Why do we use your personal data?
We will use your personal data to send you marketing offers, information surveys and invitations through emails, text messages, phone calls and 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.

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

* contact information such as email address, telephone number and zip code
* if you want updates for kids (if you choose to provide us with this information)
* gender (if you choose to provide us with this information)
* the products and offers you have clicked on

If you have an H&M account or have an H&M member ID, we will also process personal data submitted in relation to your 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: for distribution of physical and digital direct marketing by media agencies and technical suppliers. 

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

On what legal basis may we process personal data?
You consent to the processing of your personal data when you agree to direct marketing. The exception to this is marketing by mail, including catalogues, for which the processing is necessary for the purpose of our legitimate interests.

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

Upon doing so, H&M will not be able to send you any more direct marketing offers or information based on your consent.

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

* following the instructions in each marketing post
* editing the settings of your H&M account

How long do we save your data?
We will keep your data for direct marketing until you withdraw your consent. 

For email marketing, we will consider you an inactive customer if you have not opened an email within the past year. 

After this period of time, your personal data will be deleted.

Please read our full  Privacy Notice.