1. Who is responsible for your data
aresweden.co is operated by Mr Charles AB, the data controller, organisation number 559197-8753, VAT number SE559197875301, Lidköpingsvägen 44, 121 39 Johanneshov, Stockholm, Sweden.
Questions about this policy or your data: email sales@mrcharles.co or call +46 8 5400 0650.
2. What we collect
When you send an enquiry or quote request
Depending on which form you use, we collect the information you type in:
- Quick enquiry form: email address and your message.
With every form submission we also record the address of the page you sent it from and an approximate location derived from your connection (city, region, country and time zone). This location is provided by our hosting platform from your IP address; we do not store the IP address itself.
We save each enquiry in our own enquiry system, together with the page you sent it from, the website you came from (for example a search engine) and whether you accepted advertising cookies, so that we can follow up your request and see where our enquiries come from.
When you contact us directly
If you call, email or message us on WhatsApp, we process the contact details and content you provide in order to respond and arrange your booking.
When you book
To carry out a booking we process names of the people travelling or staying, contact details, addresses, flight or schedule details, number of guests, special requirements and billing details.
When you browse
Analytics and advertising tools may process technical data such as pages viewed, device and browser type and approximate location. Which tools run, and whether they require your consent, is explained in the cookie policy.
When you come to us through one of our ads
If you have accepted advertising cookies, we record which of our ads brought you to the website. This uses the click identifier that Google or Microsoft add to the link of the ad you clicked (for Google: gclid, gbraid or wbraid; for Microsoft: msclkid) and the campaign tags in that link (for example utm_source and utm_campaign). We keep these in your browser for up to 90 days and delete them straight away if you withdraw your consent.
When you then send us an enquiry, we save these details with your enquiry in our own enquiry system, so we can see which of our ads lead to enquiries and bookings. When you send an enquiry form or click to call, email or message us on WhatsApp, we also tell Google Ads and Microsoft Advertising that an enquiry happened. We never send them the content of your message or your travel details.
Enhanced conversions. When you send a form with advertising cookies accepted, your email address, phone number and name are turned into a one-way code (a SHA-256 hash) in your browser before they are sent to Google and Microsoft. They use the code only to confirm that one of our ads led to your enquiry, and report the result to us as anonymous, combined figures. Your readable contact details are never sent to them for this purpose.
If you decline advertising cookies, none of this happens: no click identifier is stored, and nothing about your visit or enquiry is reported to Google Ads or Microsoft Advertising. Your enquiry still reaches us as normal.
3. Why we use it, and on what legal basis
- To answer your enquiry and prepare a quote — necessary to take steps at your request before entering into a contract (GDPR Article 6(1)(b)).
- To perform a booking, including sharing the details needed with your chauffeur, host or partner and contacting you about it — performance of a contract (Article 6(1)(b)).
- To invoice and keep accounting records — compliance with legal obligations under Swedish bookkeeping law (Article 6(1)(c)).
- To see where our enquiries come from (the page and website you came from, saved with your enquiry) — our legitimate interest in understanding which of our marketing works (Article 6(1)(f)).
- To measure which of our ads lead to enquiries and bookings (click identifiers, campaign tags, conversion reporting and enhanced conversions) — your consent, given in the cookie banner (Article 6(1)(a) GDPR and chapter 9, section 28 of the Swedish Electronic Communications Act). You can withdraw it at any time through Cookie settings, available on every page.
- To understand how the website is used — your consent for PostHog (Article 6(1)(a)).
- To keep the website and our services secure and to prevent fraud or abuse — our legitimate interest (Article 6(1)(f)).
We do not sell personal data and we do not use it for automated decision-making that produces legal effects for you.
5. International transfers
Some of the providers above are established in, or process data in, the United States. Where personal data leaves the EU/EEA we rely on safeguards recognised under the GDPR, such as the EU–US Data Privacy Framework where the provider is certified, or the European Commission’s Standard Contractual Clauses. You can ask us for details of the safeguard that applies to a specific provider.
6. How long we keep it
- Enquiries that do not lead to a booking: deleted 24 months after our last contact with you.
- Ad click identifiers and campaign tags: kept in your browser for up to 90 days; once saved with an enquiry, kept for as long as that enquiry.
- Bookings and invoices: for as long as required by Swedish accounting law, which is currently seven years after the end of the financial year in which the booking took place.
- Data held by Google and Microsoft: Google Ads cookies last up to 90 days and Microsoft Advertising cookies up to 13 months. How long they keep data on their side is set out in their own privacy policies and in our cookie policy.
7. Your rights
Under the GDPR you have the right to:
- access the personal data we hold about you;
- have inaccurate data corrected;
- have your data erased, where there is no overriding reason for us to keep it;
- restrict how we use your data;
- receive the data you gave us in a portable, machine-readable format;
- object to processing based on our legitimate interests, and to direct marketing at any time;
- withdraw consent at any time where processing is based on consent, without affecting processing before withdrawal.
To exercise any of these rights, email sales@mrcharles.co. We may need to verify your identity before acting on a request. We respond within one month.
8. Complaints
If you believe we have handled your data unlawfully, you can lodge a complaint with the Swedish supervisory authority, Integritetsskyddsmyndigheten (IMY), or with the supervisory authority in the EU country where you live or work. We would appreciate the chance to resolve your concern first — please contact us at the address above.
9. Changes to this policy
We may update this policy when our services, providers or the law change. The date at the top shows the current version. Material changes will be highlighted on this page.