Privacy policy

Privacy Policy


  1. General
  2. What Personal Data We Collect and How We Use your Personal Data
  3. How We Share Your Personal Data
  4. Security of Personal Data
  5. Retention of Your Personal Data
  6. Cookies
  7. Social Media
  8. Children's Privacy
  9. Your Rights to Access, Rectification, Deletion, Restriction and Data Portability
  10. Your Right to Object
  11. Updates
  12. Contact


1.     General

This Privacy Policy applies to our website and collection registration and management software dedicated to Heineken Collection Foundation in the Netherlands and located at Tweede Weteringsplantsoen 21, 1017 ZD, Amsterdam, available at (the "Website") where we, Heineken Collection Foundation, collect certain personal information. Please read this Privacy Policy carefully as it contains important information to help you understand our practices regarding any personal information that you give to us or that we collect otherwise (‘Personal Data’). Heineken Collection Foundation (‘we’ or ‘us’) is the controller of the Personal Data collected and processed.

We respect your privacy, and we are committed to keeping your Personal Data secure and managing it in accordance with our legal responsibilities under applicable data protection laws.


2.     What Personal Data We Collect and How We Use your Personal Data

You can use the majority of our Website without being required to provide any Personal Data to us. We collect certain information through cookies (see our cookie policy) when you visit our Website. Requested information on the Website marked with an asterisk is mandatory. If you do not provide the requested information, we will not be able to deliver the service to you.


We have specified the Personal Data we collect, the purposes for which we use the Personal Data and how long we will generally retain your Personal Data:

a)     Registration of objects (physical and digital) that are related to the history of Heineken Group B.V. Registering a historical object to be able to identify the maker; the occasion, the owner, historical context, the provenance (ownership) of the object. We need your name, e-mail address, telephone number (in case we need to communicate to you), postal address of you or the recipient of our services (if different than yourself), your date of birth.

The use of this Personal Data is to perform our agreement with you or to comply with legal obligations, e.g. copyright rules. For research purposes now and in the future our records will be retained by us as long as the relevant objects are part of the collection. 


b)     Customer services: For answering your questions if you have submitted a question via the Website, or other service mails we process your e-mail address or phone number (depending on how you have contacted us) and the question or issue you have raised with us. We register your requests, questions and our responses and other actions to handle your request.

Heineken Collection Foundation will retain all information for 6 months after your question or complaint has been solved or the inquiry was closed.


c)     Relationship management; information about your online searches (clicks and views), your settings on our Website, your collection service requests and contact history can be combined by us. This information enables us to use different channels for relationship management.

You can always object to our use of your Personal Data for relationship management (for more information on how to do this, read the paragraphs 8. and 9. below on your rights). 

We use this Personal Data as it is necessary in our legitimate interests to attract more visitors. We will retain the Personal Data as specified under the relevant purposes for which the Personal Data have been collected. The Personal Data shall generally be deleted or anonymised 2 years after your last visit on our Website, except where we are legally required to retain the Personal Data or where it is kept for any of the other purposes.


d)     Information about your visit to and use of our Website, We collect certain information when you visit our Website, such as your [IP address, which web pages you visit, the name of your computer, and type of internet browser, clicks and views]. We also keep track of which pages you view and which parts you read so we can customize the Website to your preferences. The information about your use of our Website and services enables us to build segments, which are groups of website visitors with a number of common characteristics such as age group, gender or region. We will likely add you to one of our segments. Segments are used by us to customize the Website and to e.g. change the order of search results.

We use this Personal Data as it is necessary in our legitimate interests to do so to be able to promote our services to our website visitors, to enable us to attract more customers. We will retain the Personal Data [to be discussed: how long is information collected via cookies retained – how long would this data be necessary in a non-aggregated form for analytics/personalized content?]


e)     Maintenance and optimisation of our Website; Your Personal Data will also be used for maintenance and analysis of our Website to solve performance issues, to improve the availability and to secure the website against fraud (e.g. in case of repeated attempts to log-in or where there is non-compliance with our terms and conditions). The analysis also enables us to check whether the online selection process works efficiently so we can improve, where possible. [We log all use of our Website]

Our use of your Personal Data for these purposes is necessary in our legitimate interests and will be retained for a maximum period of [include term]. [The logs of the use of our Website will be deleted [6 months] after creation.]


3.     How We Share Your Personal Data.

We may need to share Personal Data with third parties to help us provide services to you and to run our Website and collection registration and management software. These third parties are:

·       service providers where this is a need to provide us with a service or to (help us) provide or deliver the service on the Website and collection registration and management software and to provide data analytics services

Picturae BV



·       in case HEINEKEN sells all or some of the assets or shares of a HEINEKEN group company to which Personal Data was transferred to a third party, your Personal Data may be provided to this third party.

These parties may be located in The Netherlands, other countries in the European Economic Area or elsewhere in the world.  When Personal Data is stored by us outside the EEA we will ensure an adequate level of protection of the transferred Data. We require service providers to use appropriate measures to protect the confidentiality and security of the Personal Data.

We may also need to provide Personal Data to law enforcement bodies in order to comply with any legal obligation or court order.


4.     Security of Personal Data.

We will take appropriate technical, physical and organizational measures to protect the Personal Data collected through the Website from misuse or accidental, unlawful or unauthorized destruction, loss, alteration, disclosure, acquisition or access, that are consistent with applicable privacy and data security laws and regulations. However, no internet-based site can be 100% secure and we cannot be held responsible for unauthorised or unintended access that is beyond our control.
Our Website may contain links to other websites. We are not responsible for the privacy practices, content or security used by such other websites, which shall not be governed by this Privacy Policy. We advise you to always carefully read the privacy policies on these other websites.


5.     Retention of Your Personal Data.

We will retain your Personal Data for as long as legally required or for as long as necessary to provide you with any requested services or for any of the other purposes listed in this Privacy Policy. The specific retention term are listed in this Privacy Policy for each of the relevant purposes. We will take reasonable steps to destroy or de-identify Personal Data we hold if it is no longer needed for the purposes set out above or after the expiration of the defined retention term.


6.     Cookies.

A part of the information referred to in this Privacy Policy is collected via our use of cookies and similar techniques. Cookies are small text files containing small amounts of information which are downloaded and may be stored on your user device, e.g. your computer, smartphone or table. Techniques we use that may be similar to cookies are [tracking pixels, Java scripts, tags and web beacons]. These cookies and similar techniques are sometimes necessary to remember your account settings, language and country, but also enable us to measure and analyse your behaviour on our Website. Where required, you will be asked for consent to our use of cookies. To view more information on what cookies we use and how we use them please review our separate Cookie Policy.

7.     Social Media.

You may choose to share information on our Website via social media, such as Facebook, Twitter, Instagram. This means that the information you share, with name and preferences, shall be visible to visitors of your personal pages. We advise you to carefully read the privacy policies of the social media parties as these are applicable to the processing of your Personal Data by these parties.


8.     Children's Privacy.

We do not knowingly collect Personal Data from individuals under the age of 18.


9.     Your Rights to Access, Rectification, Deletion, Restriction and Data Portability.

You have the right to request an overview of your Personal Data processed by or on behalf of us. You have the right to have your Data rectified, deleted or restricted (as appropriate). You can exercise this right by contacting the Heineken Collection Foundation through the contact page. Please note that requests that do not meet the requirements set out by applicable law or HEINEKEN guidelines may be requested to be re-issued or ultimately denied and that certain Personal Data may be exempt from such access, rectification and deletion requests pursuant to applicable data protection laws or other laws and regulations. Please note that you can also delete Personal Data, however we will retain Personal Data where it is legally required for us to do so, which applies e.g. to copyright information.


You have the right to receive the Personal Data that you have provided to us in a structured, commonly used and machine-readable format, and in certain circumstances we will, at your request, transmit your Data to another controller where this is technically feasible.


10.  Your Right to Object.

You also have a right, in certain circumstances, to require us to stop processing your Personal Data, but where we have compelling legitimate grounds, we will continue processing your Personal Data. However, you have the right to object to our use of your Personal Data for direct marketing purposes, including profiling, and when you do so, we will accommodate your request.  Where you have provided consent to our use of your Personal Data, you have the right to withdraw your consent without this effecting the lawfulness of our use of this Data before your withdrawal.


11.  Updates.

We will keep this Privacy Policy under review and make updates from time to time. Any changes to this Privacy Policy will be posted on our Website page and to the extent reasonably possible, will be communicated to you.


12.  Contact

If you wish to exercise any of your rights listed in paragraph 9. above, you can contact us at Please note that we may request proof of identity. If you have any other question, objection to our use of your Personal Data or a complaint about this Privacy Policy or about our handling of your Personal Data, you can mail Olaf Slijkhuis at You also have the right to file a complaint with your local data protection authority.


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