Privacy Policy

1. Who we are (Data Controller)

The data controller responsible for your personal data is:

Email: privacy@generativemachine.com

We design, manufacture and sell machines and related equipment, accessories and services to customers in the UK and worldwide.

If you have any questions about this Privacy Policy or how we handle your data, you can contact us using the email address above.

2. Scope and relationship with the Website Terms

This Privacy Policy applies to:

• our website at www.generativemachine.com
• any other websites or online services we operate that link to this Privacy Policy

(together, the "Websites").

The Website Terms set out the general rules for using the Websites, including permitted use, intellectual property, security and limitations of liability.

This Privacy Policy focuses specifically on how we handle personal data. If there is any inconsistency between this Privacy Policy and the Website Terms in relation to personal data, this Privacy Policy shall take precedence.

3. Personal data we collect

We may collect and process the following categories of personal data.

3.1 Information you provide directly

When you use the Websites, contact us or place an order, we may collect:

• Contact details - name, job title, company name, email address, phone number, billing and shipping address.
• Account details (if you create a User Account as described in the Website Terms) - username, password.
• Order information - products purchased (e.g. machine models, spare parts, accessories), order value, currency, payment method (we do not store full card details).
• Technical and application information - details you provide about how you intend to use our machines (for example, industry sector, application requirements) when you request a quote, demonstration or consultation.
• Support and service information - information you provide when requesting technical support, on-site installation, training or warranty service (for example, serial numbers, installation site details, details of issues encountered).
• Enquiries and correspondence - messages you send via contact forms, email or other channels (for example, requests for information, quotes or distributor details).
• Marketing preferences - your preferences in relation to receiving technical updates, product news and marketing communications from us.

3.2 Information collected automatically

When you visit the Websites, we may automatically collect:

• Technical data - IP address, browser type and version, time zone setting, operating system and platform, device type.
• Usage data - pages you visit, time spent on pages, clicks and navigation paths, referring websites, interactions with content and similar usage information.

This information is typically collected using cookies and similar technologies. More detail on cookies is provided in section 10 below and in our Cookie Statement.

3.3 Information from third parties

We may receive information about you from third parties, such as:

• Payment providers - confirmation of payments and fraud checks.
• Shipping and logistics partners - delivery and tracking information for machines, spare parts and accessories.
• Installation and service partners - information relating to installation, commissioning or servicing work carried out at your site.
• Analytics providers - aggregated or statistical data about how the Websites are used.

4. How we use your personal data and legal bases

We process your personal data only where we have a lawful basis to do so. The main legal bases we rely on are: performance of a contract, legitimate interests, legal obligation and, where applicable, consent.

We may use your personal data for the following purposes:

4.1 To process and fulfil orders

• Creating and managing quotations and sales orders.
• Managing payments, fees and charges.
• Arranging shipping, delivery and (where applicable) installation and commissioning.

Legal basis: performance of a contract; our legitimate interests (to operate and manage our business efficiently).

4.2 To provide technical and customer support

• Responding to enquiries about our machines and services.
• Providing remote and on-site technical support, troubleshooting and warranty service.
• Managing service history and support records.

Legal basis: performance of a contract or taking steps at your request before entering into a contract; our legitimate interests (to provide good customer service and support).

4.3 To manage our relationship with you and your organisation

• Notifying you about changes to this Privacy Policy or the Website Terms.
• Asking for feedback, testimonials or case studies.
• Managing relationships with distributors, resellers and other partners.

Legal basis: performance of a contract; legal obligation; our legitimate interests (to maintain accurate records and manage business relationships).

4.4 To send technical and marketing communications

• Sending important technical notices or safety information relating to products you have purchased.
• Sending news, product announcements, event invitations and marketing communications, where you have opted in or where otherwise permitted by law.

Legal basis: our legitimate interests (for essential product and safety-related communications); consent (for marketing communications where required). You can withdraw your consent or opt out of marketing at any time by using the unsubscribe link in our emails or contacting us.

4.5 To improve our products, services and Websites

• Analysing how visitors use the Websites and how customers use our products and services.
• Developing and improving features, reliability and user experience.

Legal basis: our legitimate interests (to develop and improve our products, services and Websites, and to understand how they are used).

4.6 To comply with legal obligations and protect our business

• Keeping records for tax, accounting and regulatory purposes.
• Complying with export control, sanctions and product safety regulations, where relevant to international shipments of machinery.
• Preventing fraud, misuse of the Websites and other unlawful activity.
• Establishing, exercising or defending legal claims.

Legal basis: legal obligations; our legitimate interests (to protect our business, customers and the public).

5. Sharing your personal data

We do not sell your personal data. We may share your personal data with trusted third parties where necessary for the purposes described above, including:

• Payment processors - to process your payments securely.
• Shipping and logistics providers - to deliver machines, spare parts and accessories worldwide.
• Installation and service partners - to carry out installation, commissioning and service work at your site.
• IT and hosting providers - for website hosting, data storage, email services and related IT services.
• Analytics and marketing providers - to help us understand how our Websites are used and to manage communications.
• Professional advisers - such as lawyers, accountants and insurers.
• Authorities and regulators - where required by law, or where we consider it necessary to protect our rights, customers or the public.

Where we share data with third-party service providers, we require them to keep your data secure and to process it only in accordance with our instructions and applicable data protection laws.

6. International transfers

Because we sell and ship machines globally and use service providers operating in different countries, your personal data may be transferred to and processed in countries outside the UK or the European Economic Area (EEA).

Where we transfer personal data outside the UK/EEA, we will ensure that appropriate safeguards are in place, such as:

• a decision by the relevant authority that the destination country ensures an adequate level of protection; or
• standard contractual clauses or other contractual mechanisms approved for use under data protection laws.

You may contact us for more information about international transfers relating to your data.

7. How long we keep your personal data

We keep your personal data only for as long as reasonably necessary to fulfil the purposes for which we collected it, including satisfying legal, regulatory, tax, accounting or reporting requirements.

As a general guide:

• Order and contract records (including contact details associated with sales of machines, parts and services) - kept for at least 6 years for tax and accounting purposes and often longer for product lifetime and service history.
• Technical support and service records - kept for the life of the installed equipment where reasonably required for safety, traceability and support, and then archived or anonymised.
• Enquiries - kept for up to 2 years after last contact, unless they lead to an order or ongoing commercial relationship.
• Marketing data - kept until you withdraw your consent or object to receiving marketing communications.

We may retain anonymised or aggregated data (which does not identify you) for longer periods.

8. Security of your personal data

In line with the Website Terms (which address security of the Websites more generally), we take reasonable technical and organisational measures to protect your personal data from unauthorised access, loss, misuse, alteration or disclosure, including:

• access controls and user authentication for our systems;
• secure storage environments for customer and order data;
• limiting access to personal data to staff and service providers who need it for their role.

However, no method of transmission over the internet or electronic storage is completely secure. We cannot guarantee absolute security of your data.

9. Your data protection rights

Under data protection laws, you may have the following rights in relation to your personal data:

• Right of access - to request a copy of the personal data we hold about you.
• Right to rectification - to request that we correct inaccurate or incomplete data.
• Right to erasure - to request that we delete your personal data in certain circumstances ("right to be forgotten").
• Right to restrict processing - to request that we suspend processing of your personal data in certain circumstances.
• Right to data portability - to request that we provide your data in a structured, commonly used and machine-readable format, or transfer it to another controller, where technically feasible.
• Right to object - to object to our processing of your personal data where we rely on legitimate interests, or to object at any time to processing for direct marketing purposes.
• Right to withdraw consent - where we rely on consent (for example, for marketing), you may withdraw this consent at any time.

To exercise any of these rights, please contact us at privacy@generativemachine.com.

You also have the right to lodge a complaint with the Information Commissioner's Office (ICO) in the UK if you are unhappy with how we have used your personal data. The ICO's contact details are available on its website.

10. Cookies and similar technologies

Our Websites may use cookies and similar technologies to:

• remember your preferences and settings;
• enable basic site functionality (for example, quote request forms or account features);
• analyse how the Websites are used so we can improve our content and user experience.

You can usually set your browser to refuse all or some cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, some parts of the Websites may become inaccessible or may not function properly.

Further information about cookies and similar technologies is provided in our Cookie Statement.

11. Children's privacy

In line with the Website Terms, our Websites, machines and related services are not intended for children under 16. We do not knowingly collect personal data from children under 16. If you believe that a child has provided us with personal information, please contact us and we will take steps to delete it.

12. Changes to this Privacy Policy

We may update this Privacy Policy from time to time, for example to reflect changes in our practices, technologies, legal requirements or the Website Terms.

When we make material changes, we will:

• post the updated Privacy Policy on the Websites (with a new "Last updated" date), and
• where appropriate, provide additional notice (for example, by email or by a notice on the Websites).

We encourage you to review this Privacy Policy and the Website Terms periodically. By continuing to use the Websites after changes take effect, you will be deemed to have accepted the updated Privacy Policy and Website Terms.

13. Contact us

If you have any questions about this Privacy Policy, the Website Terms, or our data practices, please contact us at:

Email: privacy@generativemachine.com