H&M is the flagship fashion brand of H & M Hennes & Mauritz AB, a Swedish, Stockholm-headquartered multinational; the operator for its group-level privacy notice and website cookies is named as H & M Hennes & Mauritz GBC AB (registration number 556070-1715), and the H&M iOS app's App Store seller is listed as H & M Hennes & Mauritz AB. The group privacy notice discloses a broad set of personal-data categories processed for business relationships (contact details, work information, date of birth, ID/nationality, bank account for sellers) under contract or legitimate-interest legal bases, and the separate cookie notice states that cookies are used to deliver personalised advertising on H&M's websites, apps and newsletters across the internet and via social-media platforms, with named third-party publishers also placed with H&M's permission. The H&M app's own App Store privacy label self-declares a 'Data Used to Track You' category (Purchases, Search History, Identifiers, Usage Data, Diagnostics), a self-disclosed cross-app/cross-site ad-tracking posture. Press reporting describes a 2020 record GDPR fine (~EUR35.3M) from the Hamburg data protection authority over employee monitoring at a Nuremberg service center, but no primary source page from the Hamburg DPA (datenschutz-hamburg.de, which 404s/has no indexed press page for this action) or from H&M itself was reachable within this research, so it is not cited as a claim here.
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The H&M iOS app's App Store privacy label states that data linked to the user's identity for App Functionality purposes includes Purchase History, Payment Info, Physical Address, Email Address, Name, Phone Number, and Search History, in addition to a separate self-declared tracking category.
H&M Group's Privacy Notice states that the categories of personal data it may process include contact details (name, email, phone), work-related information, username, publicly available profession information, date of birth, personal ID and nationality, and — for online sellers — bank account, gender, and photo/audio/video, processed depending on the relevant purpose under legal grounds including fulfilment of contract.
The H&M iOS shopping app's App Store listing names the seller as 'H & M Hennes & Mauritz AB', with copyright attributed to 'H&M HENNES & MAURITZ AB', corroborating the parent entity named in the group's own privacy notice.
H&M Group's Privacy Notice names H & M Hennes & Mauritz GBC AB (Swedish registration number 556070-1715, registered at Mäster Samuelsgatan 46A, 106 38 Stockholm, Sweden) as the entity responsible for most personal-data processing within the H&M Group, which the notice defines as comprising H & M Hennes & Mauritz AB and its brand affiliates (H&M, COS, Weekday, Monki, H&M HOME, & Other Stories, Arket).
H&M Group's Privacy Notice states that under certain circumstances personal data is shared with independent third-party data controllers, such as banking and financial institutes, postal services, or electronic communication providers, each of which operates under its own privacy practices.
H&M Group's Privacy Notice states that if a business-relationship data subject considers H&M to be processing their personal data incorrectly, they may contact the company and also have the right to lodge a complaint with a supervisory authority; the notice does not describe any specific past enforcement action, breach, or audit, and this research could not source a primary Hamburg DPA press release for the widely-reported 2020 GDPR fine within budget (see summary).
The H&M app's App Store privacy label self-declares a 'Data Used to Track You' category — data used to track the user across apps and websites owned by other companies — covering Purchases, Search History, Identifiers, Usage Data and Diagnostics.
H&M Group's Cookie Notice states that cookies are used to deliver personalised advertising on H&M's websites, apps and newsletters across the internet and via social media platforms, and to measure and optimise that advertising, and discloses that third-party 'publisher' cookies are placed on H&M sites with its permission alongside first-party cookies.