Privacy Notice
THE CLEAN THEORY
Privacy Notice
How We Use Your Personal Information
The Clean Theory Ltd · hello@thecleantheory.uk
1. Who We Are
The Clean Theory Ltd, trading as The Clean Theory ("we", "us"), provides domestic, Airbnb/short-let, and end-of-tenancy cleaning services across Hertfordshire and London. This notice explains how we collect, use, and protect your personal information as the data controller.
2. Information We Collect
We collect personal information when you use our website and booking request form, contact us by email or telephone, make a payment, or become a customer, including details we hold as part of your ongoing customer record. This may include your name, contact details (email, phone), property address and property details relevant to quoting and delivering the service, access arrangements you provide, booking and service history, payment information relating to your booking (payment date, amount, payment reference, and booking/payment confirmation — we do not collect or store any card details, as payment is made directly by bank transfer to our business bank account), and any correspondence between us. If you accept cookies on our website, we (and Google, on our behalf) also collect information about how you use the site, such as the pages you visit, how you arrived (for example, from a Google ad), and whether you submitted a quote request, along with general device and browser information.
3. How We Use Your Information
- To provide quotes and respond to enquiries
- To confirm, schedule, and deliver your booking
- To process payment for our services
- To communicate with you about your booking (confirmations, reminders, updates)
- To handle complaints, incidents, or insurance matters where relevant
- To meet our legal obligations, including tax and accounting requirements
- To understand and improve how our website is used
- To measure how well our Google advertising works, such as whether an ad led to a quote request (only if you accept cookies)
4. Our Legal Basis for Using Your Information
| Purpose | Lawful Basis |
|---|---|
| Responding to enquiries and preparing quotes | Taking steps at your request, before entering into a contract |
| Booking, scheduling and delivering cleaning services | Performance of a contract with you |
| Processing customer payments | Performance of a contract with you |
| Maintaining tax and accounting records | Legal obligation |
| Handling complaints, incidents and insurance matters | Performance of a contract, legitimate interests, or legal obligation, as applicable |
| Website analytics and advertising measurement (Base44 analytics, Google Analytics, Google Ads) | Consent, given through the cookie banner on our website. You can withdraw it at any time (see Section 6) |
5. The Systems We Use
- Our website and booking request form are built and hosted on Base44.
- Our domain is registered through Squarespace.
- We use Base44's built-in analytics, Google Analytics and Google Ads conversion measurement to understand how our website is used and how our Google advertising performs. These only use cookies if you accept them.
- Booking and customer records submitted through our website are stored in Base44's database.
- Our business email runs on Google Workspace (Gmail).
- Internal business documents are stored in Google Drive.
- We do not currently use a separate CRM (customer relationship management) system.
We use third-party service providers to operate our website, provide email and business storage, maintain customer records, and provide analytics. Depending on the service they provide, these organisations may process personal information on our behalf, or act as independent controllers for certain processing activities. We only use them to the extent necessary for the services they provide.
6. Cookies and Website Analytics
Our website uses three tools to understand how it is used and how our advertising performs: Base44's built-in analytics, Google Analytics, and Google Ads conversion measurement. Together, these tell us things like which pages are viewed, whether a visitor arrived from one of our Google ads, and whether they went on to request a quote. We use this to improve the website and to decide where to spend on advertising. We do not use it to build profiles of individual people.
When you first visit our site, you'll be asked to accept or decline cookies via a consent banner. If you accept, analytics and advertising cookies are set and the tools above run as described. If you decline, no analytics or advertising cookies are set. Google may still receive limited, cookie-free signals (for example, that a page was loaded), which do not identify you and help Google estimate ad performance overall. Your choice is remembered for future visits.
You can change your mind at any time by clearing your browser's cookies for our site, which will bring the consent banner back, or by contacting us at hello@thecleantheory.uk.
Google may process this information outside the UK. Where it does, it relies on legally recognised safeguards for international transfers. You can find more about how Google uses information from sites that use its services at policies.google.com/technologies/partner-sites.
7. Who We Share Information With
We share personal information only where necessary to provide our service — for example, with our insurer (AXA) in connection with an incident or claim. If you accept cookies, website usage information is also shared with Google for analytics and ad measurement, as described in Section 6. We do not share your name, contact details or booking details with Google, and we do not share your information with third parties for their own marketing purposes.
8. How Long We Keep Your Information
We keep your information for as long as necessary to provide our service to you, and afterwards for as long as required to meet our legal, accounting, or tax obligations (generally at least 6 years for financial records), or to deal with any dispute, complaint, or insurance matter. We do not keep personal information for longer than necessary.
9. Your Rights
Under UK data protection law, you have the right to access the personal information we hold about you, request that it be corrected if inaccurate, request that it be deleted in certain circumstances, and object to or restrict certain uses of it. To exercise any of these rights, contact us at hello@thecleantheory.uk.
You also have the right to complain to the Information Commissioner's Office (ICO) if you believe your personal information has been handled improperly: ico.org.uk.
10. Keeping Your Information Secure
We take reasonable steps to keep your personal information secure, including restricting access to those who need it to provide our service to you, and relying on the security measures of the reputable platforms listed in Section 5.
11. Changes to This Notice
We may update this notice from time to time. The current version is always available at thecleantheory.uk/privacy. Last updated: September 2026.
12. Contact
The Clean Theory Ltd · hello@thecleantheory.uk