51Æ·²èGroup Limited Privacy & Cookie Policy
- Important notice
- About us
- What personal data we collect and why
- Cookies
- How we use your personal data
- Legal grounds for processing
- Who we share your personal data with and where it is stored by them
- How long we keep your personal data for
- Your rights
- How you can contact us
- Links to other websites
- Changes to this Privacy & Cookie Policy
1.
Important notice
This is the Privacy & Cookie Policy for about.yell.com (the “Website”). It describes who we are, how we obtain and use the personal data of representatives of our business customers, why we are allowed to do so by law, who has access to your personal data and what your rights are. Please review it carefully.
You have the right to object to us processing your personal data for our legitimate business interests or for direct marketing purposes (including any related profiling). For more information about your rights and how you can exercise them, please see the section
.
2.
About us
We are 51Æ·²èGroup Limited, a private limited company incorporated in (and subject to the laws of) England and Wales with registration number 08815102 ("Yell"). Our registered address is at 3 Forbury Place, Forbury Road, Reading, Berkshire RG1 3YL.
We take your privacy seriously and use your personal data as further explained in this Privacy & Cookie Policy. We are the “controller” of the personal data you provide to us.
3. What personal data we collect and why
Personal data is any information which identifies you personally whether directly (for example, your name) or indirectly (for example, information about your use of our products and services). This Privacy & Cookie Policy is concerned with the personal data of representatives of our business customers, including staff of companies, partners in a partnership and sole traders.
We collect the following personal data from you:
- Details of visits to the Website: details of your visits to our Website, including, but not limited to, traffic data, location data, weblogs and other communication data, and the pages that you access.
- Technical Data: including [internet protocol (IP) address, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, and other technology you use to access this Website
- Usage Data: includes information about how you use our website, app, products and services.
4. Cookies
What are Cookies?
We collect information about your use of our Website through cookies. Cookies are information that files stored on your computer, tablet or smartphone that help websites remember who you are and information about your visit. Cookies can help to display the information on our Site in a way that matches your interests. Most major websites use cookies.
a. What cookies are used on this Website?
The cookies we and our business partners use on our Website are broadly grouped into the following categories:
Essential – Some of the cookies on our Website are essential for us to be able to provide you with a service you have requested. An example of this could be a cookie which allows communication between your browser and our Website. Our cookie preference cookie described in the section “How can I reject or opt out of receiving cookies?” is also an essential cookie. You may not be able to use our Website without these cookies.
Analytics – We use analytics cookies to helps us understand how users engage with our Website. An example is counting the number of different people coming to our Website or using a particular feature, rather than the total number of times the Website or feature is used. Without this cookie, if you visited our Website once each week for three weeks, we would count you as three separate users. We would find it difficult to analyse how well our Website was performing and improve it without these cookies.
User Cookies – We use cookies to improve your experience by remembering your preferences, so we know how you like to use our Website. Examples of this would be remembering you so that you are served with the same content or to remember you when you come back to our Website.
b. How can I reject or opt out of receiving cookies?
You may refuse to accept cookies by activating the setting on your browser which allows you to refuse the setting of cookies. However, if you select this setting, you may be unable to access certain parts of our Website. Unless you have adjusted your browser setting so that it will refuse cookies, our system will issue cookies when you use our Website. The “Help” menu of the toolbar on most browsers will tell you how to prevent your browser from accepting new cookies, how to have the browser notify you when you receive a new cookie, or how to disable cookies altogether. For more information about cookies and how to stop cookies being installed or how to delete existing cookies from your hard drive visit the following website: .
c. Third party cookies
Some of the cookies described in the "What Cookies are used on our Website" section above are stored on your machine by third parties when you use our Website. Third parties may also read cookies on your browser to collect information or to serve content or advertisements to you. We have no control over these cookies or how the third parties use them. They are used to allow that third party to provide a service to us, for example analytics. For more information on these cookies and how to disable them, please see the table below:
| Third Party | Type of cookies | More information and how to opt-out |
|---|---|---|
| Analytics - Google provide anonymised data about the visits made to our Website. | ||
| Duda | Duda uses cookies for tracking purposes e.g. when a user last visited a webpage on our Website | |
| Snowplow | Analytics - Snowplow provide anonymised data about the visits made to our Website and allows us to test and evaluate the best ways to present our Website to our users. |
If you want to know more about how cookies work and how to manage or delete them, visit the (or, for third party cookies, visit ).
5. How we use your personal data
We use your personal data for the following purposes:
To track your usage of our Website, communications, products and services
We use cookies and similar technologies to track your activity on our Website so that we can provide important features and functionality on our Website, monitor its usage, and provide you with a more personalised experienced as set out above.
To conduct market research and analytics
We may analyse your personal data (potentially in combination with personal data relating to other customers) to better understand our user base. We may also invite certain users to be involved in market research. If you accept our invitation, we will use your feedback to improve our products and services.
To maintain our records and improve data accuracy
Like any business, we process personal data in the course of maintaining and administering our internal records. This includes processing your personal data to ensure that the information we hold about you is kept up to date and accurate.
To investigate, detect and prevent fraud and comply with our legal obligations
In certain circumstances, we use your personal data only to the extent required in order to enable us to comply with our legal obligations, including for fraud detection, investigation and prevention purposes. This may require us to provide your personal data to law enforcement agencies, including Trading Standards, if they request it.
6. Legal grounds for processing
Data protection law requires us to only process your personal data if we satisfy one or more legal grounds. These are set out in data protection law and we rely on a number of different grounds for the processing we carry out. These are as follows:
Necessary for the purposes of our legitimate business interests or those of a third party
It is sometimes necessary to collect and use your personal data for the purposes of our legitimate interests as a business, which are to:
- better understand our user base so that we can improve our products and services and marketing activities (which could also benefit you);
- comply with our contractual obligations to third parties, for example to produce aggregated underwriting risk analysis reports for our commercial lenders and commercial insurers;
- develop and improve our website to enhance the user experience;
- train our staff so that we can provide you with a better user service; and
- ensure effective operational management and internal administration of our business, document retention, compliance with regulatory guidance and exercise or defence of legal claims.
Please note that where we wish to rely on this legal ground for processing, we are required by data protection law to consider whether our legitimate interests are overridden by your interests or your fundamental rights and freedoms. We may continue to process your personal data on the basis of our legitimate interests only if we determine that your interests, rights and freedoms are not overridden by our legitimate interests.
We have considered these matters and on balance, we consider that the benefits described above are not outweighed by your interests or your fundamental rights and freedoms.

Where we think there is a risk that one of your interests or fundamental rights and freedoms may be affected, we will not process your personal data unless there is another legal ground for us to do so (either that we have obtained your consent to the processing or it is necessary for us to perform our contract with you or to comply with our legal obligations).
8. How long we keep your personal data for
We retain your personal data for no longer than is necessary for the purposes(s) for which it was provided. What this means in practice will vary between different types of data. When determining the relevant retention periods, we take into account factors including:
- legal obligation(s) under applicable law to retain data for a certain period of time;
- statute of limitations under applicable law;
- potential or actual disputes; and
- guidelines issued by relevant data protection authorities.
Otherwise, we securely erase your personal data from our systems when it is no longer needed
9. Your rights
You have the following rights regarding your personal data:
| Rights | What does this mean? |
|---|---|
| 1. Right to be informed | You have the right to be provided with clear, transparent and easily understandable information about how we use your personal data and your rights. This is why we are providing you with the information in this Privacy & Cookie Policy. |
| 2. Right of access | You have the right to obtain access to your personal data (if we are processing it) and certain other information (similar to that provided in this Privacy & Cookie Policy). This is so you are aware and can check that we are using your personal data in accordance with data protection law. |
| 3. Right to rectification | You are entitled to have your personal data corrected if it is inaccurate or incomplete. |
| 4. Right to erasure | This is also known as ‘the right to be forgotten’ and, in simple terms, enables you to request the deletion or removal of your personal data where there is no compelling reason for us to keep using it. This is not a general right to erasure; there are exceptions. |
| 5. Right to restrict processing | You have the right to ‘block’ or suppress further use of your personal data in certain circumstances. When processing is restricted, we can still store your personal data, but may not use it further. We keep lists of people who have asked for further use of their personal data to be ‘blocked’ to make sure the restriction is respected in future. |
| 6. Right to data portability | You have the right to obtain and reuse your personal data in a structured, commonly used and machine-readable format in certain circumstances. In addition, where certain conditions apply, you have the right to have such information transferred directly to a third party. |
| 7. Right to object to processing | You have the right to object to us processing your personal data for our legitimate business interests or for direct marketing purposes (including in each case any related profiling). |
| 8. Right to withdraw consent to processing | If you have given your consent to us to process your personal data for a particular purpose (for example, direct marketing), you have the right to withdraw your consent at any time (although if you do so, it does not mean that any processing of your personal data up to that point is unlawful). |
| 9. Right to make a complaint to the data protection authorities | You have the right to make a complaint to the Information Commissioner’s Office (ICO) if you are unhappy with how we have handled your personal data or believe our processing of your personal data does not comply with data protection law. |
For more information about your rights or if you would like to exercise any of your rights, you are welcome to contact us at the contact details set out below under How you can contact us.
10. How you can contact us
If you would like to exercise your data protection rights or if you are unhappy with how we have handled your personal data, you may contact us by:
- emailing: dpo@yell.com;
- writing to: 51Æ·²èGroup Limited, 3 Forbury Place, Forbury Road, Reading, Berkshire RG1 3YL;
- calling: 0800 777 445; or
- submitting a message through our page
If you would like to contact our data protection officer, you may do so by emailing dpo@yell.com.
If you are not satisfied with our response to any enquiry or complaint or believe our processing of your personal data does not comply with data protection law, you can make a complaint to the Information Commissioner’s Office (ICO) by:
- writing to: Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF;
- calling: 0303 123 1113; or
- submitting a message through the ICO’s website at: www.ico.org.uk.
11. Links to other websites
Our Website may contain hyperlinks to websites owned and operated by third parties. This Privacy & Cookie Policy does not apply to those other websites. We encourage you to read the privacy statements on the other websites you visit, as they will govern the use of any personal data you provide when visiting those websites. We do not accept any responsibility or liability for the privacy practices of such third-party websites and your use of such websites is at your own risk.
12. Changes to this Privacy & Cookie Policy
This Privacy & Cookie Policy was last updated on 3 August 2021.
This Privacy & Cookie Policy may be updated from time to time, so you may wish to check it each time you provide personal data to us. We won’t alert you to minor changes, but if there are any major changes, we will let you know and where appropriate ask for your consent.