Last Updated: 09.23.26
Bridgestone and Firestone respect your privacy. This Notice explains what personal information is collected through our consumer websites and online services (the “Services”), how and why it is used, who it is shared with, how long it is retained, and the choices you have.
For purposes of this Notice, “Bridgestone,” “we,” “our,” and “us” refer to the Bridgestone legal entity responsible for the website, online service, or context in which your personal information is collected, including websites and services offered under the Bridgestone or Firestone brands. Depending on the website or Service you use, the responsible entity may be Bridgestone Americas, Inc., Bridgestone Corporation, or another Bridgestone affiliated entity identified in connection with the relevant Service.
This Notice should be read together with our Cookie Policy and preferences center.
This Notice applies to personal information collected online from consumers using Bridgestone and Firestone consumer-facing websites and related online services. If you interact with other brands, offline services, employer or corporate programs, or other Bridgestone websites or services, additional or different notices may apply.
These Services include Bridgestone and Firestone consumer and commercial websites, including firestonetire.com and tires.bridgestone.com, which are accessed by users across the United States, Canada, and Mexico.
The legal entity responsible for a particular website or Service depends on the domain or context in which personal information is collected. For example, firestonetire.com is owned by Bridgestone Americas, Inc., while tires.bridgestone.com is owned by Bridgestone Corporation. Where appropriate, references to “Bridgestone,” “we,” “our,” or “us” in this Notice refer to the applicable Bridgestone legal entity responsible for the relevant website or Service.
To the extent any new sites are added that involve materially different processing activities, this Notice can be updated or supplemented to address those differences.
We collect personal information to operate the Services, register products where offered, support warranties and recalls where offered, respond to requests, improve products and digital tools, personalize experiences, prevent fraud and security incidents, and comply with law.
We share information with affiliates and service providers for the purposes described in this Notice. Where we use service providers, we use written contracts that limit their use of the information to specified purposes and require them to maintain safeguards appropriate to the services they provide.
We do not sell personal information for monetary consideration (as those terms are defined by applicable law). Some disclosures that support analytics or advertising may be considered “sharing” or “targeted advertising” under certain state laws. Where required, you can opt out as described below.
We work to design privacy choices to be clear and straightforward, including providing symmetrical options where applicable.
We rely on service providers and platforms including Adobe Experience Cloud (AEM, Analytics, AEP), Google platforms (including Google Marketing Platform tools such as CM360, DV360, Google Ads, and Google Analytics), Microsoft (Azure/M365), Salesforce (CRM), SendGrid (email), ContentSquare (Analytics) paid social advertising platforms (including Meta Ads Manager, LinkedIn Ads, Reddit Ads, and TikTok Ads), Amazon Advertising, and other advertising, analytics, hosting, communications, and operational platforms.
We collect, use, and retain personal information only to the extent reasonably necessary and proportionate to achieve the purposes described in this Notice, and we do not use personal information for purposes that are incompatible with those described without providing additional notice where required by law. You may ask us to delete information associated with your visit(s) at any time through My Privacy Rights, and we will do so.
The following terms are used throughout this Notice. Some terms may have specific meanings under applicable privacy laws, but we use them here to help explain our privacy practices in plain language.
Personal information. Information that is unique to you and may include your name, your home or other physical address, your email address, your telephone number, and other information that identifies you.
Processing. Any action taken on personal information, such as collecting, storing, using, analyzing, disclosing, or deleting it.
Sale or sharing (as defined by certain U.S. state privacy laws). “Sale” generally refers to the exchange of personal information for money or other valuable consideration. “Sharing” refers to disclosing personal information for cross-context behavioral advertising, even if no money changes hands.
Targeted advertising. Displaying ads to you based on information collected across different websites or apps over time.
Service provider/contractor/processor. A company that processes personal information on our behalf under a written contract that limits how the information can be used and requires safeguards.
Sensitive personal information. Certain categories of personal information defined as “sensitive” under state laws, such as precise geolocation or payment-related information.
The Services collect approximate location information derived from IP address or device information and may collect precise geolocation where enabled.
Opt-out preference signal. A browser or device-based setting or signal that communicates a privacy preference, such as a request to opt out of sale, sharing, or targeted advertising where required by applicable law.
Your Privacy Choices. A link available on our sites that lets you opt out of sale/sharing or targeted advertising where applicable and, where available, limit the use of sensitive personal information.
We collect personal information in order to provide reliable Services, support tire registration and warranties, maintain safety and recall programs, and improve how our products and digital tools perform. The types of personal information we collect depend on how you interact with us, the choices you make, and the features you use.
Depending on how you interact with us, we may collect these categories of personal information:
Identifiers: name, postal address, email address, telephone number, IP address, unique identifiers, cookie identifiers, account credentials. In some analytics systems, such as Adobe Analytics, the identifiers collected may be limited to unique identifiers such as ECID rather than directly identifiable information.
Commercial information: tire registrations, purchases, warranty and promotions activity, customer service interactions, and customer inquiries or lead generation activity. Tire registration information may be maintained to support safety and recall obligations and may be maintained in Bridgestone systems or by a third-party designee for those purposes.
Technical and usage information: browser type, device identifiers, pages visited, timestamps, click behavior, time on site, and interactions with the Services.
Location information: approximate location derived from IP address or device information, such as city, state, and country, and precise location only where enabled for specific features.
Inferences: preferences derived from your interactions to personalize content or offers, where applicable.
Sensitive personal information (limited): payment-related information, fraud-prevention data, and precise geolocation where enabled, where applicable.
Personal information may be collected through forms and other submissions made through the Services and may be stored or managed in customer relationship management and business systems, including Salesforce, Microsoft Forms, and Adobe Experience Platform tools, where applicable. Personal information is also collected through automated technologies used for analytics, performance measurement, and advertising.
We obtain information in four main ways: directly from you, through information from third-party sites and integrations, automatically through tracking technologies that run our Services, and from service providers and partners who support operations like analytics, measurement, hosting, and security. The exact sources depend on the tools you use and the permissions you grant. More specifically:
When you create an account, register tires, participate in a promotion, contact customer support, use chat, apply for a job, or otherwise submit forms or content through the Services. Information you type into form fields is not captured by our experience analytics service.
Where the Services include or link to job application or recruiting functionality, personal information submitted through that functionality may be collected and used for recruiting and hiring-related purposes. Additional or different applicant/candidate privacy disclosures may apply.
To display information to you or facilitate your requests, we may receive limited personal information from tools or platforms you connect or interact with.
We and our service providers use cookies and similar technologies to operate the site, remember preferences, analyze usage, measure performance, detect fraud, and—where permitted—deliver or measure advertising.
These technologies include tools provided by Google, Meta, Microsoft, Adobe, ContentSquare, Reddit, Pinterest, YouTube, TikTok, Amazon Advertising, and other advertising and analytics platforms.
Our systems automatically collect technical data such as browser type, device identifiers, IP address, and user interaction data.
Some areas of our Services may use automated tools or AI-assisted technologies. Where we use AI-assisted or similar technologies, we process personal information as described in this Notice. If we use personal information for model training or similar development purposes, we will provide additional disclosure as required by applicable law.
We use personal information to make our Services function, to honor our commitments to you, to secure our systems, and to meet legal and regulatory obligations.
We use personal information to:
Provide, operate, and improve the Services
Register tires and support warranty and recall programs
Respond to requests and provide customer support
Communicate with customers, including business communications such as tax certificate expiration notices where applicable
Support recruiting and hiring processes where job application functionality is available
Personalize content and, where permitted, deliver and measure marketing and advertising
Conduct analytics, testing, and product improvement
Detect, prevent, and investigate security incidents and fraud
Comply with legal obligations and enforce our terms
We limit our use of personal information to what is reasonably necessary for these purposes and do not use it for materially different purposes without appropriate notice or consent where required.
We disclose personal information when necessary to provide the Services, support operational or legal requirements, protect safety and security, or when you direct us to.
We disclose personal information to:
Affiliates and subsidiaries
Service providers and contractors under written agreements
CRM providers and business systems providers where information is stored or managed
Recruiting and background check service providers where job application functionality is available
Analytics and measurement partners
Advertising and marketing partners to support targeted advertising and campaign measurement, where permitted
Authorities and others when required by law
Successors or assigns in connection with a business transaction
For certain Core Tire Salesforce use cases, customer contact information collected by sales and support teammates is not sold or shared with third parties and may be used for customer communications, such as tax certificate expiration notices.
We use cookies, pixels, and similar technologies to operate our sites, remember preferences, analyze usage, and (where permitted) personalize or measure advertising.
You can manage nonessential cookies at any time via the “Cookie Settings” link available on applicable domains.
Our cookie management platform is implemented through OneTrust and is intended to align with actual cookie deployment and categorization.
We believe meaningful privacy choices should be easy to understand and easy to use.
We provide:
Cookie controls through the “Cookie Settings” link
“Your Privacy Choices” link to opt out of sale/sharing and targeted advertising
Recognition of opt-out preference signals where required by applicable law
Marketing opt-out through unsubscribe links
Where applicable, the “Your Privacy Choices” link also allows you to limit the use and disclosure of sensitive personal information
Depending on your state of residence, you may have some or all of the following rights as described further in Section 16:
Access
Portability
Correction
Deletion
Opt-out of sale/sharing or targeted advertising
Limit the use and disclosure of sensitive personal information where applicable
Some browsers, devices, or extensions allow you to send an opt-out preference signal indicating that you do not want your personal information sold, shared, or used for targeted advertising.
Where required by applicable law, we treat a valid opt-out preference signal as a request to opt out of sale, sharing, or targeted advertising for the browser or device that sends the signal. If we can reasonably associate the signal with a known consumer profile, we will apply the request more broadly as required by applicable law.
When an opt-out preference signal is recognized, we will apply it in a manner intended to stop sale, sharing, or targeted advertising for the applicable browser, device, or profile, subject to applicable law and technical limitations. You may also manage your choices through the “Cookie Settings” or “Your Privacy Choices” links available on our sites.
The Services may include features that allow you to interact with Bridgestone, Firestone, or other users through public or social areas, including comments, reviews, social media features, or similar functionality.
If you post or submit information in a public area, that information may be viewed, collected, or used by others. Please use care when deciding what information to share publicly.
The Services may also include links to or integrations with third-party social media platforms or other third-party services. Your use of those features may be subject to the privacy notices and terms of the third parties that provide them.
The Services are operated from the United States, and personal information collected through the Services may be transferred to, stored in, or processed in the United States and other countries where Bridgestone, its affiliates, service providers, or business partners operate.
If you access the Services from Canada, Mexico, or another country outside the United States, please understand that your personal information may be processed in a country that may have privacy laws different from those in your country of residence.
Where required by applicable law, Bridgestone uses appropriate safeguards for cross-border transfers and processing of personal information. These safeguards may include contractual, technical, and organizational measures designed to protect personal information in accordance with this Notice and applicable legal requirements.
You may submit a privacy rights request through the methods below:
Web: “Your Privacy Choices”
Email: privacy@bfusa.com
Phone: (888) 928-0287
When you submit a request, we may need to verify your identity before responding, depending on the type of request and applicable law. We will use the information provided in connection with your request only to verify and respond to the request, unless otherwise permitted by law.
You may also authorize another person to submit a request on your behalf where permitted by applicable law. We may take steps to confirm that the person is authorized to act for you.
We will respond to privacy rights requests within the timeframe required by applicable law.
If we deny your request to exercise a privacy right, you may have the right to appeal that decision depending on your state of residence.
To submit an appeal, you may contact us using the same methods described above and clearly indicate that you are submitting an appeal of a prior request decision.
We will review your appeal and respond within the timeframe required by applicable law. If your appeal is denied, we will provide you with information on how to contact your state Attorney General or other applicable regulatory authority to submit a complaint.
The following additional disclosures are provided to comply with applicable U.S. state privacy laws and to align with the organization’s Consent Management Platform (OneTrust) implementation. These disclosures are intended to supplement the information provided above regarding categories of personal information collected, used, and disclosed.
California residents have the right to request access to, deletion of, and correction of their personal information, as well as the right to opt out of the sale or sharing of personal information and to limit the use and disclosure of sensitive personal information, subject to certain exceptions.
The following chart describes the categories of personal information that may be collected through the Services, the purposes for which the information may be used, the categories of personal information disclosed for a business purpose, and the categories of personal information that may be sold or shared under California law.
Category of Personal Information | Examples | Sources | Purposes of Collection / Use | Categories of Recipients | Disclosed for Business Purpose | Sold or Shared | Retention |
Identifiers | Name, postal address, email address, telephone number, IP address, unique identifiers, cookie identifiers, account credentials; in some systems, unique identifiers such as ECID | Directly from users; automatically through cookies and similar technologies; service providers and partners; CRM and business systems where information is stored or managed | Provide, operate, and improve the Services; respond to requests; customer service; marketing; analytics; fraud prevention; legal compliance; customer communications | Affiliates; service providers; CRM providers; analytics providers; advertising and marketing partners; authorities where required by law | Yes | Yes, where used for cross-context behavioral advertising | Retained for the duration of the customer relationship and for a reasonable period thereafter to support customer service, legal compliance, and recordkeeping obligations |
Commercial Information | Tire registrations, purchases, warranty activity, promotions activity, customer service interactions, inquiries, lead generation activity | Directly from users; customer service interactions; lead-generation tools; CRM and business systems where information is stored or managed | Provide services; respond to inquiries; support warranty, recall, and safety programs; marketing; CRM; legal compliance | Affiliates; service providers; CRM providers; customer support providers; marketing partners where applicable | Yes | No monetary sale; may be shared where applicable for advertising or measurement | Retained as long as necessary to support warranty, recall, customer service, and marketing relationship management purposes |
Internet / Network Activity | Browsing activity, pages visited, timestamps, click behavior, interactions, cookie identifiers | Automatically through cookies, pixels, analytics tools, SDKs, web beacons, and similar technologies | Operate site; analytics; performance measurement; personalization; advertising; security monitoring | Analytics providers; advertising partners; service providers; platform providers | Yes | Yes, where used for targeted advertising or sharing | Retained based on cookie and analytics tool lifecycle; Adobe Analytics data is currently understood to follow the default 25-month retention period. |
Geolocation Information | Approximate location (such as city, state, and country derived from IP address or device information); precise geolocation where enabled | Device/network data; user-enabled features | Site functionality; analytics; personalization; fraud prevention; location-based features where applicable | Service providers; analytics providers; platform providers | Yes | Yes, where used for advertising or measurement | Retained only as long as necessary to support the specific feature or functionality for which it was collected |
Inferences | Preferences, interests, behavior profiles, product or content interests | Derived from analytics, advertising tools, CRM data, and site interactions | Personalization; marketing; analytics; user experience; product improvement | Affiliates; service providers; advertising partners; analytics providers | Yes | Yes, where used for targeted advertising | Retained as long as necessary to support personalization, analytics, and marketing purposes |
Sensitive Personal Information | Payment data, fraud-prevention data, precise geolocation where enabled | Directly from users; payment tools; fraud-prevention tools; device settings where enabled | Transactions; fraud prevention; security; legal compliance; location-enabled features where applicable | Service providers; payment processors; fraud-prevention vendors; authorities where required by law | Yes | No, unless otherwise disclosed and permitted by law | Retained only as long as necessary for permitted purposes, such as completing transactions, preventing fraud, ensuring security, and complying with legal obligations |
We do not sell personal information for monetary consideration.
We disclose personal information to advertising and marketing partners to support targeted advertising and campaign measurement. These activities may be considered “sharing” under California law.
The categories of personal information that may be shared include:
Identifiers, including IP address and cookie identifiers
Internet or other electronic network activity information
Inferences
Approximate geolocation information
Advertising networks
Analytics providers
Social media platforms
Marketing and campaign measurement partners
Technology platforms supporting targeted or cross-context advertising
We use and disclose sensitive personal information only as permitted by applicable law, including to provide requested services, complete transactions, prevent fraud, ensure security, and comply with legal obligations.
To the extent we use sensitive personal information for purposes beyond those permitted by law, California residents have the right to limit such use and disclosure. Where applicable, this right may be exercised through the “Your Privacy Choices” link available on our websites.
We retain each category of personal information for as long as reasonably necessary to fulfill the purposes described in this Notice, taking into account the nature of the information, the purposes for which it was collected, applicable legal requirements, and operational needs.
More specifically:
Identifiers are retained for the duration of the customer relationship and for a reasonable period thereafter to support customer service, legal compliance, and recordkeeping obligations.
Commercial information is retained for as long as necessary to support warranty, recall, customer service, and marketing relationship management purposes.
Internet or other electronic network activity information is retained based on the lifecycle of cookies and analytics tools, and for the time needed to support analytics, performance measurement, and security monitoring.
Geolocation information is retained only as long as necessary to support the specific feature or functionality for which it was collected.
Inferences are retained as long as necessary to support personalization, analytics, and marketing purposes.
Sensitive personal information is retained only as long as necessary for permitted purposes, such as completing transactions, preventing fraud, ensuring security, and complying with legal obligations.
Residents of Colorado and Connecticut have the right to:
Confirm whether their personal information is being processed
Access and obtain a copy of their personal information
Request corrections of inaccuracies
Request deletion of personal information
Opt out of targeted advertising, the sale of personal information, and certain profiling activities
Residents of Virginia and Utah have the right to:
Access their personal information
Request deletion of personal information
Obtain a copy of personal information in a portable format
Opt out of targeted advertising and certain disclosures
Residents of other U.S. states may have similar rights under applicable law, including rights to access, delete, and opt out of certain processing activities. These rights will be honored in accordance with applicable legal requirements.
If you are located in Canada, we handle personal information in accordance with applicable Canadian privacy laws, including the Personal Information Protection and Electronic Documents Act (PIPEDA) and applicable provincial privacy laws.
Depending on your location and the circumstances, you may have the right to request access to the personal information we hold about you, request correction of inaccurate or incomplete information, and withdraw consent to certain processing activities, subject to legal, contractual, and operational restrictions.
Personal information may be transferred to, stored in, or processed in the United States or other countries where Bridgestone, its affiliates, service providers, or business partners operate. When personal information is processed outside Canada, it may be subject to the laws of that jurisdiction. We use contractual, technical, and organizational safeguards designed to protect personal information in accordance with this Notice and applicable law.
You may submit a request or contact us with questions about our Canadian privacy practices using the contact methods described in Section 15.
Where applicable, personal information is processed in accordance with Mexico’s Federal Law on the Protection of Personal Data Held by Private Parties (Ley Federal de Protección de Datos Personales en Posesión de los Particulares).
Individuals in Mexico may have the right to:
Access their personal information
Request correction of inaccurate or incomplete information
Request cancellation (deletion) of personal information
Object to the processing of their personal information for certain purposes
These rights are commonly referred to as “ARCO rights.”
Requests to exercise these rights may be submitted using the contact methods described in Section 15.
We maintain administrative, technical, and physical safeguards designed to protect personal information from unauthorized access, use, disclosure, alteration, or destruction. These safeguards may include access controls, authentication measures, monitoring, encryption or other technical protections where appropriate, vendor security requirements, and internal policies and procedures. Although we take reasonable steps to protect personal information, no website, system, transmission, or storage method can be guaranteed to be completely secure.
We retain personal information only for as long as reasonably necessary to fulfill the purposes described in this Notice, including to provide the Services, maintain customer relationships, comply with legal obligations, resolve disputes, and enforce our agreements.
Retention periods vary depending on the type of personal information and the context in which it was collected. In determining retention periods, we consider the nature and sensitivity of the information, the purposes for which it is used, applicable legal requirements, and operational needs.
For example:
Session-level data is typically retained for approximately 30–45 days.
Adobe Analytics data is retained in accordance with the applicable Adobe Analytics retention settings, which are currently understood to follow the default 25-month retention period.
Customer contact and relationship information may be retained within customer relationship management systems, such as Salesforce, for as long as reasonably necessary to support customer relationship, business communication, legal, and recordkeeping purposes.
Tire registration data may be retained as needed to support federally required tire recall, safety, and noncompliance notification obligations.
Analytics and cookie-related data is retained in accordance with the lifecycle of the applicable cookies and analytics tools.
Where appropriate, personal information is deleted, anonymized, or aggregated when it is no longer reasonably necessary for the purposes described in this Notice.
The Services are intended for a general audience and are not directed to children under 13. We do not knowingly collect personal information from children under 13.
If we learn that we have collected personal information from a child under 13 without appropriate parental consent, we will take reasonable steps to delete that information or otherwise handle it as required by law.
If you believe a child under 13 has provided personal information through the Services, please contact us using the methods described in Section 21.
We may update this Notice from time to time to reflect changes in our privacy practices, legal requirements, technologies, Services, or business operations.
When we update this Notice, we will revise the “Last Updated” date above. If we make material changes, we will provide additional notice where required by applicable law.
Email: privacy@bfusa.com
Phone: (888) 928-0287
Mail:
Bridgestone Americas, Inc.
200 4th Avenue S.
Nashville, TN 37201