Privacy Policy

Last Updated: May 26, 2026

1. INTRODUCTION

Rifle Ridge Armory LLC, a Mississippi limited liability company (“Company,” “we,” “us,” or “our”), is committed to protecting the privacy of our customers and website visitors. This Privacy Policy (“Policy”) describes how we collect, use, disclose, store, and protect information about you when you visit rifleridgearmory.com (the “Website”), create an account, purchase Webinar seats or other products (including firearms, ammunition, and accessories), participate in a giveaway, access Webinars, or otherwise interact with our products and services (collectively, the “Services”).

Please read this Policy carefully. By accessing or using the Website or any Service, you acknowledge that you have read, understood, and agree to the practices described in this Policy. If you do not agree with this Policy, please do not use the Website or Services.

This Policy is incorporated by reference into and forms part of our Terms of Service. Capitalized terms used but not defined herein have the meanings ascribed to them in the Terms of Service.

2. INFORMATION WE COLLECT

2.1 Information You Provide Directly

We collect information that you voluntarily provide to us when you create an Account, make a purchase, participate in a giveaway, or otherwise interact with us. This includes:

Account Registration Information:

  • Full legal name
  • Mailing address (street, city, state, ZIP code)
  • Email address
  • Phone number
  • Date of birth (required for age verification purposes)

Payment Information:

  • Payment card details (processed and stored by our third-party Payment Processors; we do not store full card numbers on our own servers)
  • Billing address
  • If you choose to save payment methods for future purchases, the information will be tokenized and stored securely by our Payment Processor(s); we do not store full card numbers on our own servers.

Transaction Information:

  • Purchase history
  • Webinar Seat selections and reservations
  • Order and shipping details
  • FFL dealer information and transfer/shipping details for firearm purchases and giveaway prizes (firearms are shipped only to licensed FFL dealers as required by federal law)

Communications:

  • Inquiries, support requests, and any other messages you send to us by email or through the Website

Regulatory Documentation (Local Purchasers Only):

  • As required by federal and state law, for customers making firearm purchases at our physical location, we collect and retain:
  • Government-issued photo identification (e.g., driver’s license)
  • Concealed carry permit, if applicable
  • Completed ATF Form 4473 and all information contained therein

The regulatory documentation described above is collected and maintained solely for purposes of legal compliance with the Gun Control Act of 1968, ATF record-keeping requirements, and applicable Mississippi law. This category of data is not collected from customers purchasing Webinar Seats online who do not make a local firearm purchase.

Firearms Transaction Records (All Sales): For every sale or transfer of a firearm (whether conducted online or at our physical location), we maintain required federal firearms records, including purchaser name, address, date of birth, and transaction details. These records are maintained solely for regulatory compliance, with access strictly limited as described in Section 8.1, and are retained in accordance with ATF requirements (generally a minimum of 20 years).

2.2 Information Collected Automatically

When you visit the Website, certain information may be collected automatically by the Website, our hosting provider, or third-party analytics tools. This may include:

Internet Protocol (IP) address

Browser type and version

Operating system

Referring URL

Pages viewed, links clicked, and time spent on pages

Date and time of your visit

Device type and identifiers

This information is collected to help us understand how visitors use the Website, diagnose technical issues, and improve user experience. We use Google Analytics for this purpose. Please see Section 6 for more information about third-party analytics tools.

2.3 Information We Do NOT Collect

We do not collect Social Security Numbers except as may be included on a completed ATF Form 4473 (which is required by federal law and maintained solely for regulatory compliance). We do not request or collect sensitive personal health information, financial account numbers (apart from payment card data processed by our Payment Processors), or government identification numbers except as described in Section 2.1 above.

3. HOW WE COLLECT INFORMATION

We collect information through the following means:

  • Direct Input: You provide information directly to us when you register for an Account, enter data on the Website registration page, complete a purchase, or submit a support inquiry. You type your own information during account sign-up and checkout.

Automated Technologies: As described in Section 2.2, certain information is collected automatically when you visit the Website through cookies, web beacons, log files, and similar tracking technologies. Please see Section 7 for additional information about cookies.

Third-Party Service Providers: We receive information from third-party service providers in connection with payment processing (Payroc and Authorize.net), e-commerce transactions (WooCommerce), analytics (Google Analytics), firearms compliance (Fastbound), webinar delivery (Zoom), and other services integrated into the Website.

Webinar Platform: When you access a Webinar via Zoom, Zoom may collect information about your participation in accordance with Zoom’s own privacy policy. We may receive certain participation data from Zoom (e.g., whether you attended a Webinar session).

In Person: For local firearm purchases conducted at our physical location, we collect regulatory documentation in person as described in Section 2.1.

4. HOW WE USE YOUR INFORMATION

We use the information we collect for the following purposes:

To Provide and Operate the Services:

  • To create, manage, and authenticate your Account
  • To process and fulfill Webinar Seat purchases
  • To deliver Webinar access links via email or text message
  • To process payment transactions
  • To select giveaway winners and arrange giveaway prize delivery
  • To facilitate FFL firearm transfers for purchasers and giveaway winners
  • To process and fulfill orders for firearms, ammunition, accessories, and other products, including age and eligibility verification, coordination with designated FFL dealers for transfers, and shipping arrangements

To Communicate with You:

  • To send purchase confirmations and receipts
  • To notify you of scheduled Webinars and provide access links
  • To contact you regarding shipping details and provide tracking information for items won or purchased
  • To respond to your questions and support requests
  • To send promotional communications about our products, upcoming Webinars, and special offers via email or SMS (if you have opted into SMS marketing); you may opt out of promotional communications at any time as described in Section 11.

For Legal and Regulatory Compliance:

  • To verify your age and eligibility to purchase or receive Age-Restricted Products
  • To maintain ATF-required records, including retained Form 4473 documentation
  • To comply with applicable federal, state, and local firearms laws
  • To respond to lawful requests from government authorities

For Business Operations:

  • To track sales and order history
  • To analyze website traffic and user behavior to improve the Website and Services
  • To prevent fraud and unauthorized transactions
  • To enforce our Terms of Service and other policies
  • We do not sell your personal information to third parties. We do not use your personal information for any purpose that is incompatible with the purposes listed above without first providing you notice and, where required, obtaining your consent.

5. DISCLOSURE OF YOUR INFORMATION

We do not sell, rent, or trade your personal information to third parties for their own marketing purposes.

We may disclose your information in the following limited circumstances:

Service Providers: We share information with third-party vendors and service providers that perform services on our behalf, including payment processing (Payroc, Authorize.net), e-commerce platform services (WooCommerce), web hosting, analytics (Google Analytics), firearms compliance software (Fastbound), communications (Google Workspace), and Webinar delivery (Zoom). These service providers are permitted to use your information only as necessary to perform their services for us.

FFL Dealers: If you purchase a firearm or win a firearm in a giveaway, we will share your name, contact information, and applicable shipping/transfer information with the FFL dealer you designate to receive the firearm transfer or shipment, as required to comply with federal firearms laws and to facilitate the transaction.

Shipping Carriers: We share your name and shipping address with our shipping carrier (currently UPS) as necessary to deliver prizes and other items to you.

Legal Requirements: We may disclose your information if we believe disclosure is required or permitted by law, including: (a) in response to a subpoena, court order, warrant, or other lawful legal process; (b) to comply with ATF record-keeping obligations or other regulatory requirements; (c) to protect the rights, property, or safety of the Company, our customers, or others; or (d) in connection with fraud prevention or law enforcement investigations.

Business Transfers: In the event of a merger, acquisition, sale of assets, bankruptcy, or other business transaction, your information may be transferred as part of that transaction. We may notify you via email or a prominent notice on the Website of any such change in ownership or control of your information.

6. THIRD-PARTY SERVICES AND INTEGRATIONS

Our Website uses and integrates with the following third-party services, each of which may have its own data collection and privacy practices:

WooCommerce (Automattic): We use WooCommerce to power our e-commerce platform, including product listings, shopping cart, and order management. WooCommerce processes transaction data on our behalf. Please review WooCommerce’s privacy policy at automattic.com/privacy.

Google Analytics (Google LLC): We use Google Analytics to analyze Website traffic and usage patterns. Google Analytics uses cookies and similar tracking technologies to collect information about how visitors use the Website. This information is transmitted to and stored by Google. You may opt out of Google Analytics data collection by installing the Google Analytics Opt-Out Browser Add-on available at tools.google.com/dlpage/gaoptout. Please review Google’s Privacy Policy at policies.google.com/privacy.

Authorize.net / Payroc: We use Authorize.net and Payroc to process payment transactions. Payment data is transmitted directly to these Payment Processors and is subject to their respective security standards and privacy policies. We do not receive or store full credit card numbers. Please review Authorize.net’s privacy policy at authorize.net/about-us/privacy and Payroc’s privacy policy at payroc.com/privacy.

Fastbound: We use Fastbound, an ATF-compliant Acquisition and Disposition (A&D) record-keeping software, to maintain required firearms records. Data entered into Fastbound is subject to Fastbound’s privacy policy and terms of service.

Google Workspace (Google LLC): We use Google Workspace for business communications (email). Communication data may be processed by Google in accordance with Google’s enterprise privacy terms.

Zoom Video Communications: Webinars are delivered via Zoom. When you join a Webinar, Zoom may collect information about you in accordance with Zoom’s Privacy Statement, available at zoom.us/privacy. Prior to accessing a Webinar, you may be provided with a link to Zoom’s Privacy Statement or be asked to acknowledge that Zoom’s data collection practices apply to your participation. If you do not agree to Zoom’s terms, you should not access the Webinar.

Social Media Icons: The Website may display icons linking to social media platforms including Facebook, YouTube, TikTok, and Instagram. Clicking on these icons will take you to the respective social media platform. We are not responsible for the privacy practices of any social media platform, and we encourage you to review their respective privacy policies.

7. COOKIES AND TRACKING TECHNOLOGIES

7.1 What Are Cookies?

Cookies are small text files placed on your device by a website. They allow a website to recognize your browser and remember certain information.

7.2 Our Use of Cookies

The Website uses cookies and similar tracking technologies in connection with the following functions:

Essential/Functional Cookies: Cookies necessary for the Website to function properly, including maintaining your login session and shopping cart contents.

Analytics Cookies: Cookies used by Google Analytics to collect information about how visitors use the Website (see Section 6).

WooCommerce Cookies: Cookies used by our e-commerce platform to manage cart and checkout sessions.

7.3 Your Choices

Most web browsers allow you to control cookies through browser settings. You can set your browser to refuse all cookies or to alert you when cookies are being sent. Please note that disabling cookies may affect the functionality of the Website.

In addition, you may opt out of Google Analytics as described in Section 6.

7.4 Do Not Track Signals

Some web browsers transmit “Do Not Track” (DNT) signals to websites. Because there is currently no universally accepted standard for how websites should respond to DNT signals, our Website does not currently alter its data collection or use practices in response to DNT signals from your browser. We will continue to monitor developments in this area and update our practices as standards emerge.

8. SENSITIVE PERSONAL INFORMATION

8.1 Regulatory Firearms Records

As described in Section 2.1, for customers who purchase firearms at our physical location, we are required by federal law to collect and retain completed ATF Forms 4473 and supporting identification. This information is Sensitive Personal Information and is handled with the legally required standard of care:

ATF Form 4473 data is collected, used, and stored solely for purposes of federal and state regulatory compliance.

Access to this information is strictly limited to Company personnel who have a need-to-know and to law enforcement or ATF personnel pursuant to lawful inspections or requests.

We will not use ATF Form 4473 data for marketing, analytics, or any purpose other than regulatory compliance.

ATF Form 4473 records are retained in accordance with ATF regulations (currently a minimum of 20 years, or the transfer of FFL records to ATF upon going out of business).

8.2 Government Identification

Copies of government-issued identification retained in connection with local firearm purchases are stored securely and used solely for age and identity verification as required by law.

8.3 Date of Birth

We collect date of birth from all registered Users for the purpose of verifying that you meet the applicable age requirements for the products and services you purchase. Date of birth is treated as sensitive information and is not used for any purpose other than age verification and regulatory compliance.

9. DATA SECURITY

We implement and maintain reasonable administrative, technical, and physical safeguards designed to protect your personal information from unauthorized access, disclosure, alteration, and destruction. Your data is stored on servers maintained by our web hosting provider. Payment card data is processed and stored by our Payment Processors (Payroc / Authorize.net), which are required to comply with Payment Card Industry Data Security Standards (PCI-DSS).

However, please be aware that no method of transmission over the Internet or method of electronic storage is 100% secure. We cannot guarantee the absolute security of your personal information. In the event of a data breach that affects your rights or freedoms, we will notify you as required by applicable law.

You are responsible for maintaining the confidentiality of your Account login credentials and for any activity that occurs under your Account.

10. DATA RETENTION

We retain your personal information for as long as necessary to fulfill the purposes described in this Policy, unless a longer retention period is required or permitted by law. The following retention principles apply:

Account and Transaction Data: Retained for the duration of your Account and for a reasonable period thereafter, sufficient to resolve any disputes and comply with our legal obligations.

ATF Form 4473 and Supporting Identification: Retained in accordance with ATF regulatory requirements (currently a minimum of 20 years from the date of the transaction).

Communications: Retained for a reasonable period as necessary for business purposes and legal compliance.

Analytics Data: Retained in accordance with our Google Analytics configuration settings. Google Analytics 4 defaults to a 2-month retention period for user and event data, which may be extended up to 14 months at our election.

When personal information is no longer required, we take commercially reasonable steps to delete or de-identify it in accordance with applicable law.

11. YOUR PRIVACY RIGHTS AND CHOICES

11.1 Access and Correction

You may access and update your Account information at any time by logging into your Account on the Website. If you need assistance accessing or correcting your personal information, please contact us at Info@rifleridgearmory.com.

11.2 Opt-Out of Marketing Communications

You may opt out of receiving promotional email and SMS communications from us at any time by: (a) clicking the “unsubscribe” link in any marketing email; (b) replying STOP to any promotional SMS message; or (c) contacting us at Info@rifleridgearmory.com with your request. Please note that even if you opt out of promotional communications, we will continue to send you transactional communications necessary for your Account and any Services you have purchased (e.g., purchase receipts, Webinar access links, shipping notifications). Message and data rates may apply. Text HELP for instructions, and STOP to opt-out.

11.3 Account Deletion

You may request deletion of your Account by contacting us at Info@rifleridgearmory.com. Please note that we may be required by law to retain certain information even after Account deletion, including ATF regulatory records and transaction records required for tax and legal purposes.

11.4 California Residents

If you are a California resident, you may have rights under the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA), including the right to know what personal information we collect, the right to request deletion, the right to correct inaccurate personal information, the right to limit the use of sensitive personal information, and the right to opt out of the sale of personal information. We do not sell personal information. For more information about your California privacy rights, please contact us at Info@rifleridgearmory.com. Please note that certain CCPA/CPRA rights may be subject to limitations where the information is subject to conflicting federal obligations (e.g., ATF record-keeping requirements).

We also do not share personal information for cross-context behavioral advertising purposes.

California Civil Code Section 1798.83, known as the “Shine the Light” law, entitles California residents who have an established business relationship with us to request, once per calendar year and free of charge, information about any personal information we disclosed to third parties for those third parties’ own direct marketing purposes during the immediately preceding calendar year. Such a disclosure, if applicable, would include the categories of personal information shared and the names and addresses of the third parties that received it. Rifle Ridge Armory does not share your personal information with third parties for their own direct marketing purposes. Accordingly, no disclosure is required under Section 1798.83 at this time. If you are a California resident and wish to submit a Shine the Light inquiry, please contact us in writing at Info@rifleridgearmory.com or by mail at the address listed in Section 14. We will respond within 30 days of receiving a request directed to a designated contact address, in accordance with the statute.

11.5 Other State Privacy Rights

Various states have enacted or are enacting consumer privacy laws that may provide residents with rights regarding their personal data. If you are a resident of a state with applicable privacy rights and wish to exercise those rights, please contact us at Info@rifleridgearmory.com.

12. CHILDREN’S PRIVACY

The Website is intended for use by individuals who are at least twenty-one (21) years of age. We do not knowingly collect personal information from children under the age of twenty-one (21). If we become aware that we have inadvertently collected personal information from a child under 21 without verifiable parental consent, we will take prompt steps to delete that information. If you believe that we may have inadvertently collected personal information from a child under 21, please contact us immediately at Info@rifleridgearmory.com.

13. CHANGES TO THIS PRIVACY POLICY

We reserve the right to modify this Privacy Policy at any time. When we make changes, we will update the “Last Updated” date at the top of this Policy. For material changes, we will provide notice to you by email at the address on file for your Account and/or by displaying a prominent notice on the Website prior to the change becoming effective. We encourage you to review this Policy periodically. Your continued use of the Website or Services after any modification to this Policy constitutes your acceptance of the updated Policy.

14. CONTACT US

If you have any questions, concerns, or requests regarding this Privacy Policy or our privacy practices, please contact us at:

Rifle Ridge Armory LLC

Email: Info@rifleridgearmory.com

Website: rifleridgearmory.com

Mailing Address: 1790 MS 555, Natchez, Mississippi 39120

We will endeavor to respond to all privacy-related inquiries within a reasonable time.