Privacy Policy

1. Introduction

Your privacy and trust are important to us. This Privacy Policy explains how PD Intelligence Limited (“PD Intelligence”, “we”, “us”, “our”) collects, uses, processes and protects personal data.

We act as a data controller for the purposes of applicable data protection laws, including the UK General Data Protection Regulation (“UK GDPR”) and the Data Protection Act 2018.

This Policy applies to personal data processed in connection with:

• Use of our platform and website
• Accessing planning data and datasets
• Registering for a trial or subscription
• Communications with our business

We may update this Policy from time to time. The latest version will always be available on our website.

2. The Data We Collect About You

Personal data refers to any information relating to an identifiable individual.

PD Intelligence primarily processes publicly available planning application data, typically limited to:

• Applicant name
• Property address associated with a planning application

We may also process the following categories of data:

Identity Data

Names associated with planning applications or user accounts.

Contact Data

Business contact details where provided by Users (e.g. email address).

Technical Data

IP address, browser type, device information and login data.

Usage Data

Information about how Users access and use the Service.

Important Clarification

We do not typically process:

• Email addresses within planning datasets
• Telephone numbers
• Special category (sensitive) personal data

3. How We Collect Personal Data

We collect personal data through:

Direct Interactions

When Users:

• Register an account
• Contact us
• Engage with our services

Automated Technologies

Including:

• Cookies
• Usage tracking and analytics systems

Publicly Available Sources

We collect data from publicly accessible sources, including:

• Local authority planning portals
• Public registers
• Companies House
• Other official data sources

4. Public Data Sources and Planning Records

PD Intelligence Limited specialises in the collection and structuring of data obtained from publicly available sources.

A significant portion of the data processed by the Service is derived from planning application records made available by local authorities and other official public bodies.

These records form part of statutory planning registers and are made publicly accessible in accordance with applicable legislation.

The data obtained from these sources may include:

• Applicant names
• Property addresses
• Planning application details

PD Intelligence Limited collects, organises and structures this data to make it accessible and usable for commercial purposes.

PD Intelligence Limited does not create this data and does not alter the underlying records beyond formatting, structuring or categorisation.

The availability, accuracy and content of such data is determined by the relevant public authority or data provider.

Users should be aware that public records may be updated, amended or corrected by the originating authority, and PD Intelligence Limited does not control these processes.

5. How We Use Personal Data

We use personal data to:

• Provide and operate our Service
• Structure and deliver planning datasets
• Enable commercial access to relevant planning data
• Improve the performance and functionality of our platform
• Facilitate lawful business use of planning data by our customers

6. Lawful Basis for Processing

We rely primarily on:

Legitimate Interests (Article 6(1)(f) UK GDPR)

We may also rely on:

• Contract (for platform Users and subscribers)
• Legal obligations

7. Legitimate Interest Assessment (LIA – Postal Marketing Model)

PD Intelligence processes personal data under legitimate interests and has undertaken a Legitimate Interest Assessment.

7.1 Purpose Test

We process publicly available planning application data to:

• Enable targeted business-to-consumer (B2C) marketing
• Allow businesses to contact individuals undertaking building works
• Facilitate communication via postal (hard copy) marketing

7.2 Why Postal Marketing Is Used

Postal communication is used because:

• It is considered less intrusive than electronic marketing
• It does not require prior consent under PECR
• It enables proportionate and relevant outreach
• It aligns with the public nature of planning registers

7.3 Benefits of Processing

For individuals:

• Access to relevant suppliers linked to their planning activity
• Reduced need to independently source services
• Receipt of relevant and timely information

For businesses:

• More efficient targeting
• Reduced marketing waste
• Improved alignment with customer needs

7.4 Necessity Test

The processing is necessary because:

• Planning data must be structured to be usable
• Without processing, targeted communication would not be feasible
• Alternative approaches would result in less relevant marketing

7.5 Balancing Test

Processing is fair and proportionate because:

• Data originates from public registers
• Only limited personal data is used (name and address)
• Data relates to property activity rather than private matters
• No sensitive data is processed
• Communication is low intrusion (postal) and relevant

7.6 Reasonable Expectations

Individuals submitting planning applications do so in a public regulatory context.

They may reasonably expect:

• Their data to be accessed by third parties
• Contact from businesses offering relevant services

7.7 Safeguards

We apply safeguards including:

• Data minimisation
• Security controls
• Restricted processing
• Limiting use to relevant commercial purposes
• Opt-out rights

7.8 Third-Party Responsibility

Where data is provided to customers:

Customers become independent data controllers

They are responsible for:

• Ensuring lawful processing
• Conducting their own legal assessments
• Complying with GDPR, PECR and ASA rules

8. Data Sharing

We may share data with:

• Platform Users and customers
• Service providers supporting our systems
• Business partners where necessary

We do not sell personal data.

9. Data Retention

We retain personal data for as long as necessary:

• To provide our services
• To fulfil legal obligations
• To support legitimate business needs

10. Data Security

We implement appropriate technical and organisational measures, including:

• Access controls
• Secure systems
• Monitoring and protection processes

11. Your Data Protection Rights

Under UK GDPR, individuals have rights to:

• Access their data
• Request correction
• Request deletion
• Object to processing
• Restrict processing

Requests can be made by contacting us.

12. Complaints

If you have concerns, you may contact us directly.

You have the right to lodge a complaint with the Information Commissioner’s Office (ICO): https://ico.org.uk