Privacy Policy⁠

Who we are

England Expects is published by Betting GG Ltd (company number 14030270, registered office: Coach House, Westhope, Hereford, HR4 8BN). We are the controller of the personal data described in this policy.

For any question about this policy or your data, email admin@englandexpects.com.

The short version

• You can read England Expects without an account, and there are no forms or newsletters that ask for your details.
• Like every website, our servers log the requests they receive, including your IP address. We use the logs to run and protect the site, and keep them for a short time.
• We set two essential cookies that the site needs to work securely. Analytics cookies are used only if you allow them, and you can change your mind at any time.
• When you follow a link to a bookmaker, you leave our site. The bookmaker learns that you came from us; we do not learn who you are.
• We never sell your personal data.

What we collect and why

When you visit the site

Our web server and application record the technical details of each request: your IP address, the date and time, the page or file requested, the page that linked to it, your browser and device type, and whether the request succeeded. We use this to deliver pages, to keep the site secure (for example, to spot attacks and to limit how often one address can use search, calendar feeds and share images) and to fix faults.

The site also keeps a short-lived session for each visitor, identified by the session cookie listed below. On our server it holds the session's IP address, browser details, time of last activity and a security token. It expires after two hours without activity and is then deleted.

When you search the site, your search words are used to find results. We do not store them, apart from in the server logs as part of the page address.

Our lawful basis is legitimate interests: we need this information to run a secure website.

Analytics, only with your consent

When we use analytics, a banner asks whether you allow it. If you choose "Allow analytics", we use Google Analytics to understand how the site is used: which pages are read, how visitors arrive, roughly where they are (to city level) and what kind of device they use. Google Analytics does not store IP addresses. We use the reports to decide what to cover and to improve the site. Our lawful basis is your consent. Google acts as our processor, and we keep analytics data for no longer than 14 months. If we use Google Tag Manager to load Google Analytics, it too loads only after you allow analytics.

If you choose "No thanks", or make no choice, no analytics code runs and no analytics cookies are set. You can change your choice at any time with "Cookie settings" at the foot of every page; withdrawing consent deletes the analytics cookies.

Fonts

Our typefaces are served by Google Fonts. To deliver them, your browser connects to Google's servers, which receive your IP address and browser details. Google Fonts sets no cookies, and Google says it uses this data only to provide the fonts service. Our lawful basis is legitimate interests: presenting the site as designed.

Following a link to a bookmaker

Our offer buttons are affiliate links. They take you to the bookmaker's website with a code that identifies England Expects, not you, so the bookmaker can pay us a commission if you open an account. From then on the bookmaker, and any affiliate network it uses, collect and use your data under their own privacy policies and cookie notices, as separate controllers. They may send us reports of sign-ups and of the revenue from referred accounts, but these do not include your name or contact details. We do not set any affiliate or advertising cookies ourselves.

Share buttons and calendar feeds

The share buttons on some pages are plain links to WhatsApp, X and Facebook. Nothing is sent to those services unless you click one, and what happens next is covered by their privacy policies. Our fixture calendar feeds are files your calendar app downloads from us, and those requests are logged like any other page.

When you contact us

If you email us, we use your name, email address and message to reply and to deal with what you raise, for example correcting an error or handling a request or complaint. Our lawful basis is legitimate interests, or a legal obligation where the law requires us to respond. We keep correspondence for up to two years after it ends, unless we need it longer to deal with a complaint or legal claim.

Our editors

If you have an account for our content management system, we hold your name, email address, a securely hashed password, your role and records of your activity in the system, to run the site and keep it secure. We keep them for as long as you have an account.

Cookies and similar technologies

Cookies are small files a website stores in your browser. We use as few as we can. Essential cookies are needed for the site to work, so the law does not require your consent for them; everything else waits for your choice.

Name	What it is for	Type	How long
england-expects-session	Keeps your visit working securely from page to page.	Essential	2 hours
XSRF-TOKEN	Protects the site against cross-site request forgery.	Essential	2 hours
ee-analytics-consent	Remembers whether you allowed analytics, so we do not ask on every page. Kept in your browser's local storage, not sent to us.	Essential	Until you clear this site's data in your browser
_ga	Google Analytics: tells visits apart.	Analytics, only with your consent	2 years
_ga_<ID>	Google Analytics: keeps track of the current visit.	Analytics, only with your consent	2 years

You can also block or delete cookies in your browser's settings, though parts of the site may then not work. Bookmakers set their own cookies on their own websites: see their cookie notices.

Who we share data with

• Our hosting provider, which runs the servers the site is on, as our processor.
• Google, for analytics (only with your consent) and fonts, as described above.
• Professional advisers, and the police, regulators or courts where the law requires it or to protect our legal rights.
• A buyer of our business, if it is ever sold, who would have to protect your data in the same way.

We do not sell personal data or share it for anyone else's marketing.

International transfers

Google may process data in the United States and elsewhere. Where personal data leaves the UK, it is protected by UK adequacy regulations (including the UK-US data bridge) or by the UK International Data Transfer Agreement or Addendum.

How long we keep it

• Server and application logs: up to 30 days, unless we need a particular record for longer to investigate a security incident.
• Sessions: two hours after your last activity.
• Analytics data: up to 14 months.
• Emails and requests: up to two years after they are closed.

Your rights

Under UK data protection law you have the right to:

• ask for a copy of the personal data we hold about you;
• ask us to correct data that is wrong or incomplete;
• ask us to delete your data;
• ask us to restrict how we use it, or object to our using it on the basis of legitimate interests;
• receive data you gave us in a portable format;
• withdraw your consent at any time where we rely on it (for analytics, use "Cookie settings").

To use any of these rights, email admin@englandexpects.com. We will reply within one month, and may ask you to confirm your identity first. There is usually no charge. Because we hold so little, we may only be able to find log records about you if you tell us your IP address and when you visited.

Complaints

If you are unhappy with how we have handled your personal data, please tell us first at admin@englandexpects.com. We will acknowledge your complaint within 30 days and tell you the outcome without undue delay. You also have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk/make-a-complaint or on 0303 123 1113.

Children

Our betting content is for adults aged 18 and over. Anyone can read the rest of the site, but it never asks for personal details, and we do not knowingly collect personal data from children.

Keeping data safe

The site is served over an encrypted connection, access to our systems is limited to the people who need it, and passwords are stored securely hashed. No system is perfect, but we act quickly if something goes wrong, including telling you and the ICO where the law requires it.

Changes to this policy

We update this policy when the way we use personal data changes, and the date below shows when it last changed. If a change is significant, we will say so on the site.

Last updated 24 October 2026