Data Subject Rights and Opting Out
As consumers, we’re all exposed to marketing every day.
Sharing your personal data with responsible organisations, who treat your data with respect and trust, can result in positive outcomes for you as a consumer, and for society. The section on How Does Sharing Data Benefit Me? explains this further.
However, you’re in control of your personal data and have choices over how it is used by organisations. In data protection law, these are your Data Subject Rights.
We will always respect the choices you make and give you control over your data in several ways:
- You can read lots of information on this Portal about your rights and, particularly, how to opt out of us processing your personal data for direct marketing purposes, including any profiling associated with the same. Opting out would also mean that we won’t pass it to our clients for them to use for those purposes.
- We provide information about whether you are on our marketing file, and if so where Experian obtained your data and the contact details of relevant partner(s), so you can ask for it to be removed at source. You can check this by clicking the button below.
- We have a dedicated Consumer Services Team who can be contacted if you have any questions about your data, where it comes from or how it is used by us
- You can find out about how Experian handles personal data across our entire business by visiting “Privacy and Your Data”
What are my data rights?
Data protection law ensures that your personal data is used properly and legally by the organisations you share it with.
This means you have several rights in relation to your personal data, and these are the right to:
- Understand what happens to your personal data - the “right to be informed”
- See what personal data we hold about you – the “right of access”
- Correct anything that you think is wrong with the personal data we hold about you – the “right to rectification”
- Ask us to delete your personal data – the “right to erasure” or “right to be forgotten”
- Change how your personal data is used - the “right to restrict processing”
- Move your personal data – the “right to portability”
- Understand whether your personal data is being used to make decisions - “rights in relation to automated decision making and profiling”
- Ask us to stop using your data – the “right to object”
It is worth being aware that some of these rights do not always apply.
More detail is provided below if you want to understand more about these rights and how they apply to the personal data which Experian Marketing Services hold.
This is called the “right to be informed” and means that we must provide you with information about how and why we’re using your personal data for marketing purposes. This Portal is the primary place where we provide this information to you. If you have made a Data Subject Access Request (DSAR) to see your marketing data, a summary of this information is also provided with the report that you receive.
You can find out if you are on our marketing file by clicking the button below.
Sometimes referred to as the “right of access”, this means you can ask us for a copy of the personal data we hold about you across our entire Experian business. This is known as a Data Subject Access Request (DSAR). To request a copy of your personal data that we hold, please visit Experian’s Data Access Request page or contact our Customer Services Team.
Often referred to as the “right to rectification”, this means that if you think the personal data we hold about you is inaccurate or incomplete, you can ask for it to be corrected or completed.
Most of the data we, in Experian Marketing Services hold against your name and address is not actual data. Rather, it is modelled data and segments which have been created by Experian and which provide insight for our clients into the likely characteristics of individuals, households and geographic locations in the UK. The right of rectification does not apply to the models and segments we create for marketing insight, as this is our opinion about the likely characteristics of groups of individuals or households and is not intended to be a statement of fact about you.
For more information about Experian’s models visit the Products and Services section.
Experian Marketing Services hold very little actual data about you, limited to contact information for example name and postal address, your self-reported date of birth and/or your insurance renewal date. We don’t collect this data directly from you but receive it (where available) from our data partners where they have appropriate permissions to share it with us. If you find that any of that data is inaccurate we will provide contact details of the data partner(s) we received it from, so that you can ask for it to be corrected at source.
Referred to as the “right to erasure” or “right to be forgotten”, you can, in certain circumstances, ask us to delete the personal data we hold about you. This right is not absolute and only applies in certain circumstances.
If you ask Experian Marketing Services to delete your personal data, we will want to ensure we can maintain your wishes in the future. So, rather than deleting your record entirely from our marketing database, we will, in the first instance, hold the minimum amount of personal data necessary on our suppression file to make sure that if any data partner sends us your data again, we recognise it and make sure it is not incorporated into our marketing database again.
All personal data used for direct marketing in our marketing services business is screened against this list to ensure details of those on the list are not passed on to any of our clients in the future. We will also stop your data being used by us for any profiling which supports direct marketing.
If, being aware of this, you still want us to delete your information from our suppression file, let us know and we can do that.
Otherwise known as the “right to restrict processing” this means that if you are concerned about the accuracy of the data we hold about you, you can ask that we restrict our use of it.
In practise, Experian Marketing Services implement this right in line with the right to object, described below.
The “right to data portability” means you can ask us to provide data you provide to us either to you or to a third party in a machine-readable format. This right is not applicable in the context of the marketing services we provide as we do not receive personal data from you directly.
This is referred to as “rights in relation to automated decision making and profiling” and is relevant when decisions are made about you without people being involved and where computers alone are used to study your personal data. An example here might be an online decision after you have applied for credit.
Under data protection rules, the use of automated decision-making and profiling is tightly controlled, particularly where any resulting decision made about you is made solely by automated means and produces a legal or similarly significant effect. In these circumstances, you have the right not to be subject to such decisions unless certain specific criteria are satisfied.
We describe our profiling activities in the Segmentation, Profiling and Models section on the Products and Services page.
This right is not applicable to the processing of personal data within Experian Marketing Services for the following reasons:
- When Experian create a segmentation or a model of likely behaviour, this is never a purely automated process – there is always intervention by a real person.
- We don’t make any decision about you based on our marketing segmentations and models - our clients make those decisions based on this information. Organisations should always tell you clearly when they might do this, why it’s happening and the effect that this might have for you.
- Those decisions, in a marketing context, are unlikely to produce any legal or similarly significant effects for you. The likely impact for you will be that you will or will not receive particular marketing communications.
Referred to as the “right to object” this means that you can ask us to stop using your personal data.
This right is not an absolute right and, in some circumstances, despite your objection, we will be permitted to continue processing it.
You also have the right to object to us processing your data for direct marketing purposes and this extends to any associated profiling activity to support direct marketing. This is an absolute right, meaning that if you object to this, we must no longer process your personal data for this purpose
The “right to object” to us processing your data for direct marketing purposes is perhaps the most relevant right for you in relation to the marketing services that we offer so the section on Opting Out of Direct Marketing with Experian Marketing Services, tells you how to exercise this right if you choose to.
Opting Out of Direct Marketing with Experian Marketing Services
We hope you think our marketing products and services benefit you as a consumer. However, we also appreciate you may want to opt out of Experian passing your personal data on to our clients for direct marketing purposes, and to us processing it for any associated profiling activity.
We will always respect the choices you make.
What opting out with us means for you
Opting out of us processing your personal data for direct marketing (including any profiling of your data that supports direct marketing) means that:
- We won’t pass your contact details onto our clients for direct marketing purposes
- We won’t process your personal data for any profiling activity which
supports direct marketing.
In practise, this means we will not append our models and segments to you at all or use your data in the building of our models and segments.
Note that this means that our clients will not be able to append additional information relating to you to their existing customer database (on which you may be present as a customer of that brand or organisation) for them to use this insight to drive direct marketing activity. This could result in you getting marketing communications from organisations with whom you are a customer or who have a relationship with that are less relevant to you.
Opting out of Experian processing and using your data within our marketing services for direct marketing purposes will not stop other organisations from doing so. In relation to digital adverting, you’ll not stop getting marketing communications or seeing ads on the internet. However, the ads you see may be less relevant to your interests. There’s information below on how to reduce the marketing communications you receive from all organisations.
How to opt out with Experian
If you wish to object to your personal data being used by Experian clients for direct marketing purposes (including any associated profiling), and would like to register your details on our suppression file, please click the button below.
You can also register your personal details on our suppression file by contacting us directly using the details below:
The Experian Team
Customer Support Centre
Please note that we will continue to hold the minimum amount of personal data necessary on our various suppression files to make sure that if we see your data again from any other source, we recognise it and make sure that it is not applied in the direct marketing scenarios highlighted above. If, being aware of this, you still want us to delete your information from our suppression file, let us know and we can do that.
We’ll process your request and add you to our suppression file within 7 days but it is worth being aware that we build our marketing database monthly and so we will remove your data fully at the next build. It is also worth noting that many of our clients plan their marketing communications in advance, therefore it may take some time for your request to become fully effective.
How to opt out of other organisations using your data
If you wish to reduce the amount of marketing communications you receive from all organisations, there are several simple steps you can take.
For the different marketing channels, here are the best ways to do so:
You can opt out of postal marketing by registering with the Mail Preference Service (MPS) at http://www.mpsonline.org.uk/. This is an industry-wide service administered by the Direct Marketing Association and recognised by the Information Commissioner.
The Baby Mailing Preference Service (BMPS) specifically aims to reduce the amount of baby-related post you receive. You can register at https://www.mpsonline.org.uk/bmps.
Experian does not provide landline or mobile numbers to organisations to be used for telemarketing or SMS marketing in the context of prospecting for new customers, as we recognise the intrusiveness of telephone and mobile channels when used for this marketing activity.
You can opt out of telemarketing by registering with the Telephone Preference Service (TPS) at http://www.tpsonline.org.uk/.
Unlike postal or telephone channels, there’s no industry-wide service to opt out of email marketing. You should always review privacy policies and marketing opt-in check boxes when registering for services or buying products online.
If you receive unwanted email marketing, you can either unsubscribe via an easy-to-find link in the email itself or use spam filters to prevent future emails from reaching you.
Many organisations use data to display relevant advertising to you when browsing online.
While advertisers generally don’t know your identity, they can understand your likely characteristics based on your browsing behaviour or location. If you’d prefer not to receive targeted advertising based on this information there are a few things you can do.
When personalised adverts are displayed on the internet the AdChoices icon is usually displayed, which looks like a blue arrow with the letter i inside. Clicking this will give you specific guidance on how to control your online advertising preferences. More information is available at http://youradchoices.com/.
Cookies used for advertising do not generally work on mobile devices. But advertisers can still recognise returning visitors both online and in apps using something called an ‘advertising ID’.
Each mobile device creates its own advertising ID. This gathers data on your activity online and your usage of applications on that device. An ID can be reset at any time, which deletes all data held against it.
Instructions on resetting advertising IDs will vary by device, but you can find details here for Apple devices or here for Android devices.
The ICO’s Your Data Matters
The Information Commissioners Office (the ICO) is the UK’s data protection regulatory body set up to uphold information rights, promoting openness by organisations and data privacy for individuals. Through the “fingerprint family”, the ICO’s Your Data Matters campaign helps people understand why their data matters and how they can take back control.
You can find out more from the ICO about your personal data rights under data protection regulation and how to exercise them.
Click on the ICO’s Your Data Matters logo below to find out more:
The ICO also has a Twitter account for the public, @YourDataMatters, and a short film which you can view here.
Your data protection questions
If you have any questions, concerns or issues about the way we are handling your personal data or want to exercise any of the data subject rights and to find out if they apply, then please contact our Data Protection Officer (DPO) by email at firstname.lastname@example.org. If you would rather contact our DPO by post please address this to:
The Data Protection Officer
c/o Experian Customer Service Team
PO Box 8000
Your right to complain to the UK Information Commissioner
After having contacted us, if you're still unhappy with any aspect of how we handle your personal data you also have the legal right to lodge a complaint with the Information Commissioner’s Office (ICO), the supervisory authority that regulates handling of personal data in the UK. You can contact them by:
Going to their website at https://ico.org.uk/.
Phone on 0303 123 1113.
Post to The Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, SK9 5AF
Last updated: 29th January 2019