Viewback Privacy and Cookie Policy

The Viewback panel (  is managed by Tribes Research Limited on behalf of ITV (“We”). We are committed to safeguarding the privacy of our panel members and website visitors.

This policy sets out how we use cookies and how we will treat your personal information.

Privacy Policy

Our Commitment to You

We will respect your privacy at all times and the confidentiality of your answers will be maintained as described in this policy.

The research carried out on the Viewback panel will not be used to sell you anything or ask for money.

What information do we collect?

We may collect, store and use the following kinds of personal information:

(a) information about your computer and about your visits to and use of this website (including your IP address, geographical location, browser type and version, operating system, referral source, length of visit, page views and website navigation);

(b) information that you provide to us for the purpose of registering to the Viewback panel and participating in surveys and other panel activities. This will include, but is not limited to, email address, name and postal address

(c) information that you provide to us for the purpose of enquiring about our services, subscribing to our website services, email notifications and/or newsletters; and

(d) any other information that you choose to send to us.

Using your personal information

Personal information submitted to us via this website will be used for the purposes specified in this privacy policy or in relevant parts of the website.

We may use your personal information to:

(a) send you email notifications to surveys;

(b) send you newsletters and other communications related to your membership of the panel, by email or similar technology (and you can inform us at any time if you no longer require such communications);

(c) administer the website;

(d) improve your browsing experience by personalising the website;

(e) enable your use of the panel services available on the website;

(f) send you general (non-marketing) communications;

(g) provide third parties with statistical information about our users – but this information will not be used to identify any individual user;

(h) deal with enquiries and complaints made by or about you relating to your panel membership or the website;

(i) keep the website secure and prevent fraud; and

(i) verify compliance with the terms and conditions governing the use of the website (including monitoring private messages sent through our website private messaging service).


Except as provided in this privacy policy, we will not provide your information to third parties.

We may disclose your personal information to any of our employees, officers, agents, suppliers or subcontractors insofar as reasonably necessary for the purposes set out in this privacy policy.

In addition, we may disclose your personal information:

(a) to the extent that we are required to do so by law;

(b) in connection with any ongoing or prospective legal proceedings;

(c) in order to establish, exercise or defend our legal rights (including providing information to others for the purposes of fraud prevention and reducing credit risk);

(d) to the purchaser (or prospective purchaser) of any business or asset that we are (or are contemplating) selling; and

(e) to any person who we reasonably believe may apply to a court or other competent authority for disclosure of that personal information where, in our reasonable opinion, such court or authority would be reasonably likely to order disclosure of that personal information.

International data transfers

Information that we collect may be stored and processed in and transferred between any of the countries in which we operate in order to enable us to use the information in accordance with this privacy policy.

Information which you provide may be transferred to countries (including the United States) which do not have data protection laws equivalent to those in force in the European Economic Area.

You expressly agree to such transfers of personal information.

Security of your personal information

We will take reasonable technical and organisational precautions to prevent the loss, misuse or alteration of your personal information.

We will store all the personal information you provide on our secure (password- and firewall-protected) servers.

You acknowledge that the transmission of information over the internet is inherently insecure, and we cannot guarantee the security of data sent over the internet.

Policy amendments

We may update this privacy policy from time to time by posting a new version on our website. You should check this page occasionally to ensure you are happy with any changes.

Your rights

You may instruct us to provide you with any personal information we hold about you. Provision of such information will be subject to:

(a) the payment of a fee (currently fixed at GBP 10); and

(b) the supply of appropriate evidence of your identity (for this purpose, we will usually accept a photocopy of your passport certified by a solicitor or bank plus an original copy of a utility bill showing your current address).

We may withhold such personal information to the extent permitted by law.

You may instruct us not to process your personal information for marketing purposes, by sending an email to us at In practice, you will usually either expressly agree in advance to our use of your personal information for marketing purposes, or we will provide you with an opportunity to opt out of the use of your personal information for marketing purposes.

Third party websites

The website may contain links to other websites. We are not responsible for the privacy policies or practices of third party websites.

Updating information

As a member of the panel there is a facility to update your personal information. If you are unable to use this or unable to update the information you wish to update please contact us to let us know if the personal information which we hold about you needs to be corrected or updated.

Cookies Policy

(1) Introduction

This website uses cookies.

We will ask you to consent to our use of cookies in accordance with the terms of this policy when you first visit our website. By using our website and agreeing to this policy, you consent to our use of cookies in accordance with the terms of this policy.

(2) About cookies

A cookie is a file containing an identifier (a string of letters and numbers) that is sent by a web server to a web browser and is stored by the browser. The identifier is then sent back to the server each time the browser requests a page from the server.

Cookies can be used by web servers to identity and track users as they navigate different pages on a website and identify users returning to a website.

Cookies may be either "persistent" cookies or "session" cookies.

A persistent cookie consists of a text file sent by a web server to a web browser, which will be stored by the browser and will remain valid until its set expiry date (unless deleted by the user before the expiry date).

A session cookie, on the other hand, will expire at the end of the user session, when the web browser is closed.

(3) Third party and analytics cookies

When you use our website, you may also be sent third party cookies.

Our service providers may send you cookies. They may use the information they obtain from your use of their cookies:

(a) to track your browser across multiple websites;

(b) to build a profile of your web surfing; and

(c) to target advertisements which may be of particular interest to you.

In addition, we use Google Analytics to analyse the use of this website. Google Analytics generates statistical and other information about website use by means of cookies, which are stored on users' computers. The information generated relating to our website is used to create reports about the use of the website. Google will store this information. Google's privacy policy is available at:

(4) Our cookies

We use both session cookies and persistent cookies on this website.

The following session cookies are used for session management or to understand panellist or survey takers activities, choices and preferences as they interact with the system via their browser.

(a) {install}_lastpage: Stores the last page visited

(b) {pagename}_page: Stores page of the survey a user is on

(c) {path/pagename}_find: Stores search information when using 'find' (i.e. for survey selection, question searching, etc)

(d) {path/pagename}_orderby: Stores the value to orderby when sorting tables by column

(e) {path/pagename}_showstatus: Stores the status of select drop down of what to show in a list

(f) ks_{surveyid}exp: Stores expanded questions

(g) ks_{surveyid}qpp: Stores the number of question listed on a page in the survey editor (# being the survey in use)

(h) ks_{surveyid}psel: Stores the page currently viewed on survey editor (# being the survey in use)

(i) {dropdownid}: Stores the selected item

(j) mmfailsafe: Stores the surveys session string

(k) 32 char length string: Cookie for security

(l) mobile: if user is currently accessing through mobile

(m) mmrid_{surveyid}: respondentid

(n) ks_verified_{surveyid}: cookie telling whether or not respondent has been validated by truesample

(o) {survey}_infopages: stores selection while editing html page list

(p) mob_auth_username: stores username if mobile

(q) fbs_{API ID} Contains the session for facebook

For Google Analytics purposes we will send to you the following cookies:

(a) _utma – Default expiration time: 2 years from set/update. Description: Used to distinguish users and sessions.

(b) _utmb - Default expiration time: 30 minutes from set/update. Description: Used to determine new sessions/visits.

(c) _utmz - Default expiration time: 6 months from set/update. Description: Stores the traffic source or campaign that explains how the user reached your site.

(d) _utmv - Default expiration time: 2 years from set/update. Description: Used to store visitor-level custom variable data.

(5) Cookies and personal information

Cookies do not contain any information that personally identifies you, but personal information that we store about you may be linked, by us, to the information stored in and obtained from cookies.

(6) Blocking cookies

Most browsers allow you to refuse to accept cookies. For example:

(a) in Internet Explorer (version 9) you can block cookies using the cookie handling override settings available by clicking "Tools", "Internet Options", "Privacy" and then "Advanced";

(b) in Firefox (version 16) you can block all cookies by clicking "Tools", "Options", "Privacy", selecting "Use custom settings for history" from the drop-down menu, and unticking "Accept cookies from sites"; and

(c) in Chrome (version 23), you can block all cookies by accessing the "Customise and control" menu, and clicking "Settings", "Show advanced settings" and "Content settings", and then selecting "Block sites from setting any data" under the "Cookies" heading.

Blocking all cookies will, however, have a negative impact upon the usability of many websites.

(7) Deleting cookies

You can also delete cookies already stored on your computer. For example:

(a) in Internet Explorer (version 9), you must manually delete cookie files (you can find instructions for doing so at;

(b) in Firefox (version 16), you can delete cookies by clicking "Tools", "Options", "Privacy" and then "Show Cookies", and then clicking "Remove All Cookies"; and

(c) in Chrome (version 23), you can delete all cookies by accessing the "Customise and control" menu, and clicking "Settings", "Show advanced settings" and "Clear browsing data", and then selecting "Delete cookies and other site and plug-in data" before clicking "Clear browsing data".

Again, doing this may have a negative impact on the usability of many websites.

(10) Contact

If you have any questions about this privacy policy or our treatment of your personal information, please write to us by email to or by post to Viewback, c/o Tribes Research Limited, The Surrey Technology Centre, Surrey Research Park, Guildford, Surrey, GU2 7YG, UK.

(11) Data controller

The data controller responsible in respect of the information collected on this website is Tribes Research Limited.