Privacy Policy

Ancienne Belgique vzw (hereinafter abbreviated as “AB”) ensures your privacy in accordance with the provisions of the General Data Protection Regulation (GDPR) 2016/679 of 27 April 2016 concerning the protection of natural persons in relation to the processing of personal data and regarding the free movement of this data.  

In the text below, we explain how AB processes your data and also uses it to make your concert experience the best possible. 


AB is responsible for processing.

VZW Ancienne Belgique
Anspachlaan 110
1000 Brussels

If you have any questions after reading our privacy statement, or want to contact us, please use the contact details above. 


AB Profile
AB asks you to create a personal profile for the following services:

  • buying a ticket
  • downloading purchased tickets
  • requesting to join a waiting list
  • sending a ticket sale reminder
  • adding favourite artists
  • taking part in competitions

When you create a profile, AB asks for your name, surname, email address and a password. We need these details in order to process your ticket purchase and give you the best and safest concert experience. In order to provide bespoke travel information, we also ask for your address, although this is not compulsory.  

AB will sometimes communicate with you to explain how best to use your AB profile. You can look at and amend your profile data via ‘My AB’. The data derived from these services is stored for up to three years except for purchase history, which is stored for five years. 

AB Newsletters
When you sign up to one of our newsletters, we store your email address. We use this data to provide you with bespoke concert tips. Your email address is stored safely by a third party, Mailchimp, that handles our mailings. To protect your data, AB has a processor agreement with the specialist company Mailchimp, in which the safety of your data is contractually guaranteed on the basis of the model clauses approved by the European Commission. 

We will only send you AB newsletters via Mailchimp if you have explicitly given us permission to do so, and you can withdraw this at any time. You can read and amend your newsletter preferences at any time via ‘My AB’.

We keep an eye on which emails we send you and check whether you open them. In this way, we can be certain that we are sending you relevant information. In some cases, we also track actions arising from our emails such as ticket purchases.  

Ticket purchase
AB will keep your purchase history for five years but will never store your card details. After you buy a ticket we automatically make you a fan of the artist you have bought a ticket for. We do this to be able to give you the best possible concert experience in the future.

AB can send you emails regarding the concert you have bought a ticket for. We send these emails in the scope of the fulfilment of a contract and they are intended solely to improve your concert experience. 

Social Media
We use social media to communicate about our events and AB News in general. Sometimes we will reply to comments addressed to AB. You might also see advertisements from AB on social media, based on your interests. 

We use cookies to continually improve your website experience. AB uses tracking cookies from social plug-ins and advert cookies. This enables us to track users, whether or not they are users of social networks, for additional purposes such as marketing and specific custom advertisements on the basis of surfing behaviour. 
AB will only use first-party cookies to improve your user experience on the site. We do this by storing specific information about you as a user, such as preferred language, pages visited and length of visits.  

With regard to third-party cookies: these cookies are created and stored on your computer by a third party other than the AB website you have visited in order to store surfing behaviour. Examples include social media such as Facebook or Twitter, and also Google Analytics. This is the most commonly-used system for measuring website visits. Meer specifiek gaat het om:

  • Google Analytics
  • Google Adwords
  • New Relic
  • Hotjar
  • Facebook (pixel)

By accepting this privacy policy you give us your permission to use third-party cookies for advertising and tracking purposes.

Third party data
We may receive your personal data via third parties. This only happens if you have explicitly given us permission to do so, and you can withdraw this at any time. We store this third party data for up to three years.  


When you buy a ticket, your personal data is securely passed on to Ticketmatic and Mailchimp if you wish to receive our emails. This processing is done in the scope of the fulfilment of a contract and is required in order to deliver your personal ticket.

Your email address and newsletter preferences are securely stored with Mailchimp. We need this data in order to send you bespoke concert tips. 

We can also share your personal data with third parties if you give us your permission to do so. These parties include concert promoters, AB venue renters and bands who add your email address to mailing lists so that they can send you concert tips and band information. You have the right to withdraw this permission at any time, without detracting from the legitimacy of the processing. You can withdraw permission at any time via ‘My AB’ (link to profile).

These third parties (processors) use this data for tips about events that do not necessarily take place in AB.  We make appropriate arrangements with these processors to safeguard the security of your personal data.  We never give your personal data to other third parties without your permission. Furthermore, we will not pass data provided by you to others unless this is legally required and permitted. 


We consider it to be of great importance that your personal data is properly protected. For this reason we have taken the necessary technical and organisational measures to adequately protect your personal data. We use standard methods to collect and store a large quantity of personal data, including Transport Layer Security (TLS) to encrypt information when data is sent via internet. No one method of sending over the internet or electronic storage is completely secure, so AB cannot guarantee absolute security.  Your account information is protected by a password. We recommend that you choose this carefully and to include both digits and symbols.


As a user, you also have a number of rights relating to your personal data. If you wish to invoke these rights, the best way is to contact AB by sending an email to or update your preferences on our website. We will respond to this as quickly as possible and within 30 days at most.  

Right of access and correction/rectification: you have the right to access all the personal data we collect about you. You can have any incorrect or incomplete data change or removed.
Right to be forgotten (right to erasure): a visitor is always entitled to have his details deleted from our database unless the data is required for the fulfilment of a contract or to comply with a legal requirement.
Right to make a complaint: if you believe that we have illegally processed your data, you have the right to make a complaint to the Privacy Commission (Data Protection Authority).
Right to withdraw permission: any user or visitor whose personal data is collected has the right at any time to withdraw permission given in the past to process this personal data.  
Right to appeal: you always have the right to appeal against the processing of your personal data if this is done without your permission, and when the processing does not have to be carried out on a different basis, such as the fulfilment of a contract or compliance with legal requirements.
Right to restrict processing: you have the right to (temporarily) halt the processing of your personal data.
Right to transfer data: under certain conditions, you have the right to obtain your personal data from us in a structured, accessible and digitally-readable form and to transfer this data to another processor. 

You can check and amend your personal data and mailing preferences at any time via ‘My AB’.


AB will in some cases update this privacy policy on the basis of a change in services, customer feedback, or changes to privacy legislation.

AB will always inform you, via our website or our usual communication channels, of any intrinsic change to a processing activity. If required by privacy legislation, we will ask for your permission for any updated or new processing activities.    

We use technologies, such as cookies, to improve your online experience, to provide social media features (like showing YouTube videos) and to analyse traffic on the website. We also share information about your use of our website with our trusted social media and analytics partners.
More information