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Privacy Policy

Eton AB (“Eton”, “we”, “our”, and “us”) works to safeguard your privacy. Consequently, we would like to inform you about how we process your personal data and about your rights in relation to our processing of your personal data.

This privacy policy applies to anyone who visits or makes a purchase from www.etonshirts.com/se. Should you have any questions about our processing of your personal data or should you wish to invoke any of your related rights, please feel free to contact us. Our contact details can be found below.

In brief: How do we process your personal data?

  • If you contact us or use our social media, we will process your personal data in order to, for example, respond by chat or share your social media posts if you agree.
  • If you visit our website, we will process your personal data in order to: analyze how our website is used, and show you customized offers on other sites that you visit.
  • If you contact us or use our social media, we will process your personal data in.
  • If you visit our website, we will process your personal data in order to: analyze how our website is used, and show you customized offers on other sites that you visit.

Who is responsible for the processing of your personal data?

Eton AB (corporate identity number 556255-2439) is responsible for the processing of your personal data as described in this privacy policy in its capacity as data controller. Should you have any questions about our processing of your personal data or should you wish to invoke any of your related rights, please contact us by e-mail at care@etonshirts.com or by calling +46 (0)10 5006010. Our postal address is Stora vägen 8, SE-507 71 Gånghester, Sweden. Our data protection officer can be reached by e-mail at dpo@etonshirts.com or by calling +46 (0)10 5006010.

Do you have to provide us with your personal data?

We need to process the personal data you provide in connection with a purchase in order for you to shop with us and so that we can deliver your goods. Some personal data must be processed in order for us to comply with legal requirements. You can find out more about which personal data you have to provide in the tables below. The legal basis is stated as either “performance of a contract” or “legal obligation”. If you do not provide this personal data, you will be unable to make a purchase from us or unsubscribe from newsletters, for instance.

Detailed description of how we process and store your personal data?

Here you can find out more about why we process your personal data, the categories of personal data we process, and the legal basis of this processing. You can also read about how long we store your personal data.
This is information that we have a legal obligation to provide. For this reason, the text may seem quite long and complicated. Just get in touch if you have any questions!

If you chat with us, visit our social media, or otherwise have contact with us

When you have contact with us, such as via chat or social media, we will process your personal data as described in the tables below. We receive your personal data through our contact. If you contact us on social media, we process the personal data that we receive from you and that is available via the social media channels you use.

If you use social media, the site you use (e.g. Facebook) will also process your personal data. We recommend that you read our information below as well as the information that you can find on these social media channels.

Communicating with you

Processing that is carried out

  • Communicating with you via, e.g. e-mail, our contact form, and chat
  • Processing to verify that you’re not a robot when you use our contact form
  • Communicating via social media, e.g. if you comment on our page or post, and to store information from our chat in order to return to it if relevant
  • Answering your questions

Personal data that is processed

  • Name
  • E-mail address
  • Phone number
  • Address
  • IP address and confirmation from Google that you’re not a robot when you use our contact form
  • Any other information you provide
  • If you visit our social media channels (e.g. Instagram), we also process:
  • Information from your profile (username and your profile picture)
  • Information you provide to us

Legal basis
Balance of interests
The processing is justified by our legitimate interest in being able to communicate with you via chat or our contact form, on our social media, or by e-mail or the like.

Storage period: We regularly erase your personal data.

  • When you chat with us on our website, we erase your personal data as soon as you close the chat window.
  • If you contact us using our contact form, via our chat feature, or by e-mail, your personal data will be erased within six months of our contact relating to the matter ending.
  • Your comments and our communication remain on our social media channels until you remove the comments and/or communication yourself. Any material that may be deemed offensive will be removed sooner. This includes unpleasant comments, careless language, or attacks on individuals.

Sharing posts on social media

Processing that is carried out

  • Sharing your posts on social media that mention us or where you use any of the hashtags we create

Personal data that is processed

  • Information from your profile (username and your profile picture)
  • Other information in the post you have shared

Legal basis
Consent
The consent that you give before we share your post. You can revoke your consent at any time.

Storage period: The posts we share on our social media channels will be stored until you ask us to remove them.

If you visit our website

We analyze how our website is used and show you relevant promotions on other sites you visit based on this analysis. This is explained in more detail in the tables below. To protect your privacy, we have taken measures so that you cannot be identified when you use our website, such as by storing an encrypted version of your IP address so that we are unable to trace who you are.
We receive your personal data from your device when you visit us, as well as from our partners (Google and/or Facebook) that use the information they already hold in order to display interesting promotions from us.
We use cookies in order to collect personal data for analysis and marketing as described below. We explain how this works in more detail in our information text on cookies, which you can find here.

Analyzing how our website is used

Processing that is carried out

  • Analyzing how you use our website in order to improve our products and services. We use Google’s analytics tool Google Analytics to do this

The analytics service requires the placement of a unique ID on your device in order to differentiate different visitors and identify patterns in the use of the website. We cannot identify who you are

The personal data we collect is processed to optimize the website’s functionality and loading speed, as well as to amend the website to suit you as a visitor

Personal data that is processed

  • An encrypted IP address that Eton is unable to associate with you
  • Geographical location
  • Other information about how you use the website, such as what you click on, device information, and how many times you’ve visited the website
  • Information that Google already holds on you, such as the website where you found us

Legal basis
Consent

We obtain your consent to analyze how you use our website in order to give you a better experience.

You can avoid Google Analytics by downloading and installing this browser program.

Storage period: The personal data will be stored for three months after your visit and anonymized thereafter.

Google will continue to process your personal data as an independent data controller. You can find out more about how long Google stores your personal data in its privacy policy.

Showing you interesting promotions from us on other sites you visit

Processing that is carried out

  • Marketing our products by displaying promotions and new products that we believe are of interest to you. We show you tailored marketing on Google and/or Facebook. We do this based on the information these parties already hold on you (known as profiling*)
  • Sharing information about you as a customer with Google and/or Facebook (including Instagram) so that these marketing services know who is interested in us
  • We may display promotions by using marketing services from Google and/or Facebook

Personal data that is processed

  • An encrypted IP address that Eton is unable to associate with you is used to analyze how you use the website
  • E-mail address
  • Geographical location
  • You will then see search results and advertising banners based on:
  • an analysis of how you use our website, and
  • information that the marketing services already hold on you, such as the website where you found us.

Legal basis
Consent

We obtain your consent in order to provide you as a customer and other potential customers with tailored marketing that is relevant to you based on the information we hold on you, such as what you have shown an interest in on our website.

You can make choices about the marketing you see from Google here. You can find more information about your choices on Instagram here. Under the “advertising settings” heading on Facebook here, you can choose what marketing you want to see on Facebook.

Storage period: You will see marketing from us for three months after your visit to our website.
Google and/or Facebook will continue to process your personal data as independent data controllers. You can find out more about how long Google and/or Facebook store your personal data in their privacy policies.

Profiling: We use automated decision-making, known as profiling, to show you the promotions that we believe best suit you and to provide tailored marketing. Profiling is done because we would otherwise be unable to display or send relevant promotions and marketing to you. Without this profiling, you would instead see promotions that are not relevant to you. You have the right to object to profiling. You can find out more about your right to object below in the explanation of your rights.

Reminding you about items in your shopping bag

Processing that is carried out

  • Sending information about your shopping bag to the e-mail address you provided on our website if you left the website without completing a purchase

Personal data that is processed

  • Name
  • E-mail address
  • Browsing history
  • Order history

Legal basis
Balance of interests

The processing is justified by our legitimate interest in reminding you that you have left items in your shopping cart.

Storage period: The personal data is stored for seven days after you put the item in your shopping cart.
You may opt out of marketing from us at any time.

If you make a purchase from Eton

We process your personal data when you make a purchase from us. We receive your personal data from you when you make your purchase. The payment service provider you use may also use personal data that it already holds. You can find out more about this in the information that the payment service provider has provided to you.
If you choose to use the size-finding service, we will also receive personal data in order to suggest the correct size if you have chosen to use the same service previously on another website.

Managing your purchase

Processing that is carried out

  • Receiving and registering your order
  • Making a payment
  • Sending an order confirmation
  • Delivering your order

Personal data that is processed

  • Name
  • Contact details (address, e-mail address, and phone number)
  • Order information (e.g. the product you ordered)
  • Payment information

Legal basis
Fulfillment of agreement

Processing is necessary in order for us to fulfill the agreement regarding your purchase. If you do not provide your personal data, you cannot make a purchase from us.

Storage period: The personal data is stored while you make your purchase and thereafter for the purposes set out in the tables below, such as if you have an account with Eton or for accounting purposes.

In addition, your personal data is processed by the payment service provider Klarna in order to complete your payment. Klarna is an independent data controller for this processing and will inform you separately of how your personal data is processed.

Managing customer service matters

Processing that is carried out

  • Answering and managing your customer service matter by e-mail, phone, our website, or social media channels
  • Processing to verify that you’re not a robot when you use our contact form
  • Answering your messages and questions via the chat feature of our website

Personal data that is processed

  • Name
  • E-mail address
  • Phone number
  • Address
  • IP address
  • Confirmation from Google that you’re not a robot when you use our contact form
  • Information you provide (e.g. order number)

Legal basis
Balance of interests

The processing is justified by our legitimate interest in helping you with your matter.

Storage period: The personal data is erased within six months of the matter being closed.

Managing your right of withdrawal, complaints, or other claims

Processing that is carried out

  • Managing any returned items
  • Managing any complaints or other claims
  • Initiating any claims

Personal data that is processed

  • Name
  • Contact details (address, e-mail address, and phone number)
  • Information from our communication with you in connection with your claim (e.g. information about the order in question)

Legal basis
Legal obligation and balance of interests

Processing is necessary for us to act in accordance with consumer law and thus comply with a legal obligation. We also have a legitimate interest in protecting ourselves against or initiating a possible legal claim.

Storage period: The personal data is stored from the time you lodge your claim or we initiate a claim and is processed for as long as the claim process is ongoing. We always endeavor to deal with the claim as soon as we receive it and to delete your personal data within six months of receiving your claim. If your claim takes longer, your personal data will be deleted within six months of the claim being closed.

Complying with the rules of the Swedish Accounting Act

Processing that is carried out

  • Complying with accounting legislation

Personal data that is processed

  • Payment history, transactions, and other material that constitutes accounting material

Legal basis
Legal obligation

Processing is necessary to comply with mandatory legislation, such as the Swedish Accounting Act.

Storage period: The personal data is stored for seven to eight years (i.e. until the end of the seventh financial year) in accordance with the Swedish Accounting Act.

Improving our products

Processing that is carried out

  • Sending requests to participate in surveys on our products
  • Processing your survey responses
  • Compiling statistics of the results of our surveys
  • Evaluating how our services and products are used and perceived in order to make improvements

Personal data that is processed

  • Name
  • E-mail address
  • Information that you provide in the survey
  • Information about your purchase history
  • Information about the promotions you have taken advantage of

Legal basis
Balance of interests

The processing is justified by our legitimate interest in contacting you with a request to evaluate our service in order to improve our services.

Balance of interests

The processing is justified by our legitimate interest in developing our services and products to give you and other users a better experience.

Storage period: The personal data is stored for one year after the purchase is complete. However, we will stop processing your personal data prior to this if you object to our processing.

If you have an account with Eton

Providing you with a customer account

Processing that is carried out

  • Creating and managing your customer account, where you can view your personal data and order history
  • Communicating with you regarding your customer account
  • Taking security measures, e.g. ensuring that only authorized persons log in
  • Providing you with the benefits of having a customer account, including giving you the opportunity to e.g. save your preferences, use pre-filled information when shopping, view previous purchases, track current purchases, and easily manage your newsletter subscription
  • Sending newsletters
  • Sending personal greetings and promotions to you such as Christmas greetings and thank you letters

Personal data that is processed

  • Name
  • Address
  • Phone number
  • Username
  • E-mail address
  • Password
    In order to provide you with the benefits of having a customer account, the following data is processed in addition to the above:
  • The information you filled in the last time you shopped and the preferences you have chosen to save, such as size and measurement information
  • Order history
  • Information on whether or not you subscribe to our newsletters

Legal basis
Fulfilling agreement

Processing is necessary in order for us to create and manage your customer account.

Balance of interests

The processing is justified by our legitimate interest in providing you with the benefits of having a customer account.

Storage period: The personal data is stored for as long as you have an account with Eton. If you have been inactive for two years, we will send you a reminder and ask you if you want to keep your account with Eton. If you remain inactive for a further three months, we will close your account and delete your personal data.
You may opt out of marketing from us at any time. If you decline, your personal data will be stored in our unsubscribe database until further notice.
You can delete your customer account at any time. If you delete your account, all the personal data you have provided per the above will be deleted.

If you subscribe to our newsletters

This table describes how we process your personal data if you have chosen to subscribe to our newsletters. We receive your personal data from you and create some personal data ourselves by analyzing how you use our newsletters.

Sending newsletters

Processing that is carried out

  • Sending marketing and newsletters with promotions and information by e-mail that you have requested to receive
  • To improve and develop our newsletters, we analyze how you open our newsletters and what you click on in our newsletters
  • Sending you tailored promotions based on the preferences you have provided
  • When you receive your first newsletter from us, you will have the opportunity to indicate your preferences, such as sizes and measurements, as well as provide your date of birth so that we can provide you with more promotions

Personal data that is processed

  • E-mail address
  • Information on how you open our newsletters
  • IP address
  • E-mail address
  • Information on your preferences that you have provided, such as information on sizes and measurements
  • Date of birth

Legal basis
Balance of interests

The processing is justified by our legitimate interest in sending you the newsletters that you have requested to receive.

Balance of interests

The processing is justified by our legitimate interest in sending you the newsletters that you have requested to receive.

Balance of interests

The processing is justified by our legitimate interest in sending you additional and tailored promotions if you have stated that you wish to receive them.

Storage period: We will continue sending you newsletters until you unsubscribe or otherwise ask us to stop sending newsletters.
You may opt out of marketing from us at any time. If you decline, your personal data will be stored in our unsubscribe database until further notice.

If you ask us to stop sending you marketing

Below we describe how we process your personal data if you unsubscribe from our marketing. We receive your personal data from you.

Complying with marketing regulations

Processing that is carried out

  • If you have stated that you do not wish to receive our marketing, we will store a note on this in an unsubscribe database to ensure that we do not send you marketing

Personal data that is processed

  • E-mail address

Legal basis
Legal obligation

Pursuant to the Swedish Marketing Act, we have an obligation to ensure that you do not receive marketing that you have asked not to receive.

Storage period: You will be listed in our unsubscribe database until further notice.

Who has access to your personal data and why?

Your personal data is mainly processed by us at Eton. We will also share your personal data with:

  • companies within the Eton group who help us manage our customer service;
  • our IT providers, who process personal data on our behalf in the role of data processors to ensure that we have functioning IT systems and that we run our business efficiently;
  • our payment service provider Klarna in order to manage your payments. If you choose to pay by way of an invoice, Klarna may share your personal data with credit reference agencies to assess your financial circumstances;
  • our transport and parcel service, which processes your personal data in order to send your parcels and manage any returns;
  • the provider of our customer service and chat service on our website;
  • Google, which provides the service on our contact form to verify that you are not a robot and to process your personal data on our behalf in the role of a data processor. Consequently, Google processes your personal data as a data controller. You can find more information here on the terms of Google’s services;
  • external partners that help us to manage our marketing;
  • relevant third parties that provide the digital channels we use to provide tailored marketing to you and other potential customers; and
  • a third party which analyzes the use of our website and which may therefore have access to your personal data if you use our website.

If you would like more information on how we share your personal data, please contact us using the contact details provided at the beginning of this privacy policy.

Do we share your personal data outside the EU/EEA?

We, and the parties we share your personal data with, generally process your personal data only within the EU/EEA. In some cases, however, we use third parties and IT providers to process and transfer your personal data outside the EU/EEA on our behalf and in accordance with our instructions. We transfer your personal data outside the EU/EEA only when this is supported by relevant data protection legislation. This means that the transfer may be based on a decision of the European Commission, standard contract clauses, or the Privacy Shield.

If you have any questions regarding how we share your personal data, such as what our legal basis is for sharing your personal data, or if you want a copy of the security measures we have taken, please contact us using the contact details provided above.

Balance of interests

As we have stated above, the legal basis for the processing of some of your personal data is a balance of interests. The balance of interests means that we have assessed that our legitimate interest in processing your data outweighs your interest and fundamental rights not to have your personal data processed. Our legitimate interests are stated in the tables above.

If you would like to know more about how we have made these assessments, please feel free to contact us. Our contact details can be found at the beginning of this privacy policy.

What rights do you have?

In accordance with data protection legislation, you have certain rights in relation to our processing of your personal data. You can find out more about these rights below.
If you have any questions about your rights or wish to exercise any of your rights, please feel free to contact us. Our contact details can be found at the beginning of this privacy policy.

The right to withdraw your consent and object to processing

You have the right to revoke all or part of the consent you have provided for the processing of your personal data.
You always have the right to object to the processing of your personal data for marketing purposes and profiling, such as newsletters and tailored marketing. You can find out more about profiling above.
In addition, you have the right to object at any time to processing of your personal data that is based on a balance of interests. You can find out more about a balance of interests above. In some cases, we may continue to process your personal data even if you have objected to processing. This may happen when we can demonstrate legitimate reasons to do so that outweigh your interests, rights, and freedoms, or if processing is taking place in order to determine, exercise, or defend legal claims.

The right to access

You have the right to receive confirmation of whether we are processing your personal data. If we are processing your personal data, you also have the right to information on how we process your data and to receive a copy of your personal data.

The right to rectification

You have the right to request the rectification of any incorrect personal data and to complete any incomplete personal data.

The right to erasure (the right to be forgotten) and the right to restrict processing

Under certain circumstances, you have the right to request the deletion of your personal data. Such circumstances exist if, for example, the personal data is no longer necessary for the purposes for which it was collected or processed, or if you revoke the consent on which processing is based and there is no other legal basis for processing.

You also have the right to request that we restrict our processing of your personal data. Such circumstances exist if, for example, you dispute the accuracy of the personal data or if the processing is unlawful and you object to the deletion of your personal data and instead want us to restrict how we process your personal data.

The right to data portability

You have the right to obtain your personal data in a structured, widely used, and machine-readable format from us. You also have the right to have your personal data transferred to another data controller when this is technically feasible (“data portability”).

The right to data portability applies to personal data that you have provided to us in a structured, widely used, and machine-readable format if this processing is based on your consent or on an agreement and this processing is automated.

The right to lodge a complaint

You always have the right to lodge a complaint with a competent supervisory authority. The competent supervisory authority in Sweden is the Swedish Data Protection Authority.

This privacy policy was adopted by Eton AB on 2020-10-01