Last Updated: 23rd May 2018

This Privacy Policy describes how information about you is collected, used, stored and disclosed by Morton Running Company Ltd., a company registered in Scotland under registration number SC556852 (collectively, "us", "we" or "our"). This Privacy Policy applies to information we collect when you access or use our websites (including at or other online or mobile services or applications ("Services"), shop in our stores or interact otherwise with us.

From time to time, Morton Running Company Ltd. may revise this Privacy Policy. If we make changes, we will notify you by revising the "Last Updated" date above, and in some cases, we may provide you with more prominent notice (such as adding a statement to our homepage or sending you an email notification). We encourage you to review this Privacy Policy whenever you access our Services to stay informed about our information practices and the ways you can help protect your privacy.

We respect your right to privacy and will only process personal data (including any sensitive personal data) you provide us in accordance with the new EU General Data Protection Regulation (GDPR) and any other applicable privacy laws. For the purposes of the GDPR, the data controller is Morton Running Company Ltd., whose registered office is at 4 Whytehouse Avenue, Kirkcaldy, KY1 1UW.





We collect information you provide directly to us. For example, we collect information (which may include personal data and/or sensitive personal data) when you: access or use the Services; purchase our products; participate in a survey, contest, promotion, activity or event; subscribe to our newsletter; communicate with us via third-party social media sites; request customer support; or communicate otherwise with us. The types of information we may collect directly from you include your name, email address, postal address, phone number, birth date, photographs, demographic information, payment method information, transaction history and any other information you choose to provide. Also, solely to advise you on product selection, we may ask for your gender, foot width, weight, type of exercise activity undertaken and pronation. This information is only stored if you explicitly consent to storing this information to your online account. If you do not consent to storing this information it is discarded as soon as we have advised you on a product selection.



When you access or use the Services, Morton Running Company Ltd. may also automatically collect information about you, such as:

  • Log information. We log information about you when you visit and use the Services, including your Internet Protocol ("IP") address, access times, operating system, browser type and language, Internet Service Provider ("ISP") and the web pages that you visit.
  • Transaction information. When you purchase a product, we collect information about the transaction, such as product details and the date and location of the purchase.
  • Information collected by cookies and other tracking technologies. We may automatically collect information about you using cookies, web beacons and other tracking technologies. Among other things, cookies help us to improve the Services and your experience, understand which areas and features of the Services are popular and count visits. For more detailed information on cookies and the other online tracking tools we use and the purposes for which we use them, please see our section on "Cookies" below.



Morton Running Company Ltd. may also obtain information from other sources and combine that with information we collect about you. For example, we collect information from consumer insight sources (such as information about your inferred interests) to help us better understand your interests.



We may use the information we collect about you for the following purposes:

  • Provide, maintain, and improve the Services;
  • Provide and deliver products and services, process and complete transactions, and send you related information, including purchase confirmations and invoices;
  • Provide you tailored product recommendations;
  • Respond to your comments, questions and requests and provide customer service;
  • Communicate with you about products, services, offers, promotions, contests, sweepstakes, rewards, and events and provide other news and information about Morton Running Company Ltd. and our select partners. We will only contact you about goods or services which are not like your previous orders or permit select partners to contact you if you have consented to receive such communications. If you do not want us to receive such communications, please tick the relevant box on the form on which we collect your data. For more information about how to change your preferences and to unsubscribe from promotional materials, please see "My Privacy Choices" below;
  • Process and deliver contest or sweepstakes entries and prizes;
  • Monitor and analyse trends, usage and activities in connection with the Services;
  • Investigate and prevent fraudulent transactions and other illegal activities;
  • Personalise and improve the Services and provide content, features and/or advertisements that match your interests and preferences or otherwise customise your experience on the Services; and
  • Link or combine with other information we receive from third parties to help understand your needs and provide you with better service.



We will not disclose, sell or rent your personal data to any third party unless we have a legitimate interest in doing so or if you have consented to this. If you do consent but later change your mind, you may contact us and we will cease any such activity.

We may share personal data about you as follows:

  • With third-party vendors, consultants and other service providers who are working on our behalf and who require access to your information to carry out their work;
  • With advertisers and advertising networks that require the data to select and serve relevant adverts to you and others.
  • When you sign up for and participate in the interactive areas of our Services, certain information about you may be displayed publicly, such as your name, photos and any other information you choose to provide;
  • With other selected companies, for purposes of sending their own direct mail and helping them to understand your interests, where you have consented to this type of sharing. If you do not want us to use your data in this way or to pass your details on to third parties for marketing purposes, please tick the relevant box on the form on which we collect your data. For more information about how to change your preferences and to unsubscribe from promotional materials, please see "My Privacy Choices" below;
  • With other companies that use information about you to help us and other companies prevent fraudulent transactions;
  • In response to a request for information if we believe disclosure is in accordance with any applicable law, regulation or legal process;
  • If we are under a duty to disclose or share your personal data to comply with any legal obligation, or in order to enforce or apply our Terms of Use, Terms of Sale and other agreements; or to protect the rights, property or safety of Morton Running Company Ltd., our customers or others;
  • If we believe your actions are inconsistent with the spirit or language of our user agreements or policies, or to protect the rights and property of Morton Running Company Ltd. or others;
  • In connection with, or during negotiations of, any merger, sale of company assets, financing or acquisition of all or a portion of our business; and
  • With your consent or at your direction.

We may also share aggregated, non-personally identifiable information about you.



The Services may offer social sharing features or other integrated tools, which let you share actions you take on the Services with other media and vice versa. The use of such features enables the sharing of information with your friends or the public, depending on the settings you establish with the third party that provides the social sharing feature. For more information about the purpose and scope of data collection and processing in connection with social sharing features, please visit the privacy policies of the third parties that provide these features.



Whilst we take all reasonable measures, including administrative, technical and physical safeguards, to help protect personal data from loss, theft, misuse and unauthorised access, disclosure, alteration and destruction, no transmission over the internet can ever be guaranteed secure. Consequently, we cannot guarantee the security of any personal information that you transfer over the Internet to us.



Our Services use cookies to collect information about you. "Cookies" are small data files stored on your hard drive by a website and which collect certain personal data about you. Among other things, cookies help us to improve the Services and your experience, understand which areas and features of the Services are popular and count visits. Cookies help the Services work the way you expect them to. Some cookies are necessary to enable you to move around our site, online store and to use the Services. Without these cookies, we can't provide the Services you have asked for, like processing orders made via our online store.

We use other cookies to help recognise and remember you when you are logged into our Services so we can remember your settings and preferences, such as your language and region or logged in state. These cookies also may help us provide services you have asked for.

As described below, you may disable any of these cookies; but if you do so, then various functions of the Services may be unavailable to you or may not work the way you want them to.



We may allow third parties to serve advertisements on our behalf across the Internet and to provide analytics services. These third parties may use cookies, web beacons and other technologies to collect information, such as your IP addresses, identifiers associated with your mobile device or applications on the device, web browsers, pages viewed, time spent on pages, links clicked and conversion information. This information may be used by Morton Running Company Ltd. and other companies to analyse and track data, determine the popularity of certain content, deliver advertising and content targeted to your interests, and better understand your usage. This Privacy Policy does not apply to third-party cookies, web beacons or other tracking technologies, and we encourage you to check the privacy policies of these third parties to learn more about their privacy practices. For more information about Internet-based ads, or to opt out of having your web browsing information used for behavioural advertising purposes, please visit



Our site may, from time to time, contain links to and from the websites of our partner networks, advertisers and affiliates. If you follow a link to any of these websites, please note that these websites have their own privacy policies and that we do not accept any responsibility or liability for these policies. Please check these policies before you submit any personal data to these websites.





You may access, update and correct your online account information and account preferences at any time by logging into your online account and updating your information and preferences. If you wish to delete your online account, please email us at [email protected], but note that we may retain certain information as required by law or for legitimate business purposes. We may also retain cached or archived copies of your information for a certain period of time.



Most web browsers are set to accept cookies by default. If you prefer, you can usually choose to set your browser to remove or reject browser cookies. Please note that if you choose to remove or reject cookies, this could affect the availability and functionality of the Services. For further information about cookies, including how to refuse cookies, please visit



You have the right to access information held about you as well as ask us to update and correct any out-of-date or incorrect personal data that we hold about you free of charge. Please direct any such requests to [email protected] and provide us with your full name so we can verify your identity.



Morton Running Company Ltd. welcome your comments and questions about this Privacy Policy. Please address comments or questions to [email protected] or Morton Running Company Ltd., Attn: Privacy Policy, 4 Whytehouse Avenue, Kirkcaldy, Fife, KY1 1UW.


Morton Running Company

  • 4 Whytehouse Avenue, Kirkcaldy, Fife, Scotland KY1 1UW
  • T: 01592 329851
  • [email protected]
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