TotalPrice

Privacy Policy

Last updated: 23 June 2026

This Privacy Notice for Total Price Ltd ("we", "us", or "our") describes how and why we might access, collect, store, use, and/or share ("process") your personal information when you use our services ("Services"), including when you:

  • Visit our website at totalprice.co.uk, or any website of ours that links to this Privacy Notice;
  • Use Total Price, a software tool that audits business websites for compliance with UK price-transparency rules under the Digital Markets, Competition and Consumers Act 2024. Users submit their website URL and receive an automated report identifying potential pricing-transparency issues and plain-English suggestions. The service provides guidance only and is not legal advice;
  • Engage with us in other related ways, including any marketing or events.

Questions or concerns? Reading this Privacy Notice will help you understand your privacy rights and choices. We are responsible for making decisions about how your personal information is processed. If you do not agree with our policies and practices, please do not use our Services. If you still have any questions or concerns, please contact us at hello@totalprice.co.uk.

Summary of Key Points

What personal information do we process? When you visit, use, or navigate our Services, we may process personal information depending on how you interact with us and the Services, the choices you make, and the features you use.

Do we process any sensitive personal information? We do not process sensitive personal information.

Do we collect any information from third parties? We do not collect any information from third parties.

How do we process your information? We process your information to provide, improve, and administer our Services, communicate with you, for security and fraud prevention, and to comply with law. We may also process your information for other purposes with your consent. We process your information only when we have a valid legal reason to do so.

In what situations and with which parties do we share personal information? We may share information in specific situations and with specific third parties.

How do we keep your information safe? We have adequate organisational and technical processes and procedures in place to protect your personal information. However, no electronic transmission over the internet or information storage technology can be guaranteed to be 100% secure.

What are your rights? Depending on where you are located, applicable privacy law may mean you have certain rights regarding your personal information.

How do you exercise your rights? The easiest way is by contacting us at hello@totalprice.co.uk. We will consider and act upon any request in accordance with applicable data protection laws.

1. What Information Do We Collect?

Personal information you disclose to us

In Short: We collect personal information that you provide to us.

We collect personal information that you voluntarily provide to us when you register on the Services, express an interest in obtaining information about us or our products and Services, when you participate in activities on the Services, or otherwise when you contact us.

The personal information we collect may include:

  • Email addresses
  • Passwords
  • Usernames
  • Contact or authentication data
  • Billing addresses

Sensitive Information. We do not process sensitive information.

Payment Data. We may collect data necessary to process your payment if you make a purchase, such as your payment instrument number and its security code. All payment data is handled and stored by Stripe. You may view their privacy notice at https://stripe.com/gb/privacy.

All personal information that you provide to us must be true, complete, and accurate, and you must notify us of any changes to it.

Information automatically collected

In Short: Some information, such as your IP address and/or browser and device characteristics, may be collected automatically when you visit our Services.

We may automatically collect certain information when you visit, use, or navigate the Services. This information does not reveal your specific identity but may include device and usage information, such as your IP address, browser and device characteristics, operating system, language preferences, referring URLs, device name, country, location, and information about how and when you use our Services. This information is primarily needed to maintain the security and operation of our Services, and for our internal analytics and reporting purposes.

Like many businesses, we may also collect information through cookies and similar technologies. You can find out more in our Cookie Policy: https://totalprice.co.uk/cookie-policy.

The information we may collect includes:

  • Log and Usage Data — service-related, diagnostic, usage, and performance information our servers automatically collect (such as IP address, device information, browser type, and activity in the Services).
  • Device Data — information about the device you use to access the Services (such as IP address, device identifiers, location, browser type, hardware model, operating system).
  • Location Data — information about your device's location, which can be precise or imprecise (for example, derived from your IP address).

2. How Do We Process Your Information?

In Short: We process your information to provide, improve, and administer our Services, communicate with you, for security and fraud prevention, and to comply with law. We may also process your information for other purposes with your consent.

We process your personal information for a variety of reasons, including:

  • To facilitate account creation and authentication and otherwise manage user accounts, so you can create and log in to your account and keep it in working order.
  • To deliver and facilitate delivery of services to the user, providing you with the requested service (running audits and generating reports).
  • To respond to user inquiries and offer support, to resolve any potential issues you might have with the Services.
  • To send administrative information to you, such as details about our products and Services, and changes to our terms and policies.
  • To send you marketing and promotional communications, in accordance with your marketing preferences. You can opt out at any time (see "What are your privacy rights?" below).
  • To protect our Services, including fraud monitoring and prevention.
  • To identify usage trends, to understand how our Services are used so we can improve them.

3. What Legal Bases Do We Rely On to Process Your Information?

In Short: We only process your personal information when we believe it is necessary and we have a valid legal reason to do so under applicable law.

The UK GDPR and EU GDPR require us to explain the valid legal bases we rely on to process your personal information. We may rely on the following:

  • Consent — where you have given us permission to use your personal information for a specific purpose. You can withdraw your consent at any time.
  • Performance of a Contract — where necessary to fulfil our contractual obligations to you, including providing our Services.
  • Legitimate Interests — where reasonably necessary to achieve our legitimate business interests, such as to diagnose problems and prevent fraudulent activities, to analyse how our Services are used so we can improve them, and to support our marketing activities, provided those interests do not outweigh your rights and freedoms.
  • Legal Obligations — where necessary for compliance with our legal obligations.
  • Vital Interests — where necessary to protect your vital interests or those of a third party.

We are generally the "data controller" of the personal information described in this Privacy Notice.

4. When and With Whom Do We Share Your Personal Information?

In Short: We may share information in specific situations described in this section and/or with the following third parties.

We may share your data with third-party vendors, service providers, and contractors who perform services for us or on our behalf and require access to such information to do that work. We have contracts in place with these third parties designed to safeguard your personal information. The third parties we may share personal information with include:

  • Supabase — database and authentication hosting
  • Stripe — payment processing, invoicing and billing
  • Resend — transactional email delivery
  • Railway — application/crawler hosting
  • Lovable — website hosting
  • Cloudflare — content delivery and security
  • ImprovMX — email forwarding
  • Anthropic — AI analysis of website content
  • Google Analytics — web analytics (only if and when enabled, with your consent)
  • Google Ads / AdSense — advertising (only if and when enabled, with your consent)

We may also need to share your personal information in the following situations:

  • Business Transfers — in connection with any merger, sale of company assets, financing, or acquisition of all or a portion of our business.

5. Do We Use Cookies and Other Tracking Technologies?

In Short: We may use cookies and other tracking technologies to collect and store your information.

We may use cookies and similar tracking technologies (like web beacons and pixels) to gather information when you interact with our Services. Some help us maintain the security of our Services and your account, prevent crashes, fix bugs, save your preferences, and assist with basic site functions.

Where we use non-essential cookies (such as analytics or advertising), we will obtain your consent before setting them.

Specific information about how we use such technologies and how you can refuse certain cookies is set out in our Cookie Policy: https://totalprice.co.uk/cookie-policy.

6. Do We Offer Artificial Intelligence-Based Products?

In Short: We offer products, features, or tools powered by artificial intelligence.

As part of our Services, we offer tools powered by artificial intelligence, machine learning, or similar technologies ("AI Products"). We provide these through third-party AI service providers, including Anthropic.

Our AI Products are designed for functions including: analysis of website content submitted for assessment, and generation of compliance reports. The content we send to our AI service provider is the website content submitted for audit, which we process to generate your report.

All personal information processed using our AI Products is handled in line with this Privacy Notice and our agreements with third parties. You must not use the AI Products in any way that violates the terms or policies of any AI service provider.

7. Is Your Information Transferred Internationally?

In Short: We may transfer, store, and process your information in countries other than your own.

Some of our third-party service providers are located in, or process data in, the United States and other countries. Your information may therefore be transferred to, stored by, and processed by us and these third parties outside the UK.

If you are located in the UK, EEA, or Switzerland, these countries may not have data protection laws as comprehensive as those in your country. However, we take measures to protect your personal information in accordance with this Privacy Notice and applicable law.

Standard Contractual Clauses. We rely on appropriate safeguards, including the European Commission's Standard Contractual Clauses and the UK International Data Transfer Agreement (or UK Addendum), for transfers of personal information to our third-party providers. These require recipients to protect personal information originating from the UK or EEA in accordance with applicable data protection law. Further details can be provided on request.

8. How Long Do We Keep Your Information?

In Short: We keep your information for as long as necessary to fulfil the purposes outlined in this Privacy Notice unless otherwise required by law.

We will only keep your personal information for as long as necessary for the purposes set out in this Privacy Notice, unless a longer retention period is required or permitted by law (such as tax, accounting, or other legal requirements). In general, this means we keep your information for the period in which you have an account with us.

When we have no ongoing legitimate business need to process your personal information, we will either delete or anonymise it, or, where this is not possible (for example, because it is stored in backup archives), we will securely store it and isolate it from further processing until deletion is possible.

9. How Do We Keep Your Information Safe?

In Short: We aim to protect your personal information through a system of organisational and technical security measures.

We have implemented appropriate and reasonable technical and organisational security measures designed to protect the security of any personal information we process. However, despite our safeguards, no electronic transmission over the internet or information storage technology can be guaranteed to be 100% secure. Although we will do our best to protect your personal information, transmission of personal information to and from our Services is at your own risk.

10. Do We Collect Information From Minors?

In Short: We do not knowingly collect data from or market to children under 18 years of age.

We do not knowingly collect, solicit data from, or market to children under 18 years of age, nor do we knowingly sell such personal information. By using the Services, you represent that you are at least 18. If we learn that personal information from users under 18 has been collected, we will deactivate the account and take reasonable measures to promptly delete such data. If you become aware of any data we may have collected from children under 18, please contact us at hello@totalprice.co.uk.

11. What Are Your Privacy Rights?

In Short: In some regions, such as the UK, EEA, and Switzerland, you have rights that allow you greater access to and control over your personal information.

In these regions, you have certain rights under applicable data protection laws. These may include the right: (i) to request access and obtain a copy of your personal information; (ii) to request rectification or erasure; (iii) to restrict the processing of your personal information; (iv) where applicable, to data portability; and (v) not to be subject to automated decision-making. In certain circumstances, you may also have the right to object to the processing of your personal information.

You can make such a request by contacting us using the contact details provided below. We will consider and act upon any request in accordance with applicable data protection laws.

If you are located in the UK and believe we are unlawfully processing your personal information, you also have the right to complain to the Information Commissioner's Office (ICO) - https://ico.org.uk/make-a-complaint/.

Withdrawing your consent: If we are relying on your consent to process your personal information, you have the right to withdraw it at any time by contacting us. This will not affect the lawfulness of processing before its withdrawal.

Opting out of marketing communications: You can unsubscribe from our marketing communications at any time by clicking the unsubscribe link in our emails, or by contacting us. You will then be removed from our marketing lists, although we may still contact you with service-related messages necessary for the administration of your account.

Account Information: If you wish to review or change the information in your account or terminate it, you can log in to your account settings and update your account, or contact us using the information provided. Upon your request to terminate your account, we will deactivate or delete your account and information from our active databases. However, we may retain some information to prevent fraud, troubleshoot problems, assist with investigations, enforce our legal terms, and/or comply with applicable legal requirements.

Cookies and similar technologies: Most browsers accept cookies by default. You can usually set your browser to remove or reject cookies. For more information, see our Cookie Policy: https://totalprice.co.uk/cookie-policy.

If you have questions or comments about your privacy rights, you may email us at hello@totalprice.co.uk.

12. Controls for Do-Not-Track Features

Most web browsers and some mobile operating systems include a Do-Not-Track ("DNT") feature you can activate to signal your privacy preference not to have data about your online browsing activities monitored and collected. At this stage, no uniform technology standard for recognising and implementing DNT signals has been finalised. As such, we do not currently respond to DNT browser signals. If a standard is adopted that we must follow in the future, we will inform you in a revised version of this Privacy Notice.

13. Do We Make Updates to This Notice?

In Short: Yes, we will update this notice as necessary to stay compliant with relevant laws.

We may update this Privacy Notice from time to time. The updated version will be indicated by an updated "Last updated" date at the top of this Privacy Notice. If we make material changes, we may notify you either by prominently posting a notice or by directly sending you a notification. We encourage you to review this Privacy Notice frequently.

14. Data Protection Complaints

Making a Complaint

If you have a concern or complaint about how we handle your personal data, please contact us at hello@totalprice.co.uk. We will acknowledge your complaint within 5 working days and aim to respond fully within 30 days. We will investigate your concern, keep you informed of the outcome, and take any corrective action needed.

If you are not satisfied with our response, you have the right to complain to the Information Commissioner's Office (ICO), the UK's data protection authority, at https://ico.org.uk/make-a-complaint/.

15. How Can You Contact Us About This Notice?

If you have questions or comments about this notice, you may contact us by email at hello@totalprice.co.uk, or by post at:

Total Price Ltd
90 Pontefract Road
Pontefract
WF7 5AP
England, United Kingdom

16. How Can You Review, Update, or Delete the Data We Collect From You?

Based on the applicable laws of your country, you may have the right to request access to the personal information we collect from you, details about how we have processed it, correct inaccuracies, or delete your personal information. You may also have the right to withdraw your consent to our processing. These rights may be limited in some circumstances by applicable law. To request to review, update, or delete your personal information, please email us at hello@totalprice.co.uk.