Legal document

Privacy Policy

Information on personal data processing in accordance with the GDPR regulation.

Note: The full legal text below is in Czech, as it references Czech law and regulations. An English translation is available upon request.

1. Personal data controller

The personal data controller is SeMa Distribution, s.r.o., Company ID: 23511303, VAT ID: CZ23511303, registered office at Axmanova 3885/5, 767 01 Kroměříž, Czech Republic.

2. Scope of processing

We primarily process identification and contact details, order data, communication through forms, and technical data related to website operation.

3. Purposes and legal grounds

We process data for contract performance, compliance with legal obligations, legitimate interest, and, where required, on the basis of consent.

4. Recipients and processors

Data may be shared with contractual processors (hosting, emailing, payment gateways, carriers) to the extent necessary for providing services.

5. Retention period

We retain data for the period necessary to fulfill the purpose of processing and subsequently for the period required by legal regulations.

6. Your rights

You have the right to access, rectification, erasure, restriction of processing, portability, and objection. Consent may be withdrawn at any time.

7. AI assistant "FEYN" — sub-processors and the EU AI Act

FEYNLAB® CZ operates a conversational AI assistant "FEYN" on the website. To generate responses we use language models from Google (Vertex AI – Gemini, EU region europe-west1), Anthropic (Claude, EU/US region), and OpenAI (GPT, EU region where possible). These providers act as sub-processors of personal data in accordance with Art. 28 GDPR.

  • Before the first conversation we display a notice and require explicit consent (Art. 6(1)(a) GDPR and Art. 50 EU AI Act – mandatory AI interaction disclosure).
  • We store conversations for a maximum of 180 days for debugging and auditability (Art. 5(1)(e) GDPR – storage limitation).
  • The models do not use your queries for training – Vertex AI and Anthropic APIs with training opt-out, OpenAI API as well (Data Processing Addendum).
  • Anonymous visitors are identified only by a random cookie ID and IP hash – no PII.
  • Signed-in customers can access their conversation history in the "My Account" section and delete it at any time (Art. 17 GDPR – right to erasure).
  • We do not pass your queries to third-party sub-systems beyond generating the response (cost of USD 0.02-0.30 per message covers inference only).

If you do not consent to using the AI assistant, simply do not give consent – the rest of the e-shop's functions (catalog, cart, order, garage) remain fully available.