Privacy Policy

Last updated: May 2026

This Privacy Policy explains how Ride All Day AB (“PrettyGoodStickers”, “we”, “our”, “us”) collects, uses and processes personal data in connection with the PrettyGoodStickers website and services.

PrettyGoodStickers is committed to protecting personal privacy in accordance with applicable data protection legislation, including the EU General Data Protection Regulation 2016/679 (“GDPR”) and the Swedish Data Protection Act (Dataskyddslagen).

1. Data Controller

The controller responsible for the processing of your personal data is:

Ride All Day AB
Brand: PrettyGoodStickers
Address: Manufakturgatan 23, 417 07 Gothenburg, Sweden
Organization number: 556926-6165
VAT number: SE556926616501
Phone: +46 70 666 87 69
Privacy-related contact: privacy@prettygoodstickers.com
General contact: support@prettygoodstickers.com

PrettyGoodStickers has not appointed a Data Protection Officer (DPO) as it is not required to do so under GDPR Article 37. For all privacy-related inquiries, please contact the above address.

2. Categories of Personal Data

We may collect and process the following categories of personal data:

2.1 Customer and Order Information

Name
Billing and shipping address
Email address
Phone number
Company information where applicable
Order history
Payment-related information (limited — see Section 6)
Customer support communications

2.2 Uploaded Files and Artwork

Artwork, logos, images and other files uploaded in connection with orders
Product customization information
Production-ready print files

2.3 Technical and Usage Information

IP address
Browser and device information
Website usage data
Cookies and analytics data (see Section 9)

Technical and usage data as set out in Section 2.3 is processed on the basis of legitimate interests (GDPR Article 6(1)(f)) for the purposes described in Section 3.3, and, where applicable, on the basis of consent (GDPR Article 6(1)(a)) for non-essential cookies and tracking technologies as described in Section 9.

3. Purpose and Legal Basis of Processing

We process personal data for the following purposes, based on the legal bases indicated below:

3.1 Order Fulfillment and Customer Service

Processing of orders, payment handling, shipping, customer support, complaints, returns and reorders.

Legal basis: performance of a contract (GDPR Article 6(1)(b)).

3.2 Legal and Accounting Obligations

Bookkeeping, tax reporting, and other obligations under Swedish and EU law.

Legal basis: compliance with a legal obligation (GDPR Article 6(1)(c)).

3.3 Business Operations and Service Improvement

Maintaining and improving website functionality, security, fraud prevention and abuse handling.

Legal basis: legitimate interests (GDPR Article 6(1)(f)). The legitimate interests pursued include ensuring the security and integrity of our website and services, preventing fraud and abuse, and improving service quality and user experience. We have assessed that these interests are not overridden by the rights and freedoms of the data subjects concerned, taking into account the limited nature of the data processed and the reasonable expectations of users.

3.4 Marketing Communications

Email newsletters and other marketing communications relating to PrettyGoodStickers products and services.

Legal basis for new customers and for marketing communications unrelated to previously purchased products: consent (GDPR Article 6(1)(a)).

Legal basis for existing customers regarding marketing communications relating to similar products or services: legitimate interests (GDPR Article 6(1)(f)) in accordance with the Swedish Marketing Act (Marknadsföringslagen) and the ePrivacy Directive, provided that the customer has been given a clear opportunity to opt out at the time of data collection and in each subsequent communication.

Marketing communications can be unsubscribed from at any time via the link included in each message, or by contacting privacy@prettygoodstickers.com.

3.5 Use of Customer Artwork in Marketing

Where customers have opted in (at checkout or by separate consent), customer artwork may be used in marketing material such as social media posts and case studies. See Section 4.

Legal basis: consent (GDPR Article 6(1)(a)).

4. Uploaded Files and Artwork

Uploaded artwork and files are stored in connection with customer orders and, where applicable, customer accounts.

Uploaded files may be processed for purposes including:

Production and order fulfillment
Print preparation and technical adjustments
Customer support
Complaints and replacements
Facilitating future reorders

Uploaded files are not made publicly accessible through public galleries, searchable customer libraries or public customer profile systems.

Customer-uploaded artwork is not used by PrettyGoodStickers to train generative artificial intelligence models. Not our own, and not any third party’s.

We do use specialized automated and AI-assisted tools for narrow, non-generative production tasks such as background removal, image sharpening, color correction, file format conversion, print preparation and preview generation. These tools process files to prepare them for printing; they do not learn from them and they do not generate new artwork from them.

We may also use AI-assisted tools internally for tasks unrelated to customer artwork, such as drafting our own marketing copy, generating illustrative imagery for our own marketing campaigns, customer support drafting, and operational efficiency. Customer artwork is never used as input to these tools without separately-given consent.

PrettyGoodStickers does not engage in automated individual decision-making, including profiling, that produces legal effects or similarly significantly affects data subjects within the meaning of GDPR Article 22. Where advertising and remarketing tools provided by third parties (such as Meta and Google) involve profiling for the purpose of delivering targeted advertisements, such processing is carried out on the basis of consent and is subject to the respective platform’s privacy policies.

Customer artwork is not published in advertising, social media, showcase material or other marketing content without separate permission from the customer, as set out in our Terms & Conditions.

If an order is placed without creating a customer account, uploaded files may still be retained for a limited period in connection with the order, support matters and potential reorders.

5. Retention of Personal Data

Personal data and uploaded files are retained only for as long as reasonably necessary for the purposes for which they were collected, or as required by law. Unless a longer retention period is required or permitted by applicable legislation, personal data will in no event be retained for more than five (5) years following the end of the purpose for which it was collected. Upon expiry of the applicable retention period, personal data will be securely deleted or anonymised.

Indicative retention periods include:

Order and customer data: retained for the duration of the customer relationship and for up to five (5) years thereafter to facilitate reorders, support and complaint handling, unless a shorter period is sufficient.
Accounting records: retained for 7 years following the end of the relevant financial year, in accordance with the Swedish Bookkeeping Act (Bokföringslagen).
Uploaded artwork: retained in connection with the order and for up to five (5) years thereafter to support reorders and complaints, unless a shorter period is sufficient.
Marketing data: retained until consent is withdrawn or the customer unsubscribes.
Website analytics and cookie data: retained in accordance with the periods set out in our cookie information.

Certain information may be retained for longer where required by law or where necessary to establish, exercise or defend legal claims.

6. Sharing of Personal Data

We share personal data with third-party providers that support the operation of our business. Such providers process personal data only to the extent necessary to provide their services to PrettyGoodStickers and are bound by appropriate data processing agreements.

Categories of recipients include:

Ecommerce, hosting and cloud storage providers
Payment service providers (such as Stripe and PayPal). Full card details are processed directly by the payment provider and are not stored by PrettyGoodStickers.
Shipping and logistics carriers (such as UPS, PostNord and other carriers)
Analytics providers (such as Google Analytics)
Advertising platforms (such as Meta and Google) for advertising and remarketing, where the customer has provided consent
Customer support and communication systems
Email and marketing service providers
Accountants, auditors and legal advisors where applicable

To the extent that the use of advertising and analytics platforms (such as Meta and Google) constitutes joint controllership within the meaning of GDPR Article 26, PrettyGoodStickers relies on the joint controller arrangements made available by the respective platforms. Further information about these arrangements is available upon request at privacy@prettygoodstickers.com.

Personal data may also be disclosed where required by law, court order or by a competent authority.

PrettyGoodStickers does not sell customer personal data or customer-uploaded artwork.

7. International Transfers

Certain service providers used by PrettyGoodStickers, including payment processors (such as Stripe and PayPal), analytics providers (such as Google Analytics), advertising platforms (such as Meta and Google) and shipping carriers (such as UPS), may process personal data outside the EU/EEA, for example in the United States or the United Kingdom.

Where personal data is transferred outside the EU/EEA, we take steps to ensure appropriate safeguards are in place in accordance with GDPR Chapter V, such as:

Transfers to countries covered by an European Commission adequacy decision
The EU–US Data Privacy Framework, where the recipient is certified
Standard Contractual Clauses (SCCs) adopted by the European Commission, supplemented by additional measures where appropriate

Further information about safeguards in place for specific transfers can be requested by contacting privacy@prettygoodstickers.com.

8. Your Rights

Under applicable data protection legislation, you have the following rights in relation to your personal data:

Right of access to the personal data we hold about you
Right to rectification of inaccurate or incomplete data
Right to erasure (“right to be forgotten”), subject to legal retention obligations
Right to restriction of processing in certain circumstances
Right to object to processing based on legitimate interests, including direct marketing
Right to data portability for data you have provided to us
Right to withdraw consent at any time, where processing is based on consent
Right not to be subject to automated individual decision-making, including profiling, which produces legal effects or similarly significantly affects you (GDPR Article 22)

To exercise any of these rights, please contact privacy@prettygoodstickers.com. We may need to verify your identity before responding. We will respond within one month of receipt of a valid request, in accordance with GDPR Article 12.

Requests may be subject to legal, contractual or statutory retention obligations.

9. Cookies and Similar Technologies

PrettyGoodStickers uses cookies, pixels and similar technologies for purposes including:

Essential website and shopping cart functionality
Remembering user preferences
Analytics and website performance measurement
Security and fraud prevention
Advertising and remarketing on platforms including Meta (Facebook, Instagram) and Google, where the customer has provided consent

Non-essential cookies and tracking technologies are only used with your consent, which is collected through our cookie banner. You can change or withdraw your cookie preferences at any time via the cookie settings on the website or your browser settings.

10. Security

We implement appropriate technical and organizational measures intended to protect personal data against unauthorized access, accidental loss, alteration, disclosure or destruction. Such measures include, but are not limited to, encryption of data in transit (TLS/SSL) and at rest, access controls and role-based permissions, regular security assessments and vulnerability testing, and staff training on data protection and information security.

In the event of a personal data breach likely to result in a risk to the rights and freedoms of data subjects, we will notify the Swedish Authority for Privacy Protection (Integritetsskyddsmyndigheten, IMY) without undue delay and, where feasible, within 72 hours of becoming aware of the breach, in accordance with GDPR Article 33. Affected data subjects will be notified where required under GDPR Article 34.

No internet-based service or storage system can be guaranteed to be completely secure.

11. Children’s Data

PrettyGoodStickers products and services are not directed at children under the age of 16. We do not knowingly collect personal data from children. If we become aware that personal data has been collected from a child without appropriate parental consent, we will take reasonable steps to delete such data without undue delay.

If you believe that we may have collected personal data from a child, please contact privacy@prettygoodstickers.com.

12. Complaints

If you believe that our processing of your personal data does not comply with applicable data protection legislation, we encourage you to contact us first at privacy@prettygoodstickers.com so that we can address your concern.

You also have the right to submit a complaint to the Swedish Authority for Privacy Protection (Integritetsskyddsmyndigheten, IMY) at www.imy.se, or to another competent supervisory authority within the EU/EEA, in particular in the Member State of your habitual residence, place of work or place of the alleged infringement.

13. Changes to This Privacy Policy

This Privacy Policy may be updated from time to time. Updated versions take effect upon publication on the PrettyGoodStickers website. Where changes are material, we will provide additional notice as appropriate.

14. Contact

Questions regarding this Privacy Policy or our processing of personal data may be submitted to:

Privacy contact: privacy@prettygoodstickers.com
General contact: support@prettygoodstickers.com
Phone: +46 70 666 87 69
Postal: Ride All Day AB, Manufakturgatan 23, 417 07 Gothenburg, Sweden