PRIVACY POLICY FOR BUTCHERBOX OPCO, LLC

Last Updated: 06/28/2023

Thank you for using ButcherBox OpCo, LLC. This Privacy Policy describes how information about you is collected, used and shared by ButcherBox OpCo, LLC and our subsidiaries and other affiliates (collectively, “ButcherBox,” “we,” “us” or “our”) when you access or use the websites linked to this Privacy Policy, or blogs provided by us (collectively, the “Sites”) or otherwise interact with us. By using or accessing the Sites in any manner, you acknowledge that you accept the practices and policies outlined in this Privacy Policy, and you hereby consent to our collection, use, and sharing of your information in the following ways. If you do not consent, you may not use the Sites.

We’re constantly working to improve our Sites, so ButcherBox reserves the right to change or modify this Privacy Policy at any time and in our sole discretion. If we make material changes to this Privacy Policy, we will post the policy with a new “Last Updated” date at the beginning of this Privacy Policy. We encourage you to review this Privacy Policy whenever you use or access the Sites or otherwise interact with us to stay informed about our information practices and the ways you can help protect your privacy. If you use the Sites after any changes to the Privacy Policy have been posted, that means you agree to all of the changes. Remember, your use of the Sites is at all times subject to the Terms of Use, which incorporates this privacy policy and is available at https://www.butcherbox.com/legal/#terms-of-use. Any terms we use in this Policy without defining them have the definitions given to them in the Terms of Use.

1. What does this Privacy Policy cover?

This Privacy Policy covers our treatment of personally identifiable information (“ PII”) that we gather when you are accessing or using our Sites. We gather various types of PII from our users, as explained in more detail below, and we use this PII internally in connection with our Sites, including to personalize, provide, and improve our services, to allow you to set up a user account and profile, to contact you and to fulfill your requests for certain products and services, and to analyze how you use the Sites. In certain cases, we may also share some PII with third parties, but only as described below.

1.1 Children’s Privacy Protection.

Our Sites are not intended for children or minors under the age of sixteen years and do not knowingly collect such information without the permission of a parent or guardian. If you believe that a child has submitted Personal Information on or through one of our Sites without the consent and supervision of a parent or guardian, please contact us at 1-855-981-8568 or support@butcherbox.com, so that we can take appropriate action.

2. Collection of Information.

2.1 Information You Provide to Us. We receive and store information you manually provide directly to us. For example, we collect information when you register for a ButcherBox account, sign up for a subscription, participate in any interactive features of the Sites, subscribe to an email list, participate in a survey, contest, promotion or event, order or purchase (either for yourself or for another person) meal ingredients or other products made available through the Sites (collectively, the “Products”), apply for a job, communicate with us via third party social media sites, request customer support or otherwise communicate with us. Certain information may be required to register with us or to take advantage of some of our features. The types of information we may collect from you include (but are not necessarily limited to):

(a) Account information, such as your name, email address, password, postal address, phone number, subscription, delivery and dietary preferences and any other information you choose to provide;
(b) Transaction information, such as information about the Products you purchase, shipping and delivery information and information related to returns, refunds and cancellations. We may also collect and store limited payment information from you, such as payment card type and expiration date and the last four digits of your payment card number; however, we do not collect or store full payment card numbers and all transactions are processed by our third party payment processor;
(c) Information about others, such as the names and email addresses of gift recipients when you purchase gifts through the Sites or invite friends or family to try the Sites or Products; and
(d) Other information you choose to provide, such as when you participate in a survey, contest, promotion or interactive area of the Sites or when you request customer support.

2.2 Information We Collect Automatically. When you access or use the Sites, the types of information we may automatically collect about you include:

(a) Log Information: When you visit the Sites, our servers automatically record certain log file information, such as your Internet Protocol (“IP”) address, operating system, browser type and language, referring URLs, access times, pages viewed, links clicked and other information about your activities on the Sites;
(b) Mobile Device Information: We collect information about the mobile device you use to access or use the Sites, including the hardware model, operating system and version, unique device identifiers, and mobile network information; and
(c) Information Collected by Cookies and Other Tracking Technologies: We and our service providers use various tracking technologies, including cookies and web beacons, to collect information about you when you interact with our Sites, including information about your browsing and purchasing behavior. Cookies are small data files stored on your hard drive or in device memory that help us improve the Sites and your experience, see which areas and features of the Sites are popular, and count visits. Web beacons are electronic images that may be used in the Sites or emails and help deliver cookies, count visits and understand usage and campaign effectiveness. For more information about cookies, and how to disable them, please see “Your Choices” below.

2.3 Information We Collect From Other Sources. We may also obtain information about you from other sources and combine that with information we collect through the Sites. For example, we may collect information about you when you post content to our pages or feeds on third party social media sites.

3. Use of Information.

We may use information about you for various purposes, including to:

(a) Provide, maintain and improve the Sites and Products;
(b) Manage your account and send you related information, including confirmations, updates, security alerts and support and administrative messages;
(c) Respond to your comments, questions and requests and provide customer service;
(d) Communicate with you about the Sites, Products, recipes, services, offers, surveys, events and other news and information we think may be of interest to you;
(e) Monitor and analyze trends, usage and activities in connection with the Sites;
(f) Detect, investigate and prevent fraudulent transactions and other illegal activities and protect the rights and property of ButcherBox and others;
(g) Personalize and improve the Sites and provide advertisements, content and features that match your profile or interests;
(h) Facilitate contests, sweepstakes and promotions and process and deliver entries and rewards;
(i) Link or combine with information we get from others to help understand your needs and provide you with a better experience; and/or
(j) Carry out any other purpose for which the information was collected.

ButcherBox is based in the United States, and the information we collect is governed by U.S. law.

4. Sharing of Information.

We may share information about you as follows or as otherwise described in this Privacy Policy:

(a) With vendors, consultants and other service providers who need access to such information to carry out work or perform services on our behalf;
(b) From time to time, we may share your information with selected third parties (other than our vendors) for their own marketing purposes. Before doing so, however, we may offer you the opportunity to “opt out” or “opt in” as required by applicable law.
(c) When you interact with us on third party social media sites, certain information that you provide may be displayed publicly, such as your name, photos and other information you choose to provide;
(d) In response to a request for information if we reasonably believe disclosure is in accordance with, or required by, any applicable law, rule, regulation or legal process;
(e) If we believe your actions are inconsistent with our Terms of Use or other policies, or to protect the rights, property or safety of ButcherBox or others;
(f) Your information may be transferred to a successor organization if, for example, we transfer the ownership or operation of the Sites to another organization, if we merge with or are acquired by another organization, or if we liquidate our assets; your information may also be transferred to a third party in connection with negotiations related to a merger, acquisition, or liquidation.
(g) Between and among ButcherBox and any current or future parent, subsidiary and/or affiliated company; and
(h) With your consent or at your direction. We also may share aggregated, anonymized, or de-identified information, which cannot reasonably be used to identify you.

ButcherBox will only use your mobile number, provided by you, to opt-in to ButcherBox’s SMS Program specifically for receiving autodialed marketing, transactional, and promotional texts, as stated in Section 11 of the Terms of Use, unless you choose to provide your mobile number for another Service offered by ButcherBox.

5. Social Sharing Features.

The Sites may offer social sharing features and other integrated tools, such as the Facebook, Twitter and Pinterest buttons (e.g., “Like,” “Tweet” and “Pin It”), which let you share actions you take on the Sites with other media. Your use of such features enables the sharing of information with your friends or the public, depending on the settings you establish with the entity that provides the social sharing feature. For more information about the purpose and scope of data collection and processing in connection with social sharing features, please visit the privacy policies of the entities that provide these features.

6. Advertising and Analytics Services Provided by Others Interest-Based Ads.

In addition to the cookies we deliver to your computer or mobile device through our Sites, certain third parties may deliver cookies or other tracking technology to you for a variety of reasons. For example, we use Google Analytics, a web analytics tool that helps us understand how visitors engage with our Sites. Other third parties like Facebook may deliver cookies or a tiny file called a "pixel" to your device. If a social media platform has delivered a "pixel" or similar tracking code to your device, that platform also may receive data about the pages, videos, or other content that you viewed on our Sites. By accessing our Sites, you consent to sharing data about that content with these social media platforms. These third parties may provide us with reports about the effectiveness of our Sites and our advertising, and they may also use cookies or technology for the purpose of tracking your online behaviors across nonaffiliated websites and delivering targeted advertisements either on our Sites or on other websites.
You have choices about the collection of information by third parties on our Sites. For example, if you don’t want information about your visit to our Sites sent to Google Analytics, you may follow the link in the section labeled “Your Choices,” below. Please note that the Add-on does not prevent information from being sent to us.

In addition, if you would like to opt out of having participating entities track your online behavior for advertising purposes when you are browsing our Sites, you can follow the link provided in the section labeled “Your Choices,” below. You will be directed to an industry-developed website that allows you to choose whether each listed entity may collect and use data for interest-based advertising purposes. It may be that some of the third parties that collect interest-based information on our Sites do not participate in the Website Opt Out, in which case the best way to avoid third party tracking of your online behaviors may be through your browser settings and deletion of cookies.
Please note that the Website Opt Out are device or browser specific. If you wish to opt-out from having interest-based information collected by participating entities across all devices, you need take the steps outlined above from each device or browser.

7. Customized Ad Campaigns.

We may also work with third party social media sites and other online advertising platforms, such as Facebook and Shopify, to serve ads to you as part of a customized campaign, including as part of a targeted audience, unless you notify us that you prefer not to have information about you used in this way.

8. Affiliated Businesses.

In certain situations, other businesses or brands that we own, or third-party businesses we’re affiliated with may sell or provide products or services to you through or in connection with the Sites (either alone or jointly with us). If you ask to exercise your privacy  rights with us, we may ask you to clarify whether you mean a specific] brand/business or all our Sites. If you inquire about a third-party affiliate, we will honor your privacy preferences but may refer you to those third parties for additional action. We have no control over the policies and practices of third-party websites or businesses as to privacy or anything else, so if you choose to take part in any transaction or service relating to a third-party business, please review all its terms and conditions or online policies.

9. Security.

Your account is protected by a password for your privacy and security. You must prevent unauthorized access to your account and Personal Information by selecting and protecting your password and/or other sign-on mechanism appropriately and limiting access to your computer or device and browser by signing off after you have finished accessing your account.

ButcherBox takes reasonable measures to help protect information about you from loss, theft, misuse and unauthorized access, disclosure, alteration and destruction. Please understand, however, that no security system is impenetrable. We cannot guarantee the security of our databases, nor can we guarantee that the information you supply will not be intercepted while being transmitted to or from us over the Internet. In particular, email sent to or from the Sites may not be secure, and you should therefore take special care in deciding what information you send to us via email. Additionally, unauthorized entry or use, hardware or software failure, and other factors, may compromise the security of user information at any time.

We reserve the right to access, read, preserve, and disclose any information that we reasonably believe is necessary to comply with law or court order; enforce or apply our Terms of Use (located at https://www.butcherbox.com/legal/#terms-of-use) and other agreements; or protect the rights, property, or safety of ButcherBox, our employees, our users, or others.

10. Your Choices.

You can always opt not to disclose information to us, but keep in mind some information may be needed to register with us or to take advantage of some of our features.

10.1 Account Information. You may add, update, correct or modify information about you at any time by logging into your online account or by emailing us at  support@butcherbox.com. The information you can view, update, and delete may change as the Sites change. If you have any questions about viewing or updating information, we have on file about you, please contact us by email at support@butcherbox.com or 1-855-981-8568. When you update information, however, we may maintain a copy of the unrevised information in our records.

10.2 Account Deactivation. If you wish to deactivate your account, please email us at  support@butcherbox.com, but note we may continue to store information about you as required or permitted by law or for legitimate business purposes. We may use any aggregated data derived from or incorporating your Personal Information after you update or delete it.

10.3 Opt-Out Links: To opt-out of Google Analytics, please visit: https://tools.google.com/dlpage/gaoptout To opt-out of certain ad functions, please visit: https://youradchoices.com/control

10.4 Cookies. If you prefer, you can set your browser to remove or reject browser cookies. Please note that if you choose to remove or reject cookies, this could affect the availability and functionality of the Sites. As stated in Section 6, you can control some place of cookies through third-party tools. See 10.3 above for two of these Opt-Out tools.

10.5 California, Virginia, Colorado, Connecticut, and Utah Consumers. If you are a California, Virginia, Colorado, Connecticut, or Utah resident, please see the additional privacy disclosures immediately following Section 11 below.

11. Contact Us.

If you have any questions about this Privacy Policy, please contact us at legal@butcherbox.com or 1-855-981-8568, and we will try to resolve your concerns.

Butcherbox
Supplemental Privacy Policy
California, Virginia, Colorado, Connecticut, Utah

Last Revised on: June 28, 2023

This Supplemental Privacy Policy and Notice (“Supplemental Policy”) applies only to information collected about consumers residing in California, Colorado, Virginia, Utah, or Connecticut (“consumer(s),” “Consumer(s),” “you,” “your”) and supplements the information contained in ButcherBox’s Privacy Policy [https://www.butcherbox.com/legal/#privacy-policy/]. It provides information required under the California Consumer Privacy Act of 2018 and as amended by the California Privacy Rights Act of 2020 (collectively, the “CCPA”), the Colorado Privacy Act of 2021 (the “CPA”), the Virginia Consumer Data Protection Act of 2021 (the “VCDPA”), the Utah Consumer Privacy Act of 2022 (the “UCPA”), and the Connecticut Data Privacy Act of 2022 (“CDPA”) and any and all regulations arising therefrom.

This Supplemental Policy describes the practices of ButcherBox OpCo, LLC (“we,” “us,” or “our”) regarding the collection, use, and disclosure of personal information and provides instructions for submitting data subject requests. Some portions of this Supplemental Policy apply only to consumers of particular states, and we have indicated where those portions are state-specific.

If you are unable to review or access this Supplemental Policy due to a disability, you may contact ButcherBox at (855) 981-8568 or legal@butcherbox.com to access this Supplemental Policy in an alternative format.

Definitions Specific to this Policy

• “Consumer” means a natural person who resides in California, Colorado, Virginia, Utah and Connecticut and to whom we offer information, goods, or services. For purposes of this Supplemental Policy, this term includes natural persons who reside in California and engage with us as part of business-to-business transactions.

• “Personal Information” means information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular Consumer or household. Personal Information includes “personal data” as that term is defined in the CPA, VCDPA, UCPA, and CDPA. Personal Information also includes “Sensitive Personal Information,” as defined below.

• “Sensitive Personal Information” means Personal Information that reveals a Consumer’s: 1) Social security, driver’s license, state identification card, or passport number; 2) Account log-in, financial account number, debit card number, or credit card number in combination with any required security or access code, password, or credentials allowing access to the individual’s account; 3) Precise geolocation; 4) Racial or ethnic origin; 5) Religious beliefs; 6) Union membership; 7) Contents of email or text messages, unless we are the intended recipient; 8) Genetic data; 9) Biometric information used to uniquely identify the Consumer, and 10) Health, sex life, or sexual orientation. Sensitive Personal Information includes “sensitive data” as that term is defined in the CPA, VCDPA, UCPA, and CDPA.

• “Sell,” “Sale,” or “Sold” means renting, releasing, or transferring an individual’s Personal Information to a Third Party for money or other valuable consideration.

• “Share,” “Shared,” or “Sharing” means transferring an individual’s Personal Information to a Third Party for behavioral advertising purposes, whether or not for money or other valuable consideration.

• “Third Party” means a person or organization which is not a Consumer, Vendor, or an entity owned or controlled by us and as defined by the CCPA, CPA, VCDPA, UCPA, and CDPA.

• “Vendor” means a “service provider,” “contractor,” or “processor” which collects, stores, or otherwise handles data for us, as those terms are defined in the CCPA, CPA, VCDPA, UCPA, and CDPA.

These definitions apply, whether terms are capitalized or not. Other terms used in this Supplemental Policy may be defined under the CCPA, CPA, VCDPA, UCPA, or CDPA, and they shall have the meanings described in those statutes. If there are variations between such definitions in different laws, you will be covered by the definition that applies in your state. For example, if you are a Virginia consumer, terms defined in the VCDPA shall apply to you if they are used in this Supplemental Policy.

The Personal Information We Collect and Disclose

The chart below shows the categories of personal information we may collect; examples of personal information in each category; types of sources from which each category of personal information is collected; the business purposes for which each category of personal information is collected; and the types of Vendors or Third parties with whom that category of personal information is shared. As this chart shows, we may share or sell personal information to Third Parties or disclose certain personal information to Vendors for business purposes.

Sensitive Personal Information We Collect and Disclose

RETENTION OF DATA

We intend to retain each category of personal information described above only for as long as necessary to fulfill the purpose for which it was collected, or a related and compatible purpose consistent with the average consumer’s expectation, and to comply with applicable laws and regulations. We consider the following criteria when determining how long to retain personal information: why we collected the personal information; the nature of the personal information; the sensitivity of the personal information; our legal obligations related to the personal information, and risks associated with retaining the personal information.

Your Rights to Your Personal Information

California, Colorado, Virginia, Utah, and Connecticut consumers have certain rights with respect to the collection and use of their personal information. Those rights vary by state. As required by the CCPA, we provide detailed information below regarding the data subject rights available to California consumers. Consumers in Colorado, Virginia, Utah, and Connecticut have similar rights and can find more detail by referencing the CPA, VCDPA, UCPA, or CDPA, as applicable.

You have the right to submit requests related to the personal information we have collected about you. You may make such a request twice in a 12-month span. Please note, there are circumstances when we may not be able to comply with your request. For example, we may not be able to verify your request or we may find that providing a full response conflicts with other legal obligations or regulatory requirements. We will notify you if this is the case.

Right to Receive Information on Privacy Practices. You have the right to receive the following information at or before the point of collection:

• The categories of personal information to be collected;

• The purposes for which the categories of personal information are collected or used;

• Whether or not that personal information is sold or shared with Third Parties or disclosed to Vendors;

• If the business collects Sensitive Personal Information, the categories of Sensitive Personal Information to be collected, the purposes for which it is collected or used, and whether that information is sold or shared; and

• The length of time the business intends to retain each category of personal information, or if that is not possible, the criteria used to determine that period.

We have provided such information in this Supplemental Policy, and you may request further information about our privacy practices by using the contact information provided below.

Right Know and Right to Access. You have the right to request certain information we have collected about you. You have the right to request:

• Specific pieces and categories of personal information we collected about you;

• The categories of sources from which personal information was collected;

• The purposes for which personal information was collected, shared, sold, or processed;

• The categories of personal information we shared, sold or disclosed; and

• The categories of Vendors or Third Parties with whom we shared, sold or disclosed personal information.

Right to Delete. You have the right to request that we delete certain personal information that we have collected.

Right to Correct. You have a right to request that we correct any inaccurate personal information we may retain about you.

Right to Opt-Out of the Sale and Sharing of Your Personal Information. You have the right to opt-out of the sale and sharing of your personal information with Third Parties, and the right to opt out of the processing of personal information for targeted advertising purposes, as defined in the CCPA, CPA, VCDPA, UCPA, and CDPA.

We sell and share personal information, or process personal information for targeted advertising purposes. In the past 12 months, we have sold or shared the categories of consumer personal information as listed in this Supplemental Policy. As a consumer, you have the right to opt-out of the sale and/or sharing of your personal information and of the processing of personal information for the purpose of targeted advertising. To submit an opt-out request, please access the below link or follow the “Instructions to Exercise Your Rights,” below. We do not knowingly sell or share personal information of consumers under 16 years of age.

["Do Not Sell or Share My Personal information"]

If you opt-out of the sale of your personal information, we will wait at least 12 months before asking you if we may sell or share your personal information.

You have the right to opt-in to the sale of your personal information after you have opted out. If you would like to opt-in to the sale or sharing of your personal information, please email us at appeals@butcherbox.com. Opting-in is a two-step process in which you will first clearly request to opt-in, and then separately confirm that choice.

Right to Consent to or Limit the Use of Your Sensitive Personal Information. You have the right to consent to the use of your Sensitive Personal information in CO, CT, VA and UT. Separately, you have the right in CA to instruct us to limit the use and disclosure of your Sensitive Personal Information to only that which is necessary to perform the services or provide the goods reasonably expected by an average consumer or for specific business purposes defined by law.

We use Sensitive Personal Information with your consent, and for the purposes listed in the “Sensitive Personal Information We Collect and Disclose” chart above. You have the right to further limit the use of your Sensitive Personal Information to the purposes authorized by the CCPA. To submit a request to limit the use of your Sensitive Personal Information, please access this link.

Right to Non-discrimination. You have a right to exercise the above rights, and we will not discriminate against you for exercising these rights. Please note that a legitimate denial of a request to access, delete, or opt-out is not discriminatory, nor is charging a fee for excessive or repetitive requests.

Instructions to Exercise your Rights. If you would like to make any of the data requests listed above, please click https://privacyportal.onetrust.com/webform/013493b4-8b22-4d55-8091-22ecc186b7b4/31b1fb21-bdbf-4df7-a13e-a8f2363ef8f3. The link will take you to an interactive webform that you can complete and submit to make a request for information that we will then verify. If you use the telephone number, you will be guided through a process that will allow you to submit a verifiable request, and the level of verification will depend on the request being submitted. You may also submit a request by emailing us at legal@butcherbox.com.

You may designate an authorized agent to exercise your rights under the CCPA on your behalf. Such individual must have power of attorney, or be an authorized agent registered with the relevant Secretary of State.

Right to Appeal. You have the right to appeal our decisions about your data subject requests. If you choose to appeal, your request will move from Customer Support to our Legal Department for review. If you would like to appeal a decision regarding your data request, please click appeals@butcherbox.com. Please state that your request is an “Appeal,” and describe the date and nature of your original request.

Verification Process

When you submit a request to exercise your data subject rights, we may ask you to provide information that will enable us to verify your identity.

If you designate an authorized agent to exercise your rights on your behalf, we may require that you or the authorized agent do the following:

• Verify your identity with us directly.

• Provide proof of your signed written permission for the authorized agent to submit a request on your behalf.

We may deny a request from an agent purportedly acting on your behalf if we request, and the agent does not submit, proof that he, she, or it has been authorized by you to act on your behalf.

Personal Information of Minors

Our online content is not intended for children or minors under the age of sixteen years. Accordingly, we do not knowingly store information from minors under the age of sixteen years, except as required by applicable law. If you believe that a child has submitted personal information to us, please contact us at: legal@butcherbox.com. and we will delete the information.

Additional California Privacy Rights

Shine the Light Request. California Civil Code Section § 1798.83 permits users of our website who are California residents to request information about our disclosure of personal information to other parties for their direct marketing purposes. To make such a request, please send an email to legal@butcherbox.com with the subject “Shine the Light Request.”

Changes to Our Supplemental Policy

ButcherBox reserves the right to amend this Supplemental Policy at our discretion and at any time. When we make changes to this Supplemental Policy, we will post the policy on our website with a new Last Updated date.

Additional Information

If you would like additional information regarding our Supplemental Policy, please contact us at legal@butcherbox.com, (855) 981-8568, or ButcherBox at 311 Arsenal Street Watertown, MA 02472.

Return to the start of our Supplemental Policy

ButcherBox is committed to making its website usable by all people, including those with disabilities by meeting or exceeding the requirements of the Web Content Accessibility Guidelines 2.1 Level A/AA (WCAG 2.1 A/AA). We strive in making our site an equal experience for everyone.

We continue to monitor our site and make sure that all content provided is accessible to all visitors. In order to help us in this process, we have engaged The Bureau of Internet Accessibility (BoIA.org), an accessibility consulting company, to conduct a full accessibility audit consisting of both automated and manual testing of our website using BoIA’s A11Y® platform which provides us with specific recommendations that will assist us in ensuring that our Web presence is in conformance with the WCAG 2.1 A/AA.

Disclaimer

It is important to note that efforts to the website are ongoing as we work to implement the relevant improvements to meet WCAG 2.1 A/AA guidelines over time.

Live 24/7 Accessibility Support

If you are having any issues relating to assistive technology, including screen readers, keyboard access, or other issues relating to the accessibility of our website, we want to help you achieve what you came to do. A live agent is standing by, ready to take your toll-free call and help resolve your issue together. Call (855) 408-8654 to talk now.

If you prefer to provide feedback by email, please write to butcherbox@a11y.com and be sure to specify the web page so we can look into making that page accessible for you. We greatly value your questions and comments. In the customer service section, we only want the phone number displayed in the Accessibility Statement, therefore the wording here changes as well:

Third Party Applications

While you are visiting our site, you will notice that we make use of third-party sites such as, YouTube, Facebook, Instagram, Twitter, and Pinterest to provide information about ButcherBox. Though individuals may have challenges with access to these particular sites, ButcherBox does not control or remedy the way content is portrayed.