Kelley Blue Book Privacy Statement


First Published on: 2020/10/06



Thank you for your interest in Kelly Blue Book Canada which is managed by Cox Automotive Canada Company o/a Kelley Blue Book, with offices at 2700 Matheson Blvd E, Suite 702E, Mississauga, Ontario L4W 4V9 registered in the Province of Ontario ("Kelley Blue Book"). We respect the privacy of our users when they use our websites, mobile and other online applications and products and services. By using Kelley Blue Book (“Services”), and accessing and using this website (“Site”) you consent to the collection, use, disclosure and otherwise processing of your personal information and in accordance with this Privacy Statement. Please be advised that this Privacy Statement forms part of Cox’s General Terms of Service, which can be accessed at General Terms of Service.

This Privacy Statement governs our data practices with respect to the Services. This Privacy Statement does not apply to the data practices of any affiliated or non-affiliated third party, which may or may not be linked to this Service. Third party services are subject to their own privacy notice or statement, and we encourage you to review the privacy notices of all websites and services you visit and / or use.

The Services are not directed to individuals under the age of eighteen (18). If you are under eighteen (18), you should not provide any personal information to us. Kelley Blue Book does not knowingly collect personal information from individuals under eighteen (18).

This Privacy Statement covers:


Information We Collect

Information is gathered from the KBB Sites by us.

Information You Provide.
We may collect information that you choose to provide on the KBB Sites in a variety of ways, such as when yous:

  1. register for one of our products or services. This information may include your name, address, telephone number, email address;
  2. make information available to us via social networking logins, such as Facebook or Twitter;
  3. express an interest in buying, selling or trading in a car (such as by using our "email the seller" function);
  4. If you use our Trade-In On Demand feature, we may collect your Vehicle Identification Number (VIN), vehicle conditions and images and video of your vehicle;
  5. participate in chats, web forums or other interactive sessions;
  6. provide payment card information for one of our products or services;
  7. subscribe to newsletters or provide feedback; and
  8. participate in surveys, sweepstakes or other promotions.

Automated Information
Information regarding your use of the Services and the Sites may be collected and/or aggregated through the use of automated means. This automatically collected information is anonymized, not allowing identifying you as a natural person, and may include information such as:

  1. your IP address, the type of browser and operating system used;
  2. date and time you access the KBB Site and pages you visit, and if you linked from or to another website, the address of that website;
  3. email you open and links you click on within those email; and
  4. your ISP or mobile carrier, and the type of handheld or mobile device that you used.

Data Technologies
Various technologies are used to automatically collect information, such as cookies, local shared objects, and web beacons (generally referred to as "Data Technologies"). "Cookies" are small identifiers sent from a web server that are stored on your device for the purpose of identifying your browser or storing information or settings in your browser. "Local shared objects," sometimes known as Flash cookies, may be used to store your preferences or display content based upon what you have viewed on various websites to personalize your visit. A "web beacon," also known as an Internet tag, pixel tag or clear GIF, links web pages to web servers and their cookies. Anonymous advertising identifiers are increasingly being used on mobile devices and otherwise in a manner similar to cookies. When we refer to Data Technologies, we are including all current and similar future technologies.

One or more Data Technologies may be used on the Services and other websites and mobile applications (that may not be the KBB Sites) by us, by another party on our behalf, or by third parties in accordance with their privacy policies. Data Technologies may be used by us and others, on our behalf and on their own behalf, to transmit information to you or about you and connect information about you from different sources, websites, devices, and mobile applications.

If You do not wish to accept cookies, You should change your browser settings to refuse them as follows:

• Internet Explorer: “Tools”; “Internet Options”; “Confidentiality”.

• Chrome: “Settings”; “Advanced Settings”; “Confidentiality”; “Content Settings”; “Cookies”.

• Mozilla Firefox: “Tools”; “Options”; “Confidentiality”.

• Safari: “Safari”; “Preferences”; “Confidentiality”.

Opting-out of cookies will not prevent you from accessing and using the Services and our site, but , but might impair or restrict some of its features. Please note some cookies are strictly necessary to operate the Services and our site, which cannot be turned off.

We may use a uniquely generated trackable toll-free telephone number on dealer sites or in advertisements. If you call one of these uniquely generated toll-free numbers, we (or a service provider acting on our behalf) may collect non-personally identifiable information about the call (e.g. date, time, duration), as well as personally identifiable information (e.g. your name, the number from which your call originated).

We may target and track the videos you view on the Site. You consent to our tracking of your video viewing through the Site or third party social media.

Publicly Posted Information
You agree that the information that you make available to us and others via social media networks, forums, blogs, list serves, chat rooms or similar functionality is public information that we or others may share or use in accordance with the law.

How We May Use the Information We Collect

We may use information we collect for the following purposes:

  1. for everyday business purposes, such as establishing and managing your user account, providing products and services you request, processing and collecting payments and providing customer support;
  2. to create listings and advertisements for any cars and other vehicles that you list for sale with us. These lists and advertisements may appear on the KBB Sites and other websites, mobile applications or services of third parties;
  3. to provide values and/or offers for cars that you would like to sell or trade in;
  4. to offer our other products or services and/or the products or services of others to you;
  5. to communicate about, and administer your participation in, special events, programs, surveys, contests, sweepstakes and other offers or promotions;
  6. to enable you to interact with KBB and our users, dealers, manufacturers and others through various means, such as through our message boards, blogs and social media;
  7. to evaluate and improve our business, including developing new products and services and analyzing the effectiveness of products, services, applications and websites;
  8. to diagnose and address technical and service problems;
  9. to perform data analyses, including market and consumer research, trend analysis, demographic analysis and financial analysis;
  10. to deliver content (including advertising) correlating to your interests and browsing and usage history, both within the KBB Sites and on other websites and applications;
  11. to comply with applicable legal requirements and our policies; and
  12. to contact you via telephone, text or chat. We will obtain your consent to contact you when and in the manner required by law.

Applications, Widgets and Social Media

We may include applications or widgets from social media providers that allow interaction or content sharing by their users. These widgets, such as a Facebook "Share" or "Like" button, are visible to you on the web page you visit. Integration between the KBB Sites and social media networks such as Facebook, Twitter and others may allow social media networks in which you participate to collect information about you, even when you do not explicitly activate the network’s application or widget. Please visit the applicable social media network’s privacy policy to better understand their data collection practices and choices they make available to you. The privacy policy of the social media network controls the collection, use and disclosure of all personal information transmitted to that network.


Advertising Networks

Advertising that is customized based on predictions generated over time from your visits across different websites, devices and mobile applications is sometimes called "online behavioral" or "interest-based" advertising. We may partner with advertising networks, which are companies that deliver targeted advertisements to consumers and generate statistics and metrics related to the delivery of interest-based advertisements. They may utilize information collected through a variety of Data Technologies to provide customization, auditing, research and reporting for us, our affiliates and other advertisers. This data collection takes place both on our Service and Sites and on third-party’s websites and mobile applications. This process allows KBB and third parties to deliver targeted advertising, enhance marketing programs and help track the effectiveness of such efforts. Our advertising networks also may use this information for determining or predicting the characteristics and preferences of their respective advertising audiences and measuring the effectiveness of their advertising in accordance with their privacy policies.

We do not provide information that is directly associated with a specific person (such as name and address) to an advertising network when you interact with or view a customized advertisement. However, when you view or interact with an advertisement, you must be aware that the advertiser may make an assumption that you are interested in the subject matter of the advertisement and collect your personal data in accordance it their own privacy policies which you should visit and review.

Some companies disclose when they are using interest-based advertising programs on the KBB Sites to deliver third-party ads or collecting information about your visit for these purposes and give you the ability to opt-out of this use of your information. You may see an icon in or around third-party advertisements on the KBB Sites that use interest-based advertising programs and on pages where data is collected and used for online interest-based advertising. Clicking on this icon will provide additional information about the companies and data practices that were used to deliver the ad. You can opt out of delivery of targeted advertising to you by multiple companies by visiting www.aboutads.info/choiceshttps://thenai.org/opt-out/ and www.evidon.com. Please note that even if you opt out, you will continue to receive advertisements, but they will not be tailored to your specific interests.

Information We Share

We do not sell or otherwise share information about you that we collect or receive, except as described below:

  1. Affiliates

    We may share information about you, including personal information, with our corporate affiliates, who will use it in accordance with this Privacy Statement and that may be located in any place in the world to where your personal data may be communicated in accordance with applicable laws and regulations. Please be advised that our corporate affiliates’ privacy policies mirror the rights of this Privacy Statement. Please visit http://www.coxautoinc.ca/ for more information about our affiliates.
  2. Our Service Providers

    We may engage third parties to provide the services offered through or in connection with the Services and our Sites on our behalf. We require such providers to maintain information about you as confidential and to use the information only to perform the services specified by us in a manner consistent with this Privacy Statement.
  3. Co-Sponsored Promotions

    In the event that you participate in a survey, sweepstakes, contest or other promotion that is co-sponsored by Kelley Blue Book and a third party, we may share information collected in conjunction with the survey, sweepstakes, contest or promotion, including personal information, with that third party. After the information is provided to those third parties, the subsequent use or disclosure of such information is subject to their privacy policies and practices. Surveys, sweepstakes and other promotions conducted on behalf of Kelley Blue Book and a third party will include branding from both Kelley Blue Book and the third party and will comply with this Privacy Statement.
  4. Promotions on behalf of Third Parties

    Periodically, third parties may conduct surveys, contests, sweepstakes and other promotions for their own purpose on the Services or Sites. Information you provide in response to those activities is governed by their privacy policies. We will provide you a privacy notice at the time you engage with such a co-sponsored promotion. Surveys, sweepstakes and other promotions conducted solely for the purpose of a third party will include only the third party’s branding.
  5. Sellers, Dealers and Manufacturers

    Information about you, including personal information and Data Technologies, may be shared with sellers, dealers and manufacturers, and their agents and third party service providers, who will use that information in accordance with this Privacy Statement. For example:
    1. If you are interested in a particular listing of a car for sale, information about you may be shared with the seller of that particular car or similar cars or dealers in your area;
    2. If you are considering trading in a car, we may provide information about you to dealers who participate in our trade-in program and other dealers in your area;
    3. We may provide manufacturers, their agents or third party service providers, with information about you that we provided to their franchised dealers;
    4. We may provide manufacturers, their agents or third party service providers, with information about you if you are interested in certified pre-owned vehicles; or
    5. We may provide manufacturers, their agents or third party service providers, and dealers with information about you when you access the KBB Sites via KBB branded advertising and/or functionality found on their websites or other third party websites.

    Please note that by selecting to have your information shared or disclosed with a third party described above, your information will be subsequently governed by that party’s own privacy statement.


  6. Corporate and Asset Transactions

If we sell all or substantially all of our business or sell or transfer all or a material part of our assets, or are otherwise involved in a merger or transfer of all or a substantial part of our business, you agree that we may transfer all information we have collected and stored, including personal information, to the party or parties involved in the transaction as part of that transaction.


Your Choices

You are entitled to make certain choices with respect to your personal information.

  1. You may choose not to provide personal information, even though that might impact your ability to register or receive a particular product or service.
  2. If you do not want to receive marketing email from us, you can follow the unsubscribe link provided in those emails.
  3. If you do not want to receive interest-based advertisements, you can opt out as discussed in the "Advertising Networks" section above.
  4. You have a number of choices regarding certain Data Technologies. Most web browsers automatically accept cookies, but you can usually modify your browser’s setting to decline cookies if you prefer. You may also render some web beacons unusable by rejecting their associated cookies and disable or delete similar data used by browser add-ons, such as Flash cookies, by changing the add-on's settings or opting out at www.evidon.com or the website of the technology provider. If you choose to decline cookies or similar technologies, however, please note that certain features may not function properly or at all as a result. You may be able to adjust the use of advertising identifiers on mobile devices through the settings on your device. Finally, if you do not want to use a uniquely generated telephone number, you may choose to not call us.
  5. If you do not want us to use Location Information, you can decline our initial invitation to provide that information, or opt out by changing the location services settings on your mobile device. However, please note that certain features may not function properly or at all as a result if you opt out.

Access and Correction

Access to information that we collect and maintain about you will always be available to you. For example, if you created a password-protected account within the KBB Sites, you can access that account to update the information you previously provided. Additionally, if you believe that information we maintain about you is inaccurate, subject to applicable law, you may request that we correct or amend the information by contacting us as indicated in the "How to Contact Us" section below.

The KBB Sites may contain links to websites not operated by us, as well as third party widgets and applications discussed above. Once you leave the KBB Sites, we suggest that you review the applicable privacy policy of the third-party website or application. We are not responsible for the content or use of any websites or applications other than on the KBB Sites or the privacy practices of those websites or applications.

Data Security and Storage

We use commercially reasonable administrative, technical, personnel, and physical security measures designed to safeguard information about you in our possession against loss, theft and unauthorized use, disclosure or modification. Of course, despite these measures, we cannot guarantee perfect security of networks, servers and databases we operate or that are operated on our behalf. 

Your personal information will be stored, or otherwise accessed by an authorized party, in Canada and the United States. Your information will be subject to the laws of those jurisdictions.

Updates to this Privacy Statement

We may update this Privacy Statement to provide clarification or notice of changes to our practices. If we make changes, we will revise the date at the top of this Privacy Statement. We will provide you with additional notice of material changes by posting notice of the changes for thirty (30) days before we implement those changes.

How to Contact Us

If you have any questions or comments about this Privacy Statement, or if you would like us to update information we have about you or your preferences, please contact us by email marketingcanada@coxautinc.com 

For privacy related matters :

Contact : Chief Compliance and Privacy Officer - privacycanada@coxautoinc.com or by mail at : 

Cox Automotive Inc.

6205 Peachtree-Dunwoody Road

Tower A, Floor 5

Atlanta, Georgia 30328 USA

Attention: Scott Hilsen, Chief Compliance & Privacy Officer