Mobility Urban Values” Mobile app

Privacy policy

Effective since 1 September 2018

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Welcome to MUV!

MUV, the acronym for "Mobility Urban Values", is a digital platform that transforms sustainable urban mobility into a sports discipline.

MUV is developed as part of the Horizon 2020 research programme and its funded by the European Commission.

This document is aimed to inform you about the use we make of your personal data. Here we inform you about the use and the type of data that we collect through the use of the MUV App and the personal data that we ask you to provide us with.

1. Who decides how your data is used?

The PUSH Association with registered office in Piazza Sant'Anna n. 3, 90133 - Palermo (PA), F.C. 97285820821 is the owner of the personal data collected.

If you have any doubts or comments regarding this privacy policy, please send an e-mail to

2. What data do we collect and how do we use it?

This Privacy Policy applies to the use of data that may be used to identify you ("Personal Data"), but does not apply to data that does not identify you ("Anonymous Data").

In order to provide you with the services and to fulfil our commitments to you under the Terms & Conditions, we need to collect and use certain Personal Data:

  • When you sign up to the MUV App, before you start playing, you voluntarily provide us with your Personal Data. We collect and use this information to identify you when you create an account and use the Services, to ensure that you are eligible to use the MUV Services, and to provide you with the best possible gaming experience. This information includes the user name you chose and the ID we have assigned to your account, as well as information about your movement habits within the urban area.
  • In order to use our Services you must have an account. Therefore, the Personal Information we collect also depends on which third party provider accounts you choose to use, their privacy policy and what your privacy settings with respect to those third party providers allow us to see when, through those services, you access MUV.
  • When you use the MUV App we collect and use your device's location information about the way you move around when you play. Since the main feature of MUV is to provide a gaming experience related to your location in the real world, we therefore need to know where you are to allow you to participate and to correctly position the gaming resources (such as the location of local businesses). Identification of your location is done using a variety of technologies, including GPS, WiFi connections from which you access the Service and triangulation of cellular tower data.
  • In addition, we collect and use your results and game actions, which allow you to earn points within the game and give you access to the prizes, as well as enabling us to compile completely anonymous statistics on urban mobility habits. In addition, your game data allows us to develop challenges or tournaments or individual or team training in which you can participate within the game.
  • The above mentioned data, if the user has consented in the appropriate screen in the App, are also used to show during the game the sponsored places that are in your vicinity as part of the gaming experience.
  • Moreover, we use the above data to provide you with technical assistance and support.

Below are the activities in which we have a legitimate interest in the use of your Personal Data:

  • The use of your email address and your device data to share updates and news about the Services, whether in the game environment or by email. You can unsubscribe from these mailing lists at any time by changing your device or app settings.
  • The offer of new or additional features to our Services.
  • The organization and implementation of live events that are based on or involve the use of our games.
  • The adoption of measures to prevent users from cheating and to prevent fraud, and to ensure that you and other users comply with our Terms & Conditions of Service.

Below are the activities for which the use of Personal Data is necessary to comply with legal obligations:

  • The implementation of the communications required by law or by the supervisory authorities.

Below are the activities for which the use of your personal data allows us to comply with our Terms and Conditions of Service:

  • The use of your contact details, in particular your e-mail address, to communicate with you and provide you with technical support.
  • The use of your mobile phone number to send SMS that will be used to send authorization codes that will allow you to register, login or retrieve data such as your email address or others.

Your Personal Data will also be used, only with your express consent, to:

  • Send you promotional material via email or in-app notifications. You can unsubscribe from these services at any time by changing your device or app settings.
  • The use of cookies or similar technologies.
  • Receive personal advice on your mobility habits and participate in tournaments (so-called Training and Challange) to help you adopt more sustainable behaviors.
  • Receive offers from Local Business (e.g. discounts, coupons, promotions, etc.) and any rewards from participating in tournaments.
  • Allow the archiving of data (previously aggregated and anonymized) for the creation of commercially usable databases.

If cookies collect Personal Data, we will only process such data with your explicit consent.

PUSH and service providers acting on its behalf (such as Google Analytics and third-party advertisers) use server logs and automated data collection tools, such as cookies, tags, scripts, custom links, device or browser fingerprints and web beacons (collectively, "Data Collection Tools") when you access and use the Services. These Data Collection Tools automatically track and collect certain System and Usage Data when you use the Services. In some cases, we link data collected through these Data Collection Tools to other information that we collect in accordance with the procedures described in this Privacy Policy.

We use cookies (small files that websites send to your device to uniquely identify your browser or device or to enter data into your browser) for various purposes, such as to analyse your use of the Services, personalise your experience, facilitate your access to the Services and recognise you when you log back in.

3. What are our security measures?

PUSH takes appropriate security measures depending on the type and sensitivity of the data being stored. As with any Internet-enabled system, there is always a risk of unauthorized access: it is therefore important to protect your password and promptly notify us of any suspicion of unauthorized access to your account. In the event of a breach in our systems, we will notify the Data Protection Authority accordingly and you will be promptly informed.

PUSH takes appropriate security measures to protect your account against unauthorized access to, modification, disclosure or destruction of the personal data it collects and stores. These measures vary according to the type and sensitivity of such data. Unfortunately, however, no system is completely secure, so we cannot guarantee that communications between you and PUSH, the Services, or any other information provided to us in connection with the data we collect through the Services will be immune from unauthorized access by third parties.

Your password is an important component of our security system and it is your responsibility to properly protect it. Do not share your password with any third party and, if you believe that your password or account has been compromised, change it immediately and write to to expose your case.

4. With whom do we share data?

Personal Data concerning you and collected by us will not be passed on to third parties.

Except in the following cases:

4.1 Data shared with our service providers.

We use third party service providers to manage and deliver the App. For this purpose, these third party providers will process your Personal Data on our behalf. Such third party service providers have access to your Personal Data for the sole purpose of performing services on our behalf, in accordance with this Privacy Policy; we always ensure that each such third party provider is contractually obliged not to disclose or use your Personal Data for other purposes.

  • The service providers we use help us to:
  • Carry out email and mobile message campaigns.
  • Manage live events.
  • Provide technical assistance and support.

4.2 Data shared with third parties.

We pass on Anonymous Data to third parties for research purposes.

MUV, in fact, is a research and innovation action funded by the European Commission through the Horizon 2020 programme MG-4.5-2016. The project is also part of "Civitas", the initiative that promotes sustainable and innovative transport in European cities.

MUV embraces the whole community, allowing citizens to play in tournaments, challenges and missions to encourage them to adopt more sustainable and healthy mobility habits, public and private organisations to improve their relationship with users/clients and local administrators to design more effective urban policies.

Rather than focusing on costly and complex infrastructure interventions, MUV promotes a change towards more sustainable choices and changing the mobility culture by directly involving local communities, companies and policy makers.

For these reasons, your behavioural data collected through MUV are fundamental because the change starts from every single citizen.

MUV is developed and co-created by a consortium of associations and organizations present throughout Europe. Our responsible for data processing is the Istituto Superiore Mario Boella (, whose Privacy Policy you can read (

On behalf of the MUV Consortium and PUSH, the Istituto Superiore Mario Boella is responsible for storing, aggregating, anonymizing and processing the data collected in order to produce useful study documents to be transmitted to local transport companies and to develop together with them innovative urban mobility policies for citizens.

Given the scientific and research purposes of the project, users' personal data will be stored in the modalities described in this Privacy Policy for three years.

5. How are your Personal Data transferred?

PUSH, as part of the MUV Consortium manages the project with partners present throughout Europe. Your Personal Data will be transferred to and stored in a country of the European Union for the purposes indicated in this Privacy Policy referred to in Art. 3.

The legislation on the protection of personal data is homogeneous in all countries of the European Union and dictated by EC Reg. 679/2016, the so-called General Data Protection Regulation, to which this Privacy Policy conforms.

6. Your rights and choices

In the context of the processing of your Personal Data, you are granted certain rights. To exercise these rights, you can contact us at You can:

  • Request access to your Personal Data held by us.
  • Delete or correct your Personal Data.
  • Oppose the processing of your Personal Data by us.
  • Ask us to stop using your Personal Data, including for promotional and marketing purposes (bearing in mind, however, that in order for you to use the Services, you need to use your Personal Data).
  • Request the limitation of the processing of personal data, allowing us to process them only for purposes of storage.
  • Request portability of your personal data: Upon request, we will send your personal data available to us in a legible and understandable format.
  • Make a complaint to the supervisory authorities. Since we would be happy to deal directly with any concerns you may have, please contact our service before contacting the authorities.

We will either provide the information or take the action you requested within 30 days.

7. Changes to this Privacy Policy

The use of Personal Data collected by us is governed by the Privacy Policy in effect at the time of collection. We reserve the right to make changes to this Privacy Policy.

Any material changes will be notified to you with reasonable notice via the App or directly in your inbox.

8. Protection of Minors

We recognize the importance of protecting the privacy of children and their safety. For this reason, we encourage parents and caregivers to play an active role in monitoring their children's online activities and interests. Children under the age of 16 are not allowed to use the MUV App.

9. Do you have any questions?

If you have any questions, doubts or concerns about this Privacy Policy, please contact our legal team at

Download MUV Today!

By using MUV you’ll develop more healthy and environmental friendly mobility habits, you’ll add new values in your relationship with small local shops and you’ll help policy makers in improving sustainable urban policies.