What is it

Viewers watching ITV on a Freeview device may see a short pop-up on screen inviting them to share their viewing data with ITV.

This is opt-in — we'll only start this data processing if you actively press the green button to consent. Those who agree have their TV's viewing data recorded and linked to their IP address and therefore their ITVX account (where they have one) and where they have given permission in ITVX.

For more information on how ITV processes data in general, check out itv.com/terms/articles/itv-privacy.

Frequently Asked Questions

About the message

I saw a message on my TV asking me to share my viewing data — what is this?

We're asking viewers if they'd like to share their TV viewing data to help us understand how advertising works. If you'd rather not take part, simply press the yellow button on your remote and you won't be asked again. You can find out more at itv.com/terms/articles/itv-privacy.

What information would ITV collect and why?

At ITV we're trying to learn more about how advertising works. To do that, we'd like to compare what your TV watches with web and shop visits and purchases. It's completely optional — if you'd rather not take part, just press yellow and no data will be collected. Full details are at itv.com/terms/articles/itv-privacy.

About your data

What are you collecting?

Further details are available in the privacy policy at itv.com, but here are the main points to consider:

• We are gathering information on the channel being viewed, the duration of the viewing, and we will capture the internet address of your TV
• We will not be able to view or access any sensitive personal data that you might have saved on your TV (like banking information)

What if I want to delete my past information?

You can use the opt-out sequence (press the Yellow button on your remote four times) - this will automatically trigger a removal of all information, including anything previously collected

How long does ITV keep this data?

• We will retain it solely for the period required to assess the effects of advertising.
• Advertising campaigns generally operate over several weeks and months, so in its original format, we will keep the data for one year only.
• We will retain campaign results beyond this timeframe, but these results will remove your IP address, ensuring there is no connection back to your TV.
• Additionally, we will renew the permission each year to remind you that your TV is configured in this manner, also giving you the opportunity to opt out

Managing your choice

The message keeps appearing — how do I make it stop?

It will keep appearing until you make a choice. Press the yellow button on your remote to opt out and it won't appear again.

The message disappeared before I had a chance to respond

The message will reappear in one day if you didn’t make a choice. 

I said yes but I've changed my mind — how do I opt out?

No problem at all. Press the green button four times on an ITV channel, the message will reappear, and you can press yellow to opt out.

I said no — can I change my mind and opt back in? 

Yes — you can change your mind at any time. Press the green button four times on an ITV channel and the message will reappear, giving you the chance to say yes.