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Privacy Policy | Appleton Sweets

Introduction - Last updated: 24/05/2018

This website is operated by Appleton and Sons Ltd (“We”, “us” or “Appleton and Sons”) and we are a controller for purposes of the Data Protection Act 1998 and EU General Data Protection Regulation. This means that we are responsible for, and control the processing of, the personal information you provide to us when using this website in accordance with this privacy policy.

Appleton and Sons understands that customers care about the use and storage of their personal information and we value your trust in allowing us to do this in a careful and sensible manner. We have created this privacy policy statement in order to demonstrate our commitment to the privacy of our customers.

By using Appleton and Sons, our website (including our mobile site), our mobile app, our social media pages, our help desk functions and any other Appleton and Sons service, you are acknowledging that we are processing your personal information for these purposes and your rights in relation to the same. This separate privacy policy can be accessed at the bottom of the pages of our website,

Personal Information we collect

We collect personal information about you when you:

a)       Place or manage an order;

b)       Register or alter details for “my account” accounts;

c)       Sign up for our newsletter and other marketing emails (in line with marketing below);

d)       Enquire about or engage with us to receive helpdesk services (such as contacting our head office/ customer services department through the “Contact Us” form on our website or by calling our telephone line);

e)       Post material to our website or social media page;

f)        Participate in competitions or promotions;

g)       And / or use our website and customer applications in any other way.

The personal information collected in the above manner may include the following about you (and others if their personal information is provided by you):

a)       Full name;

b)       Postal address;

c)       Delivery address;

d)       Email address;

e)       Telephone number;

f)        Payment details;

g)       Machine identifiers (such as IP addresses);

h)       Dispute resolution information;

i)         Image date;

j)        Behavioural data (tags and cookies – see Cookies and Tracking section below).

Personal information provided by third parties

We do not use any third parties to receive personal information.

How we use your information

We will collect personal information:

1 In order to take the necessary steps in preparation of, or to fulfil our obligations under, a supply of goods contract:

a)       Orders and Payments – Provide communications about the order, products and services being provided to you (and others if their personal information is provided by you);

b)       Orders and account update – send details of new, amended or cancelled orders or “my account” account details and changes – usually via email;

c)       Update you on matters affecting your order – contact you in the event of a change that affects your order or any data or personal information you have provided us with, such as changes to the terms and conditions of this privacy policy;

d)       Website service communication – provide notifications of and changes to our website or to our services that may affect you, or your order;

e)       Customer service communication – provide you with requested information or correspondence or a response from us to and enquiry made by you;

f)        To provide assistance in completing bookings – send reminder emails to continue with an order which is in your “basket” on our website or mobile app but is not paid and completed.

2 with your consent:

a)       Simplify payment process – use saved payment cards within your Appleton and Sons account so that, upon making future orders, you have the convenient option of selecting a previously saved card in order to pay. This information is only used / accessed when you use your saved card to pay for an order;

b)       Marketing communications – create a profile about you for marketing purposes to tailor our communications to you.

c)       Promotional offers – inform you about promotional others and other services that may be of interest (in line with the marketing communications above);

d)       Maintain records indication your consent to status – to ensure we accurately reflect your wishes when communicating to you.

3 in our legitimate* interest to improve our services:

a)       Website customisation – to customise our website and its content to your particular preferences in accordance with the Cookies and Tracking section below;

b)       Customer support – monitor calls and help train staff in relation to our customer support helpdesk function;

c)       Product and service improvement – to improve our products and services;

d)       Service analysis – to conduct research, statistical analysis and behavioural analysis. This may include providing aggregate statistical information relating to customers, sales, traffic patterns and related site information to reputable third parties.

4 in our legitimate* interest to protect against fraud

a)       Website improvement and fraud prevention – improve our website, prevent or detect fraud or abuses of our websites and enable third parties to carry out technical, logistical or other functions on our behalf;

b)       Security – carry out security checks when allowing you to access our services and to block fraudulent or suspected fraudulent activity.

5 in order to meet our legal obligations:

a)       Taxation – ensure we meet our tax and other regulatory obligations.

*any reliance on legitimate interest shall not prejudice your interest or fundamental rights and freedoms.


We may periodically send promotional material to you about new products, special offers or other information which we think you may find interesting based on the profile we have created about you to the email addresses and phone numbers you have provided.

If these are similar to products and services previously supplied by us to you, we will assume, under our legitimate interest to promote similar goods or services, that you are willing to receive this information unless you tell us otherwise. Please note we do not wish to send you information that you do not want to receive, and you can opt out at any time (please see “The right to ask us to stop contacting you with direct marketing” below for further information).

We will always ask your permission before sending you email marketing information. We do this by asking for your positive confirmation (e.g. by providing a tick or inserting your contact details in the relevant boxes) indicating that you wish to receive marketing and you can opt out at any time. This ensures you only receive information that you have given us permission to send and are willing to receive.

We may use your information to create a profile about you in order to tailor, by automated means, our communication and marketing to you. You can object to such profiling, please see “The right to object to automated decision making / profiling” below.

From time to time, we may also use your information to contact you for research purposes and / or to ask about your experience using our services as part of a continual programme of customer service improvement. We may contact you by email, telephone, text, social media or mail. We may also use the information to customise the website according to your interests.

How long we will keep your personal information

We retain your information for a range of purposes which determine the period of time for which we need to keep such information. For example (list is not exclusive):


Retention Period

For the purposes of marketing

1 year from the point of last contact with you, this may include use of our website, orders and communications with you

For the compliance with legal obligations arising from contracts entered with you, for example tax regulations

For the compliance with legal obligations arising from contracts entered with you, for example tax regulations

 We will remove your data from our systems at the end of the applicable data retention periods, unless we are required by current or future law to retain your personal information for a longer period.

Our approach to information safety

To protect your information, Appleton and Sons has policies and procedures in place to make sure that only authorised personnel can access the information, that information is handled and stored in a secure and sensible manner and all systems that can access the information have proportionate and reasonable security measures in place. To achieve this, employees, contractors, sub-contractors and third party suppliers have a contract, with defined roles and responsibilities.

While we take commercially reasonable measures to ensure the safety and security of your data, due to the inherent risks with the internet, we are unable to warranty the absolute security of your data when using our services. 

Transfers of your information out of the EEA

We will not transfer any of your personal information outside of the EEA. 

Your Rights

In order to process any of the requests listed below, we may need to verify your identity for your security. In such cases your response will be necessary for you to exercise this right,

The right to access information we hold about you

At any point you can contact us to request details cornering information we hold about you, why we have that information, who has access to the information and where we got the information. In most cases you may be entitled to copies of the information we hold concerning you. Once we have received your request we will respond within 30 days.

The right to correct and update the information we hold about you

If the data we hold about you is out of date, incomplete or incorrect, you can inform us and we will ensure that it is updated.

The right to have your information erased

If you feel that we should no longer be using your data or that we are illegally using your data, you can request that we erase the data we hold. When we have received your request, we will confirm whether the data has been deleted or tell you the reason why it cannot be deleted.

The right to object to processing of your data

You have the right to request that Appleton and Sons stops processing your data. Upon receiving the request, we will contact you to tell you if we are able to comply or if we have legitimate grounds to continue. If data is no longer processed, we may continue to hold your data to comply with your other rights.

The right to ask us to stop contacting you with direct marketing

You have the right to request that we stop contacting you with direct marketing. On promotional emails we provide and unsubscribe link at the bottom of the email which will unsubscribe you from that service. You can also unsubscribe by updating your profile preference centre or via “my account” account on the Appleton and Sons website. If you wish to opt out with respect to more than one email address, you must complete a separate request for each email address.

Please note it is not possible to opt out of receiving communications from us which relates to you orders or customer satisfaction surveys sent as part of the goods ordered.

The Right to data portability

You have the right to request that we transfer your data to another controller. Once we have received your request, we will comply where it is feasible to do so.

The right to object to automated decision making /profiling

You have the right to request that we stop profiling you in relation to our direct marketing practice. You can inform us and we will deal with your request accordingly.

The right to complain

You can make a complaint to us by contacting us via or to the data protection supervisory authority – in the UK, this is the Information Commissioner’s Office at


In those cases where we need your consent to process your information, we will ask you to make a positive indication (e.g to tick a box or insert your contact details on the relevant form or web page requiring consent). By actively providing us with your consent, you are stating that you have been informed as to the type of personal information that will be processed, the reasons for such processing, how it will be used, how long it will be kept, who else will have access to it and what your rights are as a data subject and that you have read and understood this privacy policy.

Sharing your information

The information and data we collect is important for Appleton and Sons and we understand that you care about the use and storage of your personal information we value trust in allowing us to do this. We would not want to share this with anyone else unless we have your express consent, we will never disclose, rent, trade or sell your personal information to any third parties for their marketing purposes.

We do disclose or transfer your data or personal information to other companies, data processors or agents employed by us to perform any necessary functions on our behalf (such as hosting and maintaining our website, providing us with data management systems, market research, customer satisfaction surveys and support services), but they are bound by similar terms to those set out in our privacy policy and may not use this information for their own purposes.

We may also provide aggregate statistics about our customers, sales, traffic patterns and related site information to reputable third parties in order to better understand our services, website and overall customer satisfaction which may include personally identifying information.

Use of cookies

The Appleton and Sons websites and mobile app use cookies and tags. A cookie is a small text file that can be stored by your browser on the device you use to access the internet and allow the browser to pass small amounts of information about user behaviour on the given website to a web server. Tags are pieces of code that exist on web pages and collect information about usage of the web pages.

At Appleton and Sons we use our own cookies and tags as well as those from third parties to enable the smooth operation of the websites, such as the use of the basket function or to automatically log you in when you visit (with your permission).  We also use cookies/tags to monitor visits to our website and continuously look for places to improve your website experience. Our marketing partners also use cookies and tags to monitor the performance of our advertising and to serve appropriate Appleton and Sons advertisements to you on other websites. We will never share any personal information about you with these third parties and the cookies and tags used maintain your anonymity.

Cookie Consent

The first time you access a Appleton and Sons website, you will be informed about or use of cookies to improve your site experience. By continuing to browse our website you consent to our use of cookies.

Description of Cookies

Cookie Type




Google Analytics

These cookies give us critical information about various pages on the websites and how our users interact with them. We use this information to improve the performance of our website and the information presented to users.


Appleton and Sons

A Set of cookies designed to deliver a smooth order journey for you. We use these cookies to remember items you have put in your basket, so you don’t have to enter information more than once. We also use these cookies to identify areas of improvement in the browsing experience.


How to reject and delete cookies

Should you wish t reject or block the use of cookies, you can do so at any time, usually by clicking ‘Help’ on your browser. Cookies are specific to individual browsers so if you use more than one browser, you will need to delete cookies on each browser. Please be aware though that by rejecting cookies you may not receive the optimum website experience.

To find out more about cookies, including how to see what cookies have been set and how to manage and delete them, visit

Contact Details

If you have any queries about this policy, need further information or wish to lodge a complaint you can use the details below to contact us

Data Proctection Office

Appleton and Sons Ltd

17 Towcester Road



E3 3ND

Changes to this privacy policy

We may change this policy from time to time. You should check this policy occasionally to ensure that you are aware of the most recent version that will apply each time you access the website.