Privacy policy

Effective date: 25 May 2026. Last updated: 25 May 2026. This notice describes how the Aksel website handles personal data. It is written to meet the EU General Data Protection Regulation (GDPR), the Danish Data Protection Act and the EU ePrivacy framework. It is not legal advice.

Plain-language summary: Aksel is intentionally minimal about personal data. The marketing site loads Google Fonts (which means Google receives your IP address while the font loads), uses a small amount of local browser storage for the fit-checker and the questionnaire, and only collects an email address if you knowingly send one. There is no tracking, no advertising pixels, no analytics and no third-party data brokers. When you buy Aksel, billing is handled by a payment processor (see section 5).

1. Who is responsible for your data (controller)

The data controller for personal data processed via this website is:

mortenbuchert.com
Teglvænget 17
4000 Roskilde, Denmark
CVR / VAT: DK 26157927
Contact: morten@mortenbuchert.com

Aksel is a product operated by mortenbuchert.com. Aksel is a product name, not a separate legal entity.

2. What data we collect and why

The website collects a minimal set of personal data, only where there is a clear purpose. We summarise it here so you can see the full picture.

2.1 Data you actively send us

  • Your email address — only if you write to us, or if you sign up to be notified when sales reopen. Purpose: to reply to you or to send the one update you asked for. Legal basis: consent (GDPR Article 6(1)(a)) for waitlist signup; or legitimate interest (Article 6(1)(f)) in responding to your enquiry. Retention: until you withdraw consent or until the conversation is reasonably complete, then deleted within 12 months.
  • Anything you write in the email body or questionnaire — we recommend you do not include sensitive information (special-category data under GDPR Article 9). If you do, it is processed only to deliver Aksel to you.

2.2 Data your browser sends automatically

  • Your IP address — your browser sends this to our web host every time the page loads, and to Google when the page requests fonts from fonts.googleapis.com / fonts.gstatic.com. We do not log IP addresses for analytics; the web host keeps a short technical log to protect against abuse. Legal basis: legitimate interest (Article 6(1)(f)) in keeping the site online and secure. Retention: hosting logs kept at most 14 days unless an incident requires longer.
  • User-agent and request headers — your browser sends these. Same purpose, same legal basis, same retention as IP address.

2.3 Data stored only in your own browser

  • Fit-checker answers — your hardware and intent answers from requirements.html live in your browser's localStorage. They never leave your computer.
  • Questionnaire draft answers — the post-purchase questionnaire is designed so your draft answers stay in your browser until you copy or submit them. The page is private, unlisted and not linked from the public site.
  • Cookie-banner preference — when you dismiss the cookie notice, your choice is stored in localStorage so we do not show it on every page. See cookies.html.

Because this data lives only in your browser, you can clear it at any time via your browser settings.

2.4 Identifier in your generated files

  • Generation ID — each Aksel-generated file contains a unique identifier tying it to your purchase. We use this only to (a) help you re-download your kit if needed and (b) identify the buyer if a file is shared publicly outside the licence terms. The identifier is derived from your order ID. It is not used for tracking your behaviour.

3. What we never do

  • We do not use third-party analytics (no Google Analytics, no Plausible, no Mixpanel, no Hotjar, no Meta Pixel).
  • We do not run advertising or remarketing pixels.
  • We do not sell, rent or share your personal data with data brokers or marketing networks.
  • We do not use cookies for tracking. The only browser storage we use is functional (see section 2.3).
  • We do not profile you, score you, or take automated decisions with legal effect about you (GDPR Article 22 does not apply here).

4. Cookies and similar technologies

This site uses a very small amount of browser storage, all of it functional or strictly necessary. A detailed list, including the storage names, what they do and how long they live, is on the cookies page.

We do not use advertising or analytics cookies. We therefore do not ask you to accept marketing cookies, because there are none to accept. Under the Danish Cookie Order (cookie-bekendtgørelsen) and EU ePrivacy Directive 2002/58/EC, strictly necessary and functional storage may be used without prior consent, but must still be disclosed — that is the purpose of the cookies page.

5. Third parties who may process your data

To run the site and deliver Aksel, the following processors may receive personal data on our behalf. Each is bound either by a data-processing agreement (GDPR Article 28) or by their public sub-processor terms.

  • Hostinger — web hosting. Receives request metadata (IP, user-agent, URL). Hosting region is confirmed in the hosting account before public launch.
  • Google LLC — Google Fonts. Receives your IP address while the font file is being delivered to your browser. Region: global, served from edge CDN. We use Google Fonts to render typography only; no Google Analytics or Google Tag Manager is loaded.
  • Stripe — only invoked at checkout when you choose to buy. Receives the information you enter there (name, email, payment details). Stripe is the data controller for the payment transaction itself; we receive the order confirmation and the email needed to deliver your Blueprint Pack.
  • Zoho Mail — when we reply to you, our email inbox is hosted by Zoho Mail.

Before public launch, the hosting account region and processor terms should be checked once against the final deployment setup.

6. International transfers

Where data is transferred outside the European Economic Area (for example, to Google Fonts edge servers, or to a non-EU payment processor), the transfer relies on one of the safeguards permitted under GDPR Chapter V: an adequacy decision, Standard Contractual Clauses (SCCs), or another lawful safeguard. We hold the relevant SCCs from each processor on file and can describe them on request to morten@mortenbuchert.com.

7. Your rights under GDPR

Where we process your personal data, you have the following rights. They are summarised here; the full text is in GDPR Articles 15 to 22.

  • Right of access (Article 15) — ask what data we hold about you and get a copy.
  • Right to rectification (Article 16) — ask us to correct anything inaccurate.
  • Right to erasure / "right to be forgotten" (Article 17) — ask us to delete your data, subject to retention rules below.
  • Right to restrict processing (Article 18) — pause processing while a question is resolved.
  • Right to data portability (Article 20) — receive your data in a structured, machine-readable format.
  • Right to object (Article 21) — object to processing based on legitimate interest.
  • Right to withdraw consent (Article 7(3)) — where processing is based on consent (for example, waitlist signup), you may withdraw at any time. Withdrawal does not affect the lawfulness of processing before withdrawal.

To exercise any right, email morten@mortenbuchert.com. We will respond within one month, as required by GDPR Article 12(3). If we cannot meet that deadline, we will tell you and explain why.

8. Complaints and supervisory authority

If you believe we have not handled your personal data correctly, please write to us first at morten@mortenbuchert.com. You may also file a complaint with a supervisory authority. In Denmark this is Datatilsynet (datatilsynet.dk). EU residents may complain to their national data protection authority.

For EU consumer-related disputes, you can also use the European Commission's Online Dispute Resolution platform at ec.europa.eu/consumers/odr.

9. How long we keep your data

  • Email correspondence: up to 12 months after the conversation is reasonably concluded, then deleted unless we need to keep it for an active customer relationship or to comply with a legal obligation.
  • Purchase records: kept for the period required by Danish bookkeeping law (Bogføringsloven), which is generally five years from the end of the financial year.
  • Web hosting logs: at most 14 days, unless an active security incident requires longer retention.
  • Browser localStorage: under your control. We do not access it remotely.

10. Security measures

We use HTTPS for all traffic, restrict admin access to a small number of people, keep software dependencies patched, and minimise the amount of personal data we collect in the first place. No system is perfectly secure; if a personal-data breach happens that is likely to result in a risk to your rights, we will notify the supervisory authority within 72 hours and, where required, notify you (GDPR Articles 33 and 34).

11. Children

Aksel is a professional product. We do not knowingly process personal data of children under 16. If you believe a child has sent us personal data, contact morten@mortenbuchert.com and we will delete it.

12. Changes to this policy

We may update this policy from time to time. If the change is material (for example, a new processor, a new purpose, or a change to your rights), we will update the "Last updated" date at the top and, where reasonable, contact you using the most recent address you provided.