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Privacy Policy

Dignity is committed to protecting your privacy and the personal information that you provide to us. This policy sets out how we use, share, and protect any personal information that you give us when you use this website or use our services.

If you have agreed to receive marketing, you can revoke your consent at any time by contacting our Privacy Team by email at or by post at Dignity Plc, King Edwards Court, King Edwards Square, Sutton Coldfield, West Midlands, B73 6AP. Alternatively, you can telephone us on 0800 484 0260.


Dignity offers a number of services and products for which we collect and process your information in different ways. The following sections provide further details on what information we collect from you, how we use your information and who we share your information with:

"Dignity/we/our/us" refers to the Dignity Group of companies and subsidiaries of Dignity Plc, registered in England at our registered office at Dignity Plc, 4 King Edwards Court, King Edwards Square, Sutton Coldfield, West Midlands, B73 6AP.

What information do we collect?

Dignity receives your personal information from your Funeral Director if you have chosen to use one of our crematoria.

We also collect personally identifiable information about you such as your full name, address, email address, and bank account or payment card details when you choose to purchase a memorial or other service directly from us. We will only collect this information if it is necessary for the purposes outlined below.

If you call us, we may record the call to ensure we maintain our high level of service to our clients and, in some cases, to help detect and prevent fraud.

How do we use your information?


Dignity uses this information to fulfil our contractual obligation with you, administer the cremation or memorial, and so that we can meet our legal obligations. If required this will involve sharing your information with our memorial masons if they form a part of our service to you.

We will retain your information for the duration of our relationship with you and for as long as we are required to fulfil our legal obligations. We review these retention periods on a regular basis to ensure we do not store unnecessary personal information.

Legitimate Interests

In addition to the above we also process your information for the purposes of our own legitimate business interests:

Our legitimate interest Who we share data for this purpose with
  • To improve our customer services and obtain your feedback regarding our services
  • Our survey monitoring partners
  • Our trusted research partners
  • To develop new products and services
  • To arrange the collection, storage or disposal of any ashes
  • To provide you with further information on services and assistance we can provide following the cremation
  • To provide you with information on memorial products we think may be of interest to you
  • To collect debt*
  • Our debt collection agency

You may choose to opt-out of some or all of the above if possible (opting out is not possible for the items marked with an asterisks) by emailing or in writing using the address above.


Dignity creates a profile of your interests and preferences so that we can contact you with information most relevant to you. We may also use your personal information to detect and reduce fraud and credit risk.

Direct Marketing

If you have been provided with the option to opt-in to further communications from Dignity, the following information regarding the processing of your personal data will apply. Otherwise, it will not apply:

We would like to provide you with information about products which we think you may find interesting and useful. We may send you such information by mail, SMS, telephone or email. When you provide us with your information, you will be given the option to let us know that you would like your information used for direct marketing purposes. If you do not request this option, we will not send you any direct marketing.

You can change your mind at any time by contacting our Privacy Team by email at or by post at Dignity Plc, 4 King Edwards Court, King Edwards Square, Sutton Coldfield, West Midlands, B73 6AP. Alternatively, you can telephone us on 0800 484 0260.

Service Providers

Dignity employs third-party service providers and contractors to carry out its day to day activities. All of our service providers are carefully considered to ensure they handle your information with care and only for the purposes intended. It may be necessary for Dignity to share some or all your information with these providers as necessary. Dignity will always minimise the access and ensure data is securely destroyed when it is no longer required by our third party providers.

Who do we share your information with?

If you have been introduced to Dignity by one of our partners, we may pass your details back to the partner for their legitimate business purposes. You should review their privacy policy to ascertain how they may use your data.

Other than as described in this policy, we will not transfer, disclose, sell, distribute or lease your personal information to third parties other than our subsidiaries, parent company, group companies or potential purchasers of our business without your permission, unless we are required to do so by law.


We are committed to ensuring that your information is secure. In order to prevent unauthorised access or disclosure we have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information we collect online.

Your Rights

Under the General Data Protection Regulation (GDPR) you have rights with regard to your personal data.

You have the right to request from us access to and rectification or erasure of your personal data, the right to restrict processing, object to processing as well as in certain circumstances the right to data portability.

If you have provided consent for the processing of your data, you have the right to withdraw that consent at any time.

You have the right to lodge a complaint to the Information Commissioner’s Office if you believe that we have not complied with the requirements of the GDPR with regard to your personal data.