Who we are
Fire Flash Ltd ("Fire Flash", "we", "us" or "our") operates the AI Consultancy Shop at shop.fireflash.co and is the controller of the personal information described in this Policy.
Registered office: 2nd Floor College House, 17 King Edwards Road, Ruislip, London, United Kingdom, HA4 7AE.
Email: admin@fireflash.co
Telephone: 07459021569
This Policy applies to our website, client account area, checkout, payment-verification records, consultancy-credit records, booking process, communications and digital materials supplied as part of the service.
Information we collect
Information you provide
- Identity and contact data: your name, email address and, where provided, telephone number.
- Account and authentication data: account identifiers, sign-in information, login events and one-time sign-in link activity.
- Order and transaction data: package purchased, price, currency, order status, payment status, transaction references, refund status and consultancy-credit ledger entries.
- Booking and service data: requested or confirmed session dates and times, consultancy time used or remaining, attendance records, session administration and information you choose to provide for the purpose of the consultation.
- Communications: emails, support enquiries, refund requests, complaints and other correspondence with us.
- Digital-material delivery data: records showing when an ebook, guide, template or other digital resource linked to your consultation was made available or sent to you.
Information collected automatically
- Technical data: IP address, browser/device information, security logs, timestamps and similar information needed to operate and protect the website.
- Approximate location: country-level location may be inferred from trusted hosting information or a short-lived server-side lookup to suggest an initial language or regional experience.
- Cookie and preference data: essential session information, cart/authentication state and language or appearance preferences where used.
How and why we use your information
| Purpose | Typical information | Lawful basis |
|---|---|---|
| Process orders, verify payment, create your account, issue consultancy credits, book sessions and deliver ebooks/materials. | Identity, contact, order, transaction, account and booking data. | Performance of a contract or steps taken at your request before entering a contract. |
| Provide customer support, manage refunds, resolve disputes and communicate service information. | Contact, order, booking and communications data. | Contract; and our legitimate interests in operating and supporting the service. |
| Prevent fraud, secure accounts, detect abuse and maintain reliable payment and credit records. | Technical, authentication, transaction and security data. | Legitimate interests; and legal obligations where applicable. |
| Maintain invoices, tax, accounting and compliance records. | Identity, order, payment and invoice data. | Legal obligation. |
| Improve website functionality and understand service performance using permitted low-intrusion analytics or preference technologies. | Technical and preference data. | Legitimate interests and/or consent where required by law. |
| Send optional direct marketing where you have opted in or where another lawful marketing rule applies. | Name, email and marketing preferences. | Consent or legitimate interests, as permitted by applicable law. |
Where we rely on legitimate interests, we consider whether our interests are necessary and proportionate and whether your rights and freedoms override those interests.
Payments
Card payments are completed on a hosted payment-provider environment. Our shop does not need to receive or store your full card number (PAN) or CVV. We receive the information needed to verify whether a payment succeeded, failed, was reversed or refunded, together with transaction references and the amount/currency involved.
Your payment provider, card issuer or bank processes payment data under its own privacy terms. Where bank transfer is separately agreed, we process the payer, reference, amount and reconciliation information needed to identify and account for the payment.
International transfers
Some of our technology or service providers may process personal information outside the United Kingdom. Where UK data-protection law restricts such transfers, we use a lawful transfer mechanism, such as UK adequacy regulations, the UK International Data Transfer Agreement, the UK Addendum to approved standard contractual clauses, or another legally permitted safeguard. You may contact us for more information about safeguards relevant to your data.
How long we keep information
We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including to provide the service, keep accurate credit/payment records, comply with tax and accounting duties, resolve disputes and establish or defend legal claims.
- Order, payment, invoice and related accounting records are generally retained for the period required by applicable tax/accounting law and may commonly be kept for up to six years or longer where legally required.
- Booking, account, consultancy-credit and service records are retained while needed to administer the relationship and for a reasonable period afterwards for support, dispute and legal-record purposes.
- Security and technical logs are retained for a proportionate period based on security, fraud-prevention and incident-management needs.
- Where consent is used for marketing, we keep the preference needed to honour your choice and suppression/opt-out request.
When information is no longer required, we delete it, anonymise it, or securely restrict it where deletion is not immediately possible.
Your data-protection rights
Depending on the circumstances and the lawful basis used, you may have rights to access your personal information, correct inaccurate information, request erasure, restrict processing, receive certain information in a portable format, and object to processing.
Where processing is based on consent, you may withdraw that consent at any time. Withdrawal does not affect the lawfulness of processing carried out before consent was withdrawn.
To exercise a right, contact us using the details below. We may need to verify your identity before acting on the request.
Security and automated decisions
We use reasonable technical and organisational measures designed to protect personal information against accidental or unlawful loss, misuse, alteration, unauthorised access or disclosure. No internet service can guarantee absolute security.
We do not use solely automated decision-making that is intended to produce legal or similarly significant effects on you. Payment and security providers may operate automated fraud or risk checks under their own policies.
Children and third-party links
The AI Consultancy Shop is intended for adults and business users and is not designed for children under 18 to purchase independently. If you believe a child has provided personal information to us without appropriate authority, please contact us.
Our website may contain links to third-party websites or services. Their privacy practices are governed by their own notices, not this Policy.
Changes to this Policy
We may update this Policy to reflect changes in our services, technology, legal requirements or data practices. The current version will be published on this page with a revised "Last updated" date. Where a change materially affects how we use information already collected, we will take appropriate steps to bring that change to your attention.
Contact and complaints
2nd Floor College House
17 King Edwards Road
Ruislip, London HA4 7AE
United Kingdom
admin@fireflash.co
If you are unhappy with how we handle your personal information, you may complain to the ICO. We would appreciate the opportunity to address your concern first.
Make a complaint to the ICO