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Privacy & Cookies Policy




  1. Introduction

  2. The information we collect on our website

  3. How we use your information

  4. Who we might share your information with

  5. How we keeping you updated on our business, products and services

  6. Your rights over your information

  7. How long we keep your information for

  8. Your data and Social Networks

  9. Security

  10. Cookies used by this website

  11. How to contact us


1. Introduction


Modern Rugs Ltd are registered in England & Wales No. 06957693. We are committed to protecting the privacy and security of your personal information. We take care to protect the privacy of our customers and users of our products and or services that communicate online with us, over the phone, other websites and social media platforms.

We have therefore developed this privacy policy to inform you of the data we collect, what we do with your information, what we do to keep it secure as well as the rights and choices you have over your personal information.


2. The Information we collect on our website

We only collect information that we know we will genuinely use and in accordance with the General Data Protection Regulation (GDPR). The type of information that we will collect on you, and you voluntarily provide to us on this website includes

  • Your full name

  • Your address

  • The name of your company

  • Your telephone number(s)

  • Your Email address

  • Your IP address at the time

  • The time and date of when you submitted information

  • Cookie ID

  • The corresponding statement that you consented to

    We may, in further dealings with you, extend this information to include your purchases, services used, and subscriptions, records of conversations and agreements and payment transactions etc.


  • You are under no statutory or contractual requirement or obligation to provide us with your personal information; however we require at least the information above in order for us to deal with you as a customer.


  • The legal basis for processing your data is based on your legitimate interest that we stated at the point the information was initially provided, therefore we will not store, process or transfer your data outside the parties detailed above unless we have an appropriate lawful reason to do so.


Contact Form

The primary instance where our website will ask you for personally identifiable information is our contact form. The contact form specifically, is powered by a popular WordPress plugin called Contact Form 7. Upon completing your information, you will be asked to consent to our data processing policy which is outlined within this document.


Once submitted, your information will be processed and forwarded to us within a single email sent by the website application. Your information will not be stored within the website application’s database.



We use VWO in order to better understand our users’ needs and to optimise this service and experience. VWO is a technology service that helps us better understand our users experience (e.g. how much time they spend on which pages, which links they choose to click, what users do and don’t like, etc.) and this enables us to build and maintain our service with user feedback. VWO uses cookies (listed later in this policy) and other technologies to collect data on our users’ behavior and their devices (in particular device's IP address (captured and stored only in anonymized form), device screen size, device type (unique device identifiers), browser information, geographic location (country only), preferred language used to display our website).


VWO stores this information in a pseudonymized user profile. Neither Hotjar nor we will ever use this information to identify individual users or to match it with further data on an individual user. For further details, please see VWO's privacy policy.

You can opt-out to the creation of a user profile, VWO’s storing of data about your usage by CLICKING HERE.



Criteo specializes in creating personalized advertisements through “Criteo Dynamic Retargeting” and “Criteo Sponsored Products”. Criteo work with online partners to build advertisements for users who visit websites or mobile applications and with publishers to display personalized advertisements.

Criteo’s aim is to deliver advertisements by displaying products that you might be interested in, based on your recent browsing behavior or search.


Example of a “Criteo Dynamic Retargeting” Product ad: if you visit and browse on Website/mobile application A, on a subsequent online visit to Website/mobile application B, you will see ads personalized by your browsing history on Website/mobile application A.


Example of a “Criteo Sponsored Products” Product ad: if you make search on our partners’ website (“Criteo Sponsored Products”), you will see ads personalized by your search on that website.


With Criteo’s service, you should receive personalized ads that are more relevant for you than the standard advertising you would receive without Criteo. You can opt out or find out more info here.


3. How we use your information


  • To contact you, following your enquiry, reply to any questions, suggestions, issues or complaints you have contacted us about;

  • Make available our products and services to you;

  • Process your orders;

  • Take payment from you or give you a refund;

  • Personalise your shopping experience, for example we may provide you with details of products that match a product, which you may have purchased or enquired about previously;

  • For statistical analysis and to get feedback from you about our products, websites, mobile apps, and other services and activities. For example, occasionally we may invite you to review a product or service you've bought or used from us. If we do, it's possible that we'll use independent research and feedback providers to act on our behalf;

  • To power our security measures and services so you can safely access our website and mobile apps;

  • Help us understand more about you as a customer, the products and services you consume, so we can serve you better;

  • Contact you about products and services from us;

  • Provide you with online advertising and promotions; and

  • Help answer your questions and solve any issues you have.


4. Who we might share your information with


We may share your personal data with other organisations in the following circumstances:


  • If the law or a public authority says we must share the personal data;

  • If we need to share personal data in order to establish, exercise or defend our legal rights (this includes providing personal data to others for the purposes of preventing fraud and reducing credit risk); or

  • From time to time, employ the services of other parties for dealing with certain processes necessary for the operation of the Website or processing of your orders.


5. How we keep you updated on our business, products and services


[Amend accordingly]


Email Marketing

From time to time we may send you relevant offers and news about our business, products and services in a number by email, but only if you have consented to receive these marketing communications.


When interacting with our website, you may be asked if you’d like to sign-up to receive our email marketing communications and will you be asked explicitly to opt-in to receiving these.


You can change your Email Marketing subscription anytime by editing your preferences or unsubscribing altogether via the link at the bottom of any of our email marketing communications or by contacting us via the details at the end of this policy.

6. Your rights over your information


Right to Access Your Personal Information

You have the right to access the personal information that we hold about you in many circumstances, by making a request. This is sometimes termed ‘Subject Access Request’. If we agree that we are obliged to provide personal information to you (or someone else on your behalf), we will provide it to you or them free of charge and aim to do so within 30 days from when your identity has been confirmed.

We would ask for proof of identity and sufficient information about your interactions with us that we can locate your personal information.

Right to Correction of Your Personal Data

If any of the personal information we hold about you is inaccurate or out of date, you may ask us to correct it.

Right to Stop or Limit Our Processing of Your Data

You have the right to object to us processing your personal information if we are not entitled to use it any more, to have your information deleted if we are keeping it too long or have its processing restricted in certain circumstances.


For more information about your privacy rights

The Information Commissioner's Office (ICO) regulates data protection and privacy matters in the UK. They make a lot of information accessible to consumers on their website and they ensure that the registered details of all data controllers such as ourselves are available publicly.

You can make a complaint to the ICO at any time about the way we use your information. However, we hope that you would consider raising any issue or complaint you have with us first. Your satisfaction is extremely important to us, and we will always do our very best to solve any problems you may have.


If you would like to exercise any of these above rights, please contact us via the details listed at the very end of this policy.


7. How long we keep your information for


We retain a record of your personal information in order to provide you with a high quality and consistent service. We will always retain your personal information in accordance with the General Data Protection Regulation (GDPR) and never retain your information for longer than is necessary. Unless otherwise required by law, your data will be stored for a period of 5 after our last contact with you at which point it will be permanently deleted and therefore unretrievable.


8. Your data and Social Networks


When using this website, you may be able to share information through social networks like Facebook and Twitter. For example, when you ‘like’, ‘share’ or review our Services. When doing this, your personal information may be visible to the providers of those social networks and/or their other users. Please remember it is your responsibility to set appropriate privacy settings on your social network accounts so you are comfortable with how your information is used and shared on them.


9. Security

Data security is of great importance to Modern Rugs Ltd and to protect your data we have put in place suitable physical, electronic and managerial procedures to safeguard and secure your collected data.  

We take security measures to protect your information including:

Physical & Managerial Security Procedures


  • Limiting access to our buildings to those that we believe are entitled to be there (by use of passes, key card access and other related technologies);

  • Implementing access controls to our information technology

  • We use appropriate procedures and technical security measures (including strict encryption, anonymisation and archiving techniques) to safeguard your information across all our computer systems, networks, offices and stores.

  • Never asking you to disclose your own passwords,

  • Advising you never to enter your account number or password into an email or after following a link from an email.


Website Application and Hosting Security Procedures

  • HTTPS - This website is secured via Hyper Text Transfer Protocol Secure (HTTPS). It means all communications between your browser and this website are securely encrypted. This means that even if somebody managed to break into the connection, they would not be able decrypt any of the data which passes between you and the website.

  • Secure Payments via PayPal - All transactions taken and processed on this website are handled separately by PayPal.

  • Secure Payments via Braintree -All transactions taken and processed on this website are handled separately by Braintree.

  • Secure Payments via Amazon -All transactions taken and processed on this website are handled separately by Amazon.

  • Secure Payments via Worldpay-All transactions taken and processed on this website are handled separately by Worldpay.

  • Secure Update Process - Inline with the security processes of our website development partner agency, this website application’s code-base is administered and updated via a password and FTP free process. All code-changes are deployed via a secure process that does not rely on the storage and visible access of passwords.

  • Two Factor Authentication - Where possible, the administration interface to this website application and any personally identifiable information herein, is secured behind a two factor authentication login to all staff who have access to it. Additionally, our website development agency can only access the same interface via their secure Google GSuite accounts and hold no password records for accessing the platform at super-admin level.

  • Web Application Maintenance - Our organisation, working in collaboration with our website development agency, regularly monitor the security of this website and consistently update the core CMS platform and supporting extensions and plugins.

  • PCI-DSS Compliant Server - Our website application is hosted and operations on a PCI-DSS compliant server independently certified by Security Metrics. The Payment Card Industry Data Security Standard (PCI DSS) applies to companies of any size that accept credit card payments.

  • Cloudflare - Our website’s DNS is managed through CloudFlare who provide our content delivery network (CDN), DDoS attack mitigation, Internet security and distributed domain name server services..


10. Cookies used by this website


What are Cookies?

Cookies are small pieces of data, stored in text files, that are stored on your computer or other device when a website is loaded within your chosen browser. They are widely used to ‘remember’ you and your preferences, either for a single visit (through a ’session cookie’) or for multiple repeat visits (using a ‘persistent cookie’). They ensure a consistent and efficient experience for visitors, and perform essential functions such as allowing users to register and remain logged in. Cookies may be set by the site that you are visiting (known as ‘first party cookies’), or by other websites who serve up content on that site (‘third party cookies’).


What is Cookie Control?

You may notice that our website utilises a third party Cookie preference tool called ‘Cookie Control’. Cookie Control is a mechanism for controlling user consent and the use of cookies on this website application.


When (as the user) you consent to one of the optional cookie categories, Cookie Control will place a cookie to remember that decision. The name of the cookie will be the name of the category specified within the Cookie Control widget itself. That cookie will be removed when you (the user) revokes consent to that category.


What are ‘Strictly Necessary Cookies’?

These are the cookies that are essential for this website to perform its basic functions. These include those required to allow registered users to authenticate and perform account related functions, as well as to save the contents of virtual ‘carts’ on sites that have an e-commerce functionality.


Strictly Necessary Cookies are highlighted with a double asterisk (**) in the tables below:

Cookies set by mod

Name: _atuvc, _atuvs
Purpose:: Modern Rugs Ltd uses a third-party web tool called AddThis. These cookies are used by AddThis to keep track of user preferences and analytics. More information about the AddThis privacy can be found at AddThis Privacy Policy

Name:: _utma, _utmb, _utam, _utmc, _utmz
Purpose:: Modern Rugs Ltd uses Google Analytics cookies to record information about which pages you have landed on and how you have navigated through the site. This data enables us to understand:

  • which pages people visit
  • which internet browsers are being used
  • what pages or features are popular
  • which interactive tools are used

Purpose:: This is a Play Framework session cookie. It is used to store data (like your basket choices or rug filters) between different pages that you visit on the site.

Purpose:: This is a Java session cookie. It gives you a unique ID for the duration of your session on the website. It does this to track your path through the website and helps the website perform to the best of its ability.

Cookies set by WordPress


Cookie Name



wordpress_<hash> **

On login, wordpress uses the wordpress_[hash] cookie to store your authentication details. Its use is limited to the admin console area, /wp-admin/

2 years

wordpress_logged_in_<hash>  **

After login, wordpress sets the wordpress_logged_in_<hash> cookie, which indicates when you're logged in, and who you are, for most interface use.


wp-settings-<time>-<UID>  **

WordPress also sets a few wp-settings-<time>-<UID> cookies. The number on the end is your individual user ID from the users database table. This is used to customize your view of admin interface, and possibly also the main site interface.


Wordpress_google_apps_login **

This cookie is set by the plugin ‘Google Apps Login for WordPress’ and may be present for users who login to WordPress via their Google or GSuite account.



Used to check whether your web browser is set to allow, or reject cookies.





Cookies set by Google Analytics


Cookie Name




Used to distinguish users.

2 years


Used to distinguish users.

24 hours


Used to throttle request rate. If Google Analytics is deployed via Google Tag Manager, this cookie will be named _dc_gtm_<property-id>.

1 minute


Contains a token that can be used to retrieve a Client ID from AMP Client ID service. Other possible values indicate opt-out, inflight request or an error retrieving a Client ID from AMP Client ID service.

30 seconds to 1 year


Contains campaign related information for the user. If you have linked your Google Analytics and AdWords accounts, AdWords website conversion tags will read this cookie unless you opt-out. Learn more.

90 days


Optimize 360 - Used to determine a user's inclusion in an experiment and the expiry of experiments a user has been included in.

90 days


Cookies set by CloudFlare


Cookie Name



__cfduid **

The __cfduid cookie is used to identify individual clients behind a shared IP address and apply security settings on a per-client basis.

1 years


Cookies set by VWO


Cookie Name




EXPERIMENT ID refers to the ID of the test, and GOAL ID refers to the ID of the goal.

100 days


This cookie is generated when a goal is created.

100 days


This is a temporary session cookie generated to detect if the cookies are enabled on the user browser or not..

1 session


This cookie is generated when users reach a particular combination. This cookie ensures that users see the same variation that they saw on their previous visit to the page.

100 days


This cookie is generated when a user is excluded from a test.

100 days


This cookie is generated during a Split URL test.

100 days


This cookie detects if the user is new or returning to a particular test.

100 days


This cookie indicates that the visitor has opted out and  is not part of the test.

10 years


This cookie generates a unique ID for every visitor and is used for the report segmentation feature in VWO. It also allows you to view data in a more refined manner. If you have a test running on multiple domains, you will notice test-specific UUID values.

In the _vis_opt_exp_EXPERIMENT_ID_combi cookie, the Control always has the value of 1, Variation #1 always has the value of 2, Variation #2 has the value of 3, and so on.

100 days


Cookies set by Olark


Cookie Name




a visitor identifier that we use only on your site to remember this visitor between visits

365 days


a session identifier that we use only on your site to keep track of a single chat session

1 session


storage identifier that we use to maintain chat state across pages (e.g. message history)

1 session


extra state information (e.g. chat box being open/closed)

1 session


most recent Olark site ID (security measure)

365 days


the Olark loader version (for improved caching)

365 days


used for caching purposes (loaded from CDN vs. loaded from our infrastructure)

365 days


group id the visitor is locked to

365 days


used for caching by setting a hash for assets to determine if they have changed and if they need to be refreshed

365 days


used to test whether the visitor's browser allows cookies to be stored

1 Session


Miscellaneous Cookies


Cookie Name




Used to distinguish your acknowledgement of our website’s Cookie Banner and subsequent policy (this document).

14 days


Facebook ID



How to change your Cookie preferences


The most popular web browsers typically provide additional tools to users for controlling or restricting cookies on their device.  To find out more about cookies, including how to see what cookies have been set, visit or

Find out how to manage cookies on popular browsers:

To find information relating to other browsers, visit the browser developer's website.

To opt out of being tracked by Google Analytics across all websites, visit


11. How to contact us


If you would like to exercise one of your rights as set out earlier in this policy, or you have a question or a complaint about this policy, the way your personal information is processed, please contact us by one of the following means:

Assigned Data Protection Officer: Karen Collison, Customer Service Co-ordinator
By email:
By post: Modern Rugs ltd, unit 3 Maple Way, Aycliffe Business Park, Newton Aycliffe, Co. Durham, UK, DL5 6BF

Thank you for taking the time to read our Privacy Policy.

Modern Rugs Ltd

This Policy was last updated on 18/05/2018