Privacy Policy

Who we are & what this notice covers

Hello, we’re Wild in Art, we’re creative event producers. We’ve been delivering public art trails across the world’s towns and cities since 2008. This Privacy Notice applies to information that we collect about you when you use or sign up to our apps, auctions, evaluations, website, shop, collector’s club.


We are Wild in Art (‘WIA’, ‘We’, ‘Our’ or ‘Us’) and this Privacy Policy applies to personal information that we collect about you when you use Wild in Art’s Apps (‘Apps’).

This Privacy Policy applies to:

  • Morph’s Epic Art Adventure (with event partner Whizz-Kidz)
  • Leeds Bear Hunt (with event partner Leeds Hospitals Charity)
  • Tortoise Takeover (with event partner Durrell Wildlife Conservation)
  • Herd in the City (with event partner Havens Hospice)
  • Shaun by the Sea (with event partner St Oswald’s Hospice)
  • The Big Dog Art Trail (with event partner Julia’s House)
  • The Big Hop (with event partner CLAN Cancer Support)
  • Shaun by the Sea (with event partner Martlets)
  • Croydon Stands Tall (with event partner Croydon BID)
  • Scotties by the Sea (with event partner St Andrew’s BID)

References in this Privacy Policy to ‘personal information’ or ‘information‘ means information that relates to you, and that identifies or can be reasonably used to identify you e.g. your name, email address, or other digital identifiers.

By using any of Wild in Art’s Apps, you acknowledge that you have read and understood this Privacy Policy. If you have any questions about this Privacy Policy please contact us at

We may change this policy from time to time at our discretion, in particular to ensure that it remains clear and accurate. If we change this policy, the latest version will always be available on our website. If we implement a material change to the way in which we use your personal information, we will update this policy and notify you.

This version of our Privacy Policy is effective from 7 June 2023.

1.1 Who we are and what we do

Hello, we’re Wild in Art (‘WIA’, ‘We’, ‘Our’ or ‘Us’) and we are creative event producers. We’ve been delivering public art trails across the world’s cities and towns since 2008.

We have developed an App (‘App’) which is designed to help users to explore our art trails, collect sculptures and enhance their trail experience.

Wild in Art is a ‘data controller’ for the purposes of the Data Protection Act 1998 and the UK General Data Protection Regulation (UK GDPR) (‘Data Protection Law’). This means that we are responsible for, and control the processing of, your personal information.

We work with many different charities, local councils, visitor attractions, town centre business improvement districts and other businesses (‘Event Partner’) to deliver our trails and events. We have a licence agreement with these Event Partners which enables us to jointly manage the App for each art trail.

Wild in Art and each trail’s Event Partner are each an independent data controller with their own responsibilities for managing personal information.

1.2 Our commitment

Protecting your personal information is important to us. We always aim to be open and clear about the personal information we hold on you and how we may use it. Where you have choices or rights, we will explain them to you and will respect your wishes in relation to those rights. We believe you should be in control of how we use your personal information.

1.3 Our legal basis for using your personal information

Data protection law requires us to have a legal basis to process your data. We rely on the following legal bases for using your information:

Contract Performance
If we have agreed to provide you with services by way of a contract e.g. the information needed to provide App support.

Legitimate Interest
We are allowed to use your personal information where, on balance, the benefits of us doing so are legitimate and do not outweigh your interests of legal rights. e.g. it’s in our legitimate interest to improve our business activities or to know how the App is used to enable us to make improvements to the App and to our events. Where we use your information on the basis of legitimate interest, we take into account the impact that this use has on you.

We may obtain your consent to use your information for certain purposes or where required by law e.g. providing the opportunity for you to opt in to receive information from our Event Partner.

Legal Obligation
We might be required by law to process your information e.g. to provide your information to law enforcement agencies.

2.1 How do we collection information?

We collect, use and store your personal information when you use the App. The information we collect will vary depending on how you use our services. We obtain information directly from you when you:

  • Create an App user account
  • Visit and use our App
  • Contact us in any way e.g. via the App Helpdesk, website, email, or social media
  • Register your marketing preferences with us
  • Interact with us in any other way online or offline

We may also receive information on you from third parties e.g. from companies that collect digital analytics.

2.2 What information do we collect and how do we use it?

We collect and process personal data about you when you set up an App user account and when you use the App. This includes:

App User Accounts

The App collects the following personal information from you when you set up an App User Account:

Contact data:

Your email address – your email address allows you to login to your App account on different devices and enables us to identify your account and communicate with you if you require support

If you are over 16 years of age – this is to enable us to determine if we can stay in touch. If you are under 16, we are sorry but you’ll need to wait before joining the Wild in Art mailing list.

The following registration fields are optional:

Identity data:

Your name – so we know what to call you if you need to get in touch with us

Contact data:

Postcode – we use this for our event evaluation to understand how far you have come to do the trail.


Group size – this is for event evaluation purposes

Once set up the App does not collect any further personal information.

2.2 How you use the App

When you use the App we collect data (where provided) for evaluation and reporting in relation to the App.

How you interact with the trail e.g:

  • No. of sculptures collected (Note 1)
  • No. of rewards unlocked
  • No. of rewards redeemed
  • No. of sculpture votes
  • Number of steps (pedometer) (Note 2)
  • Distance travelled (pedometer) (Note 2)
  • Images uploaded to the gallery
  • Visited ‘Donate’ link
  • Visited ‘Shop’ link


Note 1: This is a manual process with users inputting a 4 digit code to collect the sculpture and mark it as found within the app

Note 2: The Pedometer does not collect any GPS or location data.

With the exception of the number of sculptures collected (where we may need to contact you e.g. if we need to reinstate sculptures collected to you account), this data is anonymised so that the information could not reasonably be used to identify you.

2.3 Tools and identifiers for mobile devices

When you use the App we collect information about your device and how you interact with it in order to make sure that the App works as it should. Unlike websites, apps don’t use cookies. Instead we use a set of tools or identifiers for mobile devices (e.g. Firebase and Firebase for Google Analytics) that let us collect information via the App in two areas:

Strictly Necessary – the minimum settings required to make the App work e.g. security and basic functionality purposes, which operating systems are used etc

Performance – to help us to make sure the App is working well and to help us to flag up any problems so that our clever tech teams can fix them quickly. This data is analysed at an aggregate level and is anonymised as we are not trying to identify you personally. It includes information about the user experience e.g. things like which App screens you have visited, how long is spent using the App and which links you click on. More information is available at or

2.4 Your Photos

Within the App there is the option to submit your images to be posted on the community gallery. By submitting your image, you understand that your image could be selected and posted within the community gallery or be featured publicly on one or more digital displays and shared on social media channels by Wild in Art or the associated event account.

Wild in Art and the associated Event Partner reserve the right to moderate all submitted photos before publication.

You bear sole responsibility for the photos which you choose to submit and post on the App. By posting photos to the App, you warrant that you have the permission and authority to do so, including the appropriate permissions required from the photographer and any people included in the photos and that, you understand the public will see it and may use/share that content.

In posting photos to the App, you grant to Wild in Art and the Event Partner:

an irrevocable, perpetual, royalty-free, non-exclusive, worldwide, transferable licence to publish, display, copy, modify, create derivative works from and distribute the photos; and the right and licence to use the photos in any way for the purpose of publicising the Event and to grant sub-licences on the same basis.

2.5 More information about how we use your personal information for marketing

When you create a Wild in Art App account, if you are aged 16 and over, Wild in Art will send you marketing information about Wild in Art unless you tell us not to. You can opt out of marketing at any time in the ‘Settings’ section of the App or by emailing us at

The types of marketing that we may send you may include emails which (amongst other content) will tell you about Wild in Art trails and events, or may ask for feedback on your experience of the trail. You can also unsubscribe at any time by clicking the unsubscribe link in any of the emails that we send you.

You can also consent to receive push notifications from the App. As with all in-app mobile push notifications, these can be turned off at any time via your phone’s settings.

Wild in Art will never rent, swap or sell your personal information.

3.1 With companies who are delivering services on behalf of Wild in Art

In connection with the purposes and on the lawful grounds described above, we will share and you agree that we may share your personal information with a number of third parties who help to deliver services on our behalf. These include but are not limited to the following:

The Event Partner who has entered into an agreement with Wild in Art to deliver the Event and a licence agreement to use the App e.g.

  • the Event Partner’s nominated staff members who are responsible for managing the App content
  • Our Developer who helps us to manage the App, including the App Helpdesk
  • Companies that help us to manage our marketing and communications and email marketing activities
  • Research agencies that run our research and evaluation campaigns
  • Website and App analytics providers e.g. Google Firebase Analytics

We require all such partners to treat your personal information as confidential and to fully comply with all applicable information protection laws and consumer legislation. We have put appropriate security measures in place to prevent your personal information from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. Data access is limited to staff who have a business need to manage it e.g. to manage technical issues.

3.2 With your consent

For marketing and evaluation purposes

If you have indicated, as part of the App registration process, that you consent to receive marketing information by email from the Event Partner, we will share your information with the Event Partner.

We require the Event Partner to treat your personal information as confidential and to fully comply with all applicable data protection laws and consumer legislation. We have put appropriate security measures in place to prevent your personal information from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. Data access is limited to staff who have a business need to manage it.

For prizes and competitions

If a competition is facilitated or a prize is provided by the Event Partner or a third party, we will exchange your information for the purposes of you participation in the competition and/or to enable prize fulfilment.

3.3 For purposes which are required by law

We may use your information in response to requests from government or law enforcement authorities conducting an investigation.

Like many other companies, we have partners and suppliers worldwide. This means that to provide our services it may be necessary for us to send your personal information outside the UK and the EEA. We put the necessary safeguards in place when your information is shared outside the UK and the EEA and do not allow any of our data processors to use your information for their own purposes. They must only use the information as instructed by us for the specified purposes we have agreed.

You also agree that we may share your information with:

Any potential successors of all or part of our business or assets in the event of a reorganisation, merger or sale, for them to use for the purposes as set out in this policy. We will let you know if this happens.

Any other third parties (including legal, accountants or other advisors, regulatory authorities, courts and government agencies) where necessary to enable us to enforce our legal rights, or to protect the rights, property or safety of our employees or where such disclosure is permitted or required by law.

4.1 Personal information relating to under 16s

Although those under the age of 16 may use the App with parental consent, Wild in Art will never retain or share personal information for any user who has indicated that they are ‘under 16 years of age’ as part of the App registration process.

4.2 Websites to which we link

The App may contain links to other third party websites or apps. This policy only applies to services offered by Wild in Art so you should read the privacy policies for any other services, applications or websites that you visit via clicking on links within the App. We have no control over, and are not responsible for, the actions and privacy policies of third parties and other websites and apps.

4.3 How do we keep your information safe?

Your personal information will be stored on systems owned or operated by Wild in Art or those of our specific suppliers.

Within Wild in Art, your information will be stored on our secured systems in accordance with the Wild in Art Information Security Policy. We also follow access management procedures to ensure that only qualified and necessary staff have access to the personal information required for a role.

Where your personal information is stored on systems operated by specific suppliers.

We have put in place appropriate security procedures in relation to how your personal information is stored, accessed and transferred to help stop access by any unauthorised person.

All personal information that you provide to us or that we hold is located behind a firewall. We also follow access management procedures to ensure that only qualified and necessary personnel have access to the personal information required for a role.

We regularly monitor our systems for possible vulnerabilities, and we carry our testing to identify ways to further strengthen our security posture.

Whilst we take appropriate technical and organisational measures to protect your information, it is important that you keep your email account and access to your devices secure against unauthorised access. Please understand that no transmission of data over the Internet or any other public network can be guaranteed to be 100% secure. If you suspect an unauthorised use or security breach of your personal information, please contact us immediately.

We may use your information to make sure our services are secure, to comply with legal obligations and to protect our business interests. We will use your information to operate our services securely, including to investigate and deter fraud, unauthorised or illegal activities, for systems testing and for maintenance and development.

4.4 How long we will retain your personal information?

We will only retain your information for as long as is necessary to fulfil the purposes for which we are processing it.

How long we keep your information depends very much on the type of personal information and the purpose for which we are justified in keeping it, as well the need to comply with any relevant legal obligations.

Where we have had no interaction with you for a period of 5 years we will archive your personal data.

Where photographs have been uploaded to the community gallery, we will either securely delete photographs after 5 years, or ask for renewed consent.

You can request that we delete your personal information at any time. Please see the “What are my rights?” section below.

4.5 How can I check and update my personal information?

Please contact us by writing to us at Wild in Art, Unit 14, Bingswood Trading Estate, Whaley Bridge SK23 7LY or email us at

4.6 What are my rights?

You have the right to stop using the App and remove it from your device at any time.

You also have the right to object to your use of your information for our legitimate interests. However objecting to this sort of processing may affect our ability to / your ability to use the App. In these circumstances, we may still keep your information for a reasonable period afterwards as per the ‘How long will we retain your personal information’ section.

You also have the following rights:

Right of access
You have the right to request access to a copy of the personal information that we hold about you, along with information on what personal information we use, why we use it, who we share it with, how long we keep it for and whether it has been used for any automated decision making. You can make a request for access free of charge. Please make all requests for access in writing, and provide us with evidence of your identity so we can protect unauthorised access.

Right of rectification
You have the right to request that we rectify inaccurate personal information about you.

Right of erasure
You have the right to request that we erase all personal information about you. Please note that we may be able to reject or restrict the request in some circumstances, depending on the type of information and our lawful reason to retain it.

Right to restrict processing
In some situations, you have the right to request that we do not use the personal information you have provided (for example, if you believe it to be inaccurate).

Right to object
You have the right to object to certain processing by us of your personal information where the processing is based on our ‘legitimate interests’ (unless we have overriding compelling grounds to continue processing) and the right to object to direct marketing by us.

Right to information portability
You may have the right to request that we provide you with certain information that you have provided to us in an electronic format, or to provide that information to a third party.

You also have the right to not receive discriminatory treatment for exercising any of the above privacy rights. If you would like to exercise any of these rights please get in touch with us, directly or through an authorised agent, by writing to us at Wild in Art, Unit 14, Bingswood Trading Estate, Whaley Bridge SK23 7LY or email us at

4.7 Changes to our business

As mentioned above under ‘How will we share your information’, if ownership of all or part of our business or assets changes or is likely to change, or our business is or may be subject to a merger or sale or we undergo a reorganisation you agree that we may transfer your personal information to any potential or actual new owner or successor, to enable the continuation of all the services provided.

4.8 How to contact us?

Please contact us at Wild in Art, Unit 14, Bingswood Trading Estate, Whaley Bridge SK23 7LY or email us at