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Privacy Policy

This policy explains what personal data UK Vape Direct Limited (trading as Vape Direct, "we", "us") collects when you shop with us online, by phone or in our stores, why we collect it, who we share it with and your rights. We are the data controller. Registered office: Winnington House, 2 Woodberry Grove, Finchley, London N12 0DR. Trading address: Unit 9, Stacey Bushes Trading Centre, Stacey Bushes, Milton Keynes MK12 6HS. Privacy questions: support@vapedirect.com.

What We Collect

  • Identity and contact: name, date of birth, email, phone number, billing and delivery addresses.
  • Order and payment: what you buy, order history, payment confirmation. Card details are handled by our payment providers; we never see or store your full card number.
  • Age verification: the result of the age check carried out at checkout by OneID, and a copy of ID if you send one to us for a manual check.
  • Account: login details and preferences if you create an account.
  • Customer service: emails, chat messages and call notes.
  • Website use: IP address, device and browser, pages visited, via cookies (see our Cookie Policy).
  • In store: CCTV images for security, and loyalty account details if you join a scheme.
  • Reviews: anything you post on Trustpilot or Google about us is public and governed by those platforms.

Why We Use It and Our Legal Basis

  • To fulfil your order (contract): taking payment, verifying age, delivery, click and collect, refunds and returns.
  • To meet legal duties (legal obligation): age verification for nicotine products, tax and accounting records, responding to regulators.
  • To run the business (legitimate interests): customer service, fraud prevention, CCTV, improving the website and stock range, keeping records of complaints.
  • To send marketing (consent): email or SMS offers only if you have opted in. Unsubscribe at any time via the link in any email or by replying STOP to a text.

We do not sell your data and we do not use it for automated decisions with legal effects, other than the age check, which you can challenge by contacting us.

Who We Share It With

Only the companies that help us serve you, each under a contract that restricts what they can do with it:

  • Shopify, which hosts our website and processes orders
  • Payment providers (Worldpay, Shopify Payments, Mollie and similar) to take payment
  • OneID for age verification
  • Royal Mail, our same day delivery drivers and dispatch software to deliver orders
  • Klaviyo for email and SMS marketing, if you have opted in
  • Gorgias for live chat and email support
  • Google Analytics for website statistics
  • Epos Now, our in-store till system
  • Our accountants, and the police or regulators where the law requires

Some providers store data outside the UK. Where they do, the transfer is covered by UK adequacy regulations or the UK International Data Transfer Agreement.

How Long We Keep It

Order and payment records for six years after the order, as required for tax. Age verification records for as long as needed to show we checked. Marketing data until you unsubscribe. CCTV for 30 days unless needed for an incident. Account data until you ask us to close the account.

Your Rights

Under UK GDPR you can ask us to: tell you what data we hold about you (a subject access request); correct it; delete it; stop or restrict how we use it; give it to you in a portable format; and object to processing based on legitimate interests or to marketing. There is no fee and we respond within one month. Email support@vapedirect.com or write to the trading address above. We may ask you to confirm your identity first.

If you are unhappy with how we handle your data you can complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113.

Children

We do not sell to or knowingly collect data from anyone under 18. If you believe we hold data on a minor, contact us and we will delete it.

Text Message Marketing

By subscribing to Vape Direct text notifications, you agree to receive automated marketing text messages from us about our products and services at the phone number you provided when you subscribed, and that the messages may be sent via automatic telephone dialing system or other technology. Message frequency is recurring. Consent is not a condition of purchase. Message and data rates may apply. Reply STOP, END, CANCEL, UNSUBSCRIBE or QUIT to opt-out and HELP for customer support. You may receive an additional text message confirming your decision to opt-out. You understand and agree that attempting to opt-out by any means other than texting the opt-out commands above is not a reasonable means of opting out.

By providing your phone number during checkout and initiating a purchase, subscribing through opt-in forms where a phone number is provided, or texting a keyword phrase, you are giving us consent to send you text messages. These messages can be sent to deliver information about our products, services, and promotions, including abandoned cart reminders. Consent is not a condition of purchase. Msg & data rates may apply. Message frequency varies.

You can unsubscribe from receiving text messages at any time by replying STOP to any message sent from us or by clicking an unsubscribe link provided in any of our messages. You understand that there are alternative options to opt-out of our text messages and that manual requests will not be attributed as a reasonable means of unsubscribing from our text messages. Text HELP to any message sent by us for more information. For any questions relating to our policy or unsubscribing, you can contact us at support@vapedirect.com. To opt-out please follow the procedures listed above.

Changes

We will update this page if our practices change and show the date below.

Last updated: 4 October 2026.