Privacy Notice (UK GDPR & DPA 2018)

Last updated: 26 September 2025
Controller: Bold New Ages Limited (details above).
Contact: customer_service@boldages.com (Data Protection Lead).

What we collect

  • Identity & contact: name, email, delivery address, phone (if provided).

  • Order data: items purchased, totals, currency, refunds.

  • Technical data: device, IP, general location (approx.), browser.

  • Marketing preferences: email subscription status, campaign interactions.

  • Interactions: pages viewed, products clicked, basket events.

Why we use your data (lawful bases)

  • To fulfil your order and provide support (contract).

  • Fraud prevention & site security (legitimate interests/legal obligation).

  • Service analytics and site improvement (consent where cookies are non‑essential; otherwise legitimate interests for strictly necessary processing).

  • Marketing with your consent (you can withdraw anytime).

  • Personalisation & recommendations on site (legitimate interests; cookie consent where tracking is involved).

  • Dynamic pricing tests/MVP (legitimate interests; no legal or similarly significant effects on you; you can object). Our AI systems power product recommendations and dynamic offers as described in our internal AI plan; the purpose is to improve relevance and conversion, not to make decisions with legal or similarly significant effects. You can opt out of profiling by contacting us or through cookie preferences.

Transparency & rights for profiling/automated decisions are required; individuals can object and request human review where applicable. We do not carry out solely automated decisions with legal or similarly significant effects. 

Sharing your data (processors)

We share necessary data with:

  • Payment processors (Stripe, PayPal);

  • Fulfilment/printing & shipping partners (e.g., Gelato) to make and deliver your order;

  • Email & CRM tools (only if you opt in);

  • Analytics & ad tech (only with consent for non‑essential cookies).
    All processors must safeguard your data and act on our instructions.

International transfers

Some partners are outside the UK/EEA. Where we transfer personal data internationally, we use appropriate safeguards (e.g., adequacy decisions or Standard Contractual Clauses).

Retention

We keep order records as required by law and for accounting/guarantee purposes (commonly up to 6 years in the UK), and marketing data until you unsubscribe or we prune inactive lists. We maintain a retention schedule and delete or anonymise when no longer needed. 

Your rights

You can access, correct, erase, restrict, object, or request portability. Where we rely on consent, you can withdraw it anytime. To exercise rights, email customer_service@boldages.com. You also have the right to complain to the UK ICO.