Privacy Policy
Privacy information for bidders, buyers, sellers and website visitors.
This policy explains the categories of information Sterling Machinery Auctions LLC may collect, why it is used, when it may be disclosed and the choices available to individuals.
What you should know
- Website, auction and contact information
- Bidder, buyer and seller transactions
- Service providers and bidding platforms
- Privacy choices and security practices
Direct answer
Sterling uses personal information to operate the website and auctions, respond to inquiries, verify and administer bidders, process transactions, prevent fraud, coordinate inspections and removal, send requested communications and meet legal obligations. Auction platforms, payment providers and other vendors may have separate policies. Contact Sterling to exercise available privacy rights or ask a question.
Last updated: July 14, 2026
Scope and responsible entity
This Privacy Policy applies to personal information handled by Sterling Machinery Auctions LLC through SterlingMachineryAuctions.com, direct communications, seller evaluations, auction administration, inspections, invoicing, payment verification, removal coordination and related business activity.
A third-party bidding platform, payment provider, email service, video platform, analytics provider, shipping or rigging provider may collect information under its own privacy policy and terms. Review those notices before using the service.
Information we may collect
Contact
Identity and contact information
Name, company, title, postal address, email, phone number, account identifiers and communication preferences.
Account
Registration and verification
Bidder number, login/account information, identity or eligibility information, business records, deposit status and fraud-prevention data.
Transaction
Bids, purchases and sales
Auction activity, lots, invoices, tax forms, payment status, release records, seller assets, contracts and service history.
Payment
Financial information
Payment method and transaction details needed to process or verify payment. Full banking or card data may be handled by specialized providers rather than retained directly by Sterling.
Device
Website and technical data
IP address, browser, device, pages, referring source, timestamps, cookie identifiers and security or log information.
Content
Messages and submitted materials
Questions, forms, uploaded photos, videos, documents, call notes, inspection requests and other content provided to Sterling.
How information may be used
- Provide, maintain, secure and improve the website, catalogs and auction services.
- Create accounts, review registration, communicate approvals and administer bids.
- Respond to buyer and seller inquiries, evaluations, inspections and Zoom requests.
- Create catalogs, market authorized sale assets and communicate auction updates.
- Prepare invoices, verify payments, process tax documentation and authorize release.
- Coordinate removal, loading, transportation information and site access.
- Detect fraud, protect accounts, enforce terms and preserve transaction records.
- Send newsletters or marketing where permitted and manage preferences or opt-outs.
- Comply with legal, regulatory, tax, accounting, subpoena and dispute obligations.
How information may be disclosed
- Service providers: hosting, bidding, payment, email, analytics, advertising, security, document, professional and technical vendors working for legitimate business purposes.
- Sellers and transaction parties: information reasonably needed to approve bidders, administer sales, resolve disputes, confirm payment or coordinate pickup.
- Related Sterling entities: when a request involves machinery purchase, dealer sale, consignment, appraisal, support or another service offered by an identified related entity.
- Professional advisors and authorities: attorneys, accountants, insurers, auditors, banks, law enforcement, courts and government bodies when reasonably necessary or legally required.
- Business transactions: due diligence or transfer involving merger, financing, acquisition, reorganization or sale of business assets, subject to appropriate safeguards.
- With direction or consent: when the individual asks Sterling to share information or otherwise authorizes disclosure.
Cookies, analytics and advertising
The website may use cookies and similar technologies for essential operation, preferences, security, measurement and marketing. These technologies may collect device and activity information. Some disclosures for cross-context behavioral advertising may be treated as “sharing” under certain privacy laws even when personal information is not sold for money.
Available controls may include browser settings, device settings, cookie tools and recognized opt-out mechanisms. Blocking essential cookies can affect registration, login, bidding or site functions. See the Cookie Policy for more information.
Retention, security and individual choices
Sterling retains information for as long as reasonably needed for the purpose collected, active accounts and transactions, legal and tax records, fraud prevention, dispute resolution and enforcement. Retention periods vary by record type and obligation.
Sterling uses administrative, technical and physical measures intended to protect information, but no system or transmission can be guaranteed completely secure. Users should protect passwords, verify payment instructions and report suspicious activity immediately.
Depending on residence and applicable law, individuals may have rights to request access, correction, deletion, portability, restriction or information about certain disclosures, and to opt out of qualifying sale, sharing or targeted advertising. Rights may have exceptions, and identity verification may be required. Authorized agents may be asked to provide proof of authority.
Children, external sites, changes and contact
The auction services are intended for adults and business users, not children. Sterling does not knowingly collect personal information from children through auction registration.
External links are provided for convenience. Sterling does not control third-party privacy practices. This policy may be updated as services, vendors or laws change; the revised date will be posted.
For privacy questions or requests, use the Contact Us page, call 626-444-0311, or write to Sterling Machinery Auctions LLC, 9310 Garvey Avenue, South El Monte, CA 91733. Describe the request and the state or country whose law may apply.
Related auction resources
Use these pages to continue without starting over.
Frequently asked questions
Does this policy cover the bidding platform?
It covers Sterling’s handling of information. A separate bidding platform or payment provider may act under its own privacy policy and terms.
Can I request deletion of my account information?
You may submit a request. Sterling may need to retain auction, payment, tax, fraud, legal or transaction records as permitted or required by law.
How do I stop marketing email?
Use the unsubscribe or preference link in the email, visit the newsletter pages or contact Sterling. Transactional auction messages may still be sent when needed.
Does Sterling sell personal information?
Sterling does not knowingly sell personal information for money. Certain analytics or advertising disclosures may be treated as “sharing” or “sale” under some privacy laws; contact Sterling regarding available opt-out rights.
How are privacy requests verified?
Sterling may ask for information needed to match the request to records and protect the account from unauthorized access.
Questions about this page or an auction?
The catalog and sale-specific documents control each transaction. Contact Sterling Machinery Auctions LLC before bidding or sending funds if anything is unclear.
