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Welcome to SD Performance and our website and shop at www.sdperformance.co.uk.

For your current and any further visits to our website and use of our shop (collectively “website”), we would like to inform you about data collection, processing and use when visiting and using our service.

This Privacy Policy describes our privacy practices in plain language, keeping legal and technical jargon to a minimum, to make sure you understand the information provided. However, to achieve this objective we would like to explain you the following concepts.

General Information

  1. What is Personal Data?

Personal data is any information that relates to an identified or identifiable living individual. Different pieces of information, which collected together can lead to the identification of a particular person, also constitute personal data.

  • What is Processing?

“Processing” means and covers virtually any handling of data.

  • Which law applies?

In principle, we will only use your Personal Data in accordance with the applicable data protection laws, in particular UK`s Data Protection Act 2018 (“DPA”), the EU`s General Data Protection Regulation (“GDPR”), and only as described in this Privacy Policy.

  • Who is responsible?

The person responsible for the processing of Personal Data is SD Performance of Office 1735, 321-323 High Road, Chadwell Heath, Essex RM6 6AX, UK (hereinafter “SD Performance”, “we”, “us”, or “our”). Please read this Privacy Policy together with our Cookie Policy and email info@sdperformance.co.uk, or call 0208 677 0888 or write to us at the above address, if you have any questions.

  • Purpose and legal basis of processing

In accordance with the DPA and the GDPR we need to have both a purpose and a legal basis to process Personal Data. The purposes are:

  • providing the website and shop and their functions and contents,
  • responding to contact requests and communicating with our customers,
  • providing our services, and
  • security measures.

Of course, we can only do that if we have at least one of the following legal bases or in other words lawful reasons to do so. Unless specifically described below, we typically link the above purposes to one of the following:

  • consent,
  • to fulfil our services and carry out contractual obligations,
  • to fulfil our legal obligations, and
  • to protect our legitimate interests.

General Principles

  1. Security

Our website uses SSL or TLS encryption to ensure the security of data processing and to protect the transmission of confidential content, such as orders, login data or contact requests that you send to us.

You can recognise an encrypted connection if the address line of your browser contains a “https://” instead of a “http://” and also has a lock symbol. If SSL or TLS encryption is activated, the data you transmit to us cannot be read by third parties.

We have also implemented numerous security measures (“technical and organisational measures”) for example encryption or need to know access, to ensure the most complete protection of Personal Data processed through this website.

Nevertheless, internet-based data transmissions can always have security gaps, so that absolute protection cannot be guaranteed. And databases or data sets that include Personal Data may be breached inadvertently or through wrongful intrusion.

Upon becoming aware of a data breach, we will notify all affected individuals whose Personal Data may have been compromised as expeditiously as possible after which the breach was discovered.

  • Retention and Storage

We retain your Personal Data as necessary in connection with the purposes described in this Privacy Policy, and in accordance with the UK`s Statutory Retention Periods and other applicable laws for up to 6 years.

  • Minors

Persons under the age of 16 should not transmit any Personal Data to us without the consent of their parents or legal guardians. We do not request Personal Data from minors and children and do not knowingly collect such data or pass it on to third parties.

  • Automated decision-making

Automated decision-making is the process of making a decision by automated means without any human involvement. Automated decision-making including profiling does not take place.

  • Do Not Sell

We do not sell your Personal Data.

  • Special Category Data

Unless specifically required and consent is obtained, for a particular service, we do not process data that is revealing racial or ethnic origin, political opinions, religious or philosophical beliefs, trade union membership, genetic data, biometric data.

  • Social Media

We are present on social media on the basis of our legitimate interest (Facebook and Instagram). If you contact or connect with us via social media platforms, we and the relevant social media platform are jointly responsible for the processing of your data and enter into a so-called joint controller agreement. The legal basis is our legitimate interest, your consent or, in some cases, the initiation of a contractual service, if any.

  • International Transfer

In the course of our website operation, we process data. We usually do not transfer Personal Data to countries outside the UK and the EEA. However, if we do, we ensure that processing of your Personal Data is governed by Processing Agreements that include Standard Contractual Clauses to ensure a high level of data protection.

  1. Sharing and Disclosure

We will not disclose or otherwise distribute your Personal Data to third parties unless this is a) necessary for the performance of our services for example with our web host or with our selected logistic service providers to deliver your order, b) you have consented to the disclosure for example if you send someone a personal message along with an order, c) or if we are legally obliged to do so e.g., by court order or if this is necessary to support criminal or legal investigations or other legal investigations or other legal proceedings; as required by law or regulation; if SD Performance (or a part of SD Performance) is sold to or merged with another company; or proceedings at home or abroad or to fulfil our legitimate interests.

Processing of Personal Data by us

  1. Log files

Each time a user accesses our website and each time a file is retrieved, data about this process is temporarily processed in a log file. In detail, the following data is stored for each access/retrieval: a) Date and time of the retrieval (time stamp), as well as the IP address of the accessing device or server, b) request details and destination address (protocol version, HTTP method, referrer, User Agent string), c) name of the retrieved file and transferred data volume (requested URL incl. query string, size in bytes) and d) Message as to whether the retrieval was successful (HTTP status code).

On the basis of our legitimate interest in a secure website, we store this data to protect against attacks for up to 7 days beyond the time of your visit. This data is analysed and required for legal and criminal prosecution in the event of attacks on communications technology. The data is deleted as soon as it is no longer required for the performance of tasks.

  • Cookies

We use so-called cookies on our web site. Cookies are small text files that are stored on your device (PC, smartphone, tablet, etc.) and saved by your browser. The legal basis for the use of cookies is your consent as well as our legitimate interest.

  • Contacting us

Personal Data is processed depending on the contact method. In addition to your name and e-mail address, IP address or telephone number, we usually collect the context of your message which may also include certain Personal Data. For the Chat, we use Messenger by Facebook (Meta Platforms Inc). We have no influence on the processing of data by Facebook and no possibility to influence it. The Personal Data collected when contacting us is to handle your request and the legal basis is your consent.

  • Order processing

We process your first name, last name, e-mail address, shipping, and billing address, if different, and the data related to your contract with us data to handle the contractual relationship between you and us. It is also possible for you to register for an account. For this purpose, you can choose a password together with your e-mail address, both of which will enable you to log in more easily without having to enter your data again when you make a future purchase. We store the data you enter to set up a customer account through which your orders are recorded, executed, and processed. We will hold your data for further orders as long as you have your account with us. The legal basis for the data processing is our contract and the fulfilment of our legal obligations.

  • Payment Data

If you make a purchase your payment will be processed via our payment service provider WooCommerce by Automattic Inc and their payment options including Klarna and PayPal. Payment data will solely be processed through WooCommerce and we have no access to any Payment Data you may submit. The legal basis for the provision of a payment system is the establishment and implementation of the user contract for the use of the service.

  • Product Reviews

In the context of the product review function, in addition to your comment, information on the time of the creation of the comment and the comment name you have chosen will be stored and published on the website. Furthermore, your IP address will be logged and stored. This storage of the IP address is for security reasons and in case the person concerned infringes the rights of third parties by posting a comment or posts illegal content. We also need your e-mail address to contact you if a third-party objects to your published content as being illegal. We reserve the right to delete comments if they are objected to by third parties as unlawful.

  • Service Reviews

We use the rating functions of Trustpilot to constantly improve our service, we offer our customers the opportunity to rate us via an independent portal, without us being able to influence this in any way. For this purpose, some date is transmitted to Trustpilot. The integration is based on our legitimate interest, and we have no influence or control over the data collected and processed by d Trustpilot.

  • Newsletter

If you have consented to receive our newsletter, we will use your e-mail address and, if applicable, your name to send you information about us, our music, promotions, competitions, and news. You can revoke your consent to receive the newsletter or to the creation of personalised user profiles at any time with effect for the future. You will find the unsubscribe link at the end of each newsletter. The revocation leads to the deletion of the collected user data. Our newsletter is sent as part of processing on our behalf by Mailchimp (Intuit Inc) to whom we pass on your e-mail address for this purpose.

  1. Administration

We process the same data that we process in the course of providing our contractual services in context of administrative tasks as well as organisation of our business, and compliance with legal obligations, such as archiving. The processing bases are our legal obligations and our legitimate interest.

Cooperation with processors

We use content or service offers of third-party providers on the basis of our legitimate interests in order to integrate their content and services on our website. This usually requires that the third-party provider becomes aware of your IP address so that the content and services can be displayed on your device.

Below you can find a list of the relevant content and services we use along with the relevant third-party provider. We would like to ask you to review their privacy policies, which contain further information on the processing of Personal Data and so-called opt-out measures, if any.

If you do not wish to participate in our advertising personalisation or retargeting/tracking you can object to behavioural advertising at the Following websites: Your Online Choices, Digital Advertising Alliance of Canada, Network Advertising Initiative or AdChoices.

Your Rights and Privileges

  1. Privacy rights

Under the DPA and GDPR, you can exercise the following rights:

The right to access – You have the right to request copies of your personal data. We may charge you a small fee for this service.

The right to rectification – You have the right to request that we correct any information you believe is inaccurate. You also have the right to request us to complete the information you believe is incomplete.

The right to erasure – You have the right to request that we erase your personal data, under certain conditions.

The right to restrict processing – You have the right to request that we restrict the processing of your personal data, under certain conditions.

The right to object to processing – You have the right to object to our processing of your personal data, under certain conditions.

The right to data portability – You have the right to request that we transfer the data that we have collected to another organisation, or directly to you, under certain conditions.

If you have any questions, please contact us.

  • Updating your information

If you believe that the information, we hold about you is inaccurate or request its rectification, deletion, or object to its processing, please do so by contacting us.

  • Withdrawing your consent

You can withdraw consents you have given at any time by contacting us.

  • Access Request

In the event you want to make a Data Subject Access Request, please contact us. We will respond to requests regarding access and correction as soon as reasonably possible. Should we not be able to respond to your request within thirty (30) days, we will tell you why and when we will be able to respond to your request. If we are unable to provide you with any Personal Data or to make a correction requested by you, we will tell you why.

You have the right to complain about our processing of Personal Data to a supervisory authority responsible for data protection. The supervisory authority in the UK is: The Information Commissioner`s Office (ICO) is located at Wycliffe House, Water Ln, Wilmslow SK9 5AF, UK www.ico.org.uk


We may update this Privacy Policy from time to time. If we make changes to this Privacy Policy or materially change our use of your Personal Data, we will revise the Privacy Policy accordingly. This Cookie Policy was last updated on Wednesday, 22 February 2023.

Who can I contact for more information?

If you would like to contact us regarding our privacy practices for any reason, please email info@sdperformance.co.uk, or call 0208 677 0888 or write to us at the above address.

This Cookie Policy applies to www.sdperformance.co.uk, operated by SD Performance of Office 1735,  321-323 High Road, Chadwell Heath, Essex RM6 6AX, UK (hereinafter “SD Performance”, “we”, “us”, or “our”).

Please read this Cookie Policy together with our Privacy Policy and email info@sdperformance.co.uk, or call 0208 677 0888 or write to us at the above address, if you have any questions.

Why do we provide information about cookies?

Providing information about our use of cookies is required by the UK`s Privacy and Electronic Communications Regulations (“PECR”) and the Data Protection Act 2018 (“DPA”). As well as the EU`s Privacy and Electronic Communications Directive (“PECD”) and the General Data Protection Regulation (“GDPR”).

What are cookies?      

Cookies are small files stored by most internet browsers to obtain information about visitors so that we can make the web experience more attractive to you. We use cookies to:

  • obtain information about your browser settings, domain name, internet service provider, operating system, date and time of access, location, and type of device you use to access our website, and to perform system administration.
  • to obtain information about other websites you have visited in order to improve your experience.
  • to prevent fraudulent activity and improve security.
  • identify and analyse your browsing preferences and the products you are interested in.

Some of the cookies used on our websites are set by us, others are set by third parties on our behalf.

What types of cookies do we use?

  • Necessary cookies: these cookies are necessary for us to provide you with the basic features of our website and cannot be turned off in our systems.
  • Non-essential cookies:
    • Performance and analytics cookies: these cookies allow us to track visits and traffic sources to measure and improve the performance of our website.
    • Functional cookies: These cookies are used to improve functionality and personalisation during your visit.

Below you will find a list of the non-essential cookies we use, with their name, description, lifetime, and type, so you know what you are consenting to. Please note that this list may be updated from time to time.

  • tk_or
    • The tk_or is a referral cookie set by the JetPack plugin on sites using WooCommerce, which analyses referrer behaviour for Jetpack.
    • 5 years
    • Analytics
  • tk_r3d
    • JetPack installs this cookie to collect internal metrics for user activity and in turn improve user experience.
    • 3 days
    • Analytics
  • tk_lr
    • The tk_lr is a referral cookie set by the JetPack plugin on sites using WooCommerce, which analyses referrer behaviour for Jetpack.
    • 1 year
    • Analytics
  • _fbp
    • This cookie is set by Facebook to display advertisements when either on Facebook or on a digital platform powered by Facebook advertising, after visiting the website.
    • 3 months
    • Advertisement
  • LANG
    • LinkedIn set this cookie to set user’s preferred language.
    • 9 hours
    • Functional
  • tsrce
    • PayPal sets this cookie to enable the PayPal payment service in the website.
    • 3 days
    • Functional
  • x-pp-s
    • PayPal sets this cookie to process payments on the site.
    • session
    • Functional
  • l7_az
    • This cookie is necessary for the PayPal login-function on the website.
    • 30 minutes
    • Performance

How can you manage cookies?

a) Browser control

Most browsers allow you to control cookies through the cookie settings, which you can customise to consent to the use of cookies. You can also check and delete cookies with most browsers. To do so, please refer to your browser manufacturer’s documentation by following the link relevant to you Google Chrome, Mozilla Firefox, Microsoft Edge, Opera, Safari.

b) Pop-up consent tool

When you visit our website for the first time, you will be presented with a pop-up cookie setting window. This pop-up is a consent tool and allows you to indicate your preferences regarding cookies. You can accept or reject them or view this Cookie Policy before giving your consent to cookies or rejecting them. This allows you to make an informed decision about the cookies we use. You are free to accept or reject cookies but note that browsing our website may be less user-friendly and relevant content may be affected after you reject them.

Regardless of your initial decision, you may from time to time withdraw your consent or adjust your preferences through browser control settings, clearing your cookie folder, or by changing your preferences in our Pop-Up Consent Tool.

Can this policy change?

We may update our Cookie Policy from time to time. This may be for a variety of reasons, such as to reflect a change in the law or to change our business practices and the way we use cookies. We encourage you to check back here periodically for changes to our Cookie Policy. This Cookie Policy was last updated on Wednesday, 22 February 2023.

Who can I contact for more information?

If you have any questions or comments about our Cookie Policy or wish to exercise your rights under applicable law, please email info@sdperformance.co.uk, or call 0208 677 0888 or write to us at the above address.


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