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Privacy Policy

Privacy Policy


1.           Introduction


1.1        This is the privacy policy of SMS Deen Jewellers Sdn Bhd (owner and operator of This Privacy Policy sets out how we, will manage your personal information which we collect as a result of your use of our website located at and any pages, goods, services and/or websites:-


1.1.1    under the 'SMS Deen' brand including any mobile phone or tablet applications that are owned and/or operated by us or whenever we otherwise deal with you; and/or


1.1.2    that link to this policy or which do not have a separate privacy policy.


1.2        We are committed to ensuring that the personal information we collect about you is protected and is used, stored and disclosed in accordance with the Privacy Act and this Privacy Policy.


2.           Website Use


2.1        In using the website, you agree to be bound by the terms of this Privacy Policy. We may review the Privacy Policy periodically and reserves the right to change the Privacy Policy at any time at its discretion by posting such changes on the website.


2.2        Changes will be effective immediately when posted on the website. Your continued use of the website following posting will constitute your acceptance of those changes. This Privacy Policy will not apply to websites which are linked to the website and over which we have no control.


3.           Personal Information


3.1        In order to provide you services, you will need to create a user account. When creating this user account, the kinds of personal information that we may collect from you includes the following:-


3.1.1    Name;

3.1.2    Email Address;

3.1.3    Phone Number;

3.1.4    Card Deposit Particulars and Information;

3.1.5    Date of Birth;

3.1.6    Country of Citizenship;

3.1.7    Physical Address;

3.1.8    Location Data;

3.1.9    Device Information;

3.1.10 IP Address;

3.1.11 information about the transactions you make, including your activity in;

3.1.12 personal data through surveys which we, or companies engaged by us for such purpose, undertake;

3.1.13 information about your use of our websites, mobile applications and services; and/or

3.1.14 such other information necessary through methods including data input during the account registration processes and communications with you.


3.2        We also use "cookies" and similar technologies which may collect certain information about you, such as your devices' IP addresses and online activity, some of which will constitute your personal data. You can learn more about the cookies we use in the 'Cookies' section below.



4.           Collection Purposes


4.1        We will collect your Personal Information only by lawful and fair means and not in an intrusive way to operate its business for the following purposes:


4.1.1    For know-your-customer (KYC) identity verification;

4.1.2    If you wish to subscribe to's marketing communications;

4.1.3    To process, set up and administer your user account thereof; 

4.1.4    To provide and improve services to you;

4.1.5    To identify you and authenticate your identity for security purposes and to comply with our legal obligations;

4.1.6    To maintain your account;

4.1.7    To upgrade and enhance your experience within the website or over the telephone, or to tailor or develop information, services or products to suit your needs which may include market research and conducting promotions;

4.1.8    To notify you with important updates and tell you about our products or services that we think may be of interest to you by communicating with you via email, SMS or telephone;

4.1.9    To create aggregate data about our users through demographic profiling, statistical analysis of the database to provide to potential and existing stakeholders, and to allow for more efficient operation of our business;

4.1.10 To receive and respond to your communications, questions, comments, or requests;

4.1.11 To determine your liability to pay goods and services tax and other taxes where applicable;

4.1.12 To comply with our contractual, legal, and statutory obligations under applicable laws and licensing requirements;

4.1.13 For taking appropriate action if we have reason to suspect that unlawful activity or misconduct of a serious nature has been, is being or may be engaged in that relates to our functions and activities;

4.1.14 To establish, exercise or defend any legal claims;

4.1.15 To manage job applications;

4.1.16 To identify and disclose any suspected unlawful, fraudulent, or other improper activity connected with our websites, mobile applications and services (including money laundering);

4.1.17 To comply with any deposit, spend or loss limits that you have set or which have been applied to your user account;

4.1.18 To support any other purpose necessary for the performance of our contractual obligations or specifically stated at the time at which you provide your personal data;

4.1.19 To identify any fraudulent use of our services;

4.1.20 To identify any breach of our terms of use;

4.1.21 To carry out market research campaigns;

4.1.22  To send out surveys to better understand our products and services;

4.1.23 To review the results of surveys completed by you;

4.1.24 To prepare statistics relating to the use of our websites, mobile applications and services by you and our other customers;

4.1.25 To record telephone calls to and from, and live chats with, our customer services representatives for training purposes;

4.1.26   To record telephone calls to and from, and live chats with, our customer services for security and regulatory purposes;

4.1.27 To use your name, image, username or location in publicity and marketing, but only when you have provided express and informed consent for us to do so;

4.1.28  To share your personal data with our professional advisors, such as lawyers and consultants;

4.1.29 To share your personal data with social media services to provide you with ads on social media sites, unless you have requested not to receive such ads via your social media account;

4.1.30 To share your personal information with third parties for identity and geolocation verification;

4.1.31 To share your personal information with third parties for fraud and anti-money laundering  detection purposes;

4.1.32 To share your personal data with law enforcement agencies for the prevention and detection of crime;

4.1.33 To share your personal data with national self-exclusion databases if you have self-excluded;

4.1.34 To share your personal data with gambling regulators in order to assist and comply with any investigation 

4.1.35 Cookies:To operate our websites and mobile applications, including allowing you to interact with our websites and mobile applications and to recall selections as you move between pages;

4.1.36 Cookies:To analyse your use of our website, monitor our web audience and populate certain content on our website in line with your usage;

4.1.37 Cookies:To track your journey to and from our website so we can understand how customers come to and from our website and give effect to any commercial arrangements; and/or

4.1.38 Cookies:To comply with regulations, including identifying multiple user accounts, attempts to login to an unauthorized user account or potential fraud. 


4.2        If you do not provide us with the Personal Information we request, we may be unable to provide you with our services or respond to your enquiry or complaint.


4.3        By using or otherwise choosing to provide us with Personal Information you consent to us collecting, using, processing and potentially disclosing your Personal Information for the above purposes and on the bases described in this Privacy Policy.


5.           Direct Marketing and Opting Out


5.1        From time to time we may use your Personal Information to inform you about our products or services or about promotional activities which we believe may be of interest or of benefit to you. We may do this via email, SMS, telephone or mail. If you no longer wish to receive marketing or promotional material from at all or in any particular form, you may contact us at any time by email to with your request with which we will comply as soon as is practical.


5.2        From time to time we may contact you in relation to the management and administration of your account. These communications can be via any of the modes of contact recorded when registering. Such communication does not affect your opt-in or opt-out status for direct marketing communications.


5.3        In addition to Clauses 5.1 and 5.2 above:-


5.3.1    If you have signed up to services offered by us we may send you direct marketing in relation to other services offered by us or our group provided that you have given your consent to receive such marketing. In this regard, reference to the group within this Privacy Policy means SMS Deen and all or any of its direct or indirect subsidiary undertakings, joint venture partners, and their related companies wherever located in the world as may exist from time to time.


5.3.2    At any time you can manage your marketing consents via your account. You can also unsubscribe by using the tools in any marketing communication you receive. Please note that if you unsubscribe from marketing it may take up to five working days for this to take effect.


5.3.3    We may also use information you provide to us to show you relevant advertising and personalized content about our group's services on certain third party social media platforms (Social Media Sites) made available to us through relevant service providers (e.g. Facebook, Twitter). If you do not wish to see these advertisements, you can change your settings on the Social Media Sites. If you do not want us to share this information with Social Media Sites you can contact us directly.


6.           Management of your Personal Information


6.1        We will take all reasonable steps to ensure that the Personal Information which we collect, use or disclose is correct and is stored in a secure environment which is accessed only by authorised persons. We store the personal information we receive as described in this Privacy Policy for as long as you use our Services or as necessary to fulfill the purpose(s) for which it was collected, provide our Services, resolve disputes, establish legal defenses, conduct audits, pursue legitimate business purposes, enforce our agreements, and comply with applicable laws.


6.2        We will destroy or permanently de-identify the Personal Information we hold when it is no longer required for any purpose permitted under the APPs including our legal or operational obligations.


7.           Security of Personal Information


7.1        You acknowledge that no data transmission over the Internet is totally secure.


7.2        Accordingly, we do not guarantee or warrant the security of any information which you transmit to it. Any information which you transmit to us is transmitted at your own risk.


7.3        However, once we receive your transmission, we will take reasonable steps to protect your Personal Information from misuse, loss and unauthorised access, modification and disclosure including by using password protected systems and databases and Secure Socket Layer (SSL) technology. By using our Services or providing personal information to us, you agree that we may communicate with you electronically regarding security, privacy, and administrative issues relating to your use of the Services.


7.4        Our employees, agents and contractors are required to maintain the confidentiality of your Personal Information and user behaviour. Information posted on bulletin boards or communicated within a social media environment (for example, Facebook, Twitter, Chat Rooms) becomes public information. We cannot guarantee the security of this type of disclosed information.


7.5        We take seriously the responsibility to exclude children from access to our services. We will not accept their information for the purposes of opening a wagering account. It is however, ultimately the responsibility of parents or guardians to monitor their children’s Internet activities including where appropriate by using Internet screening software.


7.6        Remember to always log out of your account when you have completed your time on the website. This is particularly important if you share a computer with another person. You are responsible for the security of and access to your own computer, mobile device or any other handset used to access the website.


7.7        Ultimately, you are solely responsible for maintaining the secrecy of your username, password and any account information. Please be careful whenever using the Internet and our website.


8.           Access to Personal Information


8.1        You may access the Personal Information collected by us by contacting us on We will give you access to your Personal Information in the manner requested if that is possible and within a reasonable period. If we refuse your request or cannot give you access in the manner you have requested, we will do what we can to meet your requirements by other means.


8.2        We may not be required to give you access to your Personal Information in certain circumstances which are set out in the APPs including where it may have an unreasonable impact on another individual's privacy. If we refuse access for such reasons, we will advise you in writing of the refusal and our reasons and the complaint mechanisms available to you.


9.           Cookies


9.1        In this Privacy Policy, we use the expression 'cookie' to refer to cookies and similar technologies we use to store information (such as web beacons). A cookie is a simple text file that is stored on your computer or mobile (or other) device by a website's server, and only that server will be able to retrieve or read the contents of that cookie. Each cookie is unique to your web browser. It will contain some anonymous information, such as a unique identifier and the website name and some digits and characters.


9.2        Almost all websites and applications you visit, including our websites, will use cookies in order to improve your user experience by enabling that website and/or application to 'remember' you, either for the duration of your visit (using a 'session cookie') or for repeat visits (using a 'persistent cookie').


9.3        Cookies are used to improve your use of a website or application, for example through letting you navigate between pages efficiently and storing your preferences. Cookies make the interaction between you and the website faster and easier. If a website or application doesn't use cookies, it will think you are a new visitor every time you move to a new page on the website. Cookies can also be used to enable targeted advertising and analysing your browsing of a website.


10.        Contact Details


If you have any queries, requests for access or correction or complaints relating to the handling of your personal information, please contact us by email at or by the site customer support chat function.


11.        International Data Transfers


All information processed by us may be transferred, processed, and stored anywhere in the world, including but not limited to other countries, which may have data protection laws that are different from the laws where you live. We endeavor to safeguard your information consistent with the requirements of applicable laws.


12.        Legal Basis for Processing


For purposes of the EU General Data Protection Regulation for all visitors and/or users originating from member states of the European Union, our processing of your personal information is supported by the following lawful bases:


12.1     Performance of a Contract: We need to process your personal information to perform our contract with you or our Customer.


12.2     Legitimate Interest: We process your personal information to further our legitimate interests but only where our interests are not overridden by your interests or fundamental rights and freedoms.


12.3     Consent: In some cases, We also rely on your consent to process your personal information.


12.4     Compliance with Legal Obligations: We may process your personal information to comply with our legal obligations.


13.        Updates to this Privacy Policy


As set out in Clause 2 above, we may review, change and update this Privacy Policy from time to time reflect our current practices and obligations. We will publish our current Privacy Policy on our website at and the changes will take effect at the time of publishing. You should review this privacy policy regularly and remain familiar with its terms.



When you purchase something from our store, as part of the buying and selling process, we collect the personal information you give us such as your name, address and email address.

When you browse our store, we also automatically receive your computer’s internet protocol (IP)address in order to provide us with information that helps us learn about your browser and operating system.

With your permission, we may send you emails about our store, new products and other updates.


How do you get my consent?

When you provide us with personal information to complete a transaction, verify your credit card, place an order, arrange for a delivery or return a purchase, we imply that you consent to our collecting it and using it for that specific reason only.

If we ask for your personal information for a secondary reason, like marketing, we will either ask you directly for your expressed consent, or provide you with an opportunity to say no.

How do I withdraw my consent?

If you change your mind, you may withdraw your consent for us to contact you, for the continued collection, use or disclosure of your information, at any time, by contacting us at


We may disclose your personal information if we are required by law to do so or if you violate our Terms of Online Service.


If you choose a direct payment gateway to complete your purchase, then our trusted third-party payment gateway will stores your credit card data. It is encrypted through the Payment Card Industry Data Security Standard (PCI-DSS). Your purchase transaction data is stored only as long as is necessary to complete your purchase transaction. After that is complete, your purchase transaction information is deleted.

All direct payment gateways adhere to the standards set by PCI-DSS as managed by the PCI Security Standards Council, which is a joint effort of brands like Visa, MasterCard, American Express and Discover.

Payments made will be invoiced immediately as per our automated invoicing system. The automation system however is bound to a limitation due to but not limited to the physical world limitation as per the subject of availability of the product or item or subject to change of price of the product, as per clause explained in our Terms & Conditions.

PCI-DSS requirements help ensure the secure handling of credit card information by our store and its service providers.


In general, the third-party providers used by us will only collect, use and disclose your information to the extent necessary to allow them to perform the services they provide to us.

However, certain third-party service providers, such as payment gateways and other payment transaction processors, have their own privacy policies in respect to the information we are required to provide to them for your purchase-related transactions.

For these providers, we recommend that you read their privacy policies so you can understand the manner in which your personal information will be handled by these providers.

In particular, remember that certain providers may be located in or have facilities that are located in a different jurisdiction than either you or us. So if you elect to proceed with a transaction that involves the services of a third-party service provider, then your information may become subject to the laws of the jurisdiction(s) in which that service provider or its facilities are located.

As an example, if you are located in Singapore and your transaction is processed by a payment gateway located in the Malaysia, then your personal information used in completing that transaction may be subject to disclosure under Malaysian legislation.

Once you leave our store’s website or are redirected to a third-party website or application, you are no longer governed by this Privacy Policy or our website’s Terms of Service.


When you click on links on our store, they may direct you away from our site. We are not responsible for the privacy practices of other sites and encourage you to read their privacy statements.


To protect your personal information, we take reasonable precautions and follow industry best practices to make sure it is not inappropriately lost, misused, accessed, disclosed, altered or destroyed.

If you provide us with your credit card information, the information is encrypted using secure socket layer technology (SSL) and stored with a AES-256 encryption. Although no method of transmission over the Internet or electronic storage is 100% secure, we follow all PCI-DSS requirements and implement additional generally accepted industry standards.


By using this site, you represent that you are at least the age of majority in your state or province of residence, or that you are the age of majority in your state or province of residence and you have given us your consent to allow any of your minor dependents to use this site.


We reserve the right to modify this privacy policy at any time, so please review it frequently. Changes and clarifications will take effect immediately upon their posting on the website. If we make material changes to this policy, we will notify you here that it has been updated, so that you are aware of what information we collect, how we use it, and under what circumstances, if any, we use and/or disclose it.

If our store is acquired or merged with another company, your information may be transferred to the new owners so that we may continue to sell products to you.


If you would like to access, correct, amend or delete any personal information we have about you, register a complaint, or simply want more information contact our Privacy Compliance Officer at