Privacy Policy

ON THE MOVE: THIS IS WHAT YOU NEED TO KNOW

We always recommend that our customers read this privacy policy in full. It explains who we are, how and why we collect personal data from you, how and why it will be processed by us and our commitment to protecting your data.

But just in case you’re on the move or do not have time to read it in full we have summarised the key points for you in our ‘speed read’ section below.

This policy is issued by Lakeside Coaches Group of Companies, including Lakeside Coaches Ltd, AT Brown Coaches Ltd and Hills Coaches Ltd (together, “Lakeside”, “we”, “our” or “us”).

We have appointed a Data Protection Officer. You can contact them at FirstBus.DPO@firstgroup.co.uk.

• We process your personal data to provide services and comply with the law.
• We may share your data with trusted third parties (e.g. payment processors).
• We retain your data only as long as necessary.
• We may transfer data outside the UK with appropriate safeguards.
• You have rights regarding your personal data.

Contents

1. About Lakeside Coaches Group
2. About this Privacy Policy
3. What Personal Data Do We Collect?
4. How Is Your Data Collected?
5. How We Use Your Data
6. Communications
7. Access to Your Data
8. Data Sharing
9. Data Protection
10. Data Retention
11. Your Rights
12. Cookies
13. Contact Information
14. ICO Information

1. About Lakeside Coaches Group

This policy is issued by Lakeside Coaches Group of Companies, including Lakeside Coaches Ltd, AT Brown Coaches Ltd and Hills Coaches Ltd.

2. About This Privacy Policy

This policy applies when you use our website, apps, services, or communicate with us.

3. What Personal Data Do We Collect?

We may collect the following categories of personal data:

• Identity Data: Name, DOB, gender, CCTV footage
• Contact Data: Address, email, phone
• Financial Data: Bank/payment details
• Transaction Data: Purchases and journeys
• Technical Data: IP address, browser info
• Profile Data: Preferences, feedback
• Usage Data: Website usage
• Health Data: Mobility/disability info
• Marketing Data: Preferences

4. How Is Your Personal Data Collected?

• Direct interactions (forms, purchases, communication)
• Automated technologies (cookies, analytics)
• Third-party sources
• CCTV and body-worn cameras

5. Purposes for Using Your Data

We use your data to:

• Provide services and manage contracts
• Process payments and prevent fraud
• Improve services and website performance
• Communicate with you
• Comply with legal obligations

6. Communications

You will only receive marketing if you consent or we have a legitimate interest. You can unsubscribe at any time.

7. Who Has Access?

Only employees with a legitimate business need can access your data.

8. Data Sharing

We may share your data with:

• Group companies
• Service providers
• Law enforcement
• Regulatory bodies

9. Data Protection

We use security measures including encryption and restricted access to protect your data.

10. Data Retention

We keep data only as long as necessary and securely delete or anonymise it when no longer needed.

11. Your Rights

• Access your data
• Correct inaccuracies
• Request deletion
• Restrict or object to processing
• Transfer your data

12. Cookies

We use cookies to improve your experience. See our Cookies Policy for details.

13. Contact Information

Data Controller
The Coach Centre
Ellesmere Business Park
Oswestry Road
Ellesmere, Shropshire SY12 0EW

Email: FirstBus.DPO@firstgroup.co.uk

14. ICO Information

ICO Registration Number: Z9014766