1. Who We Are
SmartEnds BV ("SmartEnds", "we", "us", or "our") is a company registered in Belgium with its registered office at Vlasgaardstraat 52, 9000 Ghent, Belgium. We operate the SmartEnds OS platform, including the BrighterBins and VisnLine sub-brands, providing IoT sensor and camera solutions for waste management and liquid supply chain monitoring.
For any privacy-related enquiries, please contact us at: admin@smartends.com
2. Scope of This Policy
This Privacy Policy explains how we collect, use, store, and protect personal data when you:
- Visit our website at smartends.com
- Submit an enquiry, demo request, or contact form on our website
- Subscribe to our newsletter or marketing communications
- Use the SmartEnds OS platform, BrighterBins, or VisnLine services as a customer or authorised user
- Communicate with us by email, phone, or any other channel
3. Data We Collect
3.1 Information You Provide Directly
When you fill in a form on our website or communicate with us, we may collect:
- Name and job title
- Work email address
- Organisation name
- Country of operation
- Enquiry type and message content
- Phone number (where provided)
3.2 Information Collected Automatically
When you visit our website, we automatically collect certain technical data, including:
- IP address and approximate location
- Browser type, version, and operating system
- Pages visited, time spent, and navigation paths
- Referring URLs
This data is collected via Google Analytics 4 (GA4) and Vercel Analytics. It is aggregated and used only for improving website performance and understanding user behaviour.
3.3 Cookies and Tracking Technologies
Our website uses the following cookies and similar technologies:
- Google Analytics 4 cookies — for website analytics and performance measurement
- Cloudflare Turnstile — a privacy-friendly CAPTCHA service used on our contact form to prevent automated spam submissions. Turnstile does not use cookies for tracking purposes.
- Vercel Analytics — anonymised performance monitoring
You can manage cookie preferences through your browser settings. Disabling analytics cookies will not affect your ability to use the website.
3.4 Platform and Sensor Data
If you are a SmartEnds OS customer, we process operational data generated by your deployed sensors and cameras (e.g. fill-level readings, location data, collection events). This data relates to assets and infrastructure, not individuals. Where any personal data is incidentally captured (for example, through camera footage), this is governed by your customer agreement and applicable data processing addendum.
4. How We Use Your Data
We use your personal data for the following purposes:
- To respond to your enquiries and demo requests
- To provide and manage your access to the SmartEnds OS platform
- To send you relevant product updates, case studies, and marketing communications (where you have consented or we have a legitimate interest)
- To improve our website, services, and user experience
- To comply with our legal and regulatory obligations
- To detect and prevent fraud or misuse of our services
5. Legal Basis for Processing (GDPR)
We process your personal data under the following legal bases as defined in the General Data Protection Regulation (EU) 2016/679:
- Consent — where you have explicitly opted in (e.g. newsletter subscription)
- Legitimate interests — for website analytics, improving our services, and direct marketing to existing customers or warm prospects
- Contract performance — to fulfil our obligations under a customer or partner agreement
- Legal obligation — where required by Belgian or EU law
6. Data Sharing and Third Parties
We do not sell your personal data. We may share it with trusted third parties only where necessary:
- HubSpot Inc. — our CRM and marketing platform, used to manage contact form submissions and customer communications (data stored in the EU where available)
- Google LLC — Google Analytics 4, for website analytics
- Cloudflare Inc. — Turnstile CAPTCHA service on our contact form
- Vercel Inc. — our website hosting and analytics provider
- Professional advisers — lawyers, accountants, and auditors under confidentiality obligations
- Regulatory or law enforcement authorities — where required by law
Where third parties process data on our behalf, we have appropriate data processing agreements in place.
7. International Data Transfers
Some of our third-party service providers are located outside the European Economic Area (EEA). Where personal data is transferred outside the EEA, we ensure appropriate safeguards are in place, including Standard Contractual Clauses approved by the European Commission.
8. Data Retention
We retain personal data only for as long as necessary for the purposes described in this policy:
- Website enquiry and contact form data — up to 3 years from last interaction
- Customer account data — for the duration of the contract plus 7 years (in accordance with Belgian accounting and legal requirements)
- Marketing communications data — until you unsubscribe or withdraw consent
- Website analytics data — up to 26 months (Google Analytics default)
9. Your Rights
Under the GDPR, you have the following rights regarding your personal data:
- Right of access — to obtain a copy of the data we hold about you
- Right to rectification — to correct inaccurate or incomplete data
- Right to erasure — to request deletion of your data in certain circumstances
- Right to restriction — to limit how we process your data
- Right to data portability — to receive your data in a structured, machine-readable format
- Right to object — to object to processing based on legitimate interests or for direct marketing
- Right to withdraw consent — at any time, where processing is based on consent
To exercise any of these rights, please contact us at admin@smartends.com. We will respond within 30 days. You also have the right to lodge a complaint with the Belgian Data Protection Authority (GBA/APD) at www.dataprotectionauthority.be.
10. Security
We implement appropriate technical and organisational measures to protect your personal data against unauthorised access, loss, or disclosure. These include encrypted data transmission (HTTPS), access controls, and regular security reviews. However, no internet transmission is entirely secure, and we cannot guarantee absolute security.
11. Changes to This Policy
We may update this Privacy Policy from time to time. When we do, we will update the "Last updated" date at the top of this page. We encourage you to review this policy periodically.
12. Contact
If you have any questions about this Privacy Policy or how we handle your personal data, please contact us at:
SmartEnds BV
Vlasgaardstraat 52, 9000 Ghent, Belgium
Email: admin@smartends.com
Website: smartends.com
