised to do so.

2. How we collect personal data

We may collect data directly from you, from the person placing an order on your behalf, automatically through our website and cookies, or from service providers and sales channels involved in your transaction, such as payment processors, e-commerce marketplaces, advertising platforms, messaging providers and delivery partners.

3. Purposes for collection, use and disclosure

To create accounts; process, confirm, customise, produce, deliver, collect, amend, cancel or refund orders; and provide customer support.

To contact purchasers and recipients about delivery, collection, access, failed delivery, food safety or order issues.

To verify transactions, prevent fraud, secure our systems and enforce our terms.

To manage feedback, service recovery, disputes, insurance matters and legal claims.

To improve products, operations, website performance, forecasting and customer experience using aggregated or reasonably necessary data.

To send marketing communications where permitted and to manage consent, unsubscribe and Singapore Do Not Call requirements.

To measure advertising, run remarketing or audience campaigns, and understand campaign performance, subject to applicable consent and cookie controls.

To comply with accounting, tax, food-safety, regulatory, court, law-enforcement and other legal requirements.

For another purpose notified to you at or before collection, or otherwise permitted or required by law.

4. Consent and withdrawal

Where consent is required, you may withdraw it by contacting our Data Protection Officer. Withdrawal does not affect prior lawful processing. Depending on the data and purpose, withdrawing consent may prevent us from fulfilling an order, arranging delivery, maintaining an account or providing a requested service. We may continue to retain or process data where permitted or required by law.

5. Marketing and Do Not Call

You may opt out through the unsubscribe function in an email, by replying with the stated opt-out keyword where available, or by contacting us. We will process opt-out requests within a reasonable period. Service messages concerning an existing order are not marketing messages. We will handle marketing to Singapore telephone numbers in accordance with applicable consent and Do Not Call Registry requirements.

6. Cookies and analytics

Our website may use essential, preference, analytics and advertising cookies or similar technologies. Essential technologies support checkout, security and core functions. Optional analytics and advertising technologies may help us measure traffic, improve the website and personalise advertising. Where required, we will provide appropriate notice or controls. You may adjust browser or cookie settings, although some functions may not work properly.

7. Disclosure to service providers and other parties

We may disclose personal data on a need-to-know basis to delivery providers, payment processors, website and cloud hosts, order-management and customer-service platforms, messaging and email providers, professional advisers, insurers, analytics and advertising providers, regulators, courts and law-enforcement agencies. We may also disclose data in connection with a genuine merger, restructuring, financing or transfer of the business, subject to appropriate safeguards and law. We do not sell personal data for money.

Delivery details may be disclosed to delivery partners and recipients as reasonably necessary to complete the order. If you order for another person, you confirm that you are authorised to give us their details and to inform them of this Policy.

8. Overseas transfers

Some service providers may process or store personal data outside Singapore. Where the PDPA applies, we will take appropriate steps to ensure transferred personal data receives a standard of protection comparable to that under the PDPA, subject to permitted exceptions.

9. Protection and retention

We use reasonable administrative, technical and physical safeguards appropriate to the nature of the data. No system is completely secure. We retain personal data only for as long as reasonably necessary for the stated purposes, legitimate business needs and legal or regulatory requirements, after which it will be deleted, anonymised or otherwise disposed of appropriately.

10. Access, correction and enquiries

You may request access to personal data in our possession or control, information about its use or disclosure, or correction of an error or omission, subject to the PDPA and applicable exceptions. We may verify your identity, request details needed to locate the data and charge a reasonable fee for an access request where permitted after giving you a written estimate.

Contact: Data Protection Officer, LÉLE Bakery SG Limited Liability Partnership, 163 Ang Mo Kio Avenue 4, #01-448, Singapore 560163; email: [CONFIRM DPO EMAIL].

11. Product photography and user content

We may photograph products we create for quality control and portfolio purposes. Before publishing an image that reveals personal data—such as a recognisable person, private message, telephone number, address or other identifying detail—we will remove or obscure that data or obtain appropriate permission. You retain responsibility for having the rights and permissions needed for reference images, logos, artwork and other content you submit.

12. Children

Our services are intended for persons able to enter into a purchase transaction. If a child’s personal data or image is supplied for a customised order, the purchaser confirms that they are the parent, guardian or otherwise authorised to provide it. Contact us if you believe data was provided without proper authority.

13. Third-party sites and changes

Third-party websites, marketplaces and services have their own privacy practices. This Policy does not control them. We may update this Policy by posting a revised version and effective date. Material changes will be highlighted or otherwise notified where appropriate.