PUREPLAY.COM discloses information: (i) to companies that help process the transactions you request, in order to protect your transactions from fraud and verify your identity (see the subsection labeled "Third Party Use" above for further detail); (ii) that PUREPLAY.COM in good faith believes is necessary or appropriate to cooperate in investigations of fraud, intellectual property infringements or other activity that is illegal or may expose us or you to legal liability, or to conduct investigations of violations of the Site Terms of Use; (iii) when required by law or to comply with a court order, subpoena, search warrant or other legal process; (iv) to comply with legal, regulatory or administrative requirements of governmental authorities (including, without limitation, requests from the governmental agency authorities to view your personally identifiable information); (v) to protect and defend PUREPLAY.COM, its subsidiaries and affiliates and any of their officers, directors, employees, attorneys, agents, contractors and partners, in connection with any legal action, claim or dispute; (vi) to prevent imminent physical harm; (vii) to share aggregated statistical or demographic data with our affiliates, business partners or for public relations (this aggregated information is not tied to personally identifiable information); (viii) to share data, including personally identifiable information about you, with our parent, affiliates, subsidiaries and business partners that are committed to serving your online needs and related services; (ix) in the event of a bankruptcy or liquidation of PUREPLAY.COM; and (x) in the event that PUREPLAY.COM in the future merges or is acquired by another company. In the event that PUREPLAY.COM merges or is acquired by another company, the successor company will have access to the information maintained by PUREPLAY.COM, including customer account information, in order to continue to provide services, but would continue to be bound by this Privacy Policy unless and until it is amended as described in the subsection labeled "Changes to this Privacy Policy" below.

We, our partners and/or our advertisers may use third parties to serve or present the ads that appear on our sites and to conduct research about the advertisements. Below is a representative list of such third parties and a link to their privacy policies. For more information, visit the sites listed below

Atlas
Bluestreak
DoubleClick
Eyeblaster
EyeWonder
Dynamic Logic
Unicast

The NAI (Network Advertising Initiative) is a cooperative group of ad serving providers. The NAI has developed a set of privacy principles to which its members adhere. The NAI is committed to provide consumers with clear explanations of Internet advertising practices and how they affect you and the Internet generally. For more information about the NAI, third party ad servers generally, and the opt-out opportunities available through the NAI, visit http://www.networkadvertising.org/index.asp

We may communicate with our customers on a regular basis via e-mail and/or mail to provide requested services, resolve any complaints and for general customer service, and by other means where applicable, such as to investigate any suspicious transactions. You may receive occasional service announcements and administrative messages, for example, advance notice of any maintenance that might affect the Site. Generally, you cannot opt out of these types of "informational" rather than "promotional" communications.

We store information that we collect through cookies, log files and graphic files to create a profile of our customers. We also purchase third party marketing data and add it to our existing customer database so we can better provide pertinent offers in which you might be interested. We use this information to enhance or overlay your profile. This aggregate marketing data is therefore tied to your personally identifiable information. A "profile" is stored information that we keep on individual customers that details their preferences. Consequently, all of the collected information is tied to your personally identifiable information to provide better offers and improve the content of the Site for you. Your individual profile may be used by PUREPLAY.COM to send you offers from PUREPLAY.COM and its affiliates or business partners.

Updates. This Privacy Policy will be periodically updated to reflect changes in laws, regulations, and their interpretation, and, therefore, we reserve the right to change, modify or amend this Privacy Policy at any time. Any revised Privacy Policy will only apply prospectively to your personally identifiable information collected or modified after the effective date of the revised Privacy Policy. You should periodically check this Privacy Policy so you can always be aware of what information is collected, how it is used, and under what circumstances, if any, PUREPLAY.COM discloses it. Dispute Resolution. You and PUREPLAY.COM agree that any Dispute between you and PUREPLAY.COM shall be resolved exclusively and finally by arbitration administered by the National Arbitration Forum ("NAF"), using interpretations under Nevada law, and conducted under its rules, except as otherwise provided below. You and PUREPLAY.COM will agree on another arbitration forum if NAF ceases operations. The arbitration will be conducted before a single arbitrator, and will be limited solely to the Dispute between you and PUREPLAY.COM. The arbitration, or any portion of it, will not be consolidated with any other arbitration and will not be conducted on a class-wide or class action basis. The arbitration shall be held at any reasonable location in Las Vegas, Nevada. If you prevail in the arbitration of any Dispute with PUREPLAY.COM, PUREPLAY.COM will reimburse you for any fees you paid to NAF in connection with the arbitration. Any decision rendered in such arbitration proceedings will be final and binding on the parties, and judgment may be entered thereon in any court of competent jurisdiction. Should either party bring a Dispute in a forum other than NAF, the arbitrator may award the other party its reasonable costs and expenses, including attorneys' fees, incurred in staying or dismissing such other proceedings or in otherwise enforcing compliance with this dispute resolution provision. You understand that, in the absence of this provision, you would have had a right to litigate disputes through a court, including the right to litigate claims on a class-wide or class action basis, and that you have expressly and knowingly waived those rights and agreed to resolve any Disputes through binding arbitration in accordance with the provisions of this paragraph. This arbitration provision shall be governed by the Federal Arbitration Act, 9 U.S.C. Section 1, et seq. For the purposes of this provision, the term "Dispute" means any dispute, controversy, or claim arising out of or relating to: (i) this Privacy Policy, its interpretation, or the breach, termination, applicability or validity thereof; (ii) the related order for, purchase, delivery, receipt or use of any product or service from PUREPLAY.COM; or iii) any other dispute arising out of or relating to the relationship between you and PUREPLAY.COM; the term "PUREPLAY.COM" means PUREPLAY.COM, its parents, subsidiaries, affiliates, directors, officers, employees, beneficiaries, agents, assigns, component suppliers (both hardware and software), and/or any third party who provides products or services purchased from or distributed by PUREPLAY.COM. Information may be obtained from the NAF online at www.arb-forum.com, by calling 800-474- 2371, or writing to P.O. Box 50191, Minneapolis, MN, 55405.