PFK Ling Ltd comply with the requirements set down by the General Data Protection Regulation (GDPR) in handling, managing and using Data.

GDPR is an EU law that gives individuals protection and privacy within the European Union. Individuals have the right to control and understand how their Data is used and managed by Companies.

PFK Ling Limited is registered on the Data Protection Register at the Information Commissioner's Office (ICO) - Registration Number Z7033082.

For further information you can contact The Data Controller, PFK Ling Ltd, Mendham Lane, Harleston, Norfolk, IP20 9DW, UK

Website URL:


Your privacy is important to PFK Ling Ltd and we are committed to protecting and respecting your data and privacy. This policy addresses what personal information we collect from you and how we handle the information we collect from you and you provide to us.

Collecting personal information

We may collect, store and process the following data supplied by you:

  • Information that you provide to us when registering on our website. This includes but is not limited to vehicle enquiries, test drive requests, vehicle valuation requests, finance application requests, live chat enquiries, service bookings, parts, clothing & accessories enquiries, power product enquiries and MOT bookings. Information you provide to us may include name, address, email address, telephone number and vehicle details (including registration number);
  • Information that you provide when completing your online profile. Information you provide to us may include name, gender, date of birth, any educational and employment details, address, email address and telephone number; Information that your provide to us when signing up to any distribution lists to receive correspondence from us;
  • Information relating to any purchases you make of our goods or services, including any other transaction details made via any of our websites (including your address, telephone number and payment details)

Using personal information

Personal data we receive from you will be used for the purposes it was provided, including:

  • Meet the terms of your order;
  • Provide customer services, including vehicle valuations;
  • Provide vehicle support, including after sales reminders, confirmations and online check-in;
  • Marketing; Measure and improve our sales and after sales service levels via surveys;
  • Enable your use of the services available on our website;
  • Send you goods purchased through our website;
  • Supply to you services purchased through our website;
  • Send you statements, invoices and payment reminders to you, and collect payments from you;


Where you have provided your consent, we may use and process your information to;

  • Contact you from time to time about promotions, events, products, surveys, services or information that we think may be of interest to you. Don’t worry, we won’t bombard you;
  • To share your personal information with our carefully selected reputable partners who offer services for us, including but not limited to Service and MOT reminders, online check-in and customer satisfaction surveys.

You can withdraw your consent at any time by contacting us using the methods detailed at the end of this policy.

Disclosing personal information

We share the information you provide us with our carefully selected partners. We will never sell your personal information, it’s our guarantee.

When we may be required to share personal data:

  • We may disclose your personal information to any of our staff, agents, suppliers or subcontractors where it would be reasonable to do so. If consent is necessary to facilitate this sharing we will ensure it is obtained prior to processing;
  • We may be legally obliged to disclose your personal information:
  • To the extent we are required to do so by law;
  • To share your details with the DVLA when purchasing a vehicle from us;
  • In connection with any ongoing or prospective legal proceedings;
  • In order to establish, exercise or defend our legal rights (including providing information to others for the purposes of fraud prevention and reducing credit risk);
  • To any person who we reasonably believe may apply to a court or other competent authority for disclosure of that personal information where, in our reasonable opinion, such court or authority would be reasonably likely to order disclosure of that personal information.

We will share your information with our carefully selected service providers who work on our behalf and are our franchise partners:

● GForces Web Management Ltd Our website is powered by G Forces Web Management Limited (“GForces”), our third party web services provider. GForces is committed to ensuring that data is processed in accordance with applicable data privacy laws, and is kept secure. GForces is certified to the standard of ISO27001 (an international standard for information security). GForces uses Amazon Web Services, Inc. as its cloud platform provider. All data processed by GForces is stored on Amazon’s web servers in the EEA. GForces' wholly owned overseas subsidiaries sometimes need to access Personal Data in order to provide certain support and development services on behalf of GForces. Please see GForces’ privacy policy at for more details on its overseas subsidiaries and the protections in place.

When someone visits our website, GForces collects standard internet log information (your IP address, browser, and type of device) and details of visitor behaviour patterns (where you joined our site from, the path you take through our site, the searches you conduct and where you leave). These are stored against unique ids (which are strings of numbers). GForces collects this information for the legitimate business purpose of monitoring the number of visitors to the various parts of the site, the general geographic location of visitors and engagement levels, which in turn enables it to make improvements to its websites and services, and provide business intelligence. This information is only processed in a way which does not identify anyone. It is kept indefinitely if you visit our website.

If you conduct a vehicle search on our website, GForces deposits a record of the search on your device. If you visit our website again, GForces accesses that record and offers you the option to replicate your previous search to save you time repeating it. It also uses that record to present recommended alternatives to the vehicles you previously viewed. In order to do this, GForces sends details of your previously viewed vehicles (without any personal information) to Amazon Web Services, which produces the recommendations using machine learning. If you don’t want search records to remain on your device, you can clear local storage in your browser. To find out how to manage website data (Local Storage) on popular browsers, see the links below. For information relating to other browsers, visit the browser developer's website.

  • Google Chrome -
  • Microsoft Edge -
  • Mozilla Firefox -
  • Microsoft Internet Explorer- ies
  • Apple Safari -

In some instances, your data may be required to be supplied directly to our carefully selected partners. These include;
  • Honda Motor Europe Limited - trading as Honda (UK)
  • Hyundai Motor UK Ltd
  • Triumph Motorcycles Limited
  • Husqvarna Motorcycles GmbH
  • GASGAS Motorcycles GmbH
  • CFMOTO UK - trading as Quadzilla Limited
  • Santander Consumer (UK) Plc - for the purpose of vehicle financing products;
  • Black Horse Limited - for the purpose of vehicle financing products;
  • MotoNovo Finance - for the purpose of vehicle financing products;
  • Codeweavers Ltd - for the purpose of online finance applications and soft credit checks;
  • Stripe, Inc - for the purpose of online payment facilitation if you use our used vehicle online reservation or purchase outright facilities;
  • VisitorChat - for the purpose of live chat software operations;
  • eDynamix ( - for the purpose of aftersales software operations;
  • Dealerweb (8Technology) - for the purpose of enquiry management;
  • Trustpilot A/S - for the purpose of customer reviews;
  • SendinBlue - for the purpose of email marketing operations.

Our third party providers detailed above will have their own applicable policies for their handling of your data. Please refer to them directly and/or their websites for more information. They do not have an independent right to use the information to which they have access or that we disclose to them.


The third-party data processor has integrated the component Google Analytics on this website (with anonymization function).

Google Analytics is a website analysis service. Website analysis refers to the collection, recording and analysis of data regarding the behavior of visitors to the website. A website analysis service records e.g. data showing from which website a data subject has come to a website (so-called referrer), which subpages of the website were accessed or how often and how long a subpage was viewed. Website analysis is used mainly for the optimization of a website and for a cost-benefit analysis of Internet adverting.

Google Inc., 1600 Amphitheatre Pkwy, Mountain View, CA 94043-1351, USA, is the operator of the Google Analytics component.

Google Analytics uses cookies. The information about your use of our website generated by the Google Analytics cookie is normally transmitted to a Google server in the USA and stored there. Google might disclose these personal data collected via the technical procedure to third parties.

However, when you by activate IP anonymization on our website, Google shortens your IP address within the Member States of the European Union or in other countries that are parties to the European Marketing Area Treaty. Only in exceptional cases is the full IP address transmitted to a Google server in the USA and shortened there. Google uses this information to analyze your use of the website in order to compile a report about your website activities and provide us with other services associated with your website and Internet use. The IP address of your browser transmitted by Google Analytics is not linked to any other Google data.

This website also uses the UserID functions of Analytics in order to be able to track interaction data. This User ID is also anonymized and encrypted and is not linked to other data.

You may prevent the storage of cookies by setting your browser software accordingly, but you might then not be able to fully use all functions of our website.

You may furthermore prevent the disclosure of the data generated by the cookie which refer to the use of the website (incl. your IP address) to Google as well as the processing of these data by Google by downloading and installing the browser plug-in available under the following link:

This browser add-on notifies Google Analytics via JavaScript that no data or information about website visitors may be transmitted to Google Analytics.

Besides, a cookie left behind by Google Analytics may be erased at any time via the Internet browser or other software programs.

Additional information and the applicable privacy policy of Google may be viewed at Google Privacy Policy. Google Analytics is explained in more detail under this link:

Our website also uses Google Analytics performance reports by demographic factors and interests as well as reports about impressions in the Google Display Network. You may deactivate Google Analytics for display advertising and set the displays in the Google Display Network by accessing the display settings.

By using our site, you also agree to the YouTube Terms of Service. We use YouTube API Services to present our vehicle videos.

Security of personal information

  • We will take all reasonable technical and organisational precautions to prevent the loss, misuse or alteration of your personal information;
  • We will electronically store all the personal data you provide on our secure Dealer Management System (DMS) provided by Pinewood. Each account is password protected;
  • Hard copies of personal data you provide (this includes copies of vehicle invoices etc) will be stored securely in locked areas;
  • Any details of financial transactions entered via our website will be protected by encryption technology. We use Stripe for online deposits and we recommend you refer to their Privacy Policy;
  • We operate a strict Clear Desk Policy to ensure that your data is never left unattended. PFK Ling Ltd provide lockable cabinets for additional security of paperwork;
  • PFK Ling Ltd restricts the use of portable devices, including mobile and IT equipment, in line with our internal Portable Device Usage Policy;
  • It is the responsibility of the customer / supplier to ensure all paperwork displaying personal data is removed from a vehicle purchased by PFK Ling Ltd. However, we will take reasonable steps to ensure paperwork is removed before re-sale. This is in line with our internal Clear Vehicle Policy.

Unfortunately, the transmission of information via the internet is not completely secure. Although we do our very best to protect your personal information, we cannot absolutely guarantee the security of your information whilst in transit to our website and any transmission is at your own risk.

How long do we keep your personal information for?

We do not retain personal information in an identifiable format for longer than is necessary.

If we have a relationship with you (for example; you purchased a used vehicle from us), we hold your personal information indefinitely. We hold your personal information for this period to establish, bring or defend legal claims.

Where we have obtained your personal information following a request of information, test drive, vehicle enquiry etc, we also hold your information indefinitely from the date we collect that information. We hold your personal information for this period to give us an opportunity to form a relationship with you.

Legitimate Interests

We may use and process your personal information where it is necessary for us to carry out activities for which it is in our legitimate interests as a business to do so. Processing necessary for us to support customers with sales, processes and other enquiries:

  • To respond / follow up to correspondence you send us and fulfil the requests you make to us (for example: test drive requests, vehicle enquiries, vehicle valuations or service and MOT bookings). We will only contact you in regard to your initial enquiry;
  • To respond / follow up after you have setup a used vehicle online purchase account, whether it is to confirm your purchase decision or discuss your journey where no purchase has been made;
  • To provide vehicle support and services. For example, Service and MOT reminders via email, SMS and/or telephone;
  • To provide body repairs via our selected body repair partners, including data supplied to us via insurance companies

Contractual Performance

We may use and process your personal information where it is necessary to perform a contract with you and to fulfill/complete your orders, purchases, vehicle repair and maintenance work and other transactions entered into with us or our selected partners.

Your rights

You have a number of rights in relation to your personal information under data protection law:

Accessing your personal information:

You may instruct us to provide you with any personal information we hold about you, via a Subject Access Request. As part of this request, two forms of identification must be supplied - a form of photo identification and proof of address (e.g. utility bill). Upon receipt of such a request we will, after confirming your identity, provide a copy of all the relevant data we hold to you in the most practical format unless otherwise stipulated and reasonably possible within 30 days. This will be provided free of charge. We may withhold personal information that you request to the extent permitted by law.

Correcting and updating your personal information:

The accuracy of your information is important to us and we will work with you to correct and update personal information as quickly as possible from your request, at the very latest within 30 days. Contact us via the methods at the end of this policy. This will be completed free of charge.

Erasing your personal information:

At any time you can request the deletion or removal of your personal information by contacting us using the details at the end of this policy. In certain circumstances, this right does not provide individuals with an absolute ‘right to be forgotten’. This will be completed free of charge.

Transferring your personal information:

You can ask us at any time to send your personal information directly to other service providers and we will do so as long as it is technically possible. This request must be made using the contact methods at the end of this policy. The data we provide will be commonly used and machine readable, likely to be a CSV file. This will be completed free of charge.

Withdrawing your consent:

At any time you can withdraw your consent by contacting us using the details at the end of this policy. If you would like to withdraw your consent to receiving any direct marketing to which you previously opted-in, you can also do so by updating your customer preferences, usually at the bottom of email communications. This will be completed free of charge.

Online Data Preference Centre:

You can contact us and exercise your rights via our easy to use, dedicated online data preference centre.

Links to other websites

Our website may contain links to other websites run by other organizations which we do not control. This policy does not apply to those other websites so we encourage you to read their privacy statements. PFK Ling Ltd are not responsible for the privacy policies and practices of other websites (even if you access them using the links we provide) and we provide links to those websites solely for your information and convenience.

Recorded telephone calls

If you contact us via one of our tracked telephone numbers your call will be recorded. Telephone call recordings are kept for three months and are hosted by our chosen supplier RingCentral. Whilst we don’t listen to every individual call, we often use the recordings for monitoring, training and regulatory purposes.

Closed-circuit television (CCTV)

For your safety, the safety of our staff and the prevention of crime, CCTV monitors our premises. If required to do so by law, copies of our CCTV monitoring may be passed onto the police. CCTV monitors our premises 24/7.


Cookies are small text files which are placed on your computer by websites you visit. They are widely used to make websites work, or run more efficiently, as well as to provide information to PFK Ling Ltd. For the site to operate correctly, you need to have cookies enabled. If you decide not to enable cookies, you can still browse the site but many key features may not be available. Most web browsers have cookies enabled, but if you wish to turn them off please use your browser’s help facility. Please note cookies can't harm your computer. We do not store sensitive information in the cookies we create, but we do use encrypted information gathered from them to help improve your experience of the site.

Information Commissioners Office (ICO)

PFK Ling Ltd are registered with the ICO. Registration reference: Z7033082. If you are un-happy, you have the right to complain to the UK’s data protection regulator, the ICO. For contact details visit

Changes to our Privacy Policy

This version of our Privacy Policy is live from 3rd July 2020. The contents of this statement may change from time to time so you may wish to check this page occasionally to ensure you are still happy to share information with us.

Contacting PFK Ling Ltd regarding your data

There are several easy ways to contact PFK Ling Ltd in relation to any data protection enquiries:

  • Online: Visit our online Data Preference Centre
  • Post: Data Protection Officer, PFK Ling Ltd, Mendham Lane, Harleston, Norfolk, IP20 9DW
  • Email: