Privacy Policy

This Privacy Policy describes how Going Dark Shop (the “Site”, “we”, “us”, or “our”) collects, uses, and discloses your personal information when you visit, use our services, or make a purchase from shop.goingdark.uk (the “Site”) or otherwise communicate with us regarding the Site (collectively, the “Services”). “You” and “your” refers to users of the Services, including customers and website visitors.

1) Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect operational, legal or regulatory changes. We will post the revised policy on the Site, update the “Last updated” date above, and take any other steps required by applicable law.

2) How We Collect & Use Your Information

We collect personal information from various sources to provide and improve the Services. How we use your information depends on your interaction with us. In addition to the specific uses described below, we may use information to communicate with you, provide and improve the Services, comply with legal obligations, enforce our terms, and protect the Services and our users.

3) What Personal Information We Collect

Information You Provide Directly

• Contact details (e.g., name, address, phone number, email)
• Order information (e.g., name, billing/shipping addresses, payment confirmation, email, phone)
• Account information (e.g., username, password, security questions)
• Customer support content (e.g., messages you send us)

Some features require certain information. If you choose not to provide it, you may not be able to use those features.

Information About Your Usage

We may automatically collect certain data about your interaction with the Services (“Usage Data”), such as device and browser information, IP address, network details, and how you navigate and engage with the Site. We use cookies, pixels and similar technologies to support these functions. See Usage Data & Cookies.

Information from Third Parties

• Service providers (e.g., ecommerce platform, hosting, support, analytics)
• Payment processors (e.g., card/bank details and billing info to process your order)
• Advertising/analytics partners (e.g., online identifiers and engagement data)

We treat information received from third parties in accordance with this Privacy Policy.

4) Usage Data & Cookies

We use cookies and similar technologies to operate, secure and improve the Site (e.g., remember preferences, run analytics). Some cookies are set by third parties who help us tailor content and advertising. Most browsers accept cookies by default, but you can set yours to block or delete them. Blocking cookies may affect Site functionality.

Shopify cookie information: https://www.shopify.com/legal/cookies

5) How We Disclose Personal Information

We may disclose personal information for contract fulfillment, legitimate interests, legal compliance or with your consent, including:

• Vendors / processors: IT, payment, analytics, support, cloud, fulfillment and shipping
• Business & marketing partners: To provide services and advertising in accordance with their privacy notices
• At your direction/with consent: e.g., shipping providers or social sign-in
• Affiliates: Within our group for operational purposes
• Legal / business events: Compliance with law, protection of rights, corporate transactions

Categories & Recipients

Category	Typical Recipients
Identifiers (contact, order & account info)	Service providers; business/marketing partners; affiliates
Commercial info (orders, shopping, support)	Service providers; business/marketing partners; affiliates
Internet/network activity (Usage Data)	Analytics and advertising partners; service providers
Approx. geolocation (e.g., IP)	Service providers; analytics partners

We do not use or disclose sensitive personal information without your consent or to infer characteristics about you.

6) Third-Party Websites & Links

Our Site may link to third-party websites or platforms. We are not responsible for their privacy or security practices. Review their policies before providing personal information. Content you post publicly (e.g., social media) may be viewable by others.

7) Children’s Data

The Services are not intended for children, and we do not knowingly collect personal information from children. If you are a parent or guardian and believe a child has provided personal information, please contact us so we can delete it. We do not have actual knowledge that we “sell” or “share” personal information of individuals under 16 years of age.

8) Security & Retention

We use appropriate safeguards to protect personal information. However, no method of transmission or storage is completely secure. Do not send sensitive data via insecure channels. We retain personal information as needed to operate the Services, meet legal obligations, resolve disputes, and enforce agreements.

9) Your Rights & Choices

Your rights may include:

• Access/Know — request access to the personal information we hold about you
• Delete — request deletion of your personal information
• Correct — request correction of inaccurate information
• Portability — request a copy and/or transfer of your information
• Opt-out — of “sale,” “sharing,” or targeted advertising where applicable GPC respected
• Restrict/Object — ask us to stop or limit certain processing
• Withdraw consent — where processing relies on consent
• Appeal — appeal our decision if we decline a request

Marketing preferences: You may opt out of promotional emails via the unsubscribe link; we may still send non-promotional messages (e.g., order updates).

How to exercise your rights: Use any on-Site tools or contact us (see Contact). We may verify your identity (e.g., email, account info). You may designate an authorized agent where allowed by law.

We will not discriminate against you for exercising your rights.

10) Complaints

Please contact us first with any concerns. If you are not satisfied, you may have the right to complain to your local data protection authority. For EEA residents, see your national supervisory authority’s website; for the UK, see the Information Commissioner’s Office (ICO).

11) International Users

We may transfer, store and process your information outside your country of residence. Where required, we rely on recognized transfer mechanisms (e.g., the European Commission’s Standard Contractual Clauses, or UK equivalents) unless a destination is deemed to provide adequate protection.

Legal Bases for EEA/UK Users

• Contract: Providing products and Services (e.g., order processing, account management)
• Legitimate interests: Site security, service improvement, direct marketing (where permitted)
• Consent: Where required (e.g., certain marketing or cookies)
• Legal obligation: Compliance with laws and requests from authorities

12) Contact

Questions about this Privacy Policy or your personal information?

Email: shop@goingdark.uk
Postal: 85 Great Portland Street, London, ENG, W1W 7LT, GB

For the purpose of applicable data protection laws (unless otherwise stated), we are the data controller of your personal information.

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