1. About this Privacy Policy
This Privacy Policy explains how The American BBQ Company (Europe) Limited trading as The American BBQ Company collects, uses, stores and shares personal data when you use our websites at americanbbq.co.uk and shop.americanbbq.co.uk, buy from us, contact us, create an account, request information, sign up for marketing, or otherwise deal with us.
We aim to use personal data fairly, lawfully and transparently. This policy applies to consumers, business customers, website visitors, supplier contacts and other individuals who deal with us.
2. Who is responsible for your personal data?
The controller of your personal data is [Insert full legal company name] trading as The American BBQ Company.
- Registered Office: 7, Staple House, 5 Eleanor's Cross, Dunstable LU6 1SU
- Company number: 07556797
- Email: info@americanbbq.co.uk
We are not required to appoint a formal Data Protection Officer unless our circumstances change. Privacy questions should be sent to the contact details above.
3. Personal data we collect
Depending on how you interact with us, we may collect and use the following types of personal data:
- identity details, such as name, job title, business name and account username;
- contact details, such as billing address, delivery address, email address and telephone number;
- order and transaction details, such as products ordered, delivery instructions, invoice details, payment status, returns, refunds and customer service history;
- business customer details, such as trade account information, business type and authorised contacts;
- technical data, such as IP address, browser type, device information, website usage data and cookie identifiers;
- marketing preferences, such as whether you have opted in or out of email marketing;
- communications, such as emails, enquiry forms, reviews, complaints and notes of conversations;
- payment-related information processed by payment providers. We do not usually store full card details ourselves.
4. How we collect personal data
We collect personal data when you provide it to us, for example when you place an order, create an account, request a quote, contact us, sign up for marketing or leave a review. We also collect some technical data automatically through cookies and similar technologies when you use the website.
We may also receive personal data from third parties such as payment providers, couriers, fraud prevention services, marketing platforms, analytics providers, trade references, suppliers, professional advisers or publicly available sources such as Companies House.
5. How and why we use personal data
|
Purpose |
Examples of use |
Likely lawful basis |
|
Process orders and supply goods |
Taking orders, payment processing, delivery, returns, refunds, after-sales support |
Contract / legitimate interests |
|
Manage business customer accounts |
Trade enquiries, account administration, quotes, invoices, credit control |
Contract / legitimate interests |
|
Customer service |
Responding to enquiries, complaints, warranty queries and product questions |
Contract / legitimate interests / legal obligation |
|
Website operation and security |
Account login, basket functions, fraud prevention, security monitoring, troubleshooting |
Legitimate interests / contract |
|
Marketing |
Sending newsletters, product updates, offers and event information where permitted |
Consent or legitimate interests, depending on the circumstances |
|
Analytics and website improvement |
Understanding site use and improving content, navigation and products |
Consent for non-essential cookies; legitimate interests for some aggregate analysis |
|
Legal and compliance |
Record keeping, tax records, responding to legal claims or official requests |
Legal obligation / legitimate interests |
|
Reviews and feedback |
Publishing or moderating product reviews and customer feedback |
Consent / legitimate interests |
Where we rely on legitimate interests, this means we use personal data in a way that is reasonably necessary for running and protecting our business, provided your rights and interests do not override ours.
6. Advertising and Marketing
We may send marketing communications where you have opted in, where the law allows us to contact you about similar products or services, or where we are contacting a business contact in a business context. You can unsubscribe or opt out at any time by using the unsubscribe link in our emails or by contacting us.
We do not sell personal data to third parties for their own marketing.
We may use Google Ads and related Google advertising services to promote our products and services, measure the performance of our advertising, understand how visitors interact with our website after clicking on an advert, and, where you have consented, show more relevant adverts to people who have previously visited our website.
Depending on the services enabled, Google may process information such as cookie identifiers, device and browser information, pages visited, products viewed, approximate location, advert interactions and conversion events such as enquiries or purchases.
Where required by law, we will only use Google advertising cookies, tags or similar technologies with your consent. You can manage this through our cookie banner or cookie settings.
Google may process this information as an independent controller or as our processor, depending on the specific Google service and settings used. You can find more information in Google’s own privacy information and advertising settings.
7. Cookies and similar technologies
We use cookies and similar technologies as explained in our Cookie Policy. Some cookies are needed for the website to work. Others, such as analytics or advertising cookies, should only be used where the required consent has been given.
8. Sharing personal data
We may share personal data where necessary with:
- payment providers and fraud prevention providers;
- couriers, delivery partners, installers or service partners;
- website, hosting, IT, analytics, email marketing, customer support and e-commerce platform providers;
- professional advisers such as accountants, insurers, lawyers and debt recovery advisers;
- suppliers or manufacturers where needed for warranty, technical support, direct fulfilment or product queries;
- HMRC, regulators, courts, law enforcement or other authorities where required;
- a purchaser or potential purchaser if we sell, restructure or transfer all or part of our business.
We require service providers to protect personal data and use it only for the purposes for which it was provided.
9. International transfers
Some service providers may process personal data outside the UK. Where this happens, we will take steps intended to ensure appropriate protection for the data, such as using countries with adequacy arrangements or suitable contractual safeguards where required.
10. How long we keep personal data
We keep personal data only for as long as reasonably necessary for the purposes described in this policy, including legal, accounting, tax, warranty, customer service, fraud prevention and dispute purposes.
|
Type of record |
Typical retention approach |
|
Order, invoice and tax records |
Usually up to 6 years after the end of the relevant financial year, unless a longer period is needed. |
|
Customer service and warranty records |
For the warranty period and then for a reasonable period to deal with disputes or repeat enquiries. |
|
Marketing records |
Until you unsubscribe or we decide the data is no longer useful, subject to suppression records to respect opt-outs. |
|
Website analytics data |
For the period set in the relevant analytics tool or cookie settings. |
|
Account data |
For as long as the account remains active and then for a reasonable period afterwards. |
11. Your rights
Depending on the circumstances, you may have the right to:
- ask for access to your personal data;
- ask us to correct inaccurate or incomplete data;
- ask us to delete personal data;
- ask us to restrict use of personal data;
- object to certain uses of personal data;
- ask for data portability;
- withdraw consent where we rely on consent;
- complain to the Information Commissioner’s Office.
These rights are not absolute and may not apply in every situation. We may need to confirm your identity before responding to a rights request.
12. Keeping personal data secure
We use appropriate technical and organisational measures intended to protect personal data against accidental or unlawful loss, misuse, unauthorised access, alteration or disclosure. No website or email system can be guaranteed to be completely secure, so please take care when sending information to us online.
13. Children
Our websites and products are not directed at children. We do not knowingly collect personal data from children.
14. Changes to this policy
We may update this Privacy Policy from time to time. The version date at the bottom of the page shows when it was last updated.
15. Contact and complaints
If you have any questions or wish to exercise your rights, contact us at datacontroller@americanbbq.co.uk.
You also have the right to complain to the UK Information Commissioner’s Office. Website: ico.org.uk
Version: April 2026