Privacy Statement

Nielsen Privacy Notice (Establishment Survey)

Effective Date: 19 March 2019

Thank you for agreeing to participate in our market research study. For decades, Nielsen has set the global standard for market and consumer insight research. Our insights are based on representative samples of the population and help our clients (e.g., manufacturers, retailers, media companies, non-profits and governments) learn about what consumers watch, listen to, and buy. Your participation in this study helps companies understand your behaviours and preferences, which often helps them provide better consumer products and services.

As the controller of personal data processed in connection with your participation in our market research study, (“Nielsen”, “we”, or “us”) is committed to protecting your privacy and handling personal data about you in an open and transparent manner.

This Privacy Notice explains what data we collect from or about you, how we use and protect that data, and your legal rights. Please note that this Privacy Notice applies only to your participation in this survey, and not your participation in any panels or other online services provided by Nielsen.

Participation in our market research studies is always voluntary. If you do not agree to the terms of this Privacy Notice, please do not participate in this study.


The Nielsen Company will be collecting your data. Information about Nielsen’s full group of companies, one or more of which may process your personal data, can be found at:

If you have any general questions about this Privacy Policy, please contact us –

If you have questions about how we process your data please submit a request by contacting us.

  1. Our Privacy Commitment
  2. The Data We Collect
  3. How We Use Data  
  4. When We Share Your Data  
  5. Your Choices and Your Legal Rights  
  6. About Children
  7. Data Security, and Transfers of Data Outside the European Economic Area
  8. Data Retention


Nielsen complies with all applicable privacy laws, including the EU’s General Data Protection Regulation. Indeed, it is crucial for us to keep Nielsen participant data confidential in order to prevent any interference with participants that could affect their behavior and the accuracy of our data. We will NOT use data that identifies you to advertise, promote, or market or sell third party goods or services directly to you or members of your household; we do
not allow our clients to do so either.

By participating in a Nielsen market research study, you are contributing your data to a pool of data from which broad participant statistics are derived. These statistics are relied upon by a wide variety of other companies to set pricing, advertising, merchandising, and other key business decisions. You have legal rights with respect to your personal data, as described in “Your Choices and Your Legal Rights,” below.


A. Data you provide to us.

  • directly identifying data, like your first and last name, home postal address or personal email address that by itself, or in combination with other readily available data, could identify you, or another member of your household;
  • demographic data such as age, gender, marital status, occupation and income range;
  • your behaviours and preferences to help us better understand consumer behavior, use, and trends. “Behavior data” is when, why or how you do things such as how frequently you shop for groceries, when you watch TV, or where you like to go on vacation. “Preference data” means the choices you make such as which breakfast cereals you buy, which stations to listen to or watch, or websites you visit.

B. Data we get from other sources:

If you are a member of the household, we obtain the data outlined in Section A, above, from the member of the household who participated in the survey.

We also receive additional information about you from other sources. These outside sources could include, for example:

  • census data;
  • publicly available data, (e.g., from public databases, or data that you make public online);
  • the manufacturers or sellers of the products you purchase or use;
  • other entities that have a legal right to provide such information to us, such as companies that provide data and data-matching services commercially.

We combine the information we obtain from you with information from these additional sources. We will use it only for the purposes described in this Privacy Notice. By participating in this research study, you agree that we may obtain this information about you and combine it in this way.

C. Data we do NOT collect:

  • We do not collect data like your driver’s license, financial or bank account numbers, or credit cards.


For Market Research Purposes: We process personal data we collect to create a variety of market research insights for our clients. We help companies to better understand consumer behavior, which in turn helps them to make smart decisions about their products and services.

We use tools and methods to make sure that there is no reasonable possibility of identifying you from the reports that we create for our clients. For example, we combine the responses we collect from you with the responses of many others to produce aggregated reports from which you cannot be uniquely identified.

We also create reports based upon modeled data. “Modeled data” are projections based on demographic and behavioral characteristics (like gender, age, and purchasing habits) that look at a sample group of people, and then predict what people with similar characteristics or preferences would want to buy. For instance, this allows advertisers to identify the likely audience for a marketing campaign.

We process personal data on the basis of our legitimate interests (and the legitimate interests in our clients – the broadcast industry) pursuant to Article 6(1) lit f., GDPR, in performing research to generate market research insights (to the extent such interest is not overridden by your interests or fundamental rights and freedoms).

To Contact You: We process personal data to contact you. When we contact you – by phone (including mobile phone), email, SMS, or postal mail depending on what data you provide to us – we usually do so to:

  • validate or clarify answers you gave to a survey; or
  • offer you opportunities to participate in additional Nielsen market research activities.

We process personal data on the basis of our legitimate interests pursuant to Article 6(1) lit. f, GDPR, in communicating with you about your participation in our survey, validating or clarifying answers you provided, and for quality assurance (to the extent such interests are not overridden by your interests or fundamental rights and freedoms). Where required by law, we will obtain your consent pursuant to Article 6 (1) lit. a, GDPR.

We may de-identify data about you and use it or allow others to use it for historical, academic or longitudinal research. We ensure in such cases that there is no reasonable possibility of re-identifying you from the data used.  

Other Purposes: In addition to using your data for our research purposes as described above, we may use your data to:

  • operate and manage our IT and security systems, including to monitor such systems and identify and respond to security events;
  • conduct research for quality assurance and product, service, and business development purposes, including processing personal data for research and development, data analysis, audits, developing new products, producing predictive data models, improving our services, identifying usage trends, and determining the effectiveness of our communications;
  • facilitate the day-to-day operations and financial management of the Nielsen group of companies and any corporate transactions (e.g., a reorganization, merger, sale, joint venture, assignment, transfer, etc.);
  • protect the rights, safety, property, or operations of one or more Nielsen entities, you, or others;
  • comply with applicable laws and regulations and establish, exercise, and/or defend the legal rights of one or more Nielsen entities; and
  • respond to requests and communications from law enforcement authorities or other government officials.

We process personal data because we have a legitimate interest pursuant to Article 6(1) lit. f, GDPR (to the extent the following legitimate interests are not overridden by your interest or fundamental rights and freedoms), in (i) managing and operating our business and day-to-day affairs; (ii) managing and enhancing protection against fraud, spam, harassment, intellectual property infringement, and risks to which we are exposed (e.g., crime and security risks), (iii) conduct research and improving our products and services; (iv) managing risks to which Nielsen is exposed, and to provide a safe and secure environment for participants and users of the Mobile App; (v) complying with laws and regulations to which one or more entities within the Nielsen group of companies is subject, including, where applicable, laws and regulations of countries other than your country of residence; and (vi) meeting our obligations and enforcing our legal rights.

We process personal data to comply with a legal obligation arising under applicable law, to which we are subject such as compliance with Nielsen’s legal and regulatory obligations, as well as establishing, exercising, and defending our legal rights.

We may de-identify data about you and use it or allow others to use it for historical, academic or longitudinal research. We ensure in such cases that there is no reasonable possibility of re-identifying you from the data used.


We may share data about you with:

  • Other entities within the Nielsen group of companies, for the purposes described in this Notice.
  • Our service providers (commonly called ‘data processors’), such as companies that provide website or application hosting; data analysis or processing; IT services; email; auditing services; data matching services; and recruitment, reward, incentive, or market research product development purposes. These companies are contractually required to keep this information confidential and secure and are prohibited from using this data for any purpose other than carrying out the services that they are performing for us.
  • Other market research companies, our clients, and third parties, in accordance with market research industry ethical guidelines, as well as organizations and institutions engaged in historical, academic, or longitudinal research. This may include audits by our clients or other third parties.
  • A third party in the event of any reorganization, merger, sale, joint venture, assignment, transfer or other disposition of all or any portion of our business, assets or stock (including in connection with any bankruptcy or similar proceedings).
  • As we believe to be necessary or appropriate: (a) under applicable law; (b) as required by law, including legal process from public and government authorities (including those outside your country of residence); (c) to enforce our terms and conditions; (d) to protect our operations or those of any of our affiliates; (e) to protect the rights, privacy, safety or property of any person; or (f) to allow us to pursue available remedies or limit the damages that we may sustain.

Nielsen performs security reviews before engaging service providers who may have access to individual-level data. We obtain contractual assurances relating to the lawfulness of data we obtain from third parties. We also limit how clients may use our data in order to prevent re-identification of aggregated data and to prevent data from being reused in a way that is inconsistent with this Notice.


Participation in our research studies is always voluntary. You may withdraw from a research study or survey at any time. If you cease participation, we will continue to process the data we collected during the time you were a participant. If you wish to exercise any of your legal rights described below, you may contact us by the means found at the beginning of this Notice or use our web portal at the hyperlink at the end of this section. Your privacy rights include:

  • The right to request and obtain confirmation as to whether or not personal data concerning you are being processed, and, where that is the case, access a copy of the data we hold about you, and to correct it where it is inaccurate (note that in order to preserve the accuracy of our consumer data and avoid potential bias, in some cases exercising your right of access may require ending your participation as before, if it is likely to affect your behavior);
  • The right to request that certain data about you be erased (note that this right is not absolute, but applies in certain cases);
  • The right to object to our processing of personal data about you when we process personal data on (a) our (or a third party’s) legitimate interests, (b) for direct marketing, or (c) for statistical/research purposes (subject to limitations imposed by EU Member State legislation).
  • The right to propose other restrictions on the processing of data about you if there is a disagreement about its accuracy or we are not lawfully allowed to process it; and
  • The right of data portability for personal data you have provided (to the extent applicable).

If you believe Nielsen has not complied with privacy laws or the terms of this Notice, you may lodge a complaint with Nielsen’s Data Protection Officer using the contact information found at the top of this Notice. If you are unsatisfied with the way in which we have processed personal data or any privacy query or request that you have raised to us, you have the right to complain to the Supervisory Authority in your country of residence or where the activity that is the subject of the complaint occurred (current contact information available here).

If you are interested in exercising one or more of the rights described above, please contact us. Because we want to avoid taking action regarding personal data about you at the direction of someone other than you, please note that we may request information to verify your identity before we give effect to these rights.


For our research studies, we never knowingly collect data directly from minor children (under age 18) without first obtaining consent from a parent or guardian. If our research seeks to study children and we have obtained consent from a parent or guardian, minor children may participate in some survey opportunities.

All of the provisions of this notice apply to data about children of any age (up to 18), if data collection about them has been authorised by a parent or guardian.


Nielsen maintains a global data security organisation that uses reasonable organisational, technical and administrative measures to protect your data while under our control.

The transfers and/or disclosures described in Section 4 above will result in the transfer of your personal data to countries or regions with data protection laws that differ from those in your country of residence and do not provide an “adequate level” of data protection, including countries that have not been recognized by the European Commission (or equivalent United Kingdom (UK) body in the event of the UK’s exit from the EU) as providing an adequate level of data protection such as the United States of America, India, or other locations where the Nielsen group of companies has facilities. Some countries outside the EU/EEA, such as Israel, have been recognized by the European Commission as adequate (a list is available here: transfers-outside-eu/adequacy-protection-personal-data-non-eu-countries_en). The UK has indicated that, in the event of its exit from the EU, it intends to recognize the European Commission’s adequacy decisions.

When we transfer data outside the European Union (or UK) to countries not deemed ‘adequate’ we ensure that we do so in compliance with the EU’s rules for data, including by relying on a recipient’s certification under US/EU Privacy Shield program (which will continue to apply to UK/US transfers as long as the recipient updates its public commitments to include UK transfers), data transfer agreements with the recipient that include standard contractual clauses approved by the European Commission (or equivalent UK body in the event of the UK’s exit from the EU) for transfers of personal data to countries not providing an adequate level of data protection, the recipient’s binding corporate rules, and, in certain circumstances, on the basis of an applicable derogation or exemption. For further details relating to the transfers described above and the safeguards used with respect to such transfers, please contact us at


We will retain your data for as long as needed for the purposes described in this Notice and in accordance with applicable law. When you are no longer an active respondent, we will continue to use data about your demographic characteristics, as well as behavior and preference data for historical and statistical research, but we keep this data separate from data that could be used to identify you, and strictly limit access to your identifying data, even within Nielsen. All data will be permanently de-identified when we no longer need to identify you for disaster recovery, audit, legal, fraud prevention or related purposes.

This Notice replaces any other statement, whether written or oral, made to you about our practices with respect to Nielsen’s collection and use of personal data about you.


Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content – video, audio and text – is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, please visit