Effective Date: 1 September 2026
Last Updated: 17 September 2026
Marsden Labs Ltd, registered in England and Wales (“we”, “us”, “our”), is the data controller for personal data processed through WeddingStory.ai (the “Service”). This policy explains what we collect, why, who we share it with and what rights you have, under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
Questions or requests: contact@weddingstory.ai
Making your film requires us to work out which photographs contain which people. To do that we use automated facial recognition on every photograph you upload.
What that means in practice. For each photograph, an automated service detects the faces in it and creates a mathematical representation of each face — a numerical template that describes the face’s geometry. It compares those templates across your photographs to work out that the same person appears in several of them. This lets us identify the couple, choose which photographs are suitable for which treatment, and select the best images of each person.
This is biometric data. Under UK GDPR, using facial templates to distinguish one individual from another is processing of biometric data for the purpose of uniquely identifying a natural person. That is “special category” data under Article 9, and it needs your explicit consent.
We ask for that consent before you upload. We rely on Article 9(2)(a) — your explicit consent — as our condition for this processing. You give it at the point of upload. If you do not consent, we cannot provide the Service.
Consent for other people. Your photographs contain other people: your partner, your families, your wedding party, your guests. You confirm when you upload that you have their consent for their images to be processed this way. Please take this seriously — it is a legal requirement, not a formality, and you are the only person who can obtain it.
What we do not do. We do not use your photographs or face templates to identify anyone outside your own project. We do not compare your photographs against any other customer’s, against any public database, or against any watchlist. We do not sell, share or license face data. We do not use your photographs or face data to train AI models.
How long it lasts. Face templates are stored in a collection dedicated solely to your project and are deleted when your project data is deleted. See Section 7.
Withdrawing consent. You can withdraw consent at any time by emailing contact@weddingstory.ai. We will delete your face data and your project. Withdrawal does not affect processing carried out before you withdrew, and if your film has not yet been made we may be unable to complete it.
2.1 Your photographs, including any EXIF metadata they carry, such as the date and time a photograph was taken and camera settings. We use the date to order the scenes in your film.
2.2 Data derived from your photographs: face locations, face quality and orientation measurements, facial expression indicators, the biometric templates described in Section 1, cropped images of faces, and an assessment of how much movement each photograph implies.
2.3 Your email address, which we receive from Stripe when you pay. We use it to send you your film and to contact you about your order. We do not ask for it before purchase.
2.4 Payment information. Stripe processes your payment. We receive and store a transaction reference, the amount, the currency and your email address. We never see or store your card details.
2.5 Technical data: your IP address, used for rate limiting and to determine which currency to show you; and basic browser and device information.
2.6 Analytics data about how you use the site, collected through Google Tag Manager, the Meta Pixel and the TikTok Pixel. These load only if you accept analytics cookies when we ask. Until you accept, none of them is loaded and none of them receives anything about you; if you decline, they are never loaded at all. Section 10 explains how to change your mind.
If you accept, our own servers also send purchase details directly to Meta, Google Ads and Google Analytics, so they can tell us which of our adverts led to a sale. This says what you bought, what you paid and, if you came from one of their adverts, the reference that advert added to your link. Meta and Google Ads also receive your email address in hashed form: scrambled into a code that cannot be read back as your address, but that they can match against addresses they already hold. Meta also receives your IP address and browser type when you go to payment. If you decline, our servers send them nothing.
2.7 Visit data: when you arrive, we record on our own servers the page you arrived on, any campaign parameters in the link that brought you, the website that referred you, and a randomly generated identifier for your visit. This uses no cookies and nothing is stored on your device. We use it only to understand how people move through the site, and we delete it after 12 months. We do not share it, with one exception: if you accept analytics cookies and buy a film, the advert reference in the link that brought you goes to the company whose advert it was, with the purchase details described in 2.6.
We do not deliberately collect other special category data. Your photographs may inherently reveal information such as ethnicity, religious observance or health; we process them only to make your film.
| Purpose | Legal basis |
|---|---|
| Creating your film from your photographs | Contract (Art. 6(1)(b)) |
| Facial recognition and matching (Section 1) | Explicit consent (Art. 6(1)(a) and Art. 9(2)(a)) |
| Taking payment and keeping financial records | Contract, and legal obligation for record retention |
| Emailing you about your order and your film | Contract |
| Rate limiting, abuse prevention and security | Legitimate interests (Art. 6(1)(f)) |
| Determining your currency from your IP address | Legitimate interests |
| Analytics and site improvement | Consent, given through the cookie banner and withdrawable at any time |
Where we rely on legitimate interests, we have assessed that our interest does not override your rights, and you may object at any time.
We use the following processors, each under a data processing agreement. We do not sell your data.
| Processor | What it receives | Where |
|---|---|---|
| fal.ai — runs the Wan 3.0 Prime video model that animates your photographs | Your photographs, or 16:9 crops of them | United States |
| Immersity AI — produces depth-based movement for photographs unsuitable for full generation | Your photographs, or 16:9 crops of them | United States |
| Amazon Web Services (Rekognition) — face detection and matching (Section 1) | Your photographs and derived face images and templates | United States |
| Cloudflare R2 — storage of your photographs, scenes and finished film | Your photographs and film | Global, with data at rest in a chosen region |
| Supabase — our database, holding your project record, email and derived metadata | Email address, order details, photograph metadata, face data | Europe |
| Stripe — payment processing | Your payment details, email and billing information | United States and Europe |
| Resend — sends the emails we send you | Your email address and the message content | Europe |
| Vercel — hosts our website | Technical data including IP address | Global edge network |
| Railway — runs the service that makes your film | Access to your project data during processing | United States |
| Better Stack — error reporting and uptime monitoring for our website and film service | Technical data about errors, including project identifiers. No photographs | United States |
| Google Tag Manager, Meta Pixel and TikTok Pixel — analytics, subject to your cookie consent | Usage data. With your consent, purchase details and a hashed email address (Meta and Google; see 2.6) | United States |
If we change providers we will update this policy. Material changes will be notified.
Several of our processors are based in the United States, and our video generation, depth and face-recognition providers process your photographs there. Some services operate global networks.
Where we transfer personal data outside the United Kingdom we rely on the UK International Data Transfer Addendum to the European Commission’s standard contractual clauses, or on UK adequacy regulations where they apply. You may request details of the safeguards used for any particular transfer by contacting us.
When your film is complete we give it a public web address containing a random identifier, so you can share it easily. Anyone holding that address can watch and download the film without logging in.
This means your film — including the images of everyone in it — can be viewed by anyone who has, or is given, the link. If you would prefer the address disabled, email us and we will do it.
Your project link, which reaches your photographs and progress page before delivery, works the same way: anyone holding it has access. Keep it private.
| Data | Retention |
|---|---|
| Photographs, face data and scenes | 90 days after your film is delivered, then deleted |
| Your finished film | 12 months after delivery, then deleted |
| Order and payment records | 7 years, to meet UK tax and accounting requirements |
| Projects abandoned before payment | 30 days, then deleted |
| Analytics data | As set by Google, Meta and TikTok |
| Visit data | 12 months |
If we could not make your film, your photographs, face data and any scenes are deleted 90 days after the failure. Deletion runs automatically on this schedule; what remains afterwards is the order record and a note of when your data was deleted.
You can ask us to delete your data sooner at any time.
Under UK GDPR you have the right to: access your data; have inaccurate data corrected; have your data erased; restrict how we process it; receive it in a portable format; object to processing based on legitimate interests; and withdraw consent where we rely on it, including consent to facial recognition.
To exercise any of these, email contact@weddingstory.ai. We will respond within one month.
If you are unhappy with how we have handled your data you can complain to the Information Commissioner’s Office at ico.org.uk or on 0303 123 1113.
We use encryption in transit, access-controlled storage, and time-limited signed links for access to your photographs and film. Access to your project is controlled by a secret token in your link. Our database denies all access by default and only our own server processes can read it.
No system is perfectly secure. If a breach occurs that is likely to risk your rights, we will notify you and the ICO as the law requires.
Essential. We store two things in your browser without asking, because the site cannot work properly otherwise and neither identifies you. The first is your cookie choice itself, so that we can honour it and stop asking. The second is a short-lived cache of the example photographs and video on our home page, so that they do not download again every visit. Neither is shared with anyone. We set no cookies of our own on our servers, and your project link is held in the address you were given, not in storage.
Analytics. Google Tag Manager, the Meta Pixel and the TikTok Pixel are not loaded when you arrive. On your first visit we ask whether you accept analytics cookies, with accept and reject offered equally and nothing chosen for you. Only if you accept are those scripts added to the page. If you decline, they are never loaded, and nothing is sent to Google, Meta or TikTok.
Changing your mind. Choose here or in the footer of our home page at any time.
What withdrawing can and cannot do. Changing your answer from accept to reject stops any further tracking: we reload the page so the scripts are no longer running, and we delete the analytics cookies that were set on our own domain. One exception: we note your choice when you go to payment, so if you change your mind after that point, that purchase is still reported. It does not, and cannot, delete data that Google, Meta or TikTok already received while your consent stood, and it cannot reach cookies those companies set on their own domains. To ask them to erase what they hold, you must contact them directly, or use your browser to clear their cookies.
The Service is not for anyone under 18 and we do not knowingly collect data from children. Photographs of children may appear in wedding photographs you upload; you confirm you have the consent of a parent or guardian for each child who appears. If you become aware that a child’s data has been processed without that consent, contact us and we will delete it.
We may update this policy. Material changes will be posted here and, where we have your email address and the change affects you, sent to you.
Marsden Labs Ltd