Aura Privacy Notice


Privacy Notice

Who We Are

Aura Smart Air Ltd. ("Aura", "we" or "us" or "our") and its subsidiaries recognize and respect the importance of maintaining the privacy of their users and, as a result, have established this privacy notice. Aura gathers and processes your personal data in accordance with this privacy notice and in compliance with the relevant data protection regulation and laws. This notice provides you with the necessary information regarding your rights and our obligations, and explains how, why, and when we process, use, transfer, store, or disclose your personal data (as defined below).

If not otherwise defined herein, capitalized terms have the meaning given to them in the Aura Terms of Service ("Terms") available at


Aura’s registered office is at Yigal Alon 86, Tel Aviv, Israel and it is a company registered in the State of Israel under company number 515816114. We act as the data controller when processing your data. Our designated Appointed Person is Gilad Kalina, who can be contacted at


"Personal data" means any information that refers, is related to, or is associated with an identified or identifiable individual or as otherwise may be defined by applicable law.


Table of Contents

  1. Personal Data That We Collect
  2. How We Use Your Personal Data
  3. Your Rights
  4. Sharing and Disclosing Your Personal Data
  5. Cookies and Similar Technologies
  6. Safeguarding Measures
  7. Transfers Outside the EU
  8. How Long We Keep Your Data
  9. Special Categories Data
  10. Communications
  11. Children
  12. Changes
  13. Lodging A Complaint


Personal Data That We Collect

Aura processes your personal data to meet its legal, statutory, and contractual obligations and to provide you with its products and services or when you sign up for newsletters or our email lists or contact us for any other reason. We will not collect any unnecessary personal data from you and do not process your personal data other than as specified in this privacy notice. It is your voluntary decision whether to provide us with certain personal data, but if you refuse to provide certain data, we will not be able to complete your account registration and/or provide you with any Services.


In order to use the Aura device, you will need to register and create an Aura account. You may be registered to an Aura account either as an "Administrator" or as a "User". The classification under which you are registered will impact the personal data collected from/or about you.



In configuring your Device(s) to your needs, you or a third party may provide certain information related to allergies or other health-related information. If any such information is provided, you consent to, or represent that you have obtained the consent of the relevant individual for the provision of such information to us and our processing thereof.


Personal Data That You Provide

The personal data that we collect from you (depending on what personal data you provide us with) is: name, address, email address, purchase information, sensitivity to pollens, grass, and dust, if you have heart disease, you have lung disease, are elderly, are pregnant, do outdoor exercises, do indoor exercises, home telephone number, mobile telephone number, and work role.


Personal Data That We Receive from Third Parties

Administrators may provide us with certain personal data about other Users associated with their account as well as emergency contacts. Users whose information has been provided by the Administrator shall receive an email and/or text message inviting them to register independently. Additionally, the Administrator can choose to add certain individuals who will receive text message notifications in the case of emergencies related to the account ("Emergency Contacts") by providing their phone numbers. Individuals who have been added as Emergency Contacts will be sent a text message requesting that they confirm whether they agree to receive notifications in the case of an emergency.


The personal data that we receive about you (depending on what personal data the Administrator provides to us) is:

  • Name
  • Phone number
  • Email address


Personal Data That We Collect Automatically

We also collect certain Personal Data automatically in the following circumstances:

When you visit our website and/or mobile app, we automatically collect information about your computer or mobile device, including non-personal data such as your operating system, and personal data such as the IP address, device ID, and subject to your consent as may be required under applicable law, (geo) location, as well as your browsing history and any information regarding your use and viewing and purchase history on our website and/or mobile application, as applicable (the "App"). For more information about the cookies and similar technologies we use and how to adjust your preferences, please see the section "Cookies and Similar Technologies" below.


How We Use Your Personal Data

Aura takes your privacy very seriously and it will only disclose, share, or transfer your personal data based on your consent, its legitimate interest, for performance of a contract, if it is required to do so by law, or when it has identified a different legal basis for doing so. We retain your personal data for as long as is necessary and for the purpose(s) specified in this privacy notice. Where you have provided your consent for any processing activities, you are free to withdraw this consent at any time. The purposes and reasons for processing your personal data are detailed below:


  • We collect your personal data provided at registration and collected automatically for the performance of a contract, to provide a service and/or to ensure that orders are completed, that they can be sent out to your preferred address, that you can receive personal recommendations based on your personal preferences, and to ensure you get adequate technical support.
  • We may collect certain personal data through our App if you consented to provide such information, including information about health or allergies or geo-location data. We use this personal data in order to provide you with personalized services based on your consent.
  • We collect personal data automatically, such as usage data, based on our legitimate interests to develop and improve our products and services, develop new products and services, to conduct research and for analytics purposes.
  • We collect and store your personal data as part of our legal obligation for business accounting and tax purposes.
  • We will occasionally send you marketing information based on our legitimate interest to market our products and services. You may unsubscribe from marketing emails at any time.



Statistical Information

By analyzing all information, we receive, including all information concerning users, we may compile statistical information across a variety of platforms and users ("Statistical Information"). Statistical Information helps us understand trends and users' needs so that the Device(s) and/or Services can be improved and tailored to our users' desires. Statistical Information is anonymous and aggregated. We may share such Statistical Information with our partners, without restriction, on commercial terms we can determine at our sole discretion.


We may use analytics tools ("Tools"), including "Google Analytics", to collect information about the use of the Services. Such tools collect information such as how often Administrators and/or Users use the App, what pages they visit when they do so, and what other sites they used prior to using the App. The Tools may collect certain Personal data and may link such personal data to specific information stored in the databases we use. We may also provide non-personal data that we receive to the Tools. We use the information we get from the Tools to improve our App, website, Device(s), and Services, understand trends and customer needs, consider new products and services, and tailor existing products and services to customer desires. Google's ability to use and share information collected by Google Analytics about your visits to the App is restricted by the Google Analytics Terms of Use located at and the Google Privacy Policy located at

Other Uses or Transfer of Your Information

We allow you to use the Device(s) and Services in connection with third-party services, sites, and/or mobile applications, including other "smart" appliances in your household or workplace. If you use our Services with or through such third parties, we may receive information (including personal data) about you from those third parties. Please note that when you use third-party services outside of our Services, including, but not limited to, "smart" appliances to which you may connect your Device(s), such third parties' own terms and privacy policies will (continue to) govern your use of those services.


Your Rights

If you are an individual located in the European Union, you have the following rights with respect to your personal data and any other rights afforded to you under applicable law:


You have the right to access any personal data that Aura processes about you and to request information about:

  • What personal data we hold about you
  • The purposes of the processing
  • The categories of personal data concerned
  • The recipients to whom the personal data has/will be disclosed
  • How long we intend to store your personal data for
  • If we did not collect the data directly from you, information about the source


If you believe that we hold any incomplete or inaccurate data about you, you have the right to ask us to correct and/or complete the information and we will strive to do so as quickly as possible; unless there is a valid reason for not doing so, at which point you will be notified.


You also have the right to request erasure of your personal data or to restrict processing (where applicable) in accordance with the data protection laws or to withdraw your consent to the extent provided. Where applicable, you have the right to data portability of your personal data and the right to be informed about any automated decision-making we may use.

If we receive a request from you to exercise any of the above rights, we may ask you to verify your identity before acting on the request; this is to ensure that your data is protected and kept secure.


Sharing and Disclosing Your Personal Data

As part of the services we provide, your personal data may be shared with other users who have associated accounts, such as users designated whose account is designated as an "Administrator" account. Aura uses third parties to provide the below services and business functions, such as to conduct research, perform analytics and create reports, including regarding trends. However, all processors acting on our behalf only process your data in accordance with instructions from us and comply with this privacy notice, the data protection laws and any other appropriate confidentiality and security measures. In addition, analytics, reports, and trends that are based on de-identified and aggregate data may be shared with third parties and such third parties may use the data we share for their own purposes, at their discretion.


Google LLC

We use Google LLC's Cloud Platform, Firebase user’s management, authentication, database, Cloud Functions, Cloud Run, App Engine, Pub Sub, Dataflow, Hosting, Analytics, Big Table, Big Query, Data Studio, for saving, controlling, and processing of user’s data and Aura’s IOT devices data. These services process user contact information, preferences, locations, IOT’s devices data, mobile app usage data.

We use Cloud services for reading Aura’s devices data, including LED state, Device’s configured modes, Fan speed, UVC and Sterionizer state, Diagnostics data concluding Connectivity state, Device timezone, Device operation logs, and controlling Aura’s devices, including changing Device Modes, Changing UVC and Sterionizer state, Changing LED state, setting Wifi credentials, changing Fan speed, resetting device configuration data, changing device time-zone via a secured RESTful API provided by the company.



We use UXCAM Inc.'s service for mobile app experience analytics.

SendGrid Ltd.

We use SendGrid Ltd. E-mail Dynamic Templates for sending support, reports and marketing e-mails to users. Through SendGrid, we process user e-mail address, location name, device name, device working hours, device filter amount, device filter due-date and username.

We use to retrieve outdoor weather, pollen and air-quality data based on user’s GPS location. processes user location GPS coordinates (latitude and longitude).

OpenCage Ltd.

We use OpenCage Ltd. to verify user’s provided address and/or fetch user’s address by GPS location. OpenCage processes user’s address and/or GPS location coordinates (latitude and longitude).

Cookies and Similar Technologies.

We use cookies and similar technologies for several reasons, including to help personalize your experience. Third parties through which we provide the Services and/or our business partners may be placing and reading cookies and similar technologies on your browser or using web beacons to collect information. When visiting this our website, you shall be notified of the use of and placement of cookies and other similar technologies on your device as specified herein.


What are Cookies? A cookie is a small piece of text that is sent to a user's browser or device. The browser provides this piece of text to the device of the originating user when this user returns. We may use the terms "cookies" to refer to all technologies that we may use to store data in your browser or device or that collect information or help us identify you in the manner described above, such as web beacons or "pixel tags".


  • A "session cookie" is temporary and will remain on your device until you leave the website or App.
  • A "persistent" cookie may be used to help save your settings and customizations across visits. It will remain on your device until you delete it.
  • First-party cookies are placed by us, while third-party cookies may be placed by a third party. We use both first- and third-party cookies.


How We Use Cookies. We use cookies and similar technologies for a number of reasons, as specified below.


The specific names and types of the cookies, web beacons, and other similar technologies we use may change from time to time. However, the cookies we use generally fall into one of the following categories:


Type of Cookie

Why We Use These Cookies


Domain Source


These cookies are necessary in order to allow the website or App to work correctly. They enable you to access the website or App, move around, and access different services, features, and tools. Examples include remembering previous actions (e.g. entered text) when navigating back to a page in the same session. These cookies cannot be disabled.



Google firebase


These cookies can help us identify and prevent security risks. They may be used to store your session information to prevent others from changing your password without your login information.


Google firebase


These cookies collect information regarding your activity on our website or App to help us learn more about which features are popular with our users and how our website and App can be improved.


Google analytics


Analytics tool that tracks user sessions.




How to Adjust Your Preferences. Most Web browsers are initially configured to accept cookies, but you can change this setting so your browser either refuses all cookies or informs you when a cookie is being sent. In addition, you are free to delete any existing cookies at any time. Please note that some features of the Services may not function properly when cookies are disabled or removed. For example, if you delete cookies that store your account information or preferences, you will be required to input these each time you visit.


Safeguarding Measures

Aura takes your privacy seriously and takes every reasonable measure and precaution to protect and secure your personal data. We work hard to protect you and your information from unauthorized access, alteration, disclosure, or destruction and have several layers of security measures in place, including: -


SSL, TLS, encryptions, pseudonymization, restricted access, IT authentication, firewalls, anti-virus/malware


Transfers Outside the EU


Aura utilizes some products or services (or parts of them) that may be hosted/stored in Israel or the USA, which means that we may transfer any information which is submitted by you through the website outside the European Economic Area ("EEA") for the below purposes: -

Website hosting, Ecommerce, Email Server, Customers Database and Authentication, IoT Devices Database.


Therefore, when you use our website or App, send us an email, or sign up to our newsletter etc., the personal data you submit may be stored on servers which are hosted in Israel or the USA. Where this is the case, we will take steps to ensure that those providers use the necessary level of protection for your information and abide by strict agreements and measures set out by Aura to protect your data and comply with the relevant data protection laws.


How Long We Keep Your Data

Aura retains personal data for as long as is necessary for the purposes set forth above and it has strict review and retention policies in place to meet these obligations. We may delete information from our systems without notice to you once we deem it is no longer necessary for these purposes. Retention by any of our processors may vary in accordance with the processor's retention policy.


In some circumstances, we may store your personal data for longer periods of time, for instance where we are required to do so in accordance with legal, regulatory, tax, audit, accounting requirements and so that we have an accurate record of your dealings with us in the event of any complaints or challenges, or if we reasonably believe there is a prospect of litigation relating to your personal data or dealings. To determine the appropriate retention period, we consider the amount, nature, and sensitivity of the personal data, the potential risk of harm from unauthorized use or disclosure of your personal data, the purposes for which we process your personal data, and whether those purposes can be achieved through other means, as well as applicable legal requirements.


Please contact us if you would like details regarding the retention periods for different types of your personal data.


Special Categories Data

Owing to the products, services or treatments that we offer Aura sometimes needs to process sensitive personal data (known as special categories of data) about you, to provide your personal recommendations based on these special categories of data. Where we collect such information, we will only do so if you have provided your explicit consent.

You can modify or withdraw consent at any time.



We may send you e-mail or other messages about us or our products and services, including Premium Features. You will be given the opportunity to unsubscribe from commercial messages in any such e-mail or message we send.


Please note that we reserve the right to send you service-related communications, including service announcements, administrative messages and push notifications relating either to your Device(s) and/or your registered account without offering you the opportunity to opt out of receiving them.




We do not knowingly collect personal data information from or market our Device(s) and/or Services to children. In the event that you become aware that an individual under the age of 16 has registered an account without parental permission, please advise us immediately.



We may update this privacy notice from time to time and we encourage you to review the privacy notice periodically to make sure you are familiar with the latest version. By continuing to use the App, Device(s), and/or the Services after those changes become effective, you agree to be bound by the revised privacy notice.


Lodging A Complaint

Aura only processes your personal data in compliance with this privacy notice and in accordance with the relevant data protection laws. If, however you wish to raise a complaint regarding the processing of your personal data or are unsatisfied with how we have handled your information, you have the right to lodge a complaint with the supervisory authority.


Aura Smart Air Ltd.

Gilad Kalina

Yigal Alon 86, Tel-Aviv, Israel


Prighter has been designated as Aura's representative in the European Union and United Kingdom for data protection matters pursuant to Article 27 of the GDPR.

  • Prighter's address in Europe is Schellinggasse 3, 1010 Vienna, Austria.
  • Prighter's address in the UK is 20 Mortlake High Street, London, SW14 8JN, United Kingdom
  • Please add the following subject to all correspondence: ID-17241227
  • Prighter may be contacted only on matters related to the processing of personal data. To make such an inquiry, please use this contact form: