Aortha.com Privacy Policy

Who we are

At Aortha.com, we respect your privacy and are committed to protecting your personal information. This policy explains how we collect, use, share, and retain your data when you interact with our services.

1. Personal information we collect and why

We may collect the following information to operate effectively and provide you with a superior service:

Order fulfilment: We need your name, address, phone number and payment details to process and deliver your order.
Customer accounts: Information to create and manage your account so you can place orders and receive support.
Identity and fraud prevention: Details to verify your identity and protect us both from unauthorised activity.
Communication: Contact data to answer your queries and keep you updated.
Service improvement: Insights into your views and behaviour to help us develop better products and services.
Legal compliance: Information required to comply with laws, VAT regulations, and investigative processes.

2. Our ‘legitimate interests’

We process certain data to benefit both Aortha and you—such as improving services, enhancing security, or providing relevant marketing. Before relying on these interests, we carefully assess whether your rights outweigh our needs. If not, we’ll ask for your consent or proceed only where the law requires.

3. Sharing your information

We never rent or sell your personal data. We may share your data, only when absolutely necessary and securely, in the following cases:

With trusted partners (e.g., couriers, banks, IT providers, fraud-prevention services) who help us deliver our service.
With regulators or law enforcement when legally required (e.g. HMRC, ICO, police).
To protect against fraud and illegal activities, enforce our terms, or defend our or your legal rights .

4. How long we keep your data

We only retain your data for as long as needed:

Active customer data is kept while your account exists.
After account closure, we may retain some data to comply with legal obligations (for example, VAT records) or to resolve disputes .

5. Your rights

Under data protection laws, you have the following rights:

Be informed about how your data is used (this policy aims to do just that).
Access the data we hold about you. We’ll verify your identity and respond within one month (two months if complex).
Rectify any inaccuracies.
Erase your data (with exceptions: legal compliance or ongoing claims). We’ll also suppress your contact details to prevent future marketing .
Restrict processing under certain circumstances.
Data portability, allowing you to receive your data in a structured format.
Object to direct marketing or processing based on legitimate interests.

To exercise these rights, please email us or call the number listed below—we aim to respond within the required timeframe.

6. Marketing preferences

You can choose whether to receive marketing from us. You can:

Opt out via your online account.
Use the links in our emails.
Contact us directly using the details at the end of this policy .

7. Policy updates

We may revise this policy to reflect changes in our practices or legal obligations. When we do:

We’ll note the last updated date at the end.
We may notify you via email or a website banner.
You’re encouraged to review the policy occasionally—continued use after changes implies your acceptance.

8. Need help?

If you want to access, correct, delete, or restrict your personal data—or if you’d like to complain—please get in touch:

Email: [email protected]

Phone: 0151 448 1228

If you’re not satisfied with our response, you’re entitled to contact the ICO.

Last updated: 14 July 2025