Privacy policy

Last Updated: September 2026

At iu4u (iu4u.co.uk), we are committed to protecting your privacy and ensuring your personal data is handled securely and transparently in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.


This Privacy Policy explains how we collect, use, store, and protect your personal information when you visit our website or make a purchase from us.

1. Who We Are (Data Controller)

iu4u is the data controller responsible for your personal data.

  • Trading Name: iu4u

  • Location: Scotland, United Kingdom

  • Contact Email: support [at] iu4u.co.uk

2. Information We Collect

We collect personal information that you provide to us directly when using our website or placing an order:

  • Identity Data: Full name.

  • Contact Data: Delivery address, billing address, email address, and phone number.

  • Transaction Data: Order details, items purchased, and order history.

  • Technical & Usage Data: IP address, browser type, device information, and site browsing activity collected automatically via essential cookies and analytics.

  • Communication Data: Any details or messages provided when contacting customer support.

Note: Payment details (credit/debit card numbers) are processed securely through our encrypted payment gateways. We do not store financial payment information on our servers.

3. How We Use Your Data & Our Legal Basis

We only process your personal data where we have a lawful basis under UK GDPR:

Purpose / Activity Type of Data Legal Basis for Processing
Fulfilling & Delivering Orders Identity, Contact, Transaction Contractual Necessity: Required to process payment, dispatch goods via Royal Mail, and fulfill your order.
Customer Support Identity, Contact, Communication Contractual Necessity / Legitimate Interests: Resolving order inquiries or technical questions.
Transactional Emails Contact, Transaction Contractual Necessity: Sending order confirmations and dispatch tracking notifications.
Site Improvement & Security Technical, Usage Legitimate Interests: Ensuring website functionality, fraud prevention, and system maintenance.
Legal Compliance Identity, Transaction Legal Obligation: Retaining invoice records for UK tax and accounting compliance.


4. How We Share Your Information

We do not sell, rent, or trade your personal data. We only share necessary personal information with trusted third-party service providers who assist us in operating our business:

  • Postal & Delivery Services: Royal Mail (to deliver your orders).

  • Payment Processors: Secure gateway providers (e.g., Shopify Payments, Stripe, PayPal) to process transactions safely.

  • E-commerce Platform & IT Providers: Store platforms and technical hosting services that support our online store.

  • Legal Obligations: Government authorities or law enforcement agencies if required by UK law.

5. Data Retention

We retain your personal data only for as long as necessary to fulfill the purposes for which it was collected, including satisfying legal, tax, or reporting requirements:

  • Order & Transaction Records: Retained for up to 6 years following the transaction to comply with UK accounting and tax laws.

  • Customer Support Inquiries: Retained for up to 12 months to manage follow-up queries or dispute resolutions.

6. Your Data Rights

Under the UK GDPR, you have the following rights regarding your personal information:


  • Right of Access: Request a copy of the personal data we hold about you.

  • Right to Rectification: Request correction of inaccurate or incomplete personal data.

  • Right to Erasure: Request the deletion of your personal data where there is no legal reason for us to keep it.

  • Right to Restrict or Object: Object to processing based on legitimate interests or request restricted processing.

  • Right to Data Portability: Request a machine-readable transfer of your personal data.

To exercise any of these rights, please email us at support@iu4u.co.uk.

7. Cookies

Our website uses essential cookies required for core store functionality (such as keeping items in your shopping cart). Non-essential or analytical cookies are only loaded with your explicit consent via our cookie banner. You can manage or disable cookie preferences at any time through your browser settings.

8. Data Security

We implement appropriate technical and administrative security measures to prevent your personal data from being accidentally lost, accessed, altered, or disclosed without authorization. All payment transactions and data transfers are protected using SSL encryption technology.


9. Complaints & Supervisory Authority

If you have any concerns about how we use your data, please contact us first at support@iu4u.co.uk so we can resolve the issue.

You also have the right to lodge a complaint at any time with the UK’s supervisory authority for data protection:

  • Information Commissioner’s Office (ICO)

  • Website: www.ico.org.uk

  • Helpline: 0303 123 1113

10. Governing Law

This Privacy Policy and any disputes arising from it are governed by the laws of Scotland.

Newsletter emails

If you choose to sign up for our newsletter, we use your email address to send updates about new colours and sets. We rely on your consent for these emails. You can withdraw your consent at any time using the unsubscribe link in an email or by contacting support@iu4u.co.uk. Withdrawing consent does not affect the lawfulness of processing before you withdrew it.