Privacy policy
Last updated: 13 July 2026
Water Filter Warehouse is a trading name of Direct UK Deals Ltd, a company registered in England and Wales (company no. 07591420, VAT no. GB 984 817 956), whose registered office is at Unit 24 Lynx Crescent, Weston-super-Mare, BS24 9DJ. In this policy the terms "we", "us" and "our" refer to Direct UK Deals Ltd.
We are the data controller responsible for your personal information. We are committed to protecting your privacy and to handling your personal information in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
This Privacy Policy explains how we collect, use, share and protect your personal information when you use our website, products and services (together, our "Services"). Please read it carefully. By using our Services you agree to the practices described here.
1. Information we collect
We collect the following types of information to provide and improve our Services:
a. Personal information: your name, email address, phone number, billing and delivery address, and order details when you make a purchase or contact us.
b. Payment information: card and payment details, which are processed securely by our payment providers. We do not store full card numbers ourselves.
c. Usage information: your IP address, device information, browser type and the pages you visit.
d. Cookies and similar technologies: information about how you interact with our website. You can manage your cookie preferences through your browser settings and our cookie banner.
2. How we use your information, and our legal bases
Under UK GDPR we must have a lawful basis for using your personal information. We rely on the following:
a. Performance of a contract: to process and deliver your orders, take payment, and provide customer support.
b. Legitimate interests: to operate, improve and secure our Services, to understand how they are used, and to prevent fraud, where these interests are not overridden by your rights.
c. Consent: to send you marketing emails and newsletters, and to set non-essential cookies. You can withdraw your consent at any time.
d. Legal obligation: to meet our legal, tax and accounting responsibilities.
3. Sharing your information
We may share your personal information with:
a. Service providers who help us run our Services, including Shopify (our e-commerce platform), payment processors, and delivery couriers.
b. Authorities or third parties where we are required to do so by law, or in response to a court order or other legal process.
c. A buyer or successor in the event of a merger, acquisition or sale of our business or assets.
We do not sell your personal information.
4. International transfers
Some of our service providers may process personal information outside the UK. Where they do, we ensure appropriate safeguards are in place, such as a UK adequacy decision or UK-approved standard contractual clauses.
5. How long we keep your information
We keep personal information only for as long as necessary for the purposes set out in this policy, including to meet legal, accounting or reporting requirements. Order and transaction records are generally kept for six years to comply with UK tax law.
6. Security
We take reasonable technical and organisational measures to protect your personal information from unauthorised access, disclosure, alteration and destruction. However, no transmission over the internet or method of electronic storage is entirely secure, so we cannot guarantee absolute security.
7. Your rights
Under UK GDPR you have the right to: access your personal information; have it corrected; have it erased; restrict or object to our use of it; data portability; and withdraw consent where we rely on it. To exercise any of these rights, contact us at sales@waterfilterwarehouse.co.uk. We will respond within one month.
8. Complaints
You have the right to complain to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection, at ico.org.uk, by telephone on 0303 123 1113, or by writing to Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF. We would welcome the chance to resolve your concerns first, so please do contact us before you approach the ICO.
9. Cookies
We use cookies and similar technologies to operate our website, remember your preferences and understand how our Services are used. You can control or delete cookies through your browser settings and through our cookie banner. Disabling some cookies may affect how the website functions.
10. Children's privacy
Our Services are not directed at children under the age of 13. We do not knowingly collect personal information from children under 13. If you are a parent or guardian and believe your child has provided us with personal information, please contact us and we will delete it.
11. Changes to this Privacy Policy
We may update this Privacy Policy from time to time to reflect changes in our practices or for other operational, legal or regulatory reasons. Any changes will be posted on this page and the date of the latest update will be shown at the top.
12. Contact us
If you have any questions, concerns or requests regarding this Privacy Policy or how we handle your personal information, please contact us:
Direct UK Deals Ltd, trading as Water Filter Warehouse
Unit 24 Lynx Crescent, Weston-super-Mare, BS24 9DJ
Email: sales@waterfilterwarehouse.co.uk
Phone: 01934 311800