Data Protection and Privacy on ASOS.com

Here at ASOS, we make it our priority to value and protect your personal data. It’s our responsibility to look after the data of customers, suppliers, business partners, employees, and more, so we’ve established a comprehensive privacy framework.

We take responsibility for your personal data through our data protection policies, standards, and practices, all of which ensure our organisation handles your data in a way that’s compliant, ethical, and responsible.

Our Data Protection Officer

ASOS has a Data Protection Officer who reports directly to our board. They are responsible for monitoring internal compliance, advising on our data-protection obligations, and working with global data-protection leads to safeguard best practices across our company.

Our Data Team

We also have a dedicated Data Team who educate, raise awareness, and provide support to the whole of our business. They also help to ensure we value and protect personal data by handling information requests, investigating any data breaches, and deploying various toolkits so that we support and comply with all data-protection requirements.

Working with our Supply Chain

We recognise the importance of our supply chain in managing personal data. We conduct due diligence on the practices of our key suppliers and ensure our contractual arrangements are sound.

Celebrating Data Protection Day

ASOS celebrates and endorses Data Protection Day each January to mark the importance of looking after your personal data. We foster data safeguarding with annual staff training alongside further support for relevant departments.

Our approach to AI

ASOS is committed to using AI technology in a way that’s ethical, transparent, and compliant with regulations. Our approach emphasises explainable decisions, privacy protection, human oversight, and risk assessment. We aim to use AI to enhance our operations while ensuring that all practices are fair, secure, and lawful.

Monitoring and Reviewing Compliance

We carry out internal and external audits and assurance reviews to monitor our compliance and test the effectiveness of our practices. This includes testing the knowledge of our staff and monitoring our adherence to data protection and information-governance policies.

How we Handle and Protect Personal Data

For detailed information about how ASOS collects, handles, shares, and protects your personal data when you use our website, services, and goods, please refer to the ASOS Privacy Policy.

How we Deal with Police or Other Agency Requests

In certain circumstances, ASOS may be required to share personal data with the police or other agencies for criminal investigations or threats to public security. Before sharing any data, we ensure that the proper processes are followed by those organisations. If you are a government agency wishing to request information from us, please download this form. If your query relates to a fraud matter, email frauddatarequest@asos.com.

How we Operate Globally

Different regions of our business may handle personal data in different ways. In all situations, ASOS takes its obligations to protect personal data seriously. For more information on how a particular region looks after your personal data, please refer to the privacy policy at the bottom of each region’s website.

Data Protection Compliance

For further details on ASOS's compliance with data protection laws, please refer to our Code of Conduct.

Contact Information: You can contact our data protection team directly by emailing dataprotection@asos.com or writing to the ASOS Data Protection office, Greater London House, Hampstead Road, London, NW1 7FB, UK.