Data protection policy
The data protection policy also applies to the processing of personal data that a person provides when they subscribe to our marketing services (“subscriber”).
2. Who is responsible for your personal data?
BabyBjörn acts as a data controller and can be contacted as follows:
By post: BabyBjörn AB, Kulltorpsvägen 49, Lanna 333 74 Bredaryd, Sweden
Tel: +46 (0)370 838 87
BabyBjörn processes all personal data in a lawful, transparent and fair manner in accordance with applicable legislation (General Data Protection Regulation (EU) 2016/679 of 27 April 2016) (“GDPR”).
3. Key terms used in this policy
Personal data is information that can be directly or indirectly linked to an identifiable living person. Examples of personal data are names, addresses, telephone numbers and email addresses.
The processing of personal data includes all handling of personal data, such as collecting, analysing, recording and storing.
The data controller is the party who, alone or together with another party, determines the purposes and means of processing the personal data and is ultimately responsible for ensuring that the processing is done in accordance with applicable data protection legislation.
4. When do we process your personal data?
BabyBjörn collects, stores and processes personal data about you throughout the purchasing process, for example when you make a purchase on BabyBjörn’s website, use BabyBjörn’s support services, visit BabyBjörn’s website or otherwise come in contact with BabyBjörn. Personal data is collected and processed primarily for the purpose of concluding contracts for the sale of goods and for providing services and promotions, but also for any subsequent warranty cases managed by our customer service, for technical administration or marketing as well as for preventing criminal offences, fraud and other prohibited activities.
We process personal data about you as a BabyBjörn subscriber including purchasing history, the promotions you show interest in by reading an email or clicking a link, and how you interact with BabyBjörn’s website.
5. Which personal data of yours do we collect and process?
BabyBjörn collects the following personal data about you as a customer:
Name and personal identity number (proof of identity or national ID)
– Telephone number
– Customer number
– IP address
– Information about your use of BabyBjörn’s website
– Information about your purchases
BabyBjörn collects the following personal data about you as a subscriber:
– Name and personal identity number (proof of identity or national ID)
– Telephone number
– Account information
– IP address
– Information about your use of BabyBjörn’s website
– Information about products and promotions you have shown interest in, your interaction with our newsletter and whether you have signed up for any event
If you only use BabyBjörn’s website without registering or sending any information to us, BabyBjörn collects only the personal data which your browser sends to us. For you to gain access to BabyBjörn’s website, BabyBjörn collects the following data about you. This information is necessary for displaying BabyBjörn’s website and for guaranteeing its stability.
– IP address
– Date and time of the request
– Time difference from GMT
– Content of request (separate page)
– Asset status/http status code
– Volume of data transferred each time
– The website where the request originated
– Operating system and interface
– Language and version of browser software
6. Why do we process your personal data?
The personal data of BabyBjörn customers is processed primarily for the following purposes:
– Fulfil obligations to you as a customer. Examples: completing a purchase, billing and providing support.
– Meet delivery and guarantee commitments.
– Provide general customer care and service. Examples: answering questions and correcting inaccurate information.
– Manage customer relationships and provide our services.
– Determine which payment methods we can offer you, for example by using credit ratings.
– Improve and develop services, products and features.
– Conduct market research so that we can influence our offers and services.
– Perform risk management and prevent fraud.
– Prevent misuse or improper use of our services.
– Comply with obligations for competitions.
– Comply with applicable law.
– Administer and manage your personal account with BabyBjörn.
– Send newsletters to you.
– Communicate with you about your orders, as well as certain products and marketing campaigns.
– Show you banner advertisements (ads placed on third-party pages).
The personal data of subscribers can, in addition to the list above, be processed for the following purposes:
– Improve the subscriber experience by offering the option to use pre-populated data, save favourite products, have more payment options and get more responsive management of cases and claims.
– Enable communication with you as a subscriber via post, email, telephone or SMS/MMS.
BabyBjörn can also use stored personal data for statistics, market research, market and customer analyses, business follow-up, and for the development of business systems and methods for purchasing goods and services.
BabyBjörn can process personal data through profiling. We analyse the information about how you use our website, which products, services and promotions you show interest in, information about your purchases, which of our newsletters you interacted with, whether you signed up for any of our events, and information about your account holding. We do this to provide you with offers that we think you will be interested in and invite you to events that we think you would like to attend.
You have the right, at any time, to object to such profiling. Any objections should be sent to firstname.lastname@example.org. After BabyBjörn has received your objection, we will cease to process your personal data for this purpose.
8. Legal basis for BabyBjörn’s processing of personal data
All collection and processing of personal data is based on legal grounds. Your personal data may be processed in order to perform our contract with you as a customer, for example to enable purchases and fulfil commitments.
Your personal data may be processed on the basis of your consent. Your consent must be voluntary, specific, informed and represent an unequivocal consent in order to be considered a legal basis. We obtain your consent in order to administer tasks and obtain information about your purchases. Furthermore, we store your behaviours on our website, your interest in our promotions and products, and your interaction with BabyBjörn so that we can send you personalised offers.
Your personal data may also be processed on the basis of a so-called balancing of legimate interests. This applies, for example, to the processing we perform for the targeted segmentation of customers. BabyBjörn never processes sensitive personal data on the basis of balancing legimitate interests and does not perform automated processing without consent.
In some cases, BabyBjörn has a legal obligation to process personal data, such as for the purpose of complying with accounting and tax legislation. All processing of personal data is done in accordance with statutory requirements.
If BabyBjörn bases its processing of personal data on consent or legitimate interest, you can inform BabyBjörn if you no longer want us to process your personal data. You can send such a request to email@example.com.
9. How long do we store your personal data?
BabyBjörn stores your personal data for as long as is necessary to fulfil the purposes the data was collected for. However, your personal data may be saved for a longer period of time if necessary due to statutory requirements or for protecting BabyBjörn’s legal interests.
As a subscriber, your personal data is stored for as long as you consent to it being stored.
10. Access to stored personal data
BabyBjörn may disclose personal data to other companies within the BabyBjörn Group and to business partners in order to fulfil our commitments and the purposes mentioned above.
Data forwarded to third parties is used only to provide the above services to you. These parties can include freight forwarders that deliver goods, media agencies that distribute marketing materials, and credit reporting or collection agencies that perform credit checks, identity checks and debt collection.
We never transfer your personal data for marketing purposes to third parties outside the BabyBjörn Group or our business partners. We will not sell your personal data to third parties without your permission. BabyBjörn may disclose your personal data if necessary in order to comply with applicable legislation or statutory requirements, to protect BabyBjörn’s legal interests, or to detect, prevent or draw attention to fraud and other security or technical problems.
BabyBjörn always strives to store personal data within the EU/EEA only. However, the data may be transferred to and processed in a country outside the EU/EEA (third country). Any transfer takes place in accordance with current legislation, and data subjects affected by the transfer will be notified.
11. How do we protect your personal data?
We have taken technical and organisational measures to protect your data from loss, manipulation and unauthorised access. We continually adapt our security measures based on technological developments and advancements. In order for card purchases to be as secure as possible, all the information is sent in encrypted form. This means that the information is transferred via a secure connection and that your personal data cannot be read by third parties. For card purchases, we work with an authorised payment agent who helps us directly check with your bank to ensure that the card is valid to use for purchases. Our payment partner processes your credit card details in accordance with the international security standard PCI DSS, developed by the credit card organisations VISA, MasterCard, Diners, American Express and JCB. This ensures very high security when your credit card information is processed. If you pay by credit card, we reserve the right to verify your identity.
BabyBjörn may allow third parties to use your personal data for marketing purposes upon our request so that we can market our products and services. But we will never allow a third party to use your personal data for their own marketing purposes.
In the event of a personal data breach, BabyBjörn undertakes to report it to the responsible supervisory authority (the Swedish Data Protection Authority) without undue delay and within 72 hours of the breach becoming known. If such a report cannot be submitted within 72 hours, BabyBjörn will explain the reasons for the delay in its report, and the information will be provided in instalments without undue delay.
BabyBjörn undertakes to inform you as soon as possible if you are affected by a personal data breach and to take the necessary precautions.
12. What are your rights?
BabyBjörn will, at your request or on our own initiative, correct, delete, make anonymous or supplement your data if it is found to be incorrect, incomplete or misleading.
As data subject, you are entitled to request the following:
Access to your personal data. You have the right to obtain a register extract or a copy of the personal data BabyBjörn processes about you. You may, at any time, exercise this right free of charge, once per calendar year, by sending us a written signed request. The register extract must contain information about which personal data items are registered, the purposes of the processing, and the recipients who have received or will receive the data. The register extract must also contain information about where the personal data was retrieved from if it was not obtained from you yourself, whether the data is subject to automated decision-making (including profiling), and an estimate of how long BabyBjörn plans to store the data or the criteria used to determine this period. You also have the right to obtain information about the rights described below.
Correction of your personal data. Upon request, BabyBjörn will correct inaccurate or incomplete data processed about you, without undue delay.
Erasure of your personal data. You have the right to request that we erase your personal data if it is no longer necessary for the purpose it was collected for. When there is a statutory requirement to store your personal data or if there are other legitimate reasons why BabyBjörn must save your data (for example, if you have unpaid debts), your personal data will not be erased. We will then terminate the processing performed for purposes other than complying with the legislation.
Restriction of processing. You have the right to request that we process your personal data for certain defined purposes only. You can request this restriction when, for example, you believe that your data is incorrect and you have requested a correction as described above. While the investigation of the data’s accuracy is in progress, its processing is restricted.
If BabyBjörn has disclosed your data to a third party, we will notify each recipient of any corrections or erasure of data as well as restrictions on processing the data.
If your personal data is stored with BabyBjörn, you have the right to data portability in certain circumstances. This is the right to receive your personal data in a structured, commonly used and machine-readable format and transfer it to another data controller.
If BabyBjörn’s personal data processing is carried out based on a balancing of interests, you have the right to object to this. When you submit an objection, BabyBjörn continues processing only if there are legitimate grounds for the processing which override your own interests. The burden of proof that such grounds exist lies with BabyBjörn.
At any time, and free of charge, you may object to the processing of your personal data for direct marketing purposes. BabyBjörn does not process your personal data for direct marketing purposes if you object to such processing. After we have received your objection, we will cease to process the personal data for such marketing purposes. Any objections should be sent to firstname.lastname@example.org. If you have given consent for BabyBjörn to store and use your personal data for marketing purposes, you may withdraw that consent at any time. Such a withdrawal may be restricted to a part of the processing, such as the consent related to direct marketing.
As a data subject, you are entitled to lodge any complaints regarding the processing of your personal data to the Swedish Data Protection Authority.
You can contact us either by sending a letter to BabyBjörn’s Customer Service at BabyBjörn AB, Kulltorpsvägen 49, Lanna 333 74 Bredaryd, Sweden, or an email to email@example.com. Your requests will be answered by BabyBjörn as soon as possible and within a month at the latest. If BabyBjörn does not intend to comply with your request within the time specified, we must justify the reason.
What are cookies?
Cookies are small text files which are stored on your computer and which save certain settings and data for data exchange with our system via your web browser. There are basically two different kinds of cookies: session cookies, which are deleted when you close your browser, and so-called persistent or transient cookies, which are stored on your computer for a longer or unlimited time. This storage helps us to design our website and services in a way that makes them easier to use. For example, some of the information you input is stored so that you do not have to input it again.
Which cookies are used by BabyBjörn?
What information do cookies store?
In the cookies BabyBjörn uses, only pseudonymised data is stored. When these cookies are activated, they are assigned an identification number. Your personal data is not associated with this identification number. Your name, your IP address or similar information that would allow a direct association between you and this cookie is not saved. Using cookie technology, we receive only pseudonymous information, such as which pages of our webshop have been visited, which products have been viewed and so on.
What is onsite targeting?
Using cookie technology, data is collected on BabyBjörn’s website to optimise our advertising and our online services. This data is not used to identify you personally, but is simply for a pseudonymous evaluation of site usage. With this technology, we can display advertisements and/or special offers and services for you. This content is based on the information obtained during click-path analysis (for example, advertising that focuses on visitors who only viewed baby carriers during the last few days). Our goal is to make our online services as attractive as possible for you and to show you advertisements that match your interests.
Do you also use third-party cookies?
BabyBjörn works with some advertising partners who contribute to making our online services and our website more interesting for you. This is why cookies from partner companies are also stored on your hard drive when you visit the web pages. These transient cookies, or even persistent cookies (stored 14 days to 10 years) are stored on your hard drive and are deleted automatically when the set time expires. Our partner companies’ cookies contain only pseudonyms and, for the most part, completely anonymous data. This can be data about which products you viewed, what purchases you made, which products you searched for, etc. In this context, some of our advertising partners also record information about which pages you visited previously and which products you showed interest in. The purpose is to be able to show you advertisements that best match your interests.
BabyBjörn’s website uses so-called retargeting technology. We use this technology to make our online offering more interesting to you. This technology makes it possible to appeal to online users who have already shown interest in our webshop and our products via advertising on our partners’ websites. We believe that showing personal, interest-based advertisements is often more interesting for the user than the usual advertising, which lacks such a personal relationship. The display of these promotional materials on our partners’ pages is based on cookie technology and an analysis of past user behaviour. This type of advertising is completely pseudonymous. When you visit our website, cookies are used to collect, store and use information about how you use the site. In addition, your data is saved in the cookies even after the end of the browser session and can then be recalled the next time you visit our web pages.
How can you prevent cookies from being stored?
You can set your browser to only accept cookies when you give your consent, thus preventing cookies from being stored on your computer in the future. If you want to accept BabyBjörn cookies only and not those from our suppliers and partners, you can change this setting in your browser to “Block third-party cookies”.
In general, you can use the Help function in your browser’s menu bar to understand how to reject new cookies and delete the ones you have already received.
14. Web analytics
In order to continually improve and optimise our offering, we use so-called tracking technology. For this purpose, we use Google Analytics.
An IP address that is transferred from your browser in Google Analytics is not associated with other data from Google.
You can prevent cookies from being installed by adjusting your browser settings. However, if you do this, you might not be able to use all the features of this website. You can prevent the data collected through cookies from being used and processed by Google, and that relates to your use of the website (including your IP address). To do this, you can download and install the Google Analytics opt-out browser add-on using this link: http://tools.google.com/dlpage/gaoptout?hl=en.
BabyBjörn’s website uses Google Analytics with the extension “_anonymizeip()”. This extension enables IP addresses to be processed in their shortened form, which excludes the possibility of linking the IP address to a physical person. All personal links to the data that is collected will therefore be excluded and all personal data will be removed immediately.
BabyBjörn uses Google Analytics to analyse your use of our website and to improve the website. We use the statistics obtained from the website in order to improve our products and make them more interesting to you as a user. For those exceptional cases in which personal data is transferred to the United States, we would like to point out that Google is using and following the rules in the EU-US Privacy Shield. https://www.privacyshield.gov/EU-US-Framework. The legal basis for processisng by Google Analytics is Article 6.1 of the GDPR.
Information about third parties: Google Dublin, Google Ireland LTD, Gordon House, Barrow Street, Dublin 4, Ireland, Fax: +353 (0)1 436 1001.
The website also makes use of Google Analytics to track your traffic between devices by using a user ID. You can disable this tracking at https://tools.google.com/dlpage/gaoptout.
By confirming the link, an opt-out cookie will be stored on your computer. This cookie is valid for 5 years. Note that this opt-out cookie will also be deleted if you delete all cookies from your computer. This means that you must save a new opt-out cookie if you want to continue to refuse consent to the anonymous data collection. This opt-out cookie is stored per browser and computer. If you visit our websites at home and at work or with a different web browser, you must enable this opt-out cookie on the different browsers and the different computers.
Retargeting and data collection through third-party banner advertising
In the context of retargeting and banner advertising, BabyBjörn uses services from third parties, who store cookies on our site. These third-party providers are:
Doubleclick by Google, Google Inc., 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA; https://www.google.com/intl/se/policies/technologies/ads/
Facebook Inc., 1601 S. California Ave, Palo Alto, CA 94304, USA; https://www.facebook.com/about/privacy
15. Use of social media plugins
BabyBjörn currently uses double-click plugins on the following social media: Facebook and Instagram. This means that in connection with your visit to BabyBjörn’s website, initially no personal data will be transferred to these service providers. You can recognise the service provider by the sign above the first few letters of the provider’s name or their logo. BabyBjörn enables you to communicate directly with the service provider by using a button on the website. The service provider receives only information that you have opened a corresponding page if you click the field to activate the plugin. The information under “Which personal data of yours do we collect and process” in this data protection policy is also transferred. Regarding Facebook, your IP address becomes anonymous immediately after its retrieval according to them. When a plugin is enabled, your personal data will be transferred to the company that provides the plugin and will be processed there (in the United States in the event that the provider carries out its activities there). Since the service provider collects data through cookies, we recommend that you delete all the cookies before you click the grey box above the security settings in your browser.
BabyBjörn has no control over the data obtained or how it was obtained by the service provider. We do not have any overview of the collection of the data, the purpose of the collection or how long the data will be saved. We do not know when and how the data will be deleted by the service provider.
The service provider stores the data they obtain about your user profile and uses it for marketing and market research for their website. Such an evaluation is made (even for users who are not logged on) in order to provide demand generation and to inform other social network users about your activity on our website. You have the right to revoke the creation of such a user profile by contacting the respective service provider. Through plugins, BabyBjörn enables you to interact with social networks and other users, so that we can improve our website presence and make the website more interesting for you as a user. The legal basis for processing the plugins is Article 6.1. of the GDPR.
Data transfer takes place regardless of whether you have a user profile with the service provider and are logged on there. If you are logged on to such a social network, your data is collected through direct contact with the user profile. If you click the Enable button or links to a website, that information is also stored in your user account and can be communicated with your contacts. We recommend logging off from social networks after using them, especially before you click the Enable button, if you want to avoid contact with your user profile with the service provider.
You can find more information about the purpose of collection, the data that is processed and how it is processed by the service provider in their data protection statements (see below). You can also find more information about your rights regarding this under Settings. In your settings, you can also change how you want to protect your personal data.
The addresses of each service provider and their information regarding data protection can be found below.
Facebook Ireland Ltd., 4 Grand Canal Square, Grand Canal Harbour, Dublin 2, Ireland; https://www.facebook.com/policy.php; more information about data protection: https://www.facebook.com/help/186325668085084 and https://www.facebook.com/about/privacy. Facebook is committed to following the EU-US Privacy Shield, https://www.privacyshield.gov/EU-US-Framework.
Instagram, Facebook Ireland Ltd., 4 Grand Canal Square, Grand Canal Harbour, Dublin 2, Ireland; https://help.instagram.com/519522125107875?helpref=page_content
16. Changes to BabyBjörn’s data protection policy
17. Contact information of the data controller
Our contact information is:
By post: BabyBjörn AB
Kulltorpsvägen 49, Lanna 333 74 Bredaryd, Sweden
Tel: +46 (0)370 838 87