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Animal Medication Direct :: Privacy Policy



  Privacy Policy


We take our commitment to your privacy seriously, and we treat any information you provide to us with care. Headings used in this privacy policy are for guidance only.

By visiting animalmedicationdirect.co.uk you are accepting and consenting to the practices described in our privacy policy.


Animal-Medication-Direct.co.uk and animalmedicationdirect.co.uk are trading names of Primachem Limited and may be referred to as “us”, “we” or “our” in this policy. Primachem ltd is an UK registered company, number 04611327, and the company registered address is:

7 St Johns Street
NG18 1QH


When you place an order with us, you will need to supply certain information and personal data to us ( ie name, phone number, postal address, email address, contact and payment details)

We also record which products you are interested in (search for), purchased products and customer traffic patterns and site use. Previously completed purchases are recorded.

Additionally some information is collected as you interact with our website, this includes IP address, browser environment and an analysis of the pages viewed. Dates and time of any login (failed or successful) are also recorded.


We use the information to process, deliver and track your order and therefore we pass on required information to the courier or postal service

We may use the information for customer services – for example if there is a query. Additionally we may use it to clarify or verify prescription details.

By placing an order over the website, accepting the terms and conditions and submitting your data to us, you agree to this use. This meets the EU conditions for lawful processing and enables us to enter into and fulfil the contract of sale with you the data owner.


We use appropriate security measures to protect your details and encrypt all data sent from you to us, and us to you during the registration process.

Unfortunately, the transmission of information via the internet is not completely secure. Although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted to our site; any transmission is at your own risk.


In order to fulfil your order we may need to disclose some of your information to our delivery partners such as Royal Mail (Parcel Force).

We use Worldpay as our payment gateway provider. We do not receive or store full payment details. Woldpay are global leaders in secure online payment processing.

We may be required to comply with any legal obligation to share your details, or in order to enforce or apply our terms and conditions and other agreements; or to protect our rights, property, our safety, or the safety of our customers or others. This includes exchanging information with other companies and organisations for the purposes of fraud protection and credit risk reduction.


Our site may, from time to time, contain links to other organisations. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for these policies.


Our primary data centre is based within the UK.

All personal data is supplied to us through controlled processes that are protected by appropriate measures, including encryption. Access to your data is subject to audits and access logging, and is restricted based on the business need.

All staff that have access to your data, or will be collecting data, have been fully trained on respecting customers’ rights, collecting only the data that is needed, adhering to privacy by design, and following other privacy principles.

We use a secure and resilient network infrastructure with the data centres staffed 24 hours a day every day of the year, with extensive physical security measures, including strict access control and CCTV.


In accordance with the GDPR legislation you have the following rights with respect to your personal data:

Right to be informed – you have the right to be informed of the collection and use of your personal data. This privacy policy satisfies this right.

Right of access- If you wish to request details of the personal data we hold about you, this can be made by contacting us or our privacy officer.

Right to withdraw consent to marketing or any data processing - . You can opt out of marketing communications at any time from your customer account settings. If you choose to withdraw all consent to any processing or usage of personal data then please be aware that we will be unable to fulfil your orders. We require your consent to process and dispatch your order. Acceptance of this privacy policy is an acceptance for us to process your personal data.

Right to rectification- if you believe that the information we hold about you may be incorrect then you have the right to request that is updated and amended. Please use your customer account to complete any changes or contact us.

Right of erasure- you can choose what personal data you wish us to hold and have the right to remove this data in full or in part at any time. You can update your customer account data directly or you can contact us.

Right to be forgotten- you have the right to request that any personal data that could be used to identify you is permanently erased. This is an intractable request and once it has been made there is no way to reverse it. If you wish to have your data permanently deleted then please contact us. However we are legally obliged to retain certain documents or records (for a period specified) by law.

Right to object to automated decision making- We use automation in aspects of order processing, most notably via our payment solution providers to check for attempted fraud. If you wish to object to automation of this data processing then please be aware that we will not be able to process your order.

Consent- We will specifically request your consent to use your personal data at various stages during the registration and order placing process.


Various legislation governs our business activities and creates a statutory obligation to retain certain data. As such, this data may be retained for up to twelve years. After this period all personally identifiable information will be removed.



A cookie is an element of data that our website sends to your browser, which may then store it on your system and is used to provide you with tailored information. You can set your browser to notify you when you receive a cookie and to not accept cookies.

Cookies on our site are used to assist customers with their purchases or to provide us with usage statistics for our web pages and products. For example, to help log into our website, or use the website’s shopping basket, to record how visitors navigate around our website or to examine the search history to help identify products required.

Please see our cookie policy for more details.


In general we do not send any marketing communication unless you have specifically asked us to contact you with respect to a certain instance.

Periodically, we may send a newsletter if you have opted in to marketing communications.


Under the GDPR regulations the following are applicable:

Contract – GDPR regulation states the contractual lawful basis for processing data is “processing is necessary for the performance of a contract to which the data subject is party or in order to take steps at the request of the data subject prior to entering into a contract.”

Consent – GDPR regulations state consent is “the individual has given clear consent for you to process their personal data for a specific purpose.” This basis will be used in relation to sending direct marketing communications.

Legitimate Interest – GDPR regulations state “the processing is necessary for your legitimate interests or the legitimate interests of a third party unless there is a good reason to protect the individual’s personal data which overrides those legitimate interests.” This basis will be used for the protection of our customers and employees and for promoting our products or services with targeted marketing.


Any changes we may make to our privacy policy in the future will be posted on this page. Please check back frequently to see any updates or changes to our privacy policy.


If you have any questions or comments about our privacy policy, or if you wish to change any information or data about you please contact us at:

email [email protected]

or our

Data Protection Officer Alison Leah email [email protected]

If we are unable to resolve your dispute, you can raise your concern directly with the Information Commissioner’s Office.


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