Privacy Policy

1. Information We Collect

Depending on how you use the Digital Home, we may collect:

• Name and email address when you create an account or otherwise provide them.
• Questions, messages, comments and other information you voluntarily submit.
• Information about your interactions with the Digital Home, including pages viewed, features used and interactions with content.
• Technical information such as IP address, browser type, device type, operating system and similar technical information.
• Information relating to purchases or transactions made through the Digital Home.

We do not intentionally request sensitive personal information through the question or interaction features.

Please do not submit passwords, payment-card information, medical information, government identification numbers or other highly sensitive personal information through the Digital Home.

2. How We Use Information

We may use information to:

• Operate and provide the Digital Home.
• Create and manage accounts.
• Respond to questions and interactions.
• Maintain security and prevent misuse.
• Detect and resolve technical problems.
• Understand how supporters interact with the Digital Home.
• Analyse questions, interactions and usage patterns.
• Improve the Digital Home, its functionality and user experience.
• Develop new features, services, products and experiences.
• Process purchases and transactions.
• Comply with applicable legal obligations.

Where reasonably possible, information used for analytics, research and product development may be aggregated, anonymised or otherwise processed so that it is not directly associated with an identifiable individual.

3. Interaction and Supporter Data

The Digital Home is designed to understand how supporters interact with an athlete's Digital Home.

Questions, interactions and usage patterns may therefore be analysed to identify general interests, topics, patterns and user journeys.

This information may be used to improve the Digital Home and to develop products, services, content and experiences.

We do not sell personal information to third parties.

4. Artificial Intelligence

The Digital Home may use artificial intelligence, machine-learning systems and automated technologies.

These technologies may assist with processing, organising, analysing or generating responses to information submitted through the Digital Home.

AI-generated responses may contain errors or omissions and are not guaranteed to be accurate, complete or current.

Unless expressly stated otherwise, a response displayed through the Digital Home should not be assumed to have been personally written or reviewed by Rasmus.

5. Legal Bases for Processing

Where the GDPR or another privacy law applies, we process personal information only on an appropriate legal basis.

Depending on the circumstances, this may include:

• Performance of a contract or provision of a requested service.
• Compliance with legal obligations.
• Legitimate interests, where permitted by applicable law.
• Consent, where consent is required or appropriate.

Where processing is based on consent, you may withdraw consent subject to applicable law.

6. Sharing Information

We may use third-party service providers to operate the Digital Home.

These may include providers of:

• cloud hosting;
• website infrastructure;
• authentication;
• analytics;
• security;
• payments;
• communications;
• artificial intelligence and technology services.

These providers may process information on our behalf where necessary to provide their services.

We may also disclose information where required by law, legal process, or where reasonably necessary to protect our rights, users, property, security or the Digital Home.

We do not sell personal information.

7. International Data Transfers

House of Lassgård LLC is a U.S. company and the Digital Home may use service providers located in different countries.

Personal information may therefore be processed outside the country where you live.

Where applicable law requires safeguards for international transfers, we will use appropriate safeguards required by that law.

For GDPR-covered processing, international transfers will be handled in accordance with applicable GDPR transfer requirements.

8. Data Retention

We retain personal information only for as long as reasonably necessary for the purposes described in this Privacy Policy, including providing the Digital Home, maintaining security, resolving disputes and complying with legal obligations.

We may retain aggregated or anonymised information for longer periods where it can no longer reasonably be used to identify an individual.

9. Your Privacy Rights

Depending on where you live and applicable law, you may have the right to:

• Request access to personal information we hold about you.
• Request correction of inaccurate information.
• Request deletion of your information.
• Request restriction of certain processing.
• Object to certain processing.
• Request portability of information where applicable.
• Withdraw consent where processing is based on consent.

To exercise applicable rights, contact: info@lassgard.com

We may need to verify your identity before fulfilling certain requests.

10. Children

The Digital Home is intended for a general audience and is not directed to children under 13.

We do not knowingly collect personal information from children under 13.

We do not require users to provide their age simply to browse the Digital Home.

If we become aware that we have knowingly collected personal information from a child under 13, we will take appropriate steps to delete the information or comply with applicable legal requirements.

11. Security

We use reasonable technical and organisational measures designed to protect personal information against unauthorised access, alteration, disclosure, loss or misuse.

However, no internet service or electronic transmission can be guaranteed to be completely secure.

12. Cookies and Similar Technologies

The Digital Home may use cookies and similar technologies to operate the service, maintain security, remember preferences, understand usage and improve functionality.

Certain third-party providers may also use cookies or similar technologies when providing services to the Digital Home.

Where required by applicable law, we will obtain consent before using non-essential cookies or similar technologies.

Further information is provided in our Cookie Policy.

13. Third-Party Services

The Digital Home may contain links to or integrations with third-party websites and services.

We are not responsible for the privacy practices, security or content of independent third parties.

Users should review the applicable third-party privacy policies when using those services.

14. Changes to This Policy

We may update this Privacy Policy from time to time.

The latest version will be published through the Digital Home and will include an updated “Last updated” date.

15. Contact

House of Lassgård LLC

Privacy contact: info@lassgard.com