Last updated: 16.06.2026

1. Who we are

This website and enquiry form are operated by Smart Alarm Services Limited, trading as Midland Alarm Services East ("we", "us", "our").

Registered company name: Smart Alarm Services Limited

Company number: [Companies House number] [CONFIRM]

Registered address: [Registered address] [CONFIRM]

Contact email: [email address] [CONFIRM]

Contact phone: [phone number] [CONFIRM]

ICO registration number: [ICO number] [CONFIRM — if you process personal data you generally need to be registered with the ICO]

We are the "data controller" for the personal information collected through this page, which means we are responsible for how it is used.

2. What information we collect

When you use the enquiry form on this page, we collect:

Your name

Your phone number

Your postcode or location

Any details you provide about the security system or service you are interested in

Your email address, if you provide one

If you call us using the number on this page, we may keep a record of the call and the information you give us.

We also automatically collect some technical information when you visit, such as your IP address, device and browser type, and how you interact with the page, through cookies and similar technologies (see section 7).

3. How we use your information and our lawful basis

We use your information to:

What we do Lawful basis (UK GDPR) Respond to your enquiry and provide a quote Taking steps to enter into a contract at your request; and our legitimate interests in responding to potential customers Contact you about your enquiry by phone, email or text Your consent (where required) and our legitimate interests Arrange and carry out a security survey or installation Performance of a contract Keep records and manage our business Our legitimate interests in running and improving our services Measure and improve our advertising Your consent (for non-essential cookies) and our legitimate interests

We will only send you marketing messages where we are permitted to do so, and you can opt out at any time.

4. Who we share your information with

We do not sell your personal information. We share it only with trusted service providers who help us run our business, who act as our "data processors" and may only use your data on our instructions:

GoHighLevel / LeadConnector — our customer relationship management (CRM) and landing page platform, used to capture and manage your enquiry.

Mailgun — our email delivery provider.

Google (Google Ads and Google tag) — used to measure the performance of our advertising, including conversion tracking and enhanced conversions (see section 7).

We may also disclose information where required by law, or to protect our legal rights.

5. International transfers

Some of our service providers (including Google, GoHighLevel/LeadConnector and Mailgun) are based outside the UK, including in the United States. Where your information is transferred outside the UK, we ensure appropriate safeguards are in place, such as the UK International Data Transfer Agreement or equivalent approved mechanisms, so your data remains protected.

6. How long we keep your information

We keep your information only for as long as necessary:

Enquiries that do not become customers: [e.g. 12–24 months] then deleted. [CONFIRM]

Customers: for the duration of our relationship and for [e.g. 6 years] afterwards to meet legal, accounting and warranty obligations. [CONFIRM]

7. Cookies and tracking

This page uses cookies and similar technologies, including the Google tag, to understand how visitors find and use the page and to measure the effectiveness of our Google Ads advertising.

This includes Google Ads conversion tracking and enhanced conversions. Enhanced conversions means that, where you submit the form, certain information you provide (such as your email address) may be securely hashed (converted into a non-readable form) and shared with Google to help measure and improve our advertising. This data is sent in a privacy-safe, hashed format. You can read more in Google's Privacy Policy.

Non-essential cookies are only used where you have given consent. You can manage or withdraw cookie consent at any time through [your cookie settings / banner] [CONFIRM how consent is managed on the page], and you can control cookies through your browser settings.

8. Your rights

Under UK data protection law, you have the right to:

Access the personal information we hold about you

Ask us to correct inaccurate information

Ask us to delete your information in certain circumstances

Object to, or ask us to restrict, our use of your information

Withdraw consent at any time, where we rely on consent

Ask for a copy of your information in a portable format

Opt out of marketing communications at any time

To exercise any of these rights, contact us at [email address] [CONFIRM]. We will respond within one month.

9. How we keep your information secure

We take appropriate technical and organisational measures to protect your personal information against loss, misuse, and unauthorised access, including through the security measures provided by our service providers.

10. Complaints

If you have any concerns about how we handle your information, please contact us first at [email address]. You also have the right to complain to the Information Commissioner's Office (ICO), the UK's data protection regulator:

Website: ico.org.uk

Helpline: 0303 123 1113

11. Changes to this policy

We may update this privacy policy from time to time. Any changes will be posted on this page with an updated "last updated" date.

Midland Alarm Services East is a trading name of Smart Alarm Services Limited, registered in England and Wales, company number [number]. [CONFIRM]