Privacy Policy

Effective Date: April 1st 2024

Thank you for visiting the Duracell website. This website is intended for individuals located in the United States. If you are located outside of the United States, please exit this website and visit our local country specific websites. The operator of this website is Duracell U.S. Operations, Inc., a Delaware corporation with its registered office at 1209 Orange Street, Wilmington, Delaware, United States.

Trust is a cornerstone of our corporate mission.

Duracell is committed to maintaining your trust by protecting personal data and/or information that we collect and use. This Privacy Policy (“Privacy Policy”) describes the personal information that we and our affiliated companies and subsidiaries (“Duracell”, “we”, “us”) collect about you, how we use, disclose and protect this personal information, the choices you can make about the processing of your personal information, and how you can make certain requests pertaining to your personal information as provided by applicable law.

Your use of our website and/or mobile applications constitutes your acknowledgement and agreement to the privacy practices described in this Privacy Policy. We strongly urge you read this notice and make sure you fully understand our practices in relation to personal information, before you access or use any of our services.

If you are a California resident, see the “California Notice at Collection” section for information provided pursuant to the California Consumer Privacy Act, including how to request that we not “sell” or “share” your personal information by clicking Do Not Sell or Share My Personal Information. The “State Specific Disclosures” section also contains other state-specific disclosures mandated by applicable data protection laws for non-California residents.

Table of Contents

What’s covered by this Privacy Policy?

Any Duracell website or mobile application directed at U.S. residents and which links to this Privacy Policy is covered. This Privacy Policy does not cover and we are not responsible for third-party websites or applications that may be linked from our websites or mobile applications. We encourage you to read the privacy policy of every website and mobile application that you visit or use.

What information do we collect and how?

We collect information from and about you from various sources. This includes: information we collect directly from you when you provide it to us; information that is collected automatically when you visit our website, use our mobile applications or other services, and interact with our emails, ads and other online content; and information that we receive about you from third parties and from publicly available sources.

We may collect information directly from you when you voluntarily choose to provide to us when you reach out to us with a question or comment, locate nearby retailers that sell our products, participate in our questionnaires, surveys, offers, promotions, and competitions, call or email us, or otherwise provide information directly to us. This information can include your name, address, zip code, phone number, email address, household information or product usage information.

We, our service providers, and other third parties use web server log files and cookies, web beacons, pixels, and other technologies to collect information when you visit our websites, view our online advertisements or promotions, open emails you receive from us, or use our mobile applications or other services. Examples of information collected automatically include:

  • Device type, including Device IDs, device manufacturer or operating system
  • Name of internet service provider or mobile network details
  • IP address
  • Advertising ID or similar device identifier
  • Activity logs
  • Geolocation
  • Accessibility information

We also may obtain personal information about you from third-party sources, including from our service providers and other third parties as well as from publicly available sources. Personal information collected by third parties is collected pursuant to their respective privacy policies, and we are not responsible for their privacy practices. We use personal information that we receive about you from third parties in accordance with this Privacy Policy.

All of the information we collect from or about you may be combined and used and shared as described in this Policy.

How do we use your personal information?

Duracell uses personal data and/or information in the following ways:

  1. Marketing: we will use personal information you voluntarily submitted to us to send you requested materials or provide personal data and/or information about our products, services, promotions and competitions. If you have requested product information, participated in our promotions or competitions, or if you have bought products, we may also use your personal data and/or information that you provided to us or that is automatically collected when you interact with our websites or mobile applications to provide information about products, promotions, or competitions we think may be of interest to you and to deliver ads and content to you based on your apparent interests.
  1. Customer service and management: we use personal information to answer your questions or respond to your requests, respond to your feedback or other matters related to our relationship with you. We may use your personal information to send samples, premiums, products and information related to products.
  1. Administer our website: We use personal information to administer our website and services, such as troubleshooting, data analysis, accessibility and testing.
  1. Product development, testing, improvement and troubleshooting: we use your personal information to develop new products and services, and enroll you in contests, programs, or offers that you request. For example, we may use your personal information for website, mobile application, and specific product development. We also may use data collected by cookies and other tracking technologies to analyze how you use the website and mobile applications in order to provide statistics and improve the experience of interacting with the website and mobile applications. See the “Cookies” section below for more information.
  1. Security: We may use your information to protect against or identify possible fraudulent transactions, secure and protect the integrity of this website and our mobile applications.
  1. As permitted to meet applicable legal obligations and establish and defend legal claims: we may, pursuant to valid legal process such as a search warrant, subpoena, or court order, use and allow access to any information provided to Duracell, in order to comply with such process and to protect our rights and property. We may use your information as necessary to enforce our Terms and Conditions and otherwise manage our business. If warranted, we may also use and allow access to this personal information where physical safety is at risk or when required by law and/or government authorities.
  1. To the extent necessary to perform a contract or take steps to enter into a contract with you, for purposes of customer and contract management.
  1. For other purposes disclosed to you when personal information is collected from you, or for other purposes for which we obtain your consent.


Duracell provide a variety of services on our websites using cookies. We place cookies on your device in order to provide you with personalized access to essential services, enhance website functionality, to collect information related to how you interact with our websites, mobile applications, and online content, and to show you offers and services tailored to your apparent interests.

What is a Cookie?

A cookie is a small piece of data that a web site can send to your browser, which may then be stored on your hard drive as a “tag” that identifies your computer. The cookie has a unique ID assigned to your device, but typically does not contain data that directly identifies you like your name or email address. It helps to navigate from page to page on a website, provide secure connections, and remembers preferences from a previous visit, when you return. Cookies can allow us to properly format the web page on subsequent visits for your specific computer and browser, letting us personalize your experience and tailor our interactions with you. Cookies also help us to gather anonymous statistics about usage and effectiveness of our website and mobile applications. Depending on your settings, we may collect the date and time of your visit, the pages you access and the amount of time you spend on each page, the type of Internet browser you use, your device’s model, manufacturer and operating system, your search terms on the website, the URL of any websites that you visited before and after visiting our websites (including the advertisement that referred you to our website), and whether you click or interact with our digital content and advertising on our websites and other sites. We may also use technologies to record user sessions on our websites and applications. When you access the application or the mobile version of the website, we collect your device, your device’s unique identifier, your mobile network information, and the type of browser you use. We may also embed technologies (which may include, for example, web beacons, tags, and pixels) in the emails and other communications we or our vendors send to you to help us understand how you interact with those messages, such as whether and when you opened a message or clicked on any content within the message.

Cookies may be either “persistent” cookies or “session” cookies. A persistent cookie consists of a text file sent by a web server to a web browser, which will be stored by the browser and will remain valid until its set expiry date (unless deleted by the user before the expiry date). A session cookie, on the other hand, will expire at the end of the user session, when the web browser is closed. We use both persistent and session cookies on our website.

We use third-party services for analytics and interest-based advertising purposes. These service providers and ad partners may use cookies alone or in conjunction with unique identifiers, beacons, and other tracking technologies to collect information about you when you use the Website and mobile applications, open our emails, or interact with our ads. We do not combine the information collected through the use of these services with information that directly identifies you.

Most web browsers automatically accept cookies, but you can change your browser’s settings to disable all or certain cookies if you wish. The “Help” feature on most browsers will tell you how to prevent your browser from accepting new cookies, how to have the browser notify you when you receive a new cookie, or how to disable cookies altogether. For more information on how to manage browser cookies, see .

The Help feature on many browsers and devices will tell you how to adjust cookie configurations on the following browsers, please click on the relevant link below:

Internet Explorer



– Safari: OSX/Mac OS , iOS

Choices you make regarding cookies are website, device, and browser specific, and are deleted whenever you clear your cookies or your browser’s cache. This means you need to adjust your cookie preferences on each website, device, and browser you use. If you block cookies, you will not be able to use all of the features of our websites, including the customization features associated with creating a user profile.

Please note that by disabling or deleting cookies, you may not be able to access the full functionality of the Site. Disabling or clearing cookies also may affect cookie-based opt-outs by either preventing you from using such cookie-based opt-outs or clearing opt-outs that you previously set.

Our applications may contain software development kits (SDKs) provided by other parties which may collect and transmit information, including for purposes of enabling features in the applications. We may also collect device advertising identifiers. You can configure your mobile device privacy or advertising settings via your iOS or Android device to limit how applications track certain activity for advertising purposes. Choices you make are device specific.

Our websites may also contain plug-ins and other features that integrate third-party social media platforms into our websites. You will be able to activate them manually. If you do so, the third parties who operate these platforms may be able to identify you, they may be able to determine how you use this website and they may link and store this information with your social media profile. Please consult the data protection policies of these social media platforms to understand what they will be doing with your personal data. If you activate these plug-ins and other features, you will be doing so at your own risk.

To see how Duracell uses cookies to provide you with information and services, see below.

Operational cookies

We use cookies to provide services on our websites. These services include setting language preferences and security protection. These cookies are essential to the operation of our website.

Non-Operational Cookies / Other Technologies

We also use cookies to provide us with statistics about the number of visitors and the web pages viewed. This information helps us to design more useful content for you.

Google Analytics

We use Google Analytics to help us analyze how visitors use our websites and mobile applications. The tool uses cookies to collect standard Internet log information and visitor behavior information. The information generated by the cookie about your use of this website, including your IP address, is transmitted to Google. This information is then used to evaluate visitors’ use of the website and mobile applications and to compile statistical reports on website activity for us. We do not use the statistical analytics tool to track visitors to our website and mobile applications. We do not seek to link an IP address with the identity of a computer user. If you do not want any information to be collected and used by Google Analytics you can install an opt-out in your web browser. Google’s ability to use and share information collected by Google Analytics about your visits to this website is restricted by the Google Analytics Terms of Service and the Google Privacy Policy .

Interest-Based Advertising

You may receive interest-based advertisements, offers or other content as you interact with websites or mobile applications. Interest-based advertising is online advertising from Duracell and/or third parties that is tailored to your apparent interests and sent to your device using a cookie or other identifier assigned to your device. These cookies or other identifiers are placed in general interest categories that we infer from information such as:

  • The web pages you view and links you click on Duracell websites and other websites you visit.
  • Mobile applications you use.
  • The Duracell emails you view and links you click in the email.
  • Demographic data.
  • Offline and online purchase data.

We have designed our interest-based advertising systems to deliver such ads to you based only on data that does not directly identify you.

You may control your advertising preferences or opt-out of certain Google advertising products by visiting the Google Ads Preferences Manager, currently available at  or by vising NAI’s online resources at .

You can opt out of receiving interest-based ads from Duracell on websites and mobile applications by deleting and declining cookies in your browser(s) as described above. You also can learn more about opting out of third parties’ use of cookies used to tailor ads and other content to you by visiting and .

Some of the third parties that we may work with may participate in the Digital Advertising Alliance’s self-regulatory program, which provides consumers tools to opt-out of receiving interest-based advertising. Click here to learn more about the DAA’s WebChoices tool. To help control or block certain ads in mobile applications, you may choose to download and utilize the DAA mobile app by clicking here .

“Do Not Track” Requests/Signals

Some browsers have “do not track” features that allow you to tell a website not to track you. These features are not all uniform. This website does not support, nor respond to, “do not track” or similar technical requests.

Disclosure of personal information

The success of our business depends on your trust. We do not share personal information except as described below.

Third-party service providers

We may rely on third-party service providers to perform a variety of business operations on our behalf. In so doing, we may need to share your personal information with them.

For example, we may rely on a service provider to:

  • Fulfill your product and service requests and answer your questions.
  • Host our websites and deliver our communications.
  • Mail product samples.
  • Contact contest winners.
  • Conduct research and analyze data to improve our products, services and websites.
  • Conduct marketing activities, including facilitating interest-based advertising and other promotional activities
  • Perform other services that we request.

Aggregated and non-personal information

We share aggregated and/or anonymous information that does not identify you and cannot identify you for Duracell business purposes. For example, we may disclose the number of visitors to Duracell websites or services. We may also share aggregated and/or anonymous information with our business partners for their own business purposes. If we combine any aggregated or anonymous information with personal information that identifies you, we treat that combined information as personal information and use and share that combined information as described in this Privacy Policy.

Other situations

We may disclose your personal data and/or information:

  • To protect and defend the rights and property of Duracell (including enforcing our Terms and Conditions).
  • To prevent fraud.
  • When required by law, legal process and/or government authorities.
  • To a buyer, successor or other relevant third party in the event of a corporate transaction, merger, acquisition, consolidation, divestiture, spin-off, change in control, dissolution or other sale or transfer of some or all of our assets, whether as a going concern or as a part of a bankruptcy, liquidation or similar proceeding, in which personal data and/or information held by us will be among the assets to be transferred.

Information Transfer

Your personal information may be transferred and stored outside of your country of residence, which may be subject to different standards of data protection. Duracell may transfer your personal information within Duracell and/or to other third parties, such as our third-party service providers, who may be located in other jurisdictions. When we do so, we transfer personal information in compliance with applicable data protection laws. We have implemented procedures and controls to help ensure that personal data and/or information is protected no matter in what country it is stored or to what country it is transferred.

Your Choices

You can manage your personal information in the following ways:

Choosing the personal information you provide to us

You decide whether to volunteer certain personal information to us. While you may be able to use some features of our websites, mobile applications, services and offers without providing certain personal information to us, you may be required to provide us specific personal information in order to use others, such as receiving promotional information, participating in contests and special offers, and using certain websites, services and mobile applications.

Email communications

You can opt-out of receiving future promotional email messages from Duracell by following the opt-out instructions provided in any such message you receive. Please note that it may take up to ten (10) days to process your request. Please also be aware that we may continue to send you transactional and administrative communications, such as emails confirming your transactions with us, and notices regarding changes to our Terms of Use and Privacy Policy. We also may keep information relating to your email preferences for our records, such as to ensure we honor your requests not to receive promotional email messages.

Personal information collection through mobile applications

You can opt out of continued personal information collection through our mobile applications by deleting the application from your device. However, this does not delete the personal information previously collected about you.

Collection of precise location data

You may opt out at any time from the continued collection of precise location information from your device by us and third parties by adjusting the settings on your device.

Automatic collection of personal information by cookies and other tracking technologies

For information about your choices to manage cookies and other tracking technologies, see the Cookies section above.

Interest-Based Advertising

For information about your choices to manage interest-based advertising, see the “Interest-Based Advertising” section above.

Information Security

The Internet is not 100% secure. We cannot promise that your use of our websites, mobile applications, or services will be completely safe. Any transmission of your personal information to our websites or mobile applications is at your own risk. We encourage you to use caution when using the Internet. Personal information may be accessed by persons within our organization, or our vendors, and those other parties described in this Privacy Policy, including those who require such access to carry out the purposes described in this Privacy Policy, and such other purposes as permitted or required by applicable law.


We keep personal information as long as it is necessary or relevant for the practices described in this Privacy Policy, including, for example, for legal compliance, dispute resolution, contract enforcement, backup, archival, and other internal operations purposes. We also keep information as otherwise required by law.

Children's Online Privacy

Our websites and mobile applications are not directed to individuals under the age of 16. If you are under the age of 16, do not use our websites, mobile applications or services or provide us with any personal information. We do not knowingly collect personal information online from children under the age of 16 or as defined by local legal requirements. If you are a parent or guardian of a child under the age of 16 and believe that child has provided their personal information on our websites or mobile applications without your consent, please contact us at and we will delete that personal information in accordance with applicable law.

State specific disclosures and California Notice at Collection

For purposes of exercising the rights described in this section, please note the following additional details regarding how we collect and use your personal information as described in this policy:

  • We may collect, and use for our business and commercial purposes, the following categories of personal information as set forth in applicable California law: Identifiers; California customer records (such as birthdate, contact information, and payment information); characteristics of protected classifications under California or federal law (such as demographic information like age and gender); commercial information; Internet or other electronic network activity information; geolocation data; sensitive personal information; and inferences.
  • We use the above categories of personal information for the business and commercial purposes described in the “How do we use your personal information” section above.
  • We collect personal information from the following categories of sources, as more fully described in the “What information do we collect and how” section above: directly from you, automatically from your devices, from our service providers, from social media, from our business partners, and from our affiliates and parents.
  • We may disclose each of these categories of personal information to the extent permitted by applicable law with the following categories of parties, as more fully described in the “Disclosure of personal information” section above: affiliates and parents, service providers, business partners, advertising networks, data analytics providers, social media networks, with entities for our legal compliance purposes, and with potential acquirers or creditors.
  • We may “sell” (as defined in applicable California, Colorado, and Connecticut law) or “share” (as defined in applicable California law) the following categories of personal information: website data or other electronic network activity; geolocation data; and inferences. We sell and share this personal information with advertisers, advertising networks, and social networks. We do not knowingly sell or share the personal information of consumers under 16 years of age.
  • We retain your personal information as described in “Retention” section above.

From time to time, we may collect personal information in connection with a promotion, offer, program, or discount. We or our vendors may disclose such personal information to our partners. The offers and incentives made available through them are generally related to the value of the relationships that we have with the individuals who participate. Participation is voluntary and you may withdraw at any time by emailing us using the information set forth in the “Contact Duracell” section below.

Where you are resident in the United States, depending on the privacy laws in your state of residence, you may also be able to make some or all of the following requests with respect to your personal information, all of which are subject to certain exceptions, specific definitions, and limitations under applicable law and regulation:

  • Access/Right to Know – You can request to confirm whether we process personal information about you, and you can request that we disclose to you the categories of personal information collected about you (including sensitive personal information), the categories of sources from which the personal information is collected, the categories of personal information sold, shared, or disclosed, the business or commercial purpose for collecting, selling or sharing the personal information, the categories of third parties with whom we disclosed the personal information, the specific pieces of personal information collected about you, and information about the logic involved in any automated decision-making processes used by us (if applicable), as well as a description of the likely outcome of the process with respect to you.
  • Deletion – You can request that we delete your personal information that we maintain about you, subject to certain exceptions.
  • Do Not Sell or Share My Personal Information for Behavioral Advertising – You can request to opt out of the sale (as such term may be defined in your applicable jurisdiction of residence) of your personal information and the sharing of your personal information for cross-context behavioral advertising. We and other parties use cookies and related technology for advertising purposes, which could constitute a “sale” or “sharing” of your personal information according to some privacy laws. If you would like to opt out of such cookie-based tracking for advertising purposes, you can update your cookie preferences on our websites by clicking on the Cookie Settings icon located at the bottom of the page you are viewing or by broadcasting an opt-out preference signal recognized by Duracell, such as the Global Privacy Control signal, on a browser or browser extensions that support such a signal. Additionally, you can opt out of certain uses of cookies for advertising purposes by visiting

    Your opt-out of cookie-based tracking for advertising purposes is specific to the device, website, and browser you are using, and is deleted whenever you clear your browser’s cache. This means you need to adjust your cookie preferences on each website, device, and browser you use.

    As used in this bullet point, “sharing” means disclosure of personal information to third parties for cross-context behavioral advertising purposes, each subject to certain exceptions in applicable law.

  • Opt-Out of Targeted Advertising – We may use personal information obtained (or in some instances inferred) from your activities across unaffiliated sites to send more relevant advertising to you. You can request that we stop using your personal information for such targeted advertising by clicking here and updating your cookie preferences by clicking on the Cookie Settings icon that may be in the footer of our websites, or broadcasting an opt-out preference signal recognized by Duracell, such as a Global Privacy Control signal, on the browser or browser extensions that support such a signal. Additionally, you can opt out of certain uses of cookies for advertising purposes by visiting Your opt-out of cookie-based tracking for advertising purposes is specific to the device, website, and browser you are using, and is deleted whenever you clear your cookies or your browser’s cache.
  • Correct or Update my Personal Information – You may request that we correct, update, or modify the personal information we maintain about you.

As is the case for all consumers regardless of residency, we will not deny you any products or services, nor discriminate against you in any other manner in response to you exercising any of these rights.

Eligible individuals can request to exercise these rights by filling out the PRIVACY REQUEST FORM and emailing it to us at or by calling us at 1-800-5510-2355.

Download The Request Form

We may deny certain requests, or fulfil a request only in part, based on our legal rights and obligations. For example, we may retain personal information as permitted by law, such as for tax or other record-keeping purposes, to maintain an active account, and to process transactions and facilitate customer requests. If you are a resident of Colorado, Connecticut, or Virginia, you have the right to submit an appeal if you are not satisfied with the outcome of your request. To do so, please send us an email to with “Data Subject Request Privacy Appeal” in the subject line.

Please note that after you opt-out of sale sharing, or targeted advertising, your use of our websites may still be tracked by Duracell and our service providers.

We will take reasonable steps to verify your identity prior to responding to your requests. The verification steps will vary depending on the sensitivity of the personal information, the nature of your request, and whether you have an account with us.

You may designate an authorized agent to make a request on your behalf. When submitting the request, please ensure the authorized agent is identified as an authorized agent and ensure the agent has the necessary information to complete the verification process.

If you reside in California, you also have the right to ask us one time each year if we have shared personal information with third parties for their direct marketing purposes. To make a request, please write to us using the contact information provided under the “Contact Duracell” section below. Indicate in your correspondence that you are a California resident making a “Shine the Light” inquiry.

If you are a Nevada resident, you can request that we not “sell” your “covered information” (as defined in applicable Nevada law). To make such a request, email us using the information set forth in the “Contact Duracell” section below. Please use “Nevada Do Not Sell” in the subject line.

Contact Duracell

If you have any questions, inquiries, or complaints about the collection or use of your personal data and/or information, please contact us at: or at: 800-551-2355

Changes to This Privacy Policy

We will post changes to this Privacy Policy and indicate the effective date when this Privacy Policy is updated. If we make any materials changes to this Privacy Policy, we will notify you by posting notice of the changes on this website, or by other means.