Privacy policy

1. Who is responsible for your data

Butterfly Interactive ApS is a Danish company, registered under CVR 46573862. We provide a platform for creating, hosting and experiencing interactive Stories. This policy explains how personal data is handled when you visit our website, use an account or take part in a Story.

We act as the data controller for our business contacts, enquiries, customer administration and the processing we determine for operating and securing our service. This means that we decide why and how that information is used.

When an organisation determines the purpose and essential means of processing learners' information, it acts as the data controller. Where we process that information on its instructions, we act as a processor under the applicable data processing agreement. These roles depend on the actual processing, not only on the terms used in a contract. The organisation's own privacy information explains its learning purpose, legal basis, access arrangements and retention period.

If you are unsure who is responsible for your information, contact the organisation that shared the Story or email our privacy contact. We will help direct your request.

2. Information we use

The information involved depends on how you use Butterfly:

• Account and organisation information: name, email address, sign-in information, organisation membership and access permissions.
• Customer and contact information: messages you send us, business contact details, agreements, support correspondence and billing records where relevant.
• Story content: material uploaded or created by editors, including video, audio, images, text and questionnaires. This may contain personal data supplied by the organisation.
• Learning information: visited scenes, choices, saved progress, completion, questionnaire answers and participation details, depending on the experience. The sections below explain the different collection paths.
• Technical and service information: network requests and information such as IP address, browser or device information, authentication events, and security or error logs may be processed by Butterfly and its infrastructure providers when delivering and securing the service. This is separate from the optional Story analytics described below.

3. Purposes and legal bases

Where we act as data controller, the legal basis depends on the purpose. Under the EU General Data Protection Regulation, we rely on:

• Performance of a contract, or steps you request before entering one, to provide a service you contract for directly.
• Legitimate interests in administering business relationships, responding to enquiries, providing support, preventing misuse and keeping the service secure. We must balance these interests against your rights and reasonable expectations.
• Legal obligations for records and disclosures required by applicable law, including relevant accounting requirements.
• Your consent for optional Story analytics. You can decline or withdraw it without losing access to the Story. Consent requirements for cookies and similar technologies apply separately from the legal basis for processing personal data.

4. Optional Story analytics

For published Stories outside a Learning Session, we ask whether you want to contribute to the organisation's Story analytics. No Story analytics events are collected through this optional feature until you accept. The same choice also controls Mux video playback analytics and its cookies, as explained below. You can experience the Story if you decline or leave the question unanswered.

If you accept, we count starts, completed playthroughs, scenes reached, the first choice at each dilemma and the time between a dilemma appearing and your manual answer. Activity signals while the page is visible help estimate where playthroughs stop after 30 minutes of inactivity. These figures describe playthroughs, not unique people, and do not establish your personality, beliefs or reasons for a choice.

We also collect an approximate country where available. Our hosting provider derives a country code from the connection. We do not store your raw IP address or city in our Story analytics records. Network and service-provider processing is separate, as described below.

The browser creates a random identifier for the playthrough and holds it in memory. It is not stored in a tracking cookie or local storage, and a new visit or restart receives a new identifier. On the server, a temporary record holds a hash of that identifier, visited scene IDs, answered dilemma IDs and activity or completion state. It contains no name, account ID, individual choice values, free-text answers or raw IP address.

Choice values and response times are sent to the server to update aggregate counts and timing summaries. Authorised project collaborators can see these statistics, but this feature does not provide an individual playthrough history. Small groups are withheld from relevant reports to reduce the risk of identifying participants.

You can change your choice using Cookie settings on this page or our Cookie policy. The Privacy & cookies link in the Story takes you to the settings for that organisation, or that project for a personal Story. A preference is remembered for 24 hours on this website. Reading it does not renew it.

Withdrawal stops further optional collection in open Stories covered by that choice and requests removal of their temporary visit records. A rejection marker may remain until the original expiry to prevent delayed requests from restarting collection. Statistics already added to aggregate project totals are not automatically reversed when consent is withdrawn, because those totals do not contain an individual playthrough history. Contact the responsible organisation about any separate personal-data rights request.

5. Account progress and Learning Sessions

If you are signed in, your visited scenes and choices may be saved against your account so that your progress can be recovered. This is separate from optional Story analytics and is not switched off by the analytics setting.

In an organisation's Learning Session, a participant token connects your participation, Story progress, choices, response times, completion and questionnaire responses. An optional participant name may also be collected. The token is remembered in a browser cookie to help you return to the same session.

Authorised organisers can access individual participant learning records and session summaries. An optional public results link provides a restricted aggregate questionnaire summary. It does not expose participant names or individual learning records.

The organisation running the session is responsible for explaining which information it collects, who can see it, why it is needed and the legal basis it uses. The optional Story analytics setting does not withdraw you from a Learning Session or delete its records. Please contact the organiser for those requests.

6. Service providers and sharing

We use service providers to operate the platform. These include Vercel for web hosting, Convex for the database and backend, Zitadel for authentication, and Mux for video delivery and playback services. They process the information needed for their respective services. Other providers may be involved in support, business administration or features that your organisation requests.

Video delivery involves sending connection information to Mux so that it can serve the video. In published Stories outside a Learning Session, Mux playback analytics and its cookies are disabled until you accept optional analytics, and are disabled again if you decline or withdraw. When enabled, Mux measures playback and video quality using information about the video, browser, device, network connection and randomly generated viewer and session identifiers. In Learning Sessions, Mux playback measurement is enabled with its cookies disabled to help diagnose video delivery and playback quality. This measurement is separate from participant learning records. Video delivery continues without optional analytics in public Stories. See the Cookie policy for more information.

We share learning information with the organisation providing the experience and the people it authorises. We may also disclose information to professional advisers or public authorities where necessary and lawful. We do not sell personal data.

Where a provider processes personal data on our behalf, the relationship must be covered by the appropriate data processing terms. Organisation customers can request information about the providers and safeguards relevant to their agreement from our privacy contact.

7. International transfers

Butterfly is based in Denmark, but this does not mean that all processing takes place in Denmark or the European Economic Area. Hosting, video delivery, support or other provider operations may involve processing outside the EEA.

Transfers of personal data outside the EEA must have a valid transfer mechanism, such as an applicable European Commission adequacy decision or Standard Contractual Clauses with any required supplementary measures. The mechanism and processing locations depend on the provider and service arrangement.

Contact us for information about the transfer arrangements and safeguards applicable to your service. Any specific data-residency requirements need to be agreed for the organisation's deployment.

8. How long information is kept

Temporary records for optional Story analytics are scheduled for deletion within 24 hours. The associated consent preference also expires after 24 hours. Aggregate Story statistics have no automatic expiry and are retained while the project exists. These are separate retention periods: expiry of a browser cookie does not erase server-side statistics.

Account progress, content and Learning Session records are retained according to the purpose of the service, the organisation's instructions and the applicable agreement. Ending or archiving a Learning Session does not itself delete its records. A session recovery cookie may remain for up to one year; that cookie's lifetime is not the retention period for learning records.

For contact, contract, support and security information, retention depends on the matter being handled, legal obligations and the need to establish, exercise or defend legal claims. Backup and provider-log retention follow their own service arrangements. Contact us or the responsible organisation for the period or criteria applicable to your information.

9. Security and responsible use

We use access permissions and authentication to restrict access to projects and learning records. Security also depends on how an organisation manages its users, content and sharing settings. Please report suspected unauthorised access to our privacy contact.

Where a Story is intended for children or involves sensitive information, the organisation must consider the audience, the necessary legal basis and appropriate safeguards before collecting responses. Privacy information should be understandable to the intended learners.

Learning statistics and quiz results support training and reflection. They should not be treated as a complete assessment of a person. Organisations must separately assess any use of learning records for decisions about individuals. Information about AI-assisted authoring is available on our AI transparency page.

10. Your rights and choices

Depending on the legal basis and circumstances, you can request access to your personal data, correction, erasure, restriction of processing or a portable copy. You may object to processing based on legitimate interests. Where processing is based on consent, you can withdraw it at any time. This does not affect processing that was lawful before withdrawal.

Send requests to privacy@butterflyinteractive.com. If the organisation providing a Story is the controller, contact it directly or ask us to help direct your request. We may need proportionate information to verify your identity. Please do not send more personal information than is necessary for the request.

You can lodge a complaint with Datatilsynet, the Danish Data Protection Agency, or with the supervisory authority in the EU/EEA country where you live or work, or where you believe an infringement occurred.

11. Contact and policy updates

For privacy questions, contact Butterfly Interactive ApS, CVR 46573862, Denmark, at privacy@butterflyinteractive.com.

We update this policy when our service or processing changes. The date at the top identifies this version. Where a change requires new information or consent, we will provide it before the relevant processing begins. Reading this policy is not consent to optional analytics.