VUPI — Value-Creating Unique Product Identity — respects your privacy. This notice explains how personal data is collected and used when you visit vupi.eu, subscribe to VUPI communications or otherwise contact us.

1. Who is responsible for your data?

VUPI is currently operated by:

Pufin ID A/S
CVR no. 40911332
Fruebjergvej 3
2100 Copenhagen
Denmark

Pufin ID A/S is the data controller responsible for the processing of personal data described in this notice.

For questions about privacy or the use of your personal data in connection with VUPI, please contact:

contact@vupi.eu

2. Information we collect

We aim to collect only the personal data reasonably necessary to operate VUPI and communicate with people interested in its work.

Newsletter and VUPI updates

If you voluntarily subscribe to VUPI communications, we currently collect your email address.

We may in future also ask for limited professional information such as your name, organisation or company. If we do so, this notice will be updated as appropriate.

We use this information to send you VUPI research, publications, perspectives, invitations, news and other relevant updates.

You can unsubscribe at any time using the unsubscribe link in our communications or by contacting contact@vupi.eu.

Our legal basis for sending communications you have requested is your consent, under Article 6(1)(a) of the General Data Protection Regulation (GDPR).

Withdrawing your consent does not affect the lawfulness of processing carried out before its withdrawal.

When you contact us

If you contact VUPI directly, for example by email, we may process your contact details and the information contained in your correspondence in order to respond to you and manage our relationship with you.

Depending on the nature of the communication, this processing is generally based on our legitimate interest in responding to enquiries and conducting VUPI's activities, under GDPR Article 6(1)(f), or where relevant on another applicable legal basis.

Website information

When you visit vupi.eu, certain technical information may be processed as part of the normal operation and security of the website. This can include information such as your IP address, browser and device information, requested pages, timestamps and similar technical information.

VUPI's website is currently built and hosted using Webflow.

Webflow may process information on our behalf in connection with hosting the website and processing website form submissions. Webflow states that, in this context, its customer acts as controller and Webflow processes end-user information on the customer's instructions.

3. Cookies and similar technologies

VUPI may use cookies and similar technologies necessary for the operation, security and functionality of the website.

We may also use optional technologies to understand how visitors engage with VUPI's website and content. These may include services such as HubSpot and Apollo Website Visitors.

Where required by law, these optional technologies will not be activated until you have given your consent.

If used, these technologies may process information such as:

IP address and approximate location;
browser and device information;
pages viewed and interactions with the website;
referral information;
cookie or similar identifiers; and
in some circumstances, information that helps identify an organisation associated with a website visit.

Such information may be used to understand website engagement, improve VUPI's communications and content, measure interest in VUPI's work and better understand the organisations engaging with the website.

You can accept or reject optional technologies through our cookie consent mechanism and can change or withdraw your consent at any time.

Technically necessary cookies and similar technologies may be used without consent where permitted by applicable law.

4. Service providers

We use selected third-party providers to operate our website and communications.

At present, this includes Webflow for website hosting and form functionality.

If additional services such as HubSpot or Apollo are introduced, they may process personal data in accordance with their role and the services we use.

Where a provider processes personal data on our behalf, we require appropriate contractual and data-protection safeguards.

We do not sell your personal data.

5. Transfers outside the EU/EEA

Some of our service providers may process personal data outside the European Union or European Economic Area, including in the United States.

Where personal data is transferred outside the EU/EEA, we rely on an applicable lawful transfer mechanism, such as an adequacy decision, including where applicable the EU-U.S. Data Privacy Framework, or the European Commission's Standard Contractual Clauses and any additional safeguards required by law.

For example, Webflow states that end-user data may be stored in the United States and that it uses the EU-U.S. Data Privacy Framework and contractual safeguards for international transfers.

6. How long we keep your data

We retain personal data only for as long as necessary for the purposes for which it was collected and as required by applicable law.

If you subscribe to VUPI communications, we generally retain your contact information for as long as your subscription remains active.

If you unsubscribe or withdraw your consent, we will stop using your information for those communications. We may retain limited information where necessary to document your consent, withdrawal or opt-out and to ensure that your preferences continue to be respected.

Correspondence and other information may be retained for a reasonable period where necessary for VUPI's administration, documentation or legal obligations.

7. Your rights

Subject to the conditions set out in applicable data-protection law, you may have the right to:

access the personal data we hold about you;
have inaccurate information corrected;
request deletion of your personal data;
request restriction of processing;
receive certain personal data in a portable format;
object to processing based on legitimate interests; and
withdraw consent at any time where processing is based on consent.

You also have the right to object at any time to the use of your personal data for direct marketing.

To exercise your rights, contact contact@vupi.eu.

You may also lodge a complaint with the Danish Data Protection Authority (Datatilsynet) if you believe that your personal data has been processed unlawfully.

8. Security

We take reasonable technical and organisational measures to protect personal data against unauthorised access, loss, alteration, disclosure or other unlawful processing.

9. External websites

The VUPI website may contain links to websites operated by third parties. Their processing of personal data is governed by their own privacy notices, and VUPI is not responsible for their privacy practices.

10. Changes to this notice

We may update this Privacy & Cookie Notice as VUPI develops, including when we introduce new communication, analytics or website technologies.

The current version will always be published on vupi.eu with the date of the latest update.

Privacy enquiries: contact@vupi.eu