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Accueil / Politique de confidentialité

Politique de confidentialité

Date of Last Update: [May 2018]

Thank you for visiting the belif website at (the “Site”). The Site is published and maintained by Amazon Web Services in the United States on behalf of LG Household & Health Care Ltd. (“LG H&H”) of 58 Saemunan-ro, Jongno-gu, Seoul, South Korea, who is the controller for the purposes of applicable data protection legislation in Europe. This Privacy Policy describes the types of personal information we collect about our Site users, how we process the information, with whom we share it, and the choices available to our Site users regarding our use of the information.

What information do we collect about you?

We may obtain personal information about you from various sources.

We may collect this information when you provide it on our Site, our social media platforms, or social networking applications. This information is likely to include but may not be limited to your [name, age, address, date of birth, email address, phone number and credit card information].

We may also collect certain information such as your IP address by automated means when you access our website, using technologies such as cookies and web server logs. For further information about cookies, see below.

You may also choose to provide personal information to us such as your name and email address when you sign up for our product marketing e-mail list.

How will we use the information about you?

If you agree, we use your information to contact you about:

We may also use the information you provide us to:

Information we share

We may share the personal information you provide with third party service providers who perform services on our behalf based on our instructions. We do not authorize these service providers to use or disclose the information except as necessary to perform services on our behalf or comply with legal requirements. Examples of these service providers include entities such as Amazon Web Services that provide web hosting and marketing services to us.

We may also disclose your personal data to the following categories of recipient:

We take reasonable contractual and other measures to require that the organizations with which we share personal information maintain the confidentiality of personal information in accordance with applicable law and only use such information for the specific purpose for which we supply it to them.

Your Rights and Choices

1. Marketing:

We would like to send you information about products and services of ours and other companies in our group which may be of interest to you. If you have consented to receive marketing, you may opt out at a later date.

You have a right at any time to stop us from contacting you for marketing purposes.

If you no longer wish to be contacted for marketing purposes, contact either or or click on the unsubscribe link on any marketing communication that you receive from us.

2. Access to your information:

You have the right to request a copy of the information that we hold about you. If you would like a copy of some or all of your personal information, please email or write to us using the contact details provided at the end of this privacy policy. If we provide you with access to the information we hold about you, we will not charge you for this unless permitted by law. If you request further copies of this information from us, we may charge you a reasonable administrative cost. Where we are legally permitted to do so, we may refuse your request. If we refuse your request we will always tell you the reasons for doing so.

3. Right to object

You have the right to object to us processing your personal information where we do so for one of the following reasons:

4. Right to withdraw consent

Where we have obtained your consent to process your personal information for certain activities, you may withdraw this consent at any time and we will cease to use your information for that purpose unless we consider that there is an alternative legal basis to justify our continued processing of your information for this purpose, in which case we will inform you of this condition.

5. Right to erasure

You have the right to request that we erase your personal information in certain circumstances. Normally, this right exists where:

We would only be entitled to refuse to comply with your request for erasure in limited circumstances and we will always tell you our reason for doing so.

When complying with a valid request for the erasure of data we will take all reasonably practicable steps to delete the relevant data.

6. Right to restrict processing

You have the right to request that we restrict our processing of your personal information in certain circumstances, for example if you dispute the accuracy of the personal information that we hold about you or you object to our processing of your personal information for our legitimate interests. If we have shared your personal information with third parties, we will notify them about the restricted processing unless this is impossible or involves disproportionate effort. We will, of course, notify you before lifting any restriction on processing your personal information.

7. Right to rectification

You have the right to request that we rectify any inaccurate or incomplete personal information that we hold about you. If we have shared this personal information with third parties, we will notify them about the rectification unless this is impossible or involves disproportionate effort. You may also request details of the third parties that we have disclosed the inaccurate or incomplete personal information to. Where we think that it is reasonable for us not to comply with your request, we will explain our reasons for this decision.

8. Right of data portability

You have the right to transfer your personal information between service providers. In effect, this means that you are able to transfer the details we hold on you to another third party. To allow you to do so, we will provide you with your data in a commonly used machine-readable format so that you can transfer the data. Alternatively, we may directly transfer the data for you.

9. Right to complain

You have the right to lodge a complaint with your local regulator. In the EU, the privacy regulators for each Member State are listed (along with contact details) on the following website:


Cookies are text files that are stored on your computer when you visit some pages of our website to collect standard internet log information and visitor behavior information. This information is used to track visitor use of the website and to compile statistical reports on website activity.

For further information visit:

You can set your browser not to accept cookies and the above website tells you how to remove cookies from your browser. If you reject cookies or delete our cookies, you may still use our website, but you may have reduced functionality.

In addition to the express notice provided on our website when you first visit, your continued use of our website is your acceptance of our continued use of cookies on our website.


We will take all reasonable precautions necessary to protect your personal information from:

This includes, for example, the protection of passwords using industry standard encryption, measures to preserve system security and prevent unauthorised access and back-up systems to prevent accidental or malicious loss of data. We may use third party data storage providers to store personal data electronically. We take reasonable steps to ensure this information is held as securely as information stored on our own equipment.

Unfortunately, there is always risk involved in sending information through any channel over the internet. You send information over the internet entirely at your own risk. Although we will do our best to protect your personal information, we cannot guarantee the security of your data transmitted over the internet and we do not warrant the security of any information, including personal information, which you transmit to us over the internet.

International transfers of data

The data that we collect from you will be transferred to, and stored at, destinations both within and outside the European Economic Area (EEA). In particular, we may disclose your personal information to our group companies located in South Korea.

Please be aware that South Korea has not been certified by the European Commission as ensuring an adequate level of protection under European data protection law for your personal information. However, we will take appropriate steps to ensure that any international transfer of personal information is carried out in accordance with applicable privacy laws, including in accordance with the requirements of the EU General Data Protection Regulation.

Please be aware that the absence of an adequacy decision and appropriate safeguards entails the risk that your personal information may be subject to laws and regulations which do not guarantee an equivalent level of protection for your rights and freedoms as would normally be the case within the European Union. As a consequence, the transfer of your personal information may have negative consequences on the protection of your privacy.

Where we transfer your personal information outside the EEA and where the country or territory in question does not maintain adequate data protection standards, we will take all reasonable steps to ensure that your data is treated securely and in accordance with this Privacy Policy.

Keeping your data

We will not keep your personal information for longer than is necessary for the purposes for which we have collected it, unless we believe that the law or other regulation requires us to keep it (for example, because of a request by a tax authority or in connection with any anticipated litigation) or if we require it to enforce our agreements.

When it is no longer necessary to retain your personal information, we will delete the personal information that we hold about you from our systems. While we will endeavour to permanently erase your personal information once it reaches the end of its retention period, some of your personal information may still exist within our systems, for example if it is waiting to be overwritten. For our purposes, this data has been put beyond use, meaning that, while it still exists in the electronic ether, our employees will not have any access to it or use it again.

Lawful bases for using your personal information

1. Where using your data is in our legitimate interests

We are allowed to use your personal information where it is in our legitimate interests to do so, and those interests aren’t outweighed by any potential prejudice to you.

We believe that our use of your personal information is within a number of our legitimate interests, including but not limited to:

We don’t think that any of the activities set out in this privacy policy will prejudice you in any way. However, you do have the right to object to us processing your personal information on this basis. We have set out details regarding how you can go about doing this in the section above titled ‘Your Rights and Choices’.

2. Where you give us your consent to use your personal information

We are allowed to use your personal information where you have specifically consented. In order for your consent to be valid:

When you sign up for marketing emails, we ask you for specific consents to allow us to use your information in certain ways. If we require your consent for anything else in the future we will provide you with sufficient information so that you can decide whether or not you wish to consent.

You have the right to withdraw your consent at any time. We have set out details regarding how you can go about this the section above titled ‘Your Rights and Choices’.

3. Where using your personal information is necessary for us to carry out our obligations under our contract with you

We are allowed to use your personal data when it is necessary to do so for the performance of our contract with you. For example, where you have requested that we send you certain information, we will need your contact details to be able to provide you with such information.

Where processing is necessary for us to carry out our legal obligations
As well as our obligations to you under any contract, we also have other legal obligations that we need to comply with and we are allowed to use your personal information when we need to in order to comply with those other legal obligations.

Updates to our Privacy Policy

This Privacy Policy may be updated periodically and without prior notice to you to reflect changes in our personal information practices. We will post a prominent notice on our Site to notify you of any significant changes to our Privacy Policy and indicate at the top of the Policy when it was most recently updated.

How to Contact Us

Please feel free to contact us if you have any questions about our Privacy Policy or information we hold about you:

By email: or

Or write to us at: 3rd Floor, Capital Tower, Greyfriars Road, Cardiff UK CF23 5NP