PureRef - The simple reference viewer PureRef - The simple reference viewerPureRef - The simple reference viewerPureRef - The simple reference viewerPureRef - The simple reference image viewer by Idyllic PixelIdyllic Pixel - Creating things we enjoy!

Privacy Policy

We at Idyllic Pixel are very grateful for the personal information you share with us when you come in contact with us in different ways. Without the personal information we would not be where we are today. By accessing your IP addresses, we can now state that we have users in almost all countries around the globe - that is truly amazing, given that we launched the first version in 2014! Given this information we do our best to customize the software for a large audience. We want you to know that we always will do our utmost to minimize the amount of saved personal information, and also do our best to make sure that your personal information is safe.


PureRef (the “Software”) is a reference image organization tool owned and produced by Idyllic Pixel. The purpose of this privacy policy (the “Policy”) is to share with our users and customers how we at Idyllic Pixel AB, established in Sweden, with the address Etsarvägen 1, 121 43 Johanneshov with corporate company number 559161-7435 ("we" or "us") handle personal information we collect from you. This includes the information provided to us (i) when donating money, (ii) while using our website, (iii) when registering at our support forum, (iv) when contacting us using email or (v) while using our Software. We at Idyllic Pixel consider it important that our users are informed about how and why personal information is used.

We only collect, use, store and transfer ("process") your personal information in accordance with the (EU) General Data Protection Regulation (2016/679) ("GDPR") and to meet requirements from national swedish tax and accounting laws.


What personal information we collect and when we collect it

Depending on whether you are a website visitor or customer we will process personal information that could allow us to identify you both directly and indirectly.

Depending on what service is used, we may store the following information:

  • Email address
  • Name and/or alias
  • Country of residence
  • Postal address
  • IP address
  • Name and contact information for a business or organization
  • Internet provider
  • Password for the support forum
  • Other information that you actively provide us with

We will collect personal information about you in the following situations:

  • When you donate money on our website
  • When you contact us by using email, through our support service or by letter
  • When you use our website
  • When you register at our support forum
  • When you are using the Software

We use the Matomo.org. © 2018 (“Matomo”) data analysis software. When you visit our website or use our Software Matomo collects personal information from you. Thanks to this we can e.g. see how many people use the Software at any given time, and from which country they use the Software. The Matomo tool is essential for us to analyse trends about how the software is used and to predict future patterns of usage. In the Software you can always opt Matomo out by turning off "check for updates at startup” in the Software. The usage data collected from Matomo may include:

  • IP address
  • Geographical location
  • Browser type and version
  • Operating system
  • Referral source

We may display interest-based ads to you when you are using Facebook through a tool offered by Facebook called the Custom Audience Tool. This tool allows us to personalize our ads based on your experience with us. We do not share any of your personal information with Facebook.

Opt out from Custom Audience Tool here.

About cookies

We use cookies to help improve our website visitors experience and the use of our services. Cookies are small text files that are placed on your computer by websites that you visit. Cookies are used to recognize you for a shorter or longer period. These information files are stored on your computer but cannot be harmful.

There are two types of cookies, we use both:

Session cookies, which are temporarily stored on the computer while a guest visits the web page. These disappear when the browser closes down and is used for the functionality of the pages when you visit them.

Persistent cookies, which are stored in the computer until manually deleted by the user or until the date they are considered consumed.

Since we use cookies you will not be asked for your password every time you want to use our support forum at our website.

You can turn off cookies in your browser's security settings or set which cookies are to be allowed, blocked or deleted. If you turn off Cookies you should be aware that the experience of our site may be worse. For more information on how to turn off Cookies - see the help section of your browser.

Your explicit consent is required to use cookies. We ask for your consent at your first visit on our website and at every visit thereafter if you have not granted your consent during prior visits. You may withdraw your consent at any time accordingly to the information provided in this policy (see section below).

Why do we collect personal information?

We will use your personal information for different purposes. We will for example use the data to improve our Software and our website and to process payments.

We will only use and process data about you if we have one of the following reason to do so:

  • To fulfil a contract we have with you
  • When it is our legal duty for bookkeeping purposes and to fulfil our obligations in relation to authorities
  • To identify which area you live, so that we know which laws and regulations apply to you
  • To understand trends in usage
  • To enforce our terms and conditions, such as our EULA and this Policy

How long will we store your personal information?

We will keep your personal information as long as needed for legal or regulatory reasons. If it is not needed for these purposes we always make sure your information is anonymised and non-traceable to you as a person. We will also keep it for longer if we cannot delete it for legal or regulatory reasons.

We may process information contained in an enquiry sent to us by email, through our support service or by letter. We need to process your data to be able to respond to your enquiry but will delete your personal information upon request.

When you contact us via email, your email is sent via our server at Oderland Webbhotell AB but stored on Google's Gmail service. We will never save your mail for more than six months unless you expressly consent to it or if required for legal reasons.

When you use our support forum, your posts and personal information will be saved as long as you are a member of the forum. You can choose to unregister at any time, and when you do so all your previous posts will be anonymised. You can also choose to delete your posts at any time when you are a member.

We may keep personal information relating to transactions (e.g. donations) that you enter into with us and/or through our website. The transaction data may include your contact details, your card details and the transaction details. The transaction data may be processed for the purpose of keeping proper records of those transactions. The legal basis for this processing is the performance of a contract between you and us.

We will also delete data upon request.

Who do we share your information with, and how it is kept protected?

We take appropriate security and technical measures to protect your information from unauthorized access, loss and misuse. In addition, we request that our suppliers who process personal information on our behalf take a range of security measures designed to help protect your personal information and maintain an appropriate level of security. However, we cannot guarantee the absolute security of your information online and offline, as the Internet by its nature is not a secure environment and the nature of security risks is constantly evolving. As such you should always take care when sharing your information online.

In order to provide you with the best possible experience of the website and the Software, it is necessary for us to sometimes share your personal information with other companies. We strictly restrict authorized access to your data only to those persons who have a legitimate purpose to access it. When we provide your personal information to third parties, we always ensure that the recipient makes every effort to ensure that the personal information is kept safe.

We may share your information with the following partners:

  • Legal and financial advisors that help us improve our business
  • Payment providers (cur. PayPal)
  • Data storage provider for our website (cur. Oderland)
  • Email storage provider (cur. Google)

We will not to sell your data to third parties. We may share and may acquire your data with future subsidiaries or companies if we choose to sell, transfer or merge parts of our business. We will, however, only transfer the data if we must and if these companies comply with applicable privacy regulations and can guarantee that your data will be kept safe.

What rights do you have as a user?

You have certain rights in connection with your personal information and how we handle it. You can exercise these rights at any time by contacting us (se below).

Those rights include:

  • Right of access. You have a right to know what information we hold about you and in some cases to have the information communicated to you. If you wish to exercise this right please contact us letting us know that you wish to exercise your right of access and what information in particular you would like to receive. We reserve the right to ask for reasonable evidence to verify your identity before we provide you with any information. Please note that we may not be able to provide all the information you ask for, for instance if the information includes personal information about another person. Where we are not able to provide you with information that you have asked for, we will endeavor to tell you why. We will try to respond to any request for a right of access as soon as possible, but we will always do so within 1 month of receipt of your request and verification of your identity.
  • Right to rectification. We try to keep the information that we hold about you accurate and up to date. Should you realize that any of the information that we hold about you is incorrect, please let us know and we will correct it as soon as we can.
  • Data deletion. In some circumstances you have a right to have some of the personal information that we hold about you deleted. Should you wish to have any information about you deleted, please contact us using the information below. When we delete personal information about you, we may still retain some or all of that information for other purposes such as maintaining financial records, protecting or enforcing legal rights, maintaining marketing suppression lists or for technical reasons such as maintaining technical security or our database integrity. We may also retain your information in an anonymized form.
  • Data portability. In some circumstances, you may have the right to request that data which you have provided to us is provided to you, so you can transfer this to another data controller.
  • Restriction of processing. In some cases, you may have the right to request a restriction of the processing of your personal data, such as when you are disputing the accuracy of your data held by us.
  • Right to object. You have the right to object to the processing of personal data about you which is processed on the grounds of legitimate interests (see section 3 above).

If you have any concerns as to how we use your personal information you can always contact us. We will always do our best to help you. If you believe an infringement of your rights has occurred you can always lodge a complaint with a relevant authority (in Sweden: Datainspektionen, www.datainspektionen.se).

Idyllic Pixel acts as a data controller with respect to the personal data of our website visitors and the users of our services.

If you have any questions about the personal information we collect please contact us at:

  • by mail: info@pureref.com
  • by using our support forum at pureref.com
  • by postal mail: Idyllic Pixel AB, Etsarvägen 1, 121 43 Johanneshov, Sweden