Brandwatch Legal

Brandwatch Group Data Privacy FAQs

Human readable summary

Last updated: 08/06/2020

The purpose of this FAQ is to set out for customers of the Brandwatch group of companies, including Crimson Hexagon, Buzzsumo, and qriously (“Brandwatch Group”), how the Brandwatch Group approaches data privacy compliance. If you have any questions that are not answered by this FAQ, please get in touch with your sales representative or customer success manager.

Q1: Does the Brandwatch Group comply with the General Data Protection Regulation (“GDPR”)?


Q2: Does the GDPR apply to any of the Brandwatch Group’s services?

The GDPR applies to the processing of personal data. Personal data means any information relating to an identified or identifiable natural person. The Brandwatch Group offers a variety of services, each of which require a different analysis under the GDPR.

Brandwatch Consumer Research, HelioSight, ForSight, Analytics/Images, Audiences, and BuzzSumo (“Analytics Services”)

Analytics Services are personal data agnostic. These Analytics Services are based on analyzing large sets of unstructured text data/images. This means that, while processing personal data is not the core point of the Analytics Services, it is likely that there is personal data in data that forms part of the Analytics Services. For example, some users on Twitter verify their account. Where a user’s account is verified, that user’s username and accompanying Tweets are personal data. Because of the difficulty in analyzing on a post-by-post basis whether information is personal data, the Brandwatch Group chooses to treat its entire database for its Analytics Services as if it contains all personal data.


For Vizia, the GDPR applies where the data within Vizia is personal data.


qriously collects personal data from survey participants when asking users to take part in the survey and when delivering the survey. When inviting users to take part in surveys, qriously may collect information about a user’s device and location. We may also assign a mobile advertising identifier.  We use this information to ensure users are not served the same survey multiple times and to honor opt-out and consent requirements.

In all cases, any personal data that we collect is strictly for internal use only and is never passed to customers.

Content Upload APIs

The Brandwatch Group allows customers to use APIs to upload the customers’ own data for analysis. Where the data that a customer uploads has personal data in it, the GDPR applies.

Q3: Is the Brandwatch Group a data controller or a data processor?

The Brandwatch Group acts as a data controller and/or a data processor, depending on the services that it provides:

Analytics Services

For its Analytics Services, the Brandwatch Group makes decisions about which websites it crawls, what data it collects, and how and why this data is used in connection with its services. This decision is based on the fact that these services and any related processing are not specific to any particular customer and could not therefore be said to be only “on the instructions” of any such customer. Therefore, for the Analytics Services that contain personal data, Brandwatch is a data controller under the GDPR.


Historically, Vizia only displayed data from the Analytics Services. Where only data from the Analytics Services is displayed, the Brandwatch Group is still a data controller. This is because the data that Vizia is processing is the Brandwatch Group’s own data source (for which the Brandwatch Group is a data controller). However, the Brandwatch Group has expanded Vizia to allow customers to build their own software applications to sit on top of Vizia, as well as to allow customers to visualize and distribute reports that contain non-Brandwatch Group data. Where a customer displays their own data sources in Vizia and that data contains personal data, the Brandwatch Group is a data processor and the customer is a data controller of that personal data. This is because the Brandwatch Group is only processing this personal data on the customer’s behalf (i.e. to display and visualise the customer’s data and to distribute reports throughout the customer’s organisation).


The Brandwatch Group is a data controller of the personal data collected as part of distributing the survey. The Brandwatch Group is a controller because it decides how best to collect consent, how to respect opt-outs, and how to organize this personal data.

Content Upload APIs

When customers upload their own data via the Brandwatch Group’s APIs, the Brandwatch Group is a data processor. This is because the Brandwatch Group is only processing this personal data on the customer’s behalf (i.e. to allow the customer to use Brandwatch’s technology to analyse the customer’s own data).

Q4: If the Brandwatch Group is a data controller for the Analytics Services, what are customers?

For the Analytics Services, Brandwatch’s customers are also data controllers in respect of the personal data which customers process through the use of the Analytics Services. The reason is that, under the GDPR, a person must be a data processor or a data controller when personal data is involved. A data processor processes personal data on behalf of the data controller. Since Brandwatch’s customers do not process personal data on Brandwatch’s behalf, Brandwatch’s customers must be data controllers under the GDPR for the Analytics Services.

Q6: Where does the Brandwatch Group store the personal data that it processes?

Where personal data is stored depends on the services that the Brandwatch Group provides.

For Brandwatch Consumer Research, personal data (including any personal data that the customer uploads using our Content Upload API) is hosted by a third party cloud provider in the USA as well as colocation providers in the UK.

For Brandwatch Analytics, the personal data is stored on servers that the Brandwatch Group owns and manages, hosted with colocation providers in the UK. The Analytics’s Image Analysis service is hosted both within the Analytics database and by a third party provider in Ireland.

The Audiences and BuzzSumo services are hosted by third party cloud providers, in Ireland  and Canada respectively.

The HelioSight and ForSight services are hosted by third party cloud providers in the USA, including any personal data that the customer uploads using the ForSight Content Upload API.

The personal data in Vizia is hosted by a third party cloud provider in the UK.

There is no personal data made available to customers through qriously. For the personal data that the Brandwatch Group uses internally to manage opt-outs and consents of survey respondents, the servers are hosted by a third party provider in the USA and UK.

Q7: Does Brandwatch export any personal data outside of the European Economic Area?

As set out above, the BuzzSumo servers are in Canada and the Brandwatch Consumer Research, HelioSight, and ForSight servers are (at least partly) in the USA. Besides that, none of the Brandwatch Group’s services currently export any personal data outside of the European Economic Area. However, via the API or the export functionality of Brandwatch Consumer Research, Analytics, Audiences, HelioSight, and ForSight, customers can technically export data from the Brandwatch Group’s servers to whatever country the customer is located in.

Q8: Q: Are the Brandwatch Group’s systems that process personal data secure?

Yes. The Brandwatch Group has ISO27001 and SOC2 Type 1 certifications that cover the hosting, development and support for some of its applications and data. The information security management systems and servers that host the personal data within Analytics and Vizia are covered by an ISO27001 certification that is audited annually. The processes, policies, and infrastructure that support ForSight, HelioSight, and related APIs have been reviewed as part of a SOC2 Type 1 certification. The Brandwatch Group has technical and organisational measures in place to protect against the unauthorised or unlawful processing of data and against accidental loss, destruction or damage of that data. Where the Brandwatch Group uses third party cloud providers, those providers are industry-leading, including AWS and Google Cloud. In addition, the Brandwatch Group applies its own security policies and processes to the management and provision of any third party systems and services. Customers can find further information about the Brandwatch Group’s information security standards at

Q9: How does the Brandwatch Group ensure its services comply with the GDPR and CCPA?

The Brandwatch Group has a data protection officer responsible for privacy globally across all group companies. The Brandwatch Group has also distributed privacy compliance throughout the company, appointing privacy champions on its engineering, product, and people teams. These individuals are tasked with incorporating data protection by design and by default when developing services for the Brandwatch Group. The Brandwatch Group also implements Privacy Impact Assessments, where required, in accordance with the GDPR.

Q10: Does the Brandwatch Group also comply with the California Consumer Protection Act (CCPA)?

Yes, the Brandwatch Group is compliant with the CCPA. The Brandwatch Group is headquartered in England and has centralized its global privacy compliance with the GDPR. Given that the GDPR is a more comprehensive privacy framework than the CCPA, the Brandwatch Group is already compliant with much of the CCPA by nature of its GDPR compliance. Furthermore, any new requirements of the CCPA will not directly impact the Brandwatch Group’s customers’ use of the services. For ease of review, this FAQ has maintained the terminology for GDPR. However, for clarity, whenever you see a reference in these FAQs to “Data Controller”, that is equivalent to “Business” under CCPA; and whenever you see a reference to “Data Processor”, that is equivalent to “Service Provider” under CCPA.

Q11: How do you provide notice to CA consumers as required by the CCPA?

Brandwatch does not have a direct relationship with the authors of the public online content that makes up our database. As such, the CCPA requires that CA consumers be given notice that we sell their personal information. We provide this notice directly to CA consumers via our Author Privacy Statement on our website. We have also registered as a data broker with the California State Attorney General’s office. All of our contact information and relevant details are available in that listing.

Crimson Hexagon has merged with Brandwatch. You’re in the right place!

From May 8th, all Crimson Hexagon products are now on the Brandwatch website. You’ll find them under ‘Products’ in the navigation. If you’re an existing customer and you want to know more, your account manager will be happy to help.