Privacy Policy

Privacy Policy.

This policy relates to the privacy of your personal data at Direct2Mum Ltd.

Direct2Mum Ltd are committed to safeguarding the privacy of our website visitors and customers, this policy sets out how we treat your personal information. Please take a few minutes to read this statement carefully as it contains important information about our use of the personal information that you share with us now or in the future.

About Direct2Mum Ltd.

Direct2Mum offer a range of products aimed at all parents and their children – regardless of what stage they are within their development. We promote and sell these products through our website and flagship stores. We offer friendly, practical and impartial advice, from what products to buy for your baby if you’re expecting your first, to useful tips and guides if you already have a family and just need a helping hand.

We are the Data Controller

As we set the rules and reasons for collecting data from you, we are classed as the Controller of your personal data. This means it is our responsibility to ensure that the data we collect is controlled effectively and protected at all times. Should you have any questions about the processing of your data you can contact us directly using the following methods: [post] Direct2Mum Ltd, Hugh House, Upper Cliffe Road, Dodworth Business Park, Barnsley, South Yorkshire S75 3SP1DJ. [Telephone] – 0330 3500 521. [Email] –

Why we need your personal data and what we need to do with it.

Your personal data will be managed in accordance with the new Data Protection Regulation (GDPR) under the following principles:

  1. Lawfulness, Fairness and Transparency:
    • We will process your data in order to provide this website to you and to help us answer any questions that you pose. We will also use your personal data in connection with the performance of any transaction or contract entered into with Direct2Mum Ltd.
  2. Purpose Limitation:
    • Your data will only be collected for specified, contractual and legitimate purposes meaning that as well as using the data to identify you and perform any contract or transaction with you, we may use it for:
      • Marketing purposes if you consent
      • Newsletter subscriptions you sign up to if you consent
      • Other products/services/events/promotions provided by Direct2Mum that we may offer to you if you consent to us sending you such offers.
    • If we have collected your information for a specific purpose, we will not use it for anything else unless you have been informed and, where relevant, your permission obtained.
  3. Data Minimisation:
    • We will not ask for more information than we need for the purposes for which we are collecting it.
  4. Data Accuracy:
    • We will update our records when you inform us that your details have changed.
  5. Storage Limitation:
    • We will only retain your personal data for the length of time needed to complete the initial request and for three years following any transaction/contract in respect of which you are party or subject.
  6. Integrity and Confidentiality:
    • We have implemented appropriate technical and operational measures to protect the integrity and confidentiality of your personal data.

Policies and processes we have to protect your rights as the ‘Data Subject’

Under the GDPR you have a number of ‘rights’ which you can exercise at any time. Should you wish to do so, please contact the person named at the end of this Notice. These rights might include:

  • Subject Access Request (SAR) - the right to access all of the data we process on you. This will be supplied to you within 1 month from the request being received.
  • Right to Rectification - the right for any inaccurate data we hold on you to be corrected. We will make your amendments without undue delay
  • Right to Erasure - where the contract or transaction has ended but consent has been obtained to process your data, you may have the right to be forgotten and your personal data erased without undue delay
  • the right to object/withdraw your consent
  • Right to Restricted Processing - the right to restrict us from processing your personal data which can be reversed through consent from you the ‘data subject’
  • Right to Data Portability - the right to have your personal data to be ported from RAM Tracking to another controller
  • Rights relating to Automated Decision Making, Including Profiling - the right to object to automated decision making, whereby we may use your data for profiling purposes to make a decision.

Where we cannot comply with one of these rights, or we need additional time to comply, we will provide you with a full explanation within the timescales required by the Regulation.

Transferring personal data

Due to the nature of the business, we work with a variety of GDPR compliant businesses who act as our processors which store and process your personal data on our instructions. Below is a list of our main categories of processor:

  • Website development and hosting companies
  • Customer Relationship Management platforms
  • Email platforms
  • Information Technology platforms
  • Secure servers
  • Encrypted spreadsheets
  • Marketing agencies

International Transfers

  • At no time does your personal information leave the EU


When you view the website, we may store some information on your computer. This will be in the form of a "cookie" file, which will enable us to tailor the website to match your interests and preferences. The cookie file is used to store the IP address of your machine before this information is captured we will ask your consent to store and process this information.

You will have the ability to opt-out of cookies should you wish and your internet browser may allow you to erase the cookie file, block all cookies or receive a warning before a cookie is stored although, in that case, you may not be able to use certain features on our site. Please refer to your web browser instructions for information on how change your cookie settings.

Talking to us about your rights or this Notice

Should you wish to speak to us about the way we process your data, or wish to exercise your rights as listed above, please contact Direct2Mum’s Data Protection Lead, Richard Smith [email:].

However if you wish to direct your questions to the ICO, you can find their details at

Registered Office. As above. Registered in England and Wales.