1. Name and contact details of the data processor responsible, the data protection officer and the location of the server

The controller in accordance with Article 4 (7) of the EU General Data Protection Regulation (GDPR) is

BERNINA International AG
Seestrasse 161
8266 Steckborn
Switzerland

Email: [email protected]
Telephone: +41 (0) 52 762 11 11 (see our legal notice)
 
You can contact our Data Protection Officer Mr. Denkinger by email at [email protected] or at the above postal address, addressing any correspondence to „the Data Protection Officer“.
 
Furthermore, you can also contact the appropriate market organization if you wish to discuss the processing of your data: [email protected]
 
At BERNINA, the personal data is saved at on servers in the EU.

2. Collection and storage of personal data; type and purpose of its use

When you visit the website 

When you visit our website, information is automatically transmitted to us by the browser used on your device. When you visit our website, the following data is collected without your intervention and temporarily stored in a so-called log file:

• IP Address
• Date and time of the request
• Time zone difference to Greenwich Mean Time (GMT)
• Contents of the request (specific page)
• Access status/HTTP status code
• the amount of data transferred
• the website from which the request was received
• Browser used
• Language and version of the browser software
• Operating system and its interface

The specified data will be processed by us for the following purposes:
 

• Ensuring a smooth connection to the website
• Ensuring a comfortable use of our website
• To evaluate the system security and stability
• For determining the correct country site
• Other administrative purposes 

The legal basis for data processing may be Art. 6 para. 1 sentence 1 lit. a (if and insofar as you have given your consent to the processing of your personal data), lit. b (purchase, conclusion of contract), lit. c (in the event that there is a legal obligation for disclosure) and lit. f GDPR (technical administration, IT security), whereby our legitimate interest lies in the aforementioned purposes for data collection.

Your data will be deleted as soon as it is no longer required and provided there are no statutory retention obligations to the contrary.
 
We also use cookies, analysis services and social media bookmarks / plug-ins when you visit our website. Further information on cookies and analytical services can be found under sections 4 and 5 of this privacy policy and information about social media bookmarks/plug-ins can be found under section 6. Sections 7 and 8 provide information about the integration of YouTube Videos and Google Maps.

Please note: BERNINA's websites are aimed at users all over the world. If you use the browser to view content that is not aimed at European customers, it is no longer subject to the provisions of the EU General Data Protection Regulation. This applies in particular to the content on www.bernina.com, www.bernette.com and the WeAllSew blog of our US branch.

When using a contact form or contacting us via email
Applies to all websites mentioned

When using our online contact form, certain personal data is collected, the scope of which can be seen from the respective input mask. This data is stored and used exclusively for the purpose of responding to your request or for contacting you and the associated technical administration. If necessary due to your request, the data may also be transmitted to companies affiliated with BERNINA or to independent market organizations and specialist dealers and processed by them.

The processing of data for the purpose of contacting us is made according to Article 6 para. 1 clause 1 lit. a GDPR on the basis of your voluntarily provided consent. If you contact us by e-mail, the data processing is based on our legitimate interest in accordance with Art. 6 para. 1 sentence 1 lit. f GDPR. If your contact is aimed at the conclusion of a contract, the legal basis for the processing is Art. 6 para. 1 lit. b GDPR. Your data will be automatically deleted or anonymized in our ticket system after final processing of your request .

If you contact us by e-mail or forward your request to companies affiliated with BERNINA or to independent market organizations and specialist dealers, your data cannot be automatically deleted after your request has been processed. BERNINA employees are instructed to delete such e-mails manually after final processing. For companies affiliated with BERNINA and with independent market organizations and specialist dealers, there are contracts for commissioned data processing, from which corresponding obligations to delete personal data are derived. A request is deemed to have been conclusively processed when it can be inferred from the circumstances that the matter in question has been conclusively clarified and provided that there are no statutory retention obligations to the contrary.

When downloading free downloads from www.bernina.com

On our website, we provide you with the option of free downloads (e.g. for test versions of embroidery software or upgrades of already purchased software). Before you can start downloading, you are required to complete a form, including providing your name, your email address, your post/zip code and your location. With your consent, we store and share this data with the respective sales organization or dealer in your area. The purpose of the processing is to create a statistical record of the downloads carried out as well as promotions and advertising on the part of BERNIINA, the respective sales organization or a dealer in your area. The legal basis for this is Art. 6 para. 1 clause 1 lit. a of the GDPR.
 
In addition, if you have consented to the use of your data for the purposes of sending newsletters, we will process the data for direct marketing and online marketing purposes and combine it in a customer profile with other information that BERNINA has saved about you. The legal basis for this is Art. 6 para. 1 clause 1 lit. a of the GDPR.

When registering for our newsletter
Applies to all websites mentioned

You can sign up for our newsletter to receive information about the latest trends in sewing, quilting, and embroidery as well as attractive offers from BERNINA.

When registering for our newsletter, we use the double opt-in procedure. This means that we send an email to the specified email address in which we ask you to confirm that you wish to receive the newsletter. If you do not confirm your registration, your information will be automatically deleted.

In addition to your email address, we store the IP addresses you use and the times of registration and confirmation. The purpose of the procedure is to verify your registration and, if necessary, to investigate any possible misuse of your personal data.

In addition to your email address, on some forms, your name and/or your zip code are mandatory information for sending the newsletter. We want to send our users high-quality newsletters that are customized to their needs. In order to address you personally in the newsletter, and to tailor the newsletter to your needs, we also require your name, and in some cases your zip code, when you subscribe to the newsletter. You are neither legally nor contractually obligated to provide information. However, the use of our newsletter service is only possible if the aforementioned mandatory information is provided.

If you sign up for the BERNINA newsletter, the data you enter when registering (name, email address, interests, zip code, and additional information where appropriate) will be stored for the purpose of direct and online marketing (including the provision of personalized content within newsletters but also on websites) and, if necessary, linked to other data that BERNINA has stored about you.

Please note that we use our newsletter to evaluate your user behavior. This may be done using an algorithm or manually. If you click on a link in a newsletter, you will be directed to one of our websites via a Salesforce Marketing Cloud server. Salesforce Marketing Cloud evaluates various parameters, e.g. when you click which links in the newsletter and which of our pages you visit. To evaluate user behavior, we link the data generated in this way with other user data, in particular data collected via a Salesforce Marketing Cloud cookie (for more information, see Section 5 "Salesforce.com, Inc." of this privacy policy below). We use the aforementioned data to create a user profile in order to tailor our digital offers such as newsletters or websites to your individual interests. Furthermore, personalized advertising measures can be carried out in social media channels as well as on other websites. 

The Salesforce Marketing Cloud is also used to identify new target groups that are similar to our existing users. For this purpose, we use the methods «Lookalike Audiences» from Meta and «Audience Expansion» and «Lookalike Audiences» from Google.

For sending newsletters and the subsequent evaluation of your user behavior, we use solutions from the external service provider Salesforce.com, Inc., Salesforce Tower, 415 Mission Street, 3rd Floor, San Francisco, CA 94105, USA. This may result in Salesforce.com, Inc. having access to your personal data. The collected data is stored on Salesforce.com, Inc. servers.

In addition to the aforementioned user analysis through services of the Salesforce Marketing Cloud, services of the provider Email on Acid, 5500 Greenwood Plaza Blvd, Suite 220, Greenwood Village, CO 80111, USA, a company of Sinch Sweden AB, Lindhagensgatan 74, 112 18 Stockholm, Sweden, are also used in some cases. We also use services of the provider Email on Acid to test the display of newsletters on different email platforms and on different mobile devices. In isolated cases, this can result in the transmission of personal data to Email on Acid. Your data will be processed by Email on Acid exclusively on behalf of and in accordance with the instructions of BERNINA in compliance with this Privacy Policy and the applicable laws. The legal basis for the aforementioned data processing is Art. 6 para. 1 sentence 1 lit. a GDPR

For the sending of newsletters and the subsequent evaluation of your user behavior, we also use a solution from the external service provider MailChimp, The Rocket Science Group, 675 Ponce de Leon Ave NE, Suite 5000, Atlanta, GA 30308, USA. This may result in MailChimp having access to your personal data.

The legal basis for the aforementioned data processing is Art. 6 para. 1 clause 1 a) of the GDPR or, insofar as consent has not been granted in individual cases, Art. 6 para. 1 clause 1 f) of the GDPR.

You can revoke your consent to receiving the newsletter and unsubscribe from the newsletter at any time. You can declare that you revoke your consent by clicking on the link provided in each newsletter email, by sending an email to [email protected] or by sending a message to the contact details given in the imprint. This applies equally to an objection against commercial use in the event that you have not given consent to the sending of newsletters.

The data collected in relation to this will be stored until the consent is revoked.

When creating a BERNINA account
Applies to bernina.com, blog.bernina.com and inspiration.bernina.com

In order to use services such as the BERNINA customer portal, you must register by entering your e-mail address and a password of your choice. The username (= email address) and the encrypted password are stored in the Azure cloud service provided by the Microsoft Corporation, One Microsoft Way Redmond, WA 98052-6399, USA, on servers in the EU. For this registration, we use what is known as an «invitation code», which means your registration is not complete until you confirm the registration using a code sent to you by email. 
 
We send this email using the Mailjet program. Mailjet is operated by Mailgun Technologies, Inc., 112 E Pecan St #1135, San Antonio, TX 78205, USA - a company of Sinch Sweden AB, Lindhagensgatan 74, 112 18 Stockholm, Sweden - with which we have concluded an appropriate data processing agreement. Mailjet's data centers are located exclusively in the EU. Your data will be processed by Mailjet exclusively on behalf of and in accordance with the instructions of BERNINA in compliance with these data protection provisions and the applicable laws. Through certification according to ISO 27001 (https://https://www.mailjet.com/resources/learn/gdpr/mailjet-first-esp-iso-27001-and-gdpr-certified/), Mailjet guarantees as a GDPR-compliant email service provider that the data protection requirements of the EU are complied with. In addition, Mailjet provides further information regarding data protection at https://www.mailjet.com/security-privacy/.

Alternatively, you can log in using a federated login via your Google, Apple or Facebook account. By registering with Google, Apple or Facebook, data is exchanged with these providers. For registration, we only receive the information that is absolutely necessary for this purpose from the service providers:

Facebook
When you register with Facebook, only the technically necessary personal data is transmitted to us from your Facebook account. This data is used exclusively for the purpose of registration and use of our website. Your personal data is processed on the basis of your consent in accordance with Art. 6 para. 1 lit. a GDPR. You can withdraw your consent at any time.

Google
When you sign in with Google, only the technically necessary personal data is transmitted to us from your Google account. This data is used exclusively for the purpose of registration and use of our website. Your personal data is processed on the basis of your consent in accordance with Art. 6 para. 1 lit. a GDPR. You can withdraw your consent at any time.

Apple
When you sign in with Apple, only the technically necessary personal data is transmitted to us from your Apple account. This data is used exclusively for the purpose of registration and use of our website. Your personal data is processed on the basis of your consent in accordance with Art. 6 para. 1 lit. a GDPR. You can withdraw your consent at any time.

When using our customer portal and product registration at www.bernina.com

If you wish to use our customer portal, you must register, see section 2, "When creating a BERNINA account". 

In our customer portal, you can view, change, and add to the personal information that we have on record for you at any time. We use this information for customer data management and, if necessary, to process any warranty claims as well as to personalize direct and online marketing. Additionally, you can register your BERNINA products, upload your own products with an image, sign up for the BERNINA newsletter, and identify topics that you are particularly interested in. Further information on data protection when using the newsletter service can be found above at "When registering for our newsletter" in this privacy policy. 
 
When you register a product, we store the data you provide: serial number, date of purchase, selected dealer and the product. If you also complete the optional questionnaire as part of product registration, we will also store this information and link it to your product registration, see also section 2 below, When participating in online surveys. We use this data for the purpose of customer data management and, if necessary, to provide any services resulting from product registration (depending on the country) and for personalized direct and online marketing. 

Upload your own machines
If you upload your own product  via the BERNINA customer portal, we store the data you provide (name of the product and image / photograph) and use it for the purpose of customer data management as well as for personalized direct and online marketing. The upload function is to be used exclusively for product information. In principle, you are the author of the photographs you have taken yourself. It is expressly forbidden to store particularly sensitive personal data or inappropriate or illegal content. This includes, among other things, images and photographs in which persons can be recognized whose consent cannot be proven or for which you have no right of use. You have a special duty of care when uploading pictures with children. According to recitals 38, 75 EU GDPR, data (including photos) of children enjoy special protection. We cannot control every upload. Random checks are carried out manually and illegal content is removed immediately.
 
Information that you provide in the customer portal may be linked to other information we have saved about you in a customer profile. In doing so, we comply with the principle of purpose limitation and only link data that has been collected for the same purposes (e.g. for personalized marketing). BERNINA can provide dealers, suppliers, or service providers with information from your customer profile if you have given your consent, which is revocable at any time, to this submission or if the transmission of this information is necessary in order to process your request. BERNINA will only transmit your data to third parties to the extent required. These third parties are obligated to adequately protect your data and to use it in conformity with the law.
 
The legal basis for the processing of your data when using the customer portal is Art. 6 para. 1 sentence 1 lit. a (consent) and as far as a purchase is concerned Art. 6 para. 1 sentence 1 lit. b (interest in purchase, contract). The customer portal is freely available, but only possible by providing mandatory information, including surname and first name. Any country-specific services arising from product registration can only be provided once the product has been registered.

Users of the customer portal can independently delete the data available there at any time. Furthermore, personal data is automatically deleted when the purpose for which the respective data was collected no longer applies. Deletion of all personal data is possible upon request by the user. More information about your information and consent revocation rights is available in Section 10 of this privacy policy. 

When using our blog blog.bernina.com

In order to use certain functions of the BERNINA blog, such as creating a community profile or a personal project watch list, you must register – see section 2, "When creating a BERNINA account". Once successfully logged in, the mandatory information specified by you when registering (name, email address, country) as well as any additional data you provide to supplement your profile, are saved for the purpose of the blog and for direct and online marketing purposes and, where appropriate, are linked to other data that BERNINA has saved about you.

Using your blog profile, you can share topics, posts, links, comments, photos, sketches, instructions, etc. If you carry out such an action, we will save this internally, publish your action in the BERNINA blog and use these activities, where appropriate, to provide personalized content. Based on your uploaded projects (number of articles written, categories, participation in interactive campaigns, tags used to describe articles, first/last entry) we will try to draw conclusions about your interests and use this information for direct and online marketing purposes. 
 
We require your public name so that we can indicate you as the author of projects/comments and address you personally, and we require your country for assignment to a market organization. You are neither legally nor contractually obligated to provide information. Use of our blog, however, is only possible if the required information specified above has been provided.

With regard to publishing comments and projects, BERNINA uses the CAPTCHA software solution (Completely Automated Public Turing Test to tell Computers and Humans Apart) from Captcha GmbH, FN 602312d, Muthgasse 2, 1190 Vienna, as a security mechanism, also known as challenge-response authentication. Captcha GmbH acts as a contract data processor on behalf of BERNINA and provides the security mechanism in the form of a Software-as-a-Service (SaaS) service. During authentication, the user's IP address is transmitted to Captcha GmbH and immediately anonymized. BERNINA has a legitimate interest in authentication within the meaning of Art 6 para 1 lit f GDPR. 

We cannot check every single post or upload. Your posts and uploads must not violate any personal rights, image rights („right to your own image“), license rights or other standards. You may need the permission or consent of the person concerned. You have a special duty of care when uploading images with children. According to recitals 38, 75 EU GDPR, data (including photos) of children enjoy special protection.

The photos you upload to the blog must first be compressed. We use the Optimus image optimizer from the external service provider proinity GmbH, Rümikerstrasse 60, 8409 Winterthur, Switzerland, to perform this image compression. proinity GmbH compresses the photos and then, after the transfer process has been completed, immediately erases all cached data. No personal data remains on the service provider's servers. Your data is processed by proinity GmbH exclusively on behalf of and in accordance with the instructions of BERNINA subject to these data protection regulations.

If you want to leave a comment in the blog, a spam check is carried out in order to prevent misuse of our blogs. As part of this, your email address and your IP address will be saved and compared against a local blacklist. In addition, we use the "Anti Spam Bee" plug-in to help detect spam. All of the checks noted above are carried out locally on our servers. No personal data is transferred to third parties. After the aforementioned checks, your comment will be published together with your public name. In addition, the author of the post you commented on receives an alert about your comment which also includes your public name.
 
You can also sign up for our special blog newsletter. The  instructions under "When registering for our newsletter" above shall apply for the blog newsletter.
 
We use the Mailjet program to send emails generated by the blog (e.g. information about a new comment). Mailjet is operated by Mailgun Technologies, Inc., 112 E Pecan St #1135, San Antonio, TX 78205, USA - a company of Sinch Sweden AB, Lindhagensgatan 74, 112 18 Stockholm, Sweden - with which we have concluded an appropriate data processing agreement. Mailjet's datacenters are located in the EU. Mailjet processes your email address for the delivery of emails to you. Your data will be processed by Mailjet exclusively on behalf of and in accordance with the instructions of BERNINA and in compliance with these data protection provisions and the applicable laws. Through its certification in accordance with ISO 27001 (https://www.mailjet.com/resources/learn/gdpr/mailjet-first-esp-iso-27001-and-gdpr-certified/) Mailjet, as a GDPR-compliant email service provider, guarantees compliance with the data protection regulations of the EU. In addition, Mailjet provides further information regarding data protection at https://www.mailjet.com/security-privacy/. 

The legal basis for the processing of your data in the BERNINA blog is Article 6(1a) GDPR (consent). The data collected in the context of our blog will be stored until the consent is withdrawn.

Please refer to the special terms and conditions of use of the BERNINA-Blog. For information about your rights under  the EU Digital Services Act and the contact points and procedures provided by BERNINA, please visit https://www.bernina.com/digital-services-act.

When using our web shop inspiration.bernina.com

If you wish to order something from our web shop, in order to conclude the contract, you are required to provide the personal data necessary to process your order (mandatory information). The mandatory information required to process the order is marked separately. We process the data you provide for the purpose of processing your order.
 
Customers who wish to purchase a subscription can do so after registering or logging in with their customer account. This ensures that subscription customers have access to their subscription at all times and can manage it independently. For example, credit card details can be updated in the personal customer account, or the subscription can be canceled or extended before it lapses. In addition, customers of the digital subscription have 24/7 access to the downloads (patterns, instructions, embroidery designs) of the individual issues included in the subscription. Customers of a single issue or single pattern can also create a customer account, giving them access to their order history and any purchased downloads whenever they need them.

Before you can create a customer account, you must first authenticate yourself, see section 2, "When creating a BERNINA account". The personal data you have provided, alongside your previous purchases, will be stored in this customer account unless consent is withdrawn. The data specified above may be linked to other information we have saved about you in a customer profile. In doing so, we comply with the principle of purpose limitation and only link data that has been collected for the same purposes (e.g. for personalized advertising).

If you order a print medium, we will forward your data to our logistics partner, BOD Badische Offsetdruck Lahr GmbH, Hinlehreweg 9, 77933 Lahr - Germany, . The latter will dispatch the single issue ordered or the issues included in the subscription. Your payment details will be forwarded to the payment service provider Worldline Schweiz AG, Hardturmstrasse 201, 8005 Zurich, Switzerland. These are stored and processed exclusively by Worldline Schweiz AG. BERNINA does not save or process your payment data.
 
Due to commercial and tax regulations, we are obliged to save your address and order data for a period of ten years. If you have ordered as a guest, your data will be deleted when the purpose for which the data was collected no longer applies and there is no legal basis for its continued storage. As a registered customer, your order data is also available in your customer account until further notice. The deletion of registered customer data is carried out in accordance with BERNINA's deletion concept.

​In your customer account, you can edit or erase all optional data yourself under „Addresses“ or „Profile data“. Your entire customer account can be deleted on request (which you can send to [email protected] for example). More information about your information and consent revocation rights is available in Section 10 of this privacy policy.

The legal basis for the processing of your data is Art. 6 para. 1 sentence 1 lit. b when purchasing a product or concluding a contract.
 
We use the Mailjet program to send emails generated by the web shop (e.g. order confirmation or invoice). Mailjet is operated by Mailgun Technologies, Inc., 112 E Pecan St #1135, San Antonio, TX 78205, USA - a company of Sinch Sweden AB, Lindhagensgatan 74, 112 18 Stockholm, Sweden - with which we have concluded an appropriate data processing agreement. Mailjet's data centers are located in the EU exclusively. Mailjet collects and processes the following data: Your email address for the delivery of every email. In addition, your title, first name, last name, billing address and, if applicable, different delivery address (street and house number, zip code, city, state, country) as well as a company name provided by you, if you have provided all this data, will be stored and processed by Mailjet within the scope of an order for the delivery of the order confirmation and the invoice. Your data will be processed by Mailjet exclusively on behalf of and in accordance with the instructions of BERNINA in compliance with these data protection regulations and the applicable laws. Through certification according to ISO 27001 (https://https://www.mailjet.com/resources/learn/gdpr/mailjet-first-esp-iso-27001-and-gdpr-certified/) Mailjet guarantees as a GDPR-compliant email service provider that the data protection requirements of the EU are complied with. In addition, Mailjet provides further information regarding data protection at https://www.mailjet.com/security-privacy/.

The legal basis for sending these notifications is our legitimate interest pursuant to Article 6(1f).

When participating in online surveys
Applies to www.bernina.com

Online surveys can be carried out on our websites . As a rule, these surveys are anonymous and are therefore not subject to data protection. 

An exception to this is the online survey as part of product registration, where a personal reference is established. Legal basis for this survey is the consent of the user (Art. 6 para. 1 clause 1 lit. a), as the survey relates directly to the previously registered product. The information provided in this online survey will be evaluated by BERNINA . The subsequent use of the data is described in Section 2 of this privacy policy «When using our customer portal and product registration at www.bernina.com». 

If you delete a registered product yourself, the answers to the survey will be retained. Only the reference to the registered product is deleted. All of your stored data may be deleted upon request. More information about your information and consent revocation rights is available in Section 10 of this privacy policy. In all other respects, your data will be deleted when the purpose for which the data was collected no longer exists.

For online surveys, we use the system "Customer Voice" from Microsoft. Further information on data protection can be found here: https://learn.microsoft.com/en-gb/dynamics365/customer-voice/privacy

3. Use of service providers, communication of data

BERNINA uses selected external service providers to provide support and administrative tasks for our web store. These service providers have access to your personal data. The service provider processes your data solely on behalf of and in accordance with the instructions of BERNINA and in compliance with this privacy policy and the applicable laws.

We currently use the following service providers:
 

In order to ensure the technical implementation and security of the systems and to enable the provision of services and the  delivery of goods to customers, other service providers are also granted access to the systems as part of their fulfillment purpose. These service providers are checked and compliance with data protection is ensured through appropriate certifications and contracts. At the customer's request, a corresponding order data processing list can be requested from the data protection officer.

Your personal data will only be transferred to third parties to the extent that the lawfulness of the processing fulfills one of the following conditions:

• You have given your explicit consent in accordance with Art. 6 para. 1 clause 1 lit. a of the GDPR.
• In accordance with Art. 6 para. 1 clause 1 lit. f of the GDPR, the disclosure is required in relation to the assertion, exercise or defense of legal claims, or for the delivery of our website and there is no reason to believe that you have an overriding legitimate interest in the non-disclosure of your information
• In the event that the disclosure is a legal obligation in accordance with Art. 6 para. 1 clause 1 lit. c of the GDPR
• The disclosure is permitted by law and is required to conclude a contractual relationship with you in accordance with article 6 para. 1 clause 1 lit. b of the GDPR.

4. Cookies

We use cookies on our website . Cookies are small text files that are stored on your hard disk and through which we receive certain information. This does not mean, however, that we can immediately determine your identity.
 
On the one hand, the use of cookies serves to make using our website more convenient for you. We use so-called session cookies to recognize that you have already visited individual pages of our website. These are automatically deleted after you leave our website .
 
In addition, we also use temporary cookies to enhance the user experience; these are stored for a specific length of time on your device. Should you revisit our site to make use of our services, it will automatically detect that you previously visited, what you entered, and which settings you selected so that you do not have to enter them again.
 
On the other hand, we use cookies to statistically record the use of our website and to evaluate it for the purpose of optimizing our offer for you (see sections 5 and 6 of this privacy policy). These cookies enable us to automatically recognize that you have already visited our site when you return. These cookies are automatically deleted after each defined period of time.
 
The data processed by the cookies is necessary to protect our legitimate interests for the aforementioned purposes as well as those of third parties in accordance with Article 6(1f) GDPR.

You can configure your browser setting according to your wishes and, for example, refuse to accept third-party cookies or all cookies. We would like to point out that you may not be able to use all the functions of our website if you reject cookies.
 
The legal basis for the use of cookies is Article 6(1a) GDPR based on your consent. Strictly necessary cookies shall be set based on Article 6(1f) GDPR.

Overview of cookies used

You can find more information about the cookies we use on the respective websites and the option to change your cookie settings in our cookie lists:
 

• www.bernina.com
• blog.bernina.com blog.bernina.com blog.bernina.com blog.bernina.com
• inspiration.bernina.com inspiration.bernina.com inspiration.bernina.com inspiration.bernina.com inspiration.bernina.com inspiration.bernina.com
• www.bernette.com

5. Web analysis

Google Analytics
Applies to all websites mentioned

If you have given your consent, this website uses Google Analytics 4, a web analytics service provided by Google LLC. The controller for users in the EU/EEA and Switzerland is Google Ireland Limited, Google Building Gordon House, 4 Barrow St, Dublin, D04 E5W5, Ireland („Google“). 

Type and purpose of the processing
Google Analytics uses cookies that enable your use of our website to be analyzed. The information generated by the cookie about your use of the website is usually transmitted to and stored on a Google server in the USA.

Google Analytics collects additional information about users who have activated personalized adverts (interests and demographic data) and adverts can be delivered to these users in remarketing campaigns.

With Google Analytics 4, IP addresses are anonymized by default. Owing to IP anonymization, your IP address will be shortened by Google within member states of the European Union or in other contracting states of the Agreement on the European Economic Area. Only in exceptional cases will the full IP address be transmitted to a Google server in the USA and shortened there. According to Google, the IP address transmitted by your browser as part of Google Analytics will not be merged with other Google data. 

While you are visiting our website, your user behavior is being recorded in the form of „events“. Events may include: 

• Page views 
• First visit to the website 
• Start of the session 
• Websites visited
• Your „click path“, interaction with the website 
• Scrolls 
• Clicks on external links
• Internal search queries 
• Interaction with videos 
• File downloads 
• Adverts viewed/clicked on
• Language setting 

The following is also recorded: 

• Your approximate location (region) 
• Date and time of your visit
• Your IP address (in shortened form) 
• Technical information about your browser and the end devices you use (e.g. language setting, screen resolution) 
• Your Internet provider 
• The referrer URL (the website/advertisement via which you accessed this website)

Purposes of the processing
On behalf of the operator of this website, Google will use this information to analyze your pseudonymized use of the website and to compile reports on website activity. The reports prepared by Google Analytics are used to analyze the performance of our website and the success of our marketing campaigns. 

Recipients
Recipients of the data are/may be 

• Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland (as data processor pursuant to Article 28 GDPR) 
• Google LLC, 1600 Amphitheatre Parkway Mountain View, CA 94043, USA 
• Alphabet Inc., 1600 Amphitheatre Parkway Mountain View, CA 94043, USA

Third country transfer
The adequacy decision on EU-U.S. Data Privacy Framework came into force in 2023. Google LLC is certified under the EU-US Privacy Framework. Since Google servers are distributed around the world and data transfer to third countries (for example, Singapore) cannot be ruled out completely, we have also concluded the EU standard contractual clauses with the provider. 

Storage period
The data sent by us and linked to cookies is erased automatically after 14 months. The maximum lifespan of Google Analytics cookies is two years. Once per month, any data that has reached the end of its retention period is automatically erased. 

Legal basis
The legal basis for this data processing is your consent in accordance with Art. 6 para. 1 clause 1 lit. a of the GDPR.

Revocation
You can revoke your consent at any time with effect for the future by going to Cookie settings and changing your selection there. This does not affect the lawfulness of the processing conducted on the basis of the consent before the consent was withdrawn.

As well as deactivating cookies in general (see Section 4 of this privacy policy), you can prevent Google from collecting and processing the data generated by the cookie and related to your use of the website (including your IP address) by
 

1. not giving your consent to cookies being placed on your device or withdrawing such consent, or
2. download and install the browser add-on to deactivate Google Analytics .

You can find more detailed information on the terms of use of Google Analytics and data protection at Google by visiting https://marketingplatform.google.com/about/analytics/terms/gb/ and at https://policies.google.com/?hl=en.
 

Google Tag Manager
Applies to all websites mentioned

BERNINA uses Google Tag Manager, a service provided by Google LLC, 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA ("Google"). Using this service, website tags (tags are small code elements on the website that among other things, are used to measure traffic and visitor behaviors) can be managed via one interface. Google Tag Manager itself captures aggregated data for monitoring the stability and performance of the system. However, this data does not include IP addresses or other user-specific identifiers that could be assigned to a specific individual (see https://support.google.com/tagmanager/answer/9323295?hl=en). Its sole purpose is to trigger other tags, which in turn may capture data. Google Tag Manager does not, however, have access to this data. If disabled at the domain or cookie level, it will remain in effect for all tracking tags implemented with Google Tag Manager. 
 
The information under Item 5. "Google Analytics" with respect to Google as a third-party provider shall apply mutatis mutandis.

Salesforce.com, Inc.
Applies to www.bernina.com and blog.bernina.com

BERNINA uses the Marketing Cloud service of Salesforce.com, Inc, Salesforce Tower, 415 Mission Street, 3rd Floor, San Francisco, CA 94105, USA, which uses cookies to analyze user behavior on the website. We use them to analyze which of our websites are visited by users and which products users are interested in so that we can present content tailored to their needs and for direct and online advertising purposes. The data from the analysis of user behavior is recorded anonymously or, if possible, in user profiles. User behavior may be evaluated using an algorithm or manually. 

For the evaluation of user behavior, the information about the use of the website is linked to an individually generated customer ID and, if necessary, to other data, e.g. with information that we generate about the use of our newsletter (see section 2. "above when registering for our newsletter"), with information about actions taken by the user on our website and with other data that may already be stored in a customer profile about the respective user. User behavior is recorded in a user profile and evaluated if the corresponding consent has been given. If such consent has not been provided, the cookie only records anonymous data of the user.
 
The use of Salesforce.com, Inc. services may result in Salesforce.com, Inc. having access to your personal data. Salesforce.com, Inc. processes your data exclusively on behalf of and in accordance with the instructions of BERNINA. The collected data is stored on Salesforce.com, Inc. servers. 

Third country transfer
The Salesforce Marketing Cloud servers for BERNINA are located in the U.S. The European Commission adopted its adequacy decision for the U.S. on July 10, 2023. Salesforce has been a certified organization under the EU-US Privacy Framework since July 17, 2023. Further information on the EU-US DPF and the certification notification from Salesforce can be found here: https://www.salesforce.com/news/stories/salesforce-transatlantic-data-privacy-update/

Further information on data protection at Salesforce can be found at https://www.salesforce.com/privacy/products/.
 
The cookies used by Salesforce are classified as "cookies for marketing purposes". You can disable "cookies for marketing purposes" at any time via our cookie lists.

The legal basis for this is Article 6(1a) GDPR, insofar and to the extent that consent is given.

6. Use of social media links and plug-ins

Social media links on www.bernina.com, blog.bernina.com and inspiration.bernina.com

We use links to the social networks Facebook, Instagram, X (formerly Twitter), Flickr and the video portal YouTube on our websites to make BERNINA better known.
 
These services are only included as links to the relevant social networks. No data can be transferred to the providers of the social networks if you do not click on the respective links. After clicking on the embedded links, you will be redirected to the page of the respective provider. Only then will user information be transmitted to the respective provider.
 
Addresses of the relevant providers and URLs with their privacy policies:
 
a) Facebook Inc., 1601 S California Ave, Palo Alto, California 94304, USA; https://www.facebook.com/policy.php. , for further information on data collection on websites, use the "Like" button: https://www.facebook.com/help/186325668085084.

b) Instagram LLC., 1601 Willow Road, Menlo Park, CA 94025, USA. Further information on data collection: https://help.instagram.com/155833707900388.

c) X Corp., 1355 Market Street, Suite 900, San Francisco, CA 94103, USA. Further information on data collection: https://twitter.com/en/privacy. 

d) Flickr: Oath, Inc., Oath, Inc. 770 Broadway Fl 4 New York, NY 10003-9558, USA. Further information on data collection: https://policies.oath.com/ie/en/oath/privacy/products/flickr/index.html​.

e) YouTube LLC., 901 Cherry Ave., San Bruno, CA 94066, USA. Further information on data collection: https://policies.google.com/privacy?hl=en​. 

Social media plug-ins on www.bernina.com and blog.bernina.com
 
We use a social media plug-in of the social network Pinterest on article pages of our blog on the basis of Art. 6 para. 1 sentence 1 lit. f GDPR to make BERNINA better known and to enable our users to share content with friends and acquaintances. The underlying purpose of advertising is considered a legitimate interest within the meaning of the GDPR.
 
If you access a page that contains a social media plug-in from Pinterest, no personal data will be initially passed on to Pinterest. Only when you click on the social button of the Pinterest plug-in provider will you establish a connection to the Pinterest server. By creating a connection to the Pinterest server, log data will be transferred to Pinterest. This log data may include your IP address, the address of sites you have visited that also contain Pinterest features, the type of browser and its settings, the date and time of the request, how you use Pinterest and cookies. Personal data may therefore be transmitted to Pinterest and stored (possibly in the USA).
 
We have no control over the data collected and the data processing operations, nor are we aware of the full scope of the data collected by Pinterest, the purposes of the processing, and the retention periods. We also have no information with respect to deleting the data collected by Pinterest. Responsibility for operations that comply with data protection is to be guaranteed by Pinterest.
 
Pinterest stores the data collected about you as a user profile and uses it for the purposes of advertising, market research and/or tailor-made website design. Such an assessment is carried out in particular (also for users who are not logged-in) for the presentation of demand-oriented advertising and to inform other Pinterest users about your activities on our website. You have the right to object to the creation of this user profile and you must contact Pinterest to exercise this.
 
The data transfer takes place irrespective of whether you have an account with Pinterest and are logged in. If you are logged in to Pinterest, your data that is collected from us will be associated directly with your Pinterest account. If you press the button and, for example, link to the page, Pinterest also saves this information in your user account and communicates this to your contacts publicly.
 
For more information on the purpose and scope of the data collection and its processing by Pinterest, please read the privacy policy of Pinterest which is linked below. You will also find further information about your rights and settings options pertaining to the protection of your privacy:
 
Pinterest Europe Ltd. Palmerston House, 2nd Floor, Fenian Street, Dublin 2, Irland, https://policy.pinterest.com/en/privacy-policy.

7. Integration of YouTube videos

Applies to www.bernina.com, blog.bernina.com and www.bernette.com

We have integrated YouTube videos from YouTube LLC, 901 Cherry Ave, San Bruno, CA 94066, USA („YouTube“), into our online offering, which are stored on https://www.youtube.com and can be played directly from our website. YouTube videos are integrated to enable you to use the website conveniently. The legal basis for this is Art. 6 para. 1 clause 1 lit. a of the GDPR (consent).

The YouTube videos on our website are all integrated in the „extended data protection mode“, i.e. no data about you as a user is transmitted to YouTube if you do not play the videos. Only when you play a video, will the following data will be transmitted to YouTube. There is nothing we can do about this data transfer.
 
By playing a video, YouTube receives the information that you have accessed the corresponding subpage of our website. Log data as per section 2 of this policy is also transferred. This happens regardless of whether YouTube provides a user account that you are logged in to, or if there is no user account. If you are logged in to Google, your data will be associated directly to your account. If you do not wish to be associated with your profile on YouTube, you must log out before visiting our website. YouTube stores your data as a user profile and uses it for the purposes of advertising, market research and/or tailor-made website design. Such an evaluation is carried out in particular (even for users who are not logged in) to provide needs-based advertising and to inform other users of the social network about your activities on our website. You have the right to object to the creation of this user profile and you must contact YouTube to exercise this.
 
YouTube is an affiliated company of Google LLC, 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA. For more information on the purpose and scope of the data collection and its processing by YouTube, please look at the Google Privacy Policy. You will also find further information about your rights and settings options pertaining to the protection of your privacy: https://policies.google.com/privacy?hl=en Google operates data centres worldwide (inside and outside the EU, USA). We do not know whether your data may also be transmitted by Google to servers outside the EU and USA.

8. Google Maps

Applies to www.bernina.com, blog.bernina.com and www.bernette.com

On this website we use the Google Maps service of Google LLC, 1600 Amphitheater Parkway, Mountainview, California 94043, USA („Google“). This allows us to show you interactive maps directly on the website and enables you to use the map function conveniently. The legal basis for this is Art. 6 para. 1 clause 1 lit. a of the GDPR (consent).

By visiting the website, Google receives the information that you have accessed the corresponding subpage of our website. In addition, the data specified under Section 2 of this declaration is transmitted to Google. This happens regardless of whether Google provides a user account that you are logged in to, or if there is no user account. If you are logged in to Google, your data will be associated directly to your account. If you do not wish to be associated with your profile on Google, you must log out before visiting our website. Google stores your data as a user profile and uses it for the purposes of advertising, market research and/or tailor-made website design. Such an assessment is carried out in particular (also for users who are not logged in) for the delivery of demand-oriented advertising. You have the right to object to the creation of this user profile and you must contact Google to exercise this.
 
To best protect your data, we have signed a contract processing agreement with Google
.

More information on the purpose and scope of the data collection and its processing by Google can be found in the Google data protection policy. You will also find further information about your rights and settings options pertaining to the protection of your privacy: https://policies.google.com/privacy?hl=en. Google operates data centers worldwide (inside and outside the EU and USA). We do not know whether your data may also be transmitted by Google to servers outside the EU and USA.

9. Data security

When you visit the website, we use the widely used TLS (Transport Layer Security) protocol in conjunction with the highest encryption level supported by your browser. We also take appropriate technical and organizational security measures to protect your data against accidental or intentional manipulation, partial or complete loss, destruction or against unauthorized access by third parties. Our security measures are continuously improved in line with technological developments. However, BERNINA cannot guarantee the security of the data transmitted by you as a user. Any transmission of data is undertaken at your own risk.

10. Your rights

You have the right:

• In accordance with Article 15 GDPR, to request information about your personal data processed by us. In particular, you can request information on the processing purposes, the category of personal data, the categories of recipients to whom your data has been disclosed, the planned storage period, the right to modifications, deletion, limitation of processing or contradiction, the existence of the right to appeal, the origin of the data insofar as it was not collected from us, and the existence of automated decision-making, including profiling and, where appropriate, descriptive information about the details thereof
• in accordance with Art. 16 of the GDPR to immediately request the correction of inaccurate or the completion of personal data stored by us
• in accordance with Art. 17 of the GDPR to request the deletion of your personal data stored by us, insofar as the processing is not required for the exercise of the right to freedom of expression and information, to comply with a legal obligation, for reasons of public interest or for the assertion, exercise or defense of legal rights
• in accordance with Art. 18 of the GDPR to request the restriction of the processing of your personal data, insofar as the accuracy of the data is disputed by you, the processing is unlawful, but you reject its deletion and we no longer need the data, yet you need this to assert, exercise or defend legal claims or you have lodged an objection to the processing in accordance with Art. 21 of the GDPR
• in accordance with Art. 20 of the GDPR, to receive your personal data, which you have provided to us, in a structured, common and machine-readable format or to request its transmission to another responsible person
• in accordance with Art. 7 para. 3 of the GDPR, to revoke the consent granted to us at any time. The consequence is that we are no longer allowed to continue data processing, based on this consent, in the future.

To exercise the aforementioned rights, please send an email to  [email protected] or send us a message to the contact details given in the Legal notice

Right to object
If we process your personal data to protect legitimate interests as defined in Article 6(1f) GDPR, you have the right to object to this processing on grounds relating to your particular situation in accordance with Article 21(1) GDPR. You can object to the processing of your data for the purposes of direct and online advertising at any time without giving reasons in accordance with Art. 21 (2) GDPR. In order to exercise your right to object, it is sufficient to send us an informal notification, e.g. via email to info@bernina.
 
Right to lodge a complaint:
If you believe that the processing of personal data concerning you is in breach of the General Data Protection Regulation, you have the right to lodge a complaint with a supervisory authority in accordance with Article 77 GDPR.

11. Currency of and amendments to this privacy policy

This privacy policy is currently valid and was last updated on July 9, 2025.
  
As a result of the further development of our website and offerings, or due to amended statutory or regulatory requirements, it may be necessary to modify this privacy policy. The respective current privacy policy can be consulted at any time on our website https://www.bernina.com/privacy  and can be printed out.