Privacy policy

At Dyson, we are committed to ensuring that your personal data is always protected and never misused. To enable better technologies and experiences, we collect information through Dyson websites, the Dyson Link app, the MyDyson app, and our connected devices. We protect this information carefully and treat it with discretion. We are transparent about how we use it and will always inform you about the information you share with us.

“Dyson engineers focus on combining hardware and software to create powerful technologies that can understand and improve the environment they are in. Our machines are becoming increasingly intelligent, but with knowledge comes great responsibility. We are deliberately lean with data. We collect and handle it with great respect and prioritize protecting your privacy and ensuring the security and safe storage of your data.”

James Dyson

Who is responsible for your personal data?

Dyson is responsible for the personal data we hold about you. We are a global company with a presence in many countries.

In this privacy notice, “Dyson”, “we”, “us” or “our” refers to Dyson Holdings Pte. Limited and its subsidiaries that provide you with Dyson websites, apps or connected products, or are responsible for stores, stands or events in your country.

Dyson is responsible for the personal data we hold about you. We are a global company with a presence in many countries.

How to contact us

Information about which Dyson Group companies are primarily responsible for all personal data collected about you and how you can contact them can be found on the contact page.

Contact page

If you would like to receive this Privacy Notice or other communications in a different format, or if you have any questions, comments, or concerns regarding our use of the personal data we hold about you, please contact our Global Privacy Team, either by email at support@helpall0rder.com or by post to: Global Privacy Team

Dyson,

Tetbury Hill,

Malmesbury

, Wiltshire,

United Kingdom

, SN16 0RP.

Alternatively, you may also contact the regulatory or other authority in your country that is responsible for handling complaints regarding the use of personal data.

Personal data

Personal data is defined somewhat differently worldwide. To guarantee the protection of your privacy and your data, we define it as any information that can be used to identify you or another person.

We collect personal data about you in various ways, including:

1. Information you provide to us through our website or apps, by email or telephone, in person at our stores, stands, and events, or otherwise.

2. Information from your connected Dyson products – “intelligent” or “smart” products that are internet-enabled or controlled via a MyDyson app. (For more information specific to your product, see the Smart Devices Guide.)

3. Information from your online interactions through cookies and similar tracking technologies. (For more information, see our Cookie Notice.)

4. Information from our communications with you (e.g., by email and live chat or via the MyDyson app) and information about your responses to emails and app messages we send.

5. Publicly available information from your social media interactions with us or your social media posts about us.

6. Information from our stores, stands, and/or events (e.g., video surveillance, footage, and photos).

7. Information about your smart device's Bluetooth or Wi-Fi connection when you visit our stores (e.g., your location).

8. Information from external data providers to whom you have granted permission to share your data.

If you provide us with information about other people (for example, if you have purchased a Dyson product for someone else or are registering someone else with a Dyson app), you must ensure that the person in question agrees to you sharing their personal data with us and that we may use this data in accordance with this Privacy Policy.

Finally, it should be noted that Dyson websites, apps, and products are not directed at children. If we knowingly collect and process data from children, appropriate information about this processing will be provided at the time of collection.

How and why we use your personal data

It is not necessary for us to collect all possible personal information about you. We primarily collect your personal data to provide and improve the service, products, and experiences that you and our customers expect from us. Personal data is defined somewhat differently worldwide. To guarantee the protection of your privacy and your data, we define it as any information that can be used to identify you or another person.

To provide our products and services

Dyson needs your personal data when you order products, process payments for products, and coordinate the delivery of products.

This processing includes:

the management and coordination of the purchase, delivery and after-sales service for your products (where necessary);
Answering your inquiries and requests (via various channels such as online, in person, by telephone, by post, live chat and SMS).
the documentation, monitoring and recording of the life cycle of our products, including inventory management; and
contacting you to inform you when products or models will be back in stock.

To provide support for the products or services you have purchased.

We may use your personal data to assist you with the Dyson devices you own. If you have a connected product, please visit the Connected Products page for information specific to your product.

We monitor your product's performance and send you relevant product support messages. You can opt out of these activities at any time; see the "Your Controls and Choices" section below for more information.

When you use the MyDyson app, we monitor the performance and stability of your product for the following purposes:

To optimize performance and your experience with the product; in particular, we would like to be able to detect any potential errors with your product early on, so that we can inform you as soon as possible (possibly before the problem becomes obvious).
To offer updates and services for our connected products (including updates and upgrades to the product software and the app that connects to it).

When we send you product support messages, we may:

provide helpful information about your Dyson product or Dyson service you are using, for example:

essential updates for product services;
Reminders on how to maintain the product for optimal performance;
Notifications about recommended updates or upgrades for the app or software that we believe will improve the performance of your product;
Information on how and where you can get help from Dyson experts when you need it;
Information about your Dyson warranty; and
Notifications about important product safety announcements or recalls; and

Enabling better owner experiences through new technologies, such as our mobile applications.

As part of these activities, we combine different categories of personal data that we collect about you. For example, we combine personal data from your online interactions with information you have shared with us, or information from Dyson products, to create profiles and statistically analyze the popularity of our products, your behavior when using one of our websites or apps, or your use of our products.

To improve your products, services and customer experience

We collect personal data to gain insights into how we can improve our products, services, and customer experience. We collect this personal data from your connected products via your Dyson Link app or directly from you through your feedback and online interactions.

If you have the Dyson Link app, we monitor your use of our connected products for the following purposes:

for the general improvement of our products, our technology and our services; and
to monitor your use of our connected products so that we can optimize their performance and your experience using them.

Our customers are at the heart of everything we do. To ensure we provide the best possible service, we process your feedback and preferences through:

Customer satisfaction surveys help us identify areas for improvement in our services and products, and allow us to enhance your experience should you require assistance from one of our experts; and
Your online interactions, both on their own and in combination with other personal data we collect about you, help us identify parts of our websites or apps that aren't working as well as they should. This allows us to fix problems and improve our websites and apps for you and other users.

Dyson uses the best available technology to process and protect your data, which in limited cases includes the use of artificial intelligence (such as machine learning). For example, we use AI-based technology in the live chat feature on our website to answer frequently asked questions without requiring customers to wait for an available customer service representative.

Please note that Dyson does not make any decisions that have legal or significant consequences for you using algorithms or profiles.

How long do we keep your personal data?

We retain personal data only for as long as necessary to use it for the purposes set out in this privacy policy, and for as long as we are legally obliged to do so.

The actual length of time we store your personal data depends on the type of personal data and how it is used. For example, if you purchase a product from us, we store information about you and your purchase at least for the duration of the warranty period.

To provide up-to-date information

We would love to keep you informed – whether it's about announcements of our latest products, offers for owners, opportunities to test new Dyson products, or upcoming events. From time to time, we may also send you information about the James Dyson Foundation and the James Dyson Award.

Ultimately, we want to ensure you're happy with the communications you receive from us. To that end, you always have the option to unsubscribe (e.g., from service emails), or we may ask you to subscribe (e.g., by agreeing to marketing emails). Further information can be found in the section "Your Control and Choices".

We will contact you in various ways, such as by email, post, or SMS, through in-app and push notifications, via social media platforms, and by telephone. We use profiling and statistical analysis to determine which communications from Dyson are relevant and interesting to you.

We do this by:

to analyze and improve the information we have collected;
Create user profiles, reports, and targeted advertising;
Include them only in selected lists for marketing campaigns and event invitations;
to measure the effectiveness of our advertising campaigns and ads; and
to adapt and improve future shopping and contact options (e.g., adapting the offerings on our website to your previous interests).

To promote Dyson and our products and services

To promote our products, we frequently organize Dyson events at various venues, such as Dyson stores or other retail outlets. By attending these events, your personal data may be collected as follows:

in the context of photos or film recordings for social media, advertising media or archiving purposes;
by our experts and stylists for sharing on social media or for publication in advertising materials; and/or
to schedule an appointment with one of our experts.

To protect Dyson and our customers

Furthermore, Dyson may process some of the personal data you provide in order to:

To detect and prevent criminal activities, including fraud;
to ensure the security of our websites, apps, products and IT systems;
to use these in the event of disputes, claims or investigations relating to your Dyson product or warranty issues;
to comply with our legal obligations; and/or
To inform you about significant changes to policies or Dyson's policies, or other matters we may need to inform you about.

How do we justify this way of handling your personal data?

According to data protection laws and regulations in some countries, we are required to have a so-called "legitimate basis" or "lawful ground" for processing personal data. Generally, this means that we must have a legal justification for handling your personal data.

We will primarily use the following legal bases for processing your data:

Contract – e.g., we need to process your delivery and payment information in order to provide you with the product you purchased.
Consent – e.g., we will send you marketing communications if you have given your consent.
Legitimate interests – e.g., we process order information to detect fraudulent activity and protect Dyson and our customers.

Under certain circumstances, we must handle your personal data in a specific way to comply with our legal obligations, for example, if regulatory or law enforcement authorities require us to disclose your personal data.

Ultimately, our handling of your personal data is intended to directly or indirectly improve our products and services, as well as your overall perception of Dyson as a company. Regardless of our rationale for handling your personal data, we ensure that we take steps to fulfill our commitment to protecting your privacy.

Disclosure and transfer of your personal data

As a general rule, we will under no circumstances sell your personal data and will only share it with others in accordance with this privacy policy or if you ask us to do so.

Sharing within the Dyson Group

Most of Dyson's processes, procedures, and systems are shared within the Dyson Group. This means we need to share your personal data within the group. We ensure that access to your personal data is restricted to those employees who need it and that all employees understand how and why we protect your personal data. The transfer of personal data between Dyson companies (including those outside the EEA) is governed by Dyson's Intercompany Agreement.

Disclosure to third parties

We share your personal data with certain external service providers. They only have access to the personal data they need to perform these services. For example, your order and delivery information is shared with our couriers. They are obligated to treat your personal data confidentially, may only use this data in accordance with our instructions, and must always act in accordance with this privacy policy.

The external service providers can be assigned to the following categories:

Distribution partners who help us sell our products in certain countries;
Companies that help us deliver products to you;
Those who help us send you relevant and interesting messages (e.g., social media platforms, analytics companies, marketing and advertising agencies);
Third parties who assist us with shipping orders, product maintenance and repairs, processing product purchases, financial services, audits, administrative activities, IT technologies (e.g., data storage), security services, and insurance claims;
Third parties who help us provide you with services and answers.

We share certain personal data with third parties who help us detect and prevent criminal activity (e.g., fraudulent transactions). The data we share with these third parties includes some of the information you have provided to us (e.g., your contact details and transaction information) and some information from your online interactions (e.g., your device's IP address). This information is used to determine whether a transaction might be fraudulent. One of the external companies that helps us detect and prevent fraudulent transactions is Riskified. This company is responsible for its use of your personal data and will use it for the purposes set out in its privacy policy.

We will also disclose your personal information if we are legally required to do so, such as in a legal proceeding, whether in court or in response to a subpoena, or to comply with other laws of countries, states, federal states, or local laws.

Finally, when purchasing a Dyson product, you may interact with a third party who is independently responsible for the personal data you provide. For example, if you use a financing agreement to purchase a Dyson product, your financing agreement will be directly with the financing provider. In this case, you should read their privacy policy(ies) separately.

Data transfers, storage and the worldwide handling of your personal data

The relevant Dyson Group company(s) will collect personal data about you in the country where you live. The hosting, storage, and other handling of your personal data by us and these third parties to whom we transfer your personal data will then take place in the UK, in the countries of the European Economic Area (EEA), or in a country outside the EEA, including the countries listed on the contact page .

We will ensure that all transfers of your personal data from one country to another comply with the data protection laws and regulations applicable to us.

In particular, European data protection laws contain specific regulations for cases where personal data is transferred to a country outside the EEA. The transfer of personal data between Dyson companies (including those outside the EEA) is governed by Dyson's Intercompany Agreement.

When we transfer personal data to a country outside the EEA, we will:

Inclusion of the standard data protection contractual clauses approved by the European Commission for the transfer of personal data outside the EEA in our contracts with these third parties; to ensure that the country where your personal data is processed has been rated as ‘adequate’ by the European Commission;
to ensure that a risk assessment of the data transmission has been carried out.

In any case, our transmission, storage and handling of your personal data will continue to be subject to this privacy policy.

Interaction of networked products with third-party products

We've added features to some of our connected products that allow your Dyson product to interact with certain third-party products you already own (such as Amazon Echo, also known as Alexa). These features let you enjoy all the benefits of a smart home environment. However, the products can only interact with each other if you activate the corresponding functionality.

If you choose to let your Dyson connected product interact with a third-party product, certain information (including potentially personal data) will need to be shared with both the product and the third-party provider. We typically only need to provide a unique reference number to link the two products, along with information about your product and how you use it. We only grant third parties access to the personal data necessary for the two products to interact. For more details on how third parties use your personal data (as well as the personal data they collect through their own product), please refer to their privacy policy. You should carefully review their privacy policy(ies) before using their products and before connecting them to your Dyson connected product. You can stop your Dyson connected product from sharing information with a third-party product at any time by disconnecting the two products.

See Dyson Smart devices for more information about your product.

Links to third-party websites

We provide links to other websites that are not operated or controlled by Dyson. We have no control over them and are not responsible for their content or how third parties responsible for them collect and use your personal data. We have no influence over these websites and are not liable for third-party websites.

Third-party websites typically have their own privacy policies that explain how your personal data is used and shared. You should carefully read these privacy policies before using these websites to ensure you agree with how your personal data is collected and shared.

Your control and choice options

Where possible, we give you control over your personal data held with us, ensuring it is accurate and reflects your preferences. You have the right to request access to the personal data we hold about you and to ask us to update or amend it. You can update and change some of your personal data yourself through your Dyson account.

We will only send you marketing communications if you have told us you would like to receive them. If you have previously indicated that you would like to receive communications (“Subscription”), but would like to change or update how we contact you, you can change your preferences by:

contacting Dyson Customer Services and explaining that you would like to change or update how we contact you;

logging into your account on our website and changing your preferences and details.

In certain circumstances, you also have the right to ask us to:

stop using your personal data for certain purposes;

limit or restrict our use of your personal data;

• Remove or delete personal data about you; or

• Share your personal data with a third-party service provider.

For example, you have the right to object to our monitoring of your use of our websites and connected product apps, as well as how you interact with our advertising campaigns and online advertising, for these purposes.

Please note that these rights do not always apply and that there are certain exceptions.

If you, or a party authorized to act on your behalf, wish to exercise any of your rights relating to your personal data, please email support@helpall0rder.com or call your local Dyson Centre using the details on the contact page. We will then send you (using the contact details you provide) a link to our Privacy Portal, where you will be asked to provide additional information about your request and further details about how we will handle it.

In order to comply with certain requests, we will also need to verify your identity first. We may not be able to respond to your request or provide you with personal data if we are unable to confirm your identity or your authority to make the request on behalf of someone else.

If the laws in your country allow us to charge a fee for providing information about your personal data or for exercising your other rights relating to your personal data, we will inform you of this. You will not experience discrimination as a result of exercising your rights.

How do we protect your personal data?

We use appropriate technical and organizational measures, including encryption, to protect your personal data and your privacy, and we regularly review these measures. We protect your personal data through a combination of physical and IT security controls, including access controls, which restrict and manage how your personal data and information are processed, managed, and handled. We also ensure that our employees are appropriately trained to protect your personal data. Due to our operational procedures, we may occasionally require proof of identity from you before sharing your personal data with you.

If we have given you a password (or you have chosen one) that allows you to access a portal or account, you are responsible for keeping this password confidential. We ask that you do not share your password(s) with anyone else.

In the unlikely event of a security breach that affects our protection of your personal data, and we need to inform you, we will do so.

Changes to this Privacy Policy

We will regularly review and update this Privacy Policy. This Privacy Policy was last reviewed and updated in September 2022. If we change our Privacy Policy in a way that materially alters how we process the personal data we hold about you, we will also ask you – by the most appropriate method (e.g., by email or a notification on our website) – to confirm that you agree to these changes.

Translations of this Privacy Policy

This Privacy Policy has been translated from English into the official languages of several different countries. We have done this to ensure that the Privacy Policy is clear and understandable for all users. In the event of any inconsistencies or differences between the translated version of this Privacy Policy and the original English version, the English version shall prevail.