PRIVACY POLICY
Privacy Policy — The Viking Run (UK)
Effective date: 31 December 2025
This Privacy Policy explains how THE VIKING RUN LTD (“we”, “us”, “our”) collects, uses and protects personal information when you use our website, submit forms, subscribe to updates, or interact with our advertising on Facebook/Instagram and other platforms.
1) Who we are (Controller)
Controller: THE VIKING RUN LTD
Address: 272 Bath Street, Glasgow, G2 4JR, United Kingdom
Email: info@thevikingrun.co.uk
2) What personal information we collect
We may collect and process:
Information you provide
Contact details: name, email address, telephone number (if you provide it)
Form/enquiry details: any information you submit via website forms or messages
Marketing preferences: whether you opted in/out and your subscription status
Information collected automatically (website & advertising technology)
Device and usage data: pages viewed, clicks, approximate location, browser/device type
Identifiers and cookie data: IP address and cookie identifiers (where enabled)
If/when you register for the event (future)
Participant details: adult/child name, age category and other registration details needed to administer participation
Safety/accessibility information: only if you choose to provide it, and only where necessary for participation/safety
3) How we use your information and our lawful bases
We use personal information for the purposes below, under the lawful bases set out in UK data protection law.
A) Responding to enquiries and managing communication
Purpose: reply to messages and provide information you request
Lawful basis: Legitimate interests (running our business and responding to enquiries)
B) Email updates (direct marketing) when you opt in
Purpose: send you updates about The Viking Run (eg ticket news, event announcements, offers)
Lawful basis: Consent (you can withdraw at any time)
C) Operating and securing our website
Purpose: maintain website functionality, prevent abuse, and troubleshoot issues
Lawful basis: Legitimate interests and/or legal obligation (where applicable)
D) Analytics (Google Analytics 4 / GA4)
Purpose: understand how visitors use our site (eg which pages perform best, where traffic comes from, and how users interact with content)
Lawful basis: Consent, via our cookie banner/settings (GA4 will not be used unless you accept non-essential cookies)
E) Advertising measurement & retargeting (Meta Pixel / Facebook & Instagram ads)
Purpose: measure ad performance, understand which ads lead to actions on our site (eg form submissions), and show relevant ads to people who have visited our site (retargeting). This may involve profiling for advertising purposes.
Lawful basis: Consent, via our cookie banner/settings (Meta Pixel will not be used unless you accept non-essential cookies)
4) Marketing preferences (unsubscribe / withdraw consent)
You can opt out of marketing at any time by:
clicking unsubscribe in any marketing email, or
emailing us at info@thevikingrun.co.uk.
Withdrawing consent will not affect processing that took place before you withdrew it.
5) Cookies and similar technologies (GA4 + Meta Pixel)
Our website uses cookies and similar technologies.
Strictly necessary cookies help the site work and cannot be switched off in our systems.
Non-essential cookies (including analytics and advertising cookies) are used only if you consent.
We use:
Google Analytics 4 (GA4) to measure website usage and improve the site.
Meta Pixel to measure and improve Facebook/Instagram advertising and enable retargeting.
You can accept or decline non-essential cookies via our cookie banner and you can change your choice later using the cookie controls available on our site.
(UK rules on cookies and similar technologies are set out in PECR and enforced by the ICO.)
6) Who we share personal information with
We may share personal information with trusted providers who help us operate our website, communications, analytics and advertising, including:
Squarespace (website hosting and forms; and email campaigns)
Google (Google Analytics 4)
Meta (Meta Pixel, Facebook/Instagram advertising)
These providers may act as processors or independent controllers depending on the service. We only share what is necessary and use appropriate safeguards (such as contractual protections and platform settings).
We may also share information where required by law, to prevent fraud, or to protect legal rights.
7) International transfers
Some of our service providers may process data outside the UK. Where personal information is transferred internationally, we use appropriate safeguards required by UK data protection law (for example adequacy regulations and/or approved contractual protections).
8) How long we keep your information (retention)
We keep personal information only as long as necessary for the purposes described in this policy, including for legal and accounting requirements.
Typical retention periods:
Enquiries: up to 12 months after last contact
Email subscribers: until you unsubscribe or ask us to delete your details
Analytics/advertising data: retained according to the settings in GA4 and Meta and our cookie consent choices
Event registrations/financial records (if/when ticketing is used): retained as required for legal/accounting purposes
9) Your rights
You have rights under UK data protection law, which may include:
access to your personal data
rectification
erasure
restriction
objection
data portability
withdrawal of consent (where we rely on consent)
To exercise your rights, contact us at info@thevikingrun.co.uk.
You also have the right to complain to the Information Commissioner’s Office (ICO) if you are unhappy with how we handle your personal information.
10) Security
We use appropriate technical and organisational measures to protect personal information. No online service can be guaranteed 100% secure, but we take reasonable steps to safeguard your data.
11) Changes to this Privacy Policy
We may update this policy from time to time. The latest version will always be available on our website and we will update the effective date above.