Privacy Policy

TruArmory Privacy Notice

TruArmory Privacy Notice

Last Updated: 9/28/2022

TruArmory (“TruArmory” or “we” or “us”) is committed to protecting and respecting your privacy. This Privacy Notice explains how TruArmory collects, uses and discloses information about you when you visit or conduct transactions through our websites, and other online products and services that link to this Privacy Notice (collectively, the “Services”), contact our customer service team, engage with us on social media) or when you otherwise interact with us, such as via email or through live chat. By visiting TruArmory or otherwise using our Services, you consent to the practices we describe in this Privacy Notice.

We may change this Privacy Notice from time to time.  If we make changes, we will notify you by revising the date at the top of the notice and, in some cases, we may provide you with additional notice (such as adding a statement to our homepage or sending you a notification). Please read this Privacy Notice carefully to understand our practices regarding your Personal Information. We encourage you to review the Privacy Notice whenever you access the Services or otherwise interact with us to stay informed about our information practices and the choices available to you. In addition, please review the Terms of Service that apply to your use of the Service. By using our Service, you certify you are over the age of 18 and you consent to our Privacy Notice and agree to our Terms of Service. If you are not over the age of 18 or do not consent to this Privacy Policy and our practices discussed herein, your choice is to not use our Service.

What Information Does TruArmory Collect?

Information You Provide to Us

We collect information you provide directly to us, for example, when you create an account, participate in any interactive features of the Services, fill out a form or survey, leave a product review, participate in a contest or promotion, make a purchase, apply for a job, communicate with us via third-party social media sites, request customer support or otherwise communicate with us.  The types of Personal Information we may collect include your name, email address, postal address, phone number, fax number, credit card information and any other information you choose to provide.

When we say “Personal Information” we mean any information that identifies an individual, such as (but not limited to) an individual’s name, email address, postal address, device-specific information, and log information (as described below). Any information that does not, on its own, identify an individual person is considered and treated as non-personal information. When non-personal information is combined with other information so that it links or is reasonably linkable to an individual, we treat this information as Personal Information. TruArmory does not sell Personal Information.

Information About Your Use of the Services

We collect information about your use of the Services, such as the search terms you enter, your purchase history and invoice data.

Automatically Collected Information

When you access or use our Services or otherwise transact business with us, we automatically collect information about you, including:

  • Transactional Information: When you make a purchase or return, we collect information about the transaction, such as product details, purchase price, and the date of the transaction.
  • Usage Information: We collect information about your use of the Services, including the type of browser you use, access times, pages viewed, your IP address and the page you visited before navigating to our Services.
  • Device Information: We may collect information about the computer or mobile device you use to access our Services, including the hardware model, operating system and version, unique device identifiers, and mobile network information.
  • Information Collected by Cookies and Similar Tracking Technologies: We (and our service providers) use tracking technologies to collect information about you, including cookies and web beacons. Cookies are small data files stored on your hard drive or in device memory that help us improve our Services and your experience, see which areas and features of our Services are popular and count visits. Web beacons (also known as “pixel tags” or “clear GIFs”) are electronic images that may be used in our Services or in our emails to help deliver cookies, count visits, serve ads and understand usage and campaign effectiveness. For more information about cookies and how to disable them, please see the What Choices Do You Have Regarding Your Information? section below.

Information We Collect from Other Sources

We may obtain information from third-party sources and combine that with information we collect through our Services. For example, we may collect information about you from third parties, including but not limited to our business partners you use to access or link to the Services, third-party websites through which you enter contests and promotions, and publicly available sources.

Information We Derive

We may derive information or draw inferences about you based on the information we collect. For example, we may make inferences about your location based on your IP address or infer that you are looking to purchase certain products based on your browsing behavior and past purchases.

How Does TruArmory Use This Information?

We use the information we collect to provide, maintain, and improve our Services, such as manage user accounts, send marketing communications, perform analytics, and deliver targeted advertising. We may also use the information we collect, including your Personal Information, to:

  • Process transactions and send you related information, including confirmations, receipts, invoices, customer experience surveys, and recall notices;
  • Personalize and improve your experience on our Services;
  • Send you technical notices, updates, security alerts and support and administrative messages;
  • Respond to your comments, questions and customer service requests;
  • Communicate with you about products, services, offers, and events offered by MidwayUSA and others, and provide news and information we think will be of interest to you;
  • Monitor and analyze trends, usage and activities in connection with our Services;
  • Personalize the advertisements you see on third-party platforms and websites (for more information, see the How Does TruArmory Advertise and Perform Analytics section below);
  • Detect, investigate and prevent security incidents and other malicious, deceptive, fraudulent transactions, illegal activity and protect the rights and property of TruArmory and of others;
  • Personalize and improve the Services and provide advertisements, content or features that match user profiles or interests;
  • Facilitate contests, sweepstakes and promotions, process entries and deliver awards; and
  • Carry out any other purpose described to you at the time the information was collected.

With Whom Does TruArmory Share Your Personal Information?

We only share your Personal Information as described below:

  • We share Personal Information with our third-party service providers, and consultants that need access to Personal Information in order to perform certain services on our behalf, such as companies that assist us with web hosting, providing search results and links, payment processing, providing customer service, delivering your orders, handling user reviews, provide us with analytics concerning our Service and marketing and advertising. We may provide them with your Personal Information but only so that they can provide us with their services;
  • If you submit a product review or post content in another public area of our Services, our service provider who assists us with product reviews shares this information publicly on our Services.
  • We may disclose Personal Information if we believe that disclosure is in accordance with, or required by, any applicable law or legal process, including, for example, lawful requests by public or government authorities for your Personal Information if requested to meet national security or law enforcement requirements;
  • We may share your Personal Information if we believe that your actions are inconsistent with our user agreements or policies, if we believe that you have violated the law, or as we reasonably deem necessary to protect the rights, property and safety of TruArmory or others, which may include sharing information with other companies for purposes of fraud protection or investigating or preventing illegal activities;
  • We share Personal Information with our lawyers and other professional advisors where necessary to obtain advice or otherwise protect and manage our business interests;
  • We may share Personal Information in connection with, or during negotiations concerning, any merger, sale of company assets, financing, or acquisition of all or a portion of our business by another company;
  • We may disclose your Personal Information to our current and future parents, affiliates, subsidiaries and other companies under common control and ownership; and
  • We share Personal Information with your consent or at your direction.

We may also share aggregated or de-identified information, which cannot reasonably be used to identify you. For example, we may share a hashed version of your email address to facilitate customized ad campaigns on other platforms.

Social Sharing Features

The Services may offer social sharing features and other integrated tools (such as the Facebook “Like” button), which let you share actions you take on our Services with other media, and vice versa. Your use of such features enables the sharing of information with your friends or the public, depending on the settings you establish with the entity that provides the social sharing feature. For more information about the purpose and scope of data collection and processing in connection with social sharing features, please visit the privacy policies of the entities that provide these features.

How DoesTruArmory Advertise and Perform Analytics?

We engage others to provide analytics services and serve advertisements across the web and in mobile apps. These entities may use cookies, web beacons, device identifiers and other technologies to collect information about your use of our Services and other websites and applications, including your IP address, web browser, mobile network information, pages viewed, time spent on pages or in mobile apps, links clicked, and conversion information. This information may be used by TruArmory and others to, among other things, analyze and track data, determine the popularity of certain content, deliver advertising and content targeted to your interests on our Services and other websites and better understand your online activity. For more information about interest-based ads, or to opt out of having your web browsing information used for behavioral advertising purposes.

How Long Do We Retain Your Data?

The time periods for which we retain your Personal Information will depend on the purposes for which we use it. We will retain your Personal Information for as long as is necessary to provide the Services or for other legitimate business purposes, unless applicable law requires we either dispose of it or keep it longer. We may also continue to store your Personal Information to allow us to resolve disputes, enforce our agreements, comply with legal obligations and/or for other legally permissible purposes consistent with this Privacy Notice.

What About Information of Children?

TruArmory does not knowingly collect any Personal Information from children under the age of 18. If we discover we have received any Personal Information from a child under the age of 18, we will take reasonable steps to delete that information as quickly as possible. If you are a parent or guardian and believe we have any information from or about your child who is under the age of 18, please contact us at

Where Is Your Information Stored and Processed?

TruArmory is based in the United States and we process and store information in the U.S.

How Do We Secure Your Personal Information?

We use commercially reasonable measures to help protect your Personal Information from loss, theft, misuse and unauthorized access, disclosure and alteration. While these measures help ensure your data is safe and secure, please be aware no service over the Internet or wireless networks is completely secure against hacks, intrusions, attacks, or other unauthorized access. We cannot guarantee none of these events will occur, so please take care in deciding what information you provide to us.

What Choices Do You Have Regarding Your Information?

Account Information

If you choose not to provide Personal Information, you may be unable to access or use the Service or certain Service features. For example, if you do not provide your name you will be unable to create an online account. You may update, correct or delete certain account information at any time by logging into your TruArmory online account or emailing us at If you wish to delete or deactivate your account, please email us at, but note that we may retain certain information as required by law or for legitimate business purposes. We may also retain cached or archived copies of information about you for a certain period of time.


Most web browsers are set to accept cookies by default.  If you prefer, you can usually adjust your browser settings to remove or reject browser cookies. Please note that if you choose to remove or reject all cookies, this could affect the availability and functionality of our Services or to complete transactions on our website.

Promotional Communications Preferences

You may opt out of receiving promotional emails or promotional texts from TruArmory by following the instructions in those communications or by contacting Customer Service at If you opt out, we may still send you non-promotional emails, such as those about your account or our ongoing business relations, for example, fulfilling pending orders, policy updates or responding to customer service related requests.

Your California Privacy Rights

The California Consumer Privacy Act or “CCPA” (Cal. Civ. Code § 1798.100 et seq.) affords consumers residing in California certain rights with respect to their Personal Information. If you are a California resident, this section applies to you.

California Consumer Privacy Act

In the preceding 12 months, we have collected the following categories of Personal Information set forth in the table below. For details about the precise data points we collect and the categories of sources of such collection, please see the What Information Does TruArmory Collect? section above. We collect Personal Information for the business and commercial purposes described in the How Does TruArmory Use This Information? section above. In the preceding 12 months, we have disclosed the following categories of Personal Information for business purposes to the following categories of recipients:

Category of Personal InformationCategories of Recipients
Identifiers(e.g., name, alias, postal address, unique personal identifier, online identifier, Internet Protocol address, email address, account name, driver’s license number, or other similar identifiers)Vendors and service providers such as payment processing, web hosting, information technology, customer service, cloud service, data analytics, social networks, marketing and advertising.Law enforcement, government agencies, and for legal compliance, when necessary.
Commercial Information(e.g., name, signature, address, telephone number, education, employment history, bank account number, credit card number, debit card number, or any other financial information)Vendors and service providers such as payment processing, web hosting, information technology, customer service, cloud service, data analytics, social networks, marketing and advertising.Law enforcement, government agencies, and for legal compliance, when necessary.
Professional or Employment-Related Information(e.g., Current or past job history)Vendors and service providers, such as information technology, and cloud service.Law enforcement, government agencies, and for legal compliance, when necessary.
Personal Information described in California Civil Code Section 1798.80(e)Vendors and processors, such as payment processing, information technology, cloud service, customer service, and data analytics.Law enforcement, government agencies, and for legal compliance, when necessary.
Internet or Other Electronic Network Activity(e.g., browsing history, search history, information on a consumer’s interaction with the Service or advertisement)Vendors and service providers such as payment processing, web hosting, information technology, customer service, cloud service, data analytics, social networks, and marketing and advertising.Law enforcement, government agencies, and for legal compliance, when necessary.
Geolocation Data(e.g., physical location)Vendors and service providers such as payment processing, web hosting, information technology, cloud service, customer service, data analytics, social networks, marketing and advertising.Law enforcement, government agencies, and for legal compliance, when necessary.
InferencesVendors and service providers such as information technology, data analytics, marketing and advertising.

TruArmory does not collect “precise” or “specific” geolocation data, as defined in the CCPA or other state privacy laws.

TruArmory does not sell your Personal Information.

We do not knowingly sell Personal Information about consumers under the age of 16.

Subject to certain limitations, you have the right to (1) request to know more about the categories and specific pieces of Personal Information we collect, use and disclose, (2) request correction of inaccurate personal information, (3) request deletion of your Personal Information, (4) opt out of any “sales” of your Personal Information that may be occurring, and (5) not be discriminated against for exercising these rights. In order to exercise these rights, we must be reasonably able to verify your identity and authority to make these requests. To verify your request(s) and protect your data from unauthorized access, we will ask you to provide two (2) or three (3) pieces of Personal Information related to your account or recent interactions with us, which we will use to compare to our records. For example, if you purchased a firearm and/or ammunition from us, in addition to the above, you will be asked to provide the last six (6) digits of your Driver’s License or state identification, which you provided to us in order to purchase the firearm and/or ammunition. Therefore, please keep the above in mind before attempting to submit your request.

If you are a California resident and wish to exercise these rights, you may submit your request through the Contact Us page using the email function, with the “Exercise California Consumer Privacy Rights” reason for your request, by calling our Customer Support team at (717) 842-0459, or sending an email to