The overarching purpose for Viaplay Group processing personal data is to provide our customers and partners with a specific service they have requested from us. For example, a Viaplay customer’s personal data is processed for the provision of Viaplay as a streaming service to such customer, but this can be broken down into several sub-purposes. These include meeting the customer’s expectations of receiving a personalised experience based on what they have previously streamed, and getting suggestions about which content to stream next. The same data could also be processed to improve and develop our platforms and services, billing and marketing purposes.
The legal basis for different processes will vary. For example, we base our processing to provide personalised content on Viaplay on both our legitimate interest and the contractual obligation with the customer, since the personalisation feature forms a fundamental part of the service and is expected by our customers. When we process data to improve our services, we base often base such processing on our legitimate interest to continuously adapt and develop our service. When data is processed with our legitimate interest as the legal basis, we perform a balance of interest test, weighing the interest in question against the individual's interest, and add supplementary security measures where possible (often pseudonymisation or anonymisation).
In relation to marketing purposes, Viaplay Group sends a variety of newsletters and general press releases via email to people who choose to subscribe to such information. This data is processed for as long as the subscription continues. At any time, the subscriber can choose to opt out from receiving further emails by using the unsubscribe button found in each newsletter or press release. The legal basis for sending electronic marketing communication in this manner is, depending on our relationship with the recipient and local laws, at times consent or otherwise legitimate interest with an absolute right to opt-out.
Personal data may also be processed in relation to our partners, vendors and suppliers, productions, advertisement buyers, TV- and media personalities, shareholders, shareholder representatives, etc. Such personal data is processed as would be expected to carry out or maintain business relationships, including managing issues of a commercial, security, support or regulatory compliance nature. For example, we may use our business partners’ contact information when communicating via phone or email, performing audits or other actions that could reasonably be expected. For day-to-day activities, this personal data will be processed with our legitimate interest as the legal basis and kept for as long as reasonably necessary in relation to the purpose. When we process shareholders’ personal data, we do so to conform to requirements under local corporate law.
Personal data is only kept for as long as necessary to achieve the purpose for which it was collected, after which it is deleted or anonymised. We are constantly evaluating our retention routines and abide by the principle that "good to have" is never a valid reason to keep personal data.
For further information on how we process personal data when you are using our various services, please visit the applicable privacy statement for each service.