Privacy Policy
GENERAL
Ur&Penn AB, company registration number 556438-6950, with address at Dalagatan 100, 113 43 Stockholm, Sweden (“Ur&Penn”, “we”, “us” or “our”), operates the website true2u.se (the “Website”).
Your privacy is important to us. In accordance with the General Data Protection Regulation (EU) 2016/679 (“GDPR”) and applicable Swedish data protection legislation, Ur&Penn AB is the data controller for the processing of personal data where we determine the purposes and means of the processing.
“Personal Data” means any information relating to an identified or identifiable natural person.
This Privacy Policy explains how we collect and process your Personal Data when you visit and interact with the Website.
PERSONAL DATA WE PROCESS
When you visit or interact with the Website, we may process certain information about you, including:
IP address
Information about your device, browser, operating system and platform
Information about how you use and interact with the Website
Cookie identifiers and similar online identifiers
Information that you voluntarily provide when contacting us
The Personal Data collected depends on how you use the Website and your cookie preferences.
PURPOSES OF PROCESSING
We may process your Personal Data for the following purposes:
To provide, operate and maintain the Website.
To ensure the security and proper functioning of the Website.
To understand how visitors use and interact with the Website.
To analyse and improve the Website, its content and the user experience.
To conduct statistical and analytical activities.
To respond to enquiries or other communications from you.
To provide relevant marketing and measure the effectiveness of our marketing, where applicable and subject to your cookie choices.
LEGAL BASIS FOR PROCESSING
We process Personal Data based on one or more of the following legal bases:
Legitimate interests
We may process Personal Data where this is necessary for our legitimate interests, provided that those interests are not overridden by your interests, rights or freedoms.
Our legitimate interests may include operating and protecting the Website, maintaining its functionality and security, responding to enquiries and developing and improving our Website and services.
Consent
Where required by applicable law, we process Personal Data based on your consent. This applies, for example, to the use of certain analytics, advertising and marketing cookies or similar technologies.
You may withdraw your consent at any time through the cookie settings available on the Website. Withdrawal of consent does not affect the lawfulness of processing carried out before your consent was withdrawn.
Legal obligations
We may also process Personal Data where necessary to comply with legal obligations applicable to Ur&Penn.
COOKIES AND SIMILAR TECHNOLOGIES
We use cookies and similar technologies on the Website.
Some cookies are necessary for the Website to function correctly. Other cookies may be used for purposes such as analytics, personalisation, advertising and measuring the effectiveness of our marketing.
Where required by applicable law, non-essential cookies will only be used after you have given your consent.
You can manage or withdraw your consent through the cookie settings available on the Website.
More information about the specific cookies and similar technologies used on true2u.se is available through our cookie settings and/or Cookie Policy.
SHARING OF PERSONAL DATA
We may share Personal Data with third parties that provide services necessary for operating, maintaining, analysing and developing the Website.
These may include providers of:
website hosting and other IT services;
technical support and website maintenance;
analytics services;
marketing and advertising services; and
other technical services necessary for the operation and security of the Website.
Such service providers may process Personal Data on our behalf as data processors or, in certain circumstances, as independent data controllers.
We may also disclose Personal Data where required by law, a court order or a decision by a competent authority.
TRANSFERS OUTSIDE THE EU/EEA
We aim to process your Personal Data within the EU/EEA.
However, some of our service providers or partners may be established outside the EU/EEA or may process or store Personal Data outside the EU/EEA.
Where Personal Data is transferred outside the EU/EEA, we take appropriate measures to ensure that the Personal Data remains protected and that the transfer is carried out in accordance with applicable data protection legislation.
Where required, this may include relying on an adequacy decision by the European Commission or appropriate safeguards such as the European Commission's Standard Contractual Clauses.
You may contact us if you would like further information about international transfers and the safeguards that we use.
SECURITY AND LEGAL REQUESTS
We may process, retain and disclose Personal Data where necessary to comply with a legal request, court order, decision by a competent authority or other legal obligation.
We may also process Personal Data where necessary to detect, prevent or respond to fraud, security incidents, misuse of the Website or other unlawful activity, and to protect Ur&Penn, Website visitors and other parties.
RETENTION
We retain Personal Data only for as long as necessary to fulfil the purposes for which it was collected or for as long as required by applicable law.
Different retention periods may apply depending on the type of Personal Data and the purpose of the processing.
Personal Data collected through cookies and similar technologies is retained in accordance with the retention periods applicable to the relevant cookies or technologies.
When Personal Data is no longer necessary for the relevant purpose, it will be deleted or anonymised.
YOUR RIGHTS
Under applicable data protection legislation, you have certain rights regarding the processing of your Personal Data.
You have the right to request confirmation as to whether we process Personal Data concerning you and, if so, to request access to that Personal Data and information about the processing.
You may also have the right to:
request correction of inaccurate Personal Data;
request deletion of your Personal Data;
request restriction of the processing of your Personal Data;
object to processing based on our legitimate interests;
receive certain Personal Data in a structured, commonly used and machine-readable format where the right to data portability applies; and
withdraw your consent at any time where the processing is based on consent.
These rights are subject to the conditions and limitations set out in applicable data protection legislation.
THIRD-PARTY WEBSITES AND SERVICES
The Website may contain links to websites, social media platforms or other services operated by third parties.
Ur&Penn is not responsible for the processing of Personal Data independently carried out by such third parties. Their respective privacy policies apply when you visit or interact with their websites or services.
We recommend that you review the relevant privacy information provided by such third parties.
COOKIES AND SIMILAR TECHNOLOGIES
We use cookies and similar technologies on true2u.se to ensure that the Website functions properly, to understand how visitors use the Website and, where you have given your consent, for analytics and advertising purposes.
The cookies used on the Website are divided into the following categories:
Necessary
These cookies are required to enable core Website functionality and to remember user preferences and choices. Necessary cookies are always active and cannot be disabled through our Cookie Preferences.
Performance and Analytics
These cookies help us understand how visitors use the Website and provide information about Website traffic and performance. This information helps us analyse and improve the Website. Performance and Analytics cookies are only used with your consent.
Advertising
These cookies are used for advertising purposes, including to provide advertising that may be relevant to your interests. Advertising cookies are only used with your consent.
Managing your preferences
You can choose whether to allow Performance and Analytics cookies and Advertising cookies through our Cookie Preferences. You can review and change your choices at any time by opening Cookie Preferences on the Website.
You may withdraw your consent at any time. Withdrawing your consent does not affect the lawfulness of processing carried out before your consent was withdrawn.
We may update the cookies and similar technologies used on the Website from time to time as the Website and the services used to operate it develop.
CONTACT INFORMATION
If you wish to exercise any of your rights or have questions regarding our processing of your Personal Data, please contact:
Ur&Penn AB
Company registration number: 556438-6950
Dalagatan 100
113 43 Stockholm
Sweden
Email: dataskyddsombud@uropenn.se
We may request information necessary to verify your identity before responding to a request concerning your Personal Data.
If you have a complaint regarding our processing of your Personal Data, you also have the right to lodge a complaint with the competent supervisory authority.
In Sweden, the supervisory authority is Integritetsskyddsmyndigheten (IMY).
CHANGES TO THIS PRIVACY POLICY
We may update this Privacy Policy from time to time.
Any updated version will be published on true2u.se. Where changes require your consent under applicable data protection legislation, we will request such consent.
Last updated: 2026-09-23