Privacy Policy & Cookies

We respect your privacy and are determined to protect your personal data. The purpose of this privacy notice is to inform you how we look after your personal data when you visit our website (regardless of where you visit it from). We’ll also tell you about your privacy rights and how the data protection law protects you.

This privacy notice is provided in a format that allows you to easily view areas of interest. 


What is the purpose of This Privacy Notice?

This privacy notice aims to give you information on how we collect and process your personal data through your use of this website, including any data you may provide through this website when you place an order, join our newsletter or request information on products or the services provided by SINGER Machines Ltd. 

This website is not intended for children and we do not knowingly collect data relating to children.

You must read this privacy notice together with any other privacy notice we may provide on specific occasions when we are collecting or processing personal data about you so that you are fully aware of how and why we are using your data. This privacy notice supplements the other notices and is not intended to override them.

Data Controller

SINGER Machines Ltd is the controller and is responsible for your personal data (collectively referred to as the Company in this privacy notice). Our registered address is 217 Whitley Road, Whitley Bay, NE262SY and our telephone number is 01912525825. For all data matters please contact our Data Protection Officer at or by telephone.

Third party links outside of our control

This website may include 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. 

When you leave our website, we encourage you to read the privacy notice of every website you visit.


Personal data, or personal information, means any information about an individual from which that person can be identified. You can find out more about personal data from the Information Commissioners Office.

We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows :-

Identity – This includes your Title, First Name, Last Name, User Name, Marital Status, Date of Birth and Gender.

Contact – This includes your Billing Address and your Delivery Address, Email Addresses and Telephone numbers provided.

Financial – This includes your Bank account details and credit and debit card details.

Transaction – This includes Details about payments from you and to you and also details of products and or services you have purchased from us.

Technical – This includes your IP address, your browser type and version, operating system and other technology on the devise used to access our website.

Profile – This includes your username, any purchases you have previously made with us, your preferences and your feedback.

Marketing & Communications – Your preferences in receiving marketing from us and your preferences on how we communicate with you.

If you fail to provide personal data 

Where we need to collect your personal data by law, or under the terms of a contract we have with you and you fail to provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you (for example, to provide you with goods or services). In this case, we may have to cancel a product or service you have with us but we will notify you if this is the case at the time.


We use different methods to collect data from and about you, for example: 

Automated technologies or interactions - As you interact with our website, we may automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies and other similar technologies. 

Third parties or publicly available sources - We may receive personal data about you from various third parties as set out below.

(a) Analytics providers such as Google.

(b) Contact, Financial and Transaction Data from providers of technical, payment and delivery services such as Paypal or SagePay based inside the EU.

(c) Directly, You may give us your Identity, Contact and Financial Data by filling in forms or by corresponding with us by post, phone, email or otherwise. This includes personal data you provide when you:

Place an order for our products or services.
Create an account on our website or over the phone.
Subscribe to our Newsletter.
Request marketing to be sent to you.

List of cookies we collect
Cookies are tiny text files stored on your computer when you visit certain web pages. These pieces of information are used to improve the services we provide to you. We use cookies to keep track of what you have in your basket, and to remember you when you return to our site. To purchase products on our website, you will need cookies enabled. If you don't wish to enable cookies, you can still browse the site and use it for research purposes.

We do have relationships with carefully-selected suppliers who may also set cookies during your visit.

Strictly necessary cookies - These are cookies that are required for the operation of our website. They include, for example, cookies that enable you to log into secure areas of our website, use a shopping cart or make use of payment services.

Analytical/performance cookies - They allow us to recognise and count the number of visitors and to see how visitors move around our website when they are using it. This helps us to improve the way our website works, for example, by ensuring that users are finding what they are looking for easily.

Functionality cookies - These are used to recognise you when you return to our website. This enables us to personalise our content for you, greet you by name and remember your preferences (for example, your choice of language or region).

Targeting cookies - These cookies record your visit to our website, the pages you have visited and the links you have followed. We will use this information to make our website and the advertising displayed on it more relevant to your interests. We may also share this information with third parties for this purpose.

 Cookie Name  Cookie Description
FORM_KEY Stores randomly generated key used to prevent forged requests.
_UETVID Your website ID.
PHPSESSID Your session ID on the server.
GUEST-VIEW Allows guests to view and edit their orders.
PERSISTENT_SHOPPING_CART A link to information about your cart and viewing history, if you have asked for this.
STF Information on products you have emailed to friends.
STORE The store view or language you have selected.
USER_ALLOWED_SAVE_COOKIE Indicates whether a customer allowed to use cookies.
MAGE-CACHE-SESSID Facilitates caching of content on the browser to make pages load faster.
MAGE-CACHE-STORAGE Facilitates caching of content on the browser to make pages load faster.
MAGE-CACHE-STORAGE-SECTION-INVALIDATION Facilitates caching of content on the browser to make pages load faster.
MAGE-CACHE-TIMEOUT Facilitates caching of content on the browser to make pages load faster.
RECENTLY_COMPARED_PRODUCT Facilitates product compare.
RECENTLY_VIEWED_PRODUCT_PREVIOUS Facilitates product recenty viewed.
RECENTLY_VIEWED_PRODUCT_PREVIOUS Facilitates product recenty viewed.
SECTION_DATA_IDS Facilitates caching of content on the browser to make pages load faster
PRIVATE_CONTENT_VERSION Facilitates caching of content on the browser to make pages load faster.
X-MAGENTO-VARY Facilitates caching of content on the browser to make pages load faster.
PRODUCT_DATA_STORAGE Facilitates product custom selections.
MAGE-TRANSLATION-STORAGE Facilitates translation of content to other languages.
Google Analytics. These cookies are used to collect information about how visitors use our site.
We use the information to compile reports and to help us improve the site.
The cookies collect information in an anonymous form, including the number of visitors to the site, where visitors have come to the site from and the pages they visited.
For more information see the Google Privacy policy.

LOC Social media sharing. A popular social bookmarking toolbar, to allow you to share content such as news, products, links via social media sites including platforms like Facebook, Instagram, Twitter etc For more information, visit Addthis Privacy policy.


Google cookies. Are used to remember your preferred language, to make the ads you see more relevant to you, to count how many visitors we receive to a page, to help you sign up for our services, to protect your data and to remember your ads settings. For more information, visit Google Privacy ploicy.

DSID video provider. Facilitates allowing us to show videos to our users. To make the ads you see more relevant to you. For more information, visit Youtube Privacy policy.

MUIDB search and advertising platform. Bing via facilitates user behavior analytics tool that helps us understand how users are interacting with our website through session replays and heatmaps. Utilised by Microsoft Bing Ads for tracking users. For more information, visit Microsoft Bing Ads

Opting out of cookie usage. You can manage your cookies via your browser at any time, see how to remove cookies set on your device.

You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of this website may become inaccessible or not function properly. 

If you have any queries or concerns regarding our Cookie Policy please contact our Data Protection Officer on


We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances 

Performance of Contract this means processing your data where it is necessary for the performance of a contract (for example when placing an order) to which you are a party or to take steps at your request before entering into such a contract.  

Consent When you provide us with personal information to create an account, place an order, arrange for a delivery or return a purchase, we will either ask you directly for your expressed consent, or provide you with an opportunity to say no.  If after you opt-in, you change your mind, you may withdraw your consent for us to contact you, for the continued collection, use or disclosure of your information, at anytime, on your account page by using our contact us form.  Further information on opting out is below. 

Legitimate Interest this means the interest of our business in conducting and managing our business to enable us to give you the best service/product and the most secure experience. We make sure we consider and balance any potential impact on you (both positive and negative) and your rights before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law)

Comply with a legal or regulatory obligation this means processing your personal data where it is necessary for compliance with a legal or regulatory obligation that we are subject to.


We have set out below, in a table format, a description of all the ways we plan to use your personal data, with the legal bases we rely on to do so. 

Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. Please contact email address if you need details about the specific legal ground we are relying on to process your personal data where more than one ground has been set out in the table below. 

Purpose/Activity Type of data Lawful basis for processing including basis of legitimate interest
To register you as a new customer (a) Identity
(b) Contact
Performance of a contract with you
To process and deliver your order including:
(a) Manage payments, fees and 
(b) Collecting and recovering money owed to us
(a) Identity
(b) Contact
(c) Financial
(d) Transaction
(a) Performance of a contract with you
(b) Necessary for our legitimate interests
To manage our relationship with 
you which will include:
(a) Notifying you about changes 
to our terms or privacy policy
(b) Asking you to leave a review 
or take a   survey
(a) Identity
(b) Contact
(c) Profile
(d) Marketing and 
(a) Performance of a contract with you
(b) Necessary to comply with a legal 
(c) Necessary for our legitimate interests 
(to keep our records updated and to 
study how customers use our 
To administer and protect our 
business and this website 
(including troubleshooting, data 
analysis, testing, system 
maintenance, support, reporting 
and   hosting of data)
(a) Identity
(b) Contact
(c) Technical
(a) Necessary for our legitimate 
interests (for running our business, 
provision of administration and IT 
services, network security, to prevent 
fraud and in the context of a business 
reorganisation or group restructuring 
(b) Necessary to comply with a legal 
To deliver relevant website 
content and advertisements to 
you and measure or understand 
the effectiveness of the 
advertising we serve to you
(a) Identity
(b) Contact
(c) Profile
(d) Usage
(e) Marketing and 
(f)   Technical
Necessary for our legitimate interests 
(to study how customers use our 
products/services, to develop them, to 
grow our business and to inform our 
marketing   strategy)



We strive to provide you with choices regarding certain personal data uses, particularly around marketing and advertising. 

Promotional Offers From Us

We may use your Identity, Contact, Technical, Usage and Profile Data to form a view on what we think you may want or need, or what may be of interest to you. This is how we decide which products, services and offers may be relevant for you.

You will receive marketing communications from us if you have requested information from us, joined our newsletter or purchased goods or services from us or if you provided your details to us when you entered a competition or registered for a promotion and, in each case, you have not opted out of receiving that marketing.

Third Party Marketing

We will not share your personal data with any company.

Opting Out

You can ask us to stop sending you marketing messages at any time, on your account page or by using our contact us form.  You can also follow the ‘unsubscribe’ link on any marketing message sent to you or by contacting us at  

Where you opt out of receiving these marketing messages, this will not apply to personal data provided to us as a result of a product purchase.

Change of Purpose

We will only use your personal data for the purposes for which we collected it.

Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.


We may have to share your personal data with the parties set out below for the purposes set out in the table in paragraph 4 above.

Internal Third Parties.

All the personal data we process is processed by our staff in the United Kingdom.

External Third Parties 

1. Service Providers for the purposes of IT hosting and maintenance. This information is located on servers behind a firewall. No 3rd parties have access to your personal data unless the law allows them to do so.

2. HM Revenue & Customs, regulators and other authorities based in the United Kingdom who may require reporting of processing activities in certain circumstances.

3. Third parties to whom we may choose to sell, transfer, or merge parts of our business or our assets. Alternatively, we may seek to acquire other businesses or merge with them. If a change happens to our business, then the new owners may use your personal data in the same way as set out in this privacy notice.

We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.


We do not transfer your Personal Data outside the European Economic Union (EEA)


We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.

We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.


We will only retain your personal data for as long as necessary to fulfill the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements.

To determine the appropriate retention period for personal data, we consider the amount, nature, and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal requirements.

By law we have to keep basic information about our customers (Including Contact, Identity, Financial and Transactional Data for six (6) years after you cease being a customer for tax purposes.

In some circumstances you can ask us to delete your data: see Your legal rights below for further information.


Unless subject to an exception under the data protection laws, you have the following rights with respect to your personal data:

1. The right to request a copy of the personal data which we hold about you;

2. The right to request that we correct any personal data if it is found to be inaccurate or out of date;

3. The right to request your personal data is erased where it is no longer necessary to retain such data;

4. The right to withdraw your consent to the processing at any time, where consent was the lawful basis for processing your data;

5. The right to request that we provide you with your personal data and where possible, to transmit that data directly to another data controller, (known as the right to data portability), where applicable, where our processing is based on consent or is necessary for the performance of our contract with you or where we process your data by automated means;

6. The right, where there is a dispute in relation to the accuracy or processing of your personal data, to request a restriction is placed on further processing;

7. The right to object to our processing of personal data, where applicable i.e. where processing is based on our legitimate interests (or in performance of a task in the public interest/exercise of official authority); direct marketing or processing for the purposes of scientific/historical research and statistics). 

If you wish to exercise any of the rights set out above, please contact us, Data Protection Officer on or by phone.

You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable admin fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we may refuse to comply with your request in these circumstances.

What we may need from you.

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.

We try to respond to all legitimate requests within one month. Occasionally it may take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.

Your rights in relation to your personal information: You have the following rights in relation to your personal information, which you can exercise at any time, by writing to the Data Protection Officer at the address or email at the top of this page.

You can access, delete or update your personal information at any time by logging in to your customer account and adding the text “anonymous” to the relevant name, address, email and telephone fields. (Remember, if you do so we will not be able to deliver your order..!)

Where you request access to personal information, we are required by law to use all reasonable measures to verify your identity before doing so.

Further information can on your rights in relation to the General Data Protection Regulation (GDPR) we adhere to can be found by following these links.

If you have any questions/comments about privacy, you should email Data Protection Officer on


Please keep us informed if your personal data changes during your relationship with us. It is important that the personal data we hold about you is accurate and current. 


To exercise all relevant rights, queries or complaints in relation to this policy or any other data protection matter between you and us, please in the first instance contact our Data protection officer on 0191 2525825 or by email to

If this does not resolve your complaint to your satisfaction, you have the right to lodge a complaint with the Information Commissioners Office on 03031231113 or via email or at the Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF, England, UK.

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