Last updated: August 24, 2026
For users in Sweden, Chapter 9, Section 28 of the Swedish Electronic Communications Act (Lag (2022:482) om elektronisk kommunikation – LEK) applies in particular to cookies and comparable storage and access technologies, as well as—to the extent that personal data is processed—the GDPR and supplementary Swedish data protection law. According to the Swedish Post and Telecommunications Authority (PTS), information may generally only be stored on or retrieved from a user’s device if the user has been informed in advance—in a clear, comprehensive, and user-friendly manner—about the purpose, the cookies used, third-party providers, the retention period, the types of data, and the option to withdraw consent, and has actively consented. An exception applies only to necessary cookies and comparable technologies that are strictly required for the transmission of a message or for the provision of a service expressly requested by the user. Non-essential analytics, statistics, marketing, personalization, audience measurement, and tracking technologies may therefore be used only after prior active consent has been obtained.
Consent must be voluntary, specific, informed, and active. It must be just as easy to refuse as it is to consent; in particular, “Accept” and “Refuse” options should be presented on the same screen and with comparable design. If no decision is made, only necessary cookies may be stored or read.
Necessary cookies and comparable storage and access technologies that do not require consent under LEK.
| Cookie | Publicly Available Privacy Notice | Retention Period | Legal basis in Sweden |
|---|---|---|---|
| __cfruid | This cookie is used by the website hosting provider’s content delivery or security service provider to limit requests, prevent misuse, and ensure the website is stable and secure. | Until the end of the session. | Chapter 9, Section 28 of the Swedish Electronic Communications Act (LEK), exception for necessary storage or necessary access; to the extent that personal data is processed: Article 6(1)(f) of the GDPR. Legitimate interest: secure, stable, and abuse-free provision of the website. |
| __cfuvid | This cookie is used by the website hosting provider’s content delivery or security service provider to limit requests and support the secure operation of the website. | Until the end of the session. | Chapter 9, Section 28 LEK, exception for necessary storage or access; to the extent that personal data is processed: Art. 6(1)(f) GDPR. Legitimate interest: technical security and availability of the website. |
| __cf_bm | This cookie is used to protect against automated access and bots. It helps detect and prevent abusive or technically harmful access to the website. | 30 minutes | Chapter 9, Section 28 of the LEK, exception for necessary storage or necessary access; to the extent that personal data is processed: Article 6(1)(f) of the GDPR. Legitimate interest: protection of the website against misuse, attacks, and automated access. |
| __hs_opt_out | This cookie records that a visitor has declined the use of non-essential cookies or should not be prompted for consent again. | 6 months | Chapter 9, Section 28 of the LEK, exception for technically necessary preference and consent management; Art. 6(1)(f) of the GDPR. Legitimate interest: Storing and implementing the cookie decision, as well as providing evidence of preference management in compliance with data protection regulations. |
| __hs_do_not_track | This cookie stores the opt-out from tracking and prevents the tracking code from transmitting information to HubSpot. | 6 months | Chapter 9, Section 28 of the LEK, exception for technically necessary management of tracking opt-out; Art. 6(1)(f) of the GDPR. Legitimate interest: technical implementation of the tracking opt-out and preservation of user preferences. |
| __hs_initial_opt_in | This cookie prevents the cookie banner from reappearing in strict mode every time a page is loaded. | 7 days | Chapter 9, Section 28 of the LEK, exception for technically necessary consent management; Art. 6(1)(f) of the GDPR. Legitimate interest: user-friendly and transparent management of the cookie prompt. |
| __hs_cookie_cat_pref | This cookie stores which cookie categories the visitor has consented to or declined. | 6 months | Chapter 9, Section 28 of the LEK, exception for technically necessary consent management; Art. 6(1)(f) of the GDPR. Legitimate interest: storage and implementation of the user’s decision to consent or refuse. |
| __hs_gpc_banner_dismiss | This cookie records that a Global Privacy Control notice has been closed. | 180 days | Chapter 9, Section 28 of the LEK, insofar as the entry serves the management of data protection preferences; Art. 6(1)(f) of the GDPR. Legitimate interest: Management of data protection preferences and avoidance of repeated notifications. |
| __hs_notify_banner_dismiss | This cookie records that a “Notify” notification banner has been closed. | 180 days | Chapter 9, Section 28 of the LEK, exception for technically necessary notification management; Art. 6(1)(f) of the GDPR. Legitimate interest: user-friendly management of technically necessary notifications. |
| hs_ab_test | This cookie is used to display the same version of an A/B test page to a visitor during a session that was previously assigned to them. | Until the end of the session. | Justifiable without consent only if the A/B testing serves exclusively to ensure the consistent technical delivery of the accessed page version and does not pursue any purposes related to analysis, reach measurement, optimization, personalization, marketing, or profiling. Legal basis for this strictly limited case: Chapter 9, Section 28 LEK; Art. 6(1)(f) GDPR. Otherwise, consent is required. |
| wg-translations | This local storage entry is used by the translation feature to store translations that have already been loaded or generated in the browser and to display the website in the language selected by the user. | Depending on the provider’s or browser’s configuration; specified in the document as “stored indefinitely.” | Chapter 9, Section 28 of the LEK, provided that storage is necessary for the explicitly requested language function; Art. 6(1)(f) of the GDPR. Due to unlimited storage, an assessment of necessity and storage limits is required. |
| wg-slugs | This local storage entry is used by the translation feature to store translated URLs in the browser and to provide navigation in the selected language. | Depending on the provider’s or browser’s configuration; specified in the document as “stored indefinitely.” | Chapter 9, Section 28 of the LEK, provided that the storage is necessary for the explicitly requested language-specific navigation; Art. 6(1)(f) of the GDPR. Due to unlimited storage, an assessment of necessity and storage limits is required. |
| wglang | This cookie stores the language selected by the user so that the website can be displayed in the preferred language. | Until the end of the session. | Chapter 9, Section 28 of the LEK, provided that storage is necessary for the explicitly requested language function; Art. 6(1)(f) of the GDPR. Legitimate interest: Providing the language version selected by the user. |
These are non-essential cookies that are controlled via the cookie banner. As a visitor to a website powered by HubSpot, you can object to the use of these cookies by not giving your consent.
| Cookie / Storage Entry | Publicly Available Privacy Notice | Retention Period | Legal Basis in Sweden |
|---|---|---|---|
| __hmpl | This storage entry contains metadata on tracking events that HubSpot collects while you use the website. It is used to analyze website usage and is only used if appropriate consent has been granted. | Session storage or local storage, depending on the consent and tracking configuration. | Chapter 9, Section 28 of the Swedish Electronic Communications Act (LEK); Article 6(1)(a) of the GDPR. Use is permitted only with prior, voluntary, specific, informed, and active consent. |
| hublytics_events_53 | This cookie is temporarily used by HubSpot to store tracking events until they are technically transmitted. It is used for analytical purposes and is only used if consent has been granted. | Session storage or local storage, depending on the consent and tracking configuration. | Chapter 9, Section 28 LEK; Art. 6(1)(a) GDPR. Consent is required because the entry serves analytical and tracking purposes. |
| __hstc | This HubSpot cookie is used to recognize and track visitors across multiple sessions. Specifically, it stores the domain, visitor ID, times of visits, and session numbers. | 6 months | Chapter 9, Section 28 of the LEK; Art. 6(1)(a) of the GDPR. Consent is required because the cookie is used for analysis, recognition, and tracking purposes. |
| hubspotutk | This HubSpot cookie is used to recognize a visitor. It may be transmitted to HubSpot when a form is submitted and helps identify and merge duplicate contacts. | 6 months | Chapter 9, Section 28 of the LEK; Art. 6(1)(a) of the GDPR. Consent is required because the cookie is used for visitor recognition, form mapping, and CRM/analytics mapping. |
| __hssc | This HubSpot cookie is used to track sessions and page views within a session. It supports the analysis of user behavior on the website. | 30 minutes | Chapter 9, Section 28 of the LEK; Art. 6(1)(a) of the GDPR. Consent is required because the cookie is used for analytical purposes. |
| __hssrc | This HubSpot cookie is set to determine whether a visitor has restarted their browser and whether a new session should be initiated. | Until the end of the session. | Chapter 9, Section 28 of the LEK; Art. 6(1)(a) of the GDPR. If this cookie is part of HubSpot’s analytics tracking, it must be treated as an analytics cookie and used only with consent. |
| _ga | This Google Analytics 4 cookie is used to distinguish individual users and to compile statistical information about website usage. | By default, 2 years, subject to different browser limitations or a different configuration. | Chapter 9, Section 28 of the LEK; Art. 6(1)(a) of the GDPR. Consent is required because Google Analytics 4 is used for user identification, recognition, analysis, and potential transfer to third countries. |
| _ga_<Container-ID> | This Google Analytics 4 cookie is used to store the session status and to statistically analyze website usage. | By default, 2 years, subject to different browser limitations or a different configuration. | Chapter 9, Section 28 of the LEK; Art. 6(1)(a) of the GDPR. Consent is required because the cookie is used for analytical purposes and active consent must be given before it is set or read. |
