our policies

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Privacy Policy

Last updated: June 2025

 

1. Who We Are

Full Fathom Five AI Ltd (“we”, “us”, “our”) is a UK-based consultancy focused on AI and digital transformation. We are committed to protecting and respecting your privacy. This policy explains how we collect, use, and protect your personal information when you visit our website or engage with our services.

 

Registered Office:

4 Riverside, Whatton, Notts, NG13 9EJ

Contact:

privacy@fullfathomfive.uk

 

2. What Information We Collect

We may collect and process the following types of personal data:

• Contact Information: Name, email address, phone number, company name (if you contact us via website forms or email)

• Communications: Details of your enquiries and our correspondence with you

• Usage Data: Information about how you use our website (IP address, browser type, referring/exit pages, device information)

• Newsletter/Events: Information provided when you sign up for newsletters, webinars, or events

 

We do not collect special category data (e.g., health, ethnicity) unless explicitly required for a specific service and with your consent.

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3. How We Collect Information

• Directly from you: When you contact us, sign up for updates, request information, or engage our services

• Automatically: Via cookies and analytics when you browse our website

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4. How We Use Your Information

We use your data to:

• Respond to your enquiries and provide our services

• Manage our relationship with you (including marketing, if you opt in)

• Improve our website and services through analytics and feedback

• Comply with legal and regulatory obligations

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5. Legal Basis for Processing

We process your personal data on the following bases:

• Consent: When you have given clear consent (e.g., to receive marketing)

• Contract: Where processing is necessary to fulfil a contract with you

• Legal Obligation: Where required by law

• Legitimate Interests: Where it is necessary for our legitimate business interests (and your interests do not override these)

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6. Sharing Your Information

We do not sell your data. We may share your information with:

• Service providers who help us operate our website and deliver services (e.g., email, web hosting)

• Professional advisors (e.g., legal, compliance, accounting)

• Regulators or authorities, if required by law

All third-party providers are required to safeguard your data and only use it as instructed.

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7. International Transfers

We may use cloud-based tools that store data outside the UK/EU. Where we do, we ensure appropriate safeguards (such as Standard Contractual Clauses) are in place to protect your rights.

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8. How We Protect Your Data

We take security seriously. We implement appropriate technical and organisational measures to protect your personal data from unauthorised access, loss, or misuse.

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9. How Long We Keep Your Data

We only keep your data as long as necessary for the purposes it was collected, or as required by law. If you unsubscribe or request deletion, we will remove your data promptly unless retention is required for legal reasons.

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10. Your Rights

Under UK and EU data protection laws, you have the right to:

• Access your data and request a copy

• Correct or update your data

• Request erasure (“right to be forgotten”)

• Restrict or object to processing

• Withdraw consent at any time

• Lodge a complaint with the UK Information Commissioner’s Office (ICO)

To exercise your rights, please email privacy@fullfathomfive.uk.

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11. Cookies

We use cookies to enhance your experience and analyse site usage. For details, see our Cookie Policy (link this to your Cookie Policy page).

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12. Links to Other Websites

Our site may link to third-party websites. We are not responsible for their privacy practices. Please check their policies before submitting data.

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13. Changes to This Policy

We may update this Privacy Policy from time to time. Changes will be posted on this page, with a revised “Last updated” date.

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14. Contact Us

For any privacy questions or to exercise your rights, contact:

 

Data Protection Lead

Full Fathom Five AI Ltd

4 Riverside, Whatton, NG13 9EJ

privacy@fullfathomfive.uk

This Privacy Policy is designed to comply with the UK GDPR, Data Protection Act 2018, and relevant EU law.

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Cookie Policy

Last updated: June 2025

 

1. What Are Cookies?

Cookies are small text files placed on your device (computer, tablet, or mobile) when you visit a website. They help the website work efficiently and provide information to the site owners.

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2. How We Use Cookies

Full Fathom Five AI Ltd (“we”, “us”, “our”) uses cookies and similar technologies to:

• Ensure our website works properly and securely

• Analyse how visitors use our site (so we can improve your experience)

• Remember your preferences, if you set them (such as language or cookie settings)

We do not use cookies for advertising or tracking you across other websites.

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3. Types of Cookies We Use

Type               Purpose

Essential:        Needed for the website to function (e.g. security, accessibility)

Analytics:       To help us understand website traffic and usage patterns

Preferences:   To remember your choices (e.g. cookie banner, language selection)

 

Most cookies we use are set by our website provider (Wix) and analytics services such as Google Analytics.

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4. Third-Party Cookies

Some cookies are set by third-party services, such as embedded content or analytics providers. These providers have their own privacy and cookie policies.

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5. Managing Your Cookie Preferences

When you visit our website, you’ll see a cookie banner.

You can:

• Accept all cookies

• Choose which types of cookies you allow (except essential cookies, which are always on)

• Change your preferences at any time by revisiting the banner or contacting us

To disable cookies, you can also adjust your browser settings. Please note that blocking some cookies may impact website functionality.

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6. Cookies We Use (Examples)

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Cookie Name.         Purpose                        Duration             Provider

XSRF-TOKEN          Security/Essential          Session                 Wix

hs                             Security/Essential          Session                 Wix

svSession                User session                    2 years                 Wix

_ga, _gid.                Analytics (Google)          1 day – 2 yrs.      Google Analytics

cookiesBanner.       Cookie consent status     1 year.                 Wix

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This is a typical example, actual cookies may vary depending on your site setup and add-ons.

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7. Your Rights

You have the right to control and manage cookies on your device. For more information on your rights, see our Privacy Policy.

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8. Contact Us

If you have questions about our use of cookies, please contact:

Data Protection Lead

Full Fathom Five AI Ltd

privacy@fullfathomfive.uk

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9. Changes to This Policy

We may update this Cookie Policy from time to time. Any changes will be posted on this page, with a new “Last updated” date.

This Cookie Policy is designed to comply with UK and EU law, including the UK GDPR and ePrivacy regulations.

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Modern Slavery & Anti-Bribery Policy -

Full Fathom Five AI Ltd

Last updated: June 2025

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1. Our Commitment

Full Fathom Five AI Ltd is committed to the highest standards of ethical conduct. We have zero tolerance for modern slavery, human trafficking, forced labour, or bribery in any part of our business or supply chain.

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2. Scope

This policy applies to all directors, employees, contractors, and anyone acting on behalf of Full Fathom Five AI Ltd, as well as our suppliers and business partners.

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3. Modern Slavery and Human Trafficking

• We are committed to acting ethically and with integrity in all our business relationships.

• We ensure, as far as possible, that modern slavery and human trafficking are not taking place anywhere in our business or in any organisations that supply us.

• We expect the same high standards from all our suppliers, contractors, and business partners.

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4. Anti-Bribery and Corruption

• We do not tolerate bribery or corruption in any form.

• No one working for, or on behalf of, Full Fathom Five AI Ltd may offer, give, solicit, or accept any bribe or improper payment, whether directly or indirectly.

• We comply fully with the UK Bribery Act 2010 and all relevant laws.

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5. Due Diligence and Reporting

• We conduct appropriate due diligence on our suppliers and partners where relevant.

• If you become aware of any suspected modern slavery or bribery, you must report it immediately to a director or email us at ethics@fullfathomfive.uk.

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6. Training and Awareness

• We ensure directors and key personnel are aware of the risks of modern slavery and bribery in our business and supply chains.

• We review and update this policy regularly.

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7. Contact

For questions, concerns, or to report an issue relating to this policy, contact:

Full Fathom Five AI Ltd

4 Riverside, Whatton, Notts, NG13 9EJ

ethics@fullfathomfive.uk

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8. Review

This policy is reviewed annually and updated as needed to reflect best practice and legal requirements.

This policy has been adopted by both directors of Full Fathom Five AI Ltd: Antony James Roberts and Claire Rachael Roberts.

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Responsible AI Policy

Full Fathom Five AI Ltd

Last updated: June 2025

 

1. Our Commitment

At Full Fathom Five AI Ltd, we believe that artificial intelligence should be designed and deployed to benefit people and society, respecting human rights, privacy, and fairness. We are committed to the responsible, ethical, and transparent use of AI in all our activities and client engagements.

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2. Principles Guiding Our Work

We are guided by the following principles:

• Fairness & Non-Discrimination:

We strive to avoid bias and ensure AI systems are fair, inclusive, and respect diversity in all forms.

• Transparency & Explainability:

We explain our methods, recommendations, and the limitations of AI clearly to clients and users.

• Accountability:

We take responsibility for our advice and frameworks, and encourage clients to remain accountable for their AI use.

• Privacy & Security:

We protect personal and sensitive data, and advise clients on secure, privacy-preserving AI practices.

• Safety & Social Benefit:

We promote AI that is safe, reliable, and delivers positive outcomes for individuals, businesses, and wider society.

 

3. Addressing AI Bias

• We assess potential sources of bias in data, design, and deployment.

• We recommend diverse datasets and inclusive testing practices wherever possible.

• We review outputs for unintended consequences and advise on mitigating actions.

• We stay informed about best practices for reducing AI bias and promote diversity in our own team and networks.

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4. Continuous Learning and Improvement

• We keep up-to-date with the latest research, regulations, and ethical standards in AI.

• We encourage feedback from clients, partners, and affected groups to improve our approaches.

• We participate in communities and professional groups (including Women in AI and UKAI trade association initiatives) to share knowledge and raise standards.

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5. Our Expectations for Clients and Partners

• We encourage all clients to adopt responsible AI practices, including fairness, transparency, and ongoing monitoring.

• We will decline projects that do not align with our ethical principles.

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6. Governance and Review

• This policy is reviewed annually by our directors: Antony James Roberts and Claire Rachael Roberts.

• We provide training and resources to our team to ensure awareness and compliance.

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7. Contact and Feedback

We welcome feedback and questions about our Responsible AI Policy.

Contact:

responsibleai@fullfathomfive.uk

This policy reflects our commitment to ethical, people-centred, and socially valuable AI consultancy. It is endorsed by the directors of Full Fathom Five AI Ltd.

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Safe Usage Policy

Full Fathom Five AI Ltd

Last updated: June 2025

 

1. Purpose

At Full Fathom Five AI Ltd, we’re committed to ensuring our content, frameworks, and AI guidance are used safely, ethically, and legally.

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2. Scope

This policy applies to all users of our website, resources, downloadable content, and any AI-enabled tools or demos provided by Full Fathom Five.

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3. Acceptable Use

By accessing or using our materials or tools, you agree to:

• Use them only for lawful, ethical, and responsible purposes

• Not use our resources or advice to:

  • Violate any law or regulation

  • Cause harm, discrimination, or offence to any person or group

  • Enable or support fraudulent, deceptive, or malicious activity

  • Build or deploy AI systems intended for surveillance, profiling, or automated decision-making without appropriate safeguards

  • Infringe intellectual property rights

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4. Limitations & Disclaimers

• All information and resources are for informational and advisory purposes only; they are not a substitute for independent legal, technical, or professional advice.

• Full Fathom Five AI Ltd is not liable for misuse of its resources or for outcomes resulting from actions taken without our input or oversight.

 

5. Reporting Concerns

If you become aware of any misuse of our resources or AI tools, please report it to:

responsibleai@fullfathomfive.uk

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6. Policy Review

This policy is reviewed annually by our directors and updated as needed to reflect new risks or best practices.

This Safe Usage Policy is endorsed by the directors of Full Fathom Five AI Ltd: Antony James Roberts and Claire Rachael Roberts.

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Website Terms & Conditions

Last updated: June 2025

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1. About Us

This website is operated by Full Fathom Five AI Ltd (“we”, “us”, “our”), a UK company providing AI and digital transformation consultancy.

Registered office: 4 Riverside, Whatton, Notts, NG13 9EJ

Contact: enquiries@fullfathomfive.uk

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2. Acceptance of Terms

By using our website (fullfathomfive.uk), you agree to these Terms & Conditions. If you do not agree, please do not use our site.

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3. Use of This Website

• You may browse, read, and download materials for personal, non-commercial use.

• You must not misuse our website (e.g., attempt to hack, introduce viruses, or infringe our intellectual property rights).

• You must not use the site for unlawful, harmful, or offensive activity.

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4. Intellectual Property

• All content on this website (including text, images, graphics, branding, and frameworks) is owned by or licensed to Full Fathom Five AI Ltd.

• You may not copy, reproduce, distribute, or create derivative works from our content without our prior written consent.

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5. Information Accuracy

• We strive to keep our website content accurate and up-to-date, but we do not guarantee that all information is complete, accurate, or current.

• Content is provided for general information only and is not professional or legal advice. Please contact us directly for consultancy or bespoke advice.

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6. Links to Other Websites

• Our website may contain links to third-party sites for your convenience. These are provided for information only.

• We are not responsible for the content or privacy practices of other sites.

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7. Limitation of Liability

• We do our best to provide a safe, secure website, but we cannot guarantee it will always be available or error-free.

• We are not liable for any loss or damage arising from use of, or inability to use, our website.

• Nothing in these Terms excludes or limits our liability where it would be unlawful to do so.

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8. Privacy & Cookies

• Please see our Privacy Policy and Cookie Policy for information on how we collect and use personal data.

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9. Changes to These Terms

• We may update these Terms from time to time. Please check this page regularly. Continued use of the site means you accept any changes.

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10. Governing Law

• These Terms & Conditions are governed by the laws of England and Wales.

• Any disputes will be subject to the exclusive jurisdiction of the courts of England and Wales.

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11. Contact Us

For questions about these Terms or your use of our website, please contact:

enquiries@fullfathomfive.uk