Last Modified: 2012-03-22

Tumblr, Inc. ("Tumblr", "we", "us", or "our") takes the private nature of your

personal information very seriously. Note that Tumblr was acquired by, and is

now, a wholly-owned subsidiary of, Yahoo! Inc. ("Yahoo") as of June 19, 2013.

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 tumblr.com (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

access.

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

functionality.

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 Tumblr.com

account, so that we can provide you with a list of your e-mail contacts

that use Tumblr.com. 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 Tumblr.com. 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 and Received from our Corporate Parent:

We are a wholly-owned subsidiary of Yahoo, and, as such, Yahoo may receive

any information we do, and may share information it has with us. Yahoo may

use the information it receives from us to help us provide, understand, and

improve the Services (including by providing us analytics) and in

connection with Yahoo's products and services (including by providing you

with a more personalized experience). For details about how Yahoo treats

the information it collects, please review Yahoo's Privacy Policy.

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

everyone.

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

Services:

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

self-harm.

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

time.

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:

http://github.com/tumblr/policy/commits/master/privacy-policy.txt