Privacy Policy
Privacy Policy
We are committed to protecting your personal data. This policy explains what we collect, why we collect it, and how we keep it safe — in plain English.
- Last updated: March 2026
- UK GDPR compliant
- 10 Sections
2
Data We Collect
3
How We Collect It
4
Why We Use Your Data
5
Sharing Your Data
6
Data Retention
7
Your Rights
8
Cookies
9
Security
10
Changes & Contact
Questions about your data? We’re happy to help.
Our Commitment to Your Privacy
This Privacy Policy applies to 4 Counties Hire Ltd (Company No. [XXXXXXXX], registered in England and Wales — "we", "us", "our"). We are the data controller for all personal data collected through our website, enquiry forms, hire transactions, and any other interaction with our business. We take our obligations under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018 seriously. This policy was last updated in March 2026.
Access
Request a copy of the data we hold about you
Rectification
Ask us to correct inaccurate or incomplete data
Erasure
Request deletion of your personal data ("right to be forgotten")
Object
Object to processing based on legitimate interests or for marketing
Portability
Receive your data in a structured, machine-readable format
Withdraw Consent
Withdraw marketing consent at any time, without penalty
Restriction
Request that we restrict processing in certain circumstances
Complain
Lodge a complaint with the ICO at ico.org.uk
01
Who We Are
4 Counties Hire Ltd is a plant and equipment hire company registered in England and Wales (Company No. [XXXXXXXX]), with our registered office at Okehampton Business Park, Okehampton, Devon EX20 1UT.
We are the data controller in respect of all personal data we collect and process in connection with our business. This means we are responsible for determining the purposes and means of processing your personal data and for ensuring that we do so lawfully.
For any data protection queries, please contact us at: privacy@4countieshire.co.uk or write to the registered office address above.
4 Counties Hire Ltd is part of the Conagri Group. This policy applies to 4 Counties Hire Ltd only. Conagri’s separate privacy policy governs any personal data held by the parent company.
02
Data We Collect
Depending on how you interact with us, we may collect and process the following categories of personal data:
Identity & Contact Data
- Full name, job title, and company name
- Email address, telephone number (including mobile/WhatsApp)
- Postal and delivery address
Transaction & Account Data
- Hire booking history, equipment preferences, and account status
- Invoices, payment records, and outstanding balances
- Credit account applications and credit check results
- Insurance documentation and certificates
Technical & Usage Data
- IP address, browser type and version, device type
- Pages visited, time spent on site, and referring URLs
- Cookie and tracking data (see Section 8)
Communications Data
- Content of emails, WhatsApp messages, contact form submissions, and telephone notes
- Marketing preferences and communication history
We do not collect any special category data (such as health, race, religion, or biometric data) and do not intentionally collect data from children under the age of 16.
03
How We Collect It
We collect personal data through the following channels:
- Direct interactions — When you make a hire booking, submit a contact or enquiry form, call us, send an email, or message us via WhatsApp
- Our website — Through cookies and analytics tools when you browse 4countieshire.co.uk
- Third parties — Credit reference agencies (for credit account applications), our parent company Conagri, or referrals from existing customers
- Publicly available sources — Companies House, LinkedIn, or other professional directories where relevant to a business enquiry
04
Why We Use Your Data
We only process personal data where we have a valid lawful basis to do so. The table below sets out the purposes for which we process personal data and the corresponding lawful basis:
| Purpose | Lawful Basis |
|---|---|
| Processing and managing hire bookings, deliveries, and collections | Performance of Contract |
| Issuing invoices, processing payments, and managing accounts | Performance of Contract |
| Carrying out credit checks for account applications | Legitimate Interests |
| Communicating about your hire, equipment, and service updates | Performance of Contract |
| Responding to enquiries and customer service requests | Legitimate Interests |
| Sending marketing communications about our services and offers | Consent |
| Improving our website and understanding how it is used | Legitimate Interests |
| Complying with legal and regulatory obligations | Legal Obligation |
| Fraud prevention, security, and debt recovery | Legitimate Interests |
| Maintaining accounting and business records | Legal Obligation |
Where we rely on legitimate interests as our lawful basis, we have considered whether our interests are overridden by your rights and concluded that they are not, given the nature of the processing and the reasonable expectations of our customers.
05
Sharing Your Data
We do not sell, rent, or trade your personal data to third parties for marketing purposes. We may share your data with the following categories of recipients only where necessary:
- Conagri Group — our parent company, for group-level accounting, IT support, and business management purposes
- Credit reference agencies — to conduct credit checks for account applications (Experian, Creditsafe, or similar)
- IT and software providers —including our hire management system, email platform, website hosting provider, and CRM software (all subject to data processing agreements)
- Payment processors — to securely process card payments (we do not store full card details)
- Professional advisors — including accountants, solicitors, and insurers, where necessary
- Debt collection agencies — in the event of unresolved outstanding debts
- Law enforcement or regulatory bodies — where required by law, court order, or to protect the rights and safety of others
All third parties we share data with are required to handle it securely and in accordance with UK data protection law. We do not transfer personal data outside the UK/EEA without ensuring adequate protections are in place.
06
Data Retention
We retain personal data only for as long as necessary to fulfil the purpose for which it was collected, or as required by law. Our standard retention periods are as follows:
| Data Type | Retention Period | Reason |
|---|---|---|
| Hire booking records & invoices | 7 years after hire end | HMRC / legal obligation |
| Customer account data | 6 years after account closure | Limitation Act 1980 |
| Credit check records | 3 years from application | Legitimate interests |
| Marketing data (with consent) | Until consent withdrawn or 3 years inactivity | Consent |
| Website analytics / cookies | Up to 26 months | Legitimate interests |
| Correspondence & communications | 3 years from last contact | Legitimate interests |
| CCTV footage (depot) | 30 days, then overwritten | Security / legitimate interests |
At the end of the applicable retention period, data is securely deleted or anonymised. You may request early deletion subject to our legal obligations — see Section 7 for your rights.
07
Your Rights
Under UK GDPR, you have the following rights in relation to your personal data. You can exercise these rights at any time by contacting us at privacy@4countieshire.co.uk:
- Right of access —to request a copy of all personal data we hold about you (Subject Access Request). We will respond within one calendar month
- Right to rectification — to request correction of any inaccurate or incomplete personal data.
- Right to erasure — to request deletion of your personal data where it is no longer necessary, you withdraw consent, or we have no lawful basis to retain it (subject to legal obligations).
- Right to restrict processing — to request that we pause processing of your data in certain circumstances (e.g. while accuracy is disputed).
- Right to data portability — to receive your data in a structured, commonly used, machine-readable format and, where technically feasible, to have it transferred to another controller.
- Right to object — to object to processing based on legitimate interests or for direct marketing. Where you object to direct marketing, we will stop processing immediately.
- Right to withdraw consent —where processing is based on your consent, to withdraw that consent at any time without affecting the lawfulness of prior processing.
If you are not satisfied with our response to a data request or complaint, you have the right to lodge a complaint with the Information Commissioner’s Office (ICO) at ico.org.uk or by calling 0303 123 1113.
08
Cookies
Our website uses cookies and similar tracking technologies to improve your browsing experience and understand how our site is used. A cookie is a small text file stored on your device when you visit a website.
Types of Cookies We Use
| Cookie Type | Purpose | Duration |
|---|---|---|
| Strictly Necessary | Essential for the website to function (e.g. session management, security). Cannot be disabled. | Session / persistent |
| Analytics | Google Analytics – helps us understand traffic, popular pages, and user behaviour. Data is anonymised. | Up to 26 months |
| Functional | Remembers your preferences (e.g. cookie consent choice). | Up to 12 months |
| Marketing | Used to track the effectiveness of any advertising campaigns. Only active with your consent. | Up to 90 days |
When you first visit our website, you will be asked to consent to non-essential cookies. You can change your cookie preferences at any time via the cookie settings link in the footer. You can also manage cookies through your browser settings — however, disabling strictly necessary cookies may affect website functionality.
09
Security
We take the security of your personal data seriously and have implemented a range of technical and organisational measures to protect it against unauthorised access, accidental loss, alteration, or disclosure. These include:
- SSL/TLS encryption for all data transmitted to and from our website (HTTPS)
- Access controls and password policies limiting access to personal data to authorised staff only
- Regular software updates and security patches on all systems handling personal data
- Secure disposal of physical documents and digital storage media
- Staff training on data protection responsibilities
We do not store full payment card details — all card transactions are processed through PCI DSS-compliant third-party payment providers.
In the event of a personal data breach that is likely to result in a risk to your rights and freedoms, we will notify the ICO within 72 hours and will communicate directly with affected individuals where required.
While we take every reasonable precaution, no method of data transmission over the internet is 100% secure. If you suspect any misuse of your personal data, please contact us immediately at privacy@4countieshire.co.uk.
10
Changes & Contact
We take the security of your personal data seriously and have implemented a range of technical and organisational measures to protect it against unauthorised access, accidental loss, alteration, or disclosure. These include:
- SSL/TLS encryption for all data transmitted to and from our website (HTTPS)
- Access controls and password policies limiting access to personal data to authorised staff only
- Regular software updates and security patches on all systems handling personal data
- Secure disposal of physical documents and digital storage media
- Staff training on data protection responsibilities
We do not store full payment card details — all card transactions are processed through PCI DSS-compliant third-party payment providers.
In the event of a personal data breach that is likely to result in a risk to your rights and freedoms, we will notify the ICO within 72 hours and will communicate directly with affected individuals where required.
While we take every reasonable precaution, no method of data transmission over the internet is 100% secure. If you suspect any misuse of your personal data, please contact us immediately at privacy@4countieshire.co.uk.
Changes to This Policy
We may update this Privacy Policy from time to time to reflect changes in our practices, technology, or legal requirements. When we make material changes, we will update the “Last Updated” date at the top of this page. For significant changes, we may also notify active customers directly via email. We encourage you to review this policy periodically.
Links to Other Websites
Our website may contain links to third-party websites (such as Conagri, equipment manufacturers, or social media platforms). We are not responsible for the privacy practices of those websites and recommend you review their own privacy policies.
Contact Us
For any questions, concerns, or requests relating to your personal data or this Privacy Policy, please contact us using any of the following methods:
- Email: privacy@4countieshire.co.uk
- Post: AMIA House, Burston Court, Burston Lane, Bow, Devon, EX17 6LB
- Phone: 01837 352099
We aim to respond to all data protection requests within one calendar month. If your request is complex, we may extend this by a further two months and will notify you accordingly.
Exercise Your Rights
Want to access, correct, or delete your data? Have a question about how we handle your information? Our team will respond within one calendar month. You can also report concerns to the ICO at ico.org.uk.