Privacy Policy

What personal information about customers does Angling Direct gather?

Angling Direct knows that you care how information about you is used and shared, and we appreciate your trust that we will do so carefully and sensibly. This notice describes our privacy policy. By visiting, you are accepting the practices described in this Privacy Policy notice.

The information we learn from customers helps us personalize and continually improve your shopping experience at Angling Direct. Here are the types of information we gather.

Information You Give Us

We receive and store any information you enter on our Web site or give us in any other way. You can choose not to provide certain information, but then you might not be able to take advantage of many of our features. We use the information that you provide for such purposes as responding to your requests, customizing future shopping for you, improving our stores, and communicating with you.

Financial Details

All credit card numbers are encrypted in the software when the order is placed using 128-bit encryption by the financial institutions we use (e.g. Paypal and no information is held by us.

Automatic Information

We receive and store certain types of information whenever you interact with us. For example, like many Web sites, we use "cookies," and we obtain certain types of information when your Web browser accesses Scroll to the bottom of this page to see examples of the information we receive. A number of companies offer utilities designed to help you visit Web sites anonymously. Although we will not be able to provide you with a personalized experience at Angling Direct if we cannot recognize you, we want you to be aware that these tools exist.

E-mail Communications

To help us make e-mails more useful and interesting, we often receive a confirmation when you open e-mail from Angling Direct if your computer supports such capabilities. We also compare our customer list to lists received from other companies, in an effort to avoid sending unnecessary messages to our customers. If you do not want to receive e-mail or other mail from us, please adjust your account to reflect this by selecting unsubscribe in the newsletter.

Information from Other Sources

For reasons such as improving personalization of our service (for example, providing better product recommendations or special offers that we think will interest you), we might receive information about you from other sources and add it to our account information. We also sometimes receive updated delivery and address information from our shippers or other sources so that we can correct our records and deliver your next purchase or communication more easily.

What About Cookies

Cookies are alphanumeric identifiers that we transfer to your computers hard drive through your Web browser to enable our systems to recognize your browser and to provide features such as automatic login and permanent shopping carts for storage of items in your Shopping Cart between visits. The "help" portion of the toolbar on most browsers will tell you how to prevent your browser from accepting new cookies, how to have the browser notify you when you receive a new cookie, or how to disable cookies altogether. However, cookies allow you to take full advantage of some of Angling Direct’s best features, and we recommend that you leave them turned on.

Does Angling Direct share the information it receives?

Information about our customers is an important part of our business, and we are not in the business of selling it to others. We share customer information only with the subsidiaries Angling Direct controls and as described below.


We employ other companies and individuals to perform functions on our behalf. Examples include fulfilling orders, delivering packages, sending postal mail and e-mail, removing repetitive information from customer lists, analysing data, providing marketing assistance, processing credit card payments, and providing customer service. They have access to personal information needed to perform their functions, but may not use it for other purposes.

Business Transfers:

As we continue to develop our business, we might sell or buy stores or assets. In such transactions, customer information generally is one of the transferred business assets. Also, in the unlikely event that Angling Direct, or substantially all of its assets are acquired, customer information will of course be one of the transferred assets.

Protection of Angling Direct and Others

We release account and other personal information when we believe release is appropriate to comply with law; enforce or apply our Conditions of Use and other agreements; or protect the rights, property, or safety of Angling Direct, our users, or others. This includes exchanging information with other companies and organizations for fraud protection and credit risk reduction.

With Your Consent

Other than as set out above, you will receive notice when information about you might go to third parties, and you will have an opportunity to choose not to share the information.

What information can I access?

Angling Direct gives you access to the following information about you for the limited purpose of viewing and, in certain cases, updating that information. This list will change as our Web site evolves.

Your Account

As discussed above, you can always choose not to provide information, even though it might be needed to make a purchase or to take advantage of such Angling Direct features as Automatic login, and permanent shopping carts. You can add or update certain information on pages such as those listed in the "My Account" pages. When you update information, we usually keep a copy of the prior version for our records. If you do not want to receive e-mail or other mail from us, please adjust your account to reflect this in the newsletter.


Angling Direct does not sell products for purchase by children. We may sell childrens products for purchase by adults. If you are under 18, you may use only with involvement of a parent or guardian.

Conditions of Use, Notices, and Revisions

If you choose to visit, your visit and any dispute over privacy is subject to this Notice and our Conditions of Use, including limitations on damages, arbitration of disputes, and application of the United Kingdom law. If you have any concern about privacy at, please send us a thorough description to, and we will try to resolve it. Our business changes constantly. This Notice and the Conditions of Use will change also, and use of information that we gather now is subject to the Privacy Notice in effect at the time of use. We may e-mail periodic reminders of our notices and conditions, unless you have instructed us not to, but you should check our Web site frequently to see recent changes.

Information You Give Us

You provide most such information when you search, buy, bid, post, participate in a contest or questionnaire, or communicate with customer service. For example, you provide information when you search for a product; make an order or an Auction bid; provide information in Your Account (and you might have more than one if you have used more than one e-mail address when shopping with us); communicate with us by phone, e-mail, or otherwise; complete a questionnaire or a contest entry form; by providing employer, school, or other such information; participate in Discussion Boards; provide and rate Reviews. As a result of those actions, you might supply us with such information as your name, address, and phone number; people to whom purchases have been shipped, including address and phone number; other people; content of reviews and e-mails to us; and financial information, including Social Security and drivers license numbers.

Automatic Information

Examples of the information we collect and analyse include the Internet protocol (IP) address used to connect your computer to the Internet; login; e-mail address; password; computer and connection information such as browser type and version, operating system, and platform; purchase history; the full Uniform Resource Locators (URL) clickstream to, through, and from our Web site, including date and time; cookie number; and products you viewed or searched for.

Promotion Code Terms And Conditions

Promotion codes are only valid for orders placed online, unless stated otherwise.

Promotion codes entitle you, at the time of ordering, to a saving on a new order placed with Angling Direct.

Angling Direct reserves the right to decline to accept orders where, in its opinion, a promotion code is invalid for the order being placed. Promotion codes are only valid on specific products while stocks last and may be withdrawn at any time.

Promotion codes are only valid on specific products while stocks last and may be withdrawn at any time. Excludes all finance deals and transactions, delivery charges and gift card purchases.

Promotion codes are not valid in conjunction with any other promotion. Offer is not valid on sale items or other discounted items.

In the event of product returns, refunds will be given for cash used in the original purchase once the discount is applied, less any shipping, gift wrap or gift card costs charged on the original order.

In the event of part of the order being returned, the value of the discount applied on that order will be spread between the goods proportionately. The sum in cash exceeding this value, less any shipping, gift wrap or gift card costs charged on the original order, will be returned to the customer. The promotional discount will not be applied to replacement items, if the offer is still valid at the time of making a return - you should place a new order using the original promotional code.

In the event of part of the order being returned, the value of the promotion code will be deemed to be spread between the goods proportionately. The sum in cash exceeding this value, less any delivery or gift box costs charged on the original order, will be returned to the customer.

In the event of any returns meaning that the order no longer qualifies for the promotion advertised, Angling Direct reserves the right to deduct the value of the offer from the refund.

Free delivery offers apply to UK standard delivery only.

In promotions where there is a free or half price item when purchasing multiple items, please note that the discount will be applied to the cheapest item.

Angling Direct reserves the right to change these Terms and Conditions at any time.

Promotion codes found in Angling Direct leaflets may only apply to items advertised in the leaflet.

Facebook Competitions

To enter, simply follow entry instructions online at You must enter by date stated.


Summary of the prize details are available online. Full details can be obtained by emailing with ‘Terms’ in the subject line. Only one entry per person can be submitted. No bulk entries or entries from third parties will be accepted. You must be over 18 and a UK resident to enter the draw. We reserve the right to substitute the prize with one of similar value.

The winner’s name will be posted online at

Prizes are drawn at random from all entrants. Prizes that require a specific answer to a question will be drawn from correct entries.

The promoter’s decision is final and no correspondence will be entered into. We reserve the right to feature photographs and the names and counties of prize winners in future publications and publicity.

This promotion is not open to employees of Angling Direct or their families, associated agents or anyone connected with the promotion.

We reserve the right to apply the value of the prize to any outstanding account(s) of Angling Direct. This prize draw may be offered across other Angling Direct promotions and will be promoted in the UK. The promoter is Angling Direct Limited, 2D Wendover Road, Rackheath Industrial Estate, Norwich, Norfolk NR13 6LH United Kingdom. Registered in England - 05151321. VAT No. GB 839745968

Sale Terms And Conditions

Promotional codes cannot be used when purchasing sale items

Discount vouchers cannot be redeemed against sale items

Sale items are exempt from all site offers

The term Sale covers selected items on site only

Angling Direct reserves the right to change these Terms & Conditions at any time

Angling Direct Gift Card

Angling Direct gift cards are perfect flexible presents for any occasion. You can buy in any denomination (minimum value of £10 and a maximum value of £1000 ), and have them dispatched to you for a small charge, together with a presentation card and envelope.

The recipient can use our gift card to shop online, up to the value that you’ve placed on the card. Our gift cards remain valid for 24 months after the last activity, which includes making a balance enquiry.

You can only redeem the Angling Direct gift card at You can also use it to purchase goods over the telephone as part or full payment for goods.

You cannot redeem gift cards at any Angling Direct stores. If you wish to transfer Gift Card credit to your AD Account, please contact our Customer Service team.

Angling Direct gift cards cannot be used for any finance transactions (V12 Direct Credit).

Using a Angling Direct gift card online:

  • Shop as usual on the website and then proceed to checkout. During checkout you’ll be asked to enter 2 codes for each gift card you wish to use.
  • The 16-digit number on the back of the card
  • The scratch-off PIN on the back of the card
  • For multiple gift cards, enter one set of codes at a time.
  • After entering the gift card codes, your order balance will be automatically updated with credit to the value of the gift card(s). If there’s any balance to pay, you can use a debit or credit card in the usual way.
  • If you don’t spend the full value of the gift card(s), the remainder stays as a balance on the gift card for you to spend another time. Your gift card remains valid for 24 months following activity, which can include a balance enquiry if you still have credit on your card, but please note that you can’t top up your card with additional credit if the card has expired.

You will also have the option to redeem the gift card value to the credit of your Angling Direct account. To do this, login (My Account) at Open the Gift Card page and click the Redeem Gift Card button, then add the long 16-digit number from the back of the card.

If you have to return goods you’ve purchased online using your gift card, then we will credit you existing gift card or your online shopping account against further purchases. If you find that your gift card is not accepted at checkout, check the card number and try again. If you continue to experience difficulties, email our Customer Service team, or call us on 01603 400870 between Monday to Friday 0900 - 1700 and Saturday 0900 - 1500.