2. What personal data do we process?

When you use our website, we may process the following data from you:

• Name and contact details: first and last name, address details, email address, telephone number;
• Demographic data: gender, date of birth, country region, city;
• Newsletter subscription: if you have indicated that you wish to receive our newsletter, certain personal data will be processed in order to send you the correct newsletter and to analyse the use of the newsletter;
• Communication data: technical data of the equipment you use to visit the website (for example your smartphone/laptop/tablet or a kiosk in the store), such as IP address, MAC address, browser used, language settings, operating system, service provider, type of device;
• Technical data: your surfing behaviour on the website, including mouse and click behaviour and the duration and time of your visit to our website and, with regard to the newsletters, whether you have received them, opened them and whether you have clicked through from the newsletter to the website;
• Financial data: payment details relating to a purchase made through the website;
• Account and order information: If you use an account, we process your login information. Your purchase history, which you can access through your account, is also processed.

3. For what purposes do we process your personal data?

We use the personal data mentioned above in Chapter 2 for the following purposes:

1. to offer you the opportunity to order articles through our website and to use all functionalities and services on the website;
2. to process your order and inform you about its progress;
3. to answer your questions or handle your complaints via social media, email, by post or by telephone;
4. to process your data for participation in competitions and other promotions, so that we can contact you when you have won something;
5. to communicate with you by sending electronic newsletters and/or post (see also chapter 7 'Newsletter');
6. to offer you personalized advertisements, newsletters and other content on the ludeplay.com website and third-party websites based on your interests and your (online) purchase history (see also chapter 9 'Profiling');
7. To improve our website, stores, product range, and services (at an individual level) both in-store and online. We do this based on your preferences, market and customer research, and visitor use of our website.

4. On what basis do we process your personal data?

The processing of your personal data is based on various legal bases. Below, we explain the legal basis for each type of processing:

The personal data listed in Chapter 2 is processed by us for the purposes described in Chapter 3 (under points 1 through 5) because this is necessary to provide the services you purchase from us. This includes, for example, using our website, placing an order on our website, and using our customer service.

The personal data listed in Chapter 2 will be processed by us for the purposes described in Chapter 3 (under 6 and 7) based on your consent. Before processing your personal data, we will ask for your consent to send these messages, which involve the processing of certain personal data. We may also keep you informed of similar products and services by email after a purchase, unless you indicated at the time of purchase that you do not wish to receive this information. You have the right to unsubscribe from receiving this information at any time.

The personal data mentioned in Chapter 2 are processed by us for the purposes as stated in Chapter 3 (under 8) because this is necessary for the protection of our legitimate interests.

5. Cookies

We use cookies on our website. A cookie is a small file sent by an internet server and stored on your computer.

Cookies themselves cannot identify an individual user, but only the computer or mobile device you are using through a randomly generated identification tag. See the cookie statement for more information about our use of cookies.

6. Retention periods

Webshop Account
The visible personal data stored in your ludeplay.com account will be retained until you decide to delete it. Your order history on ludeplay.com will be retained for up to 5 years after your last order, so you can access it through your account. This excludes data that we are legally required to retain for a longer period, such as personal data listed on invoices.

If you haven't used your account for five years, we'll ask you if you want to keep it. If, even after a reminder, you don't indicate you want to keep your account, we'll delete it.

Your order history and other personal data collected about you in the context of profiling (see chapter 9) will in any case no longer be used for marketing purposes 2 years after your last purchase via ludeplay.com, with the exception of your possible registration to receive the newsletter and commercial mailings from Lude.

Purchase without a webshop account

If you make a purchase without logging in, we will retain your data for a maximum of 3 years after purchase to handle any service requests.

Newsletter

If you have subscribed to Lude's newsletter or other commercial mailings, we will store your information to send the newsletter and other mailings until you unsubscribe from these mailings.

If you haven't explicitly signed up for the newsletter or other commercial mailings, but you receive these messages because you're a Lude customer (a so-called soft opt-in), we'll retain your data to send these mailings for up to two years after your last purchase. If you haven't made a purchase in two years, we'll send you an email asking if you want to continue receiving Lude's mailings. If you don't indicate your wish to continue receiving Lude's mailings, even after a reminder, we'll delete your data.

Reviews

Personal data processed in the context of a product review will be retained for as long as the product to which the review relates is in our range.

Customer service

Personal data that we process in the context of answering questions or resolving complaints will be retained for a maximum of 18 months after the question or complaint has been resolved.

Customer satisfaction

If you participate in a customer satisfaction survey, we will retain the data you provide for a maximum of 24 months.

Contests and competitions

Personal data processed in connection with your participation in competitions or contests will be retained for a maximum of 2 years, with the exception of data that we are required to retain for a longer period according to a statutory retention period, for example in connection with the gambling tax.

Cookies

Please refer to the cookie statement for the specific retention periods of the various cookies used on the website.

Other

In general, your data will not be retained longer than necessary for the purpose for which it was collected or processed.

If you have any questions about Lude's retention policy, please contact us by sending an email to info@ludeplay.com.

7. Newsletter

If you have given us permission, we may send you our newsletter and other personalized commercial messages by email. You can only give us permission if you are 16 years or older.

Every communication we send you will include an unsubscribe option if you are no longer interested in our newsletter. You can also unsubscribe from the newsletter in your account.

We can also keep you informed about similar products and services via email after a purchase, unless you indicated at the time of purchase that you do not wish to receive this information. Every communication sent via this method includes an unsubscribe option if you are no longer interested in our newsletter. You can also unsubscribe from the newsletter in your account.

8. WhatsApp Communication & Consent

When you sign up as a WhatsApp member, you give LUDE permission to send you messages via WhatsApp. These messages consist of a maximum of three WhatsApp messages per month and may contain the following:

• Exclusive deals available only to WhatsApp members

• Early access to new collections and product launches

• Gifts, promotions and surprises that we put together especially for members

• Informative messages with relevant updates about your membership or participation in promotions

Some messages may be sent automatically.
Giving consent to these messages is completely voluntary and not a condition for making a purchase.

Unsubscribe / Withdraw consent

You can withdraw your consent at any time by simply sending “STOP” via WhatsApp.
After unsubscribing, you will no longer receive WhatsApp communications unless you subscribe again.

Use of data

To send WhatsApp messages, we only use the information you provide, such as your phone number. This information is used solely for sending the messages mentioned above and is processed in accordance with our Privacy Statement and applicable laws (such as the GDPR).

Retention period

We retain your data for as long as you are a WhatsApp member. After you unsubscribe, we delete or anonymize your data within a reasonable period, unless we are legally required to retain data for a longer period.

9. Disclosure to third parties

We may use third-party services to process your data in accordance with this privacy statement, such as technical service providers and delivery services. These parties act as processors for Lude. We ensure that these processors offer sufficient guarantees regarding technical and organizational security measures. Lude enters into a data processing agreement with these processors, which stipulates, among other things, that they will only process personal data on behalf of and in accordance with Lude's instructions.

The data you provide will be passed on to third parties if this is necessary for the delivery of the products you ordered or the services you requested.

For example, we pass on your address details to Post NL to deliver your order.

If you participate in a competition or promotion and you win a prize, Lude may send your contact details to the partner who provided the prize so that this partner can send the prize.

Furthermore, we only share the information you provide with third parties if you have given prior consent (you can only give consent if you are 16 years or older), or if we are legally obligated to do so, are compelled to do so as a result of legal proceedings, and/or if we deem it necessary to protect our own interests. For example, the police may request information from us as part of a fraud investigation. In that case, we are legally obligated to provide this information.

10. Profiling

We combine your personal data from various sources to provide you with the best possible online shopping experience. We do this by linking various data about you, such as your account information, your purchase history, the reviews you've posted, and your browsing behavior on our website across different devices, such as your computer, smartphone, or tablet. We may also supplement or optimize your data with data from public sources such as the Land Registry or sources you've given permission to use. This allows us to target you more effectively if you've indicated you'd like to receive personalized offers, and to improve our services by tailoring them more closely to the needs of our customers and website visitors. We only do this if you've given your consent by selecting the "marketing cookies" option in the cookie bar. You can only consent to this if you are 16 years or older.

By combining your data from different sources, we can show personalized offers and content on our channels that match your interests and purchase history. This allows us to provide better and more targeted offers. It also prevents you from seeing content or offers that are less interesting to you.

11. Social Media

You can find Lude on various social media platforms, such as Instagram and Facebook. We may access some of your profile information if you follow us. This depends on your settings on these social media platforms. For example, we can track how often a specific item is shared and liked on social media. This allows us to analyze the reach of that item. The basis for this processing is our legitimate interest in improving our services.

We may also use certain third-party (marketing) services, such as Facebook. These services allow us to target a specific audience on social media. Examples include Facebook Custom Audiences and Lookalike Audiences. For this purpose, we may provide hashed email addresses to third parties so they can contact targeted individuals for our marketing campaigns. If you do not want us to share your hashed email address with third parties, you can opt out by sending an email to info@ludeplay.com.

More information about the use of social media cookies can be found in our cookie statement.

12. Third party websites

This privacy statement does not apply to websites that collect (personal) data via third-party websites linked to our website. We cannot guarantee that these websites handle your personal data reliably or securely. Always read the privacy statement of the website in question before using it to ensure they handle your data properly.

13. Security of your data

We have implemented appropriate technical and organizational security measures to protect your personal data against loss or unauthorized use. We secure our systems and applications to a level that, given the state of the art, is sufficient to prevent unauthorized access to, modification, disclosure, or loss of personal data.

14. Minors

Young people under 16 cannot consent to the use of their personal data. Therefore, processing of personal data that we perform based on consent (for example, sending the newsletter) is only available to individuals aged 16 or older. We have indicated this in each instance.

If parents or legal guardians believe that personal data of their child under the age of 16 has been processed incorrectly, they can report this by sending an email to info@ludeplay.com.

15. Changes to this privacy statement

We may amend this privacy statement from time to time. Changes will be published on our website. We therefore recommend that you consult this privacy statement regularly to ensure you are aware of these changes.

16. Transfer to countries outside the EEA

Lude or processors engaged by Lude will only store or process your personal data outside the EEA if this is in accordance with the applicable regulations for the transfer of personal data to countries outside the EEA.

17. Your rights with regard to your personal data

Account
If you use a personalized account, certain personal data you have provided to us can be changed by you through your account.

If you don't have an account and would still like to access, rectify, delete, restrict, or transfer your personal data (portability), you can contact us at info@ludeplay.com. See below for a more detailed description of your rights.

Inspection and rectification/correction
You can contact us via info@ludeplay.com Request an overview of all your personal data processed by us. You can also request changes or corrections to your data via the same email address. Lude will respond to these requests as quickly as possible, but in any case within one month, unless an extension of this period is justified by law.

Objection
You can always object to the use of your personal data for direct marketing and/or (further) receipt of marketing information via info@ludeplay.com. All emails sent by Lude contain an unsubscribe option. If you unsubscribe using this option, you will no longer receive such messages. You cannot unsubscribe from informational messages.

Removal
If you want Lude to delete your personal data and/or your account, you can request this by sending an email to info@ludeplay.com.
It is possible that some personal data will be retained by us after such a request for deletion, for example because this is necessary for the processing of placed orders or if there is a legal obligation to retain the data.

Restriction of processing
If you have valid reasons to request a restriction of the processing of your personal data, for example because you dispute the accuracy of the personal data that Lude processes, or because you have objected to the processing of personal data by Lude, you can request this by sending an email to info@ludeplay.com.

Data portability
If Lude's processing of your personal data is based on your consent and is carried out via automated processes, you have the right to request that we receive the personal data you provided to Lude in a structured, commonly used, and machine-readable format. You can submit your request by sending it to info@ludeplay.com.

Withdrawal of consent
If processing of your personal data is based on your (explicit) consent, you have the right to withdraw this consent at any time, without prejudice to the lawfulness of processing based on consent before its withdrawal. You can withdraw your consent by sending an email to info@ludeplay.com.

18. Complaint to the Dutch Data Protection Authority

We are happy to help you if you have any complaints about the processing of your personal data. Should you nevertheless be unable to reach an agreement with us, you also have the right, under privacy legislation, to file a complaint with the privacy supervisory authority, the Dutch Data Protection Authority.

19. Contact

If you have any questions or comments about this privacy statement, we'd love to hear from you. You can email us at info@ludeplay.com.

This privacy statement was last modified on 13-11-2025 .