Privacy Policy
Last Updated: May 2025
American Bath Group (“ABG”) and the ABG Brands (“we,” “us,” or “our”) respect your privacy and strive to provide you with a consistently reliable customer experience, which includes communicating with you regarding our information practices. This Privacy Policy (“the Policy”) describes those information practices, including how we collect, use, disclose, and safeguard Personal Information. The Policy also describes the rights and choices you may have with respect to your Personal Information.
This Policy applies when you visit our website, https://americanbathgroup.com/, any other ABG Brand website that links to this Policy (together, the “Websites”), or otherwise engage our Services. “Services” means any applications (“Apps”), bathware, design services, events, online programming, or other commercial activities. This Policy may be updated from time to time. Your continued engagement with our Services after the Policy is updated indicates your acceptance and consent to our information practices. We encourage you to review the Policy periodically for updates. By using our Services, you also acknowledge and accept our Terms & Conditions.
Table of Contents
COLLECTION OF PERSONAL INFORMATION
Personal Information We Collect
How We Collect Personal Information
DISCLOSURE OF PERSONAL INFORMATION
YOUR PRIVACY CHOICES AND HOW TO EXERCISE THEM
ADDITIONAL STATE-SPECIFIC INFORMATION
Your Privacy Rights and Choices
CONSENT TO PERSONAL INFORMATION TRANSFER
CHANGES TO THIS PRIVACY POLICY
COMMUNICATING WITH US ABOUT OUR PRIVACY POLICY
Applicability
This Privacy Policy applies when you:
- Visit our Websites or other digital properties or submit any forms that link or refer to this Policy;
- Use one of our mobile Apps, such as Steamlinx, or access ABG Connect for product assistance or other Services;
- Purchase products from our Websites or place orders through our Customer Service Representatives;
- Contact our Customer Service teams or otherwise communicate with us via phone, email, text, or any Live Chat function on our Websites;
- Engage with us at trade shows or similar in-person marketing events;
- Interact with our advertisements or other marketing materials on our Websites;
- Interact with our advertisements or other marketing materials on third-party websites including social media pages such as Facebook, Houzz, Pinterest, Instagram, TikTok, YouTube, or X (formerly “Twitter”);
- Interact with our Service Providers, such as delivery and warranty partners, or other vendors who help us to maintain the functionality and quality of our Services and Websites;
- Otherwise utilize our Services.
Third-Party Websites
Our Websites may include links to access third-party websites that do not operate under this Privacy Policy, including social media pages or hosted payment platforms such as Google Pay, PayPal, Amazon Pay, or Affirm. We offer access to third-party services to assist with and improve the overall customer experience. Third-party websites may independently solicit and collect information from you, including Personal Information, and in some instances, they may provide us with information about your activities on those third-party websites.
We do not control third-party websites, and we encourage you to review the privacy policies presented on every website you visit.
Collection of Personal Information
Personal Information We Collect
Personal Information means data that we could reasonably use to directly or indirectly identify you. Personal Information does not include information that is de-identified, aggregated, or anonymized. The Personal Information we collect from you may include:
- Account Information, including the credentials used to access your online accounts with us such as usernames and passwords;
- Communication Information, such as the content of messages sent through chat functions, including interactions with generative artificial intelligence (A.I.) chat services, emails, SMS/texts, or information that you send to us; recorded calls; technical information related to communications such as time, date, or length of the communication;
- Contact Information, such as your name, postal or service address, email address, telephone number, username, or other similar identifiers, such as social media handles or other account details;
- Location Information, such as postal or service address you provide for fulfillment of our products or Services.
- Commercial Information, such as your purchase history or other details regarding the products or Services that you considered; items you add or remove to a shopping cart; items you purchase; items you return; wish list information; PO number; quote number.
- Payment Information, such as your name, billing address, bank account or payment card details, which may be collected and stored by a third-party payment processor on our behalf.
- Mobile Device Data, such as your mobile device ID, model, and manufacturer, operating system, browser type and version, Internet service provider, mobile carrier, or Internet Protocol (IP) address.
- Internet or other electronic network activity information, such as browsing history, search history, or details about your interactions with our Websites or advertisements, including those we capture using session replay technologies. Session replay technologies may be used to approximate a user’s visual experience during a past session. Information in this category may also include data such as Uniform Resource Locators (URLs), services viewed or searched for, page response times, download errors, length of visits to certain pages, page interaction information (such as scrolling, clicks, and mouse-overs), or methods used to browse away from a given webpage.
- User interaction information, such as pages you were visiting when you came to our Websites and pages you went to when you left our Websites; pages browsed; items you look at, hover over or click; information you type or enter into the search functions on our Websites; interactions with advertisements, including information provided in those ads or to those advertisers; information from other platforms where we interact including social media platforms; information collected through cookies, pixels, beacons, and other tracking technologies. For more information about how we use tracking technologies, please see the Tracking Technologies section below.
- Video and audio information, such as video or images that you send to us, upload to the Websites, or otherwise share when using or reviewing the Services; camera/audio access to devices, including for QR code use; recordings we make if you participate in events or visit a location where we are recording business-related activities.
- Other information that you provide in your use of our Services; information that we collect in the operation of our business.
- Information created or inferred based on the categories above, such as information from the use of our Services that we use to detect fraudulent behavior.
If we collect information which, on its own, is not linkable to an individual, but can be used to identify individuals when combined with other information, we treat the combined information as Personal Information.
How We Collect Personal Information
We use different methods to collect information from and about you. These include:
- Direct Interactions
- Tracking Technologies
- Our Affiliates
- Other People & Companies
- Publicly Available Sources
Direct Interactions
You may give us information about yourself, including contact information, payment information, order information, feedback, or preferences when you:
- Complete forms, surveys, or orders that are submitted to us.
- Correspond with us by phone, email, text, or other forms of messaging such as Live Chat on the Websites. This includes messaging us on social media or otherwise engaging with our Services on the Websites or other platforms.
- Register for or log into an account on any of our Websites or Apps.
- Express an interest in our products and Services.
- Provide us with pictures or videos of our products or Services after purchase.
- Subscribe to our emails.
- Register for a warranty.
- Download support guides.
- Report a problem with our Websites, products, or Services.
If we process a request to delete Personal Information you submit to us through the Websites, copies of the Personal Information may remain viewable in cached or archived pages or may be copied or stored by other Website users.
Tracking Technologies
As you interact with our Websites or Services, we may collect information about your:
- Computer or other device used to access the Websites or Services.
- Browsing activities, patterns, and interactions with our Websites.
Most of the time, this data does not reveal specific information about you (like your name or contact information), but it may include device and usage information, such as your IP address, and that information may allow us to identify you. We primarily use information collected through cookies, pixels, and other tracking technologies to maintain the security and operation of our Websites, and for analytics and reporting purposes. We encourage you to consider our use of tracking technologies as you navigate and use our Websites.
We deploy session replay technologies, such as VWO and Microsoft Clarity, on certain pages of our Websites. Session replay technologies utilize code to record users’ interactions with our Websites; once recorded, we can replay those user sessions to assess analytics for the Websites, diagnose usability problems, identify areas for improvement, and for other business purposes. Session replays include users’ clicks, mouse movements, scrolls, and keystrokes on the Websites. You can learn more about Microsoft Clarity at https://learn.microsoft.com/en-us/clarity/faq#about-clarity. To learn about Microsoft Clarity’s opt out choices, click here. You can learn more about VWO at https://vwo.com/glossary/session-recording/ and you can opt-out of session replay by VWO at https://vwo.com/opt-out/.
We may use tracking technologies that collect information when you interact with us on the Websites or otherwise use the Services. The types of tracking technologies we use may change over time. Some examples of the kinds of tracking technologies we currently use are cookies, web beacons, and pixels. The type of usage information collected through tracking technologies may include the device you are using, your IP address, device identifier, other unique identifier, ISP providers you use to access the Services location, all of the areas within the Services that you visit, what content you are interested in or interact with, the time of your visit, or other information described above in the Personal Information We Collect section. The categories of tracking technologies we may use include:
- Functional, necessary, and performance technology to maintain functionality of the Services; helping us deliver our Services and products you may purchase; routing traffic between servers; retaining user preferences; enabling you to log in and stay logged in; keeping your online shopping cart up to date; and helping us understand how the Services are performing.
- Analytics and research technology for purposes such as enabling us to understand, improve, and research features and content on the Services, including how users use the Services and the content and products that users view most frequently.
- Location technology (including location based on your IP address) to verify your location; prevent fraud; deliver or restrict content based on your location; and provide Services personalized to you with location-relevant content.
- Security technology for purposes such as detecting activity that might violate our rules or terms; preventing fraud, unauthorized access or activity, or other misuse of our Services; and protecting our business.
- Communication technology for purposes of determining whether emails or other communications have been opened.
- Marketing and online behavioral advertising technology for purposes such as providing advertisements about the Services or an external party’s online services. Certain external parties engaged in marketing and advertising for us may participate in the Digital Advertising Alliance (“DAA”). You can learn more about the DAA AdChoices Program opt-out program for website browsers at https://www.youradchoices.com/ and mobile apps at https://www.aboutads.info/appchoices. In addition, certain advertising networks and exchanges may participate in the Network Advertising Initiative. To learn more about opting out of such targeted advertising or to use the NAI Network Advertising Initiative, see the “Your choices and how to exercise them” section below.
We seek to recognize “do not track” browser signals such as user-enabled Global Privacy Control where required by law.
Our Affiliates
We are part of a group of businesses that includes our Affiliates. When you use our Services, we may access and use account information and other Personal Information that our Affiliates have collected for the purposes of providing Services to you.
- Personal Information we create. We create some Personal Information in the operation of our business or when you use our Services, such as analytics information and inferences.
Other People and Companies
We collect some Personal Information from other people, such as shipping information when a customer sends a gift to another person; and contact information when a customer refers another person to our Services.
We also collect personal Information from service providers and other external parties, such as shipping and delivery instructions information; credit information; information from advertisers; information from social media platforms; information that is generated through your use of our Websites and Services; information from other companies whose products or services you use; information to supplement personal Information we already have.
Publicly Available Sources
We may collect Personal Information from consumer reviews of our products or Services, Q&As, and other content, defined as User Contributions below. For example, you may provide information for us to display publicly on our Websites or transmit to other Website users or third parties (collectively, “User Contributions”). You submit User Contributions at your own risk. Although we limit access to certain pages and you may set privacy settings for User Contributions by logging into your account profile, please be aware that we cannot control the actions of other Website users with whom you choose to share your User Contributions. We cannot and do not guarantee that unauthorized persons will not view your User Contributions.
Use of Personal Information
We may use Personal Information for one or more of the following purposes:
- To fulfill the purpose for which you provided the information. For example, if you share your name and contact information to ask a question about our products or Services, we will use that Personal Information to respond to your inquiry. If you provide your Personal Information to purchase a product or service, we will use that information to process your payment and facilitate delivery. We may also save your information to facilitate new product orders or process returns.
- In aggregated form to develop consumer profiles, perform sales analyses, and identify marketing opportunities and strategies.
- To advise you about new products and services that may be of interest to you or to notify you about changes to our Websites, Apps, products, or Services.
- To collect opinions and comments regarding your experience as our customer.
- To add you to our mailing list(s) or other promotional communications, unless you opt out.
- To provide, support, personalize, and develop our Websites, Apps, products, and Services.
- To create, maintain, customize, and secure your account with us.
- To process your requests, purchases, transactions, payments, and prevent transactional fraud.
- To provide you with support and to respond to your inquiries, including through AI-enabled chatbots which may be offered on our Websites. We may use the information you provide via chatbots or other messaging forums to investigate and address your concerns and monitor and improve our responses.
- To personalize your experience on our Websites and deliver content relevant to your interests, including targeted offers and ads through our Websites, third-party sites, and via email or text message (with your consent, where required by law).
- To help maintain the safety, security, and integrity of our Websites, products and Services, databases and other technology assets, and business.
- For testing, research, analysis, and product development, including to develop and improve our Websites, products, and Services.
- To respond to law enforcement requests, inquiries from regulators, and as required or permitted by applicable laws, court orders, or regulations.
- To investigate legal claims.
- To meet our obligations and enforce our rights arising from any contracts with you, including for billing or collections, or to comply with legal requirements.
- To enable your engagement with interactive features on our Websites, Apps, or other digital Services.
- To measure or understand the effectiveness of the advertising we serve to you and others, and to deliver relevant advertising to you.
- As described to you in any Notice at Collection provided in accordance with the California Consumer Privacy Act (“CCPA”) or other applicable consumer data privacy laws.
- To evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, sale, or other transfer of some or all our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Information held by us about our customers is among the assets transferred.
- For other uses as may be permitted or required by applicable law.
Disclosure of Personal Information
We may disclose your Personal Information to:
- Affiliates
- Service providers, suppliers, subcontractors, and third parties who perform functions in support of our Services, such as:
- Breach and fraud detection, prevention, and response
- Broadcast and platform providers
- Consulting and business services
- Marketing and advertising
- Order fulfillment
- Payment processing and collections
- Research and analytics
- Security
- Shipping
- Social media platforms
- Technology service
- Temporary staffing
- Warranty
- Website and application development
- Other people, such as when you direct us to send a gift to another person, direct a verified representative to act on your behalf, or when you refer someone to our Services
- Governmental Entities or Regulators, such as when the U.S. Consumer Product Safety Commission (CPSC) requests Personal Information regarding a potential product recall
- Mandatory recipients or recipients who need access to Personal Information for safety, security and legal purposes, such as law enforcement agencies or recipients engaged in legal processes
- Companies that you direct us to interact with, such as payment card providers, shippers, platform providers, or subscription services
- Third parties to market their products or services to you if you have consented to or not opted out of such disclosures. For more information, see Your Privacy Choices and How to Exercise Them below.
- For any other purposes of which we provide notice when collecting your information.
- With your consent.
Notwithstanding the above, please note that we do not disclose text messaging originator opt-in data or consent to any third parties except aggregators and providers of the text message services.
We may also disclose your Personal Information to third parties:
- If we sell or buy any business or assets, in which case we may disclose your Personal Information to the prospective seller or buyer of such business or assets.
- To a buyer or other successor in the event of merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, where one of the transferred assets is the Personal Information we hold.
- To comply with any court order, law, or legal process, including responding to any government or regulatory request.
- To enforce or apply our terms of use or terms and conditions of supply and other agreements.
- To protect the rights, property, or safety of our business, our employees, our customers, or others. This includes exchanging information with other companies and organizations for the purposes of cybersecurity, fraud protection, and credit risk reduction.
Your Privacy Choices and How to Exercise Them
We provide all customers with the following choices for management of their information. The section further below titled Additional State-Specific Information applies additionally to customers who reside in U.S. states where comprehensive consumer data privacy legislation is effective.
Managing SMS Messages
You can stop receiving SMS messages by replying STOP to any of our messages.
We do not share text messaging originator opt-in data, consents, or other data obtained through our SMS program with any third parties.
Managing Promotional Emails
If you do not want us to use your contact information to promote our own products and services, or third parties’ products or services (in limited circumstances), you may opt out of further marketing communications by replying to any promotional email we send you or following the opt-out links contained in that message. Please note that opt-out requests apply only to promotional communications. You will continue to receive communications from us regarding any product purchase, warranty registration, service experience, or other active transactions with us.
Mailing Opt-Out
You may request that we stop sending you postal mail by submitting a request to privacy@americanbathgroup.com.
Additional State-Specific Information
This section of the Policy is provided in connection with the California Consumer Privacy Act (“CCPA”) and other comprehensive state laws regarding consumer data privacy.
The chart below describes our information practices over the last 12 months:
| Category of Personal Information Collected | Source(s) of Collection | Disclosed for Business Purposes | Sold or Shared to Third Parties |
| Identifiers (e.g., name and other contact details such as your email address, mailing address, phone number, IP address or account name). |
|
|
|
| Personal Information described in California’s Customer Records statute (California Civil Code § 1798.80(e)) (signature, physical characteristics or description, telephone number, bank account number, credit card number, debit card number, or any other financial information as well as the categories listed in “Identifiers” category above) |
|
|
· No |
| Commercial Information (e.g., records of personal property, products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies) |
· Tracking technologies |
|
· No |
| Device, Internet and Network Activity Information (e.g., browsing history; search history; and information regarding a consumer’s interaction with the Website) |
· Tracking technologies |
|
· Yes – -for marketing, advertising, and payment, services |
| Geolocation Data |
· Tracking technologies |
· |
· Yes – for marketing, advertising, payment, and collection services |
| Audio, Electronic, Visual, Thermal, Olfactory, or Similar Information | · Direct Interactions |
|
· No |
| Inferences |
· Tracking technologies |
|
· Yes – for marketing, advertising, payment, and collection services |
| Sensitive Personal Information, such as your username and password to log in to your account on one of our Websites |
|
|
· No |
We collect the above categories of Personal Information for the following business or commercial purposes:
- Auditing related to counting ad impressions to unique visitors, verifying positioning and quality of ad impressions, and auditing compliance with this specification and other standards;
- Helping to ensure security and integrity to the extent the use of your Personal Information is reasonably necessary and proportionate for these purposes;
- Debugging to identify and repair errors that impair existing intended functionalities;
- Short-term, transient use, including, but not limited to, non-personalized advertising shown as part of your current interaction with us, provided that your Personal Information is not disclosed to another third party and is not used to build a profile about you or otherwise alter your experience outside the current interaction with us;
- Performing Services, including maintaining or servicing accounts, providing customer service, processing or fulfilling orders and transactions, verifying customer information, processing payments, providing financing or similar services;
- Facilitating our business and operational purposes in relation to the above Services;
- Undertaking internal research for technological development and demonstration;
- Undertaking activities to verify or maintain the quality or safety of a Service, product, or device that is owned, manufactured for, or controlled by us, and to improve, upgrade, or enhance the service or device that is owned, manufactured for, or controlled by us;
- Advancing our commercial or economic interests, such as by inducing another person to buy, rent, lease, join, subscribe to, provide, or exchange products, goods, property, information, or services, or enabling or effecting, directly or indirectly, a commercial transaction.
- Other business purposes of which we provide notice, including:
- Legal obligations, including prosecuting people responsible for fraudulent, malicious, deceptive or illegal activities; defending claims; notifying of product recalls or other issues related to products; enforcing and notifying of our terms and conditions, privacy policy, forum guidelines, and other policies and changes to such terms and conditions, privacy policy and other policies; and for records retention purposes
We do not use or disclose Sensitive Personal Information for purposes to which the right to limit applies under the CCPA.
We apply reasonable technical, administrative, and physical safeguards to protect Personal Information from loss, misuse, and unauthorized access, disclosure, alteration, and destruction. This includes, among other things, using industry standard techniques such as firewalls, encryption, intrusion detection, and website monitoring. However, transmissions over the Internet are never 100% secure or error-free. As a result, we cannot guarantee the security of information you may transmit to us or receive from us.
We retain Personal Information for as long as necessary to fulfill the purposes for which we collected it, such as to provide you with the Services you have requested, to maintain our Websites and/or Services, or to satisfy any legal, accounting, contractual, or reporting requirements that apply to us.
Your Privacy Rights and Choices
Depending on the applicable consumer data privacy laws and exceptions in your jurisdiction, you may have the ability to exercise certain rights with respect to your Personal Information, including:
- The Right to Access/Know what Personal Information We Have Collected.
- The Right to Correct Inaccurate Information.
- The Right to Request that We Delete Your Information.
- The Right to Data Portability
- The Right to Non-Discrimination for the Exercise of Privacy Rights
- The Right to Opt-Out of Sale or Sharing of Personal Information for Targeted Advertising
- The Right to Opt-Out of Profiling or Opt-In to Sensitive Information Processing
- Rights related to Automated Decision-Making
If you would like to exercise any of these rights, please do so by visiting our Privacy Rights Portal or emailing us at privacy@americanbathgroup.com. To protect you and your Personal Information, we may ask you to provide additional information to verify your identity before processing a request. You may also have the right to submit a request to exercise your rights through an authorized agent, in which case your agent may be required to present signed written permission to act on your behalf. You may be required to independently verify your identity with us and confirm that you authorized the agent to act on your behalf. You may have the right to submit an appeal if you are not satisfied with the outcome of your request.
Notice of Financial Incentive
We may offer you certain financial incentives as defined by consumer data privacy laws that can result in different prices, rates, or quality levels, such when we offer coupons, discounts, promotions, other price reductions, or promotions in exchange for your Personal Information (e.g., your email address). Any financial incentive we offer will comply with applicable data privacy laws, reasonably relate to the value of your Personal Information, and contain written terms that describe the program’s material aspects. Participation in a financial incentive program requires your prior opt-in consent, which you may revoke at any time. Do not provide your Personal Information if you do not wish to opt in to these incentives. After you receive a promotional offer, you may opt-out by contacting us at privacy@americanbathgroup.com.
Consent to Personal Information Transfer
ABG is based in the United States but some of our affiliates, like MAAX Bath, are based in Canada. Your Personal Information may be stored and processed in any country where we have affiliates, facilities, or in which we engage service providers. By using our Websites, you understand that your information may be transferred to countries outside of your country of residence, including the United States, and that those countries may have data protection rules that differ from those of your home country.
If you are located outside the United States and choose to provide information to us, please note that we transfer information, including Personal Information, to the United States. By submitting your Personal Information to us or engaging with our Websites, you consent to the transfer, storage, or processing of data in the United States.
We will take reasonably necessary steps to ensure that your information is treated securely and in accordance with this Privacy Policy.
Data Retention
Except as otherwise permitted or required by applicable law or regulation, we will only retain your Personal Information for as long as necessary to fulfill the purposes for which we collect it, as required to satisfy any legal, accounting, or reporting obligations, or as necessary to resolve disputes. To determine the appropriate retention period for Personal Information, we consider applicable legal requirements, the amount, nature, and sensitivity of the Personal Information, the potential risk of harm from unauthorized use or disclosure of your Personal Information, the purposes for which we process your Personal Information, and whether we can achieve those purposes through other means.
Information Security
The security of your Personal Information is very important to us. We maintain reasonable administrative, technical, and physical information security practices to protect the confidentiality, integrity, and accessibility of Personal Information. We have implemented security measures that are proportionate to the volume and nature of the Personal Information at issue.
We use SSL (Secure Sockets Layer) encryption technology to protect your personal and financial data from theft and improper use. This is a standard security process used by commercial web sites to scramble any Personal Information you send to us. Only we have the “key” to unscramble the data. You will know you are in “secure mode” when you see a closed padlock appear in your browser.
The safety and security of your information also depends on you. Where we have given you (or where you have chosen) a password for access to certain parts of our Websites, you are responsible for keeping that password confidential. We ask you not to share your password with anyone. We urge you to take care when providing information publicly on the Websites like message boards, which any Website visitor can view.
Although we do our best to protect your Personal Information, we cannot guarantee the security of your Personal Information transmitted to our Websites. Any transmission of Personal Information is at your own risk. We are not responsible for the circumvention of any privacy settings or security measures contained on the Websites.
Children
We do not direct the Websites to children under the age of 16 and we do not knowingly collect, use, store, or disclose the Personal Information of children under the age of 16 or minors as otherwise defined by local legal requirements. If we learn we have mistakenly or unintentionally collected or received Personal Information from a child without appropriate consent, we will delete it. If you believe we mistakenly or unintentionally collected any information from or about a child, please contact us at privacy@americanbathgroup.com.
Changes to this Privacy Policy
We will notify you of any material changes to our Privacy Policy by posting an updated copy on our Websites. Please check our Websites periodically for updates.
Previous version of the Privacy Policy – 10-12-2023
Communicating with Us about Our Privacy Policy
If you have questions or concerns about this Privacy Policy or our privacy practices, you may submit a request via Your Privacy Choices in the footer of our Websites or contact us using the information below:
Email privacy@americanbathgroup.com
Website: https://www.americanbathgroup.com/privacy-rights-portal
Mailing Address:
American Bath Group
Attn: Legal Department
1521 North Cooper, Suite 500 Arlington, TX 76011
If you need to access this Privacy Policy in an alternative format, please contact us at privacy@americanbathgroup.com.
