Privacy Policy

This Privacy Policy applies only to data gathered on the Singapore Art Museum Website and does not apply to any other websites. The terms of this Privacy Policy shall govern all interactions with the Museum through either the Museum’s website or email.


Information Collected
We collect personal information from visitors to this website when you request certain services (such as the Email Newsletter and Advance Programme Booking) through the use of online forms and every time you email us your details.

We collect the additional information automatically each time you visit our website. This information does not identify you personally. We automatically collect and store aggregated tracking data when users interact with the Singapore Art Museum Website as follows:

  • The Internet domain (for example, “” if you use a private Internet access account, or “” if you connect from a university’s domain) and IP address from which you access our website;
  • The country destination i.e. Singapore or overseas, that you access our website from
  • The date and time you access our website;
  • The amount of time spent on our website;
  • The pages, files, and documents you visit;
  • The files, documents or images that you download
  • We use the aggregated tracking data to help us make our website more useful to visitors – to learn about the number of visitors to our website and the pages our visitors browse. We use this information to improve our websites.


Use of Personal Information
We do not capture personal information about visitors to our website unless you choose to provide that information to us. Personal information will not be disclosed or used for purposes other than those specified without your consent, except as authorised by law.
We process personal information collected via this website exclusively for the purposes of providing and personalising our services; dealing with enquiries and requests; maintaining information as a reference tool or general resource; carrying out market research campaigns; and providing you with updates about exhibitions, programmes and special offers.


Cookies and Tracking Pixels
The Singapore Art Museum Website uses technologies such as “cookies” and “tracking pixels” to improve the functioning of the website and user experience. Cookies are small data files that are automatically sent to the user’s browser from a Web server and stored on the computer’s hard drive. Cookies enable SAM to improve your experience.
“Tracking pixels” are tiny graphical images embedded in emails or webpages. Pixel tags are used to determine what parts of a website a visitor has viewed, or whether an email was successfully opened. These technologies do not contain any personal information; they are used to gather information to analyse traffic to the Websites, to improve our content and navigation, to enhance our marketing efforts, to personalise your experience, and to provide online display advertising, and/or offline advertising, tailored to your interests based on your online behavior.
The Museum also works with third-party analytics and marketing partners who use technologies such as cookies and pixel tags on our behalf.
Users may choose to set their browsers so that it does not accept cookies. Most areas of the website will function without cookies, but cookies are required if users wish to register, sign in or, in the future, place items in a shopping cart when e-commerce functions are available. For an optimal experience, the consenting to cookies is recommended


Security Policy
The Museum has created security guidelines to protect the loss, misuse, or alteration of information collected from our website. Access to personally identifiable information is only provided to authorised SAM administrators via a password.


Other Websites
Our website contains links to other websites that are beyond our control and are not covered by this Privacy Policy. If you access other websites using the links provided, the operators of these websites may collect information from you that will be used in accordance with their privacy policies, which may differ from ours.


Changes to Privacy Policy
The Singapore Art Museum may revise its Privacy Policy at any time. We encourage you to visit this page periodically to review our current policy so that you will always know what information we gather and how we may use that information.