Privacy Policy

*Last updated: September 2026*

Introduction

This privacy policy applies to Danske Shoppingcentre P/S and Frederiksberg Centret I/S (collectively referred to as “DSC”). In this context, Danske Shoppingcentre P/S covers both the head organisation and all shopping centres in the portfolio, including Frederiksberg Centret. Danske Shoppingcentre P/S is the data controller for all affiliated centres, meaning that the individual centres are not separate data controllers.

This privacy policy applies to all individuals whose personal data is processed by DSC in connection with membership of the PLUS+ loyalty programme or receipt of the centres’ newsletters (the “newsletter”). DSC takes the protection of your personal data seriously. This privacy policy explains how we process your information when you visit our website and use PLUS+ apps, social media pages, shops, make purchases, and receive the newsletter. We understand that sharing personal data is a matter of trust, and we want you to feel confident that we handle your information responsibly. You can always find our updated privacy policy on dsc.dk and on the individual shopping centres’ websites, where you can also read more about your data protection rights.

Data controller

We are the data controller for the processing of the personal data we process about you. Enquiries concerning our processing of personal data may be addressed to:

Danske Shoppingcentre P/S

Cityringen 24

2630 Taastrup

Denmark

Company registration number: 37070726

Email: gdpr@dsc.dk

Find what you are looking for

1. Members of the PLUS+ loyalty programme and newsletter recipients
2. Members’ visits to Danske Shoppingcentres’ physical centres
3. Members on DSC’s websites, apps and emails (databases)
4. DSC’s apps
5. Participation in games, competitions and events
6. The data subject’s rights
7. Disclosure of personal data
8. Data processors and transfers to third countries
9. Other special matters

Which personal data does DSC process, for what purposes, on what legal basis and for how long:

1. Members of the PLUS+ loyalty programme

1.1 When joining

1.1.1 Which personal data

DSC processes various ordinary personal data about you when you join DSC’s PLUS+ loyalty programme. We process the personal data provided when you create an account and join PLUS+, data collected through your digital behaviour (e.g. cookies), and data relating to your physical movements in our centres. This may include:

Contact details and other information (profile information):

Name, postcode, date of birth, gender, mobile number, email address, household information, car/number plate.

Behavioural and transaction data:

Activity history, affiliated centre, purchase history, use of benefits, search behaviour and location data.

DSC also assigns all members a membership number, records the date on which they joined the points scheme, and collects marketing consents for email, mobile and social media, such as Facebook or Instagram.

Signing up for the newsletter without PLUS+ membership

If you sign up for our newsletters without being a member of the PLUS+ loyalty programme, we process the personal data you provide when signing up, namely your name, email address and affiliated centre. We may also process information about your interaction with the newsletter, such as whether you open it and click on links.

1.1.2 Purpose

Personal data is processed in order to establish and maintain an up-to-date loyalty programme and to provide targeted and personalised content to customers. This includes segmenting members so that offers and marketing are as relevant as possible.

Personal data is also used to enable members to participate in games, competitions and relevant events at the centre.

The email address and telephone number provided are used to send activation links, login codes, service messages, surveys and marketing about products and services from DSC.

The purpose of the processing is also to send you newsletters containing information, offers and marketing from DSC and the affiliated centres, and to analyse the effectiveness of our newsletters.

1.1.3 Legal basis

The processing of your information is based on Article 6(1)(a) (consent) and Article 6(1)(b) (contract) of the EU General Data Protection Regulation in connection with the loyalty programme, marketing, the accumulation and use of points, and participation in gamification, competitions and events.

You may withdraw your consent at any time. We reserve the right to retain anonymised data for statistical purposes where the information can no longer be linked to you.

The processing of your information in connection with receiving the newsletter is based on your consent, which you may withdraw at any time by unsubscribing from the newsletter. We reserve the right to retain anonymised data for statistical purposes where the information can no longer be linked to you.

1.1.4 Retention period

We retain your information for as long as necessary.

Personal information about a PLUS+ member is retained until the member has been inactive for 24 consecutive months or until the account is deleted in the app. DSC will then either delete or anonymise the information collected.

In certain cases, DSC may have a legitimate interest in retaining the personal data concerned or may be legally required to retain it.

1.2 During membership

1.2.1 Which personal data

DSC processes the member’s profile information, including activity history and movements in the points account (number of points), as described in section 1.1.1.

When the member uses the app or clicks on links in emails and newsletters, DSC also processes information about the earning and use of points with DSC and affiliated partners, tenants and shops. This applies both to physical visits to the centres and to online activities.

Members can earn points by scanning purchase receipts through the centre’s app, giving DSC access to information such as the shop name, address, purchase date, purchase amount and line items (the items purchased). DSC also processes information about where, when and how the app is used, as well as data about email openings and click behaviour.

The member may customise certain functions in DSC’s app through the phone’s settings. DSC will then process only the necessary personal data mentioned in section 1.1.1.

In addition, DSC collects, where possible, information about the member’s interactions with DSC’s digital platforms, such as the receipt and opening of emails, use of apps and websites, and social media such as Facebook and Instagram. Further information can be found in section 3 concerning members on DSC’s websites, apps and emails.

1.2.2 Purpose

Information about the member’s earning and spending of points is used together with profile information to calculate the member’s points balance and other membership benefits.

When the member logs in to our PLUS+ apps, profile information is combined with data about points earned, points spent and digital behaviour to place the member in an interest or shopping-profile group. This provides access to relevant news, services and general offers from partners. The purpose is also to ensure correct segmentation so that the member receives personal discounts and offers selected specifically on the basis of the member’s interests and preferences.

DSC also uses information about the member’s interaction with emails sent by DSC’s centres and digital behaviour to obtain statistical insight into members’ opening rates and use of the digital platforms.

Finally, information about members’ interests and digital behaviour is used to improve and develop DSC’s centres, offers, digital platforms and services.

1.2.3 Legal basis

The processing of your information is based on Article 6(1)(a) (consent) and Article 6(1)(b) (contract) of the EU General Data Protection Regulation in connection with the loyalty programme, marketing, the accumulation and use of points, and participation in gamification, competitions and events.

You may withdraw your consent at any time. We reserve the right to retain anonymised data for statistical purposes where the information can no longer be linked to you.

The legal basis for processing information for statistical purposes is Article 6(1)(f) (balancing of interests) of the EU General Data Protection Regulation, together with DSC’s legitimate interest in developing and improving its centres, the loyalty programme, its shop and brand mix, and its offers.

1.2.4 Retention period

We retain your information for as long as necessary.

Personal information about a PLUS+ member is retained until the member has been inactive for 24 consecutive months or until the account is deleted in the app. DSC will then either delete or anonymise the information collected.

In certain cases, DSC may have a legitimate interest in retaining the personal data concerned or may be legally required to retain it.

1.3 Unsubscribing from the loyalty programme

1.3.1 Which personal data

DSC processes the member’s profile information, including activity history and movements in the points account (number of points), as described in section 1.1.1.

1.3.2 Purpose

When unsubscribing from PLUS+, all membership data will be anonymised, and unused points as well as information about redemption history and points earned will be deleted automatically. This data cannot be recreated.

Non-personally identifiable demographic data, such as postcode and age, will nevertheless be retained in order to develop and improve DSC’s centres, the loyalty programme, its shop and brand mix, and its offers.

1.3.3 Legal basis

The processing of your information is based on Article 6(1)(b) (contract) of the EU General Data Protection Regulation.

1.3.4 Retention period

We retain your information for as long as necessary.

When unsubscribing from PLUS+, the member’s personal data is deleted or anonymised.

In certain cases, DSC may have a legitimate interest in retaining the personal data concerned or may be legally required to retain it.

2. Members’ visits to Danske Shoppingcentres’ physical centres

2.1 Which personal data

DSC processes members’ contact details in connection with earning and using points in the physical centres. When a member checks in via the PLUS+ apps, the visit is registered at the relevant centre. The member’s number plate is also registered when entering car parks at centres with paid parking. If the member has given consent, the entry may be registered as loyalty parking under the centre’s applicable rules, or the member may be reminded to check in through push notifications in the app.

2.2 Purpose

The member’s information is processed in order to register the member’s check-in at the centres and other earning and use of points in the physical centres.

2.3 Legal basis

The processing of your information is based on Article 6(1)(a) (consent) and Article 6(1)(b) (contract) of the EU General Data Protection Regulation.

You may withdraw your consent at any time. We reserve the right to retain anonymised data for statistical purposes where the information can no longer be linked to you.

2.4 Retention period

We retain your information for as long as necessary.

Personal information about a PLUS+ member is retained until the member has been inactive for 24 consecutive months or until the account is deleted in the app. DSC will then either delete or anonymise the information collected.

In certain cases, DSC may have a legitimate interest in retaining the personal data concerned or may be legally required to retain it.

3. Members on DSC’s websites, apps and emails (databases)

3.1 Which personal data

DSC processes members’ contact details, earning history and any comments members may have provided on DSC’s direct or online platforms in connection with their experiences of the loyalty programme.

DSC also collects information about members’ behaviour when receiving emails from DSC and the centres, as well as their general digital interactions with DSC.

3.2 Purpose

The purpose of the processing is to register and confirm members’ earning and use of points, and to provide information about available membership benefits and opportunities to use points.

The information is also used to offer members relevant offers and campaigns by email or digitally, based on their areas of interest and previous interactions.

DSC also uses data about members’ interaction with emails and digital platforms to obtain statistical knowledge about opening rates and user behaviour, with a view to improving communication and digital solutions.

Finally, information about members’ earning and use of points is used to obtain general statistical insight into members’ behaviour, enabling DSC to develop and improve its centres, including adapting the shop and brand mix and offers.

3.3 Legal basis

The processing of your information is based on Article 6(1)(a) (consent) and Article 6(1)(b) (contract) of the EU General Data Protection Regulation in relation to marketing.

You may withdraw your consent at any time. We reserve the right to retain anonymised data for statistical purposes where the information can no longer be linked to you.

The legal basis for processing information for statistical purposes is Article 6(1)(f) (balancing of interests) of the EU General Data Protection Regulation, together with DSC’s legitimate interest in developing and improving its centres, the loyalty programme, its shop and brand mix, and its offers.

3.4 Retention period

We retain your information for as long as necessary.

Personal information about a PLUS+ member is retained until the member has been inactive for 24 consecutive months or until the account is deleted in the app. DSC will then either delete or anonymise the information collected.

In certain cases, DSC may have a legitimate interest in retaining the personal data concerned or may be legally required to retain it.

Personal data collected through cookies is deleted in accordance with DSC’s cookie policy.

3.5 Deletion of a PLUS+ profile

A member may always request deletion of their profile and all personal data directly from the app. Follow these steps to delete a PLUS+ profile:

10. Open the app
11. Go to “More”
12. Select “Profile settings”
13. Select “Delete my profile”

4. DSC’s apps

4.1 Which personal data

As described in section 3, “Members on DSC’s websites, apps and emails (databases)”, DSC processes various types of personal data about members when they log in to DSC’s apps.

In addition, DSC collects the following personal data, provided that the member has given consent through the settings on their mobile device (e.g. smartphone or tablet, hereinafter referred to as the “phone”):

• If the member has granted permission through the phone’s settings, DSC’s app may send notifications to the phone.
• If the member has granted permission for DSC’s app to access the phone’s location, the location is recorded.
• If the member has granted permission for DSC’s app to use the phone’s camera, that access is recorded.

This information is processed to optimise the user experience in the app and provide relevant functions.

4.2 Purpose

Information about access to send messages to the phone is processed in order to send the member’s phone relevant information and offers from DSC, including from our centres.

Information about the phone’s location is processed together with information about permission to send messages to the phone in order to send the member’s phone relevant information and offers from DSC in the phone’s vicinity, and to collect information about where in the centre the member has moved. This information may be used in connection with earning points in the loyalty programme (e.g. checking in at the centre) and for targeted marketing to members.

Information about access to the phone’s camera is processed together with information about the phone’s location to ensure that the member can use the Scan QR code function in the relevant centre, for example when wishing to earn points upon arrival at a centre. The camera may also be used to participate in virtual activities and competitions.

4.3 Legal basis

The processing of your information is based on Article 6(1)(a) (consent) and Article 6(1)(b) (contract) of the EU General Data Protection Regulation in relation to marketing, participation in competitions, and processing of location information as described above in section 4.1.

You may withdraw your consent at any time. We reserve the right to retain anonymised data for statistical purposes where the information can no longer be linked to you.

4.4 Retention period

We retain your information for as long as necessary.

Personal information about a PLUS+ member is retained until the member has been inactive for 24 consecutive months or until the account is deleted in the app. DSC will then either delete or anonymise the information collected.

In certain cases, DSC may have a legitimate interest in retaining the personal data concerned or may be legally required to retain it.

5. Participation in games, competitions and events

5.1 Which personal data

DSC processes members’ contact details in connection with participation in games, competitions and events.

5.2 Purpose

The processing takes place in order to contact winners of competitions or games. In certain cases, the processing also enables marketing to be sent to members in connection with participation in games, competitions and events.

5.3 Legal basis

The legal basis for the processing is Article 6(1)(b) (contract) and Article 6(1)(a) (consent) of the EU General Data Protection Regulation in relation to marketing and participation in games, competitions and events.

Consent may be withdrawn at any time, but we reserve the right to retain data for statistical use where the personal data has been anonymised so that it can no longer be linked to you.

5.4 Retention period

We retain your information for as long as necessary.

Information about members’ participation in games, competitions and events, as well as information about any prizes won, is retained for as long as the member wishes to remain a member of the loyalty programme.

You may withdraw your consent at any time. We reserve the right to retain anonymised data for statistical purposes where the information can no longer be linked to you.

6. The data subject’s rights

As a data subject, you have a number of rights under the General Data Protection Regulation concerning how DSC processes your personal data. You can read more about your rights below.

As data controller, DSC is obliged to ensure that your information is disclosed only to you and not to unauthorised persons. When you wish to exercise your rights, we will therefore ask you to document your identity, for example by answering security questions or the like.

If you wish to exercise your rights or have questions about them, you can contact us at gdpr@dsc.dk.

Right of access

You have the right at any time to request access to the personal data DSC processes about you, the purposes of the processing, the categories of personal data concerned, the recipients of your information, and the source of the information.

You also have the right to receive a copy of the personal data DSC processes about you.

Right to rectification

If you discover that the personal data DSC processes about you is incorrect or incomplete, you have the right to have it corrected. If you wish to exercise this right, you must contact DSC in writing.

Right to erasure

In certain cases, you have the right to have your personal data erased, for example if you withdraw your consent and there is no other legal basis for the processing. However, DSC may in certain cases be obliged to retain the information, for example to comply with legal requirements or to defend legal claims.

A request for deletion may in certain cases not be granted because DSC may have a legitimate interest in retaining the personal data concerned or may be legally required to retain it.

Right to restriction of processing

In certain cases, you have the right to restrict DSC’s processing of your personal data so that it consists only of storage. This may apply if you believe that the information DSC processes about you is inaccurate or if the processing is unlawful. Contact DSC if you wish to exercise this right.

Right to data portability

You have the right to receive the personal data processed by DSC in a structured, commonly used and machine-readable format. This right may be exercised when the processing is based on consent or a contract and the processing is automated.

Follow these steps to request a data archive:

14. Open the app
15. Go to “More”
16. Select “Profile settings”
17. Select “Request data archive”

Right to object

You have the right at any time to object to DSC’s processing of your personal data, including processing for direct marketing. If you do not want your information to be used for this purpose, you can contact DSC and request that this processing be stopped.

Complaints to the Danish Data Protection Agency

If you are dissatisfied with DSC’s processing of your personal data, you have the right to lodge a complaint with the Danish Data Protection Agency. You can do so via its website or by contacting it directly.

Danish Data Protection Agency

Carl Jacobsens Vej 35

2500 Valby

Tel. +45 33 19 32 00

dt@datatilsynet.dk

7. Disclosure of personal data

DSC discloses personal data only where required by law or where necessary to fulfil an agreement entered into with the individual member. The agreement may concern a specific membership benefit selected by the member as an extension of DSC’s general membership terms, or an agreement concerning a specific service entered into by the customer with DSC.

In such cases, the disclosure will be stated in the terms and conditions when the member or customer enters into the relevant agreement.

8. Data processors and transfers to third countries

DSC uses external partners and suppliers for the operation, development and hosting of, for example, communication and marketing solutions, the preparation of market analyses, and IT systems for managing business data.

These partners may act as data processors for DSC and process personal data on the basis of instructions from DSC. Where relevant, DSC has entered into written data processing agreements with these parties to ensure the proper handling of personal data.

The data processors are subject to confidentiality and may process personal data only for the purposes specified in the data processing agreement.

DSC continuously monitors the data processors to ensure that they comply with their obligations under the agreement.

DSC does not transfer personal data to countries outside the EU/EEA. If a transfer to a third country is necessary, it will be carried out on the basis of an appropriate transfer mechanism, often the European Commission’s Standard Contractual Clauses.

9. Other special matters

9.1 Children and young people

DSC processes personal data about members aged 15–17. This data processing also covers their personal data. On DSC’s digital platforms, points can be earned and used from the age of 15.

9.2 CCTV surveillance

CCTV surveillance is carried out at all 17 DSC centres in accordance with applicable personal data legislation. The purpose of the surveillance is to provide security for DSC’s customers and reduce the risk of crime. The surveillance is also used to investigate and document incidents relevant to insurance claims.

The recordings are stored for 30 days and then deleted in accordance with section 4c(4) of the Danish Act on Television Surveillance.

9.3 Cookies

DSC processes personal data from visitors to its digital platforms through the use of cookies for necessary, statistical, functional and marketing purposes. This includes optimising the user experience. Cookies are small text files containing letters and numbers that are stored on your device and make it possible to collect information about which pages and functions you visit and use.