Petgood AB's Privacy Policy

Why and who?

Petgood AB cares about the privacy and protection of the personal data we handle. This means that we care about your personal privacy and actively work to protect it.

In this policy, we describe in general terms how and for what purposes we use your personal data, as well as the legal basis we rely on and the measures we take to protect personal data. We also provide information on how you can exercise the rights you have in connection with our processing of personal data.

Petgood AB, organisation number 559263-1351, ("Petgood AB", "we", "us", "our") is the data controller for all personal data set out in this privacy policy ("the policy").

This policy provides information on how we handle personal data when you communicate with us or visit our website www.petgood.com.

Definitions

"Applicable law" refers to the legislation applicable to the processing of personal data, including the GDPR, supplementary national legislation, as well as practice, guidelines and recommendations issued by a national supervisory authority or the EU supervisory authority.

"Data controller" is the company/organisation that determines the purposes for which and the manner in which personal data is to be processed, and that is responsible for the processing of personal data in accordance with applicable law.

"Data subject" is the living, natural person whose personal data is processed.

"Personal data" is all information that can be attributed directly or indirectly to an identifiable natural person.

"Processing" refers to any action or combination of actions taken with personal data, e.g. storage, modification, reading, transfer and the like.

"Data processor" is the company/organisation that processes personal data on behalf of the data controller, and that may therefore only process the personal data in accordance with the data controller's instructions and applicable law.

"The Products" are complete or complementary feed products for dogs and cats that contain insect-based protein. Other products that are not feed include toys and merchandise for sale.

"Special category of personal data" or "Sensitive personal data" refers to all information that reveals ethnic origin, political opinions, religious or philosophical beliefs, trade union membership, genetic data, biometric data used to uniquely identify a natural person, health data, or data concerning a natural person's sex life or sexual orientation.

The definitions above shall apply in the policy regardless of whether they are written with a capital letter or not.

Petgood AB's role as data controller

The information in this policy covers the processing of personal data for which Petgood AB is the data controller. As the data controller, we are responsible for the processing whose purposes we determine ("why") and the means of the processing (which methods, which personal data and how long it is stored). The policy does not describe how we process personal data in the role of data processor - i.e. when we process personal data on behalf of our customers.

We sell products via our website and need to collect various data in order to be able to send an order. During the registration or ordering process, we collect some or all of the following data: your name and address, your telephone number (so that we can contact you about your order and, if you have consented to it, send offers and news via SMS), your email address (so that we can contact you about your order and, if you have consented to it, send offers and news via email), your card details and billing information for purchases with credit/debit cards, as well as other data that you provide to us.

Petgood AB's processing of personal data

We have a responsibility to describe and demonstrate how we meet the requirements placed on us when we process your personal data. This section aims to give you an understanding of what type of personal data we process and for what reasons.

Data subjects and storage period:

The intended recipients of this policy are the following groups, whose data we store in accordance with the criteria set out below.

  • Users of the services
    Users' personal data is stored during the period they use the service and in order to fulfil legal obligations, such as handling alleged faults in the service.
  • Potential customers
    Potential customers' personal data is stored during the period required to determine whether they wish to enter into an agreement or not.
  • Customers
    Customers' personal data is stored during the period it takes to deliver products and during the period necessary to fulfil legal obligations, such as handling a complaint.

Cookies

Personal data about visitors to our website is processed in accordance with the terms set out in our cookie policy.

Petgood AB uses cookies and similar tracking technologies in order to be able to give you the best possible user experience. For more information on how we use cookies, see our cookie policy (https://petgood.com/pages/cookie-policy).

Processing and purposes

The main purpose of the processing of personal data that we carry out is to provide, perform and improve our services to you. There are several different reasons why we may need to collect, handle and save your data.

We mainly process personal data for the following purposes:

  • Contact details in order to confirm your identity, to verify your personal and contact details, and to be able to communicate with you
  • Information about your use of the service or product in order to improve the services we provide to you
  • IP address in order to carry out customer analysis and so that content on our website can be presented efficiently to you and the device you are using
  • Consumption patterns in order to be able to give you specific offers
  • Payment information in order to be able to offer e.g. direct debit and other payment options

Marketing via email and SMS

If you have consented to it, we use your email address and your telephone number to send you news, tips and offers. You choose yourself which channels you want - you can opt in to email, SMS or both. We process this data on the basis of your consent.

You can change your mind at any time. If you no longer want to receive email, you can unsubscribe via the link at the bottom of each mailing. If you no longer want to receive SMS, you can reply STOP to a message from us, or contact us at help@petgood.com. Unsubscribing from marketing does not affect the messages we need to send about your order or your account.

How do we gain access to your personal data?

We collect your personal data in a number of different ways. We mainly gain access to your personal data through you providing your personal data to us.

Legal basis

In order for us to be able to process your personal data, we are required to have a so-called legal basis for each processing operation. In our business, we mainly process your personal data on the following grounds:

Consent - Petgood AB may process your personal data after you have given your consent to the processing. Information about the processing is always provided in connection with the request for consent. This applies, among other things, when you choose to receive marketing from us via email or SMS.

Performance of a contract - The processing is necessary to perform a contract entered into between us and the data subject, or to take measures prior to entering into a contract with the data subject.

Your rights

It is you who is in control of your personal data, and we always strive to ensure that you can exercise your rights as efficiently and smoothly as possible.

Access - You always have the right to receive information about the processing of data that concerns you. We only disclose information if we have been able to verify that it is you who is requesting the information.

Rectification - If you discover that the personal data we process about you is incorrect, let us know and we will fix it!

Erasure - Do you want us to forget you completely? You have the right to be forgotten and to request the erasure of your personal data when the processing is no longer necessary for the purpose for which it was collected. If we are obliged to retain your data under applicable law or an agreement we have entered into with you, we will ensure that it is only processed for the specific purpose set out in such applicable law or such agreement. We will then erase the data as soon as possible.

Objections - Do you not agree with our assessment that a legitimate interest in processing your personal data outweighs your interest in protecting your privacy? Do not worry - in that case we will review our balancing of interests. Of course, we will include your objection in the balancing and make a new assessment to see whether we can still justify our processing of your personal data. If you object to direct marketing, we will immediately erase your personal data without making an assessment.

Restriction - You can also ask us to restrict our processing of your personal data.

  • While we are processing a request from you regarding any of your other rights;
  • If you, instead of requesting erasure, want us to restrict the processing of personal data for a specific purpose. If, for example, you do not want us to send you advertising in the future, we still need to save your name so that we know not to contact you; or
  • In cases where we no longer need the data in relation to the purpose for which it was collected, provided that you do not have an interest in retaining it in order to assert a legal claim.

Data portability - We can provide you with the data that you have provided to us or that we have received from you in connection with an agreement we have entered into with you. You receive your data in a commonly used and machine-readable format that you can transfer to another data controller.

Withdraw consent - If you have given consent to one or more specific processing operations of your personal data, you have the right to withdraw your consent at any time and thereby ask us to immediately cease the processing. Please note that you can only withdraw your consent for future processing of personal data and not for processing that has already taken place.

How to use your rights

All requests to exercise your rights can be directed to us via the contact details set out in this document. Please note that we may ask you to verify your identity before we respond to such requests. Your request must contain sufficient information to allow us to verify that you are the person you claim to be, or that you are the authorised representative of such a person.

If we receive your request from an authorised representative, we may request proof that you have granted such a representative power of attorney, or that the representative otherwise has valid written authority to submit requests on your behalf.

You must include sufficient details for us to be able to understand the request correctly and respond to it. We cannot respond to your request or provide you with personal data until we have first verified your identity or authority to make such a request and confirmed that the personal data concerns you.

Transfer of personal data

In order to run our business, we may need the help of others who process personal data on our behalf, so-called data processors.

We process all personal data within the EU/EEA, apart from the data handled by our data processors Klaviyo and Bogio, who help us with email and SMS mailings. These providers have, in turn, included the "European Commission's Standard Contractual Clauses" in their DPAs (Data Processing Agreements) in order to ensure an adequate level of protection for the personal data processed.

We have entered into data processing agreements (DPAs) with all our data processors. The agreement regulates, among other things, how the data processor may process the personal data and which security measures are required for the processing.

We may also need to disclose your personal data to certain designated authorities in order to fulfil obligations under applicable law or legally binding judgments.

Our categories of data processors

Below are categories of recipients with whom we may share your data:

  • Advertising agencies and providers of marketing services, including mailings via post, email and SMS.
  • Statistics, in order to contribute to industry statistics and to improve the customer experience.
  • Our warehouse, in order to be able to send orders to customers.

Security measures

Petgood AB has taken technical and organisational measures to ensure that your personal data is processed securely and protected against loss, misuse and unauthorised access. If your personal data is shared with data processors, your personal data will be protected in a corresponding manner.

Our security measures

Organisational security measures are measures implemented in working methods and routines within the organisation:

  • Internal governing documents (policies/instructions)
  • Login and password management
  • Information security policy
  • Physical security (premises etc.)

Technical security measures are measures implemented through technical solutions:

  • Backup
  • Regular security checks
  • Two-step verification

If we do not keep our promises

If you consider that we are not processing your personal data correctly, even after you have brought this to our attention, you always have the right to submit your complaint to the Swedish Authority for Privacy Protection (IMY).

More information about our obligations and your rights is available at https://www.imy.se/. You can contact the authority via email at: imy@imy.se

Changes to this policy

We reserve the right to make changes to this policy. In the event that the change affects our obligations or your rights, we will inform you of the changes in advance so that you have the opportunity to consider the updated policy.

Contact

Please feel free to contact us if you have questions about your rights or if you have other questions about how we process your personal data:
help@petgood.com

Last updated: 2026-08-05