Privacy notice

H&M GROUP PRIVACY NOTICE

Customer commitment to data protection and privacy
Protecting personal data and your privacy is of greatest concern for the H&M Group.

The H&M Group consists of company affiliate of H & M Hennes & Mauritz AB and its brands; H&M, COS, Weekday, Monki, H&M HOME, & Other Stories, Arket and Afound.

Principles
The H&M Group manifests its commitment to privacy and data protection by embracing the following principles.

H&M uses personal data lawfully, fairly and in a transparent manner.
H&M collects no more personal data than necessary, and only for a legitimate purpose.
H&M retains no more data than necessary or for a longer period than needed.
H&M protects personal data with appropriate security measures.

About this Privacy Notice
This Privacy Notice intends to establish a clear, concise and transparent communication on the collection, use, processing, storing etc. of personal data relating to customers of the H&M Group.

Within the meaning of this Privacy Notice “customer of H&M Group” means former, current and potential customer or user of a product or service offered by an H&M Group affiliate and brand, visitors to one of our official websites or stores, member of a loyalty program or community.

Who is responsible for processing of your personal data?
The Swedish company, H & M Hennes & Mauritz GBC AB is primary responsible for the processing of personal data within the scope of this Privacy Notice. Under certain circumstances the responsibility for data protection and your privacy is shared with one or several other legal entities, either being an H&M Group affiliate or a third party.

Under each specific section of this Privacy Notice you will be informed about who is responsible for processing your personal data, the allocation of responsibilities and the modalities for the execution of rights.

Identity of H&M Group controller(s):

H & M Hennes & Mauritz AB GBC
Mäster Samuelsgatan 46
106 38 Stockholm
Sweden

Companies register: Bolagsverket/Swedish Companies Registration Office
Authorised representative: Helena Helmersson
VAT registration number: VAT NO. SE556070171501

The named H&M Group controller(s) above are throughout this Privacy Notice individually or collectively referred to as “H&M”, “we” or “us”.

Where do we store your data?
The personal data that we collected from you is generally stored within a country of the European Union or the European Economic Area (“EU/EEA”) but may also, whenever necessary, be transferred to and processed in a country outside of the EU/EEA. Any such transfer of your personal data will be carried out in compliance with applicable laws and without undermining your statutory rights.

From time to time we may transfers personal data from the EU/EEA to a third country not being approved by European commission as a safe country for such transfer (adequacy decision). Whenever applicable H&M will use Standard Contractual Clauses to ensure a similar level of protection as granted within the EU/EEA or other lawful grounds for transfer.

Who has access to your data?
Your data may be shared within the H&M group (for details on the companies within the H&M group, please refer to our annual report which may be found at about.hm.com). The local H&M company will only act as the personal data processor and processes the personal data on behalf of the Swedish company.

We never pass on, sell or swap your data for marketing purposes to third parties outside the H&M group. Data that is forwarded to third parties, is only used to provide you with our services. You will find what categories of third parties under every specific process below.

What is the legal ground for processing?
H&M is not allowed to collect, process, use, store etc. personal data without a valid legal ground. Lawfulness may be derived from your consent, by contract, statutory obligations or from our legitimate interest as a business. For each every specific process purpose of processing of personal data we collect from you, we will inform you about which legal ground that will apply, and what rights you are entitled to exercise. whether the provision of personal data is statutory or required to enter a contract and whether it is an obligation to provide the personal data and possible consequences if you choose not to.

What are your rights?
Right to access:
You have the right to request information about the personal data we hold on you at any time. You can contact H&M that will provide you with your personal data via e-mail.

Right to portability:
Whenever H&M process your personal data by automated means based on your consent or based on an agreement you have the right to get a copy of your data in a structured, commonly used and machine-readable format transferred to you or to another party. This only includes the personal data you have submitted to us.

Right to rectification:
You have the right to request rectification of your personal data if they are incorrect, including the right to have incomplete personal data completed. If you have a H&M account or membership you can edit your personal data under your account and membership pages.

Right to erasure:
You have the right to erase any personal data processed by H&M at any time except for the following situations

*you have an ongoing matter with Customer Service
*you have an open order which has not yet been shipped or partially shipped
*you have an unsettled debt with H&M, regardless of the payment method
*if you are suspected or have misused our services within the last four years
*your debt has been sold to a third party within the last three years or one year for deceased customers
*your credit application has been rejected within the last three months
*if you have made any purchase, we will keep your personal data in connection to your transaction for bookkeeping rules

Your right to object to processing based on legitimate interest:
You have the right to object to processing of your personal data that is based on H&M legitimate interest. H&M will not continue to process the personal data unless we can demonstrate a legitimate ground for the process which overrides your interest and rights or due to legal claims.

Right to restriction:
You have the right to request that H&M restricts the process of your personal data under the following circumstances:

*if you object to a processing based H&M legitimate interest, H&M shall restrict all processing of such data pending the verification of the legitimate interest.
*if you have claim that your personal data is incorrect, H&M must restrict all processing of such data pending the verification of the accuracy of the personal data.
*if the processing is unlawful you can oppose the erasure of personal data and instead request the restriction of the use of your personal data instead
*if H&M no longer needs the personal data but it is required for your to make of defending legal claims.

How can you exercise your rights?
We take data protection very seriously and therefore we have dedicated customer service personnel to handle your requests in relation to your rights stated above. You can always reach them at dataprotection.xx@hm.com.

We have also dedicated Customer Service personnel to handle your requests in relation to your rights stated above. You can always reach them at customerservice.xx@hm.com.

If you have an H&M Account or being a member of H&M M H&M Membership, you can exercise your right to access, portability and rectification under your account pages, where you also can delete your account.

Hong Kong: customerservice.hk.en@hm.com
Singapore: customerservice.sg.en@hm.com
Taiwan: customerservice.tw.zh@hm.com
Macau: customerservice.mo.en@hm.com
Malaysia: customerservice.my.en@hm.com
Philippines: Customerservice.ph@hm.com

Hong Kong: dataprotection.hk.en@hm.com
Macau: dataprotection.mo.en@hm.com
Malaysia: dataprotection.my@hm.com
Philippines: dataprotection.ph@hm.com
Singapore: dataprotection.sg@hm.com
Taiwan: dataprotection.tw@hm.com

Data Protection Officer:
We have appointed a Data Protection Officer to ensure that we continuously process your personal data in an open, accurate and legal manner. You can contact our Data Protection Officer at dataprotection.xx@hm.com and write DPO as subject matter.

Right to complain with a supervisory Authority:
If you have complaints about the way H&M Group processes and protects your personal data and privacy you have the right, at any time, to make a complaint to the Swedish Data Protection Autorithy or any other competent a supervisory authority in the country of residence.

Updates to our Privacy Notice:
We may need to update our Privacy Notice. The latest version of the Privacy Notice is always available on our website. We will communicate any material changes to the Privacy Notice.

The revision history is set out in section Changes of this Privacy Notice.

Why do we use your personal data?
We use your personal data to provide you with the information, products and services that you request or purchase from us, either online and in stores. In this context, we use your personal data to be able to process your purchase order and payment transactions and to manage your deliveries, claims, returns and refunds in a secure and effective manner.

How do we use your personal data?
The personal data we obtained from you when placing a purchase order or making a payment will be used only to the extent necessary to process that order and to deliver the requested products and services.

Whenever you place a purchase order, make a payment, return a product or signing up for a financial service we use your personal data to verify your identity and your capacity to enter into a contract, that financial information you provide us is accurate, check creditworthiness, conduct fraud checks or prevent other illegal activity.

Who has access to your personal data?
We share your personal data within the H&M Group whenever necessary to fulfill the intended purpose. For the same reason, personal data is also shared with suppliers carrying out certain tasks on our behalf, such as order fulfillment and payment processing. H&M is always fully responsible for its suppliers.

We may from time to time also share personal data with independent third parties, such as electronic communication providers, banks and postal services. Please be aware that many of these recipient have an independent right or obligation to process your personal data in their own rights.

Except as explicitly stated herein, we never pass on, sell or swap your data to any third parties.

What is the legal ground to process your personal data?
When making products and services available to you H&M will process your personal data necessary for concluding a contract with you and to fulfill any obligations derived from that contract, whether the contract refers to a purchase order and payment, or the use of other services provided by us or by third parties.

How long do we keep your personal data?
We will keep and process your personal data no more than necessary for us to perform our contractual obligations.

However, we may continue to use and store your data for additional purposes.

Purchase order data will also be used for the purpose of Development and Improvement of products, services and supply chains.

Purchase order data will also be used for the purpose of Security and Safety by fraud detection and loss prevention.

If you are a user of an H&M Account or a member of H&M Membership we will continue to use your purchase order data to the extent necessary for us to deliver upon our promises and to distribute Direct Marketing acccording to your expectations.

In addition to the above, for the purpose of Compliance with Laws, we are compelled to cióntinue to save and sometimes use your purchase order data to abide with applicable tax and accounting legislation and to protect consumer rights.

You can read more about why and how the H&M Group re-use personal data under each section of this Privacy Notice.

Automated credit assessments
Payment credit applications are usually processed automatically whereby decisions are made by computer algorithms and not humans. In case your credit application has been assessed by an computer algorithm and been denied you have the right to to express your point of view and to contest the decision.
Why do we use your personal data?
We will use your personal data to send you marketing offers, information surveys and invitations through e-mails, text messages, social media channels, phone calls, and postal mail.

In order to optimize your experience of H&M we will provide you with relevant information, recommend products, send you reminders of products left in your shopping bag and send you personalized offers. All these great services are based on your previous purchases, what you have clicked on and information you have submitted to us.

If you have an account with Google or social media services such as Facebook, Instagram and YouTube you may receive promotions in your news feed.

What types of personal data do we process?
We will process following categories of personal data

* contact information such as e-mail address, telephone number and postal code
* if you want updates for kids (if you choose to provide that to us)
* gender (if you choose to provide that to us)
* what products and offers you have clicked on

If you have a H&M account or a H&M Membership we will also process your personal data submitted in relation to the account and membership such as

* name
* address
* age
* shopping history
* how you navigated and clicked on the site

Who has access to your personal data?
Data that is forwarded to third parties is only used to provide you with the service mentioned above, to media agencies and technical suppliers for distribution of physical and digital direct marketing.

We never pass on, sell or swap your data for marketing purposes to third parties outside the H&M group.

What is the legal ground to process your personal data?
The processing of your personal data is based on your consent when you agree to direct marketing. Except for postal marketing, and marketing in social media channels, that will be provided to you based on our legitimate interest if you are a member, account-holder or have signed up for direct marketing.

Your right to withdraw your consent and object:
You have the right to withdraw your consent for the processing of your personal data at any time and object to direct marketing.

When you do so H&M won't be able to send you any further direct marketing offers or information.

You can opt out from direct marketing by the following means:

* following the instruction in each marketing post
* by editing the settings of your H&M account
* configurate the privacy settings on your social media platform, or
* contact Customer Service

How long do we save your data?
We will keep your data no longer than necessary to provide you with direct marketing offers and information, based on your subscription, account or membership.

After this time period your personal data will be deleted.
Why do we use your personal data?
H&M will use your personal data in order to administrate your H&M account (“My Account”) including the collection of consents, identify and certify the identity of the user of the account, prevent unauthorized access and use, restrict usage by minors, communication of notices and notifications, take actions against misuse of the account, enforce violations of terms of use, and to manage withdrawals of consents. We will also use your personal data to bring you a personalised online experience and to make your purchase information instantly available to you.

We will use no more data than necessary for providing you with all the benefits associated with a H&M account. This means that we will only use personal data obtained directly from you when you signed-up for an account.

In order to make the experience even more relevant to you we may personalise the content before we display it to you based on what we know (or perceive we know) about your interests and preferences. If you as a H&M account holder have signed-up to receive ads and promotions, your promotions and offers will be based on your profile data, shopping and web browsing history. Personalisation comes through analyzing and predicting aspects concerning your interests, preferences, behavior etc., by making use of a combination of personal data obtained from you or from third parties.

We may also use personal data received from web cookies, pixels, plug-in or other web tracing technologies for the same objectives.

To find out more about the use of such technology, please read the specific section on Cookies in this Privacy Notice.

How do we process your personal data?
We use no more data than necessary for providing you with all the benefits that comes with a H&M account. This means that we will only use personal data obtained directly from you when you signed-up for it.

To make it even more relevant to you we personalise the content before we display it to you based on what we know (or perceive we know) about your interests and preferences. Personalisation comes through analyzing and predicting aspects concerning your interests, preferences, behavior etc., by making use of a combination of data derived from previous purchase orders and data retreived through cookies and other tracing technologies.

You can read more about Cookies in the specific section of this Privacy Notice.

Who has access to your personal data?
We may share your personal data within the H&M Group whenever necessary to fulfill the intended processing purpose. For the same reason, personal data is also shared with suppliers carrying out certain tasks on our behalf, such as data analytics and marketing content creation. H&M is always fully responsible for its suppliers.

We may from time to time also share personal data with independent third parties, such as electronic communication for sending messages and notifications or reaching out to you for any other reason, Please be aware that many of these recipient third parties have an independent right or obligation to process your personal data in their own names.

Except as explicitly stated herein, we never pass on, sell or swap your data to any third parties.

What is the legal ground to process your personal data?
The processing of your personal data for your account is based on your consent when you create your H&M account.

The processing of your personal data in order to provide you with a personalised online experience such as product recommendations is based on our legitimate interest.

Your right to withdraw your consent:
You have, at any time, the right to terminate your account by withdrawing your consent. If you decide to withdraw your consent all processing of your personal data will immediately cease. You will no longer be able to gain the benefits of being a user of an H&M Account.

How to withdraw you consent?
You can withdraw your consent either yourself by managing your account settings in My Account or contact our Customer Service at customerservice.xx@hm.com

Hong Kong: customerservice.hk.en@hm.com
Singapore: customerservice.sg.en@hm.com
Taiwan: customerservice.tw.zh@hm.com
Macau: customerservice.mo.en@hm.com
Malaysia: customerservice.my.en@hm.com
Philippines: Customerservice.ph@hm.com

How long do we keep your data?
We will use your personal data no longer than necessary for making the account available to you.

Personal data solely collected and used for the purpose of providing you with a H&M account will be erased upon termination.

We may however continue to keep and use your data if we have outstanding obligations to you or by any other reasons are prevented from erasure, for example if you have an open order or unsettled debt.

Your right to object to processing of your data:
You have the right to object to processing of your personal data that is based on H&M's legitimate interest by contacting dataprotection.xx@hm.com. Your account will then be deleted and we will not be able to carry out our services to you.

Hong Kong: dataprotection.hk.en@hm.com
Macau: dataprotection.mo.en@hm.com
Malaysia: dataprotection.my@hm.com
Philippines: dataprotection.ph@hm.com
Singapore: dataprotection.sg@hm.com
Taiwan: dataprotection.tw@hm.com

Why do we use your personal data?
We will use your personal data to give you service and support and to improve the overall experience of the service, through email, chat function, telephone and social media. In this context we will use your personal data to manage your questions, handle complaints and warranty matters and to provide technical support. We will also analyze data on an aggregated level to gain insights in customer preferences, expectations and trends etc.

We may also contact you through email, telephone, social media or any other means if there is a problem with your order or request your participation in a customer survey, which is however voluntary.

How do we use your personal data?
We will only use such personal data necessary for providing the service to you in a secure and efficient way. We will use the personal data you provide us with when you contact us, such as contact details, birth date and other necessary information. In order to resolve your case, we may also need to access and use transaction data such as order, payment and delivery information.

Occasionally, we may record and co-listen to your calls. This will take place only for the purpose of technical troubleshooting.

Who has access to your personal data?
We may share your personal data within the H&M Group whenever necessary to fulfil the intended purpose. For the same reason, personal data is also shared with suppliers carrying out certain tasks on our behalf, such as externally operated call centers.

H&M is always fully responsible for its suppliers.

We may from time to time also share personal data with independent third parties, such as electronic communication providers and social media platforms for sending notifications or reaching out to you regarding a customer service matter. Please be aware that many of these third party recipients have an independent right or obligation to process your personal data in their own names.

Except as explicitly stated herein, we never pass on, sell or swap your data to any third parties.

What is the legal ground to process your personal data?
In order to provide you with the best possible Customer Service, we must collect and use your personal data. This is justified on our legitimate interest as a business.

How long do we keep your data?
We will keep your data for as long as we need to handle your case. We may continue to keep and use your data if we have outstanding obligations to you or by any other reasons are prevented from erasure.

Case logs are stored for a maximum period of seven days. No recordings will be stored for more than 72 hours.

Your right to object to processing based on legitimate interest:

You have the right to object to the processing of your personal data that is based on H&M's legitimate interest by contacting Customer Service at:

Hong Kong: customerservice.hk.en@hm.com
Singapore: customerservice.sg.en@hm.com
Taiwan: customerservice.tw.zh@hm.com
Macau: customerservice.mo.en@hm.com
Malaysia: customerservice.my.en@hm.com
Philippines: Customerservice.ph@hm.com
Why do we use our data?
We will process your data when you enter our competitions online. Your personal data will be used for H&M to contact contestants regarding the competition, before and after an event, to identity contestants, verify the age of contestants, to contact winners, deliver and follow up on prize deliveries.

What types of personal data do we process?
We will process following categories of personal data

* contact information such as name, address, e-mail address and telephone number
* age
* information submitted in the contest

Who has access to your personal data?
Data that is forwarded to third parties, is only used to provide you with the services mentioned above, to shipping suppliers for delivery of prizes.

What is the legal ground to process your personal data?
The processing of your personal data is based on your consent when you choose to enter a competition.

Your right to withdraw your consent:
You have the right to withdraw your consent for the processing of your personal data at any time. When you do so H&M will not be able to provide you with the services mentioned above.

How long do we save your data?
We will keep your personal data for 45 days after the competition has ended.
Why do we use your personal data?
We always want to exceed the expectations of our customers and users. Only with the right offers and by providing the best user and shopping experience, we can stay relevant. For this reason, we may use your personal data to evaluate, develop and improve our products, services, systems, supply chain and store premises.

This includes analysis to make our services more user-friendly, such as modifying the user interface to simplify the flow of information or to highlight features that are commonly used by our customers in our digital channels and to improve IT systems in order to increase the security for our visitors and customers in general.

The analysis is also used to develop and constantly improve the logistics flow of goods by forecasting purchases, stocks and deliveries as well as our resource capacity from a sustainability point of view by streamlining purchasing and scheduling of deliveries.

In addition we use the data to be able to plan new establishments of stores and warehouses and improve our product range.

How do we use your personal data?
We will only use personal data for a development and improvement purpose if it is strictly necessary and cannot be achieve with less invasive means. This means that we will protect and secure your data to the extent reasonably possible, for example by appropriate pseudonymiszation and encryption techniques or by data anonymization.

In no event we analyse data on a level where your identity is traceable.

Any data used for the purpose of development and improvement of products, services and systems etc have been collected for entirely different objectives. We may for example use your purchase data and contact information from the check-out to develop new features, functionality, performance and security of the ordering processing systems, and hence improving the overall shopping experience.

We may also use personal data received from web cookies, pixels, plug-in or other web tracing technologies for the same objectives.

To find out more about the use of such technology, please read the specific section on Cookies in this Privacy Notice.

Who has access to your personal data?
Only pseudonymised personal data may be shared within H&M Group whenever sharing is necessary to fulfill the intended processing objectives. For the same reason, personal data may be shared also with suppliers carrying out certain tasks on our behalf, such as external web-analytics companies to analyze online behavior, software development or externally hosted development tools. H&M is always fully responsible for its suppliers.

We will never use personal data to identify individuals. All analysis is carried out on an aggregated data level.

Except as explicitly stated herein, we never pass on, sell or swap your data to any third parties.

What is the legal ground to process your personal data?
The processing of your personal data for the purpose to develop and improve our services and products, is based on our legitimate interest as a business.

How long do we keep your data?
We will process your personal data no more than necessary for us to fulfill the purpose. Thereafter the data will be immediately erased for this type of use.

Your right to object to the processing of your data:
You have the right to object to the processing of your personal data that is based on H&M's legitimate interest, by contacting dataprotection.xx@hm.com.

Hong Kong: dataprotection.hk.en@hm.com
Macau: dataprotection.mo.en@hm.com
Malaysia: dataprotection.my@hm.com
Philippines: dataprotection.ph@hm.com
Singapore: dataprotection.sg@hm.com
Taiwan: dataprotection.tw@hm.com
Why do we use your personal data?
In order to comply with certain legal obligations, we are compelled to process personal data on our customers.

Such obligations may vary from country to country stipulated in for example tax and accounting legislations or applicable consumer protection legislation.

How do we process your personal data?
We use your personal data to collect and verify accounting data to comply with our obligations. For this purpose we may keep your name, contact details, order history and other relevant transactional information.

Which categories of personal data we must process depends on its purpose and is generally stipulated by applicable laws.

Who has access to your personal data?
We may share your personal data within the H&M Group whenever necessary to fulfill the intended purpose. For the same reason, personal data is also shared with suppliers carrying out certain tasks on our behalf, such as provider of book-keeping systems or information storage.

We may from time to time also share personal data with independent third parties, such as external accountants, book-keeping service and competent public authorities. Please be aware that many of these third party recipients have an independent right or obligation to process your personal data in their own names.

Except as explicitly stated herein, we never pass on, sell or swap your data to any third parties.

What is the legal ground to process your personal data?
The processing of your personal data is necessary for H&M to fulfill its legal obligations of the country of operation.

How long do we save your data?
The data retention time will vary depending on the purpose, context and specific legal requirements in your country.
Why do we use your personal data?
In order to protect our customers, users, visitors, assets and business against violence, fraud, theft, misuse and other malicious activities, H&M has put in place a range of different security and safety measures. Some of these measures will require collection and processing of personal data.

How do we use your data?
How we process your data and what personal data we use differs from application and field of use. We may for instance use your order history, payment data and shopping behaviour to detect online loss or fraud.

We may use personal data received from web cookies, pixels, plug-in or other web tracing technologies for the same objectives.

You can read more about Cookies in the specific section of this Privacy Notice.

In many of our stores we use surveillance cameras to detect and prevent thefts, fraud and enhance the security and safety of visitors and staff.

Who has access to your personal data?
We may share your personal data within the H&M Group whenever necessary to fulfil the intended purpose.

We may share your personal data also with third parties for security and safety purposes. For example, we will share your data with companies that help us detect and prevent potential fraud and thefts.

We may share relevant information with insurance companies for claim handling and to law enforcement agencies in so far as we are compelled to do so by legal obligation.

Such thrid party recipients have an independent right and/or duty to process your personal data in their own interest or by a legal obligation.

What is the legal ground to process your personal data?
Unless there is a specific legal obligation, the processing of your personal data for security and safety purposes is based on our legitimate interest.

How long do we save your data?
We will keep your personal data no more than necessary for each purpose.

We will keep images from our surveillance cameras for a maximum period of 30 days, unless we are obliged by law or public authority to keep and/or process data for a longer period..

Your right to object to processing of your data:
You have the right to object to the processing of your personal data that is based on H&M's legitimate interest by contacting dataprotection.xx@hm.com.

Hong Kong: dataprotection.hk.en@hm.com
Macau: dataprotection.mo.en@hm.com
Malaysia: dataprotection.my@hm.com
Philippines: dataprotection.ph@hm.com
Singapore: dataprotection.sg@hm.com
Taiwan: dataprotection.tw@hm.com
A cookie is a small text file that is saved to, and, during subsequent visits, retrieved from your computer or mobile device. If you use our services, we will assume that you agree to the use of such cookie.

How do we use cookies?
We use permanent cookies to store your choice of start page and to store your details if you select "Remember me" when you log in.

We will use cookies to save your favourite products.

We use session cookies for example when you use the product filtration function, to check whether you are logged in or if you put an item in your shopping bag.

We use both first- and third-party cookies to collect statistics and user data in aggregate and individual form in analysis tools to optimize our site and to present you with relevant marketing material.

Some third-party cookies are set by services that appear on our pages and are not in our control. They are set by social media providers such as Twitter, Facebook and Vimeo and relate to the ability of users to share content on this site, as indicated by their respective icon.

We also use third-party cookies which performs cross-site tracking in order for us to give you marketing in other sites/channels.

What types of personal data do we process?
We will only connect your cookie ID to your personal data submitted and gathered in relation to your account or membership, if you are logged in to your account or the H&M Membership.

Who has access to your personal data?

Data that is forwarded to third parties, is only used to provide you with the services mentioned above, analysis tool in order to collect statistics to optimize our site and present you with relevant material.

What is the legal ground to process your personal data?
We will only connect your cookies to your personal data if you are logged in to H&M account or the H&M Membership.
If you are logged in to your account the legal ground based on our legitimate interest.
If you are logged in to H&M Membership the legal ground is fulfilment of the H&M Membership terms and conditions.

How long do we save your data?
H&M does not save your personal data. You can easily erase cookies from your computer or mobile device using your browser. For instructions on how to handle and delete cookies please look under "Help" in your browser. You can choose to disable cookies, or to receive a notification each time a new cookie is sent to your computer or mobile device. Please note that if you choose to disable cookies, you will not be able to take advantage of all our features.
Why do we use your personal data?
We want to share and inspire you and others about different ways of wearing our products and to give you the chance to show the world your cool style.

H&MxMe is a service created for you and your audience and a platform for customer engaged marketing.

To read more about the HMxMe terms of use click here.

How do we use your personal data?
Photos and/or videos of yourself are regarded as personal data. Such personal data will be published on our official website, and/or on our social media pages and other promotional channels. To be able to do this we need your photo and/or video and in return we will link your photo to your Instagram account.

Who has access to your personal data?
We may share your personal data within the H&M Group whenever necessary to fulfill the intended processing purpose. For the same reason, personal data is also shared with suppliers carrying out certain tasks on our behalf, such as IT, data analytics and media agencies. H&M is always fully responsible for its suppliers.

Please note, by hash-tagging your picture or video clip you voluntarily share the content and other personal data with Instagram or other social media platforms. This relationship is outside of H&M's control and a matter between you and the social media service provider.

Except as explicitly stated herein, we never pass on, sell or swap your data to any third parties.

What is the legal ground to process your personal data?
We will collect, use and share your username, photos and/or videos to the extent necessary for us to perform the service and meet your expectations when using HMxME and other user generated content services.

How long do we keep your data?
We will keep your username and generated content for 24 months from the date of posting.

If you want to remove Photos or Moving Content, please visit the Photo or the Moving Content were its placed on hm.com and press "report photo" or contact customer service.
Why do we use your personal data?
When you connect to our free WiFi service we will collect personal data from your device (MAC address) in order to be able to provide the WiFi service to you. When login and use the WiFi service we will also use your personal data to verify your compliance with the Terms & Conditions of the service. We might also by using anonymization techniques, turn personal data into anonymized (non-personal data) for statistical purpose.

Anonymized personal data might be used for the purpose of creating statistics on movements, behaviors and flows in our store premise. Statistics will help us gain better insights on how to operate our stores in a more efficient way by e.g. optimized assortment, floor space and staff utilization. Any data used for this purpose is anonymized and not retraceable to you as an individual.

What types of personal data do we process?
When connect to the WiFi service, we will collect the MAC-address (Media Access Control Address) a unique identifier assigned to your device and related information referring to device hostname, geographic location and time.

Who has access to your personal data?
We may use third parties when providing the WiFi services to you, for this reason we share personal data with such third parties. We also share data with an internet service provider when granting you access to the internet via the WiFi service. When creating statistics out of anonymized data we may also share this with other companies of the H&M Group.

What is the legal ground to process your personal data?
When you connect to our free WiFi service, you permit us to collect and use your personal data necessary to provide the requested WiFi service (fulfillment of a contract) and, by using anonymization techniques, turn personal data into anonymized (non-personal data) for statistical purpose (legitimate interest).

How long do we save your data?
We will keep your personal data as long as necessary for us to provide the WiFi service in accordance with the agreed Terms & Conditions and to ensure your compliance with these. The retention period will be up to 14 months from when you last connected to the WiFi network.

Personal data used for statistical purpose is anonymized by technical means after collection. Once your data is anonymized, your personal data is irreversibly erased.
This Privacy Notice was last updated:
2/11/2020

Effectuated Changes to previous version

Inclusion of a new sub-section (Privacy Commitment) and editorial changes of section "General".

Editorial changes of section "Shopping Online and In Store".

Editorial changes of section "H&M Account".

Editorial changes of section "Development and Improvement".

Change of section title "Fulfillment of Legal Obligation" to "Compliance with Law", including editorial changes

Change of section title "Prevention of Misuse and Crime" to "Security and Safety", including editorial changes.

Change of section title "H&M x Me" to "User Generated Content", including editorial changes.

2/11/2020

H&M GROUP PRIVACY NOTICE

Purchase Online and in Store

Direct Marketing

H&M Account

Customer Service

Competition

DEVELOPMENT AND IMPROVEMENT

Compliance with Laws

Security and Safety

Cookies

User Generated Content

WiFi in store

Changes