Privacy Policy

1. Who we are

Sterling Middle East Trading LLC (“Sterling Middle East”, “we”, “us”, “our”) is a company licensed in Dubai, United Arab Emirates, trade licence number [TRADE LICENCE NUMBER], with its registered address at Office 1141474, Mankhool, Dubai, UAE. We are the official UAE and GCC distributor for Sterling Power UK.

We are the data controller responsible for personal data collected through this website and through our business communications. This policy explains what we collect, why we collect it, how we use it and what rights you have.

For any question about this policy or about your personal data, contact us at info@sterling-ae.com.

2. The information we collect

Information you give us

When you complete an enquiry or quotation form, email us, message us on WhatsApp, or contact us by telephone, we collect the information you choose to provide. This typically includes your name, company name, email address, telephone number, country or emirate, and the technical details of your enquiry such as the vessel, vehicle or site, battery and alternator specification, and intended application.

Information we collect automatically

When you visit this website we may collect technical information including your IP address, browser type and version, device type, operating system, pages viewed, time spent on pages, and the website you arrived from. This is collected through cookies and similar technologies as described in section 8.

Information from third parties

We may receive your details from an installation partner, a referral partner, or a trade contact who has passed your enquiry to us, and from Sterling Power UK where an enquiry originating in this region is forwarded to us.

We do not knowingly collect sensitive personal data. Please do not send us information of that kind through this website.

3. Why we use your information

We use personal data for the following purposes:

• To respond to your enquiry and to specify a suitable system for your application.
• To prepare and issue quotations, proforma invoices and tax invoices.
• To process, fulfil and deliver orders, and to arrange installation where applicable.
• To provide technical support, and to process and administer warranty claims with Sterling Power UK.
• To maintain accounting, tax and statutory records as required by UAE law.
• To improve this website and understand how visitors use it.
• To send you product or technical updates, where you have asked to receive them.

We rely on your consent to process personal data, except where processing is necessary to perform a contract with you, to comply with a legal obligation, or where the law otherwise permits processing without consent. Where we rely on consent, you may withdraw it at any time by contacting info@sterling-ae.com. Withdrawing consent does not affect processing carried out before withdrawal.

4. Who we share your information with

We do not sell personal data. We share it only where necessary, and only with:

• Sterling Power UK, our manufacturer, where required for technical support, product specification or a warranty claim.
• Installation and service partners, where you have asked us to arrange installation or on-site support.
• Shipping, freight and customs agents, for the delivery of goods.
• Our IT, hosting, email and business software providers, who process data on our instructions.
• Our accountants, auditors, tax agents and legal advisors.
• Government authorities, regulators or courts, where we are legally required to disclose.

Any partner or provider handling personal data on our behalf is required to keep it confidential and to use it only for the purpose we have specified.

5. Transfers outside the UAE

Some of the parties listed above are located outside the United Arab Emirates, including Sterling Power UK in the United Kingdom, and certain hosting and software providers. Where we transfer personal data outside the UAE we take reasonable steps to ensure it receives an appropriate level of protection, including by contract with the receiving party, and we transfer only what is necessary for the stated purpose.

6. How long we keep your information

We keep enquiry and quotation records for as long as needed to deal with the enquiry and for a reasonable period afterwards, in case you return to us on the same project. We keep records relating to completed transactions, invoices and warranty for the period required under UAE tax, accounting and corporate law, which is a minimum of five years from the end of the relevant financial period and longer in some cases.

When personal data is no longer required, we delete it or anonymise it.

7. How we protect your information

We use reasonable technical and organisational measures to protect personal data against loss, misuse and unauthorised access or disclosure. These include access controls on our systems, encrypted connections to this website, and limiting access to personal data to those who need it. No method of transmission over the internet is completely secure, and we cannot guarantee absolute security of information sent to us online.

If a personal data breach occurs that is likely to affect your privacy or the security of your data, we will notify the competent authority and, where required, notify you.

8. Cookies

This website uses cookies, which are small files placed on your device. We use strictly necessary cookies that allow the site to function, and analytics cookies that help us understand how the site is used so we can improve it. Analytics cookies are only set where you have accepted them.

You can control or delete cookies through your browser settings. Blocking strictly necessary cookies may prevent parts of this website from working correctly.

9. Your rights

Subject to the conditions and exceptions in UAE Federal Decree-Law No. 45 of 2021 on the Protection of Personal Data, you have the right to:

• Request access to the personal data we hold about you and information on how it is processed.
• Request correction of personal data that is inaccurate or incomplete.
• Request deletion of your personal data, where we are not required to keep it.
• Request that we restrict or stop processing your personal data.
• Object to processing carried out for direct marketing.
• Request that your data be transferred to you or to another controller in a structured, machine-readable format.
• Withdraw your consent at any time, where processing is based on consent.

To exercise any of these rights, email info@sterling-ae.com. We may ask you to verify your identity before we act on the request. We will respond within the period required by law. If you are not satisfied with our response, you may lodge a complaint with the UAE Data Office.

10. Third-party websites

This website may link to websites operated by others, including Sterling Power UK and our partners. We are not responsible for the content or the privacy practices of those websites, and this policy does not apply to them.

11. Children

This website and our products are intended for business and adult use. We do not knowingly collect personal data from anyone under the age of 18. If you believe a minor has provided us with personal data, contact us and we will delete it.

12. Changes to this policy

We may update this policy from time to time. The current version is always the one published on this page, and the effective date at the top shows when it last changed. Where a change is significant, we will take reasonable steps to bring it to your attention.

13. Contact