How we handle personal data.

Data controller

Brilliant Values Global AB (org. no. 559023-2624), Vaksalagatan 28, 753 31 Uppsala, Sweden, is the data controller for the processing described here. Questions: hej@synlighetsverket.se. This policy covers the website synlighetsverket.se.

What we process, and why

1. Forms on the website

When you use our forms (contact, callback, free check or order), we process the details you provide: name, email address and, where given, phone number, company name, company registration number, website, chosen add-ons and message. The data is used to answer your enquiry and is delivered as email via the email delivery service Resend to our inbox, which is hosted by Google. Legal basis: steps prior to a potential contract and our legitimate interest in answering enquiries. We keep the correspondence for as long as the dialogue is active plus a reasonable period after.

The form also includes which page on our website you sent it from and, if you choose to answer the question, how you found us. The page is written into the form when the website is built, so nothing is read from or stored on your device for this. They are included in the same email as your enquiry and are used to understand how customers find us. Legal basis: our legitimate interest in following up which channels work. You can object: email us and we will remove them from your enquiry.

2. Newsletter

If you subscribe, we process your email address to send the newsletter. Subscribing requires active consent (no pre-ticked box) and is confirmed with double opt-in: you receive a confirmation email before the first send. The list is managed by Buttondown, the service we use for sending. Legal basis: your consent, which you can withdraw at any time via the unsubscribe link included in every email.

Along with the address we store where on the website you signed up, for example a particular article, AI-provet or Profilkollen. We use it to see which pages lead to subscriptions and to be able to remind you about the tool you used. The answers you entered in the tools are not sent to us.

3. Visitor statistics (Google Analytics, only with your consent)

If you accept statistics in the box shown on your first visit, we use Google Analytics 4 to see how the website is used: which pages are visited, how visitors find us, roughly where from and on what kind of device, and which buttons and forms are used. The purpose is to improve the website and see which pages lead to enquiries. We do not use the data for advertising or personalisation, and your consent only covers statistics.

Google Analytics sets cookies (_ga and _ga_ followed by an id) that last for at most 13 months. The supplier is Google Ireland Limited. Data may be transferred to the United States, where Google is covered by the EU-US Data Privacy Framework. The legal basis is your consent, under Article 6(1)(a) of the GDPR and Chapter 9, Section 28 of the Swedish Electronic Communications Act.

If you decline, nothing is loaded from Google, and we only store your choice in your browser for twelve months so you are not asked again. You can change your mind at any time via the Cookie settings link at the bottom of every page. If you decline after having accepted, we delete the Google Analytics cookies in your browser.

To see how the website appears in Google's search results we also use Google Search Console, which is based on Google's own search data and not on tracking on our website.

Cookies

The website sets no cookies for marketing. Cookies for visitor statistics (Google Analytics) are only set if you accept them in the box shown on your first visit, see section 3. Your choice is stored in your browser (localStorage) for twelve months. Apart from that, one thing is stored in your browser (localStorage), and only if you yourself close the meeting pop-up or click a link in it: that you did so and when, so that it doesn't show again for six months. Fonts and images are served from our own domain, not from third-party networks.

Embedded YouTube videos

Some articles include an embedded YouTube video. It only loads when you click Play or a chapter yourself. Until then the page makes no requests to Google and shows no image from YouTube. When you click, the player loads from YouTube in privacy-enhanced mode (youtube-nocookie.com). Google (YouTube) then receives your IP address and details about your browser, among other things, and YouTube may store data in your browser while the video plays. How Google processes that data is set out in Google's privacy policy. If you'd rather not, don't click, and open the video directly on YouTube instead.

Who can see the data

We never sell or share your data for marketing. The suppliers processing data on our behalf are Cloudflare (hosting and email forwarding), Resend (email delivery from the forms), Google (our email inbox, and visitor statistics if you have accepted them) and Buttondown (newsletter). These suppliers may process data outside the EU/EEA; such transfers take place in accordance with each supplier's data protection terms and applicable safeguards under the GDPR.

If you are our customer, we may ask you for a review on Trustpilot. Trustpilot then receives your name and email address from our email to you and sends an invitation on our behalf. Every customer gets the same request, whatever they think of us. Legal basis: our legitimate interest in receiving and showing reviews of our work. If you don't want an invitation, tell us and we won't send one. If you choose to write a review, Trustpilot's own terms and privacy policy apply.

Your rights

You have the right to request access to, rectification of or erasure of your personal data, to object to or request restriction of processing, and to receive the data you have provided (data portability). Email hej@synlighetsverket.se and we'll help, no hassle. You also have the right to lodge a complaint with the Swedish Authority for Privacy Protection (imy.se).

Changes

If our data processing changes, we update this page. Last updated: 29 October 2026.