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Who We Are:
Digital Advantage Corporation (DAC) operates and manages the SM Advantage Loyalty Program
which aims to incentivize the purchasing behavior of its memberss. SM Advantage (“SMAC”) is the
biggest loyalty program in the country with the widest network of stores like The SM Store, SM
Markets, Specialty Stores and other partner merchants where our members earn and redeem points
every time they shop. Our Members also get exclusive access to sale events, discounts, special
offers, and freebies within SM and our merchant partners. SM Advantage members who meet the
criteria and spending level in a year may be upgraded to SMAC Prestige, an elite version of
We value and respect our members’ privacy rights under the Data Privacy Act of 2012 (DPA). The
objective of this policy is to inform our members how we collect, use, share, retain, and dispose their
personal data in relation to their membership with the SMAC Loyalty Program and its related
services. This policy also outlines our practices and the security measures we have in place to ensure
that our members’ personal data are protected and processed in accordance with the law.
By signing up with the SMAC Loyalty Program or by members’ continued use and availment of the
SMAC privileges, including use of its services or technologies such as, but not limited to, the SMAC
application and/or its website, the member confirms that he has read, understood and agree to be
What We Collect:
In the course of membership with the SMAC Loyalty Program, the Member will be asked to provide
his or her Personal Data, depending on the services which the Member is using. The personal data
we may collect from you are as follows:
Date of Birth
SMAC Card number
IP Address and device information
Account Password and Login details
Nature and details of inquiries, concerns or complaints coursed through the SMAC
members contact center
Images captured through the use of CCTVs – in case of Member’s use of SMAC Prestige
Lounges or when the member goes to SMAC customer service counters
Voice recordings when the member calls the SMAC customer service hotline
The Member is responsible in ensuring that the personal data he provides is accurate and up-to-
date. A Member may update his or her personal data at any time by accessing the Member’s
SMAC account on the SMAC Application through his mobile phone or a web browser. DAC
shall not be held liable for any loss, damage, injury or claim arising from the Member’s failure to
keep his account information or personal data file updated.
How Will We Use Your Personal Data:
The Personal Data collected shall be used or processed pursuant to any or all of the following
a. For administration of the SMAC loyalty program, including registration, maintenance of
the SMAC Account, points earning or redemption and such services related to the SMAC
b. To verify your identity when you access your account;
c. For direct marketing;
d. For market research and analysis – to better understand your interests and preferences;
e. To send you marketing promotions, offers, to inform you of the latest news on SMAC
events which may be sent through email, post, phone and SMS for SMAC services, and
other electronic means of communication;
f. To administer any raffle draws or competitions;
g. To render such services which may be requested by the Member such as but not limited
to addressing inquiries and complaints, updating or deletion of records;
h. To develop and test any changes or improvements to our Website or services;
i. To send you service emails or communications required by law to update you about any
changes to our policies or services or any information required by law to be
j. To provide such related services necessarily related to your SMAC membership;
k. To serve the Company’s legitimate business purposes.
In certain circumstances, DAC may need to provide or disclose the Member’s information to enable
us to comply with legal or regulatory requirements, such as criminal, civil or administrative
investigations, among others.
Member’s consent to the collection, use or otherwise processing of the Member’s personal data by
DAC and/or its Service Group was obtained at the time of submission of application for membership,
whether manually or electronically, and/or purchase of the SMAC membership kit. By using the
issued SMAC Card and participating in the SMAC Loyalty Program, the Member reaffirms his consent
to the processing of his personal data. Below is a copy of the Member’s consent provided by DAC:
“By submitting your application for membership to the SMAC Loyalty
Program or by creating a Member Account through our website and related
applications and your continued use of the SM Advantage Card, you signify that you
have read, understood and agree to be bound by DAC’s Terms of Membership & its
Subject to applicable laws and regulations on data privacy and protection,
you hereby give your full and absolute consent to DAC and its Service Group to
collect, store, use, store, share or otherwise process your personal data in
accordance with the purposes & terms disclosed in the SMAC Loyalty Program
data analytics, commercial or administrative announcements on system
enhancements, updates, discounts, sales & marketing promotions and/or for the
performance of such other services which you may request from DAC or SMAC.
Finally, should you be chosen as future winners in any SMAC contests and/or
promotional campaigns or automated electronic draws, you hereby give your
consent that your name may be published in social media sites or in such media
which may be necessary to comply with requirements of regulatory agencies.”
The Member is expected to read carefully the Terms and Conditions of Membership, including
scope of consent provided to SMAC by contacting our Data Protection Officer in the contact
details below. Please note however that should a Member opt to withdraw or limit the scope of
consent provided, we may not be able to provide certain services and the Member is unlikely to
receive our optimal overall member experience.
A. Our service providers and contractors:
In order to deliver certain services to you, we may need to share your personal data with some of
our service group consisting of the following:
a. Our officers, employees, personnel, and consultants;
b. Our affiliate companies which may render services to us;
c. Our authorized service providers, such as but not limited to: IT providers, data encoders,
website and database hosts, couriers and delivery, advertising and marketing service
providers, card printers.
Our accredited service providers have confirmed that they apply appropriate data protection policies
and security controls to keep your personal data safe and secured. We have also imposed
contractual obligations on these service providers to ensure that they can only use your personal
data to render the services agreed upon in relation to your SMAC Membership. We only share such
information that is needed to provide services to you and if we stop using a third party, we require
them to return and remove your information from their systems. We do not, and will not, sell your
B. Disclosure to Third Parties:
SMAC will not disclose your personal data to other third parties outside our service group, except as
set out below:
a. Our carefully selected business partners who offer exclusive and SMAC approved
promotions and privileges to SMAC Members, if we have your consent to share your
b. Merchant Partners which agreed to award SMAC points and/or allow its redemption in their
stores in line with the SMAC loyalty or point earning/redemption program, these merchant
partners include our partner companies from Retail, Petroleum, Telecommunications,
Insurance, Financial/Credit Card, Transportation, Food Service, Real Estate and Hospitality
Industries, among others;
c. a business or company which acquires all or part of the SMAC business;
d. governmental bodies, regulators, law enforcement agencies, courts or tribunals, insurers
when we are required to do so, e.g. to comply with a legal obligation, to exercise a legal
right, to prevent or aid an investigation of a crime or to prosecute offenders and/or to
protect our employees or members.
Where We Process and Store Data:
DAC stores, processes and transmits personal data only within the Philippines. DAC shall comply with
the applicable laws and regulations should it become necessary to store your data in another
DAC ensures the security and protection of your personal data against risk of data loss, unauthorized
access and disclosure, alteration and unlawful processing. Aside from establishing policies, rules and
procedures, the company also ensures that all information are secured and protected within the
scope of the organization. The Company conducts periodic Privacy Impact Assessments to evaluate
and manage the privacy implications of projects, programs and processes. DAC also ensures that a
Personal Data Breach Management is in place.
DAC uses various appropriate measures to safeguard your personal information. This includes but
not limited to:
Organizational measures: appointment of Data Protection Officer, access control policy, security
awareness training, among others.
Physical measures: security on data centers, card storage, biometric devices, among others.
Technical security measures: encryption, anti-virus software, among others.
How Long We Will Store Your Information:
DAC will store your information for as long as the Member retains his or her membership to the
SMAC or SMAC-Prestige Loyalty Program or, for as long as is needed for us to be able to provide the
relevant services to the Member. DAC’s general retention policy is to retain information for 3 years
from expiration or termination of SMAC Membership.
In some circumstances, such as to meet our legal or regulatory obligations, resolve disputes, prevent
fraud and abuse, or enforce our terms and conditions, we may hold on to your personal data after
we’ve finished providing services to you, or for a longer period than what is stated in our general
Collection of Computer Data
technologies for storing information to provide you with a better, faster, safer and personalized
experience when you use the SMAC Services and/or access our digital platforms and technologies.
Cookies contain information about the web activities of the user. This allows DAC to understand
more about your visit and help us to enhance your experience and may be used for authentication
and storing website information or preferences. You are free to accept or decline cookies by
modifying your browser setting to decline cookies. However, should you choose to decline cookies,
you may not be able to fully experience the features of the Platform.
Web beacons are small graphic images that may be included in our services and digital platforms. It
will allow the Company to count users who have viewed these pages, the time spent on the pages,
the items searched for, among others, through the use of Platform so that we can better understand
your preference and interests so we can improve our services further.
If you do not want to accept cookies from SMAC Platform, you can change your browser settings so
that cookies are not accepted. If you choose to do this, please be aware SMAC Platform may no
longer function as intended.
The Rights of the Data Subject
As a data subject, you have the right to be informed, to object, to access, to rectify, to erasure or
blocking, to damages, to data portability and to complain. These rights may be exercised in
accordance with the prevailing issuances on the subject matter. If you wish to correct or update your
personal data, we may ask some information in order to verify your identity in order to avoid
unwanted disclosure of personal information. We have included here contact information that can
be used to voice clarifications and complaints relative to your personal information. Any complaint
should be made in writing, clearly state the material facts, specify your contact information and
include supporting evidence, if applicable. DAC reserves the right to require further documentation
from you, depending on the nature of your request/inquiry.
Our website is intended only for persons who are at least eighteen (18) years old. We neither offer
products or services nor knowingly collect personal data of persons below the age of eighteen (18)
years (“Minors”) without any legal basis or consent of the minor’s parent or guardian. Should we
learn that we were provided with personal data of Minors, we will delete the same from our
For inquiries relating to your personal data or about this policy, or if you would like to exercise any of
your rights as Data Subject or if you would like to raise concerns regarding data privacy, please
contact our Data Protection Officer at:
Digital Advantage Corp. Data Protection Officer
4th Floor One E-com Building Harbor Drive
Mall of Asia Complex Pasay City, Philippines 1300
Helpdesk contact number:
833-8888/944-3888 (for Metro Manila)
1-800-10-833-8888/1-800-8-944-3888 (for areas outside Metro Manila)
We urge you to submit your inquiries, request or concerns in writing for proper documentation and
monitoring. Kindly provide our DPO with the factual background, documentary evidence, if any.
Please provide information on how we can contact you regarding your concern/inquiry or complaint.
fit or as may be necessary to comply with government regulation. We may also revise this policy to
comply with the industry’s best practices or if there is a need to revamp the website to adapt to new
requirements of technologies or security protocols. All changes on this policy will be posted on our
official page smac.ph and on the SMAC Mobile Application. Provisions which were
revised will be highlighted for your ready reference.