Privacy Policy

Once Upon Publishing AB including our affiliates and related parties (“we”) process personal information through our digital channels such as this website, mobile apps and/or other future digital interfaces. 


We only collect, use or disclose personal information in accordance with applicable US privacy laws and this privacy policy (the “Privacy Policy”). This Privacy Policy sets out how we collect use, disclose and store your personal information and the rights you have in relation to the information you provide us, or we collect from other sources.


You need not provide any personal data in order to visit the digital channels but, if you do not provide the requested information, it is possible that you will not be able to obtain the products (hereinafter the “Products”), offers, functions, tools, services or resources provided by us through the app (hereinafter the “Service”) or visit all parts of the digital channels. If you have any remaining questions, feel free to contact us. Information regarding how to contact us is available in the “Contact information” section which you will find at the end of this Privacy Policy.


If you live outside of the US, please see our international Personal Data Policy.

1. Personal data which is processed

“Personal Data” means every type of information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular natural, living person . We must collect Personal Data in order for the Service to at all operate and be meaningful for you as a user. We collect and process the following Personal Data regarding you:

1.1 Via the app

In conjunction with your creation of an account via the app, we collect the following Personal Data: e-mail address. We also process the information you share with us in conjunction with the use of the Service, e.g. when you upload and/or contribute content and information (for example, pictures and text materials you have chosen for your Products(s)). In conjunction with ordering a Product in the app, we collect information regarding you in order to process the order. This includes your name, your address and contact information in the form of telephone numbers and e-mail addresses to the extent we are not already in possession of the same.


When you use the app, certain information will also be automatically obtained, e.g. information regarding your order and about your use of the Service, localisation information, information regarding network and unit performance, language and information regarding identification and operating systems as well as other technical information regarding your unit such as the model and type of telephone used. We may use cookies and similar technology in order to collect this information. More information may be found in the “Cookies” section below.

1.2 Via the website

Via the website, we collect the Personal Data you upload on the website, e.g. when making contact with us in order to obtain access to the Service such as names, telephone numbers and e-mail addresses. When you use the website, certain technical information will also be obtained automatically, e.g. the web address from which you visit the website, information regarding network and unit performance, type of browser, language and information regarding identification and operating system. We may use cookies and similar technology in order to collect this information. More information regarding the use of cookies is found in the “Cookies” section.

1.3 Additional information collected when using the Service

When you use our Website or App, we may also collect information about your interactions with the Service, including pages or features you use, products you view, actions you take, and whether you create an account or make a purchase.


Where permitted by applicable law and your privacy choices, we may process device identifiers, advertising identifiers, approximate location information, and information about your interactions with advertisements.


We may also process information associated with tools that help you organize, select or improve photographs. Some of these tools use artificial intelligence. Where image analysis takes place exclusively on your device, the analyzed photographs and analysis results are not transmitted to us for that purpose unless you choose to save or upload content through the Service. This analysis does not recognize or establish the identity of individuals appearing in photographs.


2. What do we use the personal data for?

We will process the Personal Data collected by us for the following purposes:

  1. In order to be able to communicate with you;
  2. To deliver the Service and ensure that the Service works;
  3. In order to be able to produce and deliver the Product you have created and ordered via the app;
  4. In order to be able to offer you the opportunity to order Products once again;
  5. To analyse your use of the Service to improve the Service and Products and develop new Products and services;
  6. To administer your account and use of the Service and communicate with you, e.g. via notices, e-mail and in other ways;
  7. To inform you regarding our updates to the Service and the general terms and conditions which are applicable to the use of the app;
  8. To market the Service, either within or outside the Service, including functions and content of the Service; and
  9. For the express purposes otherwise presented in this Privacy Policy.


Advertising and measurement

We may use information about your interaction with our Website, App and advertisements to measure the effectiveness of our advertising campaigns, understand how users discover our Service, and display relevant advertising on other websites, applications and digital services.

This may include determining whether an advertisement resulted in an app installation, account registration, product interaction or purchase.


Automated features and artificial intelligence

We may provide features that use automated processing or artificial intelligence to help you organize, select or improve photographs or otherwise use the Service.

We may also use AI-assisted tools to help our Customer Care team respond to questions and investigate specific customer-service cases. Such tools may analyze information relevant to your request, account or order, and our Customer Care agents review the suggestions before deciding how to handle your case.

We do not use photographs or text contained in your photo books for advertising or advertising profiling.


Your integrity is very important to us and we will process your Personal Data you share with us with the utmost care and in accordance with “best practices”, the Privacy Policy and applicable laws and rules. In the absence of your consent therefor, we will not release your Personal Data to a third party in any manner other than as follows from this Privacy Policy.

3. Other purposes for processing personal information

Information we collect in conjunction with your registration of a user account via our app is processed by us in order to fulfil our obligations under the agreement with you as a customer, i.e. to provide the app and the Service in general. When we collect information regarding you when you place an order via the app, we process this data in order to fulfil our undertakings relating to the order, i.e. to produce and deliver the Product you have ordered.


When we analyse user behaviour, we do so in light of our legitimate interest in developing the Service and our Products. In the event we process personal data regarding you in conjunction with direct marketing, we do so in light of our legitimate interest in marketing the Service and our Products.


We may also use your Personal Data as we believe to be necessary or appropriate:

  1. under applicable law, including laws outside of user’s state or country of residence;
  2. to comply with legal process;
  3. to respond to requests from governmental authorities; or
  4. to enforce our terms of use.

4. Information from third parties

In certain cases, we may supplement the Personal Data provided by you with information from a third party for the purpose of evaluating and improving the digital channels in the Service.


If you choose to sign in to our Service using a third-party authentication provider, we may receive certain personal information from that provider, such as your name, email address or a unique account identifier, depending on the provider and your privacy settings. We use this information to authenticate you and manage your account.

5. Information to third parties

Other than as stated in the Privacy Policy and our general terms and conditions, we will not share the Personal Data you provide to us with third parties other than when (i) such has been specifically agreed upon between you and us, (ii) where necessary to protect your rights, (iii) as required by law, a decision of a governmental authority or a court of law, (iv) we retain independent suppliers for our services in connection with our digital channels or the Service, (v) we retain third parties to produce a Product which is designed in accordance with your order in the Service.


These providers may process Personal Data and sometimes require limited access to Personal Data which has been collected via the digital channels or the Service. We shall at all times strive to limit such access to Personal Data and shall only share information reasonably necessary in order for the providers to be able to carry out their work or provide their services. We will also require that such providers

  1. protect your Personal Data in accordance with the Privacy Policy and
  2. do not use or disclose your Personal Data for any purpose other than to provide the agreed products or services.


We may share certain personal information with advertising and measurement partners to promote our Service and measure the effectiveness of our advertising campaigns, subject to your consent where required and your applicable privacy choices.


This may include device identifiers, information about your use of our Service, and advertising attribution and conversion information.


We use third-party service providers, including AppsFlyer, to facilitate advertising measurement and sharing of relevant information with our advertising partners.


We do not share the photographs or text contained in your photo books with advertising partners for advertising or profiling purposes.


You may withdraw your marketing consent at any time through our Privacy Settings.


6. Transfers to third countries

We may process or transfer your personal information in countries outside the United States, including countries where our service providers operate. Such processing and transfers will be conducted in accordance with applicable laws and the safeguards described in this Privacy Policy.

7. Storage time

We retain personal information for as long as reasonably necessary to provide our Service, fulfill the purposes described in this Privacy Policy, and comply with applicable legal obligations.

Account information and saved products are generally retained for up to three years following your last use of the Service. If you delete your account, your account information and saved products will generally be deleted or anonymized within 30 days, subject to applicable legal requirements and other permitted retention purposes.


We also save digital copies of the Products which you have ordered during a period of ninety (90) days. The purpose of this is to be able to reproduce Products about which complaints have been made.


We do not save your personal identification number or your card or bank information. All processing concerning payments is handled via third party suppliers of the payment service. In order to obtain information regarding the manner in which they process your personal data, we refer you to their privacy policies.


The file names of the pictures you upload in the app are not saved but, rather, are replaced by a new name series which, in turn, is managed by our system.

8. Links

Our digital channels may contain links to other websites provided by other companies. This Privacy Policy does not apply to these websites. Accordingly, you should read the personal data policies of such websites prior to releasing personal data.

9. Cookies and similar technologies

We collect information by means of technology such as cookies, beacons and local storage (e.g. on your browser or unit). In the Privacy Policy, we use the term “cookies” for all technology, including data and parts of text, which we store on your web browser or unit. A cookie is a small text file which is stored on your computer, telephone or other unit when you visit our website. Cookies may, for example, assist us in recognising you the next time you visit our website, but also make it possible for us to offer a secure and more operationally sound service. We use functional cookies for functions in the Service so that your choices and settings will be remembered when you use the Service again. In order to maintain and improve the website, we use cookies for analysis in order to measure how our services are requested, used and work when they are used. Most web browsers allow you to choose how cookies are handled. You may set your web browser to decline cookies or to remove certain cookies. If you choose to block cookies, parts of the Service’s functionality may deteriorate or disappear.

10. Federal and State Legislation

10.1 Children's Privacy

Our Service is not directed to children under the age of 13. We do not knowingly collect personal information directly from children under 13.


Our Service allows users to upload photographs that may include children. Such photographs are processed to provide the Service and produce the products requested by our users, as described in this Privacy Policy.


If you believe that a child under 13 has provided personal information directly to us, please contact us at privacy@onceupon.se

10.2 Marketing Communications

You may unsubscribe from marketing emails at any time using the unsubscribe link included in our messages or by contacting privacy@onceupon.se

10.3 California Privacy Rights

If you are a California resident and the California Consumer Privacy Act (CCPA) applies to our processing of your personal information, you may have certain rights regarding your personal information.


These include the right to request information about the personal information we collect, use and disclose; access your personal information; request corrections; request deletion; and opt out of the sale or sharing of your personal information.


Where applicable, you may opt out of such sharing through our Privacy Settings.


We will not discriminate against you for exercising your privacy rights.


Where permitted by applicable law, you may authorize another person to submit a privacy request on your behalf.


To exercise your rights, contact us at privacy@onceupon.se. We may need to verify your identity before responding to certain requests.


Additional disclosures

We do not sell personal information in exchange for money. Certain disclosures of device identifiers, internet activity and advertising information to advertising partners may constitute "sharing" under California law or "sale" or "targeted advertising" under other applicable state privacy laws.


We do not share photographs or text contained in your photo books with advertising partners for advertising, advertising measurement or profiling.


Where required by applicable law, you may opt out of the sale or sharing of personal information and targeted advertising through our Privacy Settings.


We retain personal information for the periods described in Section 7, or as otherwise necessary for the purposes described in this Privacy Policy and permitted by applicable law.


10.4 Do Not Track and Global Privacy Control

Some browsers offer a "Do Not Track" setting. We do not currently respond to these legacy Do Not Track signals.


Where required by applicable law, we recognize qualifying universal opt-out signals, such as Global Privacy Control (GPC), as a request to opt out of the sale or sharing of personal information or its use for targeted advertising.


11. Security

We take all suitable technical and organisational security measures necessary in order to protect the Personal Data against unauthorised access, alteration or destruction. However, there is always a risk involved in providing Personal Data via digital channels since it is not possible to completely protect technical systems from encroachment.

We use reasonable technical and organizational security measures designed to protect personal information against unauthorized access, disclosure, alteration and loss.

12. Personal Data Incidents

In conjunction with a security incident concerning Personal Data, e.g. hacking or an unintentional loss of personal data, we will notify you of such security incident in accordance with applicable laws. We may also require information from you, e.g. if there is a risk of ID theft or fraud.

13. Amendments to the Privacy Policy

We may update this Privacy Policy from time to time. When we make material changes, we will provide notice as required by applicable law. The effective date at the end of this Privacy Policy indicates when it was last updated.

14. Invalid provisions

In the event a competent court of law finds any provision of the Privacy Policy to be invalid, such shall result only in a reasonable adjustment of the provision in question. Other provisions will continue to apply with full force and effect.

15. Applicable law; Dispute resolution

By choosing to access or Products or using our Service or provide information to us, you agree that any dispute over privacy or the terms contained in this Privacy Policy will be governed by the laws of the State of New York without regard to its conflict of law principles thereof. You also agree to abide by any limitation on damages and dispute resolution process contained in our General Terms and Conditions, or other agreement that we have with you.

16. Contact information

In the event you have any questions regarding the Privacy Policy or any other question or complaint regarding our processing of your Personal Data, feel free to contact us at: Once Upon Publishing AB, company registration no. 559073-3670, Storgatan 26, 931 32 Skellefteå, Sweden or at info@onceupon.se.


Effective date for this Privacy Policy is October 19, 2026.