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Privacy Policy

We respect your privacy and are committed to protecting it through our compliance with this policy.

Website Terms of Use – Effective: November 01, 2023

SerVaas Laboratories, Inc. (“our Company” or “We”) manufactures and distributes cleaning products known as Bar Keepers Friend. We respect your privacy and are committed to protecting it through our compliance with this policy.

This policy describes the types of information we may collect from you or that you may provide when you visit our website Bar Keepers Friend (our “Website“) and our practices for collecting, using, maintaining, protecting, and disclosing that information.

It is our policy to comply with all applicable privacy and data protection laws, including the California Consumer Privacy Act of 2018 (“CCPA”), the General Data Protection Regulation, Regulation (EU) No. 2016/279 of 27 April 2016 on the protection of natural persons with regard to the processing of personal data and on the free movement of such data (“GDPR”). This commitment reflects the value we place on earnings and keeping the trust of our customers, business partners, and others who share data with us.

This policy applies to the information we collect:

  • On this Website.
  • In email, text, and other electronic messages between you and this Website or representatives of our Company.
  • When you interact with our advertising on third-party websites and services if that advertising includes links to our Website.

It does not apply to information collected by:

  • us offline or through any other means, including on any other website operated by our Company or any third party such as our distributors; or
  • any third party, including through any application or content (including advertising) that may link to or be accessible from or on the Website.

Please read this policy carefully to understand our policies and practices regarding your information and how we will treat it. If you do not agree with our policies and practices, your choice is not to use our Website. By accessing or using this Website, you agree to this privacy policy. This policy may change from time to time (see Changes to Our Privacy Policy below). Your continued use of this Website after we make changes is deemed to be acceptance of those changes, so please check the policy periodically for updates.

SerVaas Laboratories, Inc. is the data controller responsible for your personal data. If you have any questions about this Privacy Policy, including any requests to exercise your legal rights, please contact us via the details in the Contact Information section below.

Children Under the Age of 13

Our Website is not intended for children under 13 years of age. No one under age 13 may provide any personal information to or on the Website. We do not knowingly collect personal information from children under 13. If you are under 13, do not use or provide any information on this Website or on or through any of its features/register on the Website, make any purchases through the Website, use any of the interactive or public comment features of this Website or provide any information about yourself to us, including your name, address, telephone number, email address, or any screen name or user name you may use. If we learn we have collected or received personal information from a child under 13 without verification of parental or legal guardian consent, we will make commercially reasonable efforts to delete that information. If you believe we might have any information from or about a child under 13, please contact us at:

Servaas Laboratories Inc.
5240 Walt Place
Indianapolis, Indiana 46254

Attention: Privacy Officer

or via our toll-free number: United States: +1 (317) 636-7760. Toll-Free for USA and Canada

Information We Collect About You and How We Collect It

Personal data means any information about an individual from which that person can be identified, directly or indirectly. It does not include data where the identity has been removed (anonymized data), which we can use for any purpose. Some jurisdictions may consider your Internet Protocol (IP) address to be personal data. We may collect different kinds of personal data about you which we have grouped together as follows:

  • Directly from you when you provide it to us.
  • Automatically as you navigate through the site. Information collected automatically may include usage details, IP addresses, and information collected through cookies, web beacons, and other tracking technologies.
  • From services provided by third parties, for example, our business partners.
  • From postings that you make to your social media profiles.
  • From “Aggregated Data” which is statistical or demographic data which could be derived from your personal data but is not considered personal data, as this data will not directly or indirectly reveal your identity. For example, we may aggregate your usage details to calculate the percentage of users accessing our Website. However, if we combine or connect Aggregated Data with your personal data so that it can directly or indirectly identify you, we treat the combined data as personal data which will be used in accordance with this Privacy Policy.

We do not collect any special categories of sensitive personal data about you (this includes details about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your health, genetic and biometric data, and precise geolocation data). Nor do we collect any information about criminal convictions and offenses.

Information You Provide to Us

The information we collect on or through our Website may include:

  • Personal Identification Data includes your first name and last name, your login account information, email address, your billing address, phone number, your home country, Internet Protocol (IP) address, age, gender, and interests, or similar identifiers.
  • Transaction Data includes your payment and transaction information such as your credit/debit card number, your first and last name, and billing address.
  • Employment Related Data includes information about your business, and your title at your business.
  • Communication Data includes records and copies of your correspondence (including email addresses), if you contact us, as well as information that you provide by filling in forms on our Website. This includes information provided at the time of posting material or requesting further services. We may also ask you for information when you enter a contest or promotion sponsored by us, when you report a problem with our Website, when you respond to a survey that we might ask you to complete for research purposes, and product reviews, product interests, and/or product usage experience that you provide on the Website or on our social media accounts.
  • Marketing Data includes names, mailing addresses, and email addresses.

You also may provide information to be published or displayed (hereinafter, “posted“) on public areas of the Website or on social media, or transmitted to other users of the Website or third parties, including but not limited to your reviews (including reviews we did not request) and photographs (collectively, “User Contributions“). Your User Contributions are posted on and transmitted to others at your own risk. Although we limit access to certain pages, please be aware that no security measures are perfect or impenetrable. Additionally, we cannot control the actions of other users of the Website with whom you may choose to share your User Contributions. Therefore, we cannot and do not guarantee that your User Contributions will not be viewed by unauthorized persons.

Information We Collect Through Automatic Data Collection Technologies

As you navigate through and interact with our Website, we may use automatic data collection technologies to collect certain information about your equipment, browsing actions, and patterns, including:

  • Details of your visits to our Website, including traffic data, location data, logs, and other communication data and the resources that you access and use on the Website.
  • Information about your computer and internet connection, including your IP address, operating system, and browser type.

We also may use these technologies to collect information about your online activities over time and across third-party websites or other online services (targeted advertising). You can opt out of behavioral tracking on this Website and others and learn more about how we respond to web browser signals and other mechanisms that enable consumers to exercise choice about behavioral tracking at this link: Opt Out. For more information, see our section below on Choices About How We Use and Disclose Your Information.

The information we collect automatically may include personal information, and we may maintain it or associate it with the personal information we collect in other ways or receive from third parties. It helps us to improve our Website and to deliver a better and more personalized service, including by enabling us to:

  • Estimate our audience size and usage patterns.
  • Store information about your preferences, allowing us to customize our Website according to your individual interests.
  • Speed up your searches.
  • Recognize you when you return to our Website.

The technologies we use for this automatic data collection may include:

  • Cookies (or browser cookies). A cookie is a small file placed on the hard drive of your computer. You may refuse to accept browser cookies by activating the appropriate setting on your browser. However, if you select this setting, you may be unable to access certain parts of our Website. Unless you have adjusted your browser setting so that it will refuse cookies, our system will issue cookies when you direct your browser to our Website. You can learn more about cookies here
  • Web Beacons. Pages of our Website and our e-mails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit our Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of certain website content and verifying system and server integrity).

We do not collect personal information automatically, but we may tie this information to personal information about you that we collect from other sources or that you provide to us.

Third-Party Use of Cookies and Other Tracking Technologies

Our Website may contain links to other sites, content, or applications, including advertisements, which we do not control. Such links are served by third-parties, including advertisers, ad networks and servers, content providers, and application providers. These third parties may use cookies alone or in conjunction with web beacons or other tracking technologies to collect information about you when you use our Website. The information they collect may be associated with your personal information or they may collect information, including personal information, about your online activities over time and across different websites and other online services. They may use this information to provide you with interest-based (behavioral) advertising or other targeted content.

We do not control these third parties’ tracking technologies or how they may be used. If you have any questions about an advertisement or other targeted content, you should contact the responsible provider directly. We encourage you to read the privacy policies of any third party links or services you access. For information about how you can opt out of receiving targeted advertising from many providers, see Choices About How We Use and Disclose Your Information below.

How We Use Your Information

We use information that we collect about you or that you provide to us, including any personal information:

  • Communicate with you. This may include: (i) informing you of our new services and promotional activities that may be of interest to you; (ii) providing information about our services, including communication regarding your account and orders; (iii) responding to your feedback about our Website and services, including, for example, technical support and service improvements to our Website and services; (iv) responding to your questions or inquiries, including technical questions and troubleshooting using our services; (v) responding to your general inquiries; (vi) responding to your privacy inquiries and data subject/consumer requests; and (vii) inviting you to participate in market research surveys and to send you newsletters.
  • Develop and manage our relationships with you and our business partners. This may include: (i) to process payments and refunds; (ii) delivering services or carrying out transactions you or our business partners, such as the registered vendors, have requested; (iii) providing information about our services and advertisements, that may be of interest to you; (iv) providing you with a more consistent experience in interacting with us, including by learning more about you and how you use and interact with our Website and services to personalize the Website; and (v) planning, managing, and performing our contractual relationships with you and our vendors.
  • Improve our Website and services. This may include: (i) customizing our Website to your preferences or interests, (ii) making them more compatible with your devices and browsers, or otherwise making our Website and services easier to use; (iii) maintaining the security of our Website and services and otherwise protecting them; and (iv) improving our Website and services; and (v) developing new services and platforms.
  • Address legal issues. This may include: (i) complying with our obligations to retain certain business records for minimum retention periods; (ii) establishing, exercising, or defending legal claims; (iii) complying with laws, regulations, court orders, or other legal processes; (iv) detecting and preventing fraud or intellectual property infringement claims, violations of our contracts or agreements, violations of law, or other misuse of our Website or services; and (v) protecting our rights or property, or yours or others’ health, safety, welfare, rights, or property.

We may also use your personal data for other uses consistent with the context in which the data was collected or with your consent or lawful purposes. If we believe the purpose for which we use your personal data goes beyond the scope of your consent you provide during the personal data collection, we will communicate with you to obtain your consent.

We may anonymize or aggregate any of the data we collect and use it for any purpose, including research and product development. Such anonymized or aggregated data will not identify you or will be traced back to your personal information.

Disclosure of Your Information

We may disclose aggregated information about our users, and information that does not identify any individual, without restriction.

We may disclose personal information that we collect or you provide as described in this privacy policy:

  • To our subsidiaries and affiliates.
  • To contractors, service providers, and other third parties we use to support our business.
  • To a buyer or other successor in the event of a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which personal information held by us about our Website users is among the assets transferred.
  • To third parties to market their products or services to you if you have consented to such disclosure. For more information, see Choices About How We Use and Disclose Your Information.
  • To fulfill the purpose for which you provide it.
  • For any other purpose disclosed by us when you provide the information.
  • With your consent.
  • We may share anonymized or Aggregated Data internally and with third parties for any purpose. Such information will not identify you individually.

We may also disclose your personal information:

  • To comply with any court order, law, or legal process, including to respond to any government or regulatory request.
  • To enforce or apply our terms of use and other agreements, including for billing and collection purposes.
  • If we believe disclosure is necessary or appropriate to protect our rights, property, or safety, or that of our customers or others.

Choices About How We Use and Disclose Your Information

We strive to provide you with choices regarding the personal information you provide to us. We have created mechanisms to provide you with the following control over your information:

  • Tracking Technologies and Advertising. You can set your browser to refuse all or some browser cookies, or to alert you when cookies are being sent. To learn how you can manage your Flash cookie settings, visit the Flash player settings page on Adobe’s website. If you disable or refuse cookies, please note that some parts of this site may then be inaccessible or not function properly.
  • Promotional Offers from Us. If you do not wish to have your information used by us to promote our own products or services, you can opt-out by unchecking the relevant box located on the form on which we collect your data or by sending us an email stating your request to If we have sent you a promotional email, you may select the unsubscribe link at the bottom of the email or send us a return email asking to be omitted from future email distributions. This opt out does not apply to information provided to us as a result of a product purchase, warranty registration, product service experience or other transactions.
  • Targeted Advertising. If you do not want us to use information that we collect or that you provide to us to deliver advertisements according to our advertisers’ target-audience preferences, you can opt-out by emailing your request to For this opt-out to function, you must have your browser set to not accept browser cookies from Barkeepers Friend.

We do not control third parties’ collection or use of your information to serve interest-based advertising. However, these third parties may provide you with ways to choose not to have your information collected or used in this way. You can opt out of receiving targeted ads from members of the Network Advertising Initiative (“NAI“) on the NAI’s website.

Accessing, Correcting, and Deleting Your Information

You may also send us an email at to request access to, correct, or delete any personal information that you have provided to us. We may also ask you to verify your identity before we respond to your request. We cannot delete your personal information except by also deleting your user account. We may not accommodate a request to change information if we believe the change would violate any law or legal requirement or cause the information to be incorrect.

If you delete your User Contributions from the Website, copies of your User Contributions may remain viewable in cached and archived pages, or might have been copied or stored by other Website users. Proper access and use of information provided on the Website, including User Contributions, is governed by our terms of use.

Your California Privacy Rights

California Civil Code Section § 1798.83 permits users of our Website that are California residents to request certain information regarding our disclosure of personal information to third parties for their direct marketing purposes. To make such a request, please send an email to, fill out our webform, or write us at: 5240 Walt Place, Indianapolis, IN 46254, Attention: Privacy Officer.

EU Residents

If you are a resident of the European Union, you have the right to:

  • Right to Know. Request access to your personal data, commonly known as a “data subject access request,” which allows you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it.
  • Right to Correct. Request a correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us.
  • Right to Delete. Request erasure of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us to continue to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. Note, however, that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request.
  • Right to Object. Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) and there is something about your particular situation which makes you want to object to processing on this ground as you feel it impacts on your fundamental rights and freedoms. In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your rights and freedoms.
  • Right to Restrict Processing. Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in the following scenarios:
    • If you want us to establish the data’s accuracy.
    • Where you need us to hold the data even if we no longer require it as you need it to establish, exercise, or defend legal claims.
    • You have objected to our use of your data, but we need to verify whether we have overriding legitimate grounds to use it.
  • Right to Data Portability. Request the transfer of your personal data to you or to a third party. We will provide you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format. Note that this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you.
  • Withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain services to you. We will advise you if this is the case at the time you withdraw your consent.
  • We may make automated decisions about you based on your personal data that may affect your access to our services provided to you. You have the right not to be subject the automated decision making so long as the decision is not necessary for the performance of the contract with you or required by legal obligation. If the decision making is necessary, you may contest the decision and request human intervention in the decision-making process.
  • You also have a right to lodge a complaint with the data protection authority where you live.

International Transfers

We are an international company, and we maintain the information collected and generated in the United States that may have privacy laws that offer different levels of protection from the privacy laws of where you live. If you visit our Website or use our services, you consent to our collection, transfer, processing and use of your personal data in the United States. We will ensure that your personal data is adequately protected by this Privacy Policy and the relevant legal and regulatory requirements, for example, by using model contractual clauses ensuring appropriate data protection safeguards can be used as a ground for data transfers from the EU to third countries.

If you are located in the European Economic Area (EEA), we have put in place appropriate measures to comply with the laws and regulations to ensure that the transfer of personal data to countries outside of the EEA provides an adequate level of data protection.

Data Security

We have implemented measures designed to secure your personal information from accidental loss and from unauthorized access, use, alteration, and disclosure.

The safety and security of your information also depend on you. Where we have given you (or where you have chosen) a password for access to certain parts of our Website, you are responsible for keeping this password confidential. We ask you not to share your password with anyone. We urge you to be careful about giving out information in public areas of the Website like message boards. The information you share in public areas may be viewed by any user of the Website.

Unfortunately, the transmission of information via the internet is not completely secure. Although we do our best to protect your personal information, we cannot guarantee the security of your personal information transmitted to our Website. Any transmission of personal information is at your own risk. We are not responsible for circumvention of any privacy

Changes to Our Privacy Policy

It is our policy to post any changes we make to our privacy policy on this page. If we make material changes to how we treat our users’ personal information, we will notify you through a notice on the Website home page. The date the privacy policy was last revised is identified at the top of the page. You are responsible for ensuring we have an up-to-date active and deliverable email address for you, and for periodically visiting our Website and this privacy policy to check for any changes.

Contact Information

To ask questions or comment about this privacy policy and our privacy practices, contact us at:

SerVaas Laboratories Inc. dba Barkeepers Friend
5240 Walt Place
Indianapolis, Indiana 46254

Attention: Privacy Officer

or via our toll-free number: United States: +1 (317) 636-7760. Toll-Free for USA and Canada.

Or by webform at

0130691.0647326   4886-5734-4132v1