Privacy Policy

Armstrong Flooring's Privacy Policy

Last Updated 9/15/2020

Armstrong Flooring, Inc. ("Armstrong") strives to achieve the highest standards of integrity for every online visitor of our website (“Site”). This Privacy Policy sets forth how we handle information we obtain from you when you visit our Site. By using the Site, you are accepting and consenting to the practices described in this policy. If you would like additional information or need clarification, please send an email to

Information We Collect and How We Use It

Our primary goal is to collect information in a friendly, customized, and efficient manner. We collect:

1.Personal information you provide to us;

2.Automatically collected anonymous data;

3.Non-personally identifiable information

1. Personal Information You Provide to Us:

Armstrong may require customers who request access to specialized content or services, register to use our Site or mobile application, participate in discussion boards, or enter contests, to give us personal information, including demographic information and unique identifiers, in order to provide you with a more personalized experience or verify your passwords.

Personal information we collect may be used by Armstrong to advertise or market our business, promotions, or services, keep and maintain accounts, and keep records of transactions. For instance, if you provide us with your email address, we may send you emails, which you may unsubscribe from, informing you about Armstrong products, programs, offers, and services. (See the Section titled “Choice” below for more information about how to change your email preferences.)

Information You Post on our Site

Our Site and mobile application may provide you with opportunities to share information such as free-form comments or product reviews. Information you post on discussion boards on the Site or our mobile application may appear in the public domain, such as through search engines or other publicly available platforms, and may be “crawled” or searched by third parties. Do not post any information that you are not comfortable revealing to the public at large.

Sweepstakes and Contests

From time to time, we may request information from you in connection with sweepstakes and contests we offer on our Site, where permissible. Our sweepstakes and contests are open only to legal residents of the 50 United States and the District of Columbia (excludes Guam, Puerto Rico and all other U.S. territories and possessions), who are 18 years of age or older at the time of registration. Participation in these sweepstakes or contests is completely voluntary; you have a choice whether or not to disclose this requested information. Information requested may include contact information (such as name and shipping address), and demographic information (such as zip/post code, etc.). Contact information will only be used to notify the winners and award prizes. Armstrong may co-sponsor sweepstakes and contests with other companies, in which case the user’s individual contact and demographic information is likely to be shared with these companies. If you do not wish to have this information shared, do not enter the sweepstakes or contests. While we require these companies to maintain the privacy of the registrants’ information, please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to read the privacy statements of each and every website that they visit. This Privacy Policy applies solely to information collected when you visit our Site.

Disclosures and Transfers

Armstrong will not sell, rent, disclose, or transfer your personal information to any third party except when one of the following conditions is true:

1.We have the individual's permission to make the disclosure;

2.The disclosure is required by law;

3.The disclosure is reasonably related to the sale or other disposition of all or part of our business or assets;

4.The party to whom the disclosure is made controls, is controlled by, or is under common control with Armstrong;

5.The disclosure is reasonably necessary for the establishment or maintenance of legal claims;

6.The disclosure is to entities who sell or market our products, provided the disclosure is consistent with the purpose for which the personal information was obtained.

Data Retention

Except as otherwise permitted or required by law, Armstrong only retains personal data for as long as necessary to fulfill the purposes Armstrong collected them for. To determine the appropriate retention period for personal data, Armstrong considers the amount, nature, and sensitivity of personal data, the potential risk of harm from unauthorized use of processing by other means, and any applicable legal requirements.

2. Automatically Collected Anonymous Data

Like most websites, Armstrong and our partners use cookies, pixel tags, and similar technologies to provide and personalize the Site, analyze use, target advertisements, optimize email message delivery, and prevent fraud. You can disable cookies in your browser settings, but some parts of the Site may then not function properly. We may link cookie information with any personal information you provide to us. Please see our Cookie Policy for more information on our use of cookies.

We maintain log files tracking IP addresses to analyze trends, help diagnose problems with our servers, and to monitor traffic/usage in order to provide better service to our clients and Site visitors.

Armstrong engages with a third party, Google Analytics, to measure your use of our websites and applications so that we can make improvements, tailor the Site and online services to your likely interests, and conduct market research. The information provided to this third party does not include personal information. If you do not want your use of our Site tracked, do not use it.

We may use third-party service providers to serve advertisements on our behalf across the internet. These service providers may collect your IP address and non-personally identifiable or de-identified information about your visits to our Site in order to serve Armstrong ads while you are visiting other websites. Third party advertising websites, such as Facebook, may use tracking pixels to track the success of the ads we run on such websites.

3. Non-personally Identifiable Information

The Site may collect non-personally identifiable information during your visit, such as type of browser, operating system, domain name, or IP address. We do not link IP addresses to any personally identifiable information. This means that your session will be logged, but you remain anonymous to us. IP address information is used only to improve the service of the Site.

Armstrong also collects information through "referrers" and various environmental variables. A "referrer" is information that the browser passes to Armstrong’s web server which references the URL from where you came. "Environmental variables" include, among other things, the domain from which you access the internet, the time you accessed our Site, type of browser, operating system or platform used, the internet address of the website you left to visit Armstrong, the names of the pages you visit while at our Site, and the internet address of the website you then visit. We collect all of this information to allow us to detect broad demographic trends, to provide information tailored to your interests and to enhance your experience on the Site.

In certain situations, the use of pixel tags and cookies may be controlled by unaffiliated entities in order to manage programs or promotions. Where permitted by law, Armstrong cannot be responsible for third-party uses of Pixel Tags and cookies; however, when we are able, we will require these unaffiliated entities to not collect personally identifiable information.

To help us improve our Site and to ensure that we make every effort to provide you with information and offers that are of interest to you, we may develop a non-identifiable profile based on the pages within our site that you visit. No automated decisions are made that would result in legal effects or similarly significantly affect an individual.

4. General

Links to other Websites

The Site or emails from Armstrong may contain links to other non-Armstrong websites. Armstrong is not responsible or liable for the privacy practices or the content of such other websites. We encourage our visitors to read the privacy statements of each and every website they visit before you submit any personal data to these websites. This Privacy Policy applies solely to use of our Site.

Notification of Changes

Armstrong may modify this Privacy Policy from time to time. If we make material changes to our Privacy Policy, we will inform you by clearly posting a notice on our Site or sending you an email so you are always aware of the information we collect and how we use it. By continuing to use the Site after any changes come into effect, you agree to the revised Privacy Policy. The date of last revision is shown at the top of this Policy.

Age Limits

This Site is not targeted to children under the age of 16, and we do not knowingly request personally identifiable information from any child under the age of 16 without parental consent. If we receive such information, we will delete it as soon as we discover it and will not use it or share it with third parties.


You have the following choices regarding the use of your information:

You may choose not to provide us with any personal information;

You may set your browser to reject cookies and to erase cookies that have already been placed on your hard drive;

If you do not want your personal or non-personal information merged with cookie and other information, you should not use the Site or should adjust your browser settings appropriately;

If you no longer wish to subscribe to Armstrong emails or digital promotional communications, you can opt out of receiving them by following the unsubscribe instructions included in each newsletter or communication;

If you would like to modify or delete personal information or specific details associated with your email settings, you can easily do so by following the preference center instructions included in each newsletter or communication

Data Rights

We respond to all requests that we receive from individuals who wish to exercise their data protection rights in accordance with applicable data protection laws. You may have the following rights depending on the country in which you live:

You may choose to access, correct, update, or request deletion of your personal information;

You may object to processing of your personal information;

You may withdraw your consent at any time if we have collected and processed your information with your consent. Withdrawing your consent will not affect the lawfulness of any processing that we conducted prior to your withdrawal, nor will it affect processing of your information conducted in reliance on lawful processing grounds other than consent.

If you have any questions or requests related to your personal information or how Armstrong processes them, please contact Armstrong at Proof of identity will be required to protect personal data against unauthorized access. Any personal data collected to respond to an inquiry or fulfill a request will be retained for 90 days after request closure and then deleted. This will allow for follow-up processing as necessary.

If for any reason you are unsatisfied with how Armstrong has handled your personal data or your data request, you may contact your local Supervisory Authority (an independent public authority) to lodge a complaint.

Data Storage and Maintenance

All personal data collected is stored and maintained in the United States, unless legally required to be kept elsewhere.

Armstrong may share personal data with its service providers to process a business transaction or when otherwise permitted or required by law. Armstrong service providers are required by contract to adhere to the same data protection laws that Armstrong follows to further ensure data security.


We make every effort to have reasonable security procedures in place to protect the loss, misuse or alteration of information under our control.


We value digital inclusion. View our full Accessibility Statement here.