Privacy Notice - Europe

Whirlpool Europe Internet Privacy Notice

Updated September 27, 2016

Whirlpool UK Ltd, a British company set up according to English laws, having its registered office at 209 Purley Way, Croydon, CR9 4RY, duly registered with the United Kingdom Enterprises Register with V.A.T. number 574 108 640, (together with its subsidiaries, affiliates, and/or associates, as appropriate, hereinafter “Whirlpool”, “we”, “us”, “our”), as your data controller and part of the global Whirlpool group of companies (“Whirlpool Group”), is committed to ensuring the protection and confidentiality of your personal information or personal data, which is information about an identifiable individual as defined in applicable data protection law) that is submitted for the purposes indicated below. Therefore, this notice informs you about what personal information we collect, how it is processed, for which purposes, and how you may exercise your individual rights to access, update, rectify or erase such information. By providing your personal information to us, you signify your acceptance of our Privacy and Cookie Notice and agree that we may collect, use, and disclose your personal information as described in this Privacy and Cookie Notice.



We will process personal data that you provide when you will register the product you purchased, as well as in the moment you will contact us for asking information or assistance or when purchasing Whirlpool products on the online shop, only to the extent that it is necessary to pursue the purposes set out in this notice. Where Whirlpool does not need to process personal information in identifiable form in order to achieve its purposes it is committed to de-identification of the personal information and removing personal identifiers for such purposes.

We will collect your personal data that you provide in order to open an account in your name and/or to have completed your product registration form and/or to contact you and/or for the completion of the “order form” you submit to us for product purchase.

You are not required to complete and submit the product registration form to which this notice refers, but you must be aware that, should you choose not to submit a fully completed form, we may be unable to meet your requests or to provide you with our requested services properly. This may also prevent us from sending you information which we think may be of interest or benefit to you, such as information about extended warranties for the product (s) you have purchased.

In addition, if you provide us with personal information concerning your relatives, friends or other third parties, by doing so you confirm and guarantee that you have received an appropriate consent from such third parties to the disclosure of that personal information to us for use for the purposes set out in this Privacy and Cookie Notice.

Cookies – cookies are small text files that we may store on your computer to help us identify your computer the next time you visit or to enable some functions on our web sites. Whirlpool’s third party service providers and business partners may also use cookies to collect non-personal information from visitors to our sites. We may use such information to measure the effectiveness of our marketing campaigns and web sites. If you are not comfortable with our use of cookies, please review your browser software to learn how it may be set to notify you when you receive a cookie or to reject all cookies. For example, if you’re using the Safari web browser, go to Safari preferences and then to the privacy pane to manage your preferences. However, disabling cookies may limit some functionality and your experiences on our web sites.

Web beacons – web beacons are miniscule electronic image files that can be embedded within a web page or included in an e-mail message, and are usually invisible to the human eye. When used, web beacons (also known as “clear GIFs“ or ”tracking pixels”) may tell us such things as: how many people are coming to our web sites, whether they are one-time or repeat visitors, which pages they’ve viewed and for how long, how well certain online advertising campaigns are converting, and other similar web site usage data. When used in an e-mail, web beacons can tell us the time the e-mail was opened, if and how many times it was forwarded, and what links users click on from within the e-mail message. Based on this information, we can adjust the content, products, services, and promotions we provide you to better meet your interests, as well as make you aware of Whirlpool products, services, and/or special offers in which you may be interested.

Log Files – these are files that record web activity and gather non-personal statistics about your visit to or use of our web sites. Log files may help us capture, among other things: (i) your IP Address, which is a unique set of numbers assigned to your computer by your Internet Service Provider (ISP) (note that, depending on your ISP, the number assigned to your computer can be different every time you connect to the Internet); (ii) the type of browser and operating system you use; and, (iii) other information about your online session, such as the URL you came from to get to our web site and the date and time you visited our web site. In addition to using this information to better understand how our websites are used, we may use information captured through log files such as an IP Address (together with your personal information) to troubleshoot technical problems, maintain online safety and security, and if necessary, prohibit or restrict access to our Online Services by certain users.

Interest-based Advertising – We allow trusted third parties to place advertisements for our products and services on sites operated by others. These trusted third parties will use cookies and web beacons to measure the effectiveness of our ads and to determine the display of content and advertising to you based on your interests both on our site and other sites that you may visit. To support this interest-based advertising solution, we and the companies we have contracted with may use anonymous information about your visits to our and other web sites. The information collected and used by this process is always anonymous and does not enable any third party to identify you individually. If you would prefer not to receive our interest-based advertising, you can opt out of this activity at the Digital Advertising Alliance (DAA) website ( by clicking here or at the European Interactive Digital Advertising Alliance (EIDAA) website ( by clicking here.



Once we have received the personal information, Whirlpool will process it for the following purposes:

  • Managing the relationship with you resulting from your product purchase, keeping records of and tracking our communications and correspondence with you, complying with any related legal requirements as well as any internal accounting, administrative and tax requirements, process and policy;
  • Sharing it with other companies in the Whirlpool Group for their use for the same purposes described in this notice. A list of Whirlpool Group companies is available on request;
  • Sharing it with our carefully chosen partners, upon your consent given in advance, for their use for the same purposes described in this notice. A list of partners is available on request;
  • Marketing purposes, upon your consent given in advance and/or to the extent allowed under other legal grounds and justifications;
  • Keeping you informed, as detailed in the next section of this Privacy and Cookie Notice.



Where you have agreed to this, unless already allowed under other legal grounds and justifications, we may use the personal information to send you by email, SMS, MMS (and other electronic means), fax, post and telephone containing the following:

  • marketing about novelties, gifts, product information or new product launches, products promotions / sales offers or online sales offers (appliances, accessories, consumables) from Whirlpool and (others in the Whirlpool Group), and those of selected commercial partners, the list of which is available on request, that we think may interest you;
  • marketing and commercial offers and communications (e.g., newsletters) about extended warranties provided through Whirlpool, on products you have registered or shown an interest in. Such warranties may be provided by Domestic & General, Whirlpool’s trusted commercial partner;
  • invitations to participate in product or customer service surveys;
  • invitations to participate in prize draws, competitions and games, fairs, product or cooking demonstration

If you wish to unsubscribe from any marketing material that we may send you or related activity as provided above, you can easily do this by following the unsubscribe details provided in each marketing communication or alternatively by contacting us as follows: in writing to Whirlpool UK Ltd, 209 Purley Way, Croydon, CR9 4RY or call 0844 815 8989 for Whirlpool, Ignis & Bauknecht and 0844 499 0101 for Maytag & KitchenAid or alternatively via e-mail to



The personal information will be collected and processed for the above purposes by our staff when they are dealing with administration, accounting, marketing and promotions, customer care, IT systems administration, management, maintenance and development, marketing, surveys and promotions, as relevant to the purposes described in this Privacy and Cookie Notice. Your personal information will be stored on Whirlpool Group databases as well as on databases managed through external providers, with which Whirlpool Group has signed a proper agreement. These databases are located in the European Union territory as well as in the United States of America (USA), the list of which is available on request.

Please be aware that certain personal information could also be reported to authorities and public bodies in the relevant local territories, in general for legal and tax purposes, or where it is reasonable to do so to protect Whirlpool business, customers, staff or suppliers. In certain situations, Whirlpool may be required to disclose personal data in response to lawful requests by public authorities, including to meet national security or law enforcement requirements.

Furthermore, it may be disclosed to prospective purchasers or partners and their professional advisers, for exploring any proposed sale or transfer of the company, or its business or assets, commercial partnerships or joint venture arrangements that may arise from time to time, to the extent that anonymisation is not possible or feasible. On completion of the transaction, purchasers and partners may use the information for the same purposes as set out in this notice.



Local privacy laws allow Whirlpool to transfer personal information to other countries provided that you have given your consent in advance or another legal justification exists and an adequate level of protection is assured.

You must be aware that the staff of Whirlpool, other Whirlpool Group entities, third parties acting as our service providers on our behalf, and carefully chosen partners may also be located abroad and even out of the European Economic Area. Therefore Whirlpool is committed to ensuring that when this occurs, the transfer is in full accordance with European Union and local law principles and requirements, and that appropriate security measures are in place to protect the personal information in such countries/ territories.



This website is not directed to children under the age of thirteen and we do not knowingly collect personal information from children under the age of thirteen on this site.



Whirlpool is committed to maintaining the security of the data you provide us and will take reasonable precautions to protect your personal information from loss, misuse or alteration. If you have any questions about the security of your personal information, you can contact us using the contact details listed below.  Whirlpool will process and keep your personal information for as long as is necessary to comply with the law or for our identified legitimate business needs and intended purposes as set out above/below.



EU privacy laws allow you to check whether Whirlpool holds personal information about you, and if so, to be provided with a copy of it, together with details of how and for what purposes it is processed by Whirlpool. You can also ask to have personal information we hold about you updated and/or corrected and, if allowed by applicable law, even deleted. You can also withdraw any given consent concerning the processing of your personal data at any time.

If you wish to exercise your rights as above, change your preferences about being kept informed, to notify Whirlpool of any change to your details, believe that one of your contacts has provided us with your personal information and you would like to request that it be removed, or put any question about the use of your personal information by Whirlpool please contact us at: in writing to Whirlpool UK Ltd, 209 Purley Way, Croydon, CR9 4RY or call 0844 815 8989 for Whirlpool, Ignis & Bauknecht and 0844 499 0101 for Maytag & KitchenAid or alternatively via e-mail to



Whirlpool Corporation, and its wholly owned European subsidiaries such as Whirlpool Europe SRL, participates in and has certified its compliance with the EU-U.S. Privacy Shield Framework.  Whirlpool is committed to subjecting all personal data received from European Union (EU) member countries, in reliance on the Privacy Shield Framework, to the Framework’s applicable Principles.  To learn more about the Privacy Shield Framework, visit the U.S. Department of Commerce’s Privacy Shield List.

We are responsible for the processing of personal data it receives, under the Privacy Shield Framework, and subsequently transfers to a third party acting as an agent on its behalf.  Whirlpool complies with the Privacy Shield Principles for all onward transfers of personal data from the EU, including the onward transfer liability provisions.

With respect to personal data received or transferred pursuant to the Privacy Shield Framework, Whirlpool is subject to the regulatory enforcement powers of the U.S. Federal Trade Commission.  In certain situations, we may be required to disclose personal data in response to lawful requests by public authorities, including to meet national security or law enforcement requirements.

If you have an unresolved privacy or data use concern that we have not addressed satisfactorily, please contact our U.S.-based third party dispute resolution provider (free of charge) at

Under certain conditions, more fully described on the Privacy Shield website, you may be entitled to invoke binding arbitration when other dispute resolution procedures have been exhausted.


Whirlpool Corporation complies with the U.S. – Swiss Safe Harbor framework as set forth by the U.S. Department of Commerce regarding the collection, use, and retention of data from the European Union and Switzerland respectively. Whirlpool Corporation has certified that it adheres to the U.S – Swiss Safe Harbor Privacy Principles of notice, choice, onward transfer, security, data integrity, access, and enforcement. Information regarding the Swiss Safe Harbor Frameworks can be found at:

We reserve the right to change or update this Privacy and Cookie Notice at any time and all changes we may make in the future will be posted on this page. Please check back frequently to see any updates or changes to this Privacy and Cookie Notice. You will find the date of the last update at the top of this page.