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  1. Home
  2. Our social media policy

Social media privacy policy

March 2026 


Dear user, 


Our social media pages are a space for meeting and dialogue through which we wish to connect with you, share our passion for coffee and explore topics related to our world. We believe in the importance of an open, inclusive and respectful community: that is why we invite you to actively participate by sharing your questions, your advice, your opinions and your experiences, and to engage in dialogue with us and other users. 


We constantly strive to offer quality content and to guarantee a safe, positive and stimulating environment for all coffee lovers. 


This social media policy describes the aims and methods of use of our social media channels, distinguishing between: 


  • Consumer-facing channels : Facebook, Instagram, TikTok, YouTube and any other similar platform 
  • Professional network : LinkedIn 



1. DATA CONTROLLER AND DATA PROTECTION OFFICER (DPO) 

The data controller is the company belonging to the Lavazza group responsible for managing the social media page in question. For any communication relating to the processing of personal data, please contact the group's Data Protection Officer (DPO) at the following email address: PrivacyDPO@maxicoffee.com 



2. FACEBOOK, INSTAGRAM, TIKTOK, YouTube and any other similar platform 

(Channels concerning consumers and brands) 


2.1 Purposes of the processing of personal data 


Content shared on MaxiCoffee's social media pages (such as “likes”, reactions, comments, private messages, multimedia content and interactions in general) may involve the collection and processing of personal data.  


Your personal data may be processed for the following purposes:  


a) Brand awareness and institutional communication: MaxiCoffee promotes its brands, communicates its values, its initiatives and its products, and shares editorial, cultural and informative content related to the world of coffee. The legal basis is the legitimate interest of the data controller. 


b) Engagement and community management: interactions between users and MaxiCoffee, including responses to comments and messages, stimulate conversation, encourage participation and enable appropriate moderation of published content, thereby ensuring a safe and respectful online environment. The legal basis is the legitimate interest of the data controller.  


c) Promotional campaigns and lead collection: personal data may also be used in the context of promotional campaigns, competitions or other marketing initiatives. In these cases, the processing allows us to manage promotional activities, collect contact details voluntarily provided by users and carry out targeting activities, displaying content or advertisements relevant to the interests and interactions expressed through social media profiles. The legal basis is the user's consent where required by applicable law, or the legitimate interest of the data controller, depending on the specific initiative. 


d) Handling of complaints and requests: if a complaint or grievance is posted, MaxiCoffee may contact you directly and privately in order to handle the request as effectively as possible. In this context, the data is used exclusively to follow up on the report, always in full compliance with applicable personal data protection legislation. The legal basis is the implementation of pre-contractual measures taken at the request of the data subject and/or the legitimate interest of the data controller.  


  


2.2 Responsibility for published content 


When you decide to share content on MaxiCoffee's social media pages, it is important to bear in mind that what you publish may be indexed by search engines, spread quickly and gain visibility, while remaining accessible online for a long period, sometimes even after it has been deleted. Each user remains fully responsible for the content they choose to publish and the opinions they express. 


In order to ensure a respectful environment in compliance with applicable legislation, offensive, vulgar, threatening or otherwise harmful content that undermines the dignity and rights of other users is not permitted. Similarly, content that infringes personal data protection regulations, copyright, trademarks or image rights, as well as unauthorized promotional content or spam, may not be published. 


MaxiCoffee reserves the right to remove, without prior notice, any content that does not comply with these rules, to report any particularly serious conduct to the competent authorities and to exclude from the community users who violate this policy. Moderation is not preventive: checks are carried out after content has been published by users.  



3. LINKEDIN 

(Professional and recruitment channel) 


LinkedIn is used as a platform mainly for professional, commercial and employer branding purposes. 


3.1 Purposes of processing on LinkedIn 

On LinkedIn, personal data, in particular professional data publicly accessible on profiles, is processed for the following purposes: 


a) Networking and B2B relationship development: MaxiCoffee uses LinkedIn to facilitate networking and the development of professional relationships in the B2B sector. The platform may be used to identify and contact professional contacts who may be interested in the services and products offered, to initiate professional communications, to strengthen business relationships and to share information relevant to the sector in question. The use of LinkedIn also includes communication activities aimed at a professional audience. In this context, MaxiCoffee may promote products and solutions dedicated to businesses, disseminate case studies, research, events and corporate initiatives, and track the interest generated by information materials published or sent. The legal basis is the legitimate interest of the data controller, as well as consent for the features that require it.  


As part of the features offered by the platform, tools such as InMail — which allows direct messages to be sent to professionals, even those who are not connected, based on information made public by the user — and Smart Links, which allows digital documents to be shared and their views tracked in order to assess the level of commercial interest, may be used. Access to content via Smart Links requires the user's consent to the collection of the associated viewing data, which may be withdrawn at any time via LinkedIn's privacy settings or by contacting the platform's support team.  


b) Personnel search, selection and recruitment: in this context, MaxiCoffee may identify potential candidates by analyzing publicly accessible professional profiles, contact users directly to offer them job opportunities, promote job vacancies and employer branding initiatives, and carry out an initial assessment of the fit between the professional profile and the positions to be filled. The processing of data for recruitment purposes is based on the legitimate interest of the data controller in seeking qualified personnel.  



4. PROCESSING PRINCIPLES  

Personal data is processed in accordance with the principles of lawfulness, fairness and transparency, purpose limitation, data minimization, accuracy, storage limitation, integrity and confidentiality. We ask you not to publish sensitive data (for example, information about health, political or religious beliefs, sexual orientation). We do not collect, and do not intend to process, these special categories of data. 



5. DATA SHARING AND TRANSFER  

Your personal data may be shared with companies in the MaxiCoffee group and with external providers that support our activities, both within and outside the European Union or the European Economic Area. If your request concerns another company in the MaxiCoffee group, your data may be forwarded to the relevant company so that it can handle the request directly. Any transfer of data, both within the EU/EEA and to third countries, is carried out in accordance with applicable data protection legislation and, where necessary, on the basis of appropriate safeguards, such as the standard contractual clauses approved by the European Commission. The use of social media platforms may involve the transfer of data to countries outside the EU/EEA. In such cases, transfers are also carried out in accordance with the GDPR and through the adoption of appropriate safeguards.  



6. PROCESSING METHOD  

Your personal data will be processed in full compliance with applicable personal data protection legislation, using electronic and automated tools — including artificial intelligence systems, including generative ones — and manual methods for activities such as content analysis, improvement of digital services, management of interactions and support for moderation activities, always in compliance with the principles of transparency, proportionality and data minimization. No decision is made solely on the basis of automated processing that produces legal effects significantly affecting the data subject, in accordance with Article 22 of the GDPR. 



7. RETENTION PERIOD 

Personal data is retained for the period strictly necessary to achieve the purposes indicated above and in compliance with applicable legal obligations. 



8. RIGHTS OF DATA SUBJECTS AND CONTACTS 

The processing of personal data for the purposes indicated above is carried out in compliance with the fundamental rights and freedoms of data subjects. 


Users may exercise their rights under applicable data protection legislation at any time by writing to: PrivacyDPO@maxicoffee.com 


For any questions or requests for clarification regarding the processing of personal data, please use the same email address.