Privacy Policy Old

Simplicity Cremations are provided by Dignity Plc.

Dignity is committed to protecting your privacy and the personal information that you provide to us. This policy sets out how we use, share, and protect any personal information that you give us when you use this website or use our services.

If you have agreed to receive marketing, you can revoke your consent at any time by contacting our Privacy team by email at or by post at Dignity Plc, 4 King Edwards Court, King Edwards Square, Sutton Coldfield,
West Midlands, B73 6AP. Alternatively, you can telephone us on 0333 252 0404.
If you have any questions about this policy, or do not agree with it, please contact our data privacy team by
emailing or in writing to Privacy, Dignity Plc, King Edwards Court, King Edwards Square, Sutton
Coldfield, West Midlands, B73 6AP.


Dignity offers a number of services and products for which we collect and process your information in different ways. The following
sections provide further details on what information we collect from you, how we use your information and who we share your
information with:
“Dignity/we/our/us” refers to the Dignity Group of companies and subsidiaries of Dignity Plc including Simplicity Cremations, registered in England at our registered office at Dignity Plc, 4 King Edwards Court, King Edwards Square, Sutton Coldfield, West
Midlands, B73 6AP.

What information do we collect?

We collect personally identifiable information about you such as your full name, address, email address, and bank account or payment
card details. If you purchase a service online, we will collect additional information such as your IP address and any session details. We will only collect this information if it is necessary for the purposes outlined below.

If you call us, we may record the call to ensure we maintain our high level of service to our clients and, in some cases, to help detect
and prevent fraud.

How do we use your information?


Dignity will process your data on the requirement that it is necessary to fulfil our contract with you when you enquire or purchase a service from us:

If you enquire about one of our services, we will use this information to provide you with further details by either post or email.

If you purchase one of our services, we will use the information you have provided to administer your plan. If required this involves sharing your information with our payment processors and legal advisors.

We will retain your information for the duration of our relationship with you and for as long as we are required to fulfil our legalobligations. We review these retention periods on a regular basis to ensure we do not store unnecessary personal information.

Grief Chat

Grief Chat is a confidential, independent bereavement counselling service which can be accessed through this website. This service is
provided by Professional Help Limited who will act as the data controller for any personal information you may disclose within the
chat service. This information may be processed in the US Professional Help’s privacy policy which is available here.

Legitimate Interests

In addition to the above we also process your information for the purposes of our own legitimate business interests:

  • To improve our customer services and obtain your feedback regarding our services
  • To develop new products and services
  • To review the effectiveness of our campaigns
  • To better understand our customers’ decision making processes
  • To collect debt
    You may choose to opt-out of some or all of the above if possible (opting out is not possible for the items marked with an asterisks) by
    emailing or in writing using the address above.


Dignity creates a profile of your interests and preferences so that we can contact you with information most relevant to you. We may
also use your personal information to detect and reduce fraud and credit risk.

Direct Marketing

If you have been provided with the option to opt-in to further communications from Dignity, the following information regarding the processing of your personal data will apply.
Otherwise, it will not apply:

We would like to provide you with information about products which we think you may find interesting and useful. We may send you such information by mail, SMS, telephone or email, unless you have registered with the appropriate Preference Service. When youprovide us with information, you will be given the option to let us know that you would like your information used for direct marketing purposes. If you do not request this option, we will not send you any direct marketing.

You can change your mind at any time by contacting our Privacy Team by email at or by post at Dignity Plc, 4 King Edwards Court, King Edwards Square, Sutton Coldfield, West Midlands, B73 6AP. Alternatively, you can telephone us on 0333 252 0404.

Service Providers

Dignity employs third-party service providers and contractors to carry out its day to day activities. All of our service providers are carefully considered to ensure they handle your information with care and only for the purposes intended. It may be necessary for Dignity to share some or all your information with these providers as necessary. Dignity will always minimise the access and ensure data is securely destroyed when it is no longer required by our third party providers.

Email marketing

We would also like to provide you with the information above by email. However, we appreciate that email “spam” has become a problem in recent years.

If you are a customer or you have previously asked us for information on our products, we may send you information on our range of products by email, unless you have asked us not to do so.

If the reason you have given us personal information is to receive email information from us, we will continue to provide this information by email unless you ask us not to do so.

Otherwise, when you provide us with personal information, we will ask you whether or not you are happy for us to send you this kind of information by email.

If you decide at any time that you no longer wish to receive marketing emails from us, please contact our company secretary by email or by post to Simplicity Cremations, 4 King Edwards Court, King Edwards Square, Sutton Coldfield, West Midlands B73 6AP. Alternatively, you can telephone us on 0333 252 0404 .

Who do we share this information with?

If you have been introduced to Dignity by one of our partners, we may pass your details back to the partner for their legitimate business purposes. You should review their privacy policy to ascertain how they may use your data.

Other than as described in this policy, we will not transfer, disclose, sell, distribute or lease your personal information to third parties other than our subsidiaries, parent company, group companies or potential purchasers of our business without your permission, unless we are required to do so by law.


We are committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure we have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information we collect online.


We may link to other websites which are not within our control. Once you have left our website, we cannot be responsible for the protection and privacy of any information which you provide. You should exercise caution and look at the privacy statement applicable to the website in question.

Social Media

Dignity is committed to improving its services based on feedback from our clients, any publicly available Social Media discussions concerning Dignity or its services will be collected to help us improve our services and monitor the effectiveness of our campaigns.

Your rights

Under the General Data Protection Regulation (GDPR) you have rights with regard to your personal data.

You have the right to request from us access to and rectification or erasure of your personal data, the right to restrict processing, object to processing as well as in certain circumstances the right to data portability.

If you have provided consent for the processing of your data, you have the right to withdraw that consent at any time.

You have the right to lodge a complaint to the Information Commissioner’s Office if you believe that we have not complied with the requirements of the GDPR with regard to your personal data.

Use of Cookies

Some of the features of our website rely on the use of cookies.

A cookie is a small file of letters and numbers that we put on your computer if you agree. These cookies allow us to distinguish you from other users of the website which helps us to provide you with a good experience when you browse our website and also allows us to improve our site.

Cookies are designed to assist your computer or device to remember something you have done within that website e.g. remembering that you have logged in, or which products you have looked at.

The cookies we use are ‘analytical’ cookies. They allow us to recognise and count the number of visitors and to see how visitors move around the site when they’re using it. This helps us to improve the way our website works, for example by making sure users are finding what they need easily.

There are also specific cookies related to knowing whether a user is logged in or not. These are known as authentication cookies.

Authentication cookies are important for our website to know what information to show you, or if it needs to ask you to log in.

Dignity uses cookies for tracking statistics such as the duration spent browsing our website and the frequency of pages and products visited by users. Dignity also use cookies to offer you an enhanced experience. These cookies enable us to target only the most relevant information featuring product choices relevant to your browsing history. We achieve this by using a cookie which remembers your browsing history from past visits.
Cookies may be stored by your browser from anywhere between a single browsing session to a longer period of time:

  • Session cookies – these only last for the duration of your browsing session on the website. Your web browser would normally delete
    these when you close the browser.
  • Persistent cookies – these last longer than the browser session. For example if you visit our website and then return to the website
    some days later, the website knows who you are and displays a welcome message to you. Persistent cookies enable this to happen.
  • First party cookies – these are set by the <website> domain (or sub-domain) in your web browser.
  • Third party cookies – these are set by a different domain to that of the website you are looking at. Third party cookies are used for a
    variety of reasons, mainly to track the products and services you are interested in. For example, we use a google analytics cookie
    which helps google tell us how visitors arrive at and interact with our site.

    Dignity also uses Google Advertising cookies to allow us to advertise to you from time to time when you are browsing online. The advertising will only be specific to Dignity and the products and services you have viewed online at

    Dignity use all of the above cookies on this website. But the cookies do not contain any personal information such as your address, telephone number or credit card details.

    By using the Dignity website, you are agreeing to our Cookie policy and consent to the use of cookies and similar technologies by us and our carefully selected third party partners as described in these policies. If you do not agree to such use, please see the section below for how to adjust your settings.

Managing your Cookies

You have different options to manage the cookies on your computer or device. You can change your browser settings to prevent cookies from being accepted, or, depending on which browser you are using, you might be able to receive an alert when a website is trying to place one on your browser. With most browsers you can allow first party cookies to be set but refuse third party cookies.

If you change your cookie preferences, you will still be able to browse around our site but some functions may not work as normal.

Your browsers ‘help’ menu should tell you how to block cookies or change your cookie settings. You can delete cookies stored in your browser by using a function in your browser. Whilst this does not mean you won’t collect cookies in the future, it gives you freedom to delete your cookies after you have been online.

This function is often known as ‘clearing cookies’. Of course, clearing your cookies on one browser of one device does not automatically clear them on another.

You can also opt out of Google Advertising at any time by visiting

By using the Dignity website you are agreeing to our Privacy and cookie policies and consent to the use of cookies and similar technologies by us and our carefully selected third party partners as described in these policies. If you do not agree to such use, please adjust your settings as set out above.

More information about Cookies

If you want to find out more about cookies, you may find this website helpful: (this link will open in a new window).

Or you can visit the Information Commissioners Office website at: