Privacy policy


In this privacy policy, we describe the personal data we collect, how and why we use it, and what choices and rights you have regarding the personal data you share with us.

This privacy policy applies to the data processed when you purchase our products, use our services, enter into contracts with us, visit our website (, communicate with us, subscribe to our newsletter, or sign up for product launches. When referring to “we” or “us”, we mean CAKE 0 emission AB, which is responsible for the use of personal data described herein.

Please read this privacy policy carefully to understand how we may collect, use, and share your personal data.

If you have any questions about this privacy policy, you can always reach out to us at

For information about our processing of your personal data when you use the Ridecake mobile application please, see the separate app privacy policy.

What is personal data?

Personal data means any data that can be used to identify you personally, such as your name, address, contact information, device data (as your device may disclose your approximate location or be otherwise connected to you), and more. For the sake of simplicity, we also refer to personal data as “data” in this privacy policy.

How will we use your personal data?

We use your data for the following purposes.

  • Providing our products and services, including managing orders, collecting payments, delivering products, and providing services such as test rides and bike service.
  • Providing customer support. We use personal data to respond to customer enquiries, provide customer care and support services. Such support includes but is not limited to technical support of your CAKE bike.
  • Entering into and managing agreements. If you are a company representative, we may process your contact details provided in agreements or other related documentation.
  • Invoicing, administration, and bookkeeping. If you or the company you represent have entered into any agreement with us, we may process your contact details for invoicing and administration purposes.
  • Sending newsletters. If you are a customer of ours, we will send you updates about news we think might interest you, such as the release of new products or services. You may at any time choose to unsubscribe by using the “unsubscribe” instructions provided in each newsletter.
  • Enabling smooth surfing on our website. When you visit our website, we process technical data to provide a secure and functioning website.
  • Advertising our products and services to you and others. We collect your data to market our products and services on other websites and social media. If you are a company representative, we may use your contact details to promote our products and services via e-mail.
  • Improving our products and services. We use personal data to develop and improve our products and services, including maintaining and improving the performance of the products and services (such as our website) as well as developing and adding new features or capabilities.
  • Operating our business. We use personal data to aggregate business information that enables us to operate, protect, make informed decisions, and report on the performance of our business.
  • Recruiting. If you apply for a vacant position at CAKE, we will process your job application and related information.

Okay, and what data will we collect?

What data we collect about you depends on why you’re in contact with us and what data you choose to share with us. For the purposes above, we may collect and use the following types of data about you.

  • Contact details, such as name, address, and phone number.
  • Geolocation of your CAKE bike based on the GPS device in your bike in order to manage service and warranty claims.
  • Social security number or other personal identification number, when necessary for a secure identification.
  • Information provided when communicating with us by email, web forms, or contact us by mail or other offline means.
  • Generic information about you, such as age and city of residence.
  • Automatically collected general technical data about your device, such as your device’s IP or MAC number, log information, and approximate geolocation based on your IP-address.
  • Redacted payment information received from a third-party payment service provider.
  • Other data on how you use our website, such as aggregated and anonymized data about how you move on our website and what products and sites you click.
  • Information from other sites (with your consent), such as profile information from Google or Facebook and browser data about what other sites you visit, as well as advertising identifiers generated by your mobile or desktop device that allow online advertising and provide information on how you interact with our ads.
  • Job applications, which may include contact details, date of birth, gender, photo, and other information included in your resume or cover letter, as well as information included in notes and evaluations executed by us in connection with application reviews and job interviews.

Why will we use your data?

Fulfillment of contract

Some of the data processing described above is necessary for us to provide the products and services that you have requested and to fulfill what we have agreed in the Terms and conditions or in another contract entered into between you and us. This includes, under the Terms and conditions, processing that is necessary for providing our products and services, giving access to the website, customer support, other communication, and recruiting. If we do not have access to this data, we will not be able to provide all parts of the products and services to you.

Legitimate interest

Some of the data processing is based on our legitimate interest to use the data. For an interest to be considered legitimate, our use of the data may not override your fundamental rights or interests. When we use data based on legitimate interest, we believe we have a reasonable cause for using the data and have assessed that the use will not violate your rights or interests. For example, we find that we have a legitimate interest in using certain data for enabling smooth surfing on our website, running our business operations, and improving our products and services.

If you are an existing customer, have signed up for a test ride, or have otherwise been in contact with us, we may also send newsletters or information about product launches to you based on our legitimate interest to market our products and services. You may, however, unsubscribe to such newsletters whenever by following the ‘unsubscribe’ link in the newsletter.


Some data is only processed if you consent to us using the data for the proposed purpose. For example, we will not advertise our products or services to you on other websites and social media, unless you have okayed such use of your data. We will ask for your cookie preferences in our cookie banner when you visit our website. You can read more about cookies and how to consent or decline them under “What are cookies and how are they used?”.

Legal requirements

In addition to what is stated above, we may also need to collect and store data in order to comply with certain legal obligations we are subject to, such as retaining accounting information in accordance with the Swedish Accounting Act.

Who can access your data?

Payment service providers

In order to provide secure payments, we use well-renowned third-party payment service providers Adyen in our check-out. To provide you with payment options, they need to access your payment information.

Please keep in mind that these payment service providers have an independent responsibility for the data that they collect as part of providing requested payment services. The service providers are considered as the data controller for the transaction and payment data and they are responsible for your data being processed in accordance with the GDPR as well as other applicable laws. By using the check-out, you agree with the terms and conditions and privacy policy of the payment provider that you use. The terms and conditions of the service provider will be shown prior to making your payment.

Suppliers that help us provide our products and services

For the purposes we have described above (see “How will we use your personal data?”) it is sometimes necessary for us to share your data with third parties. We use certain partners to help us provide, improve, promote, and protect our products and services. For example, we use suppliers to provide our chat function, manage marketing, data storage, and web hosting on our behalf. These suppliers may only use your data in accordance with our instructions and we only share such data that is required to perform the service in question.


We may share data to authorities or other third parties when required by law or regulations or when it is necessary in order to protect or defend our legitimate rights and interests, or those of our users, employees, directors, or shareholders, and/or to ensure the safety and security of our products and services.

Other third parties

If we were to be merged or sold (in whole or in part), your data will be shared with or transferred to the merged or buying entity. In such a case, your data will continue to be processed in accordance with this privacy policy.

What are cookies and how are they used?

In addition to the data that you provide directly to us when using our products and services, some data is obtained automatically from your device using “cookies” or similar tracking technologies when you visit our website. Cookies are small text files that are used to store or access information stored on your computer or mobile device. Cookies can remember a user's activity on, for example, a website in different ways and can store information both during the website visit and between visits. The information contained in cookies can also be used to track your surfing on other websites that use the same cookie.

We use cookies to:

  • ensure the basic functionality of the website, such as maintaining security and enabling you to fill in forms and questionnaires.
  • give you access to enhanced website functionality, such as automatic country recognition and language settings.
  • analyze the use of our website and help us make it better by collecting statistics on which pages are popular and which sections visitors click on the website and how long they stay on the page (if you consent to the use of such cookies).
  • promote and market our products and services by displaying advertisement on other websites and in social media based on what sections you have clicked on our website and on other websites that use the same cookie (if you consent to the use of such cookies).

Some cookies, including those used to provide basic functionality and maintain security, are necessary for the website to function as intended, and these will be installed automatically on your device based on our legitimate interest to provide you with a functioning and safe website. Other cookies, such as those used for marketing and analytical purposes, will only be installed if you allow us to use such cookies when first visiting our website (as part of selecting your cookie preferences).

The cookies that are placed on your device are so-called third-party cookies, which means that certain third parties have access to the information collected through the cookies. Each cookie has a unique expiration date, which can be viewed in the cookie banner by selecting “settings”.

When you visit our website, you will be requested to set your cookie preferences. You can choose to allow all cookies, including marketing and analytics cookies, to only allow certain types of cookies, or to reject all cookies that are not necessary for surfing on the website. If you have accepted certain cookies and change your mind, you can disable cookies or adjust your preferences at any time by clicking ‘Cookies’ at the bottom of the website.

How do we protect your data?

We take several steps to keep your data secure and protect it against unauthorized or unlawful processing and against accidental loss, destruction, or damage. For example, we take both technical and organizational measures to protect your data through access control, authorization control, entry control, and encryption procedures. We also ensure that our third-party suppliers provide adequate security measures.

Where is your data stored?

The data that we collect about you is mainly processed and stored within the European Union but may be transferred to other countries where our partners or suppliers are located or maintain facilities. Before transferring data outside of the European Union, we will ensure adequate mechanisms to protect data when it is transferred internationally, for example by using the Standard Contractual Clauses as approved by the European Commission.

For how long do we store data?

How long we keep your data will vary depending on the purpose for which we collected the data. As a general rule, your data is used as long as it’s necessary for the purpose we collected the data for. The purposes for the data collection are listed under “How will we use your personal data?”. For your convenience, we will keep data connected to your participation profile and user account until you choose to unregister from your user account (or if you haven’t logged in for more than two years).

In some cases, we need to store your data longer to comply with applicable laws (including those regarding document retention), resolve disputes with any parties and otherwise as necessary to allow us to conduct our business. All data that we store will be subject to this privacy policy.

What rights do you have?

You always have the following rights in relation to your personal data:

  • The right to access your data. You always have the right to understand what personal information we collect and share. You have the right to ask us for supplementary information on why we process your data, what data we process, how long we store your data (or what criteria we use for determining the storage period), how we protect your data, who we share your data with, and whether your data is transferred to countries outside of the European Economic Area.
  • The right to correct inaccurate information. You always have the right to correct or ask us to correct any inaccurate data about you.
  • The right to request erasure or restriction of your data. You have the right to have us erase or restrict the use of your data that is no longer needed for the purposes for which we collected the data. You also have a right to object to any processing you find unlawful or unnecessary for the informed purposes.
  • The right to data portability. When technically possible, you have the right to get your data transferred to another service.

You may exercise your rights described above by sending a request to We will respond to your request within 30 days. Please note that there may be restrictions for us to erase certain data, such as data that we are required to store by law or regulations.

We are always committed to handle any request, complaint, or concern that you may have about our use of your data in a lawful, fair, and transparent way. If, however, you believe that your rights have been violated you always have the right to file a complaint with the Swedish Authority for Privacy Protection (, or supervisory authority in your country of residence.

Changes and updates to this privacy policy

Occasionally we may, in our discretion, make changes to the privacy policy. If we make material changes to the privacy policy, we will provide you with prominent notice as appropriate under the circumstances.

Last amended January 2, 2023.

Company details

CAKE 0 emission AB

Company reg. no. 559014-2682

Hammarby Fabriksväg 47, 120 30 Stockholm, Sweden