Mobility Urban Values” Mobile app

Privacy policy

Effective since 1 September 2018

Scroll Down

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.

At MUV, we really care about your privacy and data protection. When you use our app or our website, you’re trusting us with your information. We understand this is a big responsibility and work hard to protect your data.

Before communicating your personal data, thus we invite you to read this privacy policy carefully.

This document is meant to help you to understand what information we collect, why we collect them and how we use your data, in according with articles 13 and 14 of the European General Data Protection Regulation 2016/679 (GDPR) and in line with our Terms and Conditions.

Please note that MUV app may contain links to other applications or website. The MUV network is not liable for the relevant privacy policies or related content.


This Privacy Policy is divided into individual sections (collectively defined “Sections” and/or individually “Section”). Each Section deals with a specific topic.

Please find below the Table of Contents of this Privacy Policy, so that you may easily find the information that interests you. 

  1. Data Controllers and lead Data Controller
  2. Data Protection Officer
  3. Personal data collected
  4. Legal ground and compulsory or optional nature of the data processing
  5. Purposes of the data processing
  6. Geolocation
  7. Profiling
  8. Storage and/or transfer of your data
  9. Data retention
  10. Security measures
  11. Your rights
  12. Recipients of your data
  13. Protection of minors
  14. Changes to this privacy policy
  15. Contacts

01. Data Controllers and lead Data Controller

The data controller of your data is a network (the “Joint Data Controllers”) composed by: i) Push Association (FC 97285820821), established in Piazza Sant’Anna n. 3, 90133 – Palermo, Italy; ii) BAG! Consulting LDA (VAT PT510043380), established in AV General Humberto Delgado 80, 3B – Castelo Branco 6000 081, Portugal; iii) LUCA School of Arts VZW (VAT BE0456758944), established in Koningsstraat 328, Brussel 1030, Belgium; iv) Fundacio Privada I2CAT (VAT ESG63262570), established in Calle Gran Capita 2-4, Edifici Nexus I, Barcelona 08034, Spain; v) Forum Virium Helsinki OY (VAT: FI21700292), established in Unioninkatu 24, Helsinki 00130; vi) WAAG (VAT: NL804011266B01), established in Nieuwakt 4, Amsterdam 1012 CR Netherland (collectively the “Joint Data Controllers”).


Links Foundation (formerly known as Istituto Superiore Mario Boella; FC 97810470019, established in via Pier Carlo Boggio 61, 10138 – Torino, Italy) is also a Joint Data Controller only for the purposes listed in Section 6 letters b), c), g), h) and n).

The Joint Data Controllers are responsible for deciding how and why hold and use your personal data.

Finally, please note that PUSH has been appointed as Lead Data Controller and, among other tasks, it oversees to this privacy information and it is main contact for privacy enquires by MUV’s users. In accordance with art. 28 GDPR, PUSH is also responsible for storing, aggregating and processing your data for the purposes listed in Section 6 letters a), d), e), f), ,j), l) and o).

02. Data Protection Officer

The Data Protection Officer (DPO) is Stefano Bocconi from WAAG.

03. Personal data collected

In order to provide you MUV services we need to collect and use:

  1. your user profile data: name, last name, age, gender and other optional data information about weight and height;
  2. your user account data: email, username, password;
  • your user mobility data: your mobility choices and movement habits in the urban area, your engagement with commercial ads, your tracked information such as your geolocation, your activity and engagement with the MUV app; identification of your location is done using a variety of technologies, including GPS, WIFI connections from which you access the MUV services and triangulation of cellular tower data; Please note that by using MUV app, you accept that MUV monitor your location. If you do not agree with this feature, you won’t be allowed to use MUV app;
  1. your health data: minutes of activity, steps, calories and general activities, which are gathered by synchronizing with other apps or services – such as Apple HealthKit and CareKit or Google FIT – once you have authorized this. You must enable the synchronization so that the App can use the information present on your device, so you can get additional points.
  2. your game data: competition data (your game results and game actions, which allow you to earn point within the game and give you access to price), co-creation session data (data produced by the participants in the co-creation sessions), your engagement evaluation data (qualitative and quantitative data on levels on your participation and user experience, collected with methods such as participant observation, interviews, questionnaires and surveys and the interaction with the online platform). Please note that by using MUV app, you accept that MUV shares your game data with other MUV users. If you do not agree with this sharing, you won’t be allowed to use MUV app.

04. Legal ground and compulsory or optional nature of the data processing

We collect, process and use your data for the purposes indicated in Section 6, based at least on one of the following legal grounds:

  • Contract: the first reason why we may use your data is that without them we would not be able to provide you MUV services, as described in MUV Terms and Condition. If you don’t provide us the data, you will not allow provision of MUV services or use of the MUV app. We collect and process your user profile and login data to the purposes indicated in Section 6 letters a), c), d), e), g), h) and l).
  • Express consent: in some cases, we ask for your consent before processing specific data. In this case, the processing of personal data that is carried only after obtaining your consent (which can be withdrawn at any time). Each choice can be viewed and modifies in the setting of the application or website. In particular, we ask your consent before processing your data for the purposes indicated in Section 6 letters b), 1.f), 1.k), and 1.j).
  • Legitimate interest: another important reason why we need to process some of your data is that we seek to provide with you the best possible service, to improve it continuously, to protect your data, to solve technical problems, to establish statistics or to respond to your support requests. The purposes for which we have a legitimate interest in the use of your personal data are indicated in Section 6, letters i), m) and 1.o).
  • Legal obligation: finally, we may need to use information to comply with law or when we need to take measure to protect MUV users or just to respond to your request for a right of access, rectification an opposition or to your other rights regarding your personal data, in line with the purpose indicated in Section 6, letter n).

05. Purposes of the data processing

The purposes for which we collect and process these data are to:

  1. allow your registration;
  2. provide you personalized recommendations to take more sustainable mobility behaviors than your current ones (only with your express consent – see below Consent n. 1);
  3. elaborate and analyze, in an aggregate way for each city involved in MUV, the social, economic and environmental impact of the MUV project and to provide decision and policy makers the information to help them in designing more sustainable mobility solutions and policies through web dashboards;
  4. make available the data (previously aggregated and anonymized) in open data dataset, that can be free downloaded from the Project site;
  5. create infographics with the anonymous data collected and make them free available online on the Project website;
  6. archive data (previously aggregated and anonymized) for the creation of commercially usable databases (only with your express consent – see below Consent n. 2);
  7. identify your location in order to provide you a better gaming experience to your location in real world;
  8. develop challenges or tournaments or individual or team training in which you can participate within the game;
  9. organize and implement live events that are based on or involve the use of MUV game;
  10. show during the game the sponsored places that are near to your location as part of gaming experience or to provide you offers from local business and any rewards from participating in MUV app tournaments (only with your express consent – see below Consent n. 3);
  11. send you promotional material by email (only with your express consent – see below Consent n. 4);
  12. provide you with technical assistance and support;
  13. share updates or news about the MUV services by email;
  14. implement the communications required by law or by the supervisory authorities;
  15. adopt measures to prevent you from cheating and to prevent fraud and to ensure that all the uses comply with MUV terms & conditions of service.

06. Geolocation

Monitoring your location is essential for provide you MUV services and offer you the best game experience. MUV automatically collects your location information such as your geolocation in order to provide you with MUV services.

By using MUV app and pushing start button, you accept that MUV collects your location. If you do not agree with this collection, you won’t be allowed to use MUV app.

When you open MUV app for the first time, you might see a popup window that asks you to choose if and when you want to authorize MUV to collect your location. Please note that this request depends only on your device operating system and MUV has nothing to do with this. Indeed, MUV collects your location data only when you launch MUV app and press START button , until you push STOP button .

If you close the app after you push start button (without pushing stop button), we collect your location data only if you have authorized your operating system to do this.

07. Profiling

Your data may will be automatically processed in order to evaluating your mobility behaviors and/or to send you customized information and promotional material related to your game experience, in line with purposes indicated in Section 6, letters b) and f).

Please note that your data may be processed for profiling purposes only if you have provided us with your express consent.

08. Storage and/or transfer of your data

We store and process your data mostly in the European Economic Area (EEA). However, in accordance with the DPA, your data may be eventually transfer in countries outside of EEA, including store them in database managed by sub-processor acting in behalf of the Joint Data Controllers. In this case, database management and data processing are bound to the purposes of the processing and are carried out with appropriate safeguards in line with the provisions of Chapter V of the GDPR. The updated list of processors and sub-processors may be requested from the Lead Data Controller at any time.

09. Data retention

Your personal data will be stored in the modalities indicated in Section 9 until May 30, 2020, when MUV Project will end. After that date, we will store the data collected through MUV in completely anonymized datasets for the following two years and we will use them only for scientific research purposes, in order to allow their analysis for a useful period of time after the end of the MUV European research project.

After May 30, 2022, all the personal data collected will be permanently deleted and Joint controllers will keep only datasets with data completely anonymized.

10. Security measures

In accordance with Article 32 of the GDPR and with the DPA, Data Controllers and Data Processor take appropriate, technical, organizational and security measures to ensure a level of security appropriate to risk and to prevent loss of data, illegal or incorrect uses, unauthorized access to your account, modification, disclosure or distraction of personal data collected. The Joint Data Controllers and Data Processor shall take steps to ensure that any natural person acting under the authority of the Joint Data Controller or the Data Processor who has access to your personal data does not process them except in accordance with instructions received from the Joint Data Controllers, unless he or she is required to do so by Union or Member State law.

We really care about your privacy and we do everything we can to protect your data. Unfortunately, however, no system is completely secure, so we cannot guarantee that all the information provided to us in connection with the data we collect through MUV will be immune from unauthorized access by third parties. In particular 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 the address indicated in Section 16. below.

11. Your rights

In accordance with Articles 13, co. 2, 15, 18, 19 and 21 of GDPR, you have the following rights:

  • Access: you can request access to your personal data held by us;
  • Rectification: you can change any inaccurate personal data concerning you;
  • Right to be forgotten: you can obtain the erasure of your data if them are no longer required for the purposes they were collected for, or your consent for the processing of that data have benne withdrawn, or they have been unlawfully processed;
  • Objecting and/or withdraw consent: you can oppose the processing of your personal data by us, including profiling. You can also ask us to stop using data, including for promotional and marketing purposes (bearing in mind, however, that in order for you to use MUV services, you need to use your data) or request the limitation of processing your data, allowing us to process them only for purposes of storage;
  • Portability: you can receive your data in a structured, commonly used and machine-readable format and/or transmit them to another data controller. Upon request, we will send your data available to us in a legible and understandable format;
  • Complaints: you can make a complaint to the supervisory authorities. Since we would be happy to deal directly with any concerns you may have, please contact our services before contacting the authorities.

You can exercise your rights with a written request and send it at one of the address indicated in Section 16. We will either provide the information or take the action you request within 30 days.

12. Recipients of your data

We will not pass your data on the third parties, except in the following cases:

  • 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 our email and mobile message campaigns, mange live events and provide you technical assistance and support;
  • data shared with third parties: we pass on anonymous data to third parties for research purposes. 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 organizations 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, MUVpromotes a change towards more sustainable choices and changing the mobility culture by directly involving local communities, companies and policy makers. For these reasons, your behavioral data collected through MUV are fundamental because the change starts from every single citizen.

13. 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.

14. 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.

15. Contacts

If you have any questions, doubts or concerns about this Privacy Policy, please contact the legal team of the Lead Data Controller at

MUV’s Data Protection Officer of can be reached at:

Informed Consent Features

  1. Consent n. 1
    I consent to my geolocalization through the MUV app as described at point 7 (for retention see point 10).(compulsory)
  2. Consent n. 2
    I consent to receive personal tips based on my mobility habits collected through geolocalization to take more sustainable mobility behaviors ("recommendations") and enable customized game dynamics ("trainings" and "challenges") for a more engaging experience. (purposes b) (for retention see point 10). (optional)
  3. Consent n. 3
    I consent that the data produced by me through MUV (previously aggregated and anonymized) may contribute to the creation and distribution of commercially usable datasets (for retention see point 10). (optional)
  4. Consent n. 4
    I consent to receive sponsorship offers from MUV's partners and to be rewarded with prizes or discounts from the eco-friendliest shops in my city (for retention see point 10). (optional)
  5. Consent n. 5
  6. I consent to be added to the MUV mailing list and receive updates on new app features, as well as new rewards, challenges available or promotional material, whether in the game environment or by mail. We promise to send you just a few emails from time to time (for retention see point 10). (optional)

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.