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Tumblr

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Microblogging social platform owned by Automattic. Embedded posts and share buttons set advertising and profiling cookies and send visitor data to the United States.

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Overview

What does Tumblr do?

What Tumblr Is

Tumblr is a microblogging and social networking platform owned by Automattic Inc. Website owners commonly embed Tumblr posts using iframes served from embed.tumblr.com and assets.tumblr.com, or add share buttons that let visitors reblog content. Because Tumblr shows advertising, these integrations bring the platform advertising and profiling technologies onto your website.

Data and Cookies

When a Tumblr embed or share button loads, the visitor browser connects to Tumblr domains, which receive the IP address, user agent and referring page. Tumblr sets cookies such as anon_id on the srvcs.tumblr.com domain along with identifiers used for advertising and audience measurement. These cookies can recognise the same browser across different sites, which is why they are treated as profiling technologies rather than strictly necessary cookies.

GDPR and ePrivacy

Under the ePrivacy Directive, storing or reading non essential cookies on a visitor device requires prior consent. Because Tumblr embeds set advertising and profiling cookies, the lawful basis under the GDPR is consent under Article 6(1)(a). Loading the embed before consent is given, or treating these cookies as necessary, would breach both the ePrivacy rules and the GDPR.

Consent and Data Transfers

You must obtain explicit consent through a cookie banner before the Tumblr embed loads, and block the iframe until the visitor agrees. The same action transfers personal data to Automattic in the United States, a third country, so the transfer relies on the EU Standard Contractual Clauses. Your privacy notice should disclose the United States transfer and the safeguards in place.

Practical Compliance Steps

Use a consent management platform to keep Tumblr embeds blocked until consent, list Tumblr and its cookies in your cookie policy, and document the United States transfer in your records. For a fully cookieless approach, replace live embeds with a static screenshot or a plain hyperlink to the original post, which loads nothing from Tumblr and sets no cookies.

Compliance

Tumblr and the GDPR

Tumblr is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent under Article 6(1)(a) GDPR, required before loading embeds because Tumblr sets advertising and profiling cookies.
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive (Cookie Law), EU Standard Contractual Clauses

Impact assessment (DPIA)

A DPIA is recommended because Tumblr embeds set advertising and profiling cookies and enable cross site tracking. Assess the volume of visitors exposed, the transfer of IP addresses to the United States under SCCs, and the lack of control over Automattic's downstream processing. Consider replacing live embeds with static links or screenshots to remove the processing entirely.

Sample text for your banner

We use Tumblr to display embedded posts and share buttons. When you allow this content, Tumblr (Automattic Inc.) may set advertising and profiling cookies and transfer your data to the United States. Do you consent to loading Tumblr content?
Cookies and trackers

What Tumblr sets and contacts

Tracking method
Third party iframe embeds and share buttons loaded from Tumblr domains, plus advertising and profiling cookies set when embedded posts or share widgets render on your page.
Server location
United States (Automattic Inc.)
Cookieless mode available
Yes
Data transferred outside the EU
When a Tumblr embed or share button loads, the visitor IP address and cookie data are transmitted to Automattic servers in the United States. Automattic relies on the EU Standard Contractual Clauses (SCCs) for these transfers, supplemented by additional safeguards. You can avoid the transfer by linking to the post or using a static screenshot instead of a live embed.

Cookies set (5)

NameTypeDurationPurpose
anon_idThird-party1 yearAnonymous advertising identifier set on srvcs.tumblr.com to recognise the browser for ad delivery and frequency capping.
pfgThird-partySession to persistentTumblr advertising and personalisation cookie used to tailor and measure ads on embedded content.
pfsThird-partyPersistentTumblr advertising state cookie that supports ad delivery and measurement across page views.
pfuThird-partyPersistentTumblr user level advertising cookie used to associate ad interactions with a profile.
paletteThird-party1 yearStores interface and display preferences for embedded Tumblr content.

Third-party domains contacted (5)

  • tumblr.com
  • embed.tumblr.com
  • assets.tumblr.com
  • px.srvcs.tumblr.com
  • vt.tumblr.com
Questions

Frequently asked questions about Tumblr

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Which cookies does Tumblr set when I embed a post?

An embedded Tumblr post or share button connects to Tumblr domains and sets identifiers such as anon_id on srvcs.tumblr.com, along with advertising and audience measurement cookies. These recognise the browser across sites and are not strictly necessary.

Do I need consent before loading a Tumblr embed?

Yes. Because Tumblr sets advertising and profiling cookies, you must obtain prior consent under the ePrivacy Directive and block the embed until the visitor agrees.

What is the legal basis for Tumblr embeds?

The legal basis is consent under Article 6(1)(a) GDPR, since the cookies serve advertising and profiling rather than a strictly necessary function.

Does Tumblr transfer data outside the EU?

Yes. Tumblr is operated by Automattic in the United States, so loading an embed transfers the visitor IP and cookie data to a third country. Automattic relies on the EU Standard Contractual Clauses for these transfers.

Is a DPIA needed for Tumblr?

A DPIA is recommended because Tumblr embeds enable advertising and cross site profiling and transfer data to the United States. Assess visitor volume, the nature of the tracking and the transfer safeguards.

How do I implement Tumblr embeds compliantly?

Use a consent management platform that blocks the Tumblr iframe and share buttons until the visitor consents, list Tumblr in your cookie policy, and document the United States transfer in your records of processing.

What are the alternatives to a live Tumblr embed?

You can link to the original Tumblr post or show a static screenshot. Both load nothing from Tumblr and set no cookies, removing the consent and transfer obligations entirely.

How do I update my cookie policy for Tumblr?

Add an entry naming Tumblr (Automattic Inc.), the cookies it sets, their advertising and profiling purpose, the United States transfer under the SCCs, and a link to Tumblr's privacy policy.

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