Privacy Policy

Privacy Policy

LUUM Paddleboards [Fifty Point Four Ltd T/A ] understands that your privacy is important to you and that you care about how your personal data is used. We respect and value the privacy of everyone who visits this website, www.luum-paddleboards.co.uk (“Our Site”) and will only collect and use personal data in ways that are described here, and in a way that is consistent with our obligations and your rights under the law.


Please read this Privacy Policy carefully and ensure that you understand it. Your acceptance of this Privacy Policy is requested when you view Our Site.


1. Definitions and Interpretation

In this Policy the following terms shall have the following meanings: “Account” means an account required to access and/or use certain areas and features of Our Site; “Cookie” means a small text file placed on your computer or device by Our Site when you visit certain parts of Our Site and/or when you use certain features of Our Site. Details of the Cookies used by Our Site are set out in Part 14, below; and “Cookie Law” means the relevant parts of the Privacy and Electronic Communications (EC Directive) Regulations 2003.


2. Information About Us

Our Site is owned and operated by Fifty Point Four Ltd T/A Luum Paddleboards, a Limited Company registered in England under company number 12883888. Our VAT registration number is 401046459.


To contact Us with general questions or complaints by email, please email Us at HQ@Luum-paddleboards.co.uk, to contact Us by telephone call 01803 362067 Monday - Friday 10am-5pm and to contact Us by post, please write to Us at LUUM Paddleboards, 11 Vaughan Parade, Harbourside, Torquay, Devon, TQ2 5EG - this site is not open to the public.

Our Data Protection Officer can be contacted at dataprotection@luum-paddleboards.co.uk


3. What Does This Policy Cover?

This Privacy Policy applies only to your use of Our Site. Our Site may contain links to other websites. Please note that we have no control over how your data is collected, stored, or used by other websites and we advise you to check the privacy policies of any such websites before providing any data to them.


4. What Is Personal Data?

Personal data is defined by the General Data Protection Regulation (EU Regulation 2016/679) (the “GDPR”) and the Data Protection Act 2018 (collectively, “the Data Protection Legislation”) as ‘any information relating to an identifiable person who can be directly or indirectly identified in particular by reference to an identifier’.

Personal data is, in simpler terms, any information about you that enables you to be identified. Personal data covers obvious information such as your name and contact details, but it also covers less obvious information such as identification numbers, electronic location data, and other online identifiers.


5. What Are My Rights?

Under the Data Protection Legislation, you have the following rights, which we will always work to uphold:

a) The right to be informed about our collection and use of your personal data. This Privacy Policy should tell you everything you need to know, but you can always contact us to find out more or to ask any questions using the details in Part 15.

b) The right to access the personal data we hold about you. Part 13 will tell you how to do this.

c) The right to have your personal data rectified if any of your personal data held by us is inaccurate or incomplete. Please contact us using the details in Part 15 to find out more.

d) The right to be forgotten, i.e. the right to ask us to delete or otherwise dispose of any of your personal data that we hold. Please contact us using the details in Part 15 to find out more.

e) The right to restrict (i.e. prevent) the processing of your personal data.

f) The right to object to us using your personal data for a particular purpose or purposes.

g) The right to withdraw consent. This means that, if we are relying on your consent as the legal basis for using your personal data, you are free to withdraw that consent at any time.

h) The right to data portability. This means that, if you have provided personal data to us directly, we are using it with your consent or for the performance of a contract, and that data is processed using automated means, you can ask us for a copy of that personal data to re-use with another service or business in many cases.

i) Rights relating to automated decision-making and profiling. We do not use your personal data in this way.

For more information about our use of your personal data or exercising your rights as outlined above, please contact us using the details provided in Part 15.

It is important that your personal data is kept accurate and up-to-date. If any of the personal data we hold about you changes, please keep us informed as long as we have that data.

Further information about your rights can also be obtained from the Information Commissioner’s Office or your local Citizens Advice Bureau.

If you have any cause for complaint about our use of your personal data, you have the right to lodge a complaint with the Information Commissioner’s Office. We would welcome the opportunity to resolve your concerns ourselves, however, so please contact us first, using the details in Part 15.


6. What Data Do You Collect and How?

Depending upon your use of Our Site, we may collect and hold some or all of the personal and non-personal data set out below, using the methods also set out in the table. Please also see Part 14 for more information about our use of Cookies . We do not collect any ‘special category’ or ‘sensitive’ personal data or personal data relating to children or data relating to criminal convictions and/or offences.


Data Collected - How We Collect the Data

The following will be collected during the ordering and payment process; Identity Information including name and title, Contact information including postal address, email address, telephone number, Payment information including card and bank account information required to accept your payments for goods, Profile information including login details, purchase history.


Technical information including IP address, Geographical location, browser type and version, addresses visited prior and post visiting Our website. This may be collected to optimise targeting of advertising services.


When you visit our website, we'll automatically collect certain information about the device you are using to access it. This will include information about the website browser you are using and the IP address of your internet connection. We may also identify your device with a unique, randomly generated, identifier.

As you browse our website we'll continue to collect information about the website pages that you look at during your visit, how long you visit them, and what links you click on each page. We may also record what keywords you used to locate our website and what third-party website referred you to our website.

The information we collect about you is referred to as Device Information. It's not personally identifiable to you (for example, we don't collect or associate your name or address with this Device Information) and it's not stored on our systems for any longer than we need to store it in order to allow you to use our website for the purposes in which it is intended.

We collect Device Information from you using Cookies. These are small data files that are placed on the browser you use, on your device, to visit the website. Cookies often include an anonymous and unique identifier (so we know it's your device).

Certain cookies are placed on our website in order to make it work. For example, when you add items to the shopping basket/cart we need to store this information on a cookie. Where cookies we place on your computer are:

- Not identifiable to you as a living person, and
 - Only placed in order to fulfil the inherent functions of an ecommerce website

we won't ask for your permission before we place them.

We may, from time to time, use cookies placed by third party companies to track and monitor you as you visit the website. Sometimes, these third party cookies may include information which might, indirectly, identify you as a living person. Where we do so, we'll always ask for your consent before we place those cookies.

We may, from time to time, also collect information about your actions on the website and record those actions in log files. This data will include your IP address and may include the device that you are using, the browser that you are using, your internet service provider and be attached to date and time stamps. We'll only include this information for as long as necessary.



7. How Do You Use My Personal Data?

Under the Data Protection Legislation, we must always have a lawful basis for using personal data. The following table describes how we may use your personal data, and our lawful bases for doing so:


What We Do, What Data We Use and Our Lawful Basis

Registering you on Our Site. Identity Information including name and title; Contact information including postal address, email address, telephone number; Payment information including card and bank account information required to accept your payments for goods; Profile information including login details, purchase history; To admit you to our website at your request and provide specific updates to you if required. To process and deliver orders and payment information and to confirm your identity if you contact us directly. To advise you of relevant educational information such as safety or usage advice. To ensure we can deliver upon any local legal or legislative requirements to contact you at a later date.

Providing and managing your Account. Providing and managing your access to Our Site. Personalising and tailoring your experience on Our Site. Administering Our Site. Administering our business. Supplying our products and/or services to you. Managing payments for our products and/or service. Personalising and tailoring our products and/or services to you. Communicating with you. Supplying you with information by email and/or post that you have opted-in-to (you may opt-out at any time by clicking the unsubscribe link at the bottom of the email).


With your permission and/or where permitted by law, we may also use your personal data for marketing purposes, which may include contacting you by email and/or telephone and/or text message and/or post with information, news, and offers on our products and/or services. You will not be sent any unlawful marketing or spam. We will always work to fully protect your rights and comply with our obligations under the Data Protection Legislation and the Privacy and Electronic Communications (EC Directive) Regulations 2003, and you will always have the opportunity to opt-out. We will always obtain your express opt-in consent before sharing your personal data with third parties for marketing purposes and you will be able to opt-out at any time.

We will only use your personal data for the purpose(s) for which it was originally collected unless we reasonably believe that another purpose is compatible with that or those original purpose(s) and need to use your personal data for that purpose. If we use your personal data in this way and you wish us me to explain how the new purpose is compatible with the original, please contact us using the details in Part 15.

If we need to use your personal data for a purpose that is unrelated to, or incompatible with, the purpose(s) for which it was originally collected, we will inform you and explain the legal basis which allows us to do so.

In some circumstances, where permitted or required by law, we may process your personal data without your knowledge or consent. This will only be done within the bounds of the Data Protection Legislation and your legal rights.


8. How Long Will You Keep My Personal Data?

We will not keep your personal data for any longer than is necessary in light of the reason(s) for which it was first collected. Your personal data will therefore be kept for the following periods (or, where there is no fixed period, the following factors will be used to determine how long it is kept):


Type of Data How Long We Keep It

Identity Information including name and title. 6 years or the minimum requirement of Trading Standards at the time which ever is the least.

Contact information including postal address, email address, telephone number.

Payment information including card and bank account information required to accept your payments for goods. Please refer to the terms and conditions of Stripe, Paypal or Klarna, our payments processors and Parcelforce / Royal Mail our chosen delivery partner.

Profile information including login details, purchase history. 6 years or the minimum requirement of Trading Standards at the time which ever is the least..

Technical information including IP address, Geographical location, browser type and version, we addresses visited prior and post visting Our website. 5 years or the minimum requirement of Trading Standards at the time which ever is the least.


9. How and Where Do You Store or Transfer My Personal Data?

We will only store or transfer your personal data within the UK. This means that it will be fully protected under the Data Protection Legislation.


10. Do You Share My Personal Data?

We will not share any of your personal data with any third parties for any purposes, subject to the following exceptions.

If we sell, transfer, or merge parts of our business or assets, your personal data may be transferred to a third party. Any new owner of our business may continue to use your personal data in the same way(s) that we have used it, as specified in this Privacy Policy.

In some limited circumstances, we may be legally required to share certain personal data, which might include yours, if we are involved in legal proceedings or complying with legal obligations, a court order, or the instructions of a government authority.

Where services such as delivery and delivery tracking are wholly reliant on the provision of your name, address and contact email.


11. How Can I Control My Personal Data?

11.1 In addition to your rights under the Data Protection Legislation, set out in Part 5, when you submit personal data via Our Site, you may be given options to restrict our use of your personal data. In particular, we aim to give you strong controls on our use of your data for direct marketing purposes (including the ability to opt-out of receiving emails from us which you may do by unsubscribing using the links provided in our emails and, at the point of providing your details and by managing your Account).

11.2 You may also wish to sign up to one or more of the preference services operating in the UK: The Telephone Preference Service (“the TPS”), the Corporate Telephone Preference Service (“the CTPS”), and the Mailing Preference Service (“the MPS”). These may help to prevent you receiving unsolicited marketing. Please note, however, that these services will not prevent you from receiving marketing communications that you have consented to receiving.


12. Can I Withhold Information?

You may access certain areas of Our Site without providing any personal data at all. However, to use all features and functions available on Our Site you may be required to submit or allow for the collection of certain data.

You may restrict our use of Cookies. For more information, see Part 14.


13. How Can I Access My Personal Data?

If you want to know what personal data we have about you, you can ask us for details of that personal data and for a copy of it (where any such personal data is held). This is known as a “subject access request”.

All subject access requests should be made in writing and sent to the email or postal addresses shown in Part 15.

There is not normally any charge for a subject access request. If your request is ‘manifestly unfounded or excessive’ (for example, if you make repetitive requests) a fee may be charged to cover our administrative costs in responding.

We will respond to your subject access request within 28 calendar days and, in any case, not more than one month of receiving it. Normally, we aim to provide a complete response, including a copy of your personal data within that time. In some cases, however, particularly if your request is more complex, more time may be required up to a maximum of three months from the date we receive your request. You will be kept fully informed of our progress.


14. How Do You Use Cookies?

14.1 Our Site may place and access certain first-party Cookies on your computer or device. Our website does not alter it's data collection and use practices when we see a Do Not Track signal from your browser.First-party Cookies are those placed directly by us and are used only by us. We use Cookies to facilitate and improve your experience of Our Site and to provide and improve our products or services. We have carefully chosen these Cookies and have taken steps to ensure that your privacy and personal data is protected and respected at all times.

All Cookies used by and on Ourpop-up Site are used in accordance with current Cookie Law.

Before Cookies are placed on your computer or device, you will be shown a pop-up requesting your consent to set those Cookies. By giving your consent to the placing of Cookies you are enabling us to provide the best possible experience and service to you. You may, if you wish, deny consent to the placing of Cookies; however certain features of Our Site may not function fully or as intended.

Certain features of Our Site depend on Cookies to function. Cookie Law deems these Cookies to be “strictly necessary”. Your consent will not be sought to place these Cookies, but it is still important that you are aware of them. You may still block these Cookies by changing your internet browser’s settings as detailed below, but please be aware that Our Site may not work properly if you do so. We have taken great care to ensure that your privacy is not at risk by allowing them.

In addition to the controls that we provide, you can choose to enable or disable Cookies in your internet browser. Most internet browsers also enable you to choose whether you wish to disable all Cookies or only third-party Cookies. By default, most internet browsers accept Cookies, but this can be changed. For further details, please consult the help menu in your internet browser or the documentation that came with your device.

You can choose to delete Cookies on your computer or device at any time, however you may lose any information that enables you to access Our Site more quickly and efficiently including, but not limited to, login and personalisation settings.

It is recommended that you keep your internet browser and operating system up-to-date and that you consult the help and guidance provided by the developer of your internet browser and manufacturer of your computer or device if you are unsure about adjusting your privacy settings.


14.2 In addition to our first party cookies We and our trusted partners use cookies and other technologies in our related services, including when you visit our Site or access our services.


A "cookie" is a small piece of information that a website assigns to your device while you are viewing a website. Cookies are very helpful and can be used for various different purposes. These purposes include allowing you to navigate between pages efficiently, enabling automatic activation of certain features, remembering your preferences and making the interaction between you and our Services quicker and easier. Cookies are also used to help ensure that the advertisements you see are relevant to you and your interests and to compile statistical data on your use of our Services.



The Site uses the following types of cookies:


a. 'session cookies' which are stored only temporarily during a browsing session in order to allow normal use of the system and are deleted from your device when the browser is closed;


b. 'persistent cookies ' which are read only by the Site, saved on your computer for a fixed period and are not deleted when the browser is closed. Such cookies are used where we need to know who you are for repeat visits, for example to allow us to store your preferences for the next sign-in;

c. 'third-party cookies' which are set by other online services who run content on the page you are viewing, for example by third-party analytics companies who monitor and analyse our web access.


Cookies do not contain any information that personally identifies you, but Personal Information that we store about you may be linked, by us, to the information stored in and obtained from cookies. You may remove the cookies by following the instructions of your device preferences; however, if you choose to disable cookies, some features of our Site may not operate properly and your online experience may be limited.


14.3 We also use a tool called “Google Analytics” to collect information about your use of the Site. Google Analytics collects information such as how often users access the Site, which pages they visit, when they do so, etc. We use the information we obtain from Google Analytics only to improve our Site and services. Google Analytics collects the IP address assigned to you on the date you visit sites, rather than your name or other identifying information. We do not combine the information collected through the use of Google Analytics with personally identifiable information. Google’s ability to use and share information collected by Google Analytics about your visits to this Site is restricted by the Google Analytics Terms of Use and the Google Privacy Policy.



15. How Do I Contact You?

To contact us about anything to do with your personal data and data protection, including to make a subject access request, please use the following details for the attention of;

“The Data Protection Officer”

Email address: dataprotection@luum-paddleboards.co.uk

Postal Address: 11 Vaughan Parade, Harbourside, Torquay, TQ2 5EG.


16. Changes to this Privacy Policy

We may change this Privacy Notice from time to time. This may be necessary, for example, if the law changes, or if we change our business in a way that affects personal data protection.

Any changes will be immediately posted on Our Site and you will be deemed to have accepted the terms of the Privacy Policy on your first use of Our Site following the alterations. We recommend that you check this page regularly to keep up-to-date. This Privacy Policy was last updated on 28th April 2022.