Done — advert-visit statistics are switched back on for this device.
Last updated: 21 October 2026
This policy explains what personal data we collect, why we collect it, and what rights you have over it. We’ve written it in plain English rather than legal boilerplate.
Who we are
PurePleasure is operated by JHX Enterprises Ltd, a company registered in England and Wales.
- Registered office: 4 Shrub Road, Hampton Vale, Peterborough, England, PE7 8LW
- Company number: 13759327
- VAT number: GB 501 5649 14
- Email: hello@purepleasureshop.co.uk
JHX Enterprises Ltd is the data controller for the personal data described in this policy.
What we collect
When you place an order: your name, billing and delivery address, email address, phone number (if given), and order history.
We never see or store your card details. Payments are processed by Stripe, or by Klarna or PayPal if you choose to pay with them. Your card number goes directly to them and is never held on our systems.
When you create an account: your email address and a password, stored in encrypted form.
When you join our mailing list: your email address, and whether you’ve opened or clicked our emails.
When you browse: IP address, browser type, device type, pages viewed, and how you reached us. This is collected through cookies — see our Cookie Policy.
When you start a checkout: the email address you enter and what’s in your basket, so we can send you a reminder if you don’t finish (see Marketing below).
If you arrive from one of our adverts: the advert’s click reference and placement details from the link you followed, your device type (mobile, tablet or desktop), and which steps of the shop you reached (viewed the product, scrolled, added to basket, started checkout, paid). We don’t record your IP address or browser details for this, and until you add something to your basket it isn’t linked to you at all.
When you contact us: whatever you choose to tell us, plus your email address.
Why we use it, and our lawful basis
| What we do | Why | Lawful basis |
|---|---|---|
| Process and deliver your order | To fulfil our contract with you | Contract |
| Handle returns, refunds and faults | To fulfil our contract and meet legal duties | Contract / legal obligation |
| Send order confirmations and delivery updates | You need to know where your order is | Contract |
| Keep accounting and tax records | HMRC requires it | Legal obligation |
| Send customers marketing emails about our own similar products | To tell you about products like the ones you bought | Legitimate interests (the “soft opt-in” under the Privacy and Electronic Communications Regulations) — you can unsubscribe at any time |
| Send marketing emails to anyone else (for example newsletter sign-ups) | To tell you about products | Consent — you can withdraw any time |
| Send up to two basket reminders (about 1 hour and 24 hours after you leave checkout) | To remind you about an order you started | Legitimate interests (the “soft opt-in”: you gave us your email while buying) — every reminder has a one-click unsubscribe |
| Prevent fraud | To protect the business and customers | Legitimate interests |
| Improve the site | To understand what’s useful | Consent (analytics cookies) |
| Measure how visitors from our adverts move through the shop | To improve the shop and our advertising | Legitimate interests (statistics only; no cookie is set for this) |
| Tell our advertising network that an advert led to a sale | To measure and pay for advertising | Legitimate interests |
Marketing
If you buy from us, we may email you about our own similar products and offers. We tell you this at checkout, and you can opt out at any time. If you haven’t bought from us, we only send marketing emails if you’ve asked us to.
If you enter your email at checkout and don’t finish your order, we may send up to two short reminders, about 1 hour and 24 hours later. They never name a product in the subject line. We tell you this next to the email field at checkout. We stop as soon as you complete the order, and you can unsubscribe in one click from any reminder.
Every email has an unsubscribe link, and unsubscribing takes effect immediately.
We do not send physical marketing post. Not to customers, not to anyone. Given what we sell, we think that matters.
Who we share it with
We share your data only with the suppliers who make the service work:
- Stripe — payment processing
- Klarna — payment processing for customers who choose to pay with Klarna
- PayPal — payment processing for customers who choose to pay with PayPal, including PayPal Pay in 3
- Delivery partners — they receive your name, delivery address and phone number. Doll orders are delivered by DPD. Wand and rabbit orders are dispatched from Amazon’s warehouses and may arrive with Royal Mail or DPD.
- SMTP2GO — sending our emails
- Hostinger — website hosting, on UK servers
- Google Analytics 4 (GA4), provided by Google, with IP anonymisation enabled. GA4 is loaded only after you accept analytics cookies
- Automattic (Jetpack Stats and WooCommerce Analytics) — site statistics. Loaded only after you accept analytics cookies
- TrafficJunky — our advertising network. If you arrived from one of their adverts and then buy, we send them their own click reference, an order number and the order value so they can count the sale. We never send your name, email, address or what you bought.
Each acts under contract and can only use your data to provide their service to us.
We may also disclose data where the law requires it — for example a court order or a valid request from a public authority.
We never sell your data. We never share it for anyone else’s marketing.
Where your data is held
Our website and databases are hosted on UK servers. Some suppliers listed above process data outside the UK. Where that happens, the transfer is covered by an adequacy decision or by standard contractual clauses approved for UK transfers.
How long we keep it
- Order and transaction records: 6 years after the order, as HMRC requires
- Account details: until you ask us to close the account
- Marketing consent: until you unsubscribe, then a suppression record so we don’t email you again by mistake
- Basket reminders: deleted 30 days after your last activity
- Advert-visit statistics and sale notifications: 180 days
- Support emails: 2 years
- Analytics: up to 14 months (the retention period we have configured in Google Analytics 4)
Your rights
Under UK GDPR you have the right to:
- Access the personal data we hold about you
- Correct anything inaccurate
- Erase your data, where we have no overriding legal reason to keep it
- Restrict how we use it
- Object to processing based on legitimate interests
- Portability — receive your data in a machine-readable format
- Withdraw consent at any time, without affecting anything done before you withdrew it
Don’t want us to record statistics about your visits from our adverts? Do not track my visit. This sets one small cookie so we remember your choice on this device for a year. Turn it back on.
To exercise any of these, email hello@purepleasureshop.co.uk. We’ll respond within one month. There’s no charge.
If you’re unhappy with how we’ve handled your data, you can complain to the Information Commissioner’s Office at ico.org.uk or on 0303 123 1113.
Security
Your connection to our site is encrypted (HTTPS). Passwords are hashed, never stored as plain text. Access to customer data is limited to those who need it. Card details never touch our systems.
No system is perfectly secure, but if a breach ever put your rights at risk, we’d tell you and the ICO as the law requires.
Age
This site is for adults only. Our products are not sold to anyone under 18, and we do not knowingly collect data from under-18s. If you believe a minor has given us personal data, contact us and we’ll delete it.
Changes
If we change this policy we’ll update the date at the top. Material changes will be notified by email or a notice on the site.
Contact
Email: hello@purepleasureshop.co.uk
Post: JHX Enterprises Ltd, 4 Shrub Road, Hampton Vale, Peterborough, England, PE7 8LW