Effective Date: December 2025

INTRODUCTION

We, Sony Middle East & Africa FZE ("Sony", “we”, “our”, or “us”), value your privacy and are committed to protecting your personal data in compliance with all the relevant applicable laws.

This Privacy Policy describes how we collect, use, store, and share your information when you use My BRAVIA Application on your TV device. It also outlines your rights and how to contact us if you have questions or concerns.

By registering for and using My BRAVIA Application, you are engaging with us or our Affiliates, and you consent to the data privacy practices described in this Privacy Policy as well as any other applicable terms and conditions as may be communicated to you from time to time.

This Privacy Policy only applies to My BRAVIA Application and not to the Bravia TV device’s general privacy policy presented during initial TV setup.

The Bravia TV privacy policy, which was presented during initial TV setup, can be viewed on your TV under [Help] > [Privacy setting]. You can also go to [Help] > [Privacy setting], at any time, to withdraw consent you have given to our uploading your data.

CONTROLLER

Sony is Controller and responsible for your Personal Information which you have shared with us through the My BRAVIA Application. Our information is available in Contact Us section of this Privacy policy below.

WHAT INFORMATION SONY COLLECTS?

Personal Information

When you register your TV Sony will collect personal details like:

Name

E-mail Address

Country of Residence

Language Preference

B) From time to time, Sony may ask you whether you would like to participate in one of our surveys, and we will collect the information you provide. We may ask for information, such as your interests and preferences about current and future television-related products and services in the market. You can decide not to participate in the survey or discontinue at any point during the survey.

Device Information

We also collect technical information about your device, such as:

TV model and serial number

Device identifiers (e.g., MAC address, Advertising ID)

Operating system version

Usage logs from the My BRAVIA Application (e.g., screen selections, navigation behavior)

Analytical Data

We collect data on how you interact with the My BRAVIA Application, including:

Selections made on screen.

Your interaction with the My BRAVIA Application including time spent in the My BRAVIA Application.

Features used

Responses to notifications and offers.

Whether you reviewed the terms and conditions of a particular offer.

Aggregated Information

We may collect, use, store, and share Aggregated Information, which refers to data compiled or combined from multiple users—such as statistical, analytical, or demographic information—in a way that does not directly or indirectly identify you. Aggregated Information may be derived from your Personal Information, but it is not considered Personal Information under applicable law because it cannot be used to identify you, either on its own or when combined with other data.

For example, we may aggregate usage data to understand how many users access a particular feature of the Application, such as search, content categories, or settings. This helps us improve the Application’s performance and user experience. However, if we ever combine Aggregated Information with your Personal Information in a way that could directly or indirectly identify you, we will treat the resulting combined data as Personal Information and manage it in accordance with this Privacy Policy.

HOW IS YOUR PERSONAL INFORMATION COLLECTED?

Direct Interactions

You may provide us with personal or identity-related information when registering for and using the My Bravia Application. This may include information you submit directly, such as through registration forms, as well as information we collect or infer based on your use of the Application—such as your content preferences, settings, or usage patterns.

Information Collected from Affiliates

Sony may access and use data collected by Sony Affiliates (being other companies forming part of the Sony Group headed by Sony Group Corporation (Japan)) through other Sony devices or applications that you may use, and this data may be combined with the data we collect about you. The combined data may be used for internal business purposes, Marketing Communications, and to improve our products and services.

Keep your Personal Information updated

You should ensure that all Personal Information submitted by you to us is complete, accurate, true and correct to support you to the fullest. Failure on your part to provide complete, accurate, true and correct Personal Information, we may not be able to provide you our services fully. Hence, you are requested to keep us informed whenever your Personal Information changes during your relationship with us.

Personal Information of a Third-Party individual

Where you submit the Personal Information of third party (for example, your spouse, children, parents, friends, and/or employees) to us, you ensure that you have obtained their consent to provide us with their Personal Information.

Children under the age of majority

We do not knowingly seek or collect Personal Information from children under the age of majority, as defined in the applicable laws of your respective location. If you are under the age of majority, you may use the Application with your parent or guardian’s consent or supervision. If you become aware that a child has provided us with Personal Information, please contact us at the address as specified in this Privacy Policy.

WHY WE COLLECT PERSONAL INFORMATION, ANALYTICAL DATA AND DEVICE IDENTIFIERS?

Sony may use the Personal Information, Analytical Data and Device Identifiers it collects for:

Registration and Services

Register your product and enable device-linked services.

Provide technical support and assistance.

provide the content and services that you request or that we think may be of interest to you.

Improvements & Analytics

Understand user preferences and improve our My BRAVIA Application and services.

Monitor performance, usage, and trends.

Legal Compliance & Security

Investigate and prevent fraud, and other illegal activities or activities that violate our policies.

Fulfil legal and regulatory obligations in your country.

Marketing Communications

If you give express consent by opting in by ticking the relevant boxes seeking your consent for marketing, we also use data collected from you, including Personal Information, to email you promotions, including targeted or personalized offers for products and services that may be of interest to you, ask you to participate in surveys, serve you with advertisements and deliver other marketing and promotional communications to you. These may be delivered to your device and elsewhere online.

For more information regarding Marketing Communications and your choices, including your ability to opt out of these Marketing Communications, please refer further to the Marketing Communications section below.

Change of Purpose

We will only use your Personal Information for the purposes for which we collected it, unless we consider that we need to use it for another reason and that reason is compatible with the original purpose. If you wish to get an explanation as to how the processing for the new purpose is compatible with the original purpose, please contact us at the address specified in this Privacy Policy. If we need to use your Personal Information for an unrelated purpose, we will notify you on the contact details available with us and we will explain the legal basis which allows us to do so. Please note that we may process your Personal Information without your knowledge or consent, in compliance with the above rules, where this is required or permitted by law.

HOW LONG DO WE RETAIN YOUR PERSONAL INFORMATION?

We will only retain your Personal Information for as long as reasonably necessary to fulfil the purposes we collected it for or subsequently processed, unless:

the retention of the information is required or authorized by any legal or regulatory requirements.

we require the information for lawful purposes relating to one of our functions or activities (for example in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you).

the retention of the information is required by in connection with our contractual relation with you; or you consent to such retention of information.

We may also retain your Personal Information for a longer period for historical, statistical or research purposes only where we have implemented appropriate safeguards against your information being used for any other purpose (for example, by anonymizing the information so that it can no longer be associated with you). To determine the appropriate retention period for Personal Information, we consider: the amount, nature and sensitivity of the Personal Information; the potential risk of harm from unauthorized use or disclosure of your Personal Information; the purposes for which we Process your Personal Information; and whether we can achieve those purposes through other means, and the applicable legal, regulatory or other requirements.

HOW WE SHARE YOUR PERSONAL INFORMATION?

Sony may share information about you with:

Service Providers: Third parties who provide support services (e.g., cloud hosting, analytics, marketing). These third parties only operate in accordance with our instructions, in line with this policy, and are subject to appropriate confidentiality and security obligations.

Regulatory or Legal Authorities: Government authorities, law enforcement officials and content owners if required for the purposes above, if mandated by law or if required for us to protect our legitimate interests, or the interests of content owners or other users, in compliance with applicable law.

Sony Group Companies: With our parent company, or its subsidiaries and affiliates, primarily for business and operational purposes.

Business Transfers: If our business is sold or integrated with another business, the information Sony collects may be disclosed to our advisers and any prospective purchaser’s advisers and may be passed to the new owners of the business.

WHERE DOES SONY TRANSFER INFORMATION?

Sony Middle East & Africa FZE is a company incorporated in United Arab Emirates and its servers may be located in various countries around the world (including Japan, the United States, Singapore, United Kingdom, Belgium, and others). By agreeing to register your TV and/or receive Marketing Communications, you consent to the transfer, processing, and storage of your information in and to Japan, the United States, Singapore, United Kingdom, Belgium and other countries which may not have the same level of legal protection for data as the laws in your country.

The third parties that we utilize in connection with providing our services, including cloud-based services as part of our marketing activities, may also be located in various countries around the world, with data centers in a number of countries including the United States of America, Japan, the United Kingdom and Germany. We ensure that appropriate safeguards are in place to protect your data.

By using the My BRAVIA Application or registering your device, you consent to such cross-border data transfers.

MARKETING COMMUNICATIONS: WHAT RIGHTS YOU HAVE, AND HOW YOU CAN EXERCISE THEM

Opt-Out Option

You may at any time opt out of receiving Marketing Communications by following the opt-out instructions provided to you in those Marketing Communications.

Essential Communications

Please note that we reserve the right to send you certain communications relating to your account or use of your TV, such as administrative and service and support announcements, and these transactional account messages will be unaffected if you choose to opt out from Marketing Communications.

Cookies and Web Beacons

In connection with your use of the App we may use certain tracking technologies (“cookies” and “web beacons” ) to make use of the App and related services as convenient as possible and to collect information about the use of the App, our websites and email communications. For instance, these technologies may tell us which visitors clicked on key elements (such as links or graphics) on a website or email and recognize your browser next time you visit our websites. Most web browsers are set to accept tracking technologies such as cookies or web beacons. These tracking technologies do not themselves personally identify users, although they do identify a user’s browser. It is possible to set your browser to refuse tracking technologies such as cookies and web beacons, however, please be aware that if you choose to block cookies, some advertising preferences dependent on cookies may not be able to be respected and that even if you opt out of targeted online advertising, you will continue to receive generic ads online.

HOW SONY PROTECTS INFORMATION

Sony takes all reasonable steps to protect and secure Personal Information from misuse, interference and loss, as well as unauthorized access, modification or disclosure in connection with your use of the My BRAVIA Application. We implement appropriate technical and organizational measures to safeguard your information. These measures include, for example:

using Secure Sockets Layer (SSL) encryption when collecting or transferring sensitive information, such as credit card details (SSL encryption is designed to make the data unreadable by anyone but us);

limiting physical access to our premises.

limiting access to the information we collect about you (for instance, only those of our personnel who need your information to carry out our business activities are allowed access);

putting in place physical, electronic, and procedural safeguards in line with industry standards; and

destroying or de-identifying personal information pursuant to the law and our record retention policies.

However, no data transmission over the Internet, by wireless transmission, or any electronic storage of information can be guaranteed to be 100% secure. Please note that we cannot ensure or warrant the security of any information we collect, and you provide your information at your own risk.

CHANGES TO PRIVACY POLICY

Sony reserves the right to change this Privacy Policy at any time and those changes will become effective immediately upon posting, unless otherwise stated. We may provide notice to you in the Application or through contact information you have provided. Your continued use of the Application on or after the posted effective date will constitute acceptance of those changes to the extent allowed by applicable law. However, Sony will provide notice and obtain your consent if required.

ACCESS TO YOUR INFORMATION AND YOUR RIGHTS

Depending on your country, you may have the right to:

Access your personal information.

Correct inaccurate or outdated incomplete, irrelevant or misleading personal information.

Withdraw consent at any time.

Request deletion of your data (subject to retention obligations)

Object to processing for marketing purposes.

Lodge a complaint with the relevant Data Protection Authority.

If you would like to request access to the personal information that we hold about you in our customer databases, please contact us using the details given in the “Contact us” section below. You will be asked to provide some proof of identification so that we can verify that it is you making the request.

COMPLAINTS

If you are concerned that we have not complied with your legal rights or applicable privacy laws, you may follow the following process:

Step 1: Contact Us

We encourage you to raise your concerns with our Privacy Officer in the first instance, using the contact details provided in the “Contact Us” section below. We aim to respond within a reasonable timeframe.

Step 2: Internal Review

Your concern will be reviewed by our Privacy or PIM Officer, and a written response will be provided within a reasonable period, outlining the findings and any steps taken.

Step 3: Contact Your Local Data Protection Authority

We aim to resolve all privacy concerns fairly and promptly. If you remain dissatisfied with our response or prefer to raise the matter externally, you may contact your local data protection authority. We will cooperate fully with any investigation or inquiry by a relevant regulator.

CONTACT US

We have appointed a Privacy Officer who is responsible for overseeing questions in relation to this Privacy Policy. If you have any questions about this Privacy Policy, including any requests to exercise your legal rights, please contact us:

Full name of legal entity: Sony Middle East & Africa FZE

Email address: SonyCustomerCare.MEA@ap.sony.com

Postal address: P.O. Box 16871, Jebel Ali Free Zone, Dubai, United Arab Emirates – for the attention of “Personal Information Management Office”.

Telephone number: 8007669 (or if calling from outside the United Arab Emirates: +971 800 7669).