For personal data that is not transaction data or related to email marketing, we will apply the following criteria:</p> <ul> <li><strong>Managing legal claims</strong>&nbsp;– When we assess how long we keep personal data, we take into account whether that data may be required to defend any legal claims which may be made. If such data is required, we may keep it until the statute of limitations runs out in relation to the type of claim that can be made (which varies from 2 to 12 years).</li> <li><strong>Business requirements</strong>&nbsp;– As we only collect personal data for defined purposes, we assess how long we need to keep personal data for to meet our reasonable business purposes.