Privacy Policy

1. Overview

We at MADLADY take your personal integrity seriously and therefore always strive to maintain the prominent levels of data protection and transparency you as a customer are looking for. Below (together with our terms and conditions) you can read how we treat and protect your personal information, why we collect various information and what personal data we process and how it benefits you. Please take your time to read through and understand our privacy policy. Our goal is to be as clear as possible and to keep your personal data protected. Remember, you can review your personal information and make any changes anytime.

MADLADY AB ("MADLADY"), Organization number 556936-4796 located at Olsgårdsgatan 11, 21579, Sverige is personally responsible for all personal data collected.

2. What is Personal Data?

Personal data (also called ’personal information’) is data/information that can be used to contact or identify you. Personal data does not need to include names, therefore can also be in the form of other digital identifiers such as images, IP numbers, email etc. ie data that can be linked to a physical person. All data stored regarding a customer is handled in accordance with the Personal Data Act (1998:204) until it is replaced by the European Data Protection Regulation, Directive 95/46 EC, on May 25th, 2018. From this date, May 25th, 2018, all data stored and/or handled by a customer will the dealt with in accordance to GDPR.

3. What Personal Data do we collect about you as a customer and to what purpose?

a) Handling and overview of orders and returns

Why is this information collected?
The information is collected in order to ensure the safe delivery of the order and to provide information to you regarding the order or return, dealing with the warranty and warranty issues, and making repayments. The information is also collected to provide a relevant purchase experience on our website, as well as in our emails and/or sms messages, for example to provide delivery updates, changes to order status and an account overview.

Personal data being processed:

• Name
• Contact Details (Telephone number and email)
• Address Details (Invoice address, shipping address and IP number)
• Personal Identity number
• Order History (Selected payment method, goods ordered)

Legal Basis
For completion of the purchase agreement. The collection of your personal information is required so that we can fulfill our obligations under the purchase agreement. If this information is not provided, our commitment to you cannot be fulfilled and therefore we are forced to decline your purchase.

b) Handling of issues surrounding customer service queries and customer contact

Why is this information collected?
In order to solve any issues you may have and to provide you with the best shopping experience. We always want to provide relevant answers to questions, and therefore the information we obtain during customer contact ensures we deliver high levels of service in assisting you, both at the time but also in the ongoing customer relationship.

Personal data being processed:

• Name
• Contact details (telephone number and email)
• Address details (invoice address, shipping address, IP number)
• Personal Identity number
• Order History (selected payment method, goods ordered)
• Communication history (via mail, phone, social media, online chat and digital channels)
• Personal Identification number (optional ID Documentation for additional verification, used when requesting access to your customer information)

Legal Basis
Legitimate interest. This processing of your data is necessary to meet both our and your legitimate interests in the handling of customer service matters.

c) To be able to fulfill the company’s legal requirements

Why is this information collected?
Responsibility for compliance with the company’s legal obligations in accordance with all legal requirements, judgements or authority decisions, for example the Accounting Act, the Money Laundering Act or the Product Liability Rules and Product Safety.

Personal data being processed:

• Name
• Contact details (telephone number and email)
• Address details (invoice address, shipping address, IP number)
• Personal Identity number
• Order History (selected payment method, goods ordered)
• Communication history (via mail, phone, social media, online chat and digital channels)
• Personal Identification number (optional ID Documentation for additional verification, used when requesting access to your customer information) 

Legal Basis
Legal Obligation. The collection of your personal information is required by law. If this information is not provided, our legal obligation to you cannot be fulfilled.

d) In order to evaluate, develop and improve our customer service best practices

Why is this information collected?
The information may be collected from reviews, competitions and customer satisfaction surveys in order to tailor our services and make them more relevant and user-friendly to you as our customer.

Personal data being processed:

• Name
• Contact details (telephone number and email)
• Address details (invoice address, shipping address and IP number)
• Age
• Purchase and user generated data (e.g. click and visit history)
• Technical data related to device used and its settings (e.g. language setting, IP address, browser settings, time zone, operating system, screen resolution and platform)
• Information regarding how you interacted with us, i.e. how you used the service, login method, where and for how long different pages were visited, response time, download errors, how to contact and leave the service, etc. 

Legal Basis
Legitimate interest. The processing of your data is necessary to meet both our and our customers legitimate interest in evaluating, developing and improving our services, products and systems.

e) To enable targeted marketing

Why is this information collected?
To ensure we communicate only relevant information and offers to you, we analyse the data we have collected in different ways. We create both personal and general offers, customized news, product recommendations and personal inspiration for you.

Information som vi kan samla in:

• Contact information (telephone number, email address and IP number)
• Age
• Purchase and user generated data ( eg clicks and visit history)
• Specialized customer choices regarding products and services 

Legal Basis
Legitimate interest. The processing of your data is necessary meet our legitimate interest in communicating personal and relevant information and offers to you.

4. Data storage period

We will not store your personal information beyond what is necessary for each purpose and to fulfill our legal requirements. As long as you have a customer account with us, we will also save information associated with your account, which can be deleted upon your request at any time. When we no longer need to keep your information, it will be securely deleted and destroyed.

5. The Access and Processing of personal data

We will never sell your personal information to any third party. However, we do work with selected suppliers and services who we partially share your personal information with to enable us to improve or/and at the very least enable you to purchase through us, these are to be called personal information assistants. All our partners are carefully selected and comply with all GDPR requirements to ensure the protection of your data and information. In the following cases personal information may be shared with our personal information assistants:

• IT operations (companies that assist with IT development, operations and IT support)
• Marketing (Media agencies and marketing agencies)
• Economics and Administration (Accounting and Auditing Offices)

We also share your personal information with selected parties who are independent personally responsible. When your personal information is shared with such parties, the party’s privacy policy and personal data management apply. These parties may be as follows:

• Government authorities with whom we are obliged to share by law, in the event of suspected crimes (Tax Agency, the police and insurance companies)
• Payment providers (banks, payment service providers and card payments)
• Shippers, to complete delivery of orders (Logistics companies and transport companies) 

In cases where our Personal Data Advisors are outside of the EU/EEA, we will take the same steps and implementation of procedures to ensure they also comply and take the necessary legal, technical and organizational measures to obtain an equivalent level of protection within the EU/EEA or ’Privacy shield’ standard. We limit the collection of all personal data to the minimum necessary, both inside or outside the EU/EEA.

6. Your Rights

• You have the right to access the personal data we hold on you. You are therefore entitled to get a copy of what information we hold on you and in what context it is treated and shared. Please note that if we receive a request regarding information access, we will ask for additional information to make sure the information is given to the relevant person.
• You have the right to rectify incorrect or missing information, which you can either supplement or correct.
• Right to withdraw consent. You are entitled to withdraw your consent at any time eg. By unsubscribing to newsletters.
• Right to deletion. You can request that we delete all personal data stored and related to you, if we have no legal requirement or obligation to save this.
• Right to limit. You are entitled to request that our processing of your personal data be limited.
• You have the right to object to the processing of your personal data based on our legitimate interest. We will not continue to process your personal information unless we can demonstrate a legitimate reason for the processing that precedes your interests and rights, or due to legal claims.
• Right to data portability. You have the right to have a copy of your personal data in a structured, commonly used format, and in some cases have these transferred to another personal data controller. This includes only information you have given to us.
• Direct marketing. You are entitled to refuse or make changes to the personal data used for direct marketing, including profile analysis made for direct marketing purposes. This includes for example newsletters and text messages, where you can make the necessary options for each channel by following the instructions in each marketing message.
• Direction to the supervisory authority. The Data inspectorate is responsible for monitoring and the application of the law, and the person who considers a company to incorrectly handle personal data, is able to file a complaint with the Data Inspectorate.

7. Cookies

Cookies are small text files stored on your computer or other device containing data and the exchange of data to save view settings. There is no requirement to accept Cookies from our site, but to be able to extract full functionality from our site, and to use viewable services, cookies are required to be enabled. These can be used, for example, to return to your shopping cart, save language settings, and for overall analysis regarding your use of the page. We also use cookies to target relevant marketing to you to provide as personalized a shopping experience as possible.
Cookies we use on our site are categorized as follows:

• Session cookies- these are automatically deleted when you close your browser and are used to, for example, give you the convenience of a shopping cart.
• Permanent/Temporary Cookies- these remain on your computer after you close the browser and disappear when they are deleted or automatically when they expire. These are, for example, used to resume a shopping session where you left off, not having to log in again and to have a personalized experience on the page.
• Advanced cookies- these cookies are input by our site and are used to ensure full functionality on the site and for a good shopping experience.
• Third party cookies- cookies are added by third-party websites from our business partners and are used, for example, to get relevant product recommendations and information reflecting your interests.
• Other technologies- these may look like cookies and may be an IP technology, for example, that enables you to resume shopping round on any device and presents relevant product information to you. 

You can change the settings for the use of cookies yourself, by entering the settings menu on your browser to restrict, delete or block cookies.

8. Security

We take all possible steps necessary in order to protect your personal data, this affects both the digital and physical environment where they might be stored. The website and information are protected by SSL/TLS encryption that corresponds to the highest of industry standards. We will never save your card details and encrypt your personal passwords in our data storage. Your personal identity number is stored and/or treated by us, as long as it is justifiable and necessary, as well as for identification.

9. Contact

If you have any questions regarding our Privacy Policy, please contact us via this form.

We always keep our Privacy Policy under constant review, so you will always find the latest version on our website. In the case of significant changes affecting the processing of your personal information, we will always notify you via email.