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Last updated: 2026-10-06

1. Introduction

Welcome to Finest.se (the “Website”). This Privacy Policy describes how we collect, use, store and protect your personal data. We take your privacy seriously and aim to protect your personal data in line with applicable rules, including the GDPR and complementary national law.

By visiting and using the Website you accept the terms described in this policy. If you have questions about our processing of personal data, please contact us (see section 10 below).

2. Purposes and legal bases

We process personal data for the following purposes and legal bases:

  1. To provide and administer the Website — Legal basis: legitimate interest. Examples: storing login data, backing up data, displaying content correctly.
  2. To communicate with you — Legal basis: legitimate interest and/or performance of a contract. Examples: answering questions via email or forms, sending information about changes to our terms or policies.
  3. To comply with legal obligations — Legal basis: legal obligation. Examples: keeping accounting records or reporting to authorities when required by law.
  4. To handle and delete older content (including images) that may contain personal data — Legal basis: legitimate interest (bringing archived content in line with data-protection rules and respecting erasure requests). Examples: reviewing archived images, anonymising/removing identifiable content or cropping images.

3. What personal data do we process?

Depending on how you use the Website we may collect:

  • Contact details: name, email address, phone number or similar information you provide via forms or email.
  • Technical information: IP address, browser settings, device type, cookies and similar technologies.
  • User-generated content: comments, posts and other information you publish or send to the Website.
  • Historical content: images and texts from earlier versions of the Website, which may include personal data.

We do not knowingly collect special-category data (for example health, ethnic origin, political opinions, or religious or philosophical beliefs) unless there is a clear legal basis or you actively provide that data.

4. How we collect personal data

We collect personal data:

  • Information you provide: when you send messages via the contact form or email, create a profile or comment on posts.
  • Automatic collection: through cookies and similar technologies when you visit the Website.
  • From our content archive: the Website was recently acquired and may include a large archive of historical images and articles. Some of that material may include personal data from when previous owners ran the site.

5. How we share personal data

We may share personal data in these situations:

  • Service providers and processors: we may use external suppliers for IT support, hosting, cloud storage or similar services. They may only process personal data on our instructions and in line with data-protection law.
  • Authorities: we may disclose personal data if required by law, a court order, or to protect our legal interests.
  • Business transfers: if all or part of our business is sold or reorganised, personal data may be shared with the buyer or recipient.

We never sell or rent your personal data to third parties for other commercial purposes.

6. Storage and deletion

We store your personal data only for as long as needed for the purposes for which it was collected, or as long as we are required to keep it by law. After that the data is deleted or anonymised securely.

Historical image archive

Because the Website was taken over from a previous owner, there may be a large number of images and other materials containing personal data. We do not intend to publish or further distribute those images, but it may take time to remove, replace or anonymise archive content.

  • If you find an image or other personal information about you that you want removed, please contact us as described in section 10. We will make a reasonable assessment and take steps to delete or anonymise the data as soon as possible.

7. Your rights

As a data subject you have rights under the GDPR and Swedish data-protection law:

  1. Right of access: you may request information about which personal data we process about you and how.
  2. Right to rectification: you may request that inaccurate or incomplete data is corrected.
  3. Right to erasure: you may request deletion if the data is no longer needed for the purposes it was collected, or if our processing lacks a legal basis.
  4. Right to restriction: you may request that processing is restricted in certain cases, for example while we check accuracy.
  5. Right to object: you may object to processing based on legitimate interest.
  6. Right to data portability: you may receive personal data you provided in a structured, commonly used, machine-readable format and have it transferred to another controller where technically possible and where processing is based on consent or contract.

To exercise your rights, contact us using the details in section 10. If you are not satisfied with our response you may lodge a complaint with the Swedish Authority for Privacy Protection (IMY) or another competent authority.

8. Cookies and tracking technologies

To make the Website work properly and improve the experience we use cookies and similar technologies. This may include:

  • Session cookies: deleted when you close your browser.
  • Persistent cookies: remain in the browser for a set period.
  • Third-party cookies: used by partners and providers (for example for statistics or advertising).

You can set your browser to refuse cookies or to warn you before a cookie is stored. If you turn cookies off, parts of the Website may not work as intended.

For more information about which cookies we use and how to manage them, see our Cookie Policy.

9. Security

We take appropriate technical and organisational measures to protect your personal data against unauthorised access, loss, manipulation or disclosure. Examples include limited access rights, encrypted transmission (HTTPS) and regular security reviews of our systems.

10. Contact details

If you have questions about this Privacy Policy or want to exercise your rights, please contact us via our contact page.

11. Changes to this Privacy Policy

We may update this Privacy Policy when needed, for example to follow changes in law or to clarify our routines. For material changes we will notify you via the Website or by email (if you have given us an address). Changes take effect when they are published on the Website.

Summary and your options

  • This policy explains how we handle personal data and older content on Finest.se.
  • We do not intend to actively republish older images or material that may infringe your privacy.
  • We work continuously to anonymise or remove sensitive content, and ask for understanding that the process can take time.
  • If you want images or other personal information removed from the Website, contact us and we will take the necessary steps promptly.

Thank you for reading our Privacy Policy. We value your privacy and aim to act in accordance with applicable data-protection rules.