Privacy policy

Last Updated: January 24, 2026

Introduction

Roots Pet Inc. (collectively referred to herein as “Roots Pet”, “we”, “our”, or “us”) recognizes the importance of protecting personal information we may collect from customers, website visitors, and any other individual (“you”, or “your”). This Privacy Policy applies to data collected by Roots Pet and applies to your use of our website, https://rootspet.com (the “Site”), and through our interactions with individuals by email, telephone, SMS, or other means.

Roots Pet Inc., a Delaware corporation and a wholly owned subsidiary of CEM Group Oy (Finland), is the data controller of personal information collected through our Site for our own business purposes.

Our Privacy Policy explains: (1) what personal information we collect; (2) why we collect it; (3) how we use that information; (4) how we may share it; and (5) the rights you may have.

Residents in California, Colorado, Connecticut, Delaware, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, Nevada, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah, Virginia, and Canada should also review the Privacy Rights and Jurisdiction-Specific Notices sections in this Privacy Policy.

Geographic Restriction Notice: Our Site and Services are directed exclusively at residents of the United States and Canada. We do not intentionally monitor, target, or collect personal information from individuals located in the European Economic Area (EEA), United Kingdom (UK), Switzerland, or other regions outside of North America.

Specifically, our Privacy Policy covers the following topics:

Personal Information We Collect
How We Use Personal Information We Collect
Our Disclosures of Personal Information
Our Legal Basis for Collecting Personal Information
When You Choose Not to Provide Personal Information
Our Retention of Your Personal Information
Privacy Rights
Jurisdiction-Specific Notices
Our Email and Text Message Opt-out Policy
Third-Party Links on the Sites
International Transfer
How We Protect Personal Information
No Use By Children
Changes to this Privacy Policy
Contact Us

Please familiarize yourself with our privacy practices. By using the Site, you signify your acceptance of this Privacy Policy. If you do not agree to this Privacy Policy, please do not use the Site. If you have any questions, please submit a request to hello@rootspet.com.

1. Personal Information We Collect

We collect information, including personal information, to provide better services to you. We use the term “personal information” to refer to any information that identifies, relates to, describes, or can be associated with you. Common examples include your name, email address, digital identifiers (such as your IP address), device information, and metadata.

Note regarding Health Information: Any health, dietary, or biological data collected by Roots Pet relates exclusively to animals (pets). U.S. and Canadian privacy laws protect the sensitive health data of human individuals. We do not collect human sensitive personal information or consumer health data.

The personal information which we collect includes, but is not limited to, the following circumstances and data elements:

Generally

Inquiries & Support: If you request customer support, use our "Contact Us" features, or request information, we may require your contact information, such as your name, phone number, email address, and contact preferences.
Newsletters: If you subscribe to our newsletter, we collect your name and email address to send you marketing emails and information about our products.
Account Registration: If you register for an account, we collect your name, username, password, email address, purchase history, subscription details, and marketing preferences.
Purchases: When you place an order or create a monthly subscription, we collect your name, billing address, shipping address, phone number, and payment information. We use a PCI-compliant third-party payment processor; Roots Pet does not store raw credit card numbers.
Voluntary Submissions: If you voluntarily submit information to our Site, such as taking a quiz regarding your pet’s age, breed, and dietary experiences, or entering a sweepstakes, we collect the information provided to tailor product recommendations and fulfill the promotion.

Business Contacts

We may receive contact information (name, telephone number, email) and professional information (business address) through our interactions with you in a business-to-business capacity, such as when exploring partnerships or vendor relationships.

Social Media

If you interact with our social media profiles, we may collect your username and publicly available characteristics to respond and promote our business. Third-party social media operators also process this information, governed by their own privacy policies.

Automated Data Collection: Cookies & Similar Technologies

We and our partners use various technologies (cookies, web beacons, pixels, and server logs) to collect and store information when you visit the Site or open our emails. We collect personal identifiers (IP address), device information (browser characteristics, operating system), and usage data (referral URLs, pages viewed, cart abandonment). This helps us optimize the Site, manage our relationship with you, improve marketing activities, and prevent malicious conduct. Roots Pet does not respond to Do Not Track (DNT) signals unless strictly required by applicable law.

Automated and AI-Assisted Interactions

We may offer automated or AI-assisted chat tools on the Site. We collect transcripts and interaction data to respond to inquiries and maintain quality. These tools provide general product information only and do not constitute licensed veterinary advice.

2. How We Use Personal Information We Collect

We use the personal information we collect for business and commercial purposes, including:

To present, operate, and improve the Site and our products.
To fulfill orders, process transactions, and manage recurring subscriptions.
To authorize access to your account.
To personalize your experience and deliver relevant content and targeted advertisements.
To market products and services to you.
To administer contests, promotions, quizzes, or other features.
To ask for ratings and reviews of our products.
To respond to customer service requests and follow up via email or text.
To detect, investigate, and prevent fraud, security breaches, and violations of our Terms & Conditions.
To comply with applicable legal, tax, and financial requirements.

Unless you ask us not to, we may contact you via email regarding specials, new products, or policy changes. We collect information about your shopping activity, including abandoned carts, strictly to send cart reminder messages. This information is shared only with service providers facilitating message delivery.

3. Our Disclosures of Personal Information

We may disclose your personal information for our business and commercial purposes as described below. We do not sell your personal information for direct monetary compensation.

Service Providers and Vendors: We disclose information to vendors for payment processing, identity verification, order fulfillment, e-commerce hosting, and email/SMS delivery. These contracts mandate that the data remain confidential and be used solely to perform the specified services.
Relationship with Shopify (Our E-Commerce Platform): Our store is hosted by Shopify Inc. Information you submit to the Site is transmitted to and stored by Shopify to provide the e-commerce platform. Furthermore, to help protect, grow, and improve our business, we use certain Shopify enhanced features that incorporate data obtained from your interactions with our Site, aggregated with data from other merchants. In these specific circumstances, Shopify acts as an independent data controller and uses this cross-merchant personal information to support personalized advertising and its own business operations. To learn more about how Shopify processes your personal information, review the Shopify Consumer Privacy Policy.
Partners: We disclose information to data, marketing, advertising, and web optimization partners who assist us with cross-context behavioral advertising and analytics.
Affiliates & Parent Company: Roots Pet Inc. is a wholly owned subsidiary of CEM Group Oy. We disclose information to our parent company in Finland for internal corporate administration, financial consolidation, product development, and operational analytics.
Legal Purposes: We will disclose information if we have a good-faith belief it is reasonably necessary to: (a) comply with the law, regulation, or legal process; (b) enforce our Terms & Conditions; (c) prevent fraud or technical issues; or (d) protect the rights, property, and safety of Roots Pet, you, or the public.
Merger or Asset Transfers: In the event of a merger, acquisition, reorganization, or asset sale, personal information is generally transferred as a business asset.

4. Our Legal Basis for Collecting Personal Information

We process personal information based on the following legal bases:

Consent: Where you have explicitly granted it (e.g., SMS marketing, non-essential cookies).
Contractual Necessity: To perform our obligations under our Terms & Conditions (e.g., fulfilling an order).
Legitimate Business Interests: For intra-organization administrative transfers to our parent company, fraud detection, cybersecurity enhancement, and product development, provided these interests do not override your fundamental privacy rights.

5. When You Choose Not to Provide Personal Information

Your provision of personal information is required to purchase our products and utilize certain Site features. If you choose not to provide necessary data (e.g., shipping address, payment details), we cannot fulfill your orders or provide our services.

6. Our Retention of Your Personal Information

We retain personal information based on the duration of our relationship, the time necessary to complete transactions, contractual obligations, and legal retention requirements (e.g., tax and financial record-keeping laws, which typically mandate a 7-year retention period). Once the applicable retention period expires, your personal information is securely deleted, destroyed, or irreversibly anonymized.

7. Privacy Rights

Depending on your U.S. state of residence (including but not limited to CO, CT, DE, IA, IN, KY, MD, MN, MT, NE, NH, NJ, NV, OR, RI, TN, TX, UT, VA) or if you reside in Canada, you have specific legal rights regarding your personal information:

Right to Know/Access: Request information about our data collection, use, disclosure, and sales practices, and obtain a copy of your specific personal data.
Right to Delete: Request the deletion of your personal information, subject to legal exceptions (e.g., fulfilling a contract, fraud prevention).
Right to Correct: Request correction of inaccurate information.
Right to Opt-Out: Opt-out of the "selling" or "sharing" (for targeted advertising) of personal information. Roots Pet Inc. “sells” or “shares” personal information purely in the context of utilizing third-party advertising cookies for targeted digital marketing.
Right to Non-Discrimination: You will not be penalized for exercising your privacy rights.

To exercise your rights, you or your authorized agent may utilize the following options:

Direct Requests: Email us at hello@rootspet.com.
Opt-Out of Data Sales/Sharing: Click the "Do Not Sell or Share My Personal Information" link in the footer of our Site.
Opt-Out of Shopify Network Tracking: You have the right to direct us not to share information about you to show you targeted advertisements based on your online activity across different merchants and websites on the Shopify network. You can exercise your right to opt out of those specific Shopify-driven uses here: https://rootspet.com/pages/data-sharing-opt-out.
Data Controlled by Shopify: For personal data processed independently by our e-commerce host across its broader merchant network, you may exercise your privacy rights directly with them via the Shopify Privacy Portal.

To help protect your privacy, we will take steps to verify your identity (e.g., by matching your email and order history) before processing direct requests. We will respond within the timeframe required by applicable law (typically 30 to 45 days).

8. Jurisdiction-Specific Notices

California Residents (CCPA/CPRA)

Under the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA), California residents are entitled to specific disclosures. During the last twelve (12) months, we have collected the following categories of personal information:

Identifiers (Name, postal address, IP address, email). Sold or Shared: Yes (Shared for targeted advertising). Disclosed to: Service providers, Affiliates, Advertising/Analytics partners, Shopify.
California Customer Records (Telephone number, payment card details). Sold or Shared: No. Disclosed to: Service providers.
Commercial Information (Order and purchasing history). Sold or Shared: Yes (Shared). Disclosed to: Service providers, Affiliates, Advertising/Analytics partners, Shopify.
Internet or Other Network Activity (Browsing history, interactions with Site). Sold or Shared: Yes (Shared). Disclosed to: Advertising/Analytics partners, Shopify.
Inferences (Preferences derived from data regarding pet ownership). Sold or Shared: Yes (Shared). Disclosed to: Advertising partners.
Sensitive Personal Information: We do not collect human sensitive personal information for the purpose of inferring characteristics about consumers.

California Rights: California residents have the right to request access, deletion, and correction of data, and the right to opt-out of the "sale" or "sharing" of personal information for cross-context behavioral advertising. You will not be discriminated against for exercising these rights. Submit requests to hello@rootspet.com.

Under California's "Shine the Light" law, residents may request information regarding the disclosure of their personal information to third parties for those third parties' direct marketing purposes. Submit requests to hello@rootspet.com.

Canadian Residents (PIPEDA & Provincial Laws)

Data collected from Canadian customers is processed in compliance with the Personal Information Protection and Electronic Documents Act (PIPEDA) and applicable provincial laws. Canadian residents have the right to request access to their personal information, challenge its accuracy, and withdraw consent for further processing (subject to legal or contractual restrictions). Direct inquiries to hello@rootspet.com.

Non-Applicability of GDPR (EEA, UK, Switzerland)

Roots Pet Inc. expressly limits its operations, sales, and shipping to the United States and Canada. We do not target, monitor, or offer goods/services to data subjects located in the European Economic Area (EEA), the United Kingdom, or Switzerland. Consequently, the consumer-facing rights granted by the EU General Data Protection Regulation (GDPR) do not apply to users of this Site.

9. Our Email and Text Message Opt-out Policy

By providing your email or phone number, you agree we may contact you regarding your orders or changes to policies.

Email: You may unsubscribe from marketing emails at any time by clicking the "unsubscribe" link at the bottom of the email or contacting hello@rootspet.com. We reserve the right to send transactional emails (e.g., order confirmations) regardless of marketing preferences.
SMS/Text: If you enrolled in an SMS program, you agree to receive recurring text messages. Consent is not a condition of purchase. Standard message and data rates may apply. You may opt-out at any time by replying STOP to any message. We collect your mobile number and interaction data solely to administer SMS messaging. We do not share SMS originator opt-in data with third parties for their own marketing.

10. Third-Party Links on the Sites

The Site may contain links to webpages operated by third parties. We do not control such websites and are not responsible for their privacy practices or contents. Inclusion of links does not imply endorsement. This Privacy Policy applies solely to Roots Pet Inc.

11. International Transfer

Roots Pet Inc. operates in the United States. Information we collect from you in the U.S. or Canada will be transferred to, processed, and stored in the United States. Furthermore, because Roots Pet Inc. is a wholly owned subsidiary of CEM Group Oy, your data will be transferred to and processed by our parent company in Helsinki, Finland for corporate administration, R&D, and financial consolidation. By submitting your personal information, you expressly agree to this trans-border transmission. We rely on legally recognized data transfer mechanisms (such as Standard Contractual Clauses) to ensure your data remains securely protected during intra-group international transit.

12. How We Protect Personal Information

We maintain commercially reasonable administrative, technical, and physical safeguards (including encryption and TLS protocols) designed to protect personal information against unauthorized access, destruction, loss, or alteration. However, no electronic transmission or storage method is 100% secure; we cannot guarantee absolute security.

13. No Use By Children

Our Site is not intended for children under 16 years of age. We do not intentionally gather personal information from minors. If a parent or guardian believes a child has provided us with personal information, contact us at hello@rootspet.com to have it deleted.

14. Changes to this Privacy Policy

We may update this Privacy Policy periodically to reflect changes in the law, our services, or our data practices. Material changes will be accompanied by an updated "Last Updated" date. We encourage you to review this policy periodically.

15. Contact Us

If you have specific questions about this Privacy Policy or wish to exercise your privacy rights, contact us at:

Roots Pet Inc.
1007 N Orange St Ste 4953, Wilmington, DE 19801, US

Email: hello@rootspet.com

COOKIE POLICY

Last Updated: February 13, 2026

We use cookies, web beacons, pixels, and similar technologies (collectively, “cookies”) to facilitate and improve the performance, security, and user experience of https://rootspet.com (the “Site”).

1. Categories of Cookies We Use

The Site utilizes or permits several different categories of cookies:

Essential Cookies: Absolutely necessary for the proper operation of the Site. They facilitate core e-commerce functionalities, such as maintaining your shopping cart, managing your logged-in session, and processing secure checkout. They cannot be disabled in our systems.
Functional/Preference Cookies: Allow the Site to remember your preferences (such as your region or login status) to streamline and customize your experience.
Analytics/Performance Cookies: Help us understand how the Site performs and how visitors interact with our pages. We use tools like Google Analytics and Shopify Analytics to measure website traffic, identify technical bottlenecks, and analyze aggregated user behavior. Under certain U.S. state laws, the deployment of these cookies may be considered a "sale" of personal information.
Marketing and Social Media Cookies: Deployed by our third-party advertising partners (such as Meta/Facebook, Google, or TikTok). They track your online activities across websites to build a profile of your interests and deliver targeted Roots Pet advertisements to you on other platforms. Sharing data via these cookies constitutes "sharing for targeted advertising" under the CCPA and other U.S. state privacy laws.

2. Use of Third-Party Cookies

We allow certain third parties to serve cookies on the Site to help identify fraudulent traffic, process payments, and provide analytics. You can see how Google Analytics uses cookie information across partner sites by visiting https://policies.google.com/technologies/partner-sites.

3. Opt-Outs and Managing Your Preferences

You have the right and ability to control how non-essential cookies are deployed on your device:

Site Opt-Out: You can opt out of the "sale" or "sharing" of your data via advertising/analytics cookies by clicking the "Do Not Sell or Share My Personal Information" link located in the footer of the Site.
Global Privacy Control (GPC): Because our store is powered by Shopify, if you visit our Site with the Global Privacy Control (GPC) opt-out preference signal enabled, the platform will automatically treat this as a valid request to opt out of the "sale" or "sharing" of your data for targeted advertising for the specific device and browser you are using. If the platform can associate the device sending the signal to a registered customer account, the opt-out request will automatically apply to that account as well. To learn more about GPC, visit https://globalprivacycontrol.org/. Other than the GPC, our platform does not recognize other "Do Not Track" signals.
Browser Controls: Most web browsers allow you to manage, block, or delete cookies through their settings menu. Note that disabling Essential cookies will cause parts of the Site (like the checkout process) to fail.
Google Analytics Opt-Out: You can install the Google Analytics Opt-Out Browser Add-on by visiting https://tools.google.com/dlpage/gaoptout.

Industry Opt-Out Tools (US & Canada):

You may also opt out of receiving personalized advertisements from third-party networks by utilizing the following industry tools:

Digital Advertising Alliance (DAA) (US): https://youradchoices.com/
Network Advertising Initiative (NAI) (US): http://www.networkadvertising.org/
Digital Advertising Alliance of Canada (DAAC): https://youradchoices.ca/

Note: Opting out of personalized advertising does not mean you will stop seeing ads; it simply means the ads you see will not be tailored to your browsing behavior. Because these industry opt-out tools rely on their own cookies to save your preference, if you clear your browser cache or use a different device, you will need to apply the opt-out again.

4. Changes to this Cookie Policy

We may revise this Cookie Policy periodically to reflect changes in our technology stack, advertising partnerships, or legal obligations. We encourage you to review this page regularly.

5. Contact

For questions regarding our use of cookies, please email us at hello@rootspet.com.