Privacy Policy

Effective Date: October 3, 2025

National Vision Privacy Policy Introduction

At National Vision, Inc., one of our core values is that our people are empowered to do what is right, which includes how we handle information about our customers (“you” or “your”). We value the trust that you have put into us when you provide us certain details about you, and we strive to do what is right when we collect, store, use, and disclose your Personal Information so that we can provide you the quality products and services you expect from us. We respect your privacy and are committed to protecting it through our compliance with this Privacy Policy.

To Whom Does this Privacy Policy Apply?

This Privacy Policy (“Privacy Policy”) applies to National Vision, Inc., and all of our affiliates, and the businesses and websites that we operate under various brands, including America’s Best Contacts & Eyeglasses, America’s Best Vision Plan, Eyeglass World, Vista Optical in Select Military Exchanges, Discount Contacts, and Vista Optical in Selected Fred Meyer Stores (for purposes of this Privacy Policy, collectively, “National Vision”, “we”, “us”, or “our”).

This Privacy Policy describes the types of information we may collect from you or that you may provide, how we collect, store, use, and disclose information about you in the course of providing our services and products (collectively, our “Services”) and explains your rights in relation to that information. This Privacy Policy applies to information we collect:

  • on our websites (nationalvision.com, americasbest.com, eyeglassworld.com, findvistaoptical.com, discountcontacts.com, militaryoptical.com) (each a “Site” or collectively our “Sites”),
  • through the services and products we provide including at our retail locations,
  • in email, text, and other electronic messages between you and us,
  • in connection with our recruitment and pre-employment activities,
  • during interactions with our corporate suppliers and customers, and
  • any other way we may collect or receive information about you.

This Privacy Policy does not apply to health or medical information covered by HIPAA and the California Confidentiality of Medical Information Act (“CMIA”) or clinical trial data. For more information about how we collect, store, use, and disclose your health and medical information, please see our HIPAA Notice, available here.

Please read this Privacy Policy carefully to understand our Privacy Policy and practices regarding your information and how we will treat it. If you do not agree with our Privacy Policy and practices, your choice is not to use our Sites and Services. By accessing and using our Sites and Services, you agree that you have read, understand, and are bound by the terms and conditions set forth in this document.

This Privacy Policy is incorporated into and made a part of our Site Terms of Use, which are a legally binding agreement between you and us. IF YOU DO NOT AGREE WITH ANY PART OF THIS PRIVACY POLICY OR OUR SITE TERMS OF USE, PLEASE DO NOT USE OR ACCESS THE SITES OR SERVICES OR PROVIDE US WITH ANY PERSONAL INFORMATION.

You should review this Privacy Policy periodically, as we may update it from time to time. We will post the date on which the Privacy Policy was updated and effective at the top of this document. Your continued use of the Sites and Services after we make changes is deemed to be acceptance of those changes, so please check the Privacy Policy periodically for updates.

What Personal Information Do We Collect, and How Do We Collect It?

“Personal Information” refers to any information that identifies, relates to, describes, or can be associated with you. The following describes the types of information we collect and have collected in the preceding 12 months. Please see “How Do We Use and Disclose Personal Information?” for more information about why we collect the categories of information below.

Identifiers

We collect information like your name, postal and email address, phone number(s), and other identifiers when you visit our Sites or our retail locations, purchase non-ophthalmic products or services from us or from our third-party service providers or business partners, or communicate with us, in order to provide and improve our Services, communicate with you, and for the other business purposes listed below. We may automatically collect your Internet Protocol address, or other online or device identifiers, when you visit our Sites, in order to improve our Services and communications. Please see “More About Cookies”, below.

Personal Information categories listed in the California Customer Records statute (Cal. Civ. Code § 1798.80(e))
We collect your name, address, telephone number(s), credit or debit card number, medical information, and health insurance information, other financial information (via our third-party payment processors), when you initiate a transaction with us, to provide our Services, and for the other business purposes listed below. We may also collect your contact details when you communicate with us. Also, we collect photographs, images, and videos through the use of Closed-Circuit Television (CCTV) in our stores, and record customer service calls for quality assurance.

Protected classification characteristics under California or federal law
We may collect your gender, age, and marital status in order to improve our product offerings and marketing communications and for the other business purposes listed below.

Commercial information

We collect your transaction history and other information about your purchasing history in order to improve our product offerings and for the other business purposes listed below.

Internet or other similar network activity
We collect information about visitors to our Sites, including how visitors search for our Services and interact with our Sites, applications, or advertisements on our Sites, to improve our advertising and/or marketing communications and Services, and for the other business purposes listed below.

Email Interconnectivity

If you receive email from us, we and our third-party service providers use certain tools to capture data related to when you open our message, click on any links or banners it contains, and make purchases.

Geolocation data

We collect and use generalized location information to improve our product offerings and for the other business purposes listed below.

Inferences drawn from other Personal Information
We collect information about your demographics, preferences, characteristics, and trends in order to improve our Services, to communicate with you, for marketing communications, and for the other business purposes listed below.

Sources of Personal Information

We obtain all of the categories of Personal Information listed above from the following categories of sources:

  • Directly from you. For example, from forms you complete or products and services you purchase, including when you purchase products from our Sites or in our stores. With your consent, we may obtain your biometric information, including retinal images when you obtain eye care services at one of our locations. We may use this information to provide you with health care services and products, to improve our Services, and for other business purposes listed below. With your consent, we may collect a scan of your face when you use the Virtual Try-On feature on our Sites. We use this information to place augmented reality optical and sunglasses frames on your face in a realistic position and scale. We only collect and use this data while you are using the Virtual Try-On feature.
  • Indirectly from you. For example, from observing your actions on our Sites using cookies or other tracking tools, or through your interactions with email communications from us.
  • Through in-store and other offline technologies. In some cases, we record customer service calls for quality assurance. We may also use Closed Circuit Television or CCTV in our stores for safety, security, fraud, loss prevention, and operational purposes.
  • From third-party service providers. For example, we obtain demographic data from third-party service providers and data analytics providers to use for marketing analytics.

More About Cookies and Tracking Tools

When you visit or interact with our Sites, we (or our third-party service providers) may use cookies (small files placed on the hard drive of your computer) and other types of web technologies to automatically collect information from your browser, email interactions with us, or device on Site usage patterns, your engagement with advertising, and your preferences, through tracking technologies such as cookies, web logs, pixels, and web beacons. This information may include Internet protocol (IP) addresses, device ID and type, browser type, Internet service provider (ISP), referring/exit pages, the operating system used by your device, date/time stamp, your mobile device’s geographic location, and/or clickstream data.

We may use services provided by Google (including Google Analytics) and other data analytics companies to collect such information. We have activated the Google Signals functionality in Google Analytics. This updates existing Google Analytics features (advertising reports, remarketing, cross-device reports, and reports on interests and demographics) to provide aggregated and de-identified information about you, provided you have allowed personalized ads in your Google account. The reports that we receive from Google Analytics help us to better assess your behavior, preferences, and interests and optimize and adapt our services and products for you. This data collection only happens if you have allowed personalized advertising in your Google account. The data provided to us in the reports from Google is always aggregated and de-identified; we do not receive any information about particular individuals. You can manage or delete this data in your Google account. For more information on how Google uses your information please see “How Google uses data when you use our partners’ sites or apps”, www.google.com/policies/privacy/partners.

Most Internet browsers allow you to disable, turn the cookie feature off, or reject cookies entirely by changing the settings on your Internet browser. You can also opt-out of certain cookies by clicking the “Your Privacy Choices” link in the footer of our Sites and setting your cookie preferences. Please note that changing these settings may affect your ability to use certain features and functions of the Sites. Any choices concerning cookies are browser and/or device specific. If you clear your cookies from your browser on any of your devices, your choices will need to be reset. Please also see the Do Not Track section below for further information.

You may interact with content on our Sites through social media plugins provided by third parties such as Bing, Google, Instagram, LinkedIn, Meta, TikTok, YouTube and X. These third parties may use cookies (alone or in conjunction with web beacons or other tracking technologies) to collect information about you when you use our Sites. The information they collect may be associated with your Personal Information or they may collect information, including Personal Information, about your online activities over time and across different websites and other online services. They may use this information to provide you with interest-based (behavioral) advertising or other targeted content. We do not control the information that these companies collect when you choose to use their social media tools, whether through cookies or otherwise, nor do we control how these companies use any information they collect. We encourage you to review their privacy policies before interacting with these social media tools.

How Do We Use and Disclose Personal Information?

We may use or disclose the Personal Information we collect about you or that you provide to us for one or more of the following business purposes:

  • To fulfill the reason for which you provided the information. For example, the information you supply to us also is added to our customer database and may be used to send you communications regarding our Services. These communications may be through emails, direct mailings, telephone calls, or text messages sent to your mobile device (with your consent where required by law). If you provide your Personal Information to purchase a product or service, we will use that information to process your payment and facilitate delivery. We may also save your Personal Information to facilitate new or repeat product orders, including to process returns.
  • To provide, support, personalize, and develop our Sites and Services.
  • To create, maintain, customize, and secure your account with us.
  • To process your requests, purchases, transactions, and payments, to confirm and communicate with you about Services, and to prevent transactional fraud.
  • To carry out our obligations and enforce our rights arising from any contracts entered into between you and us, including for billing and collection.
  • To provide you with support and to respond to your inquiries, including to investigate and address your concerns and monitor and improve our responses.
  • To personalize your Site experience and to deliver content and product and service offerings relevant to your interests, including targeted offers and ads through our Sites, third-party sites, via mail, and via email or text message (with your consent where required by law). If you do not want us to use your information in one or more of these ways, please click the “Your Privacy Choices” link at the bottom of our Sites and set your preferences and/or see “Opting Out of Communications” below.
  • To map your facial features in order to facilitate a Virtual Try-On with augmented reality.
  • To help maintain the safety, security, and integrity of our Sites, Services, databases and other technology assets, and business.
  • For testing, research, analysis, and product development, including to develop and improve our Sites and Services.
  • To respond to law enforcement requests and as required by applicable law, court order, or governmental regulations.
  • As described to you when collecting your Personal Information.
  • To consider applicants for employment, administer and improve our recruitment processes, and to comply with our obligations and rights, and those of the applicants, in the fields of employment and social security.
  • To evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Information held by us about our users is among the assets transferred.

Disclosures of Personal Information

In addition to the specific situations discussed elsewhere in this Policy, we disclose personal information in the following situations:

  • Affiliates and Acquisitions. We may disclose your information with our corporate affiliates (e.g., parent company, sister companies, subsidiaries, joint ventures, or other companies under common control). If another company acquires or plans to acquire, our company, business, or our assets, we will also disclose your Personal Information with that company, including at the negotiation stage.
  • Your Eye Doctor and Dispensing Optician. We may disclose your personal information to your Eye Doctor so that they may provide you services, to confirm the prescription information you provide to us, or if you’ve asked us to obtain your prescription from your Eye Doctor. At your request, we may also disclose your personal information to a Dispensing Optician.
  • Your Vision Insurance Carrier. We may disclose your personal information to your vision insurance carrier so that they can process your claim and so that we can receive payment.
  • Other Disclosures with Your Consent. We will ask if you would like us to disclose your information with other unaffiliated third parties who are not described elsewhere in this Policy.
  • Compliance with Law or Other Legal Process. We will disclose information in response to subpoenas, warrants, or court orders, or in connection with any legal process, or to comply with relevant laws. We may also disclose your information in order to establish or exercise our rights, to defend against a legal claim, to investigate, prevent, or take action regarding possible illegal activities, suspected fraud, safety of person or property, or a violation of our policies, or to comply with your request for the shipment of products to or the provision of services by a third-party intermediary.
  • Terms of use. To enforce or apply our Terms of Use.
  • Public Forums. Some of our Sites provide the opportunity to post comments, or reviews, in a public forum. If you decide to submit information on these pages, that information will be publicly available.
  • Partner Promotion. We may offer contests, sweepstakes, or other promotions with third party partners. If you decide to enter a contest, sweepstakes, or promotion that is sponsored by a third party partner the personal information that you provide will be disclosed to us and with them. Their use of your information is not governed by this Policy.
  • Service Providers. We disclose your Personal Information to service providers. Among other things, service providers help us to administer our Sites, conduct surveys, provide technical support, process payments, and assist in the fulfillment of orders.
  • Third Party Applications/Websites. We may share your information with certain companies who may track user activity when you interact with our Sites.
  • Social Media Platforms and Networks. If you interact with us on social media or use features such as plugins, widgets, or and other tools made available by social media platforms or networks (including but not limited to Bing, Google, Instagram, LinkedIn, Meta, TikTok, YouTube and X) in connection with our Sites, we collect information that you disclose to us, or that the social media platforms disclose to us. For more information about the privacy practices of those social media platforms, please review the privacy policies and settings of the social media platforms and networks that you use.
  • De-identified Personal Information. We may disclose or use aggregated or de-identified data for any lawful purpose. De-identified information is generally not considered to be personal information under applicable laws. We will maintain and use de-identified information in anonymous or de-identified form, and we will not attempt to reidentify the information, unless required by law.

Retention of Your Personal Information

We retain your Personal Information for as long as is necessary to fulfill the purpose for which it was collected and as outlined in this Policy. The specific periods for which we keep information about you vary depending on the nature of the information, why we need it, and whether the Personal Information is de-identified. We may retain your Personal Information for longer if it may be the subject of a legal claim, may otherwise be relevant for future litigation, or is subject to retention periods specified by applicable law.

Opting Out of Communications

You may opt out of receiving (choose not to receive) some types of communications from us to you, such as future mailings (both email and direct mail), telephone calls or SMS/text messages. The processes by which you may communicate with us that you no longer want to receive communication from us are described below, and the specific opt-out process for that method of communication may also be identified in the communication you receive.

  • For future emails, you may click on the “unsubscribe” link at the bottom of the email you receive or call us at 800-637-3597.
  • For future direct mailings and telephone calls, you may call us at 800-637-3597.
  • For SMS/text notifications, you may opt out of receiving further text messages by:

replying STOP to the text you receive, or by calling us at 800-637-3597.

Your request to opt out of telephone calls and/or SMS/text messages will be recorded with your name and telephone number in our internal records. Your request to opt-out of emails and direct mails will be recorded with your name, email address, and physical address in our internal records. We will process opt out requests within a reasonable time. You are not required to consent to receive emails, direct mailings, or telephone calls as a condition of purchase. Please note that direct mailings are often prepared many weeks in advance, and you may continue to receive mail for 6 to 10 weeks. Please also note that, even if you opted out of receiving marketing communications from us, we may still contact you for transactional or informational purposes, such as for customer service, exam appointment reminders, or product recalls. We also may need to contact you with questions or information regarding any exams you have had or orders you have placed.

Some of our Sites or store brands may have specific procedures for you to follow to opt out of electronic or mail communications. Below is a list of the contact information and procedures to follow to opt out of electronic or mail communications for those Sites or store brands:

  • To opt out of certain emails and direct mail from America’s Best Contacts and Eyeglasses, you may:
  • Call us at 800-999-4758, or
  • Email us at [email protected].
  • To opt out of text messages regarding scheduled appointments from America’s Best Contacts and Eyeglasses, Eyeglass World, you may text STOP to 72210. Please note you will receive a confirmation text that your phone number has been unenrolled.
  • To opt out of certain emails and direct mail from Eyeglass World, or Vista Optical in select Fred Meyer stores and on select military exchanges, you may call us at 800-637-3597.
  • To opt out of certain emails and direct mail from discountcontacts.com, you may:

Contests and Drawings

We may sponsor or host contests or drawings from time to time. Some contests may be offered in conjunction with a third-party sponsor, and you will be notified at the time of the contest as to whether a third-party sponsor is involved and whether the third-party sponsor will be receiving your Personal Information to send promotional communications or for other purposes. You have the ability to choose whether or not to enter the contest at that time based on the terms and conditions associated with that particular contest. Please read all terms and conditions carefully before making your choice.

Links to Third Party Web Sites

Our Sites may include links to other websites whose privacy practices may differ from ours. If you submit Personal Information to any of those websites, your Personal Information is governed by their privacy policies. Please be aware that we do not endorse and are not responsible for the privacy practices of such other websites, and the Privacy Policy presented here does not apply to such third-party websites. We encourage you to carefully read the privacy policy of any website you visit.

Testimonials

We display personal testimonials of satisfied customers on our Sites in addition to other endorsements. With your consent, we may post your testimonial along with your name. If you wish to update or delete your testimonial, you may contact us at [email protected].

Security

We have implemented appropriate physical, electronic, and administrative procedures in an effort to help safeguard and prevent unauthorized access to, and help maintain data security of, the Personal Information we collect. Please note that there is risk involved in using the Internet. Thus, our goal is to provide a reasonable level of security based on general industry standards. We therefore recommend that you use every precaution to protect your Personal Information when using the Internet and any other links. We are not responsible for circumvention of any privacy settings or security measures contained on the Sites.

Children’s Privacy

Our Sites and Services are not directed to children under the age of 16 and we do not knowingly collect Personal Information from children. No one under age 16 may provide any Personal Information on our Sites. If a person under age 16 submits information to us through any part of our Sites, and we learn that the person submitting information is under age 16, we will not use it for any purpose. We will delete the information as soon as we discover it, and we will not disclose it to third parties. If you are under the age of 16, please do not use our Sites and our Services.

Your Rights and Choices About Your Personal Information

Residents of certain states may have additional personal information rights and choices. Please see “Your State Privacy Rights” [PP1] for more information. We strive to provide you with choices regarding the personal information you provide to us. We have created mechanisms to provide you with the following control over your information:

Tracking Technologies

Please see the “More About Cookies” section above.

Promotional Offers from Us

Please see the “Opting Out of Communications” section above.

Accessing/Correcting/Updating/Deleting Your Information

If you need to access, correct, or update any Personal Information on file with us, you may call us at 800-637-3597 or email us at [email protected]. If you need to update your Personal Information when re-ordering, you will have a chance to make changes to your payment information, shipping, and billing address(es) at checkout. Please also see “Deletion Request Rights” below.

Residents of certain states may have additional Personal Information rights and choices. Please see “Your State Privacy Rights” for more information.

Your California Privacy Rights

The following rights apply only to California residents:

Changes To Your Personal Information. We rely on you to update and correct your Personal Information. Most of our Sites allow you to modify or delete your account profile. Note that we may keep historical information in our backup files as permitted or required by law. If our Site does not permit you to update or correct certain information contact us as described below.

Do Not Track. Some web browsers incorporate a “Do Not Track” (DNT) or similar feature that signals to websites that a visitor does not want to have their online activity and behavior tracked. Not all browsers offer a DNT option and there is currently no industry consensus for how to recognize or respond to a DNT signal. We will endeavor to recognize commercially recognized opt out signals (e.g., Global Privacy Control). Recognition of this signal will only take place with respect to the device and/or browser that communicates the signal.

Deletion Request Rights. If you wish to delete any Personal Information on file with us, you may call us at 800-637-3597 or email us at [email protected]. Typically, we retain your Personal Information for the period necessary to fulfill the purposes outlined in this Policy, unless a longer retention period is required or permitted by law. You may, however, request that we delete any of your Personal Information that we collected from you and retained, subject to certain exceptions. If required by law, we will grant your request to delete information. However, when we delete Personal Information it will be removed from our active database, but it may remain in archives where it is not practical or possible to delete it. In addition, we may keep your Personal Information as needed to comply with our legal obligations, resolve disputes, and/or enforce any of our agreements.

Do Not Sell/Share My Personal Information. We use services that help deliver interest-based ads to you and may transfer personal information to business partners for their use. Making Personal Information (such as online/device identifiers, browsing activity, or geolocation) available to these third parties via our use of online tracking technologies may be considered a “sale”/“sharing” under California law. Visitors to our Sites can opt out of being tracked by these third parties by clicking the “Your Privacy Choices” link at the bottom of our Sites and setting their preferences.

Automated Processing. Under certain circumstances, you have the right to object to a significant decision based on automated decision-making technology unless that decision is required or authorized by law.

Right to Limit our Use of your Sensitive Personal Information (in certain instances and if permissible under applicable law). We do not disclose sensitive personal information for purposes other than those which cannot be limited under applicable law.

Exercising Your California Privacy Rights

To exercise the rights described above, please submit a verifiable consumer request to us by:

Calling us at 800-637-3597

Completing the Privacy Request Form

Only you, or a person or a business entity that is registered with the California Secretary of State that you authorize to act on your behalf (“Authorized Agent”), may make a verifiable consumer request related to your Personal Information.

You (or your Authorized Agent) may only make a verifiable consumer request for access or data portability twice within a 12-month period. The verifiable consumer request must:

  • Provide sufficient information that allows us to reasonably verify you are the person about whom we collected Personal Information or an Authorized Agent.
  • Describe your request with sufficient detail that allows us to properly understand, evaluate, and respond to it.

In some instances, we may ask you to provide other documentation to verify your identity. If this happens, we will contact you directly with this request. We cannot respond to your request or provide you with Personal Information if we cannot verify your identity or authority to make the request and confirm the Personal Information relates to you.

Authorized Agents use the same process as described above to submit requests. Authorized Agents must provide the Authorized Designation Form demonstrating their authority to submit a request on your behalf, as well as providing sufficient information to verify your identity.

Please note that if you or your Authorized Agent submit a request over the phone, you (or your authorized agent) must also email your forms to [email protected] within 5 days of the request submission.

Non-Discrimination

We will not discriminate against you for exercising any of your California privacy rights nor do we retaliate against individuals who exercise these rights.

Please know that if you ask us to delete your Personal Information, or you exercise your right to opt out of the sale of your Personal Information, it may impact your experience with us, and you may not be able to participate in certain programs or services which require usage of your Personal Information to function.

Your California Privacy Rights – Shine the Light

The following rights apply to California residents.

We share Personal Information with other businesses and our affiliates. You may ask us for more information about this sharing and whether it affects you directly by contacting us at the address below.

National Vision, Inc.
2435 Commerce Avenue NW
Building 2200
Duluth, GA 30096

Your State Privacy Rights

Residents of states with Applicable Privacy Laws have certain rights related to their personal information that may now or in the future include the right to:

  • Confirm whether we process their personal information.
  • Access and delete certain personal information.
  • Correct inaccuracies in their personal information, taking into account the information’s nature and processing purposes).
  • Data portability.
  • Opt-out of personal data processing for:
    • targeted advertising ;
    • sales; or
    • profiling in furtherance of certain decisions that produce legal or similarly significant effects ).
  • Either limit (opt-out of), or require consent to process, Sensitive Personal Information.
  • Not discriminate or retaliate against consumers for exercising their consumer rights.
  • Appeal our actions in response to a consumer’s rights request.

The exact scope of these rights varies by state. To exercise any of these rights, please call us at 800-637-3597 or email us at [email protected]. To appeal a decision regarding a consumer rights request, please call us at 800-637-3597 or email us at [email protected].

Contact Us

If you have any questions regarding this Privacy Policy or our privacy practices, please contact us at [email protected] or call us at 800-637-3597.