1) What We Collect

• Identifiers & contact: name, email, phone, billing/shipping address.
• Order & support data: items purchased, order history, support messages.
• Device/usage data: IP address, device IDs, browser, pages viewed, clicks, referring URLs, approximate location.
• Cookie & pixel data: first/third-party cookies, local storage, and similar technologies.
• Marketing preferences.

2) How We Use Data

• Fulfilment & customer service: process payments, deliver orders, handle returns.
• Account & communications: order updates, transactional emails.
• Analytics & improvement: site performance, debugging, preventing fraud.
• Marketing & ads (with consent where required): measure and personalise ads on our site and third-party platforms (Google/Meta).
• Legal compliance.

3) Cookies

We use Google Tag Manager to load tags; Google Analytics 4 for measurement; and the Meta Pixel/Conversions API for ad measurement and attribution. These may set cookies or read device identifiers and share limited data (e.g., page views, purchases, hashed identifiers, IP, user agent) with Google and Meta.

Your choices:

• Manage cookies in your browser settings.
• Google opt-outs: https://tools.google.com/dlpage/gaoptout and https://adssettings.google.com
• Meta ad preferences: https://www.facebook.com/adpreferences and https://www.facebook.com/help/568137493302217
• You can also email us at support@mentalathlete.gg with “Opt out of targeted ads” and we’ll apply it to our systems.

We currently do not respond to “Do Not Track” (DNT) signals.

4) Why We Process Your Information

We process personal information to:

• Fulfill orders and provide customer support.
• Operate, secure, and improve our site and services (including analytics and fraud prevention).
• Communicate about your orders and our products.
• Market our products, including ad measurement and personalization (you can opt out as above).
• Comply with U.S. federal and New York laws, and enforce our Terms.

5) Sharing

We share information with trusted service providers only as needed to run our business: Shopify (store platform), payment processors, shipping/logistics partners, email/SMS providers, analytics/advertising partners (Google, Meta), fraud-prevention tools, and IT vendors. We may disclose information to comply with law or protect our rights. We do not sell personal information.

6) Data Retention

We keep information only as long as necessary: order/transaction records for tax and accounting (typically up to 6 years), support communications up to 24 months, analytics up to 14 months, and advertising audiences up to 540 days, unless a longer period is required by law or needed to resolve disputes.

7) Your Rights

New York law does not currently grant specific statutory access/deletion rights for all consumers. However, we voluntarily offer the following:

• Access/Portability: request a copy of your personal information.
• Correction: request we fix inaccurate information.
• Deletion: request we delete information we don't need (subject to legal/operational requirements).

Submit requests to support@mentalathlete.gg. We may verify your identity before acting on a request.

8) Children

Our site is for 18+ and we do not knowingly collect data from children.

9) Security

We maintain administrative, technical, and physical safeguards appropriate to the sensitivity of the information and consistent with the New York SHIELD Act. No system is 100% secure.

10) Contact

Questions or requests: support@mentalathlete.gg

11) Updates

We may update this policy from time to time. Changes will be posted here with a new Effective Date.