Privacy Policy

London Insiders operates free tip-based walking tours in London. We are the data controller for any personal information you share with us when booking a tour or contacting us.

You can reach us at hello@londoninsiders.com.

We only collect information you give us directly:

We do not collect payment card details. If you pay a tip digitally, that is handled directly by Square (see Third Parties below) and we never see your card information.

• To confirm and manage your booking
• To send you a reminder email before your tour
• To follow up if there is a cancellation or change
• To respond to enquiries sent via our contact form

We do not use your information for marketing emails or sell it to third parties.

When you first visit our site, we ask whether you accept cookies. You can accept or decline — the site works fully either way.

Google Analytics loads on every visit, but starts in a privacy-safe mode that sends only anonymised, cookieless signals — no tracking cookie is set in your browser and nothing is linked to you individually. This lets Google estimate overall traffic patterns statistically, even before you've made a choice.

If you accept: Google Analytics 4 (GA4) switches to full tracking, setting cookies that identify your browser across sessions so we can see returning visits, referral sources, and whether our booking flow works smoothly. We also load Microsoft Clarity, which records anonymised interactions (clicks, scrolling, mouse movement) and produces heatmaps and session replays so we can improve page layouts. Clarity automatically masks sensitive content such as text you type into forms. No personal information (name, email) is sent to Google or Microsoft.

If you decline: Google Analytics stays in the cookieless mode described above — no tracking cookie is ever set — and Microsoft Clarity does not load at all. You can change your preference at any time by clearing your browser cookies and revisiting the site.

Either way, we remember a few things in your own browser:a short record of your visits to this site — when each visit started, which of our pages you looked at, and the address of the site that linked you to us (for example a search engine or a blog; we drop anything after the “?” in that address, so search terms are not kept) — plus, if you came from one of our Google ads, the reference Google adds to that ad’s link. We keep at most your ten most recent visits. This is stored on your device, not in a cookie. If you go on to book a tour or buy something, we attach this record to that booking or purchase so we can see which of our own pages and ads actually lead to a booking or a sale — it is not shared for any other purpose. Your visit record itself is never sent to Square, our payment processor: for a product purchase we pass Square only a random reference code, which we use to match the purchase back to the record held on our own systems. None of it holds your name, email or anything that identifies you — only which pages were involved. It clears itself after 90 days, or immediately if you clear this site’s data in your browser.

While you are filling in a booking, your name and contact details are held temporarily in your own browser (session storage) so you don’t lose them if you change the date or time. They stay on your device, are never sent anywhere until you submit the booking, and clear themselves when you finish, when you close the tab, or after an hour.

Our admin panel uses a Firebase session cookie so guides can log in securely. This cookie is never set for public visitors who have not logged in.

Each of these providers has their own privacy policy. We choose providers who operate under GDPR-compliant frameworks where applicable.

We keep booking records for 2 years after your tour date. This covers any follow-up questions and is the standard period for UK business records. Contact form messages are kept for 12 months.

You can ask us to delete your data at any time — see Your Rights below.

Under UK GDPR you have the right to:

• Access — ask us what information we hold about you
• Correction — ask us to fix inaccurate data
• Deletion — ask us to delete your data (the "right to be forgotten")
• Portability — ask for a copy of your data in a machine-readable format
• Objection — object to how we use your data

To exercise any of these rights, email us at hello@londoninsiders.com. We will respond within 30 days.

If you are not satisfied with our response, you have the right to complain to the UK Information Commissioner's Office (ICO) at ico.org.uk.

We may update this policy from time to time. The date at the top of this page will always show when it was last changed. If we make significant changes we will let you know by email if you have a current booking with us.