bottom of the 90

privacy policy

Effective Date: August 11th 2026
Last Updated: August 11th 2026

This Privacy Policy explains how personal information is collected, used, disclosed, stored and protected when you visit bottomofthe90.com, subscribe to the Bottom of the 90 newsletter, contact us, or otherwise interact with our websites, emails and related services (collectively, the "Services"). Bottom of the 90 is owned and published by Mad Lads Media Ltd, a private limited company incorporated in England and Wales under company number 17391947, with its registered office at 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ, United Kingdom.

1 Who We Are
For personal information collected through the Bottom of the 90 website, newsletter and ordinary reader relationship, Mad Lads Media Ltd is the primary data controller. This means Mad Lads Media determines why and how that personal information is processed. Certain commercial and operational activities in the United States may be undertaken by DPB Firm LLC under license from Mad Lads Media. Depending on the particular activity involved, DPB Firm LLC may process personal information on behalf of Mad Lads Media or may act as a separate controller where it independently determines the purposes and means of processing for its own business activities. Where appropriate, this Privacy Policy explains when information may be provided to or processed by DPB Firm LLC.

2 Information We Collect
The personal information we collect depends upon how you interact with the Services.
Information You Provide
We may collect information you voluntarily provide, including:

• Your name, if provided;

• Your email address;

• Subscription preferences;

• Information contained in messages, enquiries or correspondence you send to us;

• Information you provide when entering a competition, promotion or giveaway;

• Information associated with a commercial or advertising enquiry; and

• Other information you choose to provide.

You are not required to provide personal information beyond what is reasonably necessary for the particular service or interaction you request.
Information Collected Automatically
When you access or interact with the Services, certain information may be collected automatically through our publishing platform and related technologies, including:

• IP address;

• Browser type and version;

• Device type;

• Operating system;

• Pages viewed;

• Referral source;

• Approximate geographic location;

• Date and time of access;

• Newsletter delivery information;

• Email opens;

• Link clicks; and

• Website and newsletter engagement information.

We use this information primarily to operate, secure, measure and improve the Services.

3 How We Use Personal Information
Depending upon the circumstances, we may use personal information to:

• Deliver newsletters and editorial content;

• Manage newsletter subscriptions;

• Respond to enquiries;

• Provide requested services;

• Administer competitions, promotions or giveaways;

• Communicate important information about the Services;

• Measure website and newsletter engagement;

• Understand how readers interact with our content;

• Improve our website, newsletters and editorial products;

• Manage advertising, sponsorship or commercial relationships;

• Maintain the security and integrity of the Services;

• Detect and prevent fraud, abuse or misuse;

• Maintain appropriate business records;

• Establish, exercise or defend legal claims;

• Comply with applicable laws and regulatory requirements; and

• Develop new products, features or services.

We do not sell subscriber lists.

4 Newsletter and Publishing Platform
Bottom of the 90 currently uses Beehiiv as its newsletter and publishing platform. When you subscribe to Bottom of the 90, information associated with your subscription is processed through our publishing platform on our behalf. Our publishing platform may also process information concerning:

• Newsletter delivery;

• Email opens;

• Link clicks;

• Subscriber engagement;

• Website visits; and

• Related analytics.

We use this information to administer the newsletter, understand audience engagement and improve Bottom of the 90. Our service providers process information subject to their contractual obligations and applicable data protection requirements.

5 Cookies and Analytics
Our website and publishing platform may use cookies, pixels and similar technologies necessary to operate the Services and understand how readers interact with our content. We currently use analytics provided through our publishing platform rather than a separate general website analytics provider. These technologies may collect information such as website visits, referral information, device information and newsletter engagement. Where required by applicable law, we will request consent before using non-essential cookies or similar technologies. You may also be able to manage cookies through your browser or any cookie preference tools made available through the Services.
Do Not Track and Global Privacy Control
Some browsers transmit Do Not Track (DNT) or Global Privacy Control (GPC) signals. Where required by applicable law and technically applicable to our Services, we recognize Global Privacy Control signals as a valid method of exercising applicable opt-out rights. Because there is no universally accepted standard governing traditional Do Not Track signals, we do not currently respond to DNT signals except where required by applicable law.

6 Email Communications
If you subscribe to Bottom of the 90, we may send you:

• Editorial newsletters;

• Subscription confirmations;

• Service announcements;

• Administrative communications; and

• Other communications relating to your subscription.

Where required by law, marketing communications will be sent on an appropriate lawful basis, including consent where required. You may unsubscribe from marketing emails at any time using the unsubscribe link included in our newsletters. We may retain limited information about an unsubscribed email address where necessary to ensure that we respect your unsubscribe request.

7 Advertising, Affiliate Links and Sponsored Content
Bottom of the 90 may participate in advertising, sponsorship and affiliate marketing arrangements. If you interact with certain affiliate links, we may receive a commission if you subsequently purchase a product or service, generally at no additional cost to you. Affiliate partners, advertisers or their technology providers may process information when you interact with their websites or services. Their processing is governed by their respective privacy policies. Bottom of the 90 may also publish sponsored content or advertising.Our commercial relationships do not determine our independent editorial opinions, ratings, analysis or recommendations. Further information is available in our Trust & Transparency page.

8 DPB Firm LLC and U.S. Operations
Certain commercial and operational activities relating to Bottom of the 90 in the United States may be carried out by DPB Firm LLC under licence from Mad Lads Media Ltd.
Depending on the particular activity, DPB Firm LLC may receive or process limited personal information necessary to perform those functions. Where DPB Firm LLC processes personal information solely on behalf of Mad Lads Media, appropriate contractual arrangements will be used where required. Where DPB Firm LLC independently determines why and how personal information is used for its own business activities for example, in connection with a commercial relationship directly administered by DPB Firm LLC it may act as a separate controller for that processing. We seek to limit access to personal information to what is reasonably necessary for the relevant activity.

9 How We Share Personal Information
We may disclose personal information where reasonably necessary to:

• Service providers that operate or support the Services;

• Our newsletter and publishing platform;

• Professional advisers, such as lawyers, accountants or insurers;

• DPB Firm LLC where necessary for authorized U.S. operations;

• Government bodies, regulators, courts or law enforcement where required by law;

• Protect the rights, property or safety of Mad Lads Media, Bottom of the 90, our readers or others;

• Complete a merger, acquisition, financing, restructuring or sale of all or part of our business; or

• Another party where you have requested or consented to the disclosure.

We do not sell subscriber lists to third parties.

10 Business Transfers
If Mad Lads Media Ltd, Bottom of the 90 or relevant parts of the business are involved in a merger, acquisition, financing, corporate reorganization, restructuring or sale of assets, personal information may be disclosed or transferred as part of that transaction, subject to applicable law. We will take reasonable steps to ensure personal information remains appropriately protected.

11 Data Retention
We retain personal information only for as long as reasonably necessary for the purposes for which it was collected, including to:

• Provide and administer the Services;

• Maintain subscriber records;

• Maintain suppression and unsubscribe records;

• Meet legal, accounting and regulatory obligations;

• Resolve disputes;

• Establish, exercise or defend legal claims; and

• Protect our legitimate business interests.

Different categories of information may therefore be retained for different periods. When personal information is no longer reasonably required, we will delete, anonymize or otherwise dispose of it as appropriate and subject to applicable law.

12 UK and EEA Privacy Rights

If UK or EEA data protection law applies to the processing of your personal information, you may have certain rights under the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, the EU General Data Protection Regulation (EU GDPR) or other applicable legislation.

Data Controller

For the ordinary operation of the Bottom of the 90 publication, website and newsletter, the primary controller is:

Mad Lads Media Ltd

Company No. 17391947

71-75 Shelton Street

Covent Garden

London WC2H 9JQ

United Kingdom

Email: [email protected]

Our Legal Bases for Processing

Depending upon the particular processing activity, we may rely upon:

Consent — for example, where consent is required for newsletter marketing or non-essential cookies.

Legitimate interests — where reasonably necessary to operate, secure, measure and improve our publication and Services, provided those interests are not overridden by your rights and interests.

Contract — where processing is necessary to provide a service you have requested or to take steps at your request before entering into a contract.

Legal obligation — where processing is necessary for us to comply with applicable law. We may rely upon another lawful basis where permitted or required by applicable law.

Your Rights

Subject to applicable law and exemptions, you may have the right to:

• Request access to your personal information;

• Request correction of inaccurate or incomplete information;

• Request deletion of your personal information;

• Request restriction of certain processing;

• Object to processing based upon legitimate interests;

• Object to direct marketing;

• Request portability of certain personal information;

• Withdraw consent where processing relies upon consent; and

• Lodge a complaint with an applicable supervisory authority.

Withdrawal of consent does not affect the lawfulness of processing carried out before consent was withdrawn. To exercise your rights, contact [email protected]. We may need to verify your identity before completing certain requests.
Complaints
If you are located in the United Kingdom, you have the right to complain to the Information Commissioner's Office (ICO). If you are located in the EEA, you may have the right to complain to the competent data protection authority in your country. We would appreciate the opportunity to address your concern directly, but contacting us first does not affect any right you have to approach a regulator.

13 International Transfers
Bottom of the 90 is owned by a UK company but primarily serves readers in the United States and uses service providers that may operate internationally. Personal information may therefore be transferred to or accessed from countries outside the United Kingdom or EEA, including the United States. This may include transfers to service providers and, where necessary for authorized U.S. operations, DPB Firm LLC. Where UK or EEA data protection law requires safeguards for an international transfer, we will use an appropriate lawful transfer mechanism or other recognized safeguard as required by applicable law. Depending on the circumstances, these safeguards may include applicable adequacy arrangements, approved contractual clauses, data protection agreements or other legally recognized transfer mechanisms.

14 California Privacy Rights
California residents may have rights under applicable California privacy law, including the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA), where those laws apply to the relevant organization and processing activity. Subject to applicable requirements and exemptions, these rights may include the right to:

• Know the categories and specific pieces of personal information collected about you;

• Know the purposes for which personal information is collected or used;

• Know categories of third parties to whom information is disclosed;

• Request access to personal information;

• Request deletion of personal information;

• Request correction of inaccurate personal information;

• Opt out of the sale or sharing of personal information where applicable;

• Use an authorized agent to make certain requests; and

• Not receive discriminatory treatment for exercising applicable privacy rights.

Neither Mad Lads Media Ltd nor Bottom of the 90 sells subscriber lists for monetary consideration. Certain advertising or tracking technologies may nevertheless constitute "sharing" or another regulated activity under California law. Where applicable, we will provide the legally required method for exercising relevant opt-out rights. You may submit a privacy request to:
[email protected]
We may take reasonable steps to verify your identity or the authority of an authorized agent before processing a request.

15 Privacy Rights in Other U.S. States
Residents of certain U.S. states may have additional rights under applicable state privacy laws. Depending upon the law and whether it applies to us, these may include rights to:

• Access personal information;

• Correct inaccurate information;

• Delete personal information;

• Obtain a portable copy of certain information; or

• Opt out of certain uses of personal information.

We will honor applicable privacy rights where required by law. Requests may be submitted to [email protected].

16 Children's Privacy
Bottom of the 90 is intended for readers 18 years of age or older. We do not knowingly solicit or collect personal information from children through the Services. If we become aware that personal information relating to a child has been collected contrary to applicable law, we will take appropriate steps to delete it. Parents or guardians who believe a child has provided personal information to us may contact [email protected].

17 Data Security
We use reasonable administrative, organizational and technical measures designed to protect personal information against unauthorized access, disclosure, alteration, loss or misuse. Where third-party service providers process personal information on our behalf, we seek to use providers with appropriate security and privacy practices. However, no website, email transmission, database or internet-based service can be guaranteed to be completely secure.
Security Incidents and Breach Notification
If a security incident involving personal information occurs, we will assess the incident and take appropriate steps in accordance with applicable law. Where legally required, we will notify affected individuals and applicable regulatory or supervisory authorities within the required timeframe.

18 Third-Party Websites and Services
Our Services may contain links to websites, applications or services operated by third parties. We do not control the privacy practices of independent third parties and are not responsible for their processing of personal information. We encourage you to review the privacy notices of third-party services before providing them with personal information.

19 Automated Decision-Making
We do not currently use personal information collected through Bottom of the 90 to make decisions based solely on automated processing that produce legal or similarly significant effects on readers.If our practices materially change, we will update this Privacy Policy as required.

20 Changes to This Privacy Policy
We may update this Privacy Policy from time to time to reflect changes to:

• Our Services;

• Our technology;

• Our service providers;

• Our corporate structure;

• Applicable law; or

• Our privacy practices.

When we update this Privacy Policy, we will revise the Last Updated date at the top of this page. Where required by law, we will provide additional notice or obtain consent before materially changing how personal information is processed.

21 Related Policies
This Privacy Policy should be read together with our:

• Terms of Use

• Editorial Policy

• Trust & Transparency

22 Contact Us
Questions about this Privacy Policy, our privacy practices or requests to exercise applicable privacy rights may be directed to:
Mad Lads Media Ltd
Company No. 17391947
Registered in England and Wales71-75 Shelton Street
Covent Garden
London WC2H 9JQ
United Kingdom
Email: [email protected]
Website: bottomofthe90.com
For matters involving U.S. operations performed by DPB Firm LLC, you may also contact us at the address above and we will direct the request to the appropriate entity where necessary.