Privacy policy

Last updated: 10. October 2026

This Privacy Policy explains how ALEGART Ltd (“Alegart”, “we”, “us” or “our”) collects, uses, shares and keeps personal information when you visit our website, request a free artwork preview, upload photographs, request changes, buy printed or digital artwork, or contact us. It also explains your data protection rights and how to use them.

We handle personal information in line with UK data protection law, including the UK General Data Protection Regulation (“UK GDPR”), the Data Protection Act 2018 and the Privacy and Electronic Communications Regulations 2003 (“PECR”), as amended.

1. Who we are

ALEGART Ltd is the controller responsible for the personal information described in this Privacy Policy, except where another organisation acts as an independent controller for its own services.

Company name: ALEGART Ltd
Company number: 16707860
Registered office: 71–75 Shelton Street, Covent Garden, London WC2H 9JQ, United Kingdom
ICO registration number: ZB989608
Email: info.uk@alegart.com
Telephone: +44 20 3996 3926

You can use these details for privacy questions, data protection requests and complaints.

2. Personal information we collect

Depending on how you use our services, we may collect:

  • Identity and contact information: your name, email address, telephone number, billing address and delivery address.
  • Account and sign-in information: your customer account details, order history and preferences. If you choose to sign in with Google, we receive your name, email address and Google account identifier. If you use a one-time login link, we record that the link was sent and used.
  • Order information: your order number, selected products and options, art style, personal messages, prices, delivery arrangements and order status.
  • Photographs and artwork content: photographs, reference images, revision attachments and other materials you upload. These may contain personal information about you or other people.
  • Preview and revision information: artwork previews, version history, your decision deadline, the artworks selected for revision, your instructions and related correspondence.
  • Approval and payment information: the artwork versions approved through successful payment, payment status, transaction references, refunds and information supplied by payment providers.
  • Digital delivery information: the digital files linked to your order, download permissions and link expiry, and a record of your agreement to receive digital artwork straight away (including the date, time and wording you agreed to).
  • Communications: messages you send us through our forms, by email or by telephone.
  • Marketing preferences: subscription choices, consent records and unsubscribe requests.
  • Technical information: your IP address, browser and device information, website activity, cookie identifiers, and security and error logs.

Payment details are handled by our payment providers. We never see or store your full card number or security code.

Where information is needed to prepare a preview, fulfil an order or process payment, we will make this clear when we collect it. Without it, we may not be able to provide the service you have asked for. Marketing is always optional.

3. How we collect information

  • Directly from you when you create an account, upload photographs, request a preview, request changes, place an order or contact us.
  • Automatically through our website, cookies and server logs.
  • From Google if you choose to sign in with your Google account.
  • From service providers where necessary, such as payment confirmations, delivery updates and email delivery reports.
  • From other customers who upload photographs of you or give your details as a delivery address, for example when ordering a gift.

If you give us information about someone else, you must have the right to do so. Where appropriate, please let them know about this Privacy Policy. If you believe someone has given us your information without proper authority, please contact us.

4. How we use information and our lawful bases

Preparing your free artwork preview. We use your photographs, chosen options and contact details to prepare and send your preview. Lawful basis: taking steps at your request before entering into a contract.

Managing your revision and decision period. We use your instructions, reference images and order details to process your revision request, remind you of your 7-day decision deadline and close unpaid requests when that period ends. Lawful basis: taking steps at your request before entering into a contract.

Processing and fulfilling paid orders. We use order, approval, payment and delivery information to supply your artwork, arrange printing and delivery, provide digital downloads and handle refunds. Lawful basis: performing our contract with you.

Recording your digital delivery agreement. We keep a record of your agreement to receive digital artwork straight away so that we can confirm it to you and show that consumer law has been followed. Lawful basis: compliance with a legal obligation and performing our contract with you.

Handling information about other people in photographs. Where a customer supplies photographs that show other people, we process that information because it is necessary to create the personalised artwork the customer has asked for. Lawful basis: our legitimate interests and those of our customer. We balance these interests against the rights and reasonable expectations of the people shown, with particular care where photographs include children. We never use their images for any unrelated purpose.

Managing your account and sign-in. We use your account and sign-in information to let you log in securely, verify your email address and show your orders. Lawful basis: performing our contract with you, or taking steps before entering into one.

Customer support. We use relevant information to answer your questions. Lawful basis: performing our contract with you, or our legitimate interest in providing helpful customer support.

Business and accounting records. We keep relevant records to meet tax, accounting and other legal requirements. Lawful basis: compliance with legal obligations.

Protecting our website and preventing misuse. We use relevant technical and transaction information to protect accounts, detect fraud and keep our website secure and reliable. Lawful basis: our legitimate interest in protecting our customers, services and business.

Complaints and legal claims. We use relevant records to investigate complaints and to establish, exercise or defend legal claims. Lawful basis: our legitimate interest in resolving disputes and protecting legal rights, or compliance with a legal obligation.

Analytics and advertising measurement. With your consent, we use analytics and advertising technologies to understand how our website is used and to measure how well our advertising works. When you complete a payment, and only if you have consented, we may share limited order information (such as order value and currency) and a scrambled (“hashed”) version of your email address or telephone number with advertising partners such as Meta, Google and Pinterest so they can match the purchase to an advert. Lawful basis: your consent, which you can withdraw at any time.

Sending marketing. We send marketing with your consent, or where all the conditions of the PECR “soft opt-in” are met, on the basis of our legitimate interest in promoting our own similar products. Section 14 explains your choices.

5. Cookies and similar technologies

Some cookies are necessary for our website to work, for example to keep items in your basket, keep you signed in, process your requests and protect the website. We use optional analytics and advertising cookies only with your consent.

You can change your choices at any time in our cookie settings. You can also control cookies through your browser, although blocking necessary cookies may stop parts of the website working. Our Cookie policy gives more detail.

6. Who we share information with

We share personal information only where necessary for the relevant service or another lawful purpose. Recipients may include:

  • Our artists: photographs, reference materials and instructions needed to create your artwork.
  • Printful and delivery companies: approved print files and the order and delivery details needed to produce and deliver printed artwork.
  • Stripe, Klarna and other payment providers: information needed to process payments and refunds and to carry out security checks.
  • Brevo: contact details and relevant order content needed to send preview emails, reminders, order updates and, where permitted, marketing.
  • Google: if you choose to sign in with Google, Google shares your basic profile information with us under its own privacy terms.
  • Hosting, storage and website service providers: information needed to run our website, manage forms and accounts, store files and provide digital downloads.
  • Cloudflare and other security providers: technical information needed to protect the website and prevent misuse.
  • Analytics and advertising partners (such as Google, Meta and Pinterest): only the information permitted by your cookie choices, as described in Section 4.
  • Professional advisers and public authorities: relevant information where necessary for legal, accounting or regulatory purposes.

Providers acting on our behalf must handle personal information under appropriate contracts. Some providers, including payment providers, Google and advertising platforms, also act as independent controllers for their own purposes and have their own privacy notices.

We do not sell your personal information.

7. International transfers

Some of our service providers store or access personal information outside the United Kingdom. Where this is a restricted transfer, we make sure an appropriate safeguard applies, such as:

  • UK adequacy regulations, which recognise that a country provides an adequate level of protection;
  • the UK International Data Transfer Agreement; or
  • the UK Addendum to the European Commission’s Standard Contractual Clauses.

You can contact us for information about the safeguards that apply to your information, including a copy of the relevant contractual terms. We may remove commercially confidential details.

8. How long we keep information

We keep personal information only for as long as reasonably necessary. Our usual retention periods are:

  • Unpaid preview requests: uploaded photographs, reference images and previews are kept for 90 days after our latest preview email or other substantive contact with you, or longer while a request or enquiry is still being resolved.
  • Photographs and working files for paid orders: normally kept for 12 months after your order has been fulfilled, so that we can help with any questions or concerns about your artwork.
  • Purchased digital artwork: final files are normally kept and available to download from My Account for 12 months after they are first made available to you. Please download and keep your own backup copy.
  • Order, payment and approval records: normally kept for six years. Accounting records are kept for at least six years from the end of the financial year they relate to, or longer where the law requires. This does not mean that your photographs are kept for six years.
  • Customer enquiries: normally kept for 12 months after the enquiry has been resolved.
  • Complaints: normally kept for up to three years after the complaint has been closed.
  • Accounts: kept while your account is active. Inactive accounts are reviewed periodically. Closing your account does not remove records we must keep for another lawful reason.
  • Marketing: kept while you remain subscribed. After you unsubscribe, we keep a minimal record so that we do not contact you again.
  • Technical and security records: kept only as long as needed to investigate errors, security incidents or misuse, then deleted or anonymised.

Email download links expire after seven days. This is separate from how long we keep your digital file. During the availability period, you can get a new link from My Account or by contacting us.

We may keep information for longer where necessary to resolve a complaint, deal with a legal claim or meet a legal obligation. When information is no longer needed, we securely delete or anonymise it. Copies in backups are removed through our normal backup cycle and are not used for everyday business.

9. Your data protection rights

Depending on the circumstances, you may have the right to:

  • access your personal information and get a copy of it;
  • correct inaccurate or incomplete information;
  • ask us to delete your information;
  • ask us to restrict how we use your information;
  • receive certain information in a portable format;
  • object to processing based on legitimate interests;
  • withdraw your consent where we rely on it;
  • exercise your rights in relation to significant decisions made solely by automated means.

You can object to direct marketing at any time.

Some rights depend on legal conditions. For example, we may need to keep certain information to meet a legal obligation or defend a legal claim. Withdrawing consent does not affect processing carried out before you withdrew it.

To use your rights, email info.uk@alegart.com. We may ask for information to confirm your identity or understand your request. We will respond without undue delay and normally within one month. If we need more time, as the law allows, we will tell you why and when to expect a reply. Requests are normally free of charge.

10. Automation and payment checks

Our website automates routine tasks, such as sending service emails, reminding you of your decision deadline, recording order status and managing secure download links. None of these involves making significant decisions about you.

We do not use AI tools to create your artwork. Every artwork is finished by hand by one of our artists.

Payment and security providers may use automated checks to detect fraud or decide whether a transaction can go ahead. Their own privacy notices explain how they do this. If a payment or security check stops you from using our services, please contact us and we will look into it and explain your options. Where the law gives you the right to human review of a solely automated significant decision, you can exercise that right with the organisation that made the decision.

11. Keeping your information secure

We use appropriate technical and organisational measures to protect personal information against unauthorised access, loss, alteration or disclosure. Access is limited to people and service providers who need it for an authorised purpose. Uploaded photographs and digital files are stored privately and are not publicly accessible.

No website or transmission can be guaranteed completely secure. Please keep your login details safe and avoid forwarding your private preview or download links to anyone who should not have access. If you think your account or a private link has been compromised, please contact us straight away.

12. Photographs, sensitive information and other websites

We use the photographs and materials you send us only to prepare and supply your artwork and for the related purposes explained in this Privacy Policy.

We do not publish your photographs or artwork in our portfolio, advertising or social media without separate permission from you and, where needed, from the people shown.

Please do not upload identity documents, medical records or other sensitive information that is not needed for your artwork. If your request involves particularly sensitive information, please contact us before uploading it.

Our website may link to other websites. Their operators are responsible for their own privacy practices, so please read their privacy notices before giving them personal information.

13. Children’s information

Our ordering services are for customers aged 18 or over. We do not invite children to create accounts or place orders.

An adult customer may upload a photograph that includes a child, for example for a family portrait. We use that photograph only for the artwork request and related purposes described in this Privacy Policy, and we take particular care to respect the child’s rights and interests. The customer must have the right to provide the photograph, including parental or guardian authority where appropriate.

If you have concerns about a child’s information that we hold, please contact us. We will look into it and take appropriate action, including deletion where required.

14. Marketing and service messages

Marketing is optional. You do not need to sign up for marketing to request a free preview or buy artwork.

We send marketing emails only if you have agreed to receive them, or where all the conditions of the PECR soft opt-in are met. The soft opt-in applies only where we obtained your details during a sale or negotiations for a sale, we are marketing our own similar products, and we gave you a clear chance to opt out when we collected your details and in every message since.

You can unsubscribe at any time using the link in our emails or by contacting us.

Unsubscribing from marketing does not stop service messages about your request or order, such as preview emails, deadline reminders, revision updates, payment confirmations, delivery information and download messages.

15. Changes to this Privacy Policy

We may update this Privacy Policy to reflect changes to our services, how we use personal information or the law. The date at the top shows when it was last updated. If a change materially affects how we use your information, we will let you know in an appropriate way.

If we plan to use your information for a new purpose, we will tell you first and ask for your consent where required. An update to this Privacy Policy does not, by itself, permit a new use of your information or reduce your rights.

16. Privacy questions and complaints

If you have a question or complaint about how we handle personal information, please contact us:

Email: info.uk@alegart.com
Post: ALEGART Ltd, 71–75 Shelton Street, Covent Garden, London WC2H 9JQ, United Kingdom

Please describe your concern and give us enough information to identify the relevant request, order or records. We will acknowledge a data protection complaint within 30 days, investigate it without undue delay, keep you informed and explain the outcome.

You also have the right to complain to the UK Information Commissioner’s Office (ICO):

Website: ico.org.uk
Telephone: 0303 123 1113

We would welcome the chance to put things right first, but this does not affect your right to contact the ICO or seek any other remedy available under the law.