Privacy Policy

Effective as of February 11, 2019


Thank you for visiting the BabyFirst store website. This Privacy Policy governs your privacy when using this website and other online services of BabyFirst. This Privacy Policy addresses your privacy when using this Site.

By Accessing the Site, you are consenting to the terms of this Privacy Policy. For your convenience, this Privacy Policy contains the following information. You may jump to any section by using the link below, but please do read the Privacy Policy in its entirety.

BabyFirst cares about you. We respect your privacy and freedom of choice. We ask that parents supervise their children when using this site.  If you are under the age of 18, please ask your parent or legal guardian (for the sake of simplicity we will use the term Parent to refer to both parents and guardians) to read and approve of this Privacy Policy before you use the Site.

The Information we collect and how we collect it:

In this section, we explain what information we collect from you. In the next section, we explain how we use and disclose that information.

In order to provide you with, improve and personalize this site, BabyFirst collects certain information submitted to us by you. Most of this information is not personally identifiable, although in some instances it may identify your computer or device. In some instances, we may request Personal Information, which means that it can be used to individually identify you. However, most features of this site may be used without the need to submit Personal Information. We will only request or collect Personal Information if it is reasonably required for your participation in a particular activity or feature on this site, or for performing a transaction. Other than the information we request, other information may be transferred to us by an automated process when you browse or use this site.

These are the types of information that we collect:

Registration information that you provide us when you register to or create an account, including your first name and surname, country and state of residence, age or date of birth, email, a username, and password. Registration information is required when you register for certain features on the site, such as to establish a monthly account or to receive a newsletter. It is not required for browsing only and is not collected from you if you chose not to register. Only persons over the age of 13 may register and open accounts.

Information provided when uploading data or content or participating in competitions or sweepstakes. This includes information provided when participating in activities such as forums, blogs and communities, and similar features. This may include your first name and surname, country and state of residence, age or date of birth, email, your username, and password, as well as pictures, videos and voice recordings, and his or her first name.

Information provided to perform transactions. When you purchase a product or service from our Site, in addition to your first name and surname, country and state of residence, date of birth, email, username, and password, we may also ask for your street or other billing address and your credit card or other payment details.

Information provided through social media plug-ins. When you link your account to a social media account, s such as a Facebook account, or access this Site through such an account, or when you use social media plug-ins such as the Facebook, Like or Share button, your username and password and other information, including your picture and friends from those platforms may be collected by us and may be visible to others. This information may also be used by the social media platform.

Geolocation Information. When you connect to the Site using a mobile device or tablet, and in some cases, a computer, it may provide us with information regarding your precise geographical location. However, we will not prompt for that information

Computer, browser and Device Information. Use of this site involves the automatic transfer of certain information between your computer or other device, such as a mobile phone or tablet, and our servers, such as your, the type of operating system(e.g.Window or Mac OS)  and the type of browser e.g. Explorer, Chrome, Safari or Firefox) you are using, or your mobile or tablet Unique ID (UDID). In addition, the Website’s servers automatically log (record) information that your browser sends whenever you visit our website, which may include details of the pages you visited, services requested and the date and time of your visit or request.

Cookies and Similar Technologies. We use Cookies, which are small files containing a string of characters that uniquely identify your computer. Cookies are sent to your computer when you access our site in order to help us improve the quality of our service by storing information on user preferences and use of our site, such as the terms you search for. We may also use Web beacons or other third-party platforms, which are small amounts of data, usually embedded in images on web pages, which also allow us to track user preferences, or other existing or future technologies that collect and use substantially the same type of information as Cookies or web beacons collect and use, including Flash Cookies. If you wish to disable Cookies or other of the tracking tools referred to please see Section 7.G regarding your choices.

General Information. In addition to the above, we collect general non-Personal Information, such as information on your country or city in order to conduct analytics in order to improve our Site and adapt it to our users.

Use and Disclosure of Information

  • We may use the information we collect, including Personal Information, to provide you with, improve and personalize services, features, and content, to manage your account, to contact you, to conduct research and review of our site, services, and features, and to offer you related goods, services and content.
  • We may use your information, and allow business partners or affiliates of ours to use it in a manner that is not personally identifiable in order to conduct research about the use of this site, user habits and preferences.
  • We may use information, including Personal Information, to send you news and updates regarding this site and to offer you advertisements and promotions of goods and services on behalf of ourselves, or business partners or affiliates. However, we will not share your Personal Information with other parties, except as stated in this Policy, or as specifically authorized by you.
  • In certain circumstances, we may provide Personal Information or non-personal information, or both to third parties that provide us with technical services, support or other services regarding the maintenance and operation of this site and its related services. When we do that, we will require the third party not to use the information for any other purpose and not to transfer it to a third party.
  • Additionally, we may provide Personal Information or non-personal information, or both to a third party, as required by an order or subpoena issued by a judicial or administrative authority or by a law enforcement agency, or as we may in good faith, consider necessary under law, or upon a request or demand received by us in connection with a legal complaint, claim, suit or procedure.
  • We may share or transfer information, including Personal Information to our subsidiaries, parent or other related corporations, or to another corporation in the event of a merger, acquisition of this site or of First Media, or a business reorganization or restructure. In such event, all information may become subject to a different Privacy Policy as used or adopted by the acquiring party.

Third Party Advertisers and Ad Servers

  • We may use third parties, sometimes referred to as ad-servers to send or present advertisements or promotions on our behalf or on behalf of our business partners or affiliates. These third parties may also use cookies, web beacons or other technologies to help send or present such advertisements and promotions to conduct research about their effectiveness.
  • We also allow third parties to advertise on our site. We do not share Personal Information with third party advertisers, but these third parties may use cookies, web beacons or other technologies in their advertisements to gather information whenever an advertisement is delivered or shown to a user or when a user clicks on an advertisement. An advertisement may contain a link to the site of the advertiser. When you click on an advertisement, you may be transferred to the site of the advertiser.
  • The collection and use of information by third-party advertisers and ad-servers are governed by the Privacy Policy of the advertisers and ad servers and you may review them on their sites.

Storage and Security of Information

  • We store user information, including Personal Information on our servers, which may be located in different countries, or on servers of third parties who provide us with storage facilities, which may also be in different countries. Any Personal Information or other information may, therefore, be used and stored in a country different from yours.
  • We may use third parties to process information, including Personal Information, for us. We shall require such third parties to abide by this Privacy Policy.
  • Information is stored on secured servers and we shall use our best efforts and industry standard measures, technologies and procedures to preserve the integrity of Personal Information and to thwart unauthorized access and use thereof. However, we cannot guarantee any Personal Information against unauthorized access and use by third parties acting maliciously or in bad faith.
  • If we identify a security breach, involving unauthorized access of a third party to your Personal Information, we shall use our best efforts to notify you of such as soon as is reasonably possible, using the contact information that you have previously provided to us.

User Choices

  • You may make choices regarding your information, its collection, and use.
  • If you do not wish any information of any type, including non-Personal Information to be collected about you, you should not use this site.
  • If you do not wish to submit Personal Information, you should not submit any Personal Information. Please take into account that in this case, you will not be able to use certain features of this site, although you will be able to continue to use other features.
  • If you do not wish your username, real name, personal picture or other such information to be published you should not submit data of this type.
  • If you do not wish to receive or to continue to receive electronic communications (emails) from us or our business partners you may choose to opt-out from receiving such information by clicking on the link provided in all electronic communications received by you and following the instructions. In such case, we shall refrain from sending you advertising or promotional materials, as detailed in the opt-out message, but shall reserve the right to continue to contact you regarding your account and important information about this site.
  • In some cases, we may offer features and services on an opt-in basis. In those cases, you will be asked to affirmatively signify your agreement to use or receive those services or features. If you do not choose to signify your agreement, we will not provide you with those features or services.
  • Depending on the type of browser you use, you can set or reset your browser to refuse or limit acceptance of cookies, or certain types of cookies, to warn you when a cookie is being sent, or to delete stored cookies. However, if you do so, certain features and services of our site may become unavailable to you or may not function fully. To learn how to manage or disable cookies, consult your Browser’s documents. Disabling cookies will not necessarily disable all other similar technologies. For information on disabling Flash Cookies please go to the Site of Adobe. For other information about disabling such technologies, you may contact us.
  • You may prevent your mobile device, tablet or other devices from giving out geolocation information by using its controls. Consult your device’s documentation for this

Accessing and Modifying Your Personal Information

  • You may at any time access and modify any accessible personal Information submitted by you (not including username) by using the access feature on the site.
  • You may at any time amend or delete all or some of your Personal Information stored on our servers, by using the delete feature in the My Account area on the site. However, we cannot guarantee that such deletion will remove all such information from all areas of the servers.
  • Please note that if you chose to modify, or request us to delete any Personal Information or other information, we may retain copies of the information as originally submitted in order to ensure payment for any goods and services and as may be required by an order or subpoena issued by a judicial or administrative authority or by a law enforcement agency, or as we may in good faith, consider necessary under law, or upon a request or demand received by us in connection with a legal complaint, claim, suit or procedure.

Changes to this Policy

  • BabyFirst may amend this Privacy Policy at any time. We will post notices of any changes on the site with details of the date of the post. Posting of the amended Privacy Policy will constitute notification of its Amendment. All amendments will come into effect and bind users once posted on this site. Users are encouraged to check this Privacy Policy frequently for amendments.


  • We may offer links to other sites that we feel may be of interest to you. Please note that by clicking on a link, you will be transferred to that other site and any activity on it will no longer be governed by this Privacy Policy, but by the privacy policy of that other site. We are not a party to any third-party privacy policy, do not endorse or recommend any third-party privacy policy and are not responsible for any such policy. You should independently review any third-party privacy policy and make an independent determination whether it is acceptable to you or not.

California Privacy Rights

  • California Civil Code Section 1798/83 permits California residents to request certain information regarding our disclosure of personal information to third parties for their direct marketing purposes. To make such a request, please write to us at: Website Manager, First Media, LLC, 3550 Wilshire Blvd Los Angeles, CA 90010, USA, or contact us by email at

International Transfer

  • If you are viewing or using this site from a country other than the USA, please be aware that you will be transferring information, including Personal outside of your country. Your continued access and use of this site will indicate your consent to this.
  • Please also be aware that the privacy protection laws in the USA may be different from those in your own country.


  • This Privacy Policy applies to all users of the Site, whether you are simply browsing this Site, submitting data, participating in an interactive area of the site, or using the site or interacting with it in any other way.
  • This Policy does not govern the collection or use of information by third parties, such as advertisers on our site. For information on how third parties collect and use information, please consult the Privacy Policies of those third parties.
  • The headings to this Privacy Policy are intended for convenience only and shall not be used for interpretation.
  • If any provision or provisions of this Privacy Policy should be held to be unenforceable, such holding will not affect the other provisions hereof which shall remain in full force.
  • This site is owned and operated by First Media, LLC, a Delaware corporation, operating out of Los Angeles, California, and is designed to conform to the laws of the state of California and shall be governed and construed under the laws of the state of California, USA. As far as the law allows, exclusive jurisdiction over any dispute arising out of or under this Privacy Policy shall be with the courts of California, USA. You hereby waive any right to file a claim in any other jurisdiction.
  • The above excludes text messaging originator opt-in data and consent; this information will not be shared with any third parties.

Mobile Terms of Service

babyfirst Store

Last updated: July 21, 2022

The babyfirst Store mobile message service (the "Service") is operated by BFTV INC (“BFTV INC”, “we”, or “us”). Your use of the Service constitutes your agreement to these terms and conditions (“Mobile Terms”). We may modify or cancel the Service or any of its features without notice. To the extent permitted by applicable law, we may also modify these Mobile Terms at any time and your continued use of the Service following the effective date of any such changes shall constitute your acceptance of such changes.

By consenting to babyfirst Store’s SMS/text messaging service, you agree to receive recurring SMS/text messages from and on behalf of babyfirst Store through your wireless provider to the mobile number you provided, even if your mobile number is registered on any state or federal Do Not Call list. Text messages may be sent using an automatic telephone dialing system or other technology. Service-related messages may include updates, alerts, and information (e.g., order updates, account alerts, etc.). Promotional messages may include promotions, specials, and other marketing offers (e.g., cart reminders).

You understand that you do not have to sign up for this program in order to make any purchases, and your consent is not a condition of any purchase with babyfirst Store. Your participation in this program is completely voluntary.

We do not charge for the Service, but you are responsible for all charges and fees associated with text messaging imposed by your wireless provider. Message frequency varies. Message and data rates may apply. Check your mobile plan and contact your wireless provider for details. You are solely responsible for all charges related to SMS/text messages, including charges from your wireless provider.

You may opt-out of the Service at any time. Text the single keyword command STOP to +18339013457 or click the unsubscribe link (where available) in any text message to cancel. You'll receive a one-time opt-out confirmation text message. No further messages will be sent to your mobile device, unless initiated by you. If you have subscribed to other babyfirst Store mobile message programs and wish to cancel, except where applicable law requires otherwise, you will need to opt out separately from those programs by following the instructions provided in their respective mobile terms.

For Service support or assistance, text HELP to +18339013457 or email

We may change any short code or telephone number we use to operate the Service at any time and will notify you of these changes. You acknowledge that any messages, including any STOP or HELP requests, you send to a short code or telephone number we have changed may not be received and we will not be responsible for honoring requests made in such messages.

The wireless carriers supported by the Service are not liable for delayed or undelivered messages. You agree to provide us with a valid mobile number. If you get a new mobile number, you will need to sign up for the program with your new number.

To the extent permitted by applicable law, you agree that we will not be liable for failed, delayed, or misdirected delivery of any information sent through the Service, any errors in such information, and/or any action you may or may not take in reliance on the information or Service.

We respect your right to privacy. To see how we collect and use your personal information, please see our Privacy Notice.

Contact Information

If you have any questions regarding this Privacy Policy, or about the manner in which we handle your information, or the information supplied by, or regarding your child please contact us at:

Website Manager, First Media LLC, 3550 Wilshire Blvd Los Angeles, CA 90010, USA, or by email to