Privacy Policy

Last Updated: January 2026

1st Direction Mortgages ("we," "us," "our," or "Company") operates the website 1stdirectionmortgages.co.uk (the "Site"). This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our Site.

Please read this Privacy Policy carefully. If you do not agree with our policies and practices, please do not use our Site. By accessing and using the Site, you acknowledge that you have read, understood, and agree to be bound by this Privacy Policy.

Information We Collect

We collect information in the following ways:

• Personal Information: When you interact with our Site, we may collect your name, email address, phone number, and other contact details you voluntarily provide.
• Technical Information: We automatically collect your IP address, browser type, operating system, referring URLs, and pages visited.
• Cookies and Similar Technologies: We use cookies, web beacons, and pixels to track your activity and preferences on the Site.
• Usage Data: We collect information about how you interact with our content, including clicks, time spent on pages, and navigation patterns.

How We Use Information

We use the collected information for the following purposes:

• To provide, maintain, and improve the Site and its functionality.
• To conduct analytics and understand user behaviour and preferences.
• To track affiliate commissions and conversions from casino partner links.
• To send you marketing communications and promotional materials (with your consent).
• To comply with legal obligations and enforce our Terms of Service.
• To prevent fraud, abuse, and security incidents.

Cookie Policy

Our Site uses the following types of cookies:

• Essential Cookies: Required for Site functionality and security.
• Performance Cookies: Help us understand how visitors use the Site through analytics platforms like Google Analytics.
• Affiliate Tracking Cookies: Used to track referrals to partner casinos and calculate affiliate commissions.
• Marketing Cookies: Enable retargeting and personalised advertising across partner networks.

You can control or delete cookies through your browser settings. Most browsers allow you to refuse cookies or alert you when cookies are being sent. Please note that disabling cookies may affect Site functionality. You can also opt out of specific tracking services through:

• Google Analytics: https://tools.google.com/dlpage/gaoptout
• Your browser's Do Not Track (DNT) settings.

Third-Party Links

Our Site contains links to third-party casino and gambling websites as part of our affiliate partnerships. We are not responsible for the privacy practices, content, or policies of these external sites. We strongly recommend reviewing the privacy policies of any casino or affiliated website before providing your personal information or engaging in gambling activities.

We do not control these third parties' data collection practices, and they operate independently of our Site. Your use of third-party sites is at your own risk and subject to their terms and conditions.

Your Rights

Under UK GDPR and applicable UK data protection laws, you have the following rights:

• Right of Access: You can request a copy of your personal data we hold.
• Right to Rectification: You can request correction of inaccurate information.
• Right to Erasure: You can request deletion of your personal data, subject to legal limitations.
• Right to Restrict Processing: You can request that we limit how we use your data.
• Right to Data Portability: You can request your data in a portable, machine-readable format.
• Right to Object: You can object to marketing communications and certain processing activities.
• Right to Withdraw Consent: You can withdraw consent for data processing at any time.

To exercise any of these rights, please contact us using the details below. We will respond to your request within 30 days.

Data Retention

We retain your personal information only as long as necessary to fulfil the purposes outlined in this Privacy Policy or as required by law. Retention periods vary depending on the type of data and our business purposes:

• Contact Information: Retained until you request deletion or for 3 years of inactivity.
• Cookies: Retained according to cookie type (typically 1-24 months).
• Analytics Data: Retained for up to 14 months.
• Affiliate Tracking Data: Retained for up to 90 days or as required for commission purposes.

When data is no longer necessary, we securely delete or anonymise it. If deletion is not possible, we will isolate your data from further processing.

Contact Us

If you have questions about this Privacy Policy, wish to exercise your rights, or have concerns about our data practices, please contact us:

Email: privacy@1stdirectionmortgages.co.uk
Website: 1stdirectionmortgages.co.uk

We aim to resolve any privacy concerns promptly. If you are unsatisfied with our response, you also have the right to lodge a complaint with the Information Commissioner's Office (ICO) at https://www.ico.org.uk.