Privacy Policy
Last Updated: January 2026
General's Arms ("we," "us," "our," or "Company") operates the generalsarms.co.uk website. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website and services.
Please read this Privacy Policy carefully. If you do not agree with our policies and practices, please do not use our Site. By accessing and using generalsarms.co.uk, you acknowledge that you have read, understood, and agree to be bound by all the provisions of this Privacy Policy.
Information We Collect
We may collect information about you in a variety of ways. The information we may collect on the Site includes:
- Personal Data: Name, email address, phone number, and postal address when you voluntarily submit contact forms or subscribe to our newsletter.
- Technical Data: IP address, browser type, operating system, referring URLs, and pages visited on our Site.
- Cookie Data: Information stored through cookies, pixels, and similar tracking technologies.
- Usage Data: Information about how you interact with our content, which links you click, time spent on pages, and navigation patterns.
How We Use Information
We use the information we collect for the following purposes:
- To deliver targeted affiliate offers and casino recommendations tailored to your interests.
- To conduct analytics and track affiliate conversions and performance metrics.
- To improve, personalize, and optimize the functionality and content of our Site.
- To send you newsletters, promotions, and marketing communications (with your consent).
- To comply with legal obligations and enforce our Terms of Use.
- To prevent fraud and enhance security of our Site.
Cookie Policy
Our Site uses cookies and similar tracking technologies to enhance your experience. The types of cookies we use include:
- Essential Cookies: Required for Site functionality and security.
- Analytics Cookies: Used to understand how visitors use our Site and measure performance.
- Affiliate Tracking Cookies: Used to track referrals to partner casinos and calculate commissions.
- Marketing Cookies: Used to deliver personalized advertisements and content.
You can control cookie preferences through your browser settings. Most browsers allow you to refuse cookies or alert you when cookies are being sent. Please note that disabling cookies may affect Site functionality. For more information, visit www.allaboutcookies.org.
Third-Party Links
Our Site contains links to external websites, including partner casinos and affiliated gambling platforms. We are not responsible for the privacy practices, content, or policies of these third-party sites. We strongly encourage you to review the privacy policies of any external websites before providing personal information or engaging in transactions.
Third-party casinos and operators are independent entities and control their own data handling practices. General's Arms does not endorse or guarantee the security or legitimacy of external sites.
Your Rights
Under UK data protection law and the UK General Data Protection Regulation (UK GDPR), you have the following rights:
- Right of Access: You may request a copy of the personal data we hold about you.
- Right to Rectification: You may request that we correct inaccurate or incomplete personal data.
- Right to Erasure: You may request deletion of your personal data (subject to legal exceptions).
- Right to Restrict Processing: You may request that we limit how we use your data.
- Right to Data Portability: You may request your data in a portable, machine-readable format.
- Right to Object: You may object to processing of your data for marketing purposes.
- Right to Withdraw Consent: You may withdraw consent to data processing at any time.
If you are a US resident, you may have rights under the California Consumer Privacy Act (CCPA) or other state privacy laws. To exercise any of these rights, contact us using the details below.
Data Retention
We retain personal data only for as long as necessary to fulfill the purposes for which it was collected, or as required by law. Generally:
- Contact form data is retained for 3 years unless you request deletion.
- Analytics and cookie data is retained for up to 24 months.
- Affiliate tracking data is retained for 90 days to 2 years depending on program requirements.
- Marketing communications data is retained until you unsubscribe.
You may request deletion of your data at any time by contacting us.
Contact Us
If you have questions about this Privacy Policy, wish to exercise your data rights, or have concerns about our data practices, please contact us:
Email: [email protected]
Website: generalsarms.co.uk
If you are unsatisfied with our response, you have the right to lodge a complaint with the Information Commissioner's Office (ICO) at www.ico.org.uk.