Privacy Statement
Customer Privacy Notice
- Who are we
- The information we collect about you
- How we use your personal data
- Who we may pass your data on to
- Location that we may transfer your personal data to
- Your rights
- How to contact us / Our Data Protection Officer
- Changes to this Policy
Who are we
ASF Limited is a member of Entain Group of companies and this Notice explains what your personal data will be used for.
We are committed to protecting your personal data when you use our services through our website and mobile application and take the security of your information very seriously. We have strict security measures in place to protect your personal data which includes robust security procedures which are regularly tested and reviewed. If you have any concerns about the way in which we process or protect your personal data or would like to contact us about any aspect of this policy, please get in touch through the contact details at the bottom of this statement.
This privacy notice should be read in conjunction with our cookies notice, any notices or terms located within the stores and our site terms of use / terms and conditions.
The Information we collect about you
We will collect personal data about you from the following sources:
- When you visit our website or our social media sites
- When you complete our contact form online
- When you communicate with us (by email, mail, phone, in store or through chat, including chat rooms, or social media)
- From our other group companies for internal reasons, primarily for business and operational purposes
- From cookies and tracking devices on your devices where you have permitted their use
For Player Data:
- From public sources of information such as public records, websites or social media postings
- From third parties’ databases
- From online vendors and service providers such as financial and shared liquidity services, and from customer lists lawfully acquired from third-party vendors
What We Use your Personal Data for
| What we use your Personal Data for | Typical Personal Data | Further information | Legal basis |
| Communications about our products or services | · Your name, home or email address, telephone number or online identity or other contact information you provide to us.
· |
We may use this information to contact you when you make enquiries about our business or to make you aware of any new products or services that we feel may be of interest to you. | · Consent
· Legitimate interest in promoting our business
|
| Meeting our legal and regulatory obligations | · Name, Online Identity, Player ID, Contact Information
· Games played, bets, winnings and losses, deposits and withdrawals, payment methods · Online images of play and screenshots · IP Address, MAC address, Device type, apps, location
|
To discharge our legal and regulatory obligations and duties which include (but are not limited to), Anti-money Laundering, Anti-fraud & Anti-terrorism laws. This may include electronic methods of identifying you, such as through the use of cookies and images on online play. | · Legal obligation
· Performance of a task carried out in the public interest · Legitimate interests in protecting our business |
| Player performance, Lifestyle, demographic Insight and Profiling | Sportsperson related data consisting of:
· Player Personal Details (e.g. name, sport, position, club or team) · Player performance, statistics and projections · Game participation in fixtures · Injuries or other factors that might impact performance · |
To build a profile of you that informs our forecasting and analytics. | · Legitimate interests |
| Improve our services and ensure our systems are secure and up to date
|
· Player data
· IP Address, MAC address, Device type, apps, location · How you use our websites |
To ensure that
· content from the site is presented in the most effective manner · maintain and improve our products and services, · optimise business processes, ensure the integrity of our systems and manage our Information Technology estate, · undertake quality assurance, · analyse performance of webpages |
Legitimate interests to ensure that our systems operate efficiently and to enhance our business. |
| Business sale, acquisition and rights | · Name, Online Identity, Contact Information
· IP Address, MAC address, Device type, apps, location · |
To exercise or defend legal claims or acquiring or selling a business | Legitimate interests to protect and defend our business or enhance our company. |
Who we share your data with
We may need to share personal information with other organisations to ensure that we meet our legal obligations or where we need support in our business objectives. We may also share information with other organisations where we consider it to be in the public interest or in the legitimate interest of ourselves or these other parties. These other parties are typically:
- business partners, suppliers and sub-contractors for the performance of any contract we enter into with them
- members of the Entain Group and third party suppliers and service providers for any of the purposes identified in the table above; third party suppliers and service providers to the extent they assist the Entain Group with its legal / regulatory obligations e.g. providers of services in respect of anti-money laundering, fraud, etc.;
- Social Media platforms, where for example you chose to communicate with us via Social media.
- analytics and search engine providers that assist us in the improvement and optimization of our site and other selected third parties;
- other 3rd party organisations who ask, encourage or collate feedback and any online views of your experiences with us to help us improve and optimize our services;
- our regulators, law enforcement or fraud prevention agencies, as well as our legal advisers, courts, applicable independent adjudication services and any other authorised bodies, for the purposes of investigating any actual or suspected criminal activity, maintaining standards of behaviour in gaming or other regulatory or legal matters.
We may share your personal information with other members of the Entain Group for marketing purposes. We will not share it with other 3rd party organisations however unless you have expressly opted-in/consented to the disclosure of your personal data for these purposes.
We may also disclose your personal information to third parties in the following circumstances:
- in the event that we consider selling or buying any business or assets, in which case we will disclose your personal data to any prospective sellers or buyers of such business or assets;
- in the event of any insolvency situation (e.g. the administration or liquidation) of Entain Group plc, or a data controller or any of its group entities;
- if we, or substantially all of our assets, are acquired by a third party, in which case personal data held by us about our customers will be one of the transferred assets;
- in order to enforce or apply our website terms of use;
- to protect the rights, property, or safety of us, our staff, or others. This includes exchanging information with other companies and organisations (including without limitation, the local police or other local law enforcement agencies) for the purposes of staff and customer safety, crime prevention, fraud protection and risk reduction;
- if we are under a duty to disclose or share your personal data in order to comply with any legal obligation or regulatory requirements, or otherwise for the prevention or detection of fraud or crime;
How long we retain your personal data
We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements that we have as a business.
Locations that we may transfer your personal data
From time to time, service providers, members of the Entain Group and organisations with whom we work with, may be located outside the UK or European Economic Area in countries that do not have the same standards of protection for personal data as the UK or EEA Countries. We will, however, always use every reasonable effort to ensure sufficient protections are in place to safeguard your personal data. We will also ensure that our service providers enter into compliant processing agreements with us to ensure that your personal data is processed in accordance with applicable data protection legislation. Further information about the mechanisms we will apply can be found here but please contact us on the email address below if you have any specific questions regarding international transfers: https://ec.europa.eu/info/law/law-topic/data-protection/international-dimension-data-protection_en.
Security
We take compliance with security regulations, standards, guidelines and privacy laws very seriously and promote security measures that will maintain the confidentiality, integrity and availability of personal data. We use reasonable organisational, technical and administrative measures to protect customer personal data from unauthorised access, alteration, disclosure or destruction of personal data that we hold.
As a business, we have secure firewalled datacentres, certified encrypted webpages and we are ISO27001:2013 certified. We also take steps to ensure our subsidiaries, agents, affiliates and suppliers employ adequate levels of security across the business.
Where we have given you (or where you have chosen) a password which enables you to access certain parts of our site, you are responsible for keeping this password confidential. We ask you not to share a password with anyone.
Unfortunately, the transmission of information via the internet is not completely secure. Although we will do our best to protect your personal data, we cannot guarantee the security of your data transmitted to our site; any transmission is at your own risk. Once we have received your information, we will use strict procedures and security features to prevent unauthorised access attempts.
Cookies
We use cookies for various purposes including making your experience of our website better. For more information on our use of cookies, please see our .
Your rights
| Description of Right | |
| Right 1
The right of access |
You have the right to be provided with clear, transparent and easily understandable information about how we use your information and your rights. |
| Right 2
The right to be informed |
A right to access personal data held by us about you. |
| Right 3
The right to rectification |
A right to require us to rectify any inaccurate personal data held by us about you. |
| Right 4
The right to erasure |
A right to require us to erase personal data held by us about you. This right will only apply where (for example): we no longer need to use the personal data to achieve the purpose we collected it for; or where you withdraw your consent if we are using your personal data based on your consent; or where you object to the way we process your data (in line with Right 6 below). This right is not absolute and will not apply when legitimate and overriding reasons apply. |
| Right 5
The right to restrict processing |
In certain circumstances, a right to restrict our processing of personal data held by us about you. This right will only apply where (for example): you dispute the accuracy of the personal data held by us; or where you would have the right to require us to erase the personal data but would prefer that our processing is restricted instead; or where we no longer need to use the personal data to achieve the purpose we collected it for, but you require the data for the purposes of dealing with legal claims. |
| Right 6
The right to data portability |
In certain circumstances, a right to receive personal data, which you have provided to us, in a structured, commonly used and machine-readable format. You also have the right to require us to transfer this personal data to another organisation, at your request. |
| Right 7
The right to object to processing |
A right to object to our processing of personal data held by us about you where the processing of such data is necessary for the purposes of our legitimate interests, unless we are able to demonstrate, on balance, legitimate grounds for continuing to process personal data which override your rights or which are for the establishment, exercise or defence of legal claims. |
| Right 8
The right not to be subject to automated decisions including profiling |
A right for you not to be subject to a decision based solely on an automated process, including profiling, which produces legal effects concerning you or similarly significantly affect you. |
| Right 9
The right to withdraw consent |
A right to withdraw your consent, where we are relying on it to use your personal data (for example, to provide you with marketing information about our services or products). |
| Right 10
The right to lodge a complaint |
You have the right to complain to the relevant Data Protection Supervisory Authority. In the UK, this is the Information Commissioner’s Office |
Contact Us or Our Data Protection Officer
If you have any questions about this notice or would like further information about your rights, please contact by one of the following means:
By email: dataprotection@entaingroup.com.
Our Data Protection Officer can also be contacted at the above address or by emailing dataprotectionofficer@entaingroup.com.
Questions, comments and requests regarding this privacy policy are welcomed.
Changes to this Privacy Policy
Any changes to this privacy policy in the future will be posted on this page, and where appropriate, notified to you by email. Please check back frequently to see any updates or changes to this privacy policy.
This policy was last reviewed and updated: April 2024.