Data Protection

We are committed to protecting your privacy and your personal data. Please read this Privacy Notice to understand how we use, share and store your personal information. We keep this Policy under regular review and make amendments from time to time.  Please note that date at the foot of this page which will inform you when this Notice was last amended.


We are ACME Vape Limited, a company registered in England and Wales and we trade under the name E-Cigarette Direct (“we” or “us””). We sell electronic cigarettes, e-liquids and vaping accessories via our website and our retail stores and to our wholesale customers. We are based in Swansea, in South Wales and you can .

We take your privacy seriously and safeguard your personal data to the best of our ability. Personal data is defined as information that relates to an identified or identifiable individual. You can find out more about personal data and data protection from the Information Commissioner’s Office (ICO) website.


This privacy notice tells you what to expect when we collect personal information. It applies to information we collect about:

In this Privacy Notice, you can also find out more about your rights as a Data Subject, how you can ask us about your personal data and what to do if you have a question or a complaint.


When someone visits UK's Best E-Liquid Brand | IVG Disposable & Vape Devices (  we use a third-party service, Google Analytics, to collect standard internet log information and details of visitor behaviour patterns. We do this to find out things such as the number of visitors to the various parts of the site. This information is only processed in a way which does not identify anyone. We do not make, and do not allow Google to make, any attempt to find out the identities of those visiting our website. If we do want to collect personal data through our website, we will be up front about this. We will make it clear when we collect personal data and will explain what we intend to do with it. If you do not wish Google Analytics to collect details of your visit, you can change your cookie settings on your internet browser. You can find out more about how to do this here.

Our Website is managed internally by our Customer Service Management team and our Marketing team. Any queries can be directed to by email to

Use Of Cookies

You can read more about how we use cookies on our Cookies page.

Search Engine

Our website search is powered by Magento. Search queries and results are logged anonymously to help us improve our website and search functionality. No user-specific data is collected by either ECD or any third party.


When you make a purchase, we need certain information from you in order to fulfil our contract with you. This includes your name and address, telephone number and payment information. We require your telephone number in case we need to get in touch with you about your order or if there are any issues verifying your age as below. We will not pass your personal information on to any third parties for marketing purposes or for any reason not connected with the fulfilment of your contract with us. We will not use your telephone number or email address to market our products to you without your specific consent, and you can withdraw your consent at any time by unsubscribing from emails, emailing  or calling our Customer Services team.

We also require your email address so we can send you order acknowledgments and updates. Your email address is used to create your customer account.

Information we collect from other sources

Age Verification

E-Cigarettes and liquids are an age-restricted product and are only for sale to persons over the age of 18. We are legally obliged to take steps to verify that customers purchasing from our website are over 18.

Age verification on our website is provided by Age Checked Limited who are a data controller using data already held in their records in order to verify that you as a customer are over the age of 18 or to advise that they are unable to confirm this. If you hold a customer account with us, we record that your age has been successfully verified in your customer account, so you don’t need to go through the process again on subsequent purchases provided you log in each time. We do not store information other than the result and information given to us as part of the checkout process but Age Checked Limited may record that a verification has been provided to us. AgeChecked Limited's privacy information can be found here, including how they manage your personal data when a check is performed. We are advised by Age Checked Limited that any such check will have no effect on your credit score.

We also work with, and recognise One Account Mobile Limited (1Account) age verification in order to verify that you meet the minimum age requirements as determined by relevant UK age restriction legislation. If you have an account with 1Aaccount, you can verify you are over 18 using your 1account ID. If you are not a 1account customer, and your information cannot be verified by Age Checked Limited then we will usually make a further attempt to verify your age using information we collect from 1account. We will record that your age has been successfully verified so that you don’t need to go through the process again. 1account are a data controller based in the UK and they use data already held in their records in order to verify you are over the age of 18. 1Account’s privacy information can be found here.

If we are still unable to verify your age, a member of our experienced customer services team will try and get in touch with you to assist with the age verification process. You can also contact our customer services team at any time if you have any problems with these systems.

Who we share your information with

In circumstances where you have asked us to provide an age restricted product or service, we may share your information with either or both of Age Checked Limited and or One Account Mobile Limited (1account) in order for them to verify that you meet the minimum age requirements as determined by relevant UK age restriction legislation. You can find information about Age Checked Limited and how they manage your personal data by vising their website:

You can find information about 1account and how they manage your personal data by visiting their website:

Our website hosting is managed by Backspace who take privacy and security extremely seriously. A copy of their privacy policy can be viewed here.

Card payments are processed by Elavon Digital Europe Limited who trade as Opayo (previously known as Sage Pay) and by Worldpay, LLC, our card payment services providers in order to take payment and complete our contract with you. All card payment information is protected to Payment Card Industry Data Security Standards. We do not retain a copy of this on our systems. You can find Worldpay’s privacy policy here and Opayo’s privacy policy here. .

Your name and address will be shared with our delivery service providers which include Royal Mail and DPD in order to deliver your purchase. Delivery services act as data controllers in their right and may use any data provided in order to arrange delivery or to provide delivery or tracking information. This would include information such as individual recipients’ names and addresses, email addresses and mobile phone numbers if provided.

Royal Mail’s privacy policy is here and DPD’s privacy policy is here.



We use closed circuit television (CCTV) images to provide a safe and secure environment for employees and for visitors to our business premises, such as customers, contractors and suppliers, and to protect our property. We record images only. There is no audio recording i.e. conversations are not recorded on CCTV.

The purposes of installing and using CCTV systems include:

  1. To assist in the prevention or detection of crime or equivalent malpractice.
  2. To assist in the identification and prosecution of offenders.
  3. To monitor the security of our business premises.
  4. To ensure that health and safety rules and Company procedures are being complied with.
  5. To assist with the identification of unauthorised actions or unsafe working practices that might result in disciplinary proceedings being instituted against employees and to assist in providing relevant evidence.
  6. To promote productivity and efficiency.

Cameras are located at strategic points throughout our premises, principally at the entrance and exit points. We have positioned the cameras so that they only cover communal or public areas on our premises and they have been sited so that they provide clear images. All cameras are also clearly visible. Appropriate signs are prominently displayed so that employees, clients, customers and other visitors are aware they are entering an area covered by CCTV.

Images may be recorded either in constant real-time (24 hours a day throughout the year), or only at certain times, as the needs of the business dictate. As the recording system records digital images, any CCTV images that are held on the hard drive of a PC or server are deleted and overwritten on a recycling basis and, in any event, are not held for more than one month. Once a hard drive has reached the end of its use, it will be erased prior to disposal.

Images that are stored on, or transferred on to, removable media such as CDs are erased or destroyed once the purpose of the recording is no longer relevant. In normal circumstances, this will be a period of one month. However, where a law enforcement agency is investigating a crime, images may need to be retained for a longer period.

Access to, and disclosure of, images recorded on CCTV is restricted. This ensures that the rights of individuals are retained. Images can only be disclosed in accordance with the purposes for which they were originally collected.

The images that are filmed are recorded centrally and held in a secure location. Access to recorded images is restricted to the operators of the CCTV system and to those managers who are authorised to view them in accordance with the purposes of the system. Viewing of recorded images will take place in a restricted area to which other employees will not have access when viewing is occurring.

Card Payments

When you make a purchase using a payment card, certain information will be processed by our card system system, provided by Worldpay, our card payment services providers in order to take payment and complete our contract with you. All card payment information is protected to Payment Card Industry Data Security Standards. We do not retain a copy of this on our systems. You can find Worldpay’s privacy policy here 

Loyalty Cards

We offer an in-store loyalty card scheme which allows you to earn points from your purchases which can be redeemed against future purchases (subject to terms and conditions). In order for you to join the scheme, we require your name and postcode. We also require your date of birth to confirm you are over the age of 18. By joining the scheme, you consent to us processing this personal data.

If you join the loyalty scheme, your personal information will be held on our electronic till system database. We will process your information for the purpose of running the scheme. From time to time, we may also analyse data collated by the scheme in order to better understand our business and customers. This data will be anonymised where possible before collation.

You may also consent to give us your email address, but this is optional. We will ask if you consent to receiving our newsletters, but you do not need to agree to this in order to join the loyalty scheme. If you do consent, you can opt out of receiving newsletters at any time by using the “unsubscribe” link provided. You may also leave our loyalty card scheme and request your data to be deleted by contacting Please note that we will take reasonable steps to verify your identity before proceeding with your request.


Phone calls

When you call our customer services team, we may record information about your call including your name and telephone number and the reason for calling. If you place an order over the phone for the first time or if you are having difficulties ordering online, we may take information from you for the purpose of carrying an age verification check which we are required to do by law before you can purchase electronic cigarette items from us.

Age verification is provided by Age Checked Limited who act as a data processor on our behalf. We record the result but not the detailed information in your customer account (unless the information is also required for the purpose of completing your order, e.g., your name and address).

Social media

We use Social Media as a means of Marketing and Communication to our customers as follows: LinkedIn, Twitter, Facebook, WhatsApp.

Our Customers are aware of our marketing techniques.


Microsoft 365 is used to manage our email server and all email trafficking is managed by our IT department.

We will also monitor any emails sent to us, including file attachments, for viruses or malicious software. Please be aware that you have a responsibility to ensure that any email you send is within the bounds of the law.


We will only send you emails if you have provided your consent by opting in (by ticking a box or clicking a button in an email). You may unsubscribe at any time by clicking the unsubscribe link in any of our emails.