Privacy Policy
Last updated: 17 March 2026
1. Who We Are
Willo Knows Football is operated by Automated Europe Limited, a company registered in England and Wales. Company Number: 16951017
Registered address: 10 Smiths Drive, Swansea, Wales, SA1 7GB
Contact email: help@willoknowsfootball.com
Automated Europe Limited is the data controller for the personal data collected through this website. This means we determine the purposes and means of processing your personal data and are responsible for it being handled lawfully.
If you have any questions about this policy or how we handle your data, please contact us at help@willoknowsfootball.com.
2. Our Legal Basis for Processing Data
Under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, we must have a lawful basis before processing your personal data. Depending on the activity, we rely on one or more of the following:
- Contractual necessity – processing required to deliver the service you’ve subscribed to
- Legitimate interests – where we have a genuine business reason that doesn’t override your rights (e.g. analytics, security, improving our service)
- Legal obligation – where we are required to process data by law (e.g. financial record-keeping)
- Consent – where you have actively opted in (e.g. email marketing, non-essential cookies)
3. What Personal Data We Collect and Why
3.1 Account & Subscription Data
When you register or subscribe, we collect:
- Full name
- Email address
- Subscription tier and payment status
Purpose: To create and manage your account, verify your subscription, and communicate service-relevant information with you. Legal basis: Contractual necessity.
3.2 Payment Data
We do not collect, store, or process your payment card details directly. All payment processing is handled by Stripe, our third-party payment processor. When you make a purchase, you are submitting your payment details directly to Stripe via their secure, PCI-DSS-compliant hosted checkout. We only receive a transaction confirmation and a tokenised reference from Stripe.
For more information, see Stripe’s privacy policy at: https://stripe.com/gb/privacy
Legal basis: Contractual necessity; legal obligation (financial record-keeping).
3.3 Usage & Behavioural Data
When you visit our website, we automatically collect certain technical information, including:
- IP address (anonymised where applicable)
- Browser type and version
- Pages visited and time spent
- Referral source (how you found us)
- Device type and operating system
- Clicks, scrolls, and navigation patterns
This data is collected through third-party tools including Google Analytics, Hotjar, and Meta Pixel (see Section 6 for full details).
Purpose: To understand how our website is used, improve user experience, identify technical issues, and measure the effectiveness of our marketing. Legal basis: Legitimate interests; consent (where required by cookie preferences).
3.4 Communications Data
If you contact us via email or any web form, we collect your name, email address, and the content of your message.
Purpose: To respond to your enquiry and maintain a record of communications. Legal basis: Legitimate interests; contractual necessity (where the query relates to your subscription).
3.5 Marketing Preferences
If you opt in to our mailing list, we collect your email address and, where provided, your name.
Purpose: To send you football tips, promotional offers, and relevant content. Legal basis: Consent. You can withdraw consent and unsubscribe at any time via the unsubscribe link in any email.
4. Age Restriction
Our service is strictly for users aged 18 and over. We do not knowingly collect personal data from anyone under 18. If you believe a minor has submitted data to us, please contact us immediately at help@willoknowsfootball.com and we will delete it promptly.
Football tipster services and betting-related content are intended for adults only. By using this website, you confirm you are 18 or older.
5. Cookies
We use cookies and similar tracking technologies on our website. Cookies are small text files stored on your device that help us operate the site, understand usage patterns, and deliver relevant advertising.
We use the following categories of cookies:
| Category | Purpose | Examples |
|---|---|---|
| Strictly Necessary | Required for the site to function. Cannot be disabled. | Session management, security |
| Analytics | Help us understand how visitors use the site | Google Analytics, Hotjar |
| Marketing | Used to show you relevant ads and measure campaign performance | Meta Pixel |
| Functional | Remember your preferences | Language, display settings |
When you first visit our site, you will be presented with a cookie consent banner. You may accept all cookies, manage your preferences, or reject non-essential cookies. You can change your cookie preferences at any time via the cookie settings link in our website footer.
You can also control cookies through your browser settings. For more information, visit www.aboutcookies.org.
6. Third-Party Tools and Data Processors
We work with the following third parties who may process your personal data on our behalf or for their own purposes as described:
6.1 Google Analytics (Google LLC)
We use Google Analytics 4 to collect anonymised data about how users interact with our website. This includes page views, session duration, and traffic sources.
- Data is anonymised at collection (IP anonymisation enabled)
- We have configured data retention in line with our retention schedule (see Section 8)
- Google may process data outside the UK — see Section 9 for details
Google’s privacy policy: https://policies.google.com/privacy To opt out of Google Analytics across all websites: https://tools.google.com/dlpage/gaoptout
6.2 Meta Pixel (Meta Platforms, Inc.)
We use the Meta Pixel on our website to measure the effectiveness of our advertising on Facebook and Instagram, and to build Custom Audiences for retargeting. The pixel collects information about actions taken on our site (such as page visits and sign-ups) and shares this with Meta.
- You can manage your ad preferences via Meta at: https://www.facebook.com/adpreferences
- We do not share your personal data with Meta beyond what is captured by the pixel through your standard site visit
Meta’s data policy: https://www.facebook.com/privacy/policy
6.3 Hotjar (Hotjar Ltd)
We use Hotjar to better understand user behaviour on our website. Hotjar may record anonymised session replays, heatmaps, and on-site surveys. Hotjar does not capture payment details, passwords, or other sensitive inputs.
Hotjar’s privacy policy: https://www.hotjar.com/legal/policies/privacy To opt out of Hotjar tracking: https://www.hotjar.com/legal/compliance/opt-out
6.4 Stripe (Stripe Payments Europe, Ltd)
Stripe handles all payment transactions. When you complete a purchase, you interact directly with Stripe’s secure payment interface. We receive a transaction confirmation only.
Stripe’s privacy policy: https://stripe.com/gb/privacy
6.5 Mailchimp (The Rocket Science Group LLC / Intuit)
If you subscribe to our mailing list, your email address and name are stored and managed via Mailchimp. Mailchimp sends emails on our behalf and provides us with open and click-rate analytics.
- You can unsubscribe at any time using the link in any email
- Mailchimp may process data outside the UK — see Section 9
Mailchimp’s privacy policy: https://www.intuit.com/privacy/statement/
6.6 Website Hosting (DigitalOcean)
Our website is hosted on DigitalOcean’s London (LON1) data centre, located within the United Kingdom. Your data is stored on UK-based infrastructure.
DigitalOcean’s privacy policy: https://www.digitalocean.com/legal/privacy-policy
7. Who We Share Your Data With
We do not sell, rent, or trade your personal data to any third party.
We only share data in the following circumstances:
- With our data processors (listed in Section 6) who are contractually bound to process data only on our instructions
- Where required by law — for example, in response to a court order or regulatory authority
- To protect our legal rights — where necessary to enforce our terms of service or defend against legal claims
We do not share your data with third parties for the purpose of unsolicited gambling marketing.
8. How Long We Keep Your Data
We retain your personal data only for as long as necessary for the purposes it was collected, or as required by law.
| Data Type | Retention Period |
|---|---|
| Account data | Duration of subscription + 2 years |
| Payment records | 7 years (legal/financial obligation) |
| Communications & support records | 3 years |
| Analytics data (GA4) | 14 months (platform default) |
| Hotjar recordings | 365 days |
| Email marketing data | Until you unsubscribe + 1 year |
| Cookie consent logs | 3 years |
When data is no longer required, we securely delete or anonymise it.
9. International Data Transfers
Some of our third-party service providers (including Google, Meta, and Mailchimp) are based in the United States and may process your data outside the United Kingdom. Where this occurs, we ensure appropriate safeguards are in place in accordance with UK GDPR, including:
- Standard Contractual Clauses (SCCs) approved for use under UK law
- Transfers to countries benefiting from UK adequacy decisions, where applicable
Our website hosting (DigitalOcean LON1) is based in the UK and no international transfer occurs for core data storage.
10. Your Rights Under UK GDPR
You have the following rights regarding your personal data:
- Right of access — request a copy of the personal data we hold about you (Subject Access Request)
- Right to rectification — ask us to correct inaccurate or incomplete data
- Right to erasure — ask us to delete your data (“right to be forgotten”), subject to legal retention obligations
- Right to restriction — ask us to limit how we use your data in certain circumstances
- Right to data portability — receive your data in a structured, machine-readable format
- Right to object — object to processing based on legitimate interests, including profiling
- Right to withdraw consent — where processing is based on consent, you can withdraw it at any time without affecting prior processing
To exercise any of these rights, please email us at help@willoknowsfootball.com. We will respond within 30 days. We may need to verify your identity before actioning a request.
11. Responsible Gambling
Willo Knows Football provides football betting tips and analysis for entertainment and informational purposes. We are not a licensed gambling operator.
We encourage responsible gambling. If you or someone you know may have a problem with gambling, please seek help:
- GamCare: www.gamcare.org.uk — 0808 8020 133
- BeGambleAware: www.begambleaware.org
- Gambling Therapy: www.gamblingtherapy.org
12. How to Complain
If you are unhappy with how we have handled your personal data, you have the right to complain to the Information Commissioner’s Office (ICO), the UK’s data protection supervisory authority.
ICO website: www.ico.org.uk ICO helpline: 0303 123 1113
We would always appreciate the opportunity to resolve any concerns directly before you contact the ICO — please reach out to us first at help@willoknowsfootball.com.
13. Changes to This Policy
We may update this privacy policy from time to time to reflect changes in our practices, technology, or legal requirements. When we make significant changes, we will update the “Last updated” date at the top of this page and, where appropriate, notify you by email.
We encourage you to review this policy periodically.
Automated Europe Limited (Company Number: 16951017) — Registered in England and Wales 10 Smiths Drive, Swansea, Wales, SA1 7GB help@willoknowsfootball.com