Privacy Policy




We are committed to protecting your privacy and to ensuring that personal information provided to us is collected and used properly, lawfully and transparently in line with the Protection of Personal Information Act 4 of 2013 ("POPIA").


The purpose of this Privacy Policy ("Policy") is to explain –


how Long4Life Limited ("Long4Life", "we", "us") collects, protects, shares, uses and otherwise processes your personal information collected by us from you directly, through the use of our website, the use of our products and services and/or your electronic communications with us; and


the rights you have in relation to your personal information in terms of the Protection of Personal Information Act 4 of 2013 ("POPIA") and we will, to the extent possible, inform you of what information is voluntary or mandatory for you to provide and the consequences of failing to provide the requested information.


By providing us with your personal information either directly, using our website, our products and services and/or communicating electronically to us, you –


agree to this policy and consent to the processing and transfer of your personal information as set out in this policy; and


authorise us, our affiliates and other third parties to process your personal information for the purposes stated in this policy.


This Policy must be read together with any other legal notices or terms and conditions provided or made available to you on our website and/or when you complete or use any documents provided by us to you in respect of any of our products and/or services.


This Policy is not intended to reproduce laws or regulations, but rather set out guidelines for our conduct in any operations which involve the processing of personal information.






Long4Life is a public company trading on the Johannesburg Stock Exchange and is an investment holding company. As a lifestyle-themed group, Long4Life is invested in a portfolio of assets which incorporates retail, wholesale, manufacturing, service, merchandising, distribution and e-commerce.


Long4Life aims to operate a decentralised management structure, providing financial, strategic and management support to its investee companies. Long4Life’s intention is to take a long-term view on investments, while retaining the agility to take advantage of opportunities as they arise.




Long4Life has several wholly-owned subsidiaries and is divided into three core divisions with the operating entities each having their own centralised management team. The three core divisions, including the operating companies in each division, are –


Sport and Recreation

Moresport (which houses outlets such as Sportsmans Warehouse and Outdoor Warehouse);

Performance Brands;

Shelf Life.



Chill Beverages International; and

Inhle Beverages.


Personal Care and Wellness

The Sorbet Experience;

Sorbet Brands

Candi and Co

Sorbet Man

EMSA Distribution trading as Lime Light; and

Clayton Care Group.




The term "personal information" as used in this Policy is defined as "information which relates to an identifiable, living, natural person, and where it is applicable, an identifiable, existing juristic person. The person or juristic person i.e. entity to whom personal information relates is referred to as the "data subject" ("data subject", "you" and "your" ).


Long4Life collects and processes personal information to provide data subjects with access to our service and products, to help us improve our offerings and for other purposes explained below.


Long4Life collects the following types of personal information including, but not limited to –


full names;


identity numbers;




contact information such as telephone numbers and email addresses;


job title/description;


banking details; and


financial information (including VAT and tax information).


When personal information is collected, Long4Life will indicate the purpose for the collection and whether the information required is compulsory or voluntary.




We collect your personal information mainly directly from you in order to render our products and services to you and to improve our service and product offerings to you.


The personal information we collect about you can vary depending on –


the products and services that you use;


when you visit our offices;


how you interact with us even if you are not a customer (including records of communications you have with us, your attendance at our events, interviews in the course of applying for a job with us and when you visit our website);


what we have obtained from a third party with permission to share your personal information with us (including law enforcement agencies); and


when you make your information public.




We will use and process your personal information in the ordinary course of the business of providing products and services to you.


We will primarily use your personal information only for the purpose for which it was originally collected. In circumstances where we have to use your personal information for a secondary purpose, we will only do so if such purpose constitutes a legitimate interest and is closely related to the original and/or primary purpose for which the personal information was collected.


We may use your personal information for the following purposes –


to provide products or services to you, to carry out the transaction you requested and maintain our relationship with you;


to conduct credit checks;


to confirm and verify your identity or to verify that you are an authorised user for security purposes;


for the detection and prevention of fraud, crime, money laundering or any other malpractice;


process requests for the collection, updating, access or deletion of your personal information;


for audit and record keeping purposes;


in connection with legal proceedings; and


to comply with applicable laws, regulatory requirements or industry codes to which we subscribe or which apply to use.




We may disclose personal information provided to us to third parties who are (i) involved in delivery of products and service that we deliver and (ii) who assist us in giving effect to the above purposes at paragraph 5.


These third parties include, amongst others, suppliers, service providers, consultants, subcontractors and other vendors who need access to such information to carry out work on our behalf. Any such parties only have access to such information as is necessary to perform their functions and may not use it for any purpose other than to provide services to us.


Where we disclose your personal information to the above parties, they will be bound to use that personal information for the reasons and purposes it was provided to them and not for any other purpose. To this end, we will enter into agreements with these third parties.


In addition to the above, we may be obliged to disclose your personal information where we have a duty to disclose in terms of law or where we believe it is necessary to protect our rights.




Long4Life will take reasonable and appropriate technical and organisational measures to ensure that your personal information is kept secure and is protected against unauthorised or unlawful processing, accidental loss, destruction or damage, alteration disclosure or access.


We will, on a regular basis, continue to review our security controls and related processes to ensure that your personal information is secure.


As stated above, when we contract with third parties, we conclude agreements with them in terms of which we impose appropriate security, privacy and confidentiality obligations on them to ensure that personal information is kept secure.


Whilst we will do all things reasonably necessary to protect your rights of privacy, we cannot guarantee or accept any liability whatsoever for unauthorised or unlawful disclosures of your personal information, whilst in our possession, made by third parties who are not subject to our control, unless such disclosure is as a result of our gross negligence.


Whilst we will do all things reasonably necessary to protect your rights of privacy, we cannot guarantee or accept any liability whatsoever for unauthorised or unlawful disclosures of your personal information, whilst in our possession, made by third parties who are not subject to our control, unless such disclosure is as a result of our gross negligence.




We undertake to provide you with access to your personal information and provide mechanisms that any personal information found to be inaccurate or incomplete may be corrected or amended as feasible subject to any requirement or rule for such personal information to be retained by law. For further information on how to exercise these rights, please refer to our procedure for data subject access to, objection to, correction or deletion of personal information processed by Long4Life as set out in the PAIA/POPIA Manual which is available at


Prior to the amendment, correction or removal of your personal information, we will require you to identify yourself and to identify the portion of information requested to be amended, correct or removed. A request for the amendment, correction or removal of personal information may be declined if the process of the request is unlawful, unreasonably repetitive, requires disproportionate technical effort, jeopardises the privacy of others or would be impractical.


Please note that any such access request and request to correct may be subject to the payment of a legally allowable fee and we will inform you of the cost thereof at the time of your request.


It is important that any information you provide directly to us is accurate and correct. Please inform us as soon as you are able to or become aware if any information we hold about you is no longer correct. Providing false or inaccurate information in order to obtain a product or service may also result in our services being restricted or cancelled.




We will not retain your personal information longer than the period for which it was originally needed, unless we are required by law to do so, or if you consent to us retaining such information for a longer period.


We may also retain your personal information to the extent and duration that we have a legitimate interest to process your personal information depending on, amongst others, the nature and lifespan of our services or products provided to you.


We will upon your request, promptly return or destroy any and all of your personal information in our possession or control, save for what is set out above and for that which we are legally obliged to retain.



Section 72 of POPIA provides that personal information may only be transferred out of the Republic of South Africa if certain conditions are satisfied. Long4Life complies with the requirements set out in section 72 of POPIA in respect of cross border transfer of personal information.



The website makes use of “cookies” to automatically collect information and data through the standard operation of the Internet servers. “Cookies” are small text files a website can use (and which we may use) to recognise repeat users, facilitate the user’s on-going access to and use of a website and allow a website to track usage behaviour and compile aggregate data that will allow the website operator to improve the functionality of the website and its content, and to display more focused advertising to a user by way of third party tools. The type of information collected by cookies is not used to personally identify you. If you do not want information collected through the use of cookies, there is a simple procedure in most browsers that allows you to deny or accept the cookie feature. Please note that cookies may be necessary to provide you with certain features available on our website, and thus if you disable the cookies on your browser you may not be able to use those features, and your access to our Website will therefore be limited.




As a data subject, you have a number of data privacy rights. These rights include the right to request from Long4Life access to, correction or deletion of your personal data or restriction of processing concerning your data or to object to the processing of your personal information. For further information on how to exercise these rights, please refer to our procedure for data subject access to, objection to, correction or deletion of personal information processed by Long4Life as set out in the PAIA/POPIA Manual which is available at


All the rights of a data subject are contained in POPIA. The information on these rights can be found on the Information Regulator's website at, to whom you have the right to make a complaint, if we do not resolve your concern



If you have any questions about this Policy, our treatment of your personal information or wish to exercise any of your rights please contact our Information Officer whose details are as follows –

Name: Marlene Klopper

Telephone Number 010 600 1175



Last updated July 2021.

Long4Life strives to ensure that your privacy is protected. This Privacy Policy, therefore, regulates the manner in which we collect, use, process, disclose, transfer and retain your personal information.


We comply with the Protection of Personal Information Act, 2013 (No. 4 of 2013) (“PoPIA”) and the principles outlined in Sections 50 and 51 of the Electronic Communications and Transactions Act, 2002 (No.25 of 2002) which govern your right to having your personal information kept private of which these principles are covered in this Privacy Policy.


Internet Information. When you visit and use any Products or functions in Long4Life Site, we may collect the behavioural data and general internet data, including your internet protocol ("IP") address, metadata, location data, date and time you visit:


  • A “cookie” is also set on your computer to allow us to recognize you whenever you visit and collect information, like the pages you visit and the preferences you choose. We use the information we collect for statistical purposes and to study how Long4Life’s Site is used so that we may improve and enhance your experience on Long4Life’s Site. We may provide such information collected to outside vendors located overseas for such purposes. No personal information is stored in cookies. It is possible for you not to accept our cookies while using the Long4Life Site by setting the preference in your web browser. If you would like more information about cookies, you can visit
  • We may use Google Analytics or other similar analytical tools to obtain information collected in order to display, optimize and personalize the user experience on our web properties that are designed to bring visitors to Long4Life Site, to personalize your experience on Long4Life’s Site and web properties.
  • Anonymous Data. In order to enhance the usefulness of Long4Life’s Site and our Services, Long4Life will collect data about our users’ use of Long4Life’s Site/s, in a manner that does not include any Personal Information. While you browse the Long4Life Site, we note which pages of the Site you visit and note the IP address of your computer (as all web sites do automatically), but we do not link that address information to your personal information, other than for purposes of authentication and protection of your personal information when you access the Site electronically. The general information we gather enables us to serve our users better by continually enhancing Long4Life’s Site based on up-to-date use patterns. We may use this information to enhance or modify our campaigns that are designed to bring web visitors to Long4Life’s Site. You may opt-out of this anonymous data collection and sharing activity by visiting the Google Analytics Privacy Overview web page and following the procedures noted under the Browser Opt-Out and Privacy Center information sections (search for these sites through


Use and Disclosure of Personal Information


Long4Life limits the use and disclosure of personal information to include only what is permitted and prescribed in terms of the NCA, PoPIA or any other applicable laws or in instances where consumers have consented to such collection, use and disclosure.


Confidentiality of your Personal Information is important to us. Unless we have your consent or permitted under the national laws, we will not sell, rent or lease your Personal Information to others. We will not use or share your Personal Information in ways unrelated to the circumstances described in this Privacy Policy.


  • Compliance with laws and regulations. We may only access, use and/or disclose your Personal Information without your consent in exceptional circumstances. These include circumstances where we believe such action is necessary to:
    • comply with the law or legal process served on us;
    • comply with requests for information from police or government authorities;
    • protect and defend our rights or property (including the enforcement of our agreements);
    • protect the public interest;
    • act in urgent circumstances to protect the personal safety of our employees or members of the public;
    • where applicable, with your implied consent; and
    • to the extent permitted or required in terms of the NCA, PoPIA and other relevant national legislation.


Retention of Your Information


We retain your Personal Information for as long as reasonably necessary to fulfil the purpose(s) for which it was collected and to comply with applicable laws and your consent to such purpose(s) remains valid after termination of our relationship with you.


Transfer of Personal Information Outside


Unless permitted under the law or your consent is obtained, Long4Life will not transfer your Personal Information outside the Republic of South Africa.


Third-Party Sites


Long4Life’s Site may offer links to third party web sites. You should be aware that operators of linked web sites may also collect your Personal Information (including information generated through the use of cookies) when you link to their web sites.


Long4Life is not responsible for how such parties collect, use or disclose your information and it is important for you to familiarize yourself with their privacy policies before providing them with your Personal Information.


Compliance and Enforcement Of this Privacy Policy


Our compliance with this Privacy Policy will be monitored on a regular basis. Long4Life reserves the right to modify this Privacy Policy. The Privacy Policy posted at any time via Long4Life’s Site shall be deemed to be the Privacy Policy then in effect.


Visitors are welcome to contact Long4Life should they require more information or have any questions. Should you have any queries with our Privacy Policy or the manner in which your Personal Information is treated, we encourage you to direct any such queries or concerns to Long4Life by contacting us at the following email address We will ensure you are contacted without delay in an effort to respond to your queries and/or attempt to resolve your concerns in accordance with the principles embodied in this Privacy Policy.

beta v3 uploaded x