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FireAgent

Part Number or the Week S3EP-V-VAD-HPR-R

Privacy Policy

Issued: 29 September 2026 · Last reviewed: 2 July 2026

This privacy policy explains how FIREAGENT LTD collects, uses and protects personal data when you use fireagent.co.uk and our trade services. We process personal data in accordance with the UK GDPR and the Data Protection Act 2018.

Who we are

FIREAGENT LTD is a private limited company registered in England and Wales (company number 17239099), trading as FireAgent. Our registered office is Hawker Business Park, Melton Road, Burton on the Wolds, Loughborough, Leicestershire, LE12 5TQ. We are the data controller responsible for your personal data, and are registered with the Information Commissioner's Office (ICO) under registration reference ZC176495. You can contact us about privacy matters at shop@fireagent.co.uk.

What personal data we collect

We may collect and process the following categories of data:

  • Account data: name, business details, login credentials and role.
  • Contact data: email address, telephone number and the business you represent.
  • Billing and delivery data: billing address, delivery address and the information needed to fulfil orders.
  • Order and quote history: the quotes, carts, orders and related correspondence associated with your account.
  • Site usage data: technical data such as IP address, device/browser information and, with your consent, analytics about how you use the site and measurement of how our adverts perform.
  • Advert click data: with your consent, the click reference Google adds to our page address when you click one of our Google adverts, the time you arrived and the time you accepted advertising, and the order it is linked to if you then place one.

We do not knowingly collect special category data, and we operate on a trade-only basis (we deal with businesses, not consumers).

Lawful bases for processing

We rely on the following lawful bases under the UK GDPR:

  • Performance of a contract: to set up your account, prepare quotes, process orders and arrange delivery.
  • Legitimate interests: to operate, secure and improve our storefront, prevent fraud and communicate with you about your account (balanced against your rights). We also rely on legitimate interests to keep our order records in Shopify complete, including any advert click details on an order. We rely on them too when you turn advertising off, to keep a one-way code of the click reference so that we never report an order that carries it.
  • Legal obligation: to meet accounting, tax and other statutory record keeping requirements.
  • Consent: for non-essential cookies, analytics and advertising measurement, including telling Google which orders followed a click on one of our Google adverts. You can withdraw consent at any time.

Who we share data with

We share personal data only with the processors and partners needed to run our service, under appropriate contracts:

  • Shopify: provides our cart, checkout and payment processing (Shopify, Inc.).
  • Payment providers: process card and other payments made through checkout.
  • Couriers and carriers: to deliver goods to your nominated address.
  • Email providers (for example Resend / SendGrid): to send quotes, order updates and service messages.
  • Vercel: hosting and infrastructure for the website.
  • Vercel analytics: performance/usage analytics, used only where you have given consent.
  • Meta Platforms: the Meta Pixel measures how our Facebook and Instagram adverts perform, used only where you have given consent.
  • Google: Google Analytics and the Google Ads tag, which may be loaded through Google Tag Manager, measure how the site is used and how our Google adverts perform, used only where you have given consent. Where you have accepted advertising, we also send Google a short record of orders that followed a click on one of our Google adverts, as described below.

We do not sell your personal data. We may also disclose data where required by law or to protect our legal rights.

How we count sales from our Google adverts

When someone clicks one of our Google adverts, Google adds a click reference to the address of the page they land on. If you have accepted advertising, we save it in a cookie called fa_ad_click, which our Cookie Policy describes. When you go to checkout while advertising is still accepted, we add the contents of that cookie to your basket in Shopify, and they stay on the order if you place one. If you do, we also keep a record of them in our own database.

Once a day we send Google the click reference for each new order, together with our reference for the order, the time it was placed, its currency and the value of the goods after any discount, excluding VAT and delivery. This shows us which of our adverts led to a sale. If we choose automatic bidding, Google Ads also uses these sales to set our bids. With each order we also tell Google that you agreed to this measurement, and not to use these details for personalised advertising. We send nothing else about you or your order, so Google does not receive your name, contact details, address or what you ordered.

We do not use Google's personalised advertising or remarketing, which would show our adverts again to people who have visited our site. Google explains how it uses this information on its page “How Google uses information from sites or apps that use our services”.

If you turn advertising off, we remove the cookie from your browser and add no click reference to any basket you take to checkout after that. We do the same if your browser has lost your cookie choices, since advertising is then off until you choose again. Before removing the cookie, we read the click reference it holds, and we stop reporting any order that carries that reference. If we have already reported such an order, we tell Google to set its value to zero. We also delete the click reference from our own database, keeping only what we need to make sure no order that carries it is reported.

International transfers

Some of our processors (for example Shopify, Vercel, Meta and Google) may process data outside the UK or EEA. Where personal data is transferred internationally, we rely on appropriate safeguards such as UK adequacy regulations, the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses, so your data continues to be protected.

How long we keep data

We keep personal data only for as long as necessary for the purposes described above, including to meet our legal, accounting and tax obligations. Order and transaction records are typically retained for at least six years to satisfy UK statutory requirements; account and marketing data are retained while your account is active or until you ask us to delete it. The advert click cookie on your device lasts up to 90 days. We delete our own record of an advert click 14 months after the order it is linked to. If you turn advertising off, we keep a one-way code made from the click reference for 14 months, so that we can recognise an order that carries it. The code cannot be turned back into the reference. The cookie's contents stay on the order in Shopify as part of our order records, even if you later turn advertising off, and an unfinished checkout at Shopify can also hold them.

Your rights

Under UK data-protection law you have the right to: access your personal data; have inaccurate data rectified; request erasure; restrict processing; data portability; object to processing based on legitimate interests; and withdraw consent where we rely on it. These rights are subject to certain legal exceptions.

How to exercise your rights

To make a request, email shop@fireagent.co.uk. We will respond within the statutory time limit (normally one month). We may need to verify your identity before acting on a request.

Cookies

We use a small number of cookies and similar technologies. Strictly necessary cookies are always on; analytics and advertising cookies are used only with your consent. See our Cookie Policy for full details and how to manage your choices.

Complaints

If you have a concern about how we handle your data, please contact us first so we can try to resolve it. You also have the right to complain to the Information Commissioner's Office at ico.org.uk.

Changes to this policy

We may update this policy from time to time. Any changes will be posted on this page with a revised “Last updated” date.