Last updated: 2 August 2026
This notice explains what personal data The Mushroom Advisor quiz collects, why we collect it, and what your rights are. It's written in plain language so it's easy to follow, whether or not you've read a privacy policy before.
Lava Moon Ltd is the data controller for the information collected through this quiz. Lava Moon Ltd may develop other products and services in the future, and the data collected through this quiz helps inform those decisions, explained in more detail below. Lava Moon Ltd's company registration details will be added here once incorporation is complete.
Contact for privacy questions or to exercise any of your rights: privacy@themushroomadvisor.com. We'll respond within one month.
The quiz does not ask any health, medical, or medication related questions. The safety advice shown in your results is given to everyone who takes the quiz, regardless of your answers, precisely so that we don't need to ask.
| What we collect | Why | Lawful basis |
|---|---|---|
| Your answers to the four quiz questions (wellness goals, how long you're prepared to wait for results, what matters to you when choosing a supplement, and whether you've tried something like this before) | To match your answers against our evidence library and show you personalised results | Legitimate interests |
| Your email address | To send you a copy of your results | Legitimate interests |
| Whether you've opted in to our content emails | To send you educational emails about mushroom and herbal wellness evidence, and updates about Lava Moon Ltd's own products | Consent |
| Whether you've opted in to supplier offers, and your quiz answers, used again | To select and send you supplier product-offer content matched to your quiz answers, if this becomes available (see “Marketing” below) | Consent |
| Your quiz answers and email address, combined with everyone else's | To help us understand what people are looking for, and decide what new products or services to develop | Legitimate interests |
We use your quiz answers and email address in three ways: to show you your personalised results and send you a copy by email; to understand, in aggregate, what people are looking for from mushroom and herbal supplements, so we can decide what new products or services to develop, which may include products under a different brand from The Mushroom Advisor; and to send you marketing emails, but only if you've actively opted in to one or both of the options below.
When you complete the quiz, you can opt in to two distinct marketing purposes, each with its own checkbox, each unticked by default, and each independently revocable:
You can withdraw consent to either purpose at any time by emailing privacy@themushroomadvisor.com, or via the unsubscribe link included in every marketing email once we start sending them.
All three process your data on our instructions, under a data processing agreement, and don't use it for their own purposes. We don't sell your data, and we don't share it with anyone else for their own marketing purposes. Suppliers whose content might appear under the supplier-offer purpose never receive your personal data, they provide content only, we choose who receives it and we send it.
Supabase stores your data in the UK/EU (London region). Resend and Klaviyo are US-headquartered. Where either of them processes your data outside the UK, we ensure appropriate legal safeguards recognised under UK data protection law are in place to protect it.
We keep your quiz answers and email address together for up to 24 months. At that point, we anonymise or aggregate your quiz answers by default, permanently separating them from your email address, unless there's a specific, documented reason to keep a particular individual's answers identifiable for longer, for example, because you're still an active marketing subscriber under your own separate consent. This is a default action we've committed to, not a discretionary check, so your identifiable answers don't sit on file indefinitely.
If you unsubscribe from marketing emails, we'll stop sending them, but we may keep your email address and quiz answers on file until the 24-month anonymisation point described above, unless you specifically ask us to delete them sooner.
Under UK GDPR, you have the right to:
To exercise any of these rights, contact us at privacy@themushroomadvisor.com. We'll respond within one month.
This quiz is intended for adults in the UK aged 18 and over. We don't knowingly collect personal data from anyone under 18. If you believe someone under 18 has given us their personal data, contact us and we'll delete it.
The quiz itself doesn't use cookies. It does record anonymous, non-identifying analytics (a randomly generated session ID, which quiz step you reached, and when) to help us understand how many people complete the quiz. This analytics data can't be linked back to you personally and is kept for 90 days.
We rely on the security measures built into Supabase's, Resend's, and Klaviyo's platforms to protect your data.
This quiz is intended for a UK audience. If that changes and we start reaching people outside the UK, we'll review and update this notice accordingly.
If we change what we collect or why, we'll update this notice and change the date at the top.