Why do we use your personal data?
We will use your personal data to generate and send ads and promotions, including style and shopping recommendations, notifications, information, surveys and invitations through multiple communication channels.  

Ads, promotions and other direct marketing communication will be distributed according to your preferences through electronic mail, text messages, phone calls or postal mail as well as displayed in your mobile app, social media channels or web browser. 

To optimize online customer experience, we provide you with personalized ads and promotions resulting from algorithmic analysis and predictions of your preferences, interests and behaviour.   

To be more efficient in our marketing communication we collaborate with different social media, search engine and advertising network providers ("Advertising Partners").

Please read more about our Advertising Partners below. 

How do we use your personal data?
We only use data obtained directly from you, when you created your account, shopping with us, signing up for membership, subscribing to newsletters or engaging with us in any other way.    

We will never retreive, use, and store personal data from data brokers or other external sources nor having access to such data for pursuing a marketing purpose unless we explicitly say so.

H&M collaborates with advertising partners such as Facebook, Instagram, Snapchat, TikTok, Pinterest and YouTube for advertising on social networks and with Google for online advertising networks such as Google Ads and Google Marketing Platform.

Advertising partners use data provided by us and collected from cookies and other technologies in order to predict your preferences and interests, and take this into account when choosing the adverts on the advertising spaces mediated via their online advertising networks. This is standard industry practice commonly known as "retargeting". Retargeting allows us to run advertising campaigns which is as relevant to you as possible and to measure the efficiency and reach of the advertising materials, but also to measure the advertising partners’ performance and efficiency of campaigns. 

Advertising partners use cookies and similar technologies to trace your usage of our websites and services by accessing data stored on your device or in apps.

Read more about cookies and other tracing technologies in the Cookies' section of this Privacy Notice. 

If you do not want us to share your contact details with Third Parties for this purpose, you can at any time withdraw your marketing consent by managing your consent in the Cookie Settings under the help-section at the bottom of the front page.

Advertising Partners
H&M collaborates with Advertising Partners, such as Facebook, Instagram, Snapchat, Pinterest and Google.

Our Advertising Partners enable us to identify and engage with the right target audience, to create and distribute personalised marketing content across platforms and services. To be able to choose the content that fits your interests, we can use information obtained from you when you signed-up for newsletter or created an account, membership or made a purchase with us. We may share this information and a customer identifier, e.g. an encrypted email address or device id, with third parties such as Facebook and Google. The purpose is to show relevant ads to you on third party websites and apps. In order to do this, your data is matched with the database of the third party. If a match is found, you will receive promotional and relevant content in your feed or search engine.  If no match is found your data is securely destroyed.  We take our responsibility to protect the personal data of our customers very seriously and would like to reassure you that this personal data is handled in a secure manner using a technique called hashing.  This ensures your data is scrambled in a manner that makes it unreadable to anyone other than the recipient for the explicit given purpose.

We may also link this data through the various devices you use, as well as process data about the ads for example, if you clicked on an ad and then made a purchase. The purpose is to measure the impact of the ad and to enable ad billing.

If you do not want us to share your details with Third Parties for this purpose, you can at any time withdraw your marketing consent by managing your consent in the Cookie Settings under help section at the bottom of the front page.

We also collaborate with Rakuten for affiliate (influencer) marketing and to drive traffic to our web sites.

Each Advertising Partner is responsible for their part of the processing as controllers, including (if any) transfers of personal data to non-EEA countries.

Who has access to your personal data?
We may share your personal data within the H&M Group whenever necessary to fulfil the intended processing purpose. For the same reason, personal data is also shared with suppliers carrying out certain tasks exclusively 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 Advertising Partners, media agencies and electronic communication providers. Please be aware that many of these recipients have an independent right or obligation to process your personal data as controllers. 

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

What is the legal ground to process your personal data?
We will obtain your consent before we send you newsletters through e-mail.

We will ask for your prior consent regarding marketing that is based on cookie data or other tracking technologies.

If you're a member, account holder or a subscriber you may hear from us in other channels, such as social media. For this processing we rely on our legitimate interest as business to promote our ads to you.

How to exercise your rights
You have the right to exercise your rights against H&M to such personal data vested in H&M's possession and control.   

Personal data in our possession is data obtained directly from you when shopping with us, creating an account or membership, subscribing on newsletters or when engaging with us by other means online or offline. 

You have, at any time, the right to withdraw your consent for marketing purpose, or object to it if the processing is based on our legitimate interest .

Your consent withdrawal or objection to further marketing communication means a ceasure of all future ads, promotions and other marketing messages originating from the H&M Group, including the underlying processing of personal data for this purpose. 

If you, however, continue to receive marketing communication from us displayed in your social media feed or web browser, this is a matter entirely between you and your platform provider. 

You can revoke your consent or object to further marketing communication 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 account or browser, or
* contact Customer Service
* disable your account and/​or membership

How long do we keep your data?
H&M will process your data no longer than necessary to provide you with ads, promotions and other direct marketing messages.

We will cease processing your data for marketing purpose once you have closed your customer account or membership, actively rejecting further marketing communication from us.

 Please read our full  Privacy Notice.