PriceGuard.AI – Privacy Policy

1. Purpose of this Notice

This Privacy Policy explains how we collect, use, disclose, and protect your personal data in accordance with the UK GDPR, Data Protection Act 2018, and related laws. It applies to website visitors, customers, merchants, and users of our Services.

2. Data We Collect

• Account and contact information – name, business name, address, email, phone number, payment details.
• Operational data – product and variant identifiers, SKU data, pricing information, alert recipient details.
• Technical data – device type, IP address, browser information, analytics and cookies.

3. How We Use Your Data

We use your data to: (a) deliver and maintain our Services, (b) communicate with you, (c) process payments, (d) improve functionality and security, (e) send updates and marketing (with consent or as permitted by PECR), and (f) comply with legal obligations.

4. Lawful Bases for Processing

We rely on the following lawful bases under Article 6 of the UK GDPR: (a) performance of a contract, (b) compliance with legal obligations, (c) legitimate interests for analytics and service improvement, and (d) consent for optional communications or cookies.

5. Sharing Your Information

We share limited personal data with trusted service providers who assist in delivering our Services, such as cloud hosting, payment, messaging, and analytics providers. All third parties are bound by written contracts ensuring confidentiality and appropriate security.

6. International Transfers

Your data may be transferred outside the UK or EEA where our suppliers operate. In such cases, we implement safeguards such as the International Data Transfer Agreement or Standard Contractual Clauses.

7. Data Retention

We retain personal data for as long as necessary to provide the Services and for legal, accounting, or reporting purposes. Account records may be retained for up to seven years. Alert and operational data are typically stored for up to 24 months.

8. Your Rights

You have the right to access, rectify, erase, restrict, or object to processing, and to data portability. If you are a Consumer, you also have the right to withdraw consent and lodge a complaint with the Information Commissioner's Office (ICO).

9. Cookies

We use essential cookies to enable our website and optional analytics cookies with your consent. You can manage cookie preferences through your browser settings or our cookie banner.

10. Security

We employ appropriate technical and organisational measures, including encryption, secure storage, and access control. However, no online service is completely secure.

11. Marketing

We may send you information about our products or updates similar to those you already use. You may opt out at any time by clicking the unsubscribe link or contacting info@priceguard.ai.

12. Children

Our Services are intended for business users and are not directed to children under 16.

13. Updates to this Policy

We may update this Privacy Policy periodically. The most recent version will always be available on our website.

14. Contact

If you have questions or wish to exercise your rights, please contact our Data Protection Officer at info@priceguard.ai or write to our registered address.