Privacy Policy

1.  Overview

This corporate web site is designed to provide access to various online tools and information about DNA Direct (DNA Direct). In connection with providing this information, there are times when we may ask for or collect personal information from you. We also offer opportunities to make inquiries of DNA Direct, which you may do under the "Contact Us" tab set forth on the site. As part of our commitment to honoring your privacy, this policy will explain the approach we take in protecting and using the information that we gather from you. For your ease and convenience, we make this notice available from every page of the web site, identified as "Privacy Policy" with a link to this notice.

Please note: This web site contains links to other sites. We encourage you to read the privacy statement of any web site that you visit. This Privacy Policy applies only to information collected through this web site.

2.  Collection and Use of Information, If Applicable

This web site collects both personally identifiable and non-personally identifiable information to improve the usefulness of the online information and various services we offer to our users.

Personally identifiable information is any data element or collection of data elements that directly identifies an individual or that individual's residence, including an individual's name, postal and e-mail addresses, or telephone number. Non-personally identifiable information is any data element or collection of data elements that, by itself, cannot be associated with a specific individual.

Non-personally identifiable information which is routinely gathered from all web site visitors focuses on web site activity, such as how many people visit the web site, the pages they visit, what web site they are coming from, how long they stay, etc. This web site visitor data is collected on an aggregated, anonymous basis, which means personally identifiable information is not associated with this data. This type of non-personally identifiable information is generally gathered through the use of web server logs, third-party ad servers, cookie technology, and clear GIFs.

3. Wireless Addresses

If any e-mail address you provide to us is a wireless e-mail address, you agree to receive messages at such address unless and until you have elected not to receive such messages by notifying us using the "unsubscribe" link located within the e-mail notifications. You understand that your wireless carrier's standard rates apply to these messages. You represent that you are the owner or authorized user of the wireless device on which messages will be received, and that you are authorized to approve the applicable charges.

 4.  Information Requested When Contacting Us

Several areas of this web site allow personally identifiable information to be collected. It is important to note that this information is collected only when you voluntarily provide it. Should you choose to contact us, request information or receive investor or media e-mail alerts, you may be required to provide the following personally identifiable information:

  • your name, which serves as the means to contact you;
  • your e-mail address, which serves as the means to contact you regarding your inquiries if necessary;
  • your postal address, which serves as the means to send you information which you requested;
  • your telephone number, which may be used to contact you regarding your inquiries if necessary.

5.  Updating Your Personally Identifiable Information, If Applicable

If your personally identifiable information changes (for example, you change your e-mail address), you may do so by clicking on the "Contact Us" link and sending an e-mail with your new e-mail address.

If your personally identifiable information changes after you have requested information from our Investors section, you may update your information by resubmitting it.

6.  Sharing Information, If Applicable

As a policy, this corporate web site does not share personally identifiable information, including e-mail addresses, with third parties, except where specifically stated within this privacy policy, and does not accept advertising. In the course of providing you with a broad array of services, personally identifiable information you record on this web site may be shared with other company operations.

DNA Direct may also disclose personally identifiable information to government authorities, and to other third parties when compelled to do so by government authorities, at our discretion, or otherwise as required or permitted by law, including but not limited to in response to court orders and subpoenas.

We also may disclose personally identifiable information when we have reason to believe that someone is causing injury to or interference with our rights or property, other users of the web site or anyone else that could be harmed by such activities.

In the event that DNA Direct, any affiliate of DNA Direct, or substantially all of its assets, are acquired by one or more third parties as a result of an acquisition, merger, sale, reorganization, consolidation or liquidation, personally identifiable information may be one of the transferred assets.

7.  Choice

When you contact us at this site, you may be required to enter your e-mail address. Should you contact us by telephone or by e-mail, you will also have the option of providing us with other information that will enable us to respond to any inquiry or request you may have. Should you decide that you no longer want to receive email messages, please let us know.

8.  External Links, If Applicable

This web site contains links to other web sites. We will alert you when you are leaving this site and we encourage you to read the privacy statement of any web site that you visit. This privacy policy applies only to information collected by this corporate web site.

9.  Security of Your Information

DNA Direct is committed to protecting the privacy and security of this web site across the entire transaction process: within our internal technology infrastructure, traveling across the Internet and on your personal computer. Our Internet infrastructure is protected using strong commercial security products. The design and physical implementation have been reviewed and approved by third-party security experts. In addition, our infrastructure is monitored 24 hours a day, seven days a week.

10.  Contacting Us

If you have questions about this policy, the practices of this web site or your transactions with this web site, you can contact:

Web Site Information
DNA Direct
400 Buckwalter Place Blvd.
Bluffton, SC 29910

11.  Definitions

Personally identifiable information: Personally identifiable information is any data element or collection of data elements that directly identifies an individual or that individual's residence, including name, postal and e-mail addresses or telephone number.

Non-personally identifiable information: Non-personally identifiable information is any data element or collection of data elements that, by itself, cannot be associated with a specific individual. Other non-personally identifiable information, specifically site visitor data such as date of visit, length of visit, what pages you visit on our web sites, etc. is collected through the use of web server logs and cookie technology.

Web server logs: A web server log is a file where web site activity is stored, such as date of visit, length of visit, what pages you visit on our web sites, etc.

Clear GIFS: We may use "clear GIFs" (aka "Web beacons" or "pixel tags") or similar technologies, in our communications with you to enable us to determine the number of e-mails viewed. A clear GIF is typically a one-pixel, transparent image (although it can be a visible image as well), located on a web page or in an e-mail or other type of message, which is retrieved from a remote site on the Internet enabling the verification of the total number of e-mails viewed. The information collected by DNA Direct through clear GIFs is non-personally identifiable (meaning this information generally does not include your name, address, e-mail address, telephone number or other personally identifiable data).

Third-Party Ad Servers: We may use third-party advertising and search optimization companies to serve ads on a variety of different web sites that are targeted based on your visits to this web site and other web sites, and to determine how users arrive at our site(s) and what they do once they arrive. These companies may employ cookies, clear GIFs and other technologies to track information (generally not including your name, address, e-mail address, telephone number or other personally identifiable data) about your web browsing activity in order to help measure and improve the effectiveness of ads and to further our web search optimization efforts. This information may be shared within DNA Direct and with others performing services on behalf of DNA Direct.

If you would like more information about how third party ad servers work and to understand your choices about not having this information used by these companies, see the Network Advertising Initiative's consumer web site at http://www.networkadvertising.org/consumer/.

Cookie technology: Cookie technology enables web sites to store small bits of information on your computer, and then ask for that information back at a later time. A cookie is a text file that is sent to the hard drive where your browser files are kept. Visitors concerned about the use of cookie technology may opt to enable a feature in their browser software that will erase cookies, block all cookies or warn the user before cookies are stored or exchanged.

If users reject a cookie, they may still use this web site. If they do so, their online session will remain secured all the time.

How we use cookies:
DNA Direct uses cookies to accurately track the number of web site users. Cookies also may be used for limited applications, which help to deliver selected information to the appropriate audiences. The information linked to the cookies is not used by DNA Direct to create profiles that track the viewing preferences of our users.

What we store in cookies:
DNA Direct stores a unique identifier in the cookie to properly distinguish a user's workstations.

Benefits of using cookies:
Cookies allow a web application to respond to you as an individual.

Disable cookies:
To disable cookies, please follow your web browser’s instructions.

12.  Notification of Change

DNA Direct reserves the right at its discretion to change, modify, add or remove portions of this policy, or any of its supplemental policies, at any time.

We will communicate any updates to our policy on the web site for any web site visitors.

We encourage you to check this policy from time to time to review any changes that might be made. The date found below tells you when this policy was last updated.

Last updated September 27, 2011