Account deletion & opt-out

Ensuring users can delete or opt out of their loyalty program account is critical for compliance with data protection laws and platform guidelines.

Depending on your loyalty program deployment—whether in a custom-built app, website, or using one of our white-label interfaces—different account deletion and opt-out approaches may apply. This article provides a breakdown of the requirements and best practices.

Clients are responsible for ensuring their policies and loyalty program implementation comply with regional data protection laws.

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Standalone loyalty programs

If you have a standalone loyalty program (like Avios or Nectar), where a user's account exists solely for the purpose of engaging with the loyalty program, provide users with a clear option to delete their loyalty program account.

Embedded loyalty programs

If your loyalty program is integrated within an existing site or app, where a user's account exists for purposes other than loyalty (i.e. an e-commerce account) include a well-marked option in the interface where users can opt out of the loyalty program. This could be in the “Profile” or “Settings” section, depending on the design.

Deleting users from the Loyalty Engine

To understand how to remove user data from the Loyalty Engine after a user requests deletion in your interface, see Deleting users.

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Mobile apps

If you’re building your own mobile app, Apple and Google have specific requirements around how opt-out and account deletion is implemented. Regardless of whether you have a standalone or embedded loyalty program, your mobile app must offer both in-app account deletion and a support article about account deletion.

In-app account deletion

Users must be able to delete their accounts directly within the app without needing to contact support. Use the Delete Specific User API endpoint to delete a user's loyalty account in the Loyalty Engine.

Account deletion support article

This page should be easy to find and provide clear, actionable instructions for requesting account deletion or self-initiating it within the app. You can view a well-structured deletion page example at Tickit’s Account Deletion Page. This page must meet the following requirements:

• Clear pathway to account deletion: The page should prominently feature instructions on how to delete the account. Users should not have to search or scroll extensively to find these instructions.

• Reference to app or developer name: The deletion instructions should refer to the app name or developer name as it appears on the store listing, ensuring users understand this is the official deletion pathway.

• Direct deletion path: The support page must provide a way for users to request account deletion. Options can include a direct link to initiate deletion, a form submission, or an email address for deletion requests.

• If including in your privacy policy: If these instructions are within your Privacy Policy or another data policy document, create a clear section for account deletion with an anchor link to make it easy to locate.

You can read more information on these requirements in Apple's support article here and Google's support article here.