Privacy Policy
Last updated: May 2026
What we collect
We collect anonymous usage data via Google Analytics 4 (GA4) with Consent Mode v2. GA4 only processes data after you accept the cookie banner. Before acceptance, GA4 operates in cookieless mode — no identifiers are stored and no cookies are set.
Anonymous analytics (GA4)
When you consent, GA4 collects: approximate geographic location (country/city level), browser type, device category, pages visited, and session duration. IP addresses are anonymised server-side before storage.
We do not use GA4 for advertising, remarketing, or cross-site tracking. The "ad_storage", "ad_user_data" and "ad_personalization" signals are permanently set to denied.
Affiliate links
When you click an affiliate link, the brand's site may set its own cookies to track the referral. We don't control or access those cookies. See each brand's privacy policy for details.
What we don't collect
We don't collect addresses, IP addresses tied to identity, or any third-party tracking pixels. We don't run remarketing.
Email (coming soon)
We are not currently collecting email addresses. When we launch a newsletter, we will update this policy and add a clear opt-in. We will never sell your email to anyone.
Your rights
Under UK GDPR, you can ask us what data we hold about you, ask us to correct it, or ask us to delete it. Email us at hello@ebbandtheflow.com and we'll respond within fourteen days.
You can change your cookie preferences at any time using the link in the footer.
Affiliate Disclosure
How we make money
Matcha Expert uses affiliate links. When you click a link to a brand on this site and make a purchase, we may earn a small commission at no cost to you. This is how we fund the tins, the writing, and the website hosting.
What affiliate income doesn't change
- Rankings are determined by our scoring methodology, not by commission rates.
- We never accept payment to change a score or write a positive review.
- We never include a brand we haven't tested.
- We update reviews when prices, formulations or sourcing change — and we annotate the update at the bottom of the article.
- Biscuits will be consumed.
PR samples
We occasionally receive unsolicited samples from brands. When we review a product we received for free, we say so explicitly at the top of that review. A free sample does not guarantee a review, a positive review, or placement on any list.
The short version
We make money from affiliate commissions. That money never influences our scores or recommendations. If we think something is overpriced or mediocre, we'll say so even if it pays us well to link to it.
About Matcha Expert
Matcha Expert is an independent editorial site based in the UK, published by Ebb and Flow. We review matcha powders, publish buying guides, and write about matcha preparation and benefits. We are not affiliated with any matcha brand.
Editorial standards
- Every review is based on at least four weeks of personal use.
- Scores are set before we check affiliate commission rates.
- We correct errors promptly and date all corrections.
- We update reviews when prices, formulations or sourcing change — and we annotate the update at the bottom of the article.
Contact
General
Questions, corrections, recipe ideas, or just a hello — hello@ebbandtheflow.com.
Press & partnerships
For press enquiries, data requests or partnership discussions — hello@ebbandtheflow.com.
Brand review submissions
If you'd like us to consider your matcha for review, hello@ebbandtheflow.com. We won't promise to review or to rank, and we don't accept payment for placements. We will, however, read every email.
hello@ebbandtheflow.com