Privacy & Cookie Policy

Updated Date: May 13, 2025, 12:00 AM

This Privacy and Cookie Policy (“Policy”) applies to the processing of your personal data by Affinity Labs Ltd (“Affinity Labs,” “we” or “us”) through affinitylabs.ai and affinitylabs.ai/careers (“Website”) in accordance with the UK GDPR, the Data Protection Act 2018, the Privacy and Electronic Communications Regulations 2003 (PECR), the EU GDPR (where applicable), and other applicable local laws ("Data Protection Laws").

1. Data Controller and Data Protection Officer

The Data Controller is Affinity Labs Ltd, Company No. 16564102, with registered office at:

2nd Floor College House, 17 King Edwards Road, Ruislip, London, United Kingdom, HA4 7AE

For any requests regarding the processing of your personal data, please email us at privacy@affinitylabs.ai.

Our Data Protection Officer can be contacted for any requests relating to the processing of your personal data or this Policy by sending an email to dpo@affinitylabs.ai.


  1. Categories of personal data, purposes and legal bases

We process the following categories of personal data for the purposes and legal bases indicated below:


Purpose

Legal Basis

Categories of Data

a. To enable you to use our Website

Performance of a contract (Art. 6(1)(b) UK/EU GDPR)

Device identifiers, browser details, IP address, and technical info necessary for site functionality

b. To comply with legal obligations and authorities’ requirements

Legal obligation (Art. 6(1)(c))

Any data necessary to comply with such obligations

c. To establish, exercise or defend our rights and carry out corporate transactions (e.g. mergers, acquisitions, reorganisation, due diligence)

Legitimate interest (Art. 6(1)(f))

Any data necessary to ensure performance of these purposes

d. To process and respond to customer support or information requests

Performance of contract (Art. 6(1)(b))

Contact details (name, email, etc.) and the content of your communication

e. To create user profiles by analysing preferences, behaviours, interests (e.g. for campaign measurement or relevant advertising)

Consent (Art. 6(1)(a); Art. 5(3) PECR/ePrivacy Directive where applicable)

Identifiers and online activity information (e.g. IP address, browsing behaviour)


3. Data Retention

For purposes 2.a (website use) and 2.d (support requests): kept up to 3 years from your last interaction.

  • For purposes 2.b (legal obligations): kept up to 5 years.

  • For purposes 2.c (rights defence, corporate transactions): kept up to 10 years.

  • For purposes 2.e (consent-based profiling/advertising): kept until you withdraw your consent.

Cookies may have different retention — see Section 8.


4. Your Choices

Navigation data is required to use the Website.

  • Contact data is required to process support requests.

  • You can freely decide whether to consent to cookies/tracking not strictly necessary (see Section 8).


5. Sharing Your Personal Data

We may share your data with:

  • IT, hosting, analytics, and marketing service providers (acting as processors or controllers).

  • Public/judicial/police authorities, as required by law.

  • Advisors, auditors, and potential purchasers in connection with corporate transactions.

We will not disclose personal data beyond these purposes unless required by law or with your consent.


6. Transfers outside the UK/EEA

Your data may be transferred outside the UK or EEA (e.g. if we use service providers located abroad). Such transfers rely on safeguards under Data Protection Laws, including:

  • UK/EU Standard Contractual Clauses (with UK Addendum where applicable);

  • Adequacy decisions by the UK Government or EU Commission; or

  • Binding Corporate Rules.

More information is available by contacting privacy@affinitylabs.ai.


  1. Your Rights

Under UK GDPR/EU GDPR, you can exercise the following rights (subject to conditions and exceptions):

  • Access – obtain information about processing and access your data.

  • Rectification – correct or update inaccurate/incomplete data.

  • Erasure – request deletion of your data.

  • Restriction – limit how we process your data.

  • Portability – receive a portable copy of your data.

  • Object – object to processing based on legitimate interest or for direct marketing (including profiling).

  • Withdraw consent – withdraw consent at any time (processing before withdrawal remains valid).

You also have the right to lodge a complaint with the UK Information Commissioner’s Office (ICO) or, if in the EEA, your local supervisory authority.

To exercise rights, email privacy@affinitylabs.ai. We may need to verify your identity before responding.


8. Cookies

“Cookies” means any technology that stores or accesses information on your device, including SDKs, pixels, local storage, and fingerprinting.

Types of cookies:

  • Technical cookies – essential for the Website to function (no consent required).

  • Analytics cookies – help us measure traffic and performance (may require consent if not anonymised).

  • Profiling/Marketing cookies – track behaviour to provide tailored advertising (consent required).

Control:

  • You can manage or disable cookies through your browser settings.

  • Disabling technical cookies may affect site functionality.

  • Until we implement a cookie consent tool, your choices can be managed via your browser.

Useful links:

9. Changes

We may update this Policy from time to time, including to reflect new features, services, or changes in law. Updates will be posted on this page with a revised “Last updated” date.