Privacy policy


This Privacy Policy is based on article 13 of the General Data Protection Regulation and contains the rights and obligations of the company towards the external persons whose personal data it processes, mainly in the context of online sales and marketing of goods and services.


By using the information and services provided on this website (, you agree to our privacy policy and the conditions attached to it.


This policy regulates the processing of your personal data by the controller: Belgian Waffles, with registered office at Atealaan 34C, 2200 Herentals, Belgium (hereinafter: "Belgian Waffles").

Please read this policy carefully. It contains essential information about how your personal data is processed and which cookies are used. By sharing your personal data on our website (hereinafter: our "Website"), by contacting us by e-mail/by telephone, by submitting a question/complaint, you declare that you have taken note of this privacy policy and you expressly agree to its contents.

Article 1 - What data we process about you

1.1. Belgian Waffles processes your personal data in the context of its activities. This concerns:

  • Category 1 , based on cookies: your IP address and details about your visit to our Website;

  • Category 2 , upon registration or via one of the UL forms on our Website: salutation, your surname and first name, the name of your company and VAT number, sector in which you are active, address details, your e-mail and any other information you transfer us in the free ul field;

  • Category 3 , if you call or e-mail us: your surname and first name, your e-mail address and/or telephone number, as well as the data you provide yourself;

  • Category 4 , when subscribing to our newsletter: your e-mail address;

  • Category 5 , when placing an order: your name and first name, the name of your company and VAT number, address details (billing address and delivery address) and your e-mail.

1.2. Belgian Waffles can collect your personal data in different ways:

  • through your registration and use of the Website;

  • our Website uses cookies and similar techniques to collect some personal data.

Article 2 - What we use your personal data for

2.1. General Purposes:

We use your personal information to provide you with our services, including: offering products for sale, processing payments, shipping and fulfilling your order, and informing you of new products, services and offers. When you visit the Website, we collect certain information about your device, your interaction with the site, and information necessary to process your purchases. We may also collect additional information when you contact us for customer support. The processing of your personal data in more detail:

  • Category 1 : taking care of and improving our website and including personal data in anonymous statistics, from which the identity of specific persons or companies cannot be traced, with your explicit, prior consent as the legal basis when you first visit our website.

  • Category 2 and 3 : being able to answer the question you have asked on the legal basis of your explicit, prior consent online and our legitimate interest in telephone contact.

  • Category 2, 3 and 4 : direct marketing, digital marketing, newsletters, promotions and promotions by Belgian Waffles itself, with our legitimate interest in respect of existing customers as the legal basis or your explicit, prior consent if you are not yet a customer of Belgian Waffles . You can indicate at any time that you no longer wish to receive our newsletters via the opt-out option in our newsletters or by contacting us directly by e-mail or telephone.

  • Category 5 : the delivery and invoicing of products or services ordered by you, with the legal basis of the execution of an agreement that you have requested and for which the processing of your personal data is necessary because the law requires this or because Belgian Waffles has a legitimate interest to do so .

2.2. Direct Marketing and Digital Marketing:

We also use your personal data for direct marketing and digital marketing, but only if you give us your explicit consent (“accept marketing cookies” and “opt-in”) or if you are one of our existing customers for similar products. Examples of personal information collected: email address, web browser version, IP address, time zone, cookie information, what sites or products you view, search terms, and how you interact with the site.

You can withdraw your consent to direct marketing at any time, without cost and without having to give a reason. All our e-mails contain an unsubscribe link at the bottom of this e-mail.

Article 3 - How we share your data with third parties

We do not pass on your personal data to third parties, except with your prior consent or in function of our services. For example, your personal data is shared with the courier services we work with to deliver your purchased products, as well as with the payment provider to be able to realize your online purchase.

The employees, managers and/or representatives of the service providers or institutions mentioned above and the specialized service providers appointed by them must respect the confidential nature of your personal data and can only use this data for the purposes for which it was provided.

If we ever stop or transfer our activities to someone else, for example because we go bankrupt or sell our activities, this may mean that your personal data will be transferred to third parties who will take over all or part of our activities. In that case, Belgian Waffles will always inform you in advance as far as possible, but you understand that this is not technically or commercially feasible under all circumstances.

In rare cases, we may be required to disclose personal data based on a court order or to comply with other mandatory laws or regulations. We try to inform you in advance to the best of our ability, unless this is not possible for legal reasons.

Article 4 - How long we keep your personal data

We store your personal data for as long as this is necessary in function of the purposes of the processing. For example, we must keep your billing data for at least 7 years after the last billing date for legal reasons.

Article 5 - your rights

You have the right to access your personal data and the use we make of that personal data free of charge at any time. You have the right to request us to correct, supplement or delete your personal data. In a number of cases listed in the GDPR, you may also request that the processing of your personal data be limited. You have the right to object to the processing of your personal data if you have serious and legitimate reasons that override our need to process your data. You also always have the right to object to the use of personal data for direct marketing purposes, even without having to state a reason. You have the right to request your personal data in a digital and readable form and/or to have it transferred to another service provider of your choice. To the extent that our processing is based on your prior consent, you have the right to withdraw that consent.

Please note that we can refuse your request to limit or stop processing with regard to personal data that are necessary for us to comply with a legal obligation, the execution of the agreement or our legitimate interest, as long as this data is necessary for the purposes for which they are collected.

You can exercise your rights by e-mail at , by post to Belgian Waffles, Atealaan 34C, 2200 Herentals, Belgium or via the contact forms on our Website.

You have the right to submit a complaint to the Belgian Data Protection Authority:

Drukpersstraat 35
1000 Brussels
Tel : +32 (0)2 274 48 00

If necessary, you can also go to the civil court to claim compensation.

Article 6 - How we secure your personal data

We have taken appropriate technical and organizational security measures to guarantee the security of your personal data. Under no circumstances can Belgian Waffles be held liable for any direct or indirect damage resulting from incorrect or unlawful use of the personal data by a third party.


We may change this privacy policy at any time in function of changes in our business operations or for other operational, legal or regulatory reasons.


For questions about our privacy policy and/or complaints, please contact us by e-mail at , by post to Belgian Waffles, Atealaan 34C, 2200 Herentals, Belgium or via the contact forms on our Website.

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