Privacy & Cookie Policy
Last updated: 30 April 2026
This Privacy & Cookie Policy explains how ABC Party UK Ltd, trading as Alliance Balloon Distribution (“we”, “us”, “our”), collects, uses, stores and protects personal information.
This policy applies when you use our website, contact us, place an order, open or use a trade account, subscribe to our communications, interact with us, or otherwise provide information to us.
Our main website is allianceballoons.com. The domain abcparty.uk may redirect to, or be used in connection with, allianceballoons.com.
1. Who We Are
The data controller responsible for your personal information is:
ABC Party UK Ltd, trading as Alliance Balloon Distribution
Registered Office and Trading Address: Traynor House, Traynor Way, Peterlee, SR8 2RU
Company Registration Number: 15456146
VAT Number: 467805065
Registered in: England and Wales
Website: allianceballoons.com
Telephone: 033 3344 9646
Email: success@allianceballoons.com
Orders Email: orders@allianceballoons.com
For privacy questions or requests relating to your personal information, please contact us at success@allianceballoons.com.
2. Our Customers
We supply business and trade customers only. Our website and services are intended for trade use, including wholesalers, retailers, decorators, balloon professionals and other business customers.
Although our customers are businesses, we may still process personal information relating to individuals within those businesses, such as business owners, directors, employees, buyers, accounts contacts, delivery contacts and customer service contacts.
3. Personal Information We Collect
We may collect and process the following types of personal information:
3.1 Identity and Contact Information
This may include:
- name;
- job title or role;
- business name;
- billing address;
- delivery address;
- email address;
- telephone number;
- account login details.
3.2 Business and Account Information
This may include:
- trade account details;
- customer type;
- order history;
- invoices and payment records;
- VAT or company information;
- credit or account terms, where applicable;
- customer notes and service history.
3.3 Order, Delivery and Transaction Information
This may include:
- products ordered;
- delivery instructions;
- courier tracking details;
- payment status;
- returns, refunds, credits and replacement information.
We do not usually store full payment card details ourselves. Card payments are normally processed securely by a third-party payment provider.
3.4 Communication Information
This may include:
- emails, messages and telephone notes;
- enquiries and support requests;
- product issue reports;
- complaint details;
- marketing preferences;
- responses to surveys, promotions or customer feedback requests.
3.5 Website and Technical Information
When you use our website, we may collect technical and usage information such as:
- IP address;
- browser type and version;
- device information;
- operating system;
- pages visited;
- time spent on the website;
- referral source;
- cookie identifiers;
- website interaction information.
3.6 Product Issue and Warranty Information
If you report a product issue, we may collect details such as:
- order information;
- photographs or videos of the product;
- batch codes or packaging information;
- details of how the product was stored, handled or used;
- information needed to assess, resolve or escalate the issue.
Where you provide information relating to your own customer or end user, you are responsible for ensuring you have the right to share that information with us.
4. How We Collect Personal Information
We may collect personal information:
- directly from you when you contact us, create an account, place an order or complete a form;
- through our website and online systems;
- through email, telephone or in-person communications;
- through payment providers, delivery companies or service providers;
- from publicly available business information;
- from trade events, exhibitions, customer meetings or industry contacts;
- from suppliers or manufacturers where this is needed to resolve a product issue or warranty matter.
5. How We Use Personal Information
We use personal information for the following purposes:
| Purpose | Types of Information Used | Lawful Basis |
|---|---|---|
| To create and manage trade accounts | Identity, contact and business information | Contract, legitimate interests |
| To process and fulfil orders | Contact, order, delivery and transaction information | Contract |
| To take payment and manage accounts | Transaction, invoice and payment information | Contract, legal obligation, legitimate interests |
| To arrange delivery | Contact, delivery and order information | Contract, legitimate interests |
| To respond to enquiries and provide customer support | Contact and communication information | Contract, legitimate interests |
| To deal with product issues, returns, faults and warranty matters | Order, product issue and communication information | Contract, legitimate interests, legal obligation |
| To send service messages about orders, accounts or important business updates | Contact, account and order information | Contract, legitimate interests |
| To send marketing communications | Contact information and marketing preferences | Consent, legitimate interests, or as otherwise permitted for business-to-business communications |
| To improve our website, products and services | Website usage, technical and feedback information | Legitimate interests, consent where required for optional cookies |
| To protect our website, systems and business | Technical, account and security information | Legitimate interests, legal obligation |
| To comply with legal, tax and accounting requirements | Account, invoice, transaction and business information | Legal obligation |
| To manage disputes, enforce terms or recover debts | Account, order, payment and communication information | Legitimate interests, legal obligation |
6. Marketing Communications
We may use your business contact details to send you information about our products, offers, trade updates, services, events or industry news.
As we operate in a business-to-business environment, we may contact corporate business customers using business contact details where permitted by law. Where consent is required, we will ask for it.
You can opt out of marketing communications at any time by:
- clicking the unsubscribe link in a marketing email, where available;
- replying to the message and asking to be removed;
- contacting us at success@allianceballoons.com.
Opting out of marketing does not stop us from sending important service messages relating to your account, orders, invoices, deliveries, safety information or legal matters.
7. Sharing Personal Information
We may share personal information with trusted third parties where necessary for our business operations, including:
- website, ecommerce and hosting providers;
- ERP, CRM and business system providers;
- payment processors;
- banks and finance providers;
- couriers, delivery companies and logistics partners;
- suppliers or manufacturers, where needed for product issues, warranty matters or technical support;
- email marketing providers;
- IT, security and technical support providers;
- accountants, auditors, insurers, legal advisers and professional consultants;
- debt recovery providers, where payment is overdue;
- HMRC, regulators, law enforcement or other authorities where required by law.
We only share the information needed for the relevant purpose.
We do not sell personal information.
8. International Transfers
Some of our service providers may process personal information outside the United Kingdom.
Where personal information is transferred outside the UK, we will take reasonable steps to ensure it is protected in accordance with applicable data protection laws. This may include using adequacy decisions, international data transfer agreements, standard contractual clauses or other appropriate safeguards.
9. How Long We Keep Personal Information
We keep personal information only for as long as necessary for the purposes described in this policy.
Retention periods may depend on:
- the type of information;
- the reason it was collected;
- whether we have an ongoing business relationship with you;
- legal, tax or accounting requirements;
- whether the information is needed for a dispute, claim, warranty issue, debt recovery or investigation.
As a general guide:
- trade account and order records may be kept while your account is active and for a reasonable period afterwards;
- invoices, VAT records and accounting records are normally kept for at least 6 years where required for tax and accounting purposes;
- marketing preferences may be kept for as long as needed to respect your choices;
- website analytics data may be kept for a shorter period depending on the tools used;
- product issue records may be kept for as long as needed to handle the issue and manage future quality or warranty matters.
When information is no longer needed, we will delete, anonymise or securely archive it.
10. How We Protect Personal Information
We take reasonable technical and organisational measures to protect personal information against loss, misuse, unauthorised access, disclosure, alteration or destruction.
These measures may include:
- account access controls;
- secure systems and passwords;
- limited access to personal information;
- secure payment processing through third-party providers;
- staff awareness and internal procedures;
- security monitoring and system updates where appropriate.
No website, email system or online service can be guaranteed to be completely secure. You are responsible for keeping your account login details confidential and notifying us promptly if you believe your account has been compromised.
11. Your Rights
Depending on the circumstances, you may have the following rights in relation to your personal information:
- the right to be informed about how we use your information;
- the right to access the personal information we hold about you;
- the right to ask us to correct inaccurate or incomplete information;
- the right to ask us to delete your information in certain circumstances;
- the right to ask us to restrict how we use your information;
- the right to object to certain uses of your information;
- the right to data portability in certain circumstances;
- the right to withdraw consent where we rely on consent;
- the right to complain to the Information Commissioner’s Office.
These rights are not absolute and may not apply in every situation. For example, we may need to keep certain information to comply with legal obligations, complete orders, maintain accounting records, manage disputes or protect our business.
To make a request, please contact success@allianceballoons.com.
We may need to confirm your identity before responding to a request.
12. Complaints
If you have concerns about how we use your personal information, please contact us first at success@allianceballoons.com so we can try to resolve the issue.
You also have the right to complain to the UK Information Commissioner’s Office, which regulates data protection in the UK.
Cookie Policy
13. What Cookies Are
Cookies are small bits of text sent by our servers, or the servers of third-party services we use, to your computer, phone, tablet or other device when you access our website.
They are stored in your browser and may later be sent back to the relevant server so that the website can recognise your device, remember your preferences, keep you logged in, maintain your shopping cart, understand how the website is used, or support marketing and advertising features.
Without cookies, using the web would be a much more frustrating experience. For example, cookies can help keep your session active so you do not have to log in repeatedly, or help maintain the contents of your shopping cart.
Cookies may also help us understand your preferences based on previous or current activity on our website, such as the pages you have visited, your language, your country or your interaction with marketing campaigns. This enables us to provide improved services and better website experiences.
14. Types of Cookies We Use
The following is an overview of the cookies that may be stored on your device when you visit our website.
| Category of Cookie | Purpose | Examples |
| Session & Security Cookies | These are essential cookies used to authenticate users, protect user data and allow the website to deliver services users expect, such as maintaining the contents of a cart, keeping a session active, or allowing file uploads. The website may not work properly if you reject or delete these cookies. | session_id (Odoo) |
| Preference Cookies | These remember information about the preferred look or behaviour of the website, such as your preferred language or region. Your experience may be degraded if you delete these cookies, but the website may still work. | frontend_lang (Odoo) |
| Interaction History Cookies | These may collect information about your interactions with the website, the pages you have seen, and any specific marketing campaign that brought you to the website. The website will still work if you reject or delete these cookies. | im_livechat_previous_operator (Odoo), utm_campaign (Odoo), utm_source (Odoo), utm_medium (Odoo) |
| Advertising & Marketing Cookies | These are used to make advertising more engaging and useful, including by providing more relevant ads when you visit other websites or helping improve reporting on advertising campaign performance. Some third-party services may install additional cookies on your browser in order to identify you. The website will still work if you reject or delete these cookies. | __gads (Google), __gac (Google) |
| Analytics Cookies | These help us understand how visitors engage with our website, including through tools such as Google Analytics. The website will still work if you reject or delete these cookies. | _ga (Google), _gat (Google), _gid (Google), gac* (Google) |
15. Essential and Optional Cookies
Some cookies are essential because they are needed for the website to function properly, provide a service you have requested, protect security, maintain your session or remember items in your cart.
Optional cookies, such as analytics, interaction history, advertising and marketing cookies, are used to help us improve the website, understand performance, measure campaigns and support relevant marketing.
When you first visit our website, our cookie banner may give you two choices:
- Only essentials — this allows only the cookies that are necessary for the website to function properly.
- I agree — this allows essential cookies and also permits optional cookies, such as analytics, interaction history, advertising and marketing cookies, where these are used.
We will not intentionally set optional cookies before you have given consent, unless the law allows us to do so.
You can withdraw or change your cookie choices at any time where cookie controls are available on the website. You can also manage cookies through your browser settings.
16. Third-Party Cookies
Some cookies may be set by third-party services we use, such as Google or other website, analytics, advertising, payment, live chat or ecommerce tools.
These third parties may process information about your device, browser or website activity in accordance with their own privacy and cookie policies.
You may opt out of certain third-party advertising cookies by visiting the Network Advertising Initiative opt-out page or by using the privacy and advertising controls provided by your browser, device or relevant third-party platform.
17. How To Control Cookies
You can choose to have your computer or device warn you each time a cookie is being sent, or you can choose to turn off some or all cookies.
Each browser is different, so please check your browser’s help menu or settings section to learn how to change your cookie preferences.
If you disable cookies, some website features may not work properly. For example, you may not be able to stay logged in, maintain your basket, complete checkout smoothly, or use certain website features.
18. Do Not Track Signals
We do not currently support “Do Not Track” browser signals, as there is no consistent industry standard for compliance.
19. Changes to This Policy
We may update this Privacy & Cookie Policy from time to time to reflect changes in our business, website, systems, legal requirements or the way we use personal information and cookies.
The latest version will be published on our website with the updated date shown at the top.
20. Contact Us
If you have any questions about this Privacy & Cookie Policy, or if you would like to exercise your rights, please contact:
ABC Party UK Ltd, trading as Alliance Balloon Distribution
Traynor House, Traynor Way, Peterlee, SR8 2RU
Telephone: 033 3344 9646
Email: success@allianceballoons.com
Orders Email: orders@allianceballoons.com