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Privacy Policy

At Superior Products UK Ltd we know that protecting your privacy is important and we are fully committed to handling the information we collect from you in a secure and responsible manner. Any questions relating to this privacy policy should be sent to: [email protected]. We have written this Privacy Policy to explain:
• When we collect information
• What type of information we collect
• How we collect information
• How we use information
• How long we keep information
• With whom we share information
• The steps we take to protect your information.
• How to correct any inaccuracies in the information


Superior Products UK Ltd may collect information about you when you interact with us in the following ways:
• Access or browse our Website
• During the account application process
• Order our products or services
• Communicate with us via e-mail, telephone, fax or other manner (eg social media)
• Request or register to receive information about our products or services
• Meet face to face or hand over your business card at a trade show, exhibition, corporate event, meeting, conference, PR event, training or any other event


The information we collect is generally of two types: personally identifiable information and non-personally identifiable information.
Personally identifiable information comprises any information that can help us identify or locate an individual, including, without limitation, an individual’s name, address, e-mail address, telephone number, an online identifier (social media account or IP address), Personally identifiable information does not include publicly available information that is lawfully made available to the general public.
Non-personally identifiable information comprises information that does not by itself identify an individual. This information generally includes anonymous information about an individual’s use of the Website that includes, among other things, information concerning the date and time of visit, the pages of the Website visited, path through the Website, IP address, the type of browser and operating system used.


We do not collect personally identifiable information, except when you specifically and knowingly disclose such information. This information is generally collected when you order our products or services, register your business or branch, fill in surveys, enter promotional events (including competitions), correspond with us, discuss a service issue on the phone, sign up to receive our product and service updates or when we meet with you at meetings or events. If you disclose your personal information, we will only store and use such information that we need to meet your requests and our legitimate business objectives, including, where you have consented, providing you with information about products and services that we consider may be of interest to you. We primarily use your personal information to provide you with an improved and customised online experience and service. We may use this information for marketing purposes.

Product Purchases

When purchasing through the Website, we employ a registration process which requires that you provide us with your first and last name, billing and shipping information (which includes your home or other physical address, the name of your city or town, your telephone number, your e-mail address or other personal contact information). If you choose not to provide your personal contact information at the point of collection, you will not be able to purchase products through the Website.

Personal Contact Information

We use your contact information to complete and support your purchases from us, to facilitate and improve your use of the Website, to communicate with you (including sending marketing communications) and to comply with any requirements of law. We also use this information to respond to any questions you might have and to provide you with information about special deals offered. This information may be disclosed to our staff and to third parties involved in the completion of your transaction and the delivery of your order.

Credit Card Information

When you order any product, you may be redirected to a third-party payment gateway service to provide your credit card information including the credit card number, card security code (also called CVV2, CVC2, CIDcode), the expiry date and the billing address. The third-party payment gateway service is fully compliant with Payment Card Industry Data Security Standard (PCI DSS) for payment processing.

Product Updates and Promotional E-mails

We regularly send product updates and promotional e-mails as a service to our existing customers, and to individuals who have registered or consented to receive such updates and emails. We will use your personal information to send you newsletters and e-mails periodically listing current special offers, promotions and deals only if you elect to receive these e-mails. If you have elected to receive these e-mails and wish to stop receiving them in the future, please follow the opt-out instructions provided on the e-mails.


If you contact us by telephone, e-mail, fax or letter with feedback, comments, questions or for any other reason, we may keep a record of that correspondence and collect your personal information to process your enquiries, respond to your requests and improve our services.


We automatically collect certain non-personally identifiable information each time you visit the Website. We may use cookies, tags, server logs and other technology to acquire or store this information. We collect this anonymous information so that we may better understand how people are using the Website and to improve the overall quality of our users’ online experience.


Cookies are text files containing small amounts of information which are downloaded to your device when you visit our Website. For information on the cookies we use and the purposes for which we use them, please read our Cookie Policy.

Log Files

Log files record a range of variables related to a visitor’s time on the Website. This includes, but is not limited to: IP addresses, browser versions and types, internet service providers, pages visited, entry/exit pages, referring sites, platform types, demographic information, connection speed etc. We use this information to understand how our visitors are using the Website and to discover how we might modify the site to better serve our customers. This information is gathered automatically when you visit the Website and is not personally identifiable.

Navigational Data

As you browse the Website we may gather navigational data that shows what pages are visited and how long various features are used. This information will not reveal your identity or be linked to you personally. We use this information to facilitate and improve the Website; to comply with any requirements of law; to serve, or have a third party serve specialised or relevant advertising content and/or recommendations to you on the Website and third party sites; and for our internal purposes. We may from time to time supply the owners or operators of third party sites with information relating to the number of users linking to the Website from their sites. You cannot be identified from this information.

IP Addresses and System Specifications

When you access the Website, our servers may record your IP address. We may use IP addresses for system administration and troubleshooting, ensuring user compliance with our terms of service, investigating security breaches and compiling anonymous non-personal information such as how many users visited the Website.


Except as otherwise permitted or required by applicable law or regulation, we will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements. In any event this will not usually exceed seven years from our last engagement with you after which the personal information will be securely destroyed. Under some circumstances we may anonymise your personal data so that it can no longer be associated with you. We reserve the right to use such anonymous and de-identified data for any legitimate business purpose without further notice to you or your consent.


Personal information which we collect for a particular purpose will only be saved and used for that purpose, unless you have agreed to us using it for some other purpose, as described in this Privacy Policy. We sometimes share non-personal information with others about our user base, but that information does not include any personally identifiable information. Except as set forth in this Privacy Policy, we do not trade, share, rent, sell or give away information concerning you to third parties.

Our Service Providers and Strategic Partners

We may disclose your personally identifiable information to our service providers and strategic partners. For instance (without limitation), we will disclose your credit card information to our financial service providers and banks for processing and your name and address to the delivery service we use to deliver products that you purchase. These service providers and partners will have access to the personal information needed to perform their functions but may not use it for other purposes. Superior Products UK Ltd will not transfer your data to service providers and strategic partners outside of the UK.


We may disclose your personally identifiable information or otherwise use such information to communicate with you if required or permitted to do so by law or in the good-faith belief that such action is necessary to: (i) conform to legal requirements or comply with legal process or any governmental request; (ii) protect and defend the rights or property of Superior Products UK Ltd and its affiliates, licensors or licensees; (iii) enforce our applicable service agreements; or (iv) protect the personal safety or interests of Superior Products UK Ltd employees and consultants, other users of the Website or members of the public in urgent circumstances. We may also disclose any of your personal information to law enforcement or other appropriate third parties in connection with criminal investigations, investigation of fraud, infringement of intellectual property rights, or other suspected illegal activities, or as otherwise may be required by applicable law, or, as we deem necessary at our sole discretion, in order to protect the legitimate legal and business interests of Superior Products UK Ltd.

Change of Control

In the event that another company acquires all or substantially all of the assets related to Superior Products UK Ltd, or if we experience some other change of control event such as merger, insolvency, bankruptcy or receivership, we reserve the right to include any or all user-related information among the assets transferred to the acquiring company. We cannot guarantee that any entity receiving such information in connection with any of these transactions will comply with all the terms of this policy.


Superior Products UK Ltd stores your data on secured servers in the UK.
We have clear data processes in place regarding the submission of your personal information. This will cover consent to transfer, storing, processing your personal information and data.

By submitting your personal information, you agree to this transfer, storage, processing or access. We will take all steps reasonably necessary to ensure that your information is treated securely and in accordance with this privacy policy.


Superior Products UK Ltd takes appropriate security measures to protect against unauthorised access to, or unauthorised alteration, disclosure or destruction of, users’ information. We restrict access to your personally identifying information to employees who need to know that information in order to operate, develop or improve our products, services and the Website. Our servers are protected by firewalls and are physically located in secure data facilities to further increase security.

We use Secure Socket Layer (SSL) technology for mutual authentication, data encryption and data integrity. Although no computer is 100% safe from outside attacks, we believe that the steps we have taken to protect your personal information drastically reduce the likelihood of security problems to a level appropriate to the type of information involved.


Our goal is to ensure that our information about you is as accurate as possible and encourage you to promptly update your information if it changes.
You have the right to ask us not to process your personal information. We will usually inform you (before collecting your information) how we intend to use your information. You may request that we remove your personal information from our databases. We will endeavour to remove as much information as legally allowable. However, as we generally keep information related to past transactions for our records, we may not be able to completely remove all of your information.

Access to Information

You may request a copy (subject access request) of your personal information that Superior Products UK Ltd holds about you at no cost. If you wish to access or update your personal information please contact Superior Products UK Ltd by sending an email to [email protected] or a written request to:

Superior Products UK Ltd, Baxters Mill, Holt Road, Horsford, Norwich, Norfolk, NR10 3DD.

If you have any cause for complaint about our use of your personal data Superior Products UK Ltd will investigate and attempt to resolve complaints and disputes regarding the use and disclosure of Personal Data in accordance with the principles contained in this Policy within 30 days of receiving a complaint. Please contact us via [email protected]. If we are unable to help, you have the right to lodge a complaint with the Information Commisioner’s Office.

Under certain circumstances, Superior Products UK Ltd may be required to disclose your personal data in response to valid requests by public authorities, including to meet national security or law enforcement requirements.


We may change our policy at any time and will post the updated version on our Website. We encourage you to check the Website regularly for information about revisions to this Privacy Policy. In the event that we change our Privacy Policy, such changes will affect all of the information we collect after any such change. If you object to the change to our Privacy Policy, then you must contact us in writing regarding your objection.