Affinity Digital respects your privacy and is committed to handling personal information responsibly, transparently and in accordance with applicable privacy laws.
This Privacy Policy describes the types of personal information we may collect, why we collect it, how it may be used or shared, how long it may be retained and the choices and rights available to you.
This Policy should be read together with our Terms & Conditions and any service specific agreement or privacy terms that may apply to a particular engagement.
Scope of This Policy
This Privacy Policy applies to personal information that Affinity Digital collects or controls in connection with:
- Visits to our website;
- Contact forms and enquiries;
- Consultation or discovery requests;
- Sales and business development communications;
- Client onboarding and service delivery;
- Customer relationship management activities;
- Subscriptions and marketing communications;
- Analytics and website performance measurement;
- Digital campaigns and advertising activities;
- AI, automation and software services;
- Support and customer communications; and
- Other interactions where Affinity Digital determines how personal information is handled.
In some client engagements, Affinity Digital may process personal information on behalf of a client rather than for our own purposes. In those circumstances, the client may be primarily responsible for determining the purposes for which that information is processed, and additional contractual or data processing terms may apply.
What Is Personal Information?
For purposes of this Policy, personal information generally means information about an identifiable individual.
Depending on the circumstances, this may include information such as your name, contact information, online identifiers, communications, account information or other information that can reasonably be associated with you.
Information that has been irreversibly anonymised so that it can no longer reasonably identify an individual may not be treated as personal information under applicable law.
Information We Collect
The information we collect depends on how you interact with Affinity Digital.
3.1 Contact and Identity Information
We may collect information such as:
- Your name;
- Business name;
- Job title or professional role;
- Email address;
- Telephone number;
- Business address;
- Country or region;
- Social media or professional profile information; and
- Other contact details you choose to provide.
3.2 Enquiry and Communication Information
When you contact us, we may collect the contents of your enquiry and related communications, including:
- Messages submitted through our website;
- Email correspondence;
- Meeting notes;
- Consultation requests;
- Project requirements;
- Feedback;
- Support requests; and
- Other information voluntarily provided to us.
3.3 Client and Project Information
If you become a client, we may collect information necessary to establish and manage the commercial relationship, such as:
- Company and representative information;
- Billing information;
- Project requirements and specifications;
- Contracts and proposals;
- Invoices and transaction records;
- Project communications;
- Approvals and feedback;
- Account identifiers;
- Technical configuration information; and
- Access credentials or permissions where reasonably necessary for service delivery.
3.4 Payment Information
Where payments are made electronically, payment information may be processed by a third party payment processor.
Affinity Digital may receive transaction information such as payment status, transaction amount, billing name, invoice reference and limited payment method information.
We do not intend to collect or store complete payment card details where those details are processed directly by an authorised payment provider.
3.5 Website and Technical Information
When you access our website, certain information may be collected automatically, including:
- IP address;
- Browser type;
- Device type;
- Operating system;
- Approximate geographic location;
- Language preferences;
- Referring website or source;
- Pages viewed;
- Time spent on pages;
- Navigation paths;
- Button or link interactions;
- Session information;
- Date and time of visits; and
- Other diagnostic or performance information.
3.6 Marketing Information
We may maintain information about your marketing preferences, including whether you have subscribed, unsubscribed, responded to or engaged with communications from us.
How We Collect Information
We may collect information:
- Directly from you;
- Through website forms;
- Through email, telephone or messaging communications;
- During meetings or consultations;
- During client onboarding;
- Through contracts, proposals and invoices;
- Through cookies and similar technologies;
- Through analytics systems;
- Through advertising and social platforms;
- From authorised business representatives;
- From publicly available professional or business sources where permitted by law; and
- From third party service providers where appropriate and permitted.
We seek to limit collection to information that is reasonably necessary for identified business purposes.
How We Use Personal Information
We may use personal information for purposes including:
- Responding to enquiries;
- Arranging meetings and consultations;
- Preparing proposals and quotations;
- Providing contracted services;
- Managing client relationships;
- Delivering projects and technical support;
- Managing accounts and billing;
- Processing payments;
- Communicating project updates;
- Operating and improving our website;
- Understanding website usage;
- Measuring marketing performance;
- Improving our products, services and processes;
- Managing leads and business development activities;
- Sending marketing communications where permitted by law;
- Maintaining security and preventing misuse;
- Diagnosing technical issues;
- Maintaining business records;
- Enforcing contracts and legal rights;
- Complying with applicable legal obligations; and
- Other purposes that are disclosed when information is collected or otherwise permitted by law.
We will not use personal information for a materially different purpose without obtaining additional consent where consent is required by applicable law.
Consent and Lawful Processing
Where consent is required, Affinity Digital seeks to obtain consent appropriate to the nature and sensitivity of the information and the circumstances in which it is collected.
Consent may be express or implied where permitted by applicable law.
In other circumstances, personal information may be collected, used or disclosed without consent where applicable law authorises or requires that processing.
You may withdraw consent to certain processing activities, subject to legal or contractual restrictions and reasonable notice.
Analytics and Advertising
Affinity Digital may use analytics services, including Google Analytics, to better understand website traffic, visitor behaviour, page performance and acquisition sources.
Analytics providers may receive information such as device identifiers, IP address information, browser details, session activity and website interactions.
We may also use measurement technologies associated with advertising, search engines or social media platforms where those technologies are enabled on our website or campaigns.
The information available to these providers and their own use of information may also be governed by their respective privacy policies and settings.
Marketing Communications
We may use contact information to communicate with existing or prospective customers about Affinity Digital services where permitted by applicable law.
Where required, we will seek appropriate consent before sending commercial electronic messages.
Marketing communications sent by Affinity Digital should contain an appropriate mechanism for managing preferences or unsubscribing where required.
If you unsubscribe from marketing communications, we may retain limited information necessary to record and respect that preference.
Unsubscribing from marketing communications does not prevent us from sending non marketing communications that may be necessary to provide services, administer an account, respond to a request or manage an existing contractual relationship.
Artificial Intelligence and Automated Technologies
Affinity Digital develops and uses artificial intelligence, automation and software technologies as part of its business operations and services.
Depending on the context, information may be processed using AI enabled tools for purposes such as:
- Content assistance;
- Information summarisation;
- Workflow automation;
- Customer support;
- Data organisation;
- Lead or enquiry processing;
- Research assistance;
- Software development;
- Analysis;
- Internal productivity; and
- Client specific AI systems.
Where personal information is processed through an external AI service provider, we seek to use the information in a manner consistent with the purposes for which it was collected and applicable contractual and privacy requirements.
We do not intend to submit sensitive personal information to general purpose AI services unless there is an appropriate business purpose, authority to do so and appropriate safeguards for the circumstances.
Clients should not provide highly sensitive, confidential, regulated or restricted personal information for use in an AI workflow unless that use has been expressly discussed and appropriately authorised.
Personal Information Processed for Clients
Some Affinity Digital services involve processing information supplied by or controlled by our clients.
Examples may include information processed through:
- CRM integrations;
- Lead management systems;
- Email workflows;
- Customer support workflows;
- Automation systems;
- Web applications;
- Custom software;
- AI agents;
- Analytics systems; and
- Other client technology environments.
In these circumstances, the client is generally responsible for determining whether it has authority to collect and use the relevant information and to instruct Affinity Digital to process it.
Affinity Digital will generally process such information for purposes connected with providing the contracted services and according to applicable instructions and agreements.
Additional confidentiality, security or data processing provisions may be agreed where the nature or sensitivity of the information requires them.
Third Party Service Providers
We rely on third party technology and service providers to operate our business and deliver services.
These providers may include providers of:
- Website hosting;
- Cloud infrastructure;
- Data storage;
- Email services;
- Customer relationship management software;
- Project management software;
- Payment processing;
- Analytics;
- Advertising technology;
- AI models and APIs;
- Automation software;
- Communications;
- Cybersecurity;
- Software development tools; and
- Other operational services.
These providers may process personal information only to the extent necessary for the relevant service or as otherwise permitted under their applicable agreements and privacy obligations.
International Processing and Transfers
Affinity Digital is based in Canada, but some of the technology providers, infrastructure providers, contractors or service providers we use may operate or process information in other countries.
As a result, personal information may be stored or processed outside your province, territory or country of residence, including in jurisdictions whose privacy laws may differ from those in Canada.
Information processed in another jurisdiction may be subject to lawful access by courts, law enforcement agencies or governmental authorities in that jurisdiction.
Where appropriate, we use contractual, organisational or technical measures designed to provide appropriate protection for information transferred to service providers.
Sale of Personal Information
Affinity Digital does not sell or rent personal information as a standalone business activity.
We may use third party analytics, advertising and technology providers as described in this Policy. The operation of those technologies may involve the transfer of identifiers or usage information to those providers.
Where applicable law provides additional rights concerning targeted advertising, sharing or similar activities, we will honour those rights to the extent they apply to Affinity Digital.
Data Retention
We retain personal information only for as long as reasonably necessary for the purposes for which it was collected, or as otherwise required or permitted by law.
Retention periods may depend on factors including:
- The nature of the information;
- The purpose for which it was collected;
- The duration of a client relationship;
- Contractual obligations;
- Accounting and tax requirements;
- Security requirements;
- Dispute resolution needs;
- Legal limitation periods; and
- Other legitimate business requirements.
When personal information is no longer reasonably required, we may delete, destroy or anonymise it in accordance with our applicable processes and legal obligations.
Some residual copies may remain temporarily within backups or disaster recovery systems until those systems are overwritten through their normal lifecycle.
Security
Affinity Digital uses administrative, technical and organisational safeguards designed to protect personal information against risks such as unauthorised access, disclosure, alteration, loss or misuse.
Depending on the circumstances, safeguards may include:
- Access controls;
- Authentication controls;
- Password protection;
- Role based permissions;
- Encryption where appropriate;
- Secure cloud infrastructure;
- Backup and recovery measures;
- Monitoring and logging;
- Software updates and vulnerability management;
- Contractual confidentiality obligations; and
- Internal access restrictions.
The safeguards used will vary depending on the sensitivity, volume, format and location of the information involved.
While we take reasonable steps to protect information, no internet transmission, software environment or storage system can be guaranteed to be completely secure.
Your Privacy Rights
Depending on where you live and the law that applies, you may have rights regarding your personal information.
These may include the right to:
- Ask whether Affinity Digital holds personal information about you;
- Request access to personal information;
- Request correction of inaccurate information;
- Withdraw consent to certain processing activities where applicable;
- Object to certain marketing communications;
- Request information about our privacy practices;
- Make a complaint regarding the handling of personal information; and
- Exercise other privacy rights provided by applicable law.
Privacy rights are not absolute and may be subject to legal exceptions, identity verification requirements and other limitations permitted by law.
Accessing and Correcting Your Information
You may contact us to request access to personal information that Affinity Digital holds about you or to request correction of information that you believe is inaccurate or incomplete.
Before responding to a request, we may need to verify your identity to protect personal information against unauthorised access.
We may request additional information where reasonably necessary to locate the information relevant to your request.
Access may be restricted in circumstances permitted or required by law, including where disclosure would reveal personal information about another individual, legally privileged information or confidential commercial information that cannot appropriately be separated.
Withdrawing Consent
Where Affinity Digital relies on your consent, you may generally withdraw that consent subject to reasonable notice and any legal or contractual restrictions.
Withdrawing consent may affect our ability to provide certain services where the relevant information is necessary to provide those services.
Withdrawal of consent does not necessarily require us to delete information that we must retain for legal, contractual, security, accounting or other legitimate purposes permitted by law.
Automated Processing and Decisions
Affinity Digital may use automated technologies to organise, prioritise, categorise or analyse information and to support business workflows.
Unless clearly disclosed otherwise in connection with a particular service, we do not intend to use website visitor information to make solely automated decisions that produce significant legal effects concerning an individual.
Client specific systems may include automated decision logic based on the client's requirements. Responsibility for determining whether such systems are appropriate for a client's use case will be addressed through the relevant service relationship.
Privacy and Security Incidents
If we become aware of a privacy or security incident involving personal information under our control, we will assess the incident and take reasonable steps appropriate to the circumstances.
These steps may include:
- Containing the incident;
- Investigating what occurred;
- Assessing the information involved;
- Evaluating potential risks to affected individuals;
- Taking corrective measures;
- Notifying affected individuals where notification is required or appropriate; and
- Reporting the incident to applicable authorities where legally required.
Third Party Websites and Services
Our website may contain links to websites, platforms or services operated by third parties.
Affinity Digital does not control the privacy practices of independent third parties.
When you leave our website or interact directly with an external service, that provider's privacy policy and terms may apply to its handling of your information.
We encourage you to review the privacy information provided by third party services before providing personal information to them.
Children's Privacy
Affinity Digital's website and business services are intended primarily for businesses, professionals and individuals acting in a commercial or professional capacity.
Our website is not designed or directed specifically toward children, and we do not knowingly seek to collect personal information from children through the website for marketing purposes.
If you believe a child has provided personal information to us inappropriately, please contact us so that we can review the circumstances and take appropriate action.
Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes in our services, technology, business practices or legal obligations.
When changes are made, the updated version will be posted on this page and the "Last updated" date will be revised.
Where required by applicable law, we may provide additional notice or obtain additional consent before a material change takes effect.
We encourage you to review this Policy periodically to stay informed about how Affinity Digital handles personal information.
Privacy Questions and Complaints
If you have a question, concern or complaint regarding how Affinity Digital handles personal information, please contact us.
We will review privacy concerns and make reasonable efforts to investigate and respond appropriately.
If you are not satisfied with our response, you may have the right to contact the privacy regulator with jurisdiction over the matter, including the Office of the Privacy Commissioner of Canada where applicable.
Contact Us
For privacy questions, access or correction requests, consent withdrawals or complaints relating to this Privacy Policy, please contact Affinity Digital through our website.
This Privacy Policy is intended to provide clear information about Affinity Digital's privacy practices. Specific projects, products or services may be subject to additional privacy or data processing terms where appropriate.
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