Last updated: 29 August 2026
This Privacy Policy explains how Dylan Asena, trading as Asena Guitar, collects, uses and protects personal information.
For the purposes of UK data protection law, Dylan Asena trading as Asena Guitar is the data controller.
How to contact us
If you have questions about this Privacy Policy or how your personal information is used, please contact:
Dylan Asena trading as Asena Guitar
Email: info@asenaguitar.com
Website: https://asenaguitar.com/contact/
Information we may collect
Depending on how you use the website or Asena Guitar’s services, we may collect:
- Your name and contact details, including your email address and telephone number.
- Information submitted through contact, booking, introductory-session and student check-in forms.
- Information about your guitar playing, tuition requirements, experience, goals and lesson progress.
- Booking, attendance, payment and invoicing information where you become a student or customer.
- Communications exchanged by email, telephone or through the website.
- Your GuitarMail or email-course subscription preferences.
- Technical information such as your IP address, browser, device, pages visited and website interactions.
- Cookie and consent preferences.
- A parent or guardian’s details where tuition involves someone under 18.
We normally collect this information directly from you. Where a student is under 18, information may be provided by their parent or guardian.
Please do not submit sensitive personal information through the website unless it is genuinely necessary and has been requested.
How and why we use personal information
Enquiries and introductory sessions
We use contact information and enquiry details to answer questions, discuss tuition and arrange introductory sessions.
Our lawful basis is taking steps at your request before entering into a contract. Where an enquiry does not lead to a contract, we may also rely on our legitimate interest in responding to genuine enquiries and administering the business.
Providing lessons and services
We use student, booking, tuition and progress information to organise and provide lessons, courses, training plans and related services.
Our lawful basis is performance of a contract. Where a student is under 18 and the contract is with a parent or guardian, we also rely on our legitimate interest in supporting and safely administering the student’s tuition.
Business and financial administration
We may use booking, payment, invoice and correspondence records for accounting, taxation, record-keeping and the management of the business.
Our lawful bases are compliance with legal obligations and our legitimate interest in maintaining accurate business records.
Website security and administration
We use limited technical information to operate, secure and troubleshoot the website, prevent misuse and maintain reliable services.
Our lawful basis is our legitimate interest in maintaining a secure and functioning website.
Website analytics
With your permission, Google Analytics may collect information about how visitors use the website. This helps us understand which pages are useful and improve the website.
Our lawful basis for using non-essential analytics cookies and related information is your consent. Analytics should remain disabled unless you choose to allow it through the website’s cookie controls.
Marketing measurement
With your permission, Meta or Facebook technologies may be used to understand the effectiveness of marketing and activity across websites.
Our lawful basis is your consent. Marketing tracking should remain disabled unless you choose to allow it through the cookie controls.
GuitarMail and email courses
If you actively subscribe to GuitarMail, an email course or another mailing list, we use your name, email address and subscription preferences to send the material you requested.
Our lawful basis is your consent. You may unsubscribe at any time by using the unsubscribe link in an email or contacting us.
Email subscriptions are administered using MailerLite.
Choosing not to receive marketing emails will not affect lesson-related or service-related communications.
Testimonials
Where you provide a testimonial for publication, we will explain how it is intended to be displayed and obtain your permission before publishing personally identifiable information.
Cookies and third-party services
The website uses necessary cookies to function and remember privacy choices. Optional cookies and third-party services should only be enabled after you give permission.
The website may use the following categories:
Necessary
These cookies support essential website functions, security and the storage of privacy preferences. They cannot be switched off through the consent controls.
Functional
These allow optional third-party content such as YouTube videos, Facebook content or Google Maps to be displayed. Enabling them may allow those providers to receive information about your visit.
Analytics
Google Analytics may be used to understand website visits and usage. Google Analytics is currently connected through MonsterInsights. Analytics cookies may include identifiers such as _ga and _ga_.
Marketing
The Meta or Facebook Pixel may be used to measure marketing activity. It may use identifiers such as _fbp.
Optional categories are intended to be disabled by default. You may accept them, reject non-essential services or choose individual preferences through the cookie consent controls.
Your consent preference is normally remembered for up to 180 days. You can change or withdraw your choice at any time using the Privacy and Consent controls on this page. Withdrawing consent does not affect processing that took place lawfully before withdrawal.
Who we share information with
We do not sell personal information.
Where necessary, information may be processed by trusted service providers that help operate the website and business, including:
- Hostinger, which provides website hosting and related services.
- WordPress, Avada and associated website software providers.
- Email, form-delivery and communication providers.
- MailerLite, when someone subscribes to GuitarMail or an email course.
- Google, when Google Analytics or an embedded Google service is permitted.
- Meta, when Facebook content or marketing tracking is permitted.
- YouTube, when an embedded video is permitted.
- Payment, accounting or professional service providers where applicable.
- Public authorities, regulators, courts or legal advisers where disclosure is required by law or necessary to establish, exercise or defend legal rights.
These organisations should only receive the information necessary to provide their services.
International transfers
Some service providers, including Google, Meta and other online-service providers, may process information outside the United Kingdom.
Where personal information is transferred internationally, we take reasonable steps to ensure that an appropriate legal transfer mechanism is used, such as UK adequacy regulations, approved contractual safeguards or the UK International Data Transfer Agreement or Addendum, where applicable.
Further information about the safeguards used by a particular provider can be requested using the contact details above.
How long we keep information
We retain personal information only for as long as it is reasonably required for the purpose for which it was collected.
As a general guide:
- Enquiries that do not become customers are normally retained for up to 24 months after the last meaningful contact.
- Active student and service records are retained while tuition or services are being provided.
- Tuition and student check-in records are normally retained for up to 24 months after tuition ends, unless they are needed for an ongoing enquiry, dispute or legal obligation.
- Contracts, invoices, payment records and relevant business correspondence may normally be retained for up to six years for tax, accounting and legal purposes.
- Mailing-list information is retained until you unsubscribe. A limited suppression record may be retained afterwards to ensure that the unsubscribe request continues to be respected.
- Analytics information is retained according to the configured analytics retention period and should not ordinarily exceed 14 months.
- Cookie-consent preferences are normally stored for 180 days.
- Website security logs and backups are retained according to the hosting and security provider’s normal operational schedules.
Information may be retained for longer where required by law or where necessary to establish, exercise or defend a legal claim.
Information about children
Asena Guitar may provide tuition to students under 18. In these circumstances, booking and administrative communication will normally be conducted with a parent or guardian.
We only collect information about a child that is reasonably necessary to organise and provide their tuition. We do not intentionally use children’s information for behavioural advertising or unrelated marketing.
If a child contacts us directly, we may ask for a parent or guardian to become involved before arranging tuition or collecting further information.
Security
We use reasonable organisational and technical measures to protect personal information from loss, misuse, unauthorised access, alteration or disclosure.
However, no internet transmission or storage system can be guaranteed to be completely secure. Please avoid sending unnecessary confidential or sensitive information through ordinary website forms or email.
Your data protection rights
Depending on the circumstances and the lawful basis being used, you may have the right to:
- Ask for a copy of the personal information held about you.
- Ask for inaccurate or incomplete information to be corrected.
- Ask for personal information to be deleted.
- Ask for use of your information to be restricted.
- Object to certain uses of your information.
- Receive certain information in a portable format.
- Withdraw consent at any time where processing is based on consent.
- Complain to the Information Commissioner’s Office.
You have the right to object to processing based on legitimate interests. You also have an absolute right to object to your personal information being used for direct marketing.
These rights do not apply in every circumstance, and some information may need to be retained to comply with legal obligations.
To exercise a right, contact us using the details at the beginning of this policy. We may need to confirm your identity before responding.
Complaints
Please contact us first if you have concerns about how your information has been handled so that we can try to resolve the matter.
You also have the right to complain to the UK Information Commissioner’s Office:
Information Commissioner’s Office
Website: https://ico.org.uk/make-a-complaint/
Telephone: 0303 123 1113
Automated decisions
We do not use personal information to make decisions based solely on automated processing that produce legal or similarly significant effects.
Providing information
You are not generally legally required to provide personal information. However, without the information needed to answer an enquiry, arrange a booking or provide tuition, we may be unable to respond or provide the requested service.
Links to other websites
The website contains links to external websites. Asena Guitar is not responsible for the privacy practices of those websites. You should read their own privacy information before providing personal details.
Changes to this policy
We may update this Privacy Policy when services, legal requirements or the way information is used changes. The latest version will be published on this page with an updated revision date.
