Uitgelezen

Memoirs of a Geisha

Geisha’s zijn Japanse vrouwen met een kersrode mond in een witgekalkt gezicht. Ze bewegen zich gracieus en spelen verstoppertje achter hun waaiers. Mannen betalen voor hun gezelschap en af en toe ook wel voor meer. Bovenal baden geisha’s in een waas van mysterie. Kan Hollywood hun raadsel ontsluieren?  

Vandaag, op 15 maart 2022, prijkt Arthur Golden op onze Eerste Zin Scheurkalender. Zijn bestseller ‘Memoirs of a Geisha’ begint zo: “In het voorjaar van 1936, toen ik een jongen van veertien was, nam mijn vader me op een avond mee naar een dansvoorstelling in Kioto.” Naar aanleiding van de verfilming van het boek in 2006 schreef ik een langere reportage over de geishacultuur. Hier gaan we:

De geishawereld gaat gehuld in geheimzinnigheid. De klassieke geisha met haar witte make-up, geborduurde kimono en plateauschoenen is een symbool van Japan én van vrouwelijkheid. Een geisha is eleganter, verzorgder en interessanter dan de doorsnee vrouw. Als Japanse mannen elkaar in een theehuis ontmoeten, bestellen ze vaak een geisha om hen te vermaken. Wat er precies gebeurt achter de rijstpapieren wanden van zo’n theezaak – waar trouwens evenveel saké als thee wordt gedronken -, is een goed bewaard geheim. Zelfs in Japan vormen geisha’s een subcultuur.

Geen wonder dus dat heel wat Japanse wenkbrauwen de lucht inschoten toen Hollywood een geishafilm aankondigde. Wat weten Amerikanen daar nu van? De eerste berichten over ‘Memoirs of a Geisha’ klonken echter veelbelovend. Een budget van 80 miljoen dollar, Steven Spielberg als producent en Rob Marshall (van ‘Chicago’) achter de camera… De nieuwsgierigheid in Japan steeg. Marshall reisde met z’n productieploeg naar Kyoto om in de sfeer te komen en bouwde bij thuiskomst de stad na op een Californische ranch.

De casting wilde hij politiek correct aanpakken: geen Gwyneth-Paltrow-verkleed-als-geisha, maar Aziatische acteurs in alle rollen. Die poging tot authenticiteit brak Marshall zuur op.

Heel Azië stond op zijn kop toen bekend werd dat de Chinese actrice Ziyi Zhang (Rush Hour 2 en Crouching Tiger, Hidden Dragon) de hoofdrol zou spelen. “Hollywood cast Chinese als Japanse geisha, want het Westerse publiek ziet toch geen verschil. Wat een pan-Aziatische arrogantie!”

Nu is een beetje controverse nooit slecht voor een film en ‘Memoirs of a Geisha’ werd een hit in Japan. Natuurlijk waren er laatdunkende opmerkingen over fout geknoopte kimono’s en verkeerd aangebrachte make-up. Maar in het algemeen overheerste trots. “Soms moet je met de geromantiseerde blik van een buitenstaander kijken, om de schoonheid van je eigen land te zien”, schreef een criticus. Iedereen wist dat de film goed zat, toen een bekende geisha één van haar kimono’s stuurde naar leading lady Ziyi Zhang “omdat ze zo had genoten toen ze haar oude wereld zag herleven”.  

GEHEIME INFORMANTE

‘Memoirs of a Geisha’ vertelt dan ook geen flutverhaal. De film is gebaseerd op Arthur Goldens bestseller ‘Dagboek van een Geisha’. Golden tekende niet voor het filmscript: “De filmmaatschappij contacteerde me toen mijn nieuwe roman net begon te vlotten. Ik had geen zin om ‘Geisha’ te herwerken. Je onderbreekt je huwelijksreis toch ook niet voor een date met je ex?”

Het script nalezen, wou Golden wel. Hij was vol lof over de beknopte maar trouwe adaptatie van zijn klepper van 400 pagina’s.

In ‘Memoirs of a Geisha’ belandt Sayuri, een meisje uit een arm vissersdorp, na ontvoering in een geishahuis in de stad. Ze voelt zich eenzaam, bedrogen en overvraagd door de combinatie van huishoudelijke taken en dans- en muzieklessen. De sfeer in huis lijdt onder de buien van Hatsumomo, een jaloerse geisha die het op Sayuri heeft gemunt. Maar het meisje groeit op en houdt stand. Onder de vleugels van de geraffineerde Mameha ontluikt Sayuri tot één van de sterren van haar district. Machtige mannen strijden om haar aandacht, maar Sayuri heeft haar zinnen gezet op de Voorzitter. En om de man van haar dromen te krijgen, gaat de geisha onverwacht ver.

Goldens roman verscheen in 1997 en werd meteen een literaire hit. De Engelse versie ging vier miljoen keer over de toonbank en werd naar 32 talen vertaald. Wereldwijd stonden lezers verstomd. Hoe kon een Amerikaanse man anno 1997 zich zo goed inleven in een Japanse vrouw uit het interbellum? Om te beginnen weet Golden waarover hij schrijft. Hij studeerde Japanse geschiedenis aan Columbia en werkte geruime tijd in Tokyo. “Ik had àlles gelezen wat in het Engels of Japans over geisha’s was verschenen en schreef een goed gestoffeerd verhaal.” Bovendien kreeg hij hulp van een insider.

Mineko Iwasaki, een 42-jarige gepensioneerde geisha, was bereid met Golden over zijn manuscript te praten. Een uitzonderlijk privilege, want de meeste geisha’s houden de geheimzinnigheid rond hun beroep liefst in stand.

“Mineko’s openhartigheid veranderde mijn blik op de geishawereld totaal. Na onze gesprekken ben ik helemaal opnieuw begonnen.” Golden zou zelfs nog een derde versie schrijven. “Alles viel op z’n plaats toen ik het verhaal als memoires benaderde.” Voor de auteur gaat die uitspraak zeker op. Drie uitgeverijen die zijn tweede versie als ‘te droog’ hadden afgewezen, boden nu tegen elkaar op voor de publicatierechten. Goldens gouden kip zat in de oven. Maar zijn informante Mineko Iwasaki was niet blij met de ‘nieuwe’ verhaalvorm. Zij had toegestemd om Golden te helpen bij een fictieve roman, onder garantie van volkomen anonimiteit. Nu schreef hij een boek in de ik-vorm en vermeldde haar met naam en toenaam in zijn dankwoord. Uiteraard verwarden vele lezers Sayuri’s verhaal daardoor met Mineko’s leven. De vrouw ontving dreigbrieven van geisha’s die vonden dat ze hun beroepsgeheim had geschonden. Mineko sleepte Golden voor de rechtbank. Ze won en publiceerde later haar echte memoires om de zaak volledig uit te klaren.

GEPRIVILEGIEERDE MAITRESSE

Een groot deel van de controverse is terug te brengen tot die ene vraag: zijn geisha’s nu prostituees of niet? In het Westen wordt meestal aangenomen van wel, in Japan houdt men vol van niet. De waarheid ligt zoals gewoonlijk in het midden en ‘Memoirs of a Geisha’ geeft daarvan een fair beeld. In het Japans betekent geisha “zij die onderlegd is in de kunsten”. Leerling geisha’s krijgen een strenge opleiding van zang-, dans- en muzieklessen en moeten vlot en intelligent kunnen converseren. Geisha’s beschouwen hun kunsten nooit als volmaakt en volgen hun leven lang vervolglessen. Mannen die in een theehuis een geisha ‘bestellen’, betalen om haar te zien dansen of praten maar verwachten geen seksuele diensten. Bovendien mag niet iedereen geisha worden, alleen de mooie meisjes komen in aanmerking. Een geisha geniet dan ook behoorlijk wat aanzien. Ze gaat gekleed in de fijnste kimono’s en wordt betaald om op feestjes te verschijnen. Ze zorgt dat het kommetje saké van haar gastheer gevuld blijft, maar is geen serveerster. Het personeel van het theehuis bedient de geisha. Visueel onderscheiden geisha’s zich van prostituees door de manier waarop ze hun kimono dragen. Geisha’s knopen hun obi, de band om hun taille, in een kunstig kussentje op hun rug. Ze kunnen zich zo’n folie permitteren, want ze ontkleden zich toch niet voor klanten. Prostituees strikken hun obi in een eenvoudige wikkel vooraan omdat ze daar in hun beroep veel tijd mee winnen. 

Zijn geisha’s dan onafhankelijke kunstenaressen, die uit vrije wil in een geishahuis wonen? Die voorstelling is helaas te rooskleurig. De opleiding en garderobe van een geisha kosten veel geld. Haar uurloon, hoe riant ook, volstaat doorgaans niet om al haar kosten te dekken. De meeste geisha’s hebben dan ook een danna of ‘beschermheer’ nodig. Zo’n danna – meestal een gehuwde, welstellende man – engageert zich om op lange termijn voor een geisha te zorgen, als ze in ruil daarvoor met hem slaapt. In zekere zin verkopen geisha’s dus hun lichaam, want de danna kiest de geisha, niet omgekeerd. Maar dat maakt hen nog geen prostituees, want niemand koopt een geisha voor één nacht. Er bestaat geen Westers equivalent, maar je kan een geisha best vergelijken met een geprivilegieerde, ontwikkelde maîtresse.      

TRADITIE EN RITUELEN

Tegenwoordig telt Kyoto zo’n 200 geisha’s en 75 leerling geisha’s of maiko’s. Zij zijn bezorgd dat ‘Memoirs of a Geisha’ – een film over de jaren 1930 – hun imago zal schaden. Minstens twee praktijken die in de film veel aandacht krijgen, komen in werkelijkheid immers niet meer voor.

Ten eerste kiezen geisha’s hun beroep nu zélf na hun zestiende verjaardag, terwijl Sayuri als kind werd ontvoerd en verkocht. “De levensstijl van een geisha is ouderwets, met veel aandacht voor rituelen en symboliek”, zegt antropologe Liza Dalby, de enige Westerse vrouw die ooit als geisha werkte. “Precies daarin ligt voor sommige meisjes de aantrekkingskracht.” Zo raadplegen geisha’s alle dagen hun almanak, en baseren ze hun beslissingen op de adviezen die ze daar vinden. Ze dragen andere haarspelden naargelang de seizoenen en voeren bij het begin van elke lente een reeks eeuwenoude dansen op. Niemand speelt zo mooi shamisen (een drie-snarig instrument) of jongleert zo snel met waaiers als een geisha.

“Als er vandaag minder geisha’s zijn, ligt dat niet aan de onderdanigheid van het beroep. Die idee van de geishaslavin is een Westerse fantasie. Veel meisjes vinden de opleiding gewoon te veeleisend”, beweert Dalby.

Een tweede praktijk die tot het verleden behoort, is de mizuage of het verkopen van de maagdelijkheid van een maiko aan de hoogste bieder. Voor de Tweede Wereldoorlog bood een leerling geisha die klaar was voor haar overgangsritueel, haar beste klanten een stukje ekubo aan, een zoet rijstgebakje met een suggestief rood kuiltje in het midden. Zo wisten de mannen dat het bieden ging beginnen. Een paar preutse geesten houden vol dat mizuage nooit bestaan heeft, maar Lesley Downer’s studie “Women of the Pleasure Quarters” bevat zoveel getuigenissen over die praktijk, dat je wel weet wie je mag geloven. In de geishadistricten was het publiek geheim of een maiko nog maagd was of niet. Je zag het meteen aan haar kapsel: een ware-shinobu coupe was voor maagden, een ofuku coiffure voor geplukte bloemen. Mizuage was trouwens een belangrijke stap voor een maiko, die na haar eerste keer een volwaardige geisha werd.

BEROEMDE GEISHA’S

In ‘Memoirs of a Geisha’ wordt Sayuri verliefd op de Voorzitter, een Japanse zakenman. Dat is in zekere zin origineel. Uit de bekende geishaverhalen van vorige eeuw walmt immers allemaal een muf luchtje van kolonialisme. Wrede blanke man ruïneert weerloze kleine geisha? Jammer genoeg zijn de verhalen waar gebeurd.

The Barbarian and the Geisha: Okichi

In 1854 arriveert de eerste Amerikaanse consul in Japan. Townsend Harris laat zijn oog vallen op de geisha Okichi, die naar zijn huis wordt gebracht, terwijl de omstaanders ‘Rashamen’ scanderen. Dat betekent ‘concubine van een buitenlander’ maar ook ‘arm schaap’. Volgens Okichi stinkt de consul naar vlees en boter. Harris walgt van Okichi’s huiduitslag onder de dikke laag witte make-up en stuurt haar al na drie dagen terug. Bezoedeld én verstoten door een barbaar is Okichi’s carrière ten einde. Ze pleegt zelfmoord door van een klif te springen. In Japan richtte men een tempel op voor de jonge geisha, ‘het eerste slachtoffer van internationale betrekkingen’. Hollywood verfilmde haar (schaamteloos herschreven) verhaal in 1958 als ‘The Barbarian and the Geisha’.

Madame Butterfly: Sadayakko

In 1885 trouwt de Franse officier Pierre Loti met een geisha, die hij later in de steek laat. Hij beschrijft zijn daden in een boek, dat verschillende keren herwerkt wordt en in 1904 vaste vorm krijgt als de opera ‘Madame Butterfly’. De geisha Butterfly heeft een zoon met haar grote liefde luitenant Pinkerton, die haar –zogenaamd tijdelijk- verlaat. Als hij haar uiteindelijk met zijn Westerse vrouw weer opzoekt, pleegt Butterfly zelfmoord. Componist Puccini maakte van Butterfly’s verhaal een klassieker. Hij modelleerde de geisha in de hoofdrol op Sadayakko, een Japanse actrice (en ex-geisha) die in zijn tijd hoge ogen gooide in Londen.

GEISHA GLOSSARIUM

Danna: De beschermheer van een geisha, die haar financieel ondersteunt in ruil voor lichamelijke liefde.

Geiko: Geisha uit Kyoto. Tokyo en Kyoto zijn de twee geishasteden bij uitstek, maar de geisha’s van Kyoto worden hoger aangeslagen.

Gion: De bekendste geishawijk in Kyoto. Goldens boek speelt zich af in Gion, maar in de film woont Sayuri in de fictieve stad Miako.

Hanamachi: Geishawijk, een buurt met theehuizen maar geen bordelen. In tegenstelling tot de Japanse ‘red light districts’ is een hanamachi niet ommuurd.

Maiko: Een leerling geisha die haar basisopleiding heeft voltooid en nu in het kielzog van een ervaren geisha haar debuut maakt.

Mizuage: De eerste seksuele ervaring van een geisha, het overgangsritueel van maiko naar geisha.

Okiya: Geishahuis. De eigenares van een okiya neemt meerdere geisha’s in haar huis, die een deel van hun inkomsten afstaan om de kimono’s van de okiya te mogen dragen.

One: Oudere zuster, de bijnaam van een geisha die een debuterende maiko onder haar hoede neemt.

Shamisen: Het instrument met drie snaren waarmee geisha’s hun dansen begeleiden.

Uguisu no fun: Nachtegalenuitwerpselen, het basisingrediënt van de witte make-up waarmee een geisha haar gezicht, decolleté en bovenrug bedekt.

Privacy Overview

This Privacy Policy sets out how we, This is how we read, collect, store and use information about you when you use or interact with our website, thisishowweread.be (our website) and where we otherwise obtain or collect information about you. This Privacy Policy is effective from 17th February 2020.

Contents

  • Summary
  • Our details
  • When you visit our website
  • Marketing communications
  • Information obtained from third parties
  • Disclosure and additional uses of your information
  • How long we retain your information
  • How we secure your information
  • Transfers of your information outside the European Economic Area
  • Your rights in relation to your information
  • Changes to our Privacy Policy
  • Children’s Privacy

Summary

This section summarises how we obtain, store and use information about you. It is intended to provide a very general overview only. It is not complete in and of itself and it must be read in conjunction with the corresponding full sections of this Privacy Policy.

  • Data controller: This is how we read
  • How we collect or obtain information about you: when you provide it to us e.g. by contacting us, leaving comments on our blog, completing registration forms, adding or rating locations, posting blogs, or signing up for content such as newsletters. From your use of our website, using cookies and occasionally, from third parties such as mailing list providers.
  • Information we collect: name, contact details, social media information, IP address, information from cookies, information about your computer or device (e.g. device and browser type), information about how you use our website (e.g. which pages you have viewed, the time when you view them and what you clicked on, the geographical location from which you accessed our website (based on your IP address).
  • How we use your information: for administrative and business purposes (particularly to contact you, to improve our business and website, to fulfil our contractual obligations, to advertise our and other’s goods and services, to analyse your use of our website, and in connection with our legal rights and obligations.)
  • Disclosure of your information to third parties: user information can be shared with partners for specific types of content and events where a user has registered their information. Other disclosures are only to the extent necessary to run our business, to our service providers, to fulfil any contracts we enter into with you and where required by law or to enforce our legal rights.
  • Do we sell your information to third parties (other than in the course of a business sale or purchase or similar event): No, This is how we read, does not sell data. However, when you register or sign up for certain types of content, your registration data can be shared with sponsors and partners. Examples of where we do this include event registrations, webinar signups or whitepaper downloads. We will always make it clear where any information provided will be shared with other parties.
  • How long we retain your information: for no longer than necessary, taking into account any legal obligations we have (e.g. to maintain records for tax purposes), any other legal basis we have for using your information (e.g. your consent, performance of a contract with you or our legitimate interests as a business) and certain additional factors described in the main section below entitled How long we retain your information. For specific retention periods in relation to certain information which we collect from you, please see the main section below entitled How long we retain your information.
  • How we secure your information: using appropriate technical and organisational measures such as storing your information on secure servers, encrypting transfers of data to or from our servers using Secure Sockets Layer (SSL) technology, encrypting payments you make on or via our website using Secure Sockets Layer (SSL) technology and only granting access to your information where necessary.
  • Use of cookies and similar technologies: we use cookies and similar information-gathering technologies such as marketing automation tracking on our website including essential, functional, analytical and targeting cookies. For more information, please visit our cookies policy.
  • Transfers of your information outside the European Economic Area: By using our website, your information may be transferred outside of the European Economic Area. We take personal data seriously and as such we ensure appropriate safeguards are in place, including, for example, that the third parties we use who transfer your information outside the European Economic Area have self-certified themselves as compliant with the EU-U.S. Privacy Shield.
  • Use of profiling: we use profiling to understand our users better through web and marketing analytics, provide targeted advertising and deliver a personalised user experience.
  • Your rights in relation to your information
    • to access your information and to receive information about its use
    • to have your information corrected and/or completed
    • to have your information deleted
    • to restrict the use of your information
    • to receive your information in a portable format
    • to object to the use of your information
    • to withdraw your consent to the use of your information
    • to complain to a supervisory authority
  • Sensitive personal information: we do not collect what is commonly referred to as ‘sensitive personal information’.

Our details

If you have any questions about this Privacy Policy, please contact the data controller.

The data controller in respect of our website is This is how we read.

You can contact the data controller by using the details above or by sending an email to info@thisishowweread.be.

When you visit our website

We collect and use information from website visitors in accordance with this section and the section entitled Disclosure and additional uses of your information.

Web server log information

We use a third party server to host our website called SystemDeveloper.nl the privacy policy of which is available here: http://www.systemdeveloper.nl/privacy/

Our website server automatically logs the IP address you use to access our website as well as other information about your visit such as the pages accessed, information requested, the date and time of the request, the source of your access to our website (e.g. the website or URL (link) which referred you to our website), and your browser version and operating system.

Use of website server log information for IT security purposes

We collect and store server logs to ensure network and IT security and so that the server and website remain uncompromised. This includes analysing log files to help identify and prevent unauthorised access to our network, the distribution of malicious code, denial of services attacks and other cyber-attacks, by detecting unusual or suspicious activity.

Unless we are investigating suspicious or potential criminal activity, we do not make, nor do we allow our hosting provider to make, any attempt to identify you from the information collected via server logs.

Legal basis for processing: compliance with a legal obligation to which we are subject (Article 6(1)(c) of the General Data Protection Regulation).

Legal obligation: we have a legal obligation to implement appropriate technical and organisational measures to ensure a level of security appropriate to the risk of our processing of information about individuals. Recording access to our website using server log files is such a measure.

Legal basis for processing: our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation).

Legitimate interests: we have a legitimate interest in using your information for the purposes of ensuring network and information security.

Use of website server log information to analyse website use and improve our website

We use the information collected by our website server logs to analyse how our website users interact with our website and its features. For example, we analyse the number of visits and unique visitors we receive, the time and date of the visit, the location of the visit and the operating system and browser use.

We use the information gathered from the analysis of this information to improve our website. For example, we use the information gathered to change the information, content and structure of our website and individual pages based according to what users are engaging most with and the duration of time spent on particular pages on our website.

Legal basis for processing: our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation).

Legitimate interest: improving our website for our website users and getting to know our website users’ preferences so our website can better meet their needs and desires.

Cookies

Cookies are data files which are sent from a website to a browser to record information about users for various purposes.

We use cookies on our website, including essential, functional, analytical and targeting cookies.

For further information on how we use cookies, please see our cookies policy.

You can reject some or all of the cookies we use on or via our website by changing your browser settings or non-essential cookies by using a cookie control tool, but doing so can impair your ability to use our website or some or all of its features. For further information about cookies, including how to change your browser settings, please visit www.allaboutcookies.org or see our cookie policy.

When you contact us

We collect and use information from individuals who contact us in accordance with this section and the section entitled Disclosure and additional uses of your information.

Email

When you send an email to the email address displayed on our website we collect your email address and any other information you provide in that email (such as your name, telephone number and the information contained in any signature block in your email).

Legal basis for processing: our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation).

Legitimate interest(s): responding to enquiries and messages we receive and keeping records of correspondence.

Legal basis for processing: necessary to perform a contract or to take steps at your request to enter into a contract (Article 6(1)(b) of the General Data Protection Regulation).

Reason why necessary to perform a contract: where your message relates to us providing you with goods or services or taking steps at your request prior to providing you with our goods and services (for example, providing you with information about such goods and services), we will process your information in order to do so).

Enquiry forms

When you contact us using an enquiry form, we collect your personal details and match this to any information we hold about you on record. Typical personal information collected will include your name and contact details. We will also record the time, date and the specific form you completed.

If you do not provide the mandatory information required by our contact form, you will not be able to submit the contact form and we will not receive your enquiry.

Legal basis for processing: our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation).

Legitimate interest(s): responding to enquiries and messages we receive and keeping records of correspondence.

We will also use this information to tailor any follow up sales and marketing communications with you. For further information, see the section of this privacy policy titled ‘Marketing Communications’.

Messages you send to us via our contact form may be stored outside the European Economic Area on our contact form provider’s servers.

Phone

When you contact us by phone, we collect your phone number and any information provide to us during your conversation with us.

We record customer-facing phone calls for training and customer service purposes.

Legal basis for processing: our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation)

Legitimate interest(s): responding to enquiries and messages we receive and keeping records of correspondence.

Legal basis for processing: necessary to perform a contract or to take steps at your request to enter into a contract (Article 6(1)(b) of the General Data Protection Regulation).

Reason why necessary to perform a contract: where your message relates to us providing you with goods or services or taking steps at your request prior to providing you with our goods and services (for example, providing you with information about such goods and services), we will process your information in order to do so).

Post

If you contact us by post, we will collect any information you provide to us in any postal communications you send us.

Legal basis for processing: our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation)

Legitimate interest(s): responding to enquiries and messages we receive and keeping records of correspondence.

Legal basis for processing: necessary to perform a contract or to take steps at your request to enter into a contract (Article 6(1)(b) of the General Data Protection Regulation).

Reason why necessary to perform a contract: where your message relates to us providing you with goods or services or taking steps at your request prior to providing you with our goods and services (for example, providing you with information about such goods and services), we will process your information in order to do so).

Marketing communications

Our content, goods and services

When signing up for content, registering on our website or making a payment, we will use the information you provide in order to contact you regarding related content, products and services.

We will continue to send you marketing communications in relation to similar goods and services if you do not opt out from receiving them.

You can opt-out from receiving marketing communications at any time by emailing info@thisishowweread.be

Legal basis for processing: our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation).

Legitimate interests: Sharing relevant, timely and industry-specific information on related business services, in order to assist your organisation, grow.

Third party goods and services

In addition to receiving information about our products and services, you can opt in to receiving marketing communications from us in relation third party goods and services by email by ticking a box indicating that you would like to receive such communications.

Legal basis for processing: consent (Article 6(1)(a) of the General Data Protection Regulation).

Consent: you give your consent to us sending you information about third party goods and services by signing up to receive such information in accordance with the steps described above.

Transfer and storage of your information

Information for marketing campaigns will be stored outside the European Economic Area on our third-party mailing list provider’s servers in the United States.

For further information about the safeguards used when your information is transferred outside the European Economic Area, see the section of this privacy policy below entitled Transfers of your information outside the European Economic Area.

Use of tracking in emails

We use technologies such as tracking pixels (small graphic files) and tracked links in the emails we send to allow us to assess the level of engagement our emails receive by measuring information such as the delivery rates, open rates, click through rates and content engagement that our emails achieve.

Information obtained from third parties

This section sets out how we obtain or collect information about you from third parties.

Information received from third parties

We can often receive information about you from third parties. The third parties from which we receive information about you can include partner events within the marketing industry and other organisations that we have a professional affiliation with.

It is also possible that third parties with whom we have had no prior contact may provide us with information about you.

Information we obtain from third parties will generally be your name and contact details but will include any additional information about you which they provide to us.

Legal basis for processing: necessary to perform a contract or to take steps at your request to enter into a contract (Article 6(1)(b) of the General Data Protection Regulation).

Reason why necessary to perform a contract: where a third party has passed on information about you to us (such as your name and email address) in order for us to provide services to you, we will process your information in order to take steps at your request to enter into a contract with you and perform a contract with you (as the case may be).

Legal basis for processing: consent (Article 6(1)(a) of the General Data Protection Regulation).

Consent: where you have asked that a third party to share information about you with us and the purpose of sharing that information is not related to the performance of a contract or services by us to you, we will process your information on the basis of your consent, which you give by asking the third party in question to pass on your information to us.

Legal basis for processing: our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation).

Legitimate interests: where a third party has shared information about you with us and you have not consented to the sharing of that information, we will have a legitimate interest in processing that information in certain circumstances.

For example, we would have a legitimate interest in processing your information to perform our obligations under a sub-contract with the third party, where the third party has the main contract with you. Our legitimate interest is the performance of our obligations under our sub-contract.

Similarly, third parties may pass on information about you to us if you have infringed or potentially infringed any of our legal rights. In this case, we will have a legitimate interest in processing that information to investigate and pursue any such potential infringement.

Information obtained by us from third parties

In certain circumstances (for example, to verify the information we hold about you or obtain missing information we require to provide you with a service) we will obtain information about you from certain publicly accessible sources, both EU and non-EU, such as Companies House, online customer databases, business directories, media publications, social media, and websites (including your own website if you have one.

In certain circumstances will also obtain information about you from private sources, both EU and non-EU, such as marketing data services.

We will continue to send you marketing communications in relation to similar goods and services if you do not opt out from receiving them.

You can opt-out from receiving marketing communications at any time by emailing info@thisishowweread.be

Legal basis for processing: our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation).

Legitimate interests: Sharing relevant, timely and industry-specific information on related business services.

Where we receive information about you in error

If we receive information about you from a third party in error and/or we do not have a legal basis for processing that information, we will delete your information.

Disclosure and additional uses of your information

This section sets out the circumstances in which will disclose information about you to third parties and any additional purposes for which we use your information.

Disclosure of your information to service providers

We use a number of third parties to provide us with services which are necessary to run our business or to assist us with running our business

These include the following: Internet services, IT service providers and web developers.

Our third-party service providers are located both inside and outside of the European Economic Area.

Your information will be shared with these service providers where necessary to provide you with the service you have requested, whether that is accessing our website or ordering goods and services from us.

We do not display the identities of our service providers publicly by name for security and competitive reasons. If you would like further information about the identities of our service providers, however, please contact us directly by email and we will provide you with such information where you have a legitimate reason for requesting it (where we have shared your information with such service providers, for example).

Legal basis for processing: legitimate interests (Article 6(1)(f) of the General Data Protection Regulation).

Legitimate interest relied on: where we share your information with these third parties in a context other than where is necessary to perform a contract (or take steps at your request to do so), we will share your information with such third parties in order to allow us to run and manage our business efficiently.

Legal basis for processing: necessary to perform a contract and/or to take steps at your request prior to entering into a contract (Article 6(1)(b) of the General Data Protection Regulation).

Reason why necessary to perform a contract: we may need to share information with our service providers to enable us to perform our obligations under that contract or to take the steps you have requested before we enter into a contract with you.

Disclosure and use of your information for legal reasons

Indicating possible criminal acts or threats to public security to a competent authority

If we suspect that criminal or potential criminal conduct has been occurred, we will in certain circumstances need to contact an appropriate authority, such as the police. This could be the case, for instance, if we suspect that we fraud or a cyber-crime has been committed or if we receive threats or malicious communications towards us or third parties.

We will generally only need to process your information for this purpose if you were involved or affected by such an incident in some way.

Legal basis for processing: our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation).

Legitimate interests: preventing crime or suspected criminal activity (such as fraud).

In connection with the enforcement or potential enforcement our legal rights

We will use your information in connection with the enforcement or potential enforcement of our legal rights, including, for example, sharing information with debt collection agencies if you do not pay amounts owed to us when you are contractually obliged to do so. Our legal rights may be contractual (where we have entered into a contract with you) or non-contractual (such as legal rights that we have under copyright law or tort law).

Legal basis for processing: our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation).

Legitimate interest: enforcing our legal rights and taking steps to enforce our legal rights.

In connection with a legal or potential legal dispute or proceedings

We may need to use your information if we are involved in a dispute with you or a third party for example, either to resolve the dispute or as part of any mediation, arbitration or court resolution or similar process.

Legal basis for processing: our legitimate interests (Article 6(1)(f) of the General Data Protection Regulation).

Legitimate interest(s): resolving disputes and potential disputes.

How long we retain your information

This section sets out how long we retain your information. We have set out specific retention periods where possible. Where that has not been possible, we have set out the criteria we use to determine the retention period.

Retention periods

Server log information: we retain information on our server logs for 3 months.

Correspondence and enquiries: when you make an enquiry or correspond with us for any reason, whether by email or via our contact form or by phone, we will retain your information for as long as it takes to respond to and resolve your enquiry, and for 36 further month(s), after which point we will archive your information.

Newsletter: we retain the information you used to sign up for our newsletter for as long as you remain subscribed (i.e. you do not unsubscribe).

Criteria for determining retention periods

In any other circumstances, we will retain your information for no longer than necessary, taking into account the following:

    • the purpose(s) and use of your information both now and in the future (such as whether it is necessary to continue to store that information in order to continue to perform our obligations under a contract with you or to contact you in the future);
    • whether we have any legal obligation to continue to process your information (such as any record-keeping obligations imposed by relevant law or regulation);
    • whether we have any legal basis to continue to process your information (such as your consent);
    • how valuable your information is (both now and in the future);
    • any relevant agreed industry practices on how long information should be retained;
    • the levels of risk, cost and liability involved with us continuing to hold the information;
    • how hard it is to ensure that the information can be kept up to date and accurate; and
    • any relevant surrounding circumstances (such as the nature and status of our relationship with you).

How we secure your information

We take appropriate technical and organisational measures to secure your information and to protect it against unauthorised or unlawful use and accidental loss or destruction, including:

  • only sharing and providing access to your information to the minimum extent necessary, subject to confidentiality restrictions where appropriate, and on an anonymised basis wherever possible;
  • using secure servers to store your information;
  • verifying the identity of any individual who requests access to information prior to granting them access to information;
  • using Secure Sockets Layer (SSL) software to encrypt any payment transactions you make on or via our website;
  • only transferring your information via closed system or encrypted data transfers;

Transmission of information to us by email

Transmission of information over the internet is not entirely secure, and if you submit any information to us over the internet (whether by email, via our website or any other means), you do so entirely at your own risk.

We cannot be responsible for any costs, expenses, loss of profits, harm to reputation, damages, liabilities or any other form of loss or damage suffered by you as a result of your decision to transmit information to us by such means.

Transfers of your information outside the European Economic Area

Your information may be transferred and stored outside the European Economic Area (EEA) in the circumstances set out earlier in this policy.

We will also transfer your information outside the EEA or to an international organisation in order to comply with legal obligations to which we are subject (compliance with a court order, for example). Where we are required to do so, we will ensure appropriate safeguards and protections are in place.

Your rights in relation to your information

Subject to certain limitations on certain rights, you have the following rights in relation to your information, which you can exercise by writing to the data controller using the details provided at the top of this policy.

  • to request access to your information and information related to our use and processing of your information;
  • to request the correction or deletion of your information;
  • to request that we restrict our use of your information;
  • to receive information which you have provided to us in a structured, commonly used and machine-readable format (e.g. a CSV file) and the right to have that information transferred to another data controller (including a third-party data controller);
  • to object to the processing of your information for certain purposes (for further information, see the section below entitled Your right to object to the processing of your information for certain purposes); and
  • to withdraw your consent to our use of your information at any time where we rely on your consent to use or process that information. Please note that if you withdraw your consent, this will not affect the lawfulness of our use and processing of your information on the basis of your consent before the point in time when you withdraw your consent.

In accordance with Article 77 of the General Data Protection Regulation, you also have the right to lodge a complaint with a supervisory authority, in particular in the Member State of your habitual residence, place of work or of an alleged infringement of the General Data Protection Regulation.

Further information on your rights in relation to your personal data as an individual

You can find out further information about your rights, as well as information on any limitations which apply to those rights, by reading the underlying legislation contained in Articles 12 to 22 and 34 of the General Data Protection Regulation, which is available here:http://ec.europa.eu/justice/data-protection/reform/files/regulation_oj_en.pdf

Verifying your identity where you request access to your information

Where you request access to your information, we are required by law to use all reasonable measures to verify your identity before doing so.

These measures are designed to protect your information and to reduce the risk of identity fraud, identity theft or general unauthorised access to your information.

How we verify your identity

Where we possess appropriate information about you on file, we will attempt to verify your identity using that information.

If it is not possible to identity you from such information, or if we have insufficient information about you, we may require original or certified copies of certain documentation in order to be able to verify your identity before we are able to provide you with access to your information.

We will be able to confirm the precise information we require to verify your identity in your specific circumstances if and when you make such a request.

Your right to object

You have the following rights in relation to your information, which you may exercise in the same way as you may exercise by writing to the data controller using the details provided at the top of this policy.

  • to object to us using or processing your information where we use or process it in order
  • to carry out a task in the public interest or for our legitimate interests, including ‘profiling’ (i.e. analysing or predicting your behaviour based on your information) based on any of these purposes; and
  • to object to us using or processing your information for direct marketing purposes (including any profiling we engage in that is related to such direct marketing).

You may also exercise your right to object to us using or processing your information for direct marketing purposes by:

  • clicking the unsubscribe link contained at the bottom of any marketing email we send to you and following the instructions which appear in your browser following your clicking on that link;
  • sending an email to info@thisishowweread.be, asking that we stop sending you marketing communications or by including the words “OPT OUT”.

Sensitive Personal Information

‘Sensitive personal information’ is information about an individual that reveals their racial or ethnic origin, political opinions, religious or philosophical beliefs, or trade union membership, genetic information, biometric information for the purpose of uniquely identifying an individual, information concerning health or information concerning a natural person’s sex life or sexual orientation.

Our website does not allow you to register any ‘Sensitive Information’, however if we ask for this, you will be considered to have explicitly consented to us processing that sensitive personal information under Article 9(2)(a) of the General Data Protection Regulation.

Changes to our Privacy Policy

We update and amend our Privacy Policy from time to time.

Minor changes to our Privacy Policy

Where we make minor changes to our Privacy Policy, we will update our Privacy Policy with a new effective date stated at the beginning of it. Our processing of your information will be governed by the practices set out in that new version of the Privacy Policy from its effective date onwards.

Major changes to our Privacy Policy or the purposes for which we process your information

Where we make major changes to our Privacy Policy or intend to use your information for a new purpose or a different purpose than the purposes for which we originally collected it, we will notify you by email (where possible) or by posting a notice on our website.

We will provide you with the information about the change in question and the purpose and any other relevant information before we use your information for that new purpose.

Wherever required, we will obtain your prior consent before using your information for a purpose that is different from the purposes for which we originally collected it.

Children’s Privacy

Because we care about the safety and privacy of children online, we comply with the Children’s Online Privacy Protection Act of 1998 (COPPA). COPPA and its accompanying regulations protect the privacy of children using the internet. We do not knowingly contact or collect information from persons under the age of 18. The website is not intended to solicit information of any kind from persons under the age of 18.

It is possible that we could receive information pertaining to persons under the age of 18 by the fraud or deception of a third party. If we are notified of this, as soon as we verify the information, we will, where required by law to do so, immediately obtain the appropriate parental consent to use that information or, if we are unable to obtain such parental consent, we will delete the information from our servers. If you would like to notify us of our receipt of information about persons under the age of 18, please do so by contacting us by using the details at the top of this policy.