What we do with your details.

Who we are

Bad Boy Labs is an AI and marketing agency based in London, United Kingdom. For anything on this page, contact hello@badboylabs.com. We are the data controller for the information described below.

What we collect

• What you send us. Your name, email address, phone number and anything you write in an enquiry form, a Facebook or Instagram lead form, a WhatsApp message, or when booking a call.
• Assessment forms. When you tick contact permission and choose Save & continue, we save your name, phone number and email, even if you leave before the final step. We may contact you about that assessment. Completing the next step adds your business details to the same record. On most assessment pages, typing alone does not send us your details. This does not sign you up for a newsletter.
• Google + AI and full-system campaign pages. We save draft business, mobile and role details when you enter a valid mobile number, so your progress is retained. Draft progress is separate from a confirmed callback request. Follow-up permission and Save & continue confirm your request; email is optional in the later step. A practice call starts only when you press the call button, during the demo line’s calling hours.
• Booking details. If you book a call, the date and time you chose and the email address the confirmation goes to.
• Voice assistant. If you talk to our assistant on the site, the conversation is processed to answer you and may be logged so we can fix problems.
• Demo receptionist. If you ask us to ring you a demo, we call that UK mobile once, record the call so we can send you the lead text, and keep the recording for 30 days. Don't submit a number that isn't yours.
• Analytics. Only if you say yes: usage data (pages viewed, rough location, device type) via Google Analytics, plus clicks, scrolling, heatmaps and session replay through Microsoft Clarity. Page content and form entries are masked in recordings. We use this to find problems on our pages, including pages reached from ads.

Why we collect it

To reply to your enquiry, to prepare and deliver work you’ve asked for, and to understand which pages are useful. Our lawful basis is legitimate interest for replying to enquiries, and contract where we’re doing paid work for you.

Advertising

We advertise on Facebook and Instagram. If you submit a lead form on one of those platforms, Meta passes us your details so we can contact you. Meta’s own handling of your data is covered by their privacy policy, not ours. Only if you say yes to advertising, the Meta Pixel tells Meta which pages you visited and whether you sent us an enquiry or booked a call, so we can measure which ads worked and show our ads to people like you.

When advertising measurement is enabled, we also send confirmed campaign contact saves and completed assessments to Meta through our server. This uses an event ID and time, the campaign page, IP address, browser information and any existing Meta cookie identifiers. We do not include your name, email, phone number or form answers in this server delivery. The browser and server use the same event ID to avoid counting twice. You can turn advertising measurement off in Tracking settings.

Who we share it with

Only the services that run this business, and only so far as they need it: Google (Analytics and Calendar), Microsoft (Clarity), Postmark (confirmation emails), Netlify (hosting and form submissions), OpenAI (the voice assistant), VAPI (the voice call), Twilio (the phone number and the text we send you), and Meta (advertising). We do not sell your data to anyone, ever.

With analytics consent, Microsoft processes website usage and interaction data to provide Clarity. We keep Microsoft advertising consent denied. See the Microsoft Privacy Statement for how Microsoft handles this data.

How long we keep it

Enquiries: up to two years from your last contact with us. Client records: seven years, because HMRC requires it. Google Analytics: 14 months. Clarity recordings are normally retained for 30 days; labelled, favourited or sampled recordings and aggregate heatmaps may be retained for up to 9 months. Ask us to delete something sooner and we will, unless the law says we have to keep it.

Your rights

Under UK GDPR you can ask for a copy of what we hold, ask us to correct it, ask us to delete it, or object to us using it. Email hello@badboylabs.com and we’ll respond within 30 days. If you’re not happy with our answer, you can complain to the Information Commissioner’s Office at ico.org.uk.

Cookies

Nothing optional runs until you choose. On your first visit we ask, and you can accept all, reject all, or choose each one:

• Essential. Always on. Keeps the site working and remembers your choice in your browser for 180 days.
• Analytics. Google Analytics cookies (_ga, _gid) to count visits and what gets read. Microsoft Clarity cookies (_clck, _clsk) connect consented visits for heatmaps and masked session replay.
• Advertising. Meta Pixel cookies (_fbp, _fbc) to measure our Facebook and Instagram ads and show them to people like you.

Change your mind any time with Cookie settings, also in the footer of every page. Saying no removes those cookies and stops the tags straight away. The site works the same either way.