Privacy Policy

We take your privacy very seriously. This privacy notice will inform you as to how we look after your personal data when you visit our website (our Website) (regardless of where you visit from) and when you correspond with us by telephone, email or otherwise. It tells you about your privacy rights and how the law protects you.


Purpose of this privacy notice
This privacy notice aims to give you information on how Pure Cremation Limited collects and processes your personal data through the use of our Website, including any data you may provide through our Website when you make an online enquiry, sign up for an account, login to our Website, report a problem with our Website and when you correspond with us by telephone, email or otherwise.

It is important that you read this privacy notice together with any other privacy notice we may provide on specific occasions when we are collecting or processing personal data about you so that you are fully aware of how and why we are using your data. This privacy notice supplements the other notices and is not intended to override them.

Our Website is not intended for use by children but there may be instances where we collect children data when website users post children related data on the memorial page.

Who we are
Pure Cremation Limited (“we”, “us”, “our”) is a ‘data controller’ for the purposes of your personal data. This means that we determine the purpose and means of the processing of your personal data. You will find our contact details at the end of this privacy notice (see below: “How to contact us”).

Personal data is any information relating to an identified or identifiable individual.

For the purposes of this privacy notice, “sensitive personal data” is any personal data revealing racial or ethnic origin, political opinions, religious beliefs, philosophical beliefs or trade union membership, genetic and biometric data, data concerning health, sex life or sexual orientation and data relating to criminal convictions and offences, allegations and proceedings.

We collect, use, store and transfer different kinds of personal data about you, including sensitive personal data. This may include:

We also collect, use and share aggregated data, such as statistical or demographic data for any purpose. Aggregated data may be derived from your personal data but is not considered personal data in law as this data does not directly or indirectly reveal your identity. For example, we may aggregate the data about how you use our Website to calculate the percentage of users accessing a specific website feature. However if we combine or connect aggregated data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this privacy notice.

If you do not provide personal data

For individual website users, if you do not provide your email address, a password and username, this will prevent us from providing our products and/or services to you. For any other personal data we ask for in addition to your email address, a password and username this may delay or prevent us from providing our products and/or services to you.


Depending on the circumstances, we use different methods to collect personal data from and about you including:


Under data protection law, we can only use your personal data if we have a proper reason for doing so, for example:

A legitimate interest is when we or a third party have a business or commercial reason to use your information, so long as this is not overridden by your own rights and interests.

The table below explains what we use your personal data for and our lawful basis for doing so.

What we use your personal data for Our lawful basis for processing data
For individual customers with whom we have contracts – to provide our products and/or services to you Necessary for the performance of our contract with you or to take steps at your request before entering into a contract with you
To manage our relationship with you which will include (where appropriate) notifying you about changes to our terms of business or privacy notice Necessary to comply with our legal obligations

Necessary for our legitimate interests i.e. to manage our relationship with you and to analyse and improve the products and/or services we offer
Gathering and providing information required by or relating to audits, enquiries or investigations by regulatory bodies Necessary to comply with our legal obligations
Ensuring business policies are adhered to e.g. policies covering data security Necessary to comply with our legal obligations

Necessary for our legitimate interests or those of a third party e.g. to make sure we are following our own internal procedures so we can deliver the best service to you
Operational reasons, such as improving efficiency, training and quality control Necessary for our legitimate interests or those of a third party e.g. to be as efficient as we can so we can deliver the best service for you at the best price
Preventing unauthorised access and modifications to systems Necessary to comply with our legal obligations

Necessary for our legitimate interests or those of a third party e.g. to prevent and detect criminal activity that could be damaging for us and for you
Updating and maintaining customer records For individual customers, necessary for the performance of our contract with you or to take steps at your request before entering into a contract

Necessary to comply with our legal obligations

Necessary for our legitimate interests or those of a third party e.g. to make sure we can keep in touch with our customers
External audits for the audit of our accounts Necessary to comply with our legal obligations
To make suggestions and recommendations to you about products and/or services that may be of interest to you (including updates and modifications) With your consent
To enforce or apply our Website terms and conditions or any other agreements Necessary for our legitimate interests or those of a third party e.g. to enforce our legal rights and protect our business
To administer and protect our business and our Website (including troubleshooting, data analysis, testing, system maintenance, support, reporting and hosting of data) Necessary for our legitimate interests e.g. for running our business, provision of administration and IT services, network security and to prevent fraud

Necessary to comply with our legal obligations
To deliver relevant website content to you and measure or understand the effectiveness of the content Necessary for our legitimate interests e.g. to study how customers use our products and/or services, to develop them, to grow our business and to inform our marketing strategy
To trial products and/or services which we consider may improve our products and/or services offering to you or our business processes Necessary for our legitimate interests e.g. to develop our products and/or services, grow our business and ensure that we can deliver the best service we are able to
To use data analytics to improve our Website, products and/or services, marketing, customer relationships and experiences Necessary for our legitimate interests e.g. to define types of customers for our products and/or services, to keep our Website updated and relevant, to develop our business and inform our marketing strategy

Where you post sensitive personal data on the Website, on the basis that you have chosen to make this information public we will seek to rely upon your decision to voluntarily share this sensitive personal data. Where you otherwise volunteer sensitive personal data to us, we will only process this with your explicit consent or where it is necessary for legal claims (or otherwise as permitted by law).

Where we rely on consent as a lawful basis to process your personal data, you have the right to withdraw your consent at any time. To do this, please telephone, email or write to us (see below: “How to contact us”).

Please note that we may process your personal data without your knowledge or consent where this is required or permitted by law.

We may use your personal data to contact you through desktop alerts and live chat, and send you periodic communications by email and (where you have consented) SMS/text messaging. about matters such as:

We have a legitimate interest in processing your personal data for marketing purposes. This means we do not usually need your consent to send you information about our products and services. However, where consent is needed, we will ask for this consent separately and clearly.

You have the right to opt out of receiving marketing communications at any time by logging into your Pure Memories Account and updating your marketing preferences from the "Setings" section.

We may ask you to confirm or update your marketing preferences if there are changes in the law, regulation, or the structure of our business.


We may obtain information about your general usage of our Website by using a cookie which is stored on your browser or the hard drive of your computer and in we use cookies to identify individuals. Usage information helps us to improve our Website and to deliver a better and more personalised service. Some of the cookies we use are essential for our Website to operate.

You can block cookies by activating the setting on your browser which allows you to refuse the setting of all or some cookies. You can also indicate your preference to our Website to control its use of cookies. However, if you block cookies you may not be able to use all the features of our Website. For further information about our use of cookies, please refer to our cookies policy.


Depending on the circumstances, we may share your personal data with:

We may disclose and exchange information with law enforcement agencies, regulatory bodies and others to comply with our legal obligations.

We may also need to share some personal data with other parties, such as potential buyers of some or all of our business or during a re-structuring. Usually, information will be anonymised but this may not always be possible. If Pure Cremation Limited is acquired by a third party, any personal data held about you will be one of the transferred assets.


Data protection law gives you certain rights, which you can exercise free of charge. Your rights will differ depending on our lawful basis for processing your data:

Access The right to be provided with a copy of your personal data and certain other prescribed information
Rectification The right to require us to correct any mistakes in your personal data
To be forgotten In certain situations, the right to require us to delete your personal data
Restriction of processing In certain situations, the right to require us to restrict processing of your personal data e.g. if you contest the accuracy of the data
Data portability In certain situations, the right to ask us to transfer any personal data you provided to us to another organisation
To object The right to object at any time to your personal data being processed for direct marketing and in certain other situations to our continued processing of your personal data e.g. where processing is carried out for the purpose of our legitimate interests
Not to be subject to automated individual decision making The right not to be subject to a decision based solely on automated processing (including profiling) that produces legal effects concerning you or similarly significantly affects you

For further information on each of those rights, including the circumstances in which they apply, please contact us or see the Guidance from the UK Information Commissioner’s Office (ICO) on individuals’ rights under the General Data Protection Regulation.

If you would like to exercise any of those rights, please email or write to us (see below: “How to contact us”) and let us have enough information to identify you e.g. your full name, address and email address as well as what right you want to exercise and the personal data to which your request relates.

,br>We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including;

We will not retain your data for longer than necessary for the purposes set out in this notice. Different retention periods apply for different types of personal data.


We have put in place reasonable and appropriate security measures to endeavour to prevent personal data from being accidentally lost, or used or accessed unlawfully. We limit access to your personal data to those who have a genuine business need to access it. Those processing your information will do so only in an authorised manner and are subject to a duty of confidentiality.

Unfortunately, the transmission of information via the internet is not completely secure. Although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted to our Website; any transmission is at your own risk.

Our 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 policies. When you leave our Website, we encourage you to read the privacy notice of every website you visit.

We have procedures in place to deal with any suspected data security breach. We will notify you and any applicable regulator of a suspected data security breach where we are legally required to do so.


We hope that we can resolve any query or concern you may raise about our use of your personal data. If you want to complain about how we have used your personal data, please email or write to us (see below: “How to contact us”). However, if we are not able to resolve your complaint to your satisfaction, you can complain to the UK’s supervisory authority, the Information Commissioner’s Office (ICO). Further information about how to make a complaint to the ICO can be found on the ICO website

The EU General Data Protection Regulation also gives you right to lodge a complaint with the supervisory authority in the European Union state where you work, normally live or where any alleged infringement of data protection laws occurred.


This version was last updated in April 2020.

We may change this privacy notice from time to time and when we do so, we will inform you via our Website. If any changes are likely to have an adverse impact on your rights under data protection law, we will use reasonable endeavours to notify you of the changes in advance by email or by alternative means.


Please let us know if you change your name, address or any other personal detail (see below: “How to contact us”).


If you have any queries about this privacy notice or how we use your personal data, you can contact us by email or post as follows:
Charlton Park Crematorium
Charlton Down
SP11 0TA

Do you need extra help?

If you would like this notice in another format (for example large print) please contact us (see above: “How to contact us”).