Privacy Policy

Last updated: 24.06.2026

This privacy policy sets out how Naughty Industries Pty Ltd ABN 40 165 316 021 uses, stores, protects and manages personal information collected through this website and our related services.

We are committed to protecting your privacy and handling your information responsibly, transparently and securely.

By using this website, placing an order, creating an account, joining our mailing list, clicking one of our marketing links, or interacting with our services, you agree to the collection and use of information as described in this policy.

We may update this policy from time to time by publishing a revised version on this page. You should check this page periodically to ensure you are comfortable with any changes.

What We Collect

We may collect the following types of information:

name

contact information, including email address, phone number and postal address

billing and delivery details

order history and transaction details

account login details and customer profile information

postcode, preferences, interests and shopping behaviour

website activity, including pages viewed, products viewed, searches, cart activity, checkout activity and order activity

marketing engagement, including email clicks, SMS clicks and campaign activity

device, browser, session and technical information

advertising and attribution information, including advertising click identifiers, campaign identifiers, referral sources and UTM parameters

email, SMS and advertising campaign identifiers

internal customer, visitor, session and order identifiers

information you provide through forms, surveys, customer service enquiries, reviews or community features

other information reasonably required to provide our products, services, support, security, reporting, analytics and marketing

We do not intentionally collect sensitive personal information unless you choose to provide it to us or it is reasonably necessary for us to provide our services.

Phone Number and SMS Updates

We may ask you to provide or verify your phone number before sending your first order. This helps ensure the correct information is provided to Australia Post, couriers and other logistics providers. We may also use your phone number to contact you if there is a problem with your order.

We may use your phone number to send transactional SMS updates about your order, such as dispatch, delivery or collection updates. These messages may come from NBASUPPORT or another sender name used by us for service notifications.

If you have agreed to receive marketing messages, we may also use your phone number to send promotional SMS messages. These messages may come from NAUGHTYBOY or another sender name used by us for marketing. Marketing SMS messages will include a way to unsubscribe or opt out.

You can opt out of marketing SMS messages at any time by using the unsubscribe instructions in the message or by contacting us.

Email Marketing

If you provide your email address or subscribe to our marketing, we may send you promotional emails about products, offers, content, reminders, recommendations or other information we think may interest you.

You can unsubscribe from marketing emails at any time by using the unsubscribe link in the email or by contacting us.

Transactional emails, such as order confirmations, shipping updates, password resets and customer service messages, may still be sent where necessary to provide our services.

Unsubscribing from marketing emails does not automatically prevent us from processing information needed to complete an order, provide customer service, maintain business records, prevent fraud, measure website or advertising performance, or comply with legal obligations.

How We Use Information

We collect and use information for the following purposes:

processing, fulfilling and delivering orders

verifying customer and order details

providing customer support

managing customer accounts and login sessions

improving our website, products, services and customer experience

personalising website content, product recommendations, offers and marketing

understanding website traffic, campaign performance and customer behaviour

measuring advertising, email and SMS performance

identifying which marketing channels contributed to visits, orders and sales

sending transactional messages and service updates

sending marketing communications where permitted

preventing fraud, misuse, spam, technical abuse and unauthorised access

maintaining internal records

meeting legal, tax, accounting and regulatory obligations

resolving disputes and enforcing our terms

First-Party Website Tracking and SIGNAL

We use our own first-party tracking systems, including SIGNAL, to help us understand how customers interact with our website and marketing.

SIGNAL may collect information such as:

pages viewed

products viewed

categories viewed

searches

cart and checkout activity

order activity

session identifiers

visitor identifiers

customer identifiers

campaign source information

advertising click identifiers

SMS click identifiers

email campaign identifiers

device and browser information

referral and UTM information

This helps us connect the customer journey from visit to order, improve our website, understand marketing performance and provide more relevant customer experiences.

We design our tracking systems to avoid collecting unnecessary personal information. Where possible, we use anonymous identifiers, hashed identifiers, internal customer IDs, session IDs, click IDs and aggregated reporting rather than raw personal information.

Cookies, Local Storage and Similar Technologies

We use cookies, local storage and similar technologies to operate our website, remember preferences, maintain sessions, improve performance, measure marketing, support login features and understand website usage.

These technologies may be used to:

keep you logged in or recognise returning visitors

remember cart or session information

measure advertising and campaign performance

connect website visits to orders

identify email, SMS and advertising traffic

store or recover advertising click identifiers where available

improve product recommendations and website experience

prevent fraud and improve security

support analytics and reporting

Some cookies are set by us directly. Others may be set or used by trusted service providers such as analytics, advertising, email, SMS, payment, customer service or logistics providers.

You can choose to accept or decline cookies through your browser settings. If you decline or block cookies, parts of the website may not work properly and we may be unable to provide some personalised features.

Advertising, Analytics and Conversion Measurement

We use advertising, analytics and measurement services, including Google Ads and related Google services, to understand the performance of our advertising, improve our campaigns, reduce wasted advertising spend and measure whether ads, emails, SMS messages or other marketing activity resulted in visits, orders or sales.

Where permitted, we may send conversion and transaction information to advertising and analytics platforms. This may include:

order value

currency

conversion time

transaction ID or order ID

advertising click identifiers

campaign identifiers

referral and UTM information

session identifiers

customer or account identifiers

hashed customer identifiers, such as hashed email address, hashed phone number or hashed address information

Where customer identifiers are used for advertising or conversion measurement, they are normalised and hashed before being sent where required. We do not intentionally send raw email addresses, raw phone numbers, payment card details or explicit order contents to advertising platforms for conversion measurement.

We may use this information to:

measure whether advertising contributed to a sale

improve advertising performance

help advertising platforms match conversions to ad interactions

reduce duplicate or inaccurate conversion reporting

support server-side conversion tracking

improve bidding and campaign optimisation

reconcile advertising reports against our own order records

Advertising platforms may process this information in accordance with their own terms, policies and privacy notices.

Server-Side Conversion Tracking

We may use server-side conversion tracking systems to send verified order and conversion information from our own systems to advertising platforms, including Google Ads.

This means that, after an order is placed, our systems may verify, clean, deduplicate and send limited conversion information to an advertising platform. This helps us measure real completed purchases more accurately than relying only on browser-based tags.

Our server-side systems may combine information from:

website visits

advertising click identifiers

cookies and local storage

customer accounts

checkout information

order records

email or SMS campaign identifiers

internal customer and session identifiers

We use this information to create one clean conversion record for each eligible completed order. We may block cancelled, refunded, duplicate, test or otherwise ineligible orders from being sent.

Where available and permitted, we may send hashed first-party customer identifiers together with order and conversion information to improve conversion measurement and advertising accuracy.

Consent, Marketing Preferences and Measurement

We treat marketing consent, analytics measurement, advertising measurement and advertising personalisation as separate things.

Unsubscribing from marketing emails or SMS messages means we will stop sending those marketing messages where required. It does not automatically prevent us from processing information needed to complete an order, provide customer service, maintain business records, prevent fraud, measure advertising performance, improve our website or comply with legal obligations.

Where required, we will respect separate consent or opt-out settings for:

email marketing

SMS marketing

analytics and measurement

advertising user data

advertising personalisation or remarketing

If you have opted out of marketing communications, we may still send transactional messages such as order confirmations, shipping updates, password resets or customer service messages.

If you have denied a specific privacy or advertising consent that applies to a particular use of your information, we will take reasonable steps to respect that choice.

Hashed Customer Identifiers

For advertising and conversion measurement, we may use hashed customer identifiers. Hashing converts information such as an email address or phone number into a coded value before it is sent.

Hashed identifiers may be used by advertising platforms to help determine whether a customer who placed an order had previously interacted with one of our ads. This helps us measure advertising performance without intentionally sending raw contact details for advertising measurement.

Hashing is not the same as anonymisation in every context, so we treat hashed identifiers as protected information and handle them carefully.

Google Ads and Enhanced Conversions

We may use Google Ads enhanced conversion and server-side conversion features. These features may allow us to send hashed first-party customer data, such as email address or phone number, together with order and conversion details, to help Google measure whether an ad interaction contributed to a completed purchase.

This may occur even where a Google click identifier is not available, provided the conversion is otherwise eligible and permitted.

We may send consent signals or related settings with conversion data where required by Google or applicable law.

Checkout Notice

By placing an order, you acknowledge that we process your information to complete your purchase, provide customer service, prevent fraud, maintain business records, measure website and advertising performance, and improve our services.

Where permitted, we may share limited conversion information and hashed customer identifiers with trusted advertising and analytics platforms, including Google, to measure advertising performance and improve campaign accuracy. We do not intentionally send raw payment details or explicit order contents to advertising platforms for conversion measurement.

Email and SMS Attribution

We may use email and SMS campaign links to understand whether a customer clicked a message, visited the website, and later placed an order.

For SMS campaigns, we may use first-party branded links such as sms.naughtyboy.com.au to record click activity before redirecting you to the relevant website page.

For email campaigns, we may use email platform identifiers, campaign identifiers and website activity to understand engagement and improve future emails.

We use this information to measure campaign performance, improve relevance and avoid sending less useful messages.

Customer Profiles and Personalisation

We may combine information from orders, website activity, customer service, email engagement, SMS engagement, account login, advertising attribution and other business systems to build a customer profile.

This helps us:

understand customer preferences

improve product recommendations

personalise marketing and website experiences

reduce irrelevant messages

provide better customer service

understand customer lifetime value and business performance

We aim to use this information responsibly and in ways that improve the customer experience.

Who We Share Information With

We may share personal information with trusted third parties where necessary to operate our business, provide services, process orders, communicate with customers or meet legal obligations.

These may include:

ecommerce and website platform providers

payment processors

fraud prevention services

couriers, postal and logistics providers

email marketing providers

SMS providers

analytics and advertising providers

customer support systems

cloud hosting and database providers

professional advisers, including accountants, lawyers and auditors

regulators, law enforcement or government agencies where required by law

We do not sell your personal information.

We may share limited information with service providers so they can perform services on our behalf. We take reasonable steps to ensure these providers handle information securely and appropriately.

Overseas Disclosure

Some of the service providers we use may store, process or access information outside Australia. This may include providers of cloud hosting, analytics, advertising, email, SMS, payment, customer service or software services.

Where information is disclosed overseas, we take reasonable steps to ensure it is handled in accordance with applicable privacy obligations.

Security

We are committed to keeping your information secure.

We use reasonable physical, electronic, technical and managerial safeguards to protect personal information from misuse, interference, loss, unauthorised access, modification or disclosure.

These safeguards may include access controls, secure systems, encryption, logging, monitoring, authentication and internal data handling procedures.

No method of transmission or storage is completely secure. We continue to improve our systems and processes to reduce risk.

Data Retention

We retain information for as long as reasonably necessary for the purposes described in this policy, including providing services, managing customer accounts, keeping business records, improving systems, meeting legal obligations, resolving disputes and supporting security and fraud prevention.

Some information may be retained in aggregated, de-identified, anonymised or hashed form for analytics, reporting, auditing and business improvement.

When information is no longer required, we take reasonable steps to delete it, de-identify it or securely archive it.

Links to Other Websites

Our website may contain links to other websites. Once you use a link to leave our website, we do not control the other website and are not responsible for its privacy practices.

You should review the privacy policy of any third-party website you visit.

Controlling Your Personal Information

You may choose to restrict the collection or use of your personal information in the following ways:

unsubscribe from marketing emails using the unsubscribe link in the email

opt out of marketing SMS messages using the unsubscribe instructions in the message

decline or manage cookies through your browser settings

contact us to update your marketing preferences

contact us to request access to, correction of, or deletion of personal information where required by law

You may change your mind about receiving direct marketing at any time.

We will not sell, distribute or lease your personal information to third parties unless we have your permission, it is necessary to provide our services, or we are required or permitted by law to do so.

Access and Correction

If you believe that any information we hold about you is incorrect, incomplete or out of date, please contact us. We will take reasonable steps to correct information where appropriate.

You may also request access to personal information we hold about you. We may need to verify your identity before responding to a request.

Complaints

If you have a privacy concern or complaint, please contact us first so we can try to resolve it.

If you are not satisfied with our response, you may contact the Office of the Australian Information Commissioner.

Contact Us

If you have any questions about this privacy policy or how we handle personal information, please contact us through the contact details provided on our website.