Privacy Policy

The personal information that we collect and process about you can be obtained from Pure Productions AB’s websites (both our own and other websites and social networks belonging to third parties), our Apps, electronic mail, SMS and other electronic messages, membership in Tools & Deals, calls, printed and digital registration forms for, for example, competitions, events etc, including also publicly available information from social networks and other public sources. Which information we collect about you depends on which of our services you use.

The data controller is Pure Productions AB, corporate registration number 556903-8374. Below, when we refer to law, we refer to the Swedish Data Protection Regulation, GDPR and other applicable Swedish data protection legislation.

Collected Information

We collect personal contact information such as social security number, name, address, email address, information on social networks and phone numbers. There may be other information required to grant you access to your specific account profile, such as username, email address, screen name, irrevocable passwords, demographic information such as date of birth, age or age range, gender, geographic location (such as a postal code), favourite products, travel, hobbies and leisure/household interests and other lifestyle information.

Where necessary, Pure Productions AB processes your first and last names together with your email address to verify your identity such that, amongst other things, offers via Tools & Deals do not end up in the wrong hands.

Technical Information
We also collect information about what technical equipment you use to connect to our websites and apps. This can include the IP address of your computer or device, operating system type and browser type and version. If you connect to a Pure Production AB website or app with a smartphone or other mobile device, we may also collect other information such as the phone’s unique ID, advertising ID, geographical location and similar data.

Information on the use of websites
When you visit or interact with our websites of newsletters, we use automatic data collection technology to gather certain information about your activities. This can include which links you click on, which pages or what kind of content you look at, for how long and other similar statistics about your visits, such as response times to content, file downloads, errors, and dwell times for certain pages. This information is automatically retrieved using cookies (browser cookies, flash cookies), trackers and through third-party tracking services.

Customer feedback
We capture information you voluntarily provide us with in terms of your experiences with our trips, products and services.

User-generated content (UGC)
We also collect content generated by you which is shared with us by uploading it to any of our websites or apps, including apps and social networks like Facebook. This could be photos, videos, personal stories or other kinds of UGC. We can collect and republish UGC from a wide range of on-line activities, such as competitions and other campaigns, web-community and user activities, including participation in third-party social networks.

Information on social networks
We gather information that you share publicly on social networks, or that form part of your public profile in a third-party social network (such as Facebook). This includes basic account information (name, email address, gender, date of birth, place of residence, profile picture, username, list of friends etc) and any additional information you publicly share with the social network. We obtain information on your profile or parts of profile on a social network every time you download from, or communicate with a Pure Productions AB web application on a social network such as Facebook, every time you use a social networking feature integrated into a Pure Productions AB website (such as Facebook Connect) or any time you communicate with us through a social network.  To find out more about how your data in social networks belonging to third parties are collected by Pure Productions AB, or if you do not consent to share information from social networks visit the website of the respective social networks.

Payment details and financial information
This refers to the information we need to complete an order or booking, or that you use to make a purchase, such as debit, or credit card details (cardholder’s name, card number, expiration date) or other forms of payment details. We do not have access to, or store payment details, but they are handled by our affiliated banking providers. Regardless of method, we handle payment and financial information in a manner compliant with applicable laws and standards such as PCI DSS.

Other sources
In order to keep our information about you up to date, we may collect information from other sources such as publicly available records such as SPAR (the Swedish Population Register). To secure payments etc, we may also use information from credit rating agencies such as UC and from our partners.

Camera surveillance
We collect images of you when you take part in a trip through photography and/or video. As a participant, you are always given the opportunity on the first day to opt out. Captured still and video imagery are used solely for marketing purposes and may be published in print and on-line.

Collection, purpose and legal basis

In order for our processing of your personal data to be lawful, a legal basis for this is required. In other words, that it is necessary to do so in order to fulfil an agreement with you, or a legal obligation, or that the processing is done after a balance of interests, or after you have given your consent for a particular processing of your data by us. Below are examples of the purposes for which we process your personal data together with the corresponding legal basis under which this is done, unless explicitly stated in connection with the collection of your personal data.

Justified interest
Where appropriate, Pure Productions AB’s legitimate interest in the personal data processing mentioned below, in conjunction with a balance of interests, is to be able to offer you a better buying and customer experience, and to provide you with personalised offers and other relevant information as well as a satisfactory service and communications. As a part of our efforts to constantly make improvements for you as a customer, we analyse how you use our services. Another legitimate interest is to prevent crime and provide safety for our participants, our employees and for us as a company.

Legal basis: legitimate interest and fulfilment of a legal obligation.

Log files
We collect data in the form of log files that record the activity on our websites and collect statistics about your web browsing habits. This data is created automatically and helps us identify errors, improve performance and maintain the security of the websites.

Legal basis: legitimate interest and fulfilment of a legal obligation.

Trackers are small strings of code that create a graphic image on a web page or in an email for the purpose of transmitting data back to us. Information collected via trackers may include technical information such as IP address and information on your response to an email campaign (such as what time the email was opened and which links you click on in the message). We use trackers in our websites or insert them in emails you receive from us. We use information obtained from trackers for a variety of purposes, including traffic reports for the website, to count unique visitors, advertising, review and reporting of emails and individual customisation of the site. If you have signed in to Tools & Deals at Pure Productions AB, the information is also used to analyse your behaviour in order to provide you with targeted and relevant marketing offers, benefits, discounts, product and travel information, invitation to events etc, so-called profiling.

Legal basis: legitimate interest and fulfilment of a legal obligation.

Personal support
When we respond to inquiries and other matters, we collect the contact information and any other information required in order for us to respond, such as booking, product status, technical problems or questions, or general questions.

Legal basis: legitimate interest and fulfilment of a legal obligation.

Contests, marketing and other promotions
We use your personal information to provide you with information about goods or services (such as marketing materials, promotions or offers). This can be through emails, adverts, newsletters, SMS, phone calls or postal mail to the extent permitted by applicable legislation.

This use of your personal data for marketing purposes may also be the subject of so-called profiling. Some of our campaigns can be run on third-party websites and/or on social networks. For more information about our competitions and other promotions, see the official rules or details attached to each contest or campaign.

Legal basis: legitimate interest and fulfilment of a legal obligation.

Social networks
To show you relevant advertising and to communicate with you on social networks we use your personal information when you interact with features in third-party social networks, such as “like”. You can find out more about such features and what profile information we can obtain about you, plus how you can opt out of disclosing such information by reviewing the privacy policies of the respective social networks.

Legal basis: legitimate interest and fulfilment of a legal obligation.

Personal customisation (offline and online)
We use your personal data to analyse your preferences and habits, to predict your needs, to improve and tailor your experiences on our websites and apps, to optimise the content from our sites and apps for you and your devices and to be able to use interactive features if you so wish. For example, we remember your username, email address or screen name so that you can log in quickly the next time you visit our site. If you log in to Tools & Deals, the information is also used to analyse your behaviour as a basis for providing you with targeted and relevant marketing offers, benefits, discounts, product information, invitation to events etc, so-called profiling.

Legal basis: legitimate interest and fulfilment of a legal obligation.

Interest-based advertising
We can collaborate with advertising networks, business partners and other providers of advertising services that we and other unrelated companies use to produce advertising on the internet. If you are a participant of Pure Production AB’s, part of the advertising is adapted to your interests based on information gathered on Pure Productions AB’s websites or non-affiliated websites over time, through your use of other digital services, social media or visits to our stores, so-called profiling.

Legal basis: compliance agreement.

Order and booking fulfilment
We use your personal information to process and deliver your orders and bookings, inform you of the status of your order and/or booking, check addresses, verify your identity and other fraud prevention activities. This means that we use certain personal contact information and payment information.

Legal basis: legitimate interest and fulfilment of a legal obligation.

Other general purposes
We use your information for other general business purposes, such as internal marketing studies and demographic surveys and to measure the effectiveness of advertising campaigns, to evaluate, develop and improve our services, products and systems. We also use your personal information to ensure our own security, prevent abuse of our services, prevent and investigate crimes and fulfil our obligations under applicable legislation.

Legal basis: legitimate interest and fulfilment of a legal obligation.

Information to third parties

We take the utmost care in protecting your personal information. Except in cases where you have given your explicit consent, we do not license or sell your personal data to third parties. However, we may transfer to, or share your personal information with selected third parties as follows.

Service providers
Service providers are third-party companies that we use to help us run our business (such as order fulfilment, payment management, fraud prevention and identity control, debt collection, damage events, website operations, support services, mountain guide information, campaigns, web development etc). Service providers and their staff are only permitted to use your personal data on our behalf for the specific tasks that they have to perform according to our instructions and act as personal data assistants for us. They are required to keep your personal information confidential and secure.

Legal reasons
If Pure Productions AB or its assets are acquired or merged with another company, including through bankruptcy, we may share your personal information with one of our successors. We may also disclose your personal information to third parties when required to do so by applicable law, in connection with legal proceedings (such as responding to a request from a law enforcement agency, to protect our rights, our privacy, security, property or the public, or to enforce contract terms, or terms of our site).

This is how your personal information is protected

Shelf life
In accordance with current legislation, we will only use your personal data for as long as necessary to fulfil the purposes for which your personal data were collected, or to comply with applicable legal requirements.

Your personal data will only be processed by authorised personnel in the performance of their duties and depending on the purposes for which your personal data have been collected (mountain guides hired for a specific trip have access to your information just for the duration of the specific trip in order to perform their job).

Measures in operating environments
We store your personal information in operating environments that use appropriate security measures to prevent unauthorised access. We comply with reasonable standards for the protection of personal data. Unfortunately, transmission of data over the internet cannot be guaranteed to be fully secure. Whilst we do everything in our power to protect your personal information, we cannot guarantee the security of data when transmitting through our websites. In the unlikely event of a privacy breach, Pure Productions AB will notify the Data Inspectorate and the relevant participants as required by law.

Your actions
It is vital that you contribute to keeping your personal data safe and secure. For example, consider choosing a password that is difficult for others to guess. Never reveal your password to anyone else. You are responsible for keeping your password secure and for all usage of your account. If you use a shared or public computer, ensure that your personal details are not stored on the computer. Be sure to log out of your account every time you leave the computer. Also, use the privacy settings or controls we provide on our websites and apps.

Transmission of your personal data
Storing and processing your data as described above may require that your personal data in the final stage be transferred to and/or stored at a destination outside your home country, usually Norway or Switzerland. Transmission of data to countries outside the EU/EEA requires that the country in question has an agreement with EU/EEA that the country is considered to have sufficient data protection legislation, or that we have entered into an agreement with the current third party that they are obliged to apply the EU Commission’s approved privacy protection clauses. You can find a list of approved countries and standard clauses on the EU Commission’s website and on the Swedish Data Inspectorate’s website on data transfer to third countries.


Cookies and similar technologies
You can configure your browser to block all or certain cookies or to notify you when a site uses cookies.

Advertising, marketing and promotions
You can terminate our marketing communications from all media at any time, including third-party social networks by contacting Pure Productions AB over the phone. Please note that even if you terminate marketing communications you may still receive administrative communications from us, such as booking confirmations or other transactional information, account activity notices (account confirmations, password changes and more) and other important notices.

Your rights

Right of access
In accordance with law, you have the right to request information from us free of charge regarding what personal data we process about you after you clearly state what information you wish to access (for example which specific categories of personal data we process about you and for what purpose). You can exercise these rights by contacting us. We will then take steps to verify your identity. We will respond to your requests without undue delay and within a month. In case we are unable to fulfil your wishes, we will notify you and state the reasons why. We will send the data extract to your registered address.

Modification and deletion of personal data and data portability
In a manner and limited to what is required by law, you may request the deletion, correction or modification of your personal data, deny us processing your data, restrict the use and disclosure of data, obtain (port) the data you have provided us with and withdraw any consent to the processing of your personal data. Please note that in some cases we may not be able to delete your personal data without then also deleting your user account. We may be required to retain some of your personal information after you request removal in order to fulfil our obligations under law or contract. It may also be permitted by applicable law that we retain certain personal information to meet our business needs. Please note that our registered participants must be able to provide means of their identification (for example username, email address and password) before accessing, for example, Tools & Deals. This helps us prevent unauthorised access to this service. Please note that all information provided to us is processed in accordance with current legislation and to the extend permitted by law.

Right to object
You have the right to object to our processing of your personal data which we do with the support of legitimate interest after a balance of interests. After your specifying what processing you object to, we must then show that there are interests which weigh more heavily. You have an absolute right to at any time object to the processing of your personal data for direct marketing, including so-called profiling.

Amendments and complaints

Changes/adjustments to the policy
Pure Productions AB reserves the right to make changes to its privacy policy. If any significant changes are made to the policy, we will inform all parties in good time before changes take effect.

If you believe that we are processing your personal data in violation of applicable regulations, please notify us immediately. You also have the right to contact the Swedish Data Inspectorate directly if you have complaints regarding our processing of personal data.

If you believe that you have suffered damages as a result of our processing of your personal data in violation of law, you may be entitled to compensation. You can claim damages from us or bring legal action in court.

Contact us

If you have any questions or comments on our policy or privacy practices, please email us at:, or call us on +46 730 846 230.