BURTON’S PRIVACY AND COOKIES POLICY
Updated September 18, 2023
For the purposes of European data protection law, the data controller of burton.com is The Burton Corporation. The data controller is responsible for determining why your data is collected and how it is processed.
In this Policy, we cover:
- Notice at Collection
- Information We Collect
- How We Collect Information
- How We Use Your Information
- Who We Share Information With
- Google Analytics
- Protection of Children's Privacy
- Your Rights
- Important Information for U.S. Residents of California
- Information for International Users
- How Secure is My Personal Information?
- Data Retention
- Questions/Contact Us
1. Notice at Collection
|Personal Information We Collect||How We Use Your Personal Information|
|Commercial or Transactions Information||
|Precise Location Information||
|Social Media Information||
|Internet Activity Information||
|Information About Your Customer Experience||
We may sell or share Contact Information, Account Information, Demographic Information, Social Media Information, Internet Activity Information, Information About Your Customer Experience, and inferences we may make about you to analytics and advertising providers for targeted advertising on and off burton.com , to measure the effectiveness of our advertising and prevent fraud, and to assist us in providing you with products and services.
We may disclose certain categories of personal information to third parties (as defined by applicable law) for the business purposes described above. For example, we may disclose any of the above categories of information to comply with the law, respond to legal process, cooperate with law enforcement, or to exercise or defend legal claims. This may include our outside attorneys.
For information on our retention practices, please see the “Data Retention” section below.
To learn how you can exercise your rights in relation to your personal information, under the laws of certain states, including California please visit this link.
2. Personal Information We Collect
We collect information you give us, permit us to access or when you enter into a contract or sales transaction with us. Such information generally falls into the following categories:
- Contact information, including identifiers such as your name, e-mail, physical address and telephone number;
- Account information, such as your username and password, birthdate, order history and preferences when using our products or services and information we need to honor warranties for products you have purchased;
- Demographic information, such as your gender and your date of birth;
- Payment information, such as your credit card number, expiration date, card verification number, and billing address if you make a purchase.
- Commercial or transactions information, including records of products and services purchased, obtained, or considered, and your engagement with our site and services.
- Precise location information, including GPS information, activity and performance information;
- Social media information, including any profile information and contact lists (collected in limited circumstances); and
- Internet activity information, such as your IP address, browser type and language, operating system, cookie information (described below), web beacons (described below), pages visited on our site, referring and exit pages, and the dates and times of the visits.
- Information about your customer experience, including your responses to survey questions, reviews and other feedback you provide, and general information that customers provide about customers’ experiences. Our methods for collecting information about your experience may also collect information about your browser or device, but generally do not include identifying information such as your name and email address, unless you choose to provide it.
- Inferences about you and your interests and personal preferences (such as the sports and activities that may interest you.
3. How We Collect Personal Information
We collect and obtain personal information:
- From you. We collect personal information that you provide to us when you sign up for an account, contact us, make a purchase, enter a sweepstakes or contest, or apply for a job with us.
- From your device, including through:
- Cookies. We automatically collect information using "cookies." Cookies are small data files stored on your hard drive by a web site. Among other things, cookies help us improve our site and your experience. Using cookies helps us see which areas and features are popular and helps us count visits to our site. In certain jurisdictions, you may be asked to consent to any cookies that are not deemed “necessary” to the operation of our website. In that case, when you click "Accept" on our consent request, you agree to the placement of cookies on your browser by us, our analytics and service providers, and marketing partners. If you do not click "Accept", then we will remember your opt-out preference. You may change your preferences or withdraw your consent at any time. Many web browsers are set to accept cookies by default. Wherever you are located, y you can usually choose to set your browser to remove cookies and to reject cookies from our site. If you set your browser not to accept cookies or if you reject a cookie, it may affect certain features or services of our site.
- Web Beacons. We collect information using web beacons. Web beacons, or "gifs," are electronic images that are used on our site or in our e-mails. We use web beacons to deliver cookies, count visits, understand usage and campaign effectiveness and to tell if an email has been opened and acted upon. If you do not wish for us to track emails we send you, some e-mail services allow you to adjust your display to turn off HTML or images which may disable tracking, or you may unsubscribe from our marketing e-mails via contacting Burton's Rider Services or clicking "unsubscribe" in any marketing email.
- From other third parties. A number of our suppliers also set cookies, web beacons, pixels, tags, and scripts on your browser or device on our behalf when you visit our site in order to deliver the services they are providing, analyze trends and site performance, administer the site, track users' movements and behavior around the site, measure advertising effectiveness, and prevent fraud. This means that when you visit our site you receive cookies from third party websites or domains. In addition, we may receive your information from third-party shopping services. We use that information only to fulfill orders.
In the U.S., you can opt out of third-party tracking on our website or others for online behavioral advertising by visiting the Digital Advertising Alliance’s (DAA's) Consumer Choice page at http://www.aboutads.info/choices/ or the Network Advertising Initiative's page at http://www.networkadvertising.org/choices/. In Europe, you can make choices about whether to allow tracking when you first visit our site and are asked to accept cookies and other trackers.
In some U.S. states, you may choose not to have your personal information sold, shared, or disclosed through cookies or otherwise. See “Your U.S. State Privacy Rights” for more details on how you can make these choices in California and certain other states.
4. How We Use Your Personal Information
Except as set forth below in this section, we will keep all personal information collected from you, including personal information collected on burton.com, confidential. We will use the collected personal information for the following purposes:
- To fulfill the services and provide the products you request from us. For this purpose, we typically collect contact information, account information, payment information, commercial or transactions information, location information, and internet activity information.
- To enhance or customize your shopping experience with us. For this purpose, we typically use account information, demographic information, and internet activity information.
- To better understand how users access and use our site, both on an aggregated and individualized basis. For this purpose, we typically use all categories of personal information that we collect.
- To evaluate our site and our offerings to you as a visitor. For this purpose, we typically use internet activity information.
- To respond to user preferences. For this purpose, we typically use account information, contact information, and internet activity information.
- For research and analytical purposes. For this purpose, we typically use all categories of information that we collect.
- To send you marketing notices including promotions of our products and services. For this purpose, we typically use contact information, demographic information, and location information.
We use sensitive personal information only for the purposes permitted under California law or regulations.
The laws in some jurisdictions require companies to tell you about the legal ground they rely on to use or disclose your information. To the extent those laws apply, our legal grounds are as follows:
- To honor our contractual commitments to you: Much of our processing of personal information is to meet our contractual obligations to our users, or to take steps at users’ requests in anticipation of entering into a contract with them. For example, we process your personal information to provide the website, products and services to you.
- Legitimate interests: In many cases, we process personal information on the ground that it furthers our legitimate interests in commercial activities in ways that are not overridden by the interests or fundamental rights and freedoms of the affected individuals. This includes providing security for our websites, products, software, applications, and services; operating our business and our services; ensuring safe environments for our staff and visitors; making and receiving payments; complying with legal requirements and defending our legal rights; preventing fraud and knowing the customer to whom we are providing services.
- Consent: Where required by law, and in some other cases, we handle personal data on the basis of your consent.
- Legal compliance: We need to use and disclose personal information in certain ways to comply with our legal obligations (such as our obligation to keep track of purchases for tax and auditing purposes).
5. Disclosure of Personal Information
We disclose your personal information as described below:
- Authorized service providers. We employ other companies to perform functions on our behalf. These other companies help us by fulfilling orders, delivering packages, sending postal mail and e-mail, removing repetitive information from customer lists, analyzing data, analyzing traffic on our websites, providing marketing assistance, providing surveys about our products and services, providing search results and links (including paid listings and links), processing credit card payments, assessing risk, automating decisions, and preventing fraud, and providing customer service. These companies have access to your information only as needed to perform their functions, but they are not permitted to use it for other purposes. We disclose account information, payment information, and commercial information to these service providers. We may also disclose information about your customer experience with service providers who help us work to improve your experience. We may provide location information and Internet activity information to service providers in certain circumstances.
- Advertising platforms and social networks. We disclose information to companies that help us with our advertising and marketing efforts, including advertising platforms and social networks. For example, we disclose Internet activity data and email addresses or other contact information to advertising platforms and social networks when we advertise through their platforms.
- Data partners. In the United States, we participate in cooperative data sharing programs for marketing purposes, where participants provide customer contact information for U.S. customers and commercial/transactions information to the program vendor. We provide account information and Internet activity information to these data partners. This disclosure of information allows participants to identify and segment persons who may be interested in the participants' products and services in order to target such persons with relevant marketing. In connection with our participation in these programs, we disclose U.S. customers' names, physical addresses, aggregate transaction information, and purchase history information to other companies for their marketing purposes. (We do not generally disclose names and addresses to social networks.) If you are a U.S. customer and you do not wish to have your name, physical address, transaction or purchase history information disclosed or used through these cooperative programs, you may choose to not participate and can let us know by contacting us via the methods set forth on https://www.burton.com/us/en/contact-us.
- Burton companies. We disclose your information to our affiliate companies in order to perform our contract with you, including the provision of our products and services. We disclose all categories of information freely to our affiliated companies.
- Law enforcement agencies, governmental authorities or regulators. We release account and other personal information when we believe release is appropriate to comply with the law, enforce or apply our conditions of use and other agreements, or protect the rights, property, or safety of burton.com, our users, or others. Typically, government authorities request account information, but we disclose any information required by valid legal process.
- Credit reference and fraud prevention agencies. We exchange information with other companies and organizations for fraud protection and credit risk reduction. We disclose account information, including payment information and sometimes Internet activity information to these companies.
- Organizations in connection with a business transfer. We will release information if we are acquired by or merged with another company, or if substantially all of our assets are transferred to another company, or as part of a bankruptcy proceeding.
6. Google Analytics
Burton.com uses a tool called Google Analytics for site analysis and also makes use of other Google Analytics features, including remarketing and audiences. For more information about Google Analytics and these features, go to http://www.google.com/policies/privacy/partners ("How Google uses data when you use our partners' sites or apps"). Website users who don't want their data collected and disclosed to Google Analytics can install the Google Analytics opt-out browser add-on. To opt out of Google Analytics, go to https://tools.google.com/dlpage/gaoptout.
7. Protection of Children's Privacy
We do not solicit or knowingly collect any personal information from children under the age of 18, and do not knowingly sell or share the personal information of anyone under the age of 16. This website is intended for users over the age of 18. If you believe that a child under 13 may have provided personal information to us, please contact us at firstname.lastname@example.org
8. Your Rights and Choices
We collect and process your personal information on the basis that your personal information is required for us to provide the website, and any products and services you request or for the purposes set out in this Policy. In accordance with applicable law, you may have the right to request that we:
- Provide you information about how we use your personal information;
- Give you access to, and a copy of, your personal information that we store on our system;
- Update, correct or delete your information held in our files;
- Stop using, and require that third parties stop using, some or all of your personal information for certain purposes, even if you continue to use our site or services; and
- Discontinue contacting you.
You also have the right to withdraw any consent you give us. In some cases, if you withdraw your consent or ask us to delete your information, it may impact upon our ability to provide certain services to you.
If you would like to make a request, you can send us an email at email@example.com or contact us by mail at: The Burton Corporation, 180 Queen City Park Road, Burlington, VT 05401, Attn: General Counsel.
Additionally, if you are located in the European Union, you have the right to lodge a complaint with your local supervisory data protection authority about our use of your personal information.
We may use the methods described in this Policy to identify you, collect your precise location, or make inferences about you as described above. Where required by applicable law, you have the option to activate these features by consenting to precise location collection via your browser or device settings (location) or by creating an account with us.
9. Important Information for U.S. Residents
If you are resident of certain states in the U.S., you may have additional choices and rights regarding your personal information. Some of these choices and rights vary based on where you live. For additional information about your choices and rights under certain U.S. state privacy laws, please visit this link.
10. Information for International Users
Where required, we will use appropriate safeguards for transferring data outside of the EEA. This includes signing Standard Contractual Clauses that govern the transfers of such data, which may be used in conjunction with additional safeguards. For more information about these safeguards, please contact us as set forth below. When another company transfers your data to the U.S., we agree to protect your data as required under the EU General Data Protection Regulation.
11. How Secure is My Personal Information?
We have implemented administrative, technical, and physical safeguards that are designed to protect the information we collect from loss, misuse, and unauthorized access, disclosure, alteration, and destruction, consistent with industry practice and applicable laws. Please be aware that despite our best efforts, no data security measures can guarantee 100% security. While we strive to protect information transmitted on or through our site, we cannot and do not guarantee the security of any information you transmit on or through the site and you do so at your own risk. In addition, we have implemented organizational measures, such as defining roles and responsibilities, for all employees that handle personal information.
You should take steps to protect against unauthorized access to your password, phone, and computer by, among other things, signing off after using a shared computer, choosing a robust password that nobody else knows or can easily guess, and keeping your log-in and password private. We are not responsible for any lost, stolen, or compromised passwords or for any activity on your account via unauthorized password activity, except where otherwise required by applicable law.
12. Data Retention
We will keep the information we hold about you for as long as we believe is necessary to provide you with the products, information and services you requested, or for the purposes for which it was collected. We will also keep information when necessary to comply with legal obligations, to defend or assert our legal rights, or respond to valid legal requests.
In all cases, in addition to the purposes, we consider the amount, nature and sensitivity of the personal information, as well as the potential risk of harm from unauthorized use or disclosure of your personal information, in determining how long to retain it.
13. Questions/Contact Us