Privacy Policy

Effective Date: May 3, 2023

This Privacy Policy ("Policy") describes the Personal Information collected by or on behalf of General Finishes Sales and Service Corp. ("General Finishes," "we," "us," or "our") through our website (the "Site"), and how Personal Information is used, protected, and shared. If you have questions or concerns about this Policy, please contact us as set forth below.

We may modify this Policy at any time. All changes will be effective immediately upon posting to the Site. Material changes will be conspicuously posted on the Site or otherwise communicated to you. By using the Site after changes are posted, you agree to those changes.

If you use the Site, you must comply with our Term of Use ("Terms") found here.

  1. We Collect Data You Provide

    Personal Information. You can visit the Site without submitting Personal Information. If you elect to provide data that personally identifies you ("Personal Information") such as your name, phone number, address and email address, we will collect, use, and share such Personal Information pursuant to this Policy and applicable law.

    Personal Information is required to use certain Site features, for example, to receive our newsletter, create an account, contact us via our Contact Us form (where we may retain your message's content and our response), receive or request data from us (e.g., catalogs and brochures), and respond to communications from us (e.g., surveys).

    When You Sign-Up for an Account. In order to create a manufacturer, distributor, wholesale retailer, or retail account, you must first complete the appropriate form or application. To create an account, you must provide your name, email address, phone number, and other information prompted upon creation. This data is used to populate a profile within your account.

    Business Contracts with Us. When a business contracts directly with General Finishes for the purchase of products, we may collect the business contact information of those involved. The processing of any information provided in a business context is governed by the contracts between that business and General Finishes.

    Newsletter / Marketing Communications. We may use your email and mailing address to send you promotional and other electronic and hardcopy communications. If you sign-up to receive our newsletter, you will need to submit your name and email address. We will use this information to provide you with promotional and other electronic communications. We may use third-party providers to deliver these communications to you. You may opt-out of marketing emails by using the unsubscribe link in the email. To opt-out of other communications (e.g., postal marketing and telemarketing), please contact us as set forth in the "Contact Us" section below. Opting out of marketing communications does not opt you out of other, non-marketing communications from us.

    Purchases; Payment Information. To purchase products or services online via our Site, you will need to submit your address, phone number, and payment information. Online purchases of our products or services must be made by credit or debit card. All credit and debit card information is provided directly to our PCI-compliant third-party payment processors (e.g. To make a purchase through our Site, you will need to submit your name and your credit or debit card type, number, expiration date, security code, and billing address, which we will collect. Your payment information may be stored by our payment processor(s) as permitted by PCI-DSS and used for recurring billing. We don't directly access, handle, or store your credit or debit card information. We will maintain a record of your purchases that you make using our Site.

    Customer Image Uploads. In order to upload an image or photograph displaying projects involving our products, you must provide your name, email address, address, and other information prompted upon image submission. Your submission of an image or photograph may be used by General Finishes for any purpose, including Social Media (as defined below), without compensation or attribution to you, but does not in any way require Great Finishes to repost your submission on our Social Media or share on our Site.

    Registering for General Finishes Courses. In order to register to attend or access one of our Greater Finishes courses or events, you must first complete the appropriate form or application. To register for such a course, you must provide your name, email address, phone number, and other information prompted upon registering. Such courses and events may be held by third parties.

    Feedback. When you provide comments or feedback about our Site, the content on the Site, or our products or services ("Feedback"), we will not treat that Feedback as confidential and we may use that Feedback for any purpose in our sole discretion so long as it does not personally identify you. Feedback will be used without attribution or compensation to you.

  2. Data Automatically Collected

    Account Activity. We may collect data about how you use (i) your online account, and (ii) the Site when you are logged into your account. For example, we may track the pages you visit, and any activities you perform when you use the Site or your Account. We may combine this information with other Personal Information we have collected about you.

    Cookies & Other Tracking Technologies.

    What types of online tracking mechanisms do we use? We may use cookies, web beacons, pixel tags and other tracking technologies (collectively "Cookies") on our Site.

    What are cookies and web beacons / pixel tags? A cookie is a small text file that our Site saves onto your computer or device when you use the Site that provides us certain information about your activities. Cookies allow the Site to remember your actions and preferences and recognize you or your browser, along with some information you provided. Web beacons / pixel tags are small graphics on a webpage that monitor your activity when viewing a webpage.

    Why do we collect Cookies? We use Cookies to:

    • make our Site function properly;
    • provide personalized experiences;
    • tailor our interactions with you;
    • help with our marketing efforts;
    • provide us with valuable data and statistics about the usage and effectiveness of our Site and to help us improve our Site; and
    • help us improve our services.

    What type of information do Cookies collect? The Cookies on our Site may collect information such as:

    • IP addresses assigned to the computers and other devices you use;
    • your internet service provider;
    • device ID number;
    • approximate geographic location;
    • browser type;
    • Site pages visited;
    • websites you access before and after visiting the Site;
    • data related to how and when you use the Site; and
    • any data on forms that users choose to share with us.

    We may combine information from Cookies with other Personal Information.

    How long do Cookies last? A Cookie can either be a "session" Cookie or a "persistent" Cookie. Session Cookies exist only for so long as you are visiting the applicable websites and are typically deleted when you exit your web browser. Persistent Cookies exist for a set period of time, for example, up to several months or years. Each time you visit websites that have implemented a persistent Cookie, the persistent Cookie is renewed and that Cookie will remain active until its predetermined expiration date. You can manually delete persistent Cookies through your browser settings.

    First and Third-party Cookies. Cookies may either be "first-party" or "third-party" Cookies. A first-party Cookie allows your web browser to talk to the actual website that you are visiting (i.e. this Site). A third-party Cookie allows your web browser to talk to a third-party website, such as the source of an ad that appears on the website you are visiting or a third-party analytics provider. We may not have control over how a third-party uses information collected through third-party Cookies.

    How do you manage Cookies or opt-out? Most browsers automatically accept Cookies. You can disable this function by changing your browser settings, but disabling cookies may impact your use and enjoyment of the Site. Not all features or functions of the Site may work properly if you disable Cookies. You cannot disable all Cookies, such as Cookies that are essential to the functioning of the Site.



    We use third party data analytics companies such as Google Analytics and Bing Analytics to collect and process information about your use of the Site. These companies set Cookies on your browser or device and then your web browser will automatically send information to that analytics company. The analytics provider uses this information to provide us with reports that we use to better understand and measure how users interact with our Site.

    We may also implement additional add-on services to Google Analytics, such as Demographics and Interest Reporting, Remarketing with Google Analytics, and Google Display Network Impression Reporting.

    To learn more about how Google uses data, visit Google's Privacy Policy and Google's page on "How Google uses data when you use our partners' sites or apps." You may download the Google Analytics Opt-out Browser Add-on for each web browser you use, but this does not prevent the use of other analytics tools. To learn more about Google Analytics cookies, visit Google Analytics Cookie Usage on Websites.

    Google Maps. The Site contain maps provided by third parties and/or service providers for your convenience. General Finishes and such other parties may collect data about how you interact with the maps. For example, Google may collect usage data on maps embedded on the Site. Even if you do not interact with the maps, Google may still collect certain information about your interactions with our Portal if you are signed into your Google account when accessing our Portal. Please see Google's privacy policy for more information.

    Targeted Advertising.

    We may use third parties and/or service providers to provide interest-based advertising services. These services may serve advertisements on our behalf that are customized based on predictions about your interests generated from your visits to websites (including this Site) over time and across different websites. The data collected may be associated with your Personal Information. These advertisements may appear on the Site and on other websites, and may be sent to you via email.

    To change your preferences with respect to certain online ads and to obtain more information about ad networks and online behavioral advertising, visit National Advertising Initiative Consumer opt-out page or the Digital Advertising Alliance Self-Regulatory Program. Changing your settings with individual browsers or ad networks will not necessarily carry over to other browsers or ad networks. As a result, depending on the opt-outs you request, you may still see our ads. Opting-out of targeted advertising does not opt you out of all ads, just those targeted to you.

    Videos; Embedded Content.

    The Site may contain videos and embedded content provided by YouTube, Vimeo, Spotlightr, and other third parties, including visible content and/or feeds scripts embedded in the Site’s code. YouTube, Vimeo, Spotlights, and such third parties may collect data about how you interact with such content. Specifically, our use of YouTube content requires us to implement certain application programming interfaces (APIs) from YouTube, which allow for data collection, disclosure and use by YouTube pursuant to the Google Privacy Policy available here. In addition, if you are signed into your Vimeo account when you visit our Site, Vimeo may associate information collected when you visit our Site with your account. By watching the videos and interacting with such content, you agree to the collection and use of such data. You may revoke YouTube's access to your data by visiting the Google security settings page available here. Please see Vimeo's privacy policy and Spotlightr's privacy policy to learn how both collect, use and share personal information.

  3. How We Use Personal Information. We use Personal Information for the following purposes:

    As Stated or Agreed to at the Point of Collection. We may use Personal Information for the purposes stated or agreed-to (or as is obvious) at the point of collection. For example, we use Personal Information to respond to your questions, comments, or complaints. We may also use Personal Information as requested or consented to by you.

    Administration. We use Personal Information for administrative purposes, such as to inform our business strategies and to understand the Site’s demographics and user preferences.

    Site Management. We use Personal Information for Site management, such as troubleshooting problems, improving the content and functionality of the Site, statistical and other analyses of the Site, and to customize the Site to you and our users.

    Advertising and Communications. We may use Personal Information to send you promotions or to perform targeted advertising, to notify you of new services or programs, to notify you of new features on our Site, to notify you of changes to our Terms or this Policy, and for other similar communications.

    Security & Protection of Rights. We may use Personal Information and share it with third parties if we believe it is needed to operate the Site or to protect our rights or the rights of others, including sharing data needed to identify, contact, or bring legal action if our contracts, terms, or policies are violated or if required by law.

  4. Disclosure of Personal Information.

    We do not sell, rent or lease Personal Information to any third party. We may share Personal Information with the following parties, in compliance with applicable laws:

    Employees and Distributors. We may share your Personal Information with our employees and distributors, including but not limited to those located in the United States and Canada and any other employees and distributors who have a need to know the information for our business purposes.

    Third-Parties and/or Service Providers. We may share Personal Information with third parties and/or service providers that provide services for us. For example, we may share Personal Information with vendors to help us host and manage the Site; provide targeted advertising and other marketing; improve the content and functionality of the Site; perform data analysis and statistical analysis; troubleshoot problems with the Site; provide public relations; provide email services; provide data processing; and support or provide the security of the Site.

    Government Officials / Law Enforcement. We will cooperate with law enforcement and other governmental agencies, and may disclose Personal Information: (i) if we believe in good faith we are legally required to disclose that Personal Information, (ii) if we are advised to disclose Personal Information by our legal counsel, or (iii) when necessary to identify, contact or bring a legal action against someone who may cause or be causing harm to, or interfering with the legal rights of, General Finishes or any other party.

    Professional Advisors. We may share Personal Information with our professional advisors, such as our attorneys, accountants, financial advisors and business advisors, in their capacity as advisors to General Finishes.

    Change in Ownership. In the event General Finishes is the subject of a change of control or in the event the Site change ownership, in whole or in part, or in the event of a bankruptcy, receivership or a similar transaction, we may provide Personal Information to the subsequent owner(s).

    Other. We may share Personal Information with third parties when explicitly requested by or consented to by you, or for the purposes for which you disclosed the Personal Information to us as indicated at the time and point of the disclosure (or as was obvious at the time and point of disclosure).

  5. Use and Disclosure of Non-Personal Information

    General Finishes may collect, use, share, transfer and otherwise process de-identified and aggregated information that it receives or creates for any purposes in its sole discretion, in compliance with applicable laws. General Finishes is the sole and exclusive owner of such de-identified and aggregated information, including if General Finishes de-identifies Personal Information so that it no longer considered Personal Information under applicable laws.

  6. Information We Do Not Intend to Collect

    Sensitive Information. "Sensitive Information" is any data that reveals your racial or ethnic origin, political opinions, religious or philosophical beliefs, or trade union membership, or that involves genetic or biometric data or data concerning health or sexual orientation. We do not intend to collect any Sensitive Information from you. Please do not provide Sensitive Information to us.

    Children. The Site is not directed at children under 13 years of age. We do not knowingly collect, use, or share Personal Information from children under 13. If a parent or legal guardian learns that their child provided us with Personal Information without his or her consent, please contact us and we will make commercially reasonable attempts to delete such Personal Information.

  7. Social Media

    We are active on social media, including Facebook, Instagram, LinkedIn, Pinterest, Houzz, Twitter, and TikTok ("Social Media"). Anything you post on Social Media is public information and will not be treated confidentially. We may post (or re-post) on the Site and our Social Media pages any comments or content that you post on our Social Media pages without attribution or compensation to you.

    The Site allow you to connect and share data with Social Media platforms. These features may require us to use cookies, plug-ins, and APIs provided by such Social Media platforms to facilitate those communications and features. The Site may use advertising networks and services offered by Social Media platforms to deliver advertising content. Use of these services requires Social Media platforms to implement cookies or pixel tags to deliver ads to you while you access the Site.

    Your use of Social Media is governed by the privacy policies and terms of the providers that own and operate those websites and not by this Policy. We encourage you to review those policies and terms.

  8. Data Security

    We use commercially reasonable technical and organizational measures to help secure Personal Information against loss, misuse, and alteration appropriate to the type of Personal Information processed. If a breach of your Personal Information occurs, we will notify you of the breach if required under applicable law.


  9. Access from Outside the United States and Canada

    If you access the Site from outside the United States or Canada, please be aware that Personal Information may be transferred to, stored in, and processed in the United States and Canada. Further, we share Personal information amongst our suppliers and distributors in the United States and Canada, so your Personal Information may be processed in both of those countries. Certain governmental authorities may not consider the level of protection of Personal Information in the United States or Canada to be equivalent to that required by other jurisdictions.

  10. Third-Party Websites

    The Site may link to, or be linked to, websites not controlled by us. We are not responsible for third-parties' privacy policies or practices. This Policy does not apply to any third-party websites or to any data that you provide to third parties. You should read the privacy policy for each website that you visit.

  11. Terms Applicable to California Residents

    Shine the Light. Pursuant to California Civil Code Section 1798.83, if you are a California resident, you have the right to obtain: (i) a list of all third parties to whom we may have disclosed your Personal Information within the past year for direct marketing purposes, and (ii) a description of the categories of Personal Information disclosed, by emailing us at the address described in the Contact Us section below.

    Non-Discrimination. California residents have the right to not receive discriminatory treatment for exercising any of their rights under applicable California privacy laws. If we choose to offer a financial incentives program in the future, additional terms will apply which may be an exception to this section.

    California's "Do-Not-Track" Requirement. We currently do not honor "do not track" requests.

  12. Contact Us. If you have questions or concerns regarding this Policy, contact us at: 
    General Finishes  
    Attn: General Finishes Privacy  
    2462 Corporate Circle  
    East Troy, WI 53102