Ehwaz & Othala

    Privacy policy

    Last updated: 8 October 2026

    This page explains what personal information I collect through ehwaz-othala.com, why I collect it, who helps me handle it, and the choices you have. I've tried to keep it short and clear. If anything is unclear, please get in touch.

    Who I am

    This website is run by me, Alex McNab, through my sole-trader business Ehwaz & Othala Media, based in Sweden. Ehwaz & Othala Media is responsible for your personal information (the "data controller").

    What I collect

    If you download the Press Office Playbook: nothing. The download is free and doesn't ask for any details.

    If you choose to sign up for updates (for example on the Playbook page):

    • your email address
    • your first name, if you choose to give it
    • the date and time you signed up, which page you used and the consent wording you agreed to (this is my record that you said yes)

    If you book a call: the details you give Calendly when booking, such as your name, email address and anything you add about what you'd like to discuss.

    If you email me, message me on WhatsApp or LinkedIn, or work with me: your name, contact details and whatever you choose to share.

    When you visit the website: see "Cookies and tracking" below.

    I never buy lists or add people who haven't signed up themselves.

    Why I use it, and the legal basis

    • To send you occasional emails with practical advice on comms, speeches and LinkedIn, and new guides as they come out. The legal basis is your consent, which you give by ticking the box when you sign up. You can withdraw it at any time.
    • To arrange and hold calls you book. The legal basis is taking steps at your request before we might work together.
    • To reply when you get in touch, and to run any work we do together. The legal basis is my legitimate interest in answering messages, and, for clients, our contract.

    I will never sell your details or share them with anyone for their own marketing.

    Who helps me

    • Lovable builds and hosts this website, and stores update sign-ups in its built-in database (Lovable Cloud) on my behalf. The database is hosted in the EU.
    • Calendly (United States) handles call bookings. Calendly's privacy information: https://calendly.com/privacy

    When I start sending a regular newsletter, I'll use an email service to send it and will update this page to name it before anything goes out.

    Transfers outside the EU

    Calendly is based in the United States, so booking details may be processed there, and Cloudflare (website delivery and security) is also United States-based. Where that happens, it's protected by each service's data processing terms, which include the European Commission's Standard Contractual Clauses (and, for Calendly, the EU-US Data Privacy Framework).

    How long I keep it

    • Update sign-ups: for as long as you want to hear from me.
    • If you unsubscribe or ask me to remove you: I stop emailing you straight away and delete your details within 3 months, but may keep a minimal record (your email address and the date) so I don't email you again by mistake.
    • Inactive subscribers: if you haven't opened an email for 12 months, I may ask whether you still want to hear from me, and remove you if you don't reply.
    • Emails and messages you send me: for as long as needed to deal with them, and no longer than 2 years, unless we go on to work together.
    • Client records: for as long as Swedish accounting law requires (currently 7 years for accounting records).

    Your rights

    You have the right to:

    • ask for a copy of the information I hold about you
    • ask me to correct anything that's wrong
    • ask me to delete your information
    • ask me to limit how I use it, or object to how I use it
    • ask for your information in a portable format
    • withdraw your consent at any time, by clicking "unsubscribe" in any email or by emailing me. This doesn't affect anything I did with your consent before you withdrew it.

    To use any of these rights, email alex@ehwaz-othala.com. I'll reply within one month.

    Complaints

    If you're unhappy with how I've handled your information, please tell me first and I'll do my best to put it right. You also have the right to complain to the Swedish Authority for Privacy Protection, Integritetsskyddsmyndigheten (IMY): https://www.imy.se. If you live in another country, you can also contact your own national data protection authority.

    Age

    This site and its updates are meant for professionals. To sign up, you must be 18 or over.

    Cookies and tracking

    This site does not use analytics, advertising or tracking cookies. Cloudflare, which delivers the site, may set a cookie to tell real visitors apart from bots. It's needed for the site to work safely, so it doesn't need your consent.

    • Fonts. The fonts on this site are served from the site itself, so your browser doesn't connect to Google or any other font service.
    • Booking. If you open a Calendly booking page, Calendly may set its own cookies. Calendly's privacy information: https://calendly.com/privacy
    • Links to LinkedIn and WhatsApp. These take you to those services, which have their own privacy policies.

    Changes to this policy

    If I change how I use your information, I'll update this page and the "last updated" date above. If the change is significant, I'll tell anyone who's signed up for updates by email.

    Contact

    Questions about this policy or your information: alex@ehwaz-othala.com