Privacy policy

America Today Customer Data Privacy Policy

The following privacy policy applies to every visit to or our physical stores.

1. Who is responsible for your data?

The data controller for your personal data is AT B.V. (hereinafter “America Today”).

Registered office: Diemermere 1, 1112 TA Diemen

Chamber of Commerce No.: 34182717

VAT No.: 02NL811789755B01

2. What does America Today use your personal data for?

  • Orders and customer service
  • - When you place an order, America Today processes your name, address, place of residence, payment information and order details. America Today will use this information to process your order, the payment, and (possible) returns. This data is also used for the handling of questions and complaints by our customer service.

    - If you create an account, America Today will register your login name and password. With it, you can always view your own order history. Also, when placing orders, you don't have to enter your information over and over again.

  • Combating fraud
  • America Today uses your IP address to combat possible fraud. An example of this is the unauthorized use of your account. IP addresses are also disclosed to the payment service provider in order to prevent misuse.

  • Promotional campaigns and competitions
  • When you enter a promotion or competition, America Today processes information about your participation, including your name, address, place of residence, email address and phone number if applicable. America Today uses this data for the organization and execution of the promotion or competition and the announcement of the winners according to the promotion conditions.

  • Newsletters
  • America Today further uses your information to send you email newsletters about America Today products and services. This is done only with your permission. The newsletters will be tailored to your preferences. As far as possible, the content of these newsletters will be tailored to where you live, age, gender and interests. The interests are derived from products you have purchased, viewed, added to your shopping cart or put on your wish list. We store your order history and click behavior for this purpose for 2 years. We also find it important to know how you receive our newsletters. Therefore we also check whether you open our newsletter, what you are specifically interested in and what you have clicked on. We also only store this information under a pseudonym to protect your privacy. Don't want to receive the America Today newsletter anymore? Simply unsubscribe via the link at the bottom of the newsletter or at Also, based on this permission, America Today may contact you via email to participate in surveys, customer panels and request additional information such as gender and date of birth of you and any family members and information about your preferences for certain collections. America Today uses the results of surveys and customer panels to improve its products and services.

  • Cookies
  • America Today uses cookies. Cookies sometimes count as personal data. For further information on this, please refer to our cookie statement

  • Camera surveillance
  • All America Today stores have cameras to protect our customers, staff, buildings, and the products in store. These camera recordings can be disclosed to law enforcement authorities if there are legitimate reasons to do so. The cameras are clearly visible in our stores and you are informed about them when you enter the store. Camera images are deleted after a maximum of four weeks. In the case of incidents, the footage will be retained until dealt with.

  • Shop agreements
  • To make online shop appointments in the stores, we record your email address and the date and time of your appointment. This information will only be used for scheduling and conducting the appointment. It will be deleted after the appointment.

3. Legitimate basis for data processing

A basis must exist for all use of personal data. A basis could be:

  • You have given consent for the use of the personal data;
  • The use of the personal data is necessary for the performance of a contract with you;
  • The use of the personal data is required by law;
  • America Today has a legitimate interest in using the personal data. However, this interest should not unduly impair your privacy.

America Today's use of your personal data is subject to the following bases.

Purpose : Orders, customer service, shop appointments | Basis: Contract, law

Purpose : Promotional campaigns and competitions | Basis: Contract .

Purpose : Fraud and camera surveillance | Basis: Legitimate interest

Purpose : Newsletter| Basis: permission.

4. Minors

Persons under 16 years of age need to ask their legal guardian’s permission before registering for newsletters. The email address is requested as proof of consent. America Today can then verify the consent with the legal representative.

5. Third-party use of personal data

America Today does not disclose your personal data to third parties unless:

  • You consent to this;
  • This is necessary for the performance of a contract between you and America Today, e.g. in the case of payment services providers or delivery companies;
  • America Today is legally held to do so;
  • In the event of a declaration of fraud;
  • -In the event of a merger with, or takeover by, a third party;
  • With suppliers (processors) who process data on behalf of America Today. These include hosting companies or mailing parties.

6. Transferring to outside the EU

America Today also uses suppliers based in countries outside the European Union to use data. These countries do not offer the same privacy protections as in the EU. We have therefore concluded European model contracts with these suppliers. You can request a copy of these contracts from us via

7. Transfer of enterprise

America Today can transfer its enterprise/its services to a third party. In that case, we will also provide your personal data to that company. We will inform you of such an event in advance. If you do not want this, you can ask us to delete your data.

8. Retention periods

Personal data will not be kept any longer than necessary. Data required for a promotional campaign or competition will be retained for no more than three months after participation. Data required for handling orders is kept for 2 years after placement of the order. For the purposes of accounting and tax obligations, all financial data is kept for 7 years after the order was placed. Data required for sending newsletters is kept for as long as you are registered for our newsletter and for one year afterwards. Your interests are based on your purchase history 2 years prior to the newsletter. Information regarding fraud will be kept for as long as necessary for handling the incident.

9. Your rights

You have the right to request an overview of your stored data. You also have the right to request that this data be corrected, limited, blocked or deleted. Furthermore, you have the right to request an electronic version of your data for storage elsewhere.

You have the right to oppose the use of your data if it is used for a legitimate interest of America Today (see paragraph 2 above). This can be done if your special personal circumstances warrant it. You can withdraw your consent for newsletters at any time. This can be done by clicking "unsubscribe" at the bottom of the newsletter or contacting

10. Contact

Requests in connection with your above rights can be sent to You can reach our data protection officer at Furthermore, you are entitled at any time to file a complaint with the local Data Protection Authority.

11. Changes to this Privacy Policy

America Today retains the right to change this privacy policy. Please make sure that you are informed of the current privacy policy when using our services. We will notify you of any significant changes.

This privacy and cookie statement was last updated on April 30, 2021.

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Our customer service is also available by telephone from Monday to Friday from 9 a.m. to 5 p.m. at 020 5602601.

Email us

Answer within approx. 1 day

Send an E-mail

Still not found an answer?

Our customer service is also available by telephone from Monday to Friday from 9 a.m. to 5 p.m. at 020 5602601.