Bake for Love & Win

Privacy Notice

This notice sets out how The Silver Spoon Company (a business division of British Sugar plc) use your personal data when you enter the Silverspoon, Allinson’s and Billington’s promotion “Bake for Love” and it describes your data protection rights. More information about your rights and how you can exercise them is set out in the “Your Rights” section below.

Your personal data – what data do we collect?

Site traffic data and information about your computer

When you visit our site, we use cookies to collect standard internet log information including details about your computer and IP address, and details of visitor behaviour patterns. We use Google Analytics (as our data processor), to collect this information. IP addresses used to identify visitor patterns are truncated so the information is processed in a way which does not identify anyone. We do not make, and do not allow Google to make, any attempt to find out the identities of those visiting our website. We use this information to help maintain the security of our site and to identify trends

We will only keep information about your visit to our Website for as long as is necessary for the purposes we’ve mentioned. Typically, we delete user browsing information after 13 months and we protect your privacy by using IP truncation and by entering into approved contractual clauses with Google who operate outside the UK. For more information about how we use cookies, please see our Cookies Policy.

Information you give us when you enter the promotion

When you enter our Bake for Love promotion, we collect your name and email from you as part of your entry. We also collect the IP address associated with your entry. We collect this in order to administer our promotion (including ensuring entries are individual and conform to our terms and conditions), and to communicate results.

If you win one of our prizes we then ask for further details which we use to confirm eligibility, communicate further with you and to deliver prizes.

When we use your personal data for these purposes, we do so because it is necessary for us to collect and use this information for the performance of our contract with you in accordance with our promotion terms and conditions.

Winners’ data

If you are lucky enough to win a prize we use your data in additional ways. Unless you ask us not to, we will make your surname and county of residence available: (a) on request to anyone who sends us a self-addressed envelope within 10 weeks of the closing date of the competition; and (b) to the Advertising Standards Authority (ASA) if they ask us. We do this because it is necessary for the purpose of our legitimate interests in complying with the Code.

You have the right to object to our publication of this data. Please contact us as soon as possible, and within a week of receiving your winner’s notification, if you want to object.

If we haven’t heard from you within a week, and we are asked to publish the information, we will do so. If you object later, we may have already published the information.

Where we are asked to disclose information to the ASA, and you object before we have disclosed the information, we will take into account your reasons for objecting although we may still be required to disclose this information, if for example, we are required to demonstrate that a valid award took place.

Consenting to publicity

If you win a prize, we may also ask you to participate in publicity arising from the promotion. You are under no obligation to participate in such publicity and can say no. If you consent to take part, we use your name and other data provided as part of that publicity (e.g. photos) to publicise your win and our brand. We use your information in this way on the basis of your consent but you can withdraw that consent as soon as you change your mind you should contact Data Protection Coordinator at The Silver Spoon Company, Western House, Lynchwood Business Park, Peterborough, PE2 6BP although please be aware if you delay your objection, we may already have used your data in our printed publications.

Additional Draws and how long do we keep your personal data for?

All entry details are retained throughout both Promotional Periods and used in accordance with our terms and conditions. As explained in our terms, if prizes remain unallocated at the end of the Wrap up Promotional Period, your details will be used in a further Mop-up draw to take place within 20 days of the end of the Wrap up Promotional Period.

If you don’t win any prizes, we will retain your entry details (name and email) for a further period of a year and then your information will be securely deleted.

If you are a prize winner, we will retain your entry details and any other data submitted to claim your entry for a period of up to six (6) years after the end of the last draw.

Other information you give us when you use our "Contact us" feature

If you choose to use our ‘contact us’ feature to get in touch with us, we will use the information you send us for the purpose of responding to your enquiry. When we use your personal data for this purpose, we do so for our legitimate business interest in communicating with you in accordance with your wishes and expectations. We will also use this data for the purpose of our legitimate interests in accessing appropriate professional advice and in order to ensure we comply with legal obligations to which our business is subject.

We will only keep your information for as long as is necessary in order to manage your query. We usually keep records of routine queries for 6 months but in some cases (for example where the query relates to a contract between us, or where we need to obtain legal advice in order to respond to a complaint) we may need to retain a record of our communications for up to 6 years.

Who do we share this information with?

We share this data where necessary with our suppliers, service providers and professional advisers and as required by the Code.

Otherwise we will not share your information with any third party unless:

  • we have your permission;
  • we are required to do so by law;
  • this is necessary so that we can enforce our terms of use, rights or property or the rights or property of any third party.

Where is my data stored?

Other than our analytics data, all information we collect when you enter our Bake for Love promotion is stored within, and not transferred outside of, the United Kingdom.

Your Rights

Data protection law gives you rights to ask us to rectify, block, complete and delete your personal data, and to restrict its use. You also have the right to request a copy of your personal data. You also have the right to object to the processing of your data by us in some circumstances, and where you have consented to us using your data in connection with publicity, the right to withdraw that consent (as explained above).

There are exceptions to these rights, however. For example, it will not be possible for us to delete your data if we are required by law to keep it or if we hold it in connection with a contract with you.

If you wish to access your personal data or exercise any of your rights, you should contact Data Protection Coordinator at The Silver Spoon Company, Western House, Lynchwood Business Park, Peterborough, PE2 6BP

You also have the right to make a complaint to the UK data protection supervisory authority at if you believe that your rights have been breached.

What are cookies?

Cookies are small text files which are downloaded to a user’s computer or mobile device when a browser is used to visit a website. Some cookies (known as sessional cookies) are created temporarily and are deleted when a user leaves a particular website. Other cookies (known as persistent cookies) allow the user’s device to be recognised by the originating website on subsequent visits to that website.

Cookies are used to perform many different roles. For example they can be used to enable users to navigate between pages efficiently, remember their preferences, and manage log-ins and can be used to generally improve the user experience. They can also help to ensure that adverts displayed online are more relevant to users and their interests.

As cookies themselves include very little information they cannot be used by themselves to identify users by name and cannot usually be used to reveal personal data.

How we use cookies

You can find more information about the types of cookies we use and the purposes for which we use them in the table below:

Category 1: Strictly Necessary Cookies
These cookies are necessary for the website to function correctly and to provide users with functions they specifically request (e.g. logging into a section of the website, remembering that you are a winner, filling in a form or by using a link to connect with a social media platform). These cookies can be disabled by changing your browser settings but some parts of the site will not then work.
Category 2: Analytics Cookies
These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. They help us to know which pages are the most and least popular and see how visitors move around the site. These cookies don’t collect information that identifies a visitor’s name and our website uses IP anonymisation to truncate your IP address. All information that these cookies collect is aggregated and, therefore, anonymous. It is only used to improve how a website works.
Cookie Name Purpose
Universal Analytics (Google):
These cookies are used to collect information about how visitors use our website. The data that is generated by the cookie (including your IP Address which has been truncated to avoid identifying you) is forwarded to Google who are appointed to compile reports on our behalf and to help us improve the website. This information informs us about the number of visitors to the website, where visitors have come to the website from and the pages they have visited. These cookies are retained for no longer than 13 months.

How to control and delete cookies

Most web browsers allow some control of most cookies through the browser settings. To find out more about cookies, including how to see what cookies have been set, visit or

To opt out of Google Analytics, you may install the Google Analytics Opt-Out Browser by visiting here.

Be aware that restricting all cookies via your browser settings may affect your ability to navigate and use our Website.