DATA RETENTION POLICY
Data Retention Policy
Last updated: [22 May 2026]
This Data Retention Policy explains how Brands That Wow keeps, manages and deletes personal information collected through brandsthatwow.com.
It should be read alongside our Privacy Policy and Cookie Policy.
For privacy enquiries, contact:
Brands That Wow
Email: info@brandsthatwow.com
1. Purpose of this policy
Brands That Wow only keeps personal information for as long as necessary for the purpose it was collected, including to:
- Provide requested vouchers, offers, waitlist updates or brand information
- Respond to enquiries
- Manage brand feature requests
- Send marketing communications where permitted
- Maintain business, legal and accounting records
- Protect the website from misuse, fraud or technical issues
- Comply with legal obligations
When information is no longer needed, we securely delete it, anonymise it, or archive it where appropriate.
2. Scope
This policy applies to personal information collected through:
- Website forms
- Voucher requests
- Waitlist sign-ups
- Brand enquiry or feature request forms
- Email enquiries
- Marketing subscriptions
- Website analytics and cookie tools
- Customer, partner and supplier communications
- Internal business records
This policy applies to digital and paper records, where applicable.
3. Retention principles
We follow these principles when deciding how long to keep personal information:
- We only keep data for a clear business, legal or operational reason.
- We avoid keeping data indefinitely.
- We delete or anonymise data when it is no longer needed.
- We review retained data periodically.
- We restrict access to retained data to people or service providers who need it.
- We keep legal, tax and accounting records for the periods required by law.
4. Retention schedule
| Type of information | Purpose | Retention period |
|---|---|---|
| Voucher request forms | To send requested vouchers, offers or brand information | Up to 12 months from submission |
| Waitlist sign-ups | To manage waitlist access and send updates | Until the waitlist closes, plus up to 12 months |
| Brand feature enquiries | To review and respond to brands interested in being featured | Up to 24 months from last contact |
| General contact enquiries | To respond to questions and keep a record of communications | Up to 24 months from last contact |
| Marketing email list data | To send newsletters, offers and updates | Until unsubscribe, withdrawal of consent, or inactivity review |
| Unsubscribed marketing contacts | To maintain suppression lists and respect unsubscribe requests | As long as needed to ensure the person is not contacted again |
| Website analytics data | To understand website performance and visitor behaviour | Up to 26 months, unless anonymised sooner |
| Cookie consent records | To evidence cookie choices and manage preferences | Up to 12 months, then refreshed or deleted |
| Technical logs, security logs and spam prevention records | To protect the website and investigate misuse | Usually up to 12 months, unless needed for security investigation |
| Brand partner communications | To manage partnerships and commercial discussions | Up to 6 years from last meaningful contact or end of relationship |
| Contracts, invoices and accounting records | To comply with tax, accounting and legal obligations | Usually 6 years from the end of the relevant financial year |
| Complaints or legal correspondence | To manage disputes and legal risk | Up to 6 years after the matter is closed, or longer if legally required |
| Job or contributor applications, if collected | To consider applications or future opportunities | Up to 12 months, unless longer retention is agreed |
5. Marketing data
If you subscribe to marketing emails, we keep your details until you unsubscribe, withdraw consent, or we decide the list is no longer active.
If you unsubscribe, we may keep your email address on a suppression list. This is so we can make sure we do not send you marketing emails again by mistake.
We may periodically review inactive subscribers and delete or anonymise data where it is no longer needed.
6. Cookies and analytics data
Cookie and analytics data is retained according to the settings of the tools we use.
Where analytics data is aggregated or anonymised, it may be kept for longer because it no longer identifies individual visitors.
Non-essential cookies are only used where consent is required and has been given. Cookie preferences may be refreshed periodically.
7. When we may keep data for longer
We may keep information for longer than the periods listed above where necessary to:
- Comply with a legal obligation
- Resolve a complaint or dispute
- Establish, exercise or defend legal claims
- Investigate fraud, misuse or security issues
- Maintain accurate unsubscribe or suppression records
- Comply with tax, accounting or regulatory requirements
Where this happens, we will only keep the information that is necessary and restrict access where appropriate.
8. Deletion and anonymisation
When personal information is no longer required, we will take reasonable steps to:
- Securely delete it
- Anonymise it so it can no longer identify an individual
- Archive it securely where deletion is not immediately possible
- Remove unnecessary information from active systems
Deletion from backup systems may take longer, depending on the backup cycle. Backup data is protected and not normally accessed unless needed for restoration, security or legal reasons.
9. Access controls
Access to retained personal information is limited to people and service providers who need it for legitimate business purposes.
We expect any third-party providers who process personal information for us to use appropriate security measures and to delete or return data when it is no longer needed.
10. Data subject requests
Individuals may ask us to access, correct, delete or restrict the use of their personal information, subject to applicable legal rights and exemptions.
Requests should be sent to: info@brandsthatwow.com.
We may need to verify your identity before responding to a request.
11. Review of this policy
We may review and update this Data Retention Policy from time to time, especially if our website, services, tools or legal obligations change.
The latest version will be made available on our website.