Privacy and Cookie Policy

Direct Sight (UK) Ltd ("Direct Sight", "we", "our" or "us") is committed to protecting your privacy and to complying with our obligations under the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, the Privacy and Electronic Communications Regulations 2003 (PECR) and other applicable laws.

This policy explains how we collect, use, share and protect your personal data when you use our website, ("our site"), place an order with us, or otherwise interact with us. Please read it carefully so that you understand how we handle your information.

We are Direct Sight (UK) Ltd, Unit 1 The Business Centre, Corinium Industrial Estate, Raans Road, Amersham, Buckinghamshire, HP6 6FB. We are the data controller responsible for your personal data.

If you have any questions about this policy or how we use your data, you can contact us at help@directsight.co.uk or on 01494 307 345 (Monday to Friday).

We may collect and process the following categories of personal data:

• Identity data: name, date of birth and gender

• Contact data: email address, phone number and postal address

• Prescription data: your optical prescription details, including your pupillary distance (PD)

• Transaction data: details of the products and services you purchase from us, and of the fulfilment of your orders

• Payment data: payment card details, which are processed securely by third-party payment providers and are never stored by us in full

• Technical data: IP address, operating system, browser type and version, and device type

• Usage data: information about how you use our site, including pages visited and resources accessed

• Marketing preferences: your preferences for receiving marketing from us, and your communication preferences

We collect this data:

• when you register an account or place an order on our site

• when you subscribe to our newsletter or promotional communications

• when you contact us (we may keep a record of that correspondence), report a problem with our site, or complete a customer survey

• when you browse or interact with our site, through cookies and similar technologies (see section 11)

Special category data

Your optical prescription is information about your health, which is treated as special category data under the UK GDPR. We only process it so that we can accurately manufacture and dispense your glasses and comply with our obligations under optical regulations, and we protect it with additional safeguards. By providing your prescription when you order, you enable us to process it for these purposes.

We process your personal data only where we have a lawful basis to do so. Depending on the circumstances, this will be one or more of the following:

• Contract: where processing is necessary to perform a contract with you, for example fulfilling your order

• Legal obligation: where we are required to process your data to comply with the law, for example tax and accounting rules or optical dispensing regulations

• Consent: where you have given us your consent, for example to receive marketing as a new customer

• Legitimate interests: where processing is necessary for our legitimate interests (or those of a third party), provided your rights do not override those interests — for example improving our site and services, and preventing fraud

Where we process prescription (health) data, we rely on the additional conditions permitted under Article 9 UK GDPR and the Data Protection Act 2018, including processing necessary for the provision of health care (optical dispensing) and, where applicable, your explicit consent.

We use your data to:

• provide our products and services to you

• process payments and manage your orders

• verify your prescription and comply with optical regulations

• communicate with you, including order confirmations and delivery updates

• provide customer support and respond to your enquiries

• notify you of changes to our services or terms

• ensure content from our site is presented in the most effective way for you and your device, and personalise your experience

• carry out analytics and monitor the performance of our site

• detect and prevent fraud, and protect the security of our site and our customers

• send you marketing communications, only where the law allows (see section 12)

We may share your data with the following parties:

• Service providers: such as IT and hosting providers, payment processors, couriers and delivery partners, and analytics providers

• Optical professionals: where required for the validation of your prescription

• Companies in our group: meaning our subsidiaries, our ultimate holding company and its subsidiaries (as defined in section 1159 of the Companies Act 2006), only where necessary for operational purposes

• Fraud prevention agencies: including other companies and organisations, for the purposes of fraud protection and credit risk reduction

• Government bodies, regulators and law enforcement: where we are under a duty to disclose or share your data to comply with a legal obligation, or to enforce our terms and conditions, or to protect the rights, property or safety of Direct Sight, our customers or others

• Prospective buyers or sellers of our business: if we sell or buy any business or assets, we may disclose your personal data to the prospective seller or buyer; and if Direct Sight or substantially all of its assets are acquired by a third party, personal data held about our customers will be one of the transferred assets

We do not sell your personal data. Third-party service providers may only process your data on our instructions and are subject to strict contractual obligations, including duties of confidentiality and security.

Some of our service providers may process your data outside the UK or the European Economic Area (EEA), for example in connection with order fulfilment, payment processing or support services. Where your data is transferred outside the UK, we will ensure it receives an equivalent level of protection by using appropriate safeguards, such as UK adequacy regulations, the UK International Data Transfer Agreement, or the UK Addendum to the EU Standard Contractual Clauses.

We implement appropriate technical and organisational measures to secure your data, including:

• secure servers and encrypted connections (SSL/TLS)

• encrypted payment processing through third-party providers

• access controls, user authentication and staff confidentiality obligations

Where we have given you (or you have chosen) a password to access your account, you are responsible for keeping that password confidential. Please do not share it with anyone.

Unfortunately, the transmission of information via the internet is never completely secure. Although we do our best to protect your personal data, we cannot guarantee the security of data transmitted to our site, and any transmission is at your own risk. Once we have received your information, we use strict procedures and security features to try to prevent unauthorised access.

We retain your data only for as long as necessary to:

• fulfil the purposes for which it was collected

• comply with our legal, regulatory, tax and accounting obligations

• resolve disputes and enforce our terms

Prescription data is retained for 7 years, in line with optical industry standards and guidance. When your data is no longer required, we securely delete or anonymise it.

Under data protection law, you have the following rights in relation to your personal data:

• Access: request a copy of the personal data we hold about you. This is free of charge in most cases, and we will respond within one month

• Rectification: ask us to correct inaccurate or incomplete data

• Erasure: ask us to delete your data in certain circumstances

• Restriction: ask us to limit how we process your data in certain situations

• Objection: object to processing based on our legitimate interests, and object at any time to direct marketing

• Portability: request a machine-readable copy of the data you have provided to us, or ask us to transfer it to another provider

• Withdraw consent: where we rely on your consent, withdraw that consent at any time without affecting the lawfulness of processing carried out before you withdrew it

We do not make decisions about you based solely on automated processing that produce legal or similarly significant effects.

You can exercise any of these rights at any time by contacting us at help@directsight.co.uk. You also have the right to lodge a complaint with the Information Commissioner's Office (ICO) at www.ico.org.uk or on 0303 123 1113, although we would appreciate the chance to address your concerns first.

Our site uses cookies and similar technologies to enhance your browsing experience and collect usage data.

Our site uses cookies and similar technologies to distinguish you from other users, provide essential site functionality, and help us improve your experience. A cookie is a small file of letters and numbers that is stored on your browser or device.

The cookies we use

• Essential cookies: necessary for the site to function, for example keeping items in your shopping basket and keeping you signed in to your account. These cannot be switched off

• Performance and analytics cookies: help us understand how visitors use our site so we can improve it, for example which pages are most popular

• Functionality cookies: remember your preferences and choices to give you a more personalised experience

• Targeting and advertising cookies: used by us and our advertising partners to deliver adverts that are more relevant to you. These are only set where you have given your consent

Except for essential cookies, all cookies set by our site will expire after 120 days at the latest.

Third-party cookies

Third parties, including advertising networks and providers of external services such as web analytics, may also set cookies when you use our site. We do not control these third-party cookies. Please check the relevant third party's privacy and cookie policies for more information.

How to manage cookies

When you first visit our site, our cookie banner lets you accept or reject non-essential cookies, and you can change your preferences at any time using the cookie settings link in our site footer. Non-essential cookies are only set with your consent.

Most browsers also allow you to control cookies through their settings, including blocking cookies or alerting you when a cookie is set. However, if you block all cookies (including essential cookies), you may not be able to access all or parts of our site.

We may send you marketing by email or SMS only if:

• you are an existing customer and the marketing relates to products or services similar to those you have previously bought from us (you will always be given the opportunity to opt out, both when we collect your details and in every message we send); or

• you have opted in to receive marketing from us as a new customer or subscriber.

We may also contact you about our products and offers by post. You can opt out of postal marketing at any time.

You can opt out of all marketing at any time by using the unsubscribe link in any marketing email, by replying STOP to any marketing SMS, or by contacting us at help@directsight.co.uk.

We never share your details with third parties for their own marketing purposes unless you have given your explicit consent.

Our site may contain links to and from third-party websites, including those of our partner networks, advertisers and affiliates. If you follow a link to any of these websites, please note that they have their own privacy policies and that we do not accept any responsibility or liability for those policies. Please check them before you submit any personal data to those websites.

We may update this Privacy and Cookie Policy from time to time to reflect changes in the law or in our services. Any changes will be posted on this page and, where the changes are significant, we will notify you by email.

For any questions, comments or requests regarding this policy, please contact:

Direct Sight (UK) Ltd
Unit 1 The Business Centre
Corinium Industrial Estate
Raans Road
Amersham
Buckinghamshire
HP6 6FB
Telephone: 01494 307 345