Public Data Isn’t Automatically Yours to Reuse: A Guide to Digital PR Campaigns
Before turning third-party data into a media story, check who publishes it, what terms apply, and what uses the licence permits. A practical guide to documenting the process and reducing risk.
Being able to access a dataset does not mean you have permission to reuse it
Being able to open, download or view data on a website does not mean you can copy, transform and distribute it in a campaign. Access describes where the data is available; the terms of use set out what actions the rights holder or resource controller permits. These are separate matters. It is also worth distinguishing between several layers. Isolated facts do not always receive the same protection as the original way they are presented; a selection or structure of data may be protected, and in some cases there may also be rights in a database. The licence, API terms and rules on personal data can impose different obligations. An open licence does not, by itself, remove privacy obligations.
- Do not assume data can be reused just because it appears in a search engine, a downloadable report or a public webpage.
- Distinguish between access, copying, adaptation, redistribution and publication of results.
- Assess separately the rights in the data, the database, the accompanying text or graphics, and any personal information.
Identify who publishes the data and find the applicable terms
Start with the source closest to the dataset: the organisation that created, maintains or distributes it. A page reproducing figures from another organisation may not own the rights or be authorised to grant permission. Follow the link back to the original source whenever possible, and note whether you are using a portal, report, API or specific download. Look for the terms of use, licence, legal notice and, where relevant, the API's technical documentation. Also check whether specific files or versions have their own terms. If the source does not clarify who grants the licence or what material it covers, do not interpret silence as general permission.
- Record the name of the responsible organisation and the direct link to the original resource.
- Find the licence or terms associated with the specific dataset, not just the website in general.
- Note the version or download date: terms can change over time.
- If a data aggregator republishes the data, also verify its provenance and authority to permit reuse.
Check what attribution, redistribution and modifications are allowed
Finding a licence is not enough: you need to read its specific terms and consider them in relation to your intended use. Some licences require you to credit the source, indicate changes or retain notices; others restrict commercial use, modifications or redistribution of copies. A portal's or API's terms may also govern access frequency, publication of data obtained or the use of certain results. Turn each requirement into an editorial decision. If attribution is required, decide how it will appear in the content and in any materials that may circulate separately. If changes must be indicated, explain whether you cleaned, aggregated or transformed the figures. When it is unclear whether a campaign for a business or client falls within the permission, ask for clarification before publishing.
- Check whether you must identify the author, source or licence, or disclose changes made.
- Review whether commercial use, adaptation and redistribution are permitted.
- Clarify whether you can publish the underlying data or only aggregated results or visualisations.
- Do not assume that proper attribution replaces permission when permission is required.
Record provenance and terms alongside each data point
Documentation is most useful when it stays with the data rather than being scattered across browser history or team messages. For every figure or variable that will influence the story, save the original source, link, date accessed, licence and a note on permitted uses. Add the planned attribution and any transformations applied. This record helps you review the campaign if terms change, if someone on the team asks where a figure came from, or if an editor requests verification. It also makes it possible to spot before publication that a variable comes from a different source or that a particular version of the dataset had different restrictions.
- Create a record for each source or dataset, including its URL, responsible organisation and access date.
- Save a copy of, or reference to, the applicable terms at that time, while respecting their own retention limits.
- Link every data point used to its calculation, transformation and planned placement in the campaign.
- Assign someone to review permissions and attributions before the content is finalised.
Review charts, tables and derived conclusions separately
Transforming data does not automatically remove restrictions on the source. A new chart may have its own design and still be based on data whose licence limits adaptation or redistribution. Similarly, a summarised table may reproduce a substantial part of a database or breach the access terms of the original service. Conclusions also need editorial review. Check that the method is reproducible, that comparisons make sense and that the text does not present correlation as causation. If you combine multiple sources, record the permissions for each one: a combination of data does not necessarily inherit the most permissive terms. If personal information is involved, also consider whether its use and publication are appropriate and have a valid basis; a reuse licence does not resolve that issue on its own.
- Note the operations you applied: cleaning, filtering, aggregation, calculation or visualisation.
- Check whether the licence allows you to adapt and publish the resulting representation.
- Review whether tables or supporting downloads expose more data than necessary.
- Check the quality of the inference and privacy considerations, as well as reuse rights.
What to do if the licence is ambiguous, incomplete or missing
If you cannot find clear terms, pause reuse of the material until you resolve the uncertainty. Look for a licence or official policy at the original source and check whether it covers the specific dataset and type of use you have in mind. If ambiguity remains, contact the responsible organisation and keep its response in writing. Do not base your decision on the fact that other websites have used the same data. If you cannot get sufficient confirmation, consider changing sources, using a dataset with clear terms or conducting your own research using data obtained lawfully. Where database rights, contractual restrictions, personal information or multiple jurisdictions are involved, consult a specialist. This guide is practical and informational, not legal advice.
- Do not interpret the absence of a visible licence as permission to reuse the material.
- Ask the rights holder or responsible organisation for clarification, and save the response and its scope.
- Consider an alternative source, but check its terms as well.
- Seek specialist advice if the risk, scale or jurisdiction is unclear.
A checklist before presenting the campaign to journalists or editors
Before sharing the story, carry out a final review covering both permissions and editorial rigour. A media pack should make it possible to understand where the figures came from, what they mean and what their limitations are. Share only the data and materials you are allowed to distribute under the applicable terms, and provide clear attribution so the context is not lost when the campaign is cited. If the piece includes a paid collaboration or sponsored content, disclose it transparently. Google recommends qualifying paid links with the sponsored attribute—and allows nofollow as an alternative—where appropriate; this guidance on links does not replace a review of data rights or legal transparency obligations.
- Have I identified the original source of every relevant data point?
- Have I read and saved the terms that apply to use, modification and redistribution?
- Is attribution clearly shown in the piece and in materials that will be shared separately?
- Can I explain how the data was cleaned, combined or analysed?
- Have I reviewed privacy, interpretive limitations and possible errors of context?
- Do I have sufficient permission or advice where the licence or jurisdiction is unclear?
- Is the commercial relationship disclosed, and have paid links been qualified appropriately?
Frequently asked questions
Can I reuse data that is publicly available on the internet?+
Not necessarily. Public availability means you can access the data, but it does not guarantee that you can copy, modify or redistribute it. Check who publishes it, what licence or terms apply, and whether there are additional considerations, such as database rights or personal information.
Is crediting the source enough to use the data?+
Not always. Attribution may be a mandatory condition, but it does not replace permission when the applicable licence or rights restrict use. Also check whether commercial use, modification and redistribution are allowed.
Can I publish my own chart created using third-party data?+
It depends on the terms governing the source data and how you use it. Creating a new design does not automatically remove restrictions on adapting, extracting or publishing the data. Document the transformation and check that the licence permits this use.
What should I do if I cannot find a licence?+
Do not assume that use is permitted. Look for official terms at the original source, contact the responsible organisation and save its response. If you cannot get clarity, use a source with explicit terms or consult a specialist.
Does a data licence allow me to publish personal information?+
Not by itself. Reuse permissions and privacy obligations are separate matters. If the dataset contains personal data, check whether processing and publication are appropriate and have a valid basis; seek advice if you are unsure.
Sources and references
- Google Search Essentials — Google Search Central
- Spam policies for Google web search — Google Search Central
- Qualify outbound links — Google Search Central