Privacy & cookies

Analytics

With your consent, we use PostHog (hosted in the EU) to understand how the site is used: which pages and charts get opened and which controls get clicked. This is anonymous usage data: we do not create user accounts for it, we do not identify you, and session recording is switched off. We never sell your data or use it for advertising.

Analytics only runs if you choose Accept. If you decline, or ignore the banner, PostHog is never loaded and nothing is sent.

Email updates

If you sign up, we store your email address so we can send you The Daily Trend, our free weekday newsletter, along with other updates and content from Trend. Signing up is the only consent we ask for; there is no separate confirmation step. That’s the only thing we use your address for; we never sell it or share it with advertisers. There is an unsubscribe link in every email, and you can opt out at any time. To be removed sooner, email us at the address below.

The newsletter is sent for us by Resend, an email provider in the United States; your address is held there as well as in our own database, which is in the EU. We record what happens to each email we send you: whether it was delivered, whether it bounced, and whether you reported it as spam. That is what lets us stop mailing addresses that no longer work, which is the main thing keeping our mail out of other people’s spam folders. An address that hard-bounces or reports us is suppressed automatically and not mailed again.

Links in the newsletter go through links.send.trenddata.co.uk before redirecting to where they say they go, which records that a link was clicked and when. We store the path only: everything after a question mark or a hash is thrown away before it is written, so a link carrying your unsubscribe token never reaches a log. A click on the unsubscribe link is recorded like any other — the address, the time, and the fact that it was the unsubscribe link rather than which link it was — but it is never counted as interest in the newsletter, for the obvious reason. We do not store your IP address. The browser string that comes with a click is deleted after 7 days, and the event log itself after 35 days. What survives beyond that is a small tally kept against your subscription for each edition: the date you first clicked something in it, how many times, and how many of those clicks we attributed to an automatic link scanner rather than to you. No URLs, and no times of day.

We do not track opens. There is no tracking pixel in our email, so we cannot tell whether you read one, and we have no way of finding out. Click tracking applies to the newsletter as a whole rather than person by person, so there is no per-reader switch for it: if you would rather we recorded nothing, the unsubscribe link in every email ends all of it, or write to us and we will delete your record by hand.

Reporting a problem

If you send us feedback or report a problem, we store what you wrote, the page or chart you were looking at, and — only if you choose to give it — your email address. We keep the address solely to reply to you about that report; it is not added to the mailing list and is never passed to anyone else. Reports are read by us and used to fix the site. If you would like yours deleted, email us at the address below.

Error monitoring

We use Sentry (hosted in the EU) to catch technical errors so we can fix them. It records the error itself and basic technical context (like the page and browser type), not your personal details. This runs to keep the site working and reliable.

Cookies & local storage

We store a single value on your device to remember your analytics choice. If you accept analytics, PostHog also stores identifiers on your device to count returning visits. Nothing else is stored, and we set nothing before you choose.

Your choices

You can change your mind at any time.

Contact

Questions about privacy? Email hello@trenddata.co.uk.