Privacy Policy

Last Updated: 31 July 2026

At Who Should I Vote For UK (operating electionquiz.co.uk), we are committed to protecting your privacy and handling your personal data in an open, transparent, and legally compliant manner. This Privacy Policy explains how we collect, use, process, and protect your information when you use our website and interactive quiz services.

1. Data Controller Information

For the purposes of the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, the Data Controller for electionquiz.co.uk is:

  • Site Operator: Who Should I Vote For UK
  • Contact Email: electionquizuk@gmail.com
  • Postal Address: Lytchett House, 13 Freeland Park, Wareham Road, Poole, Dorset, BH16 6FA, United Kingdom

2. Information We Collect

We collect and process the following categories of personal data:

A. Special Category Data (Political Opinions)

  • Quiz Responses: When you complete our political preferences quiz, your answers reveal information regarding your political opinions and preferences. Under Article 9 of the UK GDPR, political opinions are classified as Special Category Data.
  • Consent Basis: We process this data strictly on the basis of your explicit, opt-in consent provided via an un-checked, mandatory checkbox before submitting your email address.

B. Standard Personal Data

  • Email Address: Collected optionally when you request your detailed policy match results. Providing this data is neither a statutory nor a contractual requirement; you may use the platform anonymously.
  • Usage & Technical Data: IP address, browser type, device information, and interaction logs collected automatically for system administration, security, and analytical purposes.

3. How We Use Your Data

We process your data for the following specific purposes:

  1. Generating Results: To calculate and display your personalized policy alignment scores based on your quiz responses.
  2. Email Delivery: To send your requested quiz results directly to your inbox.
  3. Platform Optimization: To analyze aggregated, non-identifiable user data to improve quiz accuracy, user experience, and platform functionality.
  4. Legal & Compliance: To satisfy our legal, regulatory, and audit obligations under UK law.

4. Legal Basis for Processing

Under the UK GDPR, our lawful bases for processing your data are:

  • Explicit Consent (Article 6(1)(a) & Article 9(2)(a)): Required for processing your political preferences and email address to generate and deliver your quiz match. You have the right to withdraw your consent at any time.
  • Legitimate Interests (Article 6(1)(f)): To maintain network security, prevent fraudulent entries, and optimize platform performance.

5. Data Sharing & Third Parties

We do not sell, rent, or trade your personal data or political preferences to political parties, advertisers, or third-party brokers.

We only share data with trusted third-party service providers (Data Processors) under strict contractual obligations to help operate our platform, including:

  • Hosting Providers: Secure server infrastructure located in the UK/EEA.
  • Email Service Providers: Transactional email platforms used solely to send your quiz results.

International Data Transfers

Where any third-party service provider transfers personal data outside the UK, we ensure that adequate safeguards are in place in accordance with UK GDPR requirements (such as standard contractual clauses or UK adequacy regulations).

Business Transfers & Sales

In the event that Who Should I Vote For UK or electionquiz.co.uk undergoes a business transition—such as a merger, acquisition by another company, restructuring, or sale of all or a portion of its assets (including the website, subscriber database, and user records)—your personal data (including email address and associated quiz response histories) may be transferred to the acquiring entity as part of the asset transfer. Any successor or acquirer will continue to process your personal data strictly in accordance with this Privacy Policy and applicable UK data protection legislation.

6. Retention Period

  • Quiz Responses & Email Addresses: We retain your email address and associated quiz responses only for as long as necessary to deliver the requested service or until you exercise your right to erasure or withdraw your consent.
  • Anonymized Aggregated Data: We may retain permanently anonymized and aggregated statistical data (which cannot be linked back to any individual) for analytical and research purposes.

7. Automated Decision-Making & Profiling

Our quiz utilizes automated algorithms to match your responses with political party policies. This process is used strictly to present educational match percentages and does not produce legal or similarly significant effects on you under Article 22 of the UK GDPR.

8. Cookies & Tracking Technologies

electionquiz.co.uk uses essential cookies and local storage necessary for technical operation (e.g., maintaining quiz state across pages). Non-essential analytics cookies, if utilized, are deployed only with your prior opt-in consent in accordance with the Privacy and Electronic Communications Regulations (PECR).

9. Security Measures

We implement robust technical and organizational security measures to protect your personal information against unauthorized access, loss, alteration, or disclosure. These measures include end-to-end SSL encryption, secure server access controls, and strict database permissions.

10. Your Legal Rights

Under the UK GDPR, you have the following rights regarding your personal data:

  • Right of Access: Request a copy of the personal data we hold about you.
  • Right to Erasure (Right to be Forgotten): Request that we delete your email address and quiz history from our systems.
  • Right to Rectification: Correct any inaccurate or incomplete personal data.
  • Right to Withdraw Consent: Withdraw your consent to data processing at any time without affecting the lawfulness of processing carried out prior to withdrawal.
  • Right to Restriction: Request that we temporarily limit the processing of your data.
  • Right to Object & Data Portability: Request transfer of your data or object to processing based on legitimate interests.

To exercise any of these rights, contact us at electionquizuk@gmail.com.

11. Complaints & Regulatory Authority

If you have any concerns about how we handle your personal data, we encourage you to contact us directly so we can resolve the issue.

You also have the legal right to lodge a complaint with the UK supervisory authority:

  • Information Commissioner’s Office (ICO)
  • Website: https://ico.org.uk
  • Helpline: 0303 123 1113

12. Updates to This Policy

We may update this Privacy Policy periodically to reflect changes in legal requirements or platform updates. Any updates will be posted directly on this page with an updated “Last Updated” date.