Privacy Policy

Version: 2.0
Last Updated: July 2026

1. Introduction

ServiceMaster Limited (trading as Merry Maids, ServiceMaster Clean, ServiceMaster Restore, TruGreen and Rosemary Bookkeeping) is committed to protecting and respecting your privacy. 

This Privacy Policy explains how we collect, use, store, disclose and protect your personal data when you visit our website, make an enquiry, obtain a quotation, book services, purchase products or services, communicate with us or otherwise interact with our brands.

ServiceMaster Limited is registered in England and Wales with company number 1250088 and has its registered office at ServiceMaster House, The Whittle Estate, Cambridge Road, Whetstone, Leicester, LE8 6LH.

ServiceMaster Limited is registered with the Information Commissioner’s Office (ICO).

2. Who Controls Your Personal Data?

ServiceMaster Limited is responsible for the operation of this website and acts as the data controller in relation to information collected through it.

Our franchise businesses are independently owned and operated franchise businesses.

Where you request, book or receive cleaning services from a local franchise business:

• the relevant franchise business will normally act as an independent data controller for the personal data required to provide those services;
• ServiceMaster Limited and the relevant franchise business may share personal data where necessary to facilitate service delivery, quality assurance, complaint handling, customer support, network management, legal compliance and the protection of legitimate business interests;
• the relevant franchise business may provide you with its own privacy information where required.

3. Contact Details

If you have any questions about this Privacy Policy or wish to exercise your legal rights, please contact:

Data Privacy Coordinator
ServiceMaster Limited
ServiceMaster House
The Whittle Estate
Cambridge Road
Whetstone
Leicester
LE8 6LH

Email: privacy@servicemaster.co.uk

Telephone: 0116 275 9000

4. Children’s Privacy

Our website and services are not directed at children and we do not knowingly collect personal data from children.

5. The Personal Data We Collect

We may collect, use, store and transfer the following categories of personal data:

Identity Data

• Name
• Title
• Date of birth
• Gender
• Photographs
• Other identifying information

Contact Data

• Postal address
• Service address
• Billing address
• Email address
• Telephone number

Financial Data

• Bank account details
• Payment card information
• Payment records

Transaction Data

• Details of services purchased
• Booking information
• Payment history

Profile Data

• Preferences
• Feedback
• Survey responses
• Customer account information

Technical Data

• IP address
• Browser type
• Device information
• Website usage information
• Location derived from IP address

Usage Data

• Information regarding how you use our website and services

Marketing and Communications Data

• Communication preferences
• Marketing preferences
• Records of correspondence

Complaint and Incident Data

• Complaint records
• Investigation records
• Accident reports
• Insurance claim information

Operational Photograph and Image Data

Where necessary, we may collect photographs, video images or other visual records relating to the provision of our services.

6. How We Collect Personal Data

We collect personal data through:

• Website enquiry forms.
• Online booking systems.
• Email correspondence.
• Telephone calls.
• Customer service interactions.
• Surveys and reviews.
• Cookies and website technologies.
• Franchise referrals.
• Third-party suppliers and service providers.
• Publicly available sources where permitted by law.

7. Operational Photographs and Service Evidence

As part of the services provided by our franchise businesses, operational photographs may occasionally be taken at customer premises.

Photographs may be taken for legitimate business purposes including:

• quality assurance and service monitoring;
• verifying services provided;
• investigating complaints and service disputes;
• evidencing the condition of premises, fixtures, fittings or contents before, during or after cleaning;
• investigating accidents, incidents and health and safety concerns;
• protecting employees and contractors from false allegations or inappropriate conduct;
• supporting insurance claims;
• preventing fraud; and
• establishing, exercising or defending legal claims.

We ask employees and franchisees to take reasonable steps to avoid capturing unnecessary personal information when taking operational photographs.

Photographs should focus only on the area relevant to the service, complaint, investigation or condition assessment.

Operational photographs will not be used for marketing purposes without obtaining any necessary consent.

8. Personal Data Contained Within Photographs

Photographs may occasionally contain personal data, including:

• images of individuals;
• family photographs visible within a property;
• names, addresses or correspondence visible in a property; and
• other information capable of identifying an individual.

Where photographs contain personal data, they will be processed in accordance with this Privacy Policy and applicable data protection legislation.

9. How We Use Your Personal Data

We may use personal data to:

• provide services requested by you;
• manage bookings and customer accounts;
• process payments;
• communicate with customers;
• deliver customer support;
• improve service quality;
• investigate complaints and disputes;
• protect customers, employees and contractors;
• manage insurance claims;
• prevent fraud;
• administer and protect our business and websites;
• comply with legal and regulatory obligations;
• establish, exercise or defend legal claims;
• undertake business analytics;
• conduct surveys and obtain feedback; and
• send marketing communications where permitted by law.

10. Lawful Bases for Processing

We process personal data under one or more of the following lawful bases:

Performance of a Contract

Where processing is necessary to provide services requested by you or perform contractual obligations.

Legitimate Interests

Where processing is necessary for our legitimate interests, including:

• operating and improving our business;
• maintaining service quality;
• investigating complaints;
• protecting employees and customers;
• preventing fraud;
• evidencing services provided;
• managing insurance matters;
• protecting company assets; and
• defending legal claims.

We carefully balance these interests against individual rights and freedoms.

Legal Obligation

Where processing is necessary to comply with legal or regulatory obligations.

Consent

Where required by law, we will obtain consent before processing personal data for marketing or other consent-based activities.

You may withdraw consent at any time.

11. Marketing

We may send information about services, products and promotions which we reasonably believe may be of interest.

You may opt out of marketing communications at any time by:

• clicking the unsubscribe link in our emails;
• contacting marketing@servicemaster.co.uk; or
• contacting us using the details above.

12. Cookies and Website Tracking Technologies

Our website uses cookies and similar technologies to:

• operate website functionality;
• remember preferences;
• analyse website usage;
• improve customer experience;
• measure marketing effectiveness; and
• deliver relevant advertisements.

We use analytics and advertising technologies including Google Analytics and advertising pixels to understand website usage and improve our services. The current brand websites uses analytics, functionality and advertising-related cookies.

Further information can be found in our Cookie Policy.

13. Sharing Personal Data

We may share personal data with:

• the relevant franchise business;
• ServiceMaster Limited;
• IT and software providers;
• hosting providers;
• payment processors;
• insurers and insurance advisers;
• legal advisers;
• accountants and auditors;
• regulatory authorities;
• law enforcement agencies; and
• courts and tribunals.

Where operational photographs are taken, those photographs may also be shared where reasonably necessary for complaint handling, insurance claims, quality assurance reviews, fraud investigations or legal proceedings.

All third parties are required to process information securely and in accordance with applicable data protection law.

14. International Transfers

Some of our suppliers may process personal data outside the United Kingdom.

Where personal data is transferred internationally, we will ensure appropriate safeguards are in place, including:

• adequacy regulations recognised by the UK Government;
• the UK International Data Transfer Agreement (IDTA); or
• the UK Addendum to the European Commission’s Standard Contractual Clauses.

15. Automated Decision-Making and Artificial Intelligence

We may use artificial intelligence and automated technologies to support:

• customer service;
• administration;
• quality monitoring;
• operational efficiency;
• marketing analysis; and
• website functionality.

We do not make decisions about customers based solely on automated processing that produces legal effects or similarly significant effects.

Appropriate human oversight will be maintained where AI or automated tools are used.

16. CCTV and Security Recording

Where CCTV, vehicle cameras, office security systems or other recording technologies are used, personal data may be processed for:

• security;
• crime prevention;
• employee safety;
• accident investigation; and
• legal compliance.

Separate notices may be provided where required.

17. Data Security

We have implemented appropriate technical and organisational measures to safeguard personal data against accidental loss, unauthorised access, misuse, alteration or disclosure.

Access to personal data is restricted to individuals who have a legitimate business need to know.

18. Data Retention

We retain personal data only for as long as necessary to fulfil the purposes for which it was collected and to comply with legal, regulatory, accounting and reporting obligations. The current policy states that longer retention may apply where there is a complaint or prospect of litigation.

Typical retention periods are:

Record Type	Retention Period
Customer enquiries	12 months
Quotations	12 months
Customer account and service records	6 years after last service
Financial and taxation records	6 years plus current financial year
Complaint records	6 years after closure
Accident and insurance records	6 years or longer where legally required
Legal claims files	Duration of claim plus 6 years
Marketing suppression lists	Indefinitely, where required to maintain opt-out requests
Operational photographs	12 months unless required for a complaint, claim, investigation or legal proceedings

Where necessary, records may be retained for longer periods to establish, exercise or defend legal claims.

19. Your Rights

You have the right to:

• request access to your personal data;
• request correction of inaccurate personal data;
• request deletion of personal data;
• object to certain processing activities;
• request restriction of processing;
• request data portability; and
• withdraw consent where processing relies on consent.

Exercising Your Rights

Requests can be submitted by emailing privacy@servicemaster.co.uk.

We may ask for proof of identity before responding to requests to protect personal data and prevent unauthorised disclosure.

We will normally respond within one month unless an extension is permitted by law.

Further information regarding how ServiceMaster handles data protection requests and complaints can be found in our Data Protection Complaint Policy.

20. Data Protection Complaints

We are committed to handling personal data fairly, lawfully and transparently.

If you are unhappy with how we have handled your personal data, how we have responded to a request concerning your personal data, or believe we have not complied with applicable data protection laws, you may submit a complaint to us.

Complaints should be sent to: privacy@servicemaster.co.uk

Details of our complaint handling procedure, including complaint timescales, investigation processes, internal review arrangements and escalation routes, can be found in our Data Protection Complaint Policy. 

We aim to acknowledge data protection complaints within 5 working days and investigate complaints in accordance with our published procedure. 

If you remain dissatisfied after our internal complaint process has been completed, you have the right to raise your concerns with the Information Commissioner’s Office (ICO). 

Website: ICO Website

21. Changes to This Privacy Policy

We may update this Privacy Policy from time to time.

The latest version will always be available on our website and the revision date shown at the top of this document. Historical versions may be obtained on request.