This privacy policy explains how Heuristcs of Amity AB ("H.AM" or "we" or "us") processes and protects personal data.
1. Data controller
The legal entity responsible for the processing of personal data is:
Heuristics of Amity AB
Portstråket 20
43338 Partille
Org. no. 559150-7008
2. Description of the processing
H.AM processes personal data for a number of different purposes, which will be explained below.
These include:
- Provision of services
- Trade and cooperation with third-party providers
- Marketing
- Product development and statistics
- Business operations
- Compliance with legal obligations
This privacy policy does not apply to the processing of personal data about H.AM employees, including external consultants and similar external business matters, or data covered by the rules of the The Swedish Data Protection Act.
Purpose – Delivery of services
H.AM uses personal data in order to supply our products/services to our customers and similar users of our services, as well as to conduct transactions as part of customer agreements.
These can include:
Provision of our products and services
Personal data is used to contact data subjects for the purpose of providing products and services they have purchased, signed up for and/or subscribed to.
Providing newsletters
Personal data is used to send out newsletters, which data subjects have signed up for.
Customer service
Support in connection with the data subject’s purchases and subscriptions, as well as other enquiries.
User profile
We may store personal preferences in profiles on our website and in our apps in order to provide more tailored content.
Categories of personal data
We process the following categories of personal data:
General personal data
Such as:
- Name
- Address
- Email
- Telephone number
- IP address
- Payment details
- Purchase and payment history
- Use of digital services
- Interests and preferences
- Login credentials for customer support
Sources
We collect information from the following sources:
- Directly from the data subject
- From other sources that are publicly available, such as telephone directories and geodemographic classifications
Basis for processing
We process personal data based on the following processing basis:
- If necessary for the performance of a contract to which the data subject is a party by purchasing or signing up for our services, as well as support in the event of any enquiries.
- If explicit consent has been given for the processing of personal data by signing up for newsletters or creating a profile.
Recipients
We may disclose your personal data under the following circumstances:
- To affiliated companies with H.AM in relevant matters pertaining to subscribers.
- To suppliers we work with to support our business e.g:
- Service providers, technical support and customer service
- Delivery services
- Financial institutions and payment service providers
Storage
We will retain personal data for as long as necessary for the purposes mentioned above.
- As long as a contractual relationship has not been terminated, consent to receive newsletters has not been withdrawn and we are not obliged to store the personal data, e.g. in connection with a legal obligation.
- Upon conclusion of the customer relationship, we will store personal data for 7 years , unless there are special reasons for storing the information for a longer period of time. This period of time is determined on the basis of a fair assessment based on the deadlines in the Swedish Bookkeeping Act.
Purpose – Trade and cooperation with third-party providers
Information about business customers belonging to external providers is used to contact companies, e.g. for the purpose of advertising sales or other forms of cooperation.
Categories of personal data
We process the following categories of personal data:
- Name
- Email
- Telephone number
- Job information
Sources
We collect information from the following sources:
- Directly from the data subject
- From affiliated companies with H.AM in relevant matters pertaining to subscribers
- From other sources that are publicly available, such as telephone directories and websites
Basis for processing
We process personal data based on the following processing basis:
- Legitimate interest in being able to work effectively with our partners and suppliers, e.g. regarding advertising sales
Recipients
We may disclose personal data to the following categories of recipients
- To affiliated companies with H.AM in relevant matters pertaining to subscribers.
- Suppliers we work with to support our business e.g. service providers, technical support and customer service.
Storage
We will retain personal data for as long as necessary for the purposes mentioned above.
- As long as it is relevant for the fulfilment of commercial cooperation
Purpose – Marketing
Personal data is used for marketing purposes, including targeting communication at customers and end-users based on areas of interest, as well as digital behaviour on our websites, apps and newsletters and purchase history, in order to prepare and send relevant marketing.
Categories of personal data
We process the following categories of personal data:
General personal data
Such as:
- Name
- Address
- Email
- Telephone number
- IP address
- Purchase and payment history
- Use of digital services, including newsletters
- Interests and preferences
- Gender
- Age
Sources
We collect information from the following sources:
- Directly from the data subject
- From affiliated companies with H.AM in relevant matters pertaining to subscribers.
- From other sources that are publicly available, such as social media, telephone directories and geodemographic classifications
Basis for processing
We process personal data based on the following processing basis
- Necessary for the pursuit of H.AM’ legitimate interest in marketing products and services.
- Based on consent where direct digital marketing is used.
Recipients
We may disclose personal data to the following categories of recipients
- To affiliated companies with H.AM in relevant matters pertaining to subscribers.
- To suppliers we work with to support our business e.g.:
- Service providers, technical support and customer service
- Delivery services
- With a view to marketing our products and services to:
- Data and analysis agencies
- Creative and digital agency partners
- Consulting firms
- Telemarketing agencies
- Digital media partners
- For the purpose of marketing their goods and services by partners, and in accordance with applicable law, we also share general customer data for the purpose of breaking it down into customer segments with partners within the following categories:
- Publishing, including book clubs
- Mail order companies
- Digital advertisers
Storage
We will retain personal data for as long as necessary for the purposes mentioned above.
- As long as it is necessary to fulfill our marketing interests
- As long as consent to receive marketing content has not been withdrawn and we are not obliged to store the personal data, e.g. in connection with a legal obligation
Purpose – Business operations
Personal data is processed in order to pursue H.AM’s legitimate interest in running a secure and efficient business.
These can include:
Credit rating
Personal data can be used to perform credit assessments in connection with purchases.
Preventing fraud
Personal data can be used to prevent unreasonable and unlawful circumvention of the company’s purchasing terms and conditions of use.
Claims and similar legal demands
Personal data is used to assert legal claims e.g. in the collection of debts.
Categories of personal data
We process the following categories of personal data:
General personal data
Such as:
- Name
- Address
- Email
- Telephone number
- IP address
- Payment details
- Purchase and payment history
- Use of digital services
- Log-in details
Sources
We collect information from the following sources:
- Directly from the data subject
- From affiliated companies with H.AM in relevant matters pertaining to subscribers.
- From other sources that are publicly available, such as telephone directories and geodemographic classifications
Basis for processing
We process personal data based on the following processing basis:
- If necessary for the performance of a contract to which the data subject is a party
- If it is necessary for the pursuit of H.AM’s legitimate interest in running a secure and efficient business
Recipients
We may disclose personal data under the following circumstances:
- To affiliated companies with H.AM in relevant matters pertaining to subscribers.
- To suppliers we work with to support our business e.g.:
- Service providers, technical support and customer service.
- Financial institutions and payment service providers.
Storage
We will retain personal data for as long as necessary for the purposes mentioned above.
- Upon conclusion of the customer relationship, we will store personal data for up to 7 years, unless there are special reasons for storing the information for a longer period of time. This period of time is determined on the basis of a fair assessment based on the deadlines in the Swedish Bookkeeping Act.
Purpose – Compliance with legal obligations
We process personal data for the purpose of complying with and documenting our legal obligations under, for example, the Swedish Bookkeeping Act, as well as where necessary for documentation in the event of any legal disputes.
Categories of personal data
We process the following categories of personal data:
General personal data
These can include:
- Accounting material
- Customer information
- Any enquiries from customers, users and stakeholders
Sources
We collect information from:
- Directly from the data subject
- Affiliated companies with H.AM in relevant matters pertaining to subscribers.
Basis for processing
- When it is necessary for compliance with a legal obligation
Recipients
- Relevant public institutions
- Law firms and officially authorised stakeholders
Storage
- Personal data provided in connection with the purchase and delivery of services may be stored for up to seven years after the end of the customer relationship, cf. the Swedish Bookkeeping Act
3. Consequences of the processing
When we process personal data for marketing purposes, we will analyse and profile on the basis of the data subject’s interests and conduct, in order to make our marketing and other communication as relevant as possible.
4. Digital and programmatic marketing
In connection with online advertising, H.AM uses a standard TCF (Transparency and Consent Framework) for good online behaviour and disclosure of the user’s online consents and tracking preferences to third-party advertisers. This standard is managed through the websites’ cookie banners, where information can be found about each of the advertisers that use the standard. The standard has been developed and managed by the international interest association for advertisers, IAB Europe.
5. Transfers to countries outside the EU/EEA
We may transfer personal data to countries outside the EU/EEA, including the USA.
Transfers to third countries will only take place for the specific purposes mentioned under section 2, and we will always ensure that the appropriate safeguards are in place when there is a transfer to a country outside the EU/EEA as a consequence of the following:
- The country/countries or company/companies has/have been assessed by the Commission as countries that generally ensure an adequate level of protection of personal data, either through legislation or other measures
- If the country/countries or company/companies is/are not deemed by the Commission to be countries that ensure an adequate level of protection of personal data, we will ensure that there are adequate safeguards by using the Commission’s standard contracts, as published by the Commission. A copy of this contract/agreement can be obtained by contacting H.AM
6. Mandatory information
The following information is mandatory for doing business with H.AM:
- Name, email address and any payment information and preferences – if you would like a digital product
- Name, address, email address and payment information, if applicable – if you wish to have a physical product delivered.
7. Your rights
You have the following rights:
- You have the right to request access, rectification or erasure of your personal data.
- You also have the right to object to the processing of your personal data and have the processing of your personal data restricted.
- If the processing of your personal data is based on your consent, you have the right to withdraw your consent at any time. Your withdrawal will not affect the lawfulness of processing performed before the withdrawal of your consent.
- You have an unconditional right to object to the processing of your personal data for direct marketing purposes, including targeted marketing. You can do this by writing to .
You always have the option of unsubscribing from a newsletter or other communication received via email/text message by using the unsubscribe link directly in the mailing. You can also exercise your rights by sending an email to: editorial@heurmity.com. Please indicate which email(s) and any telephone number you wish to unsubscribe.
Please note that consent to receive direct marketing via notifications on our websites can only be cancelled directly in your personal browser settings. You can unsubscribe from notifications in your browser settings under “Settings” – “Content settings” – “Notifications”. Similarly, you can unsubscribe from push notifications in our apps on your mobile device under “Settings” and “Notifications”.
There may be conditions or limitations to these rights. It is therefore not certain that you have the right to data portability in all cases, for example, or that you can object to profiling of content where it is a central part of our services – this depends on the specific processing activities.
In the event of significant changes, we will notify you via this website or by email if possible.
2023-06-19