Privacy policy

1. Who we are

MyTrustedTraders is operated by etti.ai Limited, a company registered in England and Wales (company number 15533048), with its registered office at 60 Lee Park, London, SE3 9HZ, United Kingdom.

etti.ai Limited ("we", "us", "our") is the data controller for personal data processed through MyTrustedTraders. This policy applies to the apex site (mytrustedtraders.com) and to every country-specific subdomain we operate (for example us., au., ca., nz., ie. and za.mytrustedtraders.com).

For any privacy question or to exercise your rights, contact privacy@mytrustedtraders.com.

2. The data we process

Public trade records: names, business/trading names, contact details such as phone numbers and websites, locations, services offered, credentials, and review or rating information that we collect and aggregate from named, publicly accessible sources (review platforms, official registers, and business directories).

Account data: if you create a homeowner or trader account, we process your name, email address, a securely hashed password, and account settings.

Enquiry and workflow data: when you send an enquiry, build a shortlist, or use the assistant, we process the contact details and job information you provide so we can operate that workflow.

Usage and technical data: standard server logs (IP address, approximate location, device and browser type, pages visited, timestamps), and analytics events about how the site is used.

Consent and preferences: your cookie/analytics choices and any data-protection requests you make.

3. Why we process it, and our legal bases

Operating the public directory and aggregating publicly available trade information — legitimate interests (Art. 6(1)(f) UK/EU GDPR): providing a transparent public record that helps people evaluate tradespeople. We balance this against the rights of the individuals concerned and offer correction and removal routes (see below).

Providing accounts, enquiries, shortlists and the assistant — performance of a contract or steps taken at your request (Art. 6(1)(b)).

Analytics and any advertising-measurement cookies — your consent (Art. 6(1)(a)), which you can give or withdraw via the cookie banner at any time.

Security, fraud and abuse prevention, and meeting legal obligations — legitimate interests and legal obligation (Art. 6(1)(f) and (c)).

4. Public trade profiles, sources and removal

Trade profiles are built from named public sources and are presented as evidence to inspect, not as an endorsement. Where information available about a business includes personal data (for example a sole trader's name or number), we process it on the legitimate-interests basis above.

If you are a tradesperson and information about you is inaccurate, out of date, harmful, or you object to it being shown, you can ask us to correct, restrict or remove it via the trader-rights route or by emailing privacy@mytrustedtraders.com. We will review every request and, where we cannot fully action it, explain why.

5. Cookies and analytics

We use strictly necessary cookies to keep account, shortlist and conversation flows working — these do not require consent.

We use Google Analytics 4 to understand how the site is used. Analytics and any advertising-measurement signals run under Google Consent Mode and only with your consent; we honour Global Privacy Control (GPC) and the cookie banner choice. We enable IP anonymisation and do not use the data for advertising profiling.

You can change your choice at any time through the cookie banner, and control cookies in your browser settings.

6. Who we share data with

We do not sell personal data and do not use it for cross-site advertising profiling.

We use a small number of processors that act on our instructions under appropriate data-processing terms: hosting and infrastructure (Hetzner Online GmbH, data centres in the EU), analytics (Google), and, where used, email delivery and AI-assistance providers.

We may disclose data where required by law, to protect the service or users from abuse, or in connection with a corporate transaction.

7. International transfers

Our primary hosting is in the European Union. Where a provider (such as Google) processes data outside the UK/EEA, we rely on appropriate safeguards such as UK/EU adequacy decisions or Standard Contractual Clauses (with the UK Addendum) together with supplementary measures.

8. How long we keep data

We keep data only as long as necessary for the purpose it was collected, plus any period required for legal, safety, dispute-handling or integrity reasons. As a guide: enquiry records are normally retained for up to 24 months; server logs for around 30 days; account data until you close the account; and public profiles are reviewed periodically and on request.

9. Your rights

Under UK and EU GDPR you may have the right to access, rectify, erase, restrict or object to processing, to data portability, and to withdraw consent at any time. Where processing is based on legitimate interests, you can object and we will stop unless we have overriding legitimate grounds.

If you are in the United States, depending on your state (for example California's CCPA/CPRA) you may have rights to know, access, delete and correct personal information and to opt out of its sale or sharing — we do not sell or share personal information for cross-context behavioural advertising.

If you are in Australia, the Australian Privacy Principles give you rights of access and correction.

To exercise any right, contact privacy@mytrustedtraders.com. You also have the right to complain to your data-protection authority — in the UK, the Information Commissioner's Office (ico.org.uk).

10. Security and children

We use appropriate technical and organisational measures to protect personal data, including encryption in transit, least-privilege access, and hardened infrastructure. No system is perfectly secure, so we cannot guarantee absolute security.

The service is intended for adults and is not directed at children under 18.

11. Changes and contact

We may update this policy from time to time; material changes will be reflected by the 'last updated' date below.

Controller: etti.ai Limited, 60 Lee Park, London, SE3 9HZ, United Kingdom. Privacy: privacy@mytrustedtraders.com. General: hello@mytrustedtraders.com.