Privacy policy

This privacy notice explains how Anthony Best Dynamics Limited collects and uses personal data when you visit our website, enquire about or purchase our products and services, or otherwise interact with us. It applies to website visitors, customers, suppliers, and other individuals whose personal data we process as a data controller.

1. Who we are and how to contact us

Anthony Best Dynamics Limited ("AB Dynamics", "we", "us", "our") is a company registered in England and Wales (registration number 01658222). We are committed to protecting your personal data and respecting your privacy.

AB Dynamics is part of the AB Dynamics plc group of companies. Where a different group entity is the controller for your data - for example, in connection with a specific product, service, or regional operation - we will tell you which entity that is at the relevant time.

AB Dynamics is registered with the Information Commissioner's Office (ICO) under registration number Z8506724.

Controller contact details
Anthony Best Dynamics Limited
Middleton Drive
Bradford on Avon
BA15 1GB
United Kingdom

Data Protection Officer
AB Dynamics has appointed Periculo Limited as its Data Protection Officer. Contact: GDPR@abdynamics.com

2. What personal data we collect

Personal data means any information about an individual from which that person can be identified. We may collect, use, store, and transfer the following categories of personal data about you:

Identity data: first name, last name, job title.
Contact data: company name, business email address, telephone number, postal address.
Technical data: IP address, browser type and version, time zone, browser plug-in types, operating system, and other technology information from devices used to access our website.
Usage data: information about how you use our website, products, and services.
Profile data: your interests, preferences, feedback, and survey responses.
Marketing and communications data: your preferences for receiving marketing from us and your communication preferences.
Transaction data: details of products and services you have purchased from us, and payment information where applicable.
Visual data: CCTV footage recorded of individuals present at our premises.

We also collect and use aggregated data - statistical or demographic data that does not directly or indirectly identify you - for business analysis and reporting purposes. If we combine aggregated data with your personal data in a way that can identify you, we will treat the combined data as personal data subject to this notice.

We do not collect special category data (such as health information, racial or ethnic origin, religious beliefs, or biometric data) through this website. If we ever need to process such data in another context, we will provide a separate notice at that time.

This website is directed at business and professional audiences. AB Dynamics does not knowingly collect personal data from children. If you believe a child has submitted personal data to us, please contact us using the details in section 11.

3. How we collect your personal data

We collect data from and about you in the following ways:

Direct interactions. You may provide us with your identity and contact data by filling in forms, sending us an email, calling us, or corresponding with us by post or otherwise. This includes data you provide when you enquire about or purchase our products or services, request marketing communications, attend our events, or provide us with feedback.

Automated technologies and interactions. As you interact with our website, we may automatically collect technical data about your equipment, browsing actions, and patterns. We collect this data by using cookies and similar technologies. Please see the cookies section within section 4 for further information.

Third parties and publicly available sources. We may receive personal data about you from third parties and public sources, including analytics providers, search information providers, and providers of technical and contact data. Where any of these providers are based outside the UK, please see section 7 for details of the safeguards in place.

CCTV and on-site surveillance
AB Dynamics operates CCTV cameras at its offices in Bradford on Avon for the purposes of security, the prevention and detection of crime, and the safety of staff and visitors.

The lawful basis for this processing is legitimate interests. AB Dynamics has a legitimate interest in protecting its people, assets, and facilities, and we do not consider this to be overridden by individuals' privacy rights given the nature and purpose of the processing. A copy of our Legitimate Interests Assessment for CCTV processing is available on request.

CCTV footage is retained for a maximum of 90 days, after which it is automatically deleted unless it is required in connection with an active incident, investigation, or legal proceedings. Access to footage is restricted to authorised personnel and to law enforcement where legally required.

If you have been recorded on our CCTV system, you have the right to request access to footage in which you appear. Please be aware that where third parties are also visible in the footage, we may need to redact those individuals before providing it to you. See section 10 for details of all your rights.

4. How we use your personal data

We will only use your personal data when the law allows us to. The lawful bases we rely on are:

Performance of a contract: processing is necessary to perform a contract with you, or to take steps at your request before entering into a contract.
Legal obligation: processing is necessary to comply with a legal or regulatory obligation applicable to us.
Legitimate interests: processing is necessary for our legitimate interests or those of a third party, provided those interests are not overridden by your rights and interests. Where we rely on this basis, AB Dynamics carries out a Legitimate Interests Assessment.
Consent: you have given clear, specific, and informed consent. You may withdraw consent at any time by emailing GDPR@abdynamics.com. Withdrawal does not affect the lawfulness of processing carried out before withdrawal.

The table below sets out the purposes for which we use your personal data and the lawful basis for each.

We will not use your personal data for purposes incompatible with those above without notifying you and, where necessary, obtaining your consent.

We do not use your personal data for solely automated decision-making that produces legal or similarly significant effects on you.

Cookies and tracking technologies
Our website uses cookies and similar tracking technologies. Cookies are small text files placed on your device that allow us to recognise you on return visits and gather information about how you use our website.

We use the following types of cookie:
Strictly necessary cookies: required for the website to function. You cannot opt out of these.
Analytics and performance cookies: help us understand how visitors use our website so we can improve it. These are only placed with your consent.
Functionality cookies: remember your preferences and settings. These are only placed with your consent.
Targeting and advertising cookies: used to deliver relevant content and measure the effectiveness of our communications. These are only placed with your consent.

When you first visit our website, you will be asked to consent to non-essential cookies via our cookie management tool. You can change your preferences at any time by clicking the privacy settings link in the website footer.

For full details of the cookies we use, please see our Cookie Policy at www.abdynamics.com/legal/cookie-policy.

5. Marketing

We may use your identity, contact, technical, usage, and profile data to determine what products, services, and offers may be of interest to you.

You will receive marketing communications from us if you have requested information from us or purchased products or services from us and have not opted out. For individuals (as opposed to business contacts), we will rely on your consent before sending direct marketing by email.

We will always obtain your express consent before sharing your personal data with any third party outside the AB Dynamics plc group of companies for marketing purposes.

Opting out
You can ask us to stop sending marketing communications to you at any time by clicking the unsubscribe link in any marketing email or by contacting us using the details in section 11. Opting out of marketing does not affect personal data we hold in connection with a product purchase, service, or other transaction.

6. Disclosures of your personal data

We may share your personal data with the following categories of recipient:

• AB Dynamics plc group of companies, where necessary to provide our products and services or for internal administrative purposes.
• Third-party service providers who perform functions on our behalf, including IT and system administration, analytics, payment processing, logistics, and professional advisers - including our appointed DPO, Periculo Limited.
• Regulators, law enforcement bodies, and other authorities where we are required or permitted by law to disclose personal data.
• Third parties in connection with a business sale, merger, or acquisition, in which case the acquiring entity will be bound to handle your personal data consistently with this notice.

We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not permit third-party service providers to use your personal data for their own purposes; they may only process it for specified purposes in accordance with our instructions and a written data processing agreement.

7. International transfers

Some of our service providers and group companies are located outside the UK. When we transfer personal data outside the UK, we ensure an appropriate level of protection is in place by relying on one of the following safeguards:

• Transfers to countries covered by UK adequacy regulations (countries the UK government has determined provide an adequate level of data protection).
• UK International Data Transfer Agreements (IDTAs) or UK Addenda to the EU Standard Contractual Clauses, which give your personal data the same protection it has in the UK.

The main categories of recipients to whom we transfer data internationally, and the safeguard used, are:

• Cloud productivity and collaboration platforms - IDTA / UK Addendum.
• IT and project management tools - IDTA / UK Addendum.
• Analytics and website optimisation providers - IDTA / UK Addendum or adequacy.
• Email distribution and marketing tools - IDTA / UK Addendum or adequacy.

8. Data security

We have put in place appropriate technical and organisational measures to protect your personal data from accidental loss, unauthorised use, access, alteration, or disclosure. These measures include encryption of data in transit and at rest, multi-factor authentication, role-based access controls, regular security assessments, and staff training. Our security controls are maintained in line with our Information Security Management System (ISMS).

We limit access to your personal data to those employees, agents, contractors, and other third parties who have a business need to know. They will only process your personal data on our instructions and are subject to a duty of confidentiality.

We have procedures in place to deal with any suspected personal data breach. Where we are legally required to do so, we will notify you and the ICO.

9. Data retention

We will only retain your personal data for as long as reasonably necessary to fulfil the purposes for which it was collected, including to satisfy any legal, regulatory, tax, accounting, or reporting requirements. The key retention periods we apply are:

• Customer and transaction records: duration of the customer relationship plus 6 years (in line with the Limitation Act 1980).
• Enquiry and marketing contact data: up to 2 years from last meaningful interaction, or until you opt out, whichever is sooner.
• CCTV footage: maximum 31 days, unless required in connection with an active incident, investigation, or legal proceedings.
• Website analytics data: up to 14 months from collection.
• Legal and regulatory records: 6 years, in line with HMRC requirements for VAT and Corporation Tax records.

10. Your legal rights

Under UK data protection law, you have the following rights in relation to your personal data:

Right to complain to us directly
You have the right to raise a complaint directly with us about how we have handled your personal data. You can submit a complaint using the contact details in section 11. We will acknowledge receipt and investigate your complaint without undue delay. This right is in addition to - and does not affect - your right to complain to the ICO.

Right to complain to the ICO
You have the right to lodge a complaint with the ICO at any time: www.ico.org.uk. You do not need to contact us before raising a concern with the ICO.

How to exercise your rights
To exercise any of the rights above, please use the contact details in section 11. We aim to respond to all legitimate requests within one month. If your request is particularly complex, we may take up to three months, in which case we will notify you and keep you updated. We will not normally charge a fee, but we reserve the right to charge a reasonable fee or decline a request that is manifestly unfounded, repetitive, or excessive. We may ask you to verify your identity before responding.

11. Changes to this notice

We may update this privacy notice from time to time. When we make material changes, we will update the version number and effective date at the top of this page. We encourage you to review this notice periodically.

This notice was last reviewed: August 2026. Version 4.3.