Information for Data Subjects
Press conference analysis — processing ceased
Cavefish Ltd · ICO Registration ZB915633 · Last updated: 13 September 2026
Summary
EchoDepth Sport previously analysed broadcast pre-match press conference footage of professional football managers to derive behavioural scores. That processing has ceased, the scores have been deleted, and no output was ever supplied to any third party. This notice is retained so that anyone affected can confirm what was processed and exercise their rights.
Who processed your data
Controller: Cavefish Ltd, 15 Neptune Court, Vanguard Way, Cardiff CF24 5PJ
ICO registration: ZB915633
Contact: hello@cavefish.co.uk
What was processed, and from where
Publicly broadcast pre-match press conference footage — distributed by clubs, the Premier League and broadcasters for public consumption. From that footage we derived three composite scores per press conference: a Genuine Confidence score, an Instability Index and a Net Confidence score, using Facial Action Coding System analysis. No biometric identification profile was created. Raw footage was not retained after processing.
Disclosure to third parties
None occurred. A commercial data feed was proposed and terms were drafted for it, but no scores were ever supplied, licensed or otherwise disclosed to any subscriber, trading desk, fund, data aggregator or other third party. The proposed feed has been withdrawn and the subscriber terms retired.
Why the processing stopped
The lawful basis relied on was Article 6(1)(f) UK GDPR, legitimate interests. On review we did not consider that basis sustainable for this processing, and we ceased it rather than continue under it. Analysis of an individual’s delivery is now carried out only where that individual has commissioned it themselves, on their own consent, and the output is provided to them alone.
Retention
The derived scores were retained for the operation of the product they supported. That product has been withdrawn, the retention period has therefore ended, and the scores have been deleted. Raw footage was never retained. If you would like written confirmation of deletion in respect of yourself, contact us and we will provide it.
Your rights
These rights remain available to you in respect of the processing described above, and we will answer regardless of whether any data about you is still held.
- Access (Article 15) — you can ask what was processed about you and receive a copy of anything still held.
- Erasure (Article 17) — you can request deletion. The scores have already been deleted; we will confirm this in writing.
- Object (Article 21) — the processing has ceased, so there is nothing ongoing to object to, but we will record any objection you wish to make.
- Rectification (Article 16) — if you believe a score was the result of a processing error, you can ask us to investigate and record the correction.
- Restriction (Article 18) — you can ask us to restrict any residual processing while a request is assessed.
To exercise any right, contact hello@cavefish.co.uk. We will respond within one calendar month.
Right to complain
You have the right to lodge a complaint with the Information Commissioner’s Office: ico.org.uk/make-a-complaint · 0303 123 1113
Governance documents
- Legitimate Interests Assessment (LIA-ED-SPORT-001) and Data Protection Impact Assessment (DPIA-ED-SPORT-001) — retained as records and available on request to a data subject or a supervisory authority
- Full Privacy Policy