Privacy policy
Last updated: October 2026
We look after people's homes, and that starts with looking after their information. This policy says, in plain English, what we collect, why, who sees it, how long we keep it, and what you can ask us to do with it.
1About this policy
This policy explains what personal information Domestic Appliance Guard collects, why, who we share it with, how long we keep it, and the rights you have over it. It covers our website, My Account, our quote journey, our plans and one-off services, and every way you get in touch with us, including the phone.
Domestic Appliance Guard Ltd is the data controller: the company responsible for your information. We are registered in England and Wales, company number 10864196, and with the Information Commissioner's Office, registration ZA300324. Our registered office is 4a Portchester Place, Bournemouth, Dorset, BH8 8JS.
When we say "we", "us" or "our", we mean Domestic Appliance Guard Ltd. When we say "engineer", we mean the independent engineers and tradespeople we send to carry out repairs, services and inspections.
2How to contact us about your information
If you have a question about your information, want a copy of it, or want it corrected or deleted:
- Message us from My Account (the quickest route if you have a plan with us).
- Call 0800 652 7111, Monday to Friday, 9am to 5pm.
- Email support@domesticapplianceguard.com.
- Write to us at 4a Portchester Place, Bournemouth, Dorset, BH8 8JS.
If you are unhappy with how we have handled your information, please tell us first and give us the chance to put it right. You can also complain to the Information Commissioner's Office (ICO) at ico.org.uk/make-a-complaint or on 0303 123 1113.
3The information we collect
We collect only what we need to give you a quote, run your plan, carry out repairs and services, keep your account secure, and meet our legal duties. The types of information are:
We also use information that cannot identify you, such as how many customers in an area claimed for a boiler breakdown last winter, to plan and improve our services.
4Where it comes from
- You: when you get a quote, take out a plan, use My Account, make a claim, book a service, message us, call us, or reply to a survey.
- Engineers: their report, photos and any safety record after a visit to your property.
- Our payment providers: confirmation that a payment has succeeded or failed.
- Comparison sites and partners: if you came to us through one, they pass us the details you gave them.
- Your device and browser: automatically, through cookies and similar technology (see section 13).
- Public sources, only when we need them: for example the postcode and address services we use to find your address.
5How we use it and the legal basis
The law lets us use your information only for a good reason. For each thing we do, this table shows the information involved and the legal basis we rely on.
Where we rely on legitimate interests, we have checked that our interest does not override your rights, and you can object at any time (see section 11).
6Marketing
We will tell you about our services and offers only where the law allows: with your consent, or, if you are already a customer, about similar services with a clear way to opt out in every message. We may contact you by email, text, post or phone.
We also use online advertising. To show our adverts to people like our customers, and to stop showing adverts to people who already have a plan, we may share your email address or phone number in a protected (hashed) form with advertising platforms such as Meta and Google. They cannot read it, only match it against their own records. You can object to this at any time.
If you tell us you don't want marketing, we stop. We keep your name and contact details on a "do not contact" list so that we don't contact you again by mistake, and we may share that list with the agencies that run our marketing for the same reason. If you leave us, we may tell you about our services for up to 12 months afterwards unless you opt out.
To change your marketing preferences: use the unsubscribe link in any email, change them in My Account, reply STOP to a text, or call us.
7Who we share it with
We never sell your information. We share it only with the people and organisations below, and only as much as they need.
8Information outside the UK
Most of your information is stored in the United Kingdom and the European Economic Area. Some of the companies whose systems we use are based in, or provide support from, the United States, for example our payment and automation providers.
When your information leaves the UK, we rely on the UK's adequacy regulations (for countries the UK government has approved) or on the ICO's International Data Transfer Agreement or Addendum, and we check that the provider protects your information to UK standards. You can ask us for more detail about these safeguards.
9Keeping it safe
Our website and My Account use encrypted connections. Access to customer information is limited to the people who need it for their job, each with their own login, and we train our team in handling it properly. We choose providers with recognised security standards and hold them to them.
Your part: keep your My Account login details to yourself, and tell us straight away if you think someone else has used your account. We will never ask you for your password.
If a security breach puts you at risk, we will tell you, and the ICO, as the law requires.
10How long we keep it
We keep your information for as long as we need it for the purposes above, and then delete or anonymise it. The main periods are:
If you ask us to delete your information, we delete what we are not required to keep and tell you what we have kept and why.
11Your rights
You have the right to:
- Access: ask for a copy of the information we hold about you.
- Correction: ask us to fix information that is wrong or incomplete.
- Deletion: ask us to delete your information, where we have no good reason to keep it.
- Restriction: ask us to pause using your information while a question about it is resolved.
- Objection: object to our using your information for marketing (we will always stop) or on the basis of our legitimate interests.
- Portability: receive the information you gave us in a format you can take elsewhere.
- Withdraw consent: at any time, where we rely on your consent.
- Automated decisions: where we make a decision about you automatically, ask for a person to review it, give us your point of view and challenge it (see section 12).
You can do several of these yourself in My Account: see and update your contact details, download your plan documents, and change your marketing preferences. For anything else, contact us using section 2. To protect your information we may need to confirm who you are first. We respond within one month; if a request is complex we may take up to two further months, and we will tell you if so. Exercising your rights is free, unless a request is clearly unfounded or repeated.
12Automated decisions
We use software to help assess claims. For some claims it can make the decision automatically: approving the claim, declining it, or passing it to a member of our team to decide. It does this by checking the details of your claim against your plan and its terms, for example whether the fault is covered, whether your plan was active and past any waiting period, whether you have reached a claim limit, and whether anything about the claim looks unusual. We do this because it gets most claims moving faster, at any time of day.
If the software declines your claim, or makes any other decision that significantly affects you, we will tell you that it was made automatically and why, and you can:
- ask for a member of our team to review the decision;
- tell us anything you think we should know, and send us more information;
- challenge the decision.
To do any of these, reply to the message telling you about the decision, message us from My Account, or call us. A person will look at it again and give you their decision.
We never use extra support information (see section 14) to make an automatic decision about you, and we never decline a claim automatically because of it. The legal basis for these decisions is that they are needed to perform our contract with you.
13Cookies and similar technology
Our website and My Account use cookies and similar storage on your device. Some are essential: they keep you signed in, remember a quote you have started, and keep the site secure. Others measure how the site is used or support our advertising, and we use those only with your consent. Our Cookie policy at domesticapplianceguard.com/cookie-policy lists them and explains how to change your choices.
14Extra support and special category information
We want to look after people who need extra care, for example because of age, a health condition, a disability, or a difficult time such as a bereavement. If you tell us about something like this, we ask for your explicit consent to record it. We use it only to adapt how we help you, including prioritising a visit where we can and letting the engineer know what to expect. We share it with the engineer only as far as the visit needs. You can ask us to change or remove it at any time by messaging us from My Account or calling us.
15Landlords, tenants and other people's details
If you are a landlord, we hold your tenant's name and phone number so we can arrange visits and carry out the work your plan covers. You must have the right to give us their details, and you should tell them you have done so. We use their details only to arrange and carry out visits, and we point them to this policy when we contact them.
The same applies to anyone else whose details you give us, for example a relative who will let the engineer in.
16Engineers and trade partners
If you apply to join our trade network or work with us, we hold your name, contact details, business details, qualifications and registrations (for example Gas Safe, OFTEC or a competent person scheme), insurance, bank details for paying your invoices, the jobs you have done for us, and feedback from customers. We use this to vet you, allocate work, pay you, and meet our legal duties. We may give customers your name and company so they know who is coming. We keep it while you work with us and for six years afterwards; if your application is unsuccessful, for 12 months.
17Children
Our services are for adults. We do not knowingly collect information from anyone under 18. If you think a child has given us their details, please contact us and we will delete them.
18Changes to this policy
The date at the top tells you when this policy was last updated. If we make a significant change, we will tell account holders by email or in My Account before it takes effect. Older versions are available on request.
Domestic Appliance Guard Ltd, registered in England and Wales, company number 10864196, ICO registration ZA300324. Registered office: 4a Portchester Place, Bournemouth, Dorset, BH8 8JS. 0800 652 7111, Monday to Friday, 9am to 5pm.
