PRIVACY POLICY.

Effective date: September 25, 2026
Last updated: October 6, 2026

1. Who we are and what this policy covers

First-Line Fire Extinguisher Co. ("First-Line," "we," "us," or "our") provides fire extinguisher, fire suppression, fire alarm, security, and fire safety training services. Our headquarters is at 1333 N 8th St, Paducah, KY 42001. We also have shops in Madisonville, Kentucky and Princeton, Indiana.

This policy explains what personal information we collect, how we use it, who we share it with, and the choices and rights you have.

This policy covers:

• Our websites, www.firstlinefire.com (the "Main Site") and solutions.firstlinefire.com (the "Solutions Site"), together the "Sites"
• Forms you fill out on the Sites, including quote requests and job applications
• Lead forms we run on Facebook and Instagram ("Meta lead forms")
• Phone calls, text messages, and emails you send us
• The service and billing records we keep if you become a customer

This policy does not cover websites, apps, or services run by other companies, even if we link to them. That includes our customer portal (see Section 12).

2. Information we collect

2.1 Information you give us

Quote requests on the Main Site. Name, company or site name, city, state, phone number, email address, the services you need, and any message you write.

Job applications on the Main Site. Name, the shop you are applying to, phone number, email address, and anything you choose to tell us in the message box. Please do not include sensitive information such as your Social Security number, health details, or date of birth. We do not ask for it at this stage.

Home security quote requests on the Solutions Site. Name, email address, phone number, and ZIP code.

Meta lead forms. When you submit one of our lead forms on Facebook or Instagram, Meta sends us your answers. Depending on the form, these can include your name, email address, phone number, ZIP code, whether you own your home, when you would like a system installed, your street address, your company name, your main security concern, and how you prefer to be contacted.

Calls, texts, and emails. When you call, text, or email us, we collect your phone number or email address, what you tell us, and the date and time of the contact. See Section 6 for more about calls and texts.

Customer records. If you become a customer, we keep records of the work we do for you, such as your contact details, service address, equipment, inspection and service history, and billing information.

2.2 Information collected automatically

When you visit the Sites, some information is collected automatically by our hosting provider, our bot-protection tool, and, if you allow them, our analytics, advertising, and call-tracking tools (Google Analytics and Google Ads may receive limited cookieless signals even if you don't; see Section 4.5). This can include:

• Your IP address, and the general location (city or region) that can be estimated from it
• Browser type, device type, operating system, and language
• Pages you view, links you click, how long you stay, and the page that sent you to us
• Ad-click and campaign codes in the web address, such as Google and Facebook click IDs and campaign tags
• Cookie IDs and similar device identifiers
• On the Main Site, if you choose "Allow all," a record of how you move, click, and scroll on our pages (session recording)
• On the Main Site, if you choose "Allow all," identifiers our visitor-identification partner uses to try to recognize your browser, such as a scrambled ("hashed") email address (see Section 4.2)

Section 5 lists the tools that do this and when they load.

2.3 Information from other sources

We may receive information about you from:

• Meta (Facebook and Instagram), when you submit one of our lead forms
• Google and Meta, in the form of reports about how our ads performed
• CallRail, our call-tracking provider, which tells us which ad or web page led to a call or text
• DataShopper, our visitor-identification partner, which may give us identifiers or contact details it links to visits to our Main Site

2.4 Information we do not collect

• We do not collect biometric information, such as fingerprints or face scans, through the Sites.
• We do not take payments on the Sites.
• We do not ask for precise GPS location.
• We do not knowingly collect information from children under 13 (see Section 10).

3. How we use information

We use personal information to:

• Reply to your quote request, call, text, or email
• Schedule and provide service, and keep service and billing records
• Review job applications and contact applicants
• Run, maintain, secure, and fix the Sites
• Protect our forms from spam, fraud, and abuse, for example with a bot check, spam filters, and limits on repeat submissions
• Understand how people use the Sites so we can improve them
• Measure which ads, pages, and phone numbers bring us calls and quote requests
• Advertise and market our services, including showing our ads to people who have visited our Sites, if they allow it (see Sections 4.4 and 5)
• Comply with the law, respond to lawful requests, and protect our rights
• Keep records of privacy requests and your choices

We only reply to people who contact us. We do not send marketing or automated text messages or emails, and we do not keep a marketing list. When you contact us, we may reply by phone, text message, or email using the contact information you gave us.

We do not use personal information to make automated decisions that have legal or similarly significant effects on you.

4. How we share information

We share personal information only as described in this section.

4.1 Service providers

These companies handle information for us so we can run our business. They may use it only to provide their services to us.

4.2 Analytics and advertising partners

If you choose "Allow all" on our cookie banner, the companies below collect information directly from your browser through cookies, pixels, and similar tools (see Section 5). They may combine it with information they collect elsewhere and use it under their own privacy policies. Google may receive limited signals without cookies even if you don't (see Section 4.5).

• Google: Google Analytics, Google Ads conversion tracking and remarketing, and Google Tag Manager
• Meta: the Meta Pixel for Facebook and Instagram ads
• Microsoft: Microsoft Clarity, for session recordings, heatmaps, and usage insights
• ClickMagick: click and campaign tracking
• CallRail: links calls and texts to the ad or page that produced them
• DataShopper and LiveIntent: visitor identification, advertising, and marketing (Main Site only)

DataShopper and LiveIntent (Main Site only). If you choose "Allow all" on the Main Site, we load a script from DataShopper, a visitor-identification and marketing company that uses technology from LiveIntent. The script tries to match your browser to a scrambled ("hashed") email address or other identifiers that LiveIntent or its partners already hold. It then sends DataShopper that identifier along with the page you are on, the page that referred you, the first and last pages you viewed, and how many pages you viewed. DataShopper, LiveIntent, and their partners may combine this with information they collect elsewhere and use it for advertising and marketing, both for us and for themselves and their partners. Their own privacy policies apply to their use. This script does not run on the Solutions Site, and it never runs unless you choose "Allow all."

When the Meta Pixel is active and you submit a form, it may send scrambled ("hashed") versions of contact details you enter, such as your email address, phone number, name, and ZIP code, to Meta. Meta uses them to match the visit to a Meta account to measure and deliver ads.

We do not upload customer or lead contact lists to Google or Meta.

4.3 Other sharing

We may also share information:

• For legal reasons: to comply with a law, court order, subpoena, or government request, or to protect the rights, property, or safety of First-Line, our customers, or others
• In a business transfer: if we sell, merge, or reorganize all or part of our business, personal information may pass to the new owner, and this policy will continue to apply to it
• With your permission: when you ask us to or agree to it

4.4 Sale of personal information and targeted advertising

We do not sell personal information for money.

However, if you choose "Allow all," we let advertising partners collect information about your visit through cookies and similar tools. On both Sites that includes Google (Google Ads) and Meta. On the Main Site it also includes DataShopper and LiveIntent. These partners may use the information to show you ads on other websites and apps, to measure ads, to match your visit to email addresses or other identifiers, and for their own advertising and marketing. Because they may receive something of value from this, some state privacy laws may treat it as a "sale" of personal information.

Kentucky, Indiana, and Tennessee law also call it "targeted advertising." That means showing you ads selected based on personal information collected from your activity over time and across websites or apps that are not ours, to predict your interests.

We use Microsoft Clarity, ClickMagick, and CallRail to understand and measure our own traffic, calls, and ads.

How to opt out. You can opt out of targeted advertising and of any sale of your personal information at any time:

• Click "Your privacy choices" at the bottom of any page on either Site, then choose "Only necessary"
• Use a browser that sends Global Privacy Control
• Email sales@firstlinefire.com or call 1-800-348-9604

When you opt out on a Site, the advertising and visitor-identification tools stop loading in that browser, except the basic cookieless Google signals described in Section 4.5 (never under Global Privacy Control or Do Not Track). When you opt out by email or phone, we will stop any sale or targeted-advertising use of personal information we hold about you.

4.5 Quote requests and advertising

When you request a quote or call us, we collect the information you give us, such as your name, business, email and phone number. We also collect details about how you found us, such as the ad, search or link you clicked. We use this to respond to you, to provide service, and to measure and improve our advertising, including sharing it with advertising partners like Google and Meta for that purpose. We don't sell your information for money, but some sharing with advertising partners may count as a “sale” under certain state laws. You can opt out anytime with the “Your privacy choices” link at the bottom of every page. To ask about or remove your information, contact us at 1-800-348-9604.

If you choose “Only necessary” or haven’t made a choice yet, Google Analytics and Google Ads may still receive basic signals without cookies, such as that a page was viewed or a quote request was sent, along with basic browser information. No Google cookies are set, and your visit isn’t used to personalize ads. If your browser sends Global Privacy Control or Do Not Track, we don’t send these signals at all.

5. Cookies and similar technologies

5.1 What these are

Cookies are small files a website stores in your browser. Pixels (also called tags or web beacons) are small pieces of code that send information to a company when a page loads. Local storage works like a cookie and keeps data in your browser. In this section we call all of these "cookies."

Some cookies are essential: the Site needs them to work or stay secure. Others are for analytics (how the Site is used), advertising (measuring and showing ads), or call tracking (linking calls to ads and pages).

5.2 Your cookie choice

Each Site shows a banner the first time you visit. You can choose:

• Allow all: loads the analytics, advertising, session-recording, call-tracking, and (on the Main Site) visitor-identification tools listed below
• Only necessary: keeps those tools off. Only essential items load. Google Analytics and Google Ads may still receive basic signals without cookies (see Section 4.5).

You can change your choice at any time with the "Your privacy choices" link at the bottom of every page on both Sites. If you withdraw consent, we stop loading the tools (Google tags switch to the cookieless mode described in Section 4.5) and delete the first-party cookies they set on our Site. Cookies that other companies set on their own domains must be cleared in your browser.

Global Privacy Control. If your browser sends a Global Privacy Control (GPC) signal, we treat it as "Only necessary" on that browser, even if you chose "Allow all" before.

Your choice is saved separately on each Site and each browser.

5.3 Main Site (www.firstlinefire.com)

Always loaded (essential, or needed to show the page):

Our Main Site fonts are served from our own hosting, not from a third party.

Maps on shop pages. The map on each shop page comes from Google Maps. It loads only if you have chosen "Allow all" or you click to show the map. When it loads, Google receives your IP address and may set its own cookies.

Loaded only if you choose "Allow all":

Google Tag Manager, Google Analytics and Google Ads also load before you choose and after "Only necessary", but only in a mode that sets no cookies (see Section 4.5). The cookies listed are set only if you choose "Allow all."

Microsoft Clarity has settings that hide text typed into form fields from recordings. Microsoft may use data collected by Clarity as described in the Microsoft Privacy Statement.

5.4 Solutions Site (solutions.firstlinefire.com)

Always loaded (essential, or needed to show the page):

Loaded only if you choose "Allow all":

Cookie lifespans are set by the companies that provide these tools and can change.

5.5 Other ways to control cookies and ads

• Browser settings: most browsers let you block or delete cookies. If you block essential items, parts of the Sites may not work.
• Google: manage ad personalization at https://myadcenter.google.com. Opt out of Google Analytics with the browser add-on at https://tools.google.com/dlpage/gaoptout.
• Meta: manage your ad preferences in your Facebook or Instagram settings.
• Microsoft: see https://privacy.microsoft.com/privacystatement.
• Industry opt-out tools: https://optout.aboutads.info (Digital Advertising Alliance) and https://optout.networkadvertising.org (Network Advertising Initiative).

Opting out of targeted advertising does not stop all ads. You may still see our ads based on things other than your visits to our Sites, such as what you search for.

6. Phone calls and text messages

Call tracking numbers. Our Sites and ads may show tracking phone numbers provided by CallRail. Calls and texts to these numbers reach our main line. CallRail records the calling or texting number, caller ID name if available, general location, date, time, and length of the call, text message content, and the ad, web page, or search that led to the contact.

Recording and transcription. Calls may be recorded or transcribed for quality and training.

Texts. We do not send marketing or automated text messages. If you text us, or ask us to contact you, we may reply by text using the number you gave us. We do not sell or share your mobile number or text-messaging consent with anyone for their own text-message marketing.

Stopping texts or calls. Reply STOP to any text from us, or tell us on a call or by email that you do not want more calls or texts. We will honor your request promptly, and in any case within 10 business days.

7. Your choices

• Targeted advertising, sale, and cookies: use the banner or the "Your privacy choices" link at the bottom of every page (see Sections 4.4 and 5).
• Global Privacy Control: we honor GPC signals as an opt-out of targeted advertising, sale, and all non-essential cookies in that browser (see Section 5.2).
• Do Not Track: if your browser sends Do Not Track or Global Privacy Control, we don't load Google Tag Manager, the tools it loads, or CallRail call tracking, and we don't save ad click details. We also honor GPC as described above.
• Email and texts: we do not send marketing emails or texts. You can ask us to stop replying to you by phone, text, or email at any time.

8. How we protect information

We use reasonable administrative, technical, and physical safeguards that fit the size of our business and the kind of information we hold. These include:

• Encrypted connections (HTTPS) on both Sites, with browsers told to always use a secure connection
• Hosting with an established cloud provider
• Bot checks, hidden spam traps, and limits on repeat submissions on Main Site forms
• Delivery of Main Site and Solutions Site form submissions only to company email inboxes protected by email security filtering
• Working to limit access to personal information to people who need it for their work

No website, app, or data transfer is 100% secure, and we cannot guarantee the security of information you send us. If a data breach affects your personal information, we will notify you and the authorities as the law requires.

9. How long we keep information

We keep personal information only as long as we need it for the purposes in this policy, or longer if the law requires it.

When we no longer need information, we delete it or remove the details that identify you.

10. Children's privacy

Our Sites and services are meant for adults and businesses. They are not directed to children under 13. We do not knowingly collect personal information from children under 13. If you believe a child has given us personal information, contact us and we will delete it. We do not knowingly sell the personal information of anyone under 16 or use it for targeted advertising.

11. Your privacy rights

11.1 Who can use these rights

Kentucky, Indiana, and Tennessee have consumer privacy laws that give residents the rights below. We give the same rights to residents of every state, whether or not a law requires us to.

11.2 Your rights

Subject to limits allowed by law, you can ask us to:

1. Confirm and access: tell you whether we process your personal information, and give you access to it
2. Correct: fix inaccurate personal information
3. Delete: delete personal information you gave us or that we hold about you
4. Get a copy: give you a copy of personal information you gave us, in a format you can use (portability)
5. Opt out: stop processing your personal information for targeted advertising, sale, or profiling used for decisions with legal or similarly significant effects. We do not do that kind of profiling, but you can still ask.
6. Appeal: ask us to reconsider a decision we made about your request (see Section 11.5)

We will not discriminate against you for using these rights. We will not deny you service, charge you different prices, or give you lower-quality service because you made a request.

11.3 How to make a request

• Email sales@firstlinefire.com with the subject line "Privacy Request"
• Call 1-800-348-9604

Tell us which right you want to use and how to reach you. To opt out of targeted advertising or sale in a browser, you can also use the "Your privacy choices" link at the bottom of every page or turn on Global Privacy Control in your browser.

11.4 Verification, agents, and timing

• Verification: we need to confirm the request comes from you. We will ask for details that match our records, such as your name plus the email address or phone number you used with us. We use this only to verify and answer your request. Opt-out requests do not need verification.
• Agents and parents: someone you authorize may make a request for you where the law allows. We may ask for signed permission and may ask you to confirm your identity directly. A parent or legal guardian may make requests for a child.
• Timing: we will respond within 45 days of receiving your request. If we need more time, we may extend this once by another 45 days. If we do, we will tell you within the first 45 days and explain why.
• Cost: requests are free. If requests are clearly unfounded, excessive, or repetitive, we may charge a reasonable fee or decline, as the law allows. We will explain why.
• If we decline: we will tell you why within 45 days and explain how to appeal.

11.5 How to appeal

If we deny your request in whole or in part, you can appeal. Email sales@firstlinefire.com with the subject line "Privacy Appeal," or call 1-800-348-9604, within 60 days of our decision. Branon Hardy, Owner, reviews every appeal.

We will reply in writing within 60 days of receiving your appeal. Our reply will explain what we did or did not do, and why. If we deny your appeal, you can contact your state Attorney General:

• Kentucky: Office of the Attorney General, https://www.ag.ky.gov
• Indiana: Office of the Attorney General, https://www.in.gov/attorneygeneral
• Tennessee: Office of the Attorney General, https://www.tn.gov/attorneygeneral
• Other states: your state Attorney General's office

12. Links to other websites and services

The Sites link to services run by other companies. This policy does not cover them, so please read their privacy policies.

• Customer portal: our "Customer portal" link goes to a portal hosted by InspectPoint at firstlinefe.inspectpoint.com. InspectPoint's terms and privacy policy apply to what you enter there.
• Maps: our addresses open Google Maps.
• Social media: if you interact with us on Facebook, Instagram, or other platforms, their policies apply to their services.

13. Changes to this policy

We may update this policy from time to time. When we do, we will change the "Last updated" date at the top. If we make a material change to how we use personal information we already have, we will post a notice on the Sites before the change takes effect. Where the law requires your consent to a change, we will ask for it.

14. Contact us

If you have questions about this policy or our privacy practices, contact us:

First-Line Fire Extinguisher Co.
1333 N 8th St
Paducah, KY 42001
Email: sales@firstlinefire.com
Phone: 1-800-348-9604