Privacy Policy
How Dead Simple Computing Ltd collects, uses, stores and protects your personal data, and the rights you have over it.
Dead Simple Computing Ltd
Effective: December 2025
Review: December 2026
ICO: ZA929540
1. Introduction
This Privacy Policy explains how Dead Simple Computing Ltd ("we", "us", "our") collects, uses, stores, and protects your personal data when you visit our website, use our free Tools, or engage with our services. It also explains your rights under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
2. Data Controller
Dead Simple Computing Ltd
Unit 6, 60 Portman Road, Reading, RG30 1EA, United Kingdom
Email: [email protected]
Phone: 0118 359 2220
ICO Registration: ZA929540
3. Data We Collect
Website Visitors
- Technical data: IP address, browser type and version, operating system, device type
- Usage data: Pages visited, time spent on pages, referring website, clickstream data
- Location data: Approximate geographic location based on IP address
Tool Users
- Query data: Domains, email addresses, or parameters submitted to our Tools
- Technical data: IP address, browser information, timestamps
- Usage patterns: Which Tools you use and how frequently
Password Generator: We do not collect, store, log, or transmit any passwords generated. Password generation occurs client-side in your browser.
Website Chat
- Conversation data: The messages you type and the replies you are sent
- Technical data: IP address, and the page you were on when the conversation started
- Contact data: Any name, email address or phone number you give in the chat
Contact and Enquiries
- Identity data: Name, job title, company name
- Contact data: Email address, phone number
- Communication data: Content of messages and correspondence
Customers
- Business data: Company name, address, industry, size
- Financial data: Billing information, payment details
- Contract data: Service requirements, agreements, support history
4. How We Use Your Data
| Purpose | Legal Basis |
|---|---|
| Providing website and Tools | Legitimate interests |
| Responding to enquiries | Legitimate interests / Contract performance |
| Providing services to customers | Contract performance / Legal obligation |
| Marketing communications | Consent / Legitimate interests |
| Running the website chat assistant and following up on conversations | Legitimate interests |
| Improving our services | Legitimate interests |
| Security and fraud prevention | Legitimate interests / Legal obligation |
| Legal compliance | Legal obligation |
5. AI Assistant and Website Chat
Our website offers a chat assistant called Ainsley. Ainsley is an AI assistant, not a person, and the replies are generated by a third-party model provider.
When you send a message in the chat:
- Your message, the earlier messages in that conversation, and a short hint naming the page you are on, are sent to Anthropic, whose Claude models generate the reply. Anthropic is based outside the United Kingdom, so this is an international transfer, covered by section 7.
- The conversation and your IP address are stored on our systems, so that a member of our team can read the exchange and take over.
- A person from our team may join the conversation and reply to you directly.
- Once a conversation has run to a few messages, or if you give a name and a way to contact you, we email our team so that someone can follow up. That email includes what has been typed in the conversation.
- Where the chat captures your name and contact details, they are stored as an enquiry, in the same way as a contact form submission.
Do not type anything into the chat that you would not put in an email to us. If you would rather not use it, our contact form, telephone number and email address reach the same team.
6. Data Sharing
We do not sell your personal data to third parties.
| Recipient | Purpose |
|---|---|
| Service providers | Website hosting, email, analytics, security, payments |
| Professional advisers | Accountants, lawyers, insurers where necessary |
| Law enforcement | Where required by law or court order |
| Business transfers | If business is sold or restructured |
The service providers we use to run this website and its Tools, and to answer enquiries, are:
| Provider | What they process for us |
|---|---|
| Google Analytics website measurement, and Google Fonts, which is requested by every page. See our Cookie Policy. | |
| Cloudflare | Security and performance in front of the website, and the Turnstile anti-spam check on our forms |
| Anthropic | Generates the replies in our website chat assistant, as described in section 5 |
| Resend | Delivers the email we send, including enquiry notifications to our team |
| HackerTarget | Runs several of the lookups behind our IP and network tools, so the domain or address you enter there is sent to them |
| ipapi.co | Returns approximate location details for an IP address. Our IP and network tools call it for an address you look up, and the browser exposure check calls it from your own browser, where it sees your IP address. |
We use written terms with our service providers requiring them to protect your data and use it only for the purposes we specify.
7. International Transfers
We primarily store and process data within the United Kingdom. Some of the providers named in section 6 process data outside it, including Anthropic for the chat assistant and Google for analytics and fonts.
Where we transfer data outside the UK, we ensure appropriate safeguards:
- Transfers to countries with adequate data protection laws
- Standard Contractual Clauses approved by the ICO
- Other lawful transfer mechanisms
8. Data Retention
| Data Type | Retention Period |
|---|---|
| Website analytics | The retention window set in our Google Analytics property |
| Tool results | Held only while the result is available to you. A domain health check report expires 30 days after it is generated. |
| Website chat conversations | Kept while there may still be a reason to follow up. They are not deleted automatically, so ask us if you want a conversation removed. |
| Contact form enquiries | 2 years (or longer if ongoing relationship) |
| Customer data | Duration of contract plus 7 years |
| Marketing preferences | Until unsubscribe plus 12 months suppression |
| Financial records | 7 years (legal requirement) |
After the retention period, data is securely deleted or anonymised.
9. Data Security
We implement appropriate technical and organisational measures to protect your personal data:
- Encryption of data in transit (HTTPS/TLS)
- Secure hosting infrastructure
- Access controls and authentication
- Regular security assessments
- Staff training on data protection
DSC maintains Cyber Essentials Plus certification.
10. Your Rights
Under UK GDPR, you have the following rights:
| Right | Description |
|---|---|
| Access | Request a copy of your personal data |
| Rectification | Correct inaccurate or incomplete data |
| Erasure | Request deletion of your data |
| Restrict processing | Limit how we use your data |
| Data portability | Request data in machine-readable format |
| Object | Object to processing based on legitimate interests |
| Withdraw consent | Where processing is based on consent |
To exercise your rights, contact: [email protected]
We will respond within one month. We may ask for identification to verify your request.
11. Marketing
To opt out of marketing communications:
- Click the "unsubscribe" link in any marketing email
- Email [email protected]
Opting out of marketing will not affect service-related communications if you are a customer.
12. Cookies
Our website uses cookies and similar technologies. For detailed information, see our Cookie Policy.
The site does not offer a cookie consent choice or a preferences panel, so analytics loads on every visit. Our Cookie Policy sets out the browser controls and the Google opt-out that do work.
13. Contact and Complaints
Data Protection Enquiries
Email: [email protected]
Phone: 0118 359 2220
Information Commissioner's Office
If unhappy with how we have handled your data, you can complain to the ICO:
Website: ico.org.uk
Helpline: 0303 123 1113
We would appreciate the opportunity to address your concerns before you contact the ICO.
Approved by
Daniel McClure Fisher
Director, Dead Simple Computing Ltd
December 2025