Last Updated: 1 February 2026

This privacy policy applies to the Ay Up Me Duck App app, owned by Amber Valley Borough Council but developed by Haywyre LLP.

Haywyre LLP acts solely as the data processor on behalf of Amber Valley Borough Council and processes data only on Amber Valley Borough Council’s instructions.

It explains how we collect, use, and protect your personal data.

Key Points:

Amber Valley Borough Council owns the Ay Up Me Duck App app. Haywyre LLP developed the app and processes personal data only under contract with Amber Valley Borough Council.

• We collect data to improve the app and understand user behaviour.
• We will never sell or share your data with third parties for marketing purposes.
• You have the right to access, correct, erase, or restrict processing of your data.

1. Who we are and what data we collect

Amber Valley Borough Council, as the data controller, is responsible for your information. Haywyre LLP acts as a data processor and does not determine the purpose or means of processing. Data is collected by Amber Valley Borough Council through the App.

We collect:

• Contact information (email address)
• Device data (device type, app store used)
• App usage data (how you use the app)
• Location data, where location services are enabled on your device.

We do not collect:

• Special categories of data (race, religion, health)
• Criminal offense data

2. How we use your data

We use your data to:

Improve the app and user experience

Analyse app usage

We rely on consent to process your data, including for marketing communications.

3. Sharing your data

We may share your data with:

• Haywyre LLP (data processor) to provide app support and development
  services.
• Service providers who help us run the app (located in the UK or EU)
• Professional advisors (lawyers, accountants)
• Government authorities (if required by law)

We will not share your data with any organisation for advertising or direct marketing purposes.

Where we use third-party processors, we ensure they are subject to written contracts containing appropriate data protection obligations.

4. International Transfers

We do not transfer your data outside of the UK or the European Economic Area (EEA).

5. Data Security

Both Amber Valley Borough Council and Haywyre LLP have security measures in place to protect your data from unauthorized access, use, or disclosure.

These measures include access controls, encryption and secure data storage.

6. Data Retention

We keep your data for no longer than necessary for the purposes explained in this policy. Retention periods vary depending on the type of data and purpose of
processing. You can request to erase your data at any time (see Your Legal Rights below).

7. Your Legal Rights

You have the right to:

• Access your data
• Correct your data
• Erase your data
• Restrict processing of your data
• Request transfer of your data
• Withdraw consent where processing is based on consent
• You can contact Amber Valley Borough Council. to exercise any of these rights. You also have the right to lodge a complaint with the Information
  Commissioner’s Office (ICO).

8. Contact Us

For questions about your data or to exercise your rights, please contact our Data Protection Manager at dpo@ambervalley.gov.uk .

For issues regarding the app functionality or support, please contact Haywyre LLP at info@haywyre.co.uk.

9. Changes to this Policy

We may update this policy from time to time. When we make significant changes, we will notify users through the App or other appropriate means.