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Privacy Policy

Effective 14 February 2026

Mylikeness Pty Ltd (ACN pending) (‘Mylikeness’, ‘we’, ‘us’, ‘our’) is committed to protecting the personal information of the people who use the Mylikeness marketplace. This Privacy Policy describes how we collect, use, disclose, transfer, and safeguard personal information, and the rights available to you under applicable data-protection laws, including the Australian Privacy Act 1988 (Cth), the EU General Data Protection Regulation (‘GDPR’), the UK GDPR, and the California Consumer Privacy Act as amended by the CPRA (‘CCPA’).

1. Scope & Controller

1.1. This Policy applies to personal information collected through the Mylikeness website, applications, and related services (the ‘Service’), and to personal information collected offline in connection with the Service.
1.2 Data controller. Mylikeness Pty Ltd is the ‘data controller’ (for GDPR purposes), ‘business’ (for CCPA purposes), and ‘APP entity’ (for Australian Privacy Act purposes) of personal information collected through the Service.
1.3. This Policy is incorporated into and forms part of our Terms of Service.

2. Personal Information We Collect

We collect the following categories of personal information:

2.1 Account & profile data. Full name, display name, email address, hashed password, date of birth, residential address, telephone number (where provided), profile photo, biography, languages, social handles, and communication preferences.
2.2 Identity verification data. For Creators receiving payouts and Agencies where required by law, government-issued identity documents, live selfie captures, and verification results processed via Stripe Identity. Mylikeness receives the outcome of the verification and limited metadata; the underlying documents are held by Stripe under its own privacy commitments.
2.3 Payment data. Bank account details, tax identifiers, and payment tokens processed via Stripe. Full card details are not stored on Mylikeness servers.
2.4 Likeness Assets. Reference images, video, audio, and PDF materials uploaded by Creators. Depending on jurisdiction, these may constitute biometric or sensitive personal data.
2.5 Deal & content data. Proposals, agreements, messages, deliverables, approval decisions, license terms, and audit-trail metadata associated with each Deal.
2.6 Usage & technical data. IP addresses, device identifiers, operating system, browser type and version, referrer URL, pages viewed, session duration, and diagnostic logs.
2.7 Support communications. Records of any correspondence you send us via support tickets, email, or otherwise.
2.8 Marketing preferences. Whether you have opted in to receive marketing communications and the categories you have selected.

3. How We Use Personal Information

We use personal information for the following purposes:

  • to create and administer your account and provide the Service;
  • to authenticate you, prevent fraud, and secure the Service;
  • to verify identity where required by law or platform policy;
  • to facilitate the negotiation, formation, and settlement of Deals, and to generate Licensing Agreements;
  • to process payments, hold funds in Escrow, and remit payouts;
  • to communicate with you about your account, transactions, support requests, and policy changes;
  • to enforce our Terms of Service and Acceptable Use Policy, and to comply with legal obligations;
  • to conduct analytics, improve, and develop the Service;
  • with your consent, to send marketing communications.

4. Legal Bases (GDPR)

Where the GDPR or UK GDPR applies, we rely on the following legal bases:

Performance of a contract (Art. 6(1)(b)). to provide the Service under our Terms of Service and executed Licensing Agreements.
Legal obligation (Art. 6(1)(c)). to comply with applicable laws, including anti-money-laundering, tax, consumer protection, and data-protection laws.
Legitimate interests (Art. 6(1)(f)). to secure the Service, prevent fraud, enforce our Terms, and improve the Service, balanced against your rights and interests.
Consent (Art. 6(1)(a)). for marketing communications, non-essential cookies, and processing of any special categories of data (Art. 9(2)(a)) where required.

5. Sharing with Third Parties

We share personal information only as described below and only to the extent reasonably necessary:

5.1 Other Users. Creators and Agencies see the counter-party information reasonably necessary to negotiate, execute, and perform Deals (name, verified status, listing details, approved Likeness Assets, deliverables, and license terms).
5.2 Processors. We use third-party processors who act on our documented instructions:
  • Stripe — payments, escrow, payouts, and identity verification.
  • Resend — transactional email delivery.
  • Google (Places / Address Validation) — address auto-completion and validation.
  • Emergent — application hosting, database, and object storage.
5.3 Legal disclosures. We may disclose personal information where required by law, court order, or lawful request from a government authority; where necessary to establish, exercise, or defend legal claims; or where necessary to protect the safety of any person.
5.4 Business transfers. We may disclose personal information in connection with a merger, acquisition, corporate reorganisation, or sale of assets, subject to the acquirer's obligation to honour this Policy.
5.5 No sale of personal information. We do not sell personal information for money or share it for cross-context behavioural advertising within the meaning of the CCPA.

6. International Transfers

6.1. Personal information may be transferred to, and processed in, jurisdictions other than the one in which you are located, including Australia and the United States, where our service providers may be located.
6.2. Where personal information is transferred out of the European Economic Area, the United Kingdom, or a jurisdiction with equivalent restrictions, we rely on lawful transfer mechanisms including Standard Contractual Clauses (‘SCCs’) and, where applicable, Transfer Impact Assessments.

7. Data Retention

7.1. We retain personal information for as long as necessary to provide the Service and for the periods required to comply with our legal obligations, resolve disputes, and enforce our agreements.
7.2 Illustrative retention periods.
  • Account data — for the life of the account and up to 24 months after closure, unless a longer retention is required by law.
  • Transaction records — 7 years from the end of the relevant financial year for tax and accounting compliance.
  • Licensing Agreements — for the term of the licence plus 7 years.
  • Identity verification records — for the period required by anti-money-laundering laws (typically 7 years).
  • Support communications — 3 years from resolution.
  • Marketing preferences — until withdrawal of consent plus 6 months.

8. Security

We implement technical and organisational measures designed to protect personal information, including encryption in transit (TLS 1.2+), encryption at rest for sensitive stores, access controls, secret rotation, audit logging, and regular security review of the Service. No system is perfectly secure, and we cannot guarantee absolute security.

9. Your Rights

Subject to applicable law, you have the following rights:

  • Access — to obtain a copy of personal information we hold about you.
  • Rectification — to have inaccurate personal information corrected.
  • Erasure — to request deletion of personal information, subject to legal retention obligations.
  • Restriction — to restrict processing in defined circumstances.
  • Portability — to receive certain personal information in a structured, commonly used, machine-readable format and to have it transmitted to another controller.
  • Objection — to object to processing based on legitimate interests, and to processing for direct marketing.
  • Withdraw consent — where processing is based on consent, at any time, without affecting the lawfulness of prior processing.
  • Complain — to lodge a complaint with your data-protection authority.

Requests may be exercised via the in-app support flow (Dashboard → Help & Support → Contact, category ‘Privacy’) or by emailing support@mylikeness.com.au. We will respond within the time limits required by applicable law (generally 30 days).

10. California Privacy Rights (CCPA/CPRA)

If you are a California resident, you have the additional rights to (i) know the categories and specific pieces of personal information we have collected about you, the sources, purposes, and third parties with whom it has been shared; (ii) delete personal information; (iii) correct inaccurate personal information; (iv) opt out of the sale or sharing of personal information (we do not sell or share); (v) limit the use of sensitive personal information; and (vi) not be discriminated against for exercising these rights. To exercise these rights, contact us via the in-app support flow or at support@mylikeness.com.au.

11. Australian Privacy Principles

If you are located in Australia, our handling of personal information is subject to the Australian Privacy Principles under the Privacy Act 1988 (Cth). If you believe we have breached the Australian Privacy Principles, please contact us via the in-app support flow (category ‘Privacy’) or at support@mylikeness.com.au. If you are not satisfied with our response, you may lodge a complaint with the Office of the Australian Information Commissioner (‘OAIC’) at oaic.gov.au.

12. Cookies & Similar Technologies

12.1. We use a minimal set of cookies and similar technologies, limited to those strictly necessary to operate the Service, including authentication session tokens, security cookies, and preference storage. We do not use advertising cookies, tracking pixels, cross-site trackers, or third-party analytics cookies.
12.2. Our payment provider (Stripe) may set its own cookies where its interactive elements are loaded on the Service; those cookies are governed by Stripe's own privacy commitments.
12.3. You may block or delete cookies through your browser settings. Doing so may prevent parts of the Service from functioning correctly.

13. Children's Privacy

The Service is not directed to, and is not intended for use by, children under the age of eighteen (18). We do not knowingly collect personal information from children. If you become aware that a child has provided personal information to us, please contact us via the in-app support flow (category ‘Trust & Safety’) or at support@mylikeness.com.au and we will delete it.

14. Changes to this Policy

We may update this Policy from time to time. Material changes will be notified by email to the address associated with your account and/or by prominent notice on the Service at least fourteen (14) days before the changes take effect.

15. Contact

Mylikeness Pty Ltd

All privacy enquiries and rights requests (access, rectification, erasure, portability, restriction, objection, withdrawal of consent, and complaints) should be submitted via the in-app support flow (Dashboard → Help & Support → Contact) using the ‘Privacy’ or ‘Trust & Safety’ category if you have an account, or by email to support@mylikeness.com.au. Please state clearly that your enquiry concerns privacy so it is routed to the appropriate team.