Privacy Policy

We know that buying intimate products is personal, and your privacy matters to us a great deal. This policy explains what information we collect, why we collect it, and how we keep it safe. We will never sell your data, and we will never share it with anyone who doesn't need it to fulfil your order.

Serious Industries Ltd (trading as Serious Pleasure) is the data controller for the personal information you provide to us. We are registered in England and Wales, company number 17237390. This policy applies to our website at seriouspleasure.co.uk and is governed by UK GDPR and the Data Protection Act 2018.

What information we collect

When you place an order or contact us, we collect:

• Your name and delivery address
• Your email address and phone number (if provided)
• Payment information — this is handled securely by our payment processor and we never see or store your full card details
• Your order history
• Any messages you send us

We also collect standard technical information when you visit our site, such as your IP address, browser type, and pages visited, via our analytics provider PostHog. This is used to keep the site running well and to understand how it is being used. If you complete checkout, your email address is linked to this activity so we can debug order issues.

Why we use your information

We only use your data for the following purposes:

• To fulfil your order — including passing your name and delivery address to our fulfilment partner and courier so your order can be picked, packed, and delivered. This is necessary to perform our contract with you.
• To communicate with you — about your order, delivery updates, or any queries you raise with us.
• To comply with the law — including keeping records for tax purposes.
• To prevent fraud — legitimate interest in protecting our business and customers.
• To understand and improve our site — legitimate interest in seeing how the site is used, including which products and pages perform well, and diagnosing errors.
• Marketing — only if you have explicitly opted in. You can unsubscribe at any time.
• Advertising measurement — only if you accept cookies via our cookie banner, we use Google Ads to understand whether an ad you clicked led to a purchase.

Who we share your data with

We share your personal information only with the parties necessary to fulfil your order:

• Our fulfilment partner — your name and delivery address are shared so your order can be dispatched
• Our courier (Evri) — your name, address, and email for delivery notifications
• Our payment processor (Stripe) — to handle your payment securely, including Apple Pay and Google Pay if you choose them at checkout
• Our e-commerce platform (Swell) — which stores and processes order data on our behalf
• Our analytics provider (PostHog, EU-hosted) — browsing behaviour, and your email address if you complete checkout, so we can understand site usage and diagnose order issues
• Google Ads — only if you accept cookies, limited data about the ad click and purchase so we can measure advertising performance

We do not sell your data to third parties.

How long we keep your data

We retain order and transaction records for 6 years in line with HMRC requirements. If you contact us, we keep those communications for as long as is reasonably necessary to resolve any issues. If you have opted in to marketing, we keep your details until you unsubscribe.

You can ask us to delete your data at any time — see your rights below.

Cookies

We use essential and analytics cookies to make the site work and understand how it's used. We only set advertising cookies if you accept them via the cookie banner shown on your first visit. The cookies we set are:

Essential — always set

• swell-session — keeps your basket intact while you browse
• swell-locale — remembers your language preference
• swell-currency — remembers your currency preference
• sp_consent — remembers your cookie banner choice
• __stripe_mid, __stripe_sid — set by Stripe, our payment processor, during checkout to help prevent fraud

Analytics — always set

• ph_* — set by PostHog, our analytics provider, to understand how the site is used and to improve it

Advertising — only if you accept cookies

• _gcl_au, _gcl_aw — set by Google Ads to measure whether a visit from one of our ads led to a purchase

You can decline advertising cookies at any time via the cookie banner, or disable cookies entirely in your browser settings, though this may affect some site functionality.

Your rights

Under UK GDPR, you have the right to:

• Access — request a copy of the personal data we hold about you
• Rectification — ask us to correct inaccurate or incomplete data
• Erasure — ask us to delete your data, where we are not legally required to keep it
• Restriction — ask us to limit how we use your data in certain circumstances
• Portability — receive your data in a structured, machine-readable format
• Object — object to us processing your data on the basis of legitimate interests
• Withdraw consent — if we are processing your data on the basis of your consent, you can withdraw it at any time

To exercise any of these rights, email us at hello@seriouspleasure.co.uk. We will respond within 30 days.

Complaints

If you are unhappy with how we have handled your data, you have the right to lodge a complaint with the UK's data protection regulator, the Information Commissioner's Office (ICO), at ico.org.uk. We would, however, always appreciate the chance to address your concerns directly first.

Changes to this policy

We may update this policy from time to time. Any changes will be posted on this page with an updated date at the top.

Contact

For any privacy-related questions, email us at hello@seriouspleasure.co.uk.