Privacy Policy

This privacy policy is issued by Vitadefence Ltd (“Vitadefence”, “we”, “us”, “our”), a company registered in England & Wales under Company No. 15979768. Our registered office is at 3rd Floor, 86–90 Paul Street, London EC2A 4NE, United Kingdom. We are the data controller for personal data we collect through vitadefence.com.

Contact: info@vitadefence.com · ICO registration: ZC106169.

• Identity and contact data: name, delivery address, email, phone number.
• Order data: order number, products, quantity, status, order date.
• Payment data: handled by Shopify at its own checkout. We never store full card details.
• Technical data: IP address, browser, device, usage logs.
• Website usage data (only if you accept analytics): the pages you view, clicks, scrolling and mouse movements, your device and browser, and an approximate location from your IP address. What you type into forms and drop-down menus is masked and not recorded.
• Advertising data (only if you accept marketing): the address of the page you view and your IP address, which go to Google, and what you view, add to your basket and check out with, which goes to Pinterest.
• Marketing preferences: email opt-in, cookie consent.

• To process and deliver your orders.
• To comply with UK tax and accounting law, including HMRC VAT reporting.
• To respond to customer service enquiries.
• To improve the site, products, and service.
• If you accept analytics: to see how pages are used and find and fix problems, using Microsoft Clarity.
• If you accept marketing: to measure our advertising and show relevant ads on other platforms, using Google Tag Manager with the Google tag, and Pinterest.
• To send marketing emails only if you have opted in. You can unsubscribe at any time.

We process your personal data on the following legal bases: contract performance (order fulfilment), legal obligation (tax & accounting), legitimate interest (fraud prevention, site security), and consent (marketing email, non-essential cookies).

Microsoft Clarity is switched on only if you accept Analytics in our cookie banner. Google Tag Manager, which loads our Google tag, and the Pinterest tag are switched on only if you accept Marketing.

• Shopify — the checkout and payment processing.
• Royal Mail — order fulfilment and Tracked 48® delivery.
• HMRC — VAT reporting where legally required.
• IT providers — hosting, analytics, email.
• Microsoft — Microsoft Clarity (heatmaps and session recordings), only if you accept analytics.
• Google — Google Tag Manager and our Google tag for Google Ads and Merchant Center measurement, only if you accept marketing.
• Pinterest — advertising tag, only if you accept marketing.

We never sell your personal data.

If you accept Analytics, Microsoft Clarity records how you use our site: the pages you view, clicks, scrolling and mouse movements, with your device, browser and approximate location. We use it to see where visitors get stuck and to improve the site. What you type into forms and drop-down menus is masked and not recorded. Clarity is switched off on our quiz and coach pages and on page views whose address carries a product search.

Microsoft is an independent controller of the data it collects through Clarity. It uses that data as its Privacy Statement describes, including to improve its products and to build profiles for advertising. We never give Clarity advertising consent. When you withdraw Analytics, the page reloads once so that Clarity stops at once, and it does not start again until you accept Analytics.

If you accept Marketing, Google Tag Manager loads our Google tag for Google Ads and Merchant Center measurement. Your browser then sends Google the address of the page you view and your IP address. Google may use the IP address to find your general location, to measure how well ads work and, depending on your settings, to make the ads you see more relevant, and it may set or read cookies on your browser. Google Tag Manager and the tag are switched off on our quiz and coach pages and on page views whose address carries a product search.

Google processes what Tag Manager handles on our behalf, under its data processing terms, and uses what its advertising tag receives for its own purposes. Read How Google uses information from sites or apps that use our services and Learn more about how Google processes personal information. When you withdraw Marketing, the page reloads once so that Google Tag Manager and the Google tag stop at once, and they do not start again until you accept Marketing.

Microsoft and Google process data outside the UK. Microsoft keeps Clarity data in the Microsoft Azure cloud and may process it in the United States and other countries where it has facilities; it states that it complies with the EU-U.S. Data Privacy Framework and its UK Extension. Google may process the data Tag Manager handles in any country where Google or its sub-processors have facilities, under the safeguards in its data processing terms (an alternative transfer solution or standard contractual clauses).

To get a copy of these safeguards, write to info@vitadefence.com.

Order and invoice data: 6 years (UK tax law). Marketing preferences: until you withdraw consent. Technical logs: up to 12 months. Customer service enquiries: up to 3 years.

Analytics data, only if you accept analytics: Microsoft Clarity keeps recordings for 30 days, and labelled or favourited recordings, heatmaps and click data for 9 months. Marketing data, only if you accept marketing: Google and Pinterest keep what their tags receive as their own policies say, and the Google cookies we know of last from 90 days to 13 months (see our Cookie Policy). Your cookie choice is kept in your browser for 6 months.

Under the UK GDPR and Data Protection Act 2018 you have the right to access, rectify, erase, restrict, object to, and port your personal data. You can exercise these rights by emailing info@vitadefence.com. You also have the right to lodge a complaint with the UK Information Commissioner's Office (ICO) at ico.org.uk.

Where we rely on your consent, for example for analytics or marketing, you can withdraw it at any time, and our tools are told at once. Withdrawing does not affect what we did before. See Cookies for how.

We use strictly necessary cookies to operate the site (session, basket, security). With your consent we also use analytics cookies, to understand how visitors use the site, and marketing cookies, to measure and show our advertising. You can manage your preferences via your browser at any time.

Analytics is Microsoft Clarity. Marketing is Google Tag Manager, which loads our Google tag for Google Ads and Merchant Center measurement, and Pinterest. None of them starts before you choose in the cookie banner, and none runs on our quiz and coach pages or on a page whose address carries a search. To withdraw your consent, use the Cookies link at the bottom of any page, press Change cookie settings at the top of the Cookie Policy, switch off what you no longer accept and press Save preferences. Your choice lasts 6 months, and we ask again sooner if we add a new tool. Our Cookie Policy describes the cookies and how long they last.

Our products and services are not aimed at anyone under 16. We do not knowingly collect personal data from children. If you are a parent or guardian and believe your child has provided personal data to us, please contact info@vitadefence.com and we will delete it.

We may update this policy from time to time. The latest version is always available at vitadefence.com/privacy with the date last updated at the top of the page.

This privacy policy is governed by the laws of England and Wales. Disputes are subject to the exclusive jurisdiction of the courts of England and Wales.