This Privacy Policy explains how Alterplay handles personal data when you visit alterplayuk.com, contact us, subscribe to operator alerts or submit a player report. It describes the information we use, why we use it, who may receive it and the choices available to you.
Alterplay publishes information about casino sister sites, operators and gambling networks. We do not operate a casino, accept bets, hold player funds or manage gambling accounts. Personal data you provide to an external casino is covered by that operator’s own privacy notice.
The information we collect
Information you provide. If you contact us, we receive your email address, any name you supply and the contents of your message. A player report may include your chosen display name, the casino concerned, dates, your account of events and any supporting material. If you subscribe to operator alerts, we use your email address and a record of your subscription preferences.
Technical information. Our website infrastructure may process your IP address, browser and device information, requested pages, referral page, access times and error or security logs. Where analytics or referral tracking is enabled, additional information may include interactions with pages, outbound clicks and online identifiers, subject to the choices explained below.
Information from other sources. Affiliate partners may supply referral and commission reports. Our editorial research also uses public sources, including Companies House, gambling regulator registers and operator websites. Where relevant to our reporting, these sources may contain names, professional roles and business relationships.
You can read our articles without subscribing or sending a report. Providing contact information is voluntary, although we need a working email address to send alerts or reply to an enquiry.
Please do not send passwords, payment card details, identity documents or unnecessary information about your health or gambling history. Remove other people’s personal details from screenshots. If unnecessary sensitive information reaches us, we will restrict access and assess whether it should be deleted or redacted.
How we use data and our lawful bases
| Purpose | Lawful basis |
|---|---|
| Replying to enquiries and checking correction requests | Legitimate interests in communicating with readers and maintaining accurate content. |
| Keeping the website secure and investigating faults | Legitimate interests in protecting visitors, preventing misuse and maintaining a working website. |
| Sending requested operator alerts | Consent, which you can withdraw by unsubscribing. |
| Reviewing player reports and researching public business information | Legitimate interests in checking evidence and producing accurate reporting. We seek consent before publishing identifying details supplied by a reader. |
| Optional analytics and affiliate tracking using device storage or access | Consent under the approach described in our cookies section. |
| Reconciling commissions and handling disputes | Legitimate interests in administering our business and establishing or defending legal claims. Mandatory records are processed under legal obligation. |
| Responding to statutory requests and meeting record-keeping duties | Legal obligation. |
Where we rely on legitimate interests, we consider whether the processing is necessary and how it affects your privacy. We do not treat visiting the website as consent to optional tracking or marketing. We do not make decisions about you solely through automated processing that produce legal or similarly significant effects.
Operator alerts and player reports
If you subscribe to operator alerts, we use your email address to send the updates you requested. You can unsubscribe through the link in an alert email or by contacting us. Submitting a report or asking a question does not automatically subscribe you.
When you submit a player report, we may review it, request clarification and consider it for publication. We will explain the proposed attribution and seek your permission before publishing information that identifies you. We do not publish your email address or private correspondence as part of a report.
A published report is visible to other readers and may appear in search results. Even without a name, a detailed account can identify someone. You can contact us about removing identifying information; we cannot directly remove copies made by independent third parties.
Cookies and similar technologies
Cookies and similar technologies can store information on your device or access information already stored there. Essential technologies may be used to deliver requested functions, record privacy choices or maintain security.
Under our consent approach, optional analytics and affiliate tracking that stores or accesses information on your device is disabled until you agree. Refusing optional tracking does not prevent you from reading our articles.
Withdrawing consent stops future processing based on that consent; it does not make earlier lawful processing unlawful. You can also delete or block cookies through your browser. Deleting cookies may remove a saved preference, so you may be asked to choose again.
Affiliate referrals and external websites
Some links on Alterplay are affiliate links. If you follow one and complete a qualifying action, we may receive commission. Our Affiliate Disclosure explains this commercial relationship.
A referral link can identify Alterplay as the source of a visit. Depending on the arrangement, referral processing may involve a click identifier, timestamp, destination and information about a qualifying registration or transaction. An identifier can still be personal data even if it does not show your name.
External operators and affiliate networks may act as separate data controllers for their own processing. Read their privacy notices before providing information. We cannot access or change your casino account, and a privacy request to Alterplay does not automatically reach an external operator.
Who receives personal data
We use service providers to support website hosting, security, communications and any enabled analytics. Providers processing data on our behalf must follow our instructions and appropriate contractual safeguards. Where a provider acts as a separate controller, its own privacy information also applies.
Personal data may also be disclosed to professional advisers, courts, regulators or public authorities where necessary and lawful. If ownership of Alterplay changes, relevant records may be disclosed or transferred with appropriate protections and any required notice.
We do not sell our mailing list or provide reader email addresses to casino operators for their marketing.
International transfers
Where UK international transfer rules apply, a transfer must be covered by UK adequacy regulations, appropriate safeguards or another permitted legal route. Safeguards may include the UK International Data Transfer Agreement or the UK Addendum to approved standard contractual clauses, supported by the required assessment. Contact us for information about applicable safeguards or to request a copy, subject to necessary redactions.
How long we keep information
We keep personal data for as long as necessary for its stated purpose. Retention depends on the type of record, outstanding enquiries or disputes, and applicable legal requirements.
| Record | How we determine retention |
|---|---|
| Enquiries and correction requests | Time needed to resolve the matter and retain a proportionate record of the response or any continuing dispute. |
| Alert subscriptions | While you remain subscribed. A limited suppression record may be kept afterwards to prevent unwanted resubscription or further marketing. |
| Player reports and editorial records | Time needed to assess, verify and support relevant published material. Private contact details are reviewed separately from the published content. |
| Technical and analytics data | The documented retention settings of the relevant service, limited to the period needed for security, troubleshooting or the stated measurement purpose. |
| Affiliate and business records | Time needed to reconcile commissions, resolve disputes and meet applicable accounting or legal duties. |
When information is no longer needed, we delete it or make it anonymous. Information subject to a specific legal preservation requirement may be retained longer for that purpose.
Your data protection rights
Depending on the circumstances, you can ask us to provide access to your personal data, correct inaccurate information, delete data, restrict its use or provide eligible information in a portable format.
Your right to object. You can object to processing based on legitimate interests for reasons relating to your situation. We will stop unless a permitted legal reason allows us to continue. You can object to direct marketing at any time, and we will stop using your data for that purpose.
Where we rely on consent, you can withdraw it at any time. Some rights have conditions or exceptions; if we cannot fulfil a request, we will explain why.
To make a privacy request, please visit our Contact page. We normally respond within one month and without charge. If a lawful extension is needed because of complexity or the number of requests, we will explain this within the initial period. We may ask for proportionate information to confirm your identity or clarify a request where necessary.
Security and younger visitors
We use appropriate technical and organisational safeguards to protect personal data and limit access to people who need it for their work. No online service can guarantee absolute security. If a personal data breach occurs, we will assess it and notify affected individuals and the relevant authority where legally required.
Alterplay’s gambling-related content is intended for adults aged 18 and over. We do not knowingly invite children to subscribe or submit personal information. If you believe a child has provided personal data, contact us so we can investigate and take appropriate action.
Privacy complaints
To complain about our handling of personal data, please use the contact options on our Contact page. Describe the concern and, where useful, the relevant date or page. We will acknowledge your complaint within 30 days, investigate it and communicate the outcome without undue delay, keeping you informed of progress.
You also have the right to complain to the Information Commissioner’s Office, the UK data protection regulator, through its complaints page.
Changes to this policy
We may update this policy when our services, data practices or legal obligations change. Where a change requires a further notice or new consent, we will provide that notice or seek consent before carrying out the relevant processing.