Clauses that recur across this industry, and what each one actually permits.
“to provide and improve our services”
The catch-all purpose. Analytics, profiling, personalisation, and increasingly AI training can all ride under it. When they want to do something new with your data, this sentence usually already covers it.
THE MOVE An objection draws the line: use your data to run the service, not to improve, target, or train on it.
“we do not sell your personal information”
Often technically true, and still misleading. It usually means no cash changes hands. Data can still flow to ad networks, analytics firms, and partners: on their definition, sharing is not selling.
THE MOVE Flip the do-not-sell switch where one exists. The written objection on top of it goes on your record.
“service providers, partners, and affiliates”
How data leaves the building with no name attached. Recipients are listed by what they do, never who they are. You cannot send a request to a company you cannot name, which is the point.
THE MOVE An access request can ask for the recipients by name, not just the categories. UK and EU law put that choice with you. The reply, or the silence, goes on your record.
“aggregated or de-identified information”
Stripping the name does not strip the pattern, and the pattern often still points at you. Policies grant themselves free, indefinite use of this data because in their telling it is no longer about you.
THE MOVE If a deletion comes back as 'anonymised', keep the reply. It is their claim, not a fact you can check.
“retained as long as necessary, or as required by law”
They can keep it for: legal duties, tax rules, fraud prevention, possible lawsuits, their own business reasons. None of them carries a firm end date. Deletion becomes a negotiation, not an event.
THE MOVE Which reasons apply to you, and how long each runs, is a request of its own. Their reply goes on your record.
“you grant us a licence to use your content”
A contract term, not a data setting, so a privacy request cannot undo it. The careful version ends with your account. The broad version can be passed on, never expires, and survives deletion.
THE MOVE Whether the licence ends with the account is written in their terms, not yours. Closing the account goes on your record.
“to establish, exercise or defend legal claims”
Retention with no end point, keyed to a lawsuit the firm only has to think possible. The same words double as a reason to refuse deletion: they still need it, they say, for a claim that may never come.
THE MOVE Which claim is keeping your data, and whether it is live, is theirs to answer. Their reply goes on your record.
“is not covered by this privacy policy”
The files that hold the most about you, the case records, are placed outside the notice you are reading. Requests over them are sent to the client who supplied the data, not the firm holding it.
THE MOVE Which of them answers for the case file, the firm or its client, is theirs to name. The reply, or the silence, goes on your record.
“unless a longer retention period is required or permitted by law”
A one-way ratchet: the law is named only to hold data longer, never to cut it short. "Permitted" is looser than "required," so anything the law allows can become a reason to keep it.
THE MOVE What the law here demands, as against what it merely allows, is theirs to spell out. Their reply goes on your record.