We will only retain your Personal Data for as long as necessary to fulfil the purposes we mentioned in our At-a-Glance table, including to satisfy any legal, accounting, or reporting requirements.  This will vary according to the Personal Data involved and the purpose.

We consider the amount, nature, and sensitivity of the Personal Data, the potential risk of harm from unauthorised use or disclosure, the purposes for which we use it, whether we can achieve those purposes through other means, and the applicable legal requirements. To illustrate:

  • We generally hold onto Financial Data for 7 years to satisfy tax and corporate reporting requirements
  • We hold onto identifiable Marketing Data for 1 year post-campaign
  • We retain our suppression lists (do-not-call/unsubscribe) because we have an ongoing legal obligation under Direct Marketing rules

In some circumstances we may aggregate or anonymise your Personal Data so that it can no longer be associated with you, in which case we may use it without further notice to you. We do this for purchasing statistics, historical operations data, or to analyse sales and marketing trends.