Privacy notice
Last updated: 27 October 2026
This notice explains how Avant Trades uses personal information about the people we contact, the people who send us an enquiry, and our customers. It is written to meet the UK GDPR (Articles 13 and 14) and the EU GDPR.
Who we are
Avant Trades is a trading name of Emil Granberg, sole trader (enskild firma) registered in Sweden. Business address: Snäckvägen 13, 432 51 Varberg, Sweden. Email: emil@avanttrades.com. Registered for F-tax in Sweden.
Emil Granberg is the controller of the personal information described here.
We do not currently have a representative in the UK under Article 27 UK GDPR. If we appoint one, their contact details will be added here.
Whose information we use and what it is
Businesses we contact (B2B prospecting). We contact limited companies and LLPs in the UK about our website service. For each business we may hold:
- the company name and Companies House number;
- the registered office address;
- the names of officers listed on the public register;
- the business email address and business phone number published by the business;
- the business website address;
- notes about the business's public online presence (for example, whether it has a website and how it appears in search and map listings).
We only email business addresses. We do not contact consumers or sole traders by email for marketing.
People who send our enquiry form. We hold your name, business name, email, phone, trade and town, current website, and your message.
Customers. We hold your contact details, the contract and billing records, and the enquiry counts for your website.
Where we got it (Article 14)
If we contacted you first, we obtained your details from:
- the public register at Companies House;
- your business's own website;
- public business directories and map listings.
We do not buy contact lists.
Why we use it and our lawful basis
| Purpose | Lawful basis |
|---|---|
| Emailing businesses about our service (a few short messages at most) | Legitimate interests (Article 6(1)(f)): telling businesses about a service relevant to them. Under PECR we email corporate subscribers only, and every message lets you opt out. |
| Replying to your enquiry and preparing a free preview | Steps at your request before a contract (Article 6(1)(b)) |
| Providing the service and billing | Contract (Article 6(1)(b)); legal obligation to keep accounting records (Article 6(1)(c)) |
| Keeping a suppression list so we never contact you again after you opt out | Legitimate interests (Article 6(1)(f)) |
| Protecting the form against spam and abuse | Legitimate interests (Article 6(1)(f)) |
We do not sell or share your information for others' marketing. We do not use automated decision-making or profiling that has legal or similarly significant effects.
Cookies and analytics
This website does not set cookies and does not use analytics or advertising trackers.
When you send the form, the network address of your device is used briefly in memory to limit abuse. It is not stored. Enquiry counts used for reports contain no personal information.
Who we share it with
We use service providers that process information on our behalf:
- Cloudflare, for website hosting, form handling, database and email routing;
- our email provider.
We share information with authorities only where the law requires it.
International transfers
We are based in Sweden, in the EEA. The UK recognises the EEA as providing adequate protection.
Some providers may process data outside the UK and EEA. Where they do, we rely on the safeguards they offer, such as the UK International Data Transfer Addendum or the UK Extension to the EU–US Data Privacy Framework.
How long we keep it
- Businesses we contacted who did not reply: deleted 6 months after our last message.
- If you opt out: we keep only your email address, company name and the date on a suppression list, so that we never contact you again.
- Enquiries that do not lead to a contract: deleted 12 months after our last contact.
- Customers: kept for the length of the contract. Accounting records are kept for 7 years, as Swedish bookkeeping law requires.
Your rights
You have the right to:
- access your information;
- have it corrected or erased;
- restrict our use of it;
- receive it in a portable form, where applicable;
- object at any time to direct marketing. We will then stop, without exception.
To opt out, reply "unsubscribe" to any of our emails, or email emil@avanttrades.com. We will respond within one month.
Complaints
Please contact us first so we can try to put things right. You can also complain to:
- the UK Information Commissioner's Office (ICO): ico.org.uk/make-a-complaint, 0303 123 1113;
- the Swedish Authority for Privacy Protection (IMY): imy.se.
Changes
If we change this notice, we will update the date at the top.