Valleys Ale Trails Privacy Policy

The policy: The purpose of this policy is to explain to you how we control, process, handle and protect your personal information through the business and while you browse or use this website.

Policy key definitions:

  • “I”, “our”, “us”, or “we” refer to the business, Valleys Ale Trails / Llwybrau Cwrw y Cymoedd Cyf.
  • “you”, “the user” refer to the person(s) using this website.
  • “GDPR” means the General Data Protection Regulation.
  • “PECR” means the Privacy & Electronic Communications Regulations.
  • “ICO” means the Information Commissioner’s Office, who regulate data protection within the UK.
  • “Cookies” refer to small files stored on a user’s computer or device.
  • “Data Controller” means an organisation which determines the purposes and means of processing personal data.

Key principles of the GDPR:

Our privacy policy embodies the following key principles; (a) Lawfulness, fairness and transparency, (b) Purpose limitation, (c) Data minimisation, (d) Accuracy, (e) Storage limitation, (f) Integrity and confidence, (g) Accountability.

Processing of your personal information

We are registered with the ICO as a Data Controller and our registration number is: ZA371920

Under the GDPR we control and/or process any personal information about you electronically using the following lawful bases.

  • Lawful basis: Consent

Where our purpose for processing is: to collect and store your contact details on record for sending you communications, including our monthly e-newsletter (if you have opted to receive it) and/or correspondence relating to your safety and enjoyment on any trail events that you may sign up to.

Data retention period: We will continue to process your information under this basis unless you withdraw consent or it is determined that we no longer need your information.

Sharing your information: We do not share your information with third parties.

  • Lawful basis: Contract

Where our purpose for processing is: to collect, store and/or use payment details such as your credit/debit card information, and your contact details in relation to bookings you make with us.

Which is necessary because: we will need to process payment from you for tickets on a trail event and in order to offer refunds in the event of a trail event being cancelled, and we will need to contact you with information and resources about a trail event you have booked on to. This is to ensure your safety and enjoyment and may include (but is not exclusive to) sending you wristbands, joining instructions and details of any changes to the planned route. 

Data retention period: We will continue to process your information under this basis until the end of the contract that we have with you, and/or it is determined that we no longer need your information.

Sharing your information: We do not share your information with third parties.

  • Lawful basis: Legitimate interest

Where our purpose for processing is: to promote our trails.

Which is necessary because: we may wish to use images of participants enjoying our trails on our website and social media feeds. This may include video footage.

Data retention period: We will continue to process your information under this basis until it is determined that we no longer need that information. If you do not wish your image(s) to be used in this way, please inform us of this when you book on to a trail. Details of who to contact regarding this will be provided at the time of booking and/or within your booking confirmation.

Sharing your information: We do not share your information with third parties.

If, as determined by us, the lawful basis upon which we process your personal information changes, we will notify you about the change and any new lawful basis to be used if required. We shall stop processing your personal information if the lawful basis used is no longer relevant.

Your individual rights

Under the GDPR your rights are as follows. You can read more about your rights in detail here, but in summary you have the following rights in relation to you personal information;

  • the right to be informed;
  • the right of access;
  • the right to rectification;
  • the right to erasure;
  • the right to restrict processing;
  • the right to data portability;
  • the right to object; and
  • the right not to be subject to automated decision-making including profiling.

We handle subject access requests in accordance with the GDPR.

You also have the right to complain to the ICO if you feel there is a problem with the way we are handling your data, and you can find their contact details at

Internet cookies

We use cookies on this website to provide you with a better user experience. We do this by placing a small text file on your device / computer hard drive to track how you use the website, to record or log whether you have seen particular messages that we display, and to provide relevant information provided by third party websites.

Some cookies are required to enjoy and use the full functionality of this website.

We use a cookie control system which allows you to accept the use of cookies, and control which cookies are saved to your device / computer. Some cookies will be saved for specific time periods, where others may last indefinitely. Your web browser should provide you with the controls to manage and delete cookies from your device, please see your web browser options.

Further details on our use of cookies can be viewed on our Cookie Policy page. This cookies policy is generated, and updated, automatically by the software so is only available in English.

Data security and protection

We ensure the security of any personal information we hold by using secure data storage technologies and precise procedures in how we store, access and manage that information. Our methods meet the GDPR compliance requirement.

Sponsored links, affiliate tracking and commissions

Our website does not contain adverts, sponsored and affiliate links. We do however optionally display social media posts from our Twitter and Instagram accounts. Twitter and Instagram provide their services based on their privacy and cookie policies. Twitter and Instagram posts will only be displayed if you choose to “Accept All Cookies” in the banner displayed at the foot of the website.

If you have any concerns about the uses Twitter or Instagram may have for your data then we suggest you do not click on the “Accept All Cookies” button.

Email marketing messages and subscription

Under the GDPR we use the consent lawful basis for anyone subscribing to our newsletter or marketing mailing list. We only collect certain data about you, as detailed in the “Processing of your personal information” section above. Any email marketing messages we send are done so through an email marketing service (EMS) provider. An EMS is a third party service provider of software / applications that allows marketers to send out email marketing campaigns to a list of users. Our EMS provider is MailChimp.

Email marketing messages that we send may contain tracking beacons / tracked clickable links or similar server technologies in order to track subscriber activity within email marketing messages. Where used, such marketing messages may record a range of data such as; times, dates, IP addresses, opens, clicks, forwards, geographic and demographic data. Such data, within its limitations will show the activity each subscriber made for that email campaign.

Any email marketing messages we send are in accordance with the GDPR and the PECR. We provide you with an easy method to withdraw your consent (unsubscribe) or manage your preferences / the information we hold about you at any time. Please refer to any of our marketing messages for instructions on how to unsubscribe or manage your preferences. You can also unsubscribe from all MailChimp lists by following this link, or you can contact MailChimp directly.

We hold the following information about you within our EMS system;

  • Email address
  • IP address
  • Subscription time & date

How to contact us

If you have any questions about our privacy policy, the data we hold on you, or you would like to exercise one of your data protection rights, please do not hesitate to contact us.

Email us at:

Call us: 07749 279 481