Privacy Policy
Last Updated: January 2026
This Privacy Policy explains how Merchants Fish and Chips ("we," "us," "our," or "Company") collects, uses, discloses, and otherwise processes personal data on our website merchantsfishandchips.co.uk (the "Site"). We are committed to protecting your privacy and ensuring you have a positive experience on our Site.
Information We Collect
We collect personal data in various ways, including:
- Directly Provided Information: When you contact us, sign up for newsletters, or submit forms, we collect information such as your name, email address, and any other information you voluntarily provide.
- Automatic Information: When you visit our Site, we automatically collect certain technical information, including your IP address, browser type, device type, operating system, referring website, pages visited, and the time and date of your visits.
- Cookies and Similar Technologies: We use cookies, web beacons, and similar tracking technologies to collect information about your browsing behaviour and preferences (see Cookie Policy below).
- Usage Data: We track how you interact with our Site, including links clicked, content viewed, and time spent on pages.
How We Use Information
We use the personal data we collect for the following purposes:
- To provide, maintain, and improve our Site and services.
- To conduct analytics and track affiliate performance, including referrals to third-party casino operators.
- To enhance user experience and optimise Site functionality.
- To send newsletters, promotional updates, and other marketing communications (with your consent where required).
- To comply with legal obligations and enforce our Terms of Service.
- To prevent fraud, abuse, and security threats.
Cookie Policy
Our Site uses cookies and similar technologies to enhance your browsing experience. Cookies are small text files stored on your device. We use the following types of cookies:
- Essential Cookies: Required for Site functionality and security.
- Analytics Cookies: Help us understand Site usage patterns and user behaviour.
- Affiliate Tracking Cookies: Enable us to track referrals and affiliate commissions from linked casino operators.
- Marketing Cookies: Used to deliver personalised content and advertisements (where permitted by law).
Cookie Opt-Out: You can manage your cookie preferences through your browser settings. Most browsers allow you to refuse cookies or alert you when cookies are being sent. Please note that disabling essential cookies may affect Site functionality. For more information, visit aboutcookies.org.
Third-Party Links
Our Site contains links to third-party casino operators and affiliate partners. We are not responsible for the privacy practices, data handling, or content of these external websites. We strongly recommend reviewing the privacy policies of any third-party sites before providing personal information or engaging in gambling activities.
Third-party operators operate independently and may collect, use, and disclose your data according to their own privacy policies. The Company assumes no liability for third-party data practices.
Your Rights
UK and EU Residents (GDPR): Under the General Data Protection Regulation (GDPR), you have the right to:
- Access your personal data.
- Rectify inaccurate or incomplete information.
- Request deletion of your data (right to be forgotten), subject to legal exceptions.
- Restrict processing of your data.
- Object to processing, including for marketing purposes.
- Request data portability.
- Withdraw consent at any time.
US Residents (CCPA and State Privacy Laws): If you are a California resident, you may have additional rights under the California Consumer Privacy Act (CCPA), including the right to know, delete, and opt-out of the sale or sharing of personal information.
To exercise any of these rights, please contact us using the information provided in the Contact Us section below.
Data Retention
We retain personal data only for as long as necessary to fulfil the purposes outlined in this Privacy Policy or as required by applicable law. Typically, we retain:
- Contact information and account data for the duration of your engagement with us and for a reasonable period thereafter.
- Analytics and usage data for up to 24 months.
- Cookie data as specified by cookie expiration settings.
- Legal and compliance records as required by law (typically 6-7 years).
You may request deletion of your data at any time, subject to legal retention obligations.
Contact Us
If you have questions, concerns, or wish to exercise your privacy rights, please contact us:
Email: [email protected]
Website: merchantsfishandchips.co.uk
We will respond to your request within 30 days or as required by applicable law. If you are an EU or UK resident and believe we have not addressed your concerns adequately, you may lodge a complaint with your relevant data protection authority.
This Privacy Policy is subject to change without notice. We recommend reviewing this page periodically for updates. Your continued use of our Site constitutes acceptance of our Privacy Policy.