Privacy Policy

PURE AQUA VITAE — Privacy Policy (US Only)

Effective Date: August 01, 2024
Last Updated: October 02, 2025

1. PERSONAL INFORMATION WE COLLECT

"Personal Information" is information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, to you. Personal Information includes "Personal Data" as defined in applicable privacy laws.

We may collect the following Personal Information about you:

  • Contact Information and Identifiers, including name, account name, username, unique personal identifier, online identifier, IP address, email address, physical address, and phone number.
  • Commercial Information, including purchase, payment, billing, and other financial information; records of products or services purchased, obtained, or considered; and other purchasing or consuming histories or tendencies.
  • Demographic Information, including age and birth date.
  • Internet or Other Electronic Network Activity Information, including browsing history, search history, information on your interaction with our website, application logs, device data and registration, browser type, device model and operating system, referring domains, timestamps, user clicks, visit duration, specific pages visited, and social media account information. For more information about how we collect information through cookies and other tracking technologies, please see the Cookies and Other Tracking Technologies section below.
  • Location Data, including physical location based on information you provide directly or inferred from your IP address.
  • Audiovisual Information, including audio recordings of customer care calls, video, or similar information, as permitted by applicable law.
  • Communications with Us, including the contents of your communications with us via phone, email, text message, chat, or other means (such as survey responses, product reviews, and comments on our blog and social media pages).
  • Marketing and Communications Information, including the processing of your preferences in receiving marketing materials from us and your communication preferences.

We may collect information about the performance of Pure Aqua Vitae products and may combine this with Personal Information we process about you. We may also collect aggregate and anonymized information, such as statistical data, regarding the use and performance of our Services. The aggregated and anonymized information we use does not allow any individual to be identified.

The Personal Information we collect about you may not include all of the examples listed above, depending on your interactions with us.

2. WHY WE COLLECT PERSONAL INFORMATION

We may use your Personal Information for any purposes not inconsistent with our statements under this Privacy Policy, or otherwise made by us in writing at the point of collection, and any purposes not prohibited by applicable law, including:

  • Providing Our Products and Services, including processing orders, transactions, and payments; providing you with appropriate products and recommendations; and maintaining your accounts.
  • Identifying You, including confirming your identity when signing up to use the Services, verifying your identity to process a transaction, and recognizing you when you use our Services.
  • Communicating with You, including contacting you about our products and Services, your orders, and updates to our terms and policies; obtaining your feedback; and tailoring our communications to you.
  • Providing Customer Support Services, including providing customer support over the phone, by email, or through online chats to assist with inquiries, technical issues, or other matters related to the Services.
  • Conducting Analytics and Improving Our Products and Services, including understanding and improving our Services and products; providing you with a better Service experience; and performing research and analytics.
  • Serving Marketing and Advertising, including sending you relevant marketing materials and advertisements; showing you relevant ads while you browse the internet or use social media; and allowing you to participate in our promotions and loyalty programs.
  • Operating Our Business, including performing audits, research, and analysis; maintaining our Services; administering our relationships with our customers, dealers, suppliers, and other vendors; and otherwise managing our business.
  • Securing Our Services and Detecting Fraud, including detecting, identifying, investigating, and preventing fraud and illegal or malicious activities; protecting our Services; authenticating users; and monitoring unauthorized access.
  • Managing Legal and Compliance, including preparing for and participating in litigation; enforcing our policies and terms; protecting our rights; fulfilling our legal obligations; and complying with legal and regulatory obligations.

3. HOW WE COLLECT PERSONAL INFORMATION

We may collect your Personal Information through various means, including:

  • Directly From You when you register an account, exchange communications with us, obtain customer service, participate in promotional activities, post reviews, or connect with us via social media.
  • Automatically Through Your Use Of Our Services through cookies and other online tracking technologies, as described in the Cookies and Other Online Tracking Technologies section below.
  • From Our Authorized Dealerships, including when you purchase our products or register for home installation through your local dealership.
  • From Our Vendors that help us operate our business and collect Personal Information on our behalf, including software and website vendors.
  • From Other Parties, including business partners and data brokers. To understand your rights and choices regarding Personal Information collected by other companies, please consult their privacy policies.

We may offer you the ability to interact with our interactive artificial intelligence ("AI") chatbots. By using our chatbot, you are interacting with Pure Aqua Vitae's AI platform and not a live person, and you are subject to our Terms and Conditions and this Privacy Policy. Do not provide confidential or proprietary information when using the chatbot. Information provided by the chatbot is for general information only and has not been reviewed for content or accuracy.

4. COOKIES AND OTHER ONLINE TRACKING TECHNOLOGIES

Pure Aqua Vitae and our vendors may automatically obtain certain information about you through cookies and other online tracking technologies when you access or use our Services. This may include IP address, device identifier, browser type, operating system, information about your use of our Services, browsing history, and other network activity information.

In general, our Services use cookies as follows:

  • Where necessary to run our Services, including allowing you to log in
  • To optimize the functionality of our Services and remember your preferences
  • For analytics purposes to understand how our Services are used
  • For ad targeting and marketing purposes
  • To determine if you open or act upon our email messages
  • For device and activity monitoring purposes

See the "Your Choices About Tracking and Communications" section below for more information on your choices regarding cookies.

5. HOW WE DISCLOSE PERSONAL INFORMATION

We may disclose your Personal Information for any purposes not inconsistent with this Privacy Policy, our written statements at the point of collection, or applicable law. In general, we disclose Personal Information as follows:

  • With Our Related Entities, including with our affiliates, subsidiaries, and other related entities to assist us in providing the Services to you.
  • With Our Agents, Dealers, and Service Providers, including authorized dealers, customer service providers, data storage providers, analytics providers, marketing providers, and advertising partners.
  • For Legal and Compliance Purposes, including to comply with legal process, respond to government requests, enforce our terms and policies, and protect our rights and property.
  • With Potential Acquirers in connection with any reorganization, acquisition, merger, sale, or other disposition of our business or assets.

6. SOCIAL FEATURES ON OUR SERVICE

Certain functionalities on our Services permit interactions that you initiate between our Services and social networks ("Social Features"). If you use Social Features, information you post or provide access to may be publicly displayed by the social media service that you use. Both Pure Aqua Vitae and the social media service may have access to certain information about you and your use of the Services.

7. COMMUNICATIONS, MARKETING & SMS

We may send you transactional messages about your account, orders, service appointments, installations, or warranty updates. With your consent (where required by law), we may also send marketing emails or text messages.

SMS/Text Messages: By providing your mobile number, you agree to receive SMS/text messages from Pure Aqua Vitae, a DBA of Extreme Custom Technology, related to your account, orders, service updates, and, where permitted by law, promotional offers. These may include recurring messages sent using automated technology. Message frequency may vary. Standard message and data rates may apply.

Your consent to receive marketing messages is not a condition of purchase. You may opt out of marketing emails at any time by clicking "unsubscribe" and opt out of text messages by replying STOP (reply HELP for help). After opting out, you may receive a one-time confirmation message.

Carriers are not liable for delayed or undelivered messages. You agree to provide us with a valid mobile number. If your number changes or is reassigned, you must update your preferences to continue receiving messages.

For more details, please see our Mobile Messaging Terms, which form part of this Privacy Policy.

Contact us: For help with our Messaging Service, text HELP to 615-994-0750 or email us at eric@pureaquavitae.com.

8. YOUR CHOICES ABOUT TRACKING AND COMMUNICATIONS

Cookies and Tracking Technologies

Cookies may generally be disabled or removed by tools available in most commercial browsers. Please review your browser's Help menu for instructions, or visit www.allaboutcookies.org for more information. Please note that if you disable all cookies, some features of our Services may not function properly.

Analytics and Advertising Technologies

To learn more about how you can exercise certain choices regarding interest-based advertising, visit www.aboutads.info/choices/ (for U.S. choices) or www.networkadvertising.org/choices/. Please be aware that opting out does not mean you will no longer receive any targeted content or ads.

For information on how Google Analytics uses data collected through our services, visit www.google.com/policies/privacy/partners. To opt out of Google Analytics cookies, visit tools.google.com/dlpage/gaoptout.

Email Communications

You may unsubscribe from our marketing email communications by clicking the "unsubscribe" link found in every commercial email we send. Unsubscribing from our marketing communications will not affect the level or quality of service we provide to you.

9. HOW WE SAFEGUARD PERSONAL INFORMATION

We protect your Personal Information with industry-standard administrative, technical, organizational, and physical security measures. These measures are intended to protect your Personal Information from loss, theft, misuse, and unauthorized access, disclosure, alteration, and destruction. Nevertheless, transmission via the internet and electronic storage are not completely secure, and Pure Aqua Vitae cannot guarantee the security of your Personal Information. You are responsible for maintaining the secrecy of any credentials used to access your account with us. If you suspect any unauthorized activity associated with your account, please report that activity to us immediately.

10. AGE RESTRICTIONS

Our Services are not intended for children under eighteen (18) years of age. Pure Aqua Vitae does not knowingly collect Personal Information of individuals under eighteen (18) years of age. If we learn that we have collected Personal Information of a person under eighteen (18) years of age, we will dispose of that information in accordance with applicable laws and regulations.

11. DATA RETENTION

We will store your Personal Information for no longer than is necessary for the performance of our obligations, to achieve the purposes for which the Personal Information was collected, or as may be required or permitted under applicable law. To determine the appropriate retention period, we will consider the amount, nature, and sensitivity of the data; the potential risk of harm from unauthorized use or disclosure; the purposes for which we process the data; and the applicable legal requirements. Unless otherwise required by applicable law, at the end of the retention period we will remove Personal Information from our systems and records or take appropriate steps to destroy or anonymize it.

12. CHANGES TO THIS PRIVACY POLICY

We reserve the right to amend this Privacy Policy at any time to reflect technological advancements, legal and regulatory changes, good business practices, or otherwise at our discretion subject to applicable laws. If we make any changes, our posted Privacy Policy will reflect those changes and the effective date of the revised Privacy Policy will be set forth at the top of the Privacy Policy.

Your continued use of the Services after we make changes to this Privacy Policy is deemed to be acceptance of those changes, so please check this Privacy Policy periodically for updates.

13. CONTACT PURE AQUA VITAE

If you have any questions about this Privacy Policy, please contact Pure Aqua Vitae:

Email: info@pureaquavitae.com
Phone: 615-994-0750
Address: 528 Teal Ln, Manchester, TN 37355

ADDITIONAL U.S. STATE PRIVACY NOTICE

This section supplements other parts of this Privacy Policy and provides additional information for residents of certain states that provide privacy rights to consumers (each, a "Covered State"), including pursuant to the California Consumer Privacy Act (CCPA). If you are a resident of a Covered State, you may have the right to submit certain requests relating to your Personal Information, as described below.

Targeted Advertising and Sales

We may share your Personal Information for cross-context behavioral advertising or targeted advertising ("Targeted Advertising"). Although we do not sell Personal Information in exchange for money, some of the ways in which we disclose Personal Information for advertising may be considered "sales" in some Covered States. To opt out, please email us at info@pureaquavitae.com.

Listed below are the categories of Personal Information we disclose for purposes of Targeted Advertising or otherwise "sell" or "share" as defined under applicable privacy laws. We do not have actual knowledge that we sell or share the Personal Information of consumers under sixteen (16) years of age.

Categories of Personal Information:

  • Contact Information and Identifiers
  • Personal Information described in Cal. Civ. Code § 1798.80(e)
  • Internet or other electronic network activity information
  • Geolocation Data

Categories of Third Parties to which Information was Sold or Shared for Targeted Advertising:

  • Advertising companies
  • Analytics companies
  • Social networks

Purposes for Selling or Sharing for Targeting Advertising:

  • For marketing, advertising, certain types of analytics, or similar purposes
  • To show you relevant ads while you browse the internet or use social media

Do Not Track Signals

Your browser settings may allow you to automatically transmit a "Do Not Track" signal to online services you visit. Like many online services, we currently do not alter our practices when we receive a "Do Not Track" signal from a visitor's browser.

Text/SMS Messages

You may opt in to receiving text messages and alerts on the mobile phone number(s) you provide to us. If you opt in, we may send you text messages (a) regarding your account; (b) about our products and promotions; (c) to investigate or prevent fraud; and (d) to alert you in the event of an issue with any of your purchases. You do not have to opt in to text messages and alerts to use and enjoy our Services or products. If you opt in, standard text messaging charges may apply. You may choose to opt out from our text messages and alerts at any time.

Making a Privacy Rights Request

If you are a resident of a Covered State, you may have the right to submit certain requests relating to your Personal Information as described below. To exercise any of these rights, please email us at info@pureaquavitae.com or call us at 615-994-0750. Please note that we may need to authenticate your identity before your request can be processed.

Residents of Covered States may have the following privacy rights:

  • Right to Know and Access. You may have the right to confirm whether we are processing your Personal Information; to access your Personal Information; and to obtain certain information about our processing of your Personal Information.
  • Right to Data Portability. You may have the right to obtain a copy of Personal Information you provided to us in a portable format.
  • Right to Correct. You may have the right to request that we correct inaccuracies in your Personal Information.
  • Right to Delete. You may have the right to request that we delete your Personal Information, subject to exceptions.
  • Right to Opt Out of Sales and Targeted Advertising. You have the right to opt out of the sale of your Personal Information, and to request that we do not share your Personal Information for Targeted Advertising.
  • Right to Opt Out of Automated Decision-Making and Profiling. Pure Aqua Vitae does not engage in automated decision-making or profiling in furtherance of decisions that produce legal or similarly significant effects.
  • Right to Appeal. If you are a resident of a Covered State whose privacy rights request has previously been denied by us and you believe we denied it in error, you may appeal for reconsideration by emailing us at info@pureaquavitae.com or by calling 615-994-0750.

If you choose to exercise any of your privacy rights, we will not discriminate against you.

Please note that if you make a privacy rights request, we will retain the Personal Information submitted in connection with your request for recordkeeping purposes.

Additional Disclosures for California Residents

Personal Information We Collect. We also process the following categories of Personal Information about California residents:

  • Personal Records as described in Cal. Civ. Code § 1798.80(e), including telephone number, credit card number, debit card number, physical address, or any financial information.
  • Inferences About You from Any Other Category of Information We Collect, including information reflecting your preferences, characteristics, trends, or attitudes.

California Employees and Job Applicants. If you are a California employee or job applicant, separate privacy notices will be provided to you. If you have any questions, please email us at info@pureaquavitae.com.

Right to Limit Use and Disclosure of Sensitive Personal Information. We do not collect, use, or disclose sensitive Personal Information for purposes to which the right to limit use and disclosure applies under the CCPA.

California "Shine the Light." We do not share Personal Information with third parties or affiliates for those other parties' own direct marketing purposes. Californians may request information about our compliance with this law by emailing us at info@pureaquavitae.com.

Last Updated: October 2, 2025