Privacy Policy

Privacy Policy for Electric Radiators Direct

We are committed to keeping your personal data secure.

This Privacy Policy tells you what to expect when we collect personal data from you. It also explains how we will store, handle and keep your personal information safe.  

This Privacy Policy (together with our Terms and Conditions as set out at and any additional terms of use, together our Terms of Use) applies to your use of any of the services accessible through our website or any other sites of ours. This policy sets out the basis on which any personal data we collect from you, or that you provide to us, will be processed by us.

We are committed to protecting and respecting your privacy. Please read the following carefully to understand our practices regarding your personal data and how we will treat it.

We update this Privacy Policy from time to time so please take the time to review it regularly

Important Information about who we are: 

The Ignition Group of companies includes Go Home Direct Trading Limited, Electric Radiators Direct, Infrared Heaters Direct, Heatingpoint and Storage Heaters Direct (collectively referred to as “our Group”, “we” or “us” in this policy).

You can contact us at:

Postal address:

Firecrest House

Lingerfield Business Park

Market Flat Lane Scotton



Email: [email protected]

We are registered with the Information Commissioners Office (ICO). Our registration number is ZA043022.


General Information

All personal data we collect or are provided with will only be held and stored in accordance with this Privacy Policy, the UK General Data Protection Regulation (“UK GDPR”), the Data Protection Act 2018 and any other legislation relating to the protection of personal data (data protection laws). Go Home Direct Trading Limited or the relevant Group company is the data controller for the personal data we process, unless otherwise stated.

Our Group websites may from time to time, contain links to and from the websites of our partner networks, advertisers and affiliates. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for their handling of your personal data. Please check the privacy policies of such websites before you submit any personal data to them.

Information we collect

Most of the personal data we process is provided to us directly by you for the purpose of providing you with our services.

We collect personal data about you using a variety of methods, such as (but not limited to) through our websites, purchase products online, social media channels, events, surveys, and any online, telephone and email contacts. We also collect data when you interact with our Live Chat facility.   

We also collect personal data when you are a supplier or retailer, or we have a commercial or trade contract with you.

When you provide personal data to us, we will treat that information in accordance with this Privacy Policy.

Personal information or personal data, means any information about an individual from which that person can be identified and is generally referred to throughout this Privacy Policy as “personal data”. It does not include data where the identity has been removed (anonymous data).

Personal data we may collect, use, store and transfer about you, are as follows:


  • Identity data, which includes your name, age/date of birth and gender;
  • Contact data which includes postal address including billing and delivery addresses, your location, telephone numbers (including mobile numbers) and e-mail address;
  • Transaction data which includes purchases and/or orders made by you and your payment card details;
  • Technical data which includes your on-line browsing activities on our websites;
  • Profile Data which includes your account login details for website and/or apps including your username and password(s), your interests, preferences, feedback and survey responses;
  • Marketing and communications data which includes your marketing preferences from us and our third parties, your communication preferences and your correspondence to and communications with us; and
  • other publicly available personal data, including any which you have shared via a public platform (such as a Twitter feed, TICKTOK, LinkedIn or public Facebook page).#

We collect your:

When you:

So that we can:


We share this information with:


Contact information  

  • Request services from us
  • Contact us ;


  • provide you with information, products or services that you request from us or which we feel may interest you, where you have consented to be contacted for such purposes;
  • respond to you if you contact us.


  • Our warehouse and courier partners

Email Address

  • Opt in to receive our newsletter
  • Start a live chat session with us
  • Purchase products or services form our websites


  • Keep you updated with latest offers
  • Respond with answers to your questions if we are busy or offline
  • Send you order confirmation emails and updates to your order
  • Dotmailer - our communications partner
  • Live Chat Inc. - our live chat partner
  • Our warehouse and courier partners

Transaction and payment data

Purchase products or services form our website

Validate your payment method and deliver you the products ordered


Our warehouse and courier partners

Social media data

Contact us via social media channels

Respond to your contact


Technical data (IP Address)

Visit a page on our website

Serve you our web pages

A pseudonymised version is shared with our analytics partner when third party cookies are enabled


Information we receive from other sources

This is information we receive about you if you use any of the other websites we operate or the other services we provide.

In this case we will have informed you when we collected that data if we intend to share those data internally and combine it with data collected on this site. We will also have told you for what purpose we will share and combine your data.

We are working closely with third parties (including, for example, business partners, sub-contractors in technical, payment and delivery services, advertising networks, analytics providers, search information providers, credit reference agencies). We will notify you when we receive information about you from them and the purposes for which we intend to use that information.

Payment card information

Our Group or our chosen third-party provider may process your personal data to process any payments made for the provision of services. The information may include information for identification and verification, such as your name, credit, debit or other card number, card expiration date, and CVV code.

Any payment transactions carried out by us, or our chosen third-party provider of payment processing services will be kept secure and encrypted where possible.

If you fail to provide personal data

Where we need to collect personal data by law, legitimate interest or under the terms of a contract we have with you, and you fail to provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you (for example, to provide you with good and/or services). In this case, we may have to cancel a service you have with us, but we will notify you if this is the case at the time.

How we use your information 

We will only use your personal data when the law allows us to do so. The data protection laws set out a number of reasons for which a company may collect and process your personal data.

When collecting your personal data, we will always make it clear to you which data is necessary in connection with the particular activity.

Most commonly we will use your personal data in the following circumstances:

  • Where you have consented before the processing.
  • Where we need to perform a contract, we are about to enter or have entered with you.
  • Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
  • Where we need to comply with a legal or regulatory obligation.

Whenever you have given us your consent to use your personal data, you have the right to change your mind at any time and withdraw that consent. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent.

If you have given your consent to receive marketing emails you can withdraw this at any time, or if we are relying on our legitimate interests to send you marketing you can object. In either case, just let us know. If you have received a direct marketing email from us and no longer wish to do so, the easiest way to let us know is to click on the unsubscribe link at the bottom of our marketing emails.

In certain circumstances, we need your personal data to comply with our contractual obligations or to pursue our legitimate interests in a way which might be reasonably expected as part of our running our business. For example, to deliver the services to you, we need to use the information you provide us.

We also use your information when we need to contact you about our services or respond to you if you contact us.

Examples of when we use of your information.

We use information held about you in the following ways:

  • to carry out our obligations arising from any Contracts entered in to between you and us;
  • to provide you with information, products or services that you request from us or which we feel may interest you, or where you have consented to be contacted for such purposes;
  • to ensure that content from our websites is presented in the most effective manner to you;
  • to allow you to participate in live chat, Twitter, Facebook, Pinterest, RSS Feeds, feedback, reviews and any other interactive features on our websites; and
  • to notify you about changes to our websites or services.


We strive to provide you with choices regarding certain personal information uses, particularly around marketing and advertising.

If you have given your consent to receive marketing emails you can withdraw this at any time, or if we are relying on our legitimate interests to send you marketing you can object. In either case, just let us know. If you have received a direct marketing email from us and no longer wish to do so, the easiest way to let us know is to click on the unsubscribe link at the bottom of our marketing emails.

We may contact you in relation to any similar products or services we have previously supplied.  Otherwise, we would rely on consent as a legal basis for processing in relation to sending direct marketing communications to customers via email or text message.  You have the right to withdraw consent at any time.  Where consent is the only legal basis for processing, we will cease to process data after consent is withdrawn.


A cookie is a piece of data stored locally on your computer containing information about your activities on the Internet. Each website can send its own cookie to your web browser if your browser's preferences allow it. Many websites do this whenever a user visits their website in order to track online traffic flows.

Our Group company websites use cookies to distinguish you from other users of our websites. These are essential for the website to function correctly (for example keeping track of items added to your basket and your checkout choices). This helps us to provide you with a good experience when you browse our website and also allows us to improve our site.

'Tracking' cookies are only used when you agree to our cookie policy.

Where we collect IP addresses

We may collect information about your computer, including where available your IP address, operating system and browser type for system administration and to report anonymous, statistical aggregate information to our advertisers. This is statistical data about our users' browsing actions and patterns and does not identify any individual.

Your IP address will be logged in our weblogs for up to days. Our weblogs are for analytical and debugging purposes only and are not used for processing or profiling.

Your IP address is not disclosed to third parties.

For detailed information on the Cookies we use and the purposes for which we use them, please see our Cookie Policy.

Security and storing and your personal data

We will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this Privacy Policy.

We work hard to keep your information and personal data safe. We use a combination of technical, administrative, and physical controls to maintain the security of your personal information and protect against accidental, unlawful or unauthorised destruction, loss, alteration, access, disclosure or use. 

All information you provide to us is stored on our secure servers. Some of the controls we have in place to protect your personal data include technological controls such as firewalls, user verification, strong data encryption. We utilise industry “good practice” standards to support the maintenance of a robust information security management system Any payment transactions will be encrypted.

Where we have given you (or where you have chosen) a password which enables you to access certain parts of our website you are responsible for keeping this password confidential. We ask you not to share a password with anyone.

Unfortunately, the transmission of information via the internet is not completely secure. Although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted to our site; any transmission is at your own risk. Once we have received your information, we will use strict procedures and security features to try to prevent unauthorised access.

Where your personal information may be processed 

Sometimes we will need to share your personal data with third parties and suppliers outside the UK such as Europe and the USA.

If we do this, we have procedures in place to ensure your data receives the same protection as if it were being processed inside the UK. For example, our contracts with third parties stipulate the standards they must follow at all times.

How long we will retain your personal information 

We will only retain your personal data for as long as is necessary for the purpose or purposes for which we have collected it.

In addition, we limit access to your personal information to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal information on our instructions, and they are subject to a duty of confidentiality.

In some circumstances we will anonymise your personal information (so that it can no longer be associated with you) for analytical or statistical purposes, in which case we may use this information indefinitely without further notice to you.


Disclosure of your information

The reasons we may share your data with third parties are: 


  • if we are under a legal or regulatory duty to do so,
  • if it is necessary to do so to enforce terms and conditions of sale or other contractual rights,
  • it is necessary to provide you with the goods and/ or services requested,
  • to lawfully assist the police or security services with the prevention and detection of crime or terrorist activity,
  • where such disclosure is necessary to protect the safety or security of any persons or property, and/or
  • otherwise as permitted under applicable law.


We may share your personal data with any member of our Group, which means our subsidiaries, our ultimate holding company and its subsidiaries, as defined in section 1159 of the UK Companies Act 2006. We will share your personal data within our Group so that we can provide you with the relevant services, which include where you act as a consumer or customer, or where you act in a business capacity as a supplier, retailer or commercial contact.

We may disclose your personal data to members of our organisation who are responsible for fulfilling the services or contracts you have entered into.

We may also disclose your personal data to organisations working with us for fulfilling the services or contracts you have entered into. These include our warehouse and courier partners.

We may disclose anonymised personal information to third parties:

  • in the event that we sell or buy any business or assets in which case we may disclose your personal data to the prospective seller or buyer of such business or assets; or
  • if the website or substantially all of its assets are acquired by a third party in which case personal data held by it about its customers will be one of the transferred assets; or
  • if we are under a duty to disclose or share your personal data in order to comply with any legal obligation or in order to enforce or apply our Website Terms of Use or to protect the rights, property, or safety of our customers or others. This includes exchanging information with other companies and organisations for the purposes of fraud protection and credit risk reduction.

We only provide third parties with the information they need to know to perform their specific services. Where personal data is shared with a managed service provider or other third-party supplier, we work closely with them to ensure that your personal data is secure and protected at all times.

Our contracts with third parties make it clear that they must hold personal data securely, abide by the principles and provisions of data protection rules, and only use information as we instruct them to. In all instances where we disclose your information to third parties, we will ensure that your information is appropriately protected. If we stop using their services, any of your personal data held by them will either be deleted or rendered anonymous.

Your rights

You are also able to exercise your rights which include:

Your Right to be Informed  

We aim to be transparent within our Privacy Policy and provide you with information about how we use your personal data.

Your Right to Object

In some circumstances you can stop the processing of your personal data for reasons connected to your individual situation. We must then do so unless we believe we have a legitimate overriding reason to continue processing your personal data.

Where your details are used for marketing, you can opt out at any time. You are able to unsubscribe from marketing on each contact or you can contact us to object to any processing.

Your Right to Rectification

You have the right to request the correction of your personal data when it is incorrect, out of date or incomplete. If you notify us that the personal data, we hold is complete or inaccurate we will correct or complete the information as soon as possible.

Your Right to Erasure or the Right to be Forgotten

You have the right to request that your personal data be deleted; including if we no longer need it for the purpose we collected it, you withdraw your consent or you object to its processing.

Following your request, we will erase your personal data without undue delay unless the continued retention is necessary and permitted by law. If we make the personal data public, we shall take reasonable steps to inform other data controllers processing about your erasure request.

Your Right to Restrict Processing

You have the right to request that we restrict the processing of your personal data. This can be done in circumstances where we need to verify the accuracy of the information, if you do not wish to have the information erased or you have objected to the processing of the information, and we are considering this request. Once the processing is restricted, we will only continue to process your personal data if you consent, or we have another legal basis for doing so.

Your Right to Access

You have the right to access the personal data we hold about you. Any access request will usually be free of charge and responded to within one month. We will endeavour to provide information in the format requested, but we may charge you a reasonable fee for additional copies.

Your Right to Data Portability

You have the right to receive a copy of your personal data which you gave to us. The copy will be provided in a commonly used and machine-readable format.  You can also have it transmitted directly from us to another data controller, where technically possible.

The right not to be subject to automated decision making and profiling.

You have the right to not be subject to solely automatic decisions (i.e., decisions that are made about you by computer without any human input) in relation to any processes that have a legal or similarly significant effect on you.

You will be notified if we make a solely automated decision which produces a legal effect or significantly affects you.

When you request to exercise your rights

You will not have to pay a fee to exercise any of the rights listed above. However, we may charge a reasonable fee if your request is clearly unfounded or excessive, including where requests are repetitive. Alternatively, we could refuse to comply with your request in these circumstances.

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data or to exercise any of your other rights. This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.

We try to respond to all legitimate requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.

Changes to our privacy policy

Any changes we may make to this Privacy Policy in the future will be posted on this page and where appropriate, you will be notified by e-mail.

Please check back frequently to see any updates or changes to our Privacy Policy.

Contacting us

If you have any questions that haven’t been covered or would like us to address any concerns about our use of your personal information, please do not hesitate to contact us by e-mailing [email protected] or telephoning us on 0330 300 4444.

For further information on data protection please visit the Information Commissioner Office (ICO) website.

The Information Commissioner Office regulates data protection. If you feel that your data has not been handled correctly, or you are unhappy with our response to any requests you have made to us regarding the use of your personal information, you have the right to lodge a complaint with the Information Commissioner’s Office.

You can contact them by calling 0303 123 1113 or visit the website.