Personal privacy company ALLOW has netted the second stage of its development capital, with £1.6 million secured for product development and marketing.

Arts Alliance, which has previously backed businesses including graze.com, Shazam, Lastminute.com, LOVEFiLM and blinkBox, has joined as a venture capital partner.

ALLOW’s service allows users to ascertain whether personal details are being ‘abused’ by marketing companies and if they are being tracked online.

The business’ first funding round came back in December 2010 when £400,000 was secured by way of the company founders and friends and family.

On the back of the fresh fundraising ALLOW, which is based in London and Chester, is now launching ALLOW Protect, providing data risk reports alongside its RemoveMe platform which it says prevents up to 75 per cent of junk mail.

Justin Basini, founder and CEO of ALLOW, comments, ‘We firmly believe that the personal data industry is fast becoming a minefield for consumers and the issue of privacy an increasing source of irritation for millions of people.

‘We’re here to solve that problem, and be on consumers’ side when it comes to the battle for their data.’

Following the deal Joshua Green, investment director at London-headquartered Arts Alliance, will join the board of ALLOW in a non-executive capacity to help with company strategy.

Green adds, ‘We have great hopes for ALLOW. Justin and his team have a vision that understands the need for consumers to share their data but yet remain in control of both privacy and their information.’