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Privacy policy

This policy explains how we handle your personal data when you visit thwrd.com or buy from us. We process data lawfully under the EU General Data Protection Regulation (GDPR) and the Danish Data Protection Act.

Data controller

The Word is operated by Plastiik v/Thomas Finn Larsen (CVR 21673838), Mathildevej 24, 4. th., 2000 Frederiksberg, Denmark. For any privacy question or to exercise your rights: info@thwrd.com.

What we collect and why

  • Orders & delivery - name, address, email, order details and payment status, to take and fulfil your order and meet our legal obligations (legal basis: contract; legal obligation for accounting).
  • Right of withdrawal - when you use our withdrawal form, we process your name, email and order reference solely to register and confirm your withdrawal. This runs through a Cloudflare Worker and is emailed via Postmark to us and to you as a durable record; kept only as long as needed to handle the withdrawal and meet accounting rules.
  • Service - any details you give us when you contact us, to answer you (legal basis: legitimate interest).
  • Chat - the messages, any images and the page context you send to our on-site AI chat, to answer you and improve the service (legal basis: legitimate interest). See the Chat section below.
  • Marketing - if you subscribe, your email, to send you our newsletter until you unsubscribe (legal basis: consent).
  • Site & analytics - device and usage data via cookies, only the non-essential ones after you consent (see our Cookie Policy at thwrd.com/pages/cookie-policy).

Who processes your data

We share data only with processors who help us run the store, under data-processing agreements: Shopify (store & checkout), our print/fulfilment partner (production & shipping), the payment providers shown at checkout, Postmark and Cloudflare (transactional email & the withdrawal function), Klaviyo (newsletter, if you subscribe) and, after consent, analytics and advertising providers (Google, Meta, TikTok, Pinterest). For the on-site chat we also use Anthropic (the AI model, in the USA under Standard Contractual Clauses), Supabase and Vercel (hosting and storing the conversation) and Upstash (abuse prevention). Some may process data outside the EU/EEA under the safeguards GDPR requires (e.g. Standard Contractual Clauses or an adequacy decision).

How long we keep it

Order and accounting records are kept for as long as Danish bookkeeping law requires (currently five years from the end of the financial year). Marketing data is kept until you unsubscribe. Other data is deleted when no longer needed for the purpose it was collected for.

Chat on thwrd.com

We run a chat on thwrd.com. An AI assistant answers the chat, not a human. The chat window states this before you send your first message. To reach a person, write to info@thwrd.com.

What we process in the chat. We process the messages you write and any images you upload. We record which page on thwrd.com you are on when you write. We do not store your IP address; we store an encrypted, daily-rotating hash of it, used only to detect abuse of the chat.

AI provider outside the EU. The chat runs on language models from Anthropic, PBC, USA, acting as our data processor. The transfer to the USA relies on the European Commission's Standard Contractual Clauses (SCC). Anthropic deletes the data no later than 30 days after processing and does not train its models on your messages.

How long we keep the chat. We keep the conversation for 12 months and then delete it automatically. We keep it that long to follow up if you shop with us again, to see patterns in what customers ask across a year, and to handle any warranty case that refers back to the chat. We may keep a conversation longer if it forms part of a complaint or warranty case, until the case closes and for two years at most.

If you are logged in. We show the chat your first name and an overview of your orders (for example the number of orders and the status of the latest one), so the assistant can answer order questions without asking you for everything again.

Automatic topic labelling. We label each conversation automatically with a topic, an intent and a language, created by a language model and used for statistics to improve our service and product pages. The labelling has no legal effect on you and makes no decisions about you.

If you give us your email address. You can leave your email in the chat so we can get back to you. We store the address only; we do not send you the conversation and send no copy to anyone else. You consent when you enter your email and press send, and can withdraw it by writing to info@thwrd.com.

The chat can be wrong. AI answers can be inaccurate or out of date, and the assistant does not know real-time stock levels. The price, size guide and terms of sale on the product page always take precedence over the chat. If you need a binding answer, write to info@thwrd.com.

Your rights

You have the right to access, rectify, erase or port your data, to restrict or object to processing, and to withdraw consent at any time (without affecting earlier processing). To exercise any of these, email info@thwrd.com. You also have the right to complain to the Danish supervisory authority, Datatilsynet, Carl Jacobsens Vej 35, 2500 Valby (datatilsynet.dk).

The Word is operated by Plastiik v/Thomas Finn Larsen (CVR 21673838), Mathildevej 24, 4. th., 2000 Frederiksberg, Denmark.