1. True Tales of Tumblr’s Terms
Some things you ought to know about Tumblr’s
‘Terms of Service’ [TOS] and ‘Privacy Policy’.
A Policy Primer
(tumblr.com, 2013)

2. Tumblr is:
• A popular blogging platform with its own social community ecosystem.
• Free and easy to use
• Popular. It has 141.2 million registered blogs that have aggregated 60.3 billion posts.
• Engaging. It has 300m users with the total site more than 20 billion page views per month.
• The most popular site among American Internet users aged 13-25 years.
• Now owned by Yahoo. Purchased in May 2013 for USD$1.1 billion.
(tumblr.com, 2013)

3. Tumblr’s also:
• Kind of quirky! One of it’s traditionally favorite corporate phrases is “F**k Yeah!”
• Home to a large creative community.
• Big on design, art and photos.
• Multimedia. Multichannel. Multiplatform.
You can post text, photos (even animated gifs), quotes, links, music, and videos from
your browser, phone, desktop, or email.
• Interconnected and searchable by tags.
• Allows for sharing and interaction between its users in the form of comments, likes, shares,
‘following’ and reblogging.
(marshill.com, 2012) (tumblr.com, 2013)

4. Basically, a lot of people
think Tumblr is cool.
Net Studies. A Policy Primer

5. But, like any social
network site, portal or
software, in order to join
Tumblr you must agree to
their terms and
conditions, and accept
their related policies.
(tumblr.com, 2012)

6. Most people don’t
bother reading these.
(Leaver, 2009)

7. That’s not so cool.
Net Studies. A Policy Primer

8. So let’s take a look!
Net Studies. A Policy Primer

9. Tumblr’s Terms Of Service
[TOS] is contractually binding:
When you agree to Tumblr’s TOS (Terms Of Service) you enter into a contract with
them.
The TOS binds you to all the terms and agreements it states.
Tumblr reserves the right to modify or make changes their Terms Of Service.
While they say they’ll to their best to let you know about the changes, they place
the onus on you (the user) to continue to investigate its terms and conditions for
changes.
Agreeing to the TOS equates to automatic acceptance of any modified terms and
conditions of the TOS in the future.
(tumblr.com, 2012)

10. You’re really only renting!
Tumblr reserves the right to make changes (including restrictions) to their
services, products and service offerings. They may do this at any time.
They also reserve the right to suspend accounts at their discretion, based on
any conflict with any aspect of their TOS.
[TIP]
Think of yourself as a “renter” of Tumblr’s site space, rather than an “owner”.
The difference between ‘renting’ and ‘ownership’ usually (should) influence
the size of your investment.
(tumblr.com, 2012)

11. Tumblr has an age restriction:
To join and use Tumblr, you must be at least 13 years old.
If you are 12.9 years old, you are not permitted to join or use Tumblr.
In this case, Tumblr suggests you ask your parents for an Xbox or some books.
Seriously! They really say this!
(tumblr.com, 2012)

12. Sub-agreement
somewhat sub-visible:
Under Tumblr’s TOS, they also include a sub-agreement which is part of the
larger TOS. This sub-agreement is related to issues regarding privacy.
To view the Privacy Policy, you need to click on a small hyperlink from a
paragraph located in the main TOS page.
[TIP]
The Privacy Policy is where all the really gritty stuff is. It can be easy to miss it
so look out!
(tumblr.com, 2012)

13. Your so vain?......
The Privacy Policy is not about you, your rights or your relationship to other
users or viewers of the site.
The Privacy Policy about what Tumblr does (or may do) with the information,
data and actions they are able to view or glean from their service to you.
[TIP]
It’s not about you!
Be careful what you share. ‘Big Brother’ really can watch you!
(tumblr.com, 2012)

14. Before going on, there’s
something I wanted to
tell you….
Net Studies. A Policy Primer.

15. Congratulations!
You’re part of the
secret *Service!
(tumblr.com, 2012)

16. Small print. Big implications.
Tumblr define the term “Service” as the entire scope of products, domains,
content and services related to tumblr.com and its other sites. At the
beginning of the Privacy Policy, Tumblr states:
“When you use the Services, you are consenting to the collection,
transfer, manipulation, storage, disclosure and other uses of your
information as described in this Privacy Policy; please read it carefully”.
[TIP]
Everything regarding your information, content, obtainable online behavior
and movements is up for grabs by Tumblr.
(tumblr.com, 2012)

17. Party time!
If you link a Third-party service to Tumblr (like Twitter or Flipboard) Tumblr may the use
information about yourself from the Third-party service to improve their own service.
(tumblr.com, 2012)

18. Capturing more than images!
Tumblr may use information associated with the content that you place on the site.
They give the example where if you post an image, they may obtain what camera you
were using and the related exposure settings of that image.
Tumblr say that they obtain such info to assist in improving it’s *Services.
(tumblr.com, 2012)

19. Call security!
If you purchase a Tumblr service, Tumblr retain and store your financial information,
including credit card number, name and address.
[TIP]
If Tumblr’s security was compromised or hacked, your financial information may be also.
Tumblr does not accept responsibility for this.
(tumblr.com, 2012)

20. Watching and learning!
Tumblr can view and analyze your actions and behaviors on the site.
They may also aggregate this information and provide it to Third-party interests such
as Quantcast to assist in obtaining and analyzing the data.
Tumblr say that they do this to help improve its *Services.
(tumblr.com, 2012)

21. All this talk about Tumblr
wanting to use your
information, data and identity
for the purpose of improving
their *Service is a good thing
right?
A Policy Primer

22. Remember its not about you!
Tumblr’s term for *Services is
with regard to their business
and business model as well
as services generally.
(tumblr.com, 2012)

23. Agreeing to the TOS and
Privacy Policy for the
purpose of improving their
*Services really allows
Tumblr to do anything with
your information and data.
(tumblr.com, 2012)

24. Under Yahoo, Tumblr is
tipped to make their $$$ not
so much from advertising, but
from algorithms and data and
search software.
(socialmediatoday.com, 2013)

25. YOUR DATA!
Net Studies. A Policy Primer

26. But wait… There’s more!
• When you use Tumblr, Tumblr may obtain information from your web
browser. This includes any cookies that may have been introduced to the
browser. [And from any other site].
• Tumblr also identifies and obtains information about you from your
unique IP address.
• They also collect information about your geographic location, including
the ability to convert your unique IP address to your geographic location.
• Tumblr will automatically obtain information from your mobile device,
such as your phone number. You can opt out of this situation, but not by
default.
(tumblr.com, 2012)

27. So what?
Net Studies. A Policy Primer

28. Your whole identity could
be exposed.
Net Studies. A Policy Primer

29. It’s happened.
(Barbaro, M., & Zeller, T. (2006)

30. I hope this Policy Primer has
been helpful in thinking about
your personal privacy and
information when signing up
to Tumblr.
Net Stdies. A Policy Primer

31. It does have its implications.
Net Studies. A Policy Primer

32. Thank you.
Net Studies. A Policy Primer

33. References:
Barbaro, M. & Zeller, T. (2006). A Face IS Exposed for AOL Searcher No. 4417749. Retrived from
http://w2.eff.org/Privacy/AOL/exhibit_d.pdf
Economist.com (2013). What is Tumblr? Retrived from http://www.economist.com/blogs/economistexplains/2013/05/economist-explains-what-tumblr-yahoo
Leaver. T (2009). Learning, Athenticity & Online Policy Primers. Retrieved from
http://www.tamaleaver.net/2009/11/17/learning-authenticity-online-policy-primers/
Marshill.com (2012). MARSHILL CHURCH IS NOW ON TUMBLER. Retrieved from
http://marshill.com/2012/06/14/its-all-about-jesus-on-tumblr
Tumblr.com (2012). Privacy Policy. Retrieved from http://www.tumblr.com/policy/en/privacy
Tumblr.com (2012). Terms of Service. Retrived from
http://www.tumblr.com/policy/en/terms_of_service
Net Studies. A Policy Primer