Effective Date: August 24, 2026
Last Updated: August 24, 2026
This Privacy Policy explains how PrintShelf UK (trading under Blaze Digital Marketing Limited, “we”, “us”, or “our”) collects, uses, processes, and protects your personal information when you visit or make a purchase from printshelf.co.uk (the “Site”).
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1. Who We Are (Data Controller)
Under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, the data controller responsible for your personal data is:
- Legal Entity: Blaze Digital Marketing Limited (Trading as PrintShelf UK)
- Registered Address: Furze Court, 114 Wickham Road, Hampshire, PO16 7SH, United Kingdom
- Support Email: hello@printshelf.co.uk
- Support Phone: +44 7464 638850
- Contact Page: Contact Us
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2. Information We Collect
We collect information directly from you and automatically through your use of our website:
A. Information You Provide Directly
- Order & Identity Data: Full name, billing address, delivery address, email address, phone number.
- Payment Data: Payment card details, billing address, and transaction metadata. (Note: Sensitive card numbers are encrypted and processed directly by our payment providers—Stripe, PayPal, and Klarna. We never store full card numbers on our servers).
- Customer Communications: Messages, feedback, inquiries, or support requests submitted via our contact forms, email, or reviews.
- Marketing Preferences: Newsletter sign-up records and email communication preferences (via FluentCRM).
B. Information Collected Automatically
- Device & Usage Information: IP address, browser type, operating system, pages viewed, time spent on pages, referral URLs, and site navigation patterns.
- Cookies & Tracking Data: Data gathered through essential session cookies, analytical tracking (Google Analytics via Site Kit), and performance optimization tools.
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3. How We Use Your Personal Data & Legal Basis
We process your personal information under the following lawful bases:
| Purpose / Activity | Type of Data | Lawful Basis for Processing |
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| Processing and delivering orders (printing, packaging, dispatching, invoicing) | Identity, Contact, Order, Payment | Performance of a Contract |
| Managing customer service, returns, and order updates | Identity, Contact, Communications | Performance of a Contract / Legal Obligation |
| Sending marketing newsletters and product drop notifications | Contact, Marketing Preferences | Consent (freely given; can be withdrawn anytime) |
| Fraud prevention, website security (Wordfence/Sucuri), and legal compliance | Identity, Technical, Transactional | Legal Obligation / Legitimate Interests |
| Website analytics, performance caching, and conversion tracking | Usage, Technical Cookies | Legitimate Interests / Consent |
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4. Third-Party Service Providers & Sharing
We do not sell, rent, or trade your personal data. We only share necessary data with trusted service providers who help us fulfill orders and operate our store securely:
- Payment Processors: Stripe, PayPal, and Klarna to securely authorize, verify, and complete transactions.
- Courier & Delivery Partners: Royal Mail and courier services to ship poster prints and framed wall art to your address.
- Email & Marketing Platforms: FluentCRM and FluentSMTP for order receipts, customer notifications, and newsletters.
- Analytics & Security Tools: Google Analytics (Site Kit), Wordfence, and LiteSpeed Cache for website performance and fraud prevention.
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5. Cookies & Tracking Technologies
We use cookies to keep items in your shopping cart, remember your wishlist items (TI Wishlist), and analyze website traffic. You can manage or customize your cookie preferences at any time using our on-site cookie consent banner or by configuring your web browser settings.
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6. Data Retention
We retain your personal information only as long as necessary to fulfill the purposes for which it was collected, including satisfying legal, tax, accounting, and reporting obligations (e.g., maintaining HMRC purchase records for 6 years).
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7. Your Data Protection Rights (UK GDPR)
Under UK data protection law, you have the following rights regarding your personal information:
- Right of Access: Request a copy of the personal data we hold about you.
- Right to Rectification: Request correction of inaccurate or incomplete information.
- Right to Erasure (“Right to be Forgotten”): Request deletion of your personal data where there is no compelling legal reason for us to keep it.
- Right to Restrict or Object to Processing: Object to our processing of your data based on legitimate interests or direct marketing.
- Right to Data Portability: Request that your data be transferred to you or another provider in a structured format.
- Right to Withdraw Consent: Unsubscribe from marketing communications at any time via the link in our emails or by contacting us.
To exercise any of these rights, email us at hello@printshelf.co.uk.
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8. Security Measures
We maintain appropriate technical, organizational, and physical security measures (including SSL encryption, firewall protection, and regular security audits) to prevent unauthorized access, loss, alteration, or disclosure of your personal data.
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9. How to Contact Us or Lodge a Complaint
If you have any questions or concerns about this policy or our data practices, please reach out to us:
- Email: hello@printshelf.co.uk
- Phone: +44 7464 638850
- Mail: Blaze Digital Marketing Limited (PrintShelf UK), Furze Court, 114 Wickham Road, Hampshire, PO16 7SH, UK
You also have the right to lodge a complaint with the UK data protection supervisory authority: the Information Commissioner’s Office (ICO) at ico.org.uk.
