Privacy policy

Information about Moment Group’s processing of personal data

MOMENT GROUP AB cherishes your personal integrity. Accordingly, we always strive to
protect your personal data in the best possible way, abiding by the applicable
data protection rules. The aim of this Privacy Policy is to inform you how your
personal data is processes by MOMENT GROUP AB and the company’s subsidiaries*,
event venues* and business partners (hereinafter referred to as ‘MG’).

*The company’s subsidiaries, event venues and business partners are 2Entertain AB,
Ballbreaker, China Teatern, Golden Hits, Hamburger Börs, Hansen, Intiman, KPH
Matbar, Kungsportshuset, Ladies Night, Lisebergsteatern, Minnesota
Communication, Oscarsteatern, Showtic, Kungsportshuset, The Theater, Vallarnas Friluftsteater, Wallmans A/S, Wallmans AB and Wallmans Salonger Oslo AS, but can change.

Data Controllers:

Who the data controller is will depend on the specific processing of your personal data
(‘data controller’ is defined as the natural or legal person who alone or with
others determines the purposes and means of the processing of personal data).
This means that all companies under MG may be data controllers. The data
controller may be either Moment Group AB or its subsidiaries, event venues and
business partners. Each party may thus process your personal data for its own
purposes, whereby the party will then be the data controller for the

Processing of personal data

Categories of data

The affected categories of data we process are:

  • Name
  • address
  • email address
  • phone number
  • information about which products you buy
  • information about any food allergies
  • information about disability (if any) for seating use
  • date of birth
  • number of shows
  • seating list (if any) in the context of conferences and events
  • information about the context of your visit (company/private)
  • photos and video recordings during shows
  • if necessary, image via our TV monitoring and bodycams

Generally, we do not process sensitive data about you. However, if you give us sensitive
data – e.g. about state of health (usually information about a disability
related to walking difficulties or information about food allergies) – we store
that data for executing the event you have purchased. However, we do not use it
in other contexts.

The purpose and legal basis for processing your personal data

The purpose of processing your data is to provide you with the purchased service, ongoing correspondence, customer care, marketing and fulfilment of obligations under
the law.

MG may process your personal data either because you have given your consent to this,
because it is required by law or regulations, or for the purpose of entering into a contract with you, direct marketing, to fulfil an already-concluded contract or to secure us against legal claims.

Direct marketing

If you give your consent, MG will process your personal data for marketing purposes. Your data may be used for direct marketing, newsletters, customer surveys and
statistical purposes and may be used for sending post via letter or electronic
media until you revoke your consent. You can revoke your consent at any time by
contacting our customer services department or via the unsubscribe link in the
email and newsletter.

In this context, electronic media include: emails, notifications, push messages,
SMS/MMS, widgets, apps, Facebook, Instagram, Twitter, LinkedIn, Snapchat,
Pinterest, blogs, vlogs (video blogs, e.g. on YouTube) and online games, the
Internet and other digital channels.


If you give your consent, MG will process your personal data to analyse your purchase
history, purchase behaviour and your behaviour on the data controller’s
websites with the aim of gaining more knowledge of you as a customer and our
customers in general, and in order to improve our provisions (profiling).

We may also process any personal requests or preferences that you have informed us of: e.g. information about whether you have children or are interested in a special
product category. We do this by analysing which purchases you made in the past
and what items you looked at or placed in the shopping cart. Based on this
data, we send targeted messages to you.

Legal obligations/legal claims

We process your personal data for the following purposes in order to fulfil legal obligations and to safeguard ourselves from legal claims:

  • To provide you with information about your purchases on MG’s websites: e.g. order confirmations, delivery information etc.
  • To deliver your purchases on MG’s websites or at a physical place of sale to your specified address.
  • To receive payment for your purchases if you chose to pay by invoice.
  • To provide digital receipts for your purchases.
  • To comply with requirements: for example, under the Accounting and Marketing Act.
  • To fulfil our agreement with, or obligations to you.

Information about cookies

We collect personal data about you in various ways in the context of operating our
website. We collect personal data about you on the website and in the context
of your use of the website in two ways: through so-called ‘cookies’ and through
your registrations and use of our websites. MG uses cookies to improve your
customer experience and to provide you with relevant information and offers.
The cookie also provides us with information about whether you have visited the
website in the past and which of our pages you have clicked on. A cookie is a
small text file that is sent from a website and then stored locally on the
visitor’s hard drive.

If we place cookies, you will be informed of the use and purpose of collecting data via
cookies. Before we place cookies, we ask for your consent. However, necessary
cookies to ensure functionality and settings can be used without your consent.
In your browser, you can select a setting that allows you to get a message
before a website sends a cookie to your computer. You can then choose to accept
or reject the cookie. You can also choose not to accept cookies at all. Because
different browsers work in different ways, you can search your help menu to
find the setting in your browser. However, you should be aware that in this
case there may be services and features that you cannot use because they require
cookies to remember the choices you make. We hope that you will allow the
cookies we place, since they help us improve our website.

You always have the option of deleting cookies that are stored in your browser:

We use cookies:

  • For statistics: in other words, to measure traffic on our website, including the number of visits to our website, which domains the visitor comes from, which pages they view on our website and what overall geographic area you are in.
  • To improve functionality: in other words, to improve the functionality and optimise your experience of our website and help you remember your username and password so you do not have to log in again when you return to our website.
  • To integrate with social media: in other words, to enable you to integrate with social media such as Facebook.
  • For quality control: in other words, to ensure the quality of our services and prevent abuses and irregularities in the use of our
  • For targeted marketing: in other words, to show specific marketing on our website that we think you will find interesting services.

Our website provides access for subcontractors to gain insight into the content of the
cookies placed by our website. However, this information may only be used on
behalf of our website and may not be used for third parties’ own purposes.

Our website uses cookies from the following third parties:

  • Google Analytics: for statistical purposes. You can reject cookies from Google Analytics by clicking here.
  • Facebook: placed by Facebook.
  • Others.

Our website uses Google Analytics to analyse how users use our website. The personal data, which the cookie collects about your use (traffic data, including your IP
address), is sent to, and stored on Google’s servers in the United States.
Google uses personal data to evaluate your use of our website, prepare reports
on the activity on our website and provide other services related to the
activity on our website and the use of the Internet. Google may also disclose
personal data to third parties.

Google Analytics places two types of cookies: (a) A persistent cookie showing whether
the user is returning, where the user comes from, what search engine is used,
keywords etc.; and (b) Session cookies, which are used to show when and for how
long a user is on the site.

Session cookies expire after each session: in other words, when you close your tab or

Google does not correlate your IP address with other personal data held by Google.

Who can acces your personal data?

Your personal data may be shared with operators who process personal data on our
behalf: so-called ‘data processors’. We disclose your personal data to the

Other companies within MG. Because MG is an international company, some of your
personal data may be disclosed to companies in the group working in other
countries, but only for support of our IT systems or for processing accounts.

Providers of IT systems and their partners in the areas of development and support.

These companies provide services, technical solutions and platforms for MG’s customer
relations work.

As a rule, we do not share recordings from TV monitoring or bodycams. However, we share relevant information from concrete relevant episodes, with possible criminal content, with the local police and other public authorities. There are codes on the recordings from the bodycams, which means that only the Head of Security has access to the recordings.

Providers of address information. MG uses an approved provider to automatically obtain
your address information from the National Register of Persons.

Business partners who handle payment. We use providers to handle payments made by MG customers to guarantee secure payment solutions.

Other business partners. At MG, we also want to be able to offer our customers
benefits from some of our partners. This means that it may be necessary to disclose
some of your personal data (name, email address and mobile number etc.) to
enable you to avail yourself of offers and benefits from them. However, this is
conditional on your having given consent to it. Offers in cooperation with
external partners will only be sent by subsidiaries/partners to MG, and the
personal data provided to business partners is used only to identify you as an
MG customer.

Passing on personal data to third countries

Generally, MG only processes your personal data within the EU/EEA. In cases where personal data is processed outside the EU/EEA, there is either a Commission decision
that the third country concerned ensures an adequate level of protection or
appropriate safeguards to ensure that your rights are protected. We transfer
personal data to the United States, supported by the EU Commission’s clauses
covering authorised transfer to the United States. If you would like a copy of
the safeguards that MG has made or information about where they have been made
available, please contact us using the contact information provided.

How long do we store your personal data?

We will never process your personal data for longer than is permitted by applicable
law, regulations, practices or regulatory decisions.

If we have made an agreement with you or you have made a purchase with us, under the provisions of the Danish Bookkeeping Act we are obliged to store your data for
36 months.

We store data on disability, food allergies and other health information in order to
execute an event and to avoid any legal claims. Such information is usually
deleted after 3 months.

For marketing via electronic media, we will store your contact information until you have revoked your consent. However, you can contact us at any time and revoke your consent, requesting us to remove your personal data.

TV monitoring is deleted automatically after 3 weeks. Recordings from bodycams are deleted after one week.

Your rights

In accordance with applicable data protection laws, you have the right to obtain
information about the personal data we process about you and request us to
amend your personal data.

Under certain conditions, for example if you revoke your consent, protest against our
processing or believe that the processing is not necessary for the specified
purposes, you also have the right to request deletion or restriction of your
personal data or object to our processing.

Under certain conditions, you also have the right to obtain the personal data
relating to you, which you have provided to us in a structured, commonly used
and machine-readable format and have the right to transfer it to another data

You are entitled to revoke your consent at any time, in whole or in part, for the
processing of personal data with effect from the time you make the revocation.
You also have the right to object at any time to the processing of your
personal data for direct marketing and profiling.

All communications and all measures, which MG implements in connection with your
rights, are free of charge. In the case of manifestly unfounded or unreasonable
requests, MG reserves the right either to charge a reasonable fee to cover
administrative costs in order to provide this data and implement the requested
action or refuse to comply with the request.

If you wish to complain about our processing of your personal data, you have the right to lodge a complaint with the Danish Data Protection Agency, which oversees
companies’ processing of personal data. You can find contact information for
the Danish Data Protection Agency below.


If you wish to exercise your rights as mentioned above or wish to contact us in connection with our processing of your personal data, please contact MG’s customer
services department by calling one of the numbers below.

Denmark: +45 3316 3700
Email address:

You can contact MG’s data protection advisor via:

Moment Group AB
Trädgårdsgatan 2
411 08 Gothenburg, Sweden

Complaints about processing data

If you are unhappy with our processing of your personal data, you can complain to us.

You can also complain to:

The Danish Data Protection Agency
Borgergade 28, 5.
DK-1300 Copenhagen K

Duty to provide data

You are not obliged to provide us with your data. But it is necessary if we are to enter into an agreement with you. If you do not provide us with the necessary data, your purchase will be rejected.

Profiling and automatic decisions

We do not apply automatic decisions as described in the EU General Data Protection Regulation.

This information about processing of personal data was approved by MG the 7 of April 2020.