Information on data protection

Smartrac N.V. takes the protection of personal data seriously. Therefore, we conduct our business in compliance with applicable laws on data protection and data security. We want you to know when we collect data and how we use it.

1. General
Personal data is data relating to your identity. This includes, for example, particulars such as your name, address, telephone number and email address. Your personal data is processed in accordance with German and European data protection regulations.

We have taken technical and organisational security measures to protect your personal data from loss, destruction, manipulation and unauthorised access. All our employees and any third parties involved in data processing must comply with the EU General Data Protection Regulation (GDPR), the Federal Data Protection Act and the confidential handling of personal data. If personal data is processed via our website the information is transferred in an encrypted form to avoid misuse by third parties. Our security measures are regularly updat-ed in accordance with technological developments.

2. The processing of data on our website


a) Access to Internet Services

Any access to our website is stored in a log file. In the log file the following data will be stored up to 14 days:
• Name of the file
• Date and time of access
• Amount of data transferred
• Notification of whether the call was successful
• as well as IP address of the accessing the host system.

This data is used to optimize our website. The IP address is only used for attacks on the Internet infrastructure Smartrac evaluated.

You are under no legal or contractual obligation to provide your access data. However, please note that we cannot allow you to use our website without providing your access data.

The legal basis for temporary storage of your access data is Art. 6 (1) f) GDPR. Our legitimate interest is the continued optimisation of our website.

b) Cookies
Depending on your browser settings, we use cookies to collect information on how you use our website. Cookies are small text files which are stored on your computer when you visit our website. Cookies help us to determine how often our website is used and by how many users. It also makes it as convenient and efficient as possible for you to use our website. We use session cookies which are temporarily stored while you use one of our websites as well as permanent cookies to store information about computers which repeatedly access our website. This enables us to provide you with optimum user guidance and to "recognise" you when you return to our website so that we can offer you maximum variety and new content. We use permanent cookies to record the number of times you visit our website, the amount of time you spend on our website, start and end of use and your interest in our products.

The content of a permanent cookie is limited to an identification number. Name, IP address or other information regarding your true identity are not stored, and we do not set up any individual profiles regarding your pattern of use. Permanent cookies are automatically deleted. Storage duration varies depending on the cookie. You may delete permanent cookies at any time under the security settings of your web browser.

We use cookies in order to make our website more user-friendly. Some elements on our website require the browser which is contacting it to be identified after a change of pages. We use these cookies for technical reasons to make it simpler for you to use our website. Some functions on our website cannot be offered without the use of these cookies. On our website we also use cookies to analyse the users' browsing patterns. The personal data collected in this way is pseudonymised. Therefore the data can no longer be attributed to the users visiting the website. The data is not stored together with the users' other personal data. The analytical cookies are used in order to improve the quality of our website and its content. From the analysis provided by the cookies we learn how the website is used and can optimise our offer on an ongoing basis.

The legal basis for the processing of personal data using cookies is Art. 6 (1) f) GDPR. Our legitimate interest is the continued optimisation of our website.

c) Google Analytics
This website uses Google Analytics, a website analysis service of Google Inc. ( Google Analytics uses "cookies", text data which is stored on your computer and enables your use of our website to be analysed. The information created by the cookie concerning your use of the website is regularly transmitted to a Google server in the USA and stored there. However, when the IP address is anonymised on this website your IP address is shortened by Google before transmission within the Member States of the Eurpean Union and other signatories of the Agreement on the European Economic Area. Only in exceptional circumstances is the complete IP address transmitted to a Google server in the USA and shortened there. IP anonymisation is used on this website. On behalf of Smartrac N.V., Google will use this information to analyse your use of the website in order to compile reports on website activities and provide further services to Smartrac N.V. associated with the use of the website and internet use. The IP address transmitted by your browser within the framework of Google Analytics will not be merged with other Google data. Your data will be automatically deleted after 2 years at the latest.

You can disable the storage of cookies by changing the settings of your browser software accordingly (see 6 below). Please note, however, that you may then not be able to use all of the functions of the website in full.

Personal data is processed by Google Analytics on the basis of Art. 6 (1) f) GDPR. This serves as the basis for our legitimate interest in advertising.

d) Contact Forms
You can use our contact forms to send us messages and questions. The data you enter in the contact forms is transferred to and stored on the server of EMEA Ltd. and HubSpot, Inc. We only use the data you send us to respond to your contact inquiry.

If you wish to contact another Smartrac company via our contact forms, we will forward your request to them and the receiving Smartrac company will process your data for these purposes and stores them for as long as required for the provision of services or possible future business contacts.

You are not contractually required to provide personal data when you contact us. However, please note that we cannot address your inquiry if the information marked as such is not provided.

To address your inquiry your data is stored until the inquiry has been completely processed, then it is deleted. This does not apply to data which is legally required for invoicing or accounting purposes.

The data you provide is processed on the basis of Art. 6 (1) b) GDPR.

e) Newsletters
According to your consent, you subscribe to our newsletter. In our newsletters, we inform you about goods and services as well as other information of Smartrac, including latest trends and innovations from the RFID & IoT Industry, on a regular basis.

We use the so-called double opt-in procedure to subscribe to our newsletters. That means that after you have subscribed, we send an email to the address you provided asking you to confirm that you would like to receive our newsletter. We also save the IP addresses you used and the time of registration and confirmation. This ensures that we are able to prove that you registered and clarify any possible misuse of your personal data. Therefore, we will store your email address, your IP address and the time of your registration and confirmation as long as it is necessary to prove your registration and confirmation if claims, in particular civil and/or competition law claims are asserted against us. In any case, your email address, IP address and the time of your registration will be deleted when the respective claims have become timebarred.

The only information required for sending the newsletter is your email address. The other information provided is voluntary and allows us to address you personally. You are not required by law or contract to provide personal data in the context of the application and confirmation for our newsletter. However, please note that we cannot send you our newsletter if you do not provide us with your email address, your IP address and the time of your registration and confirmation.

Your user activity will be evaluated when the newsletter is sent. To enable this evaluation the emails sent contain web beacons or tracking pixels in the form of a pixel image which is fetched when the newsletter is opened. In order to obtain the results we link the data named in 2 a) and the web beacons with your email address and an individual ID. With the data so gathered we put together a user profile in order to tailor the newsletter to your individual interests. We record when you read our newsletter what links you click on in the newsletter and from this conclude what your personal interests are. We link this data with your activities on our website. Your data will be stored as long as you subscribe to the newsletter. Once you unsubscribe we will save the data purely for statistical purposes and on an anonymous basis.
You may withdraw your consent to receive our newsletter and unsubscribe from the respective newsletter at any time with effect for the future. To unsubscribe from the newsletter please send an email to contact[at] or send a message to the contact details noted at the end of this data privacy statement. You can also unsubscribe from our newsletters by clicking on the appropriate link provided in each newsletter email.
The legal basis for our data processing is Article 6 (1) a) GDPR.


f) Use of Social Media Plug-ins
At present, we use the following social media plug-ins: Facebook, LinkedIn, Twitter and YouTube. In so doing we use the so-called Shariff solution. This solution ensures that in the first instance no personal data is forwarded to the providers of individual social plug-ins when you visit our website. Only when you click on one of the social plug-ins your data will be transferred to the plug-in provider and stored there. We have no influence either on the data collected or the data-processing processes and we are not aware of the full extent of the data collection, the purpose of processing and the length of time for which the data is stored. We do not have any information about deletion of the data collected by the plug-in provider.

The data is forwarded irrespective of whether you have an account with the plug-in provider and are logged in there or not. However, if you are logged in with the plug-in provider your data collected by us will be allocated directly to your account with the plug-in provider.

The legal basis for the use of the plug-ins is Art. 6 (1) f) GDPR. By means of the plug-ins we can offer you the option to interact with the social networks and other users so that we can improve our offer and make it more interesting for you as a user. Our legitimate interest with those purposes is based on Art. 6 (1) f) GDPR.

More information on the purpose and extent of the data collected and processed by the plug-in providers can be found in the respective providers' data protection notices. In these notices, you will also find further information on your rights in this respect and the setting options to protect your privacy. For more information on the Shariff solution please see

3. Disclosure of personal data
We disclose the access data you transmit to us to the following recipients or categories of recipients:

  • We collaborate with providers who support us in providing our services, performances and the offer on this website (e.g. hosting provider). These service providers (agents) process data on our behalf and under our control and for the purposes described in this data protection declaration.
  • Those public or private bodies to which we have to disclose personal data to meet a statutory obligation.
  • We may be required by U.S. law to disclose personal information to U.S. authorities. In these cases, we limit the publication to the extent that is legally mandatory. 
  • We may also disclose personal information to enforce our rights or to protect our rights or the rights of third parties to the holders of such rights, advisers and authorities.


4. Transmission of personal data to third countries
We intend to also transfer your personal data to recipients in third countries. Third countries are countries outside of the European Union or the European Economic Area where it is not always possible to assume that the level of data protection is comparable to that of the European Union.

Before any such data transfer we ensure that the required level of data protection is ensured in the third country concerned or at the recipient in the third country. This may take the form of an "adequacy decision" of the European Commission which ensures that an adequate level of data protection has been ascertained overall for a certain third country. Alternatively, we can also transfer data on the basis of "EU standard contractual clauses" or, for recipients in the USA that have a valid EU-US Privacy Shield certification, on the basis of compliance with the principles of the "EU-US Privacy Shield.

We would be pleased to provide further information on the suitable and appropriate safe-guards for compliance with an adequate level of data protection on request; the contact details can be found at the bottom of this data privacy statement. Information on the participants of the EU-US Privacy Shield can be found under [].

5. Your rights when your personal data is processed
You have certain rights in accordance with applicable data protection provisions – in particular the GDPR and the relevant provisions in the applicable law of a Member State of the European Union:

  • You have the right of access to your personal data.
  • You have the right to demand rectification of any inaccurate personal data.
  • You have the right to demand erasure or to restrict the processing of your personal data.
  • You have the right to receive the personal data you have provided in a structured, commonly-used and machine-readable format.

If you have given us your consent, you also have the right to withdraw your consent at any time with effect for the future.

You are entitled to assert the above-mentioned rights against us, e.g. by notifying us via one of the methods of contact listed at the end of this data protection statement.

You may also contact the competent authority if you have a complaint about how your personal data is handled.

6. Your right to object
You have the right to object at any time to the processing of your personal data on grounds relating to your particular situation on the basis of Art. 6 (1) e) or (1) f) GDPR, including profiling based on those provisions.

In such cases Smartrac N.V. will no longer process your personal data unless it can demonstrate compelling legitimate grounds for the processing which override your interests, rights and freedoms or for the establishment, exercise or defence of legal claims.

If your personal data is processed for direct marketing purposes, you have the right to object at any time to the processing of your personal data for such marketing purposes, which includes profiling to the extent that it is related to such direct marketing.

If you object to processing for direct marketing purposes, your personal data will no longer be processed for such purposes.

In the context of the use of information society services, notwithstanding Directive 2002/58/EC, you may exercise your right to object by automated means using technical specifications.

• Cookies:
In your browser settings, you can deactivate the storage of cookies under "Options/Internet Options", limit them to certain websites or set up your browser so that it informs you when a cookie is sent. You may also delete cookies whenever you wish. Please note, however, that disabling or deleting them means that you will have limited presentation of our website and limited user guidance.


• Google Analytics:
You can also prevent the information generated by cookies regarding your use of the website (including your IP address) from being recorded and sent to Google and the processing of this data by Google by downloading and installing the browser plug-in available through the following link:


More detailed information on this is available under or under (general information on Google Analytics and privacy). Please note that on our website, Google Analytics has added the code "gat._anonymizeIp();" to ensure that IP addresses are recorded in anonymous form (IP masking).


7. Social Media Presence

We are represented on social networks and platforms (Facebook, Twitter, YouTube) to present our company and our goods and services, to communicate with active users and to inform them about our company and our products. We process the data of users visiting our website or contacting us via social media for these purposes. The legal basis for this is Article 6 (1f) GDPR.

When accessing the respective networks and platforms, the general terms and conditions and data protection guidelines of the respective operators apply.

Facebook Ltd., 4 Grand Canal Square, Grand Canal Harbour, D2 Dublin, Ireland,

Twitter Inc., 1355 Market Street, Suite 900, San Fransisco, CA 94103, USA,

Google LLC, Amphitheatre Parkway, Mountain View, CA 94043, USA,

This may lead to us being offered access to other personal data as an indispensable part of our user relationship with the respective social network or platform operator or to the operator setting unintentionally setting cookies or collecting user data for purposes other than those listed above. This applies in particular to analytical tools provided by the respective operators (e.g. Facebook Insights, Twitter Analytics). Unfortunately, we have no influence on the type and scope of data processing carried out by operators. According to the operators' own information, the data is evaluated in anonymous form so it is not possible to draw any conclusions to individual users. It should not be possible for the administrator to access individual user profiles. According to the operators' own information, the data collected by analytical tools include the following:

• webpage activity
• page views
• reach of contributions
• recommendations (e.g. likes)
• interaction between contributions (e.g. re-tweets)
• video views and average video playback
• location (country, city)
• target group (gender ratio, age, language)

The items you post on our website via social networks and platforms remain on the timeline for an indefinite period of time. Individual posts may be deleted in the event of a breach of law. We have no influence on the deletion of your data by the operator. The data protection regulations of the respective operator apply in this respect.

If you have any queries or rights you wish to assert with regard to data processing in social networks and platforms, in particular requests for information or deletion, we suggest you contact the respective operator directly as only the respective operator is able to implement your rights.


8. Contact information
If you have any further questions relating to our information on data protection and the processing of your personal data, please do not hesitate to contact us at any time. We are available at any time to answer information requests, or if you have any suggestions or complaints.

The controller responsible for the processing of your personal data on this website is

Smartrac N.V.
Strawinskylaan 851
1077 XX Amsterdam
The Netherlands


Smartrac has appointed a data protection officer. This data protection officer can be contacted at the following email-address: