PRIVACY POLICY FOR
SWEDEN MEETX AB

Sweden Meetx AB (“Meetx”) with registration number 556265-4011 and the Organiser are jointly responsible for the processing of your personal data. For us, it goes without saying that we safeguard your privacy and protect your personal data in accordance with applicable legislation and industry rules.

Sweden Meetx and the Organiser jointly determine the purposes and means of the processing of your personal data. You can always contact either of these parties to exercise your rights. Meetx and the Organiser have agreed on their respective roles and relationships towards you as a data subject. Who the Organiser is will be stated when you make your booking and in our communication about the event. In relation to the Organiser, Meetx has undertaken to take the primary responsibility for ensuring that your rights under applicable data protection legislation (GDPR) are complied with in connection with the administration of the event. The Organiser may also have an independent responsibility (as controller) for how they otherwise process your personal data and is then responsible for informing you separately about this. When personal data is processed, Meetx is responsible for ensuring that appropriate technical security measures are implemented. If you would like to know more or receive further details about the essential content of the arrangement between the Organiser and Meetx, you are welcome to contact us.

In this privacy policy you will find information about how we process your personal data in different situations. We want to be clear about how we process your personal data; therefore, our privacy policy contains a lot of information. Do not hesitate to contact us if you have any questions or want to exercise your rights. You will find our contact details below. Feel free to use our summary at the beginning of the text and the table of contents below to click your way to the section you are interested in and that is relevant to you.

Summary – why do we process your personal data?

You have the following rights: the right to withdraw your consent, the right of access, the right to object, the right to erasure, the right to rectification, the right to restrict processing, the right to data portability and the right to lodge a complaint with the Swedish Authority for Privacy Protection.

When we write “your organisation” in this privacy policy, we mean the company or other organisation that you represent when you are in contact with us. “Professional role” refers to all visitors to industry/trade events, industry/trade visitors to events, conferences, congresses, as well as elected representatives.

Table of contents

  • How can you contact us?
  • Do you have to provide your personal data to us?
  • ​Where do we get your personal data from?
  • Detailed description of the personal data processing
  • Balancing of interests
  • Who gets access to your personal data?
  • Do we share your personal data outside the EU/EEA?
  • What rights do you have to influence how we process your personal data

How can you contact us?

If you have questions about how we process your personal data or if you want to exercise any of your rights described below, you are welcome to contact us. Our contact details are:

Do you have to provide your personal data to us?

In order for you to visit us, make purchases, bookings, registrations and participate in events, you need to provide certain personal data to us. Which data is mandatory is stated in the registration form when you make your booking, registration or purchase. If you do not fill in the required information, you will not be able to complete the booking, registration or purchase etc.

By law, we must collect certain data about you, e.g. when you participate in our events and when you unsubscribe from our marketing mailings. You can read more about when this is relevant in the tables below.

Where do we get your personal data from?

We receive your personal data from you, e.g. when you register or when you contact us. In the following cases, we also obtain your personal data from others:

  • If someone else, for example, registers you for an event, we receive your personal data from the person who provides it to us, e.g. your employer.
  • If you (e.g. Exhibitor Service Online) use our website or our digital services (e.g. Exhibitor Service Online), your personal data is collected from your device (for example mobile phone, computer or tablet) when you use our website/digital services.
  • We may also purchase your personal data from public sources in order to market ourselves to you in your professional role.

Detailed description of the personal data processing

Do you want to know more about how we process your personal data? Below you can read more about:

  • Why we process your personal data
  • Which personal data we process about you
  • Which legal basis under applicable data protection laws and rules (“GDPR”) we rely on in order to process your personal data
  • How long we process your personal data
  • Whether you must provide the personal data to us

Purchases, bookings, registrations and visits

To manage purchases, bookings, registrations and your participation

If you make a purchase, a registration/booking or visit us
Purpose:

  • Manage your purchase, your booking or registration for an event and manage your participation, e.g. give you access to the event you will attend and complete payment.
  • Communicate relevant information to you. The information you receive depends on what you do with us; it may, for example, be sending a booking confirmation, sending a seminar card and informing you about updated terms, an updated privacy policy, as well as providing you with similar important information.
Personal data:

  • Information from the registration/booking/purchase, e.g. your first and last name and contact details
  • Payment information
  • If someone else books your participation, that person will register these personal data about you.
Retention period:

Personal data is stored while you complete the purchase and thereafter for the purposes stated in the tables below, e.g. for bookkeeping reasons.

Information about your payment will be stored longer in order for us to comply with bookkeeping legislation. Read more about this below.

If you have chosen to interact with exhibitors or other parties at an event you participate in, they may thereafter process your personal data as independent controllers.
Legal basis:

  • If you participate as a private individual and register yourself, the processing is necessary to perform our contract with you (Article 6(1)(b) of the GDPR). If someone else registers you, we process your personal data on the basis of our legitimate interest in being able to administer our contract with the person who registered you (a so-called balancing of interests under Article 6(1)(f) of the GDPR).
  • If you visit us in your professional role and your organisation has made the registration, the processing is necessary on the basis of our legitimate interest in being able to process information about you in order to carry out your participation and communicate with you as a contact person for your organisation (a so-called balancing of interests under Article 6(1)(f) of the GDPR).
To provide you with a good experience with us

If you are going to participate in an event
Purpose:

  • To accommodate any dietary preferences or other requests that you state in your booking/registration.
Personal data:

  • Information from the booking/registration
  • Other information you provide to us, e.g. messages you leave ahead of your participation or requests you communicate to us, which may include information about allergies, health conditions or similar if you choose to provide it.
 Retention period:
Provided personal data is regularly deleted.
Legal basis:

  • If you visit us as a private individual or communicate your personal requests to us, the processing is necessary for us to accommodate your requests, i.e. to perform our contract with you (Article 6(1)(b) of the GDPR).
  • If your employer or someone else manages your booking/registration, we process your personal data on the basis of our legitimate interest in being able to administer our contract with the person we are communicating with (a so-called balancing of interests under Article 6(1)(f) of the GDPR).
  • If you send sensitive personal data in messages to us, e.g. information about allergies, health conditions or similar, we process this personal data based on your consent (Article 6(1)(a) and Article 9(2)(a) of the GDPR).

 

To comply with bookkeeping legislation

If you appear in financial documentation
Purpose: Comply with bookkeeping legislation
Personal data:

  • Your name, contact details and any other data that appears in bookkeeping material (e.g. agreements, vouchers)
  • Payment history, transactions and other material that constitutes bookkeeping material
 Retention period:
We store personal data in bookkeeping material up to and including the seventh year after the end of the calendar year in which the financial year ended
Legal basis:
The processing is necessary to comply with the Swedish Bookkeeping Act, i.e. to fulfil a legal obligation (Article 6(1)(c) of the GDPR). Please avoid including personal data unnecessarily on invoices and other bookkeeping material. In cases where your data needs to be included in certain documentation, you need to provide the personal data to us so that we can comply with our legal obligations or safeguard our or your organisation’s interests.

 

To publish image and audio material from our events (marketing)

If you visit an event
Purpose:

  • Take photographs and film during our events, which means that you may appear in photos and film or be heard in audio recordings during your visit, e.g. in photos that depict people in a general overview or mingle photos. However, we never take photos with a focus on you as an individual unless you have given your consent.
  • After consent, use image and audio material to inform about our operations on the website, in printed products and on social media
Personal data:
Photos, films and audio recordings where you as a participant may appear. 		Retention period:
The material is deleted if you request to be removed, withdraw your consent or otherwise object to the processing. If you have consented to a photo, video or audio recording, such material is used for a maximum of five years.
Legal basis:

  • The use of overview photos is necessary on the basis of our legitimate interest in being able to inform about our operations and market our business (a so-called balancing of interests under Article 6(1)(f) of the GDPR). Do not hesitate to contact us if you want us to remove image or audio material where you appear
  • Photos focusing on you or video and audio recordings are processed on the basis of your consent (Article 6(1)(a) of the GDPR). In other contexts, we may also choose to obtain your consent under the GDPR when we assess that it is appropriate depending on the context
  • We always provide information about our photo, film and audio recording and obtain consent under the Swedish Act on Name and Image in Advertising

 

Marketing and surveys

To send offers and other marketing to you if you have consented

If you have consented in connection with your registration for an event or elsewhere
Purpose:

  • Send newsletters and tailored marketing about interesting offers related to events you participate in, information about similar events, and other content that we assess is of interest to you
  • Send evaluations after your purchase, booking/registration or visit in order to improve our service and our offering. If you participate in a survey, we process your responses as described below. In cases where surveys are conducted on-site, no personal data is requested

We analyse how you open and use our newsletters as described below.

Personal data:

  • Your name
  • Contact details
  • Information about which event you registered for
 Retention period:
You will receive our mailings until the next similar event. This means you receive mailings for two to four years after the event, depending on when the next similar event is held. After that, you will receive an email with the opportunity to consent to continued mailings.

You can unsubscribe from our mailings at any time or object to the marketing; in that case, we store your personal data as described in the table below.

Legal basis:
We process your personal data on the basis of your consent (Article 6(1)(a) of the GDPR).

 

To market to you in your professional role

If we obtain your contact details from publicly available sources
Purpose:

  • Contact you by email and phone to inform you about our events that are assessed to be relevant to you based on your professional role, e.g. because your company belongs to a relevant category for our events or to invite you to relevant seminars based on your professional role
  • Send evaluations after your booking/registration or visit in order to improve our service and our offering. If you participate in a survey, we process your responses as described below. In cases where surveys are conducted on-site, no personal data is requested

We analyse how you open and use our newsletters as described below.

Personal data:

  • Your name
  • Email address and phone number
  • Information about your professional role or position that we have collected from external and publicly available sources or from a third party
  • If you visit us in your professional role, we also process information about your industry affiliation, your interests, your title, as well as information you or your organisation provide
 Retention period:
For four years.
You can unsubscribe from our mailings at any time or object to the marketing; in that case, we store your personal data as described in the table below.
Legal basis:
The processing is necessary on the basis of our legitimate interest in being able to market to you as a recipient we assess is relevant for our message, as well as to send email surveys to you so that you can provide us with feedback about your experience with us (a so-called balancing of interests under Article 6(1)(f) of the GDPR).

 

To develop and improve our newsletters

If you receive our newsletters
Purpose:
Develop and improve our newsletters. We do this by using Lime/BizWizard, which analyses and compiles analytics on how recipients open and read our newsletters.

The purpose is never to see how you as an individual have acted, but to obtain decision support on an overall level.

Personal data:

  • Email address
  • IP address
  • Information about how you open our newsletters and what you click on
 Retention period:
We analyse newsletters we send to you as long as you continue to receive them.
Legal basis:
The processing is necessary on the basis of our legitimate interest in developing and improving our newsletters and our marketing (a so-called balancing of interests under Article 6(1)(f) of the GDPR).

 

To comply with the rules of the Swedish Marketing Act

If you have unsubscribed from marketing
Purpose:
We store your email address and phone number in an “unsubscribe register” to ensure that we do not market to you. This is not personal data that we actively process. In other words, we do not look at your data or use it for anything other than ensuring that you do not receive marketing from us.
Personal data:

  • Email address and/or phone number
  • Information that you no longer want our mailings
  • Time of unsubscription
 Retention period:
Your email address will remain in our “unsubscribe register” until you ask us to remove your email address from it.
Legal basis:
The processing is necessary to fulfil our obligation under the Swedish Marketing Act to ensure that you do not receive mailings you have asked not to receive, i.e. to fulfil a legal obligation (Article 6(1)(c) of the GDPR). You need to provide the personal data to us; otherwise we cannot ensure that you stop receiving mailings from us.

 

To improve our service and our offering

If you participate in one of our surveys
Purpose:
We process personal data to collect and analyse the responses provided in surveys so that we can improve our service and our offering.
Personal data:
Information you provide in connection with the survey. The information we store is anonymised. 		Retention period:
We always strive to anonymise your responses to avoid being able to see how you specifically answered or understand which responses come from you.
Legal basis:
The processing is justified on the basis of our legitimate interest in being able to analyse and store the responses you provide in surveys (a so-called balancing of interests under Article 6(1)(f) of the GDPR).

 

Website and digital services

So that you can use our website and our digital services

If you use our website or digital services
Purpose:

  • Provide you with the best possible service by using our website and digital services, e.g. so that you can register for events, remember your choices and settings, and so that we can livestream seminars. For these to work, we need to handle your personal data on the website and in our digital tools.
  • Maintain security, e.g. manage your password and identify you quickly and easily by scanning the barcode on your visitor badge, which contains your personal data.
  • If you scan your visitor badge, or if you have chosen to post information about yourself on the digital platforms we provide, your personal data is shared with exhibitors, sponsors, trade organisations, speakers or other parties participating in the event. You decide whether you want to allow someone to scan your visitor badge or post information about yourself and thereby provide information to third parties.

When you use the website, other personal data is also processed if you consent in our cookie banner. Read more about that here.
Personal data:

  • Your name
  • Information about your device, e.g. type of device such as mobile phone, computer or tablet
  • Your password and username in our services
  • Information you enter when using the website and our digital services
  • Information about your choices and settings
 Retention period:
Personal data collected via cookies for the website/digital service functionality is no longer used after 6 months.

If you have chosen to interact with exhibitors or other parties during the event, they may thereafter process your personal data as independent controllers, e.g. if you have chosen to have your badge scanned by exhibitors.

Legal basis:
The processing is necessary to perform our contract with you, i.e. so that we can provide a well-functioning website/digital service and so that you can use all functions/services we offer (Article 6(1)(b) of the GDPR).

 

Communication with you and case handling

To communicate with you and manage matters, e.g. if you complain or we otherwise have a discussion

If you contact us or we otherwise have discussions
Purpose:

  • Communicate with you and answer your questions if you contact us, regardless of whether you contact us via email or social media. If you contact us via social media, we recommend that you also read the GDPR information provided by the social media platform you use
  • If, against all odds, we should have discussions, legal matters or claims where you are involved, we also need to process your personal data to manage the matter, e.g. answer your questions and handle any complaints or legal claims
Personal data:

  • Your name
  • Contact details, e.g. your email address and/or phone number
  • Information relevant to the matter, e.g. information about booking/registration and stay
  • Your role and information about the company you represent
  • If you communicate with us on social media, we also process information from your profile
  • Other information you provide in connection with our contact
 Retention period:
We regularly delete communications with you as a customer, or where you represent an organisation that is a customer, supplier or potential customer. Personal data processed to answer your questions and manage the relevant matter is processed for as long as required to answer the question and handle the matter.

You can delete comments and communications on social media yourself whenever you want. We will delete posts and comments that violate the platform’s rules or the law.

Legal basis:

  • The processing is necessary on the basis of our legitimate interest in being able to communicate with you and answer your questions, as well as handle complaints and defend ourselves against or initiate any legal claim (a so-called balancing of interests under Article 6(1)(f) of the GDPR).
  • By law, we must in certain cases process your personal data, for example if you exercise any of your rights under the GDPR and under consumer legislation. Certain personal data processing is therefore necessary to fulfil a legal obligation (Article 6(1)(c) of the GDPR). You may need to provide us with certain personal data so that we can fulfil our legal obligations.

 

Balancing of interests

For certain purposes, we process your personal data on the basis of a balancing of interests as the legal basis for the processing. In the balancing of interests, we have assessed that our legitimate interest in carrying out the processing outweighs your interest and your fundamental rights not to have your personal data processed. What our legitimate interest is appears in the tables above. Contact us if you want detailed information about the balancing of interests we have carried out.

Who gets access to your personal data?

As a rule, your personal data is processed only by us at Meetx. However, we cooperate with other companies and organisations that may have access to your personal data if this is necessary in order to fulfil our commitments to you as a visitor.

We share your personal data with IT suppliers who only process personal data on our behalf to assist us technically, for example the system we use to manage bookings/registrations and to scan tickets. We enter into agreements to regulate how these IT suppliers may process your personal data on our instructions.

In addition, we share your personal data as follows:

  • If Meetx has been tasked with managing your booking of accommodation and food, we will share your personal data with the specific hotel, facility and the restaurant(s) you will visit during the event. If required, we will also share your data with travel suppliers, fair suppliers, communications agencies, printing houses or other parties involved in planning the event. However, each of these parties only has access to your personal data to the extent necessary to fulfil their obligations in relation to us or for us to be able to make bookings for you.
  • If you participate in an event that we at Meetx organise together with Svenska Mässan Gothia Towers AB, your personal data is shared with Svenska Mässan Gothia Towers AB so that we can organise and market the event. Svenska Mässan Gothia Towers AB is, like Meetx, part of Svenska Mässan Stiftelse, and when we organise events we act together as joint controllers for the processing of your personal data. If you have any questions about our processing of personal data or want to exercise your rights, you are always welcome to contact us.
  • If you participate in an event organised by Meetx and another party, the personal data may be handled by that party, which in such cases also processes your personal data to carry out the event. This is stated in the registration for the respective event. For this type of event, we are joint controllers for the processing of your personal data. If you have any questions about our processing of personal data or want to exercise your rights, you are always welcome to contact us.
  • If you pay by invoice, we share your personal data with the external party we use to manage invoice payments.
  • If you participate in one of our events, we share your contact details with an external survey company that conducts the surveys under our instructions. The sharing is done so that you can provide feedback about your experience.
  • If you have provided your consent, we share your personal data with the Organiser that co-organises the event so that our partner can send you interesting offers and marketing, which will then be stated at the time of registration.
  • If you appear in photos/films or are heard in audio recordings from an event, the photos, films and audio recordings are shared with the Organiser, exhibitors and partners if you have consented to this. Overview photos may be shared with exhibitors and partners without your consent, and may also be published on the website, in printed products and on social media.
  • If you use a discount code for an event registration that you have received from an exhibitor or a partner, we will share your contact details, such as your postal address, email address and mobile number, with the exhibitor or partner from whom you received the discount code. The sharing is done so that we can settle compensation with the exhibitor/partner.
  • If you receive our emails, your personal data is processed by Lime/BizWizard. We use Lime/BizWizard to be able to send newsletters to you in a secure and efficient way. Lime/BizWizard acts as our processor, which means they only process your personal data according to our instructions and on our behalf.

Do we share your personal data outside the EU/EEA?

As a main rule, Meetx processes your personal data within the EU/EEA, but in some cases we may use suppliers outside the EU/EEA. When we transfer personal data outside the EU/EEA, this is done only if we have a legal basis for the transfer under the GDPR.

  • When your personal data is transferred outside the EU/EEA to the United States, this is done on the basis of so-called adequacy decisions from the European Commission pursuant to Article 45 of the GDPR. This means that the EU has assessed that a certain country has an adequate level of protection for your personal data. As a result, the EU and the US have entered into an arrangement called the EU–US Data Privacy Framework.
  • For recipients that are not certified under the EU–US Data Privacy Framework, we may transfer your personal data outside the EU/EEA on the basis of standard contractual clauses adopted by the European Commission. We may also transfer your personal data to a country that the European Commission has assessed as having an adequate level of protection for the processing of personal data.

We have minimised the information that external parties have access to and have taken several measures to reduce the risks of your personal data being transferred outside the EU/EEA – all to make it as difficult as possible for someone outside the EU/EEA to understand which personal data is involved.
If you want detailed information about transfers outside the EU/EEA, you can contact us.

What rights do you have to influence how we process your personal data?

In accordance with the GDPR, you have certain rights – see more information below. If you have any questions about the rights or want to exercise any of your rights, you are welcome to contact us at the contact details above. At the Swedish Authority for Privacy Protection, you can also find more detailed information about when your rights apply and which exceptions exist.

  • Right to lodge a complaint – Article 77 of the GDPR: You have the right to lodge a complaint with a competent supervisory authority if you consider that the processing of your personal data violates the GDPR. In Sweden, the competent supervisory authority is the Swedish Authority for Privacy Protection.
  • Right to withdraw consent – Article 7(3) of the GDPR: You have the right to withdraw your consent at any time by contacting us.
  • Right of access (“right of access to personal data”) – Article 15 of the GDPR: You have the right to obtain confirmation as to whether or not we process your personal data. You can submit a request by contacting us. If we process your personal data, you also have the right to receive a copy of the personal data we process and information about the processing, e.g. the purposes of the processing and how long the data is stored.
  • Right to object – Article 21 of the GDPR: You have the right to object at any time to the processing of your personal data for direct marketing (including any profiling) and to processing of your personal data based on a balancing of interests (including any profiling).
  • Right to rectification – Article 16 of the GDPR: You have the right to have inaccurate personal data concerning you rectified without undue delay. You also have the right to have incomplete personal data completed.
  • Right to erasure (“right to be forgotten”) – Article 17 of the GDPR: Under certain conditions, you have the right to have your personal data erased by us without undue delay. For example, if you withdraw your consent and there is no other legal basis for the processing, or if the personal data is no longer necessary for the purposes for which it was collected or otherwise processed.
  • Right to restriction of processing – Article 18 of the GDPR: Under certain conditions, you have the right to request that we restrict our processing of your personal data. For example, if you contest the accuracy of the data, or if the processing is unlawful and you oppose the erasure of the personal data and instead request a restriction of the use of the data.
  • Right to data portability – Article 20 of the GDPR: If we process your personal data on the basis of your consent or to perform a contract, you have the right to receive the personal data concerning you. The right applies to data that you have provided to us in a structured, commonly used and machine-readable format. You also have the right to have this personal data transmitted to another controller, where technically feasible.

    • This privacy policy was adopted by Sweden Meetx AB on 2026-01-09. Last revised 2026-01-09

    We also encourage you to read our Web Policy.

    Web Policy