​At Autoguide Equipment Ltd (hereafter referred to as “the Company”) we are committed to processing personal information about our customers in ways that comply with our legal obligations, and to being clear with our customers about what we do with their personal information.

 

Some of the key points of our privacy statement are:

• We are thoughtful about the personal information we ask you to provide and the personal information that we collect about you through the operation of our services.

• We do not sell your data to third parties.

• We make it easy for you to manage your information - you can change your communication preferences at any time (for marketing purposes).

• We use data to help us provide great customer service, which includes tailoring the information we share with you to ensure it is relevant, useful and timely.

• We store personal information for only as long as we have a reason to keep it.

 

1.  Personal Information That We Collect

We collect a range of personal information relating to you, including: name; email address; telephone number; address; IP address; bank account details for BACS payments; company registration and VAT number; any other details required to process customer quotes, estimates, orders and aftercare; and any other personal information that you choose to provide to us when you complete our online contact forms or otherwise make contact with us.

 

Please note: we do NOT store credit card details on our systems.

 

2.  How We Use Your Personal Information

We use your personal information to maintain our relationship with you; to process orders and provide agreed goods and services; for invoicing and payments; to communicate with you and respond to enquiries; for record keeping and statistical analysis; to notify you about changes to our products and services; for logistical purposes including delivery planning; to investigate any complaint you make; to provide evidence in any dispute; to customise our website; to obtain credit references and credit checks; and to monitor telephone conversations for security, complaints and training purposes.

 

3.  Marketing

We may send you direct marketing in relation to our own products and services by phone and post, as long as this is in line with any marketing preferences you have provided to us. We will only send you direct marketing by email where you have consented to this.

 

You can opt out at any time by using the ‘Unsubscribe’ link in any marketing email or by contacting us at privacy@autoguide.co.uk.

 

4.  Credit Checks and Decision-Making

When you apply to open a credit account with us, we use information provided by Experian (a credit reference agency) to help assess your creditworthiness.

 

This process is not solely automated. Experian’s data is used as one input into a decision that is always reviewed and made by a member of our Finance team — either our Finance Manager or Finance Director. No credit account decision is made without human review and sign-off.

 

Experian’s Credit Reference Agency Information Notice (CRAIN) is available at: www.experian.co.uk/crain/index. If you have questions about your credit assessment, please contact us at privacy@autoguide.co.uk.

 

5.  Legal Basis for Processing

Consent: for direct marketing communications sent by electronic means.

Performance of a contract: for processing necessary to fulfil an order or provide goods and services to you.

Legal obligation: for processing required to comply with applicable law.

Vital interests: to protect your vital interests or those of another person where you or they are seriously injured or ill.

Legitimate interests: management of your account and our relationship with you; operating our website; our internal business purposes including record keeping, research, reporting, data security, quality assurance, credit checks, fraud detection, risk management, and debt collection.

 

You can object to processing carried out on the basis of our legitimate interests at any time by emailing privacy@autoguide.co.uk.

 

6.  How We Share Your Personal Information

We may share your personal information with: third-party couriers for dispatch of goods; licensed credit reference agencies (including Experian), debt collection agencies and lawyers; our accountants, auditors and legal advisers; emergency services where required; and Government departments or public bodies where required by law. We do not sell your personal data to third parties.

 

7.  How Long We Keep Your Personal Information

We retain your personal information for no longer than is necessary for the purposes for which it was collected, taking into account legal obligations, limitation periods, potential disputes, and guidelines from relevant data protection authorities. When no longer needed, we securely erase or anonymise it.

 

8.  Cookies

This site uses cookies - small text files placed on your device to help the site provide a better user experience. You may disable cookies in your browser settings at any time. For guidance visit www.aboutcookies.org.

 

9.  Security

We use appropriate technical and organisational measures to protect the personal information we process. Our website uses SSL encryption. All information is stored on our local server, which is encrypted and protected by firewalls. No transmission over the Internet can be guaranteed to be 100% secure.

 

10.  Your Rights

Under UK data protection law you have the following rights (subject to certain exceptions):

• Right to be informed: clear, transparent information about how we use your personal data.

• Right of access: to obtain a copy of your personal data and information about how it is used.

• Right to rectification: to ask us to correct personal data that is inaccurate or incomplete.

• Right to erasure: to request deletion of your personal data where there is no compelling reason to continue processing it.

• Right to restrict processing: to ask us to pause use of your personal data.

• Right to data portability: to obtain and reuse certain personal data across different organisations.

• Right to object: to object to processing carried out on the basis of legitimate interests.

• Rights related to automated decision-making: the right not to be subject to a decision based solely on automated processing. All credit account decisions at Autoguide involve human review by the Finance Manager and/or Finance Director.

 

11.  How to Make a Data Protection Complaint

If you are unhappy with how we have handled your personal data, you have the right to raise a complaint directly with us before escalating to the ICO.

 

To raise a complaint with Autoguide Equipment Ltd:

Email:  privacy@autoguide.co.uk

Post:   Data Protection Officer, Autoguide Equipment Ltd, Stockley Road, Heddington, Nr. Calne, Wilts SN11 0PS

Phone:  01380 850885 (ask for the Data Protection Officer)

 

We will acknowledge your complaint within 30 days of receipt and aim to respond fully as soon as possible.

 

If you remain dissatisfied, you may escalate to the ICO:

 

Information Commissioner’s Office (ICO)

Website:  www.ico.org.uk/make-a-complaint

Phone:    0303 123 1113

Post:     ICO, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF

 

12.  Contact Us

For any questions about this Privacy Policy, to exercise your data subject rights, or for general data protection enquiries, please contact our Data Protection Officer:

 

Email:  privacy@autoguide.co.uk

Phone:  01380 850885

Post:   Data Protection Officer, Autoguide Equipment Ltd, Stockley Road, Heddington, Nr. Calne, Wilts SN11 0PS

 

13.  Updates to This Policy

This policy was last updated: June 2026

Document reference: RG040 Privacy Policy V2.0