Privacy Policy

1. Introduction

This Privacy Policy describes how TruNutra LLC, doing business as TruPaws ("TruPaws," "we," "us," or "our"), collects, uses, and discloses your personal information when you visit, use our services, or make a purchase from www.tru-paws.com (the "Site") or otherwise communicate with us regarding the Site (collectively, the "Services").

For purposes of this Privacy Policy, "you" and "your" means you as the user of the Services, whether you are a customer, website visitor, or another individual whose information we have collected pursuant to this Privacy Policy.

Please read this Privacy Policy carefully. By using and accessing any of the Services, you agree to the collection, use, and disclosure of your information as described in this Privacy Policy. If you do not agree to this Privacy Policy, please do not use or access any of the Services.

2. Changes to this privacy policy

We may update this Privacy Policy from time to time, including to reflect changes to our practices or for other operational, legal, or regulatory reasons. We will post the revised Privacy Policy on the Site, update the "Last updated" date, and take any other steps required by applicable law.

We encourage you to review this Privacy Policy periodically to stay informed about how we are protecting your information.

3. Information we collect

3.1 Information you provide directly to us

Information that you directly submit to us through our Services may include:

• Contact details: Your name, address, phone number, and email address.
• Order information: Your name, billing address, shipping address, payment confirmation, email address, and phone number.
• Account information: Your username, password, security questions, and other information used for account security purposes.
• Customer support information: The information you choose to include in communications with us, for example, when sending a message through the Services.
• Payment information: Bank account, credit or debit card information, and billing address (collected by our payment processors).

Some features of the Services may require you to directly provide us with certain information about yourself. You may elect not to provide this information, but doing so may prevent you from using or accessing these features.

3.2 Information we collect automatically

We may also automatically collect certain information about your interaction with the Services ("Usage Data"). To do this, we may use cookies, pixels, tracking tags, and similar technologies ("Tracking Technologies"). Usage Data may include:

• Information about how you access and use our Site and your account
• Device information (device type, operating system, unique device identifiers, advertising identifiers)
• Browser information (browser type, language preferences)
• Network connection information
• Your IP address and general geographic location
• Pages visited, links clicked, products viewed, and other actions taken on our Site
• Referral URLs (the site you visited before coming to ours)
• Date and time stamps of your activities
• Conversion events (purchases, add-to-cart actions, page views, form submissions)

3.3 Information we obtain from third parties

We may obtain information about you from third parties, including:

• Service providers: Companies who support our Site and Services, such as Shopify, analytics providers, and marketing platforms.
• Payment processors: Our payment processors collect payment information to process your payment and fulfill your orders.
• Advertising and marketing partners: Third parties we work with may collect information when you visit our Site, open or click on emails we send you, or interact with our Services or advertisements. This includes Meta (Facebook/Instagram), Google, TikTok, and other advertising platforms.
• Social media platforms: If you interact with us through social media or use social login features, we may receive information from those platforms.

4. How we use your personal information

In addition to the specific uses set out below, we may use information we collect about you to communicate with you, provide or improve the Services, comply with any applicable legal obligations, enforce any applicable terms of service, and to protect or defend the Services, our rights, and the rights of our users or others.

4.1 Providing products and services

We use your personal information to provide you with the Services in order to perform our contract with you, including to:

• Process your payments and fulfill your orders
• Send notifications related to your account, purchases, returns, exchanges, or other transactions
• Create, maintain, and manage your account
• Arrange for shipping and facilitate returns and exchanges
• Provide customer support and respond to your inquiries
• Manage your subscription, including refill shipments every 28 days

4.2 Marketing and advertising

We may use your personal information for marketing and promotional purposes, including to:

• Send marketing, advertising, and promotional communications by email, text message, or postal mail
• Show you advertisements for products or services on our Site and on third-party websites and platforms, including Meta (Facebook and Instagram), Google, TikTok, and other advertising networks
• Create custom audiences and lookalike audiences on advertising platforms using hashed or anonymized data
• Better tailor the Services and advertising based on your interests and preferences
• Measure the effectiveness of our marketing campaigns and attribute conversions
• Conduct market research and analyze customer trends
• Retarget you with advertisements after you visit our Site or interact with our content

4.3 Security and fraud prevention

We use your personal information to detect, investigate, or take action regarding possible fraudulent, illegal, or malicious activity, protect the security and integrity of our Services, verify identities and prevent unauthorized access to accounts, and comply with legal obligations and enforce our Terms of Service.

4.4 Communicating with you and service improvement

We use your personal information to provide you with customer support, respond to your questions and feedback, improve our Services and develop new features, conduct analytics and research to better understand user interaction, and maintain our business relationship with you.

5. Tracking technologies, pixels & cookies

5.1 What are tracking technologies

We use several types of tracking technologies on our Site:

• Cookies: Small text files stored on your device when you visit our Site. They remember your actions and preferences over time.
• Tracking pixels (also called web beacons or pixel tags): Tiny, transparent images embedded in web pages and emails that allow us and our advertising partners to track page views, conversions, email opens, and other user interactions.
• JavaScript tags: Code snippets placed on our Site that collect information about your browsing behavior, device characteristics, and interactions with our content.
• Server-side tracking: We may also transmit certain conversion and event data directly from our servers to advertising platform servers (such as through Meta's Conversions API or Google's server-side tagging) to improve measurement accuracy and reliability.

5.2 Specific tracking technologies we use

We currently use, or may in the future use, the following third-party tracking technologies:

We may add, remove, or change the tracking technologies we use at any time. This list represents our current and anticipated usage as of the date this policy was last updated.

5.3 How pixel and conversion data is used

When you interact with our Site, tracking pixels and conversion APIs may transmit the following types of events to our advertising partners:

• PageView: When you visit any page on our Site
• ViewContent: When you view a specific product page
• AddToCart: When you add a product to your shopping cart
• InitiateCheckout: When you begin the checkout process
• Purchase: When you complete a purchase (including order value and product identifiers)
• Lead: When you submit a form or sign up for communications

This data is used to measure the effectiveness of our advertising, deliver more relevant ads to you across third-party platforms, build audience segments for ad targeting, and optimize our ad spend. Some of this data may be transmitted in hashed or anonymized form, and some may be transmitted alongside identifiers such as your IP address, email address, or advertising device identifiers.

5.4 Advanced matching and data enhancement

We may enable "advanced matching" or "enhanced conversions" features offered by Meta, Google, TikTok, and other platforms. These features allow us to send hashed (one-way encrypted) versions of customer information — such as email addresses, phone numbers, names, and addresses — to advertising platforms to improve ad targeting and conversion measurement accuracy. This data is transmitted in a hashed format and cannot be reversed into its original form by the advertising platform.

5.5 Types of cookies we use

• Essential cookies: Necessary for the Site to function properly. These cannot be disabled.
• Analytics cookies: Help us understand how visitors interact with our Site by collecting and reporting information.
• Marketing cookies: Used to track visitors across websites to display relevant and engaging advertisements. These include cookies set by Meta, Google, TikTok, and other advertising platforms.
• Preference cookies: Enable our Site to remember information that changes the way the Site behaves or looks.

5.6 Managing cookies and tracking preferences

You have several options for managing your tracking preferences:

• Browser settings: Most browsers allow you to remove or reject cookies through browser controls. Please keep in mind that removing or blocking cookies can negatively impact your user experience.
• Opt-out tools: You can opt out of interest-based advertising through the Digital Advertising Alliance (optout.aboutads.info), Network Advertising Initiative (optout.networkadvertising.org), or Your Online Choices (youronlinechoices.eu for EU users).
• Platform-specific controls: You can adjust your ad preferences directly on Meta (facebook.com/adpreferences), Google (adssettings.google.com), and TikTok (through your TikTok account settings).
• Mobile device settings: You can limit ad tracking on your mobile device through your device settings (e.g., "Limit Ad Tracking" on iOS or "Opt out of Ads Personalization" on Android).
• Global Privacy Control (GPC): Our website recognizes the Global Privacy Control signal. If you enable GPC in your browser, we will treat it as a valid request to opt out of sharing/targeted advertising for that browser or device.

Please note that opting out of tracking does not mean you will no longer see advertisements. It means the advertisements you see may be less relevant to your interests. Additionally, blocking cookies may not completely prevent how we share information with third parties such as our advertising partners, particularly where server-side tracking methods are used.

5.7 Do Not Track and Global Privacy Control

Our website recognizes the Global Privacy Control (GPC) signal. If we are able to associate the device sending the signal to an account, we will apply the opt-out request to the account as well. Other than GPC, we do not recognize other "Do Not Track" signals that may be sent from your web browser or device.

6. How we share your personal information

6.1 Third-party service providers

We share your information with vendors and service providers who perform services on our behalf, including:

• IT management and hosting providers
• Payment processing companies
• Data analytics providers
• Customer support partners
• Cloud storage providers
• Fulfillment and shipping companies
• Email and SMS communication service providers (e.g., Klaviyo)
• Advertising and marketing platforms (e.g., Meta, Google, TikTok)

6.2 Advertising partners

We share certain information with advertising partners to deliver targeted advertising, measure ad performance, and create audience segments. This includes sharing hashed customer data, conversion events, browsing behavior, and device identifiers with platforms including but not limited to Meta Platforms (Facebook/Instagram), Google Ads, TikTok Ads, and any future advertising partners we may work with.

6.3 With your consent

When you direct, request, or otherwise consent to our disclosure of certain information to third parties, such as to ship you products, through your use of social media widgets or login integrations, or when you authorize third-party applications or services.

6.4 Business transfers

With our affiliates or otherwise within our corporate group, in our legitimate interests to run a successful business. We may also share your information in connection with a business transaction such as a merger, acquisition, bankruptcy, or sale of assets.

6.5 Legal obligations

We may disclose your information to comply with any applicable legal obligations, enforce any applicable Terms of Service, protect or defend the Services, our rights, and the rights of our users or others, and prevent fraud, illegal activity, or security threats.

6.6 Categories of information disclosed

We have in the past 12 months disclosed the following categories of personal information:

We do not use or disclose sensitive personal information without your consent or for the purposes of inferring characteristics about you.

6.7 Sale and sharing of personal information

Under certain state privacy laws (such as the California Consumer Privacy Act), the sharing of personal information with advertising partners for targeted advertising purposes may be considered a "sale" or "sharing" of personal information. We have "sold" and "shared" personal information over the preceding 12 months for the purpose of engaging in advertising and marketing activities, as follows:

7. Data security & retention

7.1 Security measures

We implement appropriate technical and organizational security measures to protect your personal information, including encryption of data in transit and at rest, regular security assessments and updates, access controls and authentication requirements, and employee training on data protection.

Please be aware that no security measures are perfect or impenetrable, and we cannot guarantee "perfect security." Any information you send to us may not be secure while in transit.

7.2 Data retention

How long we retain your personal information depends on different factors, including whether we need the information to maintain your account, provide the Services, comply with legal obligations, resolve disputes, or enforce contracts. When we no longer need your personal information, we will securely delete or anonymize it in accordance with applicable laws.

8. Your privacy rights

Depending on where you live, you may have some or all of the following rights in relation to your personal information. These rights are not absolute and may apply only in certain circumstances.

• Right to access / know: You may request access to personal information we hold about you, including the categories collected, sources, purposes, and specific pieces of information.
• Right to delete: You may request that we delete personal information we maintain about you, subject to certain exceptions.
• Right to correct: You may request that we correct inaccurate personal information we maintain about you.
• Right to portability: You may request a copy of your personal information in a portable format.
• Right to opt out of sale or sharing: You may direct us not to "sell" or "share" your personal information for targeted advertising purposes. You can exercise this right through the Global Privacy Control signal in your browser, by contacting us directly, or through platform-specific opt-out tools listed in Section 5.6.
• Right to restrict processing: You may ask us to stop or restrict our processing of personal information in certain circumstances.
• Right to withdraw consent: Where we rely on consent to process your personal information, you may withdraw this consent at any time.
• Right to appeal: You may appeal our decision if we decline to process your request by replying directly to our denial.

Managing communication preferences

We may send you promotional emails, and you may opt out of receiving these at any time by using the unsubscribe option displayed in our emails or by contacting us. If you opt out, we may still send you non-promotional emails, such as those about your account or orders.

How to exercise your rights

You may exercise any of these rights by contacting us using the details provided in Section 10. We may need to verify your identity before processing your request. We will respond in a timely manner as required under applicable law.

9. Special provisions

9.1 Children's privacy

The Services are not intended to be used by children under the age of 18, and we do not knowingly collect any personal information about children. If you are the parent or guardian of a child who has provided us with their personal information, you may contact us to request that it be deleted. As of the effective date of this Privacy Policy, we do not have actual knowledge that we "share" or "sell" personal information of individuals under 18 years of age.

9.2 Third-party websites and links

Our Site may provide links to websites or other online platforms operated by third parties. If you follow links to sites not affiliated or controlled by us, you should review their privacy and security policies and other terms and conditions. We do not guarantee and are not responsible for the privacy or security of such sites.

9.3 International data transfers

We may transfer, store, and process your personal information outside the country you live in. Your personal information is also processed by staff and third-party service providers and partners in these countries. For European users, if we transfer your personal information out of Europe, we will rely on recognized transfer mechanisms like the European Commission's Standard Contractual Clauses, unless the data transfer is to a country that has been determined to provide an adequate level of protection.

10. Contact us

If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us:

By using our Services, you acknowledge that you have read, understood, and agree to be bound by this Privacy Policy.