Yahoo Updates Data Practices, Giving Users More Control Over Personal Information
November 2, 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 growth. The changes aim to provide greater clarity and user control over how information is collected and used.
These updates come as data privacy regulations continue to evolve globally and as consumers increasingly demand more agency over their personal information. The changes affect all Yahoo users, impacting the advertising they see, the content recommendations they receive, and the overall personalization of their experience across Yahoo’s platforms. Users are now being prompted to make informed choices about data usage, with options to accept, reject, or customize their preferences.
According to the notification presented to users,Yahoo and its partners leverage data such as IP addresses and search activity to measure ad and content performance,conduct audience research,and refine its services. Users who decline consent for these additional purposes will see a less personalized experience.
Individuals can reject all non-essential data usage by selecting “Hylkää kaikki” (Reject All), or tailor their settings via “Hallitse tietosuoja-asetuksia” (Manage Privacy Settings). Yahoo emphasizes that users retain the ability to modify or withdraw their consent at any time through privacy and cookie settings available on its websites and applications.
Further details regarding Yahoo’s data handling practices are outlined in its privacy policy [https://sports.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_ea86da42-f193-4538-b88d-e37232381be4&userType=NON_REG] and cookie policy [https://sports.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_ea86da42-f193-4538-b88d-e37232381be4&userType=NON_REG].
Yahoo is part of the Yahoo Group.
