Terms

Terms of use for Elf Watch

Last updated 9th November 2026. These terms cover the Elf Watch app on iPhone and Android, and this website, elf.watch, including the free Elf Tracker, calls from your Elf and the video packs sold on the website.

Who we are

Elf Watch is run by Dubois Group Ltd, trading as Elf Watch ("we", "us"), a company registered in England and Wales, company number 16649416, registered office C/O Stuart McBain Ltd, Unit 14, Tower Street, Brunswick Business Park, Liverpool, L3 4BJ, United Kingdom.

The app is built and run for us by Radical Company (Europe) Limited. Your agreement is with us, not with Radical.

You can reach us at hq@elf.watch.

These terms, and the other documents

By using Elf Watch you agree to these terms. Please read them with our privacy notice, which explains how we use your data.

Elf Watch is for grown-ups

Accounts are for adults aged 18 or over. Only a grown-up can make an account, buy anything or make a video.

Children can enjoy Elf Watch with a grown-up. Videos are created and revealed by a grown-up. On the Elf Tracker, children use the children's view, which only plays things and has a grown-ups' lock so children cannot change settings.

You are responsible for what happens in your account, and for any children who watch with you.

Your account

• One account per family email address.
• Keep your password safe and do not share it. Tell us straight away if you think someone else has used your account.
• Give us accurate details, and keep your email address up to date so we can reach you.
• The Elf Tracker and the app can be linked, so you can open the app already signed in from the website or an Elf HQ email. Each of those app links works once, and only for a short time. The privacy notice explains what is shared.

The free Elf Tracker

The Elf Tracker on elf.watch is free. It runs in November, and its Elf HQ emails are part of the service you sign up for. You can stop them at any time with the unsubscribe link. You do not need the app to use the tracker.

Credits and packs

The app is free to download. Each video uses one credit. You buy credits inside the app, through Apple's App Store or Google Play. You can also buy the same packs on our website: see Video packs on our website.

• Packs: Taster (3 videos), Mini bundle (10 videos), Season Pass (25 videos) and For the Adventurous (50 videos).
• The store shows the price in your local currency before you buy, including taxes where they apply. In the UK the packs are £4.99, £12.99, £23.99 and £39.99.
• There is no subscription. You only pay when you choose to buy a pack.
• Credits are for making Elf Watch videos in the Elf Watch app. They have no cash value and cannot be transferred to another account.
• Credits you bought in the app last season (2025) and did not use carry over into the Elf Watch app this season.
• All unused video credits, bought or free, must be used by 31st January 2027. They are not carried over after that date, and unused credits are not refunded then.

A free video for each child with both Elf calls

If you buy both Elf calls (the Arrival call and the Christmas Day call) together for a child in a paid order on the Elf Tracker, that child gets a free video of their Elf in your home on 1st December, while the offer runs. Each child with both calls gets one free video. You make the video in the Elf Watch app, signed in with the same email as your Elf Tracker. This free video comes only with a paid order of both Elf calls. A single call, or a free call (such as the call for inviting friends), does not include a free video, and it is separate from any other free video offer. We can end free offers for new orders at any time. Ending an offer does not take away free videos you have already got.

Discount codes

Some of our partners share discount codes, for example 10% off a pack. A code gives 10% off every pack you buy that season on the same account. One code per account. Codes cannot be exchanged for cash, and they only work while the offer runs.

A call from your Elf

A call from your Elf is a short recorded audio message, about 2 minutes long, in which your family's Elf "phones" one child from the North Pole. It plays on your Elf Tracker at elf.watch, and you can open it on a phone with a link or QR code to hand to your child.

It is make-believe, not a real phone call. We never ring a phone number, and nobody can answer or reply to the call.

The two calls

• The Arrival call: your Elf calls to say they are on their way. You can buy it from 6th November until 6pm on 30th November, your local time. We make it straight after you pay, usually within a few minutes.
• The Christmas Day call: your Elf calls back from the North Pole to say thank you for Christmas. You can buy it from 6th November until the end of 31st December. When you buy it, you only choose the Elf and the child. We make it later, as explained below.

Each call is for one child, from that child's Elf. Each child can have one Arrival call and one Christmas Day call. You can buy calls for up to 6 children, aged 2 to 12, in one order.

The Arrival call: what you tell us

• your child's first name (if you type more than one word, we only use the first, so a surname never reaches the Elf);
• their age;
• something they are proud of, their favourite thing and something they are working on, a few words each;
• if you like, one story from the North Pole for the Elf to talk about;
• your Elf's personality for the call: cheeky or kind.

You can also choose to show the Elf's words on screen while the call plays.

The Christmas Day call: how it works

• From 24th December, the Calls tab on your tracker asks you about Christmas: up to 3 things your Elf got up to in your home and, if you like, a present your child loved and what they had for Christmas dinner.
• You also choose when it rings: straight away, or at a time you choose, on the hour between 6am and 8pm, on any day up to 31st December.
• We make the call as soon as you send this. Once it is made, what it says cannot be changed, but you can change when it rings until it has rung.
• While we are still waiting to hear from you, we email you a reminder on 24th, 27th and 30th December.
• If you have not told us anything by 6pm on 31st December (your local time), we make a general thank-you call at that time, and it rings straight away. If you buy the call after 6pm on 31st December, we make it at midnight that night.

Prices

The price is per call, and each call is for one child. So the total depends on how many children you choose and which calls each one has. You see the full price in your currency before you pay, and there are no other charges.

"Both calls" means an Arrival call and a Christmas Day call for the same child, bought together. You can only buy them together while both are on sale, from 6th November until 6pm on 30th November. If you buy the other call later, it costs the one-call price.

We charge in your family's currency, chosen from the country of the home town on your tracker (or, if there is none, the country you are in). Families in the UK pay in pounds, families in the euro countries pay in euros, families in Canada, Australia and New Zealand pay in their own dollars, and families everywhere else pay in US dollars. If your bank charges a fee for paying in another currency, that fee is your bank's, not ours.

Prices include any VAT or sales tax we have to charge where you live. Your receipt shows the tax.

Calls are not sold to customers in Switzerland for now.

Paying for both calls also gives that child one free video of their Elf in your home on 1st December, while the offer runs. See A free video for each child with both Elf calls.

Who sells calls, and ordering

Calls are sold by Dubois Group Ltd, trading as Elf Watch, company number 16649416, registered in England and Wales, C/O Stuart McBain Ltd, Unit 14, Tower Street, Brunswick Business Park, Liverpool, L3 4BJ, United Kingdom. UK VAT number GB 503 2924 21 (for UK sales). Your contract for a call is with us.

Calls are bought on the Elf Tracker and paid through Stripe, our payment provider. They are not bought through Apple or Google, so the Apple and Google refund rules do not apply to calls. This section does.

You must be 18 or over, and the parent or carer of each child you buy a call for (or have their parent's or carer's permission). Before you pay, you check the summary and the price and tick a box about your right to cancel. Your contract starts when your payment goes through, and we email you to confirm your order.

We can refuse an order, for example if the details are unsuitable for a child or the calls are no longer on sale. If we refuse after you have paid, we refund you in full.

Your right to cancel a call

When you buy online, the law usually gives you 14 days to change your mind. A call is digital content made just for your child, so this works differently:

• Until a call is made, you can cancel it for a full refund, even if that is more than 14 days after you bought it. Email hq@elf.watch with your order email address and the child's first name.
• When you pay, you ask us to make your call (the Arrival call straight away; the Christmas Day call when you tell us about Christmas, or on 31st December if you do not). You agree that once a call has been made, you lose your right to cancel it and get a refund, unless it is faulty or cannot be made. You tick a box to confirm this before you pay, and our confirmation email repeats it.

For the Arrival call, this means you can only cancel in the few minutes before it is made. Refunds go back to the card or payment method you used, within 14 days of you cancelling.

If a call cannot be made, or is faulty

We try up to 3 times to make each call. If we still cannot make it, we email you and refund that call in full. You do not need to ask. A call’s refund is what you paid for that call: with both calls for a child, the Arrival call’s share is in proportion to the one-call price and the Christmas Day call has the rest, and any discount is shared across the calls in proportion.

If your call does not play, is cut off, has the wrong child's name, or does not match what you asked for, email hq@elf.watch and tell us what is wrong. We will remake it if we can, or refund you if we cannot, or if remaking it would not put things right in time.

A call that plays as described but does not sound quite as you imagined is not a fault. Please tell us anyway; we may be able to help. None of this affects your legal rights: under the Consumer Rights Act 2015, digital content must be as described, fit for purpose and of satisfactory quality.

Please keep it suitable for a child

The Elf reads out what you type, so please keep it kind and simple. Please do not include:

• surnames, home addresses, school or nursery names, or anything that would let someone find your child;
• phone numbers, email addresses, links, dates or birthdays;
• anything about your child's health, a medical condition or a disability, or anything private you would not want said out loud;
• other people's full names, brand names or other companies' products;
• anything unkind, frightening or unsuitable for a child.

Our checks refuse many of these automatically and ask you to change the words. They cannot catch everything, so please check what you type. If something gets through that should not, tell us and we will delete the call and remake it, or refund you.

The Elf's voice is made by computer (AI)

Our team writes the words of every call in advance, and your child's details are added to them. The Elf's voice that reads them is made by computer, using artificial intelligence (AI) speech technology. The Elf voices were designed for Elf Watch and are not copied from any real person's voice. A word or name may occasionally sound a little different from how you say it, so you can listen to your call before your child hears it.

Keeping and sharing your call

• Your call stays on your Elf Tracker until 31st January after that Christmas, then we delete it. Save it to your phone or computer before then if you want to keep it.
• We keep the details you typed for your call until 1st January 2027, so we can fix your call if anything goes wrong, then we delete them.
• Deleting your Elf Tracker account deletes your calls, and the details you typed, straight away.
• The phone link and QR code work for 48 hours. Anyone who has the link can play that one call, so only give it to people you trust. The link contains no names.
• The call is for your personal and family use. You are welcome to play it and share it with family and friends, but remember it says your child's first name, so think carefully before posting it publicly. You may not sell it or use it for advertising or any business.
• The words, the Elf voices, the music and the sound belong to us or the people we license them from. We give you a personal licence to keep, play and share your call as described here, and it carries on after we delete our copy.

Calls are a seasonal feature, on sale only between the dates above. We work hard to make every call on time, but we cannot promise the service will never be interrupted. Questions or complaints: email hq@elf.watch with your order email address and the child's first name, and a real person will reply.

Invite up to 5 friends for a free call from your Elf

1. Who it is for, and until when. Any family with an Elf Tracker account can earn one free Arrival call from their Elf (normally £2.99, or the same call in their own currency) by inviting up to 5 friends to the free Elf Tracker. The offer has no fixed end date: it runs until we end it (see Changes and ending the offer).
2. How a friend counts. A friend counts when they make their own Elf Tracker account using your invite link, confirm their own email address with the code we send them, and set up at least one Elf. Each friend must use a different email address, which cannot be yours or another friend's. Our own test and staff accounts do not count.
3. What you get. You can invite up to 5 friends, and 3 of them need to count. When 3 friends count, you can order one free Arrival call for one child. You can order it on the Elf Tracker from 6th November, even after the offer has ended, for as long as Elf calls are on sale. Before you order, we tell you that your free call is made straight away. The free call is not available in Switzerland, where calls are not sold for now. Everything in A call from your Elf applies to the free call too, except that you do not pay.
4. Once per family. Each family can get the free call once, whatever the number of friends or accounts. A family is the email address that owns the Elf Tracker account (we treat small changes to the same address, such as dots in a Gmail address or a +word, as the same address).
5. No swaps. The free call cannot be exchanged, moved to another family or account, or swapped for money or anything else.
6. Fair use. We may refuse, cancel or withhold the free call if we reasonably believe the friends' sign-ups are not real (for example, made-up email addresses, or one person making several accounts). If we do, you can email hq@elf.watch and we will look at it again.
7. If the call cannot be made. If we cannot make your free call, it goes back on your Elf Tracker and you can order it again.
8. Changes and ending the offer. We may end or change this offer at any time. If you already have 3 friends counted when we do, you keep your free call.

Video packs on our website

You can buy video packs on elf.watch. You pay through Stripe, our payment provider, and you make the videos in the Elf Watch app, which goes live on 16th November 2026.

Early bird offer: until the end of 16th November 2026 (UK time), every pack is at least 20% off the price above. The page shows the price you pay before you pay. Influencer codes cannot be used on packs during the offer.

These are the prices in pounds. If you pay in another currency, the page shows the price in that currency before you pay. Prices include any VAT or sales tax we have to charge where you live. Your receipt shows the tax.

Website packs are not sold to customers in Switzerland for now. You can still buy packs in the Elf Watch app.

How you get your videos

• You pay with your email address. You do not need an Elf Tracker account.
• Once your payment goes through, your videos wait for you. Once the Elf Watch app is live on 16th November 2026, sign in to it with the same email address.
• Each video in your pack makes one film.
• Making your videos is covered by the rest of these terms, including Videos and calls are made by artificial intelligence, Your photos and videos, Reaction videos and Sharing.

Who sells website packs

Packs bought on our website are sold by Dubois Group Ltd, trading as Elf Watch, company number 16649416, registered in England and Wales, C/O Stuart McBain Ltd, Unit 14, Tower Street, Brunswick Business Park, Liverpool, L3 4BJ, United Kingdom. UK VAT number GB 503 2924 21 (for UK sales). Your contract is with us, not with Apple or Google, so packs bought on our website are not refunded through Apple or Google. Ask us instead.

Your right to cancel a website pack

• Before you pay, you ask to be able to make your videos as soon as you can, and you tick a box to agree that you lose your 14-day right to cancel once you make a video, or add your videos to the Elf Watch app.
• Until then, within 14 days of buying, you can cancel for a full refund. Email hq@elf.watch from the email address you paid with.
• After 14 days we do not refund videos you have not made, but they stay waiting for you until 31st January 2027 (see Credits and packs).
• If a video cannot be made, it goes back into your pack straight away. Elf Watch videos are made by artificial intelligence, so every one is different and some will turn out unusual or unexpected. That is part of the fun and is not a fault, and we do not refund videos because of it. If a video will not play, or has no Elf in it at all, email hq@elf.watch and we will give you a replacement video to make it again.

Refunds go back to the card or payment method you used, within 14 days. None of this affects your legal rights under the Consumer Rights Act 2015.

Refunds and your rights

This section is about packs bought in the Elf Watch app. Calls from your Elf and packs bought on our website are sold by us through Stripe, and their own sections, A call from your Elf and Video packs on our website, explain cancelling and refunds.

Packs bought in the app are paid through Apple or Google, under their own payment and refund rules. To ask for a refund, contact Apple or Google. We cannot refund a store purchase directly.

If you ask Apple or Google for a refund, you agree that we may share information about how you used your purchase (for example whether the videos from it were made) with Apple or Google, so they can decide your request.

If a refund is granted, any unused credits from that pack are removed from your account.

Your right to cancel

Credits are digital content. When you buy a pack, you ask us to make your credits available straight away, and you agree that we start supplying the digital content immediately. You understand that this means you lose your 14-day right to cancel under the Consumer Contracts Regulations 2013 once we start supplying it, which is when you use a credit to make a video. Before you pay, the app asks you to agree to this, and your store receipt confirms it.

None of this affects your statutory rights. Under the Consumer Rights Act 2015, digital content must be as described, fit for purpose and of satisfactory quality.

Videos and calls are made by artificial intelligence

Elf Watch videos are made by artificial intelligence (AI) from the photos you take of your own Elf and your own room. They are not real footage.

The Elf's voice in a call from your Elf is also made by computer (AI). See A call from your Elf.

• Results vary. The AI will not get every detail right every time, and two videos from similar photos can look different.
• Following the photo guide in the app gives the best results.
• If a video will not play, or has no Elf in it at all, we will give you a free credit to make it again. Contact hq@elf.watch.
• A video that plays but does not look quite right is not a fault and is not automatically refunded. Please contact us and we will look at it. We may give you a goodwill credit. This does not affect your legal rights under the Consumer Rights Act 2015.
• If a video is unsuitable or upsetting, report it in the app and we will review it.

Your photos and videos

The photos you upload and the reaction videos you record stay yours. You give us a licence to use them only to make your videos, store them, show them back to you, and show them to the people you choose to share with. That includes the companies that run Elf Watch for us, who may only use them for that purpose.

• Only upload photos you have the right to use.
• Photograph the Elf and the room only. Never upload photos of children, or of anyone else. The only exception is a reaction video, which a grown-up chooses to record.
• The videos we make for you are for your personal and family use, and you are welcome to share them and post them on your own social media. Our approved partners may also use videos in their posts, as long as they label paid posts as adverts.

Reaction videos

Reaction recording is optional and is always started by a grown-up.

• There is one reaction per video. It is recorded the first time that video is revealed.
• Every reaction clip is deleted from our servers on 31st January each year. We remind you before then, so you can save any you want to keep to your phone first.
• Before you share a reaction for the first time, the app shows you a warning, because a reaction video shows your child.

Sharing

In the Elf Watch app you can share a video or a reaction with a link. Please share responsibly.

• Anyone who has the link can watch it, and they can pass the link on to other people. We cannot control where a link goes after you send it.
• A shared link stops working when you switch sharing off, when the video is deleted, or, for reactions, on 31st January.
• The share page never shows your child's name or your Elf's name.
• If someone saves or records a video while the link works, we cannot take that copy back.

Using Elf Watch fairly

Please do not use Elf Watch to:

• upload or make anything unlawful, harmful, sexual, hateful, violent or abusive, or anything that bullies or harasses anyone;
• upload photos of children or other people, or photos you do not have the right to use;
• try to break, hack, overload, copy or misuse the app, the website or our systems, including using bots or automated tools;
• get round credit limits or offers, or make extra accounts to do so;
• pretend to be someone else, or use someone else's account.

We can suspend or close an account that breaks these rules, and remove content that breaks them. Where it is fair and safe to do so, we will tell you first and explain why.

Our brand and our content

The app, the website, the Elf Watch name and logo, our Elf illustrations, the scene prompts and the design all belong to us or the people we license them from. You can use them as part of Elf Watch, but please do not copy or reuse them for anything else.

Elf Watch is an independent brand, not affiliated with Elf on the Shelf or Elves Behavin' Badly. It is not endorsed by or connected to them, or any other Elf brand, toy maker or person.

Apple and Google

If you downloaded the app from the App Store or Google Play, these terms are between you and us, not Apple or Google. We, not Apple or Google, are responsible for the app and its content, for support, and for dealing with any claims about it. Apple and Google have no duty to maintain or support the app. You must also follow the store's own terms. Apple and its subsidiaries can enforce these terms against you as a third party. Apple's standard licensed application end user licence agreement also applies to the app alongside these terms.

A seasonal service

Elf Watch is a Christmas service. The Elf Tracker runs in November, and the app is busiest from mid November to Christmas.

• We may change, add, pause or remove features, prompts or offers. If a change takes away something you have paid for, we will tell you and treat you fairly.
• We work hard to keep Elf Watch running, but we cannot promise it will always be available, uninterrupted or free of errors, especially at busy times.
• If we ever close Elf Watch for good, we will give you at least 30 days' notice so you can use your credits, and we will refund any unused paid credits on request.

Our responsibility to you

Nothing in these terms limits or excludes our liability for death or personal injury caused by our negligence, for fraud or fraudulent misrepresentation, or for anything else the law does not allow us to limit.

If we break these terms or fail to use reasonable care and skill, we are responsible for loss or damage you suffer that is a foreseeable result. We are not responsible for loss or damage that was not foreseeable when you started using Elf Watch.

If digital content we supply damages a device or other digital content that belongs to you, because we did not use reasonable care and skill, we will either repair the damage or pay you fair compensation.

Elf Watch is for personal and family use. We are not responsible for business losses, such as lost profit or lost business opportunity.

Deleting your account

You can delete your Elf Watch account at any time, for free:

• in the app: Settings, then Account, then Delete account; or
• by following the steps on our delete your account page, including asking us by email.

Deleting removes your account, the photos you uploaded, your videos, your reaction recordings and your purchase history in the app. Any shared links stop working. Unused credits are lost, and the app shows how many you have before you confirm. This cannot be undone, so save anything you want to keep first. We keep only the basic purchase records the law requires, for tax and accounting.

You can delete your Elf Tracker account with the "Delete my account" button at the bottom of your tracker page. Deleting your Elf Tracker account also deletes your calls from your Elf straight away, so save any you want to keep first. The privacy notice explains what that removes.

Changes to these terms

We may update these terms, for example when we add features or the law changes. We will change the date at the top. If a change is significant, we will tell you by email or in the app before it applies. If you do not agree, you can stop using Elf Watch and delete your account. A purchase you have already made stays under the terms that applied when you made it.

The law that applies

These terms are governed by the law of England and Wales, and the courts of England and Wales can hear any dispute. If you live in Scotland or Northern Ireland, you can also bring a claim in your local courts. If you live in the European Union, you keep the protections of the consumer law where you live, and you can bring a claim in your local courts.

If something goes wrong, please contact us first. Most problems can be put right quickly.

If any part of these terms cannot be enforced, the rest still applies. If we do not enforce a term straight away, we can still enforce it later.

Contact us

Email hq@elf.watch and a real person will reply. You can also use our contact form.