Channel 4 is pledging to give viewers greater control and transparency over their personal data when they sign up through 4oD or any of its other digital products and services. It is calling the move its “viewer promise”.

Specifically Channel 4 commits: never to sell personal data to any third parties, not to clutter email inboxes with stuff people don’;t want, and to ensure those who want their personal details back have them wiped from Channel 4 systems and are not contacted again.

According to Channel 4, more than 2m people have registered with C4 as the broadcaster builds on the data strategy launched by David Abraham in 2011 to give viewers a more personalised experience. “The trust placed in us by viewers is paramount, so we’;re launching our Viewer Promise to show our commitment to giving people transparency and control over information. ” says Gill Whitehead, Director of Audience, Technology & Insight.

Channel 4 uses the data to improve its programming but also to offer advertisers targeted opportunities. “The money we make from advertising goes into making programmes for viewers,” says Whitehead. “But it depends on treating our viewers’; personal data with care and respect, and giving them something back for their information.”