Skip to main content

Privacy Policy


This Privacy Policy was last updated on 2nd September 2019.

Yellow Line Parking Limited (“AppyWay”, “we” or “us”) is committed to protecting your personal data and respecting your privacy.

This Privacy Policy (this “Policy”) applies to the Website ( and details the personal data we collect in relation to you and explains how we handle that personal data. In respect of the processing activities described in this Policy, Yellow Line Parking Ltd., Nightingale House, Gloucester Road, Bath, England, United Kingdom, BA1 8BJ is your data controller.

We have developed this Privacy Policy so you know how we collect, use, disclose, transfer and store your data. Please read the following carefully.

In order to improve our service we may need to change certain aspects of this policy from time to time. You will be notified at each change.

By continuing to use our Website you have consented to this Policy.

1. Information we may collect about you

We may collect and process the following personal data about you:

(A) Information you voluntarily provide when you contact us

You may provide us with your name, address, telephone number and email address in the following instances:

  • if you contact us by phone, email or through the Website, to report an issue or for any other reason. We may keep a record of that correspondence in case we need to contact you in relation to the issue for which you contacted us, for operational performance improvement, to resolve a dispute, and/or nuisance caller management;
  • when signing up to complete one of our surveys. Please note that if we do collect your name and email address when you complete a survey for us, this will typically be so that we can contact you in the event that we offer a prize to a lucky winner. We will endeavour to anonymise any surveys retained on our systems within 30 days of the survey closing.

(B) Information we collect about you and your device when you interact with our services

When you use the Website to access our services, we may use technology such as (but not limited to) that provided by Google (Google Analytics and Google Firebase) to collect information about your visit to our Website. In essence, Google Analytics and Firebase enables us to analyse how you and others interact with our Website. The information we collect may include:

  • your IP address;
  • your device ID;
  • the type of browser you use (e.g. are you using the Chrome or Safari browser?);
  • the number of sessions per browser on each device;
  • the type of device (eg Samsung) and operating system (eg Android) you are using;
  • referrer information;
  • time zone;
  • user preferences;
  • which pages you visited on the website; and
  • analytics information in relation to your interactions with any newsletter or email we may send you (e.g. click rates)
  • visitor’s behavioral patterns upon visiting the site, via click maps, scroll maps and recordings.

The reasons we collect this data are:

  • to ensure that content from our site is presented in the most effective manner for you and for your device;
  • to improve the services we provide in the short-term, for example by providing you with more relevant search results;
  • to improve the services we provide over the longer-term by understanding how you and other users interact with our services;
  • serving recommendations to you around those functionalities of the Website which are most relevant to you, based on your use of our platform;
  • to notify you about any important changes to our services;
  • to ensure that we continue to provide relevant information to recipients of our newsletters.
  • We may utilise cookies to achieve some of the above. Furthermore, we may use pixel tags within our emails in order to measure the success of our direct marketing campaigns (including our newsletter), and to compile statistics about usage of the services. More information on the cookies we utilise and why is set out in our Cookies Policy here.

(C) Information we collect about you when you contact us for business to business marketing purposes

As a prospective (or existing) business customer of AppyWay we may collect:

  • your name, email address and telephone number;
  • the name of the business or organisation you own or represent and your business title; and
  • the address of the business or organisation you own or represent.
  • We may collect this information directly from you, or from publicly available sources such as LinkedIn and, subject to any local law restrictions, may use this information to contact you directly for the purpose of informing you about our products and services and discussing any potential partnership. Should you not wish to be contacted by us after we have reached out to you, please do not hesitate to let us know.

2. Legal basis for processing

In certain jurisdictions, such as those located within the European Union, we are required to establish legal bases to process your personal data. We have identified our legal basis for processing in respect of each of the processing activities set out below:

(A) Responding to correspondence instigated by you

Where you contact us for any reason, we will process any personal data provided by you for the purposes set out under Section 1(A) above. On balance, we consider that we have a legitimate interest in processing your personal data for those limited purposes, and that it is necessary to do so.

(B) Effectively manage our business and improve our services

Where we have determined that, on balance, our legitimate interest in using your personal data to effectively manage our business and improve our services does not outweigh your own rights and freedoms we rely on legitimate interests as the legal basis for processing that personal data. This covers the analysis of the information collected through technical means, as set out under Section 1(B) above. We will always seek to ensure that any data used for analysis purposes is encrypted and / or aggregated, where doing so would not impact the specific purpose we are trying to achieve. 

(C) Electronic direct marketing activities (end users)

Where we have your express, opt-in consent we may contact you by email or other electronic means for the purpose of providing you with marketing information (including our newsletters) relating to our products and services. You may opt-out to receiving such communications at any time by hitting the unsubscribe link at the bottom of any email communication, or by emailing us at 

We may use the personal data collected through cookies on our Website (as set out under Section 1 (B) above) to show you relevant advertising on third platforms such as Facebook, LinkedIn, Instagram and Twitter and consider that, on balance, we have a legitimate interest in doing so. For further information on cookies, including how these can be disabled, please see our Cookies Policy.

(D) Contacting businesses and their representatives

Subject to any specific local laws to the contrary, we consider that we have a legitimate interest processing the contact details other personal data (as set out in Section 1 (C) above) of prospective (or existing) business customers for the purpose of introducing them to our products and services and then maintaining a business relationship.

3. Third parties

Unless we are obliged or permitted by law to do so your data will not be disclosed to third parties. This does not include our affiliates and / or other companies within our group. We also may, from time to time, employ someone to help us (e.g with our advertising or marketing). These service providers will not have access to your personal data. The only data used by them will be what is required by them to perform the services that we ask them to provide. Any other use is strictly prohibited. Any data that is processed by third parties shall be processed within the terms of this Policy and in accordance with the EU Privacy Laws (GDPR), or as otherwise allowed under the GDPR.

We use some third-party add-ins and services to analyse website user interaction patterns in order to improve the user experience. The data is anonymised and segregated and not shared with those 3rd parties in any way.

4. Data storage and security

Data security is of great importance to us. To protect your data we have put in place suitable physical, electronic and managerial procedures to safeguard and secure the data.

We store all personal data securely and in accordance with the principles of the EU Privacy Laws (GDPR).

5. Data retention

We will retain your personal information only for as long as is necessary for the purposes for which the information was collected, or as long as is required pursuant to law.

Where you have requested that we delete any personal data we hold on you, we will typically continue to process the data for only a short period of time to allow us to process that request and keep a record of your request. See section 6 below for further detail.

6. Your rights

We think it is important that you are able to control your personal data. You have the right to ask us not to process your personal data for marketing purposes. You can exercise your right to prevent such processing at any time by contacting us at 

Under applicable data protection laws, you may be entitled to exercise the following rights:

  • The right to access personal data that we hold about you.
  • The right to require us to update our records to ensure the data we hold is accurate.
  • The right to require us to delete your personal data. There will be instances where this right is restricted, such as where it is necessary to continue to process your personal data for the establishment, exercise or defence of legal claims.
  • The right to restrict how we process your data (for example, if you dispute its accuracy, we may restrict its processing until your complaint is resolved).
  • The right to require us to transfer your data to another organisation.
  • The right to object to data processing. There will be instances where this right is restricted, such as where we have an overriding legitimate ground to continue to process your personal data.
  • The right not to be subject to the decision of an automated process, such as profiling, when this would produce a legal effect on you.
  • The right to withdraw your consent (in our case, only in respect of personal data processed for direct marketing purposes). We will make this a simple and easy process for you through ‘unsubscribe’ links in all of our marketing communications.
  • Should you wish to exercise any rights in connection with your personal data, please email us at When you submit a request, we may ask you for additional information to confirm your identity and entitlement to submit such a request. If we consider that your request is manifestly unfounded, excessive or repetitive, we reserve the right to charge you an administrative fee.

We will process any request in line with any local laws and our policies and procedures. We aim to respond to enquiries within 3 working days, but may take up to 30 days to comply with valid requests.

If you want to stop using the Website you may do so. If you do, you may also want to remove any cookies that we have placed on any device used to access the Website.

7. Third party properties accessed from the website e.g. other websites

We may provide links to other websites. We have no control over these other websites and are in no way responsible for their content. This policy does not extend to your use of other websites and you are advised to read the privacy policy or statement of other websites before using them.

8. What If We Change Our Business Ownership or Control

We may expand or reduce our business and this may involve the sale and/or the transfer of control of all or part of Yellow Line Parking Ltd. Data provided by you will, where it is relevant to any part of our business, be transferred along with that part and the new owner or newly controlling party will, under the terms of this Policy, be permitted to use the data for the purposes for which it was originally supplied to us.

In the event that any data submitted by you is to be transferred we will not be able to contact you in advance and inform you of the changes and you will not be given the choice to have your data deleted or withheld from the new owner or controller.

9. Changes to our Privacy Policy

We reserve the right to change this policy as we may deem necessary from time to time or as may be required by law. Any changes will be immediately posted on the Website and you are deemed to have accepted the terms of the policy on your first use of the Website following the alterations.

We use cookies, including third party cookies, to improve your experience and for marketing purposes. By continuing to browse we assume you have consented to their use. See our Cookie Policy here.