Privacy Policy


This Privacy Policy describes the types of information ReefX or any of its divisions or affiliates collect from and about you when you visit any of our websites where this Privacy Policy is posted (each a “Site”), use our mobile applications (each an “App”), visit or make a purchase in our showroom (each a “each showroom”), or otherwise contact or interact with us offline (“Offline Services”). The Sites, Apps, Stores, and Offline Services are collectively referred to as the “Services.” This Privacy Policy also explains how ReefX may use and share your information, as well as your ability to control certain uses of it.

By using or accessing the Services, you agree to the collection, storage, use and disclosure of your information as described in this Privacy Policy, and agree to the Terms of Use which are incorporated by reference. If you do not agree, please do not access or use the Services.

Information You Collect

We collect information from you when you choose to share it with us, such as through use of our Services, account registration, registration for one of our programs, and other ways you communicate with or contact us.

The information we collect may include your name, mailing address, email address, telephone or mobile number, date of birth or age, gender, or photograph, or information about your purchase, and to generate a user name and password. You may also provide us with certain information in connection with specific transactions:

  • Make a Purchase. If you make a purchase from us, we collect applicable financial information to facilitate the transaction.
  • If you shop in our showroom, or use any of our  services, we may also collect additional information about your purchases and preferences, including your name, date of birth, purchase records, or shopping related information.
  • Information About a Third Party. If you send someone else a communication from the Site, the information you provide will be used to facilitate the communication.
  • Information Through Social Media. You may be given the option to link to one or more social networking platforms (such as Facebook or Twitter) through the Services, or log in via a social networking platform. If you do, we may automatically receive certain information about you based on your registration and privacy settings on those third party services.

Information Automatically Collected

We, or our third party service providers, may use a variety of technologies such as cookies, web beacons, pixel tags, log files, HTML5, or other technologies to collect certain information about visitors to, and users of, our Site or App and interactions with our emails and online and mobile advertisements, to allow ReefX to keep track of analytics and certain statistical information, and for other purposes consistent with this Privacy Policy.

For example, we may automatically collect certain information from you, including but not limited to your browser type, device type, operating system, Internet Protocol (“IP”) or Media Access Control (“MAC”) address, mobile device identifier or other unique device identifier of any of your computer(s) or device(s) that are used to access the Site or App, geolocation, software version, phone model, phone operating system, carrier information, and the domain name from which you accessed the Site or App. We also may collect information about your use of the Site or App, including the date and time you visit, the areas or pages that you visit, the amount of time you spend viewing or using the Site or App, the number of times you return to the Site or App, other click-stream or Site or App usage data, emails that you open, forward or click-through to our Site of App, and other sites or mobile applications that you may visit.

Third Party Analytic Technologies. We also may use third parties’ analytics and tracking tools to better understand who is using the Services, how people are using the Services, how to improve the effectiveness of the Services and related content, and to help us or those third parties serve more targeted advertising to you across the Internet. To support this interest-based advertising solution, we, or our service providers, may use anonymous information about your visits to our Service, and to other websites or apps, and/or anonymous information from your mobile device and email. These third parties may use technology such as cookies, web or hardware beacons, pixel tags, log files, Flash cookies, HTML5 cookies, or other technologies to collect and store information automatically collected. They may also combine information they collect from your interaction with the Services with information they collect from other sources. We do not have access to, or control over, these third parties’ use of cookies or other tracking technologies.

Please visit “Your Choices and Opt Out” for further information, including about Do Not Track and how to disable cookies.

Information Collected From Other Sources

We may acquire information from other trusted sources to update or supplement the information that you provide or that we collect automatically (such as information to validate or update your address or other demographic and lifestyle information). We may use this information consistent with this Privacy Policy.

Combination of Information

We may combine the information we collect from and about you, including you provide to us and information we automatically collect, with information collected offline, across other computers or devices that you may use, and from third party sources.

How We Use Information

We may use information collected from or about you for any of the following purposes:

  • To respond to your inquiries, provide you with the Services, provide you with notices about your account, , and to contact and communicate with you when necessary or as other otherwise permitted by this Privacy Policy;
  • To validate, confirm, verify, deliver, install, and track your order (including to process payment transactions, arrange for shipping, handle returns and refunds, and contact you about your orders, including by email or telephone);
  • To facilitate the treatment of your pet (including to contact you to discuss treatment, medications, or other pet health-related services) or provide you with access to your pet’s medical records;
  • To enhance your online shopping experience, including as a way to recognize you and welcome you to the Site or App;
  • To review the usage and operations of our Services, develop new products or services, and conduct analysis to enhance or improve our content, products, and services;
  • To provide you with customized Services content, targeted offers, and advertising on the Site, via email, text message or push notification, or across other websites, mobile applications, social media or online services;
  • To contact you with information, deliver email communications, newsletters, promotional material, and other correspondence from DFS or on behalf of our partners and affiliates;
  • To communicate with you about our contests, sweepstakes and other promotions;
  • To communicate with you regarding your membership in one of our programs;
  • To use your data in an aggregated non-specific format for analytical and demographic purposes;
  • To protect the security or integrity of the Services and our business; or
  • For other purposes disclosed at the time you provide your information or otherwise with your consent.

Additionally, if you use our Services to connect with a third party service, you authorize us to use information from and about you, on your behalf, to interact with these third party services based on your requests.

Information We Share

We may disclose the information we collect from or about you either (i) when we have your permission to do so or (ii) in any of the following situations (without your permission):

  • Affiliates: We may share your information with DFS affiliates or subsidiaries for business, operational, promotional, marketing, or other purposes consistent with this Privacy Policy.
  • Service Providers: We may share your information with third-party contractors and service providers that provide business, professional, or technical support functions for us, help us operate our business, or other activities in support of the Services and/or our businesses.
  • Veterinary Care Providers: We may share your and/or your pet’s information with another veterinary care provider, if doing so will help facilitate treatment of your pet (such as in the event your pet experiences a medical emergency).
  • Co-Branded Relationships: Certain areas of our Services may be provided to you in association with third parties, such as advertisers that provide products and services or rewards programs. We may share information with these third parties if you participate in a co-branded, co-sponsored, or jointly presented promotion, contest, survey, voting feature, or service.
  • Sweepstakes, Contests, and Promotions: If you choose to enter into one of our sweepstakes, contests, or other promotions (a “Promotion”) through the Services, we may disclose your information to third parties or the public in connection with the administration of such Promotion, as required by law, as otherwise permitted by the Promotion’s official rules, or otherwise in accordance with the terms of this Privacy Policy.
  • Third Parties: We may share your name, address, telephone number, data about your purchases, and other similar information with other companies or organizations outside of DFS. These entities’ use of such information is subject to their respective privacy policies.
  • Aggregate, Anonymous, or De-Identified Information: We may also share aggregate, anonymous, or de-identified information with third parties without restriction, including for their marketing or analytics uses.
  • Sale or Transfer of Business or Assets: We may sell or purchase assets during the normal course of our business. If another entity acquires DFS and/or of any of our affiliates, information we have collected about you may be transferred to such entity. In addition, if any bankruptcy or reorganization proceeding is brought by or against us, such information may be considered an asset of ours and may be sold or transferred to third parties. Please note that the entity receiving such information in connection with one of these transactions may not comply with all of the terms of this Privacy Policy.
  • Legal Matters; Compliance with Law: We may disclose information collected from or about you to the government or to other third parties to comply with the law, applicable regulations, governmental and quasi-governmental requests and investigations, court orders, subpoenas or other legal process, such as in connection with suspected illegal activity associated with any of the Sites or our business and to protect against harm to the Services, to us, or others. We reserve the right to release information collected through any of the Sites to law enforcement or other government officials, as we, in our sole discretion, deem necessary or appropriate.
  • Other: We also may share your information as disclosed to you at the time of collection.

Your Choices and Opt-Outs

Cookies, Tracking Options and California Do Not Track Disclosures

Certain parts of our Site or App require cookies. You are free to set your browser or operating system settings to limit certain tracking or to decline cookies, but by doing so, you may not be able to use certain features on the Site or take full advantage of all of our offerings. Please refer to your Web browser’s or operating system’s website or “Help” section for more information on how to delete and/or disable your browser or operating system from receiving cookies or controlling your tracking preferences.

Our system may not respond to Do Not Track requests or headers from some or all browsers. We may use cookies or other technologies to deliver more relevant advertising and to link data collected across other computers or devices that you may use. To understand your choices for receiving more relevant advertising or to manage your settings, please review the information below:

  • To learn more about the use of cookies or other technologies to deliver more relevant advertising and to know your choices with respect to collection and use of the data by these third party tools, you may visit the Digital Advertising Alliance’s (DAA) opt-out page at To opt-out of the use of your mobile device ID for targeted advertising, please see
  • On your mobile device, you may also adjust your privacy and advertising settings to control whether you want to receive more relevant advertising.

Opt Out Preferences We provide our customers with the opportunity to opt-out of having their information used for purposes not directly related to placement, processing, fulfillment, or delivery of a product or service. To opt-out of marketing communications, you may use one of these convenient methods:

  • Electronic Promotional Offers. If you do not want to receive emails from us regarding special promotions or offers, you may (i) click the unsubscribe link in the footer of any email; or (ii) contact us at the contact listed in the “Contact Us” section below.
  • Direct Mail Promotional Offers. If you do not want us to send you any promotional offers through direct mail, you may contact us at the contact listed in the “Contact Us” section below. To opt-out by email or mail, please include “Do Not Mail” in the subject line so your inquiry can be properly directed.
  • Mobile Promotional Offers. When you provide us with your mobile number for marketing purposes, we may send you certain marketing alerts via text message. Standard data and message rates will apply. If you no longer wish to receive mobile alerts from us, you can (i) follow the instructions provided in those messages or otherwise reply STOP to any DFS alert; or (ii) contact us at the contact listed in the “Contact Us” section below.
  • Push Notifications. When you use the App, you may receive push notifications. If you prefer not to receive push notifications, you may adjust your settings on your mobile device to control whether you want to receive these alerts.

If you receive marketing communications from one or more brands within the DFS family of affiliated companies, you must opt-out individually from each of the brands from which you are receiving brand-specific marketing communications.

Your instructions to limit the use of your information for these purposes will be processed as soon as reasonably practicable. Additionally, we are not responsible for informing third parties (including without limitation our third party service providers or partners) with whom we have already shared your personal information of any changes requested pursuant to this section, or for removing information from or causing information to be removed from the databases or records of such entities.

Your California Privacy Rights

From time to time, we may share information collected about you with our affiliates and/or other third parties for their direct marketing purposes. Under California law, a California resident with whom we have an established relationship has the right to request information about our disclosure of personal information to affiliated companies or third parties for their direct marketing purposes, within the immediately preceding calendar year, subject to certain exceptions. To make such request, please contact us at You must put the statement “Your California Privacy Rights” in the subject field. We are not responsible for notices that are not labeled or sent properly, or do not have complete information.

Non-affiliated third parties are independent from DFS and if you wish to receive information about your disclosure choices or stop communications from such third parties, you will need to contact those non-affiliated third parties directly.

How to Correct or Update Your Information

You may correct or update certain information that we collect from you by contacting us at the email or mailing address noted in the “Contact Us” section below, or (if available on a particular Site or App) by editing your information and preferences on the “My Account” page. We will use commercially reasonable efforts to update our files to reflect your request as promptly as possible.

We may retain original and updated information for reasons such as technical constraints, dispute resolution, compliance with laws, fraud prevention, troubleshooting and enforcement of our terms of use and other agreements, or any other reason consistent with this Privacy Policy. In addition, please note that we cannot update any information about you collected through any of the Services that has already been disclosed to a third party (as permitted under this Privacy Policy).

Data Security

We have taken certain physical, administrative, and technical steps to safeguard the information we collect from and about our customers and Site visitors. While we make every effort to help ensure the integrity and security of our network and systems, we cannot guarantee our security measures.

Transfer of Data from Outside the United States

If you use any of our Services from outside of the United States, information that we collect from or about you through the Services will be transferred to servers inside the United States and maintained indefinitely. By using the Services, you consent to the transfer of data about you into the United States, as well as the processing of such data in the United States.


Protecting children’s privacy is important to us. We do not direct the Site or App to, nor do we knowingly collect any personal information from, children under the age of thirteen. If DFS learns that a child under the age of thirteen has provided personal information to the Site or App, it will use reasonable efforts to remove such information from its files.

Third Party Content, Links, and Plug-Ins

The Site or App may have links to third-party websites or applications, which may have privacy policies that differ from our own. We are not responsible for the practices of such sites.

The Site or App may also offer you the ability to interact with social plugins from social media sites, which may allow us and/or the social media site to receive data from or about you. In some cases, we may know that you clicked on a social plugin, such as a Facebook Like or Twitter Follow button, or receive other information from the social media sites. Similarly, if you have previously provided personal information to a third-party operating a plug-in on the Site or App, then such third-party may recognize you on this Site or App. Your use of social network plugins is subject to each social media site’s privacy policy, which may be different from ours, so please read these policies carefully to understand their policies and your options. As with linked sites, we have no control over the information that is collected, stored, or used by social network plugins, and are not responsible for the practices of such sites.

Public Forums

Any information you may disclose through our Services, in blogs, on discussion or message boards, in chat rooms, interactive forums, rating or reviews, or on other public areas on the Site or App, or other third-party websites that this Site or App may link to, becomes public information. Please exercise caution when disclosing personal or other information in these public areas.

Changes to this Privacy Policy

We reserve the right to make changes to this Privacy Policy at any time. When we do, we will post the change(s) on the Site or App. Please visit this page periodically so that you will be apprised of any such changes. Your continued use of our Services after any modification to this Privacy Policy will constitute your acceptance of such modification. If we change the Privacy Policy in a material way, we will provide appropriate notice to you.

Contact Us

If you have any questions or comments regarding this Privacy Policy or any the practices described herein, you can contact us by:

  • Calling Customer Service at (877) 738-6742;
  • Emailing us at; or
  • Writing us at Doctors Foster and Smith, 2253 Air Park Road, PO Box 100, Rhinelander, WI 54501, Attn: Chief Information Security Officer/Privacy Policy.

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