Terms of Use

Last Modified: April 23, 2024

Please read these Terms of Use carefully before using the Site. By using this Site, you signify your consent to these Terms of Use. If you do not agree to the Terms, please do not use the Site.


The Site is owned and operated on behalf of LEGO System A/S, a corporation incorporated under the laws of Denmark, having its System A/S.

Commercial Terms

For services provided by the LEGO Group on shop.LEGO.com, a LEGO Group entity may act as local merchant or service provider for the LEGO Retail business. Our LEGO® Insiders Membership program and activities on the site will be operated out of LEGO System A/S alone or together with a LEGO Group entity. The LEGO Group entity acting as merchant or service provider will be clearly stated on the local LEGO.com site.

Use of your data

LEGO System A/S collects, uses, and processes the personal data of the Site’s users in accordance with these Terms of Use and with the LEGO Privacy Policy.

You can find full details regarding personal data collection, use, storage, retention, deletion, automated decision-making processes, who we share your personal data with and when, data review and updates of your personal data in our Privacy Policy.


We do not consent to this Site being used or downloaded by any third parties for the purposes of developing, training, or operating artificial intelligence or other machine learning systems (“Artificial Intelligence Purposes”), except as authorized by LEGO System A/S in writing. Absent such consent, users of this Site, including any third parties accessing the Site through automated systems, are prohibited from using any of the contents of the Site for Artificial Intelligence Purposes. Users or automated systems that fail to respect these choices will be considered to have breached these Terms of Use.

Intellectual Property

Text, graphics, images, sound and other content on this Site are protected by copyright law and are either the property of, or used with permission by, LEGO System A/S. LEGO System A/S reserves all rights to the content, including the right to exploit the content for the purposes of text and data mining, cf. Section 11 b of the Danish Copyright Act and Article 4 of the EU DSM Directive.

LEGO System A/S does not warrant or represent that your use of materials displayed on this Site will not infringe rights of third parties not owned by or affiliated with LEGO System A/S. The use of these images by you, or anyone else authorized by you, is prohibited unless specifically permitted by these Terms of Use. Any unauthorized use of the images may violate copyright laws, trademark laws, the laws of privacy and publicity, and communications regulations and statutes.

The trademarks, and logos, displayed on the Site, are trademarks of the LEGO Group. Nothing contained on the Site should be construed as granting, by implication, or in any other way, any license or right to use any trademark displayed on the Site without the written permission of the LEGO Group or such third party that may own the trademarks displayed on the Site. Regarding use of the trademarks, see the LEGO Group Fair Play Policy.

Intellectual Property Rights Infringement

For United States users: If you believe that any content on this Site infringes your intellectual property rights, you as the rights holder or an agent thereof may either flag the content using reporting features within the site’s user interface or submit an intellectual property right complaint (“Complaint”) pursuant to the intellectual property right Complaint Form.

We appreciate your cooperation in providing an English translation of your report to our intellectual property right agent. Please include the information below in writing.

  • A signature (physical or electronic) from the owner or from a person authorized to act on behalf of the owner of the allegedly infringed content or material.
  • Direct link/ Uniform Resource Locator (URL) to the protected work on the Site claimed to be infringing. Multiple protected work complaints are covered by a single notification by submitting a representative list of URLs from the Site.
  • Sufficient identification of the copyrighted work or other intellectual property that has allegedly been infringed.
  • Contact information such as an address, telephone number, and, if available, an electronic mail to permit the service provider to contact you.
  • A statement (i) that you have good faith belief that the content is not authorized by the rights holder, its agent, or the law, and (ii) that the information provided in the notification is accurate, and under penalty of perjury, that you are the owner of the copyright interest involved or that you are authorized to act on behalf of that owner.

Contact can also be made via postal mail or email: LEGO System A/S, Copyright Notices, Aastvej 1, 7190 Billund, Denmark. Email: copyrightnotices@LEGO.com.

If you fail to comply with all of the requirements of this Section, you acknowledge that your intellectual property right Complaint form may not be valid and may therefore not be handled (whether fully or partially) by LEGO System A/S.

If we receive an intellectual property right Complaint form that complies with all the requirements, we reserve the right to refuse, to make private or to remove the Content. We reserve our rights to action against you if you misrepresent that a fair use of the Content constitutes infringement.

If your content has been removed as a result of an intellectual property right Complaint as per the above and you believe it is not infringing, or believe you have authorization from the rights holder, the rights holder’s agent, or pursuant to the law, to transmit and use the content, you may send a counter-notice to us at copyrightnotices@LEGO.com containing the information below:

  • Your physical or electronic signature.
  • Identification of the content that has been removed or to which access has been disabled and the location at which the content appeared before it was removed or disabled.
  • A statement that you have a good faith belief that the content was removed or disabled as a result of mistake or a misidentification of the content.
  • Your name, address, telephone number, and e-mail address and a statement that you will accept service of process from the person who provided notification of the alleged infringement.

If you fail to comply with all of the requirements of this Section, you acknowledge that your intellectual property right Counter-Notice form may not be valid and may therefore not be handled (whether fully or partially) by LEGO System A/S.

Please note that LEGO System A/S may send a copy of the counter-notice to the original complaining party which you hereby accept. The rights holder then has 14 business days to respond and unless the rights holder files an action seeking a court order against the content provider, member or user, the removed content may be accessible to the broader audience on the Site, in 10 to 14 business days or more after receipt of the counter-notice, at our sole discretion.

Code of Conduct and Appropriate Use

The LEGO Group Code of Conduct applies to all visitors to any LEGO Group platforms, websites, or apps, including this Site. Violations of the Code of Conduct on one platform, website, or app may result in consequences on other platforms, sites, or apps.

The goal of the Code of Conduct is to establish a culture of courteous, respectful, and inclusive communication among all participants on all online platforms, websites and apps used by the LEGO Group. Our Code of Conduct prohibits harassment, bullying, and posts involving illegal content such as, for example, pro-terror material or crimes involving the health or safety of any person, among other types of prohibited content. Click here to access the Code of Conduct and learn more about what kind of behavior is permitted on this Site and what is prohibited.

How the LEGO Group Enforces its Code of Conduct

The LEGO Group enforces its Code of Conduct in various ways.

The LEGO Group moderates its sites. This process involves classification, filtering, and moderation of user generated content (‘UGC’) submitted to our sites from users, which may include online chat logs, usernames, profiles, images, video, audio, or other UGC.
When a user submits content to our sites, it is processed through software that submits the content for moderation.

For adult-targeted sites, data submitted for moderation is processed in part using AI-based automated decision making to review both text and image submissions, and this processing might involve data which could contain personal information, as well as information based on a user’s submission history. You can consult our Privacy Policy for more details about how the LEGO Group processes personal data. The LEGO Group uses two sets of machine learning models to moderate content: 1. Language detection trained by our moderation data processor using public data; 2. Images classified by our moderation data processor’s image analyzer tool. However, such automation is only one stage in the moderation process, and escalation triggers a second opinion which involves human intervention.

For child-targeted sites, the LEGO Group uses internal quality filters only and moderates using 100% human moderation.

User reports
If you think you have seen activity that violates the letter or the spirit of our Terms or Code of Conduct, please alert our moderators:

  • Click here to report a post: Customer Service
  • Use the “Report” button on a specific post

For Australian users: You can make a complaint about content on our site directly to the Australian eSafety Commissioner. Complaints to the Australian eSafety Commissioner must be in writing and must include the following:

  • your name and contact details;
  • internet address of the content and any other details required to access it;
  • description of the internet content; and
  • the reason(s) you feel the content is objectionable.

A report form can be filled in and submitted via the eSafety Commissioner website.

When content or a user is flagged as potentially being in breach of our Terms of Use or Code of Conduct, our moderation team will review the content or activity in question to evaluate whether a breach has occurred.

We may impose the following sanctions for breaches of our Terms or Code of Conduct:

  • Content removal: Posts containing illegal content or content which the LEGO Group considers to be misleading or fraudulent will be removed as soon as they are found. Content which we have been informed infringes another’s intellectual property rights or other proprietary rights will also be removed. Other content may be removed for breach of our Code of Conduct after review on a case-by-case basis.
  • Content editing (for example, to delete an image or specific text): If only a portion of a submission is illegal or inappropriate or in breach of our Code of Conduct, we may edit that content to remove the offending material.
  • Temporary suspension of access privileges: User accounts may be suspended for repeated violations of our Code of Conduct, for example, for repeated incidents of harassing or bullying behaviour. We may also suspend the accounts of users who leak confidential information or who post misleading or fraudulent information, as well as users who make repeated unfounded complaints about other users or who abuse our reporting system
  • Permanent blocking of access privileges: User accounts used to post certain illegal content (such as child sex abuse material) will be terminated and reported to the relevant authorities. We also reserve the right to terminate the accounts of users who repeatedly or seriously violate our Code of Conduct, or who persistently make repeated unfounded complaints about other users, abuse our reporting system, or attempt to circumvent sanctions for prior bad behaviour.

Prior to imposing any of the above sanctions, we will take the following factors into account, including (but not limited to):

  • The numbers of instances of manifestly illegal or inappropriate content or manifestly unfounded notices or complaints submitted within a given time frame;
  • The relative proportion of such content in relation to the total amount of content posted or notices submitted within a given time frame;
  • The nature and seriousness of the inappropriate or illegal content including its potential or actual consequences on other users;
  • Where it is possible to identify, the intent of the individual or the complainant.

If we impose any of the above sanctions, we will inform you of the sanction and the reason(s) why, including specific references to these Terms of Use or our Code of Conduct.

Right of Appeal
If you think that we made a mistake relating to any content takedown, removal, or account suspension or termination that affects you, you have up to 6 months to challenge our decision.

For EU users: If the results of the appeal are unsatisfactory to you, you also have the right to apply to an out of court dispute settlement body to resolve disputes relating to our decision. In Denmark the Digital Services Coordinator is the Konkurrence- og Forbrugerstyrelsen, which can hear complaints about our compliance with the requirements of the EU Digital Services Act, as well as certify an out of court dispute settlement body. You will find the Danish Digital Services Coordinator at https://www.kfst.dk.

For Australian users: If we are unable to resolve your complaint within a reasonable time, we will refer your complaint to the Australian eSafety Commissioner.

Warranties and Limitation of Liability

LEGO System A/S uses reasonable efforts to include accurate and up-to-date information on the Site. However, LEGO System A/S makes no warranties or representations as to the accuracy of the information. LEGO System A/S assumes no liability or responsibility for any errors or omissions in the contents of this Site.

Furthermore, your use of and browsing in this Site is at your risk. Neither LEGO System A/S nor any other party involved in creating, producing or delivering the Site is liable for any direct, indirect, incidental, consequential or punitive damages arising out of your access to, or use of, the Site. Without limiting the foregoing, everything on the Site is provided to you “AS IS” WITHOUT WARRANTY OF ANY KIND, EITHER EXPRESSED OR IMPLIED, INCLUDING, BUT NOT LIMITED TO, THE IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, OR NON-INFRINGEMENT. Please note that some the jurisdictions may not allow the exclusion of implied warranties, so some of above exclusions may not apply to you. Check your local laws for any restrictions or limitations regarding the exclusion of implied warranties. LEGO System A/S also assumes no responsibility and shall not be liable for any damages to, or viruses that may infect, your computer equipment or other property on account of your access to, use of, or browsing in the Site or your downloading of any materials, data, text, images, video, or audio from the Site.


Any communication or material you transmit to the Site by electronic mail or otherwise, including any data, questions, comments, suggestions, or the like is, and will be treated as, non-confidential and non-proprietary. Anything you transmit or post may be used by LEGO System A/S or its affiliates for any purpose, including but not limited to reproduction, disclosure, transmission, publication, broadcast, and posting. Furthermore, LEGO System A/S is free to use any ideas, concepts, know-how, or techniques contained in any communication you send to the Site for any purpose whatsoever, including but not limited to developing, manufacturing, and marketing products using such information.

Third-Party Sites

The LEGO Group has not reviewed all the sites linked to this Site and is not responsible for the contents of any off-site pages or any other sites linked to the Site. Your linking to any other off-site pages or other sites is at your own risk.

This Site may contain links to other Web sites operated by third parties other than the LEGO Group. Such links are provided for your convenience only. The LEGO Group does not control such Web sites and is not responsible for their content. The fact that this Site contains links to other sites does not mean that the LEGO Group approves of, endorses or recommends those sites, nor does it imply any association with their operators. The LEGO Group disclaims all warranties, express or implied, as to the accuracy, legality, reliability or validity of any content on any other site and disclaims all responsibility for any loss, injury, claim, liability or damage of any kind resulting from any third-party Web sites or content therein directly or indirectly accessed through links in this Site.


For EU users: We have appointed a contact person who is responsible for overseeing questions in relation to these Terms of Use or our Code of Conduct. If you have any questions about these Terms or our Code of Conduct, please contact us. You can also send a letter to our contact person at:

   LEGO System A/S
   Aastvej 1,
   7190 Billund,
   Att: DSA Contact Person

Please include your name and country to which your inquiry relates.

For EU users: The contact person responsible for communicating with the Danish Digital Services Coordinator, the European Board for Digital Services, and the EU Commission
is: Larisa Pircalabelu at DSAInquiries@LEGO.com.


The LEGO Group may at any time revise these Terms and Conditions by updating this posting. You are bound by any such revisions and should therefore periodically visit this page to review the current Terms and Conditions to which you are bound.

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