Legal information

Operator Information

Effective from 30/10/2026

This page fulfils the information duty of a provider of information society services under regulation 6 of the Electronic Commerce (EC Directive) Regulations 2002 (SI 2002/2013) and, in the law of the seller's home state, under Section 8 of Act No. 480/2004 Coll. The seller is established in the Czech Republic — but that on its own is no answer to a British requirement: the internal market provisions of Directive 2000/31/EC, including the country-of-origin principle, were removed from the law of the United Kingdom by the Electronic Commerce (Amendment etc.) (EU Exit) Regulations 2019 (SI 2019/87). Wherever the contract has a close connection with the United Kingdom, the Consumer Rights Act 2015 applies to it regardless of the choice of Czech law (section 74(1) of that Act).

Website operator and seller

  • Name: Lukáš Kantor — a self-employed natural person doing business under the Czech Trade Licensing Act
  • Registered office: Milíkov 244, 739 81 Milíkov
  • Company ID (IČO): 03177009
  • VAT ID (DIČ): CZ9109235410
  • Registration: the Czech Trade Register, publicly accessible at rzp.gov.cz; a self-employed natural person not registered in the Commercial Register. There is no entry at Companies House, because the seller is not a company incorporated in the United Kingdom.
  • Website: heroofthebook.co.uk

The trade licence was issued by the municipal trade licensing office competent according to the seller's registered office; the registration is public in the Trade Register at the address above and can be looked up by the Company ID.

Contact

E-mail is the main contact route — we reply to it no later than the following working day. Please send written post to the address of the registered office stated above. That address is also the address to which a notice of cancellation is sent (see cancelling an order).

Supervisory authorities

  • In the United Kingdom, consumer law is enforced by Trading Standards at the local authority and by the Competition and Markets Authority, which since 6 April 2025 can decide consumer-protection cases itself and impose a penalty of up to £300,000 or 10 % of worldwide turnover (Part 3 Chapter 4 and section 182(6) of the Digital Markets, Competition and Consumers Act 2024). Reports are collected by the Citizens Advice consumer service (0808 223 1133, citizensadvice.org.uk), which passes them on to Trading Standards.
  • Data protection in the United Kingdom is supervised by the Information Commissioner's Office (Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF, ico.org.uk, helpline 0303 123 1113). You may lodge a complaint with it under Article 77 of the UK GDPR; the United Kingdom is not part of the one-stop-shop mechanism of the EU GDPR, so you turn to the ICO directly.
  • In the Czech Republic, where the seller is established, compliance with obligations towards consumers is supervised by the Czech Trade Inspection Authority (Česká obchodní inspekce), Gorazdova 1969/24, 120 00 Praha 2, Czech Republic, coi.gov.cz, and the processing of personal data by the Office for Personal Data Protection (Úřad pro ochranu osobních údajů, Pplk. Sochora 27, 170 00 Praha 7, Czech Republic, uoou.gov.cz), which is the lead supervisory authority for our processing under Articles 55 and 56 of the EU GDPR.

Out-of-court resolution of consumer disputes

The body designated for the out-of-court resolution of consumer disputes with us is the Czech Trade Inspection Authority (Česká obchodní inspekce), Gorazdova 1969/24, 120 00 Praha 2, Czech Republic, adr.coi.cz. Its competence follows from the seller being established in the Czech Republic; a submission is free of charge and may be made in English.

The United Kingdom has its own approved ADR bodies under the Alternative Dispute Resolution for Consumer Disputes (Competent Authorities and Information) Regulations 2015 (SI 2015/542), but those schemes cover traders established in the United Kingdom, so none of them can take on a dispute with us. Two routes that used to bridge that gap no longer exist: the UK European Consumer Centre closed on 31 December 2020, and the European Commission's ODR platform has been shut down — Regulation (EU) 2024/3228 repealed Regulation (EU) No 524/2013 with effect from 20 July 2025 and the platform stopped accepting complaints on 20 March 2025. Any website still offering an ODR link is out of date.

Alongside or instead of ADR you may:

  • write to us first at contact@heroofthebook.co.uk — most matters are settled that way;
  • report the matter to the Citizens Advice consumer service (0808 223 1133, citizensadvice.org.uk), which passes reports on to Trading Standards;
  • turn to the Competition and Markets Authority, which since 6 April 2025 can decide consumer-protection cases itself and impose a penalty of up to £300,000 or 10 % of worldwide turnover (Part 3 Chapter 4 and section 182(6) of the Digital Markets, Competition and Consumers Act 2024).

None of this takes away your right to go to court. Your rights under the Consumer Rights Act 2015 apply to the contract wherever it has a close connection with the United Kingdom, regardless of the choice of Czech law (section 74(1) of that Act), and as a consumer you may bring proceedings in the courts of the part of the United Kingdom in which you are domiciled (section 15B of the Civil Jurisdiction and Judgments Act 1982, inserted by the Civil Jurisdiction and Judgments (Amendment) (EU Exit) Regulations 2019).

Responsibility for content

The operator stated above is responsible for the content of the Hero of the Book website. The illustrations are created using artificial intelligence tools — details are set out in the terms and conditions.

Further documents