Barb Panel Plus Privacy Notice Dated/Last updated: 27 May 2025 At Barb Audiences Limited, we’re committed to protecting your privacy while helping the UK media industry understand how people watch TV. This policy explains what personal data we collect, why we collect it, who we share it with, and your rights under UK data protection law. You can also read Frequently Asked Questions (FAQs) here. Please remember you can opt out at any time by pressing the 🟡 Yellow button on your remote control. 1. Who we are Barb Panel Plus is run by Barb Audiences Limited (“Barb”, “we”, “us”, or “our”), the UK’s independent TV audience measurement body. We help broadcasters, advertisers and media agencies understand what people watch and TV viewing trends through anonymised data. Contact details Data Protection Officer Barb Audiences Limited 4th Floor, 114 St Martin’s Lane London WC2E 4BE Email: privacy@barb.co.uk 2. What information we collect When you watch certain participating channels (see the full list here) and take part in the Barb Panel Plus, we: generate a random Device ID – this is linked to your TV or set-top box only, not to you personally; collect Viewing data – which channels were watched and when; and collect Basic technical details about the device – the make, model, software version, time of access, and any error logs. Basic technical information is automatically collected as part of how data travels through digital systems – it helps us and our technical provider: Make sure everything is working correctly (e.g. spotting technical faults), Understand what types of devices are being used to watch TV, Ensure the audience data we report is accurate and reliable. We do not collect your name, home address, precise location, IP address, or anything else that directly identifies you. To further protect your privacy, each Device ID is randomly generated and automatically replaced every 6 months, meaning we cannot track devices over long periods or link data back to a household. 3. How and why we use your data We use these data to understand how people across the UK watch TV. Viewing information is combined with data from other households to produce anonymous, aggregated audience viewing figures. These figures are essential to the UK TV industry. They help broadcasters, streaming services, advertisers, and agencies make better decisions about what programmes to invest in, how advertising is delivered, and the future of television. We want to be clear: We do not try to identify who you are We do not use your data to target advertising to you. We do not sell your personal data. We do not track your activity across apps, websites, or online services We do not build an individual profile of you for personalisation or marketing purposes. Our goal is simple: we measure what people watch, not who they are. 4. Legal basis for processing We rely on: Legitimate Interests – to carry out audience measurement that benefits the UK media industry and helps ensure diverse, high-quality TV content. Legal obligation – in some cases, where broadcasters are required to demonstrate that they are meeting public interest and audience needs. Public interest – where relevant, as Barb serves a research function of broad societal value. 5. Who we share your data with Your individual device data is never shared in a way that could identify you. We only share anonymised, aggregated reports with: UK broadcasters and streaming platforms Advertisers and media agencies Industry bodies and academic researchers Media Regulators They do not receive information that identifies individual TVs or households. We use trusted processors to support our technology, and we have contracts in place to ensure they keep your data safe. 6. How to opt out You can remove your TV from being measured at any time by pressing the 🟡 Yellow Button on your TV remote. All TV remotes have a working Yellow Button. Once pressed, your TV will stop sending any new viewing data to Barb Panel Plus. Please note: This does not delete any data that was already collected before you opted out. That data is already anonymised and cannot be linked back to you or your household. We never collect your name, address, or anything that directly identifies you. Please note that for participating BBC channels, limited device ID and anonymous viewing data are always collected. This helps ensure those channels are meeting audience needs and is required to comply with UK legal obligations. Even if you don’t opt out, we never collect your name or personal identifiers, and all reported data remains anonymous. 7. Data Security We apply strong technical and organisational security measures including: Encryption Access controls Secure processing environments All data is stored in the UK or EEA. If any transfer outside this area is needed, we use safeguards to make sure it’s protected to the same high standards. 8. How long we keep your data We only keep data for as long as necessary to support our audience measurement work and produce viewing reports. Afterwards, it is securely deleted or fully anonymised. 9. Your rights Barb is committed to protecting your privacy and complying with UK data protection law. Because we do not collect any data that directly identifies you, and Device IDs are rotated every 6 months, we cannot reidentify you from the data we hold. As a result, certain data protection rights – like access, correction, or erasure – may not apply. To further protect privacy: Device IDs are randomly generated, not linked to your identity. Device IDs are rotated (automatically replaced) every 6 months, so past data can’t be traced back to you. You do have the right to opt out of Barb measurement at any time. You can do this by pressing the 🟡Yellow Button on your TV remote. If you have questions or concerns about how your data is used, or if you believe your data protection rights have been infringed, you have the right to lodge a complaint with the UK’s data protection authority, the Information Commissioner’s Office (ICO): ico.org.uk / 0303 123 1113 Alternatively, you can contact us directly by emailing privacy@barb.co.uk 10. Want to know more? You can read more about Barb’s work at www.barb.co.uk.