PRIVACY NOTICE

Last updated 22 August 2025

Thank you for choosing to be part of our community at Infinity Focus Photography (“Company”, “we”, “us”, “our”). We are committed to protecting your personal information and your right to privacy. If you have any questions or concerns about this notice or our practices, contact maxim@infinityfocus.photography.

When you visit https://infinityfocus.photography/ (the “Website”) and use any of our services (the “Services”), you trust us with your information. This notice explains what we collect, how we use it, who we share it with, and your rights.

This notice applies to information collected through the Website and any related services, sales, marketing, or events.

Contents

  1. What information do we collect?

  2. How do we use your information?

  3. Legal bases for processing

  4. Capturing images and video of clients

  5. Use of editing tools and AI

  6. Advertising, analytics, and Google Customer Match

  7. Will your information be shared with anyone?

  8. Who do we share information with?

  9. Cookies, consent, and similar technologies

  10. International transfers

  11. How long do we keep your information?

  12. How do we keep your information safe?

  13. Your privacy rights

  14. Do-Not-Track controls

  15. California privacy disclosures (if applicable)

  16. Changes to this notice

  17. Contact us

  18. Review, update, or delete your data

1) What information do we collect?

  • Information you provide: such as your name, email address, phone number, postal address, booking details, and payment information.

  • Payment data: handled securely by Stripe (and, if used, PayPal). We do not store card numbers.

  • Information collected automatically: IP address, browser type, device details, usage patterns, and general location (depending on settings).

2) How do we use your information?

We use your information to:

  • Provide and manage bookings, accounts, and payments

  • Deliver photos, videos, and other purchased content

  • Communicate with you about your booking or support request

  • Improve and protect our services, including fraud prevention

  • Send marketing communications (if you have opted in, or under soft opt-in rules where permitted)

  • Deliver advertising and analytics, including personalised ads where consent is required (see Section 6)

3) Legal bases for processing

We process personal information under the following legal bases:

  • Contract: to provide the services you book with us

  • Consent: for email marketing and personalised advertising (where required)

  • Legitimate interests: to promote our services, improve operations, and maintain security

  • Legal obligation: to comply with tax, accounting, and regulatory duties

4) Capturing images and video of clients

As part of our services, we capture images and/or video of identifiable people. These files may be:

  • Delivered to you as part of your package

  • Stored and deleted in line with our Terms & Conditions (e.g. unedited files deleted after 60 days; edited work typically retained for 2 years but not guaranteed)

  • Used for our own promotional purposes (website, social media, printed marketing, or showreels), unless you object or withdraw consent

Important notes:

  • Exercising your GDPR rights (such as objecting to our promotional use of your image) does not affect the licence you receive to use your delivered images.

  • Where we rely on consent, you may withdraw it at any time.

  • Where we rely on legitimate interests, you have the right to object, and we will stop unless we have overriding grounds.

5) Use of editing tools and AI

We use professional editing software, including Adobe Photoshop, Capture One, and other industry-standard applications, to retouch and prepare images and video. Some of these tools include AI-powered features (for example, background adjustments, noise reduction, generative fill, or facial retouching).

  • These AI features are used solely to edit and deliver your booked content, in line with the package you have purchased.

  • Your images and videos are not shared for the purpose of training AI models.

  • Any AI processing takes place within secure, licensed software environments (e.g. Adobe Photoshop, which does not use your content for external model training unless you opt in via Adobe’s own terms).

  • You retain the same rights to use your delivered images under your licence, regardless of whether AI-assisted editing tools were used.

6) Advertising, analytics, and Google Customer Match

We use Google products for analytics and advertising. In the UK, EEA, and Switzerland we comply with Google’s EU User Consent Policy, obtaining consent where required.

Google Customer Match

Where you consent, we may upload limited identifiers (such as your email address or phone number) to Google Ads to create audiences. Google uses these solely to match against Google accounts and then deletes them after checks are complete. Google acts as a processor under the Google Ads Data Processing Terms.

You can withdraw consent at any time via our Cookie Settings or by contacting us.

7) Will your information be shared with anyone?

We share data only where necessary, including:

  • With third-party service providers (hosting, booking, payments, analytics, contractors working on our behalf)

  • For advertising and measurement, with your consent where required

  • For legal compliance or in connection with business transfers

We do not sell your data.

8) Who do we share information with?

  • Website hosting: Squarespace

  • Booking & scheduling: Acuity Scheduling

  • Payments: Stripe (and, if used, PayPal)

  • Analytics & ads: Google Analytics, Google Ads (including Customer Match)

  • File delivery: Dropbox, Google Drive, or similar services

  • Contractors/freelancers: trusted service providers who may assist in fulfilling your booking, under confidentiality agreements

9) Cookies, consent, and similar technologies

We use cookies and similar technologies for site operation, performance, fraud prevention, and (with your consent in relevant regions) personalised ads. Preferences can be managed at any time through our cookie banner or Cookie Settings.

10) International transfers

Where data is transferred outside the UK/EEA (e.g. to Google or Squarespace), we use safeguards such as Standard Contractual Clauses, the UK IDTA, or adequacy decisions. Google participates in the EU–US and UK–US Data Privacy Frameworks.

11) How long do we keep your information?

We keep personal data only as long as necessary. File retention is set out in our Terms & Conditions:

  • Unedited files are deleted after 60 days

  • Edited work is typically retained for 2 years (but not guaranteed)

  • Files shared via Dropbox/Google Drive remain available for 14 days unless otherwise agreed

Uploaded data for Google Customer Match is deleted by Google after matching and compliance checks.

12) How do we keep your information safe?

We implement appropriate technical and organisational safeguards. No method of online storage is completely secure, but we work to protect your data against unauthorised access, alteration, or loss.

13) Your privacy rights

Depending on your location, you may have rights to:

  • Access, correct, or delete your data

  • Restrict or object to processing

  • Request portability of your data

Where we rely on consent, you can withdraw it at any time. This will not affect the licence you hold to use delivered images.

UK clients may raise complaints with the ICO.

14) Do-Not-Track controls

We do not currently respond to browser DNT signals, as no industry standard exists.

15) California privacy disclosures (if applicable)

If you are a California resident and the CCPA/CPRA applies, you may have rights to access, delete, or restrict the sharing of your personal data. To exercise these rights, contact maxim@infinityfocus.photography.

16) Changes to this notice

We may update this notice periodically. The “Last updated” date shows the latest version.

17) Contact us

Infinity Focus Photography
1 Ruskin Walk

London
SE24 9NA
United Kingdom
Email: maxim@infinityfocus.photography

18) Review, update, or delete your data

To exercise your rights or request deletion, email maxim@infinityfocus.photography. We aim to respond within 30 days.