Privacy Notice
Primark US Corp. and our affiliates and subsidiaries (“Primark,” “we,” “our” or “us”) value your privacy. This Privacy Notice (“Notice”) describes how Primark collects, uses, discloses, and otherwise processes personal data (as defined below) that we collect online and offline about consumers (i.e., individuals that interact with us in a personal or household context) in the United States, as well as the rights and choices consumers have regarding their personal data. More information about the rights you have regarding your personal data and how you can exercise them is set out in the "Privacy Rights and Choices" section below.
Scope of Notice
This Notice explains how we process the personal data we collect about consumers (such as Primark customers and prospective customers) in the United States, including:
Personal data that we collect about consumers online, including via our website, www.primark.com, including stores.primark.com and other subdomains that link to this Notice (collectively, our "Site"), as well as through social media channels, such as Facebook, Instagram or Twitter;
Personal data we collect in Primark stores in the United States, including purchase and transaction data and other personal data about shoppers and visitors to our retail stores;
Personal data we collect related to our marketing and promotional activities, including contests, promotions, surveys, and similar events and activities that we host, conduct or sponsor, as well as related to our marketing communications and ad campaigns; and
Personal data related to communications and interactions with Primark associates, customer service and other personnel, including online, in-store, or via phone, email, chat and otherwise.
This Notice does not apply to the personal data we collect about employees, business contacts, or job applicants, or any information that is excluded by applicable privacy law. If you decide to apply for a role via our Careers website, a separate privacy notice will be provided to you, which governs the personal data you provide as a job applicant. It also does not apply to the website www.primarkgiftcards.com, which is managed by the third party administrator for Primark Gift Cards and subject to their respective policies and terms, including their privacy policy and terms and conditions.
In this Notice, “personal data” means information that identifies, or is linked or reasonably linkable to, an identified or identifiable individual, such as your name, email address, IP address, device identifier and information about your preferences.
What information do we collect about you?
Categories of personal data we collect
As further described in this section, the actual personal data we collect about you depends upon the circumstances and the 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 that you provide to us.
Registration Data: such as name, email address, and other contact information, birthday, preferences, and other data you provide to us, such as when you sign up for marketing emails, promotions, contests or sweepstakes.
Activity and Usage Data: such as data about your visits to our Site and your interactions with our marketing, advertising and other content, both on our Site and on third-party sites and services.
Social Media Data: photos and posts you share on our social media channels and other content you post about Primark or our products and services on social media.
Communications: your communications with us, including email, phone, chat (including with our chat bot), text, and webforms, including transcripts and records of your communications and our responses.
Responses and Feedback: if you participate in surveys, questionnaires, or research activities or initiatives conducted by us, such as for market research, user satisfaction, or other similar purposes, we may collect your responses and feedback, and any other information you choose to provide.
Preferences and Demographics: profile and preference information, including your communications preferences, your interests, and demographic information that you provide us or that we infer or collect about you from other sources.
Transaction and Purchase Data: including payment information, items purchased, items returned and purposes of returns and other information we collect in order to process your purchase or return from our retail stores. While we may promote our products online and through our Site, currently, we do not sell products and services directly through our Site.
Videos and Recordings: images captured on video and CCTV in Primark stores and recordings and transcripts of calls, chats and texts with Primark, including customer service calls.
Other Information: other information that you submit or provide to us, including sensitive data that you provide to us, such as when you contact or communicate with us about our products (e.g., for returns and warranty claims), promotions, events or for other reasons. In limited circumstances, we may collect sensitive data, which includes health information, when provided by you for a specific purpose.
Personal data we collect from various sources
We collect personal data directly from consumers (e.g., when you register for marketing communications), as well as automatically (e.g., about your interactions with us and our Site) and from other third party sources (e.g., social media). In some cases, we may also infer information about you based on the other information we collect about you from multiple sources, such as your interests and preferences.
We may collect personal information about you as described in this section below. As noted above, the actual personal data that we collect about you depends upon the circumstances and the nature of your interactions with us and others. For example:
Information about your interactions with the Site and other online services
Our Site. When you access or use our Site and the services or features we provide through our Site, we automatically collect Activity and Usage Data about your interactions and activities on our Site, which may include:
Information about your use of our Site, such as standard internet log information and details of visitor behavior patterns, including browsing patterns, page views, access times and date/time stamp, referring and exiting URLs, clickstream data, and other information about your activities and use of our Site;
Information about your browser and device – this includes your IP address, location, operating system, browser type, language, device type, unique ID, Internet service provider and similar device and browser information; and
Location information, including general location data that we derive based on your IP address.
The “Store Locator” feature on our Site is powered by Google Maps. When you visit this page or use this feature, Google collects your personal data, including IP address, location and other information to help you find your nearest store. For more information, see Google's Privacy Policy.
Other Online Services. We may also provide other online services, including in-store Wi-Fi. When you connect to in-store Wi-Fi, we ask for your email address (which is optional) and require you to agree to usage terms and conditions. We may also collect and process IP and MAC address, and certain device, traffic, connection and routing data while you are connected to in-store Wi-Fi.
Registration information you provide us
When you register on our Site or otherwise subscribe to receive marketing communications from us, we collect your Name and Contact Information, Preferences and Demographics and other Registration Data, including your name, email address, other contact information and birthday and preferences shared with us (such as preferred store). We may also infer or derive information and insights about you and about customer trends and preferences in general, based upon this information (and other personal data we collect).
Information we obtain via social media and other sources
We may collect Social Media Data about you through social media channels such as Facebook, Instagram, TikTok and X, which we may also use to enrich your profile with Primark. If you visit our social media pages or post images or comments relevant to Primark on social media, we may collect information about the content you generate. For example:
This may include any social media information that is publicly available such as your social media handles, social media interactions and public postings, your “Likes” and other reactions, your social media connections, your photos that are public, or those you send to us by mentioning us or following our social media posts by using “handles” or “hashtags”, comments or messages you shared with us publicly or privately on social media platforms. Also, we may be able to obtain information indirectly from social media p when we advertise on these platforms, which may include your participation and membership on particular topics and/or groups, your profile settings and preferences and your behavior on different platforms owned by the same company.
Social media channels may also share statistical information with us about the way our site is being used. For example, the statistics may tell us the age ranges of our store and Site visitors and whether they are male or female.
If you post images or share content with or about Primark and our products and offerings, we may also contact you to ask if we can help with any customer service concerns or to ask if you'd like to feature in our advertising material. For example, if you upload images on your Instagram account using the hashtags #Primania and/or #Primark, you may be approached to see if you would be happy for your image to be selected for use in the Primania Gallery on our Site. More information about this can be found in our Website Terms of Use and Primania Gallery Terms. The third party who operates the Primania Gallery on our behalf may also collect other personal details such as your name and email address in interactions with you regarding the Primania Gallery, which they collect and use on our behalf.
We may also engage third parties to help us to update or enhance the information we collect about customers and visitors to our Site, to identify new customers, and to help us reach customers and prospective customers with more relevant information, including targeted advertising and marketing.
Information you give us when you complete a survey
If you choose to complete a survey, you will be asked to provide us with Name and Contact Information and Responses and Feedback, which may include responses to survey questions about a variety of topics.
Information you give us when you enter a contest, sweepstakes or promotion
When you enter a contest, sweepstakes or other promotion we provide or sponsor, we collect Name and Contact Information and other Registration Data from you as part of your entry.
Information related to your communications and interactions with us and the Site
When you communicate with us (e.g., contact our Customer Services Team by phone, postal mail, email, chat, social media, webform, in person or otherwise) we will collect and maintain records of information you submit, including Name and Contact Information and Communications, and we may also collect information and transcribe it automatically, or from other sources (e.g., Activity and Usage Data, Videos and Recordings (if you call us) and Social Media Data), depending upon how you communicate with us. This includes:
Information you provide to us: including information you directly give to us, such as:
your name, postal address, phone number, email address, instant messaging ID and social media handle;
information you include in any correspondence you send to us (whether by submitting a completed "Contact Us" form, by social media, chat, email, post or otherwise); and
other information you submit or provide in your communication (e.g., Transaction and Purchase Data).
Activity and Usage Data we collect: such as information about your interactions on, and use of, the Site and online services, including:
Site usage information such as traffic data, location data, and other communication data; and
Information about the device and browser you use, including your IP address, operating system and browser type.
Other data and records of your communications and interactions: such as transcripts of your Communications with us, Videos and Recordings we capture, and Other Information you provide to us when you communicate and interact with us. For example, if you contact Primark customer service via phone, or chat with us through the Site, we may record, transcribe and analyze your communications, and in some cases, we may use third-party tools to do so; we use this information to help us respond to you, and to evaluate and improve our communications with you, as well as our business and operations.
Additional information we collect in Primark stores
When you visit a Primark store, we collect Transaction and Purchase Data if you make a purchase or return. In addition, our stores may be subject to video monitoring including CCTV, and we may capture, monitor and record Videos and Recordings of visitors and others within our store for security and fraud prevention purposes as well as for the protection of the health and safety of our employees and customers and any related worker compensation or legal claims. Further, if you submit requests, complaints or other Communications to us in store, we collect your personal data as described above and may combine it with other data we have collected about you.
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 Site and services: to provide and operate our Site, provide you with services online or in-store, and respond to your inquiries and fulfill your requests, including:
To communicate with you online or in-store, including about your use of the Site and related interactions with us;
To provide Customer Service and support;
To ensure the Site's content is presented as effectively as possible and to help you get quicker access to the information on our Site that you are looking for; and
To remember your preferences when you interact with us and the Site.
Processing your transactions and fulfilling requests: we process your personal data in order to facilitate purchases and returns in Primark stores, including to detect and prevent fraud and otherwise fulfil your transaction- or purchase-related requests.
Analytics and improvement: to analyze and improve our business and operations, as well as user experiences, including:
To better understand how users access and use the Site, our social media channels, other online content and otherwise interact with us, online, via social media, in-store and otherwise and make improvements to our Site, offerings, products, and our marketing and advertising efforts;
To evaluate and improve our Site, retail stores, and business operations, including to develop, improve and evaluate products and features;
To understand customer preferences and trends, including by using aggregate and demographic data (e.g., from social media);
To build and improve customer profile data, to draw inferences about customer interests;
For internal quality control and training purposes; and
To administer surveys and questionnaires, such as for market research or customer satisfaction purposes.
To communication with customers and others: to respond to your questions, to send you requested materials, and to inform you about recalls, and to provide information and materials regarding our Site, stores and offerings. We may also use this information to send administrative notices, for example, information regarding the Site and changes to our Privacy Policy, Terms of Use and other policies.
Customization and personalization: to tailor content we send or display to you, including to offer location customization and to otherwise personalize your experiences on the Site and information and offerings we provide to you.
Contests and promotions: to administer contests, sweepstakes or related promotions we conduct or sponsor, communicate results, and deliver prizes.
Marketing and advertising: for marketing, advertising, and promotional purposes, including:
to send you marketing and promotional content, such as information about sales, discounts, and new offerings (e.g., birthday promotions), as well any other information that you sign up to receive;
to conduct and support our targeted advertising efforts, including to reach current and potential customers with targeted advertising and promotional content on our Site and on other websites and social media platforms, and to measure and improve our marketing and ad campaigns;
with your consent, to use your post(s) on social media about Primark or our products (i.e., images, content and your usernames) to promote Primark, and our products and brands, on our Site, in stores, and via other marketing channels (e.g., social media and email); and
to promote our contests and other promotional activities, including to publish the names of contest winners.
Security and loss prevention: to prevent, detect and respond to fraud, theft, and other criminal activities and misuse.
Protection of rights and interests: to protect the Site, our stores, and our business operations, as well as our legal rights, property and interests and those of third parties (including our customers, employees and others), including:
in response to actual or potential legal claims or litigation;
to detect, prevent and respond to theft, other illegal or unauthorized activities, or threats to the health, safety or security of our customers, our employees and others;
where we believe necessary to investigate, prevent or take action regarding illegal or unauthorized activities, suspected fraud, situations involving potential threats to the safety or legal rights of any person or third party, or violations of our Terms of Use and other applicable policies, such as our warranty and returns policies.
Compliance and legal process: to comply with applicable legal or regulatory obligations, including as part of a judicial proceeding, to respond to a subpoena, warrant, court order, or other legal process, or as part of an investigation or request, whether formal or informal, from law enforcement or a governmental authority.
Support for our internal business operations: to conduct financial, tax and accounting audits, and otherwise assess our operations and controls, including of our privacy, security and financial controls, to assess, negotiate and implement mergers, acquisitions, reorganizations, financing, bankruptcies and other similar business transactions, to maintain appropriate business records, and to otherwise administer 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 corporate affiliates and subsidiaries, who will process it consistent 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 to our auditors, consultants, professional advisors and legal counsel who provide services to us.
Third party payment processors: we use third party payment processors and fraud prevention solutions and these companies 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 providers: we may also disclose or make available personal data, which includes Name and Contact Information, Activity and Usage Data, and Preferences and Demographics to third-party adverting and data analytics 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 address and online identifiers, and other Activity and Usage Data via cookies, pixels and similar tools so that we can reach you with targeted ads and tailored content on our Site and on third party sites and social media platforms and evaluate and improve our marketing and advertising campaigns (see “Targeted advertising” under the section “Cookies, targeted advertising and analytics” below for more information); and
we use social media platform tools to advertise our products (e.g., Facebook, Instagram, Google, TikTok, and Snapchat). For that purpose, we may provide your email address and other identifiers or contact details to the social media platform or others (typically in hashed form) to identify and target ads and content to you on these platforms and sites, including sponsored posts in your social media feed (see “Custom lists and matching” under the “Cookies, targeted advertising and analytics” section below for more information).
Others as directed or authorized by you: we may also disclose personal data or share it with others as directed or authorized by you. For example, we may ask for your permission to share certain content that you have posted or shared about Primark and our products and brands. If you give Primark permission to use and share your content, we may disclose, share or otherwise distribute and promote your content (including your name, images and username) where it will be accessible to others, including our Site, in our galleries and through our social media channels.
We may also disclose personal data:
To comply with legal obligations: we may disclose personal data to third parties to comply with our legal and compliance obligations and to respond to legal process. For example:
in response to subpoenas, court orders, and other legal process, including to law enforcement, judicial and other public authorities; or
to respond to other valid requests by regulators and law enforcement, including responding to national security or law enforcement disclosure requirements; and
we may disclose the names of sweepstakes and contest winners in accordance with applicable law.
For fraud protection, loss prevention, security and protection of rights: we may disclose personal data where we believe doing so is necessary to protect Primark, the Site, our rights and property, or the rights, property, health and safety of our employees, customers and others. For example, we may disclose personal data to law enforcement, public authorities and others:
to prevent, detect, investigate and respond to actual or suspected theft, fraud, illegal activities, security incidents, and other unauthorized activities;
to respond to situations involving potential threats to the health, safety or legal rights of any person or third party;
to enforce, detect, investigate and take action in response to violations of our Terms of Use and other applicable policies; and
related to litigation and other legal claims or proceedings in which we are involved.
In connection with a sale of our business, transfer of assets or similar business transactions: if we or our affiliates are or may be acquired by, merged with, or invested in another company, or if any of our assets are or may be transferred to another company, whether as part of a bankruptcy or insolvency proceeding or otherwise, we may transfer the personal data we have collected about you to that company. We may also share certain personal data as necessary prior to the completion of such a transfer, such as to lenders, auditors, and third-party advisors, including attorneys and consultants, as part of due diligence or as necessary to plan for and negotiate the transfer.
We do not sell sensitive data or sensitive personal information to third parties.
Aggregate and other non-identifiable data
We may also use and disclose aggregate, anonymous, and other non-identifiable data related to our business and the services for quality control, analytics, research, development and other purposes. Where we obtain, derive or otherwise process de-identified data (data that is no longer reasonably linked or linkable to an identified or identifiable natural person, household, or personal or household device) we will maintain and use the information in de-identified form and not to attempt to re-identify the information, except in order to determine whether our de-identification processes are reasonable and adequate pursuant to applicable privacy laws.
Cookies, targeted advertising and analytics
Cookies: these are alphanumeric identifiers (also referred to as browser or HTTP cookies) that we transfer to your device’s hard drive through your web browser for record-keeping purposes. Some cookies allow us to make it easier for you to navigate our Site, while others are used to enable a faster log-in process, support the security and performance of the Site or allow us to track your activity and usage.
Pixels: these are tiny graphics (sometime called tags, web beacons or clear GIFs) with a unique identifier, similar in function to cookies. While cookies are stored locally on your device, pixel tags are embedded invisibly, for example within web pages, e-mails, and other online content. We may use these:
in connection with our Site, ads and content on other sites and platforms, to, among other things, track the activities of users, help us manage content and compile usage statistics; and
in HTML e-mails we send, to help us track e-mail response rates, identify whether and when our e-mails are viewed, and track whether our e-mails are forwarded.
Third-party analytics and tools
We use third-party tools, such as Google Analytics, which are operated by third-party companies. These third-party analytics companies may use cookies, pixels, and other similar tools to collect activity and usage data about our Site in order to provide us with reports and metrics that help us evaluate usage of our Site and improve performance and user experiences. To learn more about Google’s privacy practices, please review the Google Privacy Policy at www.google.com/policies/privacy/partners/. You can also download the Google Analytics Opt-out Browser Add-on to prevent your data from being used by Google Analytics at https://tools.google.com/dlpage/gaoptout.
Targeted advertising
Custom lists and matching
We may also target ads on social media and other third party sites to particular customers, or to prospective customers with similar characteristics and interests, using “custom list and matching campaigns.” To do so, we may compile and share, or otherwise make available, identifiers for specific customers, such as email, other online identifiers, which can be “matched” with the identifiers or profiles for those customers maintained by the third party. This enables us to reach those customers with specific ads and sponsored content on social media and other third party sites. It also enables us to, working with those third parties, reach prospective customers (with similar characteristics) with specific ads and promotional content. For information on opting out of Primark custom list and matching campaigns, see the “Privacy rights and choices” section below.
Cookie preference manager: you can review or change your preferences for most cookies (including targeting cookies), other than those that are required for our Site to function properly, by clicking the “Cookie Settings” link in the footer of the Site and amending your preferences.
Industry ad choice programs: you can also control how participating third-party ad companies use the information that they collect about your visits to our Site and use of our mobile applications, and those of third parties, in order to display more relevant targeted advertising to you. If you are in the U.S., you can obtain more information and opt out of receiving targeted ads from participating third-party ad networks at www.aboutads.info/choices (Digital Advertising Alliance). You may also download the DAA AppChoices (https://youradchoices.com/appchoices) tool in order to help control interest-based advertising via applications on your mobile device).
Browser settings: if you wish to prevent cookies from tracking your activity on our Site or visits across multiple third party websites, you can set your browser to block certain cookies or notify you when a cookie is set; you can also delete cookies. The ‘Help’ portion of the toolbar on most browsers will tell you how to prevent your device from accepting new cookies, how to have the browser notify you when you receive a new cookie, or how to delete cookies. Visitors to our Site who disable cookies will be able to browse the Site, but some features may not function.
For more information about how we use tracking technology like cookies and how you can manage tracking technology and cookies on our Site, see our Cookie Policy.
Children
Our Site and services are not designed for minors, and we do not knowingly collect personal data about minors, except with consent or as permitted by applicable law. Pursuant to the Children’s Online Privacy Protection Act (COPPA), If you are a parent or legal guardian and you believe we have collected your personal data from your child who is under 13, please contact us as set forth in the Contact Us section below. We encourage parents and legal guardians to monitor their children’s Internet usage and to help enforce this Notice by instructing their children never to provide personal data to us without their permission.
Retention
We retain the personal data we collect about you for as long as necessary or relevant to fulfil the purposes described above or otherwise disclosed to you at the time of collection. We may also retain personal data for an additional period of time as necessary to protect, defend or establish our rights, defend against potential claims, or comply with the law or legal obligations.
Privacy rights and choices
Marketing communications: you can opt out of receiving marketing emails from us by using the unsubscribe link in the footer of each marketing email we send to you.
Custom list and matching campaigns: if you would like us to stop using your personal data, as part of custom list and matching campaigns, in order to reach you with targeted ads and content on social media and other third party sites and platforms, email us at dataprotection@primark.com to request to opt out of custom list and matching campaigns.
Cookie preferences: you can review or change your preferences for most cookies on our Site, other than those that are required or necessary for our Site to function properly, (i) by clicking the “Cookie Settings” link in the footer of our Site to access the cookie settings manager for our Site and adjusting your preferences, or (ii) turning on GPC signals for your browser. These preferences are browser- and device-specific. So, you will need to set your preferences for each browser and device you use to visit the Site, and if you subsequently delete or block cookies on your current browser you may need to reapply these settings. For additional information about our use of cookies and how you can manage cookies and targeted advertising on our Site, please see above.
Social media images and Primania Gallery: you may delete images originally posted by you on your social media channel(s), by deleting the picture from your social media account at any time, which will generally also delete the image from appearing on our Site and the Primania Gallery. If you have given us permission to use your image and you later decide that you want the image to be removed, please contact us using our “Contact Us” page, and be sure to clearly identify the image and its location. We may also request that you provide screenshots of the image(s) that you would like us to remove. For more information about requesting the removal of your images from our Site and Primania Gallery (including images you believe have been posted or shared without your permission), please refer to our Community Guidelines or contact us as set out therein.
Additional 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, to the extent technically feasible, readily usable format.
Appeal: to appeal our denial of a prior privacy request; for requests to appeal, please reference the prior decision being appealed sufficiently so that we can identify the request to which the appeal relates.
Withdraw consent: to withdraw consent to certain types of processing, including consent to further collection and processing of sensitive data.
Correct: to correct inaccuracies in their personal data, taking into account the nature and purposes of the processing of the personal data.
Delete: to delete their personal data provided to or obtained by us.
Opt-out: to opt out of certain types of processing, including:
to opt out of the “sale” of their personal data by us;
to opt out of the use and disclosure of their personal data for purposes of targeted advertising by us; and
to opt out of any profiling or processing of their personal data in furtherance of decisions that produce legal or similarly significant effects.
You may submit a request to exercise your privacy rights by emailing us at dataprotection@primark.com.
Upon receiving a request, we will take steps to verify the request and the requestor’s identity. We will process requests based on the personal data in our records that is linked or reasonably linkable to the information provided in the request. In some cases, we may request additional information in order to verify the requestor’s identity or, where necessary, to process the request. We will respond to each request as required under the applicable privacy law(s).
You may also opt out of sales and targeted advertising via cookies on our Site, by (i) clicking the “Cookie Settings” link in the footer of our Site and turning off all categories of cookies (including targeting cookies), other than cookies that are required for our Site to function properly, or (ii) enabling Global Privacy Control—or GPC—signals for your browser, as described under the “Cookie preferences for our Site” section above.
Contact Us
Questions, comments or requests concerning this Notice are welcomed and should be sent to dataprotection@primark.com.
We keep our Notice under regular review and may update it from time to time. We will post any changes to this Notice on this Site. If we make any changes to this Notice that materially affect our practices with regard to the personal data we have previously collected from you, we will endeavor to provide you with appropriate notice.
Last Update: June 13th, 2025.