The short version
We respect your privacy and keep data collection to a minimum:
- We use Fathom Analytics – no cookies, no tracking of individuals – which means no annoying popup to detract from your experience of the website. See below for more about how Fathom protects your privacy and improves your experience of the site.
- If you subscribe to our newsletter, we store your email address securely with Aweber.
- Our videos use YouTube’s privacy-enhanced mode — nothing loads until you click Play.
- We don’t sell or share your data, and we only use essential cookies for site operation.
The longer version
1. Who We Are
The Lateral Action website is operated by The 21st Century Creative Ltd, a UK company owned by Mark McGuinness and Mami McGuinness.
If you have any questions about this policy or your data, you can contact us via the
contact page or by post at:
The 21st Century Creative, Square Works, 17-18 Berkeley Square, Bristol BS8 1BH, UNITED KINGDOM
2. What We Collect
a) Analytics
We use Fathom Analytics to understand how visitors use our site. Fathom does not set cookies and does not track or identify you personally. It collects only anonymous, aggregated data (for example, which pages are most popular or how many people visited).
For more about Fathom’s innovative approach to privacy and protecting your rights, see this page on the Fathom website.
b) Email Sign-ups
If you sign up for our newsletter, we collect your email address only.
Your email address is stored and processed by Aweber, the service we use to send emails. Aweber acts as our data processor under GDPR. You can unsubscribe at any time using the link in any email we send.
For details on Aweber’s data protection practices, see the
Aweber Privacy Policy.
c) Embedded Videos (YouTube)
Some pages include videos hosted on YouTube. These are embedded using YouTube’s privacy-enhanced mode, which means no cookies are set until you click Play. When you play a video, YouTube may collect limited technical information (such as your IP address) to deliver the video.
See the YouTube Privacy Policy for more information.
d) Cookies
This site does not use cookies for advertising or analytics. The only cookies you may encounter are:
- Essential cookies created by WordPress for site security and functionality.
- A small cookie if you leave a comment and choose “remember my details.”
3. How We Use Your Data
- To improve the site using anonymous analytics data.
- To send you the newsletters you requested.
- To deliver embedded videos only when you choose to play them.
We do not sell, rent, or share your personal data with anyone else.
4. Legal Basis for Processing
We process essential cookies and security data on the basis of legitimate interest (to run the website safely). We process your email address based on your consent (when you opt in to our newsletter).
5. Data Retention
- Fathom Analytics data is anonymous and aggregated; no personal data is stored.
- Email addresses remain on our Aweber list until you unsubscribe or ask to be removed.
- Any necessary technical logs (for security) are automatically deleted after a short period.
6. Your Rights
Under the UK and EU GDPR, you have the right to:
- Access a copy of your personal data,
- Correct or delete your data,
- Withdraw your consent (for example, unsubscribe from emails), and
- Lodge a complaint with your national data protection authority if you believe your data has been mishandled.
To exercise your rights or make a data-related request, please contact us via the
contact page.
7. International Transfers
Aweber is based in the United States. Data transfers to Aweber are protected under the EU Standard Contractual Clauses to ensure adequate safeguards.
8. Updates
This policy may be updated occasionally. The latest version will always be available on this page.