We are committed to protecting your personal data
Summary
The Privacy Notice outlines the manner in which The Advantage Group International, Inc. and its affiliated entities, collectively known as “Advantage”, uses and protects personal data. It covers data collection, usage, sharing, storage, and your rights regarding your personal data.
Key points:
Introduction and Scope: The Privacy Notice details the handling of personal data by Advantage.
Contact Information: The Advantage Group International, Inc. can be contacted at 40 University Avenue, Suite 903, Toronto, ON M5J 1T1, Canada, or via email to info@advantagegroup.com.
Notice Changes: The Privacy Notice is regularly reviewed and may be modified at any time without notice to reflect changes in legal obligations or personal information handling practices.
Company Overview: Advantage is a leading advisor in business-to-business engagement solutions globally, acting as a link between suppliers and retailers in the fast-moving consumer goods sector.
Data Collection and Usage: Advantage collects personal data from a variety of sources, including, but not limited to
website visitors,
clients,
business contacts,
research participants,
marketing activities, and
recruitment processes.
Data Security and Rights: Advantage employs strict security measures to protect personal data and has measures in place to comply with international data protection regulations, allowing individuals to request data access, correction, or deletion.
This version of the Privacy Notice has been approved on 14 July 2025.
THE ADVANTAGE GROUP INTERNATIONAL, INC.
PRIVACY NOTICE
Introduction
This Privacy Notice covers the usage and protection of personal data by The Advantage Group International, Inc. and its affiliated entities, collectively known as “Advantage” and referred to as “we”, “our” and “us” in this document.
We understand that you care about the privacy of your personal data, and we take that seriously. This Privacy Notice describes our policies and practices regarding collecting and using your personal data and establishes your privacy rights.
1. IMPORTANT INFORMATION AND WHO WE ARE
Who We Are
Advantage is the leading advisor in business-to-business engagement solutions globally. Trusted by many of the world’s leading brands, Advantage Report™ has become the gold standard for improving performance between suppliers and retailers in over 40 countries. Established in 1988 and headquartered in Canada, Advantage acts as an integral link between supplier and retail partners in the world of fast-moving consumer goods. We use data, feedback and strategy consulting to illuminate opportunities for mutual growth, to strengthen relationships and to provide invaluable insight, helping people and organisations work better together.
Advantage is made up of a set of legal entities, details of which can be requested via email to info@advantagegroup.com.
This Privacy Notice is issued on behalf of the whole of Advantage so when we mention “Advantage”, “we”, “us” or “our”, we are referring to the relevant company in the group responsible for processing your data.
We have appointed a Data Protection Officer (DPO) who is responsible for overseeing questions in relation to this Privacy Notice. If you have any questions about this Privacy Notice, including any requests to exercise your legal rights, please contact the DPO via dpo@advantagegroup.com.
What We Do
Advantage helps people and organisations work better together. We provide the gift of feedback and, through insight, drive positive behaviour change and business growth. In the world of fast-moving consumer goods, we act as an integral link between suppliers and retailers. Advantage uses data, feedback and strategy consulting to illuminate opportunities for mutual growth, to strengthen relationships and to provide invaluable insight. In over 40 countries, Advantage creates better insight, better business and better lives.
Contact Details
The Advantage Group International, Inc.
Address: 40 University Avenue, Suite 903, Toronto, ON M5J 1T1, Canada
Email address: info@advantagegroup.com
ICO registration: ZB414373 – The Advantage Group International, Inc.
2. THE TYPES OF PERSONAL DATA WE COLLECT ABOUT YOU
Personal data means any information about an individual from which that person can be identified, either by itself or in conjunction with any other information.
We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:
Identity Data includes first name, last name, any previous names, username or similar identifier, marital status, title, job title and gender.
Contact Data includes billing address, delivery address, email address and telephone numbers.
Visual and Professional Identifiable Information includes photographs, professional profiles, and areas of expertise for client profiles, videos (including audio) and photographs of our clients that were taken at events they may have attended or in the course of participating in a survey.
Financial Data includes bank account and payment card details.
Transaction Data includes details about payments to and from you and other details of products and services you have purchased from us.
Technical Data includes internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform, device ID and other technology on the devices you use to access this website.
Profile Data includes your username and password, purchases or orders made by you, usage reports, preferences, feedback and survey responses.
Usage Data includes information about how you interact with and use our website, products and services, including all records and survey responses.
Marketing and Communications Data includes your preferences in receiving marketing from us and our third parties and your communication preferences.
Social Media Data includes username, job title, public profile including contact information if applicable, company name, job history, interests and connections.
Research Data: includes information you provide to us when completing a survey.
We also collect, use and share aggregated data such as statistical or demographic data which is not personal data as it does not directly (or indirectly) reveal your identity. For example, we may aggregate individuals’ usage data to calculate the percentage of users accessing a specific website feature in order to analyse general trends in how users are interacting with our website to help improve the website and our service offering.
3. HOW WE COLLECT AND USE (PROCESS) YOUR PERSONAL DATA
We use different methods to collect data from and about you including through:
Visitors to our website
Clients and business contacts
Research participants
Marketing
Recruitment
Our use of your personal data will depend on the reasons why it was collected and for what purpose.
The law requires us to have a legal basis for collecting and using your personal data. We rely on one or more of the following legal bases:
Performance of a contract with you: Where we need to perform the contract we are about to enter into or have entered into with you.
Legitimate interests: We may use your personal data where it is necessary to conduct our business and pursue our legitimate interests, for example to prevent fraud and enable us to give you the best and most secure customer experience. We make sure we consider and balance any potential impact on you and your rights (both positive and negative) before we process your personal data for our legitimate interests. We do not use your personal data for activities where our interests are overridden by the impact on you (unless we have your consent or are otherwise required or permitted to by law).
Legal obligation: We may use your personal data where it is necessary for compliance with a legal obligation that we are subject to. We will identify the relevant legal obligation when we rely on this legal basis.
Consent: We rely on consent only where we have obtained your active agreement to use your personal data for a specified purpose, for example if you subscribe to an email newsletter.
Categories of data subjects
Purpose of Processing
Categories of Data Collected
Data Source Lawful Basis for Processing
Website Visitors
To improve our website and website services and to monitor website analytics, including to determine the number of visitors to various parts of the website.
Technical Data, Usage Data
Automatically collected when you visit our website. We collect this personal data by using cookies, server logs and other similar technologies.
Legitimate Interests
Website Visitors, Client and Business Contacts
To respond to any enquiries made by providing your information using our website contact form on our website or use the email for enquiries.
Identity Data, Contact Data
Directly from the individual.
Legitimate Interests
Client and Business Contacts To provide the services that you or your organisation have requested, including fulfilling contractual obligations and tailoring our services to your needs.
Identity Data, Contact Data, Profile Data, Financial Data, Transaction Data
Directly from our clients and their representatives when they engage us to provide our services.
We may receive business contact information for colleagues, partners, associates, etc, indirectly from the client.
Legitimate Interests, Contractual Obligation
Client and Business Contacts
To manage our relationship with you or your organisation, including maintaining accurate records of interactions, responding to inquiries, and addressing any issues that may arise.
Identity Data, Contact Data
Directly from our clients and their representatives when they engage us to provide our services.
Legitimate Interests
Client and Business Contacts
To contact you occasionally to seek your feedback and conduct research or analytics to enhance our services and better understand the needs of our clients and business contacts.
Identity Data, Contact Data
Directly from our clients and their representatives when they engage us to provide our services.
Legitimate Interests
Research Participants, Client and Business Contacts
To conduct research and analytics that support our services and solutions, and to contact you about your participation in surveys to follow-up with you on your participation
Identity Data, Contact Data, Research Data
Directly from you, including information from previous engagement that is within our database.
From our clients who request research or from approved vendors who provide personal data with documented consent.
Legitimate Interests
Job Candidates
To process job applicants, assess job suitability, to meet general recruitment procedures to fulfil legal and regulatory requirements.
Identity Data, Contact Data
Directly from you
Legitimate interests
Social Media Users
Website directing users to social media sites.
Identity Data, Contact Data, Marketing and Communications Data
Publicly available sites such as LinkedIn.
Legitimate Interests
Social Media Users, Business Contacts
Personalised advertising.
Identity Data, Contact Data, Social Media Data
Publicly available sites such as LinkedIn.
Legitimate Interests
Business Contacts, Prospects
Direct marketing.
Identity Data, Contact Data, Social Media Data, Marketing and Communications Data
Directly from you when you interact with us, publicly available sites such as LinkedIn.
Legitimate interests, Consent
We retain data in accordance with our data retention schedule and for no longer than reasonably necessary. We may process personal data of all categories of data subjects for the purposes of compliance with applicable laws, regulations, and legal obligations that govern our business activities.
We process personal data strictly in accordance with applicable data protection laws and principles. Any data we process is handled lawfully, fairly, and transparently.
Clients and Business Contacts
Where we receive personal data about individuals indirectly (e.g., colleagues or associates), we rely on our clients to ensure that such individuals are informed about how their data will be used and have provided any necessary consents, where required.
All personal data is processed in line with our clients’ instructions and applicable contractual terms. We implement robust security measures to protect your data from unauthorised access, loss, or misuse.
Visitors to Our Website
As you interact with our website, we will automatically collect technical data about your equipment, browsing actions and patterns. We collect this personal data by using cookies, server logs and other similar technologies. We do this to determine the number of visitors to various parts of the website. When you complete a contact form on our website or use the email for enquiries, we use the information you provide to respond appropriately.
Social Media Features
Our website may include social media features, such as LinkedIn or YouTube buttons and widgets, or other interactive mini programs on our sites. These features may collect your Internet Protocol (IP) address and information about which pages you visit on our site, and may set a cookie to enable the feature to function correctly. Social media features and widgets are hosted either by a third party or directly on our website. Your interactions with these features are governed by the privacy notice and other policies of the companies providing them. We recommend reviewing the privacy policies of these third-party providers to understand how they handle your personal data.
External Websites
Our website may include provide links to third-party websites. We do not control, and are not responsible, for the content or practices of these websites. The inclusion of such links does not imply our endorsement of these websites, their content, their owners, or their practices. This Privacy Notice does not apply to these other websites. These websites are subject to their own privacy and other policies. We recommend reviewing the privacy notices or policies of any third-party websites you visit.
Research Participants
Your email address or telephone number will be used to contact you regarding participation in our research. If you participate in a survey or provide personally identifiable information, we retain this information for follow-up purposes including qualitative interviews, research and analytics in accordance with our data retention schedule.
In some cases, we may use WhatsApp to communicate with you.
Data Use and Confidentiality
Responses to surveys or follow-up interviews are used to provide valuable insights to our clients. Your individual survey responses, ratings, and comments will not be personally identifiable and are retained in accordance with our data retention schedule.
Voluntary Participation and Consent
Participation in surveys or related research activities is entirely voluntary. You may opt out at any time by replying to your email invitation and requesting to be removed from our mailing list. Once removed, you will no longer receive survey invitations or related communications.
3.1. Marketing Data
We manage contact details of individuals who may be interested in hearing from us or have previously engaged with us for our services. All our direct marketing activities are conducted in compliance with applicable data protection and e-privacy laws. We collect personal data directly from you or from publicly available sources, particularly if we believe individuals or organisations may have an interest in our services or those of our clients. You may provide personal data to us through the following means:
Direct Interactions:
Completing a form on our website, subscribing to newsletters, or downloading e-bulletins.
Filling out forms included in corporate communications, direct marketing campaigns, or whitepapers.
Registering for webinars, virtual events, or in-person events.
Participating in Advantage- or client-sponsored events.
Joining forums, leadership groups, or client groups hosted by Advantage.
Purchasing products or services from Advantage.
Signing up to blogs or submitting comments on our website.
Interacting with our account managers, sales team, or business development representatives.
Participating in research interviews or studies.
Publicly Available Sources:
Company websites, LinkedIn, Google, and Meta, or other publicly accessible platforms.
We may collect limited personal data from publicly accessible sources, where permitted by applicable data protection laws. This may include information such as your name, job title, employer, professional interests, or other details you have chosen to make publicly available. We only use this information to better understand our audience including preferences and needs, identify potential business contacts, or tailor our outreach, and we take care to ensure that such use is fair, relevant, and respectful of your privacy rights. Where required, we will notify individuals and provide an opportunity to object to further processing.
Marketing Activities
Electronic Marketing
We send electronic communications, such as emails and SMS messages (including WhatsApp), to individuals who have expressed interest in or previously purchased our products or services. These activities are conducted based on our legitimate interests and in compliance with data protection and e-privacy laws.
Telemarketing
We may make telephone calls to promote our products and services as part of our legitimate interests in growing our business and to individuals who have expressed interest in or previously purchased our products or services.
Postal Marketing
We may send postal communications to promote our products and services as part of our legitimate interests in growing our business.
Targeted Marketing via Public Data
We may contact individuals using email addresses or contact information that is publicly available (e.g., LinkedIn profiles) if we believe the content may be useful to them.
Personalised Ads
We use LinkedIn, Google, and Meta to deliver personalised advertising based on your interactions with our website and other online activity. These platforms may collect and use information such as your IP address, device type, browser details, pages visited, time spent on our site, and interactions with ads or content. They may also combine this with other information they hold about you, such as your profile information, interests, and demographic data, to help deliver more relevant ads. This processing is based on your consent, which you can manage or withdraw at any time through our cookie banner. For more information on how these platforms process your data, please refer to their respective privacy policies.
Consent and Opt-Out Options
We prioritise your right to control your personal data. You can manage your preferences or opt out of marketing communications at any time through the following mechanisms:
Email Marketing: Each email contains instructions or a link so that you may unsubscribe/opt out of further communications.
Postal Marketing: You can contact us directly to opt out of receiving postal communications at privacy@advantagegroup.com.
Preference Updates: You can update your preferences regarding the types of communications you wish to receive from us by emailing us at privacy@advantagegroup.com.
3.2. Recruitment
We are committed to protecting the personal data of individuals applying for roles within our organisation. This Privacy Notice outlines how we collect and use your personal data during the recruitment process.
We collect personal data about you through various stages of the recruitment process. This data may be provided directly by you, generated during assessments, or obtained from external sources as permitted by law. Specifically, we may collect your data in the following ways:
Direct Submissions
Completing an application form on our website.
Submitting your details through a recruitment agency.
Providing information directly to us via email or in person.
During the Recruitment Process
Participation in written assessments or interviews.
Information shared in follow-up communications or tests.
Types of Data Collected
Contact details (e.g., name, job title, employer, email address, phone number, region, country of residence).
Professional background (e.g., education, work history, qualifications, skills).
Additional details (e.g., interests, reasons for applying, or other information you choose to share).
We may also collect information from publicly available sources such as LinkedIn or professional networks when appropriate and in accordance with applicable laws. We do not collect more information than we need to fulfil our stated purposes and will not retain it longer than necessary.
The personal data we collect is used solely for recruitment purposes and to fulfil legal and regulatory requirements. Specifically, we may use your data in the following ways:
Application Processing
To review your qualifications, skills, and experience against the role’s requirements.
To contact you regarding the progress of your application.
Selection and Assessment
To shortlist candidates for interviews or further assessments.
To evaluate your suitability for the role based on written tests, interviews, or other selection criteria.
To generate additional data during the process, such as interview notes or assessment results.
Identity and Eligibility Verification
To verify your identity and ensure your legal right to work in the relevant jurisdiction before issuing any offer of employment.
Your personal data is handled securely within Advantage-controlled systems and is accessible only to employees involved in the recruitment process. We do not share your data with third parties for marketing purposes.
If you are unsuccessful at any stage of the process, the information you have provided until that point will be archived from the date an email notification is sent to you. We retain the information generated throughout the assessment process (e.g. interview notes) for six months following the closure of the position. If you are successful in your application, we will retain your information in accordance with our data retention schedule.
4. USE OF COOKIES
When you visit our website, we may use cookies and similar technologies to enhance your browsing experience, analyse website traffic, and track visitor behaviour. Cookies are small text files that are placed on your device’s browser directory or hard drive by a web server. These files store basic information about your interactions with our website, enabling us to provide a more personalised and efficient user experience.
A cookie cannot be read by any website other than the one that sets up the cookie. Cookies cannot access personal data stored on your device or be read by any website other than the one that set the cookie. Some browsers can be set to reject all cookies.
For more details about the cookies we use, their purpose, and how to manage your preferences, please refer to our Cookie Notice here. If you have any concerns or questions about how cookies are used, please contact us at dpo@advantagegroup.com.
5. USE OF ARTIFICIAL INTELLIGENCE (AI) TECHNOLOGY
Certain products and services offered by Advantage may incorporate Artificial Intelligence (“AI”) technology to enhance and optimise our operations, provide personalised services, generate insights, and improve user experiences. This technology may assist with the data processing activities described in this Privacy Notice, ensuring that our services are efficient, reliable, and tailored to meet user needs. We are committed to using AI responsibly and ethically. To this end, we implement reasonable and appropriate controls to manage the use of AI, including rigorous validation procedures. These measures allow us to mitigate the risks associated with AI so that the results generated shall be fair, accurate, and aligned with the purposes for which they are intended.
Safeguards for AI Use and Your Rights
Your personal data will only be processed using AI in ways that are lawful, transparent, and consistent with the purposes outlined in this Privacy Notice. To protect your rights, we apply the following safeguards when using AI:
Human Oversight: AI-driven processes that could result in decisions with legal or similarly significant effects are subject to meaningful human oversight to ensure fairness, accuracy, and accountability.
Bias Prevention: We continuously assess and address potential biases in AI algorithms and models to ensure that outputs are equitable and inclusive.
Data Protection: All data processed using AI is handled securely and in compliance with applicable data protection laws.
Transparency: We strive to provide clear information about how AI is used, the purposes of its use, and the potential impacts on you.
Limitations of AI Use
We do not use AI to make decisions that have a significant legal effect on you without your explicit consent or appropriate safeguards, such as ensuring human review. Additionally, AI is not used for profiling that would infringe upon your rights or freedoms under applicable privacy laws.
Definition of AI technology
For the purposes of this Privacy Notice, AI technology refers to any products, services, features, or tools that utilise machine learning software, algorithms, hardware, or other artificial intelligence capabilities to:
Generate content (e.g., text, images, or other media);
Analyse and interpret data;
Make predictions or recommendations; or
Automate decisions or processes.
6. WHEN AND HOW WE SHARE YOUR PERSONAL DATA
We may share your personal data where necessary with the parties set out below for the purposes set out above:
Internally with Marketing or Research personnel.
Our IT service providers and cloud service providers who provide data storage, processing, backup, and retrieval services.
Third parties (e.g. digital marketing providers, sponsors of our events and webinars) with whom you permit us to share your contact information.
Third party processors who support the production and delivery of our surveys, including issuing survey invitations.
Third party processors who support our business, including via Software-as-a-Service (SaaS) platforms.
We share data only in accordance with applicable laws. For those parties listed above, we will usually rely on our legitimate interests as a lawful basis, although we may also have obtained your consent, be performing a contract between us or have a legal obligation.
We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.
7. INTERNATIONAL TRANSFER OF DATA
Your personal data may be collected, transferred, and stored by us in Canada, as well as in our offices or affiliates located in other countries where we operate. This may include countries that do not provide the same level of data protection as your home jurisdiction. We are committed to ensuring that your personal data is handled in accordance with applicable data protection laws, including the General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), and other relevant global privacy regulations.
To safeguard your personal data during international transfers, we have implemented robust measures, including:
Omnibus Data Transfer Agreement
We have established an Omnibus Data Transfer Agreement (ODTA) between our legal entities and affiliates to ensure that your data is adequately protected, irrespective of where it is processed. This agreement is designed to meet the requirements of global privacy laws, including the GDPR’s provisions for cross-border data transfers.
Standard Contractual Clauses (SCCs)
For transfers originating from the European Economic Area (EEA) or the United Kingdom to countries outside these regions, we rely on Standard Contractual Clauses (SCCs) approved by the European Commission. These legally binding clauses provide safeguards to ensure your data receives an equivalent level of protection.
Adequacy Decisions
Where applicable, we may transfer personal data to countries deemed by the European Commission to provide an adequate level of protection.
Supplementary Measures
In cases where data is transferred to jurisdictions without adequacy decisions, we implement additional safeguards such as data encryption, pseudonymisation, and strict access controls to protect your information.
Any data transfer outside the EEA or UK is subject to EU or UK adequacy requirements, standard contractual clauses, or UK international data transfer agreements.
When data needs to be transferred overseas, we will put in place appropriate contractual controls to ensure your personal data is adequately protected.
8. SECURITY OF YOUR PERSONAL INFORMATION
Advantage has strict measures to protect every aspect of your personal information. Access to all personally identifiable information is restricted and limited to a few key, identifiable personnel. Our websites and survey security are reviewed regularly.
Advantage will never ask you for private information, such as your credit card or driver’s license, as a part of our research. We use secure servers and firewalls when collecting information and protecting respondent privacy. Your profile information is highly confidential and will be used only by Advantage to email you concerning our surveys or as otherwise provided in this Privacy Notice.
We maintain physical, technical, and administrative safeguards to help protect the privacy of the data and personally identifiable information you provide. We update and test our security technology and controls on an ongoing basis. We restrict access to your data to those employees who need to know that information to provide benefits or services to you. In addition, we train our employees about the importance of confidentiality and maintaining the privacy and security of your information. We commit to taking appropriate disciplinary measures to enforce our employees’ privacy responsibilities.
We have information security policies and procedures to protect personal information from unauthorised access, alteration, disclosure, or destruction and have several layers of security measures appropriate for the type and sensitivity of the data.
We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.
9. DATA STORAGE AND RETENTION
We store your personal data on servers and other secure facilities in Canada and the EU. If you participate in the Advantage Report™ survey, your personal data may also be stored in the UK. We retain data per our data retention policy and regulatory data retention requirements.
We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you. In some circumstances we will anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.
To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.
For more information on where and how long your personal data is stored and your rights of erasure and portability, please contact us at dpo@advantagegroup.com.
10. YOUR RIGHTS AND HOW TO ACCESS AND MANAGE YOUR PERSONAL INFORMATION
You have a number of rights under data protection laws in relation to your personal data.
You have the right to:
Request access to your personal data (commonly known as a “subject access request”). This enables you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it.
Request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us.
Request erasure of your personal data in certain circumstances. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. Note, however, that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request. If you’d like more information or to make a request, please contact us at dpo@advantagegroup.com.
Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) as the legal basis for that particular use of your data (including carrying out profiling based on our legitimate interests). In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your right to object.
You also have the absolute right to object any time to the processing of your personal data for direct marketing purposes. You may do so by responding to emails that you have received with “Unsubscribe” or by contacting us at privacy@advantagegroup.com.
Request the transfer of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format.
Withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent.
Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in specific circumstances.
If you wish to verify that Advantage is processing or accessing your personal data, please contact us at dpo@advantagegroup.com.
Personal Information Protection and Electronic Documents Act (PIPEDA)
For individuals based in Canada, we confirm that Advantage has measures in place to comply with applicable Canadian data protection laws. These include the Personal Information Protection and Electronic Documents Act (PIPEDA), the Personal Information Protection Act (PIPA) BC, PIPA Alberta, and the Quebec Privacy Act. These laws ensure the protection of your personal information and grant you specific rights regarding how your data is collected, used, and disclosed.
Your Legal Rights Under PIPEDA
Right to Access Information
You have the right to know whether we are processing your personal data and to request access to the information we hold about you. Upon request, we will provide a summary of the types of data we process and how it is used.
Right to Request Corrections
If you believe that the personal data, we hold is inaccurate or incomplete, you have the right to request corrections to ensure accuracy.
Right to Withdraw Consent
You may withdraw your consent for us to process your personal data at any time. Once consent is withdrawn, we will stop processing your personal data unless required to do so by law.
Right to Request Deletion
You can request that we delete your personal data if it is no longer necessary for the purpose for which it was collected or if you withdraw your consent.
Right to Be Informed
You have the right to receive clear and transparent information about how we collect, use, and disclose your personal data, as outlined in this Privacy Notice.
Right to Make a Complaint
If you believe your rights under PIPEDA have been violated, you can make a complaint to us at dpo@advantagegroup.com. If you are dissatisfied with our response, you have the right to escalate your complaint to the Office of the Privacy Commissioner of Canada (OPC) or the relevant provincial privacy authority, such as the Office of the Information and Privacy Commissioner for British Columbia (OIPC), Alberta’s OIPC, or the Quebec Commission d’accès à l’information (CAI).
We are committed to addressing your concerns promptly and transparently. If you are not satisfied with our response, you can file a complaint with the appropriate supervisory authority. For federal matters, you can contact the Office of the Privacy Commissioner of Canada (OPC) at www.priv.gc.ca. For provincial matters, refer to the respective authority’s website for contact details.
California Consumer Privacy Act
For individuals based in California, we confirm that Advantage has measures in place to comply with the California Consumer Privacy Act (CCPA). The law ensures the protection of your personal information and grant you specific rights regarding how your data is collected, used, and disclosed.
Your Rights under CCPA
Right to Know
You can request that we disclose to you:
a) the categories and/or specific pieces of personal information that we have collected about you,
b) the categories of sources for that personal information,
c) the purposes for which the business uses that information,
d) the categories of third parties with whom the business discloses the information, and
e) the categories of information that the business sells or discloses to third parties.
You can make a request to know up to twice a year, free of charge.
Right to Delete
You can request that we delete personal information collected from you and tell our service providers to do the same, subject to certain exceptions, for example, if we are legally required to keep the information.
Right to Opt-Out of Sale or Sharing
Advantage does not sell your personal data. You may request that we stop sharing your personal information.
Right to Correct
You may ask us to correct inaccurate information that we hold about you.
Right to Limit
Advantage does not routinely process sensitive personal information about you, for example, your social security number, financial account information, precise geolocation data, or your genetic data. You may direct us to only use your sensitive personal information for limited purposes, such as providing you with the services you requested.
Right to Non-discrimination
Advantage cannot deny services, charge you (differently), or provide a different level or quality of services as a result of you exercising your rights under the CCPA. However, if you do not provide requested personal information or if you ask us to delete or stop sharing your personal information, and that information is necessary for us to provide you with our services, it is possible that we may not be able to complete the transaction.
If you believe a business has violated the CCPA, you may file a consumer complaint with the Office of the Attorney General. You may also file complaints with the California Privacy Protection Agency for violations of the CCPA.
For other jurisdictions, please see below:
UK, please contact
Information Commissioner’s Office
Wycliffe House, Water Lane, Wilmslow SK9 5AF, UK
Information Commissioner’s Office (ICO)
Australia, please contact
Office of the Australian Information Commission
GPO Box 5288
Sydney NSW 2001
Italy, please contact
Garante
Piazza Venezia 11 – 00187 Roma (Italy)
Spain, please contact
AEPD
C/Jorge Juan, 6, 28001 – Madrid
Netherlands, please contact
Dutch Data Protection Authority
PO Box 93374 2509 AJ The Hague
South Africa, please contact
Information Authority, P.O Box 31533, Braamfontein, Johannesburg, 2017
Switzerland, please contact
Federal Data Protection and Information Commissioner, Feldeggweg 1, CH-3003 Bern
Other territories
We have measures in place to comply with applicable data protection regulations for individuals based in other territories where we process personal data. Please contact us for further information.
No fee usually required
You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we could refuse to comply with your request in these circumstances.
What we may need from you
We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request in order to assist us to respond.
Time limit to respond
We try to respond to requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.
Changes to this Privacy Notice
Our Privacy Notice is regularly reviewed.
We recognise that maintaining the privacy of your personal data is an ongoing responsibility. Advantage reserves the right to modify this Privacy Notice at any time without notice to reflect changes in legal or regulatory obligations or how we deal with personal information.
We will notify you if we make any material changes by posting the revised Privacy Notice on our websites. Your continued use of the websites, and continued provision of personal data to us will be subject to the terms of the current Privacy Notice.
It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us, for example a new address or email address.
This version was last updated on 14 July 2025. Previous versions can be obtained by contacting us.
Contact our Data Protection Officer
If you have an enquiry or concern about the contents of our Privacy Notice or our handling and use of your data, please email our Data Protection Officer on dpo@advantagegroup.com.
VERSION HISTORY
VERSION APPROVED BY REVISION DATE DESCRIPTION OF CHANGE AUTHOR
V1 CFOO November 2022 Full review Auriga
V2 DPO June 2024 Legal review Privacy Partnership
V3 DPO February 2025 Full review Privacy Partnership
V4 DPO July 2025 Full review Director of Data Protection & Compliance and Privacy Partnership
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