Privacy Policy

eMock LTD

This Privacy Policy applies to the eMock website, web application, and all related services, including AI-assisted features such as Write with Rocky, Explain with AI, Comprehension with Rocky, and Interview Prep with Rocky.

1. Background

This notice complies with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. We respect your privacy and are committed to protecting your personal information. This policy explains how personal data is collected, used, and safeguarded. We mainly work with parents and schools, but personal data (names, emails, phone numbers) is inevitably collected. This policy sets out how we use it and your rights.

2. Our commitment to you

  • Keep your personal information safe and private.
  • Use it only for providing and improving our services, business operations, and legal obligations.
  • Make it easy for you to contact us with any questions or concerns.

3. Who we are and how we operate (Controller details)

eMock LTD (“eMock”, “we”, “us”) is a UK-based software company providing an online exam preparation platform for school entrance examinations. For data protection purposes, eMock LTD is the data controller.

  • Registered office: 20–22 Wenlock Road, London, England, N1 7GU
  • Company number: 10088529
  • Data Protection Lead: Responsible for overseeing compliance with this Privacy Policy and handling personal data requests — info@emock.co.uk

Parents register for accounts and create pupil logins. Parents should read our Terms of Use, Privacy Policy, Cookie Policy, and Disclaimer before registering.

4. How we collect information

  • Information you provide directly (registration, purchases, or support).
  • Information generated by your use of the platform (usage, logs, device and connection data).
  • Payment confirmations from providers (e.g. Stripe or PayPal).
  • Cookies and similar technologies (see Section 8).

5. What personal information we collect

  • Parent and pupil names
  • Parent email and mobile number
  • Usage, log and device data
  • Transaction details and payment confirmations

Payments: All payments are processed securely by third-party providers such as PayPal or Stripe. We do not store credit card details on our systems.

5A. Children’s privacy

We provide services to parents or guardians who create and manage pupil profiles. Pupils do not create their own accounts. Pupil users may be any age from 5+. Data is processed under the lawful bases of Contract (with the parent) and Legitimate interests (to operate and improve the service). We do not rely on a child’s consent for essential processing.

  • Age-appropriate design: We follow the ICO’s Children’s Code with high privacy by default.
  • Parental control: Parents can manage and request deletion of pupil profiles.
  • Marketing: Sent only to parents, never directly to pupils.
  • AI-assisted feedback: Used only for learning; no automated decisions with legal effects.
  • Cookies: Non-essential cookies used only with parental consent (see Cookie Policy).

6. Who we share personal information with

We never sell personal data. We may share it only with trusted recipients to operate our services:

  • Hosting and cloud infrastructure providers
  • Payment processors (e.g., Stripe, PayPal)
  • Email and communication providers
  • Analytics providers (where consented)
  • Professional advisers and regulators (where required by law)

7. Why we use your information and our lawful bases

We must have a lawful basis to process personal data. The following cards summarise our main purposes and lawful bases:

Purpose: Create and manage parent & pupil accounts

Lawful basis: Contract (Art.6(1)(b))

Data: Names, contact details, login data

Retention: Life of account + up to 7 years

Purpose: Provide the platform and support

Lawful basis: Legitimate interests (Art.6(1)(f)) — to run and improve our services and assist users

Data: Usage logs, support messages

Retention: Operational need (typically up to 24 months)

Purpose: Process payments and maintain financial records

Lawful basis: Contract (Art.6(1)(b)); Legal obligation (Art.6(1)(c))

Data: Transaction details, receipts

Retention: Up to 7 years after financial year end

Purpose: Service communications (exam results, updates)

Lawful basis: Legitimate interests (Art.6(1)(f)) — keeping users informed

Data: Contact details

Retention: Life of account

Purpose: Product updates and offers

Lawful basis: Legitimate interests (soft opt-in under PECR); opt-out anytime

Data: Contact and purchase details

Retention: Until you opt-out or close account

Purpose: Analytics via non-essential cookies

Lawful basis: Consent (Art.6(1)(a)) via cookie banner

Data: Usage and device data

Retention: As per cookie lifetime (see policy)

Marketing emails: All marketing emails include an unsubscribe link. You can also email info@emock.co.uk to opt out.

8. Cookies and website access (PECR)

We use essential cookies to operate the platform. Non-essential cookies (e.g., analytics) are used only with your consent via our cookie banner. You can manage or withdraw consent anytime. For more information, see our Cookie Policy.

9. Your rights

  • Access, correction, or deletion of your data
  • Restriction or objection to processing
  • Portability of certain data
  • Withdraw consent where applicable

To exercise your rights, contact info@emock.co.uk. We may verify your identity before acting on your request.

10. Data retention

  • For as long as necessary to fulfil our purposes.
  • Inactive enquiries: up to 1 year.
  • Accounts: life of account + up to 7 years for legal records.

11. Security

We use technical and organisational measures to protect personal data, including encryption (HTTPS/TLS), access control, and restricted internal access. In case of a data incident, we will notify affected parties and the ICO if required.

12. International transfers

We are UK-based. If data is transferred outside the UK, we use the UK International Data Transfer Agreement (IDTA) or the UK Addendum to EU Standard Contractual Clauses.

13. Complaints

If you have concerns, please contact our Data Protection Lead at info@emock.co.uk. You can also complain to the Information Commissioner’s Office (ICO): Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF — ico.org.uk — Tel: 0303 123 1113.

14. Updates

We may update this Privacy Policy periodically. Changes will be published on our website, and significant updates will be notified via email or account message.

Effective date: 8 May 2019

Last updated: 26 August 2025