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Bazaarvoice Reviews is a leading user generated content platform that injects ratings, reviews and questions on product pages via JavaScript widgets. The widgets set persistent first party cookies to recognise shoppers and require prior opt in consent under ePrivacy and GDPR.
Bazaarvoice is a user generated content platform founded in 2005 by Bazaarvoice Inc. in Austin, Texas. The Reviews module injects ratings, reviews and Q&A widgets into the product pages of ecommerce sites and retail apps. A small JavaScript loader (typically bv.js or bvloader.js) is added in the head of the page and the widgets are mounted into placeholder div containers. Submissions are stored in the Bazaarvoice content lake and moderated centrally before being displayed.
Once the Bazaarvoice script loads, the widget sets a BVBRANDID first party cookie (persistent identifier, up to 13 months) and a BVBRANDSID session cookie. Some deployments also use a _bvuserid identifier to merge submissions across products. Pixel hits go to display.ugc.bazaarvoice.com to track widget impressions and clicks. These identifiers persist behavior across product pages and therefore qualify as tracking cookies that require prior consent.
Article 5(3) of the ePrivacy Directive requires prior opt in consent because the Bazaarvoice cookies persist beyond a session and link reviews submissions to a recurring identifier. Article 6(1)(a) GDPR (consent) is the legal basis. When a shopper actively submits a review, Article 6(1)(b) (performance of a contract) covers the publication flow itself. The retailer is the controller, Bazaarvoice Inc. is processor under Article 28 GDPR with a DPA. Bazaarvoice manages moderation, fraud detection and authenticity verification in compliance with the French DGCCRF rules on online reviews.
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For European retailers, request the AWS EU West 1 (Ireland) region. Core UGC content and the submission flow stay in the EEA. Some analytics, machine learning and content moderation pipelines run from the US and trigger transfers covered by Standard Contractual Clauses and the EU US Data Privacy Framework. Cloudflare CDN edges are global which is acceptable for cached widget assets.
Gate the Bazaarvoice loader behind your consent management platform so it only fires when the shopper accepts. Use Bazaarvoice consent signal integration (with Google Consent Mode v2 or IAB TCF). Request the EU region during onboarding. Sign the DPA. Document the processor in your record of processing activities. Configure retention and right to erasure flows for review submissions, Bazaarvoice exposes APIs for both. Make sure the review submission form asks for explicit consent to publish the review text and any user provided photos.
Websites using Bazaarvoice Reviews must obtain user consent under GDPR regulations.
DPIA considerations
A DPIA is recommended when Bazaarvoice Reviews is deployed at scale because the platform processes shopper identity, review content, behavioral data and sometimes photos or videos uploaded by users. Document the legal basis, the AWS Ireland region selection, the moderation flow, the retention period for review content and the integration with a consent management platform.
Sample consent text
This product page uses Bazaarvoice to display ratings, reviews and questions from other shoppers. Bazaarvoice sets cookies (BVBRANDID, BVBRANDSID) to recognise you across products and personalize the reviews experience. These cookies are activated only after you accept them in the consent banner.
Third-party domains contacted
bazaarvoice.comapps.bazaarvoice.comdisplay.ugc.bazaarvoice.comphotos-eu.bazaarvoice.comsrv.bazaarvoice.comcdn.bazaarvoice.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| BVBRANDID | first-party | 13 months (default, configurable) | Persistent identifier used by Bazaarvoice widgets to recognise a shopper across product pages and link their reviews and questions. Requires opt in consent. |
| BVBRANDSID | first-party | Session | Session identifier paired with BVBRANDID. Tracks the current visit in the Bazaarvoice widgets. Requires consent when paired with the persistent identifier. |
| _bvuserid | first-party | Up to 1 year | Optional cross product user identifier used by some Bazaarvoice deployments to merge submissions and Q&A under a single profile. Requires consent. |
| _bvautosubmit | first-party | Session | Stores partial review submission data so a shopper can resume an in progress review. Strictly necessary for the submission flow. |
Bazaarvoice Reviews uses cookies for user preferences — inform visitors with a consent banner.
Yes. The Bazaarvoice widget sets BVBRANDID (persistent identifier, up to 13 months), BVBRANDSID (session) and may add _bvuserid for cross product merging. Display pixels are sent to display.ugc.bazaarvoice.com.
Yes. The Bazaarvoice cookies persist beyond a session and link review submissions to a recurring identifier, so they qualify as tracking cookies under Article 5(3) ePrivacy. Prior opt in consent is required before the widget loader fires.
Article 6(1)(a) GDPR (consent) for the persistent identifiers and behavioral tracking. Article 6(1)(b) (performance of a contract) for the publication of a review actively submitted by a shopper. The retailer is the controller, Bazaarvoice Inc. is the processor with a DPA.
European retailers can request the AWS EU West 1 region for storage and submission flow. Some analytics, machine learning and moderation pipelines run from the US, covered by SCCs and the EU US Data Privacy Framework. Cloudflare CDN edges are global. Disclose these transfers in your privacy notice.
A DPIA is recommended at scale because the platform processes shopper identity, review content, behavioral signals and sometimes uploaded photos or videos. Document the consent management strategy, the AWS region, the retention period and DSAR procedures.
Gate the Bazaarvoice loader behind your consent management platform, integrate the Bazaarvoice Consent Signal (Google Consent Mode v2 or IAB TCF), request the EU region during onboarding, sign the DPA, document the processor in your RoPA and ensure the submission form asks for explicit consent to publish the review and any uploaded media.
Other reviews platforms include Trustpilot (Denmark), Avis Verifies (France), Yotpo, PowerReviews, Reevoo, Feefo (UK), Kiyoh (Netherlands), Trusted Shops (Germany), Loox, Stamped.io and Reviews.io.
List BVBRANDID, BVBRANDSID, _bvuserid and the display.ugc.bazaarvoice.com pixel in your cookie disclosure with retention and purpose. Add a note about the EU US transfer for the moderation pipeline. Update whenever the Bazaarvoice configuration changes.