Effective date: 16/06/2026
This Privacy Policy explains how England Then and Now (“we”, “us”, or “our”) collects and uses information in connection with England‑Then‑And‑Now.com (“the Site”).
We aim to keep data collection to a minimum. We do not directly collect or store visitors’ names, postal addresses, or other obvious contact details on our own systems. However, we do use certain Google services which process limited information about visitors in order to provide analytics and reader‑revenue features.
We are committed to complying with UK data protection law, including the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
By using the Site, you agree to the collection and use of information in accordance with this Privacy Policy.
1. Who we are
- Site: England‑Then‑And‑Now.com
- Trading name / data controller: England Then and Now
- Email: privacy@englandthenandnow.com
- Postal address: Epping Forest, Loughton, Essex
If you have any questions about this Privacy Policy, please contact us using the details above.
2. What information is collected
2.1 Information we collect directly
We operate the Site as a read‑only informational website. We do not run user registration or comment systems and we do not ask you to submit your name, address, or similar personal details directly to us via the Site.
If you contact us separately by email, we will of course see the information you choose to send (such as your name and email address), and we will only use it to respond to your enquiry and maintain basic records of correspondence.
2.2 Information collected via Google Analytics
We use Google Analytics 4 (GA4) to understand how visitors use the Site, such as which pages are viewed and how visitors arrive at the Site.
Google Analytics collects information such as:
- pages visited and actions taken on the Site
- approximate location (e.g. country or region)
- device and browser information
- time and duration of visits
- referral source (for example, search engine or link)
GA4 uses first‑party cookies and other identifiers to distinguish between visits and returning visitors.
We do not use Google Analytics to collect or store direct identifiers such as your name or email address, and we do not send personally identifiable information to Google in URLs or custom fields.
Even without obvious identifiers, information like cookies, device data, and IP‑related data can be treated as “personal data” under UK GDPR, which is why we explain this here and ask for consent where required.
2.3 Information processed via Reader Revenue Manager
The Site may display prompts or forms powered by Google Reader Revenue Manager (for example, to invite you to support the Site or sign up to certain offers).
Where you interact with these prompts:
- any payment details and related billing information are processed by Google’s payment and identity systems, not stored by us locally
- Google may generate first‑party reader data (for example, an identifier or email address you choose to share) so that it can deliver reader‑revenue and subscription functionality
- certain high‑level information (such as whether a visitor has subscribed or contributed, or how often they visit) may be available to us in aggregated or account views so we can understand support levels and manage access
We do not export payment card details from Reader Revenue Manager and we do not maintain our own separate database of reader payment information.
3. Legal bases for processing
We rely on the following legal bases to process data:
- Consent – for the use of non‑essential cookies and Google Analytics tracking, and for any reader‑revenue or subscription prompts that involve personal data or payments.
- Legitimate interests – for basic, strictly necessary technical processing that is required to operate the Site securely and reliably.
- Legal obligations – to the extent we must retain certain records for tax, accounting, fraud‑prevention, or compliance purposes via our third‑party providers.
Where consent is required (for example, for Google Analytics cookies), we will request it through a cookie/banner mechanism. You can withdraw consent at any time as described below.
4. Cookies and similar technologies
The Site uses:
- Essential cookies/technologies needed for basic operation and security of the Site
- Analytics cookies set by Google Analytics to help us understand traffic and usage patterns
- Reader‑revenue cookies or identifiers used by Google’s Reader Revenue Manager to remember whether you have interacted with certain prompts and to manage access to offers or contributions where applicable
You can manage cookie settings in your browser, and, where implemented, via our cookie banner or preferences tool. If you disable analytics cookies, we will not load Google Analytics or will limit it in line with your choices.
5. How we use the information
We use the limited data described above to:
- operate, maintain, and protect the Site
- understand which content is most useful and how visitors find and use the Site
- improve the structure, content, and performance of the Site
- manage reader‑revenue features, such as recognising where a user has already seen a prompt or has contributed/subscribed through Google’s systems
- comply with legal, regulatory, and security requirements
We do not build personal marketing profiles, and we do not carry out direct marketing using names/emails collected from the Site, because we do not maintain such a list ourselves.
6. How information is shared
We do not sell personal data.
However, the data described above is processed by:
- Google LLC and its affiliates, acting as our analytics and reader‑revenue service provider (Google Analytics and Reader Revenue Manager).
Google acts as a data processor for analytics, operating under its own terms and safeguards. For more details on how Google handles data, you can refer to Google’s own documentation and policies.
We may also share information where required by law, regulation, or court order, or to protect our rights or the rights of others.
7. International transfers
Google’s services involve transfers of data to the United States and other countries outside the UK/EEA.
These transfers are carried out under legal mechanisms such as recognised data transfer frameworks or standard contractual clauses, as described in Google’s own documentation.
8. Data retention
Analytics data in Google Analytics is retained for a limited period consistent with our configuration and Google’s defaults (for example, typically 2–14 months for event‑level data, depending on settings).
Reader‑revenue data handled by Google (such as payment records or subscription status) is retained by Google according to its own legal and operational requirements.
We retain any personal data supplied directly to us (for example via email contact) only for as long as necessary to respond and maintain basic records, and then delete it where it is no longer needed.
9. Your rights
Under UK data protection law, you have rights in relation to your personal data, including:
- the right to access the personal data we hold about you
- the right to request correction of inaccurate data
- the right to request deletion of your data in certain circumstances
- the right to object to certain types of processing, or to request restriction
- the right to withdraw consent where processing is based on consent
Because we do not maintain named user accounts or a local customer database, the practical exercise of these rights will generally relate to information held in Google’s systems (analytics or reader‑revenue).
If you wish to exercise any of these rights or would like help identifying what data may relate to you, please contact us using the details in section 1, and we will do our best to assist and, where appropriate, liaise with Google as necessary.
You also have the right to lodge a complaint with the UK Information Commissioner’s Office (ICO) if you are unhappy with how your data is handled. Details are available at https://ico.org.uk
10. Controlling cookies and Google Analytics
You can control analytics and other non‑essential cookies by:
- using our cookie/banner controls (where implemented) to accept or reject analytics cookies
- adjusting your browser settings to block or delete cookies
- using browser add‑ons or settings to opt out of Google Analytics tracking, such as the Google Analytics opt‑out browser add‑on, where available
If you choose to disable analytics cookies, your visits will not be measured by Google Analytics, or only in a limited, consent‑respecting way depending on our configuration.
11. Security
We take reasonable technical and organisational steps to protect data against unauthorised access, alteration, disclosure, or destruction.
However, no method of transmission over the internet or electronic storage is completely secure, and we cannot guarantee absolute security. You are responsible for maintaining the security of your own devices and internet connection.
12. Children’s privacy
The Site is not directed at children under 13 years of age, and we do not knowingly collect personal information from children.
If you believe that a child has provided information to us or to Google services in connection with the Site, please contact us and we will work to address the issue where required.
13. Changes to this Privacy Policy
We may update this Privacy Policy from time to time. Any changes will be posted on this page with a revised “Effective date”.
We encourage you to review this Privacy Policy periodically. Your continued use of the Site after changes are posted will indicate your acceptance of the updated Policy.
14. Contact
If you have any questions about this Privacy Policy or our data practices, please contact:
England Then and Now
Email: privacy@englandthenandnow.com
Postal address: Epping Forest, Loughton, Essex