Guidance Automation Privacy and Cookie Policy

1. Introduction

Guidance Automation is committed to protecting your personal information.  The purpose of this Privacy Policy is to outline how we deal with any personal information you provide to us which is either collected by us through this website, and/or via the services we provide to you. This privacy policy explains:-

Guidance Automation is the controller of your personal information via our Website and the services we provide pursuant to the General Data Protection Regulation, (EU) 2016/679  and the Data Protection Act, 2018.

Please read this Privacy Policy to understand how Guidance Automation may process your personal information via our Website and/or through the services we provide to you.

Any external links to other websites are clearly identifiable as such, and we are not responsible for the content or the privacy policies of these other websites.

2. Collection of Your Personal Information

We may process your personal information when you submit it to us in the following ways:

We may ask you to provide personal information, such as your e-mail address, name, work address, or telephone number.

3. Use of Your Personal Information

Guidance Automation processes your personal information to enable us to perform the contract entered into between you and us, to ensure compliance with local legal and regulatory requirements and for the purposes of our legitimate business interests, including the following:

4. Marketing

We may contact you to provide you with information about products and services similar to those which were the subject of a previous sale or negotiations of a sale to you. You may be contacted by us, Guidance Automation, affiliated companies, or by one of our selected third parties, in each case where you have consented to receive these communications.

You may opt out of receiving our marketing communications at any time by contacting us at or by using the unsubscribe link in any of our communications.

We will continue to contact you for non-marketing related purposes where we need to issue a field corrective or safety notice, or to where we need to send certain information to you under a legal, regulatory, or ethical requirement.

5. Sharing of Your Personal Information

We may share your personal information with:

We may also disclose your personal information (a) where required to respond to authorized requests from government authorities or where required by law; (b) where we are required by law. We may also disclose your personal information where it is necessary to protect the rights, property or safety of Guidance Automation and our group companies, our products and services and our customers, distributors or business partners including the enforcement of our agreements, this Privacy Policy or other agreements or to prevent or take action regarding illegal activities or fraud, situations involving potential threats to the safety of any person or as evidence in litigation.

6. Security of Your Personal Information

Guidance Automation is committed to protecting the security of your personal information. We will take all reasonable steps (including appropriate technical and organizational measures) to ensure your personal information is processed securely to protect the confidentiality, integrity and availability of your personal information in accordance with this Privacy Policy.  The nature of the internet is such that we cannot guarantee or warrant the security of any information you transmit to us via the internet and any transmission is at your own risk.

If a password is used to help protect your accounts and personal information, it is your responsibility to keep your password confidential. You should update your password periodically to help reduce the risk of unauthorized access to your account with us. When you do, you should strengthen your password with the combination of uppercase and lowercase letters, numbers, punctuation and other symbols. Do not share this information with anyone. If you are sharing a computer with anyone you should always log out before leaving a site or service to protect access to your information from subsequent users.

7. Storing Your Personal Information

Personal information collected through our Website and services will be stored on servers located in the U.S. It may also be processed by our affiliates, including in the U.S., or by one of our service providers operating in the EU/EEA.  This includes individuals engaged in, among other things, the fulfilment of your order, administration of an enquiry or request you make via our Website or the provision of support services.

Some of the recipients of your personal information may be located in countries outside the EU/EEA that do not offer the same level of protection with regard to personal information as required in the EU/EEA and where there is no adequacy decision by the European Commission. In that case, we have implemented appropriate safeguards, to protect your personal information when it is transferred, including the execution of data transfer agreements with recipients of the information. For access to copies of these agreements please contact or by mail at :

Guidance Automation Limited,
Unit 2 Meridian South,
Meridian Business Park,
Leicester, LE19 1WY.

We will process any request in line with any local laws and our policies and procedures.

Guidance Automation will store your information for as long as we have to by law, and where there is no legal requirement, we will only store your personal information for 7 years.

8. Cookies

Guidance Automation websites use cookies and similar technologies (together referred to as “cookies”, unless otherwise stated) to provide you with an efficient experience in using our site.

A cookie is a small data file that is placed on your computer or mobile device by your web browser. Cookies cannot be used to run programs or deliver viruses to your computer. One of the primary purposes of cookies is to store your preferences and other information on your computer in order to save you time by eliminating the need to repeatedly enter the same information and to display your personalized content and appropriate advertising on your later visits to these sites.

We use cookies for a variety of purposes and to enhance your online experience, for example, to identify your device, distinguish you from other visitors, record your IP address and understand your use of our site to determine the usefulness of our website information and to see how effective our navigational structure is in helping you reach that information. We also use cookies to identify the name of the website from which you linked to the website of our brands. We do not otherwise track any information about your use of other websites.

Here are some additional things you should know about our use of cookies:

Guidance Automation web pages may use other similar technologies which contain electronic images known as web beacons – sometimes called single-pixel gifs – that may be used to assist in delivering cookies on our sites and allow us to count users who have visited those pages and to deliver co-branded services. We may include web beacons in promotional e-mail messages or our newsletters in order to determine whether messages have been opened and acted upon. Matthews International may also employ web beacons from third parties in order to help us compile aggregated statistics regarding the effectiveness of our promotional campaigns or other operations of our sites. [We prohibit web beacons on our sites from being used by third parties to collect or access your personal information.]

(a)  Types of Cookies used on our Website

We use various types of cookies, including session cookies, persistent cookies, local shared objects, pixels, gifs and other tracking technologies, session and persistent technologies, first and third-party cookies. Cookies can be persistent by remaining on your computer until you delete them or be based on your browsing session where they delete once you close your browser. First party cookies are used and controlled by us to provide services on our Website.

Our use of cookies falls into four categories:

We may change our use of cookies over time, but our use of cookies will generally fall into the above categories. Please visit this page regularly so that you are aware of any changes.

(b) Specific cookies we use

We use the following cookies on our Website:

Cookie File Description Retention Type
_biz_flagsA Cloudfare cookie 308 days Functionality
_biz_nA Cloudfare cookie 308 days Functionality
_biz_pendingA Cloudfare cookie 308 days Functionality
_biz_uid Cloudfare cookie 308 days Functionality
cookieconsent_dismissed Remembers visitors consent option 309 days Functionality
collect Used to send data to Google Analytics about the visitors device and behaviour. Tracks the visitor across devices and marketing channels. Session Performance
CONSENT Cookie used by Google Analytics to analyse how visitors find our website, how often they visit & which pages are the most popular 7120 days Performance
_ga Registers a unique ID that is used to generate statistical data on how the visitor uses the website. 673 days Performance
_gat_gtag_UA_116547822_1 Used by Google Analytics to throttle request rate Session Performance
_gid Registers a unique ID that is used to generate statistical data on how the visitor uses the website Session Performance
JESSIONID Act-On session tracking Session Performance
wp31565 Act-On advertising cookie. Tracks users clicks and page views Session Performance
optimizelyBuckets Used to store the page variants assigned to a user for A/B performance testing, to ensure the user gets a consistent experience 3593 days Performance
optimizelyEndUserId This cookie is a unique user identifier 3593 days Performance
optimizelySegments This cookie holds audience segmentation information for a visitor. 3593 days Performance
_cfduid CDN Cookie / Cloudflare provides content distribution and caching as well as protection against brute force attacks. 115 days Strictly necessary

This Website uses Google Analytics to collect information about how users use the Website. The information generated by the cookie about your use of the Website will be transmitted to and stored by Google on servers in the United States. In case IP-anonymization is activated on this Website, your IP address will be partially used within the European Union or just in the European Economic Area if it is used by other parties. Only in exceptional cases will the full IP address be transferred to a Google server in the United States, and then shortened so it is only partially used there. The IP-anonymization is active on this Website.

Google will use this information on behalf of the operator of this Website for the purpose of analyzing your use of the Website, compiling reports on Website activity for Website operators and providing them other services relating to Website activity and internet usage. The IP address that your browser conveys within the scope of Google Analytics will not be associated with any other data held by Google. You may refuse the use of cookies by selecting the appropriate settings on your browser; please note, however, that if you do this you may not be able to use the full Website. You can also opt-out from being tracked by Google Analytics in the future by downloading and installing ‘Google Analytics Opt-out Browser Add-on’ for your current web browser:

As an alternative to the browser add-on, you can click this link in order to opt out from being tracked by Google Analytics within this Website in the future. An opt-out cookie will be stored on your device, which means that you will have to click this link again if you delete your cookies.

You can find more information under the following link:

(c)       Opting Out of Cookies

You have the ability to accept or decline cookies. Most browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. If you choose to decline cookies, you may not be able to sign in or use other interactive features of Guidance Automation sites and services that depend on cookies. If you choose to accept cookies, you also have the ability to later delete cookies that you have accepted. If you choose to delete cookies, any settings and preferences controlled by those cookies will be deleted and may need to be recreated. If your browser settings are set up as ‘Do Not Track’, we will not use cookies and tracking technologies.

For more information on cookies and how they can be managed and deleted please visit: or

9. Your Rights

You may inform us of any changes in your personal information, and in accordance with our obligations under applicable data protection laws we will update or delete your personal information accordingly. To find out what personal information we hold on you or to have your personal information updated, amended or removed from our database, please email your request to us via the following email address:

Residents of the European Economic Area (‘EEA’): You may have the right to: request (a) access to your personal information we hold about you; (b) request we correct any inaccurate personal information we hold about you; (c) request we delete any personal information we hold about you; (d) restrict the processing of personal information we hold about you; (e) object to the processing of personal information we hold about you; and/or (f) receive any personal information we hold about you in a structured and commonly used machine-readable format or have such personal information transmitted to another company.

For more information on your rights and its requirements, please see the information provided by the Information Commissioner’s Office at:


We may ask you for additional information to confirm your identity and for security purposes, before disclosing information requested to you.

To exercise any of your rights in connection with your personal information, please contact or by mail at :

Guidance Automation Limited,
Unit 2 Meridian South,
Meridian Business Park,
Leicester, LE19 1WY.

We will process any request in line with any local laws and our policies and procedures. If you are located in the EEA, you have the right to lodge a complaint about how we process your personal information with the supervisory authority in your country.

10. Contact Us

If you have any questions about the processing of personal data via this Website, please contact us at the following address:

Guidance Automation Limited,
Unit 2 Meridian South,
Meridian Business Park,
Leicester, LE19 1WY.

or please contact our Data Protection Officer by email at or by mail at the above address. If you contact us, we will do our utmost best to address any concerns you may have about our processing of your personal data.

Changes to our Privacy Policy

Any changes we may make to our privacy policy in the future will be posted on this page. Please check this page regularly to ensure that you are familiar with the current version.

Get Started Today

©2022 Guidance Automation Ltd  Company Registered in England No. 9200454