Privacy policy

This privacy notice applies to the use of personal information and other information by British Sky Broadcasting Limited and its group companies.

Any member of the British Sky Broadcasting group may use and share, within that group and with its advisors, the information you provide and other information it holds about you for the purposes set out below.

Certain group entities such as Sky Bet, The Cloud and NOW TV may have specific privacy notices on their websites, so please check to make sure you are informed of how they use your information.

Information we may hold about you

  • Information you've provided to us, including on our websites.
  • Information about our content, products and services you've ordered or enquired about.
  • Information provided by other companies who've obtained your permission to share information about you.
  • Information, uploads and comments you make about the shows; channels, programmes, advertisements and services you use, for example how you access, view, share, contribute to, communicate with, record or fast forward them.
  • Information we collect from the devices (including your viewing card) you use to receive Sky content, products and services about your use of Sky and/or selected third party content, products and services. For more information on cookies and how to manage them, please see the section on cookies.
  • IP address (this is a number that identifies a specific network device on the internet and is required for your devices to communicate with websites) and location data.
  • Technical information from the devices you use to receive Sky content, products and services, for example, the collection of diagnostic and traffic information.

How we may we use your information

In addition to using your information to provide you with content, products, services, tailored and personalised recommendations, and general account management, and the management of traffic across our network, we may also use your information in the following ways:

  • To monitor, improve and protect our content, products and services, work with our agents and business partners to improve the products and services we offer, and develop new content, products and services.
  • We may share information with credit reference, fraud prevention agencies and other companies for use in credit decisions, for fraud detection and debt recovery purposes.
  • We may transfer your information to our data processors outside the European Economic Area, but will do so with appropriate measures and controls in place to protect that information in accordance with applicable data protection laws and regulations.
  • If false or inaccurate information is provided and fraud is identified, the details will be passed to fraud prevention agencies. Law enforcement agencies may access and use this information. We and other organisations may also access and use this information to prevent fraud and money laundering, for example when: checking details on applications for credit and credit related or other facilities; managing credit and credit related accounts and facilities; recovering debt; checking details on proposals and claims for all types of insurance; or checking details of job applications and employees. We and other organisations may access and use from other countries the information recorded by fraud prevention agencies. Please contact us if you want to receive details of the relevant fraud prevention agencies.
  • For market research.
  • To enable us to comply with any legal or regulatory requirements; to protect or enforce our rights or the rights of any third party; in the detection and prevention of fraud and other crimes; and for the purpose of safeguarding national security.
  • We may disclose your information to any successors of our business for them to use for the purposes set out in this privacy notice.
Unless you've asked us not to:

  • To send you periodic newsletters and other information about content, products and services you have chosen or are entitled to receive.
  • To send you direct marketing. This may include communications by post, telephone or email, about us and our business partners’ content, products and services, events and special offers, including, where applicable, for a reasonable time after you have ceased to be a customer of ours. If you've a Sky Bet, Sky Poker, Sky Vegas and/or Sky Bingo account, we may also send you communications by SMS.
  • To provide you with more relevant tailored advertising. Sky can serve different ads to groups of different Sky households watching the same programme. We use the information we hold about you and your household, to make some of the adverts you see more relevant. 

Your preferences

Marketing and tailored advertising

You can choose not to receive direct marketing or tailored advertising. You can adjust your preferences in the following ways: via your My Sky account, by calling us on 03442 414 141 in the UK or 0818 719 819 in ROI, by clicking on the "unsubscribe" link in marketing information from us. Sky Bet, Sky Poker, Sky Vegas and Sky Bingo customers can choose not to receive direct marketing SMS messages by replying "STOP".

Online behavioural advertising

If you don't want any information processed through the use of cookies, please see the section on "How to see and manage your cookies" or check via your My Sky account.

Contacting Sky

Any queries or comments about this privacy notice or for requests of copies of the information we hold about you should be sent to or to Customer Relations, Sky Subscriber Services Ltd, PO Box 43, Livingston, West Lothian, EH54 7DD, UK. or to Customer Relations, Sky Subscriber Services Limited, One Burlington Plaza, Burlington Plaza, Dublin 4, ROI.

Please ensure you notify us of any updates, amendments and corrections to your information by contacting us online, by phone on 03442 414141 in the UK or 0818 719 819 in the ROI or through My Sky.

We will occasionally update this privacy notice. We will post a notice of any material changes on our website prior to implementing the changes, and, where appropriate, notify you using any of the contact details we hold for you for this purpose. We encourage you to periodically review this notice to be informed of how we use your information.