Introduction This policy governs any kind of processing (including collection, use, transfer, storage and deletion) of personally identifiable information (any information that may be used to identify a physical person, and any other information associated therewith) about natural persons, which are either consumers of Bang & Olufsen and/or B&O PLAY products or services, or representatives of our cooperation partners (“personal data”), by all business units and entities within the Bang & Olufsen Group. This policy applies to our processing of personal data collected through any means, actively as well as passively, online as well as offline, from persons located anywhere in the world. Any question regarding our processing of personal data may be directed to: Contact Us General principles Generally, the Bang & Olufsen Group will be guided by the following principles when processing personal data: 1. We will only collect personal data for specific and specified purposes; 2. We will not collect personal data beyond what is necessary to accomplish those purposes; 3. We will not use personal data for purposes other than that for which the data was collected, except as stated herein, or with prior consent; 4. We will not transfer personal data to third parties or across borders, except as stated herein, or with prior consent; 5. We will seek to verify and/or update personal data periodically, and we will accept requests for amendments of personal data; 6. We will apply high technical standards to make our processing of personal data secure; 7. Except when stated herein, we will not store personal data in identifiable form longer than is necessary to accomplish its purpose, or as is required by law. Transfer of personal data to third parties and/or other countries As a general principle, we process personal data in order to facilitate or improve the Bang & Olufsen Group’s offerings and services to you. We do purchase supplementary data from public sources to complement our data bases. We do not process personal data on behalf of third parties, nor do we sell personal data to, or share personal data with, third parties for their own, independent use, except if you allow us to do so. We do share personal data with third party vendors when it is necessary to provide services that we don’t perform ourselves, e.g. shipping of B&O PLAY products, mailing of B&O PLAY Newsletters, etc. We also use third party data hosting companies to store personal data collected by us in their servers, and to do data validation checks for us. All data transfers to third party vendors or partners, including those listed as examples above will be subject to a written contract between us and the third party vendor or partner in question, and the vendor or partner will not have any authority to use such personal data for any purpose other than as instructed by us. When relevant, personal information may be shared among the business units and entities inside the Bang & Olufsen Group. [insert link to B&O web page where the list of entities appear]. We will disclose personal data when legally obligated to do so under subpoena or court order, or for law enforcement purposes. Processing of personal data through B&O PLAY channels Online shopping at beoplay.com When you ordering online via www.beoplay.com, we will process transaction-related personal data, such as your first and last name, mailing and shipping address, phone number, email address, credit card or other payment information. We will also process information about your purchases with us. We will use such personal data to process and deliver your order, to provide notification of order status, and to update your profile periodically to ensure that we have the most accurate personal data available. We will also use said personal data to analyze customer behavior and to customize our communication with you, if applicable. In this respect, we may transfer tracking information about your use of our sites to external service providers, which will help us optimize your browsing experience. Optimization services will be performed under a written contract between us and any service provider. If you opt-in (or upon request), we will send you promotional and marketing emails. These may be targeted to you based on your purchase history or online browsing behaviour. B&O PLAY Consumer Service You may contact our Consumer Service with questions or comments related to the B&O PLAY, and our products and services. When you contact us, we will process personal data such as age group, your email address, your gender, first and last name, mailing address, phone and/or cell phone number, as relevant. Cookies We use cookies to remember your choices. Click here if you want to know what a cookie is. To keep your choices, some cookies are stored for up 12 month since the last visit. Some cookies are set by third parties which we have chosen to use as suppliers. Click here for more. You can avoid cookies by changing your browser settings. You can also delete existing cookies, click here to see how. Review and update of personal data You may always contact us to review and update personal data we may have stored about you. You may either use the following or contact our Consumer Service. Please note that prior to accessing and making changes to your account, we must verify your identity properly. It may take up to 10 business days before changes take effect. Data security Access to a number of www.beoplay.com services are protected by access restrictions based on user name and password. It is important that you always choose a password which is hard to guess for others, and protect your password against disclosure. All external transmissions of personal data facilitated by us are protected by encryption. All data storage, at B&O PLAY and the Bang & Olufsen Group operated computer facilities as well as at business partner facilities, will be subject to written contracts. Generally, processing of personal data will take place in accordance with applicable legislation and best practices concerning data security. Credit card information is directed to one or more approved and certified service provider(s), and will not be stored for longer than it takes to process the data. Handling of personal data is controlled by documented policies and procedures, including strict physical and logical access control, security back-up, failover, anti-malware protection, monitoring and vulnerability detection mechanisms. Miscellaneous The Bang & Olufsen Group may need to change its data processing policy from time to time to keep up with the ways in which we collect, use, transfer, store and/or delete personal data. If policy changes are made, which would materially and adversely affect the privacy of individuals to whom this policy applies, we will endeavor to give notice of such changes to all individuals concerned. EFFECTIVE DATE: October 2013