Purpose: To register you as a member and administer your membership.
Personal data: Name, Email address, Pregnancy/child
Legal basis: Performance of a contract (GDPR, Article 6.1(b))
Retention period: For as long as you are a member

Purpose: To provide a personalized experience of the Libero Baby Club and Essity’s other services.
Personal data: Email address, Child’s date of birth, Expected due date, Purchase history, Other data if you have provided additional information such as Name, Mobile number, Postal code, Market research responses, Stated preferences
Legal basis: Legitimate interest (GDPR, Article 6.1(f) – our legitimate interest to personalize the content of the Libero Baby Club and Essity’s other services according to member preferences)
Retention period: For as long as you are a member/p>

Purpose: To offer you personalized benefits, offers, and discount codes via our website that relate to the Libero Baby Club or Essity’s other services.
Personal data: Email address, Child’s age, Other optional data such as Name, Mobile number, Postal code, Market research responses, Stated preferences
Legal basis: Legitimate interest (GDPR, Article 6.1(f))
Retention period: For as long as you are a member

Purpose: To provide improved website navigation, functionality, and a more personalized experience of the Libero Baby Club and Essity’s other services, and to offer personalized benefits and offers.
Personal data: Personal data based on your use of our services collected via cookies (“behavioural data”)
Retention period: During the cookie’s lifetime or until consent is withdrawn
Legal basis: Consent (GDPR, Article 6.1(a)) for use of behavioural data

Purpose: To offer you personalized benefits, offers, and discount codes via email, SMS
Personal data: Name, Mobile number, Address
Legal basis: Consent – we only send you electronic messages such as email and SMS if you have consented in accordance with marketing legislation
Retention period: For as long as you are a member or until consent is withdrawn

Purpose: To send newsletters that are relevant to you.
Personal data: Email address, Postal code, Child’s date of birth
Legal basis: Consent (GDPR, Article 6.1(a)) – we ask for your consent to send newsletters we believe are relevant for you. You may withdraw consent at any time.
Retention period: For as long as you subscribe

Purpose:To evaluate, develop, and improve our services, products, and systems.
Personal data: All collected personal data at an aggregated level
Legal basis: Legitimate interest (GDPR, Article 6.1(f))
Retention period: For as long as you are a member or until consent is withdrawn

Purpose:To market Essity’s products on third-party platforms, including social media, and to tailor our marketing so you receive personalized offers and avoid irrelevant ads.
Personal data: All personal data collected
Legal basis: Consent (GDPR Article 6.1(a))
Retention period: Depending on the platform, 180–540 days.

3. Who do we share your personal data with?

We share your personal data with our suppliers and partners, such as:

• IT providers: companies that manage necessary operations, technical support, and maintenance of our IT solutions.
• Marketing: companies that help distribute marketing, manage social media and digital channels, and advertising agencies.
• Digital marketing platforms: providers of advertising on social media such as Facebook, Instagram, Snapchat, TikTok, Pinterest, YouTube, and online advertising providers such as Google Ads and Google Marketing Platform.

4. Where is your data processed?

We always strive to process your personal data within the EU/EEA and all data storage takes place within the EU/EEA. In some situations, we may need to transfer your personal data to partners or service providers outside the EU/EEA (third countries). The third country we transfer data to is the United Kingdom.

Regardless of where your data is processed, we take all reasonable contractual, technical, and organizational measures to ensure that the protection level is equivalent to EU/EEA standards. We ensure that appropriate transfer mechanisms are in place, and when needed use the EU Commission’s standard contractual clauses. Additional safeguards such as encryption and pseudonymization are used when required.

5. Do you have to provide your personal data to us?

To register you as a member, it is necessary that you provide your email address, name, and child’s age. We ask for child age to provide relevant offers and to prevent fraud. Regarding pregnancy week, we ask for this so you can get relevant content depending on pregnancy week.

You may also provide additional personal data, such as surname, mobile number, postal code, and child’s name. These are optional and processed to provide the most relevant offers and benefits.

6. Your rights

You have certain rights when we process your personal data. If you want to end your membership and exercise your right to erasure (see section 6.3 below), you can do so under My Account.

You may also exercise your rights by contacting us using the contact details in section 1.

We will respond as soon as we can, and no later than within one month of receiving your request. If we cannot respond or need more time, we will explain why.

6.1 Right of access (so called subject access request)

You have the right to know whether we process your personal data. If we do, you have the right to information about what data we process and how. You may also receive a copy of the personal data.

If you want specific data, please specify this in your request.

6.2 Right to rectification

If your personal data is incorrect, you may have it corrected. You may also supplement incomplete data. Once corrected, we will notify those to whom data has been disclosed, unless impossible or too burdensome. You may also request restriction during the investigation.

6.3 Right to erasure (right to be forgotten)

You have the right to request deletion of your personal data in certain cases. If we delete your data, we will also notify recipients where reasonable.

You generally have the right to erasure if:

• The data is no longer needed,
• Processing is based on consent and you withdraw it,
• Data is used for direct marketing and you object,
• You object to processing based on legitimate interest and no overriding interest is demonstrated,
• The data has been unlawfully processed,
• We have a legal obligation to erase it.

6.4 Right to restriction of processing

By restriction, it is meant that the data is marked so that in the future it may only be processed for certain limited purposes. The right to restriction applies:

• When you believe the data is incorrect and you have requested rectification. In that case, you may also request that the processing be restricted while we investigate whether the data is accurate or not,
• If the processing is unlawful and you do not want the data to be erased,
• When we no longer need to process the data for the purposes for which it was collected, but you need it in order to establish, exercise, or defend legal claims,
• If you have objected to processing based on our legitimate interest. You may then request that we restrict the processing while we assess whether our interest in processing your data outweighs your interests.

Even if you have requested that we restrict the processing, we are still entitled to use the data for storage, if we have obtained your consent for the processing, to establish, exercise, or defend legal claims, or to protect someone’s rights. We may also process the data for reasons of important public interest. When the restriction ends, we will inform you of this.

If we restrict the processing of your data, we will also inform the parties to whom we have disclosed the data, provided this is not impossible or too burdensome. If you ask us, we will also tell you who we have disclosed your data to.

6.5 Right to object

You may object to processing based on legitimate interest. We will assess this in relation to your circumstances. If we cannot demonstrate compelling legitimate grounds, we will stop processing unless needed for legal claims.

You always have the right to object to direct marketing, and we must stop such processing.

Om du invänder mot behandlingen har du också rätt att begära begränsning under den tid vi utreder frågan, läs mer under avsnitt 6.4 ovan.

6.6 Right to data portability

You may request data you provided to us in a structured, commonly used, machine readable format, and transfer it to another controller. Applies only when:

• Data was provided by you,
• Processing is based on consent or contract,
• Processing is automated.

6.7 Right not to be subject to automated decision making

Your data is not subject to automated decision making.

6.8 Right to withdraw consent

You may withdraw consent at any time. This does not affect processing that occurred before withdrawal.

6.9 Right to lodge a complaint

Contact us if you are dissatisfied so we can try to resolve the issue, see contact details in section 1 above.

You may also lodge a complaint with the supervisory authority. In Sweden, this is the Swedish Authority for Privacy Protection (IMY). You may also complain to the authority where you live, work, or where you believe a violation occurred.

6.10 Termination of membership

You can cancel your membership at any time by selecting ‘Delete account’ in the app under profile settings; all your data will be deleted within two weeks.

If you are no longer an active user of your Libero club account, we will notify you by email 14 days before your youngest registered child turns 5, informing you that your membership will be terminated unless you log in to your account within 14 days. If you wish to continue your membership of Libero club, simply log in to your account. If you take no action, your account will be deleted after 14 days. It is your own responsibility to save any images and text you have uploaded in the App. Essity is not responsible for images and text after your youngest registered child turns 5 if you do not have an active membership.

7. Changes to this information notice

We reserve the right to continuously change and update this notice. In the event of major changes, we will inform you clearly in an appropriate manner.

This information notice was last updated on 2026-03-16.