Last updated: 11 July 2025

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1. Introduction

ACE Carpet Cleaning respects your privacy and is committed to protecting your personal information.

This Privacy Policy explains how we collect, use, store, share and protect personal information when you:

• visit our website;

• request a quotation;

• book or receive our services;

• contact us by telephone, email, website form, WhatsApp, social media or another communication method;

• subscribe to our marketing communications;

• provide feedback or leave a review;

• apply to work with us;

• act as a supplier, contractor, landlord, letting agent or business contact; or

• otherwise interact with ACE Carpet Cleaning.

We process personal information in accordance with applicable UK data-protection legislation, including the UK General Data Protection Regulation, the Data Protection Act 2018, the Privacy and Electronic Communications Regulations 2003 and the Data (Use and Access) Act 2025, as amended from time to time.

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2. Who We Are

ACE Carpet Cleaning forms part of ACE GROUP.

For the purposes of UK data-protection law, the data controller is:

Stephen May
Trading as ACE GROUP and ACE Carpet Cleaning

Business correspondence address:
Cedar Lawn
76 Wickham Road
Beckenham
Kent
BR3 6QH

Email: info@ace-group.co.uk
ICO registration number: ZC096350

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The data controller determines why and how your personal information is processed.

Questions, requests or complaints concerning this Privacy Policy or the use of your personal information should be sent to the email or postal address above.

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3. The Personal Information We Collect

The personal information we collect will depend on how you interact with us.

Identity and contact information

This may include:

• your name;

• home, business or service address;

• billing address;

• email address;

• telephone or mobile number;

• postcode; and

• details of any person authorised to act on your behalf.

 

Enquiry and service information

This may include:

• details of the carpet, rug, upholstery, mattress or other items requiring cleaning;

• information about stains, odours, contamination, pets or the condition of the property;

• quotation and booking information;

• appointment dates and access arrangements;

• communications concerning the requested work;

• customer instructions and preferences;

• records of services provided;

• property access information where genuinely necessary;

• photographs or videos of items or areas before, during or after work;

• details of complaints, service issues or insurance claims; and

• feedback, testimonials and reviews.

 

Transaction and financial information

This may include:

• quotation and invoice information;

• amounts charged and paid;

• payment method;

• payment status;

• refund information; and

• accounting and transaction records.

 

Where you pay by debit card, credit card or another electronic payment method, your payment information may be processed directly by our payment provider or bank. We do not normally retain your complete payment-card details.

 

Website and technical information

When you use our website, we may collect:

• your Internet Protocol address;

• browser type and version;

• device type;

• operating system;

• approximate location derived from your Internet Protocol address;

• pages viewed and actions taken;

• dates and times of visits;

• referring website information;

• website-form submission information;

• cookie identifiers; and

• website security, performance and diagnostic information.

 

Marketing information

This may include:

• whether you have asked to receive marketing;

• your marketing preferences;

• when and how you subscribed;

• records of consent;

• newsletter interactions; and

• records of unsubscribe requests or objections.

 

Recruitment information

Where you apply to work with us, this may include:

• your name and contact details;

• employment history;

• qualifications, experience and skills;

• curriculum vitae;

• references;

• interview notes;

• right-to-work information; and

• other information you provide as part of your application.

 

Supplier, contractor and business-contact information

This may include:

• your name;

• business name;

• job title;

• business contact details;

• payment information;

• contractual information; and

• records of our business relationship.

 

4. How We Collect Personal Information

We may collect information directly from you when you:

• submit an online form;

• ask for a quotation;

• telephone, email or message us;

• book or receive a service;

• make a payment;

• subscribe to a newsletter;

• respond to a survey;

• provide feedback;

• leave a review;

• enter into a contract with us; or

• apply to work with us.

 

We may also receive personal information from:

• a landlord, letting agent, tenant, property manager or other person arranging services on your behalf;

• a family member or authorised representative;

• referral partners;

• insurers, professional advisers or claims handlers;

• payment providers;

• website, hosting, communications and technology providers;

• publicly available business directories and professional websites;

• social-media platforms; and

• other members or trading divisions of ACE GROUP where lawful and necessary.

 

Where someone provides us with information about another person, they should ensure they have authority to do so and, where appropriate, direct that person to this Privacy Policy.

 

5. How and Why We Use Personal Information

We will only use personal information where we have a lawful reason to do so.

Depending on the circumstances, we may rely on one or more of the following lawful bases.

 

To respond to enquiries and provide quotations

We use your contact details and service requirements to respond to you, assess the requested work and provide an estimate or quotation.

Our lawful bases are:

• taking steps at your request before entering into a contract; and

• our legitimate interest in responding to enquiries and operating our business.

 

To arrange and provide services

We use your information to:

• confirm bookings;

• attend the correct property;

• communicate about appointments;

• provide carpet, rug and upholstery-cleaning services;

• follow your reasonable instructions;

• manage changes or cancellations; and

• provide aftercare and customer support.

 

Our lawful bases are:

• performance of a contract;

• taking steps before entering into a contract; and

• our legitimate interest in delivering and managing our services.

 

To process payments and maintain financial records

We use transaction information to issue invoices, receive payments, process refunds, maintain accounts and comply with tax and financial-record requirements.

 

Our lawful bases are:

• performance of a contract;

• compliance with legal obligations; and

• our legitimate interest in managing payments and protecting our financial position.

 

To manage service quality, complaints and legal claims

We may use communications, job records, photographs and other relevant information to:

• investigate concerns;

• handle complaints;

• resolve disputes;

• establish what work was requested or completed;

• protect our legal rights;

• respond to insurance matters; and

• bring, defend or settle legal claims.

 

Our lawful bases are:

• performance of a contract;

• compliance with legal obligations; and

• our legitimate interests in maintaining service standards, resolving disputes and protecting our legal rights.

 

To photograph or record work

We may take photographs or videos where reasonably necessary to:

• document the condition of an item or area;

• record existing damage or staining;

• demonstrate work completed;

• support a quotation;

• manage a complaint or insurance issue; or

• protect customers and our business.

 

Our lawful basis is normally our legitimate interest in maintaining accurate service records and protecting our legal position.

 

We will not publish identifiable photographs of your property or belongings for advertising, social media or promotional purposes without obtaining appropriate permission.

To communicate with customers

 

We may contact you with:

• booking confirmations;

• appointment reminders;

• changes to appointments;

• service updates;

• payment information;

• responses to questions;

• aftercare guidance;

• requests for feedback; and

• other communications connected with our services.

 

Our lawful bases are performance of a contract and our legitimate interest in communicating effectively with customers.

 

To send marketing communications

Where permitted by law, we may send information about:

• our carpet and upholstery-cleaning services;

• related ACE GROUP services;

• promotions;

• discounts;

• service reminders;

• news; and

• special offers.

 

We rely on:

• your consent where consent is required;

• the electronic-mail soft opt-in where legally available; or

• our legitimate interests where the communication is lawful, proportionate and something you could reasonably expect.

 

You can unsubscribe at any time by using the unsubscribe facility in a marketing message or by contacting info@ace-group.co.uk.

 

To operate and improve our website

We may use technical information to:

• display and operate the website;

• maintain website security;

• prevent misuse;

• diagnose faults;

• understand website performance;

• improve our pages and forms; and

• understand how visitors use our website.

 

We rely on:

• our legitimate interests for website operation, fraud prevention, security and strictly necessary technologies; and

• consent where required for analytics, advertising or other non-essential cookies and technologies.

 

To administer our business

We may use information for:

• internal record keeping;

• scheduling;

• business planning;

• quality assurance;

• staff and contractor management;

• supplier management;

• insurance;

• accounting;

• auditing;

• legal and regulatory compliance; and

• business continuity.

 

We rely on legal obligations and our legitimate interests in properly managing and protecting our business.

To process employment or contractor applications

We may use applicant information to:

• assess suitability;

• conduct interviews;

• verify experience and qualifications;

• obtain references;

• communicate about an application; and

• establish or manage a working relationship.

 

We rely on:

• taking steps before entering into a contract;

• compliance with legal obligations; and

• our legitimate interest in recruiting suitable personnel.

 

To prevent fraud and protect people and property

We may use personal information where necessary to:

• verify identity;

• protect customers, workers and property;

• detect or investigate dishonesty;

• prevent misuse of our services;

• maintain network and information security; and

• report suspected criminal activity.

 

We rely on legal obligations, recognised legitimate interests where applicable, and our legitimate interest in protecting people, property and our business.

6. Legitimate Interests

Where we rely on legitimate interests, we consider:

• whether there is a genuine and lawful business purpose;

• whether the processing is necessary for that purpose;

• whether there is a less intrusive way to achieve the same result;

• what you would reasonably expect;

• the nature of the information involved; and

• the possible effect on your rights and privacy.

 

Our legitimate interests may include:

• responding to enquiries;

• providing and improving our services;

• communicating with customers;

• maintaining accurate business records;

• documenting the condition of property and work completed;

• obtaining customer feedback;

• recovering money owed;

• managing complaints;

• protecting our legal rights;

• maintaining website and information security; and

• promoting our services where permitted by law.

 

7. Special Category Information

Special category information includes information about matters such as health, disability, racial or ethnic origin, religious beliefs, trade-union membership, genetics, biometrics and sexual orientation.

We do not routinely require special category information.

However, you may voluntarily tell us about an allergy, health condition, disability, vulnerability or access requirement where it is relevant to the safe and appropriate provision of our services.

Where we need to process special category information, we will only do so where an additional legal condition applies. Depending on the circumstances, this may include:

• your explicit consent;

• protecting someone’s vital interests;

• establishing, exercising or defending legal claims; or

• another condition permitted by data-protection law.

Please do not provide sensitive personal information unless it is relevant and necessary.

 

8. Who We Share Personal Information With

We may share personal information with trusted recipients where reasonably necessary, including:

• ACE employees, workers and authorised contractors;

• other relevant trading divisions within ACE GROUP;

• carpet-cleaning technicians or subcontractors carrying out booked work;

• website, hosting and online-form providers, including Wix;

• email, telecommunications and messaging providers;

• customer-management, scheduling and cloud-storage providers;

• payment processors and banks;

• accountants, bookkeepers and tax advisers;

• insurers, insurance brokers and claims handlers;

• solicitors and other professional advisers;

• debt-recovery providers;

• IT-support and cybersecurity providers;

• marketing and communications providers;

• suppliers where delivery or attendance information is required;

• law-enforcement agencies, courts, regulators and public authorities where disclosure is required or permitted by law; and

• a prospective purchaser, investor or successor if our business or part of it is sold, transferred or reorganised.

Service providers acting on our behalf are only authorised to use personal information for the relevant contracted purpose and must protect it appropriately.

We do not sell personal information to third parties.

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9. International Transfers

Some of our technology, website, communications, cloud or payment providers may process or make personal information accessible outside the United Kingdom.

Where personal information is transferred outside the United Kingdom, we will take appropriate steps to ensure that it remains protected.

Depending on the destination and recipient, these protections may include:

• UK adequacy regulations;

• the United Kingdom International Data Transfer Agreement;

• the United Kingdom Addendum to approved standard contractual clauses;

• legally binding corporate rules; or

• another safeguard or permitted exception recognised by UK data-protection law.

You may contact us for further information about the safeguards used for a particular transfer.

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10. How Long We Keep Personal Information

We only retain personal information for as long as reasonably necessary for the purpose for which it was collected, including legal, accounting, tax, insurance and dispute-resolution requirements.

Our usual retention periods are:

Enquiries and quotations that do not proceed

Normally up to 24 months after our last meaningful contact, unless there is a legal, operational or complaint-related reason to keep the information for longer.

Customer, booking and service records

Normally up to six years after the end of the relevant customer relationship or completion of the service.

Invoices, payments and accounting records

Normally for at least six years after the end of the relevant financial or tax year, or longer where required by HM Revenue and Customs or another legal obligation.

Complaints, disputes, incidents and legal claims

Normally up to six years after the matter is closed, or longer where litigation, insurance or regulatory action remains possible or ongoing.

Photographs forming part of a job record

Normally retained for the same period as the associated service or complaint record.

Photographs used for advertising or promotional purposes will be retained until they are no longer required or the relevant permission is withdrawn, subject to any material already lawfully published.

Marketing information

Normally retained until you unsubscribe, withdraw consent or object to marketing.

We may retain a minimal suppression record for longer so that we can respect your request not to receive future marketing.

Unsuccessful job or contractor applications

Normally retained for up to six months after the recruitment decision.

Where you specifically agree to be considered for future opportunities, relevant information may be retained for up to 12 months.

Website and cookie information

Retained for the period stated in our cookie information or for as long as reasonably necessary for website security, operation, analytics and consent management.

At the end of the relevant retention period, information will be securely deleted, destroyed or anonymised unless continued retention is required by law.

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11. How We Protect Personal Information

We use reasonable technical and organisational measures designed to protect personal information from:

• unauthorised access;

• accidental loss;

• alteration;

• disclosure;

• destruction; and

• misuse.

These measures may include:

• password-protected systems;

• access controls;

• secure website connections;

• reputable service providers;

• device and account security;

• backups;

• staff and contractor confidentiality requirements;

• restricted access on a need-to-know basis; and

• procedures for identifying and responding to suspected data breaches.

No internet, email or storage system can be guaranteed to be completely secure. You should therefore take appropriate care when sending information electronically.

Where a personal-data breach creates a risk to individuals, we will assess the incident and make any notifications required by law.

 

12. Marketing Preferences

You have the right to ask us not to use your personal information for direct marketing at any time.

You can do this by:

• selecting the unsubscribe option in a marketing email;

• replying to a message and asking to be removed; or

• emailing info@ace-group.co.uk.

Stopping marketing communications will not prevent us from sending necessary service, booking, payment, legal or administrative messages.

When you unsubscribe, we may retain enough information on a suppression list to ensure that we continue to respect your request.

 

13. Cookies and Similar Technologies

Our website may use cookies and similar technologies.

Cookies are small files placed on a computer, mobile telephone or other device. They can be used to:

• operate website functions;

• maintain security;

• remember preferences;

• understand website usage;

• measure performance; and

• support advertising or embedded third-party services.

Strictly necessary cookies may be used without consent where permitted by law.

Where consent is legally required, non-essential cookies will not be activated unless you make an affirmative choice through our cookie controls.

You can change or withdraw your cookie choices through the website’s cookie settings where available. You can also control cookies through your browser settings, although disabling certain cookies may affect website operation.

Further information about the particular cookies used should be made available through our cookie banner or separate Cookie Policy.

 

14. Your Data-Protection Rights

Depending on the circumstances and the lawful basis used, you may have the right to:

Be informed

You have the right to clear information about how your personal information is collected and used.

Request access

You may request confirmation that we process your personal information and ask for a copy of that information.

Request correction

You may ask us to correct inaccurate information or complete incomplete information.

Request erasure

You may ask us to delete your personal information where there is no lawful reason for us to continue holding it.

The right to erasure is not absolute. We may need to retain information to comply with legal obligations, maintain financial records or establish, exercise or defend legal claims.

Request restriction

You may ask us to restrict the way we use your information in certain circumstances.

Object to processing

You may object where processing is based on legitimate interests or is carried out for direct-marketing purposes.

Request data portability

Where the legal conditions apply, you may request certain information in a structured, commonly used and machine-readable format or ask us to transfer it to another organisation.

Withdraw consent

Where processing is based on consent, you may withdraw that consent at any time.

Withdrawal will not affect the lawfulness of processing carried out before consent was withdrawn.

Challenge automated decision-making

You may have rights concerning decisions made solely through automated processing where those decisions have legal or similarly significant effects.

ACE Carpet Cleaning does not currently make decisions about customers solely by automated means that have legal or similarly significant effects.

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15. Your Right to Object to Direct Marketing

YOU HAVE AN ABSOLUTE RIGHT TO OBJECT AT ANY TIME TO THE USE OF YOUR PERSONAL INFORMATION FOR DIRECT-MARKETING PURPOSES.

When you object, we will stop using your information for direct marketing.

To exercise this right, email info@ace-group.co.uk or use the unsubscribe option contained in a marketing communication.

 

16. Exercising Your Rights

To exercise a data-protection right, please contact:

Email: info@ace-group.co.uk

Postal address:
Stephen May
ACE GROUP and ACE Carpet Cleaning
Cedar Lawn
76 Wickham Road
Beckenham
Kent
BR3 6QH

Please state which right you wish to exercise and provide sufficient information for us to identify the relevant records.

We may need to request reasonable evidence of identity before disclosing, changing or deleting personal information.

We will normally respond without undue delay and within one month. Where permitted by law, the response period may be extended where a request is particularly complex or where multiple requests have been made. We will explain any permitted extension.

You will not normally have to pay a fee. However, the law may allow us to charge a reasonable fee or refuse to act where a request is manifestly unfounded or excessive.

 

17. Data-Protection Complaints

You have the right to complain to us if you believe that we have not handled your personal information properly or have failed to comply with data-protection law.

You can make a complaint by:

Email: info@ace-group.co.uk
Email subject: Data Protection Complaint

Post:
Stephen May
ACE GROUP and ACE Carpet Cleaning
Cedar Lawn
76 Wickham Road
Beckenham
Kent
BR3 6QH

Please include:

• your name and contact details;

• an explanation of your concern;

• the relevant dates or communications;

• details of the outcome you are seeking; and

• copies of any relevant documents.

When we receive a data-protection complaint, we will:

• provide a clear means for you to raise the complaint;

• acknowledge receipt within 30 days;

• take appropriate steps to investigate it without undue delay;

• make enquiries appropriate to the circumstances;

• keep you informed where the investigation remains ongoing; and

• notify you of the outcome without undue delay.

We may ask for further information or reasonable evidence of identity where necessary to investigate the complaint safely and fairly.

 

18. Complaining to the Information Commissioner

You also have the right to raise a concern with the Information Commissioner’s Office, the United Kingdom’s independent data-protection regulator.

We would appreciate the opportunity to address your concern directly first, but this does not affect your right to contact the Information Commissioner’s Office.

The Information Commissioner’s Office can be contacted at:

Information Commissioner’s Office
Wycliffe House
Water Lane
Wilmslow
Cheshire
SK9 5AF

Telephone: 0303 123 1113

A complaint can also be made through the “Make a complaint” section of the Information Commissioner’s Office website.

 

19. Third-Party Websites and Services

Our website may contain links to websites, embedded content or services operated by other organisations.

Those organisations are responsible for their own privacy practices. We recommend reading their privacy and cookie information before providing personal information or using their services.

We are not responsible for the content, security or privacy practices of independent third-party websites.

 

20. Children’s Information

Our services and website are not intended to collect personal information directly from children for marketing purposes.

A parent, guardian, landlord or other responsible adult may provide limited information concerning a child where it is relevant to the safe provision of services at a property.

We will only use such information where it is necessary, proportionate and lawful.

 

21. Changes to This Privacy Policy

We may update this Privacy Policy where:

• our services or business practices change;

• we introduce new systems or providers;

• legal or regulatory requirements change; or

• further clarification is required.

The latest version will be published on our website with the updated revision date.

Where a change materially affects how we use personal information, we will take reasonable steps to bring the change to the attention of affected individuals where required.

 

22. Contact Us

For privacy questions, rights requests or data-protection complaints, please contact:

Stephen May
ACE GROUP and ACE Carpet Cleaning
Data Protection Contact

Cedar Lawn
76 Wickham Road
Beckenham
Kent
BR3 6QH

Email: info@ace-group.co.uk
ICO registration number: ZC096350