8 Years of GDPR: Greek supermarket’s Loyalty Card still not compliant

Data Subject Rights Greek supermarket chain Alfa Vita (AB) runs a loyalty card program, allowing the collection of personal data of shoppers. Still, the company can’t even comply with baseline GDPR rights. When the complainant requested access to her data, AB left out most of the personal data it processed. noyb now filed a complaint with the Greek DPA. Complaint against Alfa Vita (EL)Complaint against Alfa Vita (EN)Right of access largely ignored. To retain as many loyal customers as possible, the Greek supermarket chain Alfa Vita (AB) has introduced a loyalty card programme called “AB plus”. While AB is keen to collect as much personal information about its 2.2 million customers as possible, its compliance with EU law is lacking. This became clear when a consumer tried to exercise her right of access. She is registered to the AB Plus Personal tier of AB’s loyalty programme. This means that AB processes “their buying habits, the frequency of their visits to an AB store, the use of off