Privacy Policy
By using our website, you agree to this policy. If you do not agree, please do not use our website or submit any personal data through it
Effective Date: June 2025
Introduction
This is our data protection and privacy policy. UrbanTide Limited (“UrbanTide”, “we”, “us” or “our”) respects your privacy and is committed to the protection of your personal data that we collect or process. This policy informs you about how we look after your personal data and tells you your rights and how applicable privacy law protects you.
Who we are
We are UrbanTide Limited, a limited company incorporated in England and Wales under registered number 9222463. Our registered office is at UrbanTide Limited, 71-75 Shelton Street, Covent Garden, London WC2H 9JQ.
UrbanTide is the data controller, and you can find our registration details with the ICO, the UK's data protection regulator.
Our site address is: https://urbantide.com.
Any questions about this policy should be sent to hello@urbantide.com.
The data we may collect
We may collect and process the following data about you:
- Information you put into forms or surveys on our site.
- Personal identifiers and contact details (may include some or all of the following: name, email, phone, address, job title, organisation)
- Records of correspondence between us
- Details of your visits to our site and resources you use
- Technical information about your computer (IP address, browser, operating system) for system administration and aggregate reporting. This is statistical data about browser usage and patterns and does not identify any individual.
- Training course booking details if you book via Eventbrite
- Job application information, including career history
How we collect your data
Most personal information we process is provided directly or indirectly by you through:
- Use of our websites (urbantide.com, usmart.io, usmart.ai)
- Completion of forms, surveys, or Eventbrite bookings
- Direct correspondence
- Engagement regarding services, partnerships, or commercial opportunities
- Business transactions where we've procured services from you
- Referrals from other businesses that reasonably believe you'd benefit from our contact
Processing your data
Under UK General Data Protection Regulation (UK GDPR), we process information based on these lawful grounds:
(a) Your consent. withdrawable anytime by contacting hello@urbantide.com
(b) We have a contractual obligation.
(c) We have a legal obligation.
(d) We have a vital interest.
(e) We need it to perform a public task.
(f) We have a legitimate interest.
Legal requirements or contracts: When we need your information for legal compliance or contract fulfilment, we'll clearly explain this, tell you if it's required or optional, and explain the consequences of not providing it.
Legitimate business interests: We may use your information based on legitimate interest when you represent a business, previously showed interest in UrbanTide, have not opted out, gave permission, we hold minimal necessary data, and there's a low privacy impact. We regularly assess these criteria to ensure they remain appropriate.
Customer testimonials: We obtain email consent before using any testimonials containing personal information.
How we use your personal information
We use collected information to:
- Improve our website and ensure content displays effectively
- Fulfil contracts and carry out obligations from agreements
- Handle website administration, troubleshooting, data analysis, testing, and research
- Keep you informed about service changes
- Respond to comments, queries, and suggestions
- Maintain website security
- Meet legal obligations and exercise rights under terms and conditions
We use the information we collect only in compliance with this Privacy Policy. We will never sell your Personal Information to any third party.
Who we share your data with
We use various web-based services to run our business, including a secure CRM system. Here's what you need to know:
- Your data stays with us for our own business purposes
- We only transfer data to trusted, reputable web-based service providers that help us operate
- All service providers have GDPR-compliant privacy policies
- We never sell or share your data with other companies for their marketing purposes
- We may disclose information only when legally required or to protect rights, property, or safety of UrbanTide, customers, or others
Data storage and retention
Your information is stored securely. We retain personal data only for the necessary duration, considering the original collection purpose, statutory obligations, legal claim requirements, and other legal responsibilities. We do not keep personally identifiable information longer than required.
Cookies
We use cookies to distinguish users and improve our site. Cookies help us deliver better, more personalised service. You may refuse cookies by activating relevant browser settings, though this may prevent access to certain site parts.
Links to other sites
Our website includes links to third-party websites, plug-ins, and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements or use of data. If you transfer to another website, you should read their data protection statement for their policy on the use of personal information. For the purpose of the Data Protection Act 1998 (the act), the data controller is UrbanTide Limited.
Disclosing your information
We may disclose personal information about you to third parties if we are under a duty to disclose or share personal data in order to comply with any legal obligation, or to enforce or apply our terms of use and other agreements; or to protect the rights, property, or safety of UrbanTide Limited or its customers, or others.
This includes exchanging information with others to protect against fraud or credit risks.
Your data protection rights
Under data protection law, you have rights including:
- Right to be informed: This privacy policy tells you how your data will be collected, used, stored, and shared in clear, transparent language.
- Right of access: You can request copies of all your personal data that we hold, including how it's being used.
- Right to rectification: You have the right to ask us to rectify personal information you think is inaccurate or incomplete.
- Right to erasure: Also known as the 'right to be forgotten,' you can request that we delete your personal data when there's no compelling reason to continue processing it.
- Right to restrict processing: You have the right to object to the processing of your personal information in certain circumstances.
- Right to data portability: You may request that we move the personal data you provided to another organisation or directly to you under specific conditions.
- Right to object: You can object to the processing of your data based on legitimate interests, direct marketing, or for research/statistical purposes. You can ask us to not use your data for marketing purposes. You can do this by ticking the relevant boxes on our forms, or by contacting us at any time at hello@urbantide.com.
- Rights related to automated decision making: You can challenge decisions made about you by automated means without human involvement.
- Right to withdraw consent: Where you've given consent for data processing, you can withdraw it at any time by contacting hello@urbantide.com.
- Right to lodge a complaint: If you have concerns about our use of your personal information, you can make a complaint to us at hello@urbantide.com. You can also file a complaint with the Information Commissioner's Office (ICO).
You are not required to pay any charge for exercising your rights. If you make a request, we have one month to respond to you. Please contact us at hello@urbantide.com if you wish to make a request.
Changes
If we change our Privacy Policy, we will post the changes on this page and, where appropriate, we may also email you.
Contact
Questions, comments and requests regarding this privacy policy are welcome and should be sent to hello@urbantide.com.
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