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How Virgin Mobile
uses information

How your participation in Virgin Mobile's new online marketing program will help reduce random and frequently irrelevant advertising while protecting your privacy.

Advertising is a reality in today's online world, and people are finding that they receive ads that are irrelevant to them. Virgin Mobile's new online marketing program will work to ensure that the ads you do receive online may be more relevant to you, rather than the random ads you may currently receive. In other words, you won't see more ads online, just ads better suited to you.

If you participate, Virgin Mobile will be able to customize advertising based on your usage patterns, similar to the ways that companies like Google and Facebook have been doing for some time. Google and Facebook may sometimes use an individual's detailed URL and location info for marketing purposes and/or to limit the number of irrelevant ads a user might see. If you agree, Virgin Mobile will collect information based on your browsing patterns, location information, the account information you provided when you obtained services from us and information on how you use our services and securely aggregate the information with large numbers of similar Members for marketing and report uses. Learn moreLess

What kinds of information will we collect from you?

We collect the information you provide when you subscribe to and use our services. Depending on which services you use, Virgin Mobile will collect different types of information. This can include:

  • Account information: Network type (e.g. LTE), rate plan, address, email address, age, gender and preferred language.

  • Wireless service usage details: Information relating to your usage of our products and services such as number of text messages sent and location information.

  • Browsing activity and application (app) usage: Web pages you visit from your mobile phone and apps used, and full URLs.

This will provide a number of benefits to you including the following:

  1. We can help make the online ads you do see more relevant to you. See exampleLess

    When you visit a website or use apps from your mobile phone, you often see unfiltered, random ads. We use certain service usage and mobile account information to make the ads you see more relevant to you and measure the effectiveness and reach of online ads. For example, you may see an average of 10 ads per day from your mobile phone when visiting websites. If you are identified as having an interest in sports, more of those ads may be sports related.

  2. Similarly, we can use aggregated data to display not just online ads, but also online offers and online discounts from our partners and our suppliers, that could provide savings and value to you. Note that these 3rd party companies never receive your details; we just deliver the offers you receive on their behalf. See exampleLess

    To help our partners create offers that are of greater value or relevance to Virgin Mobile Members we may look at top websites browsed or apps used by an audience near a particular store location.

    For example, a travel agency may want to advertise vacation deals by sending a special offer via banner ad or pop up ad to people that have an interest in 'Travel' based on their website and app usage.

  3. We can use aggregated data to prepare various reports for 3rd parties. For example we may work with a local community council to analyze traffic patterns to create solutions to ease congestion and improve safety. See exampleLess

    We do this only on an aggregated basis, never on an individual basis, so any information used about you will be combined with groups of other Virgin Mobile Members to provide anonymous reports.

    For example we may work with government and local community councils to analyze traffic patterns in an area to ease traffic congestion and improve safety.

  4. We can use specific mobile phone locations to market Virgin Mobile products and services that are better for you. This information helps us create more relevant and better value offers for you. See exampleLess

    If you travel to the United States frequently Virgin Mobile may let you know about travel packages offered that will help save you money when you use your mobile phone for making calls or using data in the United States.

Remember, you can change your mind about participating in Virgin Mobile's new online marketing program by visiting virginmobile.ca/relevantads. Participation is not a condition of service from Virgin Mobile.

Rest assured, your privacy is an important priority for us. That is why we do not ever disclose your personal information to 3rd parties to market their products and services without your further express consent.

To opt-in or opt-out, click here.

GOT QUESTIONS? WE CAN HELP.

How your participation in Virgin Mobile's new online marketing program will help reduce random and frequently irrelevant advertising while protecting your privacy

  • What personal information is used in Virgin Mobile's online marketing program?

    Account information and service usage information of mobile users (mobile browsing, location and apps) may be used for the program.

    a) Account information is information such as network type (ex. LTE), address, age range (within a 5 year range) and gender. The full list of account information used for marketing purposes is set out below. Where there is more than one user or mobile phone under an account, the information may be aggregated at the account level or at the user level, depending on the information provided when the user or mobile phone was added to the account. Use of account information will vary by the requirements of the report being generated or target profile:

    Age Range:

    This is based on the date of birth (if any) provided when purchasing products and services from Virgin Mobile. This is grouped into a minimum of 5 year age ranges starting at age 18

    Gender:

    This is inferred from the title you selected for your account (such as Mr., Mrs., Ms.), if any, and may also be inferred from your first name.

    Primary Language:

    This is based on the primary language for communications that you selected for your account, and is one of French, English or Other.

    ARPU Range:

    This refers to the Average Revenue Per User (ARPU). The specific value for each user under your Virgin Mobile account is aggregated to fit into one of Very Low, Low, Average, High or Very High.

    Price Plan Type:

    This refers to whether your account is pre-paid or post-paid and the type of plan you have with either of those categories.

    Billing Address:

    At the Account Information level, this refers to the city or region of your billing address which includes postal code. Safeguards are in place to ensure that postal codes cannot be used by 3rd parties to identify you.

    Phone Type (OEM, Model), Operating System and Network Type:

    This refers to the brand and model of phone(s) operating on your account (Smartphone, Tablet, PC Card, Feature Phone, Router, etc.) as well as the model (Samsung Galaxy S6, Sony Xperia Z5, Apple iPhone 6), and operating systems (Android, iOS, Windows) of the phones and network type (HSPA, LTE).

    Volumetric Usage of Data, Messaging and Voice:

    This refers to your usage of wireless products and services such as number of messages sent and received, voice minutes, used data consumption and type of connectivity when downloading or streaming. The content of such communications is not captured; the program simply looks at the usage of various types of services.

    b) Service Usage Information: Service usage information refers to information about how and where you use your Virgin Mobile wireless products and services.  The types of service usage information Virgin Mobile may use are described below:

    Location:

    The location of your wireless phone is generated when your phone communicates with our cell-towers. Typically, this is used to manage network congestion. Your location may be used to create marketing reports showing traffic patterns or event based analytics, or to provide you with relevant ads. The location information used is based on available technology. NOTE: Switching off the 'location services' preference on your phone stops GPS location information but does not impact the network location used by the Program. You can stop the use of your location information for the Program by declining to participate (or opting out if you are already participating). If you choose not to participate we will continue to collect and use your network location information for the purpose of providing you the wireless services to which you have subscribed.

    Mobile Usage:

    Interests:  Your mobile usage activities (browsing and app usage) are used to identify broad, non-sensitive categories of interest in your profile. All URLs are initially analyzed to create interests but only those that fit non-sensitive interest categories are used. There are also secondary interest categories; for example, under the sports interest there are secondary categories such as hockey, soccer, baseball and so on.
    Interests are also identified based on the applications (apps) you use. Apps usage is categorized into non-sensitive categories using the interest categories commonly used in app marketplaces. For a complete list of app categories, seeLess.

    Web Categories

    App Categories

    Arts & EntertainmentLess

    Books & Literature
    Celebrity Fan/Gossip
    Fine Art
    Humour
    Movies
    Music
    Television
    Arts – Other
    Entertainment Venues & Events
    Streaming & Downloadable Audio
    Streaming & Downloadable Video
    Entertainment - Other

    Books

    AutomotiveLess

    Auto Parts
    Auto Repair
    Buying/Selling Cars
    Car Culture
    Certified Pre-Owned
    Convertible
    Coupe
    Crossover
    Diesel
    Electric Vehicle
    Hatchback
    Hybrid
    Luxury
    MiniVan
    Motorcycles
    Off-Road Vehicles
    Performance Vehicles
    Pickup
    Road-Side Assistance
    Sedan
    Trucks & Accessories
    Vintage Cars
    Wagon
    Automotive - Other

    BusinessLess

    Advertising
    Agriculture
    Biotech/Biomedical
    Business Software
    Construction
    Forestry
    Government
    Green Solutions
    Human Resources
    Logistics
    Marketing
    Metals
    Home & Office Furnishings
    Manufacturing
    Physical Security
    Productivity
    Retirement Homes & Assisted Living
    Business - Other

    BusinessLess

    Advertising
    Agriculture
    Biotech/Biomedical
    Business Software
    Construction
    Forestry
    Government
    Green Solutions
    Human Resources
    Logistics
    Marketing
    Metals
    Home & Office Furnishings
    Manufacturing
    Physical Security
    Productivity
    Retirement Homes & Assisted Living
    Business - Other

    Catalogues

    CareersLess

    Career Advice
    Career Planning
    College
    Financial Aid
    Job Fairs
    Job Search
    Nursing
    Resume Writing/Advice
    Scholarships
    Telecommuniting
    U.S. Military
    Careers - Other

    EducationLess

    7-12 Education
    Adult Education
    Art History
    College Administration
    College Life
    Distance Learning
    English as a 2nd Language
    Graduate School
    Homeschooling
    Homework/Study Tips
    K-6 Educators
    Language Learning
    Private School
    Special Education
    Studying Business
    Educational Institutions
    Educational Materials & Studies
    Reference Materials & Maps
    Tutoring
    Wikis
    Education - Other

    EducationLess

    7-12 Education
    Adult Education
    Art History
    College Administration
    College Life
    Distance Learning
    English as a 2nd Language
    Graduate School
    Homeschooling
    Homework/Study Tips
    K-6 Educators
    Language Learning
    Private School
    Special Education
    Studying Business
    Educational Institutions
    Educational Materials & Studies
    Reference Materials & Maps
    Tutoring
    Wikis
    Education - Other

    Entertainment

    Food & DrinkLess

    American Cuisine
    Barbecues & Grilling
    Cajun/Creole
    Chinese Cuisine
    Cocktails/Beer
    Coffee/Tea
    Cuisine-Specific
    Desserts & Baking
    Dining Out
    French Cuisine
    Health/Lowfat Cooking
    Italian Cuisine
    Japanese Cuisine
    Mexican Cuisine
    Vegan
    Vegetarian
    Wine
    Food & Drink - Other

    Finance

    FitnessLess

    Cold & Flu
    Dental Care
    Exercise
    Men's Health
    Nutrition
    Weight Loss
    Women's Health
    Supplements & Compounds
    Health - Other

    Food & DrinkLess

    American Cuisine
    Barbecues & Grilling
    Cajun/Creole
    Chinese Cuisine
    Cocktails/Beer
    Coffee/Tea
    Cuisine-Specific
    Desserts & Baking
    Dining Out
    French Cuisine
    Health/Lowfat Cooking
    Italian Cuisine
    Japanese Cuisine
    Mexican Cuisine
    Vegan
    Vegetarian
    Wine
    Food & Drink - Other

    Hobbies & InterestsLess

    Art/Technology
    Arts & Crafts
    Beadwork
    Birdwatching
    Board Games/Puzzles
    Candle & Soap Making
    Card Games
    Chess
    Collecting
    Comic Books
    Drawing/Sketching
    Freelance Writing
    Genealogy
    Getting Published
    Guitar
    Home Recording
    Inventions & Patents
    Jewelry Making
    Magic & Illusion
    Needlework
    Painting
    Photography
    Radio
    Roleplaying Games
    Sci-Fi & Fantasy
    Scrapbooking
    Screenwriting
    Stamps & Coins
    Video & Computer Games
    Woodworking
    Hobbies & Interests – Other
    Games

    Games

    Home & GardenLess

    Appliances
    Entertaining
    Environmental Safety
    Gardening
    Home Repair
    Home Theater
    Interior Decorating
    Landscaping
    Remodeling & Construction
    Home & Garden - Other

    Health & Fitness

    Law, Gov't & PoliticsLess

    Commentary
    Immigration
    Legal Issues
    Politics
    U.S. Government Resources
    Philanthropic Organizations

    Lifestyle

    NewsLess

    International News
    Local News
    National News
    Magazines
    Portal Sites
    News, Portal & Search  - Other
    Pay To Surf

    Medical

    Personal FinanceLess

    Beginning Investing
    Credit/Debit & Loans
    Financial News
    Financial Planning
    Hedge Fund
    Insurance
    Investing
    Mutual Funds
    Options
    Retirement Planning
    Stocks
    Tax Planning
    Accounting
    Banking
    Online Financial Tools & Quotes
    Finance - Other

    Music

    PetsLess

    Aquariums
    Birds
    Cats
    Dogs
    Large Animals
    Reptiles
    Veterinary Medicine
    Pets - Other

    Navigation

    Real EstateLess

    Apartments
    Architects
    Buying/Selling Homes
    Real Estate - Other

    NewsLess

    International News
    Local News
    National News
    Magazines
    Portal Sites
    News, Portal & Search  - Other
    Pay To Surf

    ScienceLess

    Astrology
    Biology
    Botany
    Chemistry
    Geography
    Geology
    Paranormal Phenomena
    Physics
    Space/Astronomy
    Weather
    Science - Other

    Photo & Video

    ShoppingLess

    Comparison
    Contests & Freebies
    Couponing
    Engines
    Auctions & Marketplaces
    Catalogues
    Online Shopping
    Shopping - Other

    Productivity

    Social NetworkingLess

    Social Media

    Reference

    SocietyLess

    Dating
    Ethnic Specific
    Marriage
    Senior Living
    Weddings
    Parks, Rec Facilities & Gyms

    Social NetworkingLess

    Social Media

    SportsLess

    Auto Racing
    Baseball
    Bicycling
    Bodybuilding
    Boxing
    Canoeing/Kayaking
    Cheerleading
    Climbing
    Cricket
    Figure Skating
    Fly Fishing
    Football
    Freshwater Fishing
    Game & Fish
    Golf
    Horse Racing
    Horses
    Hunting/Shooting
    Inline Skating
    Martial Arts
    Mountain Biking
    NASCAR Racing
    Olympics
    Paintball
    Power & Motorcycles
    Basketball
    Hockey
    Rodeo
    Rugby
    Running/Jogging
    Sailing
    Saltwater Fishing
    Scuba Diving
    Skateboarding
    Skiing
    Snowboarding
    Surfing/Bodyboarding
    Swimming
    Table Tennis/Ping-Pong
    Tennis
    Volleyball
    Waterski/Wakeboard
    Soccer

    SportsLess

    Auto Racing
    Baseball
    Bicycling
    Bodybuilding
    Boxing
    Canoeing/Kayaking
    Cheerleading
    Climbing
    Cricket
    Figure Skating
    Fly Fishing
    Football
    Freshwater Fishing
    Game & Fish
    Golf
    Horse Racing
    Horses
    Hunting/Shooting
    Inline Skating
    Martial Arts
    Mountain Biking
    NASCAR Racing
    Olympics
    Paintball
    Power & Motorcycles
    Basketball
    Hockey
    Rodeo
    Rugby
    Running/Jogging
    Sailing
    Saltwater Fishing
    Scuba Diving
    Skateboarding
    Skiing
    Snowboarding
    Surfing/Bodyboarding
    Swimming
    Table Tennis/Ping-Pong
    Tennis
    Volleyball
    Waterski/Wakeboard
    Soccer

    Style & Fashion

    Travel

    Technology & Computing

    Utilities

    Travel

    Weather

    Top websites and applications: Mobile browsing also generates a ranked list of top domains for each user profile. This is top level domain only (ex. TSN.ca) and only domains that are non-sensitive. For example, a user that visits TSN's hockey content a lot will possibly get TSN.ca as a top domain. We also maintain a list of the top 25 apps on your mobile phone based on usage.

  • Information not used:

    We constantly work to protect your sensitive personal information. Unlike others, Virgin Mobile does not use personal information relating to finances, health or sexual orientation. Virgin Mobile also does not use transaction information, personal credit score information or the contents of voice or digital communications, or similar sensitive information. Encrypted mobile browsing (ex. URL's associated to HTTPS) is also not used.

  • What types of information do advertisers see when developing an advertising campaign?

    As further described in the 'How does Virgin Mobile work with partners' section below, online advertisements are delivered without disclosing any personal information to the advertiser. The characteristics advertisers can use to define an audience for a campaign or for a report are those set out above in account information, service usage information (for mobile usage, this would be the interest categories, not the actual URLs) and the top websites and apps, if on the approved list of non-sensitive websites and apps. The advertiser receives an estimated audience size, meaning the estimated number of participants who fit the combination of characteristics selected by the advertiser. The marketing reports we prepare for our partners work in a similar manner. The report requester receives only aggregated and anonymous information about interest trends, commuting trends, time of day when certain topics or activities tend to be more popular etc. and does not receive any personally identifying information.

    To protect users' privacy, Virgin Mobile sets a minimum audience size of 100, this ensures that no one will be able to infer information about a single individual

  • How does Virgin Mobile work with partners?

    There are two ways in which Virgin Mobile can work with 3rd parties: 1) displaying relevant online advertising or offers for partners and 2) developing reports.
    Displaying relevant advertising or offers: In the case of mobile advertising, a prospective advertiser selects the characteristics of the audience they are targeting. Banner ads on mobile apps or browsers are typically connected to an Ad Network server. If you have provided your consent, the Ad Network may have a campaign loaded with your corresponding characteristics in which case the relevant ad associated with that campaign will be placed.
    Developing reports: In the case of developing reports, a prospective partner selects the characteristic of the audience they would like to analyze. If you have provided consent, the data from your profile will be stripped of personal information and be aggregated into the report along with other users that match the characteristics selected. This information will be used by partners to make more informed business decisions. This information is used for analysis only and there is no way that partners will be able to personally identify anyone included within a report.

  • How does Virgin Mobile use location information to market its own products and services to me?

    In order to recommend certain products or services that may better meet your needs, we may look at your location to, for example, email or text you about a new rate plan that might suit the needs of someone who travels a lot or commutes regularly. If you do not consent to our use of your mobile location information to provide you with helpful Virgin Mobile offers, we may still market to you using personal information, other than location, unless you opt-out of other marketing uses as described below. We won't, however, use mobile location information for Virgin Mobile's marketing if you decline or opt-out of this program.

  • Who is involved with these programs?

    Currently the program is operated by Bell Mobility. If the program is expanded to other Bell affiliates in future (Bell Canada, Bell ExpressVu, Bell Media and Bell Aliant), we will seek your consent in advance. Partners are also involved outside of the Bell companies but personally identifiable information will never be released through this program.

  • What if I decide I don't want to give my consent to use my information for marketing?

    Participation is voluntary and you can change your participation status at any time by visiting the marketing preferences page. If you choose to decline, Virgin Mobile will not use your personal information as described above and will cease to collect and use your information for the program and will delete any existing profile information. Participation is not a condition of receiving services from Virgin Mobile.

    Declining to participate in the Program does not impact the use of your personal information for other Virgin Mobile marketing activities such as telemarketing or commercial electronic messages (for example, emails and text message offers). You can conveniently manage the use of your information for these marketing activities at our marketing preferences page.
  • Questions or concerns about your privacy?

    We'd be happy to discuss any questions or concerns you may have about your privacy.
    You can visit us online at virginmobile.ca/privacy for more information or to reach us, please visit our contact section.

     

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