Privacy & Cookies

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, date of birth, address, email address, social media handle, MarketPlace username, phone number, and preference for menswear or womenswear.

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 important for ASOS as a business
Identify your IP location when creating an account with us	Checking your IP location helps us show you the relevant marketing preferences when creating an account.	We have a legal obligation and policy requirement with google to do so; and it’s important for ASOS as a business.
Identify your existing account geolocation based on your home country or billing country	It's essential for us to show the right marketing preferences depending on where you live	We have a legal obligation and policy requirement with google to do so; and it’s important for ASOS as a business.
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
Use your date of birth.	It’s essential for us to check you’re over 16 to shop with us, in accordance with our terms and conditions. We may also use information about your age to conduct internal analysis about our customers. And everyone deserves a birthday treat – we’ll use your date of birth to offer you a birthday discount!	It’s essential for us to confirm your age before we form a contract with you. It’s in your and our best interests for us to understand more about our customer demographics. We’ll only offer you a birthday discount with your consent.
Send you account and service updates, updates to our Terms and Conditions, and updates about changes to ASOS.WORLD tiers.	To keep you informed of any changes to ASOS services	We have a legal obligation to do this, it’s an important part of our contract commitment to you, and it’s also important for us to keep you updated
Send you order confirmations and updates.	So you know your order has been received and when it’s due to arrive.	It’s an important part of our contract commitment to you
Manage your participation in any exclusive discounts, personalised offers, discount schemes, or competitions you choose to participate in.	To ensure you receive any discounts or offers relevant to you at the time (e.g. student discounts), or to ensure that you can take part in any competitions you enter.	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 important to us that you get the best out of your ASOS shopping experience – that’s in both of our best interests
Send you information about our products, our services, and information about your ASOS.WORLD benefits.	We like to keep you up-to-date with the latest ASOS benefits, 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!
Send you surveys and to ask for other feedback.	So that you can tell us what you think and how we're doing.	We’ll only send requests for consumer insight surveys if we have your consent to do so. For others, such as our customer service surveys, product reviews, or feedback requests, it's in both your and our best interests for us to send them to you so that we can improve our services and products for you.
Send you a discount code when you ‘refer a friend’ to ASOS	So that you can share amazing ASOS discounts with your friends and family.	We’ll only do this with your consent.
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.
If you’ve raised a legal concern to us, we need to let you know when your concern has reached us and keep you updated on how our investigation is going	To give you the opportunity to raise a legal concern to us, for example, about a product we sell on site	We have a legal obligation to do this under the Digital Service Act and it's also important for both you and us to communicate about the status of the concern you’ve raised.
We use your billing and delivery address to identify events you might be interested in. If you attend an event, we also use this information to manage your registration and attendance at the ASOS event.	We do this so we can send you information about the latest local events to you, and to administer and coordinate the event.	We’ll only do this with your consent.
We personalise our website and the content that you see in emails, for example, by welcoming you by your name to our site or app.	We like to give our communications a personal touch.	It’s important to us that you get the best out of your ASOS experience – that’s in both of our best interests.
We curate your experience on site, on app and in our communications based on your preference for womenswear or menswear, and we also use this to perform analysis on our customers’ preferences.	We always want to ensure we’re displaying content that’s relevant to you and providing products that are of interest to our customers who are shopping with us.	It’s important to us that you get the best out of your ASOS experience – that’s in both of our best interests.

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.

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 product suggestions	We want you to love the products you buy from us - to help you get the right size or suggest a skincare product	It’s important to us that you find the right products for you – it’s in your and our best interests
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 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

Purchase history, returns behaviour, and saved items

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, when you have asked us to tell you that something is back in stock, and what you’ve returned.

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 (our ‘back in stock’ emails) and let you share them, your way	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	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 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
Analyse what you have bought, searched for, or returned. (Please note that for Style Match, once we’ve shown you your search results, we store the photo for one month and keep it separated from anything else that identifies you).	1. To ensure we are giving you what you want, providing you with the best service we can, and so we can stay ahead of the competition. 2. To ensure you are charged the correct amount for returns. 3. To ensure we display relevant products to you.	It’s in your and our best interests for us to understand your return behaviour so we can ensure our return policy is applied correctly, and to know your preferences
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 is important for us to generate new customers through different sources – it’s in our best interests
To provide recommendations based on your style, budget and personal preference.	To provide the best service and experience to you as our valued customer.	So we can provide you with the best service possible and speed up your shopping experience - it's in your and our best interests.
We keep track of: • The value of your orders with us The products you have ordered from us • The products you have returned to us and the value of those returns • Your browsing history on ASOS.com • The ASOS.WORLD points you have earned and used	We do this tracking in order to: • Personalise or target promotions and communications we send or show to you • Award, manage or deduct ASOS.WORLD points as well as • Determine and manage your ASOS.WORLD tier • Report to you how you’ve used and interacted with ASOS.WORLD • Provide you with effective and efficient customer care in order to deal with your queries. • Track fraudulent activity relating to ASOS.WORLD	It’s in your best interests and ours to provide you with the best service, shopping experience and communications or promotions as possible, and to identify fraud. Some of these activities also form part of our contractual commitment to you when you join ASOS.WORLD. For certain communications and promotions, we’ll only send or display these 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
Diagnose app-related issues.	To provide customer support and resolve issues you’re having on our app.	It’s in your best interests for us to resolve your queries as soon as possible and let you get on with your browsing or shopping!

Information from Social Media or accounts you link to us

What we do 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 use your Social Media account to log on to ASOS, 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 is important for us that you get the best shopping experience – it’s in your and our best interests

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
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	It’s in our best interests to protect our service, to protect you and to stop this, and we also have a legal obligation to do so

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. Generally, responses are anonymised but if you provide any personal details we may 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.	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!	If you take part, we will 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 us and your purchases so we can use this information to improve our service.	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
Our ASOS premises operate with CCTV cameras	To ensure the safety and security of our ASOS staff and visitors to our premises.	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.
Video recordings, photographic images, recordings of live events/webinars or other online events (including both images and sound).	To take, use and publish imagery on our social media pages or communication channels.	We’ll only do this with your consent.

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, butan 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 virtual stylist chat function, we’ll process the personal data that you give to us so we can provide you with the best responses and recommendations. We’ll only do this with your consent. We will also store the chat history so we can learn from it and make improvements to the feature.

More information about how we use your data for personalisation is provided in the ‘How we use your information’ tables above.

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
Companies that do things to get your purchases to you, such as payment service providers, warehouses, order packers, and delivery companies
Brand Partners that send purchases directly to you. We'll make it clear if this applies when you place your order. We may also share your personal information with brand partners if you raise a serious complaint about a product of theirs that you’ve purchased through ASOS or if you tell us that you haven’t received your order.
Companies that help keep our systems protected by scanning our emails to detect malware. Indirectly this assists you as well as we shouldn’t knowingly pass any malware on to you in any emails we send you
Professional service providers, such as marketing agencies, advertising and financial partners and website hosts, who help us run our business
Affiliates who help us reach out to potential new customers or promote our products on their websites
Credit reference agencies, law enforcement and fraud prevention agencies so we can help tackle financial crime, including, but not limited to, fraud and sanctions
All queries relating to ASOS’s credit card should be sent directly to our credit card partner, Capital One. If you have an ASOS credit card and you contact us in relation to this, we’ll need to pass on your name and email address to Capital One so that they can contact you directly and help to resolve your query.

You may choose to take advantage of some of our additional services, in which case, depending on your choices we may share your data with the following categories of companies to fulfil the services you have asked for:

Social Media sites (for example if you choose to use a social media account to login to ASOS) and other companies approved by you
Product advisors to help you choose the right products
Marketplace sellers where you place a Marketplace order; and
Other third-party payment providers, when you choose to use their payment services
Companies that we partner with to host competitions, and service providers that enable us to host those competitions, manage entries, contact winners and deliver prizes
Companies that we partner with to administer and manage events, and service providers that enable us to manage tickets, entries, communications and event analysis
Partners that help us administer and manage our loyalty programme, ASOS.WORLD.
Partners that help us provide services such as our virtual stylist or our ‘refer-a-friend’ feature
Partners that help us to provide skincare analysis to allow customers to discover products that match their skin type.

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.

If you have said we can, we’ll send you marketing messages to keep you aware of what we’re up to, help you see and find our products, services, personalised offers and send you the latest ASOS.WORLD benefits.

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, or where you have asked for a specific ‘back in stock’ notification.

How to stop marketing messages from ASOS Marketplace

Marketplace has a separate system for marketing preferences to 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 Marketplace > My Details on the ASOS Marketplace website or you can click on the ‘unsubscribe’ link in any Marketplace email.

You may have received an email from us recently to let you know that your contact preferences are changing. In summary:

We’ve renamed our marketing option ‘discounts and new drops’ on our account registration page and in ‘My Account’ to ‘Exclusive discounts’. The new option includes exclusive discounts, new drops and personalised offers, style tips, just landed looks, and more. If you were opted into the communications for discounts and new drops via email or push, you will be opted-in to the updated communications. If you weren’t opted in to any of the 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

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

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.

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 to make sure we can meet our legal or regulatory requirements, honour our returns policy, resolve disputes, prevent fraud and abuse, or enforce our Terms & Conditions.

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 (although you can probably do 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 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.

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.

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.

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