1. Introduction and Scope
Ed Magic ("we," "our," or "us") is committed to protecting your privacy and ensuring the security of your personal information. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website, use our AI-driven digital asset analytics platform, or engage with our services.
This policy applies to all users of our services, including visitors to our website, subscribers to our analytics platform, and clients who engage our professional services. By accessing or using our services, you agree to the collection and use of information in accordance with this policy.
We are committed to compliance with applicable data protection laws, including the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and other relevant privacy legislation. This policy reflects our commitment to transparency and your rights regarding your personal data.
2. Information We Collect
2.1 Personal Information
We collect personal information that you voluntarily provide to us when you:
- Register for an account on our platform
- Subscribe to our analytics services or newsletters
- Contact us via phone, email, or contact forms
- Request information about our services or support
- Participate in surveys, feedback forms, or market research
- Attend webinars, events, or training sessions
- Apply for employment or partnership opportunities
2.2 Technical and Usage Information
We automatically collect certain technical information when you visit our website or use our platform:
- IP address, browser type, and operating system information
- Device identifiers and hardware specifications
- Pages visited, time spent on our site, and navigation patterns
- Referring website information and search terms used
- Platform usage statistics and feature interaction data
- Performance metrics and error logs
- Location data (general geographic area based on IP address)
2.3 Analytics and Market Data
In providing our services, we may collect and process:
- Digital asset transaction data from public marketplaces
- Market pricing information and trading volumes
- Asset metadata and classification information
- User-generated content related to asset analysis
- Custom analytics configurations and preferences
3. How We Use Your Information
We use the information we collect for the following legitimate business purposes:
- Service Provision: To provide, maintain, and improve our analytics platform and related services
- Account Management: To create and manage user accounts, process subscriptions, and handle billing
- Customer Support: To respond to inquiries, provide technical support, and resolve service issues
- Platform Enhancement: To analyze usage patterns, optimize performance, and develop new features
- Communication: To send service-related notifications, updates, and relevant information about our services
- Marketing: To send promotional materials and information about new services (with your consent)
- Research and Development: To improve our algorithms, analytical models, and service offerings
- Legal Compliance: To comply with legal obligations, protect our rights, and ensure platform security
- Business Operations: To conduct internal business analysis, financial reporting, and strategic planning
4. Legal Basis for Processing
Under UK GDPR, we process your personal data based on the following legal grounds:
- Contract Performance: Processing necessary to perform our contract with you or take steps at your request
- Legitimate Interests: Processing necessary for our legitimate business interests, balanced against your rights
- Consent: Where you have given clear consent for specific processing activities
- Legal Obligation: Processing required to comply with legal or regulatory requirements
- Vital Interests: Processing necessary to protect someone's life or physical safety
5. Information Sharing and Disclosure
We do not sell, trade, or otherwise transfer your personal information to third parties except in the following circumstances:
- Service Providers: We share information with trusted third-party service providers who assist in operating our platform, conducting business, or serving users, provided they agree to keep information confidential
- Business Partners: We may share information with strategic partners for joint service offerings or integrated solutions, with appropriate data protection agreements
- Legal Requirements: We may disclose information when required by law, court order, or government regulation
- Protection of Rights: We may share information to protect our rights, property, or safety, or that of our users or others
- Business Transfers: In the event of a merger, acquisition, or sale of assets, your information may be transferred as part of the transaction
- Consent: We may share information with your explicit consent for specific purposes
- Aggregated Data: We may share anonymized, aggregated data that cannot identify individual users for research or business purposes
6. Data Security and Protection
We implement comprehensive security measures to protect your personal information:
- Encryption: All data is encrypted in transit using TLS/SSL protocols and at rest using industry-standard encryption
- Access Controls: Strict access controls ensure only authorized personnel can access personal data
- Security Monitoring: Continuous monitoring systems detect and respond to potential security threats
- Regular Audits: Regular security assessments and penetration testing ensure system integrity
- Employee Training: All staff receive regular training on data protection and security best practices
- Incident Response: Comprehensive incident response procedures address any potential data breaches
- Infrastructure Security: Secure hosting environments with redundancy and backup systems
While we implement robust security measures, no method of transmission over the internet or electronic storage is 100% secure. We cannot guarantee absolute security but commit to using industry best practices to protect your information.
7. Data Retention
We retain personal information for as long as necessary to fulfill the purposes outlined in this policy, unless a longer retention period is required or permitted by law. Our retention practices include:
- Account Data: Retained for the duration of your account plus 7 years for legal and regulatory compliance
- Transaction Records: Maintained for 7 years in accordance with financial record-keeping requirements
- Communication Records: Retained for 3 years for customer service and quality assurance purposes
- Marketing Data: Retained until you withdraw consent or for 2 years of inactivity
- Technical Logs: Typically retained for 12 months for security and performance monitoring
- Legal Hold: Data may be retained longer if subject to legal proceedings or regulatory investigation
8. Your Rights and Choices
Under UK GDPR and applicable data protection laws, you have the following rights:
- Right of Access: Request access to your personal information and details about how we process it
- Right to Rectification: Request correction of inaccurate or incomplete personal information
- Right to Erasure: Request deletion of your personal information in certain circumstances
- Right to Restrict Processing: Request limitation of processing in specific situations
- Right to Data Portability: Request transfer of your information to another service provider
- Right to Object: Object to certain types of processing, including direct marketing
- Right to Withdraw Consent: Withdraw consent for processing based on consent at any time
- Right to Lodge a Complaint: File a complaint with the Information Commissioner's Office (ICO)
To exercise these rights, please contact us using the information provided in Section 12. We will respond to your request within one month, though this may be extended in complex cases.
9. Cookies and Tracking Technologies
We use cookies and similar tracking technologies to enhance your experience on our website and platform. Our use of cookies includes:
- Essential Cookies: Necessary for website functionality and security
- Performance Cookies: Help us understand how visitors interact with our website
- Functional Cookies: Remember your preferences and settings
- Analytics Cookies: Provide insights into website usage and performance
For detailed information about our use of cookies, please refer to our Cookie Policy. You can manage your cookie preferences through your browser settings or our cookie consent tool.
10. International Data Transfers
Your information may be transferred to and processed in countries other than your country of residence. When we transfer personal data outside the UK or EEA, we ensure appropriate safeguards are in place:
- Adequacy Decisions: Transfers to countries with adequate data protection as determined by UK authorities
- Standard Contractual Clauses: Use of approved contractual terms for international transfers
- Binding Corporate Rules: Internal policies ensuring consistent data protection standards
- Certification Schemes: Transfers under approved certification mechanisms
11. Children's Privacy
Our services are not intended for individuals under the age of 18. We do not knowingly collect personal information from children under 18. If we become aware that we have collected personal information from a child under 18, we will take steps to delete such information promptly.
If you are a parent or guardian and believe your child has provided us with personal information, please contact us immediately so we can take appropriate action.
12. Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes in our practices, technology, legal requirements, or other factors. We will notify you of any material changes by:
- Posting the updated Privacy Policy on our website with a new "Last updated" date
- Sending email notifications to registered users for significant changes
- Providing prominent notice on our platform for changes affecting core privacy practices
We encourage you to review this Privacy Policy periodically to stay informed about how we protect your information. Your continued use of our services after any changes indicates your acceptance of the updated policy.
13. Contact Information
If you have any questions about this Privacy Policy, our data practices, or wish to exercise your rights, please contact us:
For complaints about our data processing activities, you may also contact the Information Commissioner's Office (ICO) at ico.org.uk or call their helpline at 0303 123 1113.