Privacy policy

1. The good stuff

We will only use your personal data to enhance your experience.

2. Locked down

We’ll protect your data like it’s our own.

3. Straight talking

We’ll always talk your language and have your back – no nonsense, no surprises.

4. No spam

You decide what and how you hear from us.

5. Just the essentials

Your info won’t just hang about – if we don’t need it, we’ll delete 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. 

ASOS is working with Shopify who are hosting this Sample Sale website and who are operating as a data controller. For more information regarding how Shopify will handle your personal data please refer to their privacy policy. For all ASOS services, the data controller is ASOS.com Limited.

Navigating this policy

How we use your information 

• Personalising your experience
• Sharing your information
  
• Marketing messages
• 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, address, email address 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	Legally, we have to do this and it is also important for us
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
Keep you informed about our Terms and Conditions	To keep you informed of any changes to ASOS services.	Legally, we have to do this and it’s an important part of our contract commitment to you
Send you order updates by e-mail	So you know when your order is due to arrive	It’s an important part of our contract commitment to you
Direct you to the right part of our website	To get you to the products that you want faster	It’s important to us 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)	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!
Send you surveys and to ask for other feedback	For you to tell us what you think and how we’re doing	It’s up to you to choose when you hear from us and what you hear from us about but it’s also important for us to tell you about the best product and services we have to offer!

 

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!)	Legally, we have 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 is important for us to train our staff
Handle returns in accordance with our Terms 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

 

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
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
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
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 and legally, we have to do this!

 

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
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.
We use public sources of information to help us investigate fraudulent activity	To prevent and detect fraud against either you or ASOS – unfortunate, but absolutely essential	This is important for us to protect our service, to protect you and to stop this

 

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 may not receive our optimal overall customer experience. But that is your choice and we respect that.

We also anonymise and aggregate personal information (so that it does not identify you) and use it for purposes including testing our IT systems, research, data analysis, 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 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.

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.

Personalising your 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 do not, and will not, sell any of your personal data to any third party – including your name, address, email address or credit card information. We want to earn and maintain your trust, and we believe this is absolutely essential in order do that.

However, 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 bits of our group are responsible for different activities
• Companies that do things to get your purchases to you, such as payment service providers, warehouses, order packers, and delivery companies
• Professional service providers, such as website hosts, who help us run our business
• Credit reference agencies, law enforcement and fraud prevention agencies, so we can help tackle fraud
• Partners that help us offer tailored discounts to products on site

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 using the details below.

We may also provide third parties with aggregated and anonymised information and analytics about our customers. Before we do so, we will make sure that it does not identify you. 

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 Sample Sale

You can also click on the ‘unsubscribe’ link in any marketing email you receive. 

You can also 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. 

Your information and countries outside the EEA

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 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

We’ll hold on to your information for as long we are required to keep it to ensure we meet our legal requirements across the globe.   
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 to make sure we can meet our legal or regulatory requirements, resolve disputes, prevent fraud and abuse, or enforce our Terms and Conditions.

Your rights

You have a lot of rights relating to your personal information, these 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 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 computer-system 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 policy.

If you want to understand how Shopify use your data please refer to their privacy policy.

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 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

Shopify uses cookies on our website. For more information on cookies, please see the Shopify cookie notice as they are responsible for this aspect of the site.

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, who will be happy to answer any questions you may have. 

You can contact our privacy team by dropping us a line at dataprotection@asos.com or through Customer Care via the ASOS website. Or if you’d like to, you can write to us at:

 

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

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