This website is owned and run by Alton Towers. Alton Towers respects your privacy and continues to do so with respect to personal data you provide via this website.

Booking your Alton Towers tickets online is quick, easy, convenient and safe. Alton Towers makes every effort to maintain customer confidentiality when securing an online payment. This includes ensuring the security of your credit card details and other personal information. All of your personal information is encrypted as it travels over the Internet.

How we collect data about you and your use of this website
You are in control of what information we collect about you. By submitting your information you consent to the use of that information as set out in this policy. However if you choose not to share your information, some areas of the web site may not be accessible or useable. We may ask you for information about yourself when you purchase tickets or other products or services, when you enter competitions or register for promotions or when you request brochures or other information. We may also invite you to complete surveys or provide us with feedback. We and our appointed advertising company also collect anonymous information about your use of the website from cookies and by the use of pixel tags. We may match information gathered from these sources with any information you have given us about yourself for the purposes explained in this policy. Cookies are small data files which are sent to your browser and pixel tags are used to read such cookies. Most browsers automatically accept cookies but you can both delete existing cookies from your browser and, by editing your browser options, choose not to receive cookies in future.

Administration and other non-marketing use
We will use the information you enter at the site for administration purposes and any other purposes made clear in the data entry forms themselves, in any relevant terms or conditions and on any pages or emails which link to such forms. If you book a ticket from us we may use your personal data for the purposes explained below under the heading "Direct marketing".

Direct marketing
The data you give us about yourself will enable us to give you updates other than through our website using the contact details you provide on promotions and services we think may interest you or to involve you in market research. To improve our picture of your interests we may link the data you give us with any data we have gathered (via cookies) about your use of the site. In some cases we may also wish to share your data with other selected companies so that they can update you on promotions and services they think may be of interest to you. Whenever we ask you for information about yourself you may, by ticking the relevant box, opt out of receiving these marketing communications. In addition, whenever you are contacted by email you will be told how to opt out of being updated by email in the future.

Who your data may be disclosed to
Disclosure of your data to others may be necessary to ensure the smooth provision to you of the products, services and information you request. Your booking data may be disclosed to the other entities described above under the heading "Direct marketing". We may also disclose the data that we hold about you to selected third parties to enable them to update you on promotions and services, as described above. If at any time you opt out of being updated we will cease all such future disclosure of data.

What countries your data may pass through
We want our customers to benefit from Alton Towers' international connections. Accordingly, in operating this site, as outlined in this privacy policy, we may send data about site visitors through or to other countries, both inside and outside Europe. Owing to the global nature of the Internet infrastructure, the information that you provide may also be transferred in transit to other countries, both inside and outside Europe. However, we have taken the steps outlined above to maintain the security of your information.

Links to other websites
We may use links to external websites to improve your experience of our website. We will always seek to make these links clear, so that you know you have left our website. However, please be aware that these websites are owned and run by other companies and organisations and we cannot accept responsibility for any information you choose to divulge to a linked website.

Statistical data
We try to ensure that our website offers visitors exactly what they are looking for - to help us achieve this goal we may analyse anonymous data collected by cookies about how visitors use the website. Such data also helps us to measure the success of our advertising campaigns. We may also collect Internet Protocol addresses to help diagnose problems with our servers and for system administration, but we don't link these addresses to any person's name or identity.

Changes to this policy
Because we are constantly improving our sites there may be developments in how we use your data - all such developments will be promptly notified to you in this policy. Your continued use of our website will signify that you agree to any such changes.

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YourDay
Please note that personal data in the form of images of visitors to the Park is collected via the operation of closed circuit television ('CCTV'), ride photography and video cameras all of which are located throughout the Park. Your image will be recorded and processed for the purpose of producing photographic images and video recordings.

Data from video cameras is collected by the wearing by visitors to the Park of a radio frequency identification (RFID) wristband. Please note your image may be captured passively through other visitors to the Park who may be wearing an RFID wristband. The RFID equipment is operated by YourDay U.K. Ltd., a company registered in England with company number 5724642 having its registered office at 47 The Grove, London N3 1QT. Other information is collected via cameras and CCTV located throughout the Park. Still photography equipment is operated by Picsolve International Ltd, a company registered in England with company number 2888552 having its registered office at Woodlands Lodge, 107-111 Uttoxeter New Road, Derby DE22 3NL and other cameras and CCTV are operated by Alton Towers, a division of Merlin Entertainments Group registered in England with company number 406533 having its registered office at York Court, Allsop Place, London NW1 5LR.

The information is collected solely for the purpose of producing photographic images and video recordings for sale at the Park and for safety and crime prevention purposes. It will not be used by YourDay, Picsolve or Alton Towers or any of their respective associated companies for any other purpose. All information is collected and processed in full compliance with the Data Protection Act 1998. By entering the Park and purchasing a ticket you consent to the processing of this data by YourDay, Picsolve and Alton Towers.