Privacy & Security is committed to ensuring your privacy is protected at all times during your use of our site or one of our other services such as THE LIMITED mobile, THE LIMITED apps, or a THE LIMITED social media application (i.e. Facebook) (hereafter referred to as 'THE LIMITED' or ''). Please take the time to read over our Privacy Policy carefully, so you have a complete understanding of how we collect, use and secure the personal information you provide to us. will continue to grow and improve to better serve you; therefore, our Privacy Policy is subject to change and we encourage you to review our policy each time you visit Please also understand that by using, you agree to the terms of our Privacy Policy in effect each time you visit, even if you do not return to this link. This Privacy Policy only applies to information collected online on

This Policy will give you a better understanding of the following:

  • What personally identifiable information collects
  • How will my personal information be used
  • Is my personal information shared with third parties
  • How you control the collection, usage and distribution of any personal information you provide to or any of our other services such as THE LIMITED mobile, THE LIMITED apps, or a THE LIMITED social media application (i.e. Facebook)
  • How we protect the security of your personal information
  • Cookies and other computer information
  • How can I decide what promotional email communications I will receive
  • How can I decide what promotional mobile phone communications I will receive?
  • Privacy Protection of Children
  • Linking to Third Party Web Sites
  • Notice to California Residents - Your California Privacy Rights
  • Privacy Policy Questions or Comments?
  • Changes to the Privacy Policy

What personally identifiable information does collect?

THE LIMITED collects personal information that you provide when using This personal information is gathered when you register on, make a purchase on, create a wedding registry on, or register with one of our other services such as THE LIMITED mobile, THE LIMITED apps, or a THE LIMITED social media application (i.e. Facebook) or a THE LIMITED software application (i.e., a widget).

When you register on, you provide us with your email address and a unique password.

When you make a purchase on, we collect your name, address, phone number, email address and other personal information necessary to fulfill, track and bill your order. In order to bill you for your purchase we also collect credit card information including your card type, credit card number, and expiration date. We also collect shipping address information that allows us to ship your order. This includes the name, address and phone number of the intended recipient.

When you register and checkout, we save your shipping and billing address information. You may elect to have us save your credit card information to expedite future purchases. If you so elect, we save your card type, credit card number, expiration date, and name on the card. You may checkout as a guest if you don't want us to save your shipping, billing or credit card information.

You may change saved shipping, billing, or credit card information at any time. Simply go to the My Account page, login with your email address and password, follow the appropriate links and edit or delete whatever personal information you wish.

We also collect personal information when you become a registrant of our wedding registry. When you sign up for a wedding registry with, only one account is needed for you and your future spouse. If you already have a account, you can add the wedding registry to your current account. However, if you do not have an account, you can register for one by providing an email address and a password.

The following information is collected and required from the bride or groom to complete the registry process: name, address (able to use up to 3 shipping addresses), phone number, email address, a local THE LIMITED store(s) your guests may shop, your special event(s) details and any email addresses of the guests/family members with whom you wish to share your registry. When you register with THE LIMITED you are given the option to 'share your registry' with your family and guests. After you provide the email addresses of family members/guests, only one email will be sent out pertaining to your wedding registry. This email will come directly from the bride's or groom's own email account, not THE LIMITED's. Your family/guests have the option of receiving future emails about your registry, if they so choose. Again, anyone who receives this email from the bride or groom has the option of unsubscribing to any email about her or his registry. Under no circumstance will THE LIMITED send any store promotional events or sales to your family/guests email accounts, unless they specifically stated they wish to receive them.

You can update your THE LIMITED wedding registry at any time. Simply login to your account with the email address and password you created when you registered with THE LIMITED.

There are a few other instances when may collect other personal information from you. Occasionally we conduct contests on If you choose to participate in an online contest, we may request personal information from you that will permit us to administer the contest and notify the winner(s). If you contact our Customer Service department, we may store your email address or phone number in order to respond to your questions or requests for assistance. reserves the right to keep a record of any communication between you and THE LIMITED.

How will my personal information be used?

Information collected on or one of our other services such as THE LIMITED mobile, THE LIMITED apps, or a THE LIMITED social media application (i.e. Facebook), may be used in the following ways:

  • Ship merchandise that you purchase online
  • Register you as a member of
  • Prevent fraud and bill your credit card for your purchases
  • Confirm and track your orders
  • Respond to your customer service inquiries
  • Provide promotional communication and other information to you, if you choose to receive them
  • Source and offer the products you want
  • Customize your shopping experience
  • Improve our website design
  • Comply with valid legal procedures, requirements, regulations or statutes

Is my personal information shared with third parties?

When you visit or visit one of our other services such as THE LIMITED mobile, THE LIMITED apps, or a THE LIMITED social media application (i.e. Facebook) and submit personal information, you are sharing that information with and the THE LIMITED-owned and controlled family of companies. We may provide your personal information to our agents, representatives and service providers for limited purposes, including but not limited to, billing customer orders, fulfilling customer orders; communicating to customers; providing customer service; administering opt-in contests or sweepstakes; offering targeted marketing communications to users that opted-in to receive such communications; providing a personalized shopping experience; and preventing online fraud. In addition, we may share your information with Synchrony Bank, the issuer of the THE LIMITED Rewards Card to allow them to provide you with information and offers relating to the THE LIMITED Rewards Card program. Except as stated herein, we do not sell, trade, rent or give out your personal information to third parties for their marketing purposes.

If you make a transaction on with your THE LIMITED Rewards Card, the information sharing terms of the Synchrony Bank (SYNCB) Privacy Policy will apply. If and when you choose to sign up for a THE LIMITED Rewards Card, administered by Synchrony Bank, you will be informed of the SYNCB Privacy Policy which includes its disclosure on information sharing. The SYNCB Privacy Policy is also always available on the THE LIMITED Credit Services Online. All THE LIMITED Rewards Cardholders have the right to opt-out from having personal information shared with certain third parties. For more information, please see the 'It's Your Choice' section in the SYNCB Privacy Policy:

Synchrony Bank Privacy Policy

Finally, we may be required to disclose your personal information to third parties if necessary to comply with applicable laws, subpoenas or court orders.

How you control the collection, usage and distribution of any personal information you provide to

As customers ourselves, THE LIMITED understands and values the importance of giving you, the customer, complete control over the collection, usage and distribution of your personal information.

If you are a registered customer on, we will store the information you provide for a quick and easy checkout process every time you place an order with us. However, if you want to make a purchase, but do not want to register with, you can do so without having access to your information. During this 'Checkout as a Guest' process, you will still be asked for your name, shipping address, billing address, phone number, email and credit card number. Once you have made your purchase, we will send you an email confirming your order and a shipping notification email that includes a tracking number for your reference. The information you provide during the Guest Checkout process will only be used to process your order and will not be accessible again to anyone at, or to you. Unless you elect to register for a account, you will have to re-enter your information each time you make a purchase.

You may update, correct or delete your personal information at any time by logging into your account and saving any changes you make. At THE LIMITED, we encourage you to keep any information you provide to us as current as possible, so we can ensure we are serving your needs to the best of our ability.

How we protect the security of your personal information

The security of your personal information is very important to THE LIMITED. uses Secure Sockets Layer (SSL), the industry standard for Internet Commerce transaction security, to encrypt your credit card and personal information as it travels over the Internet to our secure servers. SSL technology encrypts, or encodes, your credit card and personal information, preventing an unauthorized party from accessing and viewing it. When you enter a secure portion of, such as 'Checkout' or 'My Account', your web browser should display a URL address with an "https" prefix and an image of a closed lock or a solid key should appear in the bottom bar of your browser window. In addition, we employ an outside third party company to periodically test the security of our servers and ensure that all credit card and personal information is properly safeguarded. As a result, you can shop with confidence on

In the unlikely event unauthorized charges (as determined by your card issuer) are made on your credit card as a result of purchases made on utilizing our secure servers, THE LIMITED will reimburse you for up to $50 of any amount you are required to pay by the card issuer. Under the Fair Credit Billing Act (FCBA), Federal law limits your responsibility for unauthorized charges to $50; thus, THE LIMITED will cover you for this liability. In the event of an unauthorized use of your credit card, please notify the card issuer in writing as soon as possible.

For your convenience, below are the toll-free numbers of the credit cards we accept on

THE LIMITED Rewards Card'1-800-669-6550
Discover'1-800-DISCOVER or 1-800-347-2683
American Express'1-800-528-4800

Finally, your personal information is protected by the password you created when you signed up for an account at You may change this password anytime by accessing the My Account section of Please keep this password confidential. No representative of, including our Customer Service representatives, will ever ask you for your password.

Mobile Privacy

THE LIMITED offers mobile applications (commonly known as "apps") that allow you to shop online, check product availability, learn about store events, or receive other information from THE LIMITED. This Privacy Policy protects all personal information collected by THE LIMITED from our mobile applications.

Although you do not have to provide your location information to THE LIMITED to use our mobile applications, some store-specific services may require a zip code to function. You may manually enter your zip code and THE LIMITED will save your zip code(s) for future reference. Or, when you download our mobile application, you may choose to allow it to obtain your precise location from your mobile device when you click the "location finder" button. In this case, we will determine your zip code from the precise location data received from your mobile device. We do not store precise location data; we only store the zip code associated with the location. Our mobile applications offer push (or "automatic") notifications. We will provide push notifications only to customers who opt-in to receive such notifications from THE LIMITED. If you have questions about location and notification privacy, please contact your mobile service provider or the manufacturer of your device to learn how to adjust your settings.

In the future, we may offer updated or enhanced versions of our mobile applications that include additional features created by us or using third party functionality. Our applications or the third party may automatically collect information about your precise location from your device, but only if you allow it.

Cookies and other computer information

When you visit, or visit one of our other services such as THE LIMITED mobile, Mobile apps, or a THE LIMITED social media application (i.e. Facebook), small text files known as "cookies" will be stored on your computer's hard drive. The purpose of these cookies is to identify you when you visit, so that we can enhance and customize your online shopping experience.

You can choose to browse on without cookies. However, if you disable cookies, you will not be able to take advantage of certain features of our site such as storing your shopping bag for a future visit and providing a more personalized experience. However, disabling cookies will not prevent you from shopping and purchasing on in the future. You may also change the settings of your browser to reject cookies. Each browser is different, so check your browser's "Help" menu to learn how to update your cookie preferences.

Cookies also collect certain technical information from your computer. This technical information may include your Internet Protocol (IP) address, your computer's operating system, browser type and the address of a referring website, if any. The information stored in a cookie cannot be used to personally identify you unless combined with information that you have provided in connection with a registration or purchase, or when choosing to sign up for promotional emails or contests.

We also contract with third parties to provide us with survey data and web analytics data such as tracking the navigation activity of browsers and buyers on our site. We also use third parties for tracking and measuring performance of our marketing efforts and your response to our marketing efforts; and the delivery of relevant marketing messages. All these third parties may use cookies and Web beacons (1 x 1 pixels), and may receive anonymous information about your browsing and buying activity on our site. None of your personally identifiable information (such as your name, address, email address, credit card number, etc.) will be received by or shared with these third parties. If you do not want your non-personal information used by these third parties, you can change the settings of your browser to reject cookies. Again, each browser is different, so check your browser's "Help" menu to learn how to update your cookie preferences.

The Network Advertising Initiative also provides consumers with a tool for examining your computer, to identify which companies have placed an advertising cookie file on your computer. By following some simple directions, you can then choose to opt out of any online advertising that you do not wish to receive. Visit the NAI Opt-Out Tool webpage for more details.

How can I decide what promotional email communications I will receive?

Occasionally, will send you email to inform you of special events and promotions about our products and services, but only if you indicated interest when you registered for an account on or opted-in to receive THE LIMITED emails.

If you originally signed up to receive promotional emails, but you have decided you no longer wish to receive them, it is easy to let us know. When you receive an email from us, at the bottom of your email we give you instructions to unsubscribe to THE LIMITED email.

How can I receive promotional text messages (SMS/MMS)?

By joining THE LIMITED's text messaging program you may receive reoccurring promotional SMS (text messages) about THE LIMITED products, services, sales or sweepstakes. To choose to receive THE LIMITED promotional messages via SMS on your mobile phone please follow the below steps.

  • To opt-in to THE LIMITED SMS Alerts, text JOIN to 23551 for coupons and sale notifications. Subscribers will receive messages each week.
  • To opt-out of THE LIMITED SMS Alerts, text STOP to 23551.
  • At any time, you can choose to discontinue receiving such promotional SMS by unsubscribing.

Location Based Offers: THE LIMITED enables you to receive special discounts when you are in the neighborhood of a THE LIMITED store. When you have opted-in and we have a deal for you, THE LIMITED will check how close you are to one of our stores and send you a text message deal based on how near you are to a THE LIMITED store. Your physical location is being collected in order to provide this service. You can opt-out at any time from both messaging and location checks by sending STOP to 23551.
THE LIMITED location based messaging is available only on AT&T, Boost Mobile, Cricket Wireless, Nextel, Sprint, T-Mobile®, Verizon Wireless, Tier 2/3 Carrier Group and Associated Carrier Group. The location service will not be available if the phone is roaming or is turned off. Other Network Carriers will be added as they become available. Location coordinates (longitude, latitude, and radius) will be obtained only when we have proper authorization from you, as a registered user. Mobile phone user privacy is extremely important to us at THE LIMITED. Location coordinates are only gathered after you have agreed to use this service. We will not disclose your location information to other users without your consent. Your location information is retained only as long as necessary to provide the service.

Privacy Protection of Children

At THE LIMITED, we want to make sure that everyone in your family is protected. THE LIMITED acknowledges and abides by all website requirements in accordance with The Children's Online Privacy Protection Act that has been in effect since April 21, 2000. We do not knowingly collect information from children under the age of 13 at any time. is a website for a general audience, not geared towards children. The only instance where we would collect information from a child under the age of 13 is if the child's parent or guardian was given notice and the option to provide their personal information. For more information about this act, please visit the Federal Trade Commission's website:

Facts for Consumers: How to Protect Kids' Privacy Online

If this act changes in anyway, we will revise the Privacy Policy of to comply with all requirements of the Children's Online Privacy Protection Act.

Linking to Third Party Web Sites may provide links to certain third party websites. This Privacy Policy applies only to activities conducted and personal information collected on When you provide information at one of the linked to third party sites, you are subject to that site's privacy policy. We encourage you to read that website's privacy policy before submitting any information if you have concerns about how information may be collected or used.

Notice to California Residents - Your California Privacy Rights

As a resident of California, under California law, you have the right to ask THE LIMITED, Inc. for a notice describing what personal information THE LIMITED, Inc. and may share with THE LIMITED-owned and controlled family of companies only for our direct marketing purposes. In this notice, we will outline exactly what categories of your personal information we may share, with whom and their contact information for your reference. Please send a written request to the following address:


Attn: eCommerce Department
2801 W. Tyvola Rd.
Charlotte, NC 28217

Please specify that you would like a copy of 'Your THE LIMITED California Privacy Rights Notice.' Please allow 30 days for a response. Once you receive this document, you have the option to inform THE LIMITED that you no longer wish to have your personal information disclosed. If requested, THE LIMITED, Inc. will make this change for you at no cost.

Privacy Policy Questions or Comments?

For any questions regarding this Privacy Policy, please visit: Contact Us and select Privacy Policy from the drop down menu, then fill out the email form. Your questions/comments are very important to us. An acknowledgement of your email request will be sent within 1 business day. Please allow 3-5 business days for us to process your inquiry completely.

For further assistance, please call Customer Service at 1-866-235-5443. You can find our current hours at the bottom of the page. Please note: We are closed December 24 from 6PM (ET) until 12:01AM (ET) on December 26.

hanges to the Privacy Policy

This Privacy Policy was last updated on Aug 14, 2017. Please check our Privacy Policy periodically for changes. We reserve the right to change, modify or amend this policy at any time.