Privacy Policy

Identification and contact details

• full name
• address
• email address
• telephone number
• date of birth

Account and transaction information

• login credentials
• account preferences
• clinic details
• order history
• donor selections
• payment and billing details
• delivery instructions

Fertility treatment-related information

To provide our services, we may process treatment-related information, including clinic or fertility center details, treatment preferences, delivery authorizations, information necessary to ensure correct donor material is delivered, known carrier status and disclosed hereditary condition information, and saliva samples submitted for genetic compatibility screening.

Such information may constitute special categories of personal data, including data concerning health, under Article 9 GDPR.

Technical and website usage data

• IP address
• browser and device information
• cookie identifiers
• pages visited
• navigation behavior
• timestamps and session activity

Account creation and profile management

We process personal data to create and manage your customer account. Legal basis: Article 6(1)(b) GDPR, performance of a contract.

Purchase and delivery of donor sperm

We process personal data to process your orders, coordinate delivery to fertility clinics, manage storage arrangements, and maintain purchase records. Legal basis: Article 6(1)(b) GDPR.

Treatment coordination and compliance

We process personal data to ensure correct handling and traceability of donor material in connection with fertility treatment. Legal basis: Article 6(1)(c) GDPR, legal obligation, and Article 6(1)(b) GDPR, contract performance.

Where health-related information is processed, we rely on Article 9(2)(a), explicit consent, and/or Article 9(2)(h), provision of health-related services, where applicable.

Genetic Matching and Known Carrier Screening

If you choose to use our genetic matching services, you may be asked to provide a saliva sample for DNA analysis.

Where you inform us that you are a known carrier of a specific hereditary condition, genetic variant, or disease-related trait, we will process this information for the sole purpose of assessing whether the selected donor is also a carrier of the same condition or variant.

This information may include data concerning health and genetic data and is treated as special category personal data under Article 9 GDPR.

We do not receive, access, or store your full genetic profile, raw DNA data, or broader medical records. We only process the specific condition or variant disclosed by you, the saliva sample submitted for testing, and the compatibility or carrier-match result relevant to donor selection.

Genetic matching and laboratory analysis may be performed by carefully selected third-party laboratories or service providers acting on our behalf and subject to appropriate confidentiality, security, and data protection obligations.

The legal basis for this processing is Article 6(1)(b) GDPR, performance of a contract, and Article 9(2)(a) GDPR, explicit consent.

Customer communication

We process personal data to send service-related messages, order confirmations, clinic delivery updates, consent communications, and customer support responses. Legal basis: Article 6(1)(b) and 6(1)(f) GDPR.

Marketing and newsletters

We process personal data to send newsletters, educational content, and product updates where permitted by law. Legal basis: consent. You may withdraw your consent at any time.

Website analytics and cookies

With your consent, we use analytics tools such as Google Analytics, PostHog, and Vercel Analytics to understand how visitors use our website and improve the experience. Your browser sends sanitized page views and named product events, such as viewing a donor profile or completing an order, to our same-origin first-party collector, which mirrors the accepted events server-side to PostHog in the European Union. We identify your account only after you sign in. The PostHog browser SDK is not loaded, and PostHog automatic event capture, cookies or local storage, session replay, and client-side exception or console capture remain disabled. PostHog also records fixed server-side operational error events containing allowlisted route, runtime, and status fields; raw exception messages, causes, and stacks are never sent. Legal basis: consent for non-essential analytics.

With analytics consent, Google Analytics may receive a pseudonymous account identifier for signed-in users, donor and product catalogue identifiers, page and event data, and purchase details. We do not intentionally send contact details, payment card details, account passwords, genetic test results, free-text search queries, health-related filter selections, or the content of private communications to Google Analytics.

Our own first-party analytics records pseudonymous visitor, session, and signed-in account identifiers, page and event data, approximate location derived from your network connection, and browser and device information and, with marketing consent, campaign and advertising click identifiers.

We use Google Ads conversion tracking with Google Consent Mode to measure whether advertising leads to actions such as account creation, consultation interest, or purchases. When marketing consent is not granted, Google may receive limited cookieless measurement signals for aggregate conversion modeling. We configure those denied-consent signals without account, order, donor, or contact identifiers and keep advertising storage, advertising user-data signals, and advertising personalization denied.

The Meta Pixel is not loaded on this website. No Meta advertising script runs in your browser, and Meta does not collect page content, form contents, or the addresses you visit through such a script. With marketing consent, we instead send a limited set of measurement events to Meta from our own servers using the Meta Conversions API: page views, content views, on-site searches, the fact that a voucher or offer request form was submitted, and the total value of a completed order. The form submission event carries only the standard event name and the page address: nothing you typed into the form, including your name, email address, or phone number, is sent to Meta with it. Legal basis: consent. You may withdraw your consent at any time, after which no further events are sent.

Those server-side events are deliberately narrow. The address we report to Meta is rebuilt by our servers from a fixed list of marketing pages, and donor pages and order confirmation pages are reduced to a generic address, so which donor you viewed and which order you placed are never disclosed. We do not send your email address, phone number, name, date of birth, postal address, account identifier, donor identifiers, search terms, product or basket details, or any health-related information, in either plain or hashed form. The only identifiers included are Meta's own advertising click identifier when you arrive from a Meta advertisement, a first-party browser identifier generated by our servers and stored in a cookie on our own domain, your IP address, and your browser's user agent string.

Completed-registration measurement is separately disabled while Meta data-sharing restrictions for this website remain unresolved. If permitted and enabled, we send the fact that an account was successfully created using the server-side CompleteRegistration event, only with marketing consent and without Global Privacy Control. This event contains the fixed registration-page address, a random identifier used to prevent duplicate counting, and the technical matching identifiers described above. It does not contain your account identifier or any registration form fields. It is separate from voucher and offer requests, which use the Lead event. Changing an event name or using a server connection does not remove Meta data-sharing restrictions.

Customer-data-based advertising measurement, including Google Ads Enhanced Conversions and Meta advanced matching, remains disabled because our services concern a sensitive health-related category. Advertising measurement tools are not needed to complete an order.

• fertility clinics and treatment facilities
• courier and logistics providers
• payment service providers
• IT hosting and cloud service providers
• CRM and email communication providers
• analytics, advertising measurement, and cookie consent providers
• legal and compliance advisers
• our parent company and central sperm bank operations in California, USA
• relevant health authorities

All third parties process data under confidentiality obligations and, where required, data processing agreements.

• customer account and transaction data: 5 years
• treatment and traceability records: minimum 30 years
• consent records: for as long as required to document consent
• marketing preferences: until consent is withdrawn
• first-party website analytics events: up to 24 months, after which they are deleted
• cookie and similar-technology data: for the periods disclosed in Cookie Preferences

Where longer retention is required by law, regulatory requirements, or legal claims, data may be retained for a longer period.

• access your personal data
• request correction of inaccurate data
• request deletion where legally possible
• restrict processing
• object to processing
• withdraw consent
• data portability

Please note that certain data may need to be retained due to legal traceability obligations. To exercise your rights, please contact privacy@premierspermbank.dk.