Privacy Policy

Last updated: 13 October 2026

Who we are

Rational Picks (rationalpicks.com) is run by Aedatum Ltd, a company registered in England and Wales (company number 17257316). Our registered office is 167-169 Great Portland Street, London, England, W1W 5PF. Aedatum Ltd is the data controller for the personal information described here. We are registered with the Information Commissioner’s Office (ICO), registration number ZC266983.

You can contact us about privacy at hello@aedatum.com.

What information we collect and why

Contact form

If you use our contact form, we collect your name, your email address and your message. We use them only to reply to you. Our legal basis is our legitimate interest in answering enquiries. If your enquiry leads to a contract, the basis is that contract.

Product review and comment forms

Product reviews are switched off. If we turn on comments on a guide, we would collect the name, email address and comment you submit, and show your name and comment publicly. We would tell you on the form before you send anything.

Analytics (only if you agree)

With your consent, we use Google Analytics 4 (measurement ID G-CQTE0VD8FG) to count visits and see which pages are read. It uses cookies and collects information such as pages viewed, approximate location, device and browser type. We use it only to improve the site. It does not load until you accept statistics cookies. Google LLC processes this data on our behalf and may transfer it outside the UK under its standard safeguards.

Technical and security data

Our web host and security tools log your IP address and basic request details. We do this to keep the site running and to block abuse. Our legal basis is our legitimate interest in keeping the site secure.

Fonts

The site loads its fonts from Google Fonts. When a page loads, your browser contacts Google, which means your IP address is sent to Google.

Cookies

We use a cookie banner (Complianz) so you can choose. Necessary cookies make the site work and remember your cookie choice. Statistics cookies (Google Analytics) are used only if you accept them. You can change your choice at any time with the “Manage consent” button at the bottom left of each page. See our cookie policy for the full list.

Affiliate links

Some links on this site go to retailers such as Amazon UK, Argos, Currys and John Lewis. If you buy after clicking, we may earn a commission at no extra cost to you. When you click a link you leave our site, and that retailer collects its own information under its own privacy policy. We do not receive your name or payment details from them. See our affiliate disclosure.

Who we share information with

We do not sell your information. We share it only with service providers who help us run the site: our hosting provider (Namecheap), Google (analytics and fonts), and our email provider. We may also share it if the law requires.

How long we keep it

Contact form messages and our replies: up to 12 months after the conversation ends, unless we need them longer for a legal reason.
Analytics data: no longer than 14 months.
Server and security logs: normally no more than 30 days.

Your rights

Under UK data protection law you can ask us to: give you a copy of your information; correct it; delete it; restrict or stop how we use it; or give it to you in a portable format. You can also withdraw consent for analytics at any time. To use any of these rights, email hello@aedatum.com. We will reply within one month.

Complaints

If you are unhappy with how we have handled your information, please contact us first. You can also complain to the Information Commissioner’s Office at ico.org.uk/make-a-complaint or on 0303 123 1113.