Privacy Policy
Last updated: 31 July 2026
Your Privacy Matters
At Appliance Guard Direct Ltd, we are committed to protecting your personal information and respecting your privacy.
This Privacy Policy explains what information we collect, how we use it, how we keep it safe, and the rights you have regarding your personal data.
We follow all applicable UK data protection laws, including the UK GDPR and the Data Protection Act 2018.
Who We Are
Appliance Guard Direct Ltd provides service plans for household appliances such as:
- Washing machines
- Dishwashers
- Tumble dryers
- Fridges and freezers
- Ovens and cookers
- Other domestic appliances
Our service plans help protect your appliances after the manufacturer's warranty has ended.
Appliance Guard Direct Ltd is the "data controller" responsible for your personal information.
Registered company: Appliance Guard Direct Ltd, registered in England & Wales, company number 17354180.
Registered address: 66 Paul Street, London, EC2A 4NA, England, United Kingdom.
If you have any questions about this Privacy Policy or your personal data, please contact us:
Telephone: 0808 196 3015
(Calls may be recorded for training and quality purposes.)
What Information We Collect
We may collect:
Personal Information
- Name
- Address
- Telephone number
- Email address
- Payment details
Appliance Information
Details of the appliance or appliances covered under your service plan.
We may receive information directly from you or from carefully selected marketing companies that are required to follow UK data protection laws.
How We Use Your Information
We use your information to:
- Set up and manage your service plan.
- Process payments.
- Contact you about your plan.
- Help with claims, repairs and customer support.
- Verify your identity and contact details.
- Improve our products and services.
- Meet legal and regulatory requirements.
Marketing
With your permission, we may contact you by:
- Telephone
- Post
We may tell you about:
- New products
- Service plan renewals
- Special offers
- New service plans
You can stop receiving marketing messages from us at any time by contacting us.
Sharing Your Information
We may share your information with trusted companies that help us provide our services, including customer support, administration, data analysis and service delivery.
These companies are required to keep your information secure and use it only for the services they provide to us.
We may also share information if we are legally required to do so.
Our Lawful Bases For Using Your Information
Under the UK GDPR we rely on the following lawful bases:
- Contract - to set up and run your service plan, take payments, and handle claims and repairs.
- Legal obligation - to meet accounting, tax, fraud-prevention and regulatory requirements.
- Consent - to send you marketing communications, which you can withdraw at any time.
- Legitimate interests - to improve our products, services and customer experience, verify contact details and keep our systems secure, balanced against your rights.
How Long We Keep Your Information
We normally:
- Process your information while your service plan is active.
- Keep records for up to six years where required for legal, financial or service purposes.
We do not store your full debit or credit card details. When your plan ends, we securely delete or anonymise information we no longer need.
Your Rights
You have the right to:
- Request a copy of the information we hold about you.
- Correct information that is inaccurate.
- Ask us to delete your information in certain situations.
- Restrict how we use your information.
- Move your information to another organisation where applicable.
- Object to direct marketing.
- Object to certain types of automated processing.
- Make a complaint if you believe your information has been handled incorrectly.
You can also withdraw your consent at any time where we rely on consent (for example, marketing). This will not affect any processing carried out before you withdrew consent.
We will respond to any request within one month. Exercising your rights is free of charge in most cases.
We do not use your personal information to make decisions based solely on automated processing that produce legal or similarly significant effects.
Cookies And Our Website
Our website uses only cookies that are strictly necessary to make the site work and keep it secure. We do not use advertising or third-party tracking cookies. If we introduce analytics or marketing cookies in the future, we will ask for your consent first.
How We Keep Your Information Safe
We use appropriate technical and organisational measures to protect your personal information, including access controls, encryption of data in transit, and staff confidentiality obligations. Payments are handled by regulated payment providers, and we do not store your full card details.
Where a personal data breach is likely to result in a risk to your rights and freedoms, we will report it to the Information Commissioner's Office (ICO) within 72 hours and, where required, tell you directly.
International Transfers
Your information is normally stored and processed in the United Kingdom. If any of our suppliers process data outside the UK, we make sure appropriate safeguards are in place, such as UK adequacy regulations or the UK International Data Transfer Agreement / Addendum.
Making A Complaint
If you are unhappy with how we have handled your personal information, please contact us first so we can put things right.
You also have the right to complain to the UK supervisory authority, the Information Commissioner's Office (ICO):
Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF
Helpline: 0303 123 1113
ico.org.uk
Contact Us
If you have any questions or would like to exercise your rights, please contact:
Appliance Guard Direct Ltd
Telephone: 0808 196 3015
Changes To This Privacy Policy
We may update this Privacy Policy from time to time.
Any changes will be posted on our website, and the latest version will always apply.