Your information, plainly explainedPrivacy policy

Last updated: 26 August 2026 ICO registration ZA452425

1. Introduction

This Privacy Policy explains how iLoveLondon.com (“we”, “our”, “us”) handles personal information when you visit our website, purchase or use digital access, contact us by email, subscribe to our email newsletter, or use an affiliate link or third-party widget.

We process personal information in accordance with applicable UK data protection law, including the UK GDPR and the Data Protection Act 2018 (both as amended by the Data (Use and Access) Act 2025) and, where relevant, the Privacy and Electronic Communications Regulations (“PECR”).

In short: we do not run username-and-password accounts and we do not sell data. Tool inputs are calculated inside your browser. For paid access, we keep the limited PayPal transaction and access records described below.

2. Who We Are

iLoveLondon.com is an independent travel-information website providing editorial guides and visitor tools. It is run by one person as a sole trader, not by a company. We accept payments for access to our own digital guides and tools. We do not take bookings or payments for third-party tours, tickets, hotels or other travel services featured on the website.

For personal information where we decide the purposes and means of processing, the data controller is:

3. Information We Collect

When you email us

Our contact page gives an email address rather than a web form, so there is no form data, no CAPTCHA and no automated collection when you get in touch. If you email us we receive your email address, whatever name your email software sends, and the contents of your message, including any attachments. That message is stored in our mailbox on our hosting provider’s servers.

When you subscribe to the newsletter

If you sign up for our newsletter, we collect the name and email address you enter in the sign-up form. Our email provider also records information needed to prove and manage your subscription, including:

• The date, time and IP address of your sign-up
• The date and time you confirmed your subscription
• Which sign-up form or page you subscribed from
• Whether our emails were delivered, opened, or had links clicked
• Unsubscribe, bounce and spam-complaint records

When you purchase or restore access

PayPal handles checkout. We receive and store the PayPal order and capture references, payment status, amount and currency, your PayPal payer reference and email address, the time you accepted the immediate-access acknowledgement, the purchase time, and the last time the access record was checked. We store a cryptographic hash of your private access token rather than the token itself. We do not receive or store your full card or bank-account details.

We use the PayPal email address to send the private access link and to help resolve payment or access enquiries. Standard server logs may also record the IP address and technical request information used during checkout.

When you browse the website

Our server and service providers may process technical and usage information such as:

• IP address
• Browser type and version
• Device information
• Pages visited
• Referring source
• Approximate location derived from your IP address
• Dates, times and general interaction data

When you use our planning tools

Our Tube fare calculator and walking checker may ask for information such as travel dates, fare zones, journey numbers, passenger numbers, stations and walking pace. Calculations take place entirely in your browser. We do not receive the values you enter or the results they produce, and none of it is sent to our server or to anyone else. Normal technical request information, such as your IP address and the page requested, is still processed when the tool page and its resources are delivered to your device.

Some tools remember settings in your own browser. That information stays on your device. Section 5 lists what is stored and how to remove it.

We do not intentionally collect special category data such as information about health, religion or ethnicity. Please do not send sensitive personal information by email unless it is necessary.

4. How and Why We Use Personal Information

We use personal information only where we have a lawful basis for doing so:

• Contract: to create, confirm and provide the digital access you purchase, send the access link, and respond to access or payment enquiries.
• Legitimate interests: to operate, secure and improve the website and tools, prevent misuse, understand general site performance, respond to ordinary enquiries, and establish or defend legal rights. Our interests are running a useful, sustainable and secure travel-information website.
• Consent: to send you our email newsletter, and for any non-essential storage or tracking technology where consent is required under PECR. You may withdraw newsletter consent at any time by unsubscribing.
• Legitimate interests (newsletter administration): to keep records showing when and how you consented, to manage bounces and complaints, and to maintain a suppression list of unsubscribed addresses so that we do not email you again by mistake.
• Legal obligation: where we must retain or disclose information to comply with applicable law.

Automated decisions and profiling

We do not make significant decisions about you by solely automated means. Our planning tools perform calculations from the values you enter, but they do not make decisions that have legal effects or similarly significant consequences for you, and we do not build behavioural profiles of visitors or use personal information to target advertising.

5. Cookies, Browser Storage and Similar Technologies

Cookies are not the only technology covered by PECR. Browser local storage, caches, pixels, scripts and similar technologies may also store information on, or access information from, your device.

PECR was amended with effect from 5 February 2026. Alongside the existing exceptions for strictly necessary and communication purposes, there are now further exceptions covering storage used only for the website operator’s own statistical purposes, and storage used to adapt the appearance or functionality of a service to the user’s preferences. Where we rely on one of those exceptions we still tell you about it here and give you a way to stop it, as set out below.

What is stored on your device

We do not use advertising cookies, cross-site tracking pixels or third-party analytics that share your information for the provider’s own purposes.

How to remove or refuse it

Everything in the table above can be removed by clearing this site’s stored data in your browser settings, usually under “Cookies and site data” or “Website data”. The fare calculator also has its own reset control. Clearing the access cookie means you will need to use your private access link again.

Third-party resources requested by our pages

Some of our pages request files from other organisations. When that happens, the provider receives standard technical request information such as your IP address, browser information, the time and the referring page, even if you do not interact with the feature:

• Google Fonts. Our pages request font files from Google’s font service so the site displays in its intended typefaces.
• AWeber. Pages containing our newsletter form request a small form-display resource from AWeber.
• GetYourGuide and Theatre Tickets Direct. Pages showing tours, tickets or theatre availability may load booking widgets from these partners.
• Awin. Our hotel page and some other pages carry advertisements and links served through the Awin affiliate network. These may load images or tracking resources from Awin.
• PayPal. The checkout page loads PayPal’s payment components. PayPal receives technical information and the payment details you provide to it under its own privacy notice.

These providers act as independent controllers for the information they receive in this way, under their own privacy notices. Section 9 explains where that information may go.

Newsletter email tracking

Our newsletter emails may contain a small tracking image and tagged links that tell us whether an email was opened and which links were clicked. This helps us understand which content is useful, and we use it only in aggregate to improve the newsletter. You can stop the open tracking by disabling image loading in your email software, or stop both by unsubscribing.

Affiliate tracking

Affiliate partners may use tracking technologies to recognise that you followed a link from our website and attribute a later booking or purchase to us. Once you leave our website, the partner is responsible for the technologies it uses on its own site under its own privacy and cookie notices. You can also remove stored information through your browser controls.

6. Newsletter and Email Marketing

Our newsletter is free and entirely optional. We only send it to people who have asked for it.

How subscribing works. We use confirmed opt-in (also called double opt-in). After you submit the sign-up form we email you a confirmation link. You are only added to the active mailing list once you click that link. This helps prevent an address from being added without its owner’s permission.

What we send. A weekly email covering London news, places to visit, events, offers and things to do. It may contain affiliate links and sponsored or promotional content, from which we may earn a commission. We do not send your details to advertisers so that they can email you.

Our email provider. The newsletter is delivered using AWeber, an email marketing service. The name and email address you provide, together with the subscription, administration and engagement records described in section 3, are stored on AWeber’s systems and processed on our instructions under their agreement with us. AWeber is based in the United States, so please see section 9 on international transfers.

Unsubscribing. Every email includes an unsubscribe link, and you can unsubscribe at any time without giving a reason. You can also email info@ilovelondon.com and we will remove you. Once you unsubscribe we stop sending you the newsletter, but we keep a record of your address on a suppression list so that we do not add you again in error. Unsubscribing does not affect your use of the website.

Direct marketing law. We send marketing emails on the basis of your consent, in line with the UK GDPR and PECR.

7. Affiliate Links and Third-Party Services

Some links and widgets take you to third-party websites, including travel, activity and ticketing providers such as GetYourGuide and Theatre Tickets Direct. If you follow an affiliate link or interact with a widget, the provider may collect technical information and information you provide directly to it, and may use referral information to record the visit.

Affiliate networks. Some of our links, including those on our hotel page, are served through the Awin affiliate network, operated by Awin Limited, a company registered in England and Wales. Awin sits between us and the advertiser: it records that you clicked a link on our website so that any resulting booking can be credited to us. Awin decides how it uses that information and acts as an independent data controller, under its own privacy notice at awin.com/gb/privacy. Awin is not the seller of the hotel rooms or other products it advertises — the advertiser is.

Any booking, payment or account for a third-party travel service is made directly with that provider, not with iLoveLondon.com. Our own digital-access checkout is processed by PayPal. We receive the limited transaction details described in section 3 but not your full payment-card or bank-account details.

Third parties act under their own privacy notices and terms. Please review those notices before submitting personal information to them.

8. Data Sharing and Disclosure

We do not sell, rent or trade your personal information.

Personal information may be processed by organisations that help us run the website:

• MojoHost — website hosting, server security, technical support, and hosting of the info@ilovelondon.com mailbox and the messages in it
• AWeber — newsletter forms, delivery and subscriber administration
• Google — where our pages request font files from Google Fonts
• GetYourGuide, Theatre Tickets Direct and other affiliate partners — when their resources, links or widgets are used
• Awin Limited — the affiliate network that tracks referrals from our hotel page and other advertising links
• PayPal — checkout, payment confirmation, fraud prevention and payment records for digital access
• Professional advisers — where reasonably necessary

We may also disclose information where required by law, to establish or defend legal rights, or in connection with a sale or reorganisation of the website.

9. International Transfers

Some of the providers above are based outside the United Kingdom, which means your personal information may be transferred to, stored in, or accessible from another country.

Hosting and email. Our website and our info@ilovelondon.com mailbox are both hosted with MojoHost, a hosting provider based in the United States. This means server logs, any personal information held on the server, and the messages you send us may be accessible from the United States for hosting, security and technical-support purposes. Where required, we rely on the International Data Transfer Addendum to the European Commission’s standard contractual clauses, together with a transfer risk assessment.

Newsletter. AWeber is based in the United States, so subscriber information and related technical information may be transferred to and stored there. At the date of this policy, AWeber states that it participates in the UK Extension to the EU–US Data Privacy Framework. For transfers covered by that certification we rely on the United Kingdom’s adequacy regulations for the framework, which are a separate UK arrangement rather than part of the European Union’s decision. If that mechanism ceases to be available or does not cover a transfer, we will use another lawful mechanism where required, such as approved contractual safeguards and a transfer risk assessment.

Affiliate network. Awin Limited is registered in England and Wales and is based in London, so referral tracking through the Awin network does not itself involve a transfer of your information outside the United Kingdom. Awin is part of an international group and may use group companies or providers elsewhere, including in the European Economic Area, which is covered by the United Kingdom’s adequacy regulations. Awin’s own privacy notice explains the transfers for which it is responsible as an independent controller.

Other providers. Google, PayPal, GetYourGuide, Theatre Tickets Direct and other providers may also process information outside the United Kingdom. Their own privacy notices explain the transfers for which they act as independent controllers.

You may contact us for further information about the safeguards applying to transfers for which we are responsible.

10. Data Retention

We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including any legal, security and record-keeping requirements.

• Emails you send us: kept for up to 24 months after our last exchange, then deleted, unless the message is needed longer for the establishment or defence of a legal claim.
• Newsletter subscriber record: kept for as long as you remain subscribed.
• Suppression list: if you unsubscribe, we delete your subscriber record but retain your email address, and a record of your original consent, for as long as needed to honour your choice and to demonstrate that we had permission to email you. This is how we make sure you are not added again by mistake.
• Server logs: retained for a limited period set by our hosting provider’s standard log rotation for security and troubleshooting purposes, and not used to build profiles of visitors.
• Purchase and access records: kept for as long as reasonably required to provide access, handle enquiries, keep accounting and tax records, prevent misuse and establish or defend legal claims.
• Information stored in your browser: remains on your device until reset, cleared, replaced or removed by your browser, as set out in section 5.

If you ask us to delete your data entirely we will do so. Please note that this means removing you from the suppression list too, so we can no longer guarantee you will not be re-added if you or someone else submits the sign-up form again.

Third-party providers apply the retention periods in their own notices where they act as independent controllers.

11. Data Security

We use reasonable technical and organisational measures to protect personal information against unauthorised access, loss, alteration or misuse, including encrypted connections to the website and access controls on our systems and mailbox. However, no internet transmission or storage system can be guaranteed completely secure.

12. Your Data Protection Rights

Depending on the circumstances, UK data protection law may give you rights to:

• Ask for access to your personal information
• Ask us to correct or erase it
• Ask us to restrict how it is used
• Object to processing based on legitimate interests
• Receive certain information in a portable format
• Withdraw consent at any time, without affecting earlier lawful processing

These rights are not absolute and may not apply in every case. To exercise a right, email info@ilovelondon.com. We may need to verify your identity first.

How quickly we respond. We will respond to a request within one month of receiving it. If we need to verify your identity, or need to ask you to clarify a very wide-ranging request, that month runs from the point at which we have what we need. If a request is complex, or you have made several requests, we may extend the deadline by up to two further months and will tell you if that happens.

Marketing. You have an absolute right to ask us to stop sending marketing emails. The quickest way is the unsubscribe link at the bottom of any newsletter.

Your right to object. You may object at any time to processing based on our legitimate interests. We will stop unless we have compelling legitimate grounds to continue or the processing is needed for legal claims.

If we do not do what you asked. If we decide not to take the action you have requested, we will tell you why, and we will remind you of your right to complain to us under section 164A of the Data Protection Act 2018 and your separate right to complain to the Information Commissioner’s Office under section 165 of that Act. Both routes are explained in section 13.

13. Complaints

If you are unhappy with how we have handled your personal information, you have two separate rights, and you can use either or both.

14. Children

This website is intended for a general audience of adults planning trips to London. It is not directed at children, we do not design our content or tools to appeal specifically to children, and our newsletter is not intended for them.

We do not knowingly collect personal information from children. If you believe a child has subscribed to the newsletter or sent us personal information, email info@ilovelondon.com and we will remove it.

15. Changes and Contact

We may update this Privacy Policy to reflect changes to the website, our providers or the law. The date at the top of this page shows when it was last updated. We review it at least once a year.

For privacy questions, requests or complaints, email info@ilovelondon.com or write to:

You may also want to read our Terms and Conditions and our Copyright Notice.