Privacy Policy

Privacy Policy

1. Purpose and scope of the privacy policy

Smile lab Sweden AB is committed to protecting your privacy in accordance with applicable data protection laws. When we write “you”, we mean you as our customer, website user or other relevant third party such as the contact persons of a company or other organisation we are doing business with and similar. The purpose of this privacy policy is to explain how we collect and use your personal data as well as how you can exercise your rights.

2. From where do we collect your personal data?

We may collect personal data from you when you make a purchase on our website, correspond with us by letter, chat, email or phone, create an account for the newsletter service on our website or request information from us. We may also automatically collect technical and usage data about your equipment, browsing actions and patterns when you interact with our website. We collect this personal data by using cookies, server logs and other similar technologies.

Some of the personal data we hold about you may be collected elsewhere than directly from you, such as from a credit reference agency, a regulatory authority or other publicly available database.

If you do not provide certain information when requested, we may not be able to fulfil our obligations to you or respond to your requests, thereby preventing us from providing you with the highest level of service possible. We may also be prevented from complying with our legal obligations.

3. What type of information is collected?

The categories of personal data about you that we may collect, store and use are one of several of these types:
– general information and contact details, such as name, sex, personal identity number, phone number, email address, address and other contact details;
– financial information, such as bank information, credit information and payment history;
– marketing and communications data, such as your preferences in receiving marketing from us and our third parties, user account details to our subscription service, correspondence data when contacting customer service and other communication/subscription preferences;
– technical data, such as internet protocol (IP) address, your login data, browser type and version, time zone setting and location, browser plug-in types and versions, operating system and platform and other technology on the devices you use to access our website; and
– usage data such as information about how you use our website and shopping history.

4. How do we use your personal data?

We may use your personal data to:
– administer and fulfil our obligations to you;
– comply with our legal and reporting obligations, such as product claims, book keeping regulations and reporting to tax authorities as well as other supervisory authorities;
– respond to your inquires and requests; and
– establish, exercise or defend our legal rights

Processing of your personal data not based on a legal or contractual requirement will be based on our legitimate interests to:
– provide you with marketing communications and other publications (by letter, email or SMS or similar technology) relating to our business which we think may be of interest to you such as general information and newsletters;
– use data analytics to study how visitors use our website and to improve our website; and
– manage our everyday business needs.

We may use profiling in order to provide you with customised offers.
We will only use your personal data for the purposes for which we collected it, unless we reasonably consider that we need to use it for another reason and that reason is compatible with the original purpose. If we need to use your personal data for an unrelated purpose, we will notify you and we will explain the legal basis which allows us to do so.

5. To whom do we disclose your personal data?

In addition to the disclosures reasonably necessary for the purposes identified elsewhere in this privacy policy, we may disclose information about you:
– to our service providers who may only process the personal data on our behalf;
– to the extent that we are required to do so by law;
– in connection with any legal proceedings or prospective legal proceedings; and
– in order to establish, exercise or defend our legal rights.

Except as explained here in this privacy policy, we will not provide your personal data to third parties.

6. Where do we store and transfer your personal data?

Personal data that we collect may be stored and processed in and transferred between any of the countries in which we operate, in order to enable us to use your personal data in accordance with this privacy policy.

Your personal data may be stored and transferred to countries which might not necessarily have data protection laws equivalent to those in force in the European Economic Area. However, we will take all reasonable technical, organisational and legal measures to ensure that your personal data is securely processed, providing an adequate level of protection compared to the level of protection offered within the European Economic Area.

7. How do we protect your personal data?

We will take adequate security measures to prevent any accidental or unlawful destruction, loss, alteration, unauthorised disclosure, or access to your personal information. Of course, data transmission over the internet is inherently insecure, and we cannot guarantee the security of data sent over the internet.

8. How long do we save your personal data?

We will only save your personal data as long as necessary in order for us to achieve the purpose it was collected for or as required in order to comply with any mandatory retention periods under applicable law. To determine the appropriate retention period for personal data, we consider the amount, nature, and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal requirements.

9. What are your rights?

Right to access your data
You may ask us to provide you a copy of the personal information we have stored of you. Provision of such information is generally free of charge but may under certain circumstances be subject to a fee.

Correction, deletion and objection
You may request us to correct any incorrect information we have about you as well as to delete any information that is no longer necessary for the purpose it was collected and/or to object to our processing of your personal data. However, certain legal obligations may prevent us from immediately deleting certain information.

Recall your consent
If we process any of your personal data based on your consent, you may recall your consent at any time.

Opt-out from marketing
You may instruct us not to process your personal data for marketing purposes, including profiling analysis made for direct marketing purposes. In practice, you will usually expressly agree in advance to our use of your personal data for marketing purposes, and/or we will provide you with an opportunity to opt-out of the use of your personal data for marketing purposes. You can also manage your subscriptions instruct us not to use your personal data for marketing purposes by email at any time.

Lodging complaints
You may file a complaint with a related supervisory authority at any time if you are of the opinion that we process your personal data in breach of applicable data protection laws.

10. Cookies

We use cookies and similar technologies on our website. You can set your browser to reject all or some cookies, or to alert you when websites set or access cookies. If you choose to reject cookies, you may still use our website; however, your access to some functionality and areas of our website may become inaccessible or not function. For more information about the cookies we use, please read our cookie policy.

11. Third party websites

Our website may contain links to other websites, services or pages. This privacy policy doesn’t cover the links within our website extending to third party websites and we are not responsible for the privacy policies of such other third party websites.

12. Policy amendments

We keep this privacy policy under review and we may update it from time to time by posting a new version on our website. You should check this page occasionally to ensure you are happy with any changes. This privacy policy was last updated on 25 May 2018.

Contact us for any questions
If you have any questions or requests relating to this privacy policy or our processing of your personal data, please contact us by using any of the below contacts:

Smile lab Sweden ab (reg no: 556848-2110)
Sankt Eriksgatan 58
112 34 Stockholm


How do we use cookies?

Our website uses cookies set by Smile lab Sweden ab as well as cookies set by a third parties (third party cookies).
Cookies are used on almost every website. They are small text files that are saved on your computer or device to help our website perform a number of functions. For example, they can help us monitor the number of people using our website and help us understand more about the way in which people interact with our website. Some cookies on our website collects personal information about you, please see our privacy policy for further information on how we may gather and use information about you through your interactions with us, including your use of this website.

What cookies do we use?

Necessary cookies
Necessary cookies are required for the basic operation of our website, for example by enabling basic functions such as page navigation and access to secure areas of the website.

Preference cookies
These cookies enable a website to remember information that changes the way the website behaves or looks and remember your preferences, like your preferred language or the region that you are in.

Analytical & performance cookies
These cookies allow us to recognise and count the number of visitors and to see how visitors move around our website when they are using it. This helps us to understand how visitors interact with our website, limited identifiable data may be collected.

Targeting/marketing cookies
These cookies record your visit to our website, the pages you have visited and the links you have followed. We will use this information to make our website and the advertising displayed on it more relevant to your interests. Identifiable or unique data may be collected. We may also share this information with third parties for this purpose.

How do you manage your cookies?

Most web browsers allow you to manage cookies via the browser settings. For example you may choose to block cookies in order to prevent your browser from accepting new cookies, delete existing cookies, have the browser notify you when you receive a new cookie or disable cookies altogether.
Please follow the below links to receive instructions on how to change your browser settings from some of the most common browser providers (please note that these are links to third party websites for which we have no control):

 Microsoft Internet Explorer
 Google Chrome

Note that by restricting cookies you might not be able to access all parts of our website since some functionality of the website are dependent on cookies.

More Information on cookies:
You can learn more about cookies, including how to see what cookies have been set and how to manage them and delete them, by visiting or the Swedish Post and Telecom Authority’s (PTS) website: Please note that these are links to third party websites for which we have no control over.

More Information on cookies generated by our cookie plugin:

GTM (Remarketing) third party 90 Via Google Tag Manager we have setup Google Ads remarketing.

When ordering a product you will be asked to fill in you personal information. Upon purchase you agree to this information is stored in accordance with the Site’s privacy policy in order to fulfill our agreement to you as our customer. In accordance to the Swedish law of Personuppgiftslagen (198:204) you have the right to know the information the Site has registered about your person. If the information is erroneous, incomplete or irrelevant, you may ask to have your information corrected and/or removed. If this is the case please contact customer service by email.