Privacy & Cookie Policy
Last updated: 15 July 2026.
1. Information covered by this policy
This policy covers personal data used when you visit smrtwaste.com, ask for a quote, arrange a collection, contact us or use the telephone, email and WhatsApp links on this website. The website does not contain an online enquiry form and does not itself ask you to enter payment-card details.
2. Information we may receive
- contact details and the contents of an enquiry you choose to send by telephone, email or WhatsApp;
- collection address, access details, requested date, waste description and photographs you provide;
- quote, booking, collection, payment and customer-service records created when providing a service;
- your optional cookie choice and limited website-attribution data described below.
Please do not send identification documents, financial account information or special-category personal data unless it is necessary and we have asked for it through an appropriate channel.
3. Why we use information
- to respond to an enquiry and take steps requested before entering into a service contract;
- to provide, administer and document an agreed collection service;
- to meet legal, accounting, waste-transfer and safety obligations that apply to a collection;
- to protect the website and investigate service or security issues;
- with your consent, to measure website use and advertising effectiveness.
Depending on the activity, the legal basis is taking steps at your request, performing a contract, complying with a legal obligation, our legitimate interests in operating and safeguarding the service, or your consent for optional analytics and advertising measurement. You may withdraw consent through .
4. First-party campaign-attribution events
The website creates an opaque visit referral code and may create a first-party technical event containing that code, source, medium, campaign labels, page path, CTA location, contact method and event time. Advertising click identifiers are not added to this journal unless optional measurement has been accepted. After acceptance, an identifier supplied by an advertising platform and its type may be recorded for future offline conversion matching.
If optional measurement has been accepted and a campaign reference is present, the browser stores the first valid attribution source and referral code for no more than 30 days. A later campaign visit does not replace that first source. This optional local-storage record is removed when it expires or when optional measurement is rejected or withdrawn.
This attribution journal does not record the message contents, telephone number, email address, IP address, user-agent string or cookies. Its purpose is to understand which source generated an observable website action and to support reconciliation of a partner commission. An attribution or contact-click event is not treated as proof of a customer, booked collection, completed job or sale.
5. Optional analytics and advertising measurement
Optional analytics and advertising tags are disabled by default. If you select “Accept measurement”,
the website loads the official Google tag script and configures Google Analytics measurement ID
G-T4XJJX3HCT and Google Ads destination AW-11180294523. A WhatsApp contact click
may then send one Google Ads conversion marker with a nominal measurement value of £1. That value is not
an order price or revenue, and the marker is not proof of a booked or completed job. Telephone clicks
remain in the first-party event journal and are not sent to Google as call or sale conversions. If you
reject optional cookies, the website does not load the Google tag script. You can change the choice at
any time through Cookie settings.
| Storage or service | Purpose | When used |
|---|---|---|
smrtwaste_consent_v1 in local storage | Remember the cookie choice | Essential; after a choice |
smrtwaste_attribution_v1 in local storage | Remember the first campaign source and referral code for up to 30 days | Only after optional measurement is accepted |
| First-party attribution event journal | Source measurement and partner reconciliation | When a supported visit or contact event is present |
| Google Analytics and Google Ads tags | Optional analytics and advertising measurement | Only after acceptance |
Rejecting optional analytics does not prevent you from calling, emailing or using WhatsApp to request a service. Browser settings can also remove local storage and cookies.
6. Other organisations
We share information only where needed to operate the service, comply with law, obtain professional support, or use a provider acting on our instructions. If you choose an external link such as WhatsApp or Google Business Profile, that provider processes information under its own privacy terms. Google may process optional measurement data after consent, including outside the United Kingdom under the safeguards it makes available for its services.
We do not sell personal data.
7. Retention and security
Records are retained according to an approved retention schedule and no longer than reasonably necessary for the purpose for which they were collected, including service, accounting, legal, safety, complaint and fraud-prevention needs. Retention criteria are reviewed when systems or legal requirements change. We use proportionate technical and organisational measures to protect records, but no internet service can guarantee absolute security.
8. Your rights
Depending on the circumstances, you may ask for access, correction, deletion, restriction, objection or portability, and may withdraw consent without affecting earlier lawful processing. Contact smrtwaste@gmail.com. We may need enough information to verify the request without collecting unnecessary identification.
You may also complain to the UK Information Commissioner’s Office at ico.org.uk/make-a-complaint/.
9. Changes
This page will be updated when the website, measurement setup or service data practices materially change. The date above identifies the current published version.