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Privacy Policy

This Privacy Policy is effective from 06 Dec 2023.

Equine-X Ltd (“equine-x”, “we”, “us”) are committed to protecting and respecting the privacy of all personal information obtained from you during any visits to the equine-x.com website (the “website”).

Equine-X Ltd is registered with the Information Commissioner’s Office (ICO).

This privacy policy contains information about us, the type of personal information we collect, how we collect it, why we have it, how we use it, how we store it and your data protection rights.

We encourage you to read the policy carefully and to contact us with any questions or concerns you may have.


Our contact details

Name: Equine-X Ltd

Address: CIDO Innovation Centre, 73 Charlestown Road, Portadown, County Armagh, BT63 5NW

Phone Number: +44 (0)28 3883 2126

E-mail: connect@equine-x.com

ICO Reg: ZB598596


The type of personal information we collect

We currently collect and process the following information:

  • Personal identifiers, names, addresses, telephone numbers, email addresses and usernames.
  • Financial and credit card information.
  • Website user statistics, including how you use our website, services and products.
  • Transaction Data, including details about payments to and from you and other details of products you have purchased from us.
  • Technical information, for example, your Internet Protocol (IP) address, cookie data, login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform and other technology on the devices you use to access this website.
  • Profile Data includes purchases or orders made by you, your interests, preferences, feedback and survey responses.
  • Information about your visit, including the Uniform Resource Locators (URL) clickstream to, through and from the website.
  • Marketing and Communications Data, including your preferences in receiving marketing from us and your communication preferences.


How we get the personal information and why we have it

Most of the personal information we process is provided to us directly by you for one of the following reasons:

  • You visit our website and consent to our use of cookies.
  • You register as a website user.
  • You make a purchase via our website.
  • You subscribe to our e-newsletter.
  • You have entered a competition.
  • You have made an enquiry to us.
  • You wish to attend, or have attended, an event.
  • You are representing your organisation.


We use the information that you have given us in order to:

  • Process and deliver your order.
  • Providing goods and services.
  • Process payments.
  • Process refunds, if applicable.
  • Provide you with customer support.
  • Account set-up and administration.
  • Facilitate your consented request to participate in a competition.
  • Delivering marketing and events communication.
  • Carrying out polls and surveys.
  • Internal research and development purposes.
  • Provide you with marketing communication that you have requested when you have not entered into a contract with us.
  • Use data analytics to improve our website, products/services, marketing, customer relationships and experiences.
  • Deliver relevant website content and advertisements to you and measure or understand the effectiveness of the advertising we serve to you.
  • Personalisation of content, business information or user experience.
  • Legal obligations (e.g., prevention of fraud).
  • Meeting internal audit requirements.

We may share this information with third-party service providers where necessary. For example:

  • Courier providers to facilitate delivery of orders.
  • Service providers based in the UK who provide IT and system administration services.
  • PayPal and STRIPE who facilitate payments on our website.

We will not share your information with any third parties for the purposes of direct marketing.

Under the UK General Data Protection Regulation (UK GDPR), the lawful bases we rely on for processing this information is that we have a contractual obligation.

If you have given us clear opt-in consent for us to process your data for a specific purpose (e.g., newsletter subscription), you have the right to withdraw consent (opt-out) at any time by contacting us.


How we store your personal information

Your information is securely stored and we will treat your personal data confidentially.

We do not transfer data outside the United Kingdom and European Economic Area.

To protect your data, we use the following measures:

  • To protect data against accidental loss, data is stored with regular back-ups and any loss of data can be restored.
  • To prevent unauthorised access, use, destruction or disclosure the use of strong passwords by the user to prevent unauthorised access is recommended.
  • To ensure business continuity and disaster recovery, backups of site are taken for recovery.
  • To restrict access to personal information, use of strong passwords is implemented and access is restricted to Equine-X Ltd and Web Administrators.
  • To conduct privacy impact assessments in accordance with the law and our business policies, which are reviewed on a regular basis.
  • IT servers provided by service provided adhere to Global and Regional Data Protection Certificates.

We will only retain your personal data for as long as is reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, contractual, accounting, or reporting requirements.

To determine the appropriate retention period for personal data, we consider the amount, nature, and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal requirements.

Details of retention periods for different aspects of your personal data are available in our retention policy which you can request from us by contacting us.

We will securely dispose your information by deleting it from our systems.


Your data protection rights

Under data protection law, you have rights including: 

  • 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 the right to object to the processing of your personal information in certain circumstances.
  • 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.

Please contact us at connect@equine-x.com if you wish to make a request.

Use of automated decision-making and profiling

Is not implemented.

Use of cookies and other technologies


Refer to our Cookie Policy.

Linking to other websites / third party content

We may from time to time provide links to external websites and resources on our website. In such instances, these will be for informational purposes and do not constitute endorsement. We take no responsibility for the content (or information contained within) any linked website. Should you choose to follow such links then we recommend you review their Privacy Policy and any relevant policies directly.


How to contact us

If you have any questions or concerns about our privacy practices or your personal information, or if you wish to file a complaint, you can contact us at: Equine-X Ltd, CIDO Innovation Centre, 73 Charlestown Road, Portadown, County Armagh, BT63 5NW. Tel: +44 (0)28 3883 2126. Email: connect@equine-x.com

You can also complain to the ICO if you are unhappy with how we have used your data. Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF. Tel: 0303 123 1113.

ICO website: https://www.ico.org.uk

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