Privacy policy
Last updated: 21 October 2026
This Privacy Policy explains how U4RIA ("we", "us", "our") collects, uses and protects your personal data when you visit u4ria.co.uk, buy from us, sign up to our emails or contact us. We are the data controller for the personal data described in this policy. We handle your data in line with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations (PECR).
If you have any questions about this policy or your data, email us at info@u4ria.co.uk.
1. The data we collect
- Contact and identity details: your name, email address, phone number and delivery and billing addresses.
- Order details: the products you buy, order value, discount codes used, and delivery and return information.
- Payment details: payments are processed securely by our payment providers (such as Shopify Payments, PayPal, Klarna, Apple Pay and Google Pay). We never see or store your full card details.
- Account details: if you create an account, your login details and order history.
- Marketing preferences: whether you've agreed to receive emails or texts from us, and how you interact with them (for example, opens and clicks).
- Communications: messages you send us by email, contact form or live chat.
- Reviews: reviews, ratings, photos and your name or initials if you choose to leave a review.
- Technical and usage data: your IP address, device and browser type, approximate location, pages viewed, products added to your basket and how you arrived on our site. Much of this is collected through cookies and similar technologies. See our Cookie Policy.
We don't knowingly collect data from anyone under 18. Our products are only for sale to adults.
2. How we use your data and our lawful bases
| What we use it for | Lawful basis |
|---|---|
| Processing and delivering your order, handling returns and refunds, and sending order and shipping updates | Performance of a contract |
| Answering your questions and providing customer service | Performance of a contract / legitimate interests |
| Sending marketing emails or texts about new products and offers | Consent (you can unsubscribe at any time) |
| Reminding you about items left in your basket, where you've given us your email | Consent, or legitimate interests where the law allows |
| Showing you relevant ads on platforms such as Facebook and Instagram, and measuring how well our ads work | Consent (through our cookie banner) |
| Understanding how our website is used so we can improve it | Consent for non-essential analytics cookies; legitimate interests for basic site statistics |
| Preventing fraud and keeping our website secure | Legitimate interests / legal obligation |
| Keeping financial and tax records | Legal obligation |
| Publishing product reviews you choose to submit | Consent |
3. Who we share your data with
We never sell your personal data. We share it only with trusted service providers who help us run our business, and only as much as they need:
- Shopify: our e-commerce platform, which hosts our website, processes orders and provides checkout, analytics and live chat.
- Payment providers: Shopify Payments, PayPal, Klarna, Apple Pay, Google Pay and similar, to take payments and prevent fraud.
- Delivery partners: Evri and Royal Mail (and international carriers), to deliver your order.
- Klaviyo: to send our emails and texts and manage your marketing preferences.
- Meta (Facebook and Instagram) and Google: to show and measure our ads and understand site performance, where you've consented to marketing or analytics cookies.
- Elevar: a conversion-tracking tool that securely passes website and order events to our advertising and analytics partners, in line with your cookie choices.
- Judge.me: to collect and display product reviews.
- Professional advisers and authorities: such as accountants, HMRC, or law enforcement where we are legally required to.
If our business is ever sold or restructured, your data may be transferred to the new owner, who will be bound by this policy.
4. International transfers
Some of our service providers (for example, Shopify, Klaviyo, Meta and Google) store or process data outside the UK, including in Canada, the USA and the EU. Where this happens, we rely on UK adequacy regulations or approved safeguards such as the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses to protect your data.
5. How long we keep your data
- Order and transaction records: 6 years after the end of the financial year they relate to, to meet tax and accounting rules.
- Marketing data: until you unsubscribe or ask us to delete it. If you stop engaging with our emails for a long period, we may remove you from our list.
- Customer service messages: up to 2 years after your last contact.
- Cookies: for the periods described in our Cookie Policy.
6. Your rights
Under UK data protection law, you have the right to:
- access the personal data we hold about you
- ask us to correct inaccurate or incomplete data
- ask us to delete your data
- ask us to restrict how we use your data
- object to us using your data based on legitimate interests, including for direct marketing
- receive your data in a portable format
- withdraw your consent at any time, where we rely on consent
To use any of these rights, email info@u4ria.co.uk. We'll respond within one month. You can unsubscribe from marketing at any time using the link in our emails or by replying STOP to our texts. You can change your cookie choices at any time using the Cookie preferences link in our website footer.
If you're unhappy with how we've handled your data, please contact us first so we can try to put it right. You also have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk or on 0303 123 1113.
7. Keeping your data secure
We use secure, reputable service providers and limit access to your data to people who need it. Our checkout is encrypted, and payment details are handled by our PCI-compliant payment providers. No method of sending data over the internet is completely secure, but we take appropriate steps to protect your information.
8. Changes to this policy
We may update this policy from time to time. The latest version will always be on this page, with the date it was last updated at the top.
9. Contact us
Email: info@u4ria.co.uk
Full business contact details are on our Contact Information page.