Privacy Policy – MatchLust

Last updaterad 15 January 2025

At MatchLust, your personal privacy is something we value and that we work continuously to ensure through organizational and technical security measures that we comply with all aspects of the GDPR. So that your personal privacy is not violated. When using our website MatchLust (Forbidden Desires) (hereinafter replaced/referred by the “We”, ”Us”, ”Our”, the ”Services” or the ”Service”), we process the admin’s personal data in accordance with personal data legislation. This personal data policy explains how and why we collect and process information about you as a user and how we ensure that your personal privacy is not violated. We encourage you to read this privacy policy carefully.

Our Service may contain advertisements. By interacting with these advertisements, your personal data can be collected, e.g. to show you more relevant advertising.

Important concepts

A personal data is information that can be directly or indirectly linked to a physical living person. Examples of personal data are name, address, telephone number and email address. Under certain circumstances, information about IP numbers and your user behavior when using the Service may also constitute personal data.

Processing of personal data includes all processing of personal data, such as collection, registration and storage.

Sensitive personal data is data that reveals racial or ethnic origin, political opinions, religious or philosophical beliefs, trade union membership and personal data concerning health or sex life. Health data can include, for example, sick leave, pregnancy and doctor’s visits.

The data controller is the party who alone or together with another determines the purposes and means of the processing of personal data and who is ultimately responsible for ensuring that the processing is carried out in accordance with applicable personal data legislation.

Data we collect

We collect personal data linked to the creation of an account and your subsequent use of the account and the Service. There are two parts or categories of how personal data is processed based on how the data is collected:

Information you provide to us

When you log in to the Service, create an account, use your account and perform activities within the framework of our Service; you provide information about yourself. This information includes, for example, username, age, gender, email address, height, smoking habits, eye color, hair, education, occupation and communication with other accounts in the Service. Some information that you provide to us constitutes so-called sensitive personal data. The only information that is mandatory on the Service is gender, age and a working email address. Otherwise, the information that you as a user provide is completely voluntary. If you fill in this information, you give the Service consent to take part in the information. Some of the information that you provide when creating an account will be shown to other users of the Service.

By uploading an image to our service, you consent to the service storing it and that it is displayed on the service based on the visibility you have chosen for how the image may be displayed.

Information collected by the Service

When you use the Service with your account, we store information about your usage. The information can be divided into the following categories:

• Technical information about your device and internet connection

Through server logs and other tools, we record information about your device and connection to the Service and your use of the Service on different devices. This information may include operating system, browser version, IP addresses, cookies and unique identifiers

• Information about the use of your account and the Service; user behavior

We record login and logout to your account, as well as purchases of products such as VIP memberships and services through your account. In addition, information about visits, settings, behavioral data such as flirts, messages and likes is stored when you use the Service. This information may include how you scroll and navigate the Service.

Cookies and other content stored locally on your device

When you use the Service, we use, directly or through third parties, various technologies to recognize you and learn more about you as a user. For example, cookies are used to avoid having to log in again each time you visit our Service.

Why we process and share your information

We process your personal data for the following purposes:

Provide the Service to you and improve your user experience

We process personal data to provide you with more user-friendly services, so that you can find and communicate with other users. Personal data is also processed for the purpose of enabling us to adapt the display of our Service to the device you are using and thereby provide you with a better user experience.

This processing is necessary for us to be able to fulfill the agreement we have with you as a member of Hemligg. If you choose not to let us process this data, we cannot provide you with the Service.

Respond to customer service issues

We process your personal data to be able to answer any questions you send us via email regarding the Service.

This processing is necessary for our legitimate interest in providing you with customer service when you communicate with us. The processing is based on a balancing of interests and involves situations where we want, or need, to do something that is essentially in our interest, provided that it does not harm your own interests or fundamental rights and freedoms. You can object to this processing at any time by contacting us at the contact details provided below. Please note that if you do so, we will not be able to provide you with support.

Personalized offers, recommendations and advertisements

We want to be able to provide you with recommendations, customized services and relevant advertisements based on your interests and your behavior when using the Service. This may include recommendations about products and services based on what you have read or purchased or what other users with similar behavioral patterns have shown interest in. The information also allows us to deliver digital advertising campaigns that are tailored to each individual user so that you can receive relevant advertisements based on your behavioral patterns, your age and other information we have about you. We will not use any of the sensitive personal data you have provided to us for marketing and advertising purposes.

This processing is necessary for our legitimate interest to provide you with personalized offers, recommendations and advertisements. The processing is based on a balancing of interests and involves situations where we want, or need, to do something that is mainly in our interest, provided that it does not harm your own interests or fundamental rights and freedoms. You can object to this processing at any time by contacting us at the contact details provided below.

Analyze market activities and further develop the Service

We process personal data for the purpose of performing user segmentation, analyzing and understanding market trends and thereby improving and developing our website, any offers and services. We can do this by how users click and use our service.

This processing is necessary for our legitimate interest to analyze market trends in order to further develop the Service. The processing is based on a balancing of interests and involves situations where we want, or need to do something that is mainly in our interest, provided that it does not harm your own interests or fundamental rights and freedoms. You can object to this processing at any time by contacting us using the contact details provided below.

Prevent, limit and investigate abuse

We process personal data regarding users’ activities and technical data to prevent, limit and investigate various forms of abuse of the Service. By abuse we mean, among other things, the creation of false profiles, “spamming”, harassment, attempts to log in to someone else’s account, actions in violation of the Terms of Use or other terms of the Service, and other actions prohibited by law.

If we detect abuse of the Service, and in order to prevent further abuse, we may provide information about your device or IP address using an identification service to prevent further abuse using that device.

This processing is necessary for our legitimate interest in preventing, limiting and investigating abuse. The processing is based on a balancing of interests and involves situations where we want, or need to do something, which is mainly for our benefit, provided that it does not harm your own interests or fundamental rights and freedoms. You can object to this processing at any time, but for this purpose we can demonstrate compelling legitimate interests that outweigh your objection.

To fulfill legal obligations to which we are subject

We process your personal data to fulfill the legal obligations to which we are subject, for example if a competent authority needs certain information or to fulfill the obligations of the Accounting Act.

This processing is necessary to fulfill these obligations

Transfer of personal data

For certain purposes, we share data with our partners who provide services such as hosting, email services, marketing, data analysis and customer service. In these cases, the assistant may only receive information that is relevant to the purpose. In these cases, we have entered into so-called personal data assistant agreements that enable us to control the transfer of personal data.

Personal data may be transferred to third parties in the event that the business or part of the business and personal data processed in connection with such part are sold, moved or transferred. We may also disclose your information if we are required to do so by law, court order, government regulation, or if such disclosure is necessary to assist in a criminal investigation or other legal investigation here or abroad. If there is a suspicion that you have committed a crime in connection with the use of your account or the Service, information may, upon request, be disclosed to authorities.

We will not share, sell, transfer or otherwise disclose personal information other than as stated in this privacy policy.

Transfer of personal information to a country outside the EU/EEA

We may transfer your personal information, including your sensitive personal information, to a third country, i.e. a country outside the EU/EEA. If we do so, we will enter into agreements and take other measures in accordance with applicable legal requirements.

How long do we store your personal data?

We will process your personal data for as long as necessary taking into account the purpose of the processing. This means that different data will be stored for different lengths of time. We must store some data for a longer period of time to fulfill our statutory obligations.

Account information.

Data that you have provided to us that is linked to your account, such as your username, email address, postal code, etc., and information about when you registered your account. This data is stored as long as you are a customer with us and up to 12 months thereafter. If you have not deleted your account yourself, it will be automatically deleted after 2 years of inactivity or earlier.

Data that you have provided and that you yourself have access to in your profile.

For example, messages that you have sent to or received from other users within the framework of Hemligg’s messaging service, which profiles you have visited or content that you have reacted to. This data is stored as long as you are a customer with us and up to 3 months thereafter.

Transaction data that contains information about payments and purchases you have made on Hemligg. We are required to save this for seven calendar years for accounting reasons.
Messages to customer service, etc.

Information that you have provided to us when you have used our services, but may not be able to see in your profile. This information consists of questions and messages that you have sent to customer service. This information is stored for a maximum of three years from the time you deactivated your profile or otherwise provided the information to us.

Data that we record when you browse around Hemligg.

This may include information about which profiles you view, which buttons you press and which pages you visit. This information is stored for as long as you are a customer with us and up to 12 months thereafter.

Information about your geographic location.

This is based on your selected location, IP address or your mobile device’s location information. Information about where you are when you use MatchLust Forbidden Desires is saved as long as you are a customer with us and up to 12 months thereafter.

What rights do you have and how do you exercise them?

It is your data and you have strong rights; you have the right to access your personal data. You also have the right to have the data we hold about you rectified or erased in accordance with the law. You can also request that processing be restricted if, for example, you believe that the processing is unlawful. You also have the right to obtain certain data in a digital format or to have the data transferred to another company if you wish, known as the right to data portability. These rights will be explained in more detail below, and we will also describe how you can exercise any of your rights. If you are not sure whether we are processing your personal data, you can ask for confirmation of this by contacting us.

Below you will find information on how you can exercise your rights.

Your right to access the data we process about you (right to access).

You have the right to access the data we process about you. To access these, you can log in to your account with us and select “Export data” in your account settings or contact the admin (Admin) on the site or via email to info@matchlust.com

• Your right to have incorrect information corrected.

You have the right to have incorrect information corrected. You can update some information in your account with us. Other information you must contact us directly to have corrected.

• Your right to have information deleted (“the right to be forgotten”).

As a general rule, you have the right to have your personal data deleted. To request deletion, you should log in to your account and send a request to delete your account. We will then terminate your membership and delete your account within 24 hours. You can also request deletion by contacting us according to the instructions below.

• Your right to object to and restrict processing.

In certain circumstances, we may process personal data where the processing is necessary to fulfil our legitimate interests, provided that the rights and freedoms of the data subjects do not outweigh them. In such cases, you, the data subject, have the right to object to us processing personal data about you. As a general rule, we will stop the processing of the personal data, and this applies without exception if the purpose is direct marketing. In certain circumstances, you also have the opportunity to request that the processing of your personal data be stopped or restricted. If you exercise this right, your personal data may only be processed based on your consent or for other purposes that are directly stated in the personal data legislation.

Your right to copy your data in a digital format (right to data portability).

You have the right under certain circumstances to receive data that you have provided to us in a digital format and also to have data transferred to another business if you so wish and it is technically possible and justifiable. This right only applies to information that is processed using automated means and based on your consent or processed as part of the performance of a contract with you. The right to data portability only covers data that you have provided to us, either directly through, for example, contact forms or generated through your use of our services. You can request data portability by contacting us as described below.

We would like to remind you that there are some exceptions to the rights we have described here. These exceptions follow from the law, and may mean, for example, that access to certain data is not given due to considerations of the rights and freedoms of others, or that certain personal data cannot be deleted because law or other considerations impose storage time requirements.

What does it mean that the Swedish Data Protection Authority is a supervisory authority?

The Swedish Data Protection Authority is responsible for monitoring the application of personal data legislation. If you as an individual believe that we are processing personal data incorrectly, you can submit a complaint to the Swedish Data Protection Authority.

Terminate your account

You can request termination of your user account by selecting delete account in your account settings or contacting the admin on the service. The account will then be completely deleted within 24 hours. After your account has been deleted, we generally delete or anonymize your personal data from our systems. However, there is one exception; To prevent fraud or abuse of the Service, we save certain data for 12 months so that we can investigate and prevent repeated violations or crimes.

Security

We have procedures and measures to ensure that no unauthorized person has access to your personal data and to ensure that all processing of data is in line with applicable legislation. The measures include risk assessments, organizational and physical measures as well as procedures for handling personal data and following up on issues regarding accessibility, correction, blocking and deletion of personal data.

Use of cookies and other technologies

We use cookies, pixel tags, local storage and other technologies to understand you as a user and to analyze data about users. Read more about Cookie Policy.

Changes

We may make changes to our Privacy Policy. The latest version of the Privacy Policy is always available here. In the event of updates that are of decisive importance for our processing of personal data (for example, changes to specified purposes or categories of personal data) or updates that are not of decisive importance for the processing but may be of decisive importance for you, you will receive information on our service well in advance of the updates taking effect.

To exercise your rights or if you have any questions or comments regarding our processing of personal data, please contact us at info@matchlust.com