Privacy Policy


According to our over-dressed and uncomfortably-uptight legal counsel, we're required to issue a fancy and legal-jargon-infused privacy policy. Our stance on privacy, however, is far simpler than the legalese that our attorneys drafted (below). It’s simply this: The entire DOG iD team and I place a great value on our own personal privacy and security. We believe that your personal information is just as important as our own. As such, it is our duty to protect it. So, we absolutely refuse to share your personal information with any unauthorized business, organization, or individual. Seriously. Promise.

Edward Wimmer IV
Co-Founder, CEO


Last Updated: February 2, 2023

This privacy policy (“Privacy Policy”) is intended to provide you with specific details about how ROAD iD, Inc. (“DOG iD,” “ROAD iD,” “we,” and “us”) collects and processes your personal and personally identifiable information through your use of the website and associated services (“Website”). DOG iD is the data processor and data controller of all information collected through the Website.

You understand and agree that DOG iD may store and process your personal information on computers located outside of the European Union, Brazil, Mexico, or Canada, including, but not limited to, in the United States. By using the Website, you agree to the collection and processing of your personal or personally identifiable information outside of the European Union, Brazil, Mexico, or Canada.

Before using the Website or providing information to us, please carefully review this Privacy Policy. By using or accessing the Website, you agree that we may collect and use your personal and personally identifiable information in accordance with this Privacy Policy, as revised from time to time. DOG iD may modify, amend, replace, or suspend this Privacy Policy at any time. If you have any questions or suggestions regarding our Privacy Policy, or if your personal information is not accurate or complete, please contact us at:

Erin Eimer
Privacy Compliance Officer
814 Washington Street
Covington, KY 41011

By providing DOG iD with your personal or personally identifiable data and using the Website, you warrant that you are over the age of eighteen (18) or otherwise above the age of majority within your jurisdiction. If you are younger than eighteen (18) or the age of majority within your jurisdiction, please do not use the DOG iD Website and please do not provide personal information to us.

1.  Personal Information Collected.

    When you use the Website, we may collect personal or personally identifiable information from you (“PII”). PII may include any information that identifies, relates to, describes, references, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular individual. It does not include anonymized data.

    We may collect and process the following categories of PII about you:

    • Communication Data. Communication data includes any communication that you may send to us through the website, email, or social media, including through web forms. We process this data to communicate with you, to fulfill your orders, to provide you with customer support, to record logs of our communication, and to store information to respond to legal claims. DOG iD’s lawful ground for processing this communication data is to respond to communications sent by you to us, to fulfill your orders and provide customer service, to keep records of our communication, and to pursue or defend against legal claims.
    • User Data. User data includes data about how you use the Website and any data that you post to or authorize through the Website, such as first name, last name, phone number, email, city, state, pet name, and any information requested to be included on an ID bracelet (including medical condition or other data that you voluntarily provide to us). This includes data stored in persistent cookies when you login to the Website and analytics data that is collected when you use the Website. We collect and process this data to operate the Website, to provide products or services to you, to authenticate you as a user of the Website, to ensure that timely and relevant content is provided to you, to secure the Website, to ensure that the Website operates in a fast and efficient manner, and to maintain backups of the Website. DOG iD’s lawful ground for processing this user data is its legitimate business interests in administering and offering the Website.
    • Technical Data. Technical data includes data about your use of the Website, such as your IP address, your login data, your phone number, your mobile device model, your operating system, your geolocation, and your time zone. DOG iD may collect this data from your use of the Website and from advertising IDs. DOG iD processes this data to analyze your use of the Website, to route Website traffic, to administer and secure the Website, to provide location-relevant content, and to troubleshoot problems with the Website. DOG iD’s lawful ground for collecting and processing this technical data is its legitimate interests in administering and offering the Website and to grow its business and marketing strategy.
    • Marketing Data. Marketing data includes data about your preferences in receiving and interacting with DOG iD’s advertisements or content on the Website. DOG iD collects this data from your use of the Website and from advertising IDs created through advertising programs, such as Google Advertising IDs and Apple Advertising IDs. DOG iD does not connect advertising identifiers to persistent device identifiers, such as MAC addresses or mobile device IDs. DOG iD’s lawful ground for collecting and processing this marketing data is its legitimate interests in administering and offering the Website and to grow its business and marketing strategy by providing advertisements, including remarketing advertisements, to you.
    • Personally Sensitive Data. Personally sensitive data includes data about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, union membership, or information about your health. DOG iD collects information about your health that you voluntarily submit to the Website and uses that information in the manner more thoroughly described below. DOG iD does not collect any other personally sensitive data.

    DOG iD will only use your PII for the purpose for which it was collected. In the event that DOG iD needs to use your PII for an unrelated new purpose, DOG iD will provide you with notice of this new use and will explain the lawful ground for such processing. DOG iD may process your PII without your knowledge or consent where required or permitted by law.

    DOG iD does not use your PII to automatically make any decisions or to create an automated profile about you.

    2. Collection of Data From Third Parties.

      DOG iD may collect data about you through cookies and other technologies. This helps DOG iD understand how you use the Website and to understand any patterns that may be associated with your use of the Website. This aids DOG iD in developing or improving its Website in response to your needs or wants.

      DOG iD may use session or persistent cookies. Session cookies are only stored on your computer or mobile device during your use of the Website and are automatically deleted when you close your web browser. Session cookies may be used to direct internet traffic to a server that is closer to you or to allow us to identify you as you move between pages of the Website. Persistent cookies are stored as a file on your computer or mobile device that remains on your computer or mobile device even after you close your web browser. Persistent cookies can be read by the website that created the cookie when you revisit it again. DOG iD may use persistent cookies to authenticate you when you return to the Website so that you do not have to login again or when it utilizes Google Analytics or other analytics providers, which are intended to track the origin and behavior of traffic to the Website. DOG iD may use the following third-party providers, and you are directed to review their cookie policies: 

      Google Optimize 360
      Google Analytics
      Bing Universal Event Tracking
      Facebook Pixel
      Facebook Signal
      Google Global Site Tag
      Google Conversion Tracker
      Pinterest Conversion Tracking
      Google Conversion Linker

      DOG iD may also receive data from third parties including analytics providers or advertising networks such as Google, Facebook, or Apple. These third parties may be based outside of the European Union, Brazil, Mexico, or Canada.

      3. Protected Health Information.

        DOG iD may allow you to submit certain confidential healthcare information, known as Protected Health Information (“PHI”), to DOG iD when you use the Website for the purposes of placing that PHI on the products that DOG iD sells. Though DOG iD is not a “covered entity” or “business associate” under the Health Insurance Portability and Accountability Act, DOG iD desires to disclose to you how it secures, stores, and discloses your PHI. Your PHI may be stored electronically and is subject to electronic disclosure.

        DOG iD may use your PHI solely for the purposes of providing you with the products it sells. DOG iD will not disclose your PHI to any third party except in the following situations:

        • DOG iD may disclose your PHI when required by law, such as upon receipt of a duly authorized request from an administrative agency, subpoena, or court order;
        • DOG iD may disclose your PHI to law enforcement officials in limited situations, such as when it is required to respond to a warrant or upon a proper exigent circumstances request; and
        • DOG iD may disclose your PHI to law enforcement officials as necessary to avert a serious threat to the health and safety of you or any other person.

        DOG iD does not sell your PHI. Your PHI is received and stored in a highly-secured and encrypted format and with 128-bit Secure Sockets Layer (SSL) technology. DOG iD takes the security of your PHI very seriously and is fully committed to protecting it. However, no security measures can guarantee perfect security and you submit your PHI at your own risk.

        4. Marketing Communications.

          As stated above, DOG iD’ lawful ground for sending you marketing communications is either consent or its legitimate business interests, such as to grow its business by advertising products to you. DOG iD may send you marketing communications if you have asked for information concerning its goods or services or if you have agreed to, and have not opted out from, receiving marketing communications. You may ask DOG iD to stop sending you marketing messages at any time by following the opt-out link in any marketing message sent to you. If you opt out of receiving marketing communications, your opt-out does not extend to PII provided for other purposes.

          DOG iD may provide you with the ability to receive marketing text messages from DOG iD. DOG iD provides you with the opportunity to opt-in and opt-out from text messages, including by responding to the initial text message that you received from DOG iD when you opted in to receive text messages. By replying YES to this message, you understand that you confirm your subscription to DOG iD text messages. 

          The frequency of text messages from DOG iD may vary. DOG iD does not charge for providing its text message services, but your mobile telephone carrier may charge message and data rates. By consenting to receive text messages from DOG iD, you approve of any charges applied by your mobile telephone carrier. DOG iD reserves the right to terminate text message services at any time and within its sole and absolute discretion.

          To stop receiving text messages, you may text STOP in response to any text message received from DOG iD. To obtain help regarding text messages sent by DOG iD, you may email

          5. Disclosure of Personal Information.

            DOG iD may share your PII with the following parties:

            • Service providers that provide DOG iD with information technology or other administrative services;
            • DOG iD’s accountants, auditors, insurers, or attorneys; 
            • Law enforcement agencies upon the receipt of a subpoena or court order or where necessary to protect DOG iD’s personnel or property; and
            • Government bodies that require DOG iD to report its processing activities.

            DOG iD may also transfer PII to third parties when it sells, transfers, or merges any part of its business or assets. 

            DOG iD requires all third parties that receive a transfer of PII from DOG iD to maintain the same level of respect for the protection of PII as DOG iD and DOG iD only allows third parties to process your personal data for the specific purposes listed in this Privacy Policy.

            6. Data Security.

              DOG iD has put into place data security measures to protect your PII. DOG iD allows access to your PII only by employees and service providers who have a need to know or on DOG iD’ instructions. However, no security measures are impenetrable and there are always security risks. DOG iD will notify you and any regulatory body of any breach of your PII or DOG iD’s security measures, if it is legally required to do so.

              7. Retention of Data.

                DOG iD will only retain your PII for so long as necessary to fulfill the purposes for which it is collected under this Privacy Policy or for the purposes of satisfying any legal, accounting, or reporting requirements. We will also retain and use your PII to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws, such as the California Consumer Privacy Act), resolve disputes, and enforce our legal agreements and policies.

                8. Right to Access, Rectification, Correction, Erasure, Transfer, and Withdrawal.

                  Under the law, you may have a right to request access to your PII for rectification, correction, erasure, transfer, or restriction, or to object to its processing or withdraw your consent. If you wish to exercise any of these rights, please contact DOG iD’s Privacy Compliance Officer as disclosed in this Privacy Policy. 

                  You do not need to pay a fee to access your PII or to exercise your rights. However, DOG iD may charge a reasonable fee if your request is unreasonable or excessive.

                  To confirm your request, DOG iD may need to request specific information from you as a security measure to ensure that PII is not disclosed to an unauthorized third party. DOG iD will attempt to respond to all legitimate requests within thirty (30) days.

                  9. California Privacy Rights.

                    The following rules apply solely to visitors, users, and others who are residents of the State of California. California residents have the right to be notified which categories of PII are being collected and the purposes for which the PII is being used. In particular, we collected the following categories of PII (A, B, D, and F) as defined in the California Consumer Privacy Act within the last twelve months. Our uses of this PII are detailed above in this Privacy Policy:




                    A. Identifiers

                    Real name, alias, postal address, unique personal identifier, online identifier, Internet Protocol address, email address, account name, or other similar identifiers.


                    B. Personal information categories listed in the California Consumer Records statute (Cal. Civ. Code § 1798.80(e))

                    Name, signature, address, telephone number, bank account number, credit card number, debit card number, or any other financial information, along with health information voluntarily provided to DOG iD.


                    D. Commercial

                    Records of products purchased.


                    F. Internet or other similar network activity

                    Browsing history, search history, information on a consumer’s interaction with a website, application, or advertisement.


                    We obtain these categories of PII directly from California residents when they complete forms through our website or provide it to us as a part of a transaction or inquiry concerning our products. We also obtain these categories of PII indirectly from California residents while observing their actions on our Website and from third parties or service providers that they have authorized to receive and share PII.

                    California residents have a right to request that we disclose what PII we collect from you and whether, and how, we disclose or sell that PII. California residents may also request that we delete any personal information collected or maintained by us from you. 

                    DOG iD does not sell your PII. Despite this, California law requires us to disclose to you that California residents have the right to opt out of the sale of their personal information by contacting us or, where available, by clicking a link or icon associated with an advertisement. Specifically, this link or icon may state “Do Not Sell My Personal Information” or “Do Not Sell My Info.” By selecting this link or icon, you “Opt Out,” which means that you have opted out of the sale of your personal information as set forth in the California Consumer Privacy Act. However, even though you may have opted out, you may still see interest-based advertisements. To learn more about interest-based advertising across websites and additional opt-out choices, you can visit If you opt-out of the sale of your personal information but do not opt out of interest-based advertising more generally, you may still receive ads tailored to your interests based on PII that was not sold by us, personal information that was sold to downstream participants at least 90 days before you opted out, or personal information that was sold by other sources from which you have not opted out.

                    To submit a request for a list of the categories of personal information collected from you or to request that DOG iD delete your personal information, please email us at or send a letter to us at the following address:

                    DOG iD
                    Erin Eimer
                    Privacy Compliance Officer
                    814 Washington Street
                    Covington, KY 41011

                    To verify your request, we may request certain information from you to confirm that you are a DOG iD user, such as your phone number, username, email address, city, state, or geographic location. You may also designate an authorized agent to make a request to DOG iD to disclose or delete your personal information. To do so, you must provide DOG iD with proof that the individual or business has been appointed as your agent, such by providing a signed power of attorney form, and provide accurate responses to any information requested by DOG iD that may be necessary to confirm that you are a DOG iD user, such as your phone number, username, email address, city, state, or geographic location. California residents have a right not to receive discriminatory treatment by DOG iD for their exercise of these rights conferred under California law.

                    10. Third Party Links.

                      DOG iD’s website may include links to third party websites and applications. By clicking on third party links, you may allow third parties to collect or share data about you. DOG iD does not control these third-party links and you are advised to review their respective privacy policies.

                      11. Responding to Do Not Track Signals.

                        You can generally opt-out of receiving personalized ads from third party advertisers and ad networks who are members of the Network Advertising Initiative (NAI) or who follow the Digital Advertising Alliance’s Self-Regulatory Principles for Online Behavioral Advertising by visiting the opt-out pages on the NAI website and DAA website. Our website is not currently set up to respond to browser do-not-track signals because there is no consensus within the advertising industry as to what “do not track” means in this context, but you can configure your browser settings to reject all cookies or prompt you before a cookie is set.

                        12. Nevada Residents.

                          If you are a resident of Nevada, you may provide notice to us to limit the sale of your PII to third parties for resale or licensing purposes. However, we do not sell your PII for such use. To notify us that you wish to limit the sale of your PII to third parties for resale or licensing purposes, you may send us an email to with the subject line, “Nevada Do Not Sell Request,” along with your name, address, and user account information.

                          13. Children’s Privacy.

                            We do not direct the Website to anyone under the age of 13 and we do not knowingly collect PII from anyone under the age of 13. If you are a parent or guardian of an individual under the age of 13 and believe that we may have collected PII from your child, please contact us at

                            14. Notification of Changes.

                              Whenever DOG iD changes its Privacy Policy, we will post those changes to this Privacy Policy on the Website and other places that we deem appropriate. Your use of the DOG iD Website following these changes indicates your consent to the practices described in the revised Privacy Policy.

                              15. Contact Us.

                              If you have any questions about this Privacy Policy or the manner by which we collect or use Personal Information about you, email us at