Privacy Policy
Ether Creative Technology Inc. takes your privacy seriously. This policy explains what we collect, why, who we share it with, and the rights you have over it.
Who We Are
This website and the Ether platform are operated by Ether Creative Technology Inc. (“Ether”, “we”, “us”), a company based in Toronto, Ontario, Canada. We are the controller (in Quebec’s terms, the person in charge) of the personal information described in this policy.
The person responsible for the protection of personal information under Quebec’s Law 25 can be reached at step@intoether.co. Use that address for any privacy question or request, in English or French.
Information We Collect
We collect information that you provide directly to us when you:
- Register for an account
- Subscribe to our newsletter
- Participate in our interactive experiences
- Contact us through the website, chat or email
- Respond to surveys or questionnaires
This information may include your name, email address, company, job title, and preferences.
🔒 Biometric & AR Game Data Privacy
This section applies specifically to data collected when you participate in Ether’s augmented reality games and experiences that capture facial images, voice recordings, and related biometric or emotional information.
1. Categories of Data We Collect
When you use these features, we may collect:
- Facial images and recordings captured during gameplay
- Voice recordings and related audio data
- Biometric markers and emotional analysis data derived from facial and voice recognition (e.g., engagement signals, emotional reactions)
- Gameplay metadata such as session ID, device type, location (country/city level), and timestamps
2. Purposes of Processing
We process this Biometric Data for the following purposes:
- To provide gameplay features that allow you to see, share, or save reactions during play
- To analyze facial and voice expressions to measure engagement, reactions, and sentiment
- To train, test, and improve Ether’s artificial intelligence systems
- To share gameplay recordings and Biometric Data with brands or partners directly associated with the campaign or event in which you participate
3. Legal Basis for Processing
- GDPR / Law 25 (Quebec) / PIPEDA (Canada): Processing of Biometric Data is based on your explicit consent, which you may withdraw at any time.
- CCPA/CPRA (California): Processing of Biometric Data is considered a form of sensitive personal information. We provide notice and the right to opt-out of sharing at any time.
4. Sharing of Data
- We may share your Biometric Data only with the brand partners or event organizers named on the campaign in which you participate
- We do not sell Biometric Data to unrelated third parties
- Shared data may include identifiable recordings and analytic results
5. Retention and Storage
- Biometric Data is stored securely on servers located in the United States
- Retention period: up to 6 months from the date of collection. After that period, the data will be deleted or anonymized
- Access is restricted to authorized Ether personnel and approved partners
6. Your Rights and Controls
Depending on your jurisdiction, you may have the following rights:
- Withdraw consent at any time without affecting prior lawful processing
- Request access to the Biometric Data we hold about you
- Request correction or deletion of your Biometric Data
- Request details of which partners your Biometric Data has been shared with
- Opt out of sharing your Biometric Data with brand partners
- File a complaint with your local privacy regulator
To exercise your rights, visit: https://intoether.co/my-data or email step@intoether.co.
7. Special Notice for Minors
Our AR games are not intended for users under 16 years of age. If you are under 16, you must not use face or voice capture features unless a parent or legal guardian provides consent. If we become aware that Biometric Data has been collected from a minor without parental consent, we will promptly delete it.
8. Cross-Border Transfers
By participating, you acknowledge that your Biometric Data may be transferred to and stored in the United States, which may not provide the same level of protection as your home jurisdiction. We use contractual and technical safeguards to help ensure adequate protection for cross-border transfers.
How We Use Your Information
We use the information we collect to:
- Provide, maintain, and improve our services
- Process transactions and send related information
- Send you technical notices, updates, and support messages
- Respond to your comments and questions
- Develop new products and services
- Monitor and analyze trends and usage
Cookies & Tracking Technologies
We use cookies and similar technologies on this website. Only the cookies we need to run the site are set before you choose; analytics and marketing tools load only after you opt in through the cookie banner, and you can change or withdraw that choice at any time. Withdrawing consent deletes the affected cookies and stops the related scripts.
The complete list, with each provider, cookie name, purpose and retention period, is kept on our Cookie Policy page and is summarised below.
Necessary
Required for the site to work: remembering your cookie choice, keeping CMS sign-ins alive and protecting forms from bots. These cannot be switched off.
| Provider | Cookie(s) | Purpose | Retention |
|---|---|---|---|
| Ether | cookieConsent | Stores the cookie preferences you chose in this banner. | 12 months |
| Supabase | sb-* | Keeps content editors signed in to the Ether writing tools. Never set for ordinary visitors. | Session to 7 days |
| Cloudflare Turnstile | cf_clearance | Bot protection on the contact form. | Up to 1 year |
Analytics
Help us understand which pages and content are useful, so we can improve the site. Loaded only after you opt in.
| Provider | Cookie(s) | Purpose | Retention |
|---|---|---|---|
| Google Analytics 4 | _ga, _ga_*, _gid | Counts visits and page views and distinguishes returning visitors. IP addresses are anonymised. | _ga up to 2 years, _gid 24 hours |
| Microsoft Clarity | _clck, _clsk, CLID, MUID | Session replays and heatmaps that show how pages are used. Text you type into forms is masked. | _clck and CLID 1 year, _clsk 1 day, MUID 1 year |
| VWO | _vwo_uuid, _vwo_ds, _vwo_sn, _vis_opt_s, _vis_opt_test_cookie | A/B tests of page layouts and copy, so every visitor in a test sees the same version. | Session to 1 year |
| Vercel Analytics | none (cookieless) | Privacy-friendly page view counts. Sets no cookies and stores no personal data. | No cookie |
Marketing
Let advertising platforms measure whether our campaigns brought you here and show relevant ads elsewhere. Loaded only after you opt in.
| Provider | Cookie(s) | Purpose | Retention |
|---|---|---|---|
| Google Tag Manager (advertising tags) | _gcl_au, _gcl_aw | Measures whether a Google Ads campaign led to a demo request. | 3 months |
| LinkedIn Insight Tag | li_sugr, bcookie, UserMatchHistory, lidc | Measures LinkedIn campaign performance and shows relevant ads on LinkedIn. | 1 day to 1 year |
Data Sharing and Disclosure
We do not sell, trade, or otherwise transfer your personally identifiable information to outside parties except:
- To trusted service providers who assist us in operating our website, conducting our business, or servicing you, and who are bound to use it only for those purposes
- When we believe release is appropriate to comply with the law
- To protect our rights, property, or safety
- With your consent or at your direction
Security
The security of your data is important to us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your personal information, we cannot guarantee its absolute security.
Changes to This Privacy Policy
We may update our Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page and updating the “Last Updated” date.
Contact Us
If you have any questions about this Privacy Policy or want to exercise your rights, contact us at:
Ether Creative Technology Inc.
step@intoether.co
Last Updated: September 6, 2026