Privacy Notice

Privacy Policy

We automatically collect information via electronic means, such as via Cookies (see below). We also obtain the IP (Internet Provider) address of users placing orders via our website(s) for security and fraud prevention reasons.

Any information collected by Midland Waterlife  is collected lawfully and in accordance with Data Protection Act 1998.

What do we do with your information?

- Information you provide is used to fulfil your order, including the processing of payments.

- In cases where an order is part completed via our website(s), we may contact you to ascertain if you require any further assistance with placing your order.

- We will disclose information about you to any relevant regulator if they require it or to anyone else if there is a legal duty to do so.

- Notify you about enhancements to our services such as; changes to the website(s), new products and special offers which maybe of interest to yourselves

Fraud Prevention

In order to protect our customers and us from fraud and theft, we may pass on information that we obtain from making identity checks and other information in our customer records, to other companies within Midland Waterlife, and to other 3rd party organisations (including law enforcement agencies) involved in fraud prevention and detection, to use in the same way; where there is sufficient evidence to suggest that fraud is being perpetrated.

We may use automated decision making systems when assessing you for credit and for fraud prevention as well as reputable 3rd party sources and may at times request proof of address and or identity before an application can be passed through our Order Verification Department.

Protection of Information

We offer the use of a secure server for online ordering via our website(s), which encrypts all information before it is sent.

We will not request information which is excessive for the purposes of fulfilling on order; we will also delete any information which is no longer required within the reasonable period of time.

We will protect your data against unauthorised use by allowing only authorised employee's access to your personal information such as your Bank/Card details. For transmission of data and unauthorised access, these details will remain encrypted.

We follow strict procedures regarding storage and disclosure of information. These procedures mean you may be requested to provide proof of identity before any such information may be disclosed to you.

In some cases we may administer your account and provide other administrative functions and services from centres in countries outside of Europe . These countries do not always have the same standard of data protection laws as the UK . However, we will have a contract in place to ensure that your information is adequately secured and protected, and we will remain bound by our obligations under the Data Protection Act 1998, even when your personal information is processed outside of Europe .


Cookies are alphanumeric identifiers that are transferred to your computer's hard drive through your Internet Web browser to enable our systems to recognise your browser and to store items in your Shopping Trolley while using our website(s).

We also use Cookies to track and report the source of sales and user activity within our website(s).
As a security safeguard your IP Address is logged as:
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