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Last Modified: 2012-03-22
Tumblr, Inc. ("Tumblr", "we", "us", or "our") takes the private nature of your
personal information very seriously. This policy regarding our privacy
practices (the "Privacy Policy") describes how we treat the information we
collect when you visit and use the website available at (the
"Site") and/or Tumblr's other domains, products, services, and/or content
(collectively with the Site, the "Services"). When you use the Services, you
are consenting to the collection, transfer, manipulation, storage, disclosure
and other uses of your information as described in this Privacy Policy; please
read it carefully.
Also: This Privacy Policy doesn't govern what our users do on their own blogs
and we aren't responsible for the information collection and use practices of
our individual blogs and bloggers. One of the great features of Tumblr's
products is customizability, and bloggers have a lot of flexibility in how
their blogs behave. When you visit a blog in our network, that blog may
collect more information than we do, and may provide information to third
parties that we have no relationship with, including to advertisers.
What This Privacy Policy Covers
This Privacy Policy covers our treatment of information gathered when you
are using or accessing the Services. This Privacy Policy also covers our
treatment of any information that our partners share with us or that we
share with our partners.
This Privacy Policy does not apply to the practices of third parties that we
do not own or control, including but not limited to any third party
websites, services and applications ("Third Party Services") that you elect
to access through the Service or to individuals that we don't manage or
employ. While we try to facilitate access only to those Third Party Services
that share our respect for your privacy, we don't take responsibility for
the content or privacy policies of those Third Party Services. We encourage
you to carefully review the privacy policies of all Third Party Services you
What Information We Collect and How We Use It
Account Information:
When you create an account on a Tumblr Service (an "Account"), you will
provide information such as your username, password, and email address.
You may also be required to provide us with your birthdate, which we use
to verify your age and may use to personalize the Services for you (e.g.,
by presenting you with content relevant to your age group). This
information may personally identify you. For example, if you use your full
name as your username, you are disclosing your identity to the public. We
also allow users to look for their friends by e-mail address; you can,
however, opt out of this feature through your Account Settings page, and
we do not expose your e-mail address to the public or third parties,
except in the limited circumstances set forth in this Privacy Policy.
Email Communications with Us:
As part of the Services, you may occasionally receive email and other
communications from us, such as administrative communications relating to
your Account (e.g., for purposes of Account recovery or password reset).
These communications are considered part of the Services and your Account,
which you may not be able to opt-out from receiving. You can opt-out of
most communications from Tumblr, such as new follower emails; please see
your Account Settings page. Note that we will never email you to ask for
your password or other Account information; if you receive such an email,
[forward it to us].
Information about Your Accounts on Third Party Services: You can link your
Account to certain Third Party Services. In order to do so, you will
provide us with your username or other user ID on each of those Third
Party Services. You may also be required to engage in an authorization
process with each of those Third Party Services, where we receive a token
that allows us to access those accounts so that we can, for example, when
you choose, post your Tumblr content, or links to your Tumblr content, to
those services. We do not receive or store your passwords for your Third
Party Service accounts.
Information Obtained from Third Party Services:
In some cases, when you connect your Account with your accounts on Third
Party Services, we may obtain information about you from those Third Party
Services. Such information could include, for example, your gender, if you
have disclosed that information to that third party and made it available
for Tumblr to access. To the extent we obtain such information, we may use
the information about you that we receive from Third Party Services to
improve and personalize the Services. As a general practice, we strongly
urge you to make careful judgments about any personal information you
disclose to Internet services, including Tumblr and linked Third Party
Services, regardless of whether you choose to link your accounts together.
User Content:
By default, all sharing through the Services is public, and when you
provide us with content it is published so that anyone can view it.
Although we do provide tools, like password-protected blogs, that let you
publish content privately, you should assume that anything you publish is
publicly accessible unless you have explicitly selected otherwise. Content
published and shared publicly is accessible to everyone, including search
engines, and you may lose any privacy rights you might have regarding that
content. In addition, information shared publicly may be copied and shared
throughout the Internet, including through features native to the
Services, such as "Reblogging." While you are free to remove published
pieces of content from or delete your Account, because of the nature of
Internet sharing, the strong possibility of Reblogging of your content by
others, and technological limitations inherent to the Services, copies of
that content may exist elsewhere and be retained indefinitely, including
in our systems.
Information About User Content:
In some cases, we may collect information about content you provide to the
Services. For example, when it's included with your images, we may collect
information describing your camera and camera settings. This information
allows us to improve the Services and provide additional features and
Financial Information:
We will sometimes collect financial information, such as information
related to your payment method (valid credit card number, type, expiration
date or other financial information), for example when you decide to
purchase a paid Service. We do not, however, store that financial
information; such information is stored by our third party payment
processor (the "Payment Processor"), and use and storage of that
information is governed by the Payment Processor’s applicable [terms of
service] and [privacy policy] (the Payment Processor may also have other
terms, and you are responsible for locating and familiarizing yourself
with those terms, as applicable). We do receive certain information from
our Payment Processor: (1) a unique token that we connect with your
Account to enable you to make further purchases using the information
stored by our Payment Processor and (2) in certain cases, the last four
digits of the credit card number associated with that token, so that we
can prevent fraudulent transactions and identity theft.
Information Related to Use of the Services:
We collect information about how people use the Services, including those
with an Account. This information includes general usage information, and
may include information such as the number and frequency of our visitors,
which pages or features of the Services they have visited, which links on
the Services they have clicked on, and the length of those visits. We may
also use third party applications and services, such as Google Analytics
and Quantcast, to collect and analyze this information. This information
enables us and third parties authorized by us to figure out how often
individuals use the Services so that we can analyze and improve them. Some
of this information may be associated with the IP Address (as defined
below) used to access the Services, and some may be associated with your
Account, such as the topics you search for and the help pages that you
visit. We may also use some of this information in aggregate form, that
is, as a statistical measure related to all of our users that would not
identify you personally. We use information about your use of the Services
to improve and enhance your experience on the Services.
Information Related to Your Web Browser:
We automatically receive and record information from your web browser when
you interact with the Services, such as your browser type and version,
what sort of device you are using, your operating system and version, your
language preference, the website or service that referred you to the
Services, the date and time of each web request you make, your screen
display information, and information from any cookies we have placed on
your web browser (as described below). We also sometimes detect whether
you are using certain web browser extensions and store that information in
a manner associated with your Account. Web browser-related information is
used to enhance your experience with the Services (for example, by
personalization) and to allow us to improve the Services; it is not,
however, used in a manner that would identify you personally.
IP Address Information:
Under certain circumstances, such as when you log into the Services, load
a web page from the Services, or send an "Ask" message anonymously, we may
collect and store your Internet Protocol Address ("IP Address"). We
generally use IP Address information to fight spam, malware, and identity
theft; we also may use it, in the future, to personalize the Services for
you. IP Address information is also used by us to generate aggregate,
non-identifying, information about use of the Services.
Location Information:
In some cases we collect and store information about where you are
located, such as by converting your IP Address into a rough geolocation.
We may use location information to improve and personalize the Services
for you.
Information Related to Your Mobile Device:
We may collect and store information related to your mobile device, such
as your phone number. You will have a choice as to whether we collect and
store this information. We may use this information to improve the
Services, such as by allowing you to verify your account by text message.
Information Collected Using Cookies:
Cookies are pieces of text that may be sent to and saved by your web
browser when you access a website; your web browser stores these cookies
in a way associated with each website you visit, and you can see your
cookies through your browser settings. We use cookies to enable our
servers to recognize your web browser and tell us how and when you use the
Services. Our cookies do not, by themselves, contain information that
personally identifies you, and we don't combine the general information
collected through cookies with other such information to tell us who you
are. However, we do use cookies to identify that you have logged in and
that your web browser has accessed aspects of the Services, and we may
associate that information with your Account if you have one. This
information, in turn, is sometimes used to personalize your experiences on
the Services, such as by presenting you with a different iFrame (allowing
you to follow a blog) when you are logged in and visit a blog hosted by
Tumblr. Most web browsers have an option for turning off the cookie
feature, which will prevent your browser from accepting new cookies, as
well as (depending on the sophistication of your web browser software)
allowing you to decide on acceptance of each new cookie in a variety of
ways. If you disable cookies, you won't be able to log into your Account,
and so will not be able to use the vast majority of our Services; as such,
we don't recommend disabling your cookies when using the Services. Some
third-party services that we use, such as Google Analytics and Quantcast,
may also place their own cookies on your browser, and individual blogs on
our network may contain code that places their own cookies. Note that this
Privacy Policy covers our use of cookies only and does not cover the use
of cookies by third parties.
Information About Your Contacts:
Certain features of the Services allow you to provide us with your contact
lists stored on other services, so that we can connect you with people in
our Services that are also on those contact lists. For example, you can
temporarily connect your e-mail contact information to your
account, so that we can provide you with a list of your e-mail contacts
that use As another example, you can send us your mobile phone
contact e-mails through our mobile applications, which then allows us to
provide you with a list of those contacts that use We will
give you an explicit choice as to whether or not you provide us such
information, and we will disclose fully, within the appropriate feature,
how we use, and whether we will store, that information.
Derived Information:
We analyze your actions on the Services in order to derive or infer
characteristics that may be descriptive of you (for example, what kinds of
blogs you like to follow). These characteristics are used to improve and
personalize the Services.
Email Tracking:
We may place information in our emails to you (such as a web beacon) that
allows us to measure our email deliverability.
With Whom Your Information Is Shared
We never share information we receive from you unless:
(a) we have your permission to share that information;
(b) we have given you prior notice that the information will be shared,
and with whom; or
(c) that information is aggregate information or other information that
does not identify you.
Information Shared with the Public Through the Services:
As noted above, by default, content published through the Services is
shared with the public, and this is an important feature of the Services.
Such information includes, but isn't limited to, anything you choose to
post on or submit to a public blog, including "About" information that may
describe you and anything apparent in a posted photograph. Because this
kind of information can be seen by anyone and may be indexed by search
engines (like Google Search), you should be careful in what you choose to
disclose publicly and make sure it is information you want to share with
Information Shared Between the Services:
We may, if possible, aggregate information about your use of multiple
Services and use that consolidated information to improve how the Services
operate, and to develop new Services.
Information You Share with Third Party Services:
You may access Third Party Services through the Services, for example by
clicking on externally-pointing links. You may also choose to share
information that you provide to us, like blog posts, with those Third
Party Services (for example, by syndicating posts to Twitter or Facebook).
This Privacy Policy only governs information we collect and you are
responsible for reading and understanding those Third Party Services'
privacy policies.
Information Shared with Our Agents in Order to Operate and Improve the
In some cases, we share information that we store (such as IP Addresses)
with third parties, such as our service providers, consultants and other
agents ("Agents"), for the purposes of operating and improving the
Services. For example, we may share information with service providers in
order to fight spam, and third-party consultants may have access to
information in the process of improving our processes and technology.
Agents with whom we share such information for these reasons are generally
bound by confidentiality obligations and, unless we tell you differently,
our Agents do not have any right to use Personal Information or other
information we share with them beyond the scope and duration of what is
necessary to assist us. You hereby consent to our sharing of Personal
Information with our Agents.
Information Shared with Third Parties:
We may share or disclose non-private information, Aggregate Information,
or other non-Personal Information with people and entities that we do
business with.
Information Disclosed Pursuant to Business Transfers:
In some cases, we may choose to buy or sell business assets. In these
transactions, user information is typically one of the transferred
business assets. Moreover, if we, or substantially all of our assets, were
acquired, or if we go out of business or enter bankruptcy, user
information would be one of the assets that is transferred or acquired by
a third party. You acknowledge that such transfers may occur, and that any
acquirer of us or our assets may continue to use your Personal Information
as set forth in this policy.
Information Disclosed for Our Protection and the Protection of Others:
We believe in freedom of expression, and, to the extent reasonable, we try
to protect our community from baseless legal demands. That said, we also
reserve the right to access, preserve, and disclose any information as we
reasonably believe is necessary, in our sole discretion, to (i) satisfy
any law, regulation, legal process, governmental request, or governmental
order, (ii) enforce this Privacy Policy and our [Terms of Service],
including investigation of potential violations hereof, (iii) detect,
prevent, or otherwise address fraud, security or technical issues
(including exchanging information with other companies and organizations
for fraud protection and spam/malware prevention), (iv) respond to user
support requests, or (v) protect the rights, property, health or safety of
us, our users, any third parties or the public in general, including but
not limited to situations involving possible violence, suicide, or
Information We Share with Your Consent or at Your Request:
If you ask us to release information that we have about your Account, we
will do so if reasonable and not unduly burdensome.
The Security of Your Information
Your Account information is protected by a password for your privacy and
security. You need to prevent unauthorized access to your Account and
Personal Information by selecting and protecting your password appropriately
and limiting access to your computer and browser by signing off after you
have finished accessing your Account on the Services.
We seek to protect your information (including your Account information) to
ensure that it is kept private; however, we can't guarantee the security of
any information. Unauthorized entry or use, hardware or software failure,
and other factors, may compromise the security of user information at any
What Information You Can Access
If you are a registered user, you can access and delete most information
associated with your Account by logging into the Services and checking your
Account Settings page. Registered and unregistered users can access and
delete cookies through their web browser settings.
Your California Privacy Rights: Under California Civil Code sections
1798.83-1798.84, California residents are entitled to ask us for a notice
identifying the categories of personal customer information that we share
with our affiliates and/or third parties for marketing purposes, and
providing contact information for such affiliates and/or third parties. If
you are a California resident and would like a copy of this notice, please
submit a written request to the following address: 35 East 21st Street, 6th
Floor, New York NY 10010.
How to Delete Your Account and What Happens When You Delete Your Account
If you want to delete your Account, you can do so from your [Preferences]
page or by [emailing us] and providing proof of authority over the Account.
What constitutes "proof of authority" will vary depending on the
circumstances, but generally will require sufficient identifying information
so that we can be confident you are the Account owner. Deleting your Account
may not fully remove the content you have published from our systems, as
caching of, backups of, copies of, or references to your Account information
may not be immediately removed. In addition, given the nature of sharing on
the Services, some of the public activity on your Account prior to deletion
(such as Reblogs of your blog posts) may remain stored on our servers and
accessible to the public.
Changes to This Privacy Policy
We may amend this Privacy Policy from time to time, using the process for
modifications set forth in our [Terms of Service]. Use of information we
collect now is subject to the Privacy Policy in effect at the time such
information is used.
Where to Direct Questions or Concerns
If you have any questions or concerns regarding privacy using the Services,
[please send us a detailed message].
Link to Prior Versions
You will find a link to prior versions of our Privacy Policy below. We have
stored these versions on GitHub, which will also allow you to compare
different versions and see what terms have changed:
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