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Privacy & Publishing

Privacy Policy

It is important to us to protect your personal integrity and thus strive to maintain the highest possible standards regarding the protection of Personal Data. The Privacy Policy contains information about how we handle your Personal Data, how we use it and how we protect it.

This Privacy Policy (”Privacy Policy”) applies between Safira Group AB company identity number 556888–6617 (”we”, ”our”, ”us”, ”SAFIRA”) and you (”you”), who are either a user of our website (the ”Website”) or a party to our separate Terms and Conditions for Sharing and Publishing of Posts.

1. General

By using the Website, through registering, using a user account, or simply by being a website visitor, through purchase (when our separate Terms and Conditions for Purchase apply), or by confirming our separate Terms and Conditions for Sharing and Publishing of Posts when using the #YesSafira hashtag, you acknowledge your understanding and agree to the processing of your Personal Data in accordance with the terms herein.

“Personal Data” means any information through which you can directly or indirectly be identified. Such information includes, but is not limited to, your name, your address, your personal identification number, your IP address, your login information, your e-mail address, card information, images, information relating to your usage of the Website and any other information through which you can be identified.

We are unless otherwise stated, the controller of personal data in accordance with the Personal Data Act (1998:204) and thus responsible for the processing of your Personal Data as provided by you or which we, by other means, collect about you.

Your Personal Data is processed with the principal purpose of making it possible for you to use, and us to provide, the Website and ensure its functionality. If you agree to share of your posts in our separate Terms and Conditions for Sharing and Publishing Posts, the purpose of processing Personal Data is also to ensure that we will be able to fulfil our part of that agreement. A detailed description of the purpose of processing your Personal Data is set out below in the Privacy Policy.

2. Your rights

You are entitled to know which Personal Data about you that we process, by contacting us in writing through the contact details stated below.

You are entitled to have any incorrect data about you rectified, and you are further entitled to have your personal data removed. You do so by contacting us through the contact details below and we will assist in the matter.

You are entitled to revoke the consent you gave earlier regarding the processing of your Personal Data. Such revocation may, however, mean that you no longer can access the Website. Revocation of consent shall be made in writing to one of the addresses specified in the Privacy Policy. Please note that you are entitled to request that we cease to process such Personal Data that is processed based on your consent, but not always in the case of Personal Data that we process based on another legal basis.

3. Storing of personal data

All Personal Data which SAFIRA has access to through the Website or by you providing it to us is stored and processed within the EU/EEA.

We will process your Personal Data in accordance with the Privacy Policy as long as you have a user account with us, alternatively, at the times you purchase a product on the Website or when we have entered into a separate agreement with you. If you do not make a written request to have your Personal Data removed, the collected data will remain in our systems and stored as long as we consider it necessary taking into account the purposes of the personal data processing as set out in section 4 and only as long as it is our obligation in accordance with Swedish or European law or is a consequence of our obligations to you.

4. Collection of personal data

Safira processes the personal data you, as a customer, provide during purchases and when consenting to cookies. These details include your name, address, email, mobile number, date of birth, usage history, IP address, purchase history, and other types of information you share when contacting our customer service. It is Safira Group AB, Box 186, 731 24 Köping, that is responsible for the majority of the personal data processing described in this privacy notice.

We cannot collect, process, use, or store personal data without a legal basis. The following are considered legal grounds:

(a) to provide the website, for instance, by conducting administration, customer service, processing orders and returns, executing payments, quality work, statistics, market and customer analysis, business development, and accounting;

(b) to enable you to contact us and for us to communicate, for example, the delivery status of an order with you;

(c) to facilitate marketing and communication via email, SMS, etc. Our aim is to provide you with relevant information, which might include newsletters or updates. Our marketing activities via email always include a link through which you can opt out of further marketing messages.

(d) to carry out third-party advertising and promotion on social media and search engines; and

(e) to fulfil obligations under law or authority. We do not process your data longer than necessary to provide marketing and promotions to you. We cease processing your data for marketing purposes when you actively refuse further marketing communication from us.

5. Security

We protect your personal integrity and your Personal Data with the utmost care. Therefore, we apply appropriate security standards and do our utmost to ensure a high level of data security

We will take all reasonable steps to ensure that your Personal Data is processed safely and in accordance with the Privacy Policy. Internet security is, however, a complex issue and no system can be considered 100% safe. In other words, all transfers are made at your own risk. If a security breach occurs, we will of course act as quickly as possible to rectify the problem.

It is also important that you take responsibility to ensure that your information is protected. You are therefore asked to keep your login details to the Website concealed and be aware that you are responsible for keeping them secret by e.g. not revealing them to

anyone else.

6. Transferring of personal data to a third party and personal data assistants

Except as expressly stated in the Privacy Policy, our Terms and Conditions for Purchase, or in our Terms and Conditions for Sharing and Publishing of Posts, we will not sell, share or rent out your Personal Data to any third party or use your e-mail address for unwanted e-mailing.

Your Personal Data may be shared with related companies, partners, suppliers and authorities. Such sharing is, however, only made in accordance with the purposes set out in the Privacy Policy, our Terms and Conditions for Purchase or in the Terms and Conditions for Sharing and Publishing of Posts. In these cases, we are still responsible for these third parties' processing of your information. The third parties have access to your information only to be able to perform tasks upon our request and are obliged not to disclose or use the information for any other purpose. This means that we may disclose your Personal Data to our subcontractors, who use them in their role as personal data assistants and only in accordance with our instructions, to make the Website available.

We may also disclose your Personal Data to any controlling authority or legal advisor in connection with the alleged offense or suspected breach of our Terms and Conditions for Purchase, our Terms and Conditions for Sharing and Publishing of Posts, or when we are required to disclose or share your Personal Data in order to be able to fulfil our statutory obligations.

7. Data on an aggregated level (not identifiable by a natural person)

We may share aggregated information with third parties, compiled from information collected through the Website. When you use the Website, we can log your entry URL, the time of your site access, your geographical location, the type of browser you use, etc. We do this in order to obtain internal information about the traffic on the Website. This data is used at an aggregated level and are never linked to any personal data except in cases where it is required to identify visitors who use the Website for the activity that violates our Terms and Conditions for Purchase, Terms and Conditions for Sharing and Publishing of Posts or the Privacy Policy.

8. Cookies

When you use the Website, information and other data about your use will be stored in cookies. Cookies are data files placed in the device (e.g. mobile phone, tablet or computer) that access the Website. We collect and use such data in order to secure, maintain and improve the Website and to collect statistics and make analyses. We use third-party cookies to improve the user experience, e.g. by compiling statistics. We also use session cookies used to remember choices that you make during an usage session.

You can always deny the use of cookies by changing the settings on your device. We want you to be aware that your user experience of the Website may deteriorate if you deny cookies, as this may prevent you from using all the features on the Website.

9. Links to other websites

The Website may contain links or references to other websites where the Privacy Policy does not apply. If you click on these links and thus leave the Website, SAFIRA is not responsible for how these websites handle your data integrity and the information you choose to share on those websites. We recommend that you always read the Privacy Policy for the websites you visit.

10. Amendments

We may, from time to time, amend the Privacy Policy. All amendments will come into effect automatically thirty (30) days after they are published. If we make amendments to the Privacy Policy deemed necessary to comply with statutory or governmental declarations or decisions, the new Privacy Policy will apply immediately after it has been published on the Website.

11. Contact information

If you want to get in touch with us, the easiest way is to send an e-mail to If you would like to send us a letter, you can address it to Safira, Box 186, 731 24 Köping, Sweden.

Publishing Policy

Terms and conditions for sharing and publishing of posts

Hi! We love that you are using the products we sell at We like your post and you have probably been directed to this page because we would like to have your permission to share and use one of your posts on e.g. Instagram, Facebook, Twitter etc. By "post" we meant images, movies, texts or similar material that you have published on the Internet, hereinafter referred to as ("Posts").

We will obviously not share or use your Post without your agreement. We, therefore, ask for your consent to share, publish and use your Post. Whenever possible, we also include your name or caption when used.

In this document, you can read about how you give your consent to sharing Posts and which terms and conditions apply.

1. Concent

By using the #YesSafira hashtag when you publish a Post, you agree to comply with the terms and conditions set forth herein, (”Terms and Conditions”).

These Terms and Conditions govern our and your use, as well as the publishing of, your Post on the Internet.

Please note that we have a separate Privacy Policy that describes how we handle personal data.

It is important that you read through these Terms and Conditions and our separate Privacy Policy carefully, as they constitute an agreement between you and Safira Group AB, company identity number 556888–6617 (”we”, ”our”, ”us”, ”SAFIRA”,).

2. Publishing of images m.m.

By uploading or publishing a Post with the #YesSafira hashtag, you grant us a global, royalty-free, non-exclusive and perpetual licence to use your Post. Please note that you have the right to revoke consent regarding our use of your Post. Revocation of consent must be made in writing to one of the addresses listed below in the Terms and Conditions.

You grant us the right to change, reproduce, copy, transfer and make available the Post in a manner we find suitable. This right includes that we may publish the Post on various social media, on (“the Website”), in newsletters or promotion material via e-mail or otherwise use the Post to market SAFIRA, the Website or the product featuring in the Post.

The license is non-exclusive, meaning you can use the Post yourself as you like or let others use the Post. The license is royalty-free, meaning we do not owe you anything in connection with our use of the Post.

If the Post consists of an image or video in which you are featured in such a way that you can be identified, then you also grant us the right to use your name and image in any promotional context, such as publishing on different social media or on the Website.

3. You guarantee

You guarantee that you hold all rights, including intangible rights, related to the Post and which are necessary to grant us the right to publish the Post, as described above.

You guarantee that the Post does not invade someone else’s rights (e.g. you may not publish flawed texts or images to which you don’t hold the copyright).

4. Cooperation

If you have received products or similar from us in exchange for publishing a Post, you then have a cooperation with us. In such a case, it is important that you, when publishing the Post, state that the Post is a cooperation with us, or that the Post is a promotion for us. This is because your followers are entitled to know when a Post is a promotion and who is behind it. You are responsible for informing your followers accordingly.

If you already have a separate cooperation agreement in place with us, then our right to publish your images is governed by our cooperation agreement.

5 Limitation of liability

We are not responsible for the Posts you publish on social media. You yourself are responsible to ensure you hold all the rights connected to the Post and that the Post is not inappropriate or offensive or invades third party rights or violates any law.

We are not responsible to inform others of which of your Posts constitute promotional material or whom the promotional material comes from.


The best way to get in contact with us is via e-mail: If you want to send us a letter, please send it to Safira, Box 186, 731 24 Köping, Sweden.