Last updated: June 2026

1. Who We Are

HushAway® is part of the PeacePath® brand and provides sound-based content designed to support emotional regulation and calm for children and families.

For the purposes of UK data protection law, the data controller responsible for personal data collected through www.hushaway.com is:

NMR Associates Ltd (Company No. 11771982)

Registered Office: L E Marshall, Unit B1F, Fairoaks Airport, Surrey, GU24 8HU, United Kingdom

Email: hush@hushaway.com

Website: www.hushaway.com

2. What Personal Data We Collect

In the course of running our services and content programmes, we may collect the following categories of personal data.

General personal data

•       Name

•       Email address

•       Account login details

•       Payment details (processed securely by third-party payment providers)

•       Messages sent via contact forms

•       Information provided when signing up for newsletters, events or memberships

Founding Sonic Family programme data

For families taking part in our Founding Sonic Family programme, we additionally collect:

•       Parent or guardian full name and contact details

•       Child's first name, age, and country of residence

•       Information about whether the child is neurodivergent or neurotypical (where the parent chooses to share this; see section 7 on special category data)

•       Video, image, audio and written content shared by the family during their Founding month

•       A 2-minute video testimonial recorded by the parent at the end of the Founding month

•       Written case study content, where the parent chooses to take part in a case study conversation

Automatically collected data

•       IP address

•       Device and browser information

•       Website usage data

•       Pages visited and time spent on site

3. Children's Data

HushAway® content is designed for children, but accounts and any contributions to our content programmes must be created by a parent, guardian or educator aged 18 or over.

We do not collect personal data directly from children. Where children appear in content shared with HushAway® (video, image, voice or written form), this content is provided by the parent or guardian, with explicit written consent given through our Founding Sonic Family Consent Form. We treat children's content with particular care and review every piece before use.

Parents and guardians may withdraw consent for the use of any content involving their child at any time. See section 12 (Your Rights) for how to do this.

4. The Founding Sonic Family Programme

The HushAway® Founding Sonic Family programme invites a small number of families globally to take part in a one-month partnership with HushAway®. During their month, families share videos, photographs, weekly highlights, and a 2-minute video testimonial about their experience. Some families also choose to take part in a longer case study conversation.

This content is used to:

•       Improve our services and the content we create

•       Share parent and child experiences across HushAway® marketing channels, including the website, social media, email communications, sales pages, paid advertising, partnership decks, and press where applicable

•       Support partnership applications with organisations such as the NHS Innovation Accelerator, the Sleep Charity, and educational partners

•       Inform long-form features in The Hush Revolution podcast, Peace Times newsletter, and the personal channels of HushAway® founder Nicola Maria Rose

Parents consent to the use of content through our Founding Sonic Family Consent Form. The consent form provides granular tick-box consent for each type of use (general marketing, written quotes, case studies, paid advertising, press, future contact). Each consent is recorded separately and can be withdrawn at any time. Where a consent has not been ticked, that use does not happen.

5. How We Use Your Data

We may use personal data to:

•       Provide access to HushAway® services and memberships

•       Process subscription payments

•       Send service-related communications

•       Send newsletters or updates, where consent has been provided

•       Improve our website, services and user experience

•       Respond to enquiries and support requests

•       Use Founding Sonic Family content in marketing, partnership, advertising, and press materials, in line with the specific consents given by parents (see section 4)

•       Compile case studies that demonstrate the impact of HushAway®, with explicit parental consent

6. Legal Basis for Processing

Under UK GDPR, we rely on the following legal bases for processing personal data:

•       Contract — to provide the services you sign up for

•       Consent — for newsletters, marketing communications, and all use of Founding Sonic Family content (videos, images, testimonials, case studies)

•       Explicit consent — for any processing of special category data, including information about a child's neurodivergence or health-related characteristics (see section 7)

•       Legitimate interests — to improve services, content, and platform performance

•       Legal obligations — to meet financial and regulatory requirements

7. Special Category Data

Under UK GDPR Article 9, certain categories of personal data require additional protections. This includes information about health, which for our purposes encompasses information about whether a child is neurodivergent (for example, ADHD, autism, sensory processing differences, or anxiety).

Where a parent chooses to share this information about their child as part of the Founding Sonic Family programme, we process it only on the basis of the parent's explicit consent, given in writing through the Founding Sonic Family Consent Form.

Sharing this information is optional. Parents who would prefer not to share it can still take part in the programme. Where shared, the information may be referenced in case studies, partnership decks and marketing materials, but only in line with the specific consents the parent has given.

Parents may withdraw consent for any use of this information at any time, in which case we will remove it from active channels within 14 days of receiving the request.

8. Third-Party Services

We use trusted third-party providers to operate parts of our services. These include:

•       Website hosting and analytics

•       Payment processing

•       Email delivery

•       Membership and content platforms, including Kajabi

•       Form and survey tools, including Google Forms for the Founding Sonic Family Consent Form

•       E-signature platforms, where applicable for higher-stakes consent processes

All third-party providers are selected with their data protection practices in mind. Where required, data processing agreements are in place between HushAway® and the provider.

9. International Data Transfers

The Founding Sonic Family programme involves families based in countries outside the UK, including (but not limited to) the United States, Canada, Australia, New Zealand, the European Union, South Africa, and parts of Asia.

Some of our third-party providers, including our membership platform Kajabi, are based outside the UK. Where personal data is transferred outside the UK, we rely on:

•       Appropriate safeguards such as Standard Contractual Clauses (SCCs), where required

•       Adequacy decisions made by the UK government, where these exist for the receiving country

•       The explicit consent of the individual, where appropriate

Parents who would like further information about specific international transfers can contact us at hush@hushaway.com.

10. Data Security

Appropriate technical and organisational measures are in place to protect personal data from unauthorised access, loss, misuse or disclosure. This includes secure storage of content shared by Founding Sonic Families, restricted internal access, and the use of reputable platforms for hosting and processing.

11. Data Retention

Personal data is retained only for as long as necessary to fulfil the purposes outlined in this policy or to meet legal obligations.

For Founding Sonic Family content (videos, photographs, testimonials, case studies), we may retain content for as long as it remains in use across HushAway® marketing channels, which may include the lifetime of the brand. This is so that the stories families have shared can continue to help other parents find HushAway® in the years ahead.

Parents may request removal of specific content, or withdraw consent entirely, at any time. We will remove content from active channels within 14 days of receiving such a request. We may not be able to retrieve content already shared in printed materials, with third parties (such as journalists or partnership organisations), or on platforms outside our control, and we will be honest with families about this at the point of withdrawal.

12. Your Rights

Under UK GDPR you have the right to:

•       Access your personal data

•       Correct inaccurate information

•       Request deletion of your data

•       Restrict or object to processing

•       Withdraw consent where applicable

•       Request data portability

To exercise these rights, please contact:

•       General enquiries: hush@hushaway.com

•       Founding Sonic Family content: soundsonics@hushaway.com (Eden, our Sonics Coordinator)

13. Complaints

If you are not satisfied with how your data is handled, you may contact the UK Information Commissioner's Office (ICO) at https://ico.org.uk.

14. Updates

This policy may be updated periodically. The most recent version will always appear on our website at www.hushaway.com.