Privacy policy.

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The London Flow Privacy Policy

Effective Date: 12 June 2025

1. Introduction

Welcome to The London Flow! ("we," "us," or "our"). We're committed to protecting your privacy. This Privacy Policy explains how we collect, use, store, and share your personal information when you sign up for our newsletter, express interest in our new products or services, and when you visit our website. We are the data controller for the personal information we process, meaning we determine the purposes and means of processing that data.

We comply with the UK General Data Protection Regulation (UK GDPR) and the Privacy and Electronic Communications Regulations (PECR).

2. Our Contact Details

  • Name: The London Flow

  • Website: www.thelondonflow.com

  • Email: info@thelondonflow.com

  • Instagram: @the.londonflow

3. The Personal Information We Collect

We currently collect and process the following personal information:

  • Directly Provided Information:

    • Email Address: This is collected when you sign up for our newsletter or express interest in a new product/service via our forms.

    • First Name and Last Name: We collect these to personalise our communications with you.

  • Automatically Collected Information (Website Analytics):

    • When you visit our website, we use analytics tools that may collect information about your device and Browse activity, such as:

      • IP address (anonymised where possible)

      • Device type and operating system

      • Browser type

      • Referring website

      • Pages visited on our site

      • Time spent on pages

      • Clicks and interactions with website elements

      • Approximate geographic location (e.g., country, city)

    • This data is primarily collected through cookies and similar tracking technologies. For more detailed information on the cookies we use, please refer to our Cookie Policy [you should create and link to a separate cookie policy here, or integrate it directly if it's very brief].

4. How We Get Your Personal Information and Why We Collect It

Most of the personal information we process is provided to us directly by you, or automatically collected when you interact with our website.

  • For Newsletter and Product/Service Updates:

    • We collect your email address, first name, and last name to send you regular updates, insights, articles, and promotional content related to [mention specific topics of your newsletter, e.g., London lifestyle, wellness, fitness, photography, local events, etc. - be specific to "The London Flow" content].

    • We also use this information to send you updates, exclusive offers, and information about our upcoming products or services, [Name of new product/service or type of product/service, e.g., photography workshops, guided tours, digital guides]. This also helps us to understand your interest and refine our offerings based on potential demand.

  • For Website Analytics:

    • We use analytics tools to understand how visitors use our website, which pages are most popular, where our traffic comes from, and to identify areas for improvement. This helps us enhance your experience on our website and better understand our audience.

    • We only collect analytics data if you provide your consent via our cookie banner.

5. Lawful Bases for Processing

Under the UK GDPR, we must have a lawful basis to process your personal data.

  • For Newsletter and Product/Service Updates:

    • The lawful basis we rely on for collecting your personal information for these purposes is your consent.

    • Your Consent: By actively ticking the opt-in box(es) provided on our sign-up forms, you are giving us clear, specific, informed, and unambiguous consent to process your personal information for these stated purposes.

  • For Website Analytics:

    • The lawful basis for collecting data via analytics cookies is your consent.

    • Your Consent: We will only deploy non-essential cookies (including analytics cookies) on your device if you provide your clear and affirmative consent via our website's cookie consent banner. You have the right to withdraw this consent at any time.

6. How We Store Your Personal Information

Your information is securely stored within Google Workspace (formerly G Suite), where we manage our email lists, communications, and other business operations. Google Workspace maintains robust security measures and is compliant with GDPR.

We implement appropriate technical and organisational measures to protect your personal data against unauthorised access, disclosure, alteration, or destruction.

We will keep your personal information for as long as you wish to receive our newsletter and/or updates about our new products/services. If you unsubscribe from our communications, we will promptly remove your information from our marketing lists. We may retain a record of your unsubscribe request to ensure we do not contact you again for marketing purposes.

Data collected via website analytics tools is retained for [state retention period, e.g., 26 months for Google Analytics 4, or whatever you set in your analytics settings]. After this period, the data is automatically deleted or anonymised.

### 7. Who We Share Your Personal Information With

We do not sell or rent your personal information to third parties. We may share your information with trusted third-party service providers who assist us in operating our business and delivering our services. These may include:

  • Google Workspace: For email management, data storage, and other integrated tools. Google acts as a data processor on our behalf, and their compliance with GDPR ensures your data is protected.

  • Google Analytics: This service helps us understand website traffic and user behaviour. Google acts as a data processor. We have configured Google Analytics to anonymise IP addresses where possible.

  • [If you use a dedicated Email Marketing Platform, e.g., Mailchimp, ConvertKit, etc., state it here]: This platform helps us manage our email lists and send out newsletters and product updates. They act as a data processor on our behalf, and we have a contract in place to ensure they comply with data protection laws.

  • [Other relevant third parties if applicable, e.g., website hosting provider if they have access to personal data, other specific tools.]

We ensure that any third parties we share data with are compliant with UK GDPR and have appropriate security measures in place.

8. International Data Transfers

As we use Google Workspace and Google Analytics, your data may be transferred to and stored at a destination outside the UK (e.g., in the US, where Google operates servers). Such transfers are subject to appropriate safeguards, such as Standard Contractual Clauses (SCCs) approved by the UK government, to ensure your data receives a similar level of protection as it would within the UK. Google's data processing terms include these safeguards.

9. Your Data Protection Rights

Under data protection law, you have several rights in relation to your personal information:

  • Your right of access: You have the right to ask us for copies of your personal information.

  • Your right to rectification: You have the right to ask us to rectify personal information you think is inaccurate. You also have the right to ask us to complete information you think is incomplete.

  • Your right to erasure: You have the right to ask us to erase your personal information in certain circumstances.

  • Your right to restriction of processing: You have the right to ask us to restrict the processing of your personal information in certain circumstances.

  • Your right to object to processing: You have the right to object to the processing of your personal information, especially where it is processed for direct marketing or for analytics purposes.

  • Your right to data portability: You have the right to ask that we transfer the personal information you gave us to another organisation, or to you, in certain circumstances.

You are not required to pay any charge for exercising your rights. If you make a request, we have one month to respond to you.

To exercise any of these rights, please contact us at info@thelondonflow.com.

10. Withdrawing Your Consent

You have the right to withdraw your consent at any time.

  • For marketing communications (newsletter, product updates): If you wish to withdraw your consent for us to send you newsletters or product/service updates, you can do so by clicking the "unsubscribe" link at the bottom of any email you receive from us, or by contacting us directly at info@thelondonflow.com.

  • For website analytics cookies: You can manage your cookie preferences and withdraw consent at any time via our cookie consent tool [consider adding: "which can usually be accessed via a persistent icon or link on our website."]. You can also often manage cookies through your web browser settings.

Upon withdrawal of consent for marketing, we will cease sending you marketing communications. Upon withdrawal of consent for analytics, we will stop collecting your data via those cookies.

11. How to Complain

If you have any concerns about our use of your personal information, you can make a complaint to us by emailing info@thelondonflow.com.

You can also complain to the ICO (Information Commissioner's Office) if you are unhappy with how we have used your data. The ICO's contact details are:

Information Commissioner’s Office Wycliffe House Water Lane Wilmslow Cheshire SK9 5AF

Helpline number: 0303 123 1113 ICO website: https://www.ico.org.uk

12. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or for other operational, legal, or regulatory reasons. We will notify you of any significant changes by posting the new Privacy Policy on our website and updating the "Effective Date" at the top.