1. Introduction

Welcome to Deep Sea Lures. We are committed to protecting your personal privacy and earning your trust every time you visit our website or make a purchase. This Privacy Policy explains how we collect, use, disclose, and protect your personal information when you visit deepsealures.com or conduct any transaction through our platform.

This policy applies to all users of our website, including visitors, registered account holders, and customers. By accessing or using deepsealures.com, you acknowledge that you have read and understood this Privacy Policy and agree to its terms. If you do not agree with any part of this policy, please discontinue use of our website.

We review and update this policy periodically to reflect changes in our practices, technology, legal requirements, and other factors. We encourage you to review this page regularly.

2. Information We Collect

We collect information in several ways depending on how you interact with our website. The categories below describe what we collect and why.

2.1 Information You Provide Directly

When you create an account, place an order, contact us, or otherwise interact with Deep Sea Lures, you may provide us with:

• Identity information: your full name and username
• Contact information: email address, phone number, billing address, and shipping address
• Payment information: payment card details — note that we do not store your full card number or CVV on our servers; all payment data is processed securely by our third-party payment processors
• Account credentials: username and encrypted password for your customer account
• User-generated content: product reviews, ratings, and any communications you send to our support team

2.2 Information Collected Automatically

When you browse deepsealures.com, certain information is collected automatically through cookies, log files, and similar technologies:

• IP address and approximate geographic location
• Browser type and version (e.g., Chrome 120, Firefox 119)
• Operating system and device type
• Pages visited, products viewed, and time spent on each page
• Referring URLs (the page you visited before arriving at our site)
• Date and time of each visit
• Clickstream data and navigation patterns
• Device identifiers and session identifiers

2.3 Information from Third Parties

We may receive information about you from third-party sources, including:

• Payment processors (e.g., Stripe, PayPal): transaction confirmation and fraud-screening data
• Shipping carriers (e.g., UPS, FedEx, USPS): delivery status updates and address validation
• Analytics providers (e.g., Google Analytics, Hotjar): aggregated behavioral data about site usage
• Advertising partners (e.g., Google Ads, Meta): audience and campaign performance data
• Social media platforms: if you connect a social account or engage with our social media content, we may receive basic profile information as permitted by that platform

3. How We Use Your Information

We use the information we collect for the following purposes:

• Processing, fulfilling, and shipping your orders for fishing lures, tackle, and gear
• Sending order confirmations, shipping updates, tracking information, and receipts
• Creating and managing your customer account
• Providing responsive customer support and resolving disputes
• Personalizing your shopping experience, including product recommendations based on your browsing and purchase history
• Sending promotional emails, newsletters, and special offers — you may opt out at any time (see Section 8.4)
• Improving website performance, layout, and overall user experience through analytics
• Detecting, investigating, and preventing fraudulent transactions and unauthorized access
• Complying with applicable laws, regulations, and legal obligations
• Conducting remarketing and interest-based advertising on third-party platforms

4. Legal Basis for Processing (GDPR)

If you are located in the European Economic Area (EEA), we process your personal data only when we have a valid legal basis to do so. The legal bases we rely on include:

• Contractual necessity: processing required to fulfill your order, manage your account, or provide the services you request
• Legitimate interests: improving our website, preventing fraud, and communicating relevant product information — balanced against your rights and expectations
• Legal obligation: processing required to comply with applicable laws, tax regulations, or court orders
• Consent: for marketing communications and certain cookies — where we rely on your consent, you have the right to withdraw it at any time without affecting the lawfulness of processing carried out before withdrawal

To withdraw consent or submit a data rights request, please contact us at privacy@deepsealures.com.

5. How We Share Your Information

We do not share your personal information with any third party except as described below.

5.1 Service Providers

We share data with trusted third-party service providers who assist us in operating our business. These include payment processors, shipping and logistics partners, email service providers, cloud hosting companies, and analytics providers. All such providers are bound by data processing agreements and are not permitted to use your data for any purpose other than providing services to us.

5.2 Business Transfers

In the event of a merger, acquisition, reorganization, or sale of all or a portion of our assets, your personal information may be transferred as part of that transaction. We will provide you with notice via email or a prominent website notice before your data becomes subject to a materially different privacy policy.

5.3 Legal Requirements

We may disclose your personal information when required to do so by law, regulation, court order, or other legal process, or when we believe in good faith that disclosure is necessary to protect our rights, your safety, or the safety of others, investigate fraud, or respond to a government request.

5.4 Advertising Partners

We may share anonymized, aggregated, or hashed data with digital advertising platforms — including Google Ads and Meta (Facebook/Instagram) — for the purposes of interest-based advertising and audience targeting. This data does not directly identify you. You may opt out of interest-based advertising at any time (see Section 8 and Cookie Policy Section C5).

5.5 We Do Not Sell Personal Data

Deep Sea Lures does not sell, rent, trade, or otherwise exchange your personal information for monetary consideration. We will never sell your data to data brokers or unaffiliated third parties for their own commercial purposes.

6. Data Retention

We retain your personal data only for as long as necessary to fulfill the purposes described in this policy, unless a longer retention period is required or permitted by law:

• Account data: retained for the duration your account is active, plus a reasonable period thereafter in case you wish to reactivate
• Transaction records: retained for a minimum of 7 years to comply with tax, accounting, and legal obligations
• Marketing data: retained until you opt out of marketing communications or submit a deletion request
• Customer support records: retained for up to 3 years to assist with follow-up inquiries and dispute resolution
• Anonymized analytics data: may be retained indefinitely, as it cannot be used to identify you

When data is no longer required, we securely delete or anonymize it in accordance with our data retention schedule.

7. Data Security

We take the security of your personal information seriously and implement a range of administrative, technical, and physical safeguards, including:

• SSL/TLS encryption for all data transmitted between your browser and our servers
• AES-256 encryption at rest for sensitive stored data
• PCI-DSS compliant payment processing through our certified third-party payment partners
• Access controls and role-based permissions ensuring only authorized personnel can access personal data
• Regular security audits and vulnerability assessments of our systems and infrastructure
• Employee training on data protection, privacy best practices, and incident response

8. Your Rights and Choices

Depending on your location and applicable law, you may have the following rights with respect to your personal data.

8.1 Access and Portability

You have the right to request a copy of the personal information we hold about you, in a commonly used, machine-readable format where technically feasible.

8.2 Correction

You have the right to request that we correct any inaccurate or incomplete personal information we hold about you. You may also update certain account information directly through your account settings page.

8.3 Deletion (“Right to Be Forgotten”)

You have the right to request the deletion of your personal data. We will honor such requests subject to our legal obligations — for example, we are required to retain certain transaction records for tax and legal compliance purposes and cannot delete these during the applicable retention period.

8.4 Opt-Out of Marketing

Every promotional email we send includes a clearly visible unsubscribe link. You may opt out of marketing communications at any time by clicking that link or by emailing us at privacy@deepsealures.com. Please allow up to 10 business days for your request to take effect. Note that even after opting out of marketing emails, you will still receive transactional communications related to orders you have placed.

8.5 Do Not Track

Some browsers transmit “Do Not Track” (DNT) signals to websites. At this time, our website does not respond to DNT signals because there is no industry-wide standard for how such signals should be interpreted. We will revisit this practice if a common standard is established. You may manage cookie-based tracking through our Cookie Preference Center (see the Cookie Policy below).

8.6 California Privacy Rights (CCPA)

If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA):

• Right to Know: the right to know what personal information we collect, use, disclose, and share
• Right to Delete: the right to request deletion of personal information we have collected from you, subject to certain exceptions
• Right to Opt Out of Sale or Sharing: as stated in Section 5.5, we do not sell your personal information
• Right to Non-Discrimination: we will not discriminate against you for exercising any of your CCPA rights — you will receive the same quality of service and pricing regardless

8.7 How to Submit a Request

To exercise any of the rights described above, please contact our Privacy Team at privacy@deepsealures.com. We will acknowledge your request within 5 business days and respond fully within 30 days of receipt. We may ask you to verify your identity before processing your request to protect your information from unauthorized access.

9. Children’s Privacy

Deep Sea Lures is not directed to children under the age of 13, and we do not knowingly collect personal information from anyone under 13. If we discover that we have inadvertently collected personal data from a child under 13, we will promptly delete that information from our systems.

If you are a parent or legal guardian and believe your child has provided us with personal information without your consent, please contact us at privacy@deepsealures.com and we will take immediate steps to address the matter.

10. Third-Party Links

Our website may contain links to third-party websites, including fishing manufacturers, fishing forums, tackle review sites, and sponsor pages. These links are provided for your convenience and informational purposes only. Deep Sea Lures does not control those websites and is not responsible for their content, privacy practices, or security standards.

We encourage you to review the privacy policy of every website you visit before providing any personal information. The fact that we link to a third-party site does not constitute an endorsement of that site or its privacy practices.

11. International Data Transfers

Deep Sea Lures is based in the United States, and your information is collected and processed in the United States. If you are accessing our website from outside the United States, please be aware that your data will be transferred to, stored, and processed in the U.S., where data protection laws may differ from those in your country of residence.

For users in the European Economic Area (EEA), United Kingdom, or Switzerland, we ensure that any international transfer of personal data is conducted under appropriate safeguards, including the use of Standard Contractual Clauses (SCCs) approved by the European Commission, or other equivalent legally recognized mechanisms.

12. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our business, practices, technology, or legal requirements. When we make material changes, we will notify you by:

• Sending an email notification to the address associated with your account, and/or
• Displaying a prominent notice on our website

We will provide at least 30 days’ notice before any material changes take effect. Your continued use of deepsealures.com after the effective date of the revised policy constitutes your acceptance of the changes. The “Last Updated” date at the top of this document reflects the date of the most recent revision.

We encourage you to review this page periodically so you are always aware of what information we collect and how we use it.

13. Contact Us

If you have questions, concerns, or requests regarding this Privacy Policy or your personal data, please reach out to our Privacy Team using the contact information below:

Contact Method	Details
Privacy Team	Deep Sea Lures Privacy Team
Email	privacy@deepsealures.com
Mailing Address	Deep Sea Lures, [Business Address]
Phone	[Customer Service Number]
General Inquiries	Response within 5 business days
Data Rights Requests	Response within 30 days as required by applicable law

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This Cookie Policy explains how Deep Sea Lures (“we,” “us,” or “our”) uses cookies and similar tracking technologies on deepsealures.com. It should be read together with our Privacy Policy above, which provides additional context about how we handle your personal information.

C1. What Are Cookies?

Cookies are small text files that are placed on your device (computer, tablet, or smartphone) by your web browser when you visit a website. They are widely used to make websites work efficiently, remember your preferences, and provide information to website owners.

Cookies come in two main types based on duration:

• Session cookies: temporary cookies that exist only for the duration of your browser session and are deleted when you close your browser
• Persistent cookies: cookies that remain on your device for a set period of time (or until you manually delete them), allowing websites to remember you on return visits

Cookies can also be categorized by who sets them:

• First-party cookies: set directly by Deep Sea Lures (deepsealures.com) and used only by us
• Third-party cookies: set by external services such as analytics providers or advertising platforms whose code appears on our website

C2. Why We Use Cookies

We use cookies and similar technologies to serve several important purposes:

• Essential website functionality: keeping your shopping cart active, maintaining your logged-in state, and enabling secure transactions
• Performance and analytics: understanding how visitors use our site so we can improve the experience
• Personalization: remembering your preferences, recently viewed products, and regional settings
• Marketing and advertising: delivering relevant ads and measuring the effectiveness of our advertising campaigns

C3. Types of Cookies We Use

The table below provides a detailed breakdown of the cookies used on deepsealures.com.

Cookie Category	Specific Cookies / Tools	Purpose	Duration	Party
Strictly Necessary	Session management cookies, CSRF protection tokens, load balancing cookies	Maintain shopping cart contents, preserve login state, protect forms against cross-site request forgery, distribute traffic across servers	Session or up to 1 day	First-party
Performance & Analytics	Google Analytics (_ga, _gid, _gat)	Track pages visited, session duration, bounce rate, and traffic sources to help us improve site performance and content	Up to 2 years	Third-party (Google)
Performance & Analytics	Hotjar	Generate heatmaps and session recordings to help us understand how users navigate and interact with the website	Up to 1 year	Third-party (Hotjar)
Functional / Preference	Preference cookies (language, currency, recently viewed, wishlist)	Remember your language/region settings, currency preference, recently viewed products, and saved wishlist items across visits	Up to 1 year	First-party
Marketing & Advertising	Google Ads conversion tracking, Meta Pixel (Facebook/Instagram), Pinterest Tag, Microsoft Clarity	Track conversions from ad campaigns, enable retargeting so that relevant Deep Sea Lures ads may be shown to you on other websites and platforms after your visit	Up to 2 years	Third-party (Google, Meta, Pinterest, Microsoft)
Social Media	Facebook, Instagram, Pinterest, YouTube embedded share/embed buttons	Enable social sharing features and embedded content; these platforms may set their own cookies when you interact with embedded elements	Varies by platform	Third-party

C4. Cookie Consent

When you first visit deepsealures.com, you will see a cookie consent banner that allows you to choose which categories of cookies you accept. The banner presents the following options:

• Accept All: allow all cookie categories including performance, functional, marketing, and social media cookies
• Reject Non-Essential: allow strictly necessary cookies only, and decline all others
• Manage Preferences: choose which specific cookie categories to accept or decline on a granular basis

Strictly necessary cookies cannot be disabled because they are essential to the basic functioning of our website. All other categories are optional and require your consent before being activated.

Your consent preferences are recorded and stored so that you are not asked again on subsequent visits. You can change your preferences at any time using the “Cookie Settings” link found in the footer of every page on our website.

Our cookie consent practices are designed to comply with applicable privacy laws, including the General Data Protection Regulation (GDPR), the ePrivacy Directive, and the California Consumer Privacy Act (CCPA).

C5. How to Manage and Disable Cookies

You have several options for controlling the cookies placed on your device.

Browser Settings

Most web browsers allow you to view, delete, and block cookies through their settings menus. Here is how to access cookie controls in the most common browsers:

• Google Chrome: Settings > Privacy and Security > Cookies and other site data
• Mozilla Firefox: Settings > Privacy & Security > Cookies and Site Data
• Apple Safari: Preferences > Privacy > Manage Website Data
• Microsoft Edge: Settings > Cookies and site permissions > Manage and delete cookies and site data

Please note that browser settings for blocking cookies apply globally and may affect the functionality of other websites you visit.

Our Cookie Preference Center

You can update your cookie preferences for deepsealures.com specifically at any time by clicking the “Cookie Settings” link located in the footer of our website. Changes take effect immediately.

Opt-Out Tools

You may also opt out of specific third-party tracking using the following tools:

• Google Analytics Opt-Out: install the Google Analytics browser add-on at tools.google.com/dlpage/gaoptout
• Google Ads Settings: manage interest-based ads via adssettings.google.com
• Meta Ad Preferences: manage your ad preferences at facebook.com/ads/preferences
• Network Advertising Initiative (NAI) Opt-Out: optout.networkadvertising.org
• Digital Advertising Alliance (DAA) Opt-Out: optout.aboutads.info

Impact of Disabling Cookies

Please be aware that disabling or blocking certain cookies may negatively affect your experience on our website. Specifically:

• Your shopping cart may not persist between pages or sessions
• Login functionality may not work properly, requiring you to sign in repeatedly
• Your saved preferences (language, currency, wishlist) may not be remembered
• Some product features and personalized recommendations may be unavailable

C6. Cookie Duration Summary

Cookie Type	When They Expire	Examples
Session Cookies	When you close your browser	Cart session, login state, CSRF tokens
Short-Term Persistent	Up to 1 day	Load balancing, short-term security tokens
Medium-Term Persistent	Up to 1 year	Preference cookies, Hotjar, wishlist and recently viewed data
Long-Term Persistent	Up to 2 years	Google Analytics (_ga), Google Ads, Meta Pixel, Pinterest Tag

C7. Updates to This Cookie Policy

We periodically review and update this Cookie Policy to reflect changes in the cookies we use, applicable laws, or our business practices. When we make significant updates, we will notify you through our cookie consent banner or by updating the “Last Updated” date displayed at the top of this Cookie Policy section.

We recommend checking this page periodically to stay informed about how we use cookies and what choices are available to you.

C8. Contact for Cookie Questions

If you have any questions or concerns about our use of cookies or this Cookie Policy, please do not hesitate to contact our Privacy Team:

• Email: privacy@deepsealures.com
• Response time: within 5 business days for general inquiries

For data rights requests related to information collected via cookies, we will respond within 30 days in accordance with applicable law.