Privacy Policy
This Privacy Policy explains how All Foam collects, uses, stores and protects personal information when you use the website, contact us, place an order or interact with our advertising.
Last updated: 15 July 2026
1. Who We Are
All Foam is operated by ALL FOAM PRODUCTS LTD. ALL FOAM PRODUCTS LTD is the data controller responsible for personal information processed through this website.
Company number: 17300893
Registered office: 124 City Road, London, United Kingdom, EC1V 2NX
Email: info@allfoam.co.uk
Telephone: 0808 188 9083
2. What This Policy Covers
This policy applies to personal information collected through the All Foam website, customer enquiries, basket and checkout activity, order processing, delivery arrangements, customer support and related communications.
This policy does not apply to websites operated by third parties. Third-party websites and services have their own privacy notices, cookie notices and terms.
3. Information We Collect
Depending on how you interact with us, we may collect:
- Your name, billing address, delivery address, email address and telephone number
- Order details, product choices, sizes, quantities, preferences and transaction history
- Enquiries, emails, contact form messages, complaints and customer service records
- Payment status and limited payment-related information supplied by checkout or payment providers
- Delivery information, delivery instructions and courier updates
- IP address, browser type, device type, operating system and approximate location information
- Website activity such as pages viewed, basket actions, checkout actions and referral information
- Cookie consent choices and information stored or accessed through permitted cookies or similar technologies
- Fraud-prevention, security and technical log information where necessary
We do not ask for special category information, such as health information, through the normal ordering process. Please do not send unnecessary sensitive information to us.
4. How We Collect Information
We collect information directly from you when you place an order, add products to the basket, complete checkout, submit a form, contact us by phone or email, request support, subscribe to marketing or otherwise communicate with us.
Some technical information is collected automatically when you use the website. We may also receive necessary information from checkout providers, payment providers, delivery companies, fraud-prevention providers and other suppliers involved in operating the website or fulfilling an order.
5. How and Why We Use Personal Information
| Purpose | Typical lawful basis |
|---|---|
| Responding to enquiries and taking steps before an order | Contract or legitimate interests |
| Processing, manufacturing, administering and delivering orders | Contract |
| Taking payment, confirming payment status and preventing fraudulent transactions | Contract, legitimate interests and legal obligation where applicable |
| Keeping invoices, accounts, tax records and legally required business records | Legal obligation |
| Handling complaints, returns, product issues, warranty matters and legal claims | Contract, legal obligation and legitimate interests |
| Protecting the website, systems, customers and business | Legitimate interests and legal obligation |
| Improving products, services, website usability and operations | Legitimate interests, consent or an applicable legal exception depending on the activity |
| Sending direct marketing emails or messages | Consent or the soft opt-in where legally permitted |
| Using non-essential analytics or advertising technologies | Consent |
Where we rely on legitimate interests, we consider whether the use is necessary, proportionate and balanced against your rights and reasonable expectations.
6. Orders, Payments and Delivery
We use order information to supply the selected products, process checkout, confirm payment status, prevent fraud, issue order communications, arrange delivery, provide customer service and meet legal or accounting obligations.
Checkout and payment may be handled by third-party services, including RomanCart and the payment options made available at checkout. Payment providers may process payment information under their own privacy notices and security requirements. We do not intentionally store full payment-card numbers on the public All Foam website.
We share the minimum information reasonably required with delivery companies and fulfilment providers. This may include your name, delivery address, contact details and delivery instructions.
7. Marketing Communications
We may send marketing communications where you have consented or where the law permits the soft opt-in for existing customers. Marketing messages will include a clear way to unsubscribe where required.
You can withdraw consent or object to direct marketing at any time by using an unsubscribe link where provided, emailing info@allfoam.co.uk or using the Contact page.
Stopping marketing does not stop necessary service communications about an enquiry, order, delivery, return, safety notice or other customer matter.
9. Google Analytics, Meta Pixel, Conversions API and Google Ads
Google Analytics 4 is treated as an analytics technology on this website. It is configured to start only after you accept analytics cookies. When analytics consent is given, Google Analytics may receive information such as page views, browser and device details, approximate location derived from IP address, checkout events, order identifiers and order values. Google processes permitted analytics data under its own terms and privacy information.
The website may use Meta Pixel to help measure visits, product views, basket actions, checkout actions, completed-order pages and contact clicks from Facebook and Instagram advertising.
Meta Pixel and Meta Conversions API are treated as marketing technologies on this website. They are blocked by default and are only used after you accept marketing cookies. If you reject marketing cookies, Meta Pixel browser events and Meta Conversions API server events are not sent by this website.
When marketing consent is given, Meta may receive information such as page views, event names, browser details, approximate location derived from IP address, Meta browser identifiers where available, event IDs used for deduplication, product or checkout event details and similar technical data. Meta processes that information under its own terms and privacy information.
The website uses a Google Ads tag to measure advertising performance. Google Consent Mode is set to denied by default, and the Google Ads tag is loaded only after you accept marketing cookies. If you reject marketing cookies, the website does not load the Google Ads tag. Google processes permitted advertising data under its own terms and privacy information.
11. International Transfers
Some service providers may process personal information outside the United Kingdom. Where this happens, we use a lawful transfer mechanism and appropriate safeguards where required, such as adequacy regulations, approved contractual protections or another permitted safeguard.
12. How Long We Keep Information
We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including legal, accounting, tax, warranty, complaint and dispute requirements.
| Record type | Typical retention approach |
|---|---|
| Orders, invoices and accounting records | Normally 6 years in line with legal and accounting requirements |
| Enquiries and quotations that do not lead to an order | Normally up to 2 years after the last meaningful contact |
| Complaints, returns, warranty matters and claims | For the period needed to resolve the matter and manage legal or insurance risk |
| Marketing records | Until consent is withdrawn, you object, the information is no longer needed or it is removed following review |
| Cookie consent record in browser storage | Up to 6 months unless changed or cleared earlier |
| Security and technical logs | For a limited period appropriate to security, troubleshooting and fraud prevention |
Information may be kept for longer where reasonably necessary because of a dispute, legal claim, regulatory requirement, fraud concern or law-enforcement request.
13. How We Protect Information
We use proportionate technical and organisational measures designed to protect personal information against unauthorised access, loss, alteration, disclosure or misuse.
Measures may include access controls, secure hosting, encryption in transit, payment-provider security, backups, monitoring, staff controls, security headers and supplier due diligence. No internet service can guarantee absolute security, but we review safeguards in light of the information and risks involved.
14. Your Data Protection Rights
Depending on the circumstances, you may have the right to:
- Be informed about how personal information is used
- Request access to personal information
- Ask for inaccurate or incomplete information to be corrected
- Request erasure in certain circumstances
- Request restriction of processing in certain circumstances
- Object to processing based on legitimate interests
- Object to direct marketing at any time
- Request data portability where the legal conditions apply
- Withdraw consent where processing relies on consent
- Raise concerns about automated decision-making where applicable
These rights are not absolute and exemptions may apply. We may need to verify your identity before responding. We normally respond within one month, although the law allows extra time for complex or numerous requests.
To exercise a right, email info@allfoam.co.uk or use the Contact page.
15. Children's Information
The website is not directed at children under 13 and we do not knowingly collect personal information from children under 13.
If you believe a child has supplied personal information without appropriate authority, contact us so that the matter can be reviewed and the information removed where appropriate.
16. Third-Party Links
The website may link to third-party websites or services. We do not control their privacy practices and this policy does not apply to information they collect independently. Review their privacy information before providing personal information.
17. Contact and Complaints
For privacy questions, requests or complaints, contact:
ALL FOAM PRODUCTS LTD
124 City Road
London
United Kingdom
EC1V 2NX
Email: info@allfoam.co.uk
If you are dissatisfied with how your information has been handled, you may complain to the Information Commissioner's Office. The ICO recommends raising the matter with the organisation first, but you also have the right to contact the ICO.
18. Changes to This Policy
We may update this policy to reflect changes in law, guidance, website functions, service providers or business operations. The current version will be published on this page and the updated date will be changed where appropriate.