We are not interested in collecting every personal detail about you. Our main reason for collecting your personal data is to provide and improve the service, products and experiences that you and our customers expect from us.
Personal data is defined slightly differently across the world. To guarantee your privacy and the protection of your information, we define it as any information that could be used to identify you or another individual.
We collect personal data about you in a number of different ways. In this section, we explain the different ways we collect personal data about you and the ways in which that information will be used. For more detail on how we use your personal data, please see the section titled "How do we use your personal data?".
Information you share with us
We collect personal data that you share with us when you contact us or interact with us through our website, apps, email, phone, in person at our stores, stands and events, or otherwise.
For example, you will provide information to us when you contact our customer service teams, place an order, register your warranty, complete a survey, competition or questionnaire, update your preferences and account information, connect through a Dyson app or rate one of our products on our website.
Through these interactions you may share with us: your name, address, e-mail address, contact number and payment information. In some circumstances, we will need that information to be able to provide you with a product or service that you have asked for; for example, we need your payment information when you buy a product, and your address to deliver it to you.
When updating your account information, you will be asked to provide us with information about your household, your home and technology, your allergies and interests, and what appeals to you most about Dyson. All of that information is optional, which means that you can choose whether or not to provide it; you can also ask us to delete it at any time by contacting Dyson customer service or by e-mailing our global privacy team at
Information from Dyson products
As well as the personal data you share with us about yourself and your Dyson product, we will collect and handle personal data directly from your Dyson connected products. A connected product is a Dyson product that is “smart”, internet enabled or operated through a Dyson app.
We will collect information about your use of our connected products (for example, when they are used and for how long), their responsiveness and any errors (or potential errors) with them.
Some of the information we collect from your use of our connected products and apps will enable us to determine the location of your connected product. In particular, you will need to enable location tracking on your phone (or other device) when you first register your connected product (otherwise, we will not be able to connect it). It is useful for us to know your location so that we can understand the environmental conditions in which your connected product is operating which helps us to optimise the performance of the connected product.
Dyson uses Android location services for connectivity to enable the pairing of a Dyson product with the Dyson Link App through Bluetooth or WiFi. Please note that Dyson does not collect any location data as a result of this connection.
Additionally, our Light Cycle makes use of background location services to:
Receive product software updates
- To synchronise the time on the product with the time on your connected mobile device
- To load and amend any schedules, preferences and setting changes for your product
- To maintain the right light profile based upon your light's location
The Light Cycle's location data is anonymised within Dyson as the location data relates to the product, and not the user.
Some of our connected products, or specific features of our connected products, will not be able to operate properly without collecting certain information. For example, the Dyson 360 Eye needs to be able to map out a room in your house so that it knows where to go.
Information from your online interactions
We collect and store limited personal data and some anonymous, aggregate statistics from all visitors to our websites and users of our apps, whether you actively provide us with that information or merely browse our websites or use our apps. The information we collect includes the internet protocol (IP) address of the device you are using, the browser software you use, your operating system, the date and time of access, the internet address of the website from which you link through to our website and information on how you use our websites or apps.
We use this information so that we can see how well our websites and apps are working, how they are used and what users look at most.
We also collect and handle information about how you engage with our promotional campaigns and advertising online, outside of our own websites (for example, on Google, YouTube and on social media).
For further information, including on the types of cookies that we use and how to manage cookies placed on our websites, please refer to our cookies policy. Please note that we do not currently respond to Do Not Track (DNT) signals.
As a user of our products or services, we will send you support communications by e-mail. As long as you are happy for us to do so, we would also like to keep you posted on anything that's happening at Dyson which we think you might like to know about; whether it’s our latest product announcements, owner offers or upcoming events, we want to make sure you’re happy with the communications you receive from us. You can find out how to update or change whether you would like to hear from us, or stop us contacting you, in the section below titled ‘How can you change the way that we contact you?'
We collect information about how you engage with our e-mails; including whether they are delivered to you, whether you open them, whether you choose to learn more about what's happening at Dyson (for example, by clicking on a link in our e-mail) and if you ask us not to contact you anymore (by clicking on the unsubscribe option included in all our e-mail correspondence).
We use that information by itself and in combination with your customer record (the information you share with us) to make sure that we stop sending you support or marketing communications when you ask us to. We also use it to make our e-mails as interesting as possible by providing you with content and experiences that we think you will be interested in based on how you have engaged with our previous e-mails; you have the right to object to our use of your information for this purpose (see the section below titled 'Your controls and choices').
We love interacting with you on social media. You may use social media to contact us about your Dyson products, or to let people know what you think about your Dyson product. We review publically available social media and online sites to get a better understanding of what people are saying about us, and our products, technology and services and to assist consumers who prefer to contact us through social media.
The information we collect from social media and online sites, including Facebook, YouTube, Twitter, Pinterest, Line and Snapchat, sometimes includes personal data that has been put online and is publically available. We make sure any information we use is properly credited to its source or is made anonymous.
These online and social media sites typically have their own privacy policies explaining how they use and share your personal data. You should carefully review those privacy policies before you use these sites to make sure that you are happy with how your personal data is being collected and shared.
Information we collect at our stores, stands and events
You may share personal data with us when you visit us in person at our stores, stands and events; such as your name, contact details and payment information (see the section above titled "Information you share with us").
We will also collect personal data about you through our use of CCTV, filming and photography. CCTV cameras are primarily used for security purposes; in some of our stores, they will also help us to measure traffic (that means, how many people come in and out of our stores). We will film and take photographs at some of our events and exhibitions (such as, when we open a new store); we use film and photographs for our business purposes (for example, to post on our social media pages). We will display notices at those of our stores, stands and events where we use CCTV, or where we intend to film or take photographs, to let you know that we will collect personal data about you.
If you have Wi-Fi or Bluetooth enabled on your phone (or other device) when you visit us at our stores, stands and events, we will also collect limited personal data from your device through beacons installed at these locations. Beacons are small wireless transmitters that connect with nearby smart devices (e.g. smartphones) through Bluetooth.
Information we collect from third party data providers
We only collect information from third parties who have obtained your permission to share your data. This will include aggregated demographic and lifestyle data that provide insights into the relative affluence of households within your neighbourhood, from third party data providers who help us to give you a more relevant owner experience by enabling us to provide offers at the right time, and to give you more relevant services and advice.