Privacy Policy

Firing Line Limited takes the privacy of its beneficiaries and supporters very seriously and adheres to all aspects of the Data Protection Act 1998.
We never sell, rent, or share your details without your consent
We only hold your ‘personal’ data when you provide it to us, e.g. when you make a donation, buy an item from our online shop, register to take part in an event or challenge, etc.
You can visit our website without revealing your identity.
The data that we do hold is relative to your relationship with us. It will only include personal information if you have voluntarily provided that to us (for instance, a contact method such as home address, phone number and/or email).
By visiting our website, using our services or participating in our activities, you agree to your personal information being collected and used in the manner set out in this Privacy Notice as updated from time to time.
If you have any requests concerning your personal information or our practices, please contact our Administrator at:, or by writing to: Firing Line Limited, Cardiff Castle Interpretation Centre, Cardiff Castle, Cardiff, CF10 3RB
This Policy explains the privacy and the data protection practices.

About Firing Line

In this policy, the words ‘We’, ‘Us’, ‘Our’ or ‘Firing Line’ to refer to Firing Line Limited ‘the charity’, ‘the museum’.
Firing Line Limited is a charity registered in Wales (1129084)
Firing Line Trading Limited is a company registered Wales (registered number: 6774535) at Firing Line Limited, Cardiff Castle Interpretation Centre, Cardiff Castle, Cardiff, CF10 3RB

What Information do we collect?

We collect two types of information:
Personal Information such as: name, postal address, telephone number, email address, card or bank details, etc. This is taken from the information you voluntarily submit via registration forms, correspondence, phone calls, donations, shopping, Just Giving, Gift Aid declarations, etc.
Non-personal information such as: which web pages you visit, IP addresses, social media used, etc. This is captured using Cookies (see below for more information). Also within this area are any preferences that you may have informed us of, such as how you want to hear from us and which aspects of the charity are of particular interest, etc.
Other information such as information we receive about you if you use any of the other websites we operate or the other services we provide. In this case we will have informed you when we collected that data if we intend to share those data internally and combine it with data collected on this site. We will also have told you for what purpose we will share and combine your data. We are working closely with third parties (including, for example, business partners, sub-contractors in technical, payment and delivery services, advertising networks, analytics providers, search information providers, credit reference agencies). We will notify you when we receive information about you from them and the purposes for which we intend to use that information.

How we use your information

We will use your information in a number of ways, ostensibly to:
Help deal with your enquiry, request or application
Process your purchase or a donation
Provide further information about our cause, work, activities or products
Seek your ideas and feedback, via research or surveys
Analyse and improve our work and services
Aid fraud prevention
Provide a more personalised service
Notify you about changes to our Service

What information do we disclose to other parties?

We never sell, rent or share your details with other charities or companies for marketing purposes.
The only time your information is shared with other organisations is:
Where you have given your permission for us to do so.
With a small number of trusted partners who are employed as our service providers or agents and contractually bound to use your information strictly for the performance of a particular service only (e.g. those who securely process payments, deliver goods, host the website, etc.).
When we are obliged to do so by law such as sending your information to be checked against the Telephone Preference Service, or if contacted by the authorities with a reasonable request for information.
Analytics and search engine providers that assist us in the improvement and optimisation of our site.

How are you in control?

We will send you information about Help for Heroes according to any preferences you submitted: by phone, post, or email. You can alter your preferences by contacting our Administrator by emailing:, by calling, Monday-Friday, 9am-5pm.
Please note, if you ask us not to contact you for marketing purposes, we will retain your details on our suppression list to ensure we do not accidentally contact you in the future. We will usually inform you (before collecting your data) if we intend to use your data for such purposes or if we intend to disclose your information to any third party for such purposes.
You have the right to see what personal data we hold about you (as defined in the Data Protection Act 1998). To obtain a copy, please write to the, or by writing to: Firing Line Limited, Cardiff Castle Interpretation Centre, Cardiff Castle, Cardiff, CF10 3RB
Any access request will be subject to a fee of £10 to meet our costs in providing you with details of the information we hold about you.

Where we store your data

We make every effort to securely store any data. All Firing Line Limited data is kept within the EU and our storage of it adheres to the EU Data Protection Directive 95/46/EC.
In the course of our business, we may transfer data to reputable companies outside the European Economic Area. We take steps to ensure that your information will be afforded the same level of protection as that required of us under applicable UK data protection legislation. All information you provide to us is stored on our secure servers. Any payment transactions will be encrypted using SSL technology.
Where we have given you (or where you have chosen) a password which enables you to access certain parts of our site, you are responsible for keeping this password confidential. We ask you not to share a password with anyone.

Online Security

No transmission via the internet is wholly secure, so we urge you to safeguard your data by protecting your computer with anti-virus software and ensuring your data is being transmitted securely. Any information you choose to send to us is carried out at your own risk.
We do not retain credit card or banking details on our web servers. Instead, we transfer them to a secure banking database for the purpose of collecting and recording payments. We also encrypt payment pages using SSL (Secure Sockets Layer).
Once we have received your information, we will use strict procedures and security features to try to prevent unauthorised access.

Links to Other Websites

Our website may contain information linked to or provided by other companies (such as third party events, etc). They are outside of our control and not covered by this Privacy & Security Policy. Please be aware that, should you access other sites using the links provided, the operators of these sites may have a privacy notice which differs from our own.
We do not accept any responsibility or liability for such privacy policies. Please check the relevant policies before you submit any personal data to these websites.

Changes to this policy

Firing Line Limited reserves the right to modify its website and/or this Privacy & Security Policy at any time.
It was last updated 30th April 2018