This Privacy Policy was last updated on Wednesday, 27 February 2019 and is effective immediately for users without an account or that register an account after that date.

We take your trust in us very seriously. The security and confidentiality of the information you provide us through your use of the Site is our highest priority. This Privacy Policy contains the terms and policies of WhichMuseum regarding the collection, use and disclosure of (personal) information that WhichMuseum collects from you, related to your use of the websites, applications and features of WhichMuseum (the "Site"). The terms "we / us", "our" and "WhichMuseum" relate to WhichMuseum vof, a company based in Amsterdam.

Before providing personal information to us on the Site, we encourage you to read this Privacy Policy carefully. If you use the Site, you agree to the terms and policies described in this policy. If you have questions about this Privacy Policy please contact us by clicking here.

  1. Information that we collect

    1. Non-registered users

      If you don't want to register for an account on the Site, the information we collect from you is limited and you can’t use all the Site's features.

      In that case we only store passively provided general information. This is information that you provided us without you being aware of it. It includes technical information such as your IP address, the operating system on your computer, your Internet browser, the web address of your previous website with a link to us and the pages you visit on the Site. We also store your search phrases or words when you use the search function. This allows us to understand how visitors search for content and so improve the functionality of the search function. This information is stored only on a general level and used for general reports and analyses. No reports of individual visitors are created with this information.

      We use Google Analytics, a web analytics service provided by Google, Inc. ("Google"). Google Analytics uses cookies. Cookies are text files that are stored on your computer which allow us to analyse how users use the Site. The information generated by the cookie about your use of the Site and your IP address is sent to Google and stored by Google on servers in the United States. Google uses this information on our behalf in order to evaluate the use of the Site, compile reports on website activity and to offer us other services relating to website activity and internet usage. Google can provide this information to third parties if Google is legally required to do so, or when these parties process the information on Google's behalf. Google will not associate your IP address with any other of its data. Read Google's privacy policy and the specific privacy policy of Google Analytics for more information.

      Besides the use of cookies by Google Analytics, we and other parties with whom we collaborate can use cookies on the Site. These cookies may contain information about you or information that allows us to track your activities on the Site. They can be permanently stored on your hard disk or during an individual session.

      If you are not registered on the Site, cookies do not contain any personal information with which you can be identified.

      You can change your browser settings to notify you when a cookie is used and you can completely disable the use of cookies. You will need to follow the specific procedures of your web browser to do so. It may however affect your ability to use the Site.

    2. Registered users

      If you are a registered user on the Site, you are able to share information on the Site. The more we know about you, the more advantages you will get from registering. The Site can then better adapt to your personal preferences.

      If you registered an account on the Site, we may collect personal information you actively provide to us in addition to the information described above for non-registered users. This personal information may include information associated by you to your account, including your name, email address, phone number, address, username, password and museum preferences. Some information may be stored by us in a cookie to identify you on the Site and to save your preferences to serve you a custom website.

      You can link your WhichMuseum account to your accounts on Facebook en Google, or directly log into our Site using these services. In that case, we may collect and store some (personal) information from these services. This information enables us to make it easier for you to create an account on our Site.

  2. How we use the information

    The information that you send to or through the Site and the information collected by us related to your use of the Site can be stored by us.

    We use the information to monitor the use of the site, improve the Site, to fulfil your requests, provide customer support, provide feedback to museums featured on the site, sending messages, serve relevant advertisements, improve the safety of the Site, make a backup of systems and to meet legal obligations.

    Your contributions and your profile on the Site can be displayed publicly and identified through your account name.

  3. With whom we share your information

    1. Affiliated companies

      We can share some of the information from or about you with to WhichMuseum affiliated companies, including joint venture partners and other companies under joint management. They protect the information the same way we do and we require them to act in accordance with this Privacy Policy. In addition, we may share your information in connection with a corporate transaction such as a merger or acquisition.

    2. Service providers

      Personal information can be shared with third parties that need the information to provide services to us, such as customer support, or market research reports. These parties must agree to use the personal information only to provide the specific service to WhichMuseum.

    3. Advertisers

      Information can be provided to advertisers in aggregate form for marketing and promotional purposes. Because this is only done in global form, advertisers can’t identify you personally. Information can also be shared with advertisers in aggregate form, such as how many users have seen ads or how many have clicked on one.

      We can allow advertisers to use cookies on the Site to collect similar information for the same purpose as we do for ourselves. We do not always have control over cookies used by them. These advertisers have their own privacy conditions. WhichMuseum is not responsible and can not be held liable for any action or forbearance of these advertisers contrary to privacy legislation and or any other legislation.

      For more information on cookies third parties use for advertising purposes, you can visit the privacy policies of these parties on their own websites using the links below. Please be advised that these policies may change regularly.

    4. Museums and other companies on the Site

      We can share general personal information from or about you and your use of the Site with museums and other companies on the Site. WhichMuseum is not responsible and can not be held liable for any action or forbearance of these advertisers contrary to privacy legislation and or any other legislation.

    5. Investigations

      It could occur that we are compelled to disclose personal information in connection with investigations. We will only do this if we have a good faith belief that (I) it may be useful to identify, investigate and prevent wrongdoing in connection with the Site; (II) it can protect the rights and property of ourselves or of our users or the general public; or (III) it is reasonably necessary to comply with legal process and law enforcement instructions and orders.

    6. Links

      The Site may contain links to third parties that are not affiliated with us. Unless otherwise stated in this policy, we do not share personal information with those third parties and we are not responsible for their practices regarding privacy.

  4. Controlling your personal information

    1. View and modify personal information

      You can view and modify the personal information you provided to us on your account page. Here you can correct personal information or delete it where you deem necessary.

    2. Cancel your account

      You can cancel your account by sending an email to with your email address in the subject of the email message. Afterwards you will receive an email to confirm your request to cancel your account. After that we will remove your information from our active database. Some information may be kept in our archives for an additional period before it is removed. In addition, stored data can be kept in our archives to identify, to investigate or to prevent possible wrongdoing in connection with the Site, or to comply with legal obligations. Museums can never remove their listings, reviews and ratings by cancelling their account.

      If there are questions remaining about your access to, or modification and deletion of your personal information you can mail your question to

  5. Children's privacy

    The Site is intended for general audiences and is not intended for children under 16. We do not knowingly collect personal information from children under 16. Should a child whom we know to be under the age of 16 provide us with personal information without parental consent, we will take steps to delete that information and cancel the account of the child. If you become aware that a child under the age of 16 has provided us with personal information, click here to inform us.

  6. Security

    We follow security procedures to protect the personal information submitted by our users. only authorized employees of WhichMuseum are permitted to access personal information. We use generally accepted standards to protect personal information submitted to us from unauthorized access when it is sent or to stored data itself. Although we take these measures, it is unfortunately never possible to guarantee absolute, hundred percent security of your personal information.

  7. Jurisdiction

    The information from or about you that is sent to us can be processed and stored in the Netherlands, where different rules may apply concerning data protection than the country in which you reside.

  8. Changes to this Privacy Policy

    We reserve the right to revise this policy from time to time. If major alterations are made to this Privacy Policy that affect your personal information we have already collected from you, we will notify you by e-mail or place a notification on the Site before the effective date of the alterations. You agree that your continued use of the Site after the effective date of the changes to this Privacy Policy indicates your acceptance of the revised Privacy Policy. The latest version of the Privacy Policy can be viewed here.