Terms of Service

Version 1. Effective date: 15 October 2026.

Operator: SelfCtrl Ltd (registered in England and Wales, company number 17503835, registered office 66 Paul Street, London EC2A 4NA).

These Terms govern your use of SelfCtrl (the "Service"), an AI-assisted meal and nutrition logging application. By using the Service, you agree to these Terms. How we handle your information is set out in our Privacy Policy and Health Data Consent notice.

Early access

SelfCtrl is currently offered as an early access preview to a limited, invited group of users. We may change, suspend, or withdraw access to the Service at any time during this period. Sign-in creates your account on first login. Before you log a meal you must agree to these Terms, confirm you have read the Privacy Policy, and give your health data consent.

Not medical advice

SelfCtrl is not a medical device, a dietetic service, or a substitute for professional medical, nutritional, or clinical advice. Do not rely on it for diagnosis, treatment, allergen management, or the care of an eating disorder. If you have a health condition or concern, consult a qualified professional.

AI-generated estimates

Nutrition figures are produced by artificial intelligence analysing the photos and notes you provide. These are approximate estimates, not verified nutrition labels. They can be wrong about portions, ingredients, cooking methods, or hidden allergens, and should not be treated as a substitute for packaged nutrition information or professional advice.

Your content and responsibilities

You are responsible for what you submit to the Service. Only upload photos and notes you have the right to share, and do not upload images of other people without their permission. Do not use the Service to submit unlawful, abusive, or harmful content, or to harm others.

Acceptable use and usage limits

You agree to use the Service only for its intended purpose of personal meal and nutrition logging. To keep the Service reliable and affordable for everyone, we apply reasonable limits on usage (for example, the number of meals or estimates you can submit in a given period). We may throttle, restrict, or suspend accounts that abuse the Service or exceed reasonable personal use.

You must not upload content that is illegal, sexually explicit, violent, hateful or otherwise inappropriate, or content that has nothing to do with logging food and drink. You must not try to circumvent, disable, probe or interfere with the Service's security measures, usage limits or other safeguards, for example by automated or scripted access, by creating accounts to get around a limit or a suspension, or by crafting content intended to manipulate the AI. If we detect or reasonably suspect such abuse, we may suspend or close the account, without notice where we think it necessary to protect the Service or other people, and remove the content concerned. Where the law requires it, we may report illegal content to the authorities.

Fees and paid plans

SelfCtrl is currently free to use during early access. Once publicly launched, the Service will be a paid product, which may be offered with a free trial period from time to time. These Terms apply whether or not you are on a free trial, and continued use of the Service after any trial period may require payment under the pricing then in effect.

If your subscription plan lapses (for example, you cancel it or a payment fails), you can still export your data, but you may not be able to log new meals until you resubscribe. If your plan stays lapsed and you do not add or edit a meal for twelve months, we may delete your account and its data. We're not being mean - we just need to keep the Service affordable for everyone, and we must have a legal basis for storing your data for only as long as you use the Service.

Your data

How we collect, use, and retain information — including photos, meal notes, and account data — is described in the Privacy Policy. You can permanently delete your account and data from the Account page (reached via the Profile menu's "Account" link). Deletion cannot be undone. Withdrawing your health data consent also closes your account, because the Service cannot work without it. Meals are deleted automatically five years after their date, as the Privacy Policy explains.

Photos matter most when you log a meal and shortly afterwards, but they can carry far more personal information than the nutrition figures drawn from them. We need them only to estimate and refine estimates; after that we keep them for a reasonable time as a convenience to you, and not for as long as your meal data. We keep the larger photos for about four months and small thumbnails for about 12 months, again as a convenience, though we may delete either sooner in some circumstances. Photos are deleted automatically, so do not rely on SelfCtrl to store them.

Suspension and termination

We may suspend or terminate your access to the Service if you breach these Terms, misuse the Service, or if we discontinue the Service or your early access invitation. You may stop using the Service at any time, or delete your account from the Account page. We may also close an account that has been inactive with a lapsed plan, as described under "Fees and paid plans".

As-is / no warranty

The Service is provided as is and as available, without warranties of any kind, including fitness for a particular purpose, accuracy of estimates, or uninterrupted availability. To the fullest extent permitted by law, SelfCtrl Ltd is not liable for any loss arising from your use of the Service, including reliance on AI-generated estimates.

Changes to these Terms

We may update these Terms from time to time, for example as the Service moves from early access to general availability. We will update the effective date above when we do. Continued use of the Service after changes take effect constitutes acceptance of the new Terms.

Contact

Questions about these Terms, or reports that something in the Service is not working, can be sent to support [at] selfctrl [dot] co [dot] uk.