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.