Privacy Policy

Alton Brown Live Shop Privacy Policy

Effective Date:  May 18, 2026

Introduction

The website, altonbrownliveshop.com (the “Website”), is operated on behalf Alton Brown Live (the “Licensor”) by Araca Merchandise L.P., 545 West 45^th Street, 10^th FL, New York, New York 10036 (“Araca”).  Araca is also referred to in this Privacy Policy as “us” or “we.”  This Privacy Policy explains how we collect, use, share, and process personal data through the Website’s properties, communications, processes, and operations (the “Services”).

Scope of this Policy

This Policy applies when you interact with us through our Services and applies to personal data collected in connection with the products and services offered through the Services. It also applies anywhere it is linked.

Your Acceptance of This Privacy Policy

Your use of our Website or Services, and your ordering of any products or services through the same, shall be deemed your acceptance of the terms of this Privacy Policy.

Changes to This Privacy Policy

We may periodically update and change this Privacy Policy.  If the changes include new purposes of processing, we will use commercially reasonable means to give you prior notice of such changes and, where necessary, request your consent for such additional purposes.  The last update date of this Privacy Policy is stated above at the beginning.  Your continued use of our Website or Service after we have posted a revised version of this Privacy Policy shall also be deemed your acceptance of the Privacy Policy as modified.  We therefore encourage you to periodically review this Privacy Policy on our Website to familiarize yourself with the most current version.

Third-Party Websites and Services

Our Website or Services may contain links to other websites or services on the Internet.  If you click on one of those links, you are contacting and/or visiting another website or Internet resource.  We have no responsibility or liability for, or control over, those websites or resources or their collection, use and disclosure of your personal information, and this Privacy Policy does not apply to personal information collected through those websites or resources.  We highly recommend that read the privacy policies and terms of use of any such third-party website or resource.

Information We Collect

We collect information from you directly when you provide it to us through the Services.  For example, you may complete forms on the Services or order products from the Services.  We also collect information from the devices you use to interact with us and from third parties.  We may combine information from the Services together and with other information we obtain from our business records.

Technical Information

You may visit our Website without having to identify yourself.  However, certain technical information is normally collected as a standard part of your visit to our Website or use of our Services. Such information can include, for example, your IP-address, clickstream data, access times, the website you linked from, pages you visit, the links you use, the ad banners and other content you viewed, information about your devices and other such technical information your browser provides us with or as may be otherwise collected in connection with certain products and services.

Cookies Policy

Our Website uses cookies.  We use cookies mainly to improve and analyze your experience on our Website and to improve our Website and Services.  A cookie is a small text file stored on your device by a website.  Cookies set by our Website are “first party cookies” and those set by parties other than us are “third party cookies.”  Third party cookies enable features or functionality to be provided on or through our Website such as data analytics.

Information collected by the cookies may include, for example, device type, unique browser identifier, IP-address, unique cookie identifier, browser type, language, country, operating system, system settings, information about your interaction with our Website such as purchases, indicated preferences and click behavior.  We do not control the functioning of cookies from third-parties. The respective third parties are responsible for such cookies and for their own data processing.

Cookies may also be used on our Website to enable certain functionality and preferences (e.g., username, language, etc.).  You can also change your browser settings to delete or prevent certain cookies from being stored on your computer or mobile device.  However, it should be noted that blocking, deleting, or disabling cookies might affect our Website’s functionality or limit your preferences or settings.

Information you give us

You may provide the following information to us directly through our Website or Services:

• Contact information: including name (personal and username), email address, telephone number, shipping address, or other similar identifiers.
• Payment Card Information: including credit card information and billing address.
• Content of communications: information contained in your communications to us, including emails.
• Commercial Information: including products or services you have purchased, returned, exchanged, or considered; preferences;  
• Other information: any other information you submit to us.

Information we collect automatically

We and partners working on our behalf may collect the following information from the device you use to interact with our Services using log files, cookies, or other digital tracking technologies.  We also create records when you make purchases or otherwise interact with the Services.

• Device information: including IP address, device identifiers, and details about your web browser.
• Analytical information: including details about your interaction with our website, app, and electronic newsletters.
• Diagnostic information: including web traffic logs.
• Business record information: including records of your purchases of event-related products and services.

How We Use Your Information

We may use any of the information we collect for the following purposes.

• Providing Products and Services: To provide you with our products and services, including to take steps to enter a contract for sale or for services, process payments, fulfill orders, send service communications, and conduct general business operations such as accounting, recordkeeping, and audits.
• Processing Product Returns or Refunds:  To process any product returns or exchanges or refunds you request.
• Communicating With You:  We use your personal information to communicate with you, such as to respond to or follow up on your requests, inquiries, issues, or feedback, and to provide customer service; and to send you marketing emails for our products and services that may be of interest to you.
• Service Improvement: To improve and grow our Services, including to develop new products and services and understand how our Services are being used, our customer base and purchasing trends, and the effectiveness of our marketing.
• Analytics and Personalization:  To analyze our Website and its usage statistics; to better understand our customers’ needs; and to provide personalized recommendations about our products and services.  We may use artificial intelligence, machine learning, or other technologies to conduct research and analytics and to provide a more personalized experience.
• Security and Fraud Protection: To protect and secure our Services, assets, network, and business operations, and to detect, investigate, and prevent activities that may violate our policies or be fraudulent or illegal.  We may use artificial intelligence, machine learning, or other technologies for security and fraud prevention.
• Legal compliance: To comply with legal process, such as warrants, subpoenas, court orders, and lawful regulatory or law enforcement requests and to comply with applicable legal requirements.
• Core Business Functions:  We use personal information to support core business functions, including to maintain records related to business process management, loss and fraud prevention; to collect amounts owing to us; to enforce our Terms of Use; and to provide and maintain the functionality of our Website and Services, including identifying and repairing errors or problems.
• Respond to Your Privacy Requests:  To respond to your requests to delete, correct, or amend your personal information that may be stored with us or to provide other information to you in connection with your exercise of your privacy rights described herein.  
• Other Purposes:  We may use your personal information for any other purpose which we disclose to you or that you consent to at the time we collect the information from you.

How We Share Your Information

We may share any of the information we collect with the following recipients.

• Licensor: We share information with the company authorizing us to run this Website, including any service providers the licensor may employ to assist them or us in operating our Website.
• Affiliates: We share information with other members of our group of companies.  This may include our corporate affiliates, including our parent company, sister companies, and subsidiaries.  Such affiliated companies process personal information on our behalf as service providers, where necessary to provide a product or services that you have requested. 
• Service Providers: We engage vendors to perform specific business functions on our behalf, and they may receive information about you from us or collect it directly. These vendors are obligated by contract to use information that we share only for the purpose of providing these business functions, which include:
  • Supporting Service functionality, such as vendors that support event registration, customer service and customer relationship management, subscription or product fulfillment, freight services, application development, list cleansing, postal mailings, and communications (email, fax).
  • Auditing and accounting firms, such as firms that assist us in the creation of our financial records.
  • Professional services consultants, such as firms that perform analytics, assist with improving our business, provide legal services, or supply project-based resources and assistance.
  • Analytics and marketing services, including entities that analyze traffic on our online properties and assist with identifying and communicating with potential customers.
  • Security vendors, such as entities that assist with security incident verification and response, service notifications, and fraud prevention.
  • Information technology vendors, such as entities that assist with website design, hosting and maintenance; data and software storage; and network operation.
• Government entities: We may share information when we believe in good faith that we are lawfully authorized or required to do so to respond to lawful subpoenas, warrants, court orders, or other regulatory or law enforcement requests, or where necessary to protect our property or rights or the safety of our employees, our customers, or other individuals.
• Other businesses in the context of a commercial transaction: We may change our ownership or corporate organization while providing the Services.  We may transfer to another entity or its affiliates or service providers some or all information about you in connection with, or during negotiations of, any merger, acquisition, sale of assets or any line of business, change in ownership control, or financing transactions.  We cannot promise that an acquiring party or the merged entity will have the same privacy practices or treat your information the same as described in this Policy.
• Other Instances:  We may ask if you would like us to disclose your personal information with other third parties who are not described elsewhere in this Privacy Policy.

Security

We use a combination of physical, technical, and administrative safeguards to protect the information we collect through the Services.  While we use these precautions to safeguard your information, no method of transmission over the Internet or security system is perfect, therefore, we cannot guarantee the security of the networks, systems, servers, devices, and databases we operate or that are operated by us or on our behalf.  We also highly recommend that you ensure that you log out of your account after usage and refrain from sharing your computer or devices that you use to access your account with other individuals.

Your Options and Rights Regarding Your Information

Your Account: Please visit your account page to update your account information.  It is your responsibility to make sure to keep your account information current and up-to-date.

Email Unsubscribe:  We may send you administrative emails in connection with our Services; for example, when you place an order, you will receive an order confirmation email and an email notifying you that your order has shipped. We may also send advertising emails with information about products which may be of interest to you.  If you do not wish to receive these advertising communications, please use the unsubscribe link provided within the email.  Please note, however, that you may not be able to opt out of emails sent to you regarding transactions you place on the Services such as when you place an order.

Ad Choices: You have options to limit the information that we and our partners collect for online advertising purposes.

• You may disable cookies in your browser or mobile device using their settings menus. Your mobile device may give you the option to disable advertising functionality.  Because we use cookies to support Service functionality, disabling cookies may also disable some elements or functionality of our Website or Services.
• The following industry organizations offer opt-out choices for companies that participate in them: the Network Advertising Initiative, the Digital Advertising Alliance, and the European Interactive Digital Advertising Initiative.
• You may use our cookie settings bar, visible at bottom when first visiting the site.
• You may contact us directly at privacy@araca.com.

If you exercise these options, please be aware that you may still see advertising, but it will not be personalized. Nor will exercising these options prevent other companies from displaying personalized ads to you.

If you delete your cookies, you may also delete your opt-out preferences.

Do Not Track: Your browser or device may include “Do Not Track” functionality.  Our Website does not respond to or honor “Do Not Track” (DNT) signals sent by web browsers.  Because there is not yet a universally accepted standard for what DNT means in the commercial context, we do not alter our data collection or use practices when we detect a DNT signal from your browser.

Jurisdiction-specific rights: You may have certain rights with respect to your personal information depending on your location or residency.  Please see “privacy disclosures for specific jurisdictions” below.  Please contact us to exercise your rights.

Other Important Information

Data Retention

 We retain your personal information in accordance with applicable laws, for as long as it may be relevant to fulfill the purposes set forth in this Privacy Policy or for which you otherwise provided it, unless a longer period is required or permitted by law.  We will also anonymize, de-identify, or otherwise aggregate your personal information if we intend to use it for analytical purposes over longer periods of time.

When we delete your personal information, we use industry standard methods to ensure that any recovery or retrieval of it is impossible.  We may keep archival or residual copies of your personal information in our backup systems to protect our systems from malicious loss. The personal information is inaccessible unless restored, and all unnecessary personal information will be deleted upon restoration. The criteria we use to determine our retention periods include: (1) the duration of our relationship with you, including any open accounts you may have with us or recent purchases, transactions, or other interactions you have made on our Website; (2) whether we have a legal obligation related to your personal information, such as laws requiring us to keep records of your transactions with us; (3) whether there are any current and relevant legal obligations affecting how long we will keep your personal information, including contractual obligations, litigation holds, statutes of limitations, and regulatory investigations; and (4) whether your personal information is needed for secure backups of our systems.

Cross-Border Data Transfers

We are located in the United States.  We may collect, process, and store your information in the United States and other countries.  The laws in the United States regarding information may be different from the laws of your country.  Any such transfers will comply with safeguards as required by relevant law.  By submitting your personal information to us you agree to the transfer, storage, and processing of your personal information in a country other than your country of residence including, but not necessarily limited to, the United States.

Because our products and services may be provided using resources and servers located in various countries around the world, your information may be transferred outside the country where you use our Services, including to countries outside the European Economic Area (EEA), where the level of data protection may not be deemed adequate by the European Commission.  These countries may include countries such as the United States, where the level of data protection is lower than in the EEA and where companies are obligated to hand over data to local authorities or security bodies under certain situations.  In such cases, we take steps to ensure to the best of our capabilities that adequate protection for your personal data is provided as required by applicable laws.  For international transfers of personal information, we generally rely on agreements that are based on the Standard Contractual Clauses (“SCCs”) of the European Commission.  If you wish to know more about international transfers of your personal data, you may contact us via the contact details given below.

Children’s Privacy

The Services are intended for users age thirteen and older.  We do not knowingly collect information from children under the age of 13. If we discover that we have inadvertently collected information from anyone younger than the age of 13, we will delete that information.  Please contact us with any concerns, and especially if you become aware that a child under the age of 13 has submitted any personal information to us.  In that case, we will take steps to investigate the matter and delete such information.

International Users

Araca is the data controller for the processing of personal information when you use our Website or Services. 

Legal Bases for Data Processing:  We process personal information for the specific purposes set out in this Privacy Policy, as described herein.  Where such concept is recognized, our legal basis to process personal information includes:

• Necessary for the entry into or performance of a contract:  When you enter into a transaction with us to purchase products or services, we will need to collect, process, and share your personal information.  Failure to provide the requisite personal information when entering into such an agreement, objecting to this type of processing, and/or exercising your deletion rights may mean that products and/or services cannot be provided to you.
• Legitimate interests:  In certain circumstances we may use your personal information to pursue legitimate interests of our own, to the extent that your interests and fundamental rights do not override those interests.  This is on the basis of our legitimate interest to:
• provide you with information and services as requested by you on a non-contractual basis;
• develop and improve our Website or Services to you and to our other customers;
• communicate with you and manage our relationship with you;
• administer our Website and Services;
• carry out management analysis, audit, forecasts, business planning, and transactions;
• ensure our compliance with applicable laws, regulatory requirements, and our policies; and/or
• deal with legal claims and related administrative activities.

We consider that it is reasonable for us to process your personal information for achieving our legitimate interests, as outlined above, as:

• We process your personal information only so far as is necessary to achieve the purposes outlined in this Privacy Policy; and
• The processing of your personal information does not unreasonably intrude on your privacy and ultimately benefits you in optimizing our provision of our Services to you.
• Consent:  Where required or permitted by law, we may process your personal information based on your consent.  For example, where required by law, we will obtain consent to collect and process your sensitive personal information or to send you marketing messages by email.  You may opt out of receiving certain marketing messages by contacting us or using links provided in the marketing messages.  To the extent our processing is based on consent, you can withdraw your consent at any time.  However, please note that the withdrawal of consent shall not affect the lawfulness of processing based on consent before its withdrawal.
• Compliance with legal obligations:  To meet our regulatory and legal obligations, we may need to process some of your personal information.

In some instances, you may be required to provide us with personal information for processing, as described above, in order for us to be able to provide you all of our Services and for you to use all the features of our Website.

Privacy Disclosures for Specific Jurisdictions

European Economic Area, United Kingdom, and Switzerland

We process “personal data,” as that term is defined in the European Union’s General Data Protection Regulation (“GDPR”).

Legal bases of processing: We may process any of the personal data we collect for the purposes described above in the section titled “How We Use Your Information” and for the legal bases described above in the section titled “International Users”.

Your rights under the GDPR: Users that reside in the European Economic Area (“EEA”), U.K., or Switzerland have the right to lodge a complaint about our data collection and processing actions with the supervisory authority concerned.  Contact details for data protection authorities are available here: http://ec.europa.eu/justice/data-protection/bodies/authorities/index_en.htm.

If you are a resident of the EEA, U.K., or Switzerland, you have the following rights.

• Access and Portability: Obtain access to personal data we hold about you or request transmission of your data to a third party.
• Correction: Request that we rectify inaccurate or incomplete personal data we store about you.
• Erasure: Request that we erase personal data when such data is no longer necessary for the purpose for which it was collected, when you withdraw consent and no other legal basis for processing exists, or when you believe that your fundamental rights to data privacy and protection outweigh our legitimate interest in continuing the processing.
• Restriction of processing: Request that we restrict our processing of personal data if there is a dispute about the accuracy of the data, if the processing is unlawful, if the processing is no longer necessary for the purposes for which it was collected but is needed by you for the establishment, exercise or defense of legal claims, or if your request to object to processing is pending evaluation.
• Objection to processing: Object to processing of your personal data based on our legitimate interests or for direct marketing (including profiling). We will no longer process the data unless there are compelling legitimate grounds for our processing that override your interests, rights, and freedoms, or for the purpose of asserting, exercising, or defending legal claims.

Please contact us to exercise these rights.

California

Your California Privacy Rights; “Shine the Light” Law

California residents are entitled once a year, free of charge, to request and obtain certain information regarding our disclosure, if any, of certain categories of personal information to third parties for their own direct marketing purposes in the preceding calendar year. Please contact us to obtain this information.  We do not share your personal information with third parties for those third parties’ direct marketing purposes.

California’s “Eraser Button” Law

If you are a California resident under 18 years of age and a registered user of the Website, you can request that we remove content or information that you have posted to our Website.  Fulfillment of the request may not ensure complete or comprehensive removal (e.g., if the content or information has been reposted by another user).  To request removal of content or information, please contact us.

California Consumer Privacy Act

The California Consumer Privacy Act (“CCPA”) provides California residents with rights to receive certain disclosures regarding the collection, use, and sharing of information about them, as well as rights to know/access, delete, and limit sharing of personal information. You have the right to be free from discrimination based on your exercise of your CCPA rights. To the extent that we collect personal information that is subject to the CCPA, that information, our practices, and your rights are described below.

Notice at Collection Regarding the Categories of Personal Information Collected

You have the right to receive notice of the categories of personal information we collect and the purposes for which we use personal information.  The following table summarizes the categories of personal information we collect, the categories of sources of that information, and whether we disclose or sell that information to service providers or third parties, respectively.  The categories we use to describe personal information are those enumerated in the CCPA.  We collect this personal information for the purposes described in “How We Use Your Information.”

Category	Information Type	Source	We disclose to:	We sell to:
Identifiers	· Contact information or personal characteristics (name; email address; postal address; telephone number)	You; our social media pages; third party subscription service providers	Service Providers	Not sold
Financial Information	· Payment card data	You	Service Providers	Not sold
Commercial Information	· Transaction information · Billing and payment records · Order history	You	Service Providers	Not sold
Internet or Electronic Network Activity Information	· IP address · Device identifier (e.g., MAC) · Advertising identifier (e.g., IDFA, AAID) · Information provided in URL string (e.g., search keywords) · Cookie or tracking pixel information · Information about your interaction with our website, app, email correspondence, or products · Browsing history · Search history · Diagnostic information (e.g., crash logs, performance data)	You; our analytics and advertising partners	Service Providers	Advertising Partners
Geolocation Information	· Coarse (information that describes location at ZIP code-level or less precision)	Our analytics and advertising partners	Service Providers	Advertising Partners
Content of Communications	· Contents of phone calls, emails, or text messages · Photos	You	Service Providers	Not sold

 

Entities to whom we disclose information for business purposes are service providers, which are companies that we engage to conduct activities or provide services on our behalf.  We restrict service providers from using personal information for any purpose that is not related to our engagement.

Entities to whom we “sell” information are third parties. Under the CCPA, a business “sells” personal information when it discloses personal information to a company for monetary or other benefit.  A company may be considered a third party either because the purpose for its sharing of personal information is not for an enumerated business purpose under California law, or because its contract does not restrict it from using personal information for other purposes.

Your rights under the CCPA

• Opt out of sale of personal information and of Automated Decision-Making Technology: You have the right to opt out of our sale of your personal information to third parties. To exercise this right, please contact us at privacy@araca.com.  Please be aware that your right to opt out does not apply to our sharing of personal information with service providers.  California residents have the right to request information about how their personal information is used in automated decision-making, a description of the likely outcomes that will result from these processes, and to opt out of automated decision-making technology.
• Know and request access to and deletion or amendment of personal information: You have the right to request access to personal information collected about you and information regarding the source of that personal information, the purposes for which we collect it, and the third parties and service providers with whom we share it. You also have the right to request in certain circumstances that we delete personal information that we have collected directly from you.  Please contact us to exercise these rights.
• Do Not Sell or Share My Personal Information:  You have the right, at any time to direct a business that sells or shares personal information about you to third parties, not to sell or share your personal information. This is the right to opt-out of sale or sharing. The meaning of “sell” under the CCPA is broadly defined and can include sharing your information for any economic benefit.  We share your information with service providers and other authorized third parties as set forth in this Privacy Policy above.  To the extent that any such third party is not considered a service provider under the CCPA or the CCPA is interpreted in a way that any action of ours is a “sale”, is “selling”, or otherwise deriving an economic benefit from the sharing of your personal information as described in this Privacy Policy and to the extent that you wish us not to share such information, please submit your request using the methods provided in this Privacy Policy.
• How to Exercise Your California Rights:  You may contact us as provided in this Privacy Policy to exercise your rights under the CCPA.  Please note that the we may need to identify you and to ask for additional information in order to be able to fulfill your request.  When you contact us, you may be required to provide your email address on file with us among other information.  We will acknowledge your request within 10 days.  Upon verification of your identity, we will fulfil your request. However, we will not provide any information that we reasonably believe may be subject to fraudulent action.
• Right to Non-Discrimination for the Exercise of Your California Privacy Rights: You have the right not be discriminated against because you exercised any of your rights under California law.  We will ensure that you will face no discrimination from our side and we will continue to treat you fairly if you decide to use any of your rights stated herein.
• Authorized Agent:  You have the right to designate an authorized agent to make any CCPA request on your behalf.  We nevertheless reserve the right to ask for proof that such agent is in fact authorized by you.  

Nevada

Residents of the State of Nevada have the right to opt out of the sale of certain pieces of their information to other companies who will sell or license their information to others.  Currently, we do not engage in such sales. If you are a Nevada resident and would like more information about our data sharing practices, please contact us.

Contact information, submitting requests, and our response procedures

Contact Us

Please contact us if you have questions or wish to take any action with respect to information to which this Privacy Policy applies or to exercise any of your privacy rights described herein.

Email: privacy@araca.com

Telephone: 1-877-640-2120

Mail:  Araca Merchandise L.P., 545 West 45 ^th Street, 10 ^th Floor, New York, NY 10036; Attn: Privacy

Making a request to exercise your rights

Submitting requests: You may submit a request to exercise your rights by making a request using the contact information above.

If you are a California resident, you may authorize another individual or a business registered with the California Secretary of State, called an authorized agent, to make requests on your behalf.

We may have a reason under the law why we do not have to comply with your request, or why we may comply with it in a more limited way than you anticipated.  If we do, we will explain that to you in our response.

Verification: We must verify your identity before responding to your request.  We verify your identity by asking you to provide personal identifiers that we can match against information we may have collected from you previously.  We may need to follow up with you to request more information to verify identity.

We will not use personal information we collect in connection with verifying or responding to your request for any purpose other than responding to your request.