Yahoo Updates Data Practices, Giving Users More Control Over Personal Information
HELSINKI, Finland – September 29, 2025 – Yahoo is informing users of updates to its data practices, detailing how the company utilizes cookies and personal data - including precise location information and browsing history - for analytics, personalized advertising, and service development. The changes, announced today, aim to provide greater transparency and user control over how information is collected and used.
These updates come amid increasing global scrutiny of data privacy and evolving regulations like the European Union’s General Data Protection Regulation (GDPR). The changes impact Yahoo users across Europe and potentially globally, affecting how they experience content and advertising across Yahoo’s platforms, including its websites and applications.Users are now presented with options to manage their data preferences, impacting the level of personalization they receive.
According to a notice displayed to users,Yahoo,as part of the Yahoo group,leverages data such as IP addresses and search activity to analyze trends,deliver tailored advertising and content,measure ad performance,conduct audience research,and refine its services. Users can choose to reject the use of cookies and personal data for these additional purposes by selecting “Reject all.”
Alternatively, users can customize their preferences through “Manage privacy settings.” Yahoo emphasizes that users retain the ability to revoke or modify their consent at any time via links within its privacy and cookie policies, accessible on its websites and applications. Further details regarding Yahoo’s data handling practices are available in its privacy policy [https://www.yahoo.com/redirect?to=https%3A%2F%2Flegal.yahoo.com%2Fie%2Ffi%2Fyahoo%2Fprivacy%2Findex.html&brandDomain=&brandId=yahoo&tos=eu&step=&sessionId=3_cc-session_accfa290-f105-4260-84a0-dbfc088c03e1&userType=NON_REG] and cookie policy [https://www.yahoo.com/redirect?to=https%3A%2F%2Flegal.yahoo.com%2Fie%2Ffi%2Fyahoo%2Fprivacy%2Fcookies%2Findex.html&brandDomain=&brandId=yahoo&tos=eu&step=&sessionId=3_cc-session_accfa290-f105-4260-84a0-dbfc088c03e1&userType=NON_REG].
