Privacy Policy of EfficientEther Ltd

Introduction

EfficientEther Ltd, Company Number: 14951957, registered in England and Wales, ("EfficientEther", "we", "us", or "our") is committed to protecting your privacy. This Privacy Policy, together with our Terms of Use and any other documents referred to in it, explains how we collect, use, and protect personal data we obtain from you or that you provide to us. By accessing our websites (including www.efficientether.co.uk, etherassist.co.uk, etherassist.ai, status.efficientether.co.uk, etherinsights.ai and etherinsights.co.uk), you agree to the practices described in this policy.

Scope and Compliance

As a UK-based company with global operations, we comply with the UK General Data Protection Regulation (UK GDPR), tailored by the Data Protection Act 2018, and consider the principles of other major privacy regulations including the EU GDPR and relevant US state laws (such as California's CCPA) to provide protective measures across all jurisdictions.

Definitions

• Personal Data: Any information relating to an identified or identifiable natural person.
• Processing: Any operation or set of operations performed on personal data, whether or not by automated means.
• Data Controller: The entity that determines the purposes and means of processing personal data.
• Data Processor: The entity that processes personal data on behalf of the data controller.

Information We Collect

Directly Provided Data

This includes personal data you provide when you register, subscribe, order services, participate in interactive features, or report a problem. Such data may include your name, address, email address, phone number, and financial details.

Data We Collect Automatically

When you visit our websites, we may collect technical data such as your IP address, browser details, and navigation patterns. Usage analytics powered by tools like Google Analytics help us improve service delivery and user interface design.

Data from AI Interactions

We do not use customer data for training our AI models. If customer data were ever to be used for training, it would first be anonymised to ensure your privacy. This anonymised data helps us enhance the functionality of our services while safeguarding your privacy.

AI-Generated Content

Some content on our websites may be generated by AI. As per the EU AI Act, we disclose that some content may be generated by AI.

Marketing and Communications Data

If you provide your consent, we may process your personal data to send you marketing communications, newsletters, or product updates. You can withdraw consent at any time. (Lawful basis: Consent)

Lawful Basis for Processing

We process personal data under the following lawful bases:

• Contractual Necessity: To provide our services and fulfil contractual obligations. Failure to provide required data may result in an inability to use our services.
• Legitimate Interests: To improve our products and services, conduct analytics, and enhance user experience. We have assessed that these interests do not override your rights and freedoms.
• Legal Obligation: To comply with applicable laws and regulations.
• Consent: For marketing communications, optional data collection, and non-essential cookies where required. You may withdraw your consent at any time.

Use of Your Information

• To Provide Services: Fulfilling orders, providing customer support, and delivering personalised experiences. (Lawful basis: Contractual necessity)
• Data Analysis and Improvements: Using data to enhance the functionality of our websites and services, including optimising AI-driven features. AI-driven features will only use anonymised data to ensure user privacy. (Lawful basis: Legitimate interests in improving services)
• Legal Compliance: Adhering to applicable laws and regulations. (Lawful basis: Legal obligation)
• Marketing and Communications: Sending you promotional emails, newsletters, or updates about our products and services. (Lawful basis: Consent)

Data Sharing

• Within Our Corporate Group: Data may be shared within our family of companies for operational purposes.
• Third Parties: With vendors, consultants, and other service providers who need access to such information to carry out work on our behalf. All third parties are bound by data protection agreements to ensure compliance.
• Legal Obligations: As required by law, such as to comply with a subpoena or similar legal process.
• No Sale of Data: We do not sell personal data to third parties.

International Data Transfers

Personal data may be transferred to, and stored at, destinations outside the UK, including the European Economic Area (EEA) and the United States. We ensure such transfers comply with UK GDPR by securing data with appropriate safeguards, such as Standard Contractual Clauses (SCCs) (as approved by the European Commission and adopted by the UK) or other UK-approved transfer mechanisms. If you would like further information on these safeguards, please contact us.

Your Rights

Under UK GDPR, you have the following rights:

• Access and Control: You can access, update, or delete your personal data via your account settings.
• Right to Rectification: You have the right to request correction of inaccurate personal data.
• Right to Erasure: You have the right to request deletion of your personal data, subject to certain conditions.
• Right to Restrict Processing: You have the right to request restriction of processing your personal data under certain circumstances.
• Right to Data Portability: You have the right to receive your personal data in a structured, commonly used, and machine-readable format and to transmit those data to another controller.
• Right to Object: You have the right to object to the processing of your personal data under certain circumstances, including direct marketing.
• Right to Withdraw Consent: Where you have provided consent to the processing of your personal data, you have the right to withdraw your consent at any time.
• Complaints: You can lodge a complaint with the UK's Information Commissioner's Office (ICO) at www.ico.org.uk or contact them via phone at 0303 123 1113.

Data Retention

We retain your personal data only for as long as necessary to fulfil the purposes for which it was collected, including for legal, accounting, or reporting requirements. Specific retention periods vary depending on the type of data and our legal obligations. If you require further details on our retention policies, please contact us.

Cookies

For detailed information about how we use cookies and other tracking technologies, please review our separate Cookie Policy.

Analytics and Tracking Tools

Google Analytics

We use Google Analytics to analyze the use of our website. Google Analytics gathers information about website use by means of cookies. The information gathered relating to our website is used to create reports about the use of our website. Google's privacy policy is available at: https://www.google.com/policies/privacy/

Microsoft Clarity

We partner with Microsoft Clarity and Microsoft Advertising to capture how you use and interact with our website through behavioral metrics, heatmaps, and session replay to improve and market our products/services. For more information about how Microsoft collects and uses your data, visit the Microsoft Privacy Statement

Security Measures

We implement stringent security measures to protect data against unauthorised access and breaches. Compliance with ISO 27001, ISO 9001, and Cyber Essentials certifications underscores our commitment to data security.

Automated Decision-Making and Profiling

EfficientEther does not use your personal data for any decision-making processes that are solely automated and have legal or similarly significant effects on you. No automated profiling or decisions are made about you without human involvement.

Children's Data

Our services are not intended for children under 13, and we do not knowingly collect personal data from anyone under 13 years of age. If we become aware that we have collected data from a minor, we will take steps to delete it. If you believe we have collected personal data from a child, please contact us.

Changes to Our Privacy Policy

We may update this policy periodically to reflect changes in our practices or legal requirements. We will notify you of significant changes through our websites or through direct contact. The most recent version of this policy will always be available on our website. Last Updated: 12/03/2025

Contact Us

For more information or to address your data protection concerns, please contact us at info@efficientether.co.uk