Yahoo Updates Data Practices for European Users, Offering Granular Consent Controls
DUBLIN, Ireland – 2025/10/11 14:47:12 CET - Yahoo is updating its data processing practices for users in Europe, providing more detailed control over how personal facts is used for advertising and content personalization. The changes, announced today, come as data privacy regulations continue to evolve and emphasize user consent. Users will now be presented wiht options to manage their preferences regarding the use of cookies and personal data, including location information, IP addresses, and browsing history.
Yahoo, a part of the Yahoo Group, utilizes this data to deliver tailored advertising and content, measure ad performance, conduct audience research, and improve its services. The updated framework aims to increase openness and empower individuals to make informed decisions about their data. This shift impacts millions of European users and reflects a broader industry trend toward prioritizing user privacy. Failure to comply with evolving regulations could result in significant penalties, making proactive adjustments crucial for companies like Yahoo.
The company explains that it collects and uses data – including precise geographic location and identifiers like IP addresses, as well as browsing and search information - for analytics purposes. This data fuels personalized advertising and content delivery, enables measurement of advertising and content effectiveness, facilitates audience research, and supports service advancement.
Users now have three primary options: “Accept all,” “Reject all,” or “Manage privacy settings.” Selecting “Reject all” prevents Yahoo and its partners from using cookies and personal data for the aforementioned purposes. Choosing “Manage privacy settings” allows for granular customization of data usage preferences.
Users can modify their consent or update their choices at any time through links in Yahoo’s privacy and cookie settings, accessible on its websites and applications. Further details regarding Yahoo’s data handling practices are available in its privacy policy [https://finance.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_464698e1-b554-4ff8-b2e4-9af47cff3065&userType=NON_REG] and cookie policy [https://finance.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_464698e1-b554-4ff8-b2e4-9af47cff3065&userType=NON_REG].
