Your online privacy is taken seriously
May 19, 2009
Merchant's Mirror™ (MM) is owned and operated by Firelace, Inc. (FL)
Your privacy on the Internet is of the utmost importance to us.
Because we gather certain types of information about our users, we
feel that you should fully understand our policy and the terms and
conditions surrounding the capture and use of that information. This
privacy statement discloses what information we gather and how we use
INFORMATION MM GATHERS AND TRACKS
MM gathers two types of information about users:
Information that users provide through optional, voluntary
submissions. These are voluntary submissions to receive our electronic
newsletters, to participate in our message boards or forums, to email
a friend, and from participation in polls and surveys.
Information MM gathers through aggregated tracking information derived
mainly by tallying page views throughout our sites. This information
allows us to better tailor our content to readers' needs and to help
better understand the demographics of our
audience. Under no circumstances does MM divulge any information about
an individual user to a third party without proper concent.
MM gathers user information in the following processes:
- Electronic newsletters policy (Dispatches)
We offer a free electronic newsletter to users. MM gathers the
email addresses of users who voluntarily subscribe. Users may remove
themselves from this mailing list by following the link provided in
every newsletter that points users to the subscription management
- Message boards/forums policy
Users of the site's Message Boards and Forums must register separately
for these services (both are free of charge) in order to post
messages, although they needn't register to visit the site. During
registration the user is required to supply a username, password, and
- "E-mail this to a friend" policy
Our site users can choose to electronically forward a link, page, or
documents to someone else by clicking "e-mail this to a friend". The
user must provide their email address, as well as that of the
recipient. This information is used only in the case of transmission
errors and, of course, to let the recipient know who sent the email.
We may offer interactive polls to users so they can easily share their
opinions with other users and see what our audience thinks about
important issues. Opinions or other responses to polls are aggregated
and are not identifiable to any particular user. MM may use a system
to "tag" users after they have voted, so they can vote only once on a
particular question. This tag is not correlated with information about
MM may occasionally conduct user surveys to better target our content
to our audience. We may sometimes share the aggregated demographic
information in these surveys with our sponsors and
partners. We never share any of this information about specific
individuals with any third party.
We may place a text file called a "cookie" in the browser files of
your computer. The cookie itself does not contain Personal Information
although it will enable us to relate your use of this site to
information that you have specifically and knowingly provided. But the
only personal information a cookie can contain is information you
supply yourself. A cookie can't read data off your hard disk or read
traffic patterns (as described above).
set your browser to warn you before accepting cookies, you will
receive the warning message with each cookie. You do not need to have
cookies turned on to use this site. However, you do need cookies to
participate actively in message boards, forums, polling, surveys, and the application itself.
USE OF INFORMATION
MM uses any information voluntarily given by our users to enhance
their experience in our network of sites, whether to provide
interactive or personalized elements on the sites or to better prepare
future content based on the interests of our users.
As stated above, we use information that users voluntarily provide in
order to send out electronic newsletters and to enable users to
participate in polls, surveys, message boards, and forums. We send out
newsletters to subscribers on a regular schedule (depending on the
newsletter), and occasionally send out special editions when we think
subscribers might be particularly interested in something we are
doing. MM never shares newsletter mailing lists with any third
parties, including advertisers, sponsors or partners.
MM will not share any financial or accounting-related data input from its users with any third party at any time without expressed written consent of its users.
MM may create aggregate reports on user demographics and traffic patterns
for advertisers, sponsors, and partners. This allows our partners to
be more effective, and allows our users to receive
information that is pertinent to their needs.
SHARING OF THE INFORMATION
MM uses the above-described information to tailor our content to suit
your needs and help our advertisers better understand our audience's
demographics. We will not share information about individual users
with any third party, except to comply with applicable law or valid
legal process or to protect the personal safety of our users or the
MM operates secure data networks protected by industry standard
firewall and password protection systems. Our security and privacy
policies are periodically reviewed and enhanced as necessary and only
authorized individuals have access to the information provided by our
We give users options wherever necessary and practical. Such choices
- Opting not to register to receive our electronic newsletters.
- Opting not to participate in certain interactive areas, which
completely alleviates the need to gather any personally identifiable
information from our users
By using this site, you consent to the collection and use of this
information by Firelace, Inc. If we decide to change our privacy
policy, we will post those changes on this page so that you are always
aware of what information we collect, how we use it, and under what
circumstances we disclose it.