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Privacy Policy

AB Ardent

This website, www.ardent.se, is an offer of AB Ardent, Generatorgatan 8, 19560 Arlandastad, Sweden, as Controller within the meaning of Art. 4 EU General Data Protection Regulation (“DS-GVO”). Our Data Protection Officer can be reached at dataprotection.arlandastad@ivoclarvivadent.com or at our postal address, care of “the Data Protection Officer”.

Your privacy concerns are important to AB Ardent and protecting your privacy and safeguarding your information is our top priority. You need to know what personal information is collected through our website (“Service”) and how your information could be used. As such, this privacy policy also explains what information we may collect about you.

  1. General remarks

The security and protection of your personal information while using our website is of great concern to AB Ardent and we are committed to complying with the applicable data protection laws.

Our privacy policy is designed to inform you about the information and personal data we collect, how we use it, and what your options are in relation to the collection and use of your data. This policy applies to all AB Ardent customers and AB Ardent website visitors. Personal data means any data that can be used to identify you, such as your name, address, e-mail addresses and user behaviour.

Your data will be stored, processed and used in accordance with this policy and the relevant data protection legislation.

We process and use your data to enable you to use the AB Ardent website and for other purposes that you have previously consented to.

Our employees and agents handling your inquiries are bound by confidentiality.

We will not pass on your personal information to third parties outside the AB Ardent Group without your consent, and you may revoke your consent at any time.

  1. Browser-related data processing

As with any website, when accessing the AB Ardent website through our web server, the domain name or IP address of the accessing computer is stored temporarily, as well as the access date, file requests by the website visitor (filename and the associated information on the full internet address), the HTTP response code, the browser type and size of files transferred, in bytes, during the session. This information is necessary to transmit the files you request on the AB Ardent website, as well as for system security reasons. Cookies (see Section 4 below for details) are also used to collect anonymous traffic data from our website users. This anonymous traffic data may be used for market research purposes and the demand-oriented design of our website.

2.1.      Google Analytics

This website uses Google Analytics, a web analytics service provided by Google Inc. (“Google”). Google Analytics uses “cookies”, text files stored on your computer, to enable analysis of your use of the website. The information generated by the cookie about your use of this website is usually transmitted to a Google server in the USA and stored there. However, in the event of activation of IP anonymisation on this website, your IP address will be shortened beforehand by Google within European Union member states or in other states contracting to the Agreement on the European Economic Area. Only in exceptional cases will the full IP address be sent to a Google server in the US and shortened there. On behalf of the operator of this website, Google will use this information to evaluate your use of the website, to compile reports on website activity and to provide the website operator other services related to website usage and internet usage.

According to Google, the IP address submitted from your browser as part of Google Analytics will not be combined with other Google data.

You can prevent the storage of cookies by setting your browser software correspondingly; however, if you do this, please note that you may not be able to use all the features of this website to the fullest extent. You can also prevent Google’s collection of the data generated by the cookie related to your use of the website (including your IP address) as well as Google’s processing of this data by downloading and installing the browser plug-in available at the following link: http://tools.google.com/dlpage/gaoptout?hl=en.

This website uses Google Analytics with the extension “_anonymizeIp()”. IP addresses are processed through this in a shortened form, an individual identification can be removed thereby. Insofar as data collected about you is attributed a personal reference, it will be removed immediately and thus personal data will also be deleted immediately.

We use Google Analytics to be able to analyse and regularly improve the use of our website. With the statistics obtained, we can improve our product offering and make it more interesting for you as a user. For the exceptional cases in which personal Information is transferred to the US, Google has submitted to the EU-US Privacy Shield, https://www.privacyshield.gov/EU-US Framework. The legal basis for the use of Google Analytics is Art. 6 para. 1.1(f) DS-GMO.

Third-party information: Google Dublin, Google Ireland Ltd., Gordon House, Barrow Street, Dublin 4, Ireland, Fax: +353 (1) 436 1001.

Terms of Use: http://www.google.com/analytics/terms/en .html,

Safeguarding your data Policy: http://www.google.com/intl/de/analytics/learn/privacy.html, and the Google Privacy Policy: http://www.google.com/intl/en/policies/privacy.

2.2.      Crazy Egg

In addition, this site uses the Crazy Egg tool to analyse and improve the use of our website. Through the use of cookies, this tool can evaluate how the website is used, such as what content is clicked on and scrolled over. Crazy Egg does not collect or process personal information about you.

You may object to the processing of data generated by Crazy Egg at any time. To do this, you must follow the instructions at http://www.crazyegg.com/opt-out.The Crazy Egg privacy policy can be found at http://www.crazyegg.com/privacy.

  1. Use of personal data that you provide us voluntarily

3.1.      General contact information

The specification of your personal data (such as your name, address and phone number) is entirely voluntary. You confirm your consent by sending the data that you enter in a contact form provided on the website. For example, if you order additional documentation, make an appointment or send us email, you will be asked for personal information. Your data will only be used as required for your request. If you give us your consent by submitting your data, we will also use the data for promotions and your information will thus be stored in a database maintained and used by AB Ardent to keep you up to date with information about AB Ardent products, services and activities. You can withdraw your consent mentioned above at any time for the future. To withdraw your consent, please send an email to dataprotection.arlandastad@ivoclarvivadent.com.

3.2.      Newsletter

If you want to subscribe to our newsletter, we will need your email address. Your email address will only be used to send you our newsletter. You can withdraw this consent at any time in future. To withdraw your consent, please send an email to dataprotection.arlandastad@ivoclarvivadent.com or click the unsubscribe link at the end of our newsletter.

3.3.      Web shop

If you want to order at our web shop, in order to complete the contract, it is necessary for you to provide your personal data, which we need for processing your order. The mandatory information necessary to complete the contract is marked separately, and further details are voluntary. We use the information you provide to process your order. For this reason, we may pass on your payment data to our principal bank or to a chosen on-line payment service.

You can voluntarily create a customer account, through which we can save your data for later purchases. By creating an account under “Register”, the data you provide is stored and the provision is withdrawable. You can always delete any further data, including your user account, in the customer area.

We may also process the information you provide to notify you of other interesting products from our portfolio or to send you e-mails with technical information.

Your data will only be used as long as required for the existing customer relationship. Regardless of this, due to commercial and tax regulations, we are required to store your address, payment and order data for a period of ten years.

  1. Cookies
    4.1. What are cookies?

A cookie is a small file containing a string of characters that is sent to your computer when you visit a website. If you visit the website again, the cookie allows this site to recognize your browser. Cookies are not usually used to store personal data but may store user preferences and other information. You can set your browser to refuse all cookies or to notify you when a cookie is sent. Please follow the instructions of the ‘Help’ function of your browser regarding the prevention and deletion of cookies. However, some website functions or services may not work properly without cookies and so we recommend that you accept cookies so that you can take full advantage of our website.

4.2.      Cookies used

This website uses Hubspot cookies, from Hubspot, Inc. (25 First St, 2nd Floor, Cambridge, MA 02141, Phone: +44 20 29957 1918), https://legal.hubspot.com/privacy-policy to adapt content to website visitors and subscribers and, thereby, how we communicate with them. The cookies collect data about the usage behaviour of our website visitors. This data is included in analyses and helps us improve our website. The cookies collect anonymous data, such as the number of site visitors, how they came to the site and which pages they visited. For more information on Hubspot cookies, please refer to Hubspot’s Privacy Policy at https://legal.hubspot.com/de/privacy-policy.

This website uses Google Double Click Ad Exchange and Google Tag Manager, from Google. By means of these functions, the provider can address website visitors with targeted advertising by showing personalized, interest-based advertising ads to visitors to the provider’s website when they visit other websites on the Google Display Network. To carry out the analysis of the website usage that forms the basis for creating interest-related advertisements, Google sets ‘cookies’. For this, Google stores a small file with a sequence of numbers in the website visitor’s browser. This number records website visits and anonymous data on website use. There is no storage of personal data of visitors to the website. If you visit another website on the Google Display Network, you will see ads that are likely to include previously viewed product and information areas. You may permanently disable Google’s use of cookies by following the link below and downloading and installing the plug-in provided there: https://www.google.com/settings/ads/plugin. https://support.google.com/accounts/answer/61416?co=GENIE.Platform%3DDesktop&hl=en.

Alternatively, you may disable the use of third-party cookies by visiting the Network Advertising Initiative deactivation page at http://www.networkadvertising.org/choices/ and implementing the opt-out information listed there. For more information about Google Remarketing and Google’s privacy policy, please visit: http://www.google.com/privacy/ads/.

This website uses the “Custom Audiences” remarketing feature of Facebook Inc., 1601 S. California Ave, Palo Alto, CA 94304, USA (“Facebook”). By using this feature, we can address visitors to the website with targeted advertising by bringing personalized, interest-based Facebook ads to site visitors when they visit the Facebook social network. To perform the function, the Facebook remarketing tag is integrated into the website. Further information can be found in Facebook’s privacy statement at https://www.facebook.com/about/privacy/. If you do not want data collection via Custom Audience, you can disable Custom Audiences through the following link: https://www.facebook.com/settings/?tab=ads.

When visiting the website, a direct connection is made by this tag to the Facebook servers; through this, those of our websites that you have visited is transmitted to the Facebook server. Facebook associates this information with your Facebook personal user account. For more information on Facebook’s collection and use of data, your rights in this regard and ways to protect your privacy, please refer to the Facebook privacy statement at https://www.facebook.com/about/privacy/. If you do not want Facebook to associate the information collected directly with your Facebook user account, you can disable the “Custom Audiences” remarketing feature. To do this, you must be logged in to Facebook.

This website uses “re-targeting technologies” from twyn group IT solutions & marketing services AG (“twyn”). We use twyn to make the internet offering more relevant for you. This technology enables targeted advertising on our partners’ websites to internet users already interested in our products and services. The display of this advertising material is based on cookie technology and analysis of previous usage behaviour. This type of advertising is completely anonymous. No personal data will be stored and no user profiles will be collated with your personal data.

This site uses Visual Website Optimizer, a web analytics service provided by Wingify, 14th Floor, KLJ Tower North, Netaji Subhash Place, Pitam Pura, Delhi 110034, India. Visual Website Optimizer is designed to test the usability of certain pages. For this, anonymous user behaviour metrics are collected. We have no way of associating these anonymous metrics with you personally by tracking your IP address, for example, or otherwise. To obtain meaningful test results, also “cookies” are used, i.e. the programme uses the function provided by your browser to temporarily store information between saving it and later access to it. Unless the cookies expire at the end of the session, they will be available for a maximum of 100 days (see https://vwo.com/knowledge/cookies-used-by-vwo/ for further details), with the exception of the cookie containing the information that the user refuses to have his/her data edited/stored, which is available for a maximum of 10 years. You can delete the cookies in your browser at any time. You also have the option of opting out of participating in the tests altogether via this link: https://vwo.com/opt-out/. Further information on data protection can be found at https://vwo.com/terms-conditions/.

  1. Transfer of data to third parties

We will not transfer your personal data to third parties without your consent. Your personal data will only be transferred to third parties as far as required for processing your request, in particular within the Ivoclar Vivadent Group, in accordance with your consent. When collecting data, you will be notified of the recipients or categories of recipients. We will not sell, license or lease your personal information to other parties. We may disclose your information if we have a good faith belief that disclosure is necessary for compliance with laws, for law enforcement purposes or compliance with court orders, or to protect another person’s rights, property, or safety, including our own property or our rights.

Forwarding to external service providers can be carried out as part of order data processing in accordance with Art. 28 GDPR. These have been carefully selected and commissioned by us, are bound by our instructions as well as the provisions of the GDPR and are regularly monitored.

  1. Social networks

On our website, you will find links to the Facebook, Twitter, YouTube, LinkedIn and Instagram social networks. Data (such as the home page, user name if you are logged in to the respective service, IP address) is only sent to the platform operator when you have clicked the respective button. Please be aware of the privacy policy of the respective platform operator concerning its collection and use of data.

In addition, the following privacy notices apply:

6.1 Facebook

We use the ‘Like’ and ‘Share’ buttons (“Facebook Plugins”) of Facebook Inc., 1601 Willow Road, Menlo Park, California, 94025, USA (“Facebook”), linking this website to the Facebook social network. Further information on the function and appearance of Facebook plugins can be found at https://developers.facebook.com/docs/plugins/.

With activation (see section 4.2) of the Facebook plugins, your browser establishes a direct connection to the Facebook servers. The Facebook plugin content is transmitted by Facebook directly to your browser. At the same time, certain data will be transmitted from your browser to Facebook. This happens regardless of whether you click on the Facebook plugins or not. We have no control over the amount of data Facebook collects in this way. To our current knowledge, this involves the following data:

  1. page visited on our website that contains the Facebook plugin,
  2. general data transmitted by your browser (IP address, browser type and version, operating system, time),
  3. for Facebook users registered and logged in, the respective Facebook identification number.

For the purpose and scope of the data collection and further processing and use of data by Facebook, as well as your related rights and settings options to protect your privacy, please refer to the Facebook privacy policy: http://www.facebook.com/policy.php. You have a right to object to the creation of any user profiles, but you must contact Facebook to exercise this right. The legal basis for the use of the Facebook plug-in is Art. 6 (1) 1(f) GDPR.

If you are a Facebook member and do not want Facebook to collect data about you via our website and link it to your member data stored on Facebook, you must log out of Facebook before visiting our website and possibly delete existing Facebook cookies. Facebook plugins can also be blocked with the help of browser add-ons. More information can be found on the add-on pages of your browser.

6.2 Twitter

We use the Twitter ‘Tweet’ button to connect to Twitter Inc., 1355 Market St, Suite 900, San Francisco, CA 94103, USA (“Twitter”). More information on the function and appearance of the Tweet button can be found here: http://twitter.com/about/resources/tweetbutton, https://help.twitter.com/en/using-twitter/add-twitter-share- button .

With activation (see section 4.2) of the Tweet button, your browser establishes a direct connection to the Twitter servers. The content of the plugin is transmitted by Twitter directly to your browser. At the same time, certain data is transmitted from your browser to Twitter. This happens regardless of whether you click on the Tweet button or not. We have no control over the amount of data Twitter collects in this way. To our current knowledge, this involves the following data with regard to the Tweet button in particular:

  1. the page visited on our website that contains the button,
  2. general data transmitted by your browser (IP address, browser type and version, operating system, time).

The tweet button can also be hidden by browser add-ons so that no Twitter data collection occurs. The legal basis for the use of the Tweet-Button is Art. 6 (1) 1(f) DS-GMO.

6.3 YouTube

To view our videos, we use the video service of YouTube, LLC, 901 Cherry Ave., San Bruno, CA 94066, USA (“YouTube”).

If YouTube videos are embedded directly on our website, the embedded video’s content will be transmitted by YouTube directly to your browser. At the same time, certain data will be transmitted from your browser to YouTube. This happens regardless of whether you click the video or not. We have no control over the amount of data YouTube collects in this way. To our current knowledge, this involves the following data with regard to the embedded YouTube videos in particular:

  1. the page visited on our website that contains the video
  2. general data transmitted by your browser (IP address, browser type and version, operating system, time),
  3. for registered and logged in YouTube or Google users, their Google user ID.

Embedded YouTube videos can also be hidden by browser add-ons so that YouTube does not collect data.

  1. Transmission of data to other countries

Some of our affiliates are located in countries with a different privacy level. This is particularly so for countries outside the European Economic Area (EEA).. Personal data is only transferred to countries outside the EEA subject to the following conditions:

  • the European Commission has issued an “adequacy decision” for the other country under Article 45 GDPR, thus stating that the other country provides an adequate data protection level; or
  • appropriate legally binding data protection measures have been agreed with the data recipient. These may be guarantees or binding internal data protection regulations, for example. A copy of these agreements can be requested from arlandastad@ivoclarvivadent.com; or
  • if you have expressly consented to the proposed data transfer or if we are entitled to submit for any other reason stated in Art. 49 GDPR.
  1. Security

Please note that third party access cannot be ruled out completely when data is transmitted over the internet. Since AB Ardent does not yet use encrypted transmission protocols, protection against unauthorized access cannot be guaranteed. We cannot guarantee that information or personal data will not be misused or disclosed to third parties. We cannot be held liable for any misuse or disclosure.

  1. Your rights

Upon request, we will gladly provide you with information about your personal data in our database. The information is free and will be provided immediately. Please contact us at
dataprotection.arlandastad@ivoclarvivadent.com or send us a written request by post to AB Ardent

Generatorgatan 8, 19560 Arlandastad, or by fax to +46 8591 16783.

In addition to the right to information, you also have the following rights:

  • the right to rectification or erasure,
  • the right to restriction of data processing,
  • the right to object to data processing,
  • the right to data portability.

You also have the right to complain to a data protection supervisory authority about the processing of your personal data by us.

If you have any questions or suggestions regarding data protection, please send us an email to the following address: dataprotection.arlandastad@ivoclarvivadent.com.

  1. Changes

We reserve the right to change this data protection information at any time. The respective changes will be published here, so that you can find out about them at any time.

Last modified: Mai 3rd, 2018

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