Privacy Policy

Last Updated: 2026/08/17

This Privacy Policy describes how Firetrace International (“Firetrace”, “we”, “us”, or “our”) collects, uses, shares, and otherwise processes personal information in connection with any website, which links to or displays this Policy, or personal information we collect in person, by phone, via emails or other offline methods (collectively, the “Services”).

Please read this Privacy Policy to understand how your personal information will be gathered, what personal information we will gather, and how we will use it. When we refer to “personal information” in this Privacy Policy, we mean information that directly or indirectly identifies you or can be used to identify you as an individual. This Privacy Policy does not apply to aggregated, de-identified or anonymous data.

If you do not agree with the terms of this Privacy Policy, then please stop using the Services.

1. Information We Collect and How We Collect It

Information You Provide to Us

We collect the following categories of personal information about you when it is voluntarily submitted through the Services or provide to us in offline contract we may have with you through the Services. The types of information we may collect are:

Name
Title
Email address
Home/work/mobile telephone number
Postal or other physical address

If you make a purchase on the website, you may be asked to provide credit card information. To complete purchases you will be redirected to a payment processing portal hosted by a third- party payment processor. Please read the privacy policy on our payment processor’s website regarding the use, storage and protection of your credit card information before submitting any credit card information.

Information We Collect Automatically

We may collect certain personal information when you visit or interact with the Services. For instance, like many website or app operators, we may use “cookies” and similar technologies. In certain jurisdictions, we request your consent to use non-essential cookies if required by applicable law.

We use these technologies to remember your preferences, to determine how you use the Services, and for analysis of the performance of the Services. Cookies and similar technologies can also enable us to track and target the interests of our users to enhance their experience on the Services. Most web browsers are set to accept cookies by default. If you prefer, you can usually choose to set your browser to remove cookies and to reject cookies. If you choose to remove cookies or reject cookies, this could affect certain features of the Services. For more information regarding cookies or similar technologies as used on this website and to opt out, please click here.

We use Google Analytics to collect information about your use of the Site. Google Analytics collects information such as how often visitors visit the Site, what pages visitors visit, and what other sites they visited prior to or after coming to the Site. More information on how Google Analytics uses your data can be found at www.google.com/policies/privacy/partners. To opt out of being tracked by Google Analytics across all websites, visit https://tools.google.com/dlpage/gaoptout.

2. How We Use Your Information

We may use personal information to communicate with you, to provide the Services, to improve the Services and your experience of the Services, to prevent fraud, to protect the security of our systems, to comply with applicable laws, to protect us and the rights of our customers. For each of these purposes, we have set out the legal basis on which we use your personal information.

Purpose	Legal Basis
To provide the Services to you;	For our legitimate business interests (i.e., the provision of the website and the Services) and, depending on the circumstances, to perform a contract between you and us
To process your orders and deliver the products that you have ordered	Fulfilling requests you make related to the products
To communicate with you and to respond to questions that you have raised with us;	For our legitimate business interests (i.e., the provision of the website and the Services)
To register individuals for events (i.e., conferences, etc.);	For our legitimate business interests (i.e., the provision of the website and the Services)
To forward information concerning upcoming events (including details of any events which we believe may be of interest to you) or about products or services in accordance with your preferences as indicated when you entered into any agreement with us, including marketing consent preferences;	For our legitimate business interests (i.e., the provision of the Services). We may request your consent in circumstances
To provide you with products or services that you have requested or purchased;	For our legitimate business interests (i.e., the provision of the Services)
To administer the website;	For our legitimate business interests (i.e., the provision of the website)
To prevent and detect fraud; and	For our legitimate business interests and for compliance with legal obligations to which we are subject
To protect and enforce our legal rights.	For our legitimate business interests and for compliance with legal obligations to which we are subject

Where we rely on the legitimate interests of Firetrace or those legitimate interests of a third party to justify the purposes for using your personal information, this will include improvement and development of our business operations and service offerings, or those of a third party; or protection of our business, employees, or those of a third party.

3. When Do We Disclose Your Information

We may disclose your personal information to third-party service providers to facilitate our services and perform functions on our behalf, such as, without limitation, providing technical, analytical, and hosting functions for the Services. We may also disclose your personal information with affiliates and advisors of ours to perform their functions. We reserve the right to transfer your information in the event of any liquidation, dissolution, or merger or the sale or transfer of our assets and/or business or any portion of our assets and/or business. We may disclose your information as required by law, including when requested by governmental entity or law enforcement authority, subpoena, court order, or discovery request; or when we otherwise believe in good faith that such disclosure is necessary or appropriate in connection with any activity that (potentially) violates the law or our internal policies and procedures (including relating to intellectual property, fraud, contracts, and privacy) or may expose us to liability.

4. Your Choices

You can choose whether to provide Personal Data to Firetrace, but note that you may be unable to buy our products or access certain other options, offers, and services if they require Personal Data that you have not provided.

You can sign-up, and therefore consent, to receive email or newsletter communications from us. If you would like to discontinue receiving these communications, you can update your preferences by using the “Unsubscribe” link found in such emails or by contacting us using the information in the “Contact Us” section of this policy.

You may also opt out of cookies and tracking technologies. The Help portion on the toolbar on most Internet browsers will tell you how to prevent your browser from accepting new cookies, how to have the browser notify you when you receive a cookie, or how to disable cookies altogether. Without cookies, you may not have access to certain features on the site.

5. Additional Disclosures for the European Economic Area, Switzerland, or the United Kingdom (“Europe”)

If you are located in the European Economic Area, UK, or Switzerland, then this section applies to you.

Who is Responsible for the Personal Information That We Collect?

We are the data controller for the purpose of data protection law, in respect of your personal information collected and used in connection with our provision of Services to you. This is because we make decisions about the purpose for which your personal information is used and how it is processed.

Categories of Recipients

View the “Collection, Disclosure, and “Sale” or “Sharing” of Personal Information” portion of this Privacy Policy within Section 7 below for the categories of recipients with whom we share personal information.

6. Your GDPR and UK GDPR Rights

You have certain rights with respect to your personal information as set forth below. Please note that in some circumstances, we may not be able to fully comply with your requests, or we may ask you to provide us with additional information in connection with your request, which may be Personal information, for example, if we need to verify your identity or the nature of your request. In such situations, however, we will still respond to let you know of our decision.

To make any of the following requests, contact us using the contact details referred to in the “Contact Us” section of this policy.

Access: You can request more information about the personal information we hold about you. You can also request a copy of the personal information.
Rectification: If you believe that any personal information we are holding about you is incorrect or incomplete, you can request that we correct or supplement such data. You can also correct some of this information directly by logging into your service account. Please contact us as soon as possible upon noticing any such inaccuracy or incompleteness.
Objection: You can contact us to let us know that you object to the collection or use of your personal information for certain purposes.
Erasure: You can request that we erase some or all of your personal information from our systems.
Restriction of Processing: You can ask us to restrict further processing of your personal information.
Portability: You have the right to ask for a copy of your personal information in a machine-readable format. You can also request that we transmit the data to another entity where technically feasible.
Withdrawal of Consent: If we are processing your personal information based on your consent (as indicated at the time of collection of such data), you have the right to withdraw your consent at any time. Please note, however, that if you exercise this right, you may have to then provide express consent on a case-by-case basis for the use or disclosure of certain of your personal information, if such use or disclosure is necessary to enable you to utilize some or all of our Products.
Right to File Complaint: You have the right to lodge a complaint about Firetrace’s practices with respect to your personal information with the supervisory authority of your country or EU Member State.

If you are located in the EEA or UK and you believe we are unlawfully processing your personal information, you also have the right to complain to your local data protection supervisory authority. You can find their contact details here: http://ec.europa.eu/justice/data-protection/bodies/authorities/index_en.htm.

If you are located in Switzerland, the contact details for the data protection authorities are available here: https://www.edoeb.admin.ch/edoeb/en/home.html.

7. Notice to California Residents.

This section applies solely to individual residents of the State of California and describes how we collect, use, disclose, and otherwise process their personal information (as defined in the California Consumer Privacy Act of 2018, as amended by the California Privacy Rights Act (“CCPA”)). For the purposes of this section, personal information does not include deidentified, aggregated, or anonymized information that is maintained in a form that is not capable of being associated with or linked to you or a particular household and publicly available information from government records.

Sources of Personal Information

As described in the “Information We Collect and How We Collect It” section of this Privacy Policy, we collect personal information directly from you when you provide it to us and automatically using cookies and other technologies.

Purposes for Collecting Personal Information

We collect, use, and disclose personal information about you for the business and commercial purposes further described in the “How We Use Your Information” section of this Privacy Policy.

Collection, Disclosure, and “Sale” or “Sharing” of Personal Information

As described in the “How We Use Your Information” and “When Do We Disclose Your Information” section of this Privacy Policy, we disclose personal information with our affiliates, advisors, and service providers and contractors that help us operate the Services and our business. We may also disclose personal information with a variety of third parties, including if we are subject to certain corporate transactions or reorganizations; to comply with law or to protect our rights or the rights and safety of others; or for purposes otherwise disclosed or for which you have consented.

For the purposes of this section, when we use the term “third party” we mean entities that are not service providers or contractors providing services on our behalf and that are not entities with whom you interact with directly.

In the last 12 months, we have collected each of the categories of personal information noted below and disclosed it, for a business purpose, to the categories of recipients in the table below. The table also indicates when we sold or shared the personal information to third parties in the last 12 months and the types of third parties.

Category of Personal Information	Categories of Recipients to Whom Personal Information Is Disclosed for Business Purposes	Categories of Third Parties to Whom Personal Information is Sold or Shared
Identifiers, such as name, email address, online identifiers and other information.	Service Providers and Contractors, such as Analytics Vendors, Law Enforcement, Affiliates, Regulatory Bodies, Government Authorities, Government Agencies	Website analytics provider; social networks
Internet/Network Activity Information, such as browsing history, search history, IP address, Device Information, and log and analytics data.	Service Providers and Contractors, such as Analytics Vendors, Law Enforcement, Affiliates, Regulatory Bodies, Government Authorities, Government Agencies	Website analytics provider; social networks
Geolocation Data, such as location information from your device or estimated based on your IP address.	Service Providers and Contractors, such as Analytics Vendors, Law Enforcement, Affiliates, Regulatory Bodies, Government Authorities, Government Agencies	Website analytics provider; social networks
Commercial Information, such as products or services purchased, obtained or considered, and other information relating to your hobbies, interests and shopping behavior.	Service Providers and Contractors, such as Analytics Vendors, Law Enforcement, Affiliates, Regulatory Bodies, Government Authorities, Government Agencies	Website analytics provider; social networks
Professional or Employment Related Information, such as job title.	Service Providers and Contractors, such as Analytics Vendors, Law Enforcement, Affiliates, Regulatory Bodies, Government Authorities, Government Agencies	N/A
Other Personal Information, such as information you post on social media pages and information you submit to us.	Service Providers and Contractors, such as Analytics Vendors, Law Enforcement, Affiliates, Regulatory Bodies, Government Authorities, Government Agencies	N/A

We do not use or disclose Sensitive Personal Information outside of the permitted purposes set forth under Section 7027(m) of the CCPA Regulations.

We do not knowingly collect the personal information of minors under age 16 and do not sell such information.

Data Retention

How long we retain your Personal information depends on the type of data and the purpose for which we process the data. The criteria used to determine the retention periods include: (i) how long the personal information is needed to provide the website services and operate the business; (ii) the type of personal information collected; and (iii) whether we are subject to a legal, contractual, or other obligation to retain the personal information (e.g., mandatory data retention laws, government orders to preserve data relevant to an investigation, or data that must be retained for the purposes of litigation or disputes).

Your California Privacy Rights

As a California resident, you may be able to exercise the following rights in relation to your personal information that we or our service providers or contractors have collected (subject to certain limitations at law):

Right to Know. The right to request the following information relating to the personal information we have collected about you and disclosed about you:
- The categories of personal information we have collected about you;
- The categories of sources from which the personal information was collected;
- The business or commercial purposes for collecting, selling, or sharing the personal information;
- The categories of third parties with whom the business shares personal information;
- The categories of personal information sold, and for each category identified, the categories of third parties to whom it sold that particular category of personal information; and
- The categories of personal information that the business disclosed for a business purpose, and for each category identified, the categories of third parties to whom it disclosed that particular category of personal information.
Right to Know Specific Pieces of Information. The right to obtain a copy of the specific pieces of personal information we have collected about you in a structured, machine-readable format that may be transmitted to another entity without hindrance, to the extent technically feasible.
Right to Correct. The right to request that we correct your inaccurate personal information maintained by us.
Right to Request Deletion. The right to request the deletion or erasure of personal information we have collected from you, subject to certain exceptions.
California’s Shine the Light Law. California Civil Code Section 1798.83, known as the “Shine the Light” law, permits our Website visitors who are California residents to request and obtain from us a list of their personal information (if any) that we disclosed to third parties for direct marketing purposes in the preceding calendar year and the names and addresses of those third parties. Requests may be made only once a year and are free of charge. We currently do not share any personal information with third parties for their direct marketing purposes.

Nondiscrimination

We do not discriminate against you for request any of the rights noted above. We are permitted to deny or limit your request in accordance with applicable laws.

How to Exercise Your California Privacy Rights

To exercise your right to know, access, correct, and/or delete, please submit a request to us by emailing us at privacy@firetrace.com with the Subject Line “Privacy Request” or access our Privacy Rights Form.

To exercise your right to opt-out of personal information sales or sharing, please submit a request by clicking the “Do Not Sell or Share My Personal Information” in the footer of our website and following the instructions on the window that pops up.

We may ask for certain information to verify a request in accordance with applicable law. In certain circumstances, we may decline a request to exercise the rights described above, in accordance with applicable law.

If you would like to print a copy of this Privacy Policy, please select the “Print” button in your web browser.

8. Third-Party Sites

This Privacy Policy also does not apply to any other third-party website, including those that may be linked to the Site. We do not control the privacy policies or practices of others nor the content or operation of these websites. We encourage you to ask questions and read the privacy policies of other websites before you disclose any personal information to them.

9. Users Outside the United States

We are headquartered in the United States. If you are located outside of the United States, your personal information will be transferred and stored by us or our service providers in the United States.

10. Protection of Your Information

We employ reasonable technical, administrative, and physical security measures designed to protect any personal information you provide through the Services from unauthorized access or use. You should be aware, however, that “perfect security” does not exist on the Internet, and there is always the risk that unauthorized persons may access or use your personal information. We will not be responsible or liable for any damages, losses, or causes of action arising out of or in connection with the disclosure of your personal information. You use the Services and send us such information at your own risk.

11. Children’s Privacy

Our Services are not intended for children under age 18. If we learn that we have inadvertently collected personal information from anyone under the age of 18, we will delete it. If you believe that we have collected personal information from anyone under the age of 18, please contact us using the contact information at the bottom of this Privacy Policy.

12. Contact Us

To contact us about this Privacy Policy, please send an email to privacy@firetrace.com. You can also contact us by writing to this address:

Firetrace International
Privacy Support
8435 N. 90^th Street
Scottsdale, Arizona 85258