Morpho Water Inc. (“Morpho Water,” “we,” “us,” or “our”) respects your privacy. This Privacy Policy explains what personal information we collect through morphowater.com and related services (the “Services”), how we use and share it, and the choices and rights available to you, including rights under the EU/UK General Data Protection Regulation (“GDPR”) and U.S. state privacy laws such as the California Consumer Privacy Act as amended by the California Privacy Rights Act (“CCPA”) and comparable laws in Virginia, Colorado, Connecticut, Utah, Oregon, Texas, Montana, Delaware, Iowa, Indiana, Tennessee, Nebraska, New Hampshire, New Jersey, Minnesota, Maryland, Rhode Island, Kentucky, and other states as they take effect.

1. Information We Collect

1.1 Information You Provide to Us

Contact information — name, email address, mailing address, phone number.
Account information — username, password (stored in hashed form), order history.
Order and payment information — billing and shipping address; payment card data is collected and processed by our PCI-compliant payment processor [PROCESSOR NAME] and is not stored on our own servers in unencrypted form.
Communications — messages you send us, including customer service inquiries, reviews, and survey responses.
Marketing preferences — your opt-ins and opt-outs for email and SMS.

1.2 Information We Collect Automatically

Device and usage data — IP address, browser type, device identifiers, operating system, referring/exit pages, pages viewed, and timestamps, collected via cookies, pixels, and similar technologies.
Approximate location — derived from your IP address or, if you grant permission, your device's precise geolocation.
Cookies and similar technologies — see Section 4 below.

1.3 Information from Other Sources

We may receive information about you from our service providers (for example, our payment processor confirming a transaction), from advertising and analytics partners, and from publicly available sources.

2. How We Use Information

We use personal information to: fulfill and ship orders and process payments; create and manage your account; provide customer support; send transactional communications (order and shipping confirmations); send marketing communications where you have opted in or as otherwise permitted by law; personalize your experience and show you relevant offers; maintain the security and integrity of the Services and prevent fraud; comply with legal obligations; and improve our products and Services through analytics and research.

Legal bases for EU/UK/EEA users. Where GDPR applies, we rely on the following legal bases: performance of a contract (to fulfill your order or manage your account); legitimate interests (to improve and secure the Services and for direct marketing, balanced against your rights); consent (for non-essential cookies and, where required, marketing emails/SMS); and legal obligation (e.g., tax and accounting records). You may withdraw consent at any time without affecting the lawfulness of processing carried out before withdrawal.

3. How We Share Information

We do not sell your personal information for money. We disclose personal information only as follows:

Service providers — companies that perform functions on our behalf, such as payment processing, order fulfillment and shipping, email/SMS delivery, customer support tools, hosting, and analytics, under contracts that restrict their use of your data to the services they provide us.
Advertising and analytics partners — as described in Section 4, if you have not opted out where applicable law requires an opt-out (this may be considered a “sale” or “share” of information, or “targeted advertising,” under some U.S. state laws — see Section 6).
Corporate affiliates — companies under common ownership or control with Morpho Water.
Business transfers — in connection with a merger, acquisition, financing, or sale of assets.
Legal and safety purposes — to comply with law, respond to legal process, or protect the rights, property, or safety of Morpho Water, our users, or others.
With your consent — for any other purpose disclosed to you at the time of collection.

4. Cookies and Similar Technologies

We and our partners use cookies, pixels, SDKs, and local storage for the following purposes:

Strictly necessary — required for core site functionality (e.g., shopping cart, checkout, security). These cannot be disabled through our cookie tool because the Services will not function properly without them.
Functional — remember preferences such as language or region.
Analytics/performance — understand how visitors use the Services.
Advertising — measure and personalize advertising on and off the Services, including interest-based advertising.

EU/UK/EEA visitors: consistent with the ePrivacy Directive (as implemented in your country) and UK PECR, we will request your consent through a cookie banner before setting any non-essential cookies, and you can change your choices at any time through [COOKIE PREFERENCE CENTER LINK].

U.S. visitors: you can opt out of non-essential cookies through our cookie preference tool, through your browser settings, or by enabling a recognized opt-out preference signal such as Global Privacy Control (GPC), which we honor as a valid opt-out of sale/share and targeted advertising where required by applicable state law.

5. Data Retention and Security

We retain personal information for as long as necessary to fulfill the purposes described in this Policy, including to satisfy legal, accounting, or reporting requirements, and then delete or de-identify it. We use administrative, technical, and physical safeguards designed to protect personal information, but no method of transmission or storage is completely secure, and we cannot guarantee absolute security.

6. Your Privacy Rights

6.1 U.S. State Privacy Rights

If you are a resident of California, Virginia, Colorado, Connecticut, Utah, or another state with a comprehensive privacy law, you may have the right to: (a) confirm whether we process your personal information and access it; (b) correct inaccurate personal information; (c) delete personal information; (d) obtain a portable copy of your data; (e) opt out of the sale or “sharing” of personal information and of targeted or cross-context behavioral advertising; (f) opt out of profiling in furtherance of decisions that produce legal or similarly significant effects; and (g) appeal our decision on a rights request. We will not discriminate against you for exercising these rights.

How to exercise these rights. Submit a request by emailing info@morphowater.com We will verify your identity before completing most requests and will respond within the time required by applicable law. You may designate an authorized agent to submit a request on your behalf, subject to identity verification.

Do Not Sell or Share. To opt out of the sale/sharing of your personal information or targeted advertising, use the “Do Not Sell or Share My Personal Information” link at the bottom of our site, adjust your cookie preferences, or set a Global Privacy Control signal in your browser.

Categories collected, disclosed, and “sold/shared” (California-style categories, trailing 12 months): identifiers; customer records (name, address, payment information); commercial information (purchase history); internet/network activity; approximate geolocation; and inferences. We disclose identifiers, commercial information, and internet/network activity to service providers and, where you have not opted out, to advertising partners for cross-context behavioral advertising. We do not knowingly sell or share the personal information of consumers we know are under 16 years old.

6.2 EU/UK/EEA (GDPR) Rights

If GDPR applies to you, you have the right to: access your personal data; rectify inaccurate data; request erasure (“right to be forgotten”); restrict or object to processing (including direct marketing, which you may object to at any time, free of charge); data portability; and to withdraw consent at any time. You also have the right to lodge a complaint with your local data protection supervisory authority (in the UK, the Information Commissioner's Office at ico.org.uk).

To exercise these rights, contact us at info@morphowater.

7. International Data Transfers

We are based in the United States, and personal information we collect may be transferred to, stored, and processed in the United States or other countries that may not have the same data protection laws as your home jurisdiction. Where we transfer personal data out of the EEA, UK, or Switzerland, we rely on appropriate safeguards such as the European Commission's Standard Contractual Clauses (and the UK International Data Transfer Addendum), or another lawful transfer mechanism.

8. Children's Privacy

The Services are not directed to children under 13 (or under 16 in the EEA/UK), and we do not knowingly collect personal information from them without appropriate consent as required by the U.S. Children's Online Privacy Protection Act (COPPA) or GDPR. If you believe a child has provided us personal information, contact us at info@morphowater.com and we will delete it.

9. Financial Incentives / Loyalty Programs

If we offer a loyalty, rewards, or referral program that involves the collection of personal information in exchange for a discount or other benefit, we will disclose the material terms of that program, including how to opt out, at the point of enrollment, consistent with the CCPA's requirements for financial incentive programs.

10. Changes to This Policy

We may update this Privacy Policy from time to time. We will post the revised policy with a new Effective Date and, for material changes, provide additional notice as required by law (for example, by email or a prominent notice on the Services).

11. Contact Us

Morpho Water Inc. 2900 Washington Avenue North, Minneapolis, Minnesota 55411

Privacy inquiries: info@morphowater.com