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Privacy Policy

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 privacy@dignityfunerals.co.uk 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 0800 484 0260.


If you have any questions about this policy, or do not agree with it, please contact our data privacy team by emailing privacy@dignityfunerals.co.uk 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 legal obligations. 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 privacy@dignityfunerals.co.uk 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 you provide 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 privacy@dignityfunerals.co.uk 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 0800 484 0260.


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 company.secretary@dignityuk.co.uk 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 0800 484 0260 .


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.



A cookie is a piece of text which asks permission to be placed on your computer's hard drive. Once you agree (or your browser agrees automatically if you have set it up in that way), your browser adds that text in a small file. A cookie helps analyse web traffic or lets website operators know when you visit a particular site. Cookies allow web applications to respond to you as an individual. The web application can tailor its operations to your needs, likes, and dislikes by gathering and remembering information about your preferences.

We have included a full list of the cookies used on simplicity.co.uk here, along with a definition of what each cookie is used for. Dignity plc will not use cookies to collect personally identifiable information about you.


How to control and delete cookies

We know that people have concerns about cookies, but we believe that the benefit that you and Dignity plc gain from their proper use is worthwhile. You can delete the files that contain cookies ‐ those files are stored as part of your Internet browser. If you wish to restrict or block the cookies which are set by dignityfunerals.co.uk, or indeed any other website, or if you wish to receive notification of cookie placement requests or decline cookies completely, you can do this through your browser settings. The Help function within your browser should tell you how. Please be aware that declining or denying cookies may prevent you from being able to use the website to its highest capability.

Alternatively, you may wish to visit www.aboutcookies.org which contains comprehensive information on how to do this on a wide variety of browsers. You will also find details on how to delete cookies from your computer as well as more general information about cookies. For information on how to do this on the browser of your mobile device you will need to refer to your manual.

Here is a list of the main cookies set by the Simplicity Cremations website, and what each is used for.


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