Privacy Policy & Terms of Use

Privacy Policy

Last modified: 24 May 2018

This is our privacy policy. It explains what personal data we collect from you, how we use it and how we protect it. We also explain how you can control what information you share with us while using our different services.  Our company name is APPRL Fashion AB, but to keep things simple we call our company “APPRL” or “we” in this policy.  

The policy covers information we collect through our website, our widgets, mobile application, our tracking services as well as information we collect if you are a publisher in our network. This may mean that not all sections are relevant to you. 

Personal data is information about you which could be used to identify you. It can be all kinds of information, such as your email address, name and even your IP number or your browser type. To a large extent, you can control what personal data you share with us yourself.


1. Information collected in our services

A. Tracking from APPRL links & widgets

APPRL has created an online tracking solution which connects retailers (such as online shops) with publishers (such as bloggers or influencers) to show you products and services. We call the publishers and retailers our “Network”. In our tracking solution, we collect information via cookies, log data and similar technologies. 

The tracking does not tell us who you are; we don’t know your name, phone number, bank account number, email address or physical address, but since some of the data we collect can be combined with other data (which we don’t have ourselves) to identify you, it is still considered personal data

The publisher can be entitled to a payment either when you click on a link from the publisher or when you buy a product or service from the advertiser after a click. When you click on a link in our Network, we collect information about you to make sure that the publisher is paid for referring you to the advertiser. This is the very essence of online advertising. 

We carry out tracking through log data and cookies. This section refers to log data. The use of cookies is described separately in detail in section 2. 




We collect information that your browser sends whenever you visit a website in our Network or click on a link in our Network (“Log Data”). 

Processed data

  • IP Address
  • Location Data
  • UserAgent (Type and version of: Operating system, device, browser, app etc.)
  • Date & time of click
  • Referrer URL
  • APPRL Cookie ID
  • Date & time of purchase
  • Order ID 
  • Order value & currency

Purpose of processing

  • Providing and tailoring our service to the publishers and retailers
  • Monitor and analyze how our service works 
  • Increase our service’s functionality and user-friendliness
  • Providing consistent service across all your devices



See section 3


See sections 8 and 9


See section 6


B. Website

If you just browse our website or use our app without being logged in as a member or as a publisher, we only collect standard very basic analytical information about how our site is used. If you choose to fill in forms that provide us with personal data – as an example when you apply for a job – we save those details provided for that specific purpose only. 




Basic analytics data about visitors to our website and app.  

Information shared if you chose to complete forms on our website or in our app, such as job applications or chose to provide if you contact us via email. 

Processed data

 See section 2 (Cookies)

Purpose of processing

  • Understanding how our website and app are used to be able to improve it
  • Managing our relationship with you (ex. Evaluating and responding to your job, publisher or retailer applications or your questions)


See section 3


See sections 8 and 9 and section 2 (Cookies)


See section 6

C. Publishers

The sections in this privacy policy relating to publishers are only applicable if you apply and are accepted to become a publisher in our Network. If you are a blogger, influencer, magazine or similar, you can apply to become a publisher and get paid when referring visitors to retailers. As a publisher, you can display products and services in social media posts, in email, apps, on your website with links, shopping widgets and more.  




When you register as a publisher in our Network, we ask you to provide information which we need to manage our relationship with you as a publisher. 


Processed data


  • Name
  • Personal identification number
  • Website address 
  • Social media accounts address
  • Gender
  • Company name and organization number (which may be considered personal information if it’s a sole trading company)
  • E-mail address
  • Bank account details
  • Other information which you may choose to provide to us via email or phone 


Purpose of processing


  • Account registration and management
  • Communication (including newsletters, marketing materials and campaign products) 
  • Customer service
  • Making payments to you
  • Verifying your identity 




We may share the information with:

  • our customer relations system
  • systems for data analysis 
  • email communications systems
  • document and email management systems
  • financial systems
  • auditors and professional advisors
  • the retailers you have linked to




You can update and correct your information in our publisher interface by logging into your publisher account. If you wish to close your publisher account with us, send us an email at 

You can adjust your email preferences at any time in your account.




As long as you are a publisher in our Network, we need to keep the information which you provide us with. 


2. Cookies

This section specifically describes how we use cookies in our services. A “Cookie” is a small text file that a website saves on your computer or mobile device when you visit the site. It enables the website to remember your actions and preferences (such as login, language, font size and other display preferences) over a period of time, so you don’t have to keep re-entering them whenever you come back to the site or browse from one page to another. 



When you browse our website, log into our publisher interface, or visit websites and apps in our Network (which could be publishers, retailers or social networking sites and apps), Cookies collect certain information. 

The publishers and retailers in our Network as well as social networks may also place Cookies on your browser. Their use is governed by the specific privacy policies of those companies and sites which can be accessed directly from their websites.

The data is shared with the respective services listed below. 


Session Cookies are deleted from your computer when you log off and then close your browser. You can change your browser setting to stop accepting Cookies and to clear existing Cookies. Check your browser’s instructions.


(See expiry date per cookie in table below)




Name and Expiry


This cookie is used to track the location selected by the user.

location = 45 days

Cross site request forgery prevention cookie.

Prevents cross site requests.

Csrftoken = 365 days

Last seen

Used for tracking when the user was last seen. Contains timestamp.

last_seen = 90 days

Session id

Used for tracking user sessions.

sessionid = 14 days


Used for saving a users preferences regarding filtering of products .

multigender = 365 days

APPRL affiliate network cookie.

Used for tracking a visitor coming from APPRL when a conversion signal from a store is received.

Aan = 60 days

APPRL link multi click prevention.

Preventing a click to a specific link to be counted more than once.

pd-<link-id> = 1 day

<brand-product-slug> = 1 day

APPRL affiliate network conversion tracking cookie.

Tracking conversions for a visitor clicking on a link and ending up on the vendors page.

aanclick<vendor-name> = 60 days


Social Media share buttons - The cookie is created and read by the AddThis social sharing site JavaScript on the client side in order to make sure the user sees the updated count if they share a page and return to it before our share count cache is updated.

A number of cookies are used, for a complete list please see

__atuvc = 365 days

loc = 380 days

mus = 390 days

na-id = 605 days

na-tc = 306 days

ouid = 391 days

loc = 390 days

notice_gdpr_prefs = 390 days

kvcd = 0 days

uids = 391 days


We use facebook for handling federated authentication.

A number of cookies are used with various expiration dates, please see Facebook’s privacy policy for details.

Google analytics

We use these cookies to collect information about how visitors use our websites, including details of the site where the visitor has come from and the total number of times a visitor has been to our website. We use the information to improve our websites and services, and to enhance our users’ experience. The cookies do not identify you personally, instead they collect information in an anonymous form that is transmitted to and stored by Google on servers in the US in accordance with its privacy practices.

A number of cookies are used, for a complete list please see Read more about Google Analytic’s privacy practices at:


__utma = 730 days

__utmb = 30 minutes

__utmc = Session based

__utmz = 180 days

New relic

We use these cookies to measure load times for users and catch possible errors. Data is aggregated to measure overall performance from a technical perspective and not individual users.

A number of cookies are used, see .


Used for measuring user activity and running customer support chat application.

A number of cookies are used, see



3. Reasons for processing (legal ground)

We process your personal data based on the following grounds:

Consent. When registering as a publisher and as a member we ask you to consent to the processing of the personal data as we describe in this policy. When you visit sites in our Network, you are also asked to consent to their cookie policies and privacy policies which explains how they use “third-party technologies” such as our tracking solutions.

Contract. We process your personal data to be able to provide our services to you when you are a member or a publisher, and also to be able to provide our tracking solutions to our customers (the retailers).

Legitimate interest. The processing of your personal data is also based on our customers’ legitimate interests to be able to advertise their products efficiently online and our own legitimate interest of developing and improving our services. We have carried out a balancing test to establish that such legitimate interests are not outweighed by your interests.


4. Sharing your information

In addition to the sharing we have explained in the tables above, we may also share your information in these ways: 

Service Providers. In addition to what is stated in the table above, we may use third party companies and individuals to help with our service, to provide the service on our behalf, to perform service-related tasks (ex. maintenance services, database management, web analytics and improvement of the service’s features) or to assist us in analyzing how our service are used and sending out newsletters. These third parties may have access to your personal data only to perform these tasks on our behalf and are obligated not to disclose or use it for any other purpose. You can read more about our service providers here. 


Legal requests and preventing harm. We can disclose any information about you to government or law enforcement officials if we think it is necessary or appropriate to respond to claims and legal process, to protect the property and rights of APPRL or a third party, to protect the safety of the public or any person, or to prevent or stop activity we may consider to be, or to pose a risk of being, illegal, unethical or legally actionable activity. 

Business Transfers. APPRL may take part in a transaction that involves some or all of our assets or shares, including any or all of the information described in this policy.


5. Storing your information

Information Security.  We use safeguards to preserve the integrity and security of your personal information. However, we cannot ensure or guarantee the security of any information you provide to us or guarantee that the information may not be accessed, disclosed, altered, or destroyed by unauthorized persons.We will inform you of any breach of the security, confidentiality, or integrity of stored personal data as required by law.  

International Transfer. If you are located outside Sweden and choose to provide information to us, APPRL transfers personal data to Sweden and processes it there. If we transfer your personal data outside EU/EEA, we will always rely on a security mechanism in accordance with the legislation of the European Union. You can always contact us if you want more details about international transfers. 


6. Retention

We store your personal data as long as necessary in order to fulfil the purposes for which it was collected according to this policy or as long as we have legal grounds to do so. We may also keep anonymous versions of your data and process it for statistical purposes indefinitely as it will no longer constitute personal data. 


7. Children’s information

Our Service is not directed to children under 13. We do not knowingly collect personally identifiable information from children under 13. If a parent or guardian becomes aware that his or her child has provided us with Personal Information without their consent, he or she should contact us immediately. If we become aware that a child under 13 has provided us with personal data, we will delete such information from our files.


8. Your rights 

Direct marketing. You have an absolute right to object to the processing of your personal data for direct marketing. You also have the right to recall your prior given consent. The withdrawal of your consent does not affect the lawfulness of the processing based on the consent before its withdrawal, and we may continue processing your personal data based on other legal grounds, except for direct marketing. 

Information, correction, rectification, completion, erasure, restriction of processing. You have the right to request access and further information concerning the processing of your personal data, or request that we correct, rectify, complete, erase or restrict the processing of your personal data. You have the right to obtain a copy of the personal data that we process relating to you free of charge once (1) every calendar year. For any additional copies requested by you, we may charge a reasonable fee based on administrative costs.

Portability. If the processing is based on the legal grounds consent or fulfilment of contract you have the right to data portability. Data portability means that you can receive the personal data that you have provided to us, in a structured, commonly used and machine-readable format, and have the right to transfer such data to another data controllers.


9. Contact information

To exercise your right, or if you have any questions regarding our processing of your personal data, please contact us at the following address or Attn: Martin Landén, APPRL Fashion AB, Östermalmsgatan 26A, 11426 Stockholm, Sweden. 

If you have any complaints regarding our processing of your personal data, you may file a complaint to the competent data protection authority. You can find out more about the local data protection authorities under the following link


10. Changes to the Policy

Note that this policy can be modified, so check back frequently. We will notify you of any changes to the policy by posting a new policy and updating the “last modified” date at the top of this page. If we collect any new personal data about you or use it in a new way, we will ask you to agree before. 


11. Links to other sites

When using our services, website or visiting sites in our Network you may be directed to other websites where the personal data collected is outside of our control. The policy of the other website will apply for the personal data obtained from you on that website.