Yahoo Updates Data Practices, Giving Users More Control Over Personal information
December 3, 2025, 14:05 CET - Yahoo is informing users of updates to its data practices, detailing how it utilizes cookies and personal data – including precise location and browsing history - for analytics, personalized advertising, and service progress. 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 digital footprint. The revised practices affect all Yahoo users in the European Union and perhaps beyond, impacting how targeted content and advertisements are delivered across Yahoo’s platforms, including its sports and news sites. Users are now presented with options to manage their data preferences, potentially influencing the relevance of their online experience and the advertising they encounter.
According to a notice presented to users, Yahoo, as part of the Yahoo-konserni (Yahoo Group), leverages data such as IP addresses and search activity to analyze trends, tailor advertising, measure content performance, conduct audience research, and refine its services.
Users have three primary options: accept all data usage, reject all non-essential data usage, or customize their privacy settings through a dedicated “Hallitse tietosuoja-asetuksia” (Manage Privacy Settings) portal. Rejecting all non-essential data usage may limit the personalization of content and advertising.
Yahoo emphasizes that users can modify their consent or preferences 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 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_8b8959ec-655b-489f-acfa-acfcd0754359&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_8b8959ec-655b-489f-acfa-acfcd0754359&userType=NON_REG].
