Protecting Your Privacy

At ASOS, we are committed to protecting your privacy and security. We are customers ourselves of ASOS, so we totally appreciate and respect how important privacy is. ASOS complies with all relevant privacy and data protection legislation and regulations including, but not limited to, the California Consumer Privacy Act (CCPA), California Privacy Rights Act (CPRA), Virginia Consumer Data Protection Act (VCDPA), Colorado Privacy Act (CPA), Connecticut Data Privacy Act (CTDPA) and Utah Consumer Privacy Act (UCPA).

For all our services, ASOS.com Limited is the data controller and is responsible for your privacy.

Full Privacy policy

• How we use your information
• Selling, sharing and disclosing your information
• Marketing Messages
• Seeing adverts for ASOS.com online
• Keeping your information
• Your rights and choices
• Changes to how we protect your privacy
• Cookies
• How to 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, why we do it, and why we need to do it. You can see more on selling, sharing and disclosing your information further down this policy.

Your personal details and contact information

Your name, date of birth, gender, address, email address, social media handle, Marketplace username and phone number.

What we do	Why we do it	Why we need to do it (the legal stuff!)
Identify you when you visit our website or contact us	Checking your identity helps us to keep your information safe from fraudsters	We have a legal obligation to do this and it’s also in ASOS’s legitimate interests
Deliver your purchases to you	It’s a bit hard to send your order if we don’t use your name and contact details!	It’s an important part of our contract commitment to you
Send you account and service updates, and updates to our Terms and Conditions or privacy notice	To keep you informed of any changes to ASOS services	We have a legal obligation to do this, and it’s an important part of our contract commitment to you
Send you order confirmations and updates	So you know when your order is due to arrive	It’s important part of our contract commitment to you
Manage your participation in any promotions, offers or discount schemes you choose to participate in	To ensure you receive any discounts or offers relevant to you at the time (e.g. student discounts)	This will either be an important part of our contract commitment to you (where that’s applicable), or we’ll do this with your consent
Direct you to the right part of our website	To get you to the products that you want faster	It’s in your and our best interests that you get the best out of your ASOS shopping experience
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 and what you hear from us but it’s also important for us to tell you about the best products and services we have to offer
Show you third party advertisements (ads) at checkout	To give you the opportunity to see the best offers available	It's up to you if you want to see these ads – we’ll only do this with your consent

Your body size and shape, or your skin type, if you choose to tell us this

What we do	Why we do it	Why we need to do it (the legal stuff!)
We use a third party to help make recommendations about products you may like	To help you get the right size or suggest a skincare product. We want you to love the products you buy from us	It’s in your and our best interests that you find the right products for you
We use a third party to ask customers to provide us with an (optional) real-time selfie image of their face.	We ask this solely for the purpose of providing skincare product recommendations. We do not store any of the face selfie data.	It’s important to us that you find the right products for you. It’s up to you if you provide selfie data (this is an optional step)

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 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 part of our contract commitment to you and an important part of our service
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

Purchase history, saved tems and your personal style photos

What you’ve bought in the past, what you’ve searched for - including using our Style Match feature - what you’ve saved or added to a board for another time, and when you have asked us to tell you that something is back in stock.

What we do	Why we do it	Why we need to do it (the legal stuff!)
Help you keep track of items you like, update you when we have new availability and let you share the items	To help you get to the products that you like faster and so you can get the best out of our products and your account	We only do this with your consent - it’s up to you if you want to use these services but we would love you to share all our good stuff
Handle returns in accordance with ourTerms and Conditions and provide customer service and support	Because you expect the best service from us and, after all, we can’t provide a refund if we don’t know what you’ve bought!	It’s an important part of our contract commitment to you
Analyse what you have bought, searched for, or returned, which helps us find out what you like.	Ensuring we give you what you want, providing you with the best service we can, and so we can stay ahead of the competition.	It’s in your and our best interests for us to know your preferences
We use the images you upload to our Style Match service to identify products that match your style the best	To help you find products that you’ll love	It’s in your and our best interests for us to be able to recommend products you’ll love so that you have the best experience possible when shopping with ASOS
We match your purchases to links from affiliates who might have introduced you to ASOS or promoted a particular product when you visited their site. We share relevant purchase history with them so they know when they have made a successful introduction	We have a number of “introducers” who direct new customers to us or promote our products on their sites	It’s in our best interests for us to generate new customers through different sources
We analyse the purchase and returns behaviour of customers whose delivery address is in the United States of America.	To ensure you are charged correctly for returns.	It’s important for us to understand your returns behaviour so we can ensure our returns policy is applied accurately – it’s in your and our best interests.

Your device, website and app usages

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’s in your and our best interests for us that you get the best shopping experience
Improve our website and set default options for you (such as language and currency)	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’s in your and our best interests for us to know what you like in order to give you the best shopping experience
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’s in your and our best interests for us to show you things we think you will like and that may make your ASOS experience better
Show you ASOS.com adverts as you browse the web	So you can see our latest products and deals that we think you will love	It’s in your and our best interests for us to show you things we think you will like
Monitor visitors to our site and analyse their behavior	To protect our website and to help make our service better	We have a legal obligation to do this in relation to fraud or malicious activity, and it’s in your and our best interests
Identify if you have uninstalled the ASOS app from your device	This will help us to ensure that we send appropriate marketing material to you	It’s in your and our best interests to make sure you receive the most suitable messaging from ASOS

Your social media and other account

If you use your social media or your third-party account to log in to ASOS, we will keep a record of your social media handle, and the other information that is made available to us according to your social media account settings.

What we do	Why we do it	Why we need to do it (the legal stuff!)
We allow you to link your social media account to your ASOS account so you can log on simply and easily without having to create a specific account	To make it easier for you to use ASOS.com and purchase those items you want!	It’s in your and our best interests for us that you get the best shopping experience
Conduct analysis to understand what you like, how you might share your likes with your friends and how you might influence others with your style	It will help improve any recommendations we make to you, and we may invite you to take part in surveys, reward schemes and other fashion-related activities	It's in your and our best interests for us to know what you like to give you the best shopping experience
Provide product recommendations	So you can quickly spot things which take your fancy	It’s in your and our best interests for us to show you things we think you will like

Your ASOS tags and comments

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’s in your and our best interests for us to know what you think about us
We use public sources of information to help us investigate fraudulent activity	To prevent and detect fraud against either you or ASOS – it’s unfortunate, but absolutely essential	We have a legal obligation to do so and it’s in our best interests to protect our service, to protect you and to stop this
If you tag ASOS or post to our pages, we may ask to use your photo on our site or our social media	We want to celebrate you and the best representation of your ASOS style is you!	We only do this with your consent. It’s up to you whether you agree

Your responses to surveys, feedback and competitions

What we do	Why we do it	Why we need to do it (the legal stuff!)
We occasionally ask for feedback on our products or how you feel we are doing. We may want to respond to you directly	It makes good sense to check how you feel about us and your purchases from time to time and we can use this information to improve our service	We only do this with your consent - it’s up to you whether you take part
Manage the competitions that you qualify for or enter into. We need to contact you about your entries and send you a prize if you are one of the winners	We need to let you know if you have met the entry requirements, and if you win, we need to send you your prize!	We only do this with your consent – it’s up to you whether you take part. If you take part, we will also treat this as an important contract commitment to you
Allow you to rate and review the products you have purchased	We want to know how you feel about your purchases so we can use this information to improve our what we have on offer	We only do this with your consent - it's up to you whether you take part

Other identifiable information

What we do	Why we do it	Why we need to do it (the legal stuff!)
We allocate you a unique number when you first shop with us (your customer ID)	This allows us to uniquely identify you	It’s an important part of our contract commitment to you

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 site, and you are unlikely to receive our optimal overall customer experience. But that is your choice, and we respect that.

We also anonymise and/or aggregate personal information (so that it does not identify you) and use it for purposes including testing our IT systems, research, data analysis (for us and the brands sold through our site and app), improving our site and app, and developing new products and services.

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 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.

We also use Purchase history data to protect our service and uphold our Terms and conditions as part of our contract commitment to you. As part of this we may make use of computer-system decisions to protect ASOS and our service. Your rights in relation to this are detailed below.

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.

If you choose to interact with our online fashion assistant, Tailor, we’ll process any of the personal data that you provide in order to provide you with the best responses. We’ll only do this with your consent though.

Selling, sharing and disclosing your information

In the table below we have used the categories of personal information detailed above to show which categories of companies we may sell, share or disclose your data too.

Categories of personal information	Whether we sell, share or disclose	Categories of companies
Your personal details, contact information and location	Disclose	Payment service providers, warehouses, order packers, delivery companies, address validation service providers, Marketplace sellers (if you place a Marketplace order)
Your personal details, contact information and location	Sell (optional)	Third party advertising companies (if you choose to accept our ‘Targeting and Advertising’ cookies).
Your body shape and size (if you choose to tell us this)	Disclose (optional)	Fit assistant (and this would also be disclosed if you submitted images through Style Match)
Your selfie data from the skin quiz (if you choose to give this us)	Disclose (optional)	We use a third party called ‘Revieve’ to provide skincare analysis that allows customers to discover products that match their skin type.
Your payment information	Disclose	Payment service providers
Your contact history with us	Disclose	Third parties that provide customer service support on behalf of ASOS
Your purchase history, saved items and your personal style photos	Share	Third parties that provide customer service support on behalf of ASOS. Affiliates who help us reach out to potential new customers or promote our products on their websites
Your device, website and app usage	Share	Marketing agencies and affiliates who help us reach out to potential new customers or promote our products on their websites
Your social media and other accounts	Don’t disclose
Your ASOS tags and comments	Don’t disclose
Your response to surveys, feedback and competitions	Disclose	Third parties that conduct customer survey and review services or run competitions on our behalf. In some cases, you might disclose your information directly to our third party partners when submitting surveys or reviews, or when participating in competitions.
Your customer ID (we allocate you a unique number when you first shop with us)	Share	Warehouses, third party advertising companies (if you choose to accept our ‘Targeting and Advertising’ cookies), affiliates who help us reach out to potential new customers or promote our products on their websites

We confirm that from the broad definition of ‘Sale’, certain data collections on our site and applications by third parties for purposes of interest-based advertising may be classified as a ‘Sale’. Like we’ve said, any situation where we sell data is an additional service – we’ll only do this with your consent and you have the option to opt-out of this whenever you like.

If you would like to know more about the third parties we may , share and disclose personal data with, or how to find out more on how they will use your data, please contact us using the details below. We may provide third parties, such as our brand partners or marketing partners, with anonymised 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 may 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.

How to stop marketing messages from ASOS Marketplace

Marketplace has a separate system for managing marketing preferences which is distinct from our main ASOS websites and apps. All ASOS Marketplace customers have the option to receive marketing communications from Marketplace and/or selected third parties.

If you decide you no longer want Marketplace marketing communications, you can opt out by visiting My Martetplace > My Details on the ASOS Marketplace website, or you can click on the ‘unsubscribe’ link in any Marketplace email.

July 2023 marketing preference changes

"You may have received an email or push notification from us recently to let you know that your contact preferences are changing. We’ve simplified our marketing options from four options (Discounts and Sales, Exclusives, Newness, and Partners) to one option (Discounts and New Drops). This means that if you were opted in to any of our four options, you’ve been opted in to our new option. If you weren’t opted in to any of the four options, you will remain opted out. You can change your preferences any time in ‘My Account’ when logged in to the ASOS website or app.

In addition to changing our marketing preferences, we’ve also made some changes to our app. We’ll now identify your push notification preferences according to you as an account holder, rather than by your device. This means that if you were logged in to the app on multiple devices, we’ve now synced your push notification preferences across your devices. If you were previously opted in to push notifications on one device, you’ll now be opted in to push notifications across all of your devices. You can change your preferences at any time in ‘My Account’ when logged in to the ASOS app.

If you have any queries or would like more information, please contact our Data Protection team."

 

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 Europe

ASOS is a global business with operations inside and outside of the United Kingdom 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 EU, 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

We’ll hold on to your information for as long as you continue to be an ASOS customer and for as long as we are required to keep it to ensure we meet our legal requirements across the globe.

If you no longer wish to be a customer, you can contact our Customer Care team and request that we close your account. However, we have a legal requirement to keep some of your personal data even after you have asked us to delete it. We will only keep what we absolutely need to, and only make sure we can meet our legal or regulatory requirements, resolve disputes, prevent fraud and abuse, or enforce our Terms & Conditions.

Your Rights and Choices

Regardless of where you live, as an ASOS customer we uphold the following rights for our customers (although please note that these are not absolute rights):

• 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 (although you can update most of this through My Account)
• 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, which you can do through My Account
• The right to withdraw consent for 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 computer-system decision about you or to opt-out of automated decision-making and profiling
• The right to complain to your data protection regulator — in the UK  the Information Commissioner’s Office

If you are a California resident, you have certain additional rights in relation to your personal information. These rights are only applicable to California residents:

• Right of no Retaliation – You have the right not to be discriminated against and retaliated against for exercising any of the rights described in this section. We will not discriminate against or retaliate against you for exercising your right to know, delete or opt-out of sales
• Right to Opt-Out of Selling and Sharing: You have the right to opt-out of having your personal information sold and/or shared. (If you’re a resident of Virginia, Colorado or Connecticut, you also have the right to opt-out of your personal data being collected or processed for the purposes of targeted advertising, sale, or profiling).
• Right to know about disclosure for direct marketing: Customers of ASOS who are California residents have the right to request certain information regarding our disclosure of personal information to third parties for their direct marketing purposes.
• Right to limit the use and disclosure of sensitive personal information.

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.

CCPA Privacy information

This section applies only to ASOS customers who are California residents and supplements the details provided in our Privacy Policy and contains the information that the Californian Consumer Privacy Act (“CCPA”) requires us to make available to customers. Any terms defined in the CCPA have the same meaning when used in this notice.

Information We Collect

We generally collect the following categories of personal information about your when you use our services: 
• identifiers such as a name, address, unique personal identifier, email, phone number, your device’s IP address, software, and identification numbers associated with your devices; 
• protected classifications, such as gender; 
• commercial information such as records of products or services purchased, obtained, or considered by you; 
• Internet or other electronic information regarding you browsing history, search history, the webpage visited before you came to our Site, length of visit and number of page views, click-stream data, locale preferences, your mobile carrier, date and time stamps associated with transactions, and system configuration information;
• your geolocation, to the extent you have configured your device to permit us to collect such information;
• audio recordings of your voice to the extent you call us, as permitted under applicable law; 
• professional or employment-related information; and 
• inferences about your preferences, characteristics, behaviour and attitudes.

You can find more information about the personal information we collect and how we collect it in the section above titled “How we use your information”.

Use of Personal Information

We collect your personal information for the business purposes described  above in the section titled “How we use your information”. The CCPA defines a “business purpose” as the use of personal information for the business’s operational purposes, or other notified purposes, provided the use of personal information is reasonably necessary and proportionate to achieve the operational purpose for which the personal information was collected or another operational purpose that is compatible with the context in which the personal information was collected. 

Sharing Personal Information

We may disclose your personal information to an organisation for a business purpose.  When we disclose personal information for a business purpose, we enter a contract that describes the purpose and requires the recipient organisation to keep that personal information confidential and not use it for any purpose except performing the contract with us.

We disclose your personal information for a business purpose to the categories of third parties listed above in the section titled “Sharing your information”.

Your Rights and Choices 

If you are a California resident, you have rights in relation to your personal information; however, your rights are subject to certain exceptions. For instance, we cannot disclose specific pieces of personal information if the disclosure would create a substantial, articulable, and unreasonable risk to the security of the personal information, your account with us or the security of our network systems. 

Right Against Discrimination - You have the right not to be discriminated against for exercising any of the rights described in this section. We will not discriminate against you for exercising your right to know, delete or opt-out of sales. 
Right to Know - You have the right to request in writing:  
a list of the categories of personal information, such as name, address, email address, that a business has disclosed to third parties during the immediately preceding calendar year for the third parties' direct marketing purposes, and;  

(i) the names and addresses of all such third parties.  

(ii) In addition, you have the right to request:  

(i) the categories of personal information we have collected about you,  

(ii) the categories of sources from which personal information is collected,  

(iii) the business or commercial purpose for the information collection,  

(iv) the categories of third parties with whom we have shared personal information, and  

(v) the specific pieces of personal information we hold about an individual.  

You have the right to request a copy of the specific personal information we collected about you during the twelve (12) months before your request. 

Right to Delete - You have the right to request us delete any personal information we have collected from you or maintain about you, subject to certain exceptions. 
To assert your right to know or your right to delete your personal information, please contact according to the ‘How to contact us’ section below. To confirm your identity, we may ask you to verify personal information we already have on file for you. If we cannot confirm your identity from the information we have on file, we may request additional information from you, which we will only use to verify your identity, and for security or fraud-prevention purposes. 

Right to Opt-Out of Selling. You have the right to opt-out of having your personal information sold. We do not sell your personal information.  
In addition, California Civil Code Section 1798.83 permits customers of ASOS who are California residents to request certain information regarding our disclosure of personal information to third-parties for their direct marketing purposes. Please allow 30 days for a response. To make such a request, contact us according to the ‘How to contact us’ section below.  

 

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. 

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.

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 us.

You can contact our data protection team directly by emailing dataprotection@asos.com or you can contact our Customer Care team via our help pages. 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