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Terms and Conditions

Here are the Terms and Conditions which we have to tell you about, but the truth is, if you don’t like your fish for a reasonable reason we will refund your money with no argument. We might ask you to send it back to us so that we can check on it, but we will pay the transport.

That’s it!

Scroll down if you want to read the details, and our GDPR statement.

This site is owned by Frosts Fishmongers Limited trading as The Smelly Alley Fish Company and registered in England, Registration No. 1248866, with registered address at 11a Union Street, Reading, RG1 1EU, and email address at

Any purchase of goods from the site requires the customer to consult and accept these terms and conditions. The click validating the order implies full acceptance of these terms and represents the customer's "digital signature".

These are the standard terms and conditions of sale of Frosts Fishmongers Ltd trading as The Smelly Alley Fish Company. By placing an order on you are agreeing to these terms and conditions. These terms and conditions are available for you to read here and/or print.

By placing an order you declare that you are at least 18 years old and you have read and understand the terms and conditions.

Your statutory rights
The contents of our terms and conditions do not affect your statutory rights.

We reserve the right to change any of the contents of any part of this site, at any time and without notice. 

Pricing policy
The price of goods are those shown on and we try to make sure the prices within are up to date. Because seafood supply depends on the weather, the season and whether the boats are out, our prices might vary from day to day. The prices that are shown at the time you order are the prices to be be paid. If you order a total amount of less than £50 then there is a delivery charge (this is a total amoount of £20 in the Reading area which means these postcodes: 
RG1, RG2, RG3, RG4, RG5, RG6, RG7, RG8, RG9, RG10, RG12, RG14, RG18, RG19, RG20, RG21, RG22, RG23, RG24, RG25, RG26, RG27, RG29, RG30, RG31, RG40, RG41, RG42, RG45 and SL6).

The seafood you get will be as near as we can get to that depicted on, bearing in mind that seafood isn’t like a can of beans that has a standard specification. We reserve the right to reject any order, although they are normally accepted if the selected products are available and your payment method is authorised for the transaction.
We will confirm any orders by email.
If there any errors in what we have told you in these terms and conditions, we reserve the right to change them.
The description, quality and quantity of the relevant purchased goods will be those set out on the relevant pages of 
All offers are subject to availability.

We accept most credit or debit cards online. When you place an order using a debit or credit card, you confirm that all your information is true and that you authorise us to deduct the confirmed amount from your chosen payment card. We will debit your card at the time you order. We need the address and post code of where the card is registered to. We will not send you any seafood unless the payment has been cleared. If the seafood you order is not available we will inform you and ask you if you wish to cancel your payment or accept substitute seafood.

We will not pass on your personal information to any third party without your permission, and unless solely due to our negligence, will not be held responsible for any problems you may incur or losses you may suffer.

Delivery area
We dispatch to most parts of the United Kingdom except Northern Ireland, the Channel Islands, the Isle of Man, the Scilly Isles, the Isle of Wight, and all Scottish islands. We cannot deliver to the remote parts of Scotland – you will know which these areas are if you live there, we are sure. This is not because we don’t want to deliver, it is because our couriers charge too much money and take too long to deliver.

Delivery of your order will be made to your delivery address. You are responsible for giving us the full name and correct address for all deliveries. These details are passed directly to the courier service, and if our carriers are unable to deliver any order due to an error in the address, the fault is yours! If there is no answer at the specified delivery address and no alternative delivery instructions, the courier will attempt to leave the delivery unless asked not to do so in the delivery instructions on your order. If the delivery company is unable to leave the delivery and there are no delivery instructions and no safe place to leave the order the delivery will be returned to the depot and you will have to collect it. You should do this on the same day because of the perishable nature of the products. We do not require a signature on delivery, but our couriers usually photograph your front door or the place where the delivery is left.

Orders are packed in a polystyrene box with ice packs, before being despatched for delivery next day before noon. We ask that you inform us straight away if your seafood is not delivered or is late. Please don't wait to do this, because it might be too late to question the couriers.

We will supply you with quality seafood. If it is not up to standard we will refund you. We supply fillets that have been deboned, but we rely on you to check that all bones have been removed.

Cancellation of orders
You may cancel your order at any time up to when it is despatched. Because of the nature of the product we do not normally request seafood to be returned to us, but we might, at our expense.

Your personal details
We will not pass on any details about you to any person not directly employed by us, unless required to do so by law. Scroll down to see our GDPR statement.

Contact us for help
Call us on 0118 939 3076, an answerphone will operate out of hours. Alternatively you may email us at

We want to know if you have any complaints. If you are not happy please phone 0118 939 3076 as soon as possible and we will do our best to sort out the problem. We always refund where our goods or services are found to be at fault.

VAT is included in the website price if appropriate. Our VAT registration number 200 9112 25.

Links to other sites. 
While we take reasonable care with links to other sites, we have no control over the content of those sites and can't accept any responsibility for them.

Liability and claims
Except in respect of death or personal injury caused by our negligence, we are not liable for any loss or damage caused by us in circumstances where we have not breached our legal duty of care owed to you, it is not reasonably foreseeable that any loss or damage incurred is a result of this breach, or you have breached any part of your contract that has increased loss or damage.

GDPR statement

The Smelly Alley Fish Company is protective of your data.

If you have ever registered on our website, which uses secure "https” technology, we have as a minimum your name and email address. If you have given more details we will have your phone number(s), address, and maybe what you have ordered. You might have given us instructions as to your delivery, such as "deliver on Friday” or "leave delivery in porch”. All these details would have been provided by you.

We cannot see your password, it is only visible to us as ********.

You might have used our "contact us” email form, in which case we will have your email address and any other information that you provided.

If you don’t want us to hold this information, please email and we will remove your data from our files. If you want to see a copy of the information we have on you, please email; this information will be only information you have given to us.

We use the information you have provided to print your order, assemble your order, send your order and sometimes to follow up on your order by email or by phone. We might use your postcode to track your order on the occasions when we use couriers for delivery.

We have never given any part of your information to anybody or any organisation except our delivery company and our payment providers and then only if you have ordered from us.

We only send you our emailed newsletters if you have consented to receive them, and each email has an "unsubscribe” link that is easy to use. We use an email service called Mailchimp which has set up its own response to GDPR.

We use payment providers. One is Paypal and the other is Actinic payments, both of which have their own response to GDPR. They will not have received any details about you from us unless you made an order with us.

We do not use Facebook.