EU-U.S. Privacy Shield: Consumer Privacy Policy

Last Updated: September 18, 2019

The Motion Picture Association, Inc. (“MPA”) respects your concerns about privacy. MPA participates in the EU-U.S. Privacy Shield framework (“Privacy Shield”) issued by the U.S. Department of Commerce. MPA commits to comply with the Privacy Shield Principles with respect to Consumer Personal Data the organization receives from the EU and UK in reliance on the Privacy Shield. This Policy describes how MPA implements the Privacy Shield Principles for Consumer Personal Data.

For purposes of this Policy:

“Consumer” means any natural person who is located in the EU or UK, but excludes any individual acting in his or her capacity as an Employee.

“Controller” means a person or organization which, alone or jointly with others, determines the purposes and means of the processing of Personal Data.

“Employee” means any current, former or prospective employee of MPA, or any of its EU or UK affiliates, who is located in the EU or UK.

“EU” means the European Union and Iceland, Liechtenstein and Norway.

“Personal Data” means any information, including Sensitive Data, that is (i) about an identified or identifiable individual, (ii) received by MPA in the U.S. from the EU or UK, and (iii) recorded in any form.

“Privacy Shield Principles” means the Principles and Supplemental Principles of the Privacy Shield.

“Processor” means any natural or legal person, public authority, agency or other body that processes Personal Data on behalf of a Controller.

“Sensitive Data” means Personal Data specifying medical or health conditions, racial or ethnic origin, political opinions, religious or philosophical beliefs, trade union membership, sex life, the commission or alleged commission of any offense, any proceedings for any offense committed or alleged to have been committed by the individual or the disposal of such proceedings, or the sentence of any court in such proceedings.

“UK” means the United Kingdom.

MPA’s EU-U.S. Privacy Shield certification, along with additional information about the Privacy Shield, can be found at https://www.privacyshield.gov/. For more information about MPA’s processing of Consumer Personal Data, please visit MPA’s Privacy Policy.

Types of Personal Data MPA Collects

MPA may obtain Consumer Personal Data in various ways, such as through MPA’s websites and applications, registration or copyright infringement forms, or the Internet. The types of Personal Data we may obtain include contact information, login credentials, and information about movies and television shows that may interest Consumers. In addition, for content protection purposes, MPA may obtain Personal Data from third-party information services companies, the Internet (including social media sites), public registers, law enforcement authorities and others. MPA may use the Personal Data described above to (i) provide products and services to individuals; (ii) send promotional materials, newsletters and other communications; (iii) create and manage individuals’ accounts; (iv) communicate about, and administer individuals’ participation in, special events, film screenings, programs, promotions, offers, surveys, focus groups and market research; (v) respond to inquiries; (vi) perform data analyses (including market and consumer research, economic impact analyses, demographic analyses, and anonymization and aggregation of Personal Data); (vii) operate, evaluate and improve our business (including developing new products and services; enhancing, improving and analyzing our products and services; managing communications; and performing accounting, auditing and other internal functions); (viii) protect against, identify and prevent fraud, copyright infringement, unauthorized use and distribution of protected content and other criminal activity; and (ix) comply with and enforce applicable legal requirements, relevant industry standards and MPA’s policies, including MPA’s Terms of Use.

MPA’s privacy practices regarding the processing of Consumer Personal Data comply with the Privacy Shield Principles of Notice; Choice; Accountability for Onward Transfer; Security; Data Integrity and Purpose Limitation; Access; and Recourse, Enforcement and Liability.

Notice

MPA provides information in this Policy and the organization’s Privacy Policy about its Consumer Personal Data practices, including the types of Personal Data MPA collects, the types of third parties to which MPA discloses the Personal Data and the purposes for doing so, the rights and choices Consumers have for limiting the use and disclosure of their Personal Data, and how to contact MPA about its practices concerning Personal Data.

Relevant information also may be found in notices pertaining to specific data processing activities.

Choice

MPA generally offers Consumers the opportunity to choose whether their Personal Data may be (i) disclosed to third-party Controllers or (ii) used for a purpose that is materially different from the purposes for which the information was originally collected or subsequently authorized by the relevant Consumer. To the extent required by the Privacy Shield Principles, MPA obtains opt-in consent for certain uses and disclosures of Sensitive Data. Consumers may contact MPA as indicated below regarding the organization’s use or disclosure of their Personal Data. Unless MPA offers Consumers an appropriate choice, the organization uses Personal Data only for purposes that are materially the same as those indicated in this Policy.

MPA may disclose Consumer Personal Data without offering an opportunity to opt out, and may be required to disclose the Personal Data, (i) to third-party Processors the organization has retained to perform services on its behalf and pursuant to its instructions, (ii) if it is required to do so by law or legal process, or (iii) in response to lawful requests from public authorities, including to meet national security, public interest or law enforcement requirements. MPA also reserves the right to transfer Personal Data in the event of an audit or if the organization sells or transfers all or a portion of its business or assets (including in the event of a merger, acquisition, joint venture, reorganization, dissolution or liquidation).

Accountability for Onward Transfer of Personal Data

This Policy and MPA’s Privacy Policy describe MPA’s sharing of Consumer Personal Data.

MPA shares Personal Data with its affiliates and subsidiaries. In addition, MPA shares Personal Data with the six motion picture studios that are members of the MPA, and their affiliates. MPA shares certain Personal Data to detect, investigate and deter the unauthorized copying, viewing, use, distribution and sale of protected and copyrighted motion pictures and television programs.

Except as permitted or required by applicable law, MPA provides Consumers with an opportunity to opt out of sharing their Personal Data with third-party Controllers. MPA requires third-party Controllers to whom it discloses Consumer Personal Data to contractually agree to (i) only process the Personal Data for limited and specified purposes consistent with the consent provided by the relevant Consumer, (ii) provide the same level of protection for Personal Data as is required by the Privacy Shield Principles, and (iii) notify MPA and cease processing Personal Data (or take other reasonable and appropriate remedial steps) if the third-party Controller determines that it cannot meet its obligation to provide the same level of protection for Personal Data as is required by the Privacy Shield Principles.

With respect to transfers of Consumer Personal Data to third-party Processors, MPA (i) enters into a contract with each relevant Processor, (ii) transfers Personal Data to each such Processor only for limited and specified purposes, (iii) ascertains that the Processor is obligated to provide the Personal Data with at least the same level of privacy protection as is required by the Privacy Shield Principles, (iv) takes reasonable and appropriate steps to ensure that the Processor effectively processes the Personal Data in a manner consistent with MPA’s obligations under the Privacy Shield Principles, (v) requires the Processor to notify MPA if the Processor determines that it can no longer meet its obligation to provide the same level of protection as is required by the Privacy Shield Principles, (vi) upon notice, including under (v) above, takes reasonable and appropriate steps to stop and remediate unauthorized processing of the Personal Data by the Processor, and (vii) provides a summary or representative copy of the relevant privacy provisions of the Processor contract to the Department of Commerce, upon request. MPA remains liable under the Privacy Shield Principles if the organization’s third-party Processor onward transfer recipients process relevant Personal Data in a manner inconsistent with the Privacy Shield Principles, unless MPA proves that it is not responsible for the event giving rise to the damage.

Security

MPA takes reasonable and appropriate measures to protect Consumer Personal Data from loss, misuse and unauthorized access, disclosure, alteration and destruction, taking into account the risks involved in the processing and the nature of the Personal Data.

Data Integrity and Purpose Limitation

MPA limits the Consumer Personal Data it processes to that which is relevant for the purposes of the particular processing. MPA does not process Consumer Personal Data in ways that are incompatible with the purposes for which the information was collected or subsequently authorized by the relevant Consumer. In addition, to the extent necessary for these purposes, MPA takes reasonable steps to ensure that the Personal Data the organization processes is (i) reliable for its intended use, and (ii) accurate, complete and current. In this regard, MPA relies on its Consumers to update and correct the relevant Personal Data to the extent necessary for the purposes for which the information was collected or subsequently authorized. Consumers may contact MPA as indicated below to request that MPA update or correct relevant Personal Data.

Subject to applicable law, MPA retains Consumer Personal Data in a form that identifies or renders identifiable the relevant Consumer only for as long as it serves a purpose that is compatible with the purposes for which the Personal Data was collected or subsequently authorized by the Consumer.

Access

Consumers generally have the right to access their Personal Data. Accordingly, where appropriate, MPA provides Consumers with reasonable access to the Personal Data MPA maintains about them. MPA also provides a reasonable opportunity for those Consumers to correct, amend or delete the information where it is inaccurate or has been processed in violation of the Privacy Shield Principles, as appropriate. MPA may limit or deny access to Personal Data where the burden or expense of providing access would be disproportionate to the risks to the Consumer’s privacy in the case in question, or where the rights of persons other than the Consumer would be violated. Consumers may request access to their Personal Data by contacting MPA as indicated below.

Recourse, Enforcement and Liability

MPA has mechanisms in place designed to help assure compliance with the Privacy Shield Principles. MPA conducts an annual self-assessment of its Consumer Personal Data practices to verify that the attestations and assertions MPA makes about its Privacy Shield privacy practices are true and that MPA’s privacy practices have been implemented as represented and in accordance with the Privacy Shield Principles.

Consumers may file a complaint concerning MPA’s processing of their Personal Data. MPA will take steps to remedy issues arising out of its alleged failure to comply with the Privacy Shield Principles. Consumers may contact MPA as specified below about complaints regarding MPA’s Consumer Personal Data practices.

If a Consumer’s complaint cannot be resolved through MPA’s internal processes, MPA will cooperate with JAMS pursuant to the JAMS Privacy Shield Program, which is described on the JAMS website at https://www.jamsadr.com/eu-us-privacy-shield. JAMS mediation may be commenced as provided for in the JAMS rules. Following the dispute resolution process, the mediator or the Consumer may refer the matter to the U.S. Federal Trade Commission, which has Privacy Shield investigatory and enforcement powers over MPA. Under certain circumstances, Consumers also may be able to invoke binding arbitration to address complaints about MPA’s compliance with the Privacy Shield Principles.

How to Contact MPA

To contact MPA with questions or concerns about this Policy or MPA’s Consumer Personal Data practices:

Write to:

Motion Picture Association, Inc.
Attention: Privacy
15301 Ventura Boulevard, Building E
Sherman Oaks, California 91403

or

Motion Picture Association
Attention: Privacy
Avenue des Arts 46
B-1000
Brussels Belgium

E-mail: privacy@motionpictures.org