Privacy Policy

ThePast is committed to protecting your privacy and security. This privacy policy explains how and why we use your personal data and is intended to help ensure that you remain informed and in control of your information.

1. About us

The Past Archive Ltd is a private limited company listed at Companies’House 10936794.

The official address of The Past is 79B Peak Hill, Sydenham, London SE26 4NS.

When we talk about “we” or “us” in this privacy policy we mean the Directors of ThePast and  any companies they may own and control, working together to support ThePast.

2. Your Personal Data

We collect “personal data”, which is information that identifies a living person, or which can be identified as relating to a living person.

When we talk about “you” or “your” in this policy we mean any living person whose personal data we collect.

When we talk about “Members” and “Membership” we are referring to those who have set up an account with us by purchasing an individual story, a package, or a time-limited membership.

3. Personal data we hold

We hold the following categories of personal data:

3.1. Personal data you provide

We collect data you provide to us. This includes information you give when you communicate with us, apply for membership, purchase Materials, products or services, sign up to receive communications from us, make a donation, apply for employment, volunteer or enter into a contract with us. For example we may hold:

• personal details (name, gender, date of birth, email, address, telephone etc.)

• family and spouse/partner or next of kin details

• financial information (such as credit/debit card or direct debit details, and whether your donations are gift-aided);

• your response to a special ThePast event or your intention to meet a member of our staff; and

• details of the ways in which you wish to be contacted by us.

If you purchase a ThePast membership as a gift for someone, join as a family or if you are the parent or guardian of a member, your details will be recorded (as will the recipient’s) and your relationship to that person will be recorded.

3.2. Personal data generated by your involvement with ThePast

Your activities and involvement with ThePast will result in personal data being generated. This could include:

• details of your areas of interest in ThePast’s archive

• your attendance at special events

• where you have asked us for information or written to us;

• your visits to our websites

• your purchasing history;

• how you’ve helped us by volunteering or by donating money, or

• where you have applied for a job with us.

3.3. Personal data from third parties

We sometimes receive personal data about you from third parties, for example, if we are partnering with another organisation or where we may use third parties to help us conduct research and analysis about you to determine the success of our public offer and to help us provide you with a better experience (and this can result in new personal data being created).

We may collect information from social media about you, or if you post on any of our social media pages.

Occasionally, we may collect personal data about you (for example if you are particularly well known or influential) from the media and other publicly available sources. This may come from public databases (such as Companies House), news or other media. The sort of information we obtain from these sources might include details of charities you may support and indicators of your leisure interests and financial status such as house value or post code.

3.4. Special category (‘sensitive’) personal data

We do not normally collect or store special categories of personal data. However there are some situations where we may need to do so. These may include, for example, if you work or volunteer with us or apply to do so, or if we need to know about any access, medical or dietary requirements you, or someone in your care, may have.

4. How we use your personal data

4.1. General use

We only ever use your personal data with your consent, or where it is necessary in order to:

• enter into, or perform, a contract with you;

• comply with a legal duty;

• protect your vital interests;

• carry out a task in the public interest; or

• for our own (or for a third party’s) legitimate interests, provided your rights do not override these interests.

In any event, we will only use your personal data for the purpose or purposes for which it was obtained.

4.2. Marketing

We use your personal data to communicate with you in order to promote our activities and events and to help with fundraising. This includes keeping you up to date with our Materials, events and products, and to send you general information about fundraising, membership and other ways you may be able to support us or benefit from ThePast.

4.3. Administration

We use your personal data for administrative purposes including:

• receiving contributions (e.g. direct debits or gift-aid instructions);

• maintaining databases of our Members and other supporters;

• processing memberships;

• performing our obligations under Membership contracts and other supporters’ agreements;

• managing custody of our archive including our intellectual property rights;

• carrying out due diligence to meet our compliance duties (for example, before making any addition to our archive, accepting financial support or making agreements for the supply of goods and services);

• processing enquiries and requests for information;

• managing feedback, comments and complaints we receive;

• fulfilling orders for materials, goods or services (whether placed online, over the phone or in person);

• helping us respect your choices and preferences;

• recruitment and staff management including pay, tax and pensions administration;

• management of suppliers of goods and services;

• managing your visit to ThePast (e.g. health and safety; security, lost property, cloakroom and incident management);

4.4. Internal research and profiling

We carry out research and analysis on our visitors, Members and other supporters to determine the success of our public offer and programmes and other activities in the public interest and to help us provide you with a better experience (for example so that you only receive communications about areas of our activities or research you are mostly likely to be interested in).

We may evaluate, categorise and profile your personal data in order to tailor materials, services and communications (including targeted advertising) to your needs and your preferences and to help us to understand our audiences. For example, we may keep track of the amount, frequency and value of your support including your philanthropic involvement elsewhere. This information helps us to ensure communications are relevant, timely and in the best interest of our charitable purposes.

5. Disclosing and sharing your personal data

We will never sell your personal data.

If you have opted-in to marketing, we may contact you with information about our selected partners. These communications will always come from us and will usually be incorporated into our own marketing.

We may share your personal data with contractors or suppliers who provide us with services. For example, we may use a mailing house for the distribution of hard copies of our Material; we use Direct Debit processors for the handling of payments and email providers for our marketing communications. Information is transferred to data processors securely, and we retain full responsibility for your personal data as the data controller. These activities are carried out under a contract which imposes strict requirements on our suppliers to keep your personal data confidential and secure.

Occasionally, we may arrange events with other organisations. We may share your personal data with such organisations, for example where you register to attend events. We will only share information when necessary.

We may share your personal data where required to do so for prevention of crime or for taxation purposes (for example, with the police, HMRC) or where otherwise required to do so by other regulators or by law (e.g. Companies House).

6. Fundraising and marketing communications

6.1. Consent

Unless you have already given us your email address or telephone number so that we can tell you about making contributions to us or about the supply of goods and services, we must ask you to “opt-in” to receive fundraising and marketing emails from us. You have the choice as to whether you want to receive or continue to receive these messages. You are also able to select how you want to receive them (post, phone, email, text) and to change your preferences at any time.

When you receive a communication from us, we may collect information about your response and this may affect how we communicate with you in future.

6.2. New Material

If you are a Member or a Patron, we will send you notifications of new Material and you can choose to unsubscribe from general marketing communications to Members without cancelling your Membership in ThePast.

7. Children and young people

7.1. Information for parents and guardians

We take great care to protect and respect the rights of individuals in relation to their personal data, especially in the case of those aged 13 or younger.

We will not use the personal data of children or young people for marketing purposes and we will not profile it.

Personal data about children and young people is only accessible by our staff on a strictly need to know basis.

8. Data security

8.1. Protection

We employ a variety of physical and technical measures to protect information we hold and to prevent unauthorised access to, or use or disclosure of your personal data.

Electronic data and databases are stored on secure computer systems and we control who has access to information (using both physical and electronic means).

8.2. Payment security

All electronic forms that ask you for your financial data will use the Secure Sockets Layer (SSL) protocol to encrypt the data between your browser and our servers.

If you use a payment card to contribute or buy a Membership or to purchase something from us on-line, we will pass your payment card details securely to our payment provider. We comply with the payment card industry data security standard (PCI-DSS) published by the PCI Security Standards Council.

9. Storing your personal data

9.1. Where we store data

We are wholly based in the UK and store data within the European Economic Area. Some organisations which provide data processing services to us do so under contract and may be based outside of the EEA. We will only allow them to do so if your data is adequately protected.

9.2. Retention of your personal data

We will only retain your personal data for as long as it is required for the purposes for which we collected it (e.g. we have a genuine and legitimate reason and we’re not harming any of your rights and interests). This will depend on our legal obligations and the nature and type of information and the reason for which we collected it. For example, should you ask us not to send you marketing emails, we will stop storing your email address for marketing purposes; however we will need to keep a record of your preference.

We continually review what information we hold and will delete personal data which is no longer required.

10. Control of your personal data

10.1. Your rights

We want to ensure you remain in control of your personal data and that you understand your legal rights, which are:

• the right to know whether we hold your personal data and, if we do so, to be sent a copy of the personal data that we hold about you (a “subject access request”) within one month;

• the right to have your personal data erased (though this will not apply where it is necessary for us to continue to use the data for a lawful reason);

• the right to have inaccurate personal data rectified;

• the right to object to your personal data being used for marketing or profiling; and

• (where technically feasible) the right to be given a copy of personal data that you have provided to us (and which we process automatically on the basis of your consent or the performance of a contract) in a common electronic format for your re-use.

There are some exceptions to the rights above and, although we will always try to respond to any instructions you may give us about our handling of your personal information, there may be situations where we are unable to meet your requirements in full.

If you would like further information on your rights or wish to exercise them, please contact us via email.

Should you wish to make a subject access request, we can provide you with a template form which includes guidance on how to do this. Please contact us for a copy of the template for a subject access request.

10.2. Complaints

Should you have a complaint about how we have used (‘processed’) your personal data, you can complain to us directly via email.

If you are not happy with our response, or you believe that your data protection or privacy rights have been infringed, you can complain to the UK Information Commissioner’s Office which regulates and enforces data protection law in the UK. Details of how to do this can be found at

11. Cookies

Our websites use local storage (such as cookies) in order to provide you with the best possible experience and to allow you to make use of certain functionality (such as being able to shop online). Further information can be found in our Cookies Policy, below.

12. Links to other sites

Our websites contain links to other external websites. We are not responsible for the content or functionality of any such websites. Please let us know if a link is not working by contacting us via email.


If a third party website requests personal data from you (e.g. in connection with an order for goods or services), the information you provide will not be covered by this privacy policy. We suggest you read the privacy notice of any other website before providing any personal information.

13. Changes to this privacy policy

We may amend this privacy policy from time to time to ensure it remains up-to-date and continues to reflect how and why we use your personal data. The current version of our privacy policy will always be posted on our website.

Any questions you may have in relation to this privacy policy or how we use your personal data should be sent to us via email.

This Policy was approved by the Directors of ThePast in January 2019 and will be reviewed no later than 2022.

ThePast operates under the domain name.

What are cookies?

Cookies are small data files that are sent to your computer or mobile phone from a website's computer (server) and stored on your device's hard drive. Most websites you visit will use cookies in order to improve your user experience by enabling that website to ‘remember’ you, either for the duration of your visit (using a ‘session cookie’) or for repeat visits (using a ‘persistent cookie’). Persistent cookies are activated each time that you visit the website that created that particular cookie. Cookies cannot be used to identify you personally.

Cookies do lots of different jobs, like letting you navigate between pages efficiently, remembering your preferences, and generally improve the user experience. They can also help to ensure that adverts you see online are more relevant to you and your interests

You can find more information about cookies at and

Cookies used on our Websites

The cookies used on our website have been categorised based on the categories found in the ICC UK Cookie guide.

·              1. Strictly necessary cookies

These cookies enable services you have specifically asked for. For those types of cookies that are strictly necessary, no consent is required.

These cookies are essential in order to enable you to move around the website and use its features, such as accessing secure areas of the Website. Without these cookies services you have asked for, like shopping baskets or e-billing, cannot be provided.


·              2. Performance cookies

These cookies collect anonymous information on the pages visited. By using the website, you agree that we can place these types of cookies on your device.

These cookies collect information about how visitors use the website, for instance which pages visitors go to most often, and if they get error messages from web pages. These cookies don't collect information that identifies a visitor. All information these cookies collect is aggregated and therefore anonymous. It is only used to improve how the Website works.


·              3. Functionality cookies

These cookies remember choices you make to improve your experience. By using the website, you agree that we can place these types of cookies on your device.

These cookies allow the website to remember choices you make (such as your user name, language or the region you are in) and provide enhanced, more personal features. These cookies can also be used to remember changes you have made to text size, fonts and other parts of web pages that you can customise. They may also be used to provide services you have asked for such as watching a video or commenting on a blog. The information these cookies collect may be anonymised and they cannot track your browsing activity on other websites.


·              4. Targeting or advertising cookies

These cookies collect information about your browsing habits in order to make advertising relevant to you and your interests.

These cookies record your visit to our site, the pages you have visited and links you have followed. They are used to deliver adverts which are more relevant to you and your interests. They are also used to limit the number of times you see an advertisement as well as help measure the effectiveness of advertising campaigns. They are usually placed by advertising networks with our permission. They remember that you have visited our site, and this information is shared with other organisations


·              5. Behavioural advertising and online privacy

Behavioural advertising, or interest-based advertising, gives you and our advertisers a more valuable and unique experience by delivering advertising and content that is more relevant to your interests, based upon your previous browsing activity on this website as well as third party sites. It is important to note that at no time do we or our service providers attempt to identify you individually nor do we create a profile of you, or the pages you have viewed, for the purposes of delivering advertising.

A guide to behavioural advertising and online privacy has been produced by the internet advertising industry which can be found at


Third party cookies

We may allow third party organisations to set cookies using this website in order to deliver services. If you would like more information about the cookies used by these third parties, as well as details on how to opt-out, please see the table below.

Cookie Name
What the cookie is used for
Google Analytics with Display Advertising and Google Double Click

Cookies with names beginning _ut
We use Google Analytics to give us insights into how you interact with our website and to support display advertising. The advertising includes the display, by third parties such as Google, of adverts across the internet. The adverts include adverts based on your past visits to our website.

We sometimes conduct advertising campaigns using DoubleClick, a Google service. To find out about DoubleClick cookies and how to control those cookies, go to

We and third-party vendors, including Google, use first-party cookies (such as the Google Analytics cookie) and third-party cookies (such as the Google DoubleClick cookie) together to:

• inform, optimise and serve ads based on someone's past visits to our website;

• report how ad impressions, other uses of ad services and interactions with these ad impressions and ad services are related to visits to our site.

If you do not wish to allow the use of Google Analytics for advertising, you can opt out using the Google Ad Settings.

If you do not wish to allow the use of Google Analytics cookies at all, Google provides an opt-out plug-in for most common website browsers
Adobe SiteCatalyst

Cookies with names beginning with s_cc, s_sq, s_vi and mc
We use Adobe SiteCatalyst to give insights into how you interact with our website and to support analysis of our marketing channels such as display banner advertising.

Adobe process IP addresses and information from other cookies used on our sites so we know how many visits we have, what browsers are used (so we can target our resources in the right way to maximise compatibility for the majority of our users) and, in some cases, in which country, city or region they are located. We also allocate a unique user id to identify you as you.

More information can be found at

Opt out of Adobe SiteCatalyst cookie tracking.
Cloud IQ

Cookies with names beginning cgisessid
Cloud IQ is used in some areas of our site in order to provide alerts on the newest and most relevant content available and cart abandonment. It is our aim to keep you up to date with the latest developments at the Museum and this allows us to share this with you on page.

For further details on Cloud IQ please see their information page here -
Affiliate future

Cookies with names beginning_afn and loc
Affiliate future is a marketing company that provide relevant traffic to the online store, we then offer commission to the providers of this traffic upon completion of a sale.

Cookies with names beginning_ls or fsm
We use a product called ATRAQT to offer product recommendations on the online shop website.
Social Media widgets
We include social media features, such as the Facebook Like button and other widgets, on our website. These features may collect your IP address and which page you are visiting, and may set a cookie to enable the feature to function properly.

Social media features and widgets are either hosted by a third party or hosted directly on our Site. Your interactions with these features are governed by the privacy policy of the organization providing it.
Facebook Pixel

Cookies with name beginning fb
We use the Facebook Pixel to understand conversion tracking, for optimisation and remarketing purposes.
Email cookies

Cookies with names beginning adestra_
We send emails using Adestra, which also has tracking technology. We use these to understand how well our emails are performing and what links are clicked on by our readers. We then use this information to improve the emails that we send to you and the services that we provide.
Managing Cookies

If you do not wish to accept cookies on to your device you can do so by adjusting the settings on your browser. However, be aware that if you do block cookies, some features of our websites may not be available to you and some web pages may not display properly. provides a guide to how you can do this on the most commonly used browsers, or you can visit the following webpages:

• Google Chrome
• Microsoft Internet Explorer
• Mozilla Firefox


If you have concerns about any cookies set by ThePast please contact us via email and include a link to the page on which the cookie is set.