YouGov client, marketing and website notice

Effective: 18.12.2025

As a global data company and provider of research insights, we take privacy and data security very seriously and believe that everyone’s personal data should be handled responsibly and ethically. We’ve tried to make this notice as easy to read as possible, but if anything is unclear, please contact us at dataprotection@yougov.com, and we’ll be happy to clear it up.

What this notice covers

YouGov is responsible for collecting and using your data in a responsible and secure way, and that starts with clearly telling you how we collect, use and protect your personal data. This notice applies to you if you are:

• A user of our websites. If you are a user of our websites, YouGov plc is the controller of your personal data.
• A client (someone employed or otherwise engaged by a client of YouGov). If you are a client, the YouGov group company with which your organisation has a contract or agreement for services is the controller of your personal data.
• A prospective client (anyone who is not a YouGov client, but we believe may be interested in becoming one). If you are a prospective client, the YouGov group company named on any communication we send you, or in any privacy notice you encounter when interacting with us, is the controller of your personal data.

This notice sets out:

• The personal data we may collect from you;
• How and why we use your personal data;
• Why we may share personal data within YouGov and with other organisations; and
• The rights and choices you have when it comes to your personal data.

Specific jurisdictions

The following section provides information about specific jurisdictions:

• CA residents: if you are a California resident, please see our California Privacy Notice below.
• CO, CT, DE, IA, MD, MN, MT, NE, NH, NJ, OR, TN, TX, UT, and VA Residents: if you are a resident of Colorado, Connecticut, Delaware, Iowa, Maryland, Minnesota,  Montana, Nebraska, New Hampshire, New Jersey, Oregon, Tennessee, Texas, Utah, or Virginia,  please see our CO, CT, DE, IA, MD, MN, MT, NE, NH, OR, TN, TX, UT, and VA Privacy Notice below.
• NV Residents: if you are a resident of Nevada, please see our Nevada Privacy Notice below.

Personal data we collect

The table below outlines the data we collect from you as you interact with us as a client, prospective client or web user.

Personal data collected from other sources

We may also use personal data about you that we have obtained from other sources:

• Public sources: for example, we may obtain your contact details from LinkedIn or your company’s website so we can contact you about YouGov’s products and services.
• Companies that maintain databases: we may obtain your contact details from organisations that maintain databases of information; for example, some organisations provide us with contact details so that we can contact you about our products and services.
• Publication partners: we collaborate with industry thought leaders to produce content such as reports and white papers, and if you download our content from one of our partners, they may send us your contact details so that we can contact you about our products and services.
• Your employer: if you work for an organisation that is a YouGov client, your employer may provide us with your contact details if you will be using our products and services.

If we contact you using information that we have not received directly from you, as outlined above, you have the right to ask us where we got your details from, and we will give you the option to opt-out of receiving further communications from us. You can find out more about the communications we may send to you in the ‘Emails and notifications’ section of this privacy notice.

How long we’ll keep your data

If you are or have been a YouGov client, we will keep the data we collected from you in providing our services until you ask us to delete it (which is explained in the ‘Your rights’ section of this notice). We keep your data to ensure we have an accurate record of who we have worked with in the past, which is especially useful if we are to work together again in the future.

Where we have collected your data for marketing purposes, we keep careful records of whether you have given consent (if that is required) or unsubscribed (opted out) of receiving marketing communications from us. When you unsubscribe from receiving marketing from us, we will keep your data so we can continue to respect your marketing preferences, for example by ensuring that we do not send you marketing emails where you have told us you do not want to receive them. You still have the right to ask us to delete your data, as explained in the ‘Your rights’ section below.

How and why we use your personal data

The table below outlines how we use the data that you share with us, or that we receive from the other sources.

Legal grounds for processing your personal data

YouGov is committed to the lawful, fair and transparent use of personal data. In processing personal data for the purposes of providing our clients with our products and services, we process your personal data on the grounds that our processing is necessary for legitimate interests we pursue as a business, namely that our business relies entirely on the ability to use your personal data to work with you to produce research and insights.

If we send you marketing communications to tell you about our products and services, we rely on one of the following legal grounds for processing:

• Legitimate interests; or
• Consent

Because marketing rules vary between countries, the legal ground for processing that we rely on will depend on (1) which YouGov company is sending the marketing communications, and (2) your geographic location.

If you have any questions about the grounds under which we process your personal data or would like to find out more about the approach we take to determine that these grounds apply, please contact our Data Protection Officer using the contact details in the ‘How to contact us’ section.

Who we may share your personal data with

To use your personal data in the ways described above, we may share it within YouGov, with trusted third parties who provide services to us, and on rare occasions with clients (but only if you have specifically agreed to that). Here is some more information about the types of organisation and what we may share with them:

Transferring personal data outside the EEA

If you are based in the European Economic Area (“EEA”), or Switzerland, we take all steps possible to ensure that your personal data remains within those areas. However, in some cases we need to share data with other YouGov group companies or third parties that are in countries outside those areas. These countries may not have similar data protection laws and so they may not protect the use of your personal information to the same extent.

In these cases, we put in place appropriate safeguards to make sure your personal data remains adequately protected. Specifically, we make use of the following:

• Standard contractual clauses: we use standard contractual clauses for the transfer of personal data to organisations outside the EEA. These contractual commitments have been adopted by the European Commission and ensure adequate protection for personal data transferred to countries outside the EEA by binding recipients of personal data to certain data protection standards including obliging them to apply appropriate technical and security measures. We use standard contractual clauses when we transfer data to other YouGov Group companies and for transfers to recipients that are not located in a country covered by an adequacy decision (see below).
• Adequacy decisions: where the European Commission, or other relevant competent authority, has determined that a country outside the EEA or Switzerland offers an adequate level of data protection, personal data may be sent to that third country without implementing any other safeguards mentioned above. YouGov may rely on adequacy decisions when transferring data to companies based in countries where such assurances have been given.

How we store and protect your personal data

We do everything we can to protect your personal data from loss or misuse, and from unauthorised access, disclosure, alteration and destruction. This section describes some of the measures we take to ensure that your personal data is secure:

• We use data centres that have a high level of physical security measures to host and protect your data and our systems;
• We conduct independent penetration tests on an annual basis and are continuously scanning our systems and applications for vulnerabilities in our systems;
• We use encryption to secure your personal data whilst it is in transit using TLS and in storage using AES256 encryption;
• We allow access to attributable data (by which we mean data that directly identifies you) only to those YouGov employees and contractors who need it to carry out their job responsibilities, for example our support team to allow them to respond to you when you contact us;
• We make security the responsibility of all our employees and contractors and we train our staff to identify security risks and protect your data.

Our website may from time to time contain links to and from other websites. If you follow a link to any of those websites, please note that those websites ought to have their own privacy notices and that we do not accept any responsibility or liability for those websites. Please check those privacy notices before you submit your information to those websites.

Emails and notifications

If you are a client of YouGov, it is important that we can send you emails and notifications about research projects that you are involved with. If you would prefer not to receive these service messages, you will not be able to continue as a YouGov client, and you should contact us if you want to discuss this further. In relation to these service messages, we rely on our legitimate interest in running our business as the legal grounds for this processing.

If you are a prospective client, we would like to send you marketing communications to tell you about our products and services, which could include information about industry insights, our data tools updates and emails direct from our sales teams. Because marketing rules vary between countries, the legal ground for processing that we rely on will depend on (1) which YouGov company is sending the marketing communications, and (2) your geographic location. You can read more about the legal grounds of processing that we rely on in sending these marketing communications in the ‘How and why we use your personal data’ section above.

Cookies and similar technologies

We use “cookies” to improve your experience by collecting data about how you use our website, mobile applications, and online tools. This section tells you about the cookies that we use, what they do and your choices when it comes to cookies.

Cookies are small data files that allow a website to collect and store a range of data on your desktop computer, laptop or mobile device. We use cookies and similar technologies, such as tags and pixels (“cookies”) to help us to provide features and functionality on our online tools and generally improve the way they work.

We use both cookies that YouGov sets (called ‘first party cookies’) and third-party cookies (which are not set by YouGov, but by other sites with YouGov’s permission). The table below lists and describes the cookies that we are placed on our online tools.

Your choices when it comes to cookies

Managing cookies via your preferences

When you accessed this website you were presented with an alert that offered you a choice about whether to accept or reject cookies, with the exception of strictly necessary cookies (which are outlined above).

Managing cookies on your device

You can also choose how web browser cookies are handled by your device via your browser settings. If you choose not to receive cookies at any time, websites may not function properly, and certain services will not be provided. Each browser and device is different, so use the following links to find information on how to manage cookie settings on certain browsers via the following links:

• Cookie settings in Chrome
• Cookie settings in Firefox
• Cookie settings in Internet Explorer
• Cookie settings in Safari

Email tracking

Some of the emails we send to you may contain a ‘web beacon pixel’ or tracked links which allows us to identify when you have opened the email and to verify which links contained in the email you have accessed. We use this information to determine which parts of our emails are of most interest to you. You can delete the pixel by deleting the email.

Your rights

You have certain rights in relation to the personal data that we hold about you, which are designed to give you more choice and control over your personal data. These rights are explained below.

Automated decision making

We do not envisage that any decisions that will have a legal or other significant effect on you will be taken about you using purely automated means, however we will update this notice if this position changes and notify you of those changes.

Exercising your rights

You can exercise any of these rights by using the contact details below. Once you have submitted your request, we may contact you to request further information to authenticate your identity (because we want to make sure it is actually you requesting your data) or to help us to respond to your request. Except in rare cases, we will respond to you within 1 month of receiving this information or, where no such information is required, after we have received full details of your request. While some rights apply generally, some are only available in certain circumstances, so if we feel that any right is not available to you we will let you know along with the reason for our decision.

For certain requests, we may require specific information from you to help us verify your identity and process your request. Depending on your request, we will ask for information such as an e-mail address that you have used with us. If permitted by law, if we are unable to verify your identity, we may deny your request.

Residents of California, Colorado, and Connecticut may designate an authorized agent to submit a request on your behalf. To do so, you must: (1) provide that authorized agent written and signed permission to submit such request; and (2) verify your own identity directly with us. Please note, we may deny a request from an authorized agent that does not submit proof that they have been authorized by you to act on your behalf.

Lodging a complaint with a regulator

You have the right to lodge a complaint with a data protection regulator where your legal rights have been infringed, or where your personal information has or is being used in a way that you believe does not comply with data protection regulations. You may also be entitled to seek judicial remedy. You can find the contact details of the appropriate regulator online, for example by searching for ‘Data Regulator’ and the country you live or work in. However, we encourage you to contact us before making any complaint and we will seek to resolve any issues or concerns you may have.

Specific jurisdictions

A. California Privacy Notice

Definitions

• Personal information. This is information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, to you or your household.
• Sensitive personal information. This is information such as your social security number, driver’s license number, state identification card, passport number, account log-in and password, financial account and password, debit or credit card number and access code, precise geolocation information, race, ethnic origin, religious or philosophical beliefs, union membership, the content of your mail, email or texts other than those communications you have with us, genetic data, biometric information, health information, or information that concerns your sex life or sexual orientation.
• Sell, sale, or sold. This means the selling, renting, releasing, disclosing, disseminating, making available, transferring, or otherwise communicating orally, in writing, or other means, your personal information to a third party for money or other valuable consideration.
• Share, shared, or sharing. This means the sharing, renting, releasing, disclosing, disseminating, making available, transferring, or otherwise communicating orally, in writing, or other means, your personal information to a third party for cross-context behavioral advertising, whether for monetary or other valuable consideration.

Legal Rights

You have the following legal rights under California law with respect to your personal information. To exercise these rights, you can e-mail us at your.rights@yougov.com or submitting a request here.

• Right to Know. You have a have a right to request that we disclose, subject to certain exceptions, information concerning: (1) the categories of personal information we have collected from or about you; (2) the categories of sources from which we have collected that personal information, and the business or commercial purpose for the collection; (3) the categories of third parties with whom we have shared, sold, or disclosed your personal information, including the business or commercial purpose for said sharing, selling, or disclosure; and (4) specific pieces of your personal information, subject to appropriate exceptions.
• Right to Delete. You have a right to request that we delete your personal information, subject to certain exceptions.
• Right to Correct. You have a right to request that we correct your personal information, subject to certain exceptions.
• Right to Opt-Out of the Sale or Sharing of Personal Information. Certain of our online tracking technologies may be considered a “sale” or a “share” of your information to third parties under the CCPA. Visitors to our Sites can therefore opt-out of being tracked by these technologies by opting out via the cookie banner available on the Sites. We have no actual knowledge that we sell the personal information of California residents who are under 16 years of age. You may also opt-out by using an opt-out preference signal, such as the Global Privacy Control (GPC) on your browser. To download and use a browser supporting the GPC, you may click here. If you choose the GPC signal, you will need to turn it on for each supported browser or browser extension you use.
• Right to Non-Discrimination. You have a right to exercise the above rights without being discriminated against under the CCPA.

Notice of Collection

• To learn more about the categories of personal information we collect about California residents, please see the Personal data we collect section above.
• For more information about how we use those categories of personal information, please see the How and why we use personal data section above.
• For more information about how we disclose categories of personal information, and the categories of third parties with whom we disclose such information, please the see the Who we may share your personal data with section above.
• To learn more about how long we keep your information, please see the How long we’ll keep your data section above.

Notice of Disclosure for a Business Purpose

To learn more about the categories personal information we have disclosed for a business purpose, and the categories of third parties with whom we’ve disclosed such information, please see the Who we may share your personal data with section above.

Notice of Sale or Sharing of Personal Information

Certain of our online tracking technologies may be considered a “sale” or a “share” of your information to third parties under California law. The categories of personal information we may “sell” or “share” in these circumstances includes your IP address, persistent online identifiers, ad identifiers, similar information about your devices and browsers, and information about your engagement with our Sites and certain communications. We have no actual knowledge that we sell the personal information of California residents who are under 16 years of age.

Notice of Use of Sensitive Information

We do not use sensitive personal information for purposes other than those permitted under California law.

California’s “Shine In The Light” Law

If you are a California resident, you have the right to request information from us once per calendar year regarding the customer information we share with third parties for the third parties’ direct marketing purposes. To request this information, please send an email to your.rights@yougov.com with “California Shine The Light” in the subject line and in the body of your message. We will provide the requested information to you via an email response.

California’s “Eraser Button” Law

If you are a California resident under 18 years old and a registered user of the Sites, you can request that we remove content or information that you have posted to Sites. Fulfillment of the request may not ensure complete or comprehensive removal (e.g., if the content or information has been reposted by another user). To request removal of content or information, please send an email with “California Eraser Request” to your.rights@yougov.com.

B. CO, CT, DE, IA, MD, MN, NT, NE, NH, OR, TN, TX, UT, and VA Privacy Notice

Applicable State Laws

These disclosures apply to residents of Colorado, Connecticut, Delaware, Iowa, Maryland, Minnesota, Montana, Nebraska, New Hampshire, New Jersey, Oregon, Tennessee, Texas, Utah, and Virginia.

Notice of Collection

To learn more about the categories of personal information we collect about you and how we use it, please see the Personal data we collect and How and why we use personal data sections above. To learn more about the categories of third parties with whom we may share your personal information, please see the Who we may share your personal data with section above.

Your Rights

To exercise these rights, you can e-mail us at your.rights@yougov.com or submitting a request here.

• Right to Know. You have a have a right to request that we disclose what personal data we’ve collected about you as well as additional information, subject to exceptions. If you are a resident of Oregon, you also have a right to request a list of specific third parties to which we have disclosed your personal data. If you live in Maryland, you have a right to request a list of categories of third parties to which we have disclosed your personal data.
• Right to Delete. You have a right to request that we delete your personal information, subject to certain exceptions.
• Right to Correct. You have a right to request that we correct your personal information, subject to certain exceptions.
• Right to Opt-Out of the Sale or Targeted Advertising. Certain of our online tracking technologies may be considered a “sale” or “targeted advertising” to third parties under applicable law. Visitors to our Sites can therefore opt-out of being tracked by these technologies by opting out via the cookie banner available on the Sites. Where applicable, you may also opt-out by using an opt-out preference signal, such as the Global Privacy Control (GPC) on your browser. To download and use a browser supporting the GPC, you may click here. If you choose the GPC signal, you will need to turn it on for each supported browser or browser extension you use.
• Right to Appeal. Depending on the state in which you live, you may have a right to appeal a denial of the above requests.

C. Nevada Privacy Notice

Sale of Personal Information

If you are a Nevada resident, you have the right to submit a request directing us not to make any sale of your personal information. We do not sell personal information as defined under Nevada law. You may nonetheless send us a request to opt-out of the future sale of your personal information to your.rights@yougov.com and putting “Nevada Privacy Opt-Out” in the subject line. We will provide the requested information to you via an email response.

How to contact us

If you want to exercise any of the rights described in the ‘Your rights’ section of this notice, or if you have questions about how we collect and use personal data, you can contact our Data Protection Officer –

By email:

dataprotection@yougov.com

By mail:

The Data Protection Officer

YouGov Plc

50 Featherstone Street
London
EC1Y 8RT
United Kingdom

Updates to this notice

This notice was last updated on the date that appears at the beginning of the notice. While we reserve the right to change this notice at any time, if any material changes are made we will let you know via email or any other appropriate means to give you the opportunity to review the changes before they become effective.