Privacy & GDPR
Data controller
Particulair, Højtoften 12, 2690 Karlslunde, Denmark. CVR: 34129894. Contact: sales@particulair.com.
Particulair is not required to appoint a Data Protection Officer (DPO) under GDPR Article 37 and has not done so. Enquiries about data processing should therefore be directed to us via the email address above.
What data do we collect?
We collect personal data that you provide directly — typically name, company, email address and phone number — in connection with enquiries or quote requests.
In addition, we collect technical data about your visit through the following tools, which are only activated if you give consent via our cookie banner:
- Google Analytics 4 (statistics consent) — anonymised visit data, including page views, session duration, device type and approximate geographic location. Google Analytics 4 does not log or store the full IP address of users.
- Google Ads (marketing consent) — conversion measurement and remarketing tied to Google advertising campaigns. Loaded via Google Tag Manager.
- Weply chat widget (marketing consent) — live chat. The widget is only loaded once marketing consent has been given, and is removed again if consent is withdrawn.
All tracking tools are managed through Google Tag Manager with Google Consent Mode v2. This ensures that data is only collected after you have given active consent. See our cookie policy for a complete overview of cookies.
Purpose and legal basis
Your data is used for:
- Responding to enquiries, preparing quotes and fulfilling agreements — legal basis: GDPR Article 6(1)(b) (performance of a contract). Where an enquiry is a non-binding request without an existing customer relationship, processing rests on GDPR Article 6(1)(f) (legitimate interest) — our legitimate interest in being able to respond professionally to B2B enquiries about industrial hoses for critical environments outweighs the limited privacy intrusion of receiving and answering an email.
- Marketing to existing customers — legal basis: GDPR Article 6(1)(f) (legitimate interest), cf. section 10(2) of the Danish Marketing Practices Act (soft opt-in for similar products to existing customers).
- Data collection through cookies and tracking tools — legal basis: GDPR Article 6(1)(a) (consent), cf. section 3 of the Danish cookie order.
Legitimate Interest Assessment (LIA)
For processing based on legitimate interest, Particulair has carried out a written Legitimate Interest Assessment (LIA) in accordance with the Danish Data Protection Agency’s guidance. The LIA assesses (1) purpose formulation (responding to B2B enquiries and maintaining the customer relationship), (2) necessity (no less intrusive alternatives are practically achievable for a B2B advisory business), and (3) the balance between your right to privacy and our business interest. The conclusion is that the limited privacy intrusion (receiving an email and contact details from a person who has themselves reached out) is proportionate. You may object to this processing at any time pursuant to GDPR Article 21.
Joint controllership (GDPR Article 26)
For the processing of conversion data via Google Ads, Particulair and Google Ireland Limited act as joint controllers pursuant to GDPR Article 26. Particulair is responsible for obtaining consent via the cookie banner and for providing this information; Google is responsible for the target-audience modelling and statistical processing on the Google Ads platform itself. The essence of the joint controller arrangement between Particulair and Google is publicly available in Google’s Controller-Controller Data Protection Terms (business.safety.google/controllerterms/). You may exercise your GDPR rights against either joint controller.
Third-party data processors
We use the following data processors who process data on our behalf:
- Google Ireland Limited (Gordon House, Barrow Street, Dublin 4, Ireland) — Google Tag Manager, Google Analytics 4, Google Ads and Google Consent Mode v2. Data may be transferred to servers in the USA under the EU–US Data Privacy Framework and EU Standard Contractual Clauses (SCCs).
- Complitia.eu (CVR 43505130, Denmark) — external partner managing Google Ads strategy, GA4 configuration and GTM administration as the controller’s data processor under a written data processing agreement dated 14 May 2026.
- Weply A/S (Denmark) — live chat widget for customer enquiries. Weply acts as a data processor for chat conversations on the site. Data is stored in Denmark/EU.
Hosting and data security
All of our microsites, email systems and other business data are hosted with Infomaniak Network SA, a Swiss hosting provider whose servers are physically located in Switzerland. We have deliberately chosen a European hosting partner outside the major US clouds because it gives clearer control over where data is stored, which legislation applies and who may potentially request access.
Data does not leave Swiss territory during normal operation. Switzerland is recognised by the European Commission through an adequacy decision, meaning that the Swiss level of data protection is considered equivalent to GDPR under EU law. In addition, Switzerland has its own revised data protection law, the nFADP (Federal Act on Data Protection), which entered into force on 1 September 2023 and which is stricter than GDPR on several points.
Infomaniak is ISO 27001-certified, which entails independent audits of information security and operations. The hosting environment includes TLS-encrypted data transfer, encrypted storage and logical separation between customers. The infrastructure runs on 100 % renewable energy, and Infomaniak’s data centre in the Geneva region recycles the heat from its servers into the local district heating grid.
Access to our systems is limited to employees with a job-related need, and all administrative access to the hosting environment is protected by individual logins with multi-factor authentication.
International transfers
When data is transferred outside the EU/EEA, an adequate level of protection is ensured through the European Commission’s Standard Contractual Clauses (SCCs) and, where applicable, the EU–US Data Privacy Framework (DPF). Specifically, the use of Google Analytics 4 and Google Ads may involve transfer of data to the USA under the DPF. DPF status is verified quarterly at dataprivacyframework.gov; in the event of changes (in particular under the Latombe appeal before the CJEU, case T-553/23) the transfer basis is reassessed. Transfers to Switzerland are covered by the European Commission’s adequacy decision and require no separate safeguards. You may request a copy of the relevant safeguards by contacting us.
Retention
Personal data is not retained longer than necessary. Customer data is retained for up to 5 years after the last activity in accordance with section 12 of the Danish Bookkeeping Act (consolidating Act no. 1426 of 5 December 2018, as subsequently amended). Statistical data in Google Analytics is anonymised and retained for up to 14 months. Google Ads conversion data is deleted in accordance with Google’s data retention policy (typically 90 days for attribution cookies).
Your rights
You have the right at any time to access, rectify, erase, restrict and port your data (GDPR Articles 15–20). You also have the right to object to processing based on legitimate interest (Article 21). You may exercise these rights by contacting us at gdpr@particulair.com (or our general address sales@particulair.com).
You also have the right to lodge a complaint with the Danish Data Protection Agency (Datatilsynet), Carl Jacobsens Vej 35, 2500 Valby, Denmark, phone +45 33 19 32 00, datatilsynet.dk.
Where processing is based on your consent, you have the right at any time to withdraw your consent without this affecting the lawfulness of processing prior to withdrawal (GDPR Article 7(3)). Withdrawal must be as easy as giving consent. This applies both to cookie consent and to any other consent-based processing. Cookie consent can be withdrawn via the floating cookie button in the bottom-left corner of every page, or via the “Privacy” link in the page footer — both reopen the cookie banner with your current selections.
Third parties
We do not share your personal data with third parties without your consent, unless it is necessary to fulfil an agreement or required by law. The data processors mentioned above process data solely on our behalf and in accordance with our instructions.
The Particulair team