Welcome to Poppy’s Funerals Ltd.’s data privacy policy.
Poppy’s Funerals Ltd. (“Poppy’s” or “We”) respects your privacy and is committed to protecting your personal data. This privacy policy will inform you as to how we look after your personal data when you visit our website (regardless of where you visit it from) or contact us via email or phone and share your data with us. It also tells you about your privacy rights and how the law protects you.
1. Important information and who we are
Purpose of this privacy policy
This privacy policy aims to give you information on how Poppy’s collects and processes your personal data through your use of this website, including any data you may provide through this website when you complete any forms on our site or send any information to us as well as any data that you provide to us in person, via email or on the phone. It is important that you read this privacy policy so that you are fully aware of how and why we are using your data.
In this privacy, personal data relates to data subjects who are living individuals and does not apply to personal data relating to people who have died. As such, personal data of people who have died are not covered under the UK GDPR and the Data Protection Act 2018.
This website is not intended for children. Whilst we hold the names of children who have died as part of our services, we do not knowingly collect data relating to them nor do we use any data relating to children.
We are the controller and responsible for your personal data. If you have any questions on this policy, including any requests to exercise your legal rights, please contact Rebecca Tickle, Chief Operating Officer using the details set out below:
Full name of legal entity: Poppy’s Funerals Ltd.
Email address: hello@poppysfunerals.co.uk
Postal address: The Gatehouse Lambeth Cemetery, Blackshaw Road, London SW17 0BY
You have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK regulator for data protection issues (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contact us in the first instance.
Your duty to inform us of changes
It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us.
Third-party links
This website may include links to third-party websites, plug-ins, and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy policy of every website you visit. Such third parties may include:
• Service providers acting as processors based in US who provide IT and system administration services;
• Professional advisers including lawyers, bankers, auditors, and insurers who provide consultancy, banking, legal, insurance and accounting services; or
• HM Revenue & Customs, regulators and other authorities based in the United Kingdom who require reporting of processing activities in certain circumstances.
• Links to our social media channels such as Facebook, Instagram, X and LinkedIn.
2. The data we collect about you
Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).
We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:
- Identity Data includes first name, last name and business name for businesses.
- Contact Data includes address, email address and contact number.
- Financial Data includes bank account and payment card details.
- Transaction Data includes details about payments to and from you and other details of services you have purchased from us.
- Technical Data includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, and other technology on the devices you use to access this website.
- Usage Data includes information about how you use our website and services.
- Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.
In relation to dead clients, we only store their first name, last name, their date of birth, last known address and personal details relating to the location and nature of their death or their condition whilst in our care.
When you attend an event hosted by Poppy’s such as our Open Afternoons and Death Cafes, we will retain the information you provide including Identity Data and Contact Data.
If you apply for a job with Poppy’s, we collect your curriculum vitae, work experience, references and any other information you supply during the recruitment process. In some cases, and only with your consent, we may process your criminal record where required for a lawful purpose.
We may collect any Special Categories of Personal Data about you such as details about your race or ethnic origin and religious beliefs to ensure that our service is personalised and meet your needs.
If you fail to provide personal data
Where we need to collect personal data by law, or under the terms of a contract we have with you, and you fail to provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you (for example, to provide you with services). In this case, we may have to cancel a service you have with us, but we will notify you if this is the case at the time.
3. How is your personal data collected?
We use different methods to collect data from and about you including through:
• Direct interactions. You may give us your Identity, Contact and Financial Data by filling in forms or by corresponding with us by post, phone, email or otherwise. This includes processing personal data for the purpose of:
• Providing and maintaining our services to you
• Notifying you about changes to our services
• Providing client support
• Gathering analysis or valuable information so that we can improve our services
• Monitoring the usage of our services
• Detecting, preventing and addressing technical issues
• Providing you with news, special offers and general information about other services which we offer that are similar to those that you have already purchased or enquired about unless you have opted not to receive such information.
• Automated technologies or interactions. As you interact with our website, we will automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies, server logs and other similar technologies. We may also receive Technical Data about you if you visit other websites employing our cookies. We use a Cookie Bot built by Usercentrics to track the cookies we use. Please see our Cookie Policy – Poppy's Funerals containing a full list of cookies. You can at any time change or withdraw your consent from the Cookie Declaration on our website.
• Third parties or publicly available sources. We will receive personal data about you from various third parties and public sources as set out below:
Technical Data from the following parties:
(a) analytics providers such as Google, based outside the UK;
(b) advertising networks such as Google based outside the UK;
(c) marketing platforms such as HubSpot, Eventbrite and Firehawk outside the UK; and
(d) search information providers such as Google, based outside the UK.
• Contact, Financial and Transaction Data from providers of technical, payment and delivery services.
4. How we use your personal data
We will only use your personal data when the law allows us to. Most commonly, we will use your personal data in the following circumstances:
• Where we need to perform the contract we are about to enter into or have entered into with you.
• Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
• Where we need to comply with a legal obligation.
Generally, we do not rely on consent as a legal basis for processing your personal data although we will get your consent before sending third party direct marketing communications to you via email or text message. You have the right to withdraw consent to marketing at any time by contacting us.
Purposes for which we will use your personal data
We have set out below, in a table format, a description of all the ways we plan to use your personal data, and which of the legal bases we rely on to do so. We have also identified what our legitimate interests are where appropriate.
Note that we may process your personal data for more than one lawful ground depending on the specific purpose for which we are using your data. Please contact us if you need details about the specific legal grounds, we are relying on to process your personal data where more than one ground has been set out in the table below: Purpose/Activity |
Type of data |
Lawful basis for processing including basis of legitimate interest |
To register you as a new client |
(a) Identity (b) Contact |
Performance of a contract with you |
To perform our service and manage your relationship with you including: (a) arranging a funeral or providing services associated with a funeral, such as submission of a quote request. (b) managing payments in relation to the funeral. (c) attending events hosted by us, such as |
(a) Identity (b) Contact (c) Financial (d) Marketing and Communications |
(a) Performance of a contract with you (b) Necessary for our legitimate interests (to deliver our services) |
Marketing
We strive to provide you with choices regarding certain personal data uses, particularly around marketing and advertising.
Promotional offers from us
We may use your Identity, Contact, Technical and Usage Data to form a view on what we think you may want or need, or what may be of interest to you. This is how we decide which services and offers may be relevant for you (we call this marketing).
You will receive marketing communications from us if you have requested information from us or purchased services from us and you have not opted out of receiving that marketing.
Third-party marketing
We will get your express opt-in consent before we share your personal data with any third party for marketing purposes.
Opting out
You can ask us or third parties to stop sending you marketing messages at any time by following the opt-out links on any marketing message sent to you or by contacting us at any time.
Change of purpose
We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If you wish to get an explanation as to how the processing for the new purpose is compatible with the original purpose, please contact us.
If we need to use your personal data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so.
Please note that we may process your personal data without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.
5. Disclosures of your personal data
We may share your personal data with third parties such as ministers/celebrants, cemeteries, florists and others we work with to provide a funeral to our clients as well as providing training or information about funeral services. The purposes are set out in the table Purposes for which we will use your personal data above. We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.
6. Transfers outside of the UK and EEA
Whilst Poppy’s operates primarily within the UK, some of our external third parties are based outside the UK and EEA so their processing of your personal data will involve a transfer of data outside the UK and EEA. For example, we may transfer your personal data to service providers that carry out certain functions on our behalf. It may also be processed by staff operating outside the UK and EEA who work for us or for one of our suppliers. If your personal data is transferred to, stored at, or otherwise processed in a country or territory outside the UK, and that country or territory has not been recognised as providing an adequate level of data protection, we will put in place additional safeguards (such as Standard Contractual Clauses (SCCs)) to protect your personal data, based on specific contracts approved for use in the UK which give personal data the same protection it has in the UK and EEA.
Please contact us if you want further information on the specific mechanism used by us when transferring your personal data out of the UK and EEA.
7. Data security
Unfortunately, the transmission of information via the internet is not completely secure. Although we will take reasonable steps to protect your personal data, we cannot guarantee the security of your data transmitted to our site; any transmission is at your own risk.
We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used, or accessed in an unauthorised way, altered, or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions, and they are subject to a duty of confidentiality. We request that our third-party contractors and site service providers follow similar standards of security and confidentiality.
We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.
8. Data retention
How long will you use my personal data for?
We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.
To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting, or other requirements.
In some circumstances you can ask us to delete your data: see your legal rights below for further information.
In some circumstances we will anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.
No fee usually required
You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive, or excessive. Alternatively, we could refuse to comply with your request in these circumstances.
What we may need from you
We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.
Time limit to respond
We try to respond to all legitimate requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.
9. Use of Artificial Intelligence (AI) Technology
Whilst we do not use Artificial Intelligence Technology (AI Technology) in relation to the delivery of our client services, we use AI to enhance and optimise our operations, provide personalised services, generate insights, and improve our user experiences. These technologies are designed to assist with the data processing activities described in this privacy policy, ensuring that our services are efficient, reliable, and tailored to meet user needs. We are committed to using AI responsibly and ethically. To this end, we implement reasonable and appropriate controls to manage the use of AI Technology, including rigorous validation procedures to mitigate and prevent inappropriate bias in AI outputs. These measures ensure that the results generated by AI are fair, accurate, and aligned with the purposes for which they are intended.
Safeguard for AI Use and Your Rights
Your personal data will only be processed using AI Technology in ways that are lawful, transparent, and consistent with the purposes outlined in this privacy policy. To protect your rights, we apply the following safeguards when using AI Technology:
1. Human Oversight: AI-driven processes that could result in decisions with legal or similarly significant effects are subject to meaningful human oversight to ensure fairness, accuracy, and accountability.
2. Bias Prevention: We continuously assess and address potential biases in AI algorithms and models to ensure that outputs are equitable and inclusive.
3. Data Protection: All data processed using AI is handled securely and in compliance with applicable data protection laws.
4. Transparency: We strive to provide clear information about how AI Technology is used, the purposes of its use, and the potential impacts on you.
Limitations of AI Use
We do not use AI Technology to make decisions that have a significant legal effect on you without your explicit consent or appropriate safeguards, such as ensuring human review. Additionally, AI Technology is not used for profiling that would infringe upon your rights or freedoms under applicable privacy laws.
Definition of AI Technology
For the purposes of this privacy policy, AI Technology refers to any products, services, features, or tools that utilise machine learning software, algorithms, hardware, or other artificial intelligence capabilities to:
• generate content (e.g., text, images, or other media);
• analyse and interpret data;
• make predictions or recommendations; or
• automate decisions or processes.
10. Glossary
Consent means when you freely provide a specific, informed and unambiguous indication of your wishes through a written statement or clear affirmative action, inter alia, to being contacted by our marketing teams, or being asked to participate in a market research project which would be collected on our behalf by us or our third-party recruiters.
Legitimate Interest means the interest of our business in conducting and managing our business to enable us to give you the best service and the best and most secure experience. We make sure we consider and balance any potential impact on you (both positive and negative) and your rights before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law). You can obtain further information about how we assess our legitimate interests against any potential impact on you in respect of specific activities by contacting us.
Performance of Contract means processing your data where it is necessary for the performance of a contract to which you are a party or to take steps at your request before entering into such a contract.
Comply with a legal obligation means processing your personal data where it is necessary for compliance with a legal obligation that we are subject to.
11. Your legal rights
Under certain circumstances, you have rights under data protection laws in relation to your personal data.
Request access to your personal data (commonly known as a "data subject access request"). This enables you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it.
Request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us.
Request erasure of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. Note, however, that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request.
Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) and there is something about your particular situation which makes you want to object to processing on this ground as you feel it impacts on your fundamental rights and freedoms. You also have the right to object where we are processing your personal data for direct marketing purposes. In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your rights and freedoms.
Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in the following scenarios:
- If you want us to establish the data's accuracy.
- Where our use of the data is unlawful, but you do not want us to erase it.
- Where you need us to hold the data even if we no longer require it as you need it to establish, exercise or defend legal claims.
- You have objected to our use of your data, but we need to verify whether we have overriding legitimate grounds to use it.
Request the transfer of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format. Note that this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you.
Withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain services to you. We will advise you if this is the case at the time you withdraw your consent.
Changes to the privacy policy
We keep our privacy policy under regular review. This version was last updated on 28 November 2025.