A quote form often asks for a name, phone number, email address, postcode, photos or a description of the job. The person filling it in should be able to understand what you will do with those details before they press send.

The ICO calls this “privacy information”. Its current guidance says organisations should explain their purposes, retention periods and who data may be shared with, and provide this information when collecting personal data. The guidance also notes that changes under the Data (Use and Access) Act are being reviewed, so check the ICO's latest version when you update your form.

Keep the form and notice in sync

List the information you genuinely need to assess and respond to an enquiry. If a postcode is enough to check whether a job is in your area, avoid asking for a full home address before it is necessary. Tell people if they can attach photos and remind them not to include unnecessary personal details in an image.

The privacy notice should explain, in plain language:

  • Who is responsible for the information and how to contact them.
  • Why you collect each detail and the lawful basis you use.
  • How long you keep enquiries and what affects that period.
  • Whether a booking, email, hosting or analytics provider receives data.
  • The person's relevant rights and how to raise a concern.

Do not paste a generic template that names services you do not use. If you pass details to another business, use analytics, or store photos in a cloud tool, make sure the notice reflects what actually happens.

Do not bundle marketing into the quote request

A customer who asks you to price a bathroom refit has not necessarily agreed to receive future promotions. Keep a marketing choice separate, optional and clear. A quote should still be sent if the person declines marketing.

Review the mobile form too. The privacy link should be visible, the wording should be readable without zooming, and the submit button should not conceal the explanation.

Use the ICO's right-to-be-informed guidance when drafting the notice. For the form itself, see our trade website quote-request checklist. This is general information, not legal advice.