Privacy policy

Last updated: 15 July 2026

The short and honest version

When you shop at Morfars.dk, visit our website or contact us, we need some information about you.

We use it, among other things, to:

  • deliver what you have ordered
  • receive payment
  • help you with products, orders and complaints
  • operate and protect our webshop
  • send newsletters if you have asked for them
  • understand how our website and marketing perform
  • improve our customer service and digital solutions
  • comply with the rules we are subject to as a company

We do not disclose your personal data to unauthorised parties and do not use it for purposes that are incompatible with those described in this policy.

We share information with the companies that help us run Morfars.com. These include, among others, Shopify, payment providers, PostNord as well as Google and Meta, when you have accepted statistics and marketing.

You also have a responsibility. You must give us correct information, protect access to your account and refrain from sending payment card details, passwords, CPR number or other sensitive information in our chat and ordinary emails.

The more thorough version follows here.

1. Who is responsible for your information?

MORFARS.DK ApS is the data controller for the processing of personal data described in this policy.

MORFARS.DK ApS
Hørkær 30
2730 Herlev
CVR no. 27776175
Phone: 70 25 90 98
Email: support@morfars.com

You are always welcome to contact us if you have questions about how we process your information.

2. What information do we process?

The specific information depends on how you use Morfars.com.

We may, among other things, process:

  • name
  • billing and delivery address
  • email address
  • phone number
  • order and purchase history
  • customer and account details
  • information about payment and payment status
  • information about returns, complaints and repairs
  • the content of emails, chats and other enquiries
  • images, videos and files you send to us
  • IP address, browser, device type and technical identifiers
  • information about your use of the website
  • information about products you view, search for or add to the cart
  • consents and marketing preferences
  • information about opens of and clicks in our emails

We normally receive the information directly from you. We may also receive information from Shopify, Shop, payment providers, PostNord and other services you use in connection with your visit or purchase.

3. When you visit Morfars.com

When you visit our website, we process technical information about the visit.

This may, among other things, be:

  • IP address
  • browser and device type
  • approximate geographic area
  • date and time of the visit
  • which pages and products you visit
  • what you search for
  • products you add to the cart
  • referring page and campaign information
  • information about errors and technical performance
  • cookie, pixel and device identifiers

Why do we process the information?

We use the information to:

  • make the website and checkout work
  • remember your cart and your settings
  • show relevant products and content
  • prevent fraud, spam and technical misuse
  • find and fix errors
  • understand how the website is used
  • measure the effect of our marketing
  • display and measure ads when you have given consent

Necessary cookies and similar technologies are used because they are necessary to deliver and protect the website. The processing of personal data here is based on our legitimate interest in operating a secure and well-functioning webshop, cf. Article 6(1)(f) of the GDPR.

Cookies and similar technologies for statistics, personalisation and marketing are used on the basis of your consent, cf. Article 6(1)(a) of the GDPR.

You can change or withdraw your consent at any time via the link Cookie preferences at the bottom of the website.

Google and Meta

When you have given consent to statistics or marketing, we use technologies from Google and Meta.

This may, among other things, include:

  • Google Analytics
  • Google Ads
  • Meta Pixel and other Meta Business Tools

Google and Meta may receive information about your device and your use of Morfars.com, for example IP address, cookie or device identifier, pages and products you have visited, items in your cart and information about completed purchases.

The information is used, among other things, for statistics, advertising, campaign measurement, audiences and limiting repeated or irrelevant ads.

Google and Meta may combine the information with other information they already have about you, for example if you are logged in to a Google, Facebook or Instagram account.

Depending on the specific service and processing, Google and Meta may process information on our behalf, together with us or for their own purposes. Their own processing is described in their privacy policies:

4. Shopify and Shopify Network Intelligence

Morfars.com is hosted and operated on Shopify's platform.

Shopify processes information when you visit our website, create an account, use the chat, go to checkout or complete a purchase.

Shopify processes information, among other things, to deliver:

  • webshop and hosting
  • product display and search
  • cart and checkout
  • customer profiles and order history
  • payments
  • Shop Pay and Shop
  • customer communication
  • Shopify Inbox and our AI assistant
  • email marketing and messaging features
  • statistics, security and fraud prevention

For Shopify's ordinary platform services, Shopify mainly processes information on our behalf.

For certain Shopify services, Shopify may also process information as an independent data controller. This applies, among other things, to information Shopify receives through your own relationship with Shopify, Shop, Shop Pay and certain enhanced Shopify services.

Shopify Network Intelligence is active

We have activated Shopify Network Intelligence.

This means that Shopify may use information about customers' interactions with Morfars.com together with information from customers' interactions with other Shopify stores and with Shopify itself.

The information may be used to deliver, develop and improve Shopify's enhanced services, including:

  • security and fraud prevention
  • analysis and reporting
  • personalisation of shopping experiences
  • product and store recommendations
  • improvement of Shopify's products and services
  • measurement and personalisation of advertising
  • other services that build on customers' interactions with Shopify and various Shopify stores

The information Shopify may process in this connection includes, among other things:

  • contact and profile information
  • orders and transactions
  • products you view or add to the cart
  • activity in our and other Shopify stores
  • device, browser and network information
  • cookie and device identifiers
  • consent, opt-out and privacy signals

Information may be shared with Shopify and Shopify's suppliers and partners, who may be located in countries other than Denmark.

Your choices in our cookie settings are used to inform Shopify about which forms of non-necessary processing you have accepted.

You can read more about Shopify's processing here:

Via Shopify's privacy portal, you can, among other things, request access to or deletion of information that Shopify processes as an independent data controller, and opt out of certain forms of sharing for advertising purposes.

If you ask Morfars.com to delete your customer information, we forward the request through Shopify's tools once the conditions for deletion are met.

A deletion at Morfars.com does not necessarily delete information that Shopify has received through your independent relationship with Shop, Shop Pay or other Shopify services. Rights concerning this information must, as a rule, be exercised directly with Shopify.

5. When you buy something from us

When you place an order, we process the information necessary to complete the purchase.

This will typically be:

  • name
  • address
  • email address
  • phone number
  • selected products
  • delivery method
  • payment method
  • order and payment status
  • any comments on the order

We use the information to:

  • register and process your order
  • receive and check payment
  • send order confirmations and delivery information
  • deliver the item
  • handle changes, returns and refunds
  • handle complaints and repairs
  • keep accounts
  • prevent errors and fraud

The processing takes place primarily because the information is necessary to perform our agreement with you, cf. Article 6(1)(b) of the GDPR.

Information included in our accounting records is also processed to comply with our legal obligations, cf. Article 6(1)(c) of the GDPR.

You must give us correct information

We cannot send a parcel to an address we have not been given, and PostNord cannot contact you on a phone number that does not work.

You are therefore responsible for ensuring that the contact, payment and delivery information you give us is correct. If you discover an error, you must contact us as soon as possible.

This does not change our responsibility under the consumer rules, but incorrect or incomplete information may mean that your order is delayed, sent to the wrong place or cannot be delivered.

6. Payment

We use Shopify Payments and AltaPay to handle payments.

Klarna is offered through Shopify Payments.

Depending on the payment method you choose, information may be processed by:

  • Shopify Payments and the payment processors Shopify uses
  • AltaPay
  • Klarna
  • card networks, banks and other providers behind the chosen payment method

The payment providers may, among other things, receive:

  • name and contact details
  • order amount and currency
  • order number
  • payment method
  • payment card or account details
  • IP address and device information
  • information used for security and fraud control

Your full payment card details are normally entered and processed directly in the payment providers' secure solutions. Morfars.com does not normally receive your full card number.

We receive the information necessary to see whether a payment has been approved, reserved, completed, declined or refunded.

The payment providers may have independent legal obligations, for example in connection with identity checks, credit assessment, anti-money laundering rules, bookkeeping and fraud prevention.

You can read more here:

7. Delivery with PostNord

When you choose delivery, we share the necessary information with PostNord.

This may, among other things, be:

  • name
  • delivery address
  • email address
  • phone number
  • order number or shipment number
  • information about the parcel and the chosen delivery

The information is shared so that PostNord can deliver the parcel, make it available at a pickup point and send relevant messages about the delivery.

PostNord is an independent data controller for parts of its processing, for example documentation of delivery, operation of the PostNord app and fulfilment of PostNord's own legal obligations.

Read PostNord's privacy policy.

8. Customer account

If you create or use a customer account, we process the information associated with the account.

This may, among other things, be:

  • name and contact details
  • addresses
  • order history
  • returns and complaints
  • marketing preferences
  • account activity and security information

We use the information to give you access to the account, show your orders and make future purchases easier.

The processing takes place to deliver the features you request and on the basis of our legitimate interest in offering a practical and secure customer account.

You are responsible for protecting access to your email and any other login details. If you suspect that others have gained access to your account or email, you must immediately secure your email account and contact us.

9. Customer service via email, phone and forms

When you contact us, we process the information you provide in connection with the enquiry.

This may, among other things, be:

  • name and contact details
  • order and product information
  • the content of your message
  • images, videos and files
  • information about use, damage or faults on a product
  • our responses, assessments and internal notes about the case

We use the information to:

  • answer your enquiry
  • advise on products and compatibility
  • investigate a complaint
  • handle returns and repairs
  • document what we have agreed
  • check and improve the quality of our customer service

When the enquiry concerns a purchase or a possible purchase, the processing is normally necessary to perform an agreement or to take steps prior to an agreement, cf. Article 6(1)(b) of the GDPR.

For general questions, quality assurance and documentation, the processing is based on our legitimate interest in providing proper customer service and being able to document our communication, cf. Article 6(1)(f) of the GDPR.

Only send what we need

You should not send CPR number, payment card details, passwords, MitID information, health information or other sensitive and confidential information to our ordinary customer service.

If you send images or videos, you should as far as possible avoid unrelated persons, private documents, licence plates or other unnecessary information appearing in the material.

If you send information about another person, you are responsible for ensuring that you have the right to share the information and that it is relevant to the case.

10. Chat and AI assistant

Morfars.com uses Shopify Inbox for customer service via chat.

The chat may be answered by:

  • our AI assistant
  • an employee at Morfars.com
  • both the AI assistant and an employee during the same conversation

In connection with the chat, you are informed that responses may be provided by an AI assistant.

What information is used in the chat?

When you use the chat, we and Shopify may process:

  • the content of your messages
  • name and email address if you provide them or are logged in
  • the pages and products you visit
  • information about your active cart
  • relevant customer and order information
  • your approximate location and time zone
  • images, videos or other material you send
  • your rating of the responses you receive
  • technical information used for operation, security and spam prevention

If you are logged in with Shop, the AI assistant may, in relevant situations, use information from your Shop profile to tailor responses and product recommendations.

If you ask the AI assistant to look into an order, you may be asked to log in before it can access the order information.

What does the AI assistant use as its knowledge base?

The AI assistant may prepare responses on the basis of:

  • our product catalogue
  • product descriptions and stock information
  • our terms of trade, delivery and return policies
  • pages and articles on Morfars.com
  • our knowledge base
  • files and material we have made available to the assistant
  • relevant information about your order when you are identified

Our employees may review chat conversations and AI-generated responses when necessary to answer enquiries, follow up on customer cases, check quality or improve the chat function.

We and Shopify may also use information about chat sessions, topics, ratings and subsequent orders to measure how the chat performs.

AI can be wrong

The AI assistant is fast, but it is not infallible. It may misunderstand your question, overlook a detail or give a response that does not fit your particular product.

The AI assistant's responses are therefore for guidance only.

Important information about, for example, the following must be checked on the relevant product page, in your order confirmation and in our applicable terms of trade:

  • safety and correct use
  • age recommendations
  • product compatibility
  • batteries and charging
  • spare parts
  • prices and stock status
  • delivery
  • right of return and right to complain

If something is unclear or contradictory, you should ask for help from an employee before you buy or use the product.

You can ask for your enquiry to be handed over to an employee. If our employees are not available, you may be asked to contact us by email.

The AI assistant's responses do not change your statutory rights or the agreements you have entered into with Morfars.com.

We do not use the AI chat to make automated decisions about you that have legal effect or similarly significantly affect you.

Do not share secrets with the robot

You must not write the following in the chat:

  • payment card details
  • passwords
  • CPR number
  • MitID information
  • health information
  • information about criminal offences
  • other sensitive or confidential information

If we need special information to handle a case, we will tell you how it can be sent in a more appropriate way.

11. Newsletters and marketing

We use Shopify's features for email marketing and customer communication.

When you sign up, we may process:

  • your email address
  • your name, if it is registered
  • the time and method of your consent
  • your chosen marketing preferences
  • relevant information about purchases and product interests
  • whether emails are delivered or rejected
  • whether you open an email
  • which links you click
  • visits, carts and orders that can be attributed to an email campaign
  • whether you unsubscribe or mark an email as spam

The purpose is to send you news, offers, product information and inspiration from Morfars.com as well as to understand which content is relevant and works well.

We may use information about previous purchases and product interests to select or tailor the content of our emails.

The processing is based on your consent, cf. Article 6(1)(a) of the GDPR.

You can always unsubscribe via the link at the bottom of our emails or by contacting us.

When you unsubscribe, we may keep your email address on an internal opt-out list. We do this to document your unsubscription and ensure that you are not signed up again by mistake.

Withdrawal of a consent does not affect the lawfulness of the processing that took place before you withdrew the consent.

12. Prevention of fraud, spam and misuse

We, Shopify and our payment providers may process order, payment, account, device and usage information to:

  • detect suspicious orders
  • prevent payment fraud
  • protect customer accounts
  • block spam and automated misuse
  • investigate security incidents
  • protect Morfars.com, our customers and our employees

The processing is based on our legitimate interest in protecting our business and our customers, cf. Article 6(1)(f) of the GDPR.

In individual cases, the processing may also be necessary to comply with a legal obligation or to establish, exercise or defend a legal claim.

13. Who do we share information with?

We only share information when it is necessary for a relevant and lawful purpose.

The recipients may, among others, be:

  • Shopify, which provides webshop, checkout, customer profiles, orders, chat, marketing and related features
  • Shopify Payments and Shopify's payment processors
  • AltaPay
  • Klarna, when you choose Klarna as the payment method
  • PostNord
  • Google and Meta, when you have given the necessary consent
  • suppliers of hosting, operation, security and technical support
  • accounting, auditing and advisory providers
  • debt collection and legal advisers, when necessary
  • public authorities, when we are obliged to

Some recipients process information on our behalf and on our instructions. They are data processors.

Other recipients determine the purpose of all or part of their processing themselves. They may therefore be independent data controllers or, in certain situations, joint data controllers together with us.

14. Transfer of information outside the EU and the EEA

Some of our suppliers are international companies or use sub-suppliers outside the EU and the EEA.

This means that personal data may, in certain cases, be processed in countries outside the EU and the EEA, including Canada and the USA.

When this happens, we or our suppliers ensure a lawful basis for the transfer.

This may, among other things, be:

  • a decision by the European Commission on an adequate level of protection
  • the European Commission's standard contractual clauses
  • approved binding corporate rules
  • other lawful transfer mechanisms

You can contact us if you would like more information about the transfer bases used in a particular situation.

15. How long do we keep the information?

We do not keep information longer than we consider necessary for the purposes for which the information was collected or to comply with our legal obligations.

The specific period depends on the information, the purpose, our systems and any legal obligations.

We continuously assess whether the information is still necessary. In our assessment, we take into account, among other things:

  • the nature of the customer case
  • any warranty and complaint periods
  • our documentation needs
  • the risk of disputes or legal claims
  • requirements under bookkeeping and other legislation
  • whether the information is still necessary for security and prevention of misuse

Orders and accounting

Information included in accounting records is, as a rule, kept for five years from the end of the financial year the records relate to.

Information may be kept longer if it is necessary because of an ongoing dispute, complaint, authority case or a legal claim.

Customer service and complaints

Ordinary customer service enquiries are deleted or anonymised when they are no longer relevant for customer service, documentation, quality assurance or handling a possible claim.

Information about complaints, damage, repairs and disputes may be kept longer when it is necessary to document the case or handle a possible legal claim.

Chat

Chat conversations are kept for as long as they are relevant for customer service, quality assurance, security, documentation or handling a possible claim.

Shopify Inbox does not necessarily allow us to delete a single conversation directly from the conversation overview. When a customer has a right to deletion, we therefore handle the request through Shopify's tools for deleting customer data and through our other relevant systems.

Statutory information and information necessary for an ongoing case is not deleted until the need for retention has ceased.

Customer accounts

Account information is kept while the account is active or for as long as we have a legitimate need for the information.

Even if an account is closed, order, accounting, complaint and security information may be kept for the period that legislation or a specific need requires.

Newsletters

We use your email address for marketing until you withdraw your consent.

Documentation of consent and unsubscription may be kept longer when it is necessary to document that we have complied with the rules.

Cookies and analytics

The retention periods for cookies and similar technologies are set out in our cookie settings.

Backups

Information may, for a limited period, appear in backups after it has been deleted from the active systems. In that case, it will be protected and not used for new purposes.

16. How we protect the information

We use technical and organisational security measures that we consider appropriate in relation to the nature of the information, the processing and the current risks.

The measures may, among other things, include access restriction, management of user rights, backup, ongoing maintenance of systems as well as procedures for preventing and handling security incidents.

We limit access to personal data to employees and suppliers who have a relevant need for the information.

No digital solution is 100 per cent free of risk. We therefore work continuously to prevent, detect and handle security problems.

17. Your responsibility

Good data protection also requires something of you.

You are, among other things, responsible for:

  • giving us correct and up-to-date contact, payment and delivery information
  • protecting access to your email and customer account
  • contacting us if you discover suspicious activity
  • refraining from sending information that is not necessary for your case
  • refraining from sending payment card details, passwords, CPR number and other sensitive information in chat or ordinary email
  • ensuring that you have the right to share information or images of other people with us
  • checking important product and safety information if you have received a response from our AI assistant

Your responsibility does not change Morfars.com's responsibility under the data protection rules, the Sale of Goods Act or other mandatory consumer rules.

18. Your rights

Under the data protection rules, you have a number of rights.

Depending on the situation, you may have the right to:

  • obtain access to the information we process about you
  • have incorrect or incomplete information rectified
  • have information deleted
  • have the processing restricted
  • receive certain information in a structured and machine-readable format
  • object to processing based on our legitimate interests
  • object to direct marketing
  • withdraw a consent
  • complain to Datatilsynet

The rights are not absolute.

For example, we cannot delete information that we are obliged to keep under the bookkeeping rules, or that is necessary to handle a complaint, dispute or legal claim.

The right to data portability only applies to certain information and forms of processing.

How to use your rights

Write to support@morfars.com and describe as precisely as possible what your request concerns.

We may ask you for information necessary to verify your identity. We do this to avoid personal data being disclosed, changed or deleted at the request of the wrong person.

We answer requests without undue delay and normally within one month at the latest. For particularly complicated or extensive requests, the deadline may be extended in accordance with the rules. In that case, we will inform you.

For information that Shopify processes as an independent data controller through Shop, Shop Pay or other Shopify consumer services, you can also use Shopify's privacy portal.

19. Complaint to Datatilsynet

If you have questions or are dissatisfied with our processing of your information, we encourage you to contact us first at support@morfars.com.

You also have the right to complain to:

Datatilsynet
Carl Jacobsens Vej 35
2500 Valby
Phone: 33 19 32 00
Email: dt@datatilsynet.dk
Website: www.datatilsynet.dk

20. Changes to the privacy policy

We update this privacy policy when our processing, systems, suppliers or legal obligations change.

The current version will always be available on Morfars.com.

In the event of significant changes, we may also inform you via the website, your customer account or email, when relevant.