Legal

Privacy Policy

Effective date: 28 August 2026

This Privacy Policy explains how Emotag collects and uses personal data when you visit emotag.se, contact us, join a waitlist or newsletter, purchase a Founding Tester Kit, participate in product testing or otherwise interact with us.

1. Who is responsible for your personal data?

The data controller is:

Legal company name: Emotag AB
Trading name: Emotag
Swedish organisation number: 559592-4688
Registered address: Magistratsvägen 55D, 226 44 Lund, Sweden
Privacy contact: hello.emotag@outlook.com

“Emotag”, “we”, “us” and “our” refer to this company.

2. Personal data we collect

Depending on how you interact with us, we may collect:

Identity and contact data: your name, email address, postal address, country and, if requested or voluntarily provided, telephone number.
Order and transaction data: the product ordered, amount, currency, payment status, order number, refund and delivery information. Stripe processes full payment-card details. We do not receive or store your full card number or card security code.
Communications: messages, questions, complaints, cancellation or withdrawal requests and customer-support correspondence.
Waitlist and newsletter data: your email address, signup time, consent or request record and unsubscribe record.
Tester and product-feedback data: survey responses, usability observations and information you choose to provide about your dog, the testing context and your experience with the product.
Technical and security data: IP address, browser and device information, timestamps, pages requested, security logs and similar online identifiers generated when the website is delivered or protected.
Marketing preferences: whether you have asked to receive, or consented to receive, development news or marketing communications.

We generally collect personal data directly from you. We may also receive payment status and fraud-prevention information from Stripe, and delivery status from a delivery provider.

Please do not send sensitive personal data about yourself or another person unless we specifically request it and explain why it is needed.

3. Why we use personal data

Purpose	Typical data	Legal basis under the GDPR
Process an order, payment, delivery, cancellation, withdrawal or refund	Identity, contact, order and transaction data	Performance of a contract, or steps taken at your request before entering a contract
Provide customer support and respond to enquiries	Contact data and communications	Performance of a contract, where applicable; otherwise our legitimate interest in responding and providing support
Operate the Founding Tester programme and analyse product feedback	Contact, order and tester-feedback data	Performance of the programme agreement and our legitimate interest in improving product usability, quality and safety
Keep accounting, tax, consumer-law, product-safety and compliance records	Order, transaction and relevant communication data	Compliance with legal obligations
Protect the website, users and payment process against fraud, security incidents or misuse	Technical, transaction and security data	Our legitimate interests in security, fraud prevention and protecting legal rights
Send a one-time availability or waitlist notification that you requested	Email address and request record	Steps taken at your request and our legitimate interest in responding to that request
Send newsletters or other promotional messages	Email address and marketing preferences	Consent
Establish, exercise or defend legal claims	Relevant records and communications	Our legitimate interests in protecting legal rights

Where we rely on legitimate interests, we assess whether the processing is necessary and proportionate and whether your interests or rights override ours. You may object to this processing as described below.

4. Is providing personal data required?

You must provide the information necessary for us to accept an order, take payment, deliver the kit and comply with applicable law. If you do not provide it, we may be unable to accept or fulfil your order.

Joining a waitlist, subscribing to marketing and providing optional survey information are voluntary. You may unsubscribe from marketing at any time without affecting your order or participation in the tester programme.

5. Who receives personal data?

Where necessary for the purposes described above, personal data may be disclosed to:

Stripe, for hosted checkout, payment processing, payment status, refunds and fraud prevention;
website hosting, infrastructure and security providers;
email, waitlist, newsletter and customer-support providers;
delivery and logistics providers;
survey and product-research tools used for the tester programme;
accountants, auditors, insurers, legal advisers and other professional advisers;
public authorities, courts or regulators where disclosure is legally required; and
a genuine buyer, investor or successor in connection with a proposed or completed corporate transaction, subject to appropriate confidentiality and data-protection safeguards.

Providers acting as our processors may process personal data only for the agreed purposes and under appropriate contractual safeguards. Some providers, including Stripe, may act as independent controllers for parts of their processing. Their own privacy notices apply to those activities.

We do not sell personal data.

6. International transfers

Some service providers may process personal data outside the European Economic Area. Where a transfer requires safeguards, we use or rely on an applicable lawful mechanism, such as an adequacy decision, the European Commission’s Standard Contractual Clauses and, where necessary, supplementary safeguards.

You may contact us for information about the safeguards relevant to your personal data.

7. How long we keep personal data

We retain personal data only for as long as necessary for the relevant purpose:

Order, payment and accounting records: for the period required by Swedish accounting and tax law, generally seven years.
Identifiable Founding Tester feedback: for the duration of the programme and normally up to two years afterwards. Records needed for product-safety follow-up, an active complaint or a legal claim may be retained longer where necessary.
Customer-support correspondence: normally up to two years after the matter is closed, or longer where required for an active order, complaint, safety matter or legal obligation.
Waitlist data: until we send the requested availability notice, you withdraw your request or the waitlist is closed, whichever occurs first.
Newsletter data: until you unsubscribe or we discontinue the newsletter. We may retain a minimal suppression record to ensure that we honour your opt-out.
Technical security logs: normally for no more than 12 months, unless a security incident requires longer investigation or retention.

We may retain information longer where required by law or necessary to establish, exercise or defend legal claims. We may keep properly anonymised information that no longer identifies you.

8. Your rights

Subject to the conditions and exceptions in the GDPR, you may have the right to:

receive information about how we process your personal data;
access your personal data;
correct inaccurate or incomplete personal data;
request deletion of your personal data;
restrict certain processing;
object to processing based on legitimate interests;
receive certain personal data in a portable format;
withdraw consent at any time, without affecting the lawfulness of processing carried out before withdrawal; and
lodge a complaint with a data-protection authority.

To exercise a right, email hello.emotag@outlook.com. We may need to verify your identity. Exercising your rights is normally free of charge.

In Sweden, the supervisory authority is the Swedish Authority for Privacy Protection (Integritetsskyddsmyndigheten, IMY). More information is available at imy.se. If you live elsewhere in the EEA, you may also contact the data-protection authority in the country where you live or work.

9. Marketing choices

We send newsletters and promotional messages only with your consent. You can withdraw consent at any time by using the unsubscribe link in a marketing email or by contacting hello.emotag@outlook.com.

Messages necessary to administer an order, delivery, refund, safety notice or tester programme are not marketing and may still be sent where necessary.

10. Cookies and similar technologies

At the effective date of this Policy, Emotag does not intentionally use non-essential analytics or advertising cookies on emotag.se. Our current use of cookies and similar technologies, including information about Stripe-hosted checkout, is explained in our Cookie Policy.

We will not introduce consent-requiring analytics or marketing technologies unless we first provide the required information and a valid consent choice.

11. Security

We use appropriate technical and organisational measures designed to protect personal data against accidental or unlawful destruction, loss, alteration, disclosure or access.

If a personal-data breach is likely to result in a high risk to your rights and freedoms, we will notify you when required by law.

12. Children

The website and Founding Tester programme are intended for adults. We do not knowingly collect personal data directly from children under 18. If you believe a child has provided personal data to us, contact hello.emotag@outlook.com.

13. Automated decision-making

Emotag does not make decisions that produce legal or similarly significant effects about you solely by automated means. Stripe may use automated systems to detect and prevent fraudulent payments under its own privacy terms.

14. Third-party links

The website may link to third-party websites, research publications and payment pages. We are not responsible for their privacy practices. Please review the relevant third party’s privacy notice before providing personal data.

15. Changes to this Policy

We may update this Privacy Policy when our activities, service providers or legal obligations change. We will publish the updated version and revise the effective date. If a change materially affects how we use existing personal data, we will provide additional notice where required.

16. Contact

For privacy questions or requests, contact:

Emotag AB / Emotag
Magistratsvägen 55D, 226 44 Lund, Sweden
hello.emotag@outlook.com