firearm search
firearm search

Privacy Policy

Privacy Policy

This Web Site Privacy Policy ("Privacy Policy") describes how Sturm, Ruger & Co., Inc. and its subsidiaries and affiliates (“Ruger,” “we,” “us,” or “our”) collect and use personal information when you use, access, or interact with our websites, including through product registration, product purchase, newsletter signup, online applications, sweepstakes entry, employment application, or in any other way.

This Policy applies whenever you access our websites that link to this Policy, provide any personal information to us, or create an account with us (the “Services”). This Policy describes:

• What information we collect, how we collect it, and why
• How we use the information we collect and with whom we share it
• The choices you can make about how we collect and use your information
• How to contact us with questions about this Privacy Policy or your personal information
• How we protect the information we store about you

Information We Collect and How We Collect It
We do not require you to provide any personal information in order to navigate our websites. We collect information from you when: 1) you voluntarily provide it to access certain Services we offer; and 2) automatically by means which are part of the applications needed to provide Services to you.

Information You Provide Us Voluntarily
Depending upon the nature of your interaction with us, we may ask you to voluntarily provide us with personal information including: Name, address, telephone number, email address, age, username, password, credit card or debit card number, purchase history, serial number(s), demographic information, or general interests. We collect commercial information related to purchase history and interests, as well as information you submit in connection with Services we offer, including Customer Service email requests, product registration, product reviews, and sweepstakes or contest submissions. If you use the Services to apply for employment with us, we will collect personal information that includes your educational and employment history and demographic information, among other things.

Information We Collect Automatically
We also collect information automatically through your usage of our Services. This information may include your browser type, operating system, IP address, the domain from which you came, the page you are viewing, the time, and what you clicked on, among other information. Web Site Usage Information is typically anonymous information, because it is not normally associated with you or your identity. However, if it is combined with your Personal Information in a manner that it is directly associated with your identity, it will be treated as Personal Information under this Privacy Policy. To collect Web Site Usage Information, we may utilize a variety of technologies such as cookies, embedded scripts or other, similar technologies. You may disable cookies using your browser’s preferences, but some features of our websites may not function properly or may operate slowly if you disable the cookies.

Use of Your Personal Information
We use your personal information to provide the Services to you (including the marketing of our Services and products), to improve our Services and products, to protect our legal obligations and rights, to prevent harm, to protect against fraud, suspicious or other illegal activity, or to facilitate your orders with us. We collect only the information that is required for these purposes. Examples of our usage of your personal information include:

To Communicate With You: Several of our Services include methods of communication with our consumers under specified circumstances, including marketing newsletters, online store promotions, and media updates. We use your personal information to fulfill such requests for communications. You may unsubscribe from our marketing emails at any time by following the opt-out instructions provided in each email communication.
To Facilitate Your Orders: We use certain personal information related to orders from our online store so that we may complete the requested transaction(s).
Product Registration: We may use information provided through product registration to contact you in the unlikely event of a safety concern regarding a product you purchased.
To Provide Customer Service: We use your personal information to respond to inquiries and provide support for our products through our online customer support tool.
To Improve Our Services: We use aggregated usage information to better understand and analyze how users interact with our Services so that we may enhance, improve and support the Services we provide.

Children's Privacy
Our Websites and Services are not intended for use by children. We do not knowingly market to children or users under 18 years of age. We do not knowingly collect personal information from children or users under the age of 18. If we become aware that we have collected personal information from a user under the age of 18, we will take reasonable steps to delete it.

When We Share Your Personal Information
We do not sell your personal information, although in some circumstances, we may share your information with third parties including third-party contractors we use to administer our Services, among subsidiaries and corporate affiliates, in the event of a corporate restructuring or acquisition, to comply with our legal obligations, to prevent harm, and to protect ourselves and our legal rights as described below.

Third-Party Contractors: We use certain third-party contractors to help administer the Services and process transactions, including administration of sweepstakes or contents, placing orders, delivering packages, processing payments and other similar functions. These third-party contractors have agreed to use your personal information only as required to perform the functions for which they are contracted.
Corporate Affairs: In the event we undergo a corporate restructuring or acquisition, merger, consolidation, change in control, sale of any portion of our assets, or in connection with bankruptcy or liquidation proceedings, we would share your personal information as required to complete those transactions.
To Comply With Legal Obligations or Protect our Rights: We will share information if we are legally required to do so, such as in response to a valid subpoena or court order, to exercise our legal rights, to defend against legal claims or demands, or to comply with the requirements of law. We will also use your personal information if necessary to enforce any agreement with you, including to protect our or our other users’ rights.
To Prevent Harm: We may share information if we reasonably believe it is required to detect, investigate, prevent, or take action against illegal activities, fraud, or potential threats to the rights, property, or personal safety of any person.
As Requested By You or With Your Consent: If we seek to use your personal information in a manner other than specified in this Policy, we will request your permission prior to such use. In the event you request information that we hold about you, we may ask you to provide confirmation of your identity prior to complying with such a request.

When you send us an email, we will use your email address to respond, and we will store your communication and our reply for any future correspondence. Beyond our initial reply, we will never use your email address to send you any unsolicited message or information, nor will we share it with or sell it to anyone else for such use.
When you sign up to receive information about our services, promotions, newsletters, press releases, and/or new offers, we will use your email address and any other information you give us to provide you with the information or other services, until you ask us to stop (by using the “unsubscribe” instructions provided with each email communication).
We will never sell, rent, or lease your personal information, including your email address with a third party, although we may share personal information with third parties in order to provide the Services.

Choices About Your Information
You may update or correct your information in certain situations. If you have an account through our online store, you may log in to your account to access, update or correct information you provided us relating to your name, company, address, phone number, email address or password. You may also request confirmation of certain information you have shared with us. We may request additional information to confirm your identity prior to complying with such a request.
You may request that we delete your information by contacting us at, or by mail at
Sturm, Ruger & Co., Inc.,
Attn: Data Privacy,
1 Lacey Place,
Southport, CT 06890.
We may request additional information to confirm your identity before responding to such a request. We will comply with your request to the extent possible, however in some instances, we may respond to your request by informing you of the implications of deletion of that data. In other instances we may be legally required to retain your information, even if you request its deletion.

Security of Your Personal Information
The security of your personal information is important to us. We maintain commercially reasonable physical, technical, and administrative security measures to protect and limit access to your personal information. However, no method of transmission over the internet or method of electronic storage is 100% secure. Therefore, while we strive to use commercially acceptable means to protect your personal information, we cannot guarantee its absolute security.

Third Party Links
The Services may contain links to third-party websites or services. We are not responsible for the privacy practices or the content of non-Ruger websites, and have no control over the use of third-party websites.

Cross Border Transfers of Data
In order to provide the Services, we may transfer your personal information to a jurisdiction outside the country where you reside, including processing personal information in the United States of America. As this jurisdiction may not maintain the same levels of privacy protection as your home jurisdiction, your use of the Services constitutes your agreement to transfer of your personal information and the terms of this Policy.
We may also provide your information to third party partners who provide services for us in your jurisdiction. Your use of the Services constitutes your agreement to our sharing your personal information with a third party to assist with the provision of services to you.

Changes to this Policy
We may update this Policy as necessary to reflect changes we make and to satisfy our legal requirements. Changes to this Policy will be posted on our website and will indicate the date on which they go into effect. By using the Services, you have consented to the Policy in effect at the time of such use.

Contact Us
If you have questions about this Policy, you can contact us at contact us at, or by mail at
Sturm, Ruger & Co., Inc.,
Attn: Data Privacy,
1 Lacey Place, Southport, CT 06890.

Data Retention
The time periods for which we retain your personal information depend on the purposes for which we use it. We will keep your personal information for as long as you maintain an active account with us, or for as long as is necessary and required by law, contract, auditing requirements or other legitimate business reasons.

California Customers
As described above, Ruger will only share your information with service providers, in connection with certain business transfers, as required by law, or with you. We do not sell personal information.
If you are a California resident, you have certain rights with respect to the collection, use, transfer, and processing of your personal information, as defined by California law. We reserve the right to limit these rights where permitted under applicable law, including where your identity cannot be reasonably verified or where compliance with your request would result in a violation of the law.
You have the right to request that we inform you of the categories of personal information we collect, use, and disclose about you to third parties or the specific information we have so shared. You have the right to request that we delete your personal information, as described above.
To make a request under this provision, contact us at, or by mail at
Sturm, Ruger & Co., Inc.,
Attn: Data Privacy,
1 Lacey Place,
Southport, CT 06890.
Please include your full name, e-mail address, and phone number in your request. We will respond within 45 days of receiving your request.

We will not discriminate against you for exercising any of your privacy rights, including discrimination by denying you services, charging different rates, or providing a different level of quality or service to you.

Updated October, 2022