Dark Matter | Marketing Science Lab
The next iteration of the marketing agency.
Privacy & Legal
This website is operated by Dark Matter Media Ltd. We take your privacy very seriously therefore we urge to read this policy very carefully because it contains important information about on:
- who we are,
- how and why we collect, store, use and share personal information,
- your rights in relation to your personal information, and
- how to contact us and supervisory authorities in the event that you have a complaint.
Who we are
Dark Matter Media Ltd ('we' or 'us') collect, use and are responsible for certain personal information about you. When we do so we are regulated under the General Data protection Regulations which apply across the European Union (including the United Kingdom) and we are responsible as 'controller' of that personal information for the purposes of those laws.
The personal information we collect and use
a) Personal information you provide to us
We collect the following personal information that you provide to us:
Name, location, age, gender, personality and/or behavioural traits.
Some examples of when we collect this information include:
When registering for further information regarding our services or filling in any online activity including personality/behavioural profiling.
b) Sensitive personal information
your genetic data
your biometric data
your ethnic origin
your political opinions
your religious beliefs
whether you belong to a trade union
your physical or mental health or condition
your sexual life, and
whether you have committed a criminal offence
We may request that you provide sensitive information, but if we do, we will in every instance explain why we are requesting it and how we intent to use it. We will only collect your sensitive personal information with your explicit consent.
Some examples of when we may request sensitive personal information include:
Sensitive personal data may be requested during some of Dark Matter Media Ltd's digital experiences. Any activity or interaction that results in sensitive data being requested or stored will be clearly indicated with an additional consent option.
c) Personal information you provide about third parties
If you give us information about another person, you confirm that the other person has appointed you to act on their behalf and agreed that you:
shall consent on their behalf to the processing of their personal data;
shall receive any data protection notices on their behalf;
shall consent on their behalf to the transfer of their personal data abroad; and
shall consent on their behalf to the processing of their sensitive personal data.
d) Monitoring and recording communications
We may monitor communications such as emails and telephone calls for the following purposes:
Providing quality assurance, and ensuring business continuity.
e) Cookies and similar technologies
A cookie is a small text file which is placed onto your computer or electronic device when you access our website. Similar technologies include web beacons, action tags, local shared objects ('flash cookies') and single-pixel gifs. Such technologies can be used to track users' actions and activities, and to store information about them. We use these cookies and/or similar technologies on this website.
Tracking user journeys, interactions and behaviours whilst using our websites or applications.
This information helps us to build a profile of our users. Some of this information may be aggregated or statistical, which means that we will not be able to identify you individually.
In addition it should be noted that in some cases our cookies or similar technologies may be owned and controlled by third parties who will also collect personal information about you.
For further information on cookies generally visit www.aboutcookies.org or www.allaboutcookies.org.
How we use your personal information
We collect information about our users for the following purposes:
Conduct research programmes, use information for statistical analysis to provide enhanced experiences and send communications that we believe are of legitimate interest to you.
Who your information may be shared with
We may share your information with:
Law enforcement agencies in connection with any investigation to help prevent unlawful activity.
We will not share you personal information with any other 3rd parties.
We would like to send you information about products, services, offers, competitions and our business which may be of interest to you. Such information could be sent by post, email, telephone, text message or automated call.
We will ask whether you would like us to send you marketing messages on the first occasion that you provide any relevant contact information (i.e. on purchase, signing up to a newsletter, entering a competition etc). If you do opt in to receive such marketing from us you can opt out at any time (see 'What rights do you have?' below for further information). If you have any queries about how to opt out, or if you are receiving messages you do not want you can contact us using the details provided below.
Whether personal information has to be provided by you, and if so why
No personal information has to be provided by you to us at any time.
How long your personal information will be kept
We will hold your personal information for the following periods:
We will hold your contact information as active for a period of 3 years unless you elect to exercise your right to be forgotten before that time.
Any sensitive statistical information will be anonymised after 3 years and held indefinitely for use in long-term research programmes.
These periods are no longer than necessary in each case.
Reasons we can collect and use your personal information
We rely on the following as the lawful basis on which we collect and use your personal information:
The legitimate interests relied upon are as follows:
To provide research materials and services that relate to marketing, behavioural marketing and neuro-marketing
The basis on which we process your sensitive information (i.e. special category as in the GDPR) is that:
Processing sensitive data is required to ensure that marketing communications, services and content is provided accurately. Additionally processing sensitive data for statistical analysis and publishing research. (NB. Any published statistics are anonymised with no personally identifiable information)
Consequence of our use of your personal information
The consequence to you of our use of your personal information is:
You may be asked to complete various online or real word profiling interviews or research interactions. Any interaction physical or digital which may record sensitive data will be clearly marked. We will ask for additional consent before disclosure of any sensitive or personally identifiable data.
Keeping your information secure
We have appropriate security measures in place to prevent personal information from being accidentally lost, or used or accessed in an unauthorised way. We limit access to your personal information to those who have a genuine business need to know it. Those processing your information will do so only in an authorised manner and are subject to a duty of confidentiality.
We will also use technological and organisation measures to keep your information secure. These measures may include the following examples:
All Dark Matter Media Ltd data is stored on secure servers. All websites also carry a valid SSL certificate.
We also have procedures in place to deal with any suspected data security breach. We will notify you and any applicable regulator of a suspected data security breach where we are legally required to do so.
Indeed, while we will use all reasonable efforts to secure your personal data, in using the site you acknowledge that the use of the internet is not entirely secure and for this reason we cannot guarantee the security or integrity of any personal data that are transferred from you or to you via the internet. If you have any particular concerns about your information, please contact us using the details below.
Transfers of your information out of the EEA
We will not transfer your personal information outside of the EEA at any time.
Children and the validity of consent
Where we obtain consent from any user we will take reasonable steps to ascertain whether the user is over 13 years of age and whether the child is sufficiently informed to give valid consent. If the user is not, parental consent will be required to provide consent for the processing of any personal information.
What rights do you have?
Under the General Data Protection Regulation you have a number of important rights free of charge. In summary, those include rights to:
- fair processing of information and transparency over how we use your use personal information
- access to your personal information and to certain other supplementary information that this Privacy Notice is already designed to address
- require us to correct any mistakes in your information which we hold
- require the erasure of personal information concerning you in certain situations
- receive the personal information concerning you which you have provided to us, in a structured, commonly used and machine-readable format and have the right to transmit those data to a third party in certain situations
- object at any time to processing of personal information concerning you for direct marketing
- object to decisions being taken by automated means which produce legal effects concerning you or similarly significantly affect you
- object in certain other situations to our continued processing of your personal information
- otherwise restrict our processing of your personal information in certain circumstances
- claim compensation for damages caused by our breach of any data protection laws
For further information on each of those rights, including the circumstances in which they apply, see the Guidance from the UK Information Commissioner's Office (ICO) on individual's rights under the General Data Protection Regulations (http://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr/individual-rights/)
If you would like to exercise any of these rights please:
- email, call or write to us
- let us have enough information to identify you
- let us have proof of your identity (a copy of your driving license, passport or a recent credit card/utility bill)
- let us know the information to which your request relates
From time to time we may also have other methods to unsubscribe (opt-out) from any direct marketing including for example, unsubscribe buttons or web links. If such are offered, please note that there may be some period after selecting to unsubscribe in which marketing may still be received while your request is being processed.
How to complain
We hope that we can resolve any query or concern you raise about our use of your information.
The General Data Protection Regulation also gives you right to lodge a complaint with a supervisory authority, in particular in the European Union (or European Economic Area) state where you work, normally live or where any alleged infringement of data protection laws occurred. The supervisory authority in the UK is the Information Commissioner who may be contacted at https://ico.org.uk/concerns/ or telephone: 0303 123 1113.
Any updates to this policy will be published as a notice on the website.
If you have any questions about this policy or the information we hold about you, please contact us by:
Dark Matter Media Limited trading as 'Dark Matter' is a company registered in England. Company No. 12073422