Hallmark UK Privacy Policy

Updated and Effective as of 28th September 2021

Welcome to Hallmark! We strive to help people create a caring and more connected world, and to do this we use information collected from or about you. Hallmark Cards Plc (“Hallmark,” “we” or “us”) is the data controller, and this Privacy Policy describes how we collect, use, and share personal information, both online and offline. We are registered with the United Kingdom Information Commissioner’s Office (“ICO”) under registration number Z9720238.


When Does This Privacy Policy Apply?
Changes to This Privacy Policy
General Audience Sites
Information We Collect
How We Use Your Information
How We Share Your Information
Third Party Advertising and Analytics
How We Respond to “Do Not Track” Signals
Your Choices about the Information We Collect
Third Party Content and Links
Consent to Transfer
How to Contact Us

1. When Does This Privacy Policy Apply?

This privacy policy applies to our UK websites (such as hallmark.co.uk and hallmarkcollections.co.uk), mobile and other applications, and any other product, feature, or service we offer that posts or provides this policy (collectively, the “Hallmark UK Properties”). We may combine all of the information we collect through our Hallmark UK Properties. By accessing or using the Hallmark UK Properties, you agree that your access to and use are governed by this Privacy Policy and the Terms of Use for the relevant Hallmark UK Property. The Terms of Use for hallmark.co.uk and hallmarkcollections.co.uk are found here.

2. Changes to This Privacy Policy

To the extent allowed by applicable law, we reserve the right to change this Privacy Policy at any time without prior notice. If we make material changes to our privacy policy, we will update the effective date and post a notice on our online Hallmark UK Properties. Your continued use of any of the Hallmark UK Properties after the effective date of the revised Privacy Policy will constitute your consent to those changes to the fullest extent allowed by applicable law.

3. General Audience Sites

The Hallmark UK Properties are not intended for use by children under the age of 18. We do not knowingly collect personal information from children under the age of 18.

4. Information We Collect

We collect information whenever you interact with us. Some of the information we collect may be considered “personal information” under applicable laws, such as your name, phone number, and email address. Personal information is any information about an identifiable individual. Personal information includes information that relates to personal characteristics (e.g. gender, age, income, home address, or phone number, ethnic background, family status), health (e.g. health history, health conditions, health services received), or activities and views (e.g. religion, politics, opinions expressed by an individual, an opinion or evaluation of an individual). We will also treat other information, including IP addresses and cookie identifiers, as “personal information” where required by applicable law.

We may de-identify your personal information so as to make it non-personal, either by combining it with information about other individuals and/or by hashing (transforming) the information or otherwise removing characteristics that make the information personally identifiable to you. We will treat de-identified information as non-personal to the fullest extent allowed by applicable law.

Information you provide directly to us. When you use the Hallmark UK Properties, we ask you to provide us with certain information. This information will depend on the Hallmark UK Properties you interact with, and may include without limitation:

• First and last name
• Email address, phone number and other contact information
• Shipping and billing addresses
• Demographic information, such as your date of birth and gender
• Account information, such as eligibility for rewards, bonuses, or loyalty benefits
• Photographs and video, messages and handwriting, and other data provided by you for personalised cards and gifts, some of which may be considered biometric information
• Watch list, wish list, or other favourites information
• Information provided by you in responses to surveys, quizzes, or in community forums
• Information provided by you as you interact with our Consumer Care team
• Information provided by you as you provide feedback through the Hallmark UK Properties on our products or services
• Information relating to transactions and products and services purchased, including payment information, return and exchange information, Hallmark print on demand transactions, and Hallmark Reminders services.

Information collected automatically. We, our service providers, business partners, and/or other third parties may automatically collect and/or store certain information when you visit or interact with the Hallmark UK Properties (“Usage Information”). This Usage Information may be stored and/or accessed from your computer, tablet, mobile phone, or other device whenever you visit or interact with the Hallmark UK Properties. Usage Information may include, but is not limited to:
• Your IP address, mobile device identifier and other unique identifiers
• Device information, including device model, operating system version, device date and time, mobile network information
• Geolocation of your device
• How you use and interact with the Hallmark UK Properties, including your search terms, pages you visit, content you watch, and your preferences

Usage Information may be collected through the use of the following technologies:

• IP Address. We use IP addresses to better understand the customer database. We use your IP address to help diagnose problems with our server and to administer our Website. Your IP address is also used to gather broad demographic information such as geographic distribution of our customers. Your IP address may be linked to the Personal Information you provide, depending on how you access the internet.
• Cookies and Local Storage. Cookies and local storage are data files placed within a browser on a device when it is used to visit the Hallmark UK Properties. Certain web browsers and browser add-ons may provide additional local data storage mechanisms. Cookies and local storage can be used for a variety of purposes, including to store a unique identifier for your device that recognises your device as you visit the Hallmark UK Properties or other websites or online services, and to remember your preferences. Most browsers provide you with the ability to disable, decline, or clear cookies and local storage; please check your browser’s settings for further information. However, if you disable cookies you may find this affects your ability to use certain parts of the Hallmark UK Properties. For more information about cookies, please visit https://www.aboutcookies.org.

We use Hotjar, Bing, and Google Analytics cookies on our websites to collect information on how visitors use our sites and help us enhance their experience, and Facebook cookies to determine if a Facebook user is available to share site content on Facebook.

• Web Tags. Small graphic images or other web programming code (also known as 1x1 GIFs or clear GIFs) may be included in our web pages and email messages. These and similar technologies may be used for a number of purposes, including to count visitors to the Hallmark UK Properties, to monitor how users navigate Hallmark UK Properties, to count how many of our email messages were opened, or to count how many particular products were viewed. The information we collect through this technology may include the first date and time you open our email, and whether you click any links included in our email.

• Embedded Scripts. An embedded script is programming code that is designed to collect information about your interactions with the Hallmark UK Properties, such as the links you click on. The code is temporarily downloaded onto your device from our server or a third-party service provider or business partner, is active only while you are connected to a Hallmark Cards Property, and is deactivated or deleted thereafter.

Information from Independent Stores. Many Hallmark stores are operated by independent retailers (“Independent Retailers”), who may use their own websites, apps, or other technology to interact with you, and who may provide information they collect from or about you to Hallmark. When you shop with or otherwise interact with an Independent Retailer, you are interacting with them directly, and this privacy policy does not apply – but it does cover any information that Hallmark receives from them.

Information from Other Third Parties. We may receive information about you from third parties, such as business partners (including companies that assist us with online advertising and analytics), Hallmark UK Properties), data providers who enhance the information we have about you, sources of publicly available information, and other users of the Hallmark UK Properties (such as when they provide your information to send you one of our products).If you are an existing customer of Hallmark, or later become a customer of Hallmark, we may combine the information we receive about you from other users with other information we have about you to better understand your interests and preferences and better market our products and services to you.

Social Media. We may host or facilitate interactions with social media platforms, including Facebook, Twitter, YouTube, Pinterest, and Instagram. You may also have the opportunity to log in through or otherwise connect your social media account. When you interact with social media through the Hallmark UK Properties, we will receive information about you from the social media service.

In addition, the social media service may set their own cookies and collect information about your use of the Hallmark UK Properties, including your IP address or other device identifiers, and which pages you visit on the Hallmark UK Properties. These social media platforms may be able to collect certain information on your visits to the Hallmark UK Properties regardless of whether or not you affirmatively interact with the feature and whether or not you are logged into (or have) an account with the social media platform. If you are logged out or do not have an account and visit a page with a social plug-in, your browser sends a more limited set of information. Like other sites, the social media platform will receive information about the webpage you are visiting, the date and time of your visit, and other browser-related information. They may use that information to help them improve their products or for other purposes set forth in their privacy policy. We may also receive information about you if other users of Social Media give us access to their profiles and you are one of their connections or "friends."

The information we collect is subject to this Privacy Policy. The information collected and stored by the third party remains subject to the third party’s privacy practices, including, without limitation, whether the third party continues to share information with us, the types of information shared, and your choices with regard to what is visible to others on that third-party website or service. The third party may allow you to remove the application or feature, in which case we will no longer collect information about you through the application or feature, but may retain the information previously collected.

If you choose to post information to a third party platform, that information may be public. You acknowledge that by posting images or videos you are providing your informed, written consent to the disclosure of your personal information pursuant to applicable law including the Data Privacy Act and UK GDPR.

5. How We Use Your Information

We work hard to get to know you so that we can customise and personalise our services to you. We use your personal data when the law allows us to, for these purposes:
a. Recognising you across devices including in connection with online advertising;
b. Identifying your preferences, learning and anticipating your needs, and tailoring our content, products, and services to you, including advertising, recommendations, promotions, and offers we display to you, both online and offline;
c. Processing your transactions, including communicating with you about order confirmation, shipping, and receipts;
d. Providing information on products/services we think you may be interested in, including special offers and promotions from us, our advertisers, and third-party partners (subject to your consent, which may be withdrawn at any time);
e. Responding to your requests for information and providing customer service;
f. Verifying your identity, including without limitation, for purposes of product reviews, fraud prevention, and access to personal data;
g. Investigating and preventing fraud, illegal activities, and activities that violate our policies, and resolving technical issues reported about the Hallmark UK Properties;
h. Operating the Hallmark UK Properties;
i. Improving our products, services, and marketing endeavours;
j. For internal business purposes such as efficient management of our group information technology assets;
k. Contacting you regarding your use of the services and, in our discretion, changes to our policies;
l. Complying with the law and protecting the safety, rights, property, or security of Hallmark, the Hallmark UK Properties, consumers, and the general public;
m. Upon notice to you at the time of collection or use of a feature, or otherwise with your consent.

Automated Decisions: We do not use your personal data to take automated decisions or for profiling, as those terms are used in the Data Protection Act and the General Data Protection Regulation (UK GDPR).

The table below summarises the ways we use the different types of personal data, and the legal grounds we rely on (the “lawful basis” for processing your personal data under UK law). We have also identified our legitimate interests where appropriate. Note that sometimes there are multiple grounds for processing personal data. Please contact us at GDPR@hallmark.com if you need more details.

Purpose / Activity Type of Data Lawful Basis (including legitimate interests)
To register you as a new customer (a) Identity
(b) Contact details
Performance of a contract with you
To process and deliver your order including:
(a) Managing payments, fees and charges
(b) Collect money owed
(c) Process refunds, complaints, customer service
(a) Identity
(b) Contact details
(c) Payment
(d) Transaction, delivery
(e) Marketing
(f) Customer service communications
(a) Performance of a contract with you
(b) Marketing with consent
(c) Legitimate interests: Collecting payment;
improving our products and services
To manage our relationship with you which
will include:
(a) Notifying you about changes to our terms or
privacy policy
(b) Asking you to leave a review or take a survey
(a) Identity
(b) Contact details
(c) Profile
(d) Marketing and Communications
(a) Performance of a contract with you
(b) Necessary to comply with a legal obligation
(changes in terms)
(c) Legitimate interests: Updating our business
records and studying how customers use our
products and services
To enable you to participate in
a prize draw, competition, or survey
(a) Identity
(b) Contact details
(c) Profile
(d) Usage
(e) Marketing and Communications
(a) Performance of a contract with you
(b) Marketing with consent
(c) Legitimate interests: Studying how customers use
our products and services
To administer and protect our business and the
Hallmark UK Properties (including troubleshooting,
data analysis, testing, system maintenance, support,
reporting and hosting of data)
(a) Identity
(b) Contact details
(c) Technical
(a) Necessary to comply with legal obligations
(such as obligations to secure personal and
proprietary data)
(b) Legitimate interests: Maintaining, improving,
and securing the Hallmark UK Properties and connected IT assets;
preventing fraud, malware, and injury to our systems,
users, and customers; supporting Hallmark group business
security and efficiency.
To deliver relevant website content and advertisements
to you and measure or understand the effectiveness of the
advertising we serve to you
(a) Identity
(b) Contact details
(c) Profile
(d) Usage
(e) Marketing and Communications
(f) Technical
(a) Legitimate interests: Studying how customers
use our products and services, to develop
them and inform our marketing strategy
(b) Marketing relevant products and services
with consent
To use data analytics to collect information about
visits to our sites
(a) Technical
(b) Usage
Legitimate interests: Identifying types of customers for
our products and services, to keep our Properties
website updated and relevant, to develop our business,
and to inform our marketing strategy
To make suggestions and recommendations to you about
goods or services that may be of interest to you
(a) Identity
(b) Contact details
(c) Technical
(d) Usage
(e) Profile
Legitimate interests:
(a) Developing our products and services
(b) On-site relevant marketing

Personalised Product Services. You may be able to personalise the products you purchase from us or that we otherwise make available for that purpose. For instance, you may be able to add your own photo, video, handwritten note or other content (“Customer Content”) in connection with a product purchase. You are fully responsible for your Customer Content, which must comply with all laws, the Terms of Use, and any other applicable terms provided. We have the right, but not the obligation, to monitor Customer Content and to refuse to include any Customer Content that we believe violates law or our policies. Hallmark may permit you to store your Customer Content as drafts or for re-use. By providing any Customer Content, you agree that Hallmark may analyse such content to assist us in enhancing our products and services, getting to know you better, and to better market to you the Hallmark products and services we think you will most be interested in.

6. How We Share Your Information

We may aggregate, de-identify, and/or anonymise any information such that this information is no longer linked to your personal information. We may share this non-personal information with third parties for any purpose, including for advertising, research and marketing purposes.

We may share the information we have collected about you, including personal information and Usage Information, as disclosed at the time you provide us with information or your consent, and as described in this Privacy Policy, including:

At Your Request and When You Post Content Publicly. We may share information when you direct us to do so. For example, you may be presented with an opportunity to receive marketing offers from a third party, or you may choose to write a product review, share a wish list, send a message, stream Hallmark UK Properties content via an OTT media service or cable provider, or engage with a social media service or third party application or feature, through which information about you is shared. Please note that we are not responsible for the privacy practices of third parties.

In addition, we or a third party social networking or review platform may offer features, such as message boards and other public areas, where you can choose to interact with others and/or submit content or post publicly. Content that you post publicly may be viewed, collected, and used by others, and the protections of this Privacy Policy will not apply.

We may share your information with our affiliates and subsidiaries for business, analytical, and operational purposes. We also share personal information with these affiliated companies so that they may contact you with their own direct marketing (we do not share your personal information with unaffiliated third parties for those third parties’ own direct marketing purposes unless you consent (opt-in or opt-out) to such sharing). You may opt out of sharing this information with our affiliated companies by contacting Hallmark UK plc Customer Care at customersupport@hallmark.co.uk as described in the “Your Choices About the Information We Collect” section below. Please note that if you have already signed up to receive marketing communications from one of our affiliated companies, you will need to follow the opt-out procedures offered by that company in order to stop receiving messages from that company.

Service Providers. We may use third party service providers to perform certain services on our behalf, or to assist us in providing our services to you, and we will disclose information in order for them to provide those services. Examples include using a payment processor, customer service provider, email marketing provider, delivery services, data analysis provider, streaming content platform, and other administrative services. Our principal service provider for e-commerce services for the www.hallmarkcollections.co.uk website is Shopify Inc.

Sweepstakes, Contests and Promotions. We may offer sweepstakes, contests, or other promotions (any of which, a “Promotion”) that may require registration. By participating in a Promotion, you are agreeing to the provisions, conditions, or official rules that govern the Promotion, which may contain specific requirements of you (including, except where prohibited by law, allowing the sponsor(s) of the Promotion to use your name, voice, likeness, or other indicia of persona in advertising or marketing materials). If you choose to enter a Promotion, personal information may be disclosed to third parties or the public in connection with the administration of such Promotion, including in connection with winner selection, prize fulfilment, as required by law, or as permitted by the Promotion’s terms or official rules (such as on a winner’s list).

In Connection with Business Transitions. We may disclose your information in connection with a corporate transition such as a merger, acquisition, bankruptcy, or sale of all or a portion of our assets, including during the course of any due diligence process. By providing your personal information, you agree that we may transfer such information to the other entity in such a transaction without your further consent, subject to the parties’ compliance with applicable notice and other obligations.

For Administrative and Legal Reasons. We reserve the right to use or disclose any information as needed to satisfy or fulfill its obligations under any law, regulation, or legal request; to protect the integrity of the Hallmark UK Properties; to fulfill your requests; to cooperate in a law enforcement investigation, an investigation on a public safety matter, or an investigation into claims of intellectual property infringement; to protect and defend the legal rights and/or property of Hallmark and any of our corporate parents, subsidiaries, affiliates, and shareholders, or the Hallmark UK Properties, any of its users, or any other party; or, in an emergency, to protect the health and safety of Users or the general public.

7. Third Party Advertising and Analytics

Hallmark works with third party business partners, including online advertising companies, ad agencies, and analytics providers to serve Hallmark ads online, to serve third party ads through the Hallmark UK Properties, and to provide us with information regarding the use of the Hallmark UK Properties and the effectiveness of our advertisements. Hallmark allows these companies to place tracking technologies like cookies and web tags on our Hallmark UK Properties, and they may otherwise collect or have access to Usage Information and other information about you. Some of these parties may collect personal information over time when you visit the Hallmark UK Properties or other online websites and services. We may share information, typically information that has been aggregated or de-identified, Usage Information, and location information with third party advertising companies, analytics providers, and other third parties, including for the purpose of serving you more relevant ads on and off the Hallmark UK Properties.

We use a variety of third parties to perform advertising and analytics services, and some of these companies participate in the “Your Online Choices” programme sponsored by the European Interactive Digital Advertising Alliance at www.youronlinechoices.com/ie/your-ad-choices, where you can set your options by company.

Mobile devices may contain settings that allow you to disable tracking advertising and/or analytics. In addition, the digital advertising industry has provided the ability for mobile users to register their intent not to receive targeted advertising at http://www.aboutads.info/appchoices.

We use Google Analytics, which use cookies and similar technologies to collect and analyse information about the use of the Hallmark UK Properties and report on activities and trends. These services may also collect information about the use of other websites, apps, and online services. You can learn about Google’s practices by going to https://policies.google.com/technologies/partner-sites, and opt out of them by downloading the Google Analytics opt-out browser add-on, available at https://tools.google.com/dlpage/gaoptout.

Please note that opting out through these mechanisms does not opt you out of being served advertising, and that you will continue to receive generic ads while online.

8. How We Respond to “Do Not Track” Signals

Do Not Track (“DNT”) signals offered by some web browsers are settings that request that a web application disable its tracking of an individual user. When you choose to turn on the DNT setting in your browser, your browser sends a special signal to websites, analytics companies, ad networks, plug in providers, and/or other web services you encounter while browsing to stop tracking your activity. There is no consensus among industry participants as to what “Do Not Track” means in this context. Like many websites and online services, we may not alter our practices when our systems receive a “Do Not Track” signal from a visitor’s browser, except as specifically required by law. You can learn more about Do Not Track at www.allaboutdnt.com.

9. Your Choices About the Information We Collect

We may provide you with the option to update your information or to opt out of marketing communications through the profile and/or preferences section of your account. In addition, you may opt-out of marketing communications as set forth below.

Email. In order to receive e-mail reminders from Hallmark or to receive e-mails from Hallmark regarding new services and products, you must opt in to receive communications from us. When you register on the Hallmark UK Properties you will be given the opportunity to opt in to receiving any communication from us other than that required to process your registration and inform you of progress of subsequent orders. You can opt out of receiving e-mail marketing by contacting us at: ukcustomersupportteam1@hallmark-uk.com. To opt out of receiving our email newsletters you may use the unsubscribe link on any of our newsletters. If at any point you decide to opt out we will not be able to send you any more reminders or communications about new products and services.

Note that if you want us to stop using your email address to communicate about other matters, such as transactions or changes in the Privacy Policy or other terms, you must let us know and furnish alternative contact details.

Text Messages. If you sign up to receive SMS or MMS messages from Hallmark or one of our brands, you may unsubscribe by replying “STOP.”

Push Notifications. We may send promotional and non-promotional push notifications or alerts to your mobile device, and may in some cases do so based on your device’s location or physical proximity to a beacon. You can elect to stop receiving those messages at any time by changing the notification settings on your mobile device.

Other Privacy Rights. If you are not a resident of the United Kingdom, you may have different or additional privacy rights under the law of your jurisdiction. Residents of the Republic of Ireland and other Member States of the European Union and European Economic Area have rights under the EU General Data Protection Regulation (GDPR) (substantially similar to those stated in this Policy based on the Data Protection Act and UK GDPR), as reflected in Hallmark’s privacy statement at https://www.hallmark.nl/.

10. Security

Hallmark takes commercially reasonable steps designed to secure your personal information; however no data transmission over the Internet, wireless transmission, or electronic storage of information can be guaranteed to be 100% secure. Hallmark cannot ensure or warrant the security of any information we collect. You use the Hallmark UK Properties and provide us your information at your own risk.

11. Data Retention

We will only keep your data for as long as is necessary and justified. We take steps to ensure that we only keep the minimum data we need for the purposes of our legitimate interests (in the management of our business and its risks) and in line with our legal obligations.

We will normally keep your information for a maximum of seven years. By law we have to keep basic information about our customers (including Contact, Identity, Financial and Transaction Data) for seven years after they cease being customers for tax purposes.

In some circumstances you can ask us to delete your data: see [Request erasure] below for further information.

In some circumstances we may 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.

If you would like more information about how long we retain specific data, you can contact us using the Contact details below.

12. Data Subject Rights

Under certain circumstances, you have rights under data protection laws to:

• Request access to your personal data
• Request correction of your personal data.
• Request erasure of your personal data.
• Object to processing of your personal data, including to object to direct marketing.
• Request restriction of processing your personal data.
• Request transfer of your personal data (to another site).
• Withdraw consent (for example, for marketing communications based on consent)

We may provide you with a standard form to help you specify your request. You are not required to use the standard form we provide, but it may be helpful and save time if you do.

If you wish to exercise any of the rights set out above, please Contact us at GDPR@hallmark.com or at our address, Hallmark Cards Plc, Dawson Lane, Bradford, BD4 6HN.

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 may refuse to comply with your request in these circumstances.

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 to speed up our response.

We try to respond to all legitimate requests as soon as possible and in any event within one month. Occasionally it may 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. In such cases it may take up to two further months to process your request.

You also have a right to complain about the use of your information to the Information Commissioner’s Office (ICO) at Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF. www.ico.org.uk (or call on 0303 123 1113).

13. Third Party Content and Links

The Hallmark UK Properties may contain content that is served by someone else or links to third-party content or websites. Hallmark does not control this content or these sites. The third-party operators and content providers use their own cookies or other tracking technologies, and they may independently collect information from or about you. Hallmark is not responsible for the privacy practices employed by any third party, and we encourage you to review each third party’s privacy policy and terms of use prior to providing them with your information.

14. International Transfers

Hallmark Cards plc is based in the United Kingdom, and the Hallmark UK Properties are hosted in the United Kingdom. Certain functions and services are supported by affiliates in the Hallmark group of companies and their contractors, such as the print on demand processing through Hallmark’s affiliate in The Netherlands, Hallmark Cards Nederland B.V. Our data transfers with affiliates and processing contractors located in member states of the European Economic Area are subject to determinations by the Information Commissioner’s Office that such transfers are adequately protected.

The group’s parent company, Hallmark Cards, Inc., is headquartered in Kansas City, Missouri, United States. Group management, information technology, accounting, customer service, and legal personnel, or their contractors or agents, may be given access to personal data from the Hallmark UK Properties as necessary for the purposes and interests described above. We use standard contractual clauses approved by the Information Commissioner’s Office to safeguard the data transferred to the United States.

Your information will also be disclosed to third parties as described in the “How We Share Your Information” section above. To the extent these third parties are in jurisdictions that are not subject to ICO adequacy determinations, we also protect the data with standard contract clauses or other safeguards approved by ICO.

15. How to Contact Us

You may contact us at GDPR@hallmark.com or at our address, for the attention of the Data Protection Officer, Hallmark Cards Plc, Dawson Lane, Bradford, BD4 6HN.