Data Protection Notice

All personal data collected by BWG Foods trading as MACE through the use of your Extra Smiles card or key fobs will be held by BWG Foods in the strictest confidence and in compliance with Data Protection Acts 1988 & 2003, the General Data Protection Regulation and with the BWG Foods Data Protection Policy.

How do we use your data?

BWG Foods will use your data to calculate the amount of points that you have earned and redeemed, understand and profile your shopping habits, help us to improve and manage the programme, enhance overall service to you and send you details of offers and rewards.

We will not use data provided by anyone under 18 for any purpose other than to identify them as Members of the programme so that they can collect points and avail of in-store offers available to all Members (excluding age restricted products or services).

Will we disclose your data?

BWG Foods will share your data with Lorgan Technologies trading as Azpiral and your local MACE retailer. No personal data will be divulged to anyone other than the above named parties save where required by law.

What is the legal basis for us processing your data?

We collect your data for a variety of purposes, and the legal basis can be different for each of them. For the core activities of the programme our legal basis is contractual obligation. This includes all activities related to the accumulation and redemption of points. We need to process this data in order to fulfil our contractual obligation to you. For all other activities our legal basis is legitimate interest. We rely on this legal basis only when it is clear that these legitimate interests are not overridden by your rights under data protection law. When we use this legal basis for the purpose of sending marketing material or promotions, we will give you the chance to opt-out with every communication. Although legitimate interest requires opt-out with every communication, we do not wish to send you communications which you do not want. Therefore, when you sign up to the programme you will be opted-out be default. If you wish to receive offers, you will need to opt-in.

How long will we keep your data?

This data will be retained by BWG Foods for no longer than 1 year from the date of use at which time it will be deleted from our systems entirely.

What are your rights?

You have the rights, subject to the limited exceptions prescribed in Section 5 of the Data Protection Act and Chapter 3 of the General Data Protection Regulation, to access or rectify any personal data we hold about you. BWG Foods would be happy to provide you with a request form to ensure all requests are dealt with in a timely manner.

All requests may be submitted in writing to or alternatively sent to:

Data Protection Officer
BWG Foods
BWG House
Greenhills Road
Dublin 24