Meadowhall Style Suite Privacy Notice

1. Introduction

This Privacy Notice explains how Meadowhall Shopping Centre Ltd (“we”, “us”, “our” “Meadowhall”) collects, uses, and protects your personal data when you use the Style Suite services. It also explains your rights under the UK General Data Protection Regulation (UK GDPR).

This notice specifically relates to the processing of personal images used to provide personalised styling services.

2. Who We Are

Meadowhall is the data controller responsible for your personal data in connection with the Style Suite service. British Land PLC operate Meadowhall as the property manager, and the Style Suite system is maintained and provided by 3DWD who incorporate the use of Google AI to provide the Style Suite experience.

If you have any questions about this notice or how your data is handled, you can contact us via the details provided in Section 11.

3. What Personal Data We Collect

When you use the Style Suite service, we may collect and process:

a) Personal Data

• Name, post code, and email address
• Photographs or images you upload or capture of yourself (in particular, your hair colour, hair length, facial hair, eye colour and skin tone)
• Basic information relating to your styling preferences (if applicable)

4. How We Use Your Data

We use your personal data for the following purposes:

• To provide personalised styling recommendations by identifying what colour palate best suites your skin tone.
• To generate an avatar based of your likeness using your characteristics (including hair colour, hair length, facial hair, eye colour and skin tone).
• To operate and deliver the Style Suite service
• To analyse your image using artificial intelligence tools
• To provide direct marketing to you where you have indicated that you are happy for us to do so

5. Lawful Basis for Processing

We rely on the following lawful basis under UK GDPR:

Consent

• You provide explicit consent by ticking the consent box before using the service

You can withdraw your consent at any time (see Section 10). This will not affect the lawfulness of any processing carried out before withdrawal.

6. Use of Artificial Intelligence

Your uploaded image will be processed using artificial intelligence (AI) technology to categorise you based on your characteristics and generate styling insights.

• This involves analysing facial or physical characteristics
• This processing is necessary to deliver the Style Suite service

No automated decisions with legal or similarly significant effects are made about you.

All processing is completed through Google AI, you can read their privacy notice here. Google AI is a Sub-processor of 3DWD and will not retain any of your data for any purpose once it has been used to generate styling insights .

7. Data Sharing

We may share your personal data with:

• Service partners involved in Style Suite delivery
• Sub-processors, including cloud and AI providers (e.g. Google AI)

These providers process your data only on our instructions and in compliance with data protection law.

We do not sell your personal data.

8. Data Retention

We take a minimal retention approach:

• Your image will be immediately deleted once the service has been completed
• Data is not retained by Meadowhall or its service providers beyond what is necessary
• If you opt in to receive marketing material from Meadowhall, only your name and email address is retained, and you may opt out of receiving this by following the instructions in the marketing material.

9. International Transfers

Where data is processed by third-party providers (e.g. cloud or AI providers), it may be transferred outside the UK.

In such cases, we ensure appropriate safeguards are in place, such as:

• Countries that have been granted adequacy status under the UK GDPR (EU/EEA countries)
• UK-approved international data transfer mechanisms
• Contracts ensuring adequate protection of your data

10. Your Rights

Under UK GDPR, you have the right to:

• Withdraw consent at any time
• Access your personal data
• Rectify inaccurate data
• Request deletion of your data
• Restrict or object to processing
• Lodge a complaint with the Information Commissioner’s Office (ICO)

Withdrawal of consent will not affect processing carried out before withdrawal.

11. Contact Us

If you have any questions, concerns, or wish to exercise your rights or make a complaint, please contact:

Meadowhall – Meadowhall Shopping Centre | Contact Us

For any other data protection queries in relation to how British Land may use your personal data more generally, please visit the British Land Privacy Notice.

If for any reason you are not satisfied with our response, you have the right to make a complaint to the data protection authority of the United Kingdom, the Information Commissioner’s Office, using their website https://ico.org.uk/.

12. Changes to the Policy

We may update this Policy from time to time, and records of those changes will be recorded here.