TYPE OF DATA

RETENTION PERIOD

REASON

Bought in mailing lists and associated contracts.

1 year for mailing lists.

6 years from expiry or termination for contracts (12 years for contracts executed as a deed).

Best practice for mailing lists

Limitation period for contracts

Marketing database records (e.g. lead generation, meeting feedback, contact data etc.).

2 years from last contact

Business need

Customer relations database records (e.g. call centre records, queries, meeting feedback, account history etc.).

6 years from last contact

Business need and limitation period.

Order fulfilment records.

6 years from completion

Limitation period and accounting requirement.

Opt-out/suppression lists.

Indefinite

Business and compliance need.

Evidence of consent to marketing (including electronic marketing).

While consent valid

6 years from date consent withdrawn or ceases to be valid

Business need

Limitation period

Market research, marketing campaigns

2 years from completion

Business need

Press releases

5 years from publication

Business need

Customer complaints handling

6 years from settlement or closure

Business need and limitation period

Website analytics reports from cookies and other similar technology

2 years

Business need