Privacy Policy

Basic information

Personal data controller

We are Adeia s.r.o., with registered office at K Holi 786, 252 43 Rozkoš, C188790, registered with the Municipal Court in Prague, and as the controller we process your personal data.

What personal data we process

Personal data you provide us with

We process personal data that you provide to us.

More information

If you order goods or services from us, for example, we need information from you that is marked as mandatory in the order process (this is mainly your name and surname, delivery address). If we did not have this information, we would not be able to deliver the goods to you correctly. In addition, for the purpose of selling goods or services, we need your e-mail address, to which we will send you an order confirmation, which also serves as confirmation of the concluded purchase contract, and a copy of the terms and conditions and complaints policy.

When ordering goods or services, you can also fill in optional information. These help us to better and more efficiently fulfil the contract. For example, when you fill in your telephone number, we can send you information about the delivery of goods, etc. You provide us with optional data voluntarily.

After the goods have been delivered to you, you may receive an e-mail message asking you to evaluate the purchased goods.

If you contact our customer service line or write us a message, we will also process your personal data provided in this communication.

By filling in the optional data in your user profile, you will also provide us with your other personal data, such as frequently used delivery addresses.

Personal data that we collect other than directly from you

We may also process your personal data as part of joint marketing campaigns. We may combine them for the purposes of marketing campaigns or for the proper performance of a contract.

In the event that your personal data will be transferred to another entity, we will inform you in advance, including who we are transferring the personal data to. If someone passes your personal data to us, they must also inform you in advance.

Personal data of third parties that you provide to us

If you provide us with personal data of third parties, it is your responsibility to inform the person concerned and to ensure that they agree to these privacy terms.

More information

For example, it may happen that you purchase goods from us but do not want to collect or claim them. By emailing, you can designate authorised persons who are authorised to collect the goods on your behalf, for example, or to claim the goods. This will also provide us with their personal data.

Personal data that we process automatically

When you visit our website, we may collect certain information about you, such as your IP address, the date and time you accessed our website, information about your internet browser, operating system or your language settings. We may also process information about your behaviour on our website, e.g. which links you visit on our website and which products you are shown. However, for your maximum privacy, information about your behaviour on the website is anonymised and therefore we are unable to attribute it to a specific user, i.e. a specific person.

If you access our website from a mobile phone or similar device or through one of our mobile applications, we may also process information about your mobile device (data about your mobile phone, possible records of application crashes, etc.).


We also process cookies automatically.

More about cookies

What is a cookie?

It is actually a small text file that is created when you visit any website. It is used as a standard tool to store information about how our site is used.

We are thus able to distinguish (but not identify) individual users from one another and tailor content to specific preferences. Cookies are important. Without them, browsing the web would be much more difficult.

What are cookies used for?

Cookies serve several purposes. We use the following cookies on our online shop pages and in our mobile apps:

Technical cookies: we use technical cookies to make our online shop work properly (e.g. so that you can create a user profile, log in and buy goods and services). Without them, our online shop could not function at all.

Functional cookies: so that you don’t have to log in all the time and so that you don’t have to set your preferences over and over again (e.g. setting the language in which our online shop is displayed to you), functional cookies help you. In this case, your password is always encrypted. The use of these cookies is not necessary, but they will make your visit to our online shop much more pleasant and easier.

Analytical cookies: analytical cookies help us to improve our online shop, which in turn benefits you. Analytical cookies on our website are collected by a script from Google Inc., which then anonymises this data. Once anonymised, it is no longer personal data, as anonymised cookies cannot be assigned to a specific user or person. We only work with cookies in anonymised form. Therefore, we cannot determine from the cookies how a particular user has behaved on our website (which pages they have visited, what goods they have viewed, etc.).

We also use the knowledge from these cookies for advertising purposes, where we may also show you advertising on other websites that we consider relevant to you based on this data. If you want to control what analytics cookies we process for you, you can use this additional program from Google (can only be run from a computer).

How you can control which of your cookies we process

Just use one of the common internet browsers (e.g. Internet Explorer, Safari, Firefox, Chrome) with the anonymous browsing function enabled, which will prevent the storage of data about the websites you visit, or you can disable the storage of cookies in your browser completely. However, if you also disable the processing of technical and functional cookies, this will prevent some functions that help you from working.

You can easily control the processing of analytics cookies by us if you use this additional program from Google (can only be run from your computer). However, by disabling analytics cookies, you will unfortunately make it much more difficult for us to improve our online shop.

Camera systems on our premises

We also automatically process recordings from cameras on our premises.

Our brick-and-mortar locations are monitored by camera systems with online transmission and recording. We have cameras on our premises both for prevention and to clarify possible illegal activities. The operator of the camera system is us, Adeia Ltd, ICO: 24208698.

Mobile phone and mobile app versions

If you access our website from a phone, tablet or similar device, we optimise it for these devices. In this case, we process your personal data in a similar way to accessing it from a computer.

If you allow the app to use location data, we may also use your device’s location to provide you with greater user convenience and more relevant offers of goods and services (for example, showing you the nearest branch). We may also use the data collected in this way to send you tailored business communications. If you do not wish to do so, you can easily opt out of receiving commercial communications altogether. Similarly, you may be shown personalised content directly on our website. Even in this case, you have the option to disable such personalization.

Why we collect and process your personal data.

We process your personal data for the following reasons:

  • Purchase of goods and services: we primarily process your personal data to properly process and deliver your order. If there are any problems, your personal data helps us know who to contact.
  • Customer care: if you contact us with a question/problem, we need to process your data to answer/resolve it. In some cases, personal data may also be passed on to third parties (e.g. carriers of goods).
  • User account: thanks to the personal data you provide in your user profile, a number of useful functions are made available to you (e.g. if you provide your phone number, we can easily inform you when your order will be delivered). You can change the information you provide at any time, with the exception of your email address, which is used to access your user account.
  • Marketing activities:
    • Email marketing: we send you commercial email communications based on your consent. You can easily unsubscribe from receiving marketing communications by editing your user profile settings or by using the email .If you create multiple user profiles where you provide the same contact details (e.g. you have multiple accounts for different email addresses, but the phone number will be the same for all accounts), it is not possible to unsubscribe from marketing communications for all user profiles based on automated processes for technical reasons. In this case, to unsubscribe from commercial communications for all user profiles, you need to contact us by phone or email
    • Telemarketing: we make marketing calls to offer our goods and services and related marketing communications. The legal basis for processing your telephone number is either your consent or at least our legitimate interest in conventional direct marketing. You can object to this processing.
    • Marketing contests: in some cases, the winner of the contest may be photographed or filmed, especially to increase the transparency of our marketing contests. We carry out this processing of personal data on the basis of our legitimate interest, which is to increase the credibility of our marketing competitions in the eyes of other competitors and to increase the attractiveness of these competitions. You can object to this processing.
  • Improving our service: by using your order history and web behaviour, we can offer more relevant offers for additional goods, such as accessories for purchased products. We therefore display products in certain places that are right for you and match your needs and interests. We can also use tools for testing different variants (so-called A/B testing), Google Analytics, Facebook Analytics, etc. to optimize elements on the website.
  • Zákaznická hodnocení zboží a služeb: poté, co u nás nakoupíte zboží či služby, můžete být požádáni o jejich ohodnocení. Hodnocení lze vložit i z vlastní iniciativy.
  • Call centre: if you contact us via our call centre (helpline), we will record your phone call with prior notice. Such recordings are used to check the quality of service provided by our staff.
  • Exercise of rights and legal claims and control by public authorities: we may also process your personal data on the grounds that we need it to exercise our rights and legal claims (e.g. in the event that you have an outstanding claim against us or to prove delivery of ordered goods). We may also process your personal data because we need it for the purposes of inspections by public authorities and for other similarly compelling reasons.

We process personal data on the following legal grounds

Execution and conclusion of the contract

We need a large part of your personal data in order to be able to enter into a purchase or other contract with you regarding the goods or services you wish to purchase from us. Once the contract is concluded, we process your personal data in order to properly deliver the goods or services you have purchased. On the basis of this legal basis, we therefore process primarily billing and delivery data.

Legitimate interests

We also use your personal data to provide you with relevant content, i.e. content that is interesting to you. Based on legitimate interest, we mainly process personal data that we process automatically and cookies in this way.

For the same legal reason, we may send you as our customer email and SMS messages. The processing of your personal data on this legal basis also takes place in the monitoring carried out by means of cameras at our individual premises.

If you are listed as a so-called authorized person of our corporate customer, your orders and other actions will be attributed to this corporate customer. If you do not wish to do so, please fill in an e-mail address other than the one listed as the authorized person of this corporate customer when placing your order, or you can electronically request that we be removed from the authorized persons of this corporate customer.

If we process your personal data on the basis of this legal ground, you may object to this processing. 


For the purposes of sending commercial communications (e-mail marketing) and telemarketing, we process your personal data on the basis of your consent. If you do not give us your consent and you are our customer, we may send you commercial communications (or call you in the context of telemarketing) without your consent. However, in any case, you can disable such marketing communications from us simply by adjusting your user profile settings or by contacting us via email at

If you give us your consent to the processing of your personal data, you can withdraw it at any time by emailing us at

Transfer of personal data to third parties

In these cases, we transfer your personal data to third parties:

  • Delivery of the goods: your chosen carrier would never be able to deliver the goods you have ordered unless we have given them, among other things, details of where and to whom they are to deliver the goods. We will pass these details to the carrier as you fill them in on the order. The information so provided includes, in particular, your name and surname, the delivery address, a telephone number at which the carrier can contact you and, if the goods have not been prepaid, the amount to be paid on receipt of the goods, if any. The carrier is entitled to process the personal data we transmit to it only for the purpose of delivery of the goods and to delete the personal data without delay thereafter. 
  • Delivery of goods stored for us by a contractual partner: if you order goods from us that are in the warehouse of our contractual partner, in order to complete the order we must pass your personal data to this contractual partner, who will process the order. The data so transmitted includes, in particular, your name and surname, the delivery address, a telephone number at which the carrier can contact you and, if the goods have not been prepaid, the amount to be paid on receipt of the goods, if applicable. The contractual partner must then pass on the personal data to the carrier who will deliver the goods, otherwise the carrier would not be able to deliver the goods to you. Both the contractual partner who stores the goods for us and the carrier are obliged, in relation to the personal data we pass on to them, to use this personal data only for the purpose of storing/delivering the goods and to delete it without delay thereafter.
  • Payment cards: our company does not have the details of the credit cards you use to pay with us. Only the secure payment gateway and the relevant banking institution have your payment card details.
  • If you have stored your payment card to speed up further purchases on our online shop, we only have anonymised information about your payment card (e.g. the first and last few digits of your payment card). If you want to delete this data as well, simply visit your user profile settings and then simply delete the payment card data (account settings > payment cards > delete)

More information

  • Business messages: v in the case of sending commercial communications (e.g. by email or SMS) or telemarketing, we may use a third party to send the communications or make the telephone calls. This entity is bound by confidentiality obligations and may not use your personal information for any other purpose.
  • State authorities: in case of enforcement of our rights, your personal data may be transferred to a third party (e.g. a lawyer). If we are required by law or a public authority (e.g. the Police of the Czech Republic) to transfer your personal data to them, we must do so.
    • Reporting an insurance claim: in order to properly report and subsequently resolve an insurance claim, we transfer your personal data to Česká pojišt’ovna, a.s.

How long do we process your personal data?

In the first instance, we will process your data for the duration of the contractual relationship between us.

In the case of processing of personal data for which consent has been given, your personal data will generally be processed for a period of 7 years or until such consent is withdrawn.

In case you subscribe to commercial communications, we will process your personal data for 7 years, or until you do not agree to receive them again. You can easily express your opposition by editing your user profile settings or by using the contact form or by calling our hotline, available at 225 340 111 (please select the option “further request” as the reason for the call when prompted by the robot). 

Please also note that we must process those personal data that are necessary for the proper provision of services or for the fulfilment of all our obligations, whether these obligations arise from a contract between us or from generally binding legal regulations, regardless of the consent you have given, for the period of time specified by or in accordance with the relevant legislation (e.g. for tax documents, this period is at least 10 years).

We process the data collected through the user account or in any other similar way for the duration of the use of our services and usually for 5 years after cancellation. Thereafter, only basic identification data and information on the reason for which the user account was cancelled or data forming part of operational backups are usually stored for a reasonable period of time.

Recordings of telephone calls from the Call Centre are kept for a short period of time, but no longer than 1 year, unless it is necessary for us to keep the recordings for a longer period of time due to legitimate interest (e.g. suspected misuse of data, fraud, etc.).

We store your camera footage for 90 days as standard. If an illegal act occurs in the monitored area, we may contact the police and hand over the records to the relevant authority (police, court, etc.). In this case, the records are not deleted after 90 days, but for evidentiary reasons we keep them until the final conclusion of the case.

Security of personal data

Your personal data is safe with us. To prevent unauthorised access and misuse of your personal data, we have put in place appropriate measures, both technical and organisational.

At Alza, we care very much about protecting your personal data. That’s why we not only regularly check their security, but also continuously improve their protection. All communication between your device and our web servers is encrypted. Login credentials are hashed and all your data is only stored on servers in secure data centres with limited, carefully controlled and audited access.

We strive to use security measures that provide sufficient security given the current state of technology. The security measures adopted are then regularly updated.

That’s why we use two-factor authentication when you log in to your user account.

Password security

We don’t have your passwords in the system at all, we don’t store them in the database. We work only with specially calculated hash keys generated by the BCRYPT hash function with work factor/cost 12. This function is currently one of the most secure and strongest.

Personal data of persons under 16 years of age

Our online shop is not intended for children under the age of 16. A person under the age of 16 may use our online shop only if his/her legal guardian (parent or guardian) gives consent.

What rights you have in relation to the protection of your personal data


In relation to your personal data, you have, in particular, the right to withdraw your consent to the processing of your personal data at any time, the right to rectify or supplement your personal data, the right to request the restriction of its processing, the right to object to or complain about the processing of your personal data, the right to access your personal data, the right to request the transfer of your personal data, the right to be informed of a breach of security of your personal data and, under certain conditions, the right to erasure of certain personal data that we process in relation to you (the so-called “right to be forgotten”).

Modification and completion

You can delete or change basic information about your person and change your settings regarding the receipt of commercial communications (or unsubscribe from commercial communications), etc.

Alternatively, you can contact us via our email


If you believe that the personal data we process about you is incorrect, you can contact us by email at However, in order to speed up the correction of your personal data and for your convenience, we recommend that you edit your personal data in your user profile.

According to the amendment to Act No. 235/2004 Coll., on value added tax, it is not possible to change data in an invoice already issued as of 1 January 2013. The data on the invoice can only be changed if you have not yet received and paid for the goods.


You can also request that we delete your data (however, deletion will not affect data on documents that we are required by law to keep (e.g. invoices or credit notes). If we need your personal data to establish, exercise or defend our legal claims, your request may be refused (e.g. if we have an outstanding claim against you or if we have a claim pending).

Please note that the key information about your payment card is not stored with our company, but with our payment gateway. Therefore, this data cannot be deleted from our side and you need to contact the payment gateway through which you made the payment (see the chapter Transmission of personal data to third parties > Payment cards > more information).

Except as provided above, you have the right to erasure in the following cases:

  1. The personal data are no longer necessary for the purposes for which they were processed
  2. You have withdrawn your consent on the basis of which the data was processed and there is no further legal basis for processing it
  3. You have raised an objection to the processing of personal data and you consider that the assessment of the objection will show that your interest outweighs our interest in processing the personal data in the specific situation
  4. Personal data are processed unlawfully
  5. The obligation to erase is laid down in a special legal regulation
  6. This is personal data of children under 16 years of age

How to exercise the right to erasure? Contact us by email

Lodging an objection

We process some of your personal data on the basis of our legitimate interest (see the section of this policy entitled “We process personal data on these legal grounds”). If there are specific grounds on your side, you may object to the processing of this personal data. You can object to this by emailing

Restrictions on processing

If (a) you contest the accuracy of your personal data, (b) your personal data is being processed unlawfully, (c) we no longer need your personal data for the purposes of processing but you need it for the establishment, exercise or defence of your legal claims, or if you (d) have raised an objection under the previous paragraph, you have the right to have us restrict the processing of your personal data.

In this case, we can only process your personal data with your consent (except for the storage or backup of the personal data in question).

Filing a complaint

If you believe that we are processing your personal data unlawfully, you also have the right to lodge a complaint with the Data Protection Authority. However, we will be happy if you address any transgressions with us first. You can always contact us easily via our email, or by phone on +420 602 245 445

This Privacy Policy, including its components, is valid and effective as of May 1, 2020 and is available electronically at