Privacy Policy

Who we are

Urban Phorm is a creative studio based in Rotterdam, Netherlands, operating events, consulting, and digital services. We act as the data controller for personal data collected through this website. For privacy-related questions, contact us at hello@urbanphorm.com.

What we collect

Depending on how you interact with us, we may collect:

• Contact details — name, email address, and any information you submit through our contact or inquiry forms.
• Account information — if you create a member account, we store your name, email, and profile details needed to use the platform.
• Event & roster data — registration details, application responses, and related correspondence when you sign up for events or join our talent roster.
• Technical & usage data — IP address, browser type, device type, pages visited, referral source, and session duration. With your analytics consent, this may be collected via our first-party analytics (Ahoy) and/or third-party tools such as Google Analytics.
• Security & anti-spam data — when you submit a form protected by reCAPTCHA, Google may process interaction signals, device data, and cookies to assess whether the submission is legitimate.
• Marketing & attribution data — when Meta Pixel is active, Meta may receive information about your visits and actions on our site to measure advertising performance and build audience insights.

How we use your data

We use personal data to:

• Respond to inquiries and provide our services
• Manage event registrations, memberships, and talent applications
• Operate and improve our website and member dashboard
• Understand how visitors use the site and measure the effectiveness of our marketing
• Protect forms and accounts from spam, abuse, and automated attacks
• Send relevant updates about events, projects, or services you have expressed interest in
• Meet legal, security, and operational requirements

We process data on the basis of:

• Consent — where required for analytics cookies (including Ahoy and Google Analytics), marketing technologies (including Meta Pixel), or where you opt in to communications.
• Contractual necessity — to provide services you request or manage your account.
• Legitimate interests — to secure our site and prevent fraud, where those interests are not overridden by your rights.
• Legal obligation — where we must retain or disclose information by law.

First-party analytics (Ahoy)

We use Ahoy, a first-party analytics tool built into our platform. When you consent to analytics cookies, Ahoy records visits and selected interactions (such as form submissions or bookings) in our own database — this data is not sent to external analytics providers.

Ahoy may collect:

• IP address, browser, operating system, and device type
• Referrer, landing page, and visit timestamps
• Anonymous visit and visitor identifiers (via cookies ahoy_visit and ahoy_visitor)
• Your user ID if you are signed in during the visit

Ahoy only runs on the public website after you opt in to analytics cookies. Data is retained according to our internal retention practices and is used to understand site usage and improve our services.

Third-party services

We also use third-party tools that may collect, store, and process personal data on our behalf or as independent controllers. Data collected on our site may therefore be transferred to providers outside the European Economic Area (EEA), including the United States. These tools only load if you consent via our cookie banner.

Google Analytics

We use Google Analytics to understand how visitors find and use our website (for example, pages viewed, time on site, and general traffic patterns). Google may set cookies and process usage data including truncated IP addresses. Learn more in Google's Privacy Policy and opt out of Google Analytics.

Meta Pixel

We use the Meta Pixel (Facebook Pixel) to measure the performance of our advertising on Meta platforms, understand conversions, and build aggregated audience insights. Meta may link site activity to your Meta account if you are logged in, or use device and cookie identifiers otherwise. Learn more in Meta's Privacy Policy and manage ad preferences via Meta Ad Settings.

Google reCAPTCHA

We use Google reCAPTCHA on selected forms to distinguish real users from automated submissions. reCAPTCHA may analyse your interaction with the form, browser data, cookies, and device signals. This processing is subject to Google's Privacy Policy and the Google Terms of Service.

Cookies & similar technologies

Our site uses cookies and similar technologies in several categories:

• Essential — always active; required for security, authentication, and core functionality:
  • _aruba_circular_session — keeps you signed in and protects forms (session & CSRF)
  • remember_user_token — only if you choose "Remember me" on login
  • up_cookie_consent — stores your cookie preferences
• Analytics — only with your consent:
  • ahoy_visit / ahoy_visitor — first-party visit tracking (Ahoy)
  • Google Analytics cookies (e.g. _ga) — if Google Analytics is enabled
• Marketing — only with your consent; used by Meta Pixel (e.g. _fbp) to measure campaigns.
• Security — set by Google reCAPTCHA when you use a protected form (e.g. _GRECAPTCHA).

We ask for your consent before placing analytics and marketing cookies. Use the cookie banner or Cookie settings link in the footer to change your choices at any time. You can also control cookies through your browser settings and the opt-out links listed above.

Sharing, transfers & retention

We do not sell your personal data. First-party analytics data collected by Ahoy remains on our systems. When you consent to third-party tools, data may also be shared with the providers described above — as well as other trusted service providers who help us operate our website, process payments, host infrastructure, or deliver communications.

Some of these providers are located outside the EEA. Where data is transferred internationally, we rely on appropriate safeguards such as the EU Standard Contractual Clauses or equivalent mechanisms, where applicable.

We retain personal data only as long as needed for the purposes described in this policy, or as required by law. Analytics and marketing providers may retain data according to their own retention schedules.

Your rights

If you are in the European Economic Area, you have the right to:

• Access, correct, or delete your personal data
• Restrict or object to certain processing — including processing based on legitimate interests or for direct marketing
• Request portability of data you have provided
• Withdraw consent at any time, where processing is based on consent (without affecting prior lawful processing)
• Lodge a complaint with your local data protection authority

To exercise any of these rights, email hello@urbanphorm.com. You may also update your preferences via our cookie banner, or use the opt-out tools provided by Google and Meta linked in the Third-party services section above.

Changes

We may update this policy from time to time — for example, when we add or change analytics, advertising, or security tools. The "Last updated" date at the top of this page will reflect any material changes.