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Security & Privacy Policy

Seton Identification Products Privacy Policy

Seton.com is a website for Tricor Direct. Tricor Direct (dba Seton Identification Products) is a wholly owned subsidiary of Brady Corporation. This Privacy Policy is designed to help you understand Seton's information collection, use, and disclosure practices and in all instances the policies stated below apply to both online and offline data collection and uses of that information.

Please read this Policy carefully. Use of this Site is subject to the terms and conditions of this Policy. If the terms and conditions of the Policy are unacceptable to you, please do not use this Site and do not submit any personally identifiable information. When you submit information, you consent to the information collection, use, and disclosure practices as described in this Policy.

This Site is not directed to children under the age of 13 and does not knowingly collect personally identifiable information from children. This Site and this Policy are directed to persons located in the United States and users from other geographic regions use this Site with full knowledge.

This Policy applies only to this Site. Although you may see links or references to other websites on this Site or in e-mails Seton may send you, this Policy does not apply to such websites. Please read the privacy policy of each website you visit.

Passive Information Collection and Use

During your visit, this Site may passively collect certain kinds of information, as described below.

IP Addresses - An Internet protocol (IP) address is a unique identifier automatically assigned to a user's computer when logging onto the Internet. IP addresses are used to identify server problems, administer a website, and compile aggregated statistics for marketing and research purposes. This Site captures IP addresses.

Navigational Data - Navigational data includes log files and clickstream data. Navigational data can identify a user's Web browser and operating system, when and for how long a user visits a website, what pages a user views on a website, and the address of the website that the user was visiting previously. This information is typically used to administer a website, improve website content, and compile aggregated statistics for marketing and research purposes. This Site collects navigational data.

"Cookies" are small text files sent from a website to the hard drive of a user's computer to store bits of information related to that user. Cookies can store a variety of information, including IP addresses, navigational data, server information, and data transfer times. There are two kinds of cookies: Session cookies are deleted once a user closes his or her Web browser window or otherwise turns off his computer and are typically used to aid in website navigation and to collect statistical information. Persistent cookies remain on a user's computer hard drive until deleted and can also aid in website navigation and collecting statistical information, but are typically used to customize a website for a user, such as by storing passwords and preferences so that users do not have to reenter them each time they visit a website. Seton.com uses both session cookies and persistent cookies.

Internet Tags - 'Internet Tags' (also known as single-pixel GIFs, clear GIFs, invisible GIFs, and 1-by-1 GIFs) are similar to cookies, but they are smaller and are typically used to collect information such as the IP address and browser type related to the user's computer. Seton.com uses "Internet Tags."

Active Information Collection and Use

In addition to the passive information collection practices described above, Seton actively collects information from you when you submit it for business purposes. Some of the information is personal or unique to you ("Personal Information"). The kinds of Personal Information Seton may collect include your name, address, e-mail address, phone number, fax number, job title, company name, industry sector, product purchase history, and credit card number. For the most part, Personal Information that we seek from you is sought from you in your business capacity rather than in your individual capacity. We actively collect Personal Information in many different ways, including when you register online and place an order or product inquiry. Specific ways we collect information and how we use that information are listed below:

'Contact Us' via e-mail or 'Request a Quote' reply form
In this case, we may use the information you provide for many reasons, including to reply to your e-mail and to learn more about our users in aggregate.

Registration form and Catalog Request form
In this case, we use the information you provide to associate you with a Seton offline account if one exists so that your order history, invoices, etc can be uploaded and be available to you based on your login and password. We also analyze our users in aggregate to enable us to provide content, features and functionality best suited to our users. Your contact information is merged with our customer database and used to send print and/or e-mail communications including catalogs. Customers can request to be removed from e-mail and/or print mailing lists. We try to observe customer preferences as to whether they wish to be communicated to via phone, fax, or e-mail.

Complete a survey, feedback, and question forms
We use the information provided in these forms to respond to your questions, evaluate products and services, and better understand the needs of our visitors and customers.

We reserve the right to use Personal Information (other than Employment Resume Information) to market our products and services and those of other third parties that we think might be of interest to you, unless you have indicated a preference not to receive such marketing materials. If you do not want to receive such marketing materials, please see the paragraph entitled "Stop Communications" below. You should be aware that we may use third-party service providers to collect the information described above and also to contact you as described above.

We reserve the right to make full use of all information acquired that is not in personally identifiable form and also to combine Personal Information (other than Emplyment Resume Information) collected with other kinds of information we obtain. For example, we may combine your company's name (collected on-line) with certain credit information (collected off-line) to create a customer profile. In addition, we may link actively-collected Personal Information (e.g., name, address, purchasing history) with passively-collected information (e.g., IP addresses, cookie). By combining such information, we are better able to understand how visitors use this Site, what products and services interest our users, and what kinds of purchases our users are likely to make.

Disclosure of Information

We may disclose Personal Information to all or some of our affiliated companies and business partners. We may also rent, share, transfer, or disclose Personal Information to other third parties, but only as provided in this Policy. If you prefer that we not provide data that may be used for marketing purposes, Seton maintains an opt out process. Please contact Seton at 800-243-6624 if you'd like to opt out of this process. We will take appropriate steps to comply with your request, but reserve the right to use Personal Information you have submitted to verify your identity and process business transactions.

When we share Personal Information with third parties, we take reasonable steps to ensure that these third parties will protect the Personal Information and use it only for the purposes for which it was disclosed. We also reserve the right to disclose or transfer any Personal Information to: protect the security of the Site; to protect ourselves and our affiliated companies against liability; to respond to subpoenas or other judicial processes; if we believe in good faith that the law requires it; or in connection with any sale, assignment, or other transfer of all or a part of our business or company or any business or our affiliated companies.

Seton does not rent, sell or share e-mail addresses. E-mail addresses are used for routine business communications between Seton and our customers and to send product and information updates to those customers and/or inquirerers who have requested to receive them.

The disclosure of Personal Information as defined in this Policy may be to a party outside your jurisdiction. By accepting the terms of this Policy, you consent to the transfer of Personal Information you have submitted to us, to our affiliated companies, and to any other third parties described in this Policy, all or some of which may be located in foreign jurisdictions that may not provide "adequate protection" for Personal Information. If Personal Information you have submitted through this Site is no longer accurate, current, and complete, please send an e-mail to help@seton.com or call 800-243-6624 if you wish to modify, correct, or change this information.

Stop Communications

If you are receiving marketing communications (catalogs, e-mails, etc.) from us or anyone else with whom we may share Personal Information as described in this Policy, and you no longer wish to receive such communications, please send an e-mail to help@seton.com or call 800-243-6624 and we will promptly change your communication status , but reserve the right to use Personal Information you have submitted to verify your identity and process business transactions.


Personal information submitted via this Site registration form is secure and encrypted as is all order information including credit card data. However, transmissions over the Internet are never 100% secure or error-free. As a result, we cannot guarantee the security, accuracy, or completeness of the Personal Information we gather from you. You should be aware that e-mail submitted through this Site (including forms submitted via e-mail) may not be secure or encrypted, so you should take particular care in deciding what information you send via e-mail. However, once we receive any Personal Information you provide to us, we do take reasonable steps to protect such Personal Information from loss, misuse, and unauthorized access, disclosure, alteration, and destruction.

Contact Information

We hope that you will share with us any comments, questions or suggestions you might have regarding the information practices described in this Policy. Please feel free to send us an e-mail at help@seton.com or write to us at Seton Identification Products, P.O. Box 458 Buffalo, NY 14240-0458; Attn: Database Department.

Changes to this Policy

We reserve the right to change this Policy from time to time and in our sole discretion. If the Policy for this Site changes, the revised policy will be posted at the "Privacy Policy" link on this Site's home page. Please check the Policy frequently and particularly before you submit additional information via the Site. Your continued use of the Site constitutes acceptance of such changes in the Policy. This Privacy Policy was last revised December, 2004.


All information provided on seton.com is provided for information purposes only. The information included in our Compliance Resource Center is not intended as legal advice and does not represent advice with regard to specific practices or undertakings and Seton Identification Products shall not be responsible for any damages of any kind including direct, indirect, incidental, special or consequential damages that may arise out of or result from reliance on the information provided on this website.


Seton freely grants permission to anyone wishing to link to this website, and we will gladly remove any link from this website upon request from the linked entity. This website is not sponsored or associated with any particular linked entity unless so stated by that entity and Seton. By clicking on these links, you will be leaving the Seton website, and going to another, entirely independent website. Seton provides these links as a service to our visitors and users; however, it takes no responsibility and makes no representations as to the accuracy or any other aspect of the information contained in these other websites. The existence of any particular link is simply intended to imply potential interest to the reader.

Mailing List

If you want to be added to our mailing list, know someone who should receive our catalog, change your address, remove your name, or eliminate duplicate labels from our file, please e-mail or write to: Mail Preference, Seton, P.O. Box 458 Buffalo, NY 14240-0458.
If you would like to receive a catalog, click here, for instructions.
We sometimes make our list of names available to other companies that offer products that may be of interest to our customers. If you prefer not to receive information from these companies please e-mail or write to: Mail Preference, Seton, P.O. Box 458 Buffalo, NY 14240-0458.
Please allow 90 days for processing of mailing removals


The trademarks, logos, and service marks (collectively the "Trademarks") displayed on this site are registered and unregistered Trademarks of Seton in the United States and other countries (trademark denotations on the Seton websites indicate federal registrations in the United States). Nothing contained on the Brady Corporation website should be construed as granting by implication, estoppel, or otherwise, any license or right to use any Trademark displayed on the Seton websites without the written permission of Seton or such third party that may own the Trademark. Misuse of any Trademarks, or any other content, displayed on the Seton websites is prohibited. Seton aggressively enforces its intellectual property rights, including via civil and criminal proceedings.

Use of Software

Any use of software and accompanying documentation from these websites is subject to the terms of a software license agreement between you and Seton. You must read the license agreement and indicate your agreement to its terms and conditions prior to installing or using the software. All rights, title, and interest not expressly granted are reserved.

Use of Website Information

You may download, view, copy and print documents and graphics incorporated in these documents (the "Documents") from these websites subject to the following:

1. The Documents may be used solely for personal, informational, and/or non-commercial purposes;

2. The Documents may not be modified or altered in any way; and

3. Except as expressly provided herein, you may not use, download, upload, copy, print, display, perform, reproduce, publish, license, post, transmit or distribute any information from these websites in whole or in part without the prior written permission of Seton.


Seton products are sold with the understanding that the buyer will test them in actual use and determine for himself their adaptability to his intended uses. Seton warrants to the buyer that its products are free from defects in material and workmanship, but limits its obligation to replacement of the product. This warranty does not extend to any persons obtaining the product from the buyer. This warranty is in lieu of any other warranty, expressed or implied, including, but not limited to any implied warranty of merchantability or fitness for a particular use, and of any other obligations or liability on Seton's part. Under no circumstances will Seton be liable for any loss, damage, expense or consequential damages of any kind arising in connection with the use, or inability to use, Seton's products. An overrun or underrun of 10% shall constitute an acceptable delivery of Made-To-Order products, in order to allow for final inspection (not applicable to orders for engraved name plates, valve tags, or pipe markers).