Privacy Policy

Privacy Policy & Terms of Use 
All references to “our website” means


You are indicating your acceptance to this Private Policy by using Pure’s website. Please do not use this website if you are not in agreement with this policy. Please review this policy on occasion as changes can occur. Changes to this policy prior to your continued use of Pure’s website will indicate that you accept these new changes.

Last updated: June 25, 2014


In this Privacy Policy, references to "we" or "us" are to PURE HMV Holdings ULC a company incorporated in Canada (Incorporation No. BC0922939), whose registered office is at HMV Pure Holdings ULC, 1900 – 355 Burrard Street, Vancouver, BC V6C 2G8.



We work with our partners at hmv Canada retail locations, and to extend additional promotional offers and benefits to our Pure members.  


We value the protection of your information. We want to make every visit an enjoyable, safe and secure experience whether you are visiting us online or shopping with us in person. We have developed this Privacy Policy to demonstrate our commitment. This Privacy Policy outlines our guiding principles in the collection and use of personal information by Pure.


There are two (2) types of information that is collected by Pure: Personal & Non-personal


Personal information is information or data that can be used to identify or contact a specific person. Examples of personal information are your name, address and telephone number.  Other examples are your banking or financial information.


The following are examples of the types of personal information that we collect.

Information that you give to us: when you use your loyalty card, buy products or services from our partners hmv Canada retail locations or other participating retailers (if any) (e.g. in-store, online, by phone), contact us, order products from us, enter in a contest, register or activate a product that you've acquired from us, redeem a coupon or benefit from us, participate in one of our surveys or answer a questionnaire, join or use a discussion group, forum or social network on our website.  

Where we ask you to provide personal information, you always have the choice of not providing the information. However, if you do so, we may not be able to provide you with the service or benefit which you are requesting.  

Interactive information. We receive and store certain kinds of information when you communicate with us electronically. When you use our website, our systems may collect and analyze information such as: your Internet protocol (IP) address, your login information, information about the computer system you are using, information about which pages or products you have viewed or searched for and information about your purchase history. Our systems may also exchange cookies with your computer system.

Information from third parties. From time to time, we may receive information about you from third parties we work with such as delivery information that we would receive from one of our carriers confirming delivery of a product that you have ordered from us.


IP addresses are assigned to all computers that communicate over the internet. An IP address uniquely identifies the device and distinguishes it from other computers on the Internet. It is a form of address, just like your street address.

An example of an IP Address:

This is information that is used for website and administration purposes that helps us to improve our website. It is non-personal information.


Cookies are electronic identifiers in alphanumeric form that we may transfer to your computer system through your web browser when you are using our website. Cookies are very useful because they allow you to take advantage of some of the most important features of our website such as our electronic shopping cart and checkout. They can also make sure that you don't see the same ad repeatedly, that content is delivered specific to your interests and can save your password so you don't have to re-enter it each time you visit our site.

We use cookies to remind us of who you are and to find your account information in our database. This occurs when you access a service, so that you don’t need to log in at every visit. This helps us to provide you with services tailored to your specific needs and interests. Cookies are also used by us to estimate the number of people who visit our website. Your browser is given a unique cookie that helps us determine whether you are making a repeat visit or a first visit. Additionally, we use cookies to identify the browser that you are using so that our website will work with the most common versions of different browsers. Advertisers that place ads on our sites may also use cookies.

If you do not wish to receive cookies from us you can configure your browser so that it does not accept cookies which are provided by our systems.


Personal information that we collect from you is used for a number of purposes:

•    It allows us to keep you posted on new products and services that we offer PLUS, information on upcoming promotions and/or events.
•    It helps us to improve the content of our website.
•    It permits us to better understand your needs and requirements.
•    It enables us to communicate with you about your account PLUS, changes to our terms and conditions / policies.
•    It improves the management and development of Pure’s business and operations.
•    It helps us perform research and data analysis so that we can improve our understanding of how you are using our websites.
•    It allows us to comply with legal and regulatory requirements.

Unless given consent, we do not use or disclose your personal information for the purposes other than those for which it was collected.


We will be communicating to you mainly through our email communication channels. When you register, you will have the option “to opt in” to receive these email communications. These email communications contain offers and information about Pure’s products and services such as promotional offers, coupons, special pricing, bonus point promotions, contests, new rewards, PLUS Pure’s monthly newsletter. The option to “opt out” or “unsubscribe” after you have “opted in” will always be available.


Your consent is implied in some cases where we may ask you to provide us with your personal information for a stated purpose. For example, you can receive a reply to a customer service issue if you provide us with your address and phone number through our Username/Password system.

The above-mentioned personal information as well as username and password may be asked of you by the Pure website. Also, providing your username and password will enable you to participate in certain online activities such as contests, promotions and surveys*. It may be necessary for us to contact you in connection to a particular online activity by using this username and password. This is the personal information (username & password) that is cross-referenced against the personal information you provided us when you initially registered. It is always your right to refuse a request for personal information by “opting out”, however you may not be able to use certain features of the web services. This is a security feature which allows us to protect the confidentiality of your information. With any of the services on our websites, we may contact you to correspond with you on your inquiries and will do this by using your personal information.  Additionally, with your consent, from time to time, we may send you emails or other communications regarding our products or services that we believe may interest you.

*If you had provided us with your email address June 30, 2014 or earlier, via in store sign up or via, you will be considered to have implied consent.  This has allowed us to email you news on exciting promotional offers from Pure which may be of interest to you. Your implied consent is valid for three (3) years until July 1, 2017, unless you choose to withdraw your consent prior to that date. After July 1, 2017 your implied consent will expire two years after your last transaction.  At that time, we will only contact you in regards to responding to web service emails and emails directly pertaining to your membership. Please visit and “opt in” to avoid the risk of no longer receiving email communications from us.


When you register as a Pure member at, we will ask for your express** consent to send you promotional information. An example would be where we use your personal information to notify you of specific products and services such as promotions, contests and surveys that you may be interested in. You will always maintain the option to "opt out" from having your information used for this purpose.

All Pure memberships expire one (1) year from the day of activation. Detailed at the end of your membership term, you will receive an email communication notifying you of your membership expiration. At your one (1) year expiration date, you will be automatically “opted out” from receiving email communications from us. If you renew within one (1) year of your expiration date you will retain your Pure points but they will otherwise expire. We will be notifying you by email towards the end of the second year if you have not renewed and before your points expire to give you a final opportunity to renew your membership and retain your existing points.

** If you had provided us with your email address post June 30, 2014, via in store sign up or via, we will only contact you in regards to web service emails and emails that directly relate to your account. While registering, you will have the option to “opt in” to receive further email communications. This is considered express consent (referenced in the above paragraph). This will allow us to send you news on exciting promotional offers from Pure which may be of interest to you. These include coupons, special pricing, bonus point promotions, contests, new rewards, Pure’s monthly newsletter and more. The option to “opt out” or “unsubscribe” will always be available.


If you choose to forward or share email communications that you’ve received from us, we encourage that you only send to individuals that you have either a personal or family relationship with. If you choose to forward or share an email communication to individuals who fall outside of that, you will be assuming the responsibility for the email communication and therefore Pure will not be held responsible for any liabilities incurred.


A “personal relationship” exists when you commonly have direct, voluntary, two-way communications with an individual.

A “family relationship” exists when you are related to each either through a marriage, common-law partnership or parent-child relationship with whom you have direct, voluntary, two-way communications with.


As a Pure member if you have "opted in", we will always provide you with the opportunity to "opt out" or “unsubscribe”. Each email communication we send to you will provide you with the opportunity to “unsubscribe”. You can change your consent at any time.


From time to time, we may make certain personal information available to strategic partners that we work with. This includes the following:

•    Disclosure With Your Consent. We may disclose your personal information to third parties where you have given us your consent to do so.
•    Third-Party Service Providers. We may employ third-party organizations who we contract with to provide products or services on our behalf. For example, if you order a product from us, we may use a company to fulfill the product order and we may use a transportation company to deliver the product to you. We may also provide personal information to third party organizations to assist us in managing our mailing lists, managing our customer lists, conducting market surveys, supporting our marketing programs, processing credit card and online payments and providing customer service. The third-party service providers that we use are provided with access to your personal information in order to permit them to fulfill their contractual obligations to us, however, they may not use your personal information for any other purposes. These service providers are or may be located in the following countries: Canada and the United Kingdom.
•    Third-Party Sites. Pure’s website may contain links to third-party websites, products and services. This Privacy Policy does not apply to any third-party websites, products and services. We are not responsible for the privacy practices or the content of such third-party sites and you should take steps to familiarize yourself with the privacy practices of these sites.
•    Promotional Offers. From time to time, we may send third-party product or promotional offers to selected groups of Pure customers. Where we do this, we do not share with the third-party any of your personal information.
•    Business Evolution. As our business develops and grows we may sell or transfer certain Pure business assets to related parties or third parties. For example, in the unlikely event that Pure or substantially all of its assets are acquired, your personal information would be one of the acquired assets. Where this occurs, your personal information will remain subject to applicable privacy laws and to any applicable pre-existing Pure privacy notice or policy except where you have consented to the disclosure of your personal information.
•    Legal Compliance. In some circumstances it may be necessary for us to disclose your personal information where we are required to do so by law or where we are required to comply with requests from public or governmental authorities.
•    Protection of Pure and Others. It may be necessary for us to disclose your personal information where we determine that disclosure is necessary or appropriate in order to: (i) enforce any of the terms or conditions of any agreement made between us, (ii) to protect the rights, property or safety of Pure, or any Pure affiliate or subsidiary, (or) (iii) for purposes of national security, law enforcement or matters of public importance.


We may also collect non-personal information from you. Non-personal information is information that we collect that cannot be used to identify or contact a specific person. Some examples of non-personal information might include the following:

•    Information about a person's occupation, language, postal code, location or time zone.
•    Information which tracks the number of views of a particular page or product on our website.

In some cases, we may combine personal information with non-personal information. Where we do this, the combined information will be treated by us as if it were personal information for as long as it remains combined.


We use current security, administrative and technical measures to protect against loss, misuse and interception of your personal information by third parties. Online transactions use Secure Sockets Layer (SSL) software to encrypt personal information that you send us as part of the transaction, however, you must use an SSL-enabled browser in order for this to work. When we confirm a credit card order we disclose only the last five digits of the credit card number (although we disclose the complete credit card information to the organization processing the credit card payment).

It is important that you understand that we cannot protect personal information which is disclosed by you to third parties and which it is your responsibility to protect from disclosure. For example, personal information which you disclose when using Pure services such as forums, chat rooms or social networks is liable to be read, collected and/or used by other users or third parties, who have access to that service. Likewise, it is important that you take steps to prevent unauthorized access to your computer system, your Pure account and your Pure password. Pure will not be liable for any disclosure of your personal information in these circumstances. All Pure employees, must abide by this Policy. Although we do not take responsibility for any theft, misuse, unauthorized disclosure, loss, alteration or destruction of data, we do take reasonable precautions to prevent such occurrences.


Social media plug-ins allow protocols, such as the Facebook’s “Like” button, allow you to share your likes and interests in Pure products, services and promotions with your friends / contacts that have been installed on the website. When you click on a social media plug-in protocol link, such as the “Like” button, a link to our site may appear in the “Likes and Interests” section of your Facebook or other social media website profile. Your friends / contacts will have the ability to click the link and be led back to your shared likes and interests or have the ability to learn more about our products and services. If in the event that we contact you, those of your friends /  contacts who chose to become members of Pure’s social media website webpages with be updated with news about Pure. By using a social media plug-in protocol link, you consent to receiving communications from us for all of these purposes and agree to allow us to use your information from your likes and interests in connection with the marketing and promotion of our business. You understand that information about your likes and interests may be shared with your friends / contacts along with the broader social-media website community. For more information about social media plug-in protocols, such as the Facebook’s “Like” button and its impact on your privacy rights, please visit the appropriate social media website’s help centre (such as the Facebook Help Center at the following: Facebook Help Center - Social Plug-ins) to find out more.


An error maybe listed on our site on occasion if the following issues occur: inaccuracy of content, misspelled words or typographical errors relating to a product description, pricing, availability, promotional content or disclaimer. We reserve the right to correct any such error, up to and including the cancelling of an order without prior notice.


We do not knowingly collect personal information from children under the age of 13. If we are notified that we have collected personal information of a child under 13, subject to verification, we will delete this information.


You may access, update, your personal information through Pure’s username/password system, by going to, and logging into the ‘Your Account’ section, at You can help to make sure that your contact information and preferences are accurate and complete by logging into your account whenever your personal information changes. For other personal information which is not captured on your Pure profile, we will attempt to provide you with access so that we can either correct it or delete it provided that we are not required to retain it for business or legal compliance reasons. We reserve the right to decline any request for access which we have reasonable grounds to believe is unwarranted, jeopardizes the privacy or security of others, is impracticable, or is not permitted or required by law.


We will retain your personal information only for as long as we continue to need it to fulfill the purposes for which it was collected, unless a longer retention period is required or permitted by law.

You can also request that we remove your information from our records as indicated previously in our Privacy Policy. Subject to our requirements for continued retention of your information, for example, for billing, audit, or warranty purposes, we will make every reasonable effort to honour your request.


At any time you can contact us at and request to obtain any of the information that we’ve retained, how we have used it and to whom we have disclosed it. Subject to certain exceptions prescribed by law and provided we can authenticate your identity, you will be given reasonable access to your personal information. You will also be entitled to challenge the accuracy and completeness of the information in addition to having it amended appropriately. You can also ask us to change your preferences regarding how we use or disclose your information, or let us know that you do not wish to receive any further communication from us.


We investigate all members inquiries within three (3)* business days after receipt of written correspondence. We take appropriate measures to respond to inquiries, issues or complaints (if justified), including, if necessary, amending our policies and practices.

If you have any questions or concerns about our company privacy guidelines, our website privacy statement, the practices at this website, wish to resolve an issue relating to your personal information or obtain more information about our Privacy Policy, contact Pure’s Privacy Office:


Send us an email at:



Write us at:

110-5401 Eglinton Avenue West
Toronto, Ontario M9C 5K6

*Approximate response time


Since our business is constantly evolving, we may change our Privacy Policy from time to time. When we make a change to our Privacy Policy we will promptly post an updated Privacy Policy on our website.

This Privacy Policy was last updated on: June 25, 2014