In November 2021, Ruby posted an Instagram story encouraging her Instagram followers to pass along the address and details of their friends who might be having a bad day, so that she could surprise them with a letter to cheer them up.
Ruby evidently did not either consider or care about the safeguarding and privacy concerns of encouraging fans (especially younger fans) to offer up personal details of other people without their consent or knowledge.
Ruby also either did not seem to realise that if you're having a bad day, receiving a letter days or weeks later does little to cheer you up on the day in question, or this was a flimsy reason to get personal details of unsuspecting people.
In December 2021, Ruby took her fan penpal idea up a notch and mentioned that she was working on a way for people to "opt in" to potentially get a letter and maybe some Christmas gifts from her as a Christmas surprise.
Rather than set up a PO box, or arrange to include a letter or gift in random Pumpkin Productivity orders, or any number of better option, Ruby posted a Google Form for fans to fill out with their personal details in hopes of "winning" a personalised letter and/or Christmas gifts.
The major caveat was that you had to be a Pumpkin Productivity customer, and Ruby would apparently grab your address details from your order if you included your order number on the form.
The age range options included on this form allowed for applicants under 12, despite this being far too young to legally be a Pumpkin Productivity customer or be consenting to adults from the internet writing them letters.
The question fields were oddly specific.
"Do you like tea (I hope the answer is yes haha!)" - Yes/No (how???)/ Impartial (you obviously haven't tried the right kind
"Do you like old-fashioned things (Victorian, Edwardian, 1920s)?"
"Do you celebrate Christmas?"
The nature of the form raised instant questions and complaints about whether holding a prize draw open only to PP customers breached UK gambling/contest laws and Ruby showed zero regard for GPDR regulations or safeguarding concerns when making it.
The nature of the questions also made it seem like Ruby has specifically made it to find young fans who shared all of Ruby's interests for her to become penpals with. When asked how she chose "winners", Ruby responded, "I just choose people randomly mainly," essentially admitting that it wasn't entirely impartial regardless of all the other major safeguarding issues.
Following the complaints, Ruby did not acknowledge or respond publically, but quietly changed the form to remove the under-16 age ranges and add a vague disclaimer: "do not complete this form if you do not wish for your data to be stored for letter-writing purposes. You must be 16+ to fill out this form
When later discussing one of the winners she had selected in one of her video, Ruby remarked that the person picked was incredibly similar to Ruby, reinforcing the notion that Ruby has simply handpicked young penpals who were most like herself.