Privacy Policy

1. Who We Are

Mercian Digital ("we", "us", "our") is a digital services business operated from Tamworth, England, United Kingdom.

We are committed to protecting and respecting your privacy in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and the Data (Use and Access) Act 2025.

2. What Data We Collect

We may collect and process the following personal data about you:

• Identity Data – your name, username, or similar identifier
• Contact Data – email address, phone number, postal address
• Technical Data – IP address, browser type and version, time zone, device information, cookies
• Usage Data – how you use our website, services, and communications
• Marketing & Communications Data – your preferences in receiving marketing from us
• Enquiry/Message Data – any information you provide when contacting us

3. How We Collect Your Data

We collect data through:

• Direct interactions (e.g. contact forms, email, social media messages)
• Automated technologies (e.g. cookies and similar tracking tools on our website)
• Third parties (e.g. Google Analytics, social media platforms)

4. Legal Basis for Processing

Under UK GDPR, we rely on the following lawful bases:

• Responding to enquiries: Legitimate interests / Contract
• Providing our services: Performance of a contract
• Sending marketing emails: Consent
• Improving our website: Legitimate interests
• Legal compliance: Legal obligation
• Preventing fraud/crime: Recognised legitimate interest (DUAA 2025)

5. How We Use Your Data

We use your personal data to:

• Provide, manage, and improve our digital services
• Communicate with you regarding enquiries, projects, or proposals
• Send you marketing communications (only where you have consented)
• Analyse website usage to improve user experience via Google Analytics
• Comply with legal and regulatory obligations
• Detect and prevent fraud or misuse of our services

6. Cookies

We use cookies and similar tracking technologies on our website, including those set by Google Analytics, to help us understand how visitors use our site. You will be asked for your consent before non-essential cookies are placed on your device, in line with UK PECR regulations. You can withdraw or change your cookie preferences at any time via our Cookie Settings link on our website.

7. Who We Share Your Data With

We do not sell your personal data. We may share it only with:

• IT and hosting providers – for website infrastructure and data storage
• Google Analytics – for anonymised website usage statistics (Google Privacy Policy)
• Email/marketing tools – only where you have given explicit consent
• Legal/professional advisors – where required
• Regulators or authorities – where required by law

8. Google Analytics

Our website uses Google Analytics, a web analytics service provided by Google LLC. Google Analytics uses cookies to collect information about how visitors use our site. This data is aggregated and anonymised where possible. You can opt out via the Google Analytics Opt-out Browser Add-on.

9. International Data Transfers

Some third-party providers (including Google) may process data outside the UK. Where this occurs, we ensure adequate safeguards are in place, such as UK International Data Transfer Agreements (IDTAs), in line with UK GDPR requirements.

10. How Long We Keep Your Data

• Client/project data – up to 6 years (contractual and tax purposes)
• Marketing data – until you withdraw consent or unsubscribe
• Website analytics – up to 26 months
• General enquiries – up to 2 years

11. Your Rights

Under UK GDPR, you have the right to:

• Access – request a copy of the data we hold about you
• Rectification – request correction of inaccurate data
• Erasure – request deletion of your data ("right to be forgotten")
• Restriction – request we limit how we process your data
• Portability – receive your data in a structured, machine-readable format
• Object – object to processing based on legitimate interests or direct marketing
• Withdraw Consent – withdraw consent at any time
• Complain – lodge a complaint with us or with the ICO

To exercise any of these rights: hello@merciandigital.co.uk
We will respond within 30 days.

12. Your Right to Complain

If you are unhappy with how we handle your data, contact the ICO:

• Website: www.ico.org.uk
• Phone: 0303 123 1113
• Post: ICO, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF

13. Data Security

We take appropriate technical and organisational measures to protect your personal data against unauthorised access, loss, or misuse. This includes secure servers, encrypted communications (HTTPS), restricted staff access, and regular security reviews.

14. Children's Privacy

Our services are not directed at children under the age of 13. We do not knowingly collect personal data from children. If you believe we have inadvertently collected such data, please contact us immediately at hello@merciandigital.co.uk.

15. Changes to This Policy

We may update this Privacy Policy from time to time. We will notify you of significant changes via email or a prominent notice on our website. The "Last Updated" date at the top will always reflect the most recent version.

16. Contact Us