UAE PRIVACY NOTICE

Released: January 1st, 2025

 

This Privacy Notice explains how information about you is collected, used and disclosed by BRG Middle East Trading DWC-LLC  and our various affiliates and including the brands Baratza, Beanz, Breville, ChefSteps, Lelit, Sage, Sage Commercial and others; (collectively “Sage,” “we,” “our” or “us”) when you access or use our website and mobile applications, our connected appliances, and our other products and services (collectively, the “Services”), or when you otherwise interact with us.

 

We may change this Privacy Notice from time to time. If we make changes, we will notify you by revising the date at the top of the notice, and, in some cases, we may provide you with additional notice, such as by adding a statement to our homepage or sending you a notification through our Services. We encourage you to review the Privacy Notice whenever you access our Services or otherwise interact with us to stay informed about our information practices and the choices available to you.

 

Collection of Information

Information You Provide to Us. In general, you can visit many of our web pages without telling us who you are or revealing any contact information about yourself. We collect information that you provide directly to us. For example, we collect information when you create an account, make a purchase, enroll in our classes, participate in the interactive areas of our Services, communicate with us via third-party social media sites, participate in our contests, marketing campaigns, sweepstakes and surveys, request customer support, or otherwise communicate with us. The types of information we collect may include:

 

  • First and last name
  • Your postal address(es) for billing and shipping
  • Your telephone number
  • Your email address
  • Purchase information, including lifestyle and food preferences and grocery lists
  • Transaction information
  • Personal details (e.g., date of birth, gender)
  • Your IP address
  • Photographs, social media usernames and account IDs
  • Feedback and reviews of Sage’s products and other information you chose to provide

 

Whether or not to provide such information is your choice, but if you choose not to provide the information we request, you may be unable to purchase products, use our mobile applications or other services, or access certain services, offers and content on our websites. Also, we may need to contact you via phone, email or mail to address transactional questions or issues, such as those specific to your order, even if you have opted not to receive marketing communications from us.

 

When you make a purchase or a return, we collect information about the transaction, such as the class or product details, the transaction amount and the date of the purchase/return. Note that we do not store or share payment card information, such as credit card numbers. Financial transactions are processed through a variety of third-party processors. The applicable financial processor depends on the type of transaction.  To identify a particular processor, please contact us at  [email protected].

 

Information We Collect Automatically. When you access or use our Services or connect your Sage appliance to our Services, we automatically collect information about you and associate it with information that you provide directly to us. For example, we may collect via:

 

  • Website Log Information: We log information about your use of our website, such as your computer’s operating system, the type of browser you use, access times, pages viewed, your IP address and the web page that referred you to our site.
  • Tracking technologies: We also use various tracking technologies such as pixel tags (also known as web beacons and clear GIFs) – tiny graphic images – to tell us what parts of our website you have visited or to measure the effectiveness of any searches you may do on our website. Pixel tags also enable us to send your email in a format you can read and let us know when you have opened an email message from us. Please see our Cookie Notice for more information.

 

We may contract with third-party advertising companies to serve ads on our behalf across the Internet. To do this, they will collect information about your visits to our website and your interaction with our products and services. They may also use information about your visits to this and other websites to target advertisements. These targeted advertisements may appear on other sites that you visit. This information is collected using a cookie or pixel tag – an industry-standard technology used by most websites.  For more information, see the “Advertising and Analytics Services Provided by Others” section below.

 

Information Collected related to Your Use of Sage connected appliances. When you first pair your connected appliance to our mobile application, it will automatically link to your Sage account. For information about de-linking your appliance from your Sage account, please see “Your Choices” below. When you connect your appliance to a Wi-Fi network, we collect information about:

  • the model itself and the network (such as name and connection strength),
  • your use of the appliance, such as what you are cooking and how you cook, as well as your cooking and recipe preferences,
  • data from the appliance’s sensors and components,
  • technical and usage information.

 

Please see “Use of Information” below to understand how we use this data.

  • Device Information: When you access or use our mobile sites or apps or connect your Sage connected appliance to our services, we collect information about the mobile phone, tablet or other devices you are using, including the hardware model, operating system and version, device identifiers, mobile network information and information about your use of our Services.
  • Location Information: We collect information about your location when you access or use one of our mobile applications or connect your Sage connected appliance to our services. For more details about the collection of location information and the choices you have, please see “Your Choices” below.

 

By linking information: We may combine personal information with information about your online and in-store transactions and other interactions with us, including your purchases. We may also combine your personal information with information we receive from other sources, such as joint marketing partners, public databases, publicly available pages on social media platforms and other third parties. We use this information for market research purposes and to improve the quality of the Services we offer.

Your Social Sharing: If you choose to engage in social sharing, such as by connecting your social media account to your customer account or by logging into your customer account from your social media account, the social media site may share information with us about your use of their services, including profile information, information about your contacts and content you have viewed or liked. Please refer to the social media site’s privacy settings to control how your information is shared. If you submit any personal information relating to other people to us or to our service providers, you represent that you have the authority to do so and to permit us to use the information in accordance with this Privacy Notice.

 

Information we receive from other sources: Sage may receive additional data (e.g., demographic or statistical information) from third parties. This includes business partners, marketing agencies, research or analytics companies, and other third parties that we may assign to you based on your association with certain statistical groups. We use this information in addition to the data we have collected directly about you to derive possible interests, provide you with more relevant Sage brand experiences, and improve Sage products, analytics, and advertising.

 

Transaction Information

When you make a purchase or a return, we collect information about the transaction, such as the class or product details, the transaction amount and the date of the purchase/return. Note that we do not store payment card information, such as complete credit card or debit card account numbers. Financial transactions are processed through a variety of third party transaction partners, such as for example Klarna or Paypal. In any case, we or our payment processing provider(s) handle payment and financial information in a manner that is compliant with applicable laws, regulations and security standards such as PCI DSS.

 

Market research & consumer feedback. This includes information that you voluntarily share with us about your experience of using our products and services.

 

Consumer-generated content This refers to any content that you create and then share with us on third party social networks or by uploading it to one of our websites or apps, including the use of third-party social network apps such as Facebook. Examples include photos, videos, personal stories, or other similar media or content or posts you can leave on Sage social media pages. Where permitted, we collect and publish consumer-generated content in connection with a variety of activities, including contests and other promotions, website community features, consumer engagement, and third party social networking.

 

Use of Information

We use your information as necessary to provide for various purposes related to the Services, including to:

  • Provide and deliver the Services you request, manage your accounts, process transactions (such as shipping products and out-of-stock notices), administer warranties, facilitate repairs, and send you related information, including confirmations and receipts;
  • Send you technical notices, updates, security alerts, and support and administrative messages;
  • Respond to your comments, questions and requests, and provide customer service;
  • Facilitate contests, sweepstakes and promotions, and process and deliver entries and rewards;
  • Enforce our Terms of Use and Sale or other legal rights;
  • Detect, investigate and prevent fraudulent transactions and other illegal activities, and protect the rights, property and safety of Sage, its affiliates, you and others;
  • Allow and facilitate providing you with better care;
  • Maintain, protect and improve our Services;
  • Communicate with you about products, services, classes, recipes, offers, promotions, events and other news and information we think will be of interest to you (for information about opting out of these communications, see “Your Choices” below);
  • Monitor and analyze trends, usage and activities in connection with our Services;
  • Personalize and improve our Services and provide tailored advertisements, content or features to you;
  • Upload and post your feedback and reviews (including your photos and social media usernames);
  • Further our business purposes and those of our third party service providers, such as, without limitation, troubleshooting, data analysis, audits, security, fraud monitoring and prevention; developing new products, enhancing, improving or modifying products or services; identifying usage trends, determining the effectiveness of promotions; collaborating with our partners; responding to customer service inquiries; and operating and expanding current or future business activities;
  • Link or combine with information we collect via other sources in accordance with applicable law to help understand your needs and provide you with better Services.

 

Legal basis

When we collect and use your personal data for the purposes mentioned above or for other purposes, we will inform you at or before the time of collection. Where necessary, we will seek your consent to process your personal data. If you have given consent for processing activities, you have the right to withdraw your consent at any time.

 

Where applicable we may also process your personal data to fulfill a contract to which you are or will be a party. For instance, we need to process your personal data to deliver a product or service you purchased, to allow you to participate in one of our competitions, or to send you requested samples.

 

Additionally, we process your personal data when we have a legal obligation to do so (e.g., tax or social security obligations), to exercise our legal rights or in connection to judicial or security measures. For example, a court order or subpoena may require us to process personal data for a specific purpose, or we may be compelled to process personal data to report suspicious transactions under local anti-money laundering regulations.

 

Disclosure of Information

We may disclose information on a legal basis about you as follows or as otherwise described in this Privacy Notice, including, but not limited to, the following circumstances:

  • To Sage affiliates, which are companies controlled by or under common control with Sage, including its parent company, Breville Pty. Ltd in Australia;
  • To our third-party vendors, consultants and other service providers who need access to such information to carry out work on our behalf, for instance, but not limited to ship products to you, process and administer your payments, sweepstakes/contests or troubleshooting as well as website hosting,  data analysis, order fulfillment and customer service, e-invoicing, Live Chat or Live product demonstrations, customer/prescription reviews, online-meetings, email delivery and other services;
  • When you purchase third-party products through us, we share information with the suppliers of such products in order to fulfill your order;
  • If you connect third-party devices and services to your Sage account or our Services, such as when you choose to interface an appliance or our mobile application with other devices (e.g. with the Amazon Alexa device), your information will be shared with such third parties per your direction and with your consent;
  • When you sign up for and participate in the interactive areas of our Services, certain information about you will be displayed publicly, such as your name, photos, recipes, and any other information you choose to provide;
  • In response to a request for information if we believe disclosure is in accordance with, or required by, any applicable law, regulation or legal process, safeguarding our legal rights or enforcing our terms of use;
  • If we believe your actions are inconsistent with our user agreements or policies, or to protect the rights, property and safety of Sage or others;
  • In connection with, or during negotiations of, any merger, joint venture, sale of company assets, financing or acquisition of all or a portion of our business by another company, including in bankruptcy or similar proceedings;
  • To respond to requests from public and government authorities, including public and government authorities outside your country of residence, or
  • With your consent or at your instruction.

 

We may also disclose fully de-identified or aggregated information to third parties or disclose anonymized information that is summarized or derived from information you provide to us. Anonymous information is information that does not include any personally identifiable information. Sage does not sell your information.

 

Social Sharing Features

 

Our services use plug-ins of social networks ("plugins"). If you use a service that includes plug-ins, information can be transferred directly from your device to the social network provider. We have no influence on the data collected by the plugin. If you are logged in to the social network, a connection can be established between your user account and the use of our service. If you interact with the plugins, for example by clicking on "Like", "Follow" or "Share" or by writing a comment, this information may automatically appear in your profile on the social network. Even if you are not logged in, the plugins may still send your IP address to social networking providers.

 

When you connect to a social network service on a device that is also used by other people, these other users may be able to see information that is stored or displayed in connection with your profile on the Social Network Service page.  If you follow a link to any of these websites, please note that these websites have their own Data Privacy Notices. Please check these Notices before you submit any Personal Data to these websites. Sage is not responsible for the Data Privacy Notices, content of such sites or any Personal Data collected by such sites.

 

Advertising and Analytics Services Provided by Others

We allow others to serve advertisements on our behalf across the Internet and to provide analytics services. These entities use cookies, web beacons and other technologies to collect information about your use of the Services and other websites, including your IP address, web browser, pages viewed, time spent on pages, links clicked and conversion information. This information is used by Sage and our third-party marketing, advertising and analytics vendors on Sage’s behalf to, among other things, analyze and track data, determine the popularity of certain content, deliver advertising and content targeted to your interests on our Services and other websites, and better understand your online activity. For more information about interest-based ads, or to opt out of having your web browsing information used for behavioral advertising purposes, please visit www.aboutads.info/choices,.

 

We also work with third-party social platforms, such as Facebook, to serve ads to you as part of a customized campaign.

 

Your Choices

De-linking Connected Appliances

 

Once your connected appliance is paired with your Sage account, you can de-link it at any time by disconnecting it via the settings on your mobile device. Note, however, that certain appliances must be paired with a Sage account in order to have full capabilities.  If your appliance has been de-linked from an account, you will need to re-link it to enjoy its features fully.

 

Location Information

When you first launch some of our mobile applications, access certain features in those mobile applications, or visit one of the pages on our website that collects location information, you may be asked to consent to the collection of location information in order to enable certain features. If you initially consent to our collection of location information, you can later stop this collection by changing the settings on your device. If you do so, certain features of our Services will no longer function.

 

Promotional Communications from Sage

You may opt out of receiving promotional communications from Sage at any time by following the instructions in those communications. Even if you opt out, we may still send you non-promotional communications, such as those about your account or our ongoing business relations.

 

Mobile Push Notifications/Alerts

With your consent, we will send promotional and non-promotional push notifications or alerts to your mobile device. You can elect to stop receiving these messages at any time by changing the notification settings on your mobile device.

 

Do Not Track

Do Not Track is a privacy preference that users can set in their web browsers. When a user turns on the Do Not Track signal, the browser sends a message to websites requesting them not to track the user. For information about Do Not Track, visit www.allaboutdnt.com/. At this time, Sage does not respond to Do Not Track browser settings or signals. In addition, Sage may use other technology that is standard to the Internet, such as pixel tags, web beacons, and other similar technologies, to track visitors to Sage’s website. Those tools may be used by us and by third parties to collect information about you and your internet activity, even if you have turned on the Do Not Track signal.

 

Universal Opt Out Mechanisms

Universal Opt Out Mechanisms are tools through which a consumer can pre-select online opting out of certain processing of their personal information. Some jurisdictions are beginning to require websites to honor these mechanisms.  As always, we will comply with applicable law.

 

Data Retention

We store the personal information we collect about you in an identifiable form only for as long as necessary for the purpose(s) for which we originally collected it or as required by applicable laws, including to meet our legal, regulatory, tax, bookkeeping or other compliance obligations.

Your personal information is then anonymized or deleted.

 

Cross-Border Transfer

Personal Information you submit on the Websites or through the Services may be sent to other countries where we have facilities or the processing takes place in the context of using third-party services or disclosing or transferring data to other persons, entities or companies such as our service providers’ cloud servers. We will protect your information in accordance with this Privacy Notice wherever it is processed.

 

In most situations, we will only transfer your personal information from the UAE to a country or territory outside the UAE that ensures an adequate level of protection for your rights and freedoms in relation to the processing of personal data in accordance with applicable law or with which the UAE has signed a multi-lateral or bilateral agreement for the protection of personal data.  

 

Where recipients of your personal data are in jurisdictions that are outside the UAE, and local laws may not have similar data protection laws as the jurisdiction where you are or where we have a relationship, we will take all reasonable steps necessary to ensure that your personal data has an appropriate adequate level of protection and safeguards to comply with applicable law. In most cases, this means either using adequate protection through appropriate safeguards (for example, by putting in place an agreement that requires recipients in third countries to implement the measures required by the applicable law or any other mechanism approved by a competent regulator), collect your explicit consent to the extent that the transfer does not conflict with the public and security interests of the UAE. We might also be able to proceed with such a transfer to perform a contract with you, or with a third party to achieve your interest or to establish, exercise, or defend legal claims.

 

Additional Privacy Data Protection Policy for Users Individuals in California & EEA

If you reside in California you have certain rights and protections under the California Consumer Privacy Act (“CCPA”) as amended from time to time. Please refer to our US Privacy Policy https://www.breville.com/us/en/home/index.html for detailed information applicable to our users and customers located in the US. If you reside in the European Economic Area (“EEA”), you may have certain rights and protections under the EU General Data Protection Regulation (“GDPR”) and applicable national data protection law regarding the processing of your personal data. Please refer to our EU Privacy Policy https://www.sageappliances.com/uk/en/legal/privacy-policy.html for detailed information applicable to our users and customers located in the EU.

 

Your Data Subject Rights

To the extent provided by applicable law, you have certain rights over your personal data, such as the right to request access to the personal data we maintain about you or request that we correct, amend, delete it, withdraw any consent you previously provided to us or object at any time on legitimate grounds to the processing of your personal data, and we will apply your preferences going forward.

 

If you would like to exercise any of these rights, you can log into your account and edit certain account information, or you may complete and submit a request to exercise your rights using the contact details provided in the “Contact Us” section below. If the request is submitted by someone other than you without providing evidence that the request is legitimately made on your behalf, the request will be rejected.

 

Please note that any identification information provided to ss will only be processed in accordance with and to the extent permitted by applicable laws. Please note that, in certain circumstances, we will not be able to delete your personal data without also deleting your user account. We may be required to retain some of your personal data after you have requested deletion, to satisfy our legal or contractual obligations. We may also be permitted by applicable laws to retain some of your personal data to satisfy our business needs.

 

Contact Us

If you have any questions or comments about this Privacy Notice, about how we manage data breaches or want to make a request to exercise any of these rights in relation to your personal data, please contact us at [email protected] or in writing by sending your written request to:

 

BRG Middle East Trading DWC-LLC

DWC Business Centre

Level -3, Building - A3

Dubai South Business Park

P.O. Box 390667

Dubai,

U.A.E

 

Because email communications are not always secure, please do not include credit card or other sensitive information in your emails to us.