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Privacy Policy

Last updated: October 2026

1. About This Policy

This Privacy Policy explains how Motorflog Ltd (“Motorflog”, “we”, “us” or “our”) collects, uses, stores and protects your personal data when you use our websites and services.

This policy applies to:

  • motorflog.co.uk, including our Sell My Car, Flog It, Buy It Now and collection and booking services; and
  • motorflogauctions.co.uk, including Motorflog Auctions and its associated registration, account, bidding, purchasing and collection services.

Both websites and the Motorflog services provided through them are operated by Motorflog Ltd.

We are committed to handling your personal data fairly, lawfully and transparently and in accordance with applicable UK data protection law.

2. Who We Are

Motorflog Ltd is the data controller responsible for the personal data covered by this Privacy Policy.

Motorflog Ltd
Warmsworth Halt Industrial Estate
Warmsworth Halt
Warmsworth
Doncaster
DN4 9FE
United Kingdom

General enquiries: sales@motorflog.co.uk
Motorflog Auctions enquiries: auction@motorflog.co.uk

3. Personal Data We Collect

The personal data we collect depends on the services you use and your relationship with Motorflog.

Identity Data

This may include:

  • your name;
  • date of birth;
  • photographic identification, such as a passport or driving licence;
  • proof of address; and
  • information required to verify your identity or eligibility to use particular services.

Contact Data

This may include:

  • email address;
  • telephone number; and
  • postal or residential address.

Vehicle Data

This may include:

  • vehicle registration;
  • make, model and other vehicle details;
  • mileage;
  • vehicle condition and history;
  • photographs and videos;
  • ownership and documentation information; and
  • information relating to vehicles you sell, submit, purchase or bid on.

Account Data

This may include:

  • account details;
  • account type and status;
  • login and authentication information;
  • account activity;
  • registration and verification status;
  • communication preferences; and
  • records relating to your use of our services.

Auction and Transaction Data

Where you use Motorflog Auctions, this may include:

  • auctions and lots you interact with;
  • bids placed;
  • bidding and transaction history;
  • vehicles won or purchased;
  • watchlists or similar account activity;
  • LITE and BUYER account information;
  • buyer registration and approval information;
  • payment status;
  • collection information; and
  • records relating to auction transactions, enquiries or disputes.

Financial and Payment Data

This may include:

  • bank account details where required for payments;
  • payment status and transaction information;
  • payment references; and
  • information necessary to process or reconcile payments.

Payments for certain Motorflog services, including Motorflog Auctions, are processed using Wonderful. Payment information may be collected and processed directly by Wonderful in connection with those transactions. Motorflog does not necessarily receive or retain complete payment credentials itself.

Communications Data

This may include communications you have with us by:

  • email;
  • telephone;
  • LiveChat;
  • website forms; or
  • other communication channels.

Technical and Usage Data

This may include:

  • IP address;
  • browser type and version;
  • device information;
  • operating system;
  • login information;
  • website activity;
  • pages visited;
  • referral information;
  • cookie identifiers; and
  • information about how you interact with our websites and services.

4. How We Collect Your Personal Data

We may collect personal data when you:

  • use our Sell My Car service;
  • submit a vehicle through Flog It;
  • purchase a vehicle through Buy It Now;
  • create or use a Motorflog account;
  • begin or complete registration for a Motorflog Auctions account;
  • complete buyer registration or verification;
  • browse or use Motorflog Auctions;
  • add vehicles to a watchlist or use similar auction features;
  • place a bid or participate in an auction;
  • win or purchase a vehicle;
  • make or receive a payment;
  • book a vehicle collection or appointment;
  • contact us by email, telephone, LiveChat or website form;
  • choose to receive marketing communications;
  • use either of our websites; or
  • otherwise interact with Motorflog.

We may also receive personal data from third parties where appropriate, including auction technology providers, payment providers, identity or verification services, vehicle data providers and other organisations involved in delivering our services.

Where we receive personal data from another source, we will handle that information in accordance with applicable data protection law.

5. How We Use Your Personal Data

We may use personal data to:

  • provide and administer our services;
  • create and manage accounts;
  • register and verify auction buyers;
  • verify identity, address and eligibility;
  • process vehicle purchases and sales;
  • operate Motorflog Auctions;
  • administer bids, auctions and transactions;
  • process and reconcile payments;
  • arrange vehicle collections and appointments;
  • communicate with you about your account, vehicles, bids, purchases or services;
  • provide customer support;
  • maintain records of transactions and account activity;
  • enforce our terms and conditions;
  • prevent and investigate fraud, misuse and security incidents;
  • resolve complaints and disputes;
  • comply with our legal and regulatory obligations;
  • analyse and improve our websites, services and customer experience;
  • measure the effectiveness of our advertising and marketing;
  • maintain the security and performance of our websites and systems; and
  • send marketing communications where permitted by law.

6. Our Legal Bases for Processing

UK data protection law requires us to have a lawful basis for processing personal data. The basis we rely upon will depend on why we are using the information.

Contract

We may process your personal data where it is necessary to enter into or perform a contract with you.

This may include:

  • administering your account;
  • processing a vehicle sale or purchase;
  • administering bids and auction transactions;
  • arranging collections;
  • processing payments; and
  • providing services you have requested.

Legal Obligation

We may process personal data where necessary to comply with legal or regulatory obligations.

Legitimate Interests

We may process personal data where necessary for our legitimate business interests, provided those interests are not overridden by your rights and interests.

These interests may include:

  • operating and improving our business and services;
  • maintaining accurate business and transaction records;
  • protecting our business, customers and systems;
  • preventing fraud and misuse;
  • dealing with complaints and disputes;
  • understanding how our websites and services are used; and
  • measuring and improving business and marketing performance.

Consent

Where required, we may process personal data on the basis of your consent.

This may apply, for example, to certain marketing communications and the use of certain cookies and similar technologies.

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

7. Marketing Communications

We may send you information about Motorflog’s vehicles, products, services, offers and updates where we are permitted to do so by law.

Where consent is required for email marketing, we will ask you to actively opt in.

Where applicable law permits us to send marketing without specific consent, we will only do so where the relevant legal requirements are satisfied.

You can unsubscribe from marketing emails at any time using the unsubscribe option contained within the email or by contacting us.

Choosing not to receive marketing, or subsequently unsubscribing, will not prevent us from sending service communications that are necessary in connection with your account, an auction, a bid, a transaction, a vehicle or another service you have requested.

8. Sharing Your Personal Data

We may share personal data where necessary with organisations that help us operate our business and provide our services.

These may include:

  • auction technology and platform providers supporting Motorflog Auctions;
  • payment service providers, including Wonderful, which is used to process payments for Motorflog Auctions and other Motorflog services;
  • vehicle information and registration data providers;
  • identity and verification service providers;
  • website hosting, development and IT service providers;
  • analytics and advertising technology providers;
  • communications and customer-support providers;
  • professional advisers, including legal and accounting advisers;
  • other auction partners where relevant to a service you use; and
  • law enforcement agencies, regulators, courts or other authorities where disclosure is required or permitted by law.

Some organisations process personal data on our behalf. Others may be responsible for their own processing of personal data.

We only share personal data where we have an appropriate reason for doing so.

9. Motorflog Auctions and Our Technology Providers

Motorflog Auctions uses third-party technology and service providers to provide and support the auction platform.

These providers may process personal data in connection with services including:

  • account creation and management;
  • LITE and BUYER registration;
  • buyer verification;
  • auction operation;
  • bidding;
  • transactional communications;
  • website hosting and infrastructure;
  • payment processing, including through Wonderful;
  • analytics; and
  • technical support.

Motorflog Ltd remains responsible for its own processing of your personal data as data controller.

10. Cookies, Analytics and Advertising

Our websites use cookies and similar technologies.

Depending on your choices and applicable legal requirements, these technologies may be used to:

  • make our websites function correctly;
  • maintain security and user sessions;
  • remember preferences;
  • understand how our websites are used;
  • measure website and advertising performance; and
  • attribute registrations, enquiries and other conversions to advertising campaigns.

This may involve services including Google Analytics, Google Ads and Meta.

Where consent is required for non-essential cookies or similar technologies, we will ask for your consent before using them.

For further information, including how to manage your choices, please see our Cookie Policy.

11. Data Security

We use appropriate technical and organisational measures designed to protect personal data against:

  • unauthorised access;
  • accidental loss;
  • misuse;
  • alteration; and
  • unauthorised disclosure.

Access to personal data is restricted to people and service providers who require it for legitimate business purposes.

No internet-based system can be guaranteed to be completely secure, but we take appropriate measures to protect the information entrusted to us.

12. How Long We Keep Personal Data

We keep personal data only for as long as reasonably necessary for the purposes for which it was collected, including where necessary to:

  • provide our services;
  • maintain transaction and business records;
  • comply with legal, tax, accounting or regulatory requirements;
  • prevent fraud and misuse;
  • resolve complaints and disputes; and
  • establish, exercise or defend legal claims.

Different categories of information may therefore be retained for different periods.

When determining an appropriate retention period, we consider the nature and sensitivity of the information, why we hold it, applicable legal requirements and whether we continue to have a legitimate need for it.

When personal data is no longer required, we will delete, anonymise or otherwise securely dispose of it as appropriate.

13. International Transfers

Some of the service providers or technology providers we use may process or store personal data outside the United Kingdom.

Where personal data is transferred internationally, we will take appropriate steps to ensure that the transfer complies with applicable UK data protection law and that appropriate safeguards are in place where required.

14. Your Data Protection Rights

Depending on the circumstances, UK data protection law gives you rights in relation to your personal data, including the right to:

  • request access to the personal data we hold about you;
  • request correction of inaccurate or incomplete personal data;
  • request deletion of your personal data in certain circumstances;
  • request restriction of processing in certain circumstances;
  • object to certain processing;
  • request transfer of your personal data where applicable;
  • withdraw consent where processing is based on consent; and
  • object to direct marketing at any time.

Not all rights apply in every circumstance.

To exercise your rights, please contact us using the details in Section 2.

We may need to verify your identity before responding to a request.

15. Complaints

If you have concerns about how we use your personal data, please contact us so that we have an opportunity to investigate and respond.

You also have the right to make a complaint to the UK’s data protection regulator, the Information Commissioner’s Office (ICO).

Information Commissioner’s Office

You are not required to contact Motorflog before making a complaint to the ICO.

16. Third-Party Websites

Our websites may contain links to websites, platforms or services operated by third parties.

Motorflog is not responsible for the privacy practices of independent third parties. We recommend reviewing their privacy information before providing personal data to them.

17. Changes to This Privacy Policy

We may update this Privacy Policy from time to time, including where our services, technology or legal obligations change.

The latest version will be published on our website and the date at the top of this policy will be updated.

Where a change materially affects how we use personal data, we will take appropriate steps to bring that change to the attention of affected individuals where required.

18. Contact Us

If you have any questions about this Privacy Policy or how Motorflog uses your personal data, please contact:

Motorflog Ltd
Warmsworth Halt Industrial Estate
Warmsworth Halt
Warmsworth
Doncaster
DN4 9FE
United Kingdom

General enquiries: sales@motorflog.co.uk
Motorflog Auctions enquiries: auction@motorflog.co.uk