Privacy & Security

Purpose of this privacy policy

This policy is designed to provide you with information about how we use the personal data and information that you provide to us during your use of the aohomeappliances.com website or mobile apps (as applicable) (the "Sites") when you purchase from us in any physical store and any communication (for example telephone) made between us relating to or resulting from such use.

AO Home Appliances Limited is the controller of the information you provide. AO Home Appliances Limited ("AO" or "we" "us" "our") (t/a aohomeappliances.com) is a company registered in England and Wales. We are part of the AO Home Appliances group of companies and our registered office address is 108 Kings Road Birmingham B52 8LZ.

It is important that you read this privacy policy together with any other privacy policy or fair processing policy we may provide on specific occasions when we are collecting or processing personal data about you so that you are fully aware of how and why we are using your data. This privacy policy supplements other notices and privacy policies and is not intended to override them.

We may change our privacy policy from time to time. This policy was last updated on 19th September 2025 and is version 3.9.

Personal data, or personal information, means any information about an individual from which that person can be identified. It does not include data where the identity has been removed (anonymous data).

We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:

• Identity Data includes first name (first name, last name) marital status, title, date of birth and in some circumstances proof of identity.
• Contact Data includes billing address, delivery address, email address and telephone numbers.
• Financial Data includes bank account and payment card details (stored in a tokenised format).
• Transaction Data includes details about payments to and from you and other details of products and services you have purchased from us.
• Technical Data includes internet protocol (IP) address, access times, any websites you linked from, pages you visit, the links you use, the ad banners and other content you view, your login data, browser type and version, information about your device, time zone setting and location, browser plug-in types and versions, operating system and platform, and other technology on the devices you use to access this website.
• Profile Data includes your username and password (which are hashed and not visible to AO Home Appliances), purchases or orders made by you, your interests, preferences, family size, affluence, gender and feedback and survey responses. We may append data that we have received from third party sources to this data to enrich your profile.
• Usage Data includes information about how you use our website, products and services.
• Marketing and Communications Data includes your preferences in receiving marketing from us.

AO also collects, uses and shares Aggregated Data such as statistical or demographic data for any purpose. Demographic data may be obtained from a third party and then added to the personal data we already hold about you to give us a better understanding of what products and offers may be of interest to you.

Aggregated Data could be derived from your personal data but is not considered personal data in law as this data will not directly or indirectly reveal your identity. For example, we may aggregate your Usage Data to calculate the percentage of users accessing a specific website feature. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this privacy policy.

We use different methods to collect data from and about you including through:

• Direct interactions. You may give us your Identity, Contact and Financial Data by filling in forms or by corresponding with us by post, phone, email, visiting store or otherwise. This includes personal data you provide when you:
  • purchase our products or services on a website or in store;
  • create an account on our aohomeappliances.com website;
  • agree that marketing can be sent to you;
  • enter a competition, promotion or survey;
  • interact with us on social media; or
  • give us feedback or contact us.
• Automated technologies or interactions. As you interact with our website, we will automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies, server logs and other similar technologies.
• Third parties or publicly available sources. We will receive personal data about you from various third parties and public sources as set out below and we may append this data to data you provide to enrich your profile:
  • Technical Data from analytics providers, advertising networks, and search information providers.
  • Contact, Financial and Transaction Data from providers of technical, payment and delivery services.
  • Identity and Contact Data from publicly available sources such as Companies House

We will only use your personal data when the law allows us to. We only collect, keep, use or share your information for genuine business purposes in our legitimate interests, when you've approved us to do so or when we're legally obliged to. Most commonly, we will use your personal data in the following circumstances:

• Where we need to perform the contract we are about to enter into or have entered into with you (for example when you buy a washing machine or mobile phone).
• Where it is necessary for our legitimate interests (or those of a third party) and your interests and fundamental rights do not override those interests.
• Where we need to comply with a legal obligation.
• In limited circumstances, we may request your consent to process your personal data.

Lawful Basis

For AO to be allowed to process your personal data, we must have a legal basis for the processing. The data protection legislation sets out what these bases are. We have described below the different bases that we rely on and provided examples of the processing.

• Legitimate Interest means the interest of our business in conducting and managing our business to enable us to give you the best service/product and the best and most secure experience.
• Performance of Contract means processing your data where it is necessary for the performance of a contract to which you are a party or to take steps at your request before entering into such a contract.
• Comply with a legal obligation means processing your personal data where it is necessary for compliance with a legal obligation that we are subject to.
• Consent means processing your personal data where you have explicitly told us that you will allow us to do so.

When we will contact you

We may contact you by telephone shortly after your purchase to discuss your delivery and make sure that it all goes smoothly for you. We may also offer you other services which relate to the products that you have purchased. If you decide not to purchase a product protection plan on such call we may contact you around the expiry of the manufacturer's guarantee to see whether this would then be of interest to you. If you do not wish to receive these calls, please contact us by phone, email or post.

Please note, if you submit information in relation to your order but there is an error or delay in processing, we may use the details you've submitted to contact you to complete your order.

We may also contact you when an item is out of stock, have requested to discuss available alternatives or notify you when the out of stock item becomes available or you have requested updates on product releases. Please note If you have asked us to notify you when an out of stock item becomes available, the email will not have an unsubscribe link in it as it is a single email notification. Unsubscribing from marketing will not affect your ability to receive an out of stock notification.

Should you wish to review our products or services, we may contact you after leaving the review.

Promotional offers from us

We may use your Identity, Contact, Technical, Usage and Profile Data to form a view on what we think you may want or need, or what may be of interest to you. This is how we decide which products, services and offers may be relevant for you (we call this marketing).

You will receive marketing communications from us if you have requested information from us or purchased goods or services from us and you have not opted out of receiving that marketing.

Opting out

We like to be able to keep you up to date with news, offers and promotions, but you can opt out of receiving email and, text messages from us at any time. To do this, you can click the unsubscribe box that appears on the order confirmation page when you place an order, click on the "unsubscribe" link on the bottom of any of our marketing emails, text stop to the number provided in any text message or contact our contact centre, find our contact details here.

To unsubscribe from marketing from ao.com (including physical store customers) only, you may use the form below (please note this may not be used for MobilePhonesDirect or AO Mobile).

We may share your personal data with the parties set out below for the purposes set out in the list above.

Internal Third Parties

Other companies in the AO Home Appliances Group acting as joint controllers or processors and who are based in England and provide IT, shared services, logistics services, system administration services and undertake leadership reporting.

External Third Parties

• Service providers acting as processors who provide delivery services, insight services, delivery of marketing communications services, IT remote set up services, and IT and system administration services.
• Professional advisers acting as processors or joint controllers including lawyers, bankers, auditors and insurers based in who provide consultancy, banking, legal, insurance and accounting services.
• HM Revenue & Customs, regulators and other authorities acting as processors or joint controllers who require reporting of processing activities in certain circumstances.
• Our credit reference agencies (CRA) Equifax, Experian and/or Transunion for the purposes of performing credit checks.
• GB Data for the purposes of undertaking anti money laundering checks required by law.
• Domestic and General Insurance will receive Identity Data, Contact Data, Financial Data and Transaction Data if you choose to purchase an insurance plan.
• Newday Limited will receive Identity Data, Contact Data, Financial Data and Transaction Data if you choose to purchase using finance.
• Mobile networks in order to enter you into a contract with your chosen mobile network provider and for compliance purposes.
• Third party payment providers which are integrated into our website.
• Third parties to whom we may choose to sell, transfer or merge parts of our business or our assets.
• Our suppliers, in relation to resolving a product issue you have raised or in the event of a product recall.

We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We never sell your data.

If you choose to purchase by using finance. The payment option is provided by our chosen partner, NewDay Ltd.

We've teamed up with NewDay Ltd to offer you an option to pay on finance. NewDay Ltd provides a credit amount which can be spent on aohomeappliances.com. As part of the process an eligibility check will be completed; this will not leave a footprint on your credit file.

If your application is successful, you will enter into a Credit Agreement with NewDay Ltd. At this point you will be allocated a credit limit tailored to your personal circumstances.

NewDay Ltd of 7 Handyside Street, London, N1C 4DA is authorised and regulated by the Financial Conduct Authority under registration number 690292.

AO Home Appliances Limited of 108 Kings Road Birmingham B52 8LZ is acting as a credit broker for NewDay Ltd.

If NewDay are unable to offer you this service we may contact you via telephone or email with alternative proposals on how you may be able to obtain the product you wish to purchase or a similar product.

We may also send your information to:

• Equifax who will act as a credit reference agency (CRA). For more information on how Equifax will use your data please see https://www.equifax.co.uk/crain.html
• Experian who will act as a credit reference agency (CRA). For more information on how Experian will use your data please see https://www.experian.co.uk/privacy/privacy-and-your-data
• Transunion who will act as a credit reference agency (CRA). For more information how Transunion use your data please see their privacy policy at https://www.transunion.co.uk/legal-information/bureau-privacy-notice

AO may transfer your personal data outside of the European Economic Area.

Whenever we transfer your personal data out of the EEA, we ensure a similar degree of protection is afforded to it by ensuring at least one of the following safeguards is implemented:

• We will only transfer your personal data to countries that have been deemed to provide an adequate level of protection for personal data by the European Commission.
• Where we use certain service providers, we may use specific contracts approved by the European Commission which give personal data the same protection it has in Europe.
• Where we use providers based outside of the EEA, we may transfer data to them if we have put the correct Standard Contractual Clauses in place.

How long will you use my personal data for?

We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements.

By law we have to keep basic information about our customers relating to purchases and rentals (including Contact, Identity, Financial and Transaction Data) for six years after they cease being customers for tax and other regulatory purposes.

We retain your transaction data for a period of ten years after your purchase, this is a requirement inline with certain product liability provisions under the Consumer Protection Act 1987.

If you call or message our contact centre with an enquiry (but do not place an order) we will keep your personal data for one month.

If you ask us to notify you about an out of stock item, we will do so if it becomes available within one month of your request.

If you receive marketing emails and SMS from us and have not unsubscribed from these messages we will continue to process your personal data for this purpose for a maximum period of four years.

In some circumstances we will anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.

Under certain circumstances, you have rights under data protection laws in relation to your personal data.

You have the right to:

Request access to your personal data (commonly known as a "data subject access request"). This enables you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it.

Request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected.

Request erasure of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it.

Object to the processing of your personal data where we are relying on a legitimate interest (or those of a third party) and there is something about your particular situation which makes you want to object to processing on this ground.

Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in certain scenarios.

Request the transfer of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format.

Withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent.

If you wish to exercise any of the rights set out above, please contact us at contact@aohomeappliances.com.

No fee usually required

You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive.

What we may need from you

We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights).

Time limit to respond

We try to respond to all legitimate requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests.

We're always looking for new ways to improve your shopping experience with us, that's why we love hearing from you. If you have any questions about how we use your personal data or if you'd like to amend or stop us from processing your data (for marketing purposes), please contact us.

If you have any questions about this privacy policy or our privacy practices, we have appointed a Data Protection Officer (DPO). You may contact the DPO by writing to us at the registered office address set out above or by emailing contact@aohomeappliances.com.

You have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection issues (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach the ICO so please contact us in the first instance.

If you fail to provide personal data

Where AO needs to collect personal data by law, or under the terms of a contract we have with you, and you fail to provide that data when requested, we may not be able to perform the contract we have or are trying to enter into with you (for example, to provide you with goods or services).

You can set your browser to refuse all or some browser cookies, or to alert you when websites set or access cookies. If you disable or refuse cookies, please note that some parts of this website may become inaccessible or not function properly.

Your privacy is important to us which is why we've ensured every part of our site uses secure connections. Look for the green padlock in the address bar and the letters 'https', as these should always be present when browsing our site.

We only take orders through web browsers that allow communication through Secure Socket Layer (SSL) technology. There's no way you can order through an unsecured connection.

To keep you safe, we gain accreditation from the Payment Card Industry (PCI) every year. This third-party certification certifies that we take appropriate precautions to make sure your details are kept safe.

For extra security, you'll see our checkout uses Verified by Visa, Mastercard SecureCard and American Express Safekey, which safeguards you from unauthorised use of your cards.

We're constantly monitoring and testing our IT systems and using the latest technology to identify potential vulnerabilities and attacks to provide a safe and secure shopping environment.

We maintain physical, electronic and procedural safeguards in connection with the collection, storage and disclosure of personal customer information.

We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do.