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Privacy Policy

Effective Date: October 30, 2019

This Privacy Policy is in force for the EU websites.


This privacy policy (together with our Terms & Conditions of Use and Terms and Conditions of Sale and any other documents referred to therein) describes the personal information that we collect from you, or that you provide on the (including other domains directing to this site) and how that information may be used or disclosed by us. The terms, “Rapala”, “we,” “us” and “our” as used herein refers to Rapala VMC Corporation, a Finnish publicly listed corporation with a Finnish business ID 1016238-8. Also all Rapala VMC Corporation subsidiaries apply this policy in their business if applicable.

Please read the following carefully to understand our policies and practices regarding your personal information and how we will treat it. By using or accessing our website, you agree to this Privacy Policy and the collection and use of your personal information in accordance with this Privacy Policy. This Privacy Policy may change from time to time and your continued use of our website is deemed to be acceptance of such changes, so please check this Privacy Policy frequently for updates. Unless stated otherwise, our current Privacy Policy applies to all information that we have about you and your account.

You should review this Privacy Policy carefully, because if you do not agree with our practices, your ultimate choice is not to use our website. Remember, by using any part of our website, you accept and agree to our privacy practices, our Terms & Conditions of Use and our Terms and Conditions of Sale. If we update this Privacy Policy, your continued use of our website (following the posting of the revised Privacy Policy) means that you accept and agree to the terms of the revised privacy policy.


While Rapala VMC Corporation strongly supports children fishing it is forbidden for us to process personal data of children under the age of 16 without clear parental consent. Therefore our website is not intended for children under 16 years of age. 

No one under age 16 may provide any personal information to our website or otherwise to Rapala VMC Corporation. We do not knowingly collect personal information from children under 16. If you are under 16, please do not register on our website, make any purchases through our website or send any information about yourself to us, including your name, address, telephone number or email address. In the event that we learn that we have collected personal information from a child under age 16 without verification of parental consent, we will delete that information. 

If you believe that we might have any information from or about a child under 16, please contact us immediately. 


As according to the General Data Protection Regulation of the European Union you have certain rights you may exercise to limit the usage, control and protect your personal data. 

First of all you have a right to request from us an access to and rectification or erasure of your personal data as well as the right to data portability. Moreover you may demand us to restrict processing of your data or you may object the processing. Where the processing of your personal data is based on your consent, as is the case with our marketing, you have a right to withdraw your consent at any time. Based on the General Data Protection Regulation Rapala may collect a free from you for executing these rights. Moreover you may be required to prove your identity by means specified by Rapala. 

On our website you can review and update your personal information or cancel your consent on our marketing by logging into our website and visiting the My Account profile page and making changes at any time. If you have forgotten your password, once you have tried to register and failed, you can click on the "Forgot your password?" link to reach a page on which you can submit your email address. Your user name and password then will be emailed to you. If you want to delete your whole account kindly contact us through

If you have provided your consent for us to use your personal data for marketing, further to ensure that you will not receive recurring marketing or other information from us unless you choose to, we will provide you with simple instructions on each marketing email from us for you to let us know that you have chosen to stop receiving such email messages from us. Bear in mind that you may cancel this consent from your My Account page at any time.

And remember, if you believe that we have not followed the data privacy rules applying to us, you have the right to lodge a complaint with supervisory authority.


Our so called data subjects are our customers and potential customers. We collect several types of information from and about users of our website. Usually we need your name, email address and phone number to provide our services to you. If you are doing purchases on our webshop we need your address to ship your purchases to you and further depending on the chosen payment method your credit card number.


•    Information you provide to us when interacting with our website by setting up an account, making a purchase/return/exchange or connecting with our customer service department. This includes, name, mailing address, email address, phone (or mobile number), credit/debit card number, and your purchase/return/exchange information you provide by filling in forms on our website. This includes information provided at the time of registering your account to use our website, posting material or requesting further services. We may also ask you for information when you report a problem with our website.
•    Records and copies of your correspondence (including email addresses), if you contact us.
•    Details of transactions you carry out through our website and of the fulfilment of your orders, including without limitation your name, email address and shipping address.
•    Details of entering into contests, sweepstakes, surveys, promotions or participating in events sponsored by us.
•    When you report a problem with our website or services we will collect your contact information along with a description of your problem.
•    Information based on your social media preferences which you share with us, for example Facebook or YouTube. Please note, however, that each of our company pages and applications which are hosted or available through social media sites may contain its own separate terms of use and privacy policy. Your use of that company page or application, including but not limited to your submission of any content, materials or personal information to or via the applicable company page or application, is at all times subject to any posted terms of use and privacy policy.
•    Information we receive from third parties, for example, our business partners and customers, including without limitation, information related to referrals to our website from third parties.

Our website permits you to use a third party social networking platform such as Facebook, Pinterest, Twitter, and Google+. This includes use of social media plugins such as Facebook “Like”, Tweet, Pinterest “Pin,” Google “+1” buttons, etc. When you use social networking platforms and plugins, you share your information with them and their privacy policy applies to disclosure of such information. In addition, they may be able to collect information about you, including your activity or may notify your connections on the social networking platform about your use of this website. Such services may allow your activity to be monitored across multiple websites for purposes of delivering more targeted advertising. Please note that their own privacy polices apply and we encourage you to read them. We may add new social networking plugins and buttons to our websites from time to time.

Usage Details and IP Addresses - As you navigate through our website, we may also collect details of your visits to our website, including, but not limited to, traffic data, location data, logs and other communication data, as well as information about your computer and internet connection, including your IP address, operating system and browser type, for system administration and to report aggregate information to our advertisers. This is statistical data about our users' equipment, browsing actions and patterns, and does not identify any individual. In case information we collect while you navigate our site identifies you as a natural person this information is treated by us as personal data.
Cookies - A cookie is a small text file that a web browser saves on a user's device. Cookies are used, for example, when a web service wants to save a user's information when the user moves from one page to another. We use cookies to customize and develop our websites and further for some marketing activities on our website. We may for example
•    estimate our audience size and usage patterns, 
•    store information about your preferences, allowing us to customize our website according to your individual interests.
•    Speed up your searches.
•    Recognize you when you return to our website.
•    Keep track of items in your shopping cart.
You may refuse to accept cookies by activating the appropriate setting on your browser. However, if you select this setting you may be unable to access certain parts of our website. Unless you have adjusted your browser setting so that it will refuse cookies, our system will issue cookies when you direct your browser to our website.

Web Beacons - Pages of our website may contain electronic images known as web beacons (also referred to as single-pixel gifs) that permit us to count users who have visited those pages and for other related website statistics (for example, recording the popularity of certain website content and verifying system and server integrity). Web beacons are not used to access your personal information on our website and are only used to compile aggregated statistics concerning use of our website.

Log Files - Like most standard website servers, we use log files. Log files track Internet protocol (IP) addresses, browser type, Internet service provider (ISP), referring/exit pages, platform type, date/time stamp, and number of clicks. We utilize this information to analyze trends, administer the site, prevent fraud, track website navigation in the aggregate, and gather broad demographic information for aggregate use.

We may employ over time various different advertising or remarketing services that serve you targeted advertisements to make your online experience more personalized and focused to your interests. These services may place a remarketing pixel and/or web beacon on the website in order to recognize your browser and serve advertisements that relate to prior searches and activities you participate in on the website. We will not use or associate personally identifiable information with remarketing lists, cookies, data feeds or other anonymous identifiers. We will not use or associate targeting information, such as demographics or location, with any personally identifiable information collected from the ad or its landing page(s). Analytical data collected or supplied to us is kept anonymous.

We will not share any personally identifiable information with third party marketers through our remarketing tag or any product data feeds which might be associated with our ads.

We may use third party services to manage these technologies and to serve advertisements on our website. For example, we may employ technology that pairs specific advertisements on our website and others with searches that you run on our website. These services may collect data through cookies and through our implementation of Google Analytics. These tools and technologies collect and analyze certain types of information, including, but not limited to, cookies, IP addresses, device and software identifiers, referring and exit URLs, onsite behavior and usage information, feature use metrics and statistics, usage and purchase history, MAC Address, mobile unique device ID, and other similar information.

Third party cookies currently in use:
Google Analytics    Read More
Google Optimize    Read More
Google AdWords    Read More
Facebook     Read More

To opt-out single third party cookies kindly click on “Read More” above for more information on each individual third party service.


We use personal data that we collect about you or that you provide to us generally in the following ways:

For us to fulfil and manage your purchases, orders, payments, returns/exchanges or requests for information or us to otherwise service you, we need to process your personal data in order for us to performance these actions. In other words providing certain information is condition of service and if you are not providing the asked information we cannot do business with you.

Based on your consent we deliver advertisements, coupons, newsletters, promotions, notification of events and special offers, email or mobile messages, etc. to you. 

Based on your consent we present our website and its contents in a most suitable and effective manner for you on your device and to allow you to participate in interactive features of our website.
We may notify you about changes to our service or products. We may also use data for statistical purposes and reporting of aggregate data. In these cases the processing of your personal data is necessary for the purposes of the legitimate interests pursued by us.

For us to carry out our obligations and enforce our legal rights or in response to legal actions we may process your personal data for us to be compliant with a legal obligation to which we are subject. We may also process your personal data when it is necessary due to a legitimate interest pursued by us. This may include prevention of fraud and such criminal activities.

There is no automated decision-making, including profiling, as defined in the General Data Protection Regulation associated with the services provided by Rapala.


Principal recipient of your personal data is Rapala VMC Corporation. However for us to provide you best possible service we share some of your data with our group companies or our subcontractors. Only necessary personal data is shared.

We may disclose your personal information you provide to our contractors and service providers we use to support our business. For example we might use a credit card processing company to bill you or logistics partner to get your order to you. We also share your information to our subsidiaries, affiliates and related companies and the companies that represent the Brands and products available on our website to provide the services we are marketing. 

We may disclose personal information that you provide to us to our subsidiaries, affiliates and related companies and the companies that represent the Rapala VMC brands and products available on our website and otherwise in the European Union. With your consent we may share your browsing data across social media platforms, such as Facebook and YouTube. Moreover we may share your browsing information with third party services to manage and provide advertising on our website and to make your online experience more focused to your interests.

In addition we may also disclose your personal information to third parties for us to comply with any court order or other legal obligation, for us to enforce or apply our Terms & Conditions of Use or for us to protect the rights, property, or safety of Rapala, our customers, or others. This includes exchanging information with other companies and organizations for the purposes of fraud protection and credit risk reduction. In the event of merger, acquisition, or any form of sale of some or all of our assets, in which case personal information held by us about our customers could be among the assets transferred to the buyer.

Outside the European Union Rapala VMC Corporation receives and transfers personal data to and from the United States of America in order to provide the web shop service rendered on our website in association with our affiliates and subcontractors located the United States of America. All these transfers are made based on European Commission’s adequacy decision on EU-US Privacy Shield. All relationships are covered with necessary data protection agreements and we go great lengths to ensure all our international partners are following necessary legislation. Where applicable we use standard data protection clauses adopted by the Commission available at 


Generally your personal data may not be kept in a form which permits identification longer than is necessary for the purposes for which the personal data is processed for. Therefore we must delete or alter the data so that in is not identifiable anymore when there is no use for the data anymore. Rapala has strict practices on data retention in place and we are doing our very best to remove any old and unused data.

As the purposes of processing (please check the part HOW DO WE USE THE PERSONAL DATA? above) vary so does the retention times of your personal data. For example due to security reasons complete credit card numbers are never saved or stored by us. Data we need to complete your order we process until you have received your order and as long we have an obligation by the law to track our transactions. Again as long we have your consent it is our honor to serve our marketing material for you. 

Bear in mind that even though your client relationship would end with us we might still process your personal data as long as we have a valid legal reason to do so. This might be for example for us to enforce our legal rights in which case the data will be kept until the legal matter has been fully ceased.


Rapala applies strict and up-to-date data security means to protect your personal data. It is important for us to protect confidentiality and integrity of your personal data when we are processing it. We have implemented measures designed to secure your personal information from accidental loss and from unauthorized access, use, alteration and disclosure.

Your personal data is protected by physical, organizational and technical means. Data is mainly stored on servers securely located at our own offices behind firewalls and when we are using our partners to process your personal data we require them to follow the same rules that we follow. Only authorized persons are allowed to access the data and we keep up different kind of technical measures to protect the data and control the access. Any payment transactions will be encrypted using SSL technology. All of this is done by us to reduce any risk of loss, misuse or unauthorized access, disclosure or modification of your personal data in our possession. 

Unfortunately, the transmission of information via the internet is not completely secure. Although we do our best to protect your personal information, we cannot guarantee the security of your personal information transmitted to our website. Any transmission of personal information is at your own risk.



Rapala VMC Corporation has appointed a Privacy Manager for the Rapala VMC Corporation group. One of the tasks of the Privacy Manager is to monitor compliance with the applicable rules and laws. If an you have any concerns you think Rapala’s Privacy Manager should be aware of we encourage you to contact Privacy Manager at: 

F.A.O – Rapala VMC Corp. Privacy Manager Mr. Kimmo Valkkio
Rapala VMC Corporation
Mäkelänkatu 91
00610 Helsinki
Phone: +358 9 7562 540
Fax: +358 9 7562 5440

Finnish business ID: 1016238-8
VAT number: FI10162388

© Rapala VMC Corporation, April 2018