# Privacy Policy > At Emma Bridgewater we make lovely things that help people capture moments of joy. Emma Bridgewater is committed to make sure your privacy is protected. ... Source: https://help.emmabridgewater.co.uk/en_us/privacy-policy-faqs-ByPjInenu Last updated: 2023-08-22T14:24:13.405Z At Emma Bridgewater we make lovely things that help people capture moments of joy. Emma Bridgewater is committed to make sure your privacy is protected.  This privacy policy will inform you as to how we look after your personal data when you visit our USA website (regardless of where you visit it from) and tell you about your privacy rights and how the law protects you. This privacy policy explains how the Emma Bridgewater Limited (“Emma Bridgewater”, “we”, “us, “our”) website collects data, the types of data we collect, and how we use that data when it is provided to us, both on our USA website at \[ www.us.emmabridgewater.com and www.emmabridgewater.com\] (“Site”) and in conjunction with the various goods and services we provide on our Site. Emma Bridgewater is the controller and responsible for your personal data and is an English company (No: 01943787) with its registered office at Bedford House, 69-79 Fulham High Street, London, United Kingdom, SW6 3JW. We will review this privacy policy periodically to represent any changes in our use of your personal data or the law. It is our practice to notify you by email of any substantive changes to this privacy policy, but we would hope you will review this privacy policy regularly to stay informed about how we handle your personal data.  At all times, you will be subject to our [terms of use](https://www.emmabridgewater.co.uk/pages/terms-conditions) [](#_msocom_2), which includes your account page and any secure areas of the Site. **1\. Purpose** This privacy policy describes our approach to any personal data we may collect from you or on which we may have received from a third party, as well as the purposes for which we process the data. This privacy policy outlines your rights. Please take a moment to read and understand this policy. It should be read in conjunction with our website [terms and conditions](https://www.emmabridgewater.co.uk/pages/terms-conditions) and our [cookie policy](https://help.emmabridgewater.co.uk/en_gb/cookie-policy-ByOld1Got) [](#_msocom_3). When we reference personal data, we mean any information which relates to an individual who can be distinguished or differentiated from those who are known or identifiable. The entity can be referenced by a name, an identification number, a unique physical feature, or an online identification number (such as an IP address).  This privacy policy refers to your personal data, whether you provide it to us or received from a third party. It does not refer to data obtained from a third-party product or service (for which we have appointed a data protection officer (DPO) who is responsible for overseeing questions in relation to this privacy policy. If you have any questions about this privacy policy, including any requests to exercise your legal rights, please contact the DPO using the following details: [EBDBPO@emmabridgewater.co.uk](mailto:EBDBPO@emmabridgewater.co.uk) **2\. How to contact us** If you have any questions or wish to exercise your rights as a data subject established in this privacy notice, please contact us via one of the following means:  * One the site, using the contact form [here](https://help.emmabridgewater.co.uk/en_gb/contact/contact-us-B1s4ksS0d) [](#_msocom_4). * Send us an email at customerservices@emmabridgewater.co.uk * Write to us Emma Bridgewater, Customer Services Department, Berryhill Trading Estate, Berry Hill Road, Stoke on Trent, ST4 2NL. * Call us on 01782 210565 You have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK regulator for data protection issues (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contact us in the first instance.  Changes to the privacy policy and your duty to inform us of changes **We keep our privacy policy under regular review.** It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us. **Third-party links** This website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy policy of every website you visit. **3\. The data we collect about you** Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data). We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows: 1. **Identity Data** - First name; last name; social media handle. 2. **Contact Data** - Delivery address; billing address; email address; telephone number. 3. **Financial Data** - Partial payment card details. 4. **Transaction Data** - Information about payments you have made; information about products you've bought from us. 5. **Profile Data** - Your username, password, your details, or avatar, such as whether you have previously taken part in a promotion or competitions, should be used to login feedback and survey responses to any Enquiry or Contact Form on the site. 6. **Behavioural Data** - Your browsing activities and information and interaction with our emails, gained by the use of pixel tags and similar technologies; information regarding when your current and previous sessions started. 7. **Technical Data** - The device type, along with the IP address and browser type, as well as the geographic location, to be sure you are getting the correct notices. 8. **Marketing and Communications Data** - Marketing preferences; service communication preferences. We also collect, use and share Aggregated Data such as statistical or demographic data for any purpose. Aggregated Data could be derived from your personal data but is not considered personal data in law as this data will **not** directly or indirectly reveal your identity. For example, we may aggregate your Usage Data to calculate the percentage of users accessing a specific website feature. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this privacy policy. We do not collect any Special Categories of Personal Data about you (this includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health, and genetic and biometric data). Nor do we collect any information about criminal convictions and offences. **If you fail to provide personal data** Where we need to collect personal data by law, or under the terms of a contract we have with you, and you fail to provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you (for example, to provide you with goods or services). In this case, we may have to cancel a product or service you have with us but we will notify you if this is the case at the time. **4\. How will my data be stored?** All personal data is stored securely in our system or servers provided by third parties.  Our Site is hosted by Shopify Inc. and is PCI compliant which means sensitive customer information will be securely stored at all times. We do not hold credit card details which is why you will be asked to enter them each time you checkout. You can set up an auto-complete through your browser. **5\. How is your personal data collected?**[](#_msocom_5) We use different methods to collect data from and about you including through: * **Direct interactions**. You may give us your Identity, Contact and Financial Data by filling in forms or by corresponding with us by post, phone, email or otherwise. This includes personal data you provide when you : * order our products or services; * create an account on our Site; * request marketing to be sent to you; * enter a competition, promotion or survey; or * give us feedback or contact us. * **Automated technologies or interactions**. As you interact with our Site, we will automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies and other similar technologies. We may also receive Technical Data about you if you visit other websites employing our cookies. Please see our [cookie policy](https://help.emmabridgewater.co.uk/en_gb/cookie-policy-ByOld1Got)  for further details. * **Third parties sources**. We will receive personal data about you from various third parties including as set out below: * Contact, Financial and Transaction Data from providers of technical, payment and delivery services such as Shopify Inc (who host our Site) and Stripe (who manage online card payments) . For more insight, you may also want to read Shopify’s Terms of Service ([https://www.shopify.com/legal/terms](https://www.shopify.com/legal/terms "Shopify T&C's")) or Privacy Statement ([https://www.shopify.com/legal/privacy)](https://www.shopify.com/legal/privacy) "Shopify Privacy Policy"). **6\. What we do with your personal data** We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances: * Where we need to perform the contract we are about to enter into or have entered into with you. * Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests. * Where we need to comply with a legal obligation. See point **12\. Glossary** to find out more about the types of lawful basis that we will rely on to process your personal data. Generally, we do not rely on consent as a legal basis for processing your personal data. Where we do rely upon consent (for certain marketing communications), you have the right to withdraw your consent at any time by contacting us. **Purposes for which we will use your personal data** Alongside essential order processing elements, we also share personal information with third-party marketing partners for commercial and advertising purposes. We have set out below, in a table format, a description of all the ways we plan to use your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate. Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. Please contact us if you need details about the specific legal ground we are relying on to process your personal data where more than one ground has been set out in the table below. **Purpose/Activity** **Type of data** **Lawful basis for processing including basis of legitimate interest** To open an account. You may complete the registration form. (a) Identity (b) Contact Performance of a contract with you To process and deliver your order including: (a) Manage payments, fees and charges (b) Collect and recover money owed to us (a) Identity (b) Contact (c) Financial (d) Transaction (e) Marketing and Communications (a) Performance of a contract with you (b) Necessary for our legitimate interests (to recover debts due to us) To manage our relationship with you which will include: (a) Notifying you about changes to our terms or privacy policy (b) Asking you to leave a review or take a survey (a) Identity (b) Contact (c) Profile (d) Marketing and Communications (a) Performance of a contract with you (b) Necessary to comply with a legal obligation (c) Necessary for our legitimate interests (to keep our records updated and to study how customers use our products/services) To enable you to take part in a prize draw, competition or complete a survey (a) Identity (b) Contact (c) Profile (d) Usage (e) Marketing and Communications (a) Performance of a contract with you (b) Necessary for our legitimate interests (to study how customers use our products/services, to develop them and grow our business) To administer and protect our business and this website (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data)      (a) Identity (b) Contact (c) Technical (a) Necessary for our legitimate interests (for running our business, provision of administration and IT services, network security, to prevent fraud and in the context of a business reorganisation or group restructuring exercise) (b) Necessary to comply with a legal obligation To deliver relevant website content and advertisements to you and measure or understand the effectiveness of the advertising we serve to you (a) Identity (b) Contact (c) Profile (d) Usage (e) Marketing and Communications (f) Technical Necessary for our legitimate interests (to study how customers use our products/services, to develop them, to grow our business and to inform our marketing strategy) To use data analytics to improve our website, products/services, marketing, customer relationships and experiences (a) Technical (b) Usage Necessary for our legitimate interests (to define types of customers for our products and services, to keep our website updated and relevant, to develop our business and to inform our marketing strategy) To make suggestions and recommendations to you about goods or services that may be of interest to you (a) Identity (b) Contact (c) Technical (d) Usage  (e) Profile  (f) Marketing and Communications Necessary for our legitimate interests (to develop our products/services and grow our business) When you use our linked social media pages (a) Identity (b) Contact (c) Technical (d) Usage  (e) Profile  (f) Marketing and Communications Necessary for our legitimate interests (to develop our products/services and grow our business). We and the related social media platform can obtain information about your interactions on our Site or with our purposes and may share it with others. This includes, for example, personal data, such as information you have chosen to share via the social media ‘like' or similar embedded features. When you get in touch with Customer Services (a) Identity (b) Contact (c) Financial (d) Transaction (e) Marketing and Communications Necessary for our legitimate interests (must fulfil our contractual obligations, or it is in our legitimate interest to use your personal data to ensure that we can assist you with a return or provide better customer service and improve our services.) **Marketing** We strive to provide you with choices regarding certain personal data uses, particularly around marketing and advertising. **Promotional offers from us** We may use your Identity, Contact, Technical, Usage and Profile Data to form a view on what we think you may want or need, or what may be of interest to you. This is how we decide which products, services and offers may be relevant for you (we call this marketing). You will receive marketing communications from us if you have requested information from us or purchased goods from us and you have not opted out of receiving that marketing. **Opting out** If you would like to Opt-out of sharing your personal information with 3rd party marketing partners, please email us at [EBDBPO@emmabridgewater.co.uk](mailto:EBDBPO@emmabridgewater.co.uk) You can also request that we stop sending you marketing messages at any time by: * logging into the website and checking or unchecking relevant boxes to adjust your marketing preferences; or * by following the opt-out links on any marketing message sent to you; or * by contacting us at any time via our customer services team.  * Google - If you wish to opt-out of retargeting ads and services, you can do so by downloading this Google Ad Opt-Out browser ad on. To do so simply follow this link https://tools.google.com/dlpage/gaoptout/. Where you opt out of receiving these marketing messages, this will not apply to personal data provided to us as a result of a product purchase, warranty registration, product/service experience or other transactions. **Cookies** You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of this website may become inaccessible or not function properly. For more information about the cookies we use, please see our [cookie policy](https://help.emmabridgewater.co.uk/en_gb/cookie-policy-ByOld1Got). **Change of purpose**  We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If you wish to get an explanation as to how the processing for the new purpose is compatible with the original purpose, please [contact us](https://help.emmabridgewater.co.uk/en_gb/contact/contact-us-B1s4ksS0d).  If we need to use your personal data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so. Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law. **7\. Who else do you share my data with?** We may share your personal data with the parties set out below for the purposes set out in the table  above. * Internal Third Parties as set out in the Glossary below. * External Third Parties as set out in the Glossary below. * Third parties to whom we may choose to sell, transfer or merge parts of our business or our assets. Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy policy. We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions. **8\. Your data outside the UK and the European Economic Area (“EEA”)**  In the event that our data privacy practises require us to transfer personal data to jurisdictions outside the European Economic Area (EEA), we will transfer it. Non-EEA country regulations on data protection aren't identical to those in the UK and in the EEA. In particular, non-EU countries do not give the same levels of protection for personal data, cannot provide the same degrees of data protection, and do not provide any data protection assistance if you have questions about how your personal data is being used. When moving personal data out of the EU or the EEA, we will follow our legal and regulatory obligations with regard to your personal data, having a lawful basis for doing so and taking appropriate steps to ensure protection. We will implement appropriate measures to safeguard your personal data under applicable privacy laws. Additional information is available here.  As required by law, implement at appropriate security safeguard. Please contact us if you require more information on the procedures for exporting your personal data out of the EEA data. Please contact us if you want further information on the specific mechanism used by us when transferring your personal data out of the UK.  **9\. Data security** We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.  We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so. **10\. Data retention** **How long will you use my personal data for?** We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you. To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements. In some circumstances we will anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you. **11\. Your legal rights** Under certain circumstances, you have rights under data protection laws in relation to your personal data. These are set out below. **No fee usually required** You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we could refuse to comply with your request in these circumstances. **What we may need from you** We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response. **Time limit to respond** We try to respond to all legitimate requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated. **12\. Glossary** **LAWFUL BASIS** **Legitimate Interest** means the interest of our business in conducting and managing our business to enable us to give you the best service/product and the best and most secure experience. We make sure we consider and balance any potential impact on you (both positive and negative) and your rights before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law). You can obtain further information about how we assess our legitimate interests against any potential impact on you in respect of specific activities by contacting us. **Performance of Contract** means processing your data where it is necessary for the performance of a contract to which you are a party or to take steps at your request before entering into such a contract. **Comply with a legal obligation** means processing your personal data where it is necessary for compliance with a legal obligation that we are subject to. **THIRD PARTIES** **External Third Parties** * Service providers acting as processors who provide IT and system administration services, such as: Shopify (web platform), Ometria (email platform), Netsuite (ERP), Payment providers (Shopify Payments and Klarna). In order to offer you Klarna’s payment methods, we might in the checkout pass your personal data in the form of contact and order details to Klarna, in order for Klarna to assess whether you qualify for their payment methods and to tailor those payment methods for you. Your personal data transferred is processed in line with [Klarna’s own privacy notice](https://www.klarna.com/international/privacy-policy/). * Courier companies (currently DPD and Fedex). * Management of our product reviews (Trustpilot). * Professional advisers acting as processors or joint controllers including lawyers, bankers, auditors and insurers based in the United Kingdom who provide consultancy, banking, legal, insurance and accounting services. In general third parties will only collect, use and disclose your info to the extent necessary to allow them to perform the services they provide us.  **YOUR LEGAL RIGHTS** You have the right to: **Request access** to your personal data (commonly known as a "data subject access request"). This enables you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it. **Request correction** of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us. **Request erasure** of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. Note, however, that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request. **Object to processing** of your personal data where we are relying on a legitimate interest (or those of a third party) and there is something about your particular situation which makes you want to object to processing on this ground as you feel it impacts on your fundamental rights and freedoms. You also have the right to object where we are processing your personal data for direct marketing purposes. In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your rights and freedoms. **Request restriction of processing** of your personal data. This enables you to ask us to suspend the processing of your personal data in the following scenarios: * If you want us to establish the data's accuracy. * Where our use of the data is unlawful but you do not want us to erase it. * Where you need us to hold the data even if we no longer require it as you need it to establish, exercise or defend legal claims. * You have objected to our use of your data but we need to verify whether we have overriding legitimate grounds to use it. **Request the transfer** of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format. Note that this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you. **Withdraw consent** at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent.