Privacy Statement

We value your privacy. This Privacy Statement (the “Statement”) describes how we collect, use, disclose, and process personal data (as defined below) about consumers (i.e., individuals who interact with us in a personal or household setting) that we collect within the United States through online and offline channels, and the rights and choices consumers have regarding their personal data. For more information about your personal data rights and how to exercise those rights, please see the “Privacy and Choices” section below.

What information do we collect about you?

Categories of Personal Data We Collect

As further described in this section, the personal data we actually collect about you depends on the specific circumstances and nature of your interactions with us. Generally, we collect the following categories of personal data:

Name and Contact Information: Your name, email address, and other contact information you provide to us.

Registration Data: Such as your name, email address, and other contact information, date of birth, preferences, and other data you provide to us, such as data provided when you register for marketing emails, promotions, contests, or sweepstakes.

Activity and Usage Data: Such as data about your visits to our website and your interactions with our marketing, advertising, and other content, whether on our website or on third-party websites and services.

Social Media Data: Photos and posts you share on our social media channels, and other content you post on social media related to our products and services.

Communications: Your communications with us, including emails, phone calls, chats (including with our chatbots), text messages, and online forms, including your communication logs and our response logs.

Responses and Feedback: If you participate in any of our surveys, questionnaires, or research activities or programs (such as market research, user satisfaction surveys, or other similar purposes), we may collect your responses and feedback, as well as any other information you choose to provide.

Preferences and Demographic Information: Personal profile and preference information, including your communication preferences, interests, and demographic information about you that you have provided to us or that we have inferred or collected from other sources.

Transaction and Purchase Data: This includes payment information, purchased goods, returned goods, reasons for returns, and other information we collect in processing your purchases or returns at our retail stores. While we may promote our products online and through our website, we do not currently sell products and services directly through our website.

Other Information: Other information you submit or provide to us, including sensitive data you provide, such as information you provide when you contact or communicate with us regarding our products (e.g., returns and warranty claims), promotions, events, or other reasons. In limited circumstances, we may collect sensitive data, including health information, that you provide for a specific purpose.

Personal Data We Collect from Various Sources

We collect personal data directly from consumers (e.g., when you register to receive marketing messages), automatically (e.g., about your interactions with us and our website), and from other third-party sources (e.g., social media). In some cases, we may also infer relevant information about you based on other information about you collected from multiple sources (e.g., your interests and preferences).

We may collect your personal information as described in the following sections. As mentioned above, the specific personal data we collect about you depends on the circumstances and nature of your interactions with us and other parties. For example:

Information about your interactions with this website and other online services

Our website. When you visit or use our website and the services or features we offer through it, we automatically collect activity and usage data about your interactions and activities on our website, which may include:

Information about your use of our website, such as standard internet log information and details of visitor behavior patterns, including browsing patterns, page views, visit time and date/timestamp, referring and exit URLs, clickstream data, and other information about your activity and usage on our website;

Information about your browser and device—including your IP address, location, operating system, browser type, language, device type, unique identifier, internet service provider, and similar device and browser information;

Location information, including general location data that we infer from your IP address.

Our “Store Locator” feature on our website is powered by Google Maps. When you visit this page or use this feature, Google collects your personal data, including your IP address, location, and other information, to help you find the nearest store. For more information, please see the Google Privacy Policy.

Other online services. We may also offer other online services, including in-store Wi-Fi. When you connect to the in-store Wi-Fi, we will ask you to provide your email address (optional) and agree to the terms of use. While you are connected to the in-store Wi-Fi, we may also collect and process your IP address and MAC address, as well as certain device, traffic, connection, and routing data.

Registration Information You Provide to Us

When you register on this website or subscribe to receive our marketing messages, we collect your name and contact information, preferences and demographic information, as well as other registration data, including your name, email address, other contact information, date of birth, and preferences you share with us (such as your preferred stores). We may also use this information (and other personal data we collect) to infer or obtain information and insights about you and general customer trends and preferences.

Information We Obtain Through Social Media and Other Sources

We may collect your social media data through social media channels such as Facebook, Instagram, TikTok, and X, and may use this data to improve your Primark profile. If you visit our social media pages or post Primark-related images or comments on social media, we may collect information related to the content you generate. For example:

This may include any public social media information, such as your social media accounts, social media interactions and public posts, your “likes” and other reactions, your social media contacts, your public photos, or photos you send to us by mentioning us or following our social media posts using “accounts” or “hashtags,” as well as comments or messages you share with us publicly or privately on social media platforms. In addition, when we advertise on these platforms, we may indirectly obtain information from social media, which may include your participation in specific topics and/or groups, your profile settings and preferences, and your behavior on different platforms under the same company.

Social media channels may also share statistical information with us about our website usage. For example, these statistics may tell us the age range and gender (male or female) of our store and website visitors.

We may also engage third parties to help us update or improve the information we collect about customers and website visitors to identify new customers and help us reach customers and prospects through targeted messaging, including targeted advertising and marketing.

How do we use your personal data? Generally, we may collect, use, disclose, and otherwise process the personal data we collect for the following purposes:

Providing our website and services: Providing and operating our website to offer you online or offline services and respond to your inquiries and fulfill your requests, including:

Communicating with you online or offline, including about your use of the website and your related interactions with us;

Providing customer service and support;

To ensure that website content is presented in the most efficient way possible and to help you access the information you are looking for on our website more quickly;

To remember your preferences when interacting with us and the website.

Processing your transactions and fulfilling your requests: We process your personal data so that you can make purchases and returns in the Primark store, including detecting and preventing fraud and fulfilling other requests you make related to transactions or purchases.

Analysis and Improvement: Analyze and improve our business and operations, as well as user experience, including:

To better understand how users access and use this website, our social media channels, other online content, and interact with us online, on social media, in-store, or otherwise, and to improve our website, products and services, and our marketing and advertising efforts;

To evaluate and improve our website, retail stores, and business operations, including developing, improving, and evaluating products and features;

To understand customer preferences and trends, including using aggregated data and demographic data (e.g., data from social media);

To build and refine customer profile data to infer customer interests;

For internal quality control and training purposes;

To conduct surveys and questionnaires, such as market research or customer satisfaction surveys.

We will use your information to communicate with customers and others: respond to your questions, send you materials you request, inform you of product recalls, and provide information and materials about our website, stores, and products/services. We may also use this information to send administrative notices, such as information about the website and notices of changes to our privacy policy, terms of use, and other policies.

Customization and Personalization: Customizing the content we send to or display to you, including providing location customization and otherwise personalizing your experience on the website and the information and products we offer you.

Contests and Promotions: Managing contests, sweepstakes, or related promotional activities that we host or sponsor, communicating results, and distributing prizes.

Marketing and Advertising: For marketing, advertising, and promotional purposes, including:

Sending you marketing and promotional content, such as information about sales, discounts, and new products (e.g., birthday promotions), and any other information you sign up to receive;

Conducting and supporting our targeted advertising campaigns, including delivering targeted ads and promotional content to existing and potential customers through our website and other websites and social media platforms, and measuring and improving our marketing and advertising campaigns;

With your consent, we will use your posts about our products on social media (e.g., images, content, and your username) to promote Primark and its products and brand on our website, physical stores, and other marketing channels (e.g., social media and email);

Promoting our contests and other promotional activities, including announcing the names of contest winners.

Security and Loss Prevention: Preventing, detecting, and responding to fraud, theft, and other criminal activities and abuses.

Protecting Rights and Interests: Protecting the legitimate rights, property, and interests of this website, our stores, and our business operations, as well as those of us and third parties (including our customers, employees, and others), specifically including:

Responding to actual or potential legal claims or proceedings;

Investigating, preventing, and responding to theft, other illegal or unauthorized activities, or threats to the health, safety, or security of our customers, employees, and others;

When we deem it necessary to investigate, prevent, or take action to address illegal or unauthorized activities, suspected fraud, situations involving a potential threat to the safety or legitimate rights of any person or third party, or violations of our Terms of Use and other applicable policies (such as our warranty and return policies).

Compliance and Legal Processes: Complying with applicable laws or regulatory obligations, including responding to subpoenas, search warrants, court orders, or other legal processes as part of judicial proceedings, or as part of formal or informal investigations or requests from law enforcement or government agencies.

Supporting our internal business operations: conducting financial, tax, and accounting audits, and otherwise evaluating our operations and controls, including our privacy, security, and financial controls; evaluating, negotiating, and implementing mergers, acquisitions, restructurings, financings, insolvency, and other similar business transactions; maintaining appropriate business records; and otherwise managing our internal business functions (e.g., accounting, legal, compliance, loss prevention, and risk management).

How do we disclose your personal data?

Affiliates and Subsidiaries: We may disclose the personal data we collect to our affiliates and subsidiaries, who will process this data in accordance with this notice.

Vendors and Providers: We may disclose the personal data we collect to data processors, vendors, and other third-party providers who perform functions on our behalf, such as IT and website hosting, data storage, and data analytics providers, as well as auditors, advisors, professional counsel, and legal counsel who provide services to us.

Third-Party Payment Processors: We use third-party payment processors and fraud prevention solutions from companies that collect and process credit card and payment information to process financial transactions and prevent and detect fraud.

Social Media Companies and Third-Party Advertising and Analytics Service Providers: We may also disclose or provide personal data, including names and contact information, activity and usage data, and preferences and demographic information, to third-party advertising and data analytics service providers, social media companies, and other companies that provide marketing, advertising, campaign management, and analytics services on our behalf. For example:

We and these third parties may collect device and browsing data, IP addresses and online identifiers, and other activity and usage data through cookies, pixels, and similar tools so that we can target ads and customize content for you on our websites, third-party websites, and social media platforms, and evaluate and improve our marketing and advertising campaigns (see “Targeted Advertising” in the “Cookies, Targeted Advertising, and Analytics” section below for more information);

We use social media platform tools to promote our products (e.g., Facebook, Instagram, Google, TikTok, and Snapchat). For this purpose, we may provide your email address and other identifiers or contact information (usually in hash form) to social media platforms or other parties to identify you on these platforms and websites and to target ads and content for you, including sponsored posts in your social media feeds (see “Custom Lists and Matching” under the “Cookies, Targeted Advertising, and Analytics” section below for more information).

As directed or authorized by you: We may also disclose or share your personal data with others as directed or authorized by you. For example, we may seek your permission to share certain content you post or share about Primark and its products and brands. If you permit the use and sharing of your content, we may disclose, share, or otherwise distribute and promote your content (including your name, image, and username) where others can access it, including on our website, in our gallery, and on our social media channels.

We may also disclose personal data:

To fulfill legal obligations: We may disclose personal data to third parties to fulfill our legal and compliance obligations and to respond to legal proceedings. For example:

To respond to subpoenas, court orders, and other legal proceedings, including providing information to law enforcement, judicial authorities, and other public bodies; or

To respond to other reasonable requests from regulatory and law enforcement agencies, including information disclosure requests from national security or law enforcement agencies;

We may disclose the names of winners of sweepstakes and contests in accordance with applicable laws.

To prevent fraud, losses, ensure security, and protect rights: We may disclose personal data when we believe it is necessary to protect Primark, this website, our rights and property, or to protect the rights, property, health, and safety of our employees, customers, and others. For example, we may disclose personal data to law enforcement, public agencies, and other bodies to:

Prevent, detect, investigate, and respond to actual or suspected theft, fraud, illegal activity, security incidents, and other unauthorized activities;

Respond to situations that may pose a potential threat to the health, safety, or legitimate rights of any person or third party;

Enforce, detect, investigate, and handle violations of our Terms of Use and other applicable policies;

Related to litigation and other legal claims or proceedings in which we are involved.

In the event of the sale of our business, transfer of assets, or similar business transactions: If we or our affiliates are acquired, merged, or invested in by another company, or if any of our assets are transferred to another company (whether or not as part of bankruptcy or insolvency proceedings), we may transfer the personal data we have collected about you to that company. We may also share certain personal data with lenders, auditors, and third-party advisors (including lawyers and consultants) as needed prior to completing such transfers, as part of due diligence, or as necessary for planning and negotiating the transfer.

We will not sell sensitive data or sensitive personal information to third parties.

Aggregated Data and Other Unidentified Personal Data
We may also use and disclose aggregated data, anonymized data, and other unidentified personal data related to our business and services for quality control, analysis, research, development, and other purposes. When we acquire, derive, or otherwise process de-identified data (data that is no longer reasonably associated or could be associated with an identified or identifiable natural person, household, or personal/household device), we will maintain and use the information in a de-identified form and will not attempt to re-identify the information except to determine whether our de-identification process complies with applicable privacy laws and is reasonably adequate.

Cookies, Targeted Advertising, and Analytics

Cookies: These are alphanumeric identifiers (also known as browser cookies or HTTP cookies) that we transfer to your device’s hard drive via your web browser to record information. Some cookies make it easier for you to browse our website, while others are used to speed up the login process, support website security and performance, or allow us to track your activity and usage.

Pixels: These are tiny images (sometimes called tags, web beacons, or transparent GIFs) with unique identifiers that function similarly to cookies. Cookies are stored locally on your device, while pixel tags are embedded in an invisible way, such as in web pages, emails, and other online content. We may use the following technologies:

To combine with advertisements and content on our website, other websites, and platforms to (among other things) track user activity, help us manage content, and compile usage statistics;

In our HTML emails, we add this functionality to help us track email response rates, determine whether and when our emails are viewed, and track whether our emails are forwarded.

Third-Party Analytics and Tools
We use third-party tools, such as Google Analytics, which is operated by third-party companies. These third-party analytics companies may use cookies, pixels, and other similar tools to collect data about our website’s activity and usage in order to provide us with reports.

These metrics help us evaluate website usage and improve performance and user experience.

Cookie Preference Manager: You can view or change the preferences for most cookies, including targeted cookies, except for those essential for the proper functioning of the website.

Browser Settings: If you wish to prevent cookies from tracking your activity on our website or your visits to multiple third-party websites, you can set your browser to block certain cookies or notify you when cookies are set; you can also delete cookies. Most browsers’ “Help” section in the toolbar tells you how to prevent your device from accepting new cookies, how to have your browser notify you when a new cookie is received, and how to delete cookies. Visitors who disable cookies can still browse our website, but some features may not be available.

For more information on how we use tracking technologies such as cookies and how we manage tracking technologies and cookies on our website, please see our Cookie Policy.

Children: Our websites and services are not designed for minors, and we do not knowingly collect personal data from minors without their consent or as permitted by applicable law. In accordance with the Children’s Online Privacy Protection Act (COPPA), if you are a parent or legal guardian and believe we have collected personal data from your child under the age of 13, please contact us as described in the “Contact Us” section below. We encourage parents and legal guardians to monitor their children’s internet use and help us enforce this notice by instructing them not to provide us with personal data without permission.

Retention
We will retain your personal data for as long as necessary to achieve the purposes described above or as otherwise informed of the purposes at the time of collection. We may also extend the retention period of personal data as needed to protect, defend, or establish our rights, respond to potential claims, or comply with laws or legal obligations.

Privacy and Choices
Marketing Communications: You can choose not to receive marketing emails from us by simply clicking the unsubscribe link at the bottom of each marketing email we send.

Cookie Settings: You can view or change the settings for most cookies on this website, except for cookies necessary for the proper functioning of the website. You can set your cookies in two ways: (i) by clicking the “Cookie Settings” link in the website footer to access the website’s Cookie Settings Manager and adjust your settings; (ii) by enabling your browser’s Google Play Services (GPC) signal. These settings are browser- and device-dependent. Therefore, you will need to set separate cookie settings for each browser and device you use to access this website. You may need to reapply these settings if you subsequently delete or block cookies on your current browser. For more information on how we use cookies and how to manage cookies and targeted advertising on this website, please see above.

Other Rights Under Certain State Privacy Laws

Access: To confirm whether we are processing their personal data and to obtain a copy of their personal data in a portable and, where technically feasible, easy-to-use format.

Appeals: To appeal our previous refusal of your privacy request; for appeals, please fully reference the previous decision being appealed so that we can determine the requests involved in the appeal.

Withdrawal of Consent: To withdraw consent to certain types of processing, including consent to further collection and processing of sensitive data.

Correction: To correct inaccuracies in their personal data based on the nature and purpose of the processing.

Deletion: Delete the personal data they have provided to us or that we have obtained.

Oppose: Opt out of certain types of processing, including:

Oppose that we “sell” their personal data;

Oppose that we use and disclose their personal data for targeted advertising purposes; and

Oppose any analysis or processing of their personal data to facilitate decisions that have a legal or similar significant impact.

Upon receiving a request, we will take steps to verify the content of the request and the identity of the requester. We will process requests based on personal data that is directly or reasonably associated with the information provided in the request in our records. In some cases, we may request supplementary information to verify the identity of the requester or process the request as necessary. We will respond to each request in accordance with applicable privacy laws and regulations.

You can also opt out of the sale of cookies and targeted advertising on our website by: (i) clicking the “Cookie Settings” link in the footer of our website and turning off all categories of cookies (including targeted cookies), except for cookies necessary for the proper functioning of the website; or (ii) enabling the Global Privacy Control (GPC) signal for your browser, as described in the “Cookie Preferences on Our Website” section above.

We will review this notice periodically and may update it from time to time. Any changes to this notice will be posted on this website. If we make any changes to this notice that would have a significant impact on how we process your personal data that we have previously collected, we will endeavor to provide you with appropriate notification.