Privacy Policy

1. Who we are

EMA LOCKS 24/7 LTD (“we”, “us”, “our”) is a company registered in England and Wales, company number 17236004, with registered office at 7D Broad Green, Wellingborough, Northamptonshire, NN8 4LE. We are the data controller of personal information you provide to us through this website and during our services.

2. What personal data we collect

• When you call us: your phone number (via standard call display), your spoken name, address, and details of the locksmith service required.
• When you submit our contact form: your name, phone number, email address, postcode, and any message content you provide.
• When we attend a job: your name and address (for receipt/invoicing), your signature on receipts where applicable, and photographs of work performed if needed for insurance documentation (only with your consent).
• Automatically when you visit our website: IP address, browser and device information, pages visited, referring URL, and time of visit. Some of this is used to serve the site and keep it secure. Some of it is also sent to Google for measurement — including when you decline cookies. Section 4 explains exactly what that means.

3. How we use your data

• To respond to your service request (call back, attend job, provide quote).
• To complete the locksmith service you've requested.
• To send you a receipt or invoice.
• To respond to follow-up questions or complaints.
• To comply with our legal obligations (tax records, accounting, insurance).
• To understand how the website is used and which of our adverts lead to enquiries — see section 4.

We do not send you marketing communications — emails, texts or calls — unless you have asked us to. We do not sell your data.

4. Analytics and advertising measurement

We use Google Analytics to understand which pages people use, and Google Ads measurement to see which of our adverts led to an enquiry. When you first visit, a banner asks whether you are happy with this. Nothing optional is switched on until you choose, and declining is exactly as easy as accepting.

If you accept

Google sets cookies that let us count visits and connect an enquiry back to the advert that led to it. The cookies, and how long they last, are listed in our Cookie Policy.

If you decline

We want to be straightforward about this, because it is not obvious and you would otherwise only discover it by inspecting the page. Google's measurement tag still loads, and it still sends a request to Google. What changes is that it sets no cookies, reads none, and stores no identifier on your device.

That request contains limited technical information: the address of the page, the page you arrived from, basic browser and device details, and your IP address. Google uses the IP address to work out an approximate location and does not retain it. Because nothing is stored on your device and no identifier is created, these signals cannot be tied back to you or joined up across visits.

We rely on our legitimate interest in understanding, at an aggregate level, whether our website and advertising work at all. If you would rather no request reached Google, a tracker-blocking extension or your browser's cookie and site controls will prevent it.

Changing your mind

Use the Cookie preferences link in the footer of any page. Withdrawing takes effect immediately and removes the cookies that were set under your earlier choice.

5. Legal basis for processing

Under UK GDPR, we process your data on the following legal bases:

• Contract: processing is necessary to provide the service you've requested.
• Legitimate interests: processing is necessary for our legitimate interest in running our business — keeping records of work performed, keeping the website secure, and the aggregate, cookieless measurement described in section 4.
• Legal obligation: processing is necessary to comply with UK law (e.g. tax records).
• Consent: analytics and advertising cookies, and anything else we ask you to opt in to (such as photographs used promotionally). You can withdraw consent at any time.

6. How long we keep your data

• Call logs: up to 6 months.
• Job records and invoices: 7 years (UK tax law requirement).
• Photographs taken for insurance documentation: 12 months unless ongoing claim.
• Analytics and advertising data: held by Google under the retention period set on our account and the cookie lifetimes given in our Cookie Policy. We see only aggregated reports.
• Your cookie choice: 6 months, after which we ask again.

7. Who we share your data with

We share your data only with:

• Our payment processors (card payments) — Stripe Ireland Ltd, processing data under their own privacy policy.
• Our email provider — InterServer, Inc. (US-based), which hosts our [email protected] mailbox and carries contact-form enquiries to it. Your enquiry is delivered to us and is not passed to any marketing or mailing-list service.
• Our hosting provider — Vercel Inc. (US-based with EU data centres) and Cloudflare Ltd (UK). Data is hosted within the EU/UK where possible.
• Google — Google Ireland Ltd and Google LLC, for the website measurement and advertising measurement described in section 4. This covers technical data about your visit, not the contents of your enquiry.
• HMRC and other regulatory bodies when legally required.
• Insurance providers when handling claims related to work we've performed (with your knowledge).

We do not sell your data to third parties under any circumstances.

8. International data transfers

Some of our service providers — including Google and our email and hosting providers — may store or process data outside the UK. Where this happens, we rely on the safeguards required by UK GDPR for international transfers, such as adequacy decisions or Standard Contractual Clauses.

9. Your rights under UK GDPR

You have the right to:

• Access the personal data we hold about you.
• Correct inaccurate or incomplete data.
• Delete your data (subject to legal record-keeping requirements).
• Restrict processing of your data.
• Object to processing based on our legitimate interests — including the measurement described in section 4.
• Receive your data in portable form (where applicable).
• Withdraw consent at any time where processing is based on consent.

To exercise any of these rights, email [email protected]. We aim to respond within 30 days.

10. Complaints

If you're unhappy with how we've handled your data, you have the right to complain to the UK Information Commissioner's Office:

11. Changes to this policy

We may update this policy from time to time. The “Last updated” date at the top reflects the most recent change. Significant changes will be communicated to active customers by email where possible.