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Privacy Notice Privacy Notice

Thank you for visiting Lateral Line. We highly value our relationship with you and your privacy is important to us. To better protect your privacy, we provide this notice explaining our online information practices and the choices you can make about the way your information is collected and used.

For your information purposes:  Lateral Line, Inc. owns Lateral Line Apparel and Gear, the site you are on, as well as our online fishing community site Tidal Fish, located at

Lateral Line, Inc.’s postal address is:
620 South St. , Easton, MD 21601

The below information details our privacy policies. Should you have any questions or general inquiries you can always email us at:

Good Fishing & Good Times!

Chief Angler
Lateral Line, Inc.

I Fish. It’s who I am…

The Information We Collect
At Lateral Line you can read about our company, our products and purchase our products. The types of personally identifiable information that may be collected at these pages include: name, address, e-mail address, telephone number, credit card information, and information about your fishing, fishing interests in and use of various products, programs, and services in order to process a transaction or customize your experience.

At some sections of our site, such as in our blog or product pages, you can submit information about other people. For example, you might submit a person’s name and e-mail address to send a page to a friend, you might send an electronic greeting card, you might rate another user in our blog/message boards and, if you order a gift online and want it sent directly to the recipient, you might submit the recipient’s name, address and should you choose, a customized message to that person. The types of personally identifiable information that may be collected about other people at these pages include: recipient’s name, address, e-mail address, and telephone number. This information is used to process the above and like transactions.

At certain sections of Lateral Line, such as our Product Research and Development Lab, only persons who provide us with the requested personally identifiable information will be able to have access to the Service, order products, programs, and other services or otherwise participate in the site’s activities and offerings.

We also may collect certain non-personally identifiable information when you visit Lateral Line web pages such as the type of browser you are using (e.g., Netscape, Internet Explorer), the type of operating system you are using, (e.g., Windows ’95 or Mac OS), how long you stay, the domain name of your Internet service provider (e.g., America Online, Earthlink), your IP address and other such information. We do this to customize your experience as well as help us optimize the Lateral Line site. Your IP is logged in case it is needed to take action(s) if there a violation(s) of our Terms of Service or if fraud is detected.

How We Use the Information
We may use the information you provide about yourself to fulfill your requests for our service(s), products, and programs, to respond to your inquiries about our offerings, and to offer you other products, programs or services that we believe may be of interest to you as it relates to the Lateral Line business(s). We sometimes use this information to communicate with you, such as to notify you when we have new products, features, there is a hot fishing report, or to fulfill a request by you for an online newsletter or other online applications, or to contact you about your account with us.

We use the information that you provide about others to enable us to use your feedback to rate them in our blog, forums/message boards, send them your gifts or cards or fulfill other like requests. From time to time, we also may use this information to offer our products, programs, or services to them.

The information we collect in connection with our blog, online forums and communities is used to provide an interactive experience. We use this information to facilitate participation in these online forums and communities and, from time to time, to offer you products, programs, or services relating to the Lateral Line business(s).

If you choose to submit content for publication (i.e., a  blog post"), we may publish your screen name and other information you have provided to us.

We sometimes use the non-personally identifiable information that we collect to improve the design and content of our site and to enable us to personalize your Internet experience.

We may disclose personally identifiable information in response to legal process, for example, in response to a court order or a subpoena. We also may disclose such information in response to a law enforcement agency’s request, or where we believe it is necessary to investigate, prevent, or take action regarding illegal activities, suspected fraud, situations involving potential threats to the physical safety of any person, harassment of Lateral Line customers, violations of our Terms of Service or as otherwise required by law. In addition, we may transfer information about you if we are acquired by or merged with another company and will do our best to assure that their Privacy Policy is in the same spirit as ours. Should we be acquired or merge with another company and these Privacy Policies significantly change we will alert you via email (to the email address you have provided us during a transaction or interaction on an interactive feature on the site. It is your sole responsibility to assure your email address is kept up to date) and/or post an alert notice on our homepage.

Agents and contractors of Lateral Line who have access to personally identifiable information are required to protect this information in a manner that is consistent with this Privacy Policy/Notice by, for example, not using the information for any purpose other than to carry out the services they are performing for or with Lateral Line.

Although we take all appropriate measures to safeguard against unauthorized disclosures of information, because hackers and other mischievous people are beyond our control, we cannot assure you that personally identifiable information that we collect will never be disclosed in a manner that is inconsistent with this Privacy Notice. As mentioned however, we do our very best to assure that your information is secure and remains private. We highly value our relationship with you.

We will not sell your information to any other entity
We will not sell your information to any other entity for any reason. We will never turn over our mailing list to a third party or their use. Should you receive any communication which is not in line with the above policy please contact us immediately (help@Lateral We take violations seriously and will do our best to prosecute the violator(s) appropriately.

Cookies & Web Beacons
It is necessary during your online purchase transactions as well as to enhance your experience with our site, to use "cookies." Cookies are text files we place in your computer’s browser to store your preferences and pass on information to our servers during online transactions. Cookies, by themselves, do not tell us your e-mail address or other personally identifiable information unless you choose to provide this information to us by, for example, by ordering a product or participating in one of our interactive features. However, once you choose to furnish Lateral Line with personally identifiable information, this information may be linked to the data stored in the cookie.

We use cookies to complete online transactions that you initiate, understand site usage and to improve the content and offerings. For example, we may use cookies to personalize your experience (i.e, to recognize you by name when you return to our site), save your password in password-protected areas, and enable you to use our shopping cart.

"Web beacons" or clear .gifs are small pieces of code placed on a web page to monitor the behavior and collect data about the visitors viewing a web page. For example, web beacons can be used to count the users who visit a web page or to deliver a cookie to the browser of a visitor viewing that page. We may use web beacons on this site from time to time for this and other purposes.

Collection of Information by Third-Party Sites
In certain sections of our site (such as our fishing link directory) we have links to other sites whose information practices may be different than ours. Visitors should consult the other sites’ privacy notices as we have no control over information that is submitted to, or collected by, these third parties.

Our Commitment to Security
We have put in place appropriate physical, electronic, and managerial procedures to safeguard and help prevent unauthorized access, maintain data security, and correctly use the information we collect online.

How You can Access or Correct Information
To protect your privacy and security, we take reasonable steps to help verify your identity before granting access or making corrections to your account.

Special Note for Parents
Lateral Line is a general audience site.

How to Contact Us
If you have any questions or concerns about our Privacy Policy for this site or its implementation you may contact us at

Updates & Effective Date
From time to time, we may update this privacy notice. By using our site you understand this and we encourage you to periodically check back and review this policy so that you always will know what information we collect, how we use it, and to whom we disclose it.

The Privacy Notice posted on this site was updated on or about August 19, 2007.

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