Privacy Policy
Last Updated: January 2026
This Privacy Policy explains how merlinsmot.co.uk ("we", "us", "our", or the "Site") collects, uses, and protects your personal information. We are committed to protecting your privacy and ensuring transparency in our data practices.
Information We Collect
We collect the following types of information:
- Personal Data: Name, email address, and any other information you voluntarily provide through contact forms or registrations.
- Technical Data: IP address, browser type, device information, and operating system.
- Cookies: Information stored through cookies and similar tracking technologies (see Cookie Policy below).
- Usage Data: Pages visited, time spent on site, clicks, referral sources, and interaction patterns.
How We Use Information
We use the information we collect for the following purposes:
- Analytics and performance measurement to understand how visitors use our Site.
- Affiliate tracking to monitor referrals to Mystake and other casino partners.
- Site improvement and optimisation of user experience.
- Compliance with legal obligations and fraud prevention.
- Marketing and promotional communications (where you have opted in).
Cookie Policy
Our Site uses cookies and similar technologies to enhance your experience. These include:
- Essential Cookies: Required for Site functionality.
- Analytics Cookies: Help us analyse Site traffic and performance (e.g., Google Analytics).
- Affiliate Tracking Cookies: Track referrals to casino partners including Mystake.
- Marketing Cookies: Used for targeted advertising and retargeting.
You can control cookies through your browser settings and opt-out of non-essential cookies at any time. Most browsers allow you to refuse cookies or alert you when cookies are being sent. Please note that disabling cookies may affect Site functionality.
Third-Party Links
Our Site contains links to external websites, including Mystake and other casino partners. We are not responsible for the privacy practices of these third-party sites. We recommend reviewing their privacy policies before providing any personal information. Third-party operators control their own data collection, use, and retention practices.
Your Rights
Under UK data protection law (including the UK GDPR), you have the following rights:
- Right of Access: Request a copy of your personal data.
- Right to Rectification: Correct inaccurate information.
- Right to Erasure: Request deletion of your data (subject to legal exceptions).
- Right to Restrict Processing: Limit how we use your information.
- Right to Data Portability: Receive your data in a structured format.
- Right to Object: Opt-out of marketing communications and certain processing activities.
- Right to Lodge a Complaint: Contact the Information Commissioner's Office (ICO).
To exercise any of these rights, please contact us using the details in the Contact Us section below.
Data Retention
We retain personal data only for as long as necessary to fulfil the purposes outlined in this Privacy Policy. Typically:
- Personal data from contact submissions is retained for 2 years.
- Analytics and usage data is retained for up to 26 months.
- Affiliate tracking data is retained in accordance with our affiliate program requirements.
- Cookie data expires based on each cookie's lifespan settings.
You may request deletion of your data at any time, subject to legal and contractual obligations.
Contact Us
If you have questions about this Privacy Policy, wish to exercise your data rights, or have concerns about our privacy practices, please contact us:
Email: privacy@merlinsmot.co.uk
Website: merlinsmot.co.uk
If you are not satisfied with our response, you may lodge a complaint with the Information Commissioner's Office (ICO) at www.ico.org.uk.
This Privacy Policy is effective as of January 2026 and may be updated periodically. We will notify you of any significant changes via this page.