We keep this privacy notice under regular review. This privacy notice was last updated in September 2025.
This privacy notice sets out how Piggyback processes your personal data when you contact us and when you use www.piggyback.com/ (“website”) and our Interactive Map products (“Maps”). Personal data is information about individuals or information from which individuals can be identified (“personal data”).
Piggyback is registered as a data controller at the Information Commissioner’s Office (“ICO”) with registration number ZA762413.
How do we collect personal data?
We collect personal data directly from you when you use this website, including your navigation of the website, use of Maps and where you provide it to us in the process of registering and creating a profile on this website.
We may also receive your personal data from third parties, including our website analytics service providers and our distributors, such as Simon & Shuster, Amazon, Barnes & Noble, Best Buy, FNAC, GAME, GameStop, MediaMarkt, Yoast, WordPress and Google.
We may also collect your personal data through platforms such as Facebook, Twitter (now known as X) and YouTube. We collect this personal data when you tag us and mention us in your posts, statuses and comments on these platforms, and when you provide us with your personal data on our accounts on these platforms, for example when you comment on one of our posts on Facebook or subscribe to our channel on YouTube. We may also receive anonymised data or statistics that was derived from your personal data from these platforms, for example we receive usage data from YouTube when someone plays one of our YouTube videos embedded on our website or directly on YouTube.
What personal data do we collect and why?
When we collect and use personal data for a particular purpose, we must have a lawful reason to do so, this is called a lawful basis.
We collect personal data for a variety of purposes, depending on how you interact with Piggyback and our services. We have listed below the personal data we collect, how we collect it and the legal basis for the purposes we collect it for.
| Type of Personal Data | Method of collection | Purpose | Lawful basis |
| Full name Email address Type of account Username Password Unique link to reset password | Directly from you (save for type of account and unique link to reset password which are autogenerated) | To set up, administer and manage your account with us | Necessary for the performance of our contract with you |
| Full name Email address Type of account Username Password | Directly from you (save for type of account and unique link to reset password which are autogenerated) | To administer your Maps access, including upgrading your account | Necessary for the performance of our contract with you |
| Payment details and details required for us to take payment from you including payment card information | Directly from you (or directly from you via a payment provider such as Stripe, where we outsource payment facilities to them or enable them to take payment from you on our behalf) | To enable us to sell access to Maps and other services which we may offer from time to time, where we sell the access directly | Necessary for the performance of our contract with you |
| Full name Contact details (phone number, email address or other communication method) Contents of your communication | Directly from you | To respond to communications, including customer support queries | Our legitimate interests in responding to your communications |
| Full name Email address Type of account | Directly from you (save for type of account which is autogenerated) | To send you service messages and updates about our website and services | Necessary for the performance of our contract with you |
| Purchase history Interests regarding marketing updates | Directly from you From third party distributors or social media platforms | To send you marketing emails about upcoming products and services which we think will be of interest to you | Your consent (where you have opted-in to marketing) Or Our legitimate interests in providing you with information about our products and services where you have shown an interest in our products or services and you have not opted out of receiving these communications |
| Your IP address Details about how you use our website including activity and link tracking | Directly from you From our third party analytics providers or social media platforms | To prepare and analyse statistics relating to the use of our website, Maps and services by you and other users, to investigate complaints and to seek and analyse feedback | Our legitimate interests in ensuring our services and website are as enjoyable as possible |
| Details associated with your account and use of our website and Maps | Directly from you From our third party analytics providers or social media platforms | To run our everyday operations, e.g. communications between members of our team in connection with the provision of our products | Our legitimate interests in running our business |
| Details associated with your account and use of our website and Maps | Directly from you From our third party analytics providers or social media platforms | To administer and protect our business, Maps, services and the website including troubleshooting, data analysis and system testing | Our legitimate interests in running our business, provision of administration and IT services, including network security |
| Details associated with your account and use of our website and Maps | Directly from you From our third party analytics providers or social media platforms | To enable us to obtain offers, negotiate or otherwise consider a sale or possible sale of the whole or part of our business, or to enable the restructuring of our business | Our legitimate interest in facilitating the sale or restructuring and our legitimate interest in enabling the continuation of the provision of our services to you following the sale or restructuring of our business |
| Any details provided to us to apply for a job | Directly from you | To consider any job applications we may receive | Your consent |
We may also collect and process your personal data in order to comply with a legal obligation. We may also use your personal data for additional purposes in the future, but only if such purposes are compatible with those listed above and if we believe that an appropriate lawful basis applies. Where we make a significant change to how we use your personal data we will update this privacy notice accordingly.
In some cases, we may not be able to provide you with our products or services unless you provide us with certain personal data to enable us to enter into a contract with you.
When do we disclose your personal data?
We may share your personal data with third parties where we have a lawful reason to do so. We have compiled a list of the different circumstances in which we share your personal data.
- Business providers, services and suppliers. We share personal data with them where required to enable us to run our business and operate our services and for the performance of the contract we enter into with them or you. These third parties include WordPress, Google, Yoast, Borlabs, and Stripe.
- Social media platforms, marketing agencies and other advertising partners. We do not sell data for marketing purposes, but may share your data with an event organiser or collaboration brand. We may also share your personal data to facilitate our marketing and advertising, in our legitimate interests to promote our business. These third parties may include Facebook, Twitter (now known as X) and YouTube
- Sale of our business. We may also transfer your personal data to third parties in the context of a sale or prospective sale of the whole of or part of our business or the restructuring of our business as it is in our legitimate interests to ensure that our business can be continued by the buyer.
- Legal requirements and rights. We may also disclose your personal data to comply with any duties or legal obligations including requests from law enforcement agencies, courts or government bodies, to enable us to enforce our terms and conditions, bring a claim or defend ourselves or our customers against a claim that requires the disclosure of the personal data.
- Professional Advisors. We may also disclose your personal data to professional advisors such as lawyers or auditors to enable us to comply with legal requirements or enforce rights.
Do we transfer personal data internationally?
When we collect, use or share your personal data, we may need to transfer it outside of the UK and EU.
Whenever we do this, we ensure that it receives additional protections as required by law. To keep this notice short and easy to understand we have not set out the specific mechanisms or circumstances when these protections are used. If you would like to know more information about this, please contact us at service@piggyback.com.
How long do we retain your personal data for?
We will retain your personal data for as long as we need to for the purpose it was collected, unless there is a requirement for us to retain it for a longer period to comply with legal, regulatory or accounting requirements. As a general rule, we utilize the following retention periods:
| Purpose | Retention period |
| User profile | The period of time during which a user profile is live and up to 7 years after it is deactivated |
| Future employment opportunities with us when a job application has been unsuccessful | Up to 2 years |
| Potential claims | Up to 7 years after the end of a matter/interaction with us |
| Marketing consents | We will maintain a record of your unsubscribe or opt-out from marketing communications for a reasonable period of time (usually 2 years) to ensure you do not receive future marketing communications from us. |
Marketing
We would love to stay in touch with you, but we completely understand if you do not want to receive communications from us via email.
You are able to select your choices for communication when you sign up to our mailing list or register an account with us.
An unsubscribe option is available at the bottom of every email you receive from us, and you are welcome to use it to change your email preferences at any time. You may also unsubscribe by contacting us at service@piggyback.com.
Website cookies and trackers:
We use cookies and similar technologies on this website.
A “cookie” is a small file of text which is downloaded onto your computer or device when you access this website, and it allows us to recognise when you return to the website.
We will obtain your consent to use these cookies except where the use of the cookie is strictly necessary for the operation of our website.
The cookies used on our website are either set by us or by our third party service providers i.e. by domain providers (other than the provider of our website domain) that provide us with external services, such as analytics providers, product distributors and payment processing services providers, and they fall into the following categories:
- Necessary: Those that are necessary for the operation of the website, including those that allow you to interact with our website, to stay logged in after signing in to your account, to recall selections as you move between pages, and to enable core functionality such as security, credentials authentication, network management and accessibility, for example the Borlabs cookie that manages visitors’ preferences on our website’s cookie banner.
- Functional: Those that remember choices you make e.g. to remember your username and to allow you to dismiss notices and suggestions and allow you to use non-essential features on our website, such as playing YouTube videos embedded on our website.
- Analytics: Those that analyse the use of our website, and monitor our web audience and traffic:
- Google Analytics, the web analysis service provided by Google. Google utilises the data collected to track and examine the use of our website, and to prepare reports on its activities which we review. Google shares those reports with other Google services. Google may also use the data collected to contextualise and personalise the ads on its own advertising network. The personal data that is collected is cookie and usage data, and that processing takes place in the USA under Google’s standard terms and privacy policy, which you will find here. You can opt out of Google Analytics cookies on the cookie pop-up you see before viewing our website.
- Yoast SEO, the search engine optimisation tool provided by Yoast. Yoast utilises the data collected to improve this website’s and its content’s search engine optimisation level and to provide feedback towards the improvement of the readability of the content of this website.
We use a combination of both session and persistent cookies. Session cookies keep track of your current visit and how you navigate the website, and persistent cookies enable our website to recognise you as a repeat visitor when you return. The session cookies will be deleted from your device when you close your browser. Persistent cookies remain on your device after you have left the website.
Non-essential cookies in use on our Website include:
| Cookie | Purpose | Duration | More information |
| Microsoft Clarity | To collect and store analytics information about how users interact with the website. We use this to develop our services and improve your user experience. | 1 year | Microsoft Clarity |
| Google Analytics | To track how long you spend on our website and the pages you visit. We use this information to help us improve your user experience. | 1 minute 1 day 1 year 2 months | Google Analytics |
| Microsoft Bing | To collect and store analytics information about how users interact with the website. We use this to develop our services and improve your user experience. | Session duration 10 minutes 1 year 1 month | Microsoft Bing |
Most browsers have cookies enabled by default, but you are able to change your cookies settings, which are usually found in the ‘options’ or ‘preferences’ menu of your internet browser. You can block any cookies from any website by activating the setting on your browser that allows you to refuse the setting of some or all cookies. You can also use your browser settings to delete cookies. For more information about cookies please visit https://ico.org.uk/your-data-matters/online/cookies/. Please note that where you disable cookies, this may impact certain functionalities on our Website or Maps.
Depending on where you live and the applicable data protection legislation, you have certain rights in relation to your personal data. Please note that these rights may not be available to you all of the time, depending on the circumstances.
If you have any questions about your rights, or you wish to exercise any of these rights, please email service@piggyback.com. We may require you to provide forms of identity should you wish to exercise one of your rights below.
Access: Upon request, you are entitled to confirmation that we process your personal data and to a copy of such personal data.
Rectification: If the personal data we hold about you is incorrect, you have the right to rectify it. You may update your personal data through your account settings or by contacting us.
Erasure: You can request that your personal data is erased. We will comply with such a request where there is no compelling reason for us to continue processing it, and in certain other circumstances.
Restriction: You may request a restriction on the processing we undertake on your personal data. This right will only apply if: (a) we no longer have a lawful basis on which to process your personal data; (b) your personal data is inaccurate; or (c) you object to our processing of your personal data and there is a reason for us to continue holding the data.
Objection: You may object to our processing of your personal data if our processing is carried out on the basis of our legitimate interests. Please note, however, that should we determine that our interests are so compelling as to override your objection we may continue to process your personal data.
Portability: You may have the right to receive some of your personal data in machine readable format. This right extends to you being able to request that such data is sent to a third-party controller.
Consent: If the lawful basis we rely on to process your personal data is consent you have the right to withdraw this consent. Please email us at service@piggyback.com to withdraw consent for the processing of your personal data. Note that this includes the use of your personal data for marketing, where we rely on consent. You may withdraw your consent at any time. To withdraw your consent for the processing of your personal data by a third party, please contact the relevant organisation.
Complaining to a supervisory authority: Further information about your rights can also be obtained from your national data protection regulator – in the UK, this is the ICO (https://ico.org.uk/). If you have any cause for complaint about our use of your personal data, you have the right to lodge a complaint with the ICO, although we would ask that you contact us in the first instance to see if we can rectify any issue for you.
Your right to be informed: You can contact us to find out more or to ask any questions you may have about our use of your personal data.
Contact us:
If you have any questions, would like to opt out of marketing communications or enforce any of your rights, please contact us using the details below:
service@piggyback.com