Privacy
Privacy policy
What we collect when you have your photo taken at a DM Tags booth, why we collect it, who else receives it, and when we destroy it.
Last updated 10 September 2026
On this page
Who we are
DM Tags provides photo and headshot booths at events, doing business with Fate Studios Creative, LLC in San Diego, California. This policy covers the DM Tags website and the photo delivery service we run at events.
It is written in plain English on purpose. Where something is uncertain or on a different schedule, we say so rather than smoothing it over.
What we collect
From event guests
- One selfie, taken when you sign up, and the face data derived from it. See Face data below — this is biometric data and it has its own section.
- Your name and email address, so we know who you are and can send you your photos.
- Your phone number, if you tick the box asking to receive your photos by text. That box is optional and unchecked by default. See Text messages.
- The event photographs you appear in, taken at the event by the photographer.
From hosts and people asking for a quote
If you fill in the quote form on this site, we collect the name, email address, phone number, event date, event type and any details you type into it, so that we can reply to you about booking a booth.
From visitors to this site
This site loads its typeface from Google Fonts, which means your browser makes a request to Google when you open a page. We do not run advertising trackers on this site.
Why we collect it
Solely to find you in the photographs taken at the event you signed up for, and to deliver those photographs to you. Nothing else.
We do not sell your personal information, and we do not share it for third-party marketing or advertising.
Face data
Signing up involves a selfie, and face data is derived from it so that the photographs you appear in can be found. That is biometric data, and it is governed by one document rather than two.
The DM Tags Biometric Data Policy is that document. It is published inside the app where you sign up, and it is the version you are shown at the moment your face data is collected. The specifics live there — what is derived, what it is compared against, how long it is held and how to have it destroyed — and this page does not repeat them, because two documents describing the same thing eventually disagree.
Read the Biometric Data Policy
customer.dmtags.com/biometric-policy
Who else receives it — Amazon Web Services
We run on Amazon Web Services (AWS), in the United States. AWS is our processor: it handles this data on our instructions, for us. Three AWS services are involved and they are not interchangeable, so we name them separately rather than saying “AWS” and leaving it there.
Amazon S3 — storage
Holds your selfie and the event photographs in a private bucket. Not readable without our credentials.
Amazon Rekognition — the face engine
Receives your selfie and the event photographs, derives the face templates, and performs the matching. This is the only service that handles biometric data. Rekognition stores the face vectors and returns only opaque identifiers to us.
Our AWS account carries an organisation-level AI-services opt-out that covers Rekognition, so the images we send it are not used to develop or improve AWS services.
Amazon Bedrock (Nova Multimodal Embeddings) — photo search
Powers searching a gallery in words (“the cake”, “the toast”). It receives event photographs only. It never receives your selfie and never receives your face template.
The AI-services opt-out described above does not cover Bedrock. Our use of Bedrock rests instead on our contractual terms with AWS and on pinning those requests to a United States region. We state this plainly because treating “AWS” as one undifferentiated whole would misdescribe the controls actually in place. Note again that the data at stake here is photographs, not face templates.
Messaging and email providers
If you asked for your photos by text, the providers who carry those text messages receive your phone number and the message, so that they can deliver it. They handle it on our instructions and for no other purpose.
Text messages
Text messages are optional. You opt in by scanning the QR code at the photo station on your own phone, typing your own number into the event’s sign-up form, and ticking a separate box that is unchecked by default. If you do not tick it, we do not text you — you still join the queue and you still get your photos by email.
Reply STOP to any message to opt out, or HELP for help. Message frequency varies and message and data rates may apply. We do not sell your phone number or share it for third-party marketing.
The full description of the messaging program is on the SMS messaging program page.
Your choices
- Do not sign up. Nothing is collected from you if you do not use the booth.
- Skip the texts. Leave the text-message box unticked and get your photos by email instead.
- Stop the texts later. Reply STOP to any message.
- Have your face data destroyed early. Email us and we will do it.
- Ask about a photograph. Taking a particular photograph down is the host’s decision — contact the host who invited you.
To make any of these requests, email support@dmtags.com or contact the host who gave you your link.
If you are a host
If you booked a booth, we hold the contact and event details you gave us so that we can run your event and bill for it. The event photographs are yours: we keep them and keep the gallery open until you ask us to remove them.
Children
The sign-up is intended for adults. We do not knowingly enrol a child without a parent or guardian present at the booth. If you believe a child’s face data was enrolled, email us and we will destroy it.
Changes to this policy
If we change this policy we will change the date at the top of this page. The version published here is the one that applies.
Contact
Questions about this policy, or a request to have your data destroyed early: email support@dmtags.com, or contact the host who gave you your link.
DM Tags, doing business with Fate Studios Creative, LLC. San Diego, California.