Privacy Policy - Tour Guide Systems Hire in London

Last updated: 5 October 2026

This notice explains how Demapal Ltd, trading as Tour Guide Systems and operating tourguide.systems, uses personal information when you visit our website, contact us, request a quotation, or hire equipment from us.

We handle personal information under the UK GDPR, the Data Protection Act 2018 (as amended), the Data (Use and Access) Act 2025 and, where relevant, the Privacy and Electronic Communications Regulations 2003 (PECR).

1. Who we are and how to contact us

Demapal Ltd is the data controller for personal information described in this notice.

Company: Demapal Ltd, company number 11059790
Trading name: Tour Guide Systems
Address: 16 Upper Woburn Place, London WC1H 0AF, United Kingdom
Privacy contact: Ivan Zharikov, Managing Director
Email: info@tourguide.systems
Telephone / WhatsApp: +44 7548 480000

We have not appointed a formal Data Protection Officer. Contact the Managing Director using the details above for privacy questions or requests.

2. Whose information this notice covers

This notice covers website visitors, people who contact us, customers and their representatives, suppliers and other business contacts. If an organisation books equipment, we may also receive limited information from the person arranging the booking.

Our service is equipment hire and related delivery, collection, setup and technical support. We normally need the organiser’s contact details and event logistics, not a list of individual attendees. Please do not send us attendee information, special-category information or payment-card details unless they are genuinely necessary and we have agreed how they will be handled.

If we process personal information on a business customer’s behalf and the law requires it, the parties will agree the relevant instructions and a separate data-processing agreement before that processing begins. This notice does not replace such an agreement.

3. Personal information we may collect

Identity and business details: name, job title, organisation and role in a booking.
Contact details: business email address, telephone number, billing details and correspondence address.
Enquiry and booking details: requested equipment, quantities, event date and location, delivery and collection arrangements, setup requirements and relevant instructions.
Communications and call information: messages you provide through our forms, email, telephone, WhatsApp or other correspondence. Calls may be recorded; recordings may contain your voice and anything you discuss with us. We may also hold call details such as the date, time and number involved.
Ofcom permit information: where a customer uses equipment under our UK Wireless Microphone Licence, we may record the customer and relevant hire or event details needed to prepare a written permit and maintain licensing records.
Payment and accounting information: invoice details, payment status, amount, date, transaction reference and information shown on bank-transfer records. Card payments are handled through the relevant payment provider; we do not ask you to send full card details to us.
Website and device information: technical logs such as IP address, access time, browser and device details, pages visited and cookie choices.
Marketing preferences: whether you wish to receive promotional communications and any opt-out you make.

We do not intentionally request special-category personal information, such as health, ethnicity or religious information, for ordinary equipment hire. If you send information that is not needed, we may ask you to remove it or delete it where appropriate.

4. Where information comes from

We collect information directly from you, for example through an enquiry or booking form, email, telephone or WhatsApp. Where a company or another person arranges a booking, they may provide the contact and event information needed to manage it. Our website and hosting systems may also generate technical and security logs, and payment providers may provide transaction status or references.

5. Why we use information and our lawful bases

Purpose	Lawful basis
Reply to enquiries, prepare quotations and take steps requested before a booking.	Taking steps at your request before entering into a contract; legitimate interests in responding to business enquiries.
Confirm and deliver equipment hire, including delivery, collection, setup and agreed support.	Performance of a contract.
Process payments, issue invoices, keep business and tax records, and manage refunds or payment queries.	Performance of a contract; legal obligations; legitimate interests in administering our business.
Record calls, where recording is enabled, to keep an accurate record of instructions, handle booking or service queries, review service quality where appropriate, and establish or defend legal claims.	Legitimate interests in maintaining accurate business records and managing our services and legal position.
Prepare written permits for customers using equipment under our UK Wireless Microphone Licence and maintain related records.	Performance of a contract; legitimate interests in administering equipment hire and licence use; legal obligations where applicable.
Protect our website, equipment and business, prevent misuse, and establish or defend legal claims.	Legitimate interests; legal obligations where applicable.
Send promotional communications where permitted and manage opt-outs.	Consent or another basis permitted by applicable electronic-marketing law.
Use cookies and similar technologies for essential site functions and, where applicable, preferences, statistics or marketing.	Strict necessity or another applicable PECR exemption; otherwise consent where required.

Where we rely on legitimate interests, these are limited to running, securing and improving our equipment-hire business, handling enquiries and bookings, maintaining appropriate records and protecting our legal position. We consider the effect on people’s rights before relying on this basis.

We will tell callers before a call is recorded, through a recorded announcement or a spoken notice. If we need to use personal information for a new purpose, we will explain that purpose and the relevant lawful basis where required by law.

We do not make decisions about you solely by automated means that have a legal or similarly significant effect.

6. Who we share information with

We share only information needed for the relevant task. Depending on the booking and the systems used, this may include:

Soho66 for business telephone services and call recordings.
Microsoft 365 / Outlook for business email, files and communications.
Xero for accounting, invoicing and transaction records.
GoCardless, SumUp and Stripe for payment processing and related transaction records.
Barclays and NatWest for business banking, receiving transfers and reconciling transactions.
American Express Business for Demapal Ltd’s own business purchases. It is not used to take customer card payments.
pCloud for business file storage, synchronisation and backup.
Synology NAS for local business storage and backup.
WordPress for website pages and website forms.
Unlimited Web Hosting UK Ltd, using the Thundercloud.uk hosting platform, for website hosting and related technical logs and backups. cPanel is the control panel supplied with the hosting service.
Dynadot for domain registration and DNS management. This is separate from website hosting and is not used to hold event or attendee records for equipment hire.
Adobe Acrobat for working with PDF documents. If we use Adobe’s cloud or online document features, the relevant documents may be processed by Adobe.
OpenAI / ChatGPT for limited AI-assisted drafting, summarising and administrative tasks. Any information placed in a prompt, including personal information contained in it, may be processed under the applicable service and account settings. We aim to use only the minimum information needed and do not use ChatGPT to process full payment-card data or special-category information. We do not submit identifiable attendee or service-user information unless this is necessary, lawful and covered by appropriate safeguards and any required customer authorisation.
Ofcom, where information is required or requested in connection with our licence, licensing compliance or a legal requirement. When a customer uses equipment under our UK Wireless Microphone Licence, we prepare a written permit for that customer and keep the relevant records. We do not describe this as issuing a separate Ofcom sub-licence.
Our accountant, professional advisers, insurer, banks, payment providers or other service providers, where needed to run the business or provide the service.
HMRC, courts, regulators, law-enforcement bodies or other public authorities where disclosure is required or authorised by law.
A person or organisation you ask us to contact, or that is necessary to arrange a booking, such as an event venue.

We use Shure Wireless Workbench for radio-frequency scanning and coordination. In our normal use, it processes radio-frequency scan or equipment information, not customer booking details.

Depending on its role, a provider may process information for us as a processor or may act as a separate controller for its own purposes, such as payment security, fraud prevention or legal compliance. Public authorities and professional advisers may also have their own legal responsibilities.

7. International processing and transfers

Our hosting provider states that websites, mailboxes and backups on its platform are held in data centres in Manchester, United Kingdom. Some other providers and their infrastructure or sub-processors may operate internationally. The location can depend on the service, account settings and the provider’s current arrangements.

Where a transfer of personal information from the UK is restricted by data-protection law, we will use a lawful transfer mechanism, such as UK adequacy regulations or an appropriate safeguard under the UK GDPR, and complete any assessment required by law. You can contact us for information about the relevant provider, destination and safeguards for your data, including a copy of applicable safeguards where the law allows.

8. How long we keep information

We keep personal information only for as long as needed for the purpose for which it was collected, including to administer a booking, respond to service issues, meet legal requirements and establish or defend legal claims. When information is no longer needed, we delete it securely or anonymise it where appropriate.

Enquiry and booking records are kept for the time needed to manage the enquiry or service and any resulting issues or claims.
Invoices and relevant accounting and tax records are kept for the period required by law, generally six years from the end of the relevant company financial year or accounting period, or longer where required for an audit, investigation or dispute.
Call recordings are kept in our Soho66 account according to the retention settings for our service and only for as long as needed for the purposes described above. The available service can retain recordings for up to six years; we may delete recordings sooner where they are no longer needed.
Marketing preferences are kept while you remain subscribed. We may retain a minimal suppression record after you opt out so that we can respect your choice.
Website security logs, cookie data and backups are kept according to the relevant system’s retention settings and only for as long as needed for security, operation or recovery.

Retention periods may differ where a law, regulator, insurer or ongoing dispute requires information to be kept for longer.

9. How we protect information

Access to our business accounts and records is restricted to the Managing Director. We limit the information we collect to what is needed for bookings and business administration, and use security controls provided by the systems we rely on. No method of sending or storing information is completely secure, but we take proportionate steps to protect it and respond to suspected security incidents. We will notify affected customers or individuals where required by law or an applicable contract.

10. Marketing

We may send information about our services where the law permits. You can opt out of promotional messages at any time by using the unsubscribe option in the message or by contacting us. Opting out of marketing does not affect service messages needed to respond to an enquiry or manage a booking.

11. Cookies and similar technologies

Our website uses cookies and similar technologies. Some are essential for the website to work and cannot be switched off through our consent tool. The site may also use preference, statistics or marketing technologies, as described in the cookie banner and its settings. You can review or change your choices using the cookie-settings control on the website.

We apply PECR and data-protection rules to cookies and similar technologies. Where the law requires consent, we ask before placing or using the relevant technology. Some limited-purpose technologies may be exempt from consent under current law, but we will still provide information and choices where required.

12. Your rights

Depending on the circumstances and the lawful basis we use, you may have the right to:

ask for access to your personal information;
ask us to correct inaccurate information;
ask us to erase or restrict information;
object to processing based on legitimate interests or to direct marketing;
receive certain information in a portable format; and
withdraw consent where we rely on consent.

These rights are subject to legal conditions and are not absolute. To make a request, email info@tourguide.systems with “Privacy request” in the subject line. We may ask for information reasonably needed to confirm your identity and locate the relevant records. We will respond within the time required by law.

13. Data-protection complaints

If you are unhappy about how we have used your personal information, email info@tourguide.systems with “Data protection complaint” in the subject line. Please explain what happened and, if possible, what you would like us to do. We will acknowledge the complaint within 30 days, make appropriate enquiries, keep you informed about progress and communicate the outcome without undue delay.

You may also complain to the UK Information Commissioner’s Office (ICO), the data-protection regulator. Its current contact information is available at ico.org.uk.

14. Information about children

Our website and equipment-hire service are intended for business and organisational customers, not children. We do not ask for children’s personal information through our ordinary enquiry and booking process. If information about a child is genuinely needed for a booking, please contact us first so that we can agree what is necessary and how it will be handled.

15. Changes to this notice

We may update this notice when our services, systems or legal requirements change. The date at the top of the page shows when the notice was last revised. If a change materially affects how we use personal information already held, we will take reasonable steps to bring it to your attention.