Please read the following carefully to understand how Rapala uses, processes and discloses the information Rapala collects about you or you provide to Rapala. By using or accessing the Website, you agree to this Website Privacy Policy and the collection and use of your personal information in accordance with this Website Privacy Policy. This Website Privacy Policy is kept up to date and you can find the latest version on this site.



On the Website you may contact us by filling the contact request form or you may subscribe for Rapala’s 13 Fishing marketing email. Occasionally we might have a promotion or a contest. When you contact us or subscribe for Rapala’s 13 Fishing marketing email or take part on a promotion or a contest we collect the following information you provide:

  • your name
  • email address
  • telephone number
  • the content of your contact request or other correspondence


The Website permits you to use social media plugins such as Facebook’s “Like”, Twitter’s Tweet, Pinterest’s “Pin” buttons. When you use social networking plugins their own privacy polices apply and we encourage you to read them.



As you navigate through our website, we collect details of your visits to our website for system administration and development. This is statistical data about users’ equipment, browsing actions and patterns. The data is generally anonymous but could be linked to other information you provide to us. Collected data includes but is not limited to:

  • information about your computer and internet connection, including your IP address, operating system and browser type
  • Sites you have visited

Moreover we use cookies that collect similar information to customize and develop the websites and other online marketing. A cookie is a small text file that a web browser saves on a user’s device. 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 the Website. Unless you have adjusted your browser setting so that it will refuse cookies, the Website will issue cookies.

We employ various different analytics and remarketing services that use cookies to analyse your use of the Website. These services help us to provide you more personalized online experience focusing on your interests. Analytical data collected or supplied to us is kept anonymous. These service providers transfer and store the information on their own servers.

Third party cookies currently in use:

To opt-out single third party cookies kindly click on “Read More” above for more information on each individual third party service. If you wish to deny any and all cookies on your computer, you may block cookies in the settings of the web browser you are using and delete any already existing cookies.


You must be at least 16 years of age to subscribe for our marketing emails or to participate in any promotion or contest. If you are under 16 years of age you need to provide a proof of parental consent to Rapala.


For our marketing purposes – We use your personal data to advertise 13 Fishing products to you as allowed by the law. For example based on your consent we deliver newsletters by email to you.

For the Website to work – We use the cookie data to present the Website best manner possible for your browsing experience and to gather data for statistical purposes and reporting to know how the Website is used and how well it is working for us to further strengthen its performance. Processing is based on our legitimate interests.

For our communication – We use your personal data to reply to you when you request a contact. Further we use your personal data to assess our marketing and to improve our communications with our customers and to attain new customers and to provide the services we are marketing to you. Processing is based on our legitimate interests.

For legal compliance – 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 could include prevention of fraud and such criminal activities.


Rapala does not share or disclose your personal information to other organizations for commercial purposes. However we disclose necessary personal data with Rapala’s group companies and affiliates for the purposes of use stated above.

For example we may disclose your personal information to our contractors and service providers to support our business. We also share your information to our subsidiaries, affiliates and related companies to provide the products and services we are marketing and for their marketing purposes. Moreover we may share your personal information with third party services to manage and provide advertising on the Website and to make your online experience more focused to your interests.

Outside the European Union Rapala receives and transfers personal data to and from the United States of America in order to provide the services rendered on the 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 EU standard contractual clauses.


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 vary so does the retention times of your personal data. For example as long we have your consent it is our honour 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 information. It is important for us to protect confidentiality and integrity of your personal information 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.


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.

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 fee from you for executing these rights. Moreover you may be required to prove your identity by means specified by Rapala.

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. You may also contact info[a]rapala.fi to cancel your consent.

If you believe that we have not followed the data privacy rules applying to us we hope that you contact us with your concerns. However you also have the right to lodge a complaint with supervisory authority.


Unless otherwise has been indicated Rapala is the controller for your personal information.

Rapala’s contact information:

Address: Rapala VMC Corporation, Mäkelänkatu 91, 00610 Helsinki, Finland

Email: info[a]rapala.fi

Rapala has appointed a Privacy Manager for the Rapala group. If an you have any concerns you think Rapala’s Privacy Manager should be aware of, we encourage you to contact Privacy Manager at privacy[a]rapala.fi.

© Rapala VMC Corporation, June 2020