Privacy Policy

Effective date: November 1, 2025

1. Overview

This Privacy Policy explains how Tropical Fish Co. collects, uses, shares, and protects information when you visit our website, place an order, or interact with us. By using our site and services, you agree to this policy.

2. Scope

This policy applies to tropicalfish.co and any pages we control that link to it. It does not cover third party sites or services we link to, including Aquarium Co-Op and other partners. Their policies apply to their sites.

3. Information we collect

Information you provide

• Contact and account details, such as name, email, phone number, and password
• Order and shipping details, such as billing address, shipping address, and order contents
• Payment details, which are processed by our payment processors. We receive confirmation and limited details but not full card numbers
• Communications, such as emails, messages, reviews, and photos you submit
• Live Arrival claims content, such as photos or short videos you send to document a dead on arrival fish

Information collected automatically

• Device and usage data, such as IP address, browser, pages viewed, time on page, and referring URLs
• Cookie and similar technology data used for session management, analytics, and preferences
• Approximate location inferred from your IP address

Information from third parties

• Carriers and logistics providers share delivery status and scan data
• Payment processors confirm payment status and help prevent fraud
• Analytics and advertising partners provide audience and performance insights

4. How we use information

• Process and fulfill orders, ship packages, and provide customer support
• Verify delivery events and evaluate Live Arrival Guarantee claims
• Operate, maintain, and improve our website and services
• Personalize content, recommendations, and communications
• Send service messages such as order updates and policy notices
• Send marketing communications with your consent. You can opt out at any time
• Detect, investigate, and help prevent fraud, abuse, or security incidents
• Comply with legal obligations and enforce our Terms of Service

5. Cookies and analytics

We use cookies and similar tools to run the site and understand how it is used.

• Essential cookies support core features such as checkout and security
• Performance cookies help us measure traffic and improve the site
• Functional cookies remember preferences
• Advertising cookies may be used to measure campaign performance and show relevant offers

Your controls, you can manage cookies in your browser settings. If we use a cookie banner, you can change your choices there. Blocking some cookies may reduce site functionality.

6. How we share information

We share information with service providers who help us run the business, only for the work they do for us. This includes,

• Ecommerce hosting, payment processing, email service, and customer support tools
• Shipping carriers and fulfillment partners
• Analytics and advertising partners, where permitted
• IT, security, and professional advisors

We also share information if required by law, to protect our rights or others’ rights, or in connection with a business transaction such as a merger or asset sale.
We link to third party sites, including Aquarium Co-Op. Your activity on those sites is governed by their policies.

7. Marketing communications and texts

You can subscribe to emails or texts from us. You can unsubscribe at any time by using the link in the message or by contacting us. Service messages about your orders are not marketing and you will continue to receive them as needed.

8. Your choices and rights

• Access and update your account information
• Opt out of marketing emails and texts
• Control cookies using your browser or our cookie tools
• Request a copy of your personal information, request correction, or request deletion, subject to legal limits

To Mighty a request, contact us at info@tropicalfish.co. We may ask for limited information to verify your identity. You can also use an authorized agent where state law allows.

9. State privacy disclosures

Some United States state laws give residents specific rights. If you live in a state with such a law, you may have the right to request access, correction, deletion, and to opt out of the sale or sharing of personal information for targeted advertising.
Tropical Fish Co. does not sell personal information for money. We may partner with advertisers and analytics providers, which can be considered sharing under some state laws. To opt out of such sharing, contact us at info@tropicalfish.co and adjust cookie settings in your browser and on our site where available.

10. Data retention

We keep information for as long as needed for the purposes in this policy, such as fulfilling orders, honoring guarantees, resolving disputes, and meeting legal obligations. When information is no longer needed, we delete or deidentify it.

11. Security

We use reasonable administrative, technical, and physical safeguards to protect information. No method of transmission or storage is completely secure. If we learn of a security incident that affects you, we will notify you as required by law.

12. Children’s privacy

Our site is intended for adults. We do not knowingly collect personal information from children under 13. If you believe a child provided us information, contact us and we will take appropriate action.

13. International visitors

We are based in the United States. If you access the site from outside the United States, you understand your information may be processed in the United States where laws may differ from those in your country.

14. Changes to this policy

We may update this policy from time to time. If we make material changes, we will post the new version on this page and update the effective date. Your continued use of the site after changes means you accept the updated policy.

15. Contact us

Questions or requests about this policy or your information:

• Email: info@tropicalfish.co
• Mail: Tropical Fish Co., [street address], [city], Iowa [zip]