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Privacy Policy


We are proud to welcome you to Häst Energi Ljus Concept AB (“HEL Concept”), a company focusing on product and service offerings related to therapy within the equestrian world. The following is our privacy policy (“Privacy Policy”). For further information related to our product offerings, please visit our website at and read through our Terms and Conditions.


1. What this Privacy Policy covers


1.1 Your privacy and personal integrity is important to us, and that’s why we’ve detailed how we collect, use, and share information about you.


This Privacy Policy shall in the first instance be applicable to individuals who are using our website and services and from whom we collect and process personal data (”Data Subjects”). Different parts of this Privacy Policy may also be relevant to you depending on your relationship with us. All in all, this policy is relevant for persons who



1.2 This Privacy Policy covers the information we collect about you when you use our products or services, or otherwise interact with Häst Energi Ljus Concept AB, unless a different privacy policy is displayed on our website and is published after this one. This policy also explains how you can access and update certain information about you.

If you do not agree with this privacy policy, you are asked not to access or use our Website or Services or interact with any other aspect of our business.


1.3 For what areas is this policy applicable?


This Privacy Policy regulates how we may collect and process personal data to be able to continue delivering and developing our various offerings.


1.4 What does it mean to be a Data Controller?


A Data Controller is a legal person or other entity that determines the purpose and means for the processing of personal data. A corporation is a Data Controller in regard to personal data it has for its own benefit in regard to its employees, customers, partners, users and others.


1.5 Häst Energi Ljus Concept AB as a Data Controller


We, Häst Energi Ljus Concept AB (company reg. no. 559301-2676 are the Data Controller and therefor accountable in accordance with applicable legislation, for the processing that occurs with your personal data, within the scope of our Services.


1.6 Why are we allowed to process personal data?


For it to be permissible for us to process personal data there must always be support for said treatment within the GDPR, so-called lawful basis. Such lawful basis may include:



1.7 It may occur that the same personal data is processed both through support in terms of fulfilling an agreement as well as in terms of specific consent or in terms of the processing of that specific information is necessary to fulfil other legal obligations. This means that even though you may revoke your consent and the treatment based on said consent ceases, that specific personal data may remain with us for separate reasons.


1.8 When we refer to “Häst Energi Ljus Concept AB,” “we,” “ours,” or “us” in this policy, we mean Häst Energi Ljus Concept AB, which controls the information Häst Energi Ljus Concept AB collects when you use our Products or Services. Häst Energi Ljus Concept AB offers a peer-to-peer marketplace for personalized videos made by celebrities, including our mobile products and web, that allows you to buy and consume video content and other related content, such as articles or posts. We also offer other related services, like support. We refer to all of our offerings, together with our other services as the “Häst Energi Ljus Concept AB services”, “the HEL Concept services” or simply “Services” in this policy.


Our goal is that you, after having read this policy, will feel secure in that your personal integrity is respected and that your personal data is treated in a correct manner. We therefor also work on a continuous basis with securing that our treatment of personal data is completely in compliance with current legislation, especially the General Data Protection Regulation (GDPR).


2. What is personal data and what does the processing of personal data mean?


2.1 Personal data consists of all information that directly, or indirectly together with other information, can be connected to a living (physical) person. A non-exhaustive list with examples of personal data consists of, among others:



2.2 The processing of personal data includes every action connected to the use of the personal data, regardless of whether such an action is performed automatically or not. This means that the following actions, among others, are included:



3. What information we collect about you


We may collect information about you when you provide it to us, when you use our Services, and when other sources provide it to us, as further described below.


3.1 Information you provide to us


We collect information about you when you input it into the Services or otherwise provide it directly to us.


Account and Profile Information

We collect information about you if you register for an account, create or modify your profile, set preferences, sign-up for or make purchases through the Services. For example, you provide your contact information and, in some cases, billing information when you register for the Services. We keep track of your preferences when you select settings within the Services.


Content you provide through our products

The Services include the Häst Energi Ljus Concept AB product and service offerings you use, where we collect and store content that you post, send, receive and share. This content includes any information about you that you may choose to include.


Content you provide through our websites

The Services also include our websites owned or operated by us. We collect other content that you submit to these websites, which include social media or social networking websites operated by us. For example, you provide content to us when you provide feedback or when you participate in any interactive features, surveys, contests, promotions, sweepstakes, activities or events.


Information you provide through our support channels

The Services also include customer support, where you may choose to submit information regarding a problem you are experiencing with a product or service. Whether you designate yourself as a technical contact, open a support ticket, speak to one of our representatives directly or otherwise engage with our support team, you will be asked to provide contact information, a summary of the problem you are experiencing, and any other documentation, screenshots or information that would be helpful in resolving the issue.


Payment Information

We collect certain payment and billing information when you buy our Products or use our Services. For example, we may ask you to add a billing address upon registration. You might also provide payment information, such as payment card details, which we collect via secure, encrypted payment processing services.


3.2 Information we collect automatically when you use the Services


We collect information about you when you buy our products or use our Services, including using any mobile products offered by us, browsing our websites and taking certain actions within the Services.


Your use of the Services

We keep track of certain information about you when you visit and interact with any of our Services. This information includes the features you use; the categories and other content that you click on; the content you view and the search terms you use.


Device and Connection Information

We collect information about your computer, phone, tablet, or other devices you use to access the Services. This device information includes your connection type and settings when you install, access, update, or otherwise use our Products or Services. We also collect information through your device about your operating system, browser type, IP address, URLs of referring/exit pages, device identifiers, and crash data. We use your IP address and/or country preference in order to approximate your location to provide you with a better Product and Service experience. How much of this information we collect depends on the type and settings of the device you use to access the Services.


Cookies and Other Tracking Technologies

Häst Energi Ljus Concept AB and our third-party partners, such as our advertising and analytics partners, use cookies and other tracking technologies (e.g., web beacons, device identifiers and pixels) to provide functionality and to recognize you across different Services and devices. When you visit our website, we may also collect information and data about you by using what is referred to as cookies. For more information about how we use cookies, please see


3.3 Information we receive from other sources


We may receive information about you from other Service users, from third party services and from our business and channel partners.


Other services you link to your use of our Services

We receive information about you when you link a third-party service with our Services. For example, if you access the Services using your Instagram credentials, we may receive your name and email address as permitted by your Instagram profile settings in order to authenticate you. The information we receive when you link or integrate our Services with a third-party service depends on the settings, permissions and privacy policy controlled by that third-party service. You should always check the privacy settings and notices in these third-party services to understand what data may be disclosed to us or shared with our Services.



We may receive information about you and your activities on and off the Services from third-party partners, such as advertising and market research partners who provide us with information about your interest in, and engagement with, our Services and online advertisements. For example, we receive information from Facebook about the ads for our products that you interact with on Facebook.


4. How we use information we collect


How we use the information we collect depends in part on which Services you use, how you use them, and any preferences you have communicated to us. Below are the specific purposes for which we use the information we collect about you.


4.1 To provide the Services and personalize your experience

We use information about you to provide the Services to you, including to process transactions with you, authenticate you when you make purchases or if you need to log in to our website, provide customer support, and operate and maintain the Services. For example, we use the name you provide when engaging our Services or ordering products to identify you when providing support or communicating important information about our Services.


4.2 For research and development

We are always looking for ways to improve our Products and Services. We may therefore use collective learnings about how people use our Services and feedback provided directly to us to troubleshoot and to identify trends, usage, activity patterns and areas for integration and improvement of the Services. In some cases, we apply these learnings across Häst Energi Ljus Concept AB owned or operated services to improve and develop similar features or to better integrate the services you use. We may also test and analyse certain new features with some users before rolling the feature out to all users.


4.3 To communicate with you about the Services

We may use your contact information to send transactional communications via email and within the Services, including confirming your purchases, responding to your comments, questions and requests, providing customer support, and sending you technical notices, updates, security alerts, and administrative messages. We also provide tailored communications based on your activity and interactions with us. For example, certain actions you take in the Services may automatically trigger a feature suggestion within the Services that you might be interested in. We also send you communications as you onboard to a particular Service to help you understand the features of that Service. These communications are part of the Services and in most cases you cannot opt out of them. If an opt out is available, you will find that option within the communication itself or in your account settings.


4.4 To market, promote, and drive engagement with the Services

We may use your contact information and information about how you use the Services to send promotional communications that may be of specific interest to you, including by email and by displaying Häst Energi Ljus Concept AB ads on other companies’ websites and applications, as well as on platforms like Facebook and Google. These communications are aimed at driving engagement and maximizing what you get out of the Services, including information about new features, survey requests, newsletters, and events we think may be of interest to you. We also communicate with you about new product offers, promotions and contests. You can control whether you receive these communications as described below under “Opt-out of communications.”


4.5 Customer support

We may use your information to resolve technical issues you encounter, to respond to your requests for assistance, to analyse crash information, and to repair and improve the Services.


4.6 For safety and security

We may use information about you and your Service use to verify accounts and activity, to monitor suspicious or fraudulent activity and to identify violations of Service policies.


4.7 To protect our legitimate business interests and legal rights

Where required by law or where we believe it is necessary to protect our legal rights, interests and the interests of others, we use information about you in connection with legal claims, compliance, regulatory, and audit functions, and disclosures in connection with the acquisition, merger or sale of a business.


4.8 With your consent

We use information about you where you have given us consent to do so for a specific purpose not listed above.


4.9 Legal basis for processing (for EEA users)

If you are an individual in European Union or the European Economic Area (EEA), we collect and process information about you only where we have legal bases for doing so under applicable EU laws. The legal basis depends on the Services you use and how you use them. This means we collect and use your information only where:



4.10 If you have consented to our use of information about you for a specific purpose, you have the right to change your mind at any time, but this will not affect any processing that has already taken place. Where we are using your information because we or a third party have a legitimate interest to do so, you have the right to object to that use though, in some cases, this may mean no longer using the Services.


4.11 We are responsible for your personal data being processed in accordance with applicable legislation. Upon your request, or at our own initiative, we will correct, de-identify, delete or complete any information that has been found to be wrongful, incomplete or misleading.


4.12 You have the right to demand access to your personal data. This means that you have the right to demand transcripts regarding the processing that we have maintained over your personal data. You also have the right to receive a copy of the personal data that are being processed. You have the right to, once a year and through written application, without cost receive a transcript regarding what personal data is stored in regard to you, the purpose of the storage and processing as well as to whom said information has been made accessible. You also have, within the transcripts, the right to be informed of the period of time in which the personal data will be stored and what criteria we have used to determine said period of time.


4.13 You have the right of correction of your personal data. We will, upon your request and as quickly as possible correct the incorrect or incomplete personal data we process in regard to you.


4.14 You have the right to demand deletion of your personal data. This means that you have the right to demand that your personal data is removed if it is no longer necessary for the objectives for which it was gathered. There may exist legal requirements stating that we may not immediately delete personal data (for example in terms of auditing and taxation related legislation). We will in any such case cease the processing being done for any other reasons than to adhere to the legislation of GDPR.


4.15 You have the right to object to any processing of personal data that is carried out on a lawful basis of weighing of interests. If you object to such processing, we will only continue the processing if there are legitimate reasons for the processing that outweigh your interests.


4.16 If you do not want us to process your personal data for direct marketing, you always have the right to object to such processing. This is done either by unregistering in each specific email or by sending us an email at When we have received your objection, we will cease the processing of personal data for any such marketing. You also have the right to report our processing of your personal data to any public authority responsible for monitoring the application of the GDPR, for example The Swedish Data Protection Authority in Sweden. However, we do recommend that you contact us first so that we can try solving the matter in a more efficient and timely manner.


5. How we share information we collect


We provide a range of product offerings through our Services. This means that we may be sharing certain information through the Services and with certain third parties. We share information we collect about you in the ways discussed below, including in connection with possible business transfers, but we are not in the business of selling information about you to advertisers or other third parties.


5.1 Sharing with third parties


We share information with third parties that help us operate, provide, improve, integrate, customize, support and market our Services.


5.2 Service Providers

We work with third-party service providers to provide website and application development, hosting, maintenance, backup, storage, virtual infrastructure, payment processing, analysis and other services for us, which may require them to access or use information about you. If a service provider needs to access information about you to perform services on our behalf, they do so under instruction from us, including abiding by policies and procedures designed to protect your information.


5.3 Häst Energi Ljus Concept AB Partners

We may work with third parties who provide consulting, sales, support and technical services to deliver and implement customer solutions around the Services. We may share your information with these third parties in connection with their services, such as to provide localized support, and to provide customizations.


5.4 Links to Third-Party Sites

The Services may include links that direct you to other websites or services whose privacy practices may differ from ours. Your use of and any information you submit to any of those third-party sites is governed by their privacy policies, not this one.


5.5 Third-Party Widgets

Some of our Services may contain widgets and social media features, such as the Facebook “Share” button. These widgets and features collect your IP address, which page you are visiting on the Services, and may set a cookie to enable the feature to function properly. Widgets and social media features are either hosted by a third party or hosted directly on our Services. Your interactions with these features are governed by the privacy policy of the company providing it.


5.6 With your consent

We share information about you with third parties when you give us consent to do so. For example, we may display personal testimonials of satisfied users on our public websites. With your consent, we may post your name alongside the testimonial.


5.7 Compliance with Enforcement Requests and Applicable Laws; Enforcement of Our Rights

In exceptional circumstances, we may share information about you with a third party if we believe that sharing is reasonably necessary to (a) comply with any applicable law, regulation, legal process or governmental request, including to meet national security requirements, (b) enforce our agreements, policies and terms of service, (c) protect the security or integrity of our products and services, (d) protect Häst Energi Ljus Concept AB , our customers or the public from harm or illegal activities, or (e) respond to an emergency which we believe in good faith requires us to disclose information to assist in preventing the death or serious bodily injury of any person.


5.8 Sharing with affiliated companies


We share information we collect with affiliated companies and, in some cases, with prospective affiliates. Affiliated companies are companies owned or operated by Häst Energi Ljus Concept AB. The protections of this privacy policy apply to the information we share in these circumstances.


5.9 Häst Energi Ljus Concept AB Companies

We share information we have about you with Häst Energi Ljus Concept AB corporate affiliates in order to operate and improve products and services and to offer other Häst Energi Ljus Concept AB affiliated services to you. This includes companies that own or operate the services in the Häst Energi Ljus Concept AB product family.


5.10 Business transfers

We may share or transfer information we collect under this privacy policy in connection with any merger, sale of company assets, financing, or acquisition of all or a portion of the Häst Energi Ljus Concept AB businesses to another company. You will be notified via email and/or a prominent notice on the Services if a transaction takes place, as well as any choices you may have regarding your information.


6. How we store and secure information we collect


6.1 Information storage and security


We use data hosting service providers in the EU to host the information we collect, and we use technical measures to secure your data. While we implement safeguards designed to protect your information, no security system is impenetrable and due to the inherent nature of the Internet, we cannot guarantee that data, during transmission through the Internet or while stored on our systems or otherwise in our care, is absolutely safe from intrusion by others. We will respond to requests about this within a reasonable timeframe.


6.2 How long we keep information


How long we keep information we collect about you depends on the type of information, as described in further detail below. After such time, we will either delete or anonymize your information or, if this is not possible (for example, because the information has been stored in backup archives), then we will securely store your information and isolate it from any further use until deletion is possible.


6.3 Account information

As a user or customer of our products and services you may be asked to create an account. We retain your account information until you delete your account. We also retain some of your information as necessary to comply with our legal obligations, to resolve disputes, to enforce our agreements, to support business operations and to continue to develop and improve our Services. Where we retain information for Service improvement and development, we take steps to eliminate information that directly identifies you, and we only use the information to uncover collective insights about the use of our Services, not to specifically analyse personal characteristics about you.


6.4 Marketing information

If you have elected to receive marketing emails from us, we retain information about your marketing preferences unless you specifically ask us to delete such information. We retain information derived from cookies and other tracking technologies for a reasonable period of time from the date such information was created.


7. How to access and control your information


You have certain choices available to you when it comes to your information. Below is a summary of those choices, how to exercise them and any limitations. We will respond to requests about this within a reasonable timeframe.


7.1 Your Choices


You have the right to request a copy of your information, to object to our use of your information (including for marketing purposes), to request the deletion or restriction of your information, or to request your information in a structured, electronic format. Below, we describe the tools and processes for making these requests.


Your request and choices may be limited in certain cases: for example, if fulfilling your request would reveal information about another person, or if you ask to delete information which we are permitted by law or have compelling legitimate interests to keep. Where you have asked us to share data with third parties, for example by answering to a Survey through our Services, you will need to contact those third-party service providers directly to have your information deleted or otherwise restricted. If you have unresolved concerns, you may have the right to complain to a data protection authority in the country where you live, where you work or where you feel your rights were infringed.


7.2 Delete your information

Our Services and related documentation give you the ability to delete certain information about you that is stored within the Services. Please note, however, that we may need to retain certain information for record keeping purposes, to complete transactions or to comply with our legal obligations.


7.3 Request that we stop using your information

In some cases, you may ask us to stop accessing, storing, using and otherwise processing your information where you believe we don’t have the appropriate rights to do so. For example, if you our services have been used or an account was created for you without your permission or you are no longer an active user, you can request that we delete your account as provided in this policy. Where you gave us consent to use your information for a limited purpose, you can contact us to withdraw that consent, but this will not affect any processing that has already taken place at the time. You can also opt-out of our use of your information for marketing purposes by contacting us, as provided below. When you make such requests, we may need time to investigate and facilitate your request. If there is a delay or dispute as to whether we have the right to continue using your information, we will restrict any further use of your information until the request is honoured or the dispute is resolved.


7.4 Opt out of communications

You may opt out of receiving promotional communications from us by using the unsubscribe link within each email or by contacting us as provided below to have your contact information removed from our promotional email list or registration database. Even after you opt out from receiving promotional messages from us, you will continue to receive transactional messages from us regarding our Services. You can opt out of some notification messages in your account settings. Please note, you will continue to receive generic ads.


7.5 Turn off Cookie Controls

Relevant browser-based cookie controls are described in our Cookie policy.


7.6 Send “Do Not Track” Signals

Some browsers may incorporate “Do Not Track” (DNT) features that can send a signal to the websites you visit indicating you do not wish to be tracked. Because there is not yet a common understanding of how to interpret the DNT signal, our Services may not currently respond to browser DNT signals. You can use the range of other tools we provide to control data collection and use, including the ability to opt out of receiving marketing from us as described above.


7.7 Data portability

Data portability is the ability to obtain some of your information in a format you can move from one service provider to another (for instance, when you transfer your mobile phone number to another carrier). Depending on the context, this applies to some of your information, but not to all of your information. Should you request it, we will provide you with an electronic file of your basic account information.


7.8 What data do we process


In this section, we explain how your personal data is used in order for us to be able to provide you with high quality experiences, services and offers.


7.8.1 We handle your personal data in order to:



7.8.2 Legal grounds for the processing


We process your personal data based on:



7.8.3 Period of storage


We save data about you for up to 12 months after termination of your user account, among other reasons to provide information regarding any customer related questions or issues.


When you register an account through email


When you register an account through email in we handle the following personal data which you personally provide to us:



7.8.4 Period of storage


We save data about you for up to 12 months after termination of your user account, among other reasons to provide information regarding any customer related questions or issues.


7.9 When you communicate with us


You can choose to communicate with us in many different ways, for example via social media and through emails with our customer service.


When you communicate with us, we process data which you personally provide to us, for example:



7.9.1 We process your personal data in order to:



7.9.2 Legal grounds for the processing:


We process your personal data for our, and your, legitimate interest in administering your matter (weighing of interests).


7.9.3 Period of storage:


We save your personal data for up to 12 months after the matter is closed in order to ensure traceability in your communications with us.


7.9.4 When you use our website and Services


When you visit our website, we process:



7.9.5 We process your personal data in order to:



7.9.6 Legal grounds for the processing:


We process your personal data based on:



7.9.7 Period of storage:


We save data about you for up to 12 months after termination of your user account, among other reasons to provide information regarding any customer related questions or issues.


8. How long do we generally store personal data?


Your personal data is stored only during the period for which there is a need to store the information to be able to fulfil the terms of the agreement. We may store your personal data longer if this is necessary from a legal standpoint or to safeguard our legal interests, for example within the scope of legal proceedings that we are involved in.


9. Our actions to protect personal data


9.1 We have ensured that we have taken all necessary and appropriate technical and organizational measures to safeguard your personal data against loss, misuse or unauthorized access.


9.2 To technically ensure that personal data is processed in a safe and confidential manner we use digital networks that are breach protected through for example encryption, fire walls and password protection. In any instance where a breach may occur, we have created routines to identify, assess and minimize any damage that may occur as well as report said damage to all affected parties.


9.3 To ensure an adequate knowledge level regarding processing of personal data we will arrange ongoing educational efforts regarding GDPR, both for our employees as well as the consultants that may from time to another be contracted to do work for us.


10. When do we share personal data?


10.1 We will not sell, make available or spread personal data to third parties with the exception for what is stated throughout this Privacy Policy. Within the scope of the Services personal data may be shared to subcontractors or partners, if this is necessary for the fulfilment and performance of our Services, for example to process your payments. In any instance where we choose to share personal data we will enter into a Data Processing Agreement to ensure that the recipient of the personal data processes said information in accordance with applicable legislation as well as to ensure that the recipient has taken the necessary technical and organizational actions to, in a satisfactory fashion, be able to protect the rights and freedoms of you as a Data Subject.


10.2 Furthermore we may share personal data if we are required to do so by law, court order or if withholding such personal data would hinder any ongoing legal investigation.


11. How we transfer information we collect internationally


11.1 International transfers of information we collect We collect information globally and primarily store that information in the EU. We transfer, process and store your information outside of your country of residence, to wherever we or our third-party service providers operate for the purpose of providing you the Services. Whenever we transfer your information, we take steps to protect it.


11.2 International transfers within the Häst Energi Ljus Concept AB companies

To facilitate our operations, we may transfer information to the EU and allow access to that information from countries in which Häst Energi Ljus Concept AB and other corporate affiliates have operations for the purposes described in this policy. These countries may not have equivalent privacy and data protection laws to the laws of many of the countries where our customers and users are based.


11.3 International transfers to third parties

Some of the third parties described in this privacy policy, which provide services to us under contract, are based in other countries that may not have equivalent privacy and data protection laws to the country in which you reside.


12. Other important privacy information


12.1 Our policy towards children


The Services are not directed to individuals under 12. We do not knowingly collect personal information from children under 12. If we become aware that a child under 12 has provided us with personal information, we will take steps to delete such information. If you become aware that a child has provided us with personal information, please contact our support services.


12.2 Changes to our Privacy Policy


We reserve the right to make amendments to this Privacy Policy from time to another at our discretion. The date for the latest amendment is stated at the end of this Privacy Policy. If we make any amendments to the Privacy Policy, we will publish these amendments on our website. You are therefor recommended to read this Privacy Policy regularly to view any potential amendments.


If you disagree with any changes to this privacy policy, you will need to stop using the Services and deactivate your account(s), as outlined above.


12.3 Contact Us


Your information is controlled by Häst Energi Ljus Concept AB. If you have questions or concerns about how your information is handled, please direct your inquiry to Häst Energi Ljus Concept AB, as set forth below.


Häst Energi Ljus Concept AB

Tönnersjö 747


305 97 Eldsberga





In the letter, please include your name, address, email, telephone number and personal ID number. Please also enclose a copy of your ID. A reply will be sent to your address as stated in the National Population Register.



©2021 HEL Concept AB