Privacy policy

Last updated: 12 October 2026

Who we are

Advanced Fire Systems Ltd (“AFS”, “we”, “us” or “our”) is responsible for the personal information collected through this website and our website enquiry and newsletter forms. This notice explains how we handle that information.

You can contact us at enquiries@advancedfiresystems.co.uk, by telephone on 08444 722 343, or by writing to Advanced Fire Systems Ltd, Aztec Centre, Aztec West, Almondsbury, Bristol, BS32 4TD.

Information we collect

  • Enquiries: your first and last name, email address, company name, the service you are interested in, and any telephone number or message you provide.
  • Newsletter subscriptions: your email address and your subscription and consent preferences.
  • Communications: the information you give us when you contact us and our correspondence with you.
  • Website and technical information: information such as your IP address, browser and device details, and how you interact with our website and embedded forms.

We receive information directly from you and through the website and form providers described below. Required fields are marked on our forms. If you do not provide the information needed to deal with a request, we may be unable to respond or arrange the requested service. Please avoid including sensitive personal information in a general enquiry.

How we use your information

We use enquiry information to respond to your request, discuss your requirements, prepare quotations, arrange services and keep a record of our correspondence. We use technical information to operate, maintain and protect the website and its forms.

Where you choose to subscribe, we use your email address to send AFS updates about fire safety, security and training. The marketing choice on an enquiry form is separate from communications needed to answer that enquiry.

Our reasons for processing information

The legal basis depends on the purpose of the processing:

  • Consent: where you give permission through our forms, including choosing to receive the newsletter or other marketing emails.
  • Steps towards or performance of a contract: where processing is necessary to respond to a request you make before entering a contract with us, or to provide services under that contract.
  • Legitimate interests: where necessary to manage business enquiries and relationships, keep appropriate business records, and operate and protect our website, taking account of your rights and interests.
  • Legal obligations: where we need to keep or disclose information to comply with the law.

Newsletter choices and your right to object

You can object to the use of your information for direct marketing at any time. Use the unsubscribe link in a marketing email or contact us using the details above. You can also withdraw consent where we rely on it. Withdrawing consent does not affect processing that was lawful before withdrawal.

Unsubscribing from marketing does not prevent us from replying to an enquiry or sending communications needed to administer a service you have requested.

Our website and form providers

Our website is hosted on Shopify. We use HubSpot to provide our enquiry and newsletter forms and manage the information submitted through them. These providers process information as needed to supply their services. Our enquiry forms also use Google's reCAPTCHA to help protect against spam and abuse.

More information is available in the Shopify Privacy Policy, HubSpot Privacy Policy and Google Privacy Policy.

We may also disclose information where necessary to meet a legal requirement, respond to a lawful request, obtain professional advice or protect legal rights.

Cookies and similar technologies

The website and embedded services use cookies and similar technologies for functions such as operating the site, remembering settings and protecting forms. The information collected and its use depend on the features in use and your privacy choices. The provider privacy notices above give further information about their technologies.

You can control or delete cookies through your browser settings. Blocking cookies may affect website or form functionality. Where a cookie preference control is shown, you can use it to manage the choices available to you.

International processing

Our providers may process information in countries outside the UK. Where a restricted international transfer takes place, applicable data protection law requires an appropriate basis, such as an adequacy decision or approved contractual safeguards. You can contact us for information about the safeguards relevant to your data.

How long we keep information

We retain personal information for as long as needed for the purpose for which it was collected. This depends on the nature of your enquiry, whether we provide services to you, and any legal, record-keeping or dispute-related requirements. We also take account of your subscription choices and any request to exercise your data protection rights.

Your data protection rights

Subject to the conditions and exceptions in data protection law, you may have the right to request access to your personal information, correction of inaccurate information, deletion, restriction of processing or a portable copy of information you have provided. You may also object to processing based on legitimate interests, and withdraw consent where processing relies on it.

To make a request, please contact us using the details above. We may need information to confirm your identity and understand your request.

Questions or complaints

Please contact us if you have a question or concern about how your information is handled. You also have the right to complain to the UK Information Commissioner's Office (ICO). Information is available at ico.org.uk/make-a-complaint/.

Changes to this notice

We may update this notice to reflect changes to the website, our services or legal requirements. The date above shows when it was last updated.