Privacy policy

Effective Date: September 2, 2026
Last Updated: September 2, 2026

This Privacy Policy describes how Marco Polo Publications, Inc., a Florida corporation doing business as Skull Society ("Skull Society," "we," "us," or "our"), collects, uses, discloses, and protects personal information when you visit or make a purchase from skullsociety.com, shop.skullsociety.com, or any of our other websites, landing pages, or checkouts that link to this Policy; enroll in our email or SMS programs; interact with us on social media; or otherwise communicate with us (collectively, the "Services"). It also explains the privacy rights available to you and how to exercise them.

Marco Polo Publications, Inc. is the "controller" (or "business," as that term is used in U.S. state privacy laws) of the personal information described in this Policy. Our contact details are in Section 16.

By using the Services, you acknowledge that you have read this Policy. If you do not agree with our practices, please do not use the Services. This Policy is incorporated into our Terms of Service.

1. Personal Information We Collect

"Personal information" means information that identifies, relates to, describes, or could reasonably be linked with you or your household. It does not include de-identified or aggregated information. Depending on how you interact with us, we collect the following categories:

Category	Examples	Source
Identifiers and contact details	Name, email address, mailing and billing address, phone number, account username, IP address, device identifiers	You; automatically
Order and commercial information	Products viewed, added to cart, purchased or returned; order history; purchase preferences; discount codes used	You; automatically
Payment information	Payment method type, last four digits of card, billing address, transaction amounts. Full card numbers are collected and processed by our payment processors (e.g., Shopify Payments, PayPal, Shop Pay) and are never stored on our systems.	You (via processor)
Account information	Login credentials, saved addresses, wishlists, preferences	You
Communications	Emails, texts, chat messages, customer service inquiries, reviews, survey responses, and any photos or other content you submit. Customer service calls may be recorded for quality and training purposes, with notice at the start of the call.	You
Marketing preferences	Email and SMS opt-in status, consent records and timestamps, engagement with our messages (opens, clicks)	You; automatically
Device and usage information	Browser type, operating system, device type, screen resolution, referring URL, pages viewed, time on page, clicks, scrolling, search terms, approximate location derived from IP address	Automatically (cookies, pixels, SDKs)
Inferences	Preferences and characteristics we infer from the above (e.g., interest in a product category) to personalize marketing	Derived
Social media information	Public profile information and content when you interact with, tag, or message us on social platforms	You; platforms

Sensitive information. We do not intentionally collect sensitive personal information (such as government ID numbers, precise geolocation, biometric data, health data, or information about race, religion, or sexual orientation). Please do not send us sensitive information. Payment card data is handled by our PCI-DSS-compliant payment processors.

Information you must provide. Name, shipping address, email address, and payment information are required to complete a purchase; if you do not provide them we cannot fulfill your order. All other information is optional, and declining to provide it will not prevent you from making a purchase.

Information about others. If you provide us personal information about another person (for example, a gift recipient's shipping address), you represent that you are authorized to do so and that they may be contacted regarding the order.

2. How We Collect Personal Information

Directly from you when you place an order, create an account, sign up for emails or texts, enter a promotion, submit a review, contact us, or otherwise interact with the Services.

Automatically through cookies, pixels, web beacons, software development kits, and similar technologies when you use the Services (see Section 4).

From third parties, including: Shopify (our e-commerce platform); payment processors and fraud-prevention services; shipping carriers; marketing and analytics providers; advertising platforms such as Meta and Google; social media platforms when you interact with our content; review platforms; and data partners that help us verify addresses or enhance our records.

3. How We Use Personal Information

We use personal information for the following purposes:

Providing the Services and fulfilling orders — processing payments, arranging shipping, sending order and shipping confirmations, processing returns and exchanges, providing customer support, and maintaining your account.

Marketing and advertising — sending promotional emails and text messages (with your consent where required), showing you ads for our Products on other websites and social media, measuring ad performance, building audiences of customers with similar interests, and personalizing offers and content. You can opt out of marketing at any time (Section 8).

Analytics and improvement — understanding how visitors use the Services, testing features and layouts, improving our products, website, and customer experience.

Security and fraud prevention — detecting, investigating, and preventing fraudulent transactions, chargebacks, abuse, and other illegal activity; protecting the rights, property, and safety of Skull Society, our customers, and others.

Communicating with you — responding to your inquiries, sending service announcements, and notifying you of changes to our terms or policies.

Legal compliance — complying with applicable law, tax and accounting requirements, lawful requests from public authorities, and enforcing our Terms of Service and other agreements.

Business operations — internal record-keeping, auditing, and, if applicable, evaluating or completing a merger, acquisition, financing, or sale of all or part of our business.

Legal bases (EEA, UK, and Switzerland). Where the GDPR or UK GDPR applies, we rely on the following legal bases: performance of a contract with you (order fulfillment, account services); our legitimate interests (analytics, security, fraud prevention, marketing to existing customers, business operations), balanced against your rights; your consent (non-essential cookies, SMS marketing, marketing emails to non-customers), which you may withdraw at any time; and compliance with legal obligations.

4. Cookies, Pixels, and Tracking Technologies

We and our service providers and advertising partners use cookies and similar technologies on the Services. These include:

Strictly necessary — required for the Site to function (shopping cart, checkout, security, load balancing). These cannot be disabled through our tools.

Functional — remember your preferences, such as language, currency, and login status.

Analytics and performance — help us understand traffic and usage (e.g., Shopify Analytics, Google Analytics). We may also use session-replay and heat-mapping tools that record how visitors interact with pages (mouse movements, clicks, scrolling, and typing in non-sensitive fields); these tools are configured to mask payment fields and other sensitive inputs.

Advertising and targeting — set by us and by partners such as Meta (Facebook/Instagram Pixel and Conversions API), Google (Google Ads, Google Tag), TikTok, Pinterest, and Microsoft Advertising, to show you relevant ads on other sites and apps, limit how often you see an ad, and measure ad effectiveness. These partners may link the information collected on our Site with information they hold about you from other sources.

Your choices. You can manage cookies through the cookie banner or preferences link on our Site (where displayed), through your browser settings (most browsers let you refuse or delete cookies), and through industry opt-out tools at optout.aboutads.info, optout.networkadvertising.org, and, for EU users, youronlinechoices.eu. You can also adjust ad settings directly with Meta and Google. Blocking cookies may affect Site functionality.

Global Privacy Control. We treat browser-based universal opt-out signals such as the Global Privacy Control (GPC) as a valid request to opt out of the sale or sharing of personal information and of targeted advertising for the browser or device sending the signal, where required by applicable law.

Do Not Track. Because there is no common industry standard for "Do Not Track" browser signals, we do not currently respond to them; we do respond to GPC as described above.

5. How We Disclose Personal Information

We do not sell your personal information for money. We disclose personal information in the following circumstances:

Service providers and processors that perform services on our behalf and are contractually limited in how they may use your information, including: Shopify Inc. (e-commerce platform hosting, checkout, and payments — see Shopify's privacy policy at shopify.com/legal/privacy); payment processors (Shopify Payments, PayPal, Shop Pay, buy-now-pay-later providers); fraud-prevention services; shipping and fulfillment partners and carriers (e.g., USPS, UPS, FedEx, DHL) and print-on-demand or fulfillment vendors; email and SMS platforms (e.g., Klaviyo); customer service and help-desk tools; analytics providers; cloud hosting and IT providers; and professional advisors such as accountants and attorneys.

Advertising and analytics partners as described in Section 4. Under certain U.S. state laws, allowing these partners to collect information through cookies and pixels for cross-context behavioral (targeted) advertising is considered a "sale" or "sharing" of personal information, even though no money changes hands. You may opt out as described in Section 8.

Marketplaces and platforms when you purchase our Products through a third-party marketplace (such as Amazon), that marketplace collects your information under its own privacy policy and shares limited order information with us to fulfill your order.

Business transfers in connection with, or during negotiations of, any merger, acquisition, financing, reorganization, bankruptcy, or sale of all or a portion of our business or assets, in which case your information may be transferred as a business asset subject to this Policy.

Legal, safety, and enforcement — to comply with law, regulation, subpoena, court order, or other legal process; to respond to lawful requests from public authorities; to enforce our Terms of Service and other agreements; to detect and prevent fraud, security breaches, or illegal activity; and to protect the rights, property, or safety of Skull Society, our customers, or others.

With your direction or consent — for example, when you post a review publicly, tag us on social media, or ask us to share information with a third party.

Affiliates — with other brands and businesses owned by Marco Polo Publications, Inc., for the purposes described in this Policy and consistent with your marketing preferences.

SMS data. No mobile information will be shared with third parties or affiliates for marketing or promotional purposes. Text messaging originator opt-in data and consent will not be shared with any third parties, except for vendors and service providers that help us operate the SMS Program.

De-identified and aggregated information that cannot reasonably be used to identify you may be shared for any purpose. Where we maintain de-identified data, we commit to maintaining it in de-identified form and not to attempt to re-identify it, except as permitted by law to test our de-identification processes.

6. Data Retention

We retain personal information for as long as reasonably necessary to fulfill the purposes described in this Policy, including to provide the Services, comply with legal, tax, and accounting obligations (order records are generally retained for at least seven years), resolve disputes, prevent fraud, enforce our agreements, and maintain records of your marketing consents and opt-outs. When we no longer need personal information, we delete or de-identify it. Where deletion is not immediately possible (for example, because information is stored in backups), we securely store the information and isolate it from further use until deletion is possible.

7. Security

We use reasonable administrative, technical, and physical safeguards designed to protect personal information, including TLS encryption for data in transit, PCI-DSS-compliant payment processing through our processors, access controls, and reliance on Shopify's security infrastructure for hosting and checkout. However, no method of transmission over the internet or electronic storage is completely secure, and we cannot guarantee absolute security. You are responsible for maintaining the confidentiality of your account credentials. If we learn of a security breach affecting your personal information, we will notify you and any applicable regulators as required by law.

8. Your Marketing Choices

Email. Click the "unsubscribe" link at the bottom of any marketing email, or contact us. Please allow up to ten (10) business days for processing. You will continue to receive transactional emails necessary to complete your orders.

Text messages. Reply STOP (or any other reasonable words indicating you wish to stop) to any text message from us, or contact us at support@skullsociety.com. We will honor your request promptly and in any event within ten (10) business days. You may receive one final message confirming your opt-out. Message and data rates may apply. Consent to receive texts is not a condition of purchase. See our Terms of Service for full SMS Program terms.

Targeted advertising / "sale" or "sharing" of personal information. To opt out of the use of cookies and pixels for targeted advertising (which certain state laws treat as a "sale" or "sharing"), use the "Your Privacy Choices" or "Do Not Sell or Share My Personal Information" link in the footer of our Site or the cookie preferences tool where displayed, enable Global Privacy Control in your browser, or email us at support@skullsociety.com with the subject line "Opt Out of Sale/Sharing." Because these opt-outs are cookie-based, you will need to renew them if you clear cookies or use a different browser or device, unless you are logged into an account through which we can link your preference.

Notice of Financial Incentive. We may offer discounts, free items, or other benefits in exchange for signing up for our email or SMS lists, referring a friend, or participating in a loyalty or rewards program. These programs involve the collection of personal information (typically your email address, phone number, and purchase history). Participation is voluntary, you may withdraw at any time by unsubscribing or contacting us, and the material terms of each program are presented when you enroll. We value the personal information collected through these programs at approximately the value of the discount or benefit offered, based on our reasonable, good-faith estimate of the incremental revenue generated by marketing to enrolled customers.

9. Your Privacy Rights

Depending on where you live, you may have some or all of the following rights regarding your personal information, subject to legal exceptions:

Right to know / access — to confirm whether we process your personal information and to obtain a copy of it, including the categories of information collected, the sources, the purposes, and the categories of third parties to whom it was disclosed.

Right to correct inaccurate personal information.

Right to delete personal information we hold about you, subject to exceptions (for example, we may retain information needed to complete a transaction, comply with legal obligations, detect fraud, or exercise legal rights).

Right to data portability — to receive a copy of your personal information in a portable and readily usable format.

Right to a list of third parties — residents of Oregon, Minnesota, and Delaware may request a list of the specific third parties to which we have disclosed their personal information (or, where permitted, the third parties to which we have disclosed any personal information).

Right to opt out of the sale of personal information, the sharing of personal information for cross-context behavioral or targeted advertising, and profiling in furtherance of decisions that produce legal or similarly significant effects (we do not engage in such profiling).

Right to limit the use of sensitive personal information (we do not use sensitive personal information for purposes that would trigger this right).

Right to non-discrimination — we will not deny you goods or services, charge different prices, or provide a different level of quality because you exercised a privacy right. We may, however, offer loyalty programs or promotions that involve the collection of personal information; participation is voluntary.

Right to appeal — if we decline to act on your request, you may appeal by replying to our decision email or writing to support@skullsociety.com with the subject line "Privacy Appeal." We will respond to appeals within the time required by your state's law (generally 45 or 60 days). If your appeal is denied, you may contact your state attorney general.

How to exercise your rights. Submit a request by emailing support@skullsociety.com with the subject line "Privacy Request," by calling +1 (866) 610-9441, or by writing to the address in Section 16. Please state which right(s) you wish to exercise and the email address, phone number, or order number associated with your information. We will respond within forty-five (45) days (extendable by an additional 45 days where reasonably necessary, in which case we will notify you). Requests are free of charge unless they are manifestly unfounded, excessive, or repetitive, in which case we may charge a reasonable fee or decline to act, as permitted by law.

Verification. To protect your information, we must verify your identity before fulfilling access, correction, deletion, or portability requests. We will ask you to confirm information that matches our records (such as your email address, order number, or shipping address) and may send a confirmation link to the email address on file. We will only use the information you provide for verification.

Authorized agents. Where permitted by law, you may designate an authorized agent to submit requests on your behalf. We will require proof of the agent's authority (such as a signed permission or power of attorney) and may require you to verify your identity directly with us.

10. Additional Notices for Residents of U.S. States with Privacy Laws

This Section supplements the rest of this Policy and applies to residents of states with comprehensive consumer privacy laws to the extent those laws apply to us, including California, Colorado, Connecticut, Delaware, Florida (Digital Bill of Rights, to the extent applicable), Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah, and Virginia, as well as any state whose law takes effect after this Policy is published. Some of these laws apply only to businesses that exceed certain revenue or data-volume thresholds; where a law does not apply to us, we nonetheless extend the rights in Section 9 to you voluntarily as a matter of good practice, and doing so does not constitute an admission that any particular law applies.

California Notice at Collection (CCPA/CPRA). In the preceding twelve (12) months we have collected the categories of personal information listed in Section 1 (which correspond to the CCPA categories of identifiers; customer records; commercial information; internet or other electronic network activity information; geolocation data (approximate, from IP address); audio, electronic, or visual information (if you submit photos, videos, or call us); and inferences), from the sources described in Section 2, for the business and commercial purposes described in Section 3. We disclose these categories to the categories of recipients described in Section 5. We "share" identifiers, commercial information, and internet activity information with advertising partners for cross-context behavioral advertising; we do not "sell" personal information for monetary consideration, and we do not knowingly sell or share the personal information of, or engage in targeted advertising to, consumers we know to be under 16 years of age (or under 18 where state law so requires). We retain each category for the period described in Section 6. California residents may exercise the rights described in Section 9, including the right to opt out via the "Your Privacy Choices" link in our footer. California's "Shine the Light" law (Civil Code § 1798.83) permits California residents to request certain information about our disclosure of personal information to third parties for their direct marketing purposes; to make such a request, contact us as described in Section 16.

Colorado, Connecticut, Delaware, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Rhode Island, Texas, and other states. Residents of these states have the rights described in Section 9, including the right to opt out of targeted advertising and the sale of personal information, and the right to appeal a denied request. We honor the Global Privacy Control as a universal opt-out mechanism. Texas and Oregon residents: we do not sell your personal data for money, but our use of advertising cookies may constitute a "sale" under your state's law; you may opt out as described in Section 8.

Nevada. Nevada residents may submit a request directing us not to sell certain "covered information" as defined under Nevada law. We do not currently sell covered information as defined under Nevada law, but you may submit such a request via the contact information in Section 16.

11. Additional Notices for the European Economic Area, United Kingdom, and Switzerland

If you are located in the EEA, UK, or Switzerland, the following additional information applies. Our legal bases for processing are described in Section 3. In addition to the rights in Section 9, you have the right to object to processing based on our legitimate interests (including direct marketing, to which you may object at any time), the right to restrict processing in certain circumstances, and the right to withdraw consent at any time without affecting the lawfulness of processing before withdrawal. You also have the right to lodge a complaint with your local data protection authority (for the UK, the Information Commissioner's Office at ico.org.uk; for Switzerland, the Federal Data Protection and Information Commissioner). We do not make decisions based solely on automated processing that produce legal or similarly significant effects for you. Providing your name, shipping address, email, and payment details is necessary to enter into and perform a sales contract with you; without them we cannot process your order. We are not established in the EEA or UK; our sales to EEA and UK consumers are occasional and incidental to our U.S. business. If our EEA or UK activity becomes regular, we will appoint a representative under Article 27 GDPR / UK GDPR and publish their details here.

12. Additional Notices for Canada

If you are located in Canada, we collect, use, and disclose your personal information with your consent (express or implied) or as otherwise permitted or required by law, in accordance with the Personal Information Protection and Electronic Documents Act and applicable provincial laws (including Quebec's Law 25). You may withdraw consent at any time, subject to legal or contractual restrictions and reasonable notice. Your information may be stored and processed in the United States and may be accessible to U.S. authorities under U.S. law. You have the right to access and correct your personal information and to complain to the Office of the Privacy Commissioner of Canada or your provincial privacy commissioner. Our Privacy Officer (the person in charge of the protection of personal information under Quebec law) is the President of Marco Polo Publications, Inc., who can be reached at support@skullsociety.com. Commercial electronic messages to Canadian recipients are sent in accordance with Canada's Anti-Spam Legislation (CASL), and you may unsubscribe at any time using the link or instructions in each message.

13. International Data Transfers

We are based in the United States, and our service providers may be located in the United States and other countries. If you are outside the United States, your personal information will be transferred to, stored, and processed in the United States and other jurisdictions whose data protection laws may differ from those of your country. Where required, we rely on appropriate safeguards for these transfers, such as the European Commission's Standard Contractual Clauses (and the UK International Data Transfer Addendum), the EU-U.S. Data Privacy Framework and its UK and Swiss extensions where our service providers are certified, or your consent. You may request a copy of the relevant safeguards by contacting us.

14. Children's Privacy

The Services are intended for adults and are not directed to children under the age of 13 (or under 16 in the EEA, where a higher age of digital consent applies). We do not knowingly collect personal information from children. If you are a parent or guardian and believe your child has provided us with personal information without your consent, contact us at support@skullsociety.com and we will delete it. We do not knowingly sell or share the personal information of, or engage in targeted advertising to, consumers we know to be under 16 (or under 18 where state law so requires).

15. Third-Party Websites and Services

The Services may contain links to third-party websites, social media platforms, marketplaces, and payment providers. This Policy does not apply to those third parties, and we are not responsible for their privacy practices. We encourage you to review the privacy policies of any third-party site or service you visit. When you interact with our content on social media (for example, by commenting on our posts or messaging us), the platform's privacy policy also applies.

16. Contact Us

If you have questions about this Policy, wish to exercise your rights, or want to make a complaint, contact us at:

Marco Polo Publications, Inc. d/b/a Skull Society
Attn: Privacy
200 2nd Avenue South, Suite 502
Saint Petersburg, Florida 33701
United States
Email: support@skullsociety.com
Phone: +1 (866) 610-9441

17. Changes to This Policy

We may update this Policy from time to time to reflect changes in our practices, technology, legal requirements, or other factors. When we do, we will revise the "Last Updated" date at the top of this Policy. If we make material changes, we will provide additional notice, such as a prominent notice on the Site or an email to the address associated with your account, where reasonably practicable and as required by law. Your continued use of the Services after the effective date of a revised Policy constitutes your acknowledgment of the revised Policy.