PRIVACY NOTICE FOR VISUAL USER GENERATED CONTENT
In a hurry? Then in short this is what you need to know
IKEA Retail Services AB will store your social media username (“handle”) together with the photo (“Visual Content”) that you license to us, to document that you are the owner of the Visual Content. We never publish the text that you have posted together with the Visual Content, but we keep it in order to understand the context in which the Visual Content was published. We want to recognize you as the copyright holder, which means that we will always display your username together with the Visual Content whenever we publish it on our websites, social media or other digital communication or sales channels.
If you no longer want to us to process your personal data, please contact [email protected] and they will help you out.
We know how important it is for you to understand how we use your data. This Privacy Notice sets out how and why we collect, use, store and share your personal data when you enter into a license agreement with us to use your social media content featuring IKEA furniture or products (the “Visual Content”).
We encourage you to read this Privacy Notice carefully and if you have any questions or concerns about how we use your personal data, please contact our Data Protection Officer and we will try to address your concerns.
We are IKEA Belgium N.V./S.A. (“IKEA Retail” or “we”, “us”), and our registered address is Weiveldlaan 19, 1930 Zaventem, Belgium. We are part of Ingka Group, which means we are ultimately owned by Ingka Holding B.V. IKEA Retail is the data controller of any personal data it collects, processes and holds about you in relation to your photo.
What personal data is collected and why?
Granting IKEA Retail a license to the Visual Content is completely voluntary. However, if you do enter into the license agreement, we need to know who you are so that we can connect the Visual Content to you and document our right to use it. This means that we will collect your social media username (“handle”) and store it together with the Visual Content.
We also collect the text that you have posted together with the Visual Content to understand the context in which the Visual Content has been published and to assess whether it is appropriate to use by Ingka Group. We always want to recognize you as the copyright holder of the Visual Content, which means that your social media username will be displayed together with the Visual Content when published on the IKEA retail websites, social media platforms and other digital communication or sales channels.
Legal ground for processing
The legal ground for the processing of your personal data is contract (the license agreement between you and us) regarding our use of the Visual Content. When the Visual Content is sublicensed to other Ingka Group companies, they will process the personal data based on the terms of this license agreement to identify you as the copyright holder of the Visual Content.
The legal ground for initiating the search for users on social media channels is a legitimate interest. Since you have tagged IKEA in your social media post we have a legitimate interest to look at those posts.
Who has access to your data?
Whenever IKEA Retail sublicenses your Visual Content to another company in Ingka Group, your social media username will be transferred together with the Visual Content and the connected text to that Ingka Company. The receiving Ingka Company will only use your personal data in the way described above.
The Visual Content are stored in a database that is operated by IKEA IT AB (which is another company in Ingka Group) and we have also engaged external service providers to help us with the collection of data and hosting of the database. These service providers may transfer your data outside of the European Union, in which case the transfer of your personal data is secured by additional safeguards, such as e.g. an agreement incorporating standard data protection clauses adopted by the European Commission.
Data access, correction or removal
If you would like to obtain a copy of your personal data, object to IKEA using your personal data where the legal basis is a legitimate interest, if you would like to ask us to correct or delete your personal data, you can contact [email protected] and they will help you out.
How long will we keep your data?
We will keep your social media username and the Visual Content that you have posted from the date you confirm our use of the photo and as long as we find the Visual Content relevant for the business or until you terminate the license agreement. The database with customer photos is continuously reviewed to make sure that we don’t store photos (and related personal data) longer than necessary.
How will we secure your data?
We take the security of your personal data very seriously. We have implemented various strategies, controls, policies and measures to keep your data secure and keep these measures under close review. We protect your data by using encryption techniques and we use other safeguards such as firewalls and password protection. We do our best to ensure that your data is protected and only accessible to Ingka Group employees (or subcontractors) who need it to carry out their job responsibilities.
Complaints
If you are unhappy with the way we process your personal data please let us know via [email protected] and we will do our best to address your concern. In addition, you can raise a complaint with the Belgian data protection authority via [email protected].
Version 1.1, date of publishing (September 2023)