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Privacy: Our promises

We’ll always keep your data safe and secure. So you’re clued up, here’s why we need it and how we use it.

1. Only the good stuff

When you visit ASOS’ pop-up shop, we will only use your data to process your order and deliver your products to you, improve our ASOS services, give you the most out of your ASOS experience, and keep you in the loop about things that might interest you.

2. Locked down

We’ll protect and secure your data.

3. Straight talking

We’ll always talk your language and be open – no nonsense, no surprises.

4. You're in control

You decide if you want to hear from us and how you hear from us.

5. Just the essentials

No unnecessary information – if we don’t need it, we won't collect it.

Protecting Your Privacy

At ASOS, we are 100% committed to protecting your privacy and security. We are customers ourselves of ASOS, so we totally appreciate and respect how important privacy is.

For all ASOS services, the data controller — the company that’s responsible for protecting your privacy— is ASOS.com Limited.

Full Privacy notice

• How we use your information
• Sharing your information
• Marketing messages
• Seeing adverts for ASOS.com online
• Your information and countries outside the European Economic Area (EEA)
• Keeping your information
• Your rights
• Changes to how we protect your privacy
• Cookies
• Contact us


How we use your information

We use your information in a number of different ways — what we do depends on the information. The tables below set this out in detail, showing what we do, and why we do it.

Your Personal Details, such as your name or email address.

What we do   Why we do it Why we need to do it (the legal stuff!) 

Send you information about our products and services

We like to keep you up to date and help you get the best from our products and services (you can find out more in the section on Marketing messages below) We’ll only do this with your consent - it’s up to you to choose when you hear from us and what you hear about but it’s also important for us to tell you about the best product and services we have to offer!

Reserve your spot at the ASOS pop-up shop

So that you can explore ASOS’s pop-up shop and events you’re interested in We’ll only do this with your consent.

Information about your phone or laptop, and how you use our website and app

Information collected when you browse our site or use our app, including your IP address and device type, how you use our website and app (such as the pages you visit and the products you look at) and, if you choose to share it with us, your location data.

 What we do  Why we do it Why we need to do it (the legal stuff!) 

Identify you when you visit our website

If we can remember you, we can give you the best possible shopping experience.  It is important for us that you get the best shopping experience – it’s in your and our best interests

Improve our website and set default options for you (such as language and currency)

It’s important for us, and it’s much easier for you, if we know the language and currency you prefer, and it also helps us to protect your information It is important for us that you get the best shopping experience – it’s in your and our best interests

Send information about our products and services to you

We like to keep you up to date and help you find products. You can find out more in our section on Marketing messages below It is important for us to show you things we think you will like and that may make your ASOS experience better – it’s in your and our best interests

Show you ASOS.com adverts as your browse the web

So you can see our latest products and deals that we think you will love It is important for us to show you things we think you will like – it’s in your and our best interests
Monitor visitors to our site and analyse their behaviour To protect our website and to help make our service better This is important for us (it’s in our best interests) and we have a legal obligation to do this in relation to fraud or malicious activity

Your payment information

This means your chosen payment method, for example your card details (don’t worry we don’t keep the security code)

What we do   Why we do it Why we need to do it (the legal stuff!)

Take payment and give refunds

After all - we’re not giving all our stuff away! It’s important to us and an important part of our contract commitment to you

Keep a record of any financial transactions with you

We need to know what you have paid for (and we have to tell the tax man about our income too!) We have a legal obligation to do this

Your contact history with us

What you’ve said to us — for example, by email, on instant chat, on social media, or in private message.

What we do  Why we do it  Why we need to do it (the legal stuff!
Provide customer service and support After all, you expect the best service from us! It’s an important part of our service and also part of our contract commitment to you
Improve the services and support we provide to you So that you get the best possible customer service It's in your and our best interests for us to train our staff so that you get the greatest services and support from us

If you post comments about ASOS, tag ASOS or post photos to our Social Media pages

What we do Why we do it Why we need to do it (the legal stuff!)

Monitor our customers views or opinions

We may want to respond to you or react, particularly if you are unhappy with something. It is important for us to know what you think about us – it’s in your and our best interests
 

If you tag ASOS or post to our pages, we may ask to use your photo, on our site or Social Media pages.

The best representation of your ASOS style, is you! We want to celebrate you as well. It's up to you whether you agree

Your images when you visit our pop-up shop

What we do Why we do it Why we need to do it (the legal stuff!)
 

The landlord for the pop-up shop operates static CCTV cameras, and in-store security officers will wear body-worn cameras. More information is provided in the CCTV and body-worn cameras notices displayed in our pop-up shop.

 To ensure the safety and security of our ASOS staff and visitors to the pop-up shop  We have a legal obligation to provide a safe and secure working environment for our employees, and it’s in your and our interests to keep you safe and secure too.

You don’t have to give us all of this personal information but if you don’t, you may not be able to buy from the pop-up shop, and you are unlikely to receive our optimal overall customer experience. But that is your choice – and we respect that.

Fraud prevention and detection

We use any of the above categories of information to identify, prevent and detect fraud, against either you or against ASOS. Detecting and preventing fraud is an unfortunate, but an absolutely essential part of our service and our contract commitment to you. Legally, we have to do this, and it is very important for us.

Sanctions screening

We use any of the above categories of information to ensure that we comply with any sanctions requirements that we’re legally bound to adhere to.

Personalising your ASOS experience

We use the data we collect to help us provide you with the best service, the best shopping experience and to show you the latest and greatest products and services that we think you will love.


Sharing your information

We share your data with the following categories of companies as an essential part of being able to provide our services to you:

• Companies in the ASOS group, as sometimes different parts of our group are responsible for different activities
• Brand Partners if you raise a serious complaint about a product of theirs that you’ve purchased through ASOS
• Professional service providers, such as marketing agencies, advertising partners and website hosts, who help us run our business

If you would like to know more about the third-parties we may share personal data with, or how to find out more on how they will use your data, please contact us at the details below.

We may provide third parties, such as our brand partners or marketing partners, with information about our customers and their purchases. Before we do so, we will make sure that this information does not identify you, for example by aggregating it, anonymising it or removing personal identifiers from it unless we have your consent to share your information for marketing purposes.


Marketing messages

If you have said we can, we’ll send you marketing messages to keep you aware of what we’re up to and to help you see and find our products and services.

How to stop marketing messages from ASOS.com

You can control the marketing communications you receive from us through the Contact Preferences section of your ASOS account. You also have the following options:

Emails: You can also click on the ‘unsubscribe’ link in any marketing email you receive, and this will take you to the Contact Preferences section of your account so you can unsubscribe from that method of communication.
Text Messages: You can also text “stop” to the number provided within the communication and this will unsubscribe you from that method of communication.
Any method of Marketing: You can contact our Customer Care team. Once you do this, we will update our records to ensure that you don’t receive further marketing messages.

If you tell us you don’t want to receive marketing messages it might take a few days for all our systems to be updated, so we would ask for your patience as you might get messages from us while we process your request.

Please note that opting out of marketing messages will not stop service communications, such as order updates.


Seeing adverts for ASOS.com online

We use online advertising to keep you aware of what we’re up to and to help you see and find our products. You may see ASOS banners and ads when you are on other websites and apps, such as social media. We manage this through a variety of digital marketing networks and ad exchanges. We also use a range of advertising technologies. The banners and ads you see are based on information we hold about you, or your previous use of ASOS (for example, your ASOS search history, and the content you read

on ASOS) or on ASOS banners or ads you have previously clicked on. For more information on our use of advertising technologies and Cookies, please see our cookie notice

Your information and countries outside the European Economic Area (EEA)

ASOS is a global business with operations inside and outside of the United Kingdom and EEA and we use suppliers and fulfilment centres located across the world. Some of these locations will not offer the same level of protection for your personal data as the UK or the EEA, but if we transfer your information to one of these locations we will take steps to ensure that your data and rights are protected through methods approved within the relevant Data Protection laws. Please contact us if you would like further information about how we protect your transferred information.


Keeping your information

When you shop at our pop-up shop, we’ll keep your transaction data for as long as we’re required to from a legal perspective.

If you sign up to our marketing, we’ll keep your information for as long as you continue to be a customer with ASOS and for as long as we are required to keep it to ensure we meet our legal requirements across the globe.


Your rights

You have a lot of rights relating to your personal information, although these are not absolute rights. Your rights are:

• The right to be informed about how your personal information is being used (like this notice!)
• The right to access the personal information we hold about you
• The right to request the correction of inaccurate personal information we hold about you
• The right to request that we delete your data, or stop processing it or collecting it, in some circumstances
• The right to stop direct marketing messages
• The right to withdraw consent for any consent-based processing at any time
• The right to request that we transfer or port elements of your data either to you or another service provider
• The right to ask us to explain any automated decision about you
• The right to complain to your data protection regulator — in the UK, the Information Commissioner’s Office

If you want to exercise your rights, have a complaint, or just have questions, please contact us. As a starting point, we have one month in which to respond to you. Our contact details are at the end of this privacy notice.


Cookies

We use cookies and other tracking technologies (such as web beacons) on our website. For more information on cookies, please see our cookie notice.

You can edit your cookie preferences here


Changes to how we Protect Your Privacy

We may change this page from time to time, to reflect how we are processing your data. If we make significant changes, we will make that clear on the ASOS website or other ASOS services, or by some other means of contact such as email, so that you are able to review the changes before you continue to use ASOS.


How to contact us

We always want to hear from our customers (especially if you feel we’ve let you down or could do better).

If you:

• Have any questions or feedback about this notice
• Would like us to stop using your information
• Want to exercise any of your rights as set out above, or have a complaint please don’t hesitate to contact our Customer Care team or Data Protection team who will be happy to answer any questions you may have. You can also write to us at:

ASOS
Data Protection officer
Greater London House
Hampstead Road
London
NW17FB
UK

ASOS
Data Protection Officer
An der Anhalter Bahn 6
14979 Grossbeeren
Germany