PRIVACy policy

Last updated 1 November 2025

Introduction

Azure Picture Limited (“we”, “us” or “our”) is committed to protecting your privacy. This Privacy Policy explains how we collect, use, and safeguard your personal information when you use our website (azurepicture.uk) or our services. We comply with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018 in handling your data. Azure Picture Limited is a company registered in England and Wales (Company No. 15528259) with registered office at Unit 55, Stratford Workshops, Burford Road, London, England, E15 2SP. We are the “data controller” of the personal information collected via this site. By using our website or services, you agree to the collection and use of information in accordance with this Policy. If you do not agree, please refrain from using our site.

Information We Collect

We may collect and process different types of personal information about you, including:

• Identity and Contact Data: Information such as your name, email address, phone number, postal address or other contact details that you provide by filling in forms on our site (for example, when you create an account, make a booking, or contact us).

• Booking and Transaction Data: Details about rentals or services you have requested or booked from us (e.g. equipment or studio bookings, dates and duration, and any preferences or requirements you communicate), as well as payment details necessary for processing your order. (For online payments, we use trusted third-party payment processors and do not store your full card details on our servers.)

• Communications: Records of correspondence and communications with you, for example if you email us, call customer support, or provide feedback. This may include queries you raise about our services or details of any incidents or claims.

• Technical and Usage Data: When you visit our site, we may collect information about your device and browsing actions through cookies or similar technologies. This can include your IP address, browser type and version, time zone setting, pages viewed, and how you interact with our website. This data helps us administer the site and improve user experience, and is generally collected on an aggregate basis (see Cookie Policy below for more details). We do not normally use this information to identify you as an individual, and any analytics data is typically anonymised.

We do not actively collect any special categories of personal data (such as information about your health, ethnicity, political opinions, etc.) or information about criminal convictions in the course of general website use. Our website and services are not intended for use by children under 16, and we do not knowingly collect personal data from children. If you are under 16, please do not provide any personal information on our site.

How We Use Your Information

We use the personal information collected for the following purposes:

• To Provide Services and Fulfil Contracts: We process your data to handle and deliver the services you request from us. For example, we use your information to set up and manage your equipment or studio rentals, to process payments, to arrange for equipment pickup or delivery, and to communicate with you about your booking (e.g. sending confirmations, reminders or updates).

• To Communicate and Respond to Inquiries: We use contact details like email or phone number to respond when you contact us with a question, request, or support need. We may also notify you about changes to our services, important information about your account or bookings, or updates to our terms and policies.

• To Improve Our Website and Services: We analyse usage information (including via cookies and analytics tools) to understand how users interact with our site. This helps us troubleshoot problems, perform data analysis and testing, and enhance the functionality and user-friendliness of our website. It also allows us to tailor our services to better meet customer needs.

• Marketing (With Consent): If you join our mailing list or otherwise opt-in, we may use your name and contact information to send you newsletters or marketing communications about our latest services, promotions or events. We will only do this if you have given consent (or if you are an existing customer, we may send you occasional product/service updates that we believe are of interest, as permitted by law). You can ask us to stop sending marketing at any time (see Your Rights below).

• Recruitment and Hiring: If you submit a job application or express interest in career opportunities with us (for example, by sending a CV via our site or email), we will use the information provided (such as your CV, contact details, employment history, etc.) to evaluate your candidacy, arrange interviews, and communicate with you about the recruitment process. Recruitment data will be handled confidentially and only for these purposes.

• Legal Compliance and Legitimate Business Interests: We may process personal data as required to comply with our legal obligations – for example, maintaining proper business records, tax and accounting requirements, or responding to lawful requests by public authorities. We also process data as needed for our legitimate interests, for instance to ensure IT security (e.g. preventing fraudulent or malicious activity on our site), to establish or defend legal claims, or to operate and grow our business. We will always weigh our interests against your rights and freedoms and will not use your data for purposes that are unduly intrusive.

Legal Basis for Processing

Under UK data protection law, we must have a valid legal basis to process your personal data. Depending on the context, our processing of your information is justified on one or more of the following bases:

• Contract: Much of our data use is necessary to perform a contract with you or to take steps at your request prior to entering a contract. For example, when you book a studio or rent equipment, we must use your personal details to complete that transaction and provide the service you requested.

• Consent: We will rely on your consent for certain types of processing. This includes, for instance, sending marketing emails/newsletters to you (if you have agreed to receive them) or placing non-essential cookies on your device (as described in our Cookie Policy). Where we rely on consent, you have the right to withdraw it at any time.

• Legal Obligation: In some cases we need to process data to comply with a legal or regulatory obligation that applies to us. For example, we must retain certain transaction records for HMRC/tax purposes and may need to share information if formally required by authorities (see “Sharing Your Information” below).

• Legitimate Interests: We process some data for purposes of our legitimate interests (or those of third parties) insofar as your rights do not override those interests. For example, it is in our legitimate interest to understand how customers use our website (so we can improve it), to secure our IT systems, or to conduct our day-to-day business operations efficiently. If we process your data on this basis, we ensure that such use is proportionate and respects your privacy rights. You can object to processing based on legitimate interests in certain cases – see Your Rights below.

Cookies and Analytics

Our website uses cookies and similar tracking technologies to distinguish you from other users and to improve your experience. Cookies are small text files placed on your device when you visit a website, which help the site function or provide information to the site owners. For example, we use strictly necessary cookies to enable core functionality like remembering the items you add to your cart or keeping you logged in. We also use optional cookies to understand how our site is used – notably, we employ Google Analytics, a web analytics service provided by Google. Google Analytics cookies collect standard internet log information and visitor behaviours information in an anonymised form (so no individual is identified). This helps us compile reports on website traffic and usage patterns, which we use to improve the site. We do not use cookies to personally identify you, and you can refuse or disable non-essential cookies if you wish (see our Cookie Policy for details on all the cookies we use and how you can manage your preferences).

For more information, please review our separate Cookie Policy page, which forms part of this Privacy Policy and provides detailed information about our use of cookies and similar technologies.

Sharing Your Information

We treat your personal information with care and do not sell or rent your data to third parties for marketing purposes. However, we may share your information with selected third parties in certain scenarios, as outlined below:

• Service Providers: We use trusted third-party companies to help us deliver our services and operate our business. For example, we may share necessary details with:

o Payment processors and banking institutions to handle online payments securely when you make a booking.

o IT and hosting providers who manage our website or IT systems (your data may be stored on their secure servers as part of website hosting or cloud storage).

o Email service providers or communication tools to send transactional emails (such as booking confirmations) or to communicate with you.

o Analytics and marketing partners (like Google Analytics) as described above, which set cookies to collect usage data on our behalf. These providers are only permitted to use your data for our specified purposes and in line with our instructions, and they must protect your information accordingly.

• Business Partners and Contractors: On some projects, we might collaborate with freelance professionals or partner companies (for example, contracted crew members for a shoot or co-producers). If it is necessary to share limited information with such parties in the context of a project (e.g. sharing a crew list that contains names or contact info, or giving an on-site coordinator your phone number for scheduling), we will only do so as needed for the work and with appropriate confidentiality obligations.

• Delivery or Logistics Providers: If your rental involves delivery or collection of equipment through a courier or delivery service, we will share the minimum necessary information with them (typically your name, contact number, and delivery address) to complete the delivery.

• Professional Advisors: We may share information with our professional advisors (such as accountants, insurers, or lawyers) where necessary for the services they provide to us (for instance, for auditing our accounts, managing our insurance policies, or obtaining legal advice), and with regulators or authorities if required.

• Legal Requirements and Protection: We may disclose your personal data if required to do so by law or in response to valid requests by public authorities (for example, to comply with a court order, subpoena, or regulatory obligation). We may also share information if we believe in good faith that it is necessary to investigate or prevent fraud, security issues, or other harm against our rights or the safety of our users, employees, or the public, or as evidence in litigation in which we are involved.

In the event that our business undergoes a change of ownership or corporate restructure (for example, merger, acquisition or asset sale), personal data we hold may be transferred to the new owner/third party as part of that transaction. In such cases, we will ensure your information remains subject to confidentiality and this Privacy Policy (unless you are notified of changes).

Whenever we share data with service providers or partners, we only provide the information that is necessary for the specific purpose, and we ensure that there are contractual safeguards in place to protect your data.

Data Retention

We will retain your personal information only for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements. In practice, this means:

• Account and Booking Information: If you create an account or make a booking with us, we will keep your personal details and transaction history while your account remains active and for a reasonable period thereafter. Even if you close your account or cease using our services, we may retain certain data about past transactions for a defined period. For example, we generally retain contracts, invoices and payment records for at least six (6) years to comply with UK tax law and financial record-keeping obligations.

• Communications: If you contact us with an inquiry or complaint, we will retain those communications as long as needed to resolve your query and for a short period after (in case of follow-up), then either securely delete or anonymise them.

• Marketing Preferences: If you have consented to receive marketing, we will retain the necessary contact details until you opt out or unsubscribe from marketing (or the consent is otherwise withdrawn or deemed outdated), after which we will stop sending you marketing but may keep a record of your opt-out request to ensure we respect it in future.

• Job Applications: Information provided for recruitment (e.g. CVs, cover letters) will typically be retained for the duration of the recruitment process and for a further period of up to 6 months after the position is filled, in case we need to address any follow-up queries or consider you for future opportunities (unless you request a shorter retention or immediate deletion if unsuccessful). If your application is successful, relevant personal data will be kept as part of your employee record in accordance with our internal retention policies.

After the applicable retention period ends, or upon your valid request (see Your Rights below), we will securely erase or anonymise your personal data so that it can no longer be associated with you. In some cases we may retain limited information in an aggregated or de-identified form that does not identify you (for example, retaining overall booking statistics or financial records that contain no personal identifiers). Please note that we may also need to retain information for additional time beyond the standard periods above if required by law (e.g. due to an official investigation) or to resolve disputes and enforce our agreements. We will not keep your data longer than necessary for the relevant purpose.

Data Security

We take appropriate technical and organisational measures to protect your personal data against unauthorised access, loss, destruction, or damage. These measures include using secure servers, encryption of sensitive financial information (such as using SSL/TLS protocols for payment processing pages), regular security monitoring, and restricting access to personal data to employees and contractors on a need-to-know basis. We also ensure that any third-party service providers handling your data implement adequate security standards. While we strive to protect your information, please be aware that no method of transmission over the internet or method of electronic storage is completely secure. Therefore, we cannot guarantee absolute security of data. You are responsible for keeping any account login details confidential. If you believe your interaction with us is no longer secure (for example, if you suspect the security of your account has been compromised), please contact us immediately.

International Data Transfers

In general, we store and process personal data within the United Kingdom (or in some cases, the European Economic Area). However, some of our third-party service providers may be located in or have servers in other countries. For example, using Google Analytics can involve data being transmitted to Google’s servers in the United States. If we need to transfer your personal information outside of the UK (or EEA), we will ensure that adequate safeguards are in place as required by law to protect your privacy. This may include using contracts approved by regulators (such as Standard Contractual Clauses) or transferring to countries that have been officially deemed to provide an equivalent level of data protection. We will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this Privacy Policy wherever it is processed.

Your Rights

Under data protection laws, you have a number of rights regarding your personal data. These include the right to:

• Be Informed – to be told about how your personal data is being used (which is the aim of this Privacy Policy and any related notices).

• Access Your Data – to request a copy of the personal information we hold about you, commonly known as making a “data subject access request.”

• Rectification – to ask us to correct or update any inaccurate or incomplete personal data we hold about you.

• Erasure – to request that we delete your personal data, in certain circumstances. This is sometimes called the “right to be forgotten”. For example, if the data is no longer necessary for the purposes it was collected, you withdraw consent and we have no other legal basis to keep it, or you object to processing and we have no overriding legitimate grounds to continue.

• Restrict Processing – to ask us to limit or suspend the processing of your personal data, for instance if you contest its accuracy or have objected to our processing.

• Data Portability – to receive the personal data you provided to us in a structured, commonly used and machine-readable format, and/or request that we transmit it directly to another service provider (where technically feasible). This right applies when processing is based on consent or contract and carried out by automated means.

• Object – to object to our processing of your personal data in certain situations. You have an absolute right to stop your data being used for direct marketing. You can also object if we are processing your information based on legitimate interests or for a task in the public interest, and you feel it impacts your rights – in such cases we will consider your objection and whether our grounds for processing outweigh your rights.

• Withdraw Consent – Where we rely on consent, you have the right to withdraw that consent at any time. For example, you can opt out of marketing emails by clicking the unsubscribe link, or disable non-essential cookies via our cookie settings. Withdrawal of consent will not affect the lawfulness of any processing carried out before you withdrew consent.

These rights are subject to certain legal conditions and exceptions – for instance, we might not delete information we are required to keep by law, or we may decline a request for access if disclosing data would adversely affect the rights of others. However, we will evaluate and respond to every request we receive. There is generally no fee for exercising your rights, though if a request is unfounded or excessive (for example, repetitive), we may charge a reasonable fee or refuse to comply.

Exercising Your Rights: You can exercise any of your rights by contacting us (see Contact Us section below). We may need to verify your identity to process certain requests (to ensure we don’t disclose data to the wrong person), so we might ask for proof of identity or additional information. We will respond to rights requests as soon as possible and within one month as required by law (this can be extended by a further two months for complex requests, but we will inform you if an extension is needed).

If you have given us permission to share your data with a third party (or the data was provided to us by a third party with your consent), we will, where feasible, inform them of any erasure, rectification or restriction requests you have made so that they can also act accordingly.

Finally, you have the right to lodge a complaint with the UK Information Commissioner’s Office (ICO) if you believe we have not complied with data protection laws in handling your personal data. For instance, if you are dissatisfied with how we’ve handled your request or how we use your data, you can report this to the ICO. The ICO can be contacted at 0303 123 1113 or through their website. We encourage you to contact us first to see if we can resolve your concerns, but you are free to contact the ICO at any time.

Updates to This Policy

We may update this Privacy Policy from time to time, for example to reflect changes in the law, our business practices, or our services. If we make significant changes, we will post the updated Policy on this page and update the “Last updated” date at the top. We encourage you to review this page periodically to stay informed about how we are protecting your information. We may also notify you of substantial changes by email or with a notice on our homepage, where appropriate.

Contact Us

If you have any questions about this Privacy Policy or how we handle your personal data, or if you wish to exercise any of your rights, please get in touch with us:

• By Email: You can email us at azurepictureoffice@gmail.com.

• By Post: You can write to us at Azure Picture Limited, Unit 55, Stratford Workshops, Burford Road, London, E15 2SP, United Kingdom.

We will do our best to address your inquiry promptly and professionally. Your privacy is important to us, and we welcome any feedback or concerns you may have.