GDPR stands for General Data Protection Regulation and is a primary law regulating how companies protect EU citizens’ personal data. The main purpose of the law is for individuals to have greater control over their personal data and to be able to influence how these are processed by different companies.

Our data protection policy exists so you can feel safe when you submit your personal data to us by showing how we ensure that your personal data is processed in accordance with the GDPR.

Personal Data Controller

AUR.M is the Personal Data Controller responsible for ensuring that AUR.M’s processing of your personal data takes place in accordance with applicable legislation.

Contact information


Danagatan 22

418 76 Gothenburg



What is personal data?

Personal data is all types of information that independently or in combination with other data can be attributed to a physical person. Below are examples of personal data:

  • Name
  • Address
  • Email
  • Telephone number
  • Customer number
  • Purchase history
  • IP address and information about the use of the websites
  • Personal information you provided when contacting AUR.M, e.g. via customer service or “My pages”.

When do we process personal data?

When you visit our websites, shop with us, subscribe to the newsletter or in other ways use our services, we need to store and process your personal information. This data is stored to offer the service and functionality that is expected of us and to fulfill our part of, for example, a purchase agreement or to comply with a legal obligation.

What kinds of personal data do we process?

Primarily, we only save information that is necessary to handle your order or maintain communication with you. We always have specific purposes for processing and collecting your personal data and we only collect and process the personal data that is necessary to fulfil those purposes.

Compilation of personal data processing

Handling orders and support tickets

Examples: Process orders, offer payment and delivery options, handle complaints and warranty issues, answer questions via email or chat

Purpose: Fulfillment of purchase agreement

Time limit:  3 years after completed purchase

Type of personal data:

  • Name, address, email, telephone number
  • Order information
  • Payment information
  • Delivery information
  • Other personal information provided when contacting us

Compliance with legal requirements

Examples: Warranty commitments, consumer law, product safety, accounting

Purpose: Fulfillment of legal obligation

Time limit: What applicable law requires, e.g. 7 years in accordance with the Swedish Accounting Act

Type of personal data:

  • Name, address, email, telephone number
  • Order information
  • Payment information
  • Delivery information

Account registration and management

Example: Give permission to log in to “My pages”, give access to order history, maintain accurate contact information, give access to saved favorites

Purpose: Fulfillment of purchase agreement

Time limit: As long as you have an AUR.M account, learn how to close your account here

Type of personal data:

  • Name, address, email, telephone number
  • Ordering information
  • Delivery information
  • Use of website
  • Other personal information provided when contacting us

Marketing products and services

Examples: Relevant email and text message offers, inform about events, marketing and news, show product recommendations, carry out campaigns against specific customer segments (profiling)

Purpose: Consent and fulfillment of purchase agreement

Time limit: Until consent is revoked

Type of personal data:

  • Name, address, email, telephone number
  • Order information
  • Delivery information
  • Use of website
  • Other personal information provided when contacting us

Development of the company’s products and services

Example: Analyzes of user experience, user feedback

Purpose: Legitimate interest

Time limit: 3 years after completed purchase

Type of personal data:

  • Name, address, email, telephone number
  • Order information
  • Payment information
  • Delivery information
  • Use of website

Prevention of crime and abuse of service and functions

Example: Prevent fraud, prevent unauthorized access to accounts

Purpose: Fulfillment of legal obligation alternatively legitimate interest

Time limit: What applicable law requires

Type of personal data:

  • Name, address, email, telephone number
  • Order information
  • Payment information
  • Delivery information

Competitions and events

Example: Arranging competitions through social media, events

Purpose: Consent

Time limit: Until the competition or event is over

  • Name, address, email, telephone number

How long is the personal data stored?

AUR.M stores personal data only for as long as they are needed for the purpose of personal data processing. Personal data that is no longer needed will be either deleted or deidentified.

How is the personal data protected?

AUR.M respects your privacy and ensures your personal data is protected with appropriate security measures. One way we prevent unauthorized access and misuse is by saving personal data in databases that are protected by access control. Our websites are also protected against intrusion by a firewall. When communicating your personal data to partners, there is always a Personal Data Processing Agreement implemented and the communication is encrypted.

Do you disclose the personal data to anyone?

To be able to handle your order completely, information is shared with companies that perform services on behalf of AUR.M in the form of delivery, payment, and communication. Two of these partners are DHL and Klarna AB. We also collect any address updates through third-party services. These partners only process your personal data for the purpose of ensuring that we fulfill our obligations under legal obligation, consent, or fulfillment of purchase agreement.

If any of AUR.M’s suppliers or partners are outside the EU/EEA, AUR.M may transfer your personal data there. In such a case, AUR.M will take the necessary steps to legally transfer the personal data to countries outside the EU/EEA and ensure that the personal data remains protected.

Finally, AUR.M may disclose personal information to comply with legal or regulatory requirements, to protect our legal interests and to detect and prevent fraud or other crimes.

What rights do you have?

You can always contact us if you want to know what personal data we store about you. You also have the right to ask us to update or delete all stored information about you at any time. Contact our privacy team at

Get access to your personal data through a register extract

Through a written and signed application, you are entitled to obtain a register extract from AUR.M about which personal data is registered about you, the purposes of the processing and to who the data has been or will be disclosed. The register extract is free once a year. Please note that the application must include your signature and that this request cannot be sent via email. Label the letter “Request for personal data extract”. See template example below:

Personal data extract – to the personal data controller at AUR.M AB.

I hereby apply for information in accordance with Article 15 of the General Data Protection Regulation (GDPR).

County, date, and signature


Name clarification


Social security number


Postal address




Correction or deletion of your personal data

At your request, we will update any incorrect or incomplete personal data we process about you as well as delete it provided it is no longer needed for the purposes for which it was collected.

Personal data is in some cases processed on several different grounds; for example, both with the support of consent and with the support that the task is necessary to fulfill other legal obligations. This means that the personal data may be retained for other purposes even if you revoke your consent and the processing based on the consent ceases. For example, we may not delete information required to comply with legal obligations or to complete agreements with you as a customer.

Limiting the processing of your personal data

When processing for direct marketing purposes, you always have the right to object to this by emailing Once we have received your objection we will no longer process your personal data for such marketing purposes. You can also reject continued marketing at the bottom of each e-mail and text message.

If you are dissatisfied with the way we process your personal data you can always lodge a complaint with the Swedish data protection authorities at


We use cookies on our websites, more information can be found in our cookie policy.

Privacy Policy updates

When you visit our websites or order from us, you agree to the current protection policy. We reserve the right to adjust these terms if necessary. In case of changes to significant paragraphs, we will inform about this via email. You will always find the most current version here.



All AUR.M websites use cookies. By using the website and accepting its policy, you agree to AUR.M’s use of cookies in accordance with the terms of this policy. To make full use of our websites and shop online, cookies need to be enabled on your web browser. If you do not accept cookies, or disable them, certain features on our websites will not work.

What are cookies and what does AUR.M use them for?

A cookie is a small data file with text that is stored in your browser or on your computer when you visit one of our websites. They are used to improve your experience and our services through increased functionality. Cookies collect information about your buyer behavior and how you navigate our websites, which means that we can provide you with personalized and relevant content, banner ads and targeted news based on this activity with us. No cookies are used to collect or register information about name, address or other contact information, and we usually only keep cookies for as long as a visit to our websites lasts. If you block or disable some or all cookies, it may impair your user experience as some features no longer work.

We use third-party cookies from web analytics services such as Google Analytics to gain insight into the number of visitors and their user behavior. Through these, we get information about how the websites are used, products that are purchased and technical data (which browser is used, whether it is a mobile or computer visit) that can be used to improve the websites in the future.

To help you better understand cookies, we have described some of the main types below:

Session cookies

A session cookie helps the websites to, for example, recognize you while you are active and remember the shopping cart or what messages you have seen. Session cookies are automatically deleted when you close the browser.

Persistent cookies

Persistent cookies are stored on your device for a shorter or longer period of time, depending on the purpose. Their purpose is to remember settings, preferences or information that you have saved. This means that our websites can recognize you automatically the next time you visit us, which contributes to a smoother and faster website experience for you.

Authentication cookies

These cookies are used to identify if you are logged in to your account with us. With the help of these, our web pages can determine what information should be displayed or remind you to log in.

First-party cookies

All cookies have a sender in the form of a domain name. First-party cookies are set by the domain (or subdomain) of our websites in your browser.

Third-party cookies

A third-party cookie is a cookie where the sender comes from a domain other than ours. If you share content through social networking sites, such as Facebook and YouTube, they have the ability to send cookies to your browser. We do not control what information is collected and stored by cookies from third parties and suggest that you visit the relevant website if you want more information about these cookies and how to handle them.

How do you manage or delete cookies?

You can choose which cookies can be stored or deactivate them completely by changing the settings in your browser. With the help of the browser’s functions, you can also delete saved cookies, but this action will not prevent the browser from collecting cookies in the future. How you proceed depends on the browser you are using (for example, Google Chrome or Safari).

What happens if you say no to cookies?

Although you can visit the websites without accepting cookies, this can greatly impair the websites’ user experience as functions that depend on cookies disappear. In some cases, it means that you cannot create a new account or access an existing one. If you only deactivate cookies from third parties, it is still possible to make a purchase, but if you deactivate all cookies, you will not be able to shop from our websites.