Healthy and sustainable diets project – Privacy Policy

P0305 - Healthy and sustainable diets project - Privacy Policy

Our contact details

Name: Dr Michelle Morris

Address: Leeds Institute for Data Analytics, University of Leeds, LS2 9JT, UK

Phone number: 0113 343 0883



About the project

The Leeds Institute for Data Analytics (LIDA) is working with M&S to understand the impact of product placement on purchases of healthy and sustainable diets. This work is part of a wider partnership with the Institute for Grocery Distribution (IGD).


The type of personal information we collect

We currently collect and process the following information:

  • Non-identifiable customer transaction records for food and beverage purchases
  • Store location, time and date for which purchases were made
  • Basic demographic information (age band, gender, area of residence), where this has been provided to M&S as part of your Sparks card sign-up (if you have one)
  • Customer loyalty profile (based on your shopping with M&S)


How do we get the personal information and why we have it

M&S share non-identifiable data with trusted partners acting on their behalf, for customer insight and market research purposes. They do this to better understand customer needs. This is explained in their privacy policy.

LIDA is a trusted partner for M&S, providing data analytics expertise to understand how they can support their customers to make healthier and more sustainable purchases.

Under GDPR article 6(1), the lawful basis for the processing of data in this research is justified under section (e) – public task in fulfilling the university’s public task of conducting research.


How we store your personal data

All data shared with us by M&S has been pseudonymised. This means personally identifiable information, such as your name and email address, have been removed and replaced by a unique identification number. As a result, the research team will not be able to identify you.

Data is stored in LIDA’s secure virtual research environment, LASER. It can only be accessed by accredited named researchers and only for the purposes set out in this privacy policy.

Once we have finished the study, we will keep your data until after we have published our findings.


How we will use your data

We will use your data to analyse the impact of product placement (in store) on the healthiness and sustainability of purchases.

We will not share your data with any other party.

We will share results in the form of aggregated outputs, for example as an average for a group of customers.

Results will be shared with M&S and the IGD (Institute for Grocery Distribution) and will contribute to public reports as well as academic publications. By making the findings public, they will contribute to global knowledge of strategies to supporting healthy and sustainable diet choices.


What if you don’t want your data to be used

The research team cannot identify any individuals within the data. If you would prefer your shopping data not to be used for research, you should refer to the M&S privacy policy.


Your data protection rights

Under data protection law, you have rights including:

Your right of access – You have the right to ask us for copies of your personal information.

Your right to rectification – You have the right to ask us to rectify personal information you think is inaccurate. You also have the right to ask us to complete information you think is incomplete.

Your right to erasure – You have the right to ask us to erase your personal information in certain circumstances.

Your right to restriction of processing – You have the right to ask us to restrict the processing of your personal information in certain circumstances.

Your right to object to processing – You have the right to object to the processing of your personal information in certain circumstances.

Your right to data portability – You have the right to ask that we transfer the personal information you gave us to another organisation, or to you, in certain circumstances.

You are not required to pay any charge for exercising your rights. If you make a request, we have one month to respond to you.


How to complain

If you have any concerns about our use of your personal information, you can make a complaint to the University’s Data Protection Officer, Alice Temple on

You can also complain to the ICO if you are unhappy with how we have used your data.


The ICO’s address:

Information Commissioner’s Office

Wycliffe House

Water Lane





Helpline number: 0303 123 1113

ICO website: