Department for Culture, Media & Sport Privacy Notice for R&D Capturing Engagement Numbers project
Source: gov.uk (2025-01-10)

This notice is provided within the context of the notice provided to meet the obligations as set out in Article 13 of UK General Data Protection Regulation and the Data Protection Act 2018 (DPA).

Who is collecting my data?

The Department for Culture, Media & Sport (DCMS) helps to drive growth, enrich lives and promote Britain abroad.

We protect and promote our cultural and artistic heritage and help businesses and communities to grow by investing in innovation and highlighting Britain as a fantastic place to visit. We help to give the UK a unique advantage on the global stage, striving for economic success.

This website (“Website“) is run by the Department for Culture, Media & Sport (“we” and “us“, “DCMS“). DCMS is the controller for the personal information we process, unless otherwise stated.

Purpose of this Privacy Notice

This notice is provided within the context of the notice provided to meet the obligations as set out in Article 13 of UK General Data Protection Regulation (this sets out the info we have to provide where the data is received directly from the data subject) and the Data Protection Act 2018 (DPA). This notice sets out how we will use your personal data as part of our legal obligations with regard to Data Protection.

The Department for Culture, Media & Sport’s personal information charter (https://www.gov.uk/government/organisations/department-for-culture-media-and-sport/about/personal-information-charter) (opens in a new tab) explains how we deal with your information. It also explains how you can ask to view, change or remove your information from our records.

What is personal data?

Personal data is any information relating to an identified or identifiable natural living person, otherwise known as a ‘data subject’. A data subject is someone who can be recognised, directly or indirectly, by information such as a name, an identification number, location data, an online identifier, or data relating to their physical, physiological, genetic, mental, economic, cultural, or social identity. These types of identifying information are known as ‘personal data’. Data protection law applies to the processing of personal data, including its collection, use and storage.

What personal data do we collect?

The personal information we collect comes from Huq (https://huq.io/), Pulsar (https://www.pulsarplatform.com/), and Strava (https://www.strava.com/) and and aerial imagery. Huq is a provider of mobile app data. Pulsar is a provider of social media mention data. Strava is a provider of geospatial data.

This data may include:
- Name - this may be captured in the social media data
- Email address - this may be captured in the social media data
- Telephone and mobile numbers - these may be captured in the social media data
- Location - this will be captured in the geospatial data and mobile app data.
In practice, this data is very unlikely to be included and we are not interested in processing it. The majority of the data will be anonymised before we receive it and we will have no means, nor interest in, to link it back to individuals.

We will also use high-altitude drone footage of crowds attending the Bradford City of Culture events, especially the Les Girafes exhibit. The footage shows around 5,000 people at different locations around Bradford, watching or walking near the Les Girafes exhibit. In addition, drone footage of around 600 people visiting Giant’s Causeway from the Pexels and Envato databases will be used. The Pexels footage is freely available, while the Envato footage is available to anyone with the purchase of a licence.

How will we use your data?

This data will be used to develop and test a methodology for measuring the public’s engagement with or participation in cultural and sporting events or activities that are unticketed. This will in turn help DCMS to better understand its sectors.

One hypothesis of the research project is that by combining data sets like social media mentions (which will include mentions of events or activities), geolocation data, aerial imagery, and mobile app data with methodologies like textual analysis, it will be possible to develop a methodology for estimating the number of people that are engaged with an event or activity.

What is the legal basis for processing my data?

To process this personal data, our legal reason for collecting or processing this data is: Article 6(1).

The lawful basis that we rely on to process your personal data will determine which of the following rights are available to you. Much of the processing we do in DCMS will be necessary to meet our legal obligations or to perform a public task. If we hold personal data about you in different parts of DCMS for different purposes, then the legal basis we rely on in each case may not be the same.

Who will your data be shared with?

The data above will be used by the project research team, i.e. named suppliers at Verian, Faculty, and the University of Glasgow. It will not be shared outside named individuals within these companies and will not be shared with DCMS. Any data shared with DCMS will be anonymised before being sent. Conclusions and findings of the research will also be shared with DCMS, but these will not contain any of your personal data.

How long will my data be held for?

The research project is due to complete on 31 March 2025. Although it is in the interests of both DCMS and the suppliers to complete on time, as with all research, the project may run over. Delays are not anticipated to be any longer than six months in the worst case scenario. This data will be deleted after the research project completes.

Will my data be used for automated decision making or profiling?

We will not use your data for any automated decision making.

Will my data be transferred outside the UK and if it is how will it be protected?

We will not send your data beyond the European Economic Area.

What are your data protection rights?

You have rights over your personal data under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018 (DPA 2018). The Information Commissioner’s Office (ICO) is the supervisory authority for data protection legislation, and maintains a full explanation of these rights on their website (https://ico.org.uk/for-organisations/accountability-framework/individuals-rights/) DCMS will ensure that we uphold your rights when processing your personal data.

How do I complain?

Data Controllers Title: R&D Science and Analysis Programme Manager

Data Controllers Address: BLOC, 17 Marble Street, Manchester, M2 3AW

Data Controllers: Leo Tarasov, xxx@xxx.xx (mailto:xxx@xxx.xx)

The contact details for the data controller’s Data Protection Officer (DPO) are:

Data Protection OfficerThe Department for Culture, Media & Sport100 Parliament StreetLondonSW1A 2BQ

Email: xxx@xxx.xx (mailto:xxx@xxx.xx)

If you’re unhappy with the way we have handled your personal data and want to make a complaint, please write to the department’s Data Protection Officer or the Data Protection Manager at the relevant agency. You can contact the department’s Data Protection Officer using the details above.

How to contact the Information Commissioner’s Office

If you believe that your personal data has been misused or mishandled, you may make a complaint to the Information Commissioner, who is an independent regulator. You may also contact them to seek independent advice about data protection, privacy and data sharing.

Information Commissioner’s OfficeWycliffe HouseWater LaneWilmslowCheshireSK9 5AF

Website: www.ico.org.uk (http://www.ico.org.uk)

Telephone: xx-xxxx-xxxx

Any complaint to the Information Commissioner is without prejudice to your right to seek redress through the courts.

Changes to our privacy notice

We may make changes to this privacy policy. In that case, the ‘last updated’ date at the bottom of this page will also change. Any changes to this privacy policy will apply to you and your data immediately.

If these changes affect how your personal data is processed, DCMS will take reasonable steps to let you know.

This notice was last updated on 17/12/2024