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This Cookie notice is for visitors of our website (“Website”). It supplements the Privacy notice and explains what cookies are, how we use cookies, what are your choices regarding cookies and where you can find further information about cookies.

What is a cookie?

A cookie is a small text file that is stored on, and during subsequent visits retrieved from, your computer, tablet, mobile phone or similar devices when you visit the Website. 

Cookies allow the Website to remember, for example, information about your visit so that we can provide you with a better user experience.

Which cookies are used on this Website?

Our Website uses two types of cookies: persistent cookies and session cookies. Persistent cookies are stored on your device for a longer period of time after your browser has been closed and are used, for example, to log the choices you made during earlier visits. Session cookies are stored temporarily in your browser, for example, to remember what language you selected. These are erased automatically after your browser is closed.

There are also third-party cookies, meaning that the cookies do not originate from us, but from someone else. Third-party cookies are often used for web statistics, such as Google Analytics, but also for marketing purposes.

For what purpose are cookies used on the Website?

First Party Cookies (our cookies)

Swedish Match uses persistent cookies and session cookies to facilitate the use of the Website as well as to make it possible to purchase products on the Website. Cookies are also used to store information between your visits, for example products in your shopping cart. The collected web usage data helps us to get the necessary feedback to constantly improve the website and to better serve the users.

Our legal basis for the use of these cookies is our legitimate interest in connection with the above mentioned purposes (see art. 6 para. 1 lit. f GDPR). You will be informed subsequently on how you can avoid the data processing mentioned above. 

Third Party Cookies

In some cases, Swedish Match uses third-party cookies by trusted third parties. In the following section we will provide you with more detailed information about this kind of cookies.

Our legal basis for using this kind of cookies (and the respective services) is our legitimate interest in improving our services and products, website statistics and in providing the users with personalized information (see art. 6 para. 1 lit. f GDPR). You can oppose to the data processing by cookies at any time. Please find below information on how to opt-out / deactivate cookies. 


Use of Google Analytics (third-party cookie)

Swedish Match uses Google Analytics, a web analysis service provided by Google LLC., 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA ( Google (Universal) Analytics uses methods that allow analysis of your use of the Website, such as cookies. The information generated on your use of the Website is usually transferred to a Google server in the USA and stored there. Due to the activation of IP anonymisation on this Website, the IP address will be shortened within Member States of the European Union or in other contracting states acceding to the Agreement on the European Economic Area and in Switzerland before transmission to the USA. Only in exceptional cases is the full IP-address transmitted to a Google server in the USA and shortened there. The anonymised IP address transmitted by your browser in the context of Google Analytics will not be combined with other Google data.

This information is used to evaluate your use of the Website, in order to compile reports on the activities on our Website and to provide other services associated with the use of the Website for the purpose of market research and customising the Website. This information is also forwarded to third parties where this is required by law or if third parties have been commissioned to process this data. Under the terms of Google Inc., under no circumstances will the IP address be used in connection with other data relating to the user.

Users can prevent Google's collection of the data generated by the cookie that relates to a user's use of the Website (including their IP address) and Google's processing of this data by downloading and installing the browser plug-in available via the following link:


Use of Google Tag Manager (third-party cookie)

Swedish Match also uses Google Tag Manager in order to manage cookies and pixels for tracking tools and other tools. The Tag Manager tool itself is a cookie-free domain and does not collect any personal data. Instead, the tool triggers other tags that may in turn collect data. If you have performed a deactivation at domain or cookie level, this remains in place for all tracking tags implemented using Google Tag Manager. You can prevent the setting of this cookie at any time (see How do I turn off cookies?).


Use of Typekit by Adobe (third-party cookie)

Typekit, by Adobe Systems Inc., 345 Park Avenue, San Jose, CA 95110-2704, is a typeface visualization service that allows this Website to incorporate content of this kind on its pages. The following data is collected using this cookie: usage Data and various types of data as specified in the privacy policy of this third party. 

The storage and processing of the collected data takes place in the USA. You can prevent the setting of this cookie at any time (see How do I turn off cookies?).


Use of Hotjar (third-party cookie)

Hotjar is an analysis tool provided by Hotjar Ltd., Level 2, St Julian’s Business Centre, 3, Elia Zammit Street, St Julian’s STJ 1000, Malta, that Swedish Match uses to understand how the Website is used and to improve the user-friendliness of the Website. 

Swedish Match uses Hotjar in order to better understand the users’ needs and to optimize this service and experience. Hotjar is a technology service that helps Swedish Match better understand the users experience (e.g. how much time they spend on which pages, which links they choose to click, what users do and don’t like, etc.) and this enables Swedish Match to build and maintain its services with user feedback. Hotjar uses cookies and other technologies to collect data on the users’ behavior and their devices (in particular device's IP address (captured and stored only in anonymized form), device screen size, device type (unique device identifiers), browser information, geographic location (country only), preferred language used to display our website). Hotjar stores this information in a pseudonymized user profile. Neither Hotjar nor Swedish Match will ever use this information to identify individual users or to match it with further data on an individual user. For further details, please see Hotjar’s privacy policy by clicking on below link:

You can opt-out to the creation of a user profile, Hotjar’s storing of data about your usage of our site and Hotjar’s use of tracking cookies on other websites by following this opt-out link:


Use of Zendesk (third-party cookie)

Swedish Match uses Zendesk Live Chat to provide customer service and live chat functions. Zendesk Live Chat is provided by Zendesk, Inc., 1019 Market Street, San Francisco, CA 94103, USA. Zendesk sets cookies to enable customer service, to see how a user moves on the Website and to provide support between sessions. This means that when a visitor, for example, uses the live chat, Zendesk can remember this visitor between sessions by storing the personal information the visitor has specified. Zendesk also sets cookies to improve their own service.

The following data is collected using this cookie: anonymous data (Browser Information, Cookie Data , Date/Time, Hardware/Software Type, Internet Service Provider, Page Views ) and pseudonymous data (IP Address (EU PII), Clickstream Data). 


Use of DoubleClick (third-party cookie)

This website uses DoubleClick by Google, a service provided by Google, to provide advertisements that are based on the use of previously visited websites. Google uses a so-called DoubleClick cookie, which enables recognition of your browser when you visit other websites. The information generated by the cookie about visiting these websites (including your IP address) is transmitted to a Google server in the USA and stored there.

Google will use the above-mentioned information to evaluate your use of the website in order to compile reports on the website-activities and advertisements for the website operator and to provide further services relating to use of the website and the internet. Google may forward such information, where appropriate, to third parties, if required by law or where such third party processes such information on behalf of Google. Google will not associate your IP address with any other data held by Google.

You may reject re-targeting at any time by de-installing the respective cookies in the menu of your internet browser.

How do I turn off cookies?

Most browsers accept cookies automatically. However, you can configure your browser so that no cookies are stored on your computer or so that a notice always appears before you receive a new cookie. On the following pages you will find explanations of how to configure the processing of cookies in the most common browsers:

If you block or limit cookies on the Website, it is possible that you will not be able to use all of the services and functions on the Website.

Information about personal data

Read more about how Swedish Match collects, uses and processes your personal data in our Privacy Notice

Changes to this information

We may change this Information about cookies notice from time to time. Any changes we may make will immediately be posted on this Website. We recommend that you check this page regularly to keep up-to-date.


Questions, comments and requests regarding this information are welcomed and should be sent to

Latest update to this information: July 13, 2018 (Version 1.0)

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