Privacy Policy

Liseberg processes personal data in compliance with the General Data Protection Regulation (EU) 2016/679, GDPR. The Data Protection Regulation is intended to prevent breaches of your personal integrity through processing of personal data. Your personal data may only be processed with your consent or if this processing is supported by the Data Protection Regulation or another legal provision.

1. Introduction

 This information text explains how Liseberg AB (”Liseberg”) processes your personal data and your rights. The information is intended for you who

• Are our customer – when you buy tickets, visit us, stay in our accommodation, shop in our stores or eat in our restaurants.
• Are covered by a business contract.
• Have a Liseberg annual pass.
• Have a log-in account.
• Visit our website or our social media platforms, use our apps or connect through Liseberg’s Wi-Fi.
• Participate in our marketing activities or customer surveys.
• Communicate with us in any other way, for example, through our customer support function and booking.

Your integrity is important for us. We therefore want to ensure that the personal data collected about you are stored and processed safely and securely, in compliance with the Data Protection Legislation.

Please read through the information carefully and contact us if you have any questions about how your data are processed. You can find our contact details at the end of this information text.

2. What are personal data?

2.1 Who is responsible for your personal data?

 Liseberg is the controller for our personal data processing.

2.2 What is an item of personal data?

Personal data is all information that can be linked to you directly or indirectly (i.e. along with other information), such as your name, photo, personal ID number, contact details, IP address, and details of your previous visits, accommodation and purchase history.

3. What personal data do we process about you and why?

In this section we explain how your personal data are used to enable us to provide you with relevant experiences, services and offers.

3.1 When you purchase tickets, visit us, stay in our accommodation, shop in our stores and eat in our restaurants

When you purchase tickets, visit us, stay in our accommodation, shop with us or eat in our restaurants, we process the following data that you have provided:

• Your name (and the name of those accompanying you) and your contact details, such as your address, e-mail address, postal address and telephone number.
• Your date of birth and Swedish personal ID no., for example, when you purchase Liseberg’s annual pass (the Liseberg pass, Big Gold pass, Small Gold pass)
• Your business contract number and/or Liseberg’s annual pass code if you state this at the time of booking/purchase.
• Data about your visit, accommodation and purchases, for example, price and accommodation.
• Information about your need for accompaniment or a place for a wheelchair during your trip, when such information is needed.
• Information about payment and your payment record.

We process your personal data in order to:

• Identify you as a visitor, for example, when checking tickets.
• Take payment for entrance, accommodation,  a product in the store, or a restaurant visit, including processing card payments.
• Detect and prevent frauds in connection with card payments.
• Process and deliver what you have purchased in compliance with our terms of sale, for example, providing you with the product you have purchased.
• Notify you (via app, text message, e-mail or similar electronic communication) of changes in our services and products, for example, changes in the park’s programme or offering.
• Market our services and products, for example, via e-mail, text message and Social Media.
• Segmentation in order for our marketing to be as relevant as possible for you.
• Compile statistics on bookings via a business contract in order to report to the company, (most often your employer).
• Produce statistics on purchases of visits, accommodation and products, with a view to improving our services.

If you pay for accommodation with Liseberg’s private invoice, with full- or part-payment, we also process personal data about you together with our payment processing supplier. For more information about how we use personal data, please see our terms of sale (https://www.liseberg.se/en/about-liseberg/terms/terms-of-purchase/).

Legal basis for processing: We process your personal data for performance of the agreement when we provided admission, accommodation and/or the product, on the basis of striking a balance between our legitimate interest in using your data for statistics, analysis, segmentation in order to market relevant services and products, carrying out customer surveys, securing payment and preventing fraud, as well as on the basis of a legal obligation to process opt-out settings, accompaniment and wheelchair access.

Storage time: We store data about you for a maximum of 24 months after your visit, stay in our accommodation and purchase.

3.2 Claims for compensation

When you contact us with a claim for compensation, we process:

• Data that you have provided us with yourself, for example, your name (and the names of people accompanying you), contact details, payment information, account information, the case record.
• Your date of birth (Swedish personal ID no.) when, for example, you apply for insurance compensation.
• Information about the grounds for your claim for compensation.
• Documents that you enclose with your case, for example, receipts or medical certificates.

We process your personal data to:

• Process and assess your claim for compensation.
• Detect and prevent fraud in connection with compensation claims.
• Produce statistics on your cases with a view to improving our services.

Legal basis for processing: We process your personal data on the basis of a legal obligation when we process your case relating to personal injury, performance of the agreement when we process other complaints concerning the product, and on the basis of striking a balance between our legitimate interest in improving our services as well as detecting and preventing fraud.

Storage time: To ensure traceability, we retain your personal data for up to 36 months after the case has been concluded. If compensation has been paid in a case, we retain the data for seven years in compliance with the Accounting Act.  Personal injury cases are saved until they are prescribed and annuity cases for life time for us to be able to reconsider the case.

3.3 When you are covered by  business contract, have an annual pass for Liseberg or a log-in account

When you are covered by a business contract, have purchased a Liseberg annual pass and/or have created a log-in account in our digital channels we process

• Data which you or your employer has provided us with such as name, date of birth (Swedish personal ID. no.) and contact details, including telephone number and e-mail.
• A customer name, user name and password which we create to identify you in our systems.

We process your personal data in order to:

• Identify you and administer your relationship with Liseberg as a customer.

Legal basis for processing: We process your personal data on the basis of performance of the contract to administer your relationship with Liseberg as a customer.

You can read more in the following sections on how we process your personal data and the storage time depending on whether you are covered by a business contract, have a Liseberg annual pass and/or a log-in account.

3.3.1  When you are covered by a business contract

When you are covered by a business contract, in addition to what is described in points 3.1, 3.2 and 3.3 above, we also process:

• Information about your coverage by a business contract and  your eligibility under the business contract.
• Invoicing information.
• Information about your visit, accommodation and purchasing records

Personal data are processed to:

• Administer your coverage by the business contract.
• Administer payment, for example, issuing a business account invoice.
• Make it easier for you, your employer and its travel agency to book your accommodation.
• Compile statistics on bookings and accommodation in order to report to the business customer (most often your employer).
• Analyse and categorise with other customers based on the information you have provided us with (for example, age, place of residence, sex, and stated preferences) and how you use our services (visiting, accommodation and purchasing record).
• Contact you with information about general offers as well as personal and customised offers, campaigns and benefits from us, via, for example, e-mail and text messages.
• Produce statistics and carry out analyses with a view to improving our services, products and offers, including long-term analysis in order to capture trends over time.
• Ensure the security of our services, to detect and prevent various types of unlawful use or use in another way that is in breach of terms and conditions.

Legal basis for processing: We process your personal data on the basis of striking a balance between our and the contracting business’s legitimate interests to administer and monitor accommodation booking in the company, to make it easier for you when booking accommodation and to comply with our undertaking in relation to the contracted company to provide you with relevant offers. We also process your personal data on the basis of striking a balance of interest when we have a legitimate interest in using data on your visits, accommodation and purchases to provide relevant offers, to market our services and products targeted on businesses, to carry out segmentation, produce statistics, and to develop, improve and ensure the security of our services.

Storage time: We retain your connection data for as long you are covered by a business contract, and subsequently for 12 months after termination of the contract.

3.3.2 If you have an annual Liseberg pass (Big Gold Pass, Little Gold Pass)

When you have an annual Liseberg pass, in addition to what is described in points 3.1, 3.2 and 3.3 above, we also process:

• Data on  your annual pass, for example, annual pass codes, level and period of validity.
• Data about you and other activated annual passes on your account such as photographs, names and dates of birth.
• Data about your visit, accommodation and purchasing records.

Personal data are processed in order to:

• Administer your Liseberg annual pass, for example, the period of validity and bookings.
• Inform you of personal and customised offers, campaigns and benefits from us and our partners, via, for example, e-mail and text messages.
• Analyse and categorise you with our other customers based on the data you have provided to us (for example, age, place of residence, sex and stated preferences) and based on how you use our services (visiting, accommodation and purchasing records).
• Produce statistics and carry out analyses with a view to improving our services, products and offers, including long-term analysis in order to capture trends over time.
• Ensure the security of our services, to detect and prevent various types of unlawful use or use in another way that is in breach of terms and conditions.

Legal basis for processing: We process your personal data on the basis of performance of our contract when we supply the service and on the basis of striking a balance when we have a legitimate interest in using your data on accommodation and purchases to produce statistics and to develop, improve and ensure the security of our services.

 Period of storage: We store your personal data for as long as you have an active annual pass, at the longest 24 months after the last day of validity.

3.3.3 If you have a log-in account

 When you have a log-in account, in addition to what is described in points 3.1, 3.2 and 3.3 above, we also process:

• Data about your log-in account, for example, user name and password.
• Data that you have chosen to save on your profile, profile picture, name, e-mail, mobile telephone number, address and date of birth.
• Data about your visiting, accommodation and purchasing record or how you otherwise use our services or our digital channels, e.g. data on your most recent log-ins.
• To ensure the security of our services, to detect or prevent different types of unlawful use or use in a way that breaches our terms and conditions. 

Personal data is processed in order to:

• Administer your log-in account and facilitate future visits, purchases and accommodation.
• Contact you with information and general offers, via, for example, e-mail, apps and text messages.
• Produce statistics and carry out analyses with a view to improving our services, products and offers, including long-term analysis to capture trends over time.
• Provide, maintain, test, improve and develop the digital services and the technical platform used to maintain these.
• To ensure the security of our services or prevent different types of unlawful use or use which breach the terms and conditions in another way.

Legal basis for processing: We process your personal data on the basis of performance of our contract when we supply the service and on the basis of striking a balance when we and you have a legitimate interest in facilitating booking of future purchase and bookings as well as using your data on visits, accommodation and purchases to produce statistics, market relevant services and products and to develop, improve and ensure the security of our services.

Storage time: We store your personal data until you decide to delete the account.

3.4 When you communicate with us

You can communicate with Liseberg in a number of ways, for example, via social media, in a FAQ-forum, Functions that allow you to state your opinions or in chats, conversations and mail with our Customer Support and Booking functions, Guest Service and our receptions at our accommodation.

When you communicate with use, we process data which you have provided to us, for example:

• Name and contact details.
• Information about your points of view and questions asked.

We process your personal data in order to:

• Answer questions and deal with your case, for example, rectify errors, respond to complaints and matters relating to lost property.
• Supply information ordered, for example, annual and sustainability reports.
• Improve our services and the information we provide and publish on our website.
• Analyse conversations in order to improve our service.

Legal basis for processing: We process your personal data for our and your legitimate interest in processing your case (balancing of interests).

Storage time: We save your personal data for up to 12 months after conclusion of a case in order to secure traceability in your communication with us.

3.5 When you participate in marketing activities or customer surveys

In connection with market activities (lectures, competitions, campaigns, etc.), we process the data you provide to us, including name and contact details.

We process your personal data to:

• Administer market activity or the customer survey, including feedback to you.
• Inform about and offer you new market activities and customer surveys.
• Produce statistics from market activities and customer surveys, with a view to improving our services.

Legal basis for processing: We process your personal data for our and your legitimate interest in activities as above on the basis of striking a balance between interests. And on the basis of performance of contracts in connection with administration of competitions. If our processing requires your consent, we will obtain your consent before processing begins.

Storage time: We retain your personal data for 12 months after the marketing activity has ended and for 24 months after costumer surveys. 

3.6 When you connect to Liseberg’s Wi-Fi or use Liseberg’s website, apps and game apps

 3.6.1 When you connect to Liseberg’s Wi-Fi

When you connect to Liseberg Wi-Fi, we are the controller for the processing which takes place to connect you to the Internet, but not for the continued processing or for the content in your communication via Wi-Fi. When you connect to Liseberg’s Wi-Fi, we process your IP address, MAC address, time stamps.

3.6.2 When you use Liseberg’s apps and websites

We process your personal data in order to:

• Administer your log-in account and facilitate your future visits, purchases and accommodation.
• Contact you with information and general offers.
• Produce statistics and carry out analyses with a view to improving our services, products and offers, including long-term analysis to capture trends over time.
• Provide, maintain, test, improve and develop the digital services and the technical platform used to maintain these.
• Ensure the security of our services, to detect or prevent different types of unlawful use or other  use in breach of our terms and conditions.
• Data on how you integrate with and use our website, for example, when booking accommodation.
• Information on your visits to our websites, through so-called cookies. For more information about  how we use cookies, see https://www.liseberg.se/en/about-liseberg/terms/cookies/.

Legal basis for processing: We process your personal data for our and your legitimate interest in processing your case (striking a balance between interests) and to be able to supply services (websites, Wifi and Liseberg’s apps).

Storage time: In principle, we save your personal data for 12 months after completion of activity.

3.7 Camera monitoring

There are cameras operating in certain areas of the park, which record a moving picture.

When you visit us, this therefore means that Liseberg may process your personal data. A prerequisite for it being personal data is that it is possible to identify that it is you on the film. Liseberg is controller for all processing of these personal data.

We process your personal data in order to:

• Increase security and safety for  our guests and employees.
• Operational security.

Legal basis for processing: We process your personal data on the basis of striking a balance between interests, as we have a legitimate interest in processing  your personal data for the purpose of crime prevention, and to ensure the security of our services.

Storage time: We retain your personal data in encrypted devices. All film material, which is not handed over to the police, is deleted continuously within a month.

When we hand over personal data to the police and other public authorities, we do it as in certain cases we have a legal obligation to do, for example, when the police have initiated a preliminary inquiry. In certain cases, we also hand over personal data to the police on the basis of striking a balance between interests. This may, for example, be in connection with a reported crime or with a police search for disappeared persons.

3.8 Suppliers

A supplier is when or your employer supply goods or services to Liseberg.

We collect personal data which you provide to us in the role which you have in the company or organisation you work for, for example, when you communicate with us, and we also collect personal data from your employer to deal with the contractual relationship or in connection with submitting tenders in public procurements.

We handle these personal data in order to:

• Deal with the contractual relationship.
• Carry out a public procurement.

Legal basis for processing: We process your personal data on the basis of striking a balance between interests, when we have a legitimate interest in processing your personal data taking into consideration the purpose of the processing , i.e. to deal with the contractual relationship or to participate in a public procurement.

Storage time: Personal data attributable to dealing with the contractual relationship is stored in the log, in accordance with the provisions of the Archives Act. Personal data in the accounting material are retained for a period of ten years from the end of the calendar year when the financial year ended. In the case of public procurement,  personal data relating to an unsuccessful tender are saved for 12 months after the end of the contractual period.

3.9 Our statutory obligations

In addition to what is described in the points above, in certain cases we process your personal data when we are legally obliged to do so, for example, because of our obligation to keep accounts or at the request of a public authority.

Liseberg is a municipal limited company and the company is accordingly subject to the principle of freedom of information. This means that all documents, including personal data, which are provided to us become public documents which may be disclosed to those so requesting. In certain cases, however, data is considered to be confidential and is therefore not disclosed.

Legal basis: When we process your personal data because we are legally obliged to do so, we do so on the basis of a legal obligation.

4. How long do we retain your data for?

Your personal data is stored only as long as it is required to comply with the purpose of the processing, or as long as we must store it by law. It is subsequently deleted or anonymised in  a secure way, so that it can no longer be associated with you. Read more about how we retain your data above in the respective section of Chapter 3.

5. Whom do we share your data with?

Liseberg never sells your data to a third party. However, we may disclose your personal data to the following categories of recipients:

• Suppliers, both within and outside the EU/EEA, which, for example, provide IT services, advertising services, handle customer service issues or mediate payments and credit information on behalf of Liseberg.
• Co-operation partners inside and outside Sweden, for example, to verify an annual pass.
• If you book or travel through a business contract, data about your purchasing or travel record may be disclosed to the company we have a contract with (most often your employer).
• Your bank when you verify your identify with a bank ID, pay by card or by Swish.
• Other recipients when this follows from legal requirements, other statutory provisions or the decisions of public authorities.
• The Organizer of the Arrangement at Lisebergsteatern and Rondo. We share the ticket buyer's name, address, date of birth, mobile number and email address. The personal data may be handled by the Organizer for marketing, segmentation and analysis.

Recipients which process personal data on behalf of Liseberg shall always enter into a personal data processing agreement with us in order to enable us to ensure that your data are processed in a correct and secure way. If we use suppliers that process your personal data on our behalf outside the EU/EEA, we take special protective measures, according to The Data Protection Regulation.

When your personal data is shared with a recipient which an independent controller, for example, a public authority or a bank, the recipient’s integrity policy and information on personal data processing applies.

6. How do we protect your personal data?

Your integrity is important for us and we therefore focus on security. We undertake measures to protect your data in accordance with the Data Protection Ordinance and established guidelines for information security. This means that we have routines and rules on data protection, for example, that we send your information in a secure way and that the staff only have access to the data they need to perform their work.

7. Cookies

When you visit our websites, we may also collect information and data about you by using so-called cookies. For more information about how we use cookies, please see https://www.liseberg.se/en/about-liseberg/terms/cookies/.

8. Your rights

You have certain rights under the Data Protection Regulation. If you wish to make use of any of your rights, you can contact us via the contact information in the following section.

• Access to your personal data – you have a right to obtain confirmation of how we process your personal data and an excerpt of the data processed.
• Request rectification – you have a right to have incorrect data rectified.
• Request erasure – you have a right in certain circumstances to have your data erased.
• Object to processing on the basis of our legitimate interest and against processing for direct marketing – you have a right to object to processing of your personal data or for processing to be restricted.
• Right to data portability – you have a right to demand that personal data is moved from us to another company, public authority or organisation. Your right is limited to the data you have provided yourself.

If you would like to know more about the Data Protection Regulation and your rights, you can read more about it on the Swedish Authority for Privacy Protection’s website here Dina rättigheter enligt GDPR | IMY. Liseberg has a data security officer (”DSO”) who ensures that Liseberg processes your data in a legally correct and transparent way. If you have a case you wish to address to our DSO, please get in contact by e-mail or telephone.

Contact details for our data protection officer:
The Data Protection Unit at Intraservice City of Gothenburg
E-mail: [email protected]
Telephone: +46 31 – 365 00 00

If you consider that our processing of your personal data has not taken place in compliance with  the Data Protection legislation, please contact us, see the section contact details below. You also have the right to make a complaint to the Swedish Authority for Privacy Protection , which is a supervisory authority.

8.1 How can you review, update, or delete the Data we collected from you?

You have right to request access to personal information we collect from you, change that information or delete it. To request to review, update, or delete your personal information, please visit: https://www.liseberg.se/en/about-liseberg/terms/request-for-personal-data/.

9. How can you object to electronic direct marketing?

Liseberg may use your e-mail address for direct marketing with relevant information and offers, either because you have given your consent by subscribing to a newsletter or have booked or purchased something from Liseberg. If you don’t want us to use your e-mail address or mobile number for direct marketing, you are welcome to contact us for erasure of these data:

• Notification of removal for companies should be made to [email protected]. Do not forget to state the name of the company, contact details and your personal ID no./company registration number.
• Notification of removal for other customers is to be made to [email protected]. Do not forget to state your name. contact details and date of birth.
• You can use this deregistration link which is included in e-mails/text messages from Liseberg.

In the event of a new booking or new purchase, you will be re-registered to receive information and marketing about the product or service purchased on the basis of striking a balance between interests. You can de-register again at any time.

10. Contact details

Liseberg AB (company registration no. 556023-6811) is controller for your personal data. Please contact us if you would like to receive more information about how your personal data is processed, rectification or erasure.

Liseberg AB
Att.Controller
Box 5053, 402 22 Gothenburg, Sweden
Telephone switchboard: +46 31-400 100
E-mail: [email protected]

Contact details for our controller:
Data Protection Unit at Intraservice, City of Gothenburg
E-mail: [email protected]
Telephone: +46 31 – 365 00 00

11. Updates

This information text was last updated 2024-05-27 and may be subject to change. If we make important changes in the text, we will notify you at the latest 30 days prior to the change taking effect, through email, text message, through the service or by publishing a new version on our website.

The Privacy Policy was last updated 2024-05-27.