Privacy policy

Last updated: September 10, 2026

This Privacy Policy describes how Primitive Labs Water Filter (“Primitive Labs,” “we,” “us,” or “our”) collects, uses, stores, and shares your personal information when you visit or make a purchase from primitivelabswaterfilter.com (the “Site”), contact us, or otherwise interact with our services.

By using our Site, you acknowledge the practices described in this Privacy Policy.

1. Who We Are

Primitive Labs Water Filter operates an online store offering water filtration products and related accessories.

For privacy-related questions or requests, contact us at:

Email: support@primitivelabswaterfilter.com
Website: primitivelabswaterfilter.com

Where required by applicable data protection law, Primitive Labs Water Filter acts as the data controller responsible for determining how your personal information is processed.

2. Information We Collect

We may collect personal information directly from you, automatically through your use of our Site, and from third parties that help us operate our business.

Information You Provide to Us

When you place an order, create an account, contact us, submit a form, subscribe to marketing communications, request a return, or otherwise interact with us, we may collect information such as:

• name;
• email address;
• telephone number;
• billing address;
• shipping address;
• order information;
• purchase history;
• account details;
• communications with customer support;
• return and refund information; and
• any other information you voluntarily provide.

Payment Information

Payments are processed through third-party payment processors such as Shopify Payments, credit card networks, PayPal, or other payment providers made available at checkout.

We generally do not directly store your complete payment card details.

Payment processors may collect and process information such as your payment method, billing details, transaction information, fraud-prevention data, and device information in accordance with their own privacy policies.

Device and Technical Information

When you visit our Site, certain information may be collected automatically, including:

• IP address;
• browser type;
• operating system;
• device type;
• language settings;
• approximate location;
• referring website;
• pages viewed;
• time spent on pages;
• links clicked; and
• other technical information about your interaction with the Site.

Shopping and Browsing Activity

We may collect information about how you interact with our store, including:

• products viewed;
• products added to cart;
• checkout activity;
• abandoned carts;
• purchases;
• search activity; and
• interactions with promotional content.

Customer Service Communications

If you contact us by email, contact form, chat, social media, or another communication channel, we may retain the content of those communications.

This may include messages relating to:

• shipping inquiries;
• tracking updates;
• returns;
• disputes;
• refunds;
• chargebacks;
• product questions; and
• customer service issues.

3. Cookies and Similar Technologies

We use cookies, pixels, scripts, local storage, and similar technologies to operate our Site and understand how visitors use it.

These technologies may be used for:

• essential website functionality;
• cart and checkout operation;
• account login;
• remembering preferences;
• analytics;
• fraud prevention;
• advertising;
• conversion measurement; and
• personalizing your experience.

Cookies may remain on your device for different periods depending on their purpose.

You may be able to control or disable cookies through your browser settings or through any cookie-management tools provided on our Site.

Disabling certain cookies may affect how the Site functions.

4. Analytics and Advertising

We may use third-party analytics and advertising tools to understand customer behavior, improve our website, and measure advertising effectiveness.

These services may include, where used:

• Shopify analytics;
• Meta/Facebook advertising tools;
• Google advertising and analytics services;
• Microsoft Clarity;
• TikTok advertising tools; and
• similar analytics, session-replay, conversion, or advertising platforms.

These providers may collect information such as:

• IP address;
• device identifiers;
• browser information;
• page views;
• clicks;
• shopping activity;
• conversion events; and
• advertising interactions.

We may also share hashed identifiers or similar information with advertising providers for audience matching, retargeting, measurement, and conversion tracking.

Certain forms of advertising-related data sharing may qualify as a “sale,” “sharing,” or use for “targeted advertising” under certain U.S. state privacy laws even where no money is exchanged for the data.

5. Session Replay and Behavioral Analytics

We may use session-replay or behavioral-analytics tools to understand how visitors use our Site.

These tools may record or analyze interactions such as:

• clicks;
• scrolling;
• mouse movements;
• navigation;
• form interactions; and
• page activity.

We use this information for purposes including:

• troubleshooting;
• improving usability;
• identifying technical problems;
• fraud prevention;
• security; and
• improving customer experience.

We do not intentionally use such tools to collect sensitive payment-card information entered into secure payment fields.

6. How We Use Your Information

We may use personal information for the following purposes:

• processing and fulfilling orders;
• arranging shipment and delivery;
• providing order confirmations;
• providing shipping and tracking updates;
• responding to customer questions;
• processing returns, replacements, and refunds;
• managing warranties;
• communicating regarding disputes or chargebacks;
• preventing fraud and unauthorized transactions;
• detecting suspicious activity;
• securing our Site and systems;
• maintaining customer accounts;
• improving our products and services;
• performing analytics;
• personalizing your experience;
• providing advertising;
• measuring marketing performance;
• complying with legal obligations;
• enforcing our policies and Terms of Service; and
• protecting our legal rights.

7. Fraud Prevention and Chargebacks

We may process and retain information relating to suspected fraud, unauthorized transactions, payment disputes, and chargebacks.

This may include:

• order records;
• IP addresses;
• transaction details;
• customer communications;
• tracking records;
• delivery confirmation;
• shipping addresses;
• account history;
• device information; and
• payment-provider information.

Where a chargeback or payment dispute occurs, we may provide relevant evidence to:

• Shopify;
• payment processors;
• card networks;
• issuing banks;
• acquiring banks;
• fraud-prevention providers;
• shipping carriers; and
• legal or regulatory authorities where appropriate.

8. Artificial Intelligence and Automated Tools

We may use automated or AI-assisted systems to support business operations.

These systems may be used for purposes such as:

• customer-service assistance;
• fraud detection;
• analytics;
• marketing analysis;
• product recommendations;
• content creation;
• order-risk analysis; and
• identifying unusual transaction patterns.

Where required by law, human review may be used before decisions with significant legal or similar effects are made.

9. How We Share Personal Information

We may share personal information with service providers and other parties necessary to operate our business.

These may include:

Shopify

Our store may be hosted and operated using Shopify.

Shopify may process information relating to:

• orders;
• customers;
• payments;
• website activity;
• analytics;
• marketing; and
• fraud prevention.

Payment Processors

We may share transaction-related information with payment processors and financial institutions necessary to complete payments, refunds, or dispute resolution.

Shipping and Fulfillment Providers

We may share necessary customer information with:

• fulfillment warehouses;
• postal services;
• couriers;
• international shipping partners; and
• last-mile delivery providers.

This may include your name, delivery address, telephone number, email address, and order details.

Advertising and Analytics Providers

Where permitted, we may share limited information with advertising and analytics platforms for:

• measurement;
• analytics;
• retargeting;
• conversion tracking;
• audience creation; and
• marketing optimization.

Professional and Legal Advisers

We may share information with accountants, attorneys, insurers, consultants, or other professional advisers where reasonably necessary.

Legal Requirements

We may disclose personal information where we reasonably believe disclosure is necessary to:

• comply with applicable law;
• respond to legal process;
• enforce our agreements;
• investigate fraud;
• protect our rights;
• protect customers or others; or
• cooperate with lawful requests from authorities.

Business Transactions

If our business is involved in a merger, acquisition, sale, financing, restructuring, insolvency, or similar transaction, personal information may be transferred as part of that transaction.

10. We Do Not Sell Personal Data in the Traditional Sense

We do not sell customer personal information in exchange for money in the traditional sense.

However, certain advertising and data-sharing activities may legally qualify as “selling” or “sharing” under some U.S. state privacy laws.

Where required by law, you may have the right to opt out of such activity.

11. Data Retention

We retain personal information for as long as reasonably necessary for the purposes described in this Privacy Policy.

Retention periods may depend on:

• the nature of the information;
• the purpose for which it was collected;
• legal requirements;
• tax and accounting obligations;
• fraud prevention;
• chargeback and dispute periods;
• warranty obligations; and
• potential legal claims.

Order and transaction records may be retained for several years where necessary for accounting, tax, legal, fraud-prevention, or dispute-resolution purposes.

12. Security

We use reasonable administrative, technical, and organizational measures designed to protect personal information.

These may include:

• encrypted connections;
• secure payment processing;
• access controls;
• account permissions;
• fraud detection; and
• security monitoring.

However, no method of internet transmission or electronic storage is completely secure.

We therefore cannot guarantee absolute security.

13. International Data Transfers

Our customers, service providers, and technology providers may be located in different countries.

As a result, your personal information may be processed outside the country where you live.

Where required by applicable law, we use appropriate safeguards for international transfers, which may include:

• Standard Contractual Clauses;
• adequacy decisions;
• contractual safeguards; or
• other legally recognized transfer mechanisms.

14. Your Rights in the European Economic Area and United Kingdom

If you are located in the European Economic Area, United Kingdom, or another jurisdiction providing similar rights, you may have the right to:

• access your personal information;
• request correction;
• request deletion;
• request restriction of processing;
• object to certain processing;
• receive certain information in portable format;
• withdraw consent;
• object to direct marketing; and
• lodge a complaint with a data protection authority.

Certain rights may be limited where we must retain information for legal, accounting, fraud-prevention, contractual, or dispute-resolution purposes.

To submit a request, contact:

support@primitivelabswaterfilter.com

We may need to verify your identity before completing a request.

15. U.S. State Privacy Rights

Depending on where you live, applicable U.S. state privacy laws may provide rights including:

• access;
• correction;
• deletion;
• portability;
• opting out of targeted advertising;
• opting out of the sale or sharing of personal information;
• limiting certain uses of sensitive information; and
• appealing a denied privacy request.

Where legally required, we will honor recognized opt-out preference signals such as Global Privacy Control.

To exercise a privacy right, contact us at:

support@primitivelabswaterfilter.com

We will not unlawfully discriminate against you for exercising applicable privacy rights.

16. Marketing Communications

If you consent to receive marketing messages from us, we may send promotional emails or other communications.

You may unsubscribe at any time by using the unsubscribe link contained in our marketing emails.

Even after unsubscribing from marketing, we may continue to send non-promotional communications relating to:

• orders;
• delivery;
• customer service;
• refunds;
• returns;
• security; or
• account matters.

17. Public Reviews and User Content

If you submit a review, testimonial, comment, photograph, video, or other content for public display, that information may become publicly visible.

Do not include information in public content that you do not want others to see.

18. External Websites

Our Site may contain links to websites or services operated by third parties.

We are not responsible for the privacy practices, content, or security of third-party websites.

We encourage you to review their privacy policies before providing personal information.

19. Children’s Privacy

Our Site is not intended for children under the age of 16.

We do not knowingly collect personal information directly from children under 16.

If you believe a child has provided personal information to us, contact us at:

support@primitivelabswaterfilter.com

20. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in:

• our business;
• our technology;
• our service providers;
• our legal obligations; or
• our privacy practices.

The revised policy becomes effective when posted on our Site unless otherwise stated.

21. Contact Us

For questions or requests regarding this Privacy Policy, contact:

Primitive Labs Water Filter
Email: support@primitivelabswaterfilter.com
Website: primitivelabswaterfilter.com