Privacy Policy

1. Who is responsible?

This website is operated as part of an academic research project at Goethe University Frankfurt, Institute of Psychology.

Responsible party (Verantwortlicher):
Oliver Hoffmann
MSc Psychology Candidate, Institute of Psychology
Goethe University Frankfurt
PEG-Gebäude, Theodor-W.-Adorno-Platz 6
60323 Frankfurt am Main, Germany
Email: s6168767@stud.uni-frankfurt.de

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2. Purpose and legal basis

This site is used exclusively for academic research on conservation communication (MSc Psychology thesis, 2026). No data is collected for commercial purposes.

Data collected:

• Page views and session duration (Google Analytics 4)
• Scroll depth and engagement events (GA4 enhanced measurement)
• UTM parameters identifying which advertisement brought you here (e.g., utm_content=empathy_1)
• Approximate region (country-level, IP anonymised)

Legal basis: Art. 6 (1)(a) GDPR: your consent, given via the cookie banner on first visit. You can withdraw consent at any time by clearing your browser's local storage.

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3. Google Analytics 4

This site uses Google Analytics 4 (Google LLC, 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA). GA4 is configured with:

• IP anonymisation enabled (anonymize_ip: true)
• Google Signals disabled (no cross-device tracking)
• Ad personalisation disabled

Data may be processed in the USA. Google LLC is certified under the EU-US Data Privacy Framework. Google's privacy policy: policies.google.com/privacy

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4. Cookies and local storage

GA4 may set cookies (e.g., _ga, _ga_*) with a lifetime of up to 2 years. We also use localStorage to store your cookie consent (key: cookieConsent). This is not a tracking cookie.

On your first visit, a consent banner lets you Accept all, Reject all, or Customize your choice. Analytics cookies are set only if you consent; if you reject, Google Analytics is never loaded. You can change your decision at any time via the "Cookie settings" link in the page footer, or by deleting cookies and local storage in your browser settings.

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5. Research data

Aggregated, anonymised analytics data (e.g., median session duration per ad condition) will be used in the MSc thesis. No individual-level data will be published. Raw data will be stored securely and deleted after thesis submission (expected end of 2026).

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6. Your rights (GDPR)

You have the right to:

• Access your personal data (Art. 15 GDPR)
• Rectification (Art. 16 GDPR)
• Erasure (Art. 17 GDPR)
• Restriction of processing (Art. 18 GDPR)
• Data portability (Art. 20 GDPR)
• Object to processing (Art. 21 GDPR)
• Lodge a complaint with a supervisory authority (e.g., Hessischer Beauftragter für Datenschutz und Informationsfreiheit)

To exercise any of these rights, contact: s6168767@stud.uni-frankfurt.de

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7. Changes to this policy

This policy may be updated. The current version is always available at this URL. Last updated: May 2026.