Privacy policy


This policy sets out what information we ask our visitors for, what information we have, how long we keep it and how we use your data. This applies to information collected through the Vejpkollen website (

Vejpkollen (operated by Mathisson Media) and the team behind it are committed to protecting the privacy of those we interact with, and recognise the need to respect the information provided to us. Our policy outlines how our practices comply with the GDPR (General Data Protection Regulations). Whenever you provide personal information, we will process that information in accordance with applicable Swedish data protection legislation.

Who are we?

This policy is written by Mathisson Media, Company number 7503090016, Registration address: Helgdagsgatan 25, 41542 Göteborg.

How to contact us

To contact us, please send us an email:

What is the purpose of the Vejpkollen website?

The purpose of using this website is to keep readers informed, and to contribute to the debate and development of vaping, e-cigarettes, smoking and other nicotine products from a user-centred harm minimisation perspective. The site allows users to read, share and comment on information, interact or make their voice heard through digital services and social media.

By participating in and contributing to our website, you consent to communication with you using whatever communication method you specify, such as an email address. You can also contact us via the digital social media platforms we are on in connection with supporting this website.

What and how is personal information collected?

We collect data from you in a number of different ways, depending on how you interact with us. We will occasionally use third party software to analyse data and communicate with individuals who have expressed a desire to be contacted.

You can interact with us directly via our website or via another, for example by filling in a paper or digital questionnaire in your neighbourhood. This data is then provided to us for use in the consultation.

We collect your personal data from the information you provide to us in any form or correspondence. We may collect the following information about you: your name, email address or postcode. This is important because we want to make sure that the feedback we collect can be verified and has been provided by real people. It also allows us, with your permission, to keep you informed and updated with developments on this project.

Information about your postcode is used to determine your eligibility to sign our petition and helps us understand and map which neighbourhoods have and have not responded. To do so, we may use third-party services like Maptive to visually display the data on a customised Google map. Maptive's privacy policy is available here. Your name and email address will not be published.

The information we collect includes where you can "follow", "like" or otherwise link your social media accounts to a promotion via a third party website. In addition, any correspondence you send may be retained, and we would therefore hold and process the personal data contained in that correspondence. We may also retain any information that you upload or post on our website which may include photos and personalised comments, and therefore personal information.

We collect information about your visits to our website including, but not limited to, traffic data, location data, weblogs and other communication data and the resources you access. We may collect information about your computer, including where available: your IP address, operating system and browser type. This information is required for the proper functioning of the website and allows us to improve the performance and functionality of the website.

It may also be used for system administration and to report and analyse aggregate information. This is statistical information about our users' browsing actions and patterns, and does not identify any individual.

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. Their privacy policy can be found here. By using Google Analytics or other services, these providers or we may record information from your device or browser when you interact with our websites, including location data, operating system and links you have clicked on, including via email and social media. Our website uses Google Analytics for traffic analysis, which allows Google Analytics to collect data about our traffic via Google's advertising cookies and anonymous identifiers, in addition to data collected through a standard implementation of Google Analytics.

Use of cookies

"Cookies" are small data files sent from a server during a browsing session that allow the server to collect information about how you navigate the Vejpkollen website. They are only used on this website to store data from one page to another. They are not used to store personal information.

Analytics cookies are used by us and by third parties who may process data for us for analysis purposes (e.g. Google Analytics) so that we can manage and improve the performance and design of our websites and for monitoring, auditing, research and reporting.

Most browsers allow you to switch off the cookie function. If you want to know how to do this, look at the help menu of your browser. However, if you switch off the cookie function, you will not be able to use all the features of the website. Visit or to find out more about cookies, including how to see which cookies have been set.

How does Vejpkollen use your information?

When you fill in any form provided on our website, we will collect the information you give us and we may use it to communicate with you or to interact with you digitally. We process your personal data with your consent, due to legal obligations or in our legitimate interests.

We at Mathisson Media/Vejpkollen keep in touch with our supporters. We use your data to help us determine what content or services may be of interest to you. We may use your personal data to deliver information to you. This may include a market survey of your opinions, and may also involve using your personal information in the design of our marketing and social media campaigns.

In this case, we also use your personal data for administrative purposes so that we have a record of your relationship with us.

What is the legal basis for processing your personal data?

By subscribing to our newsletter, you give us your consent to process your personal data. You can withdraw your consent at any time by contacting us. By withdrawing your consent, your name will be removed from our list.

How is the data stored?

Your personal data will be treated confidentially. The development team can access data, which is protected by password access. We use standard security measures to protect your information and take appropriate steps to prevent personal data from being accidentally lost, used, accessed in an unauthorised manner, altered or disclosed. Our web server is password protected to protect against external threats. We limit access to your personal data but cannot guarantee or warrant that security measures will prevent data breaches, and we have procedures in place to deal with suspected data breaches. We will notify you and the relevant supervisory authority of any data breaches as required by law.

Data storage

We will only retain your personal data for as long as necessary to fulfil the purposes for which we collected it, including to meet any legal, accounting or reporting requirements. We review what we have annually and always consider whether we still need the personal data, taking into account whether it is sensitive, at risk of damage from unauthorised use or disclosure, and the purposes of the processing.

In certain circumstances we may anonymise your personal data for research or statistical purposes, in which case we may use this information indefinitely without further notice to you as we would no longer identify you in the processing.


We will only collect your personal data if you have registered to follow Vejpkollen in some way. We will only use your personal data, which you have provided to us, if you have expressly authorised us to contact you. You can give authorisation when you register via our website or when you take action using our pages on digital platforms such as Facebook, Twitter or other digital platforms.

Your rights in relation to personal data

Under the GDPR, you have the right to access and control your personal data. You can contact us at any time to find out what information we hold about you and how we use it. You can ask us to correct or delete your data at any time.

Opting out

If you wish to opt out, you can do so at any time by emailing us ( with the subject line "Opt out". To change your setting on external services, see the links below and refer to their privacy notices.

To opt out of Twitter communications, visit the Digital Advertising Alliance's consumer choice tool at to opt out of interest-based advertising from Twitter in your current browser.

To opt out or manage your Facebook ads, visit:

Our website may contain links to other websites that are beyond our control and are not covered by this privacy policy. If you visit other sites using the links provided, the operators of those sites may collect information from you that will be used by them in accordance with their privacy policies, which may differ from ours.

Changes to the Vejpkollen Privacy Policy

This privacy policy is reviewed and updated from time to time. Please check this page periodically to see the latest version. We welcome your questions about privacy. Please contact us at any time via