Yahoo Updates Data Practices, Giving Users More Control Over Personal Data
October 4, 2025, 19:12:15 CEST – Yahoo is informing users of updates to its data practices, providing increased transparency and control over how their information is used for advertising and content personalization. The changes, detailed in a new consent notice appearing on Yahoo properties, outline the company’s use of cookies and personal data - including precise location and IP addresses – for analytics, targeted advertising, and service progress.
These updates come as data privacy regulations continue to evolve globally, and as consumers increasingly demand greater agency over their personal information.The changes affect all Yahoo users in the European Economic Area and possibly beyond, impacting how they experience Yahoo’s suite of services, including Yahoo Mail, News, and shopping. Users now have clearer options to manage their data preferences, potentially influencing the relevance of content and ads they see.
According to the notice, Yahoo, as part of the Yahoo-konserni (Yahoo Group), utilizes data gathered through cookies and other identifiers, alongside information like IP addresses and browsing history, to analyze trends, deliver customized advertising, measure ad performance, understand audiences, and refine its services.
Users are presented with three primary choices: accept all data usage,reject all non-essential data usage,or manage their privacy settings individually. Selecting “Hylkää kaikki” (Reject all) will limit the use of cookies and personal data for the purposes outlined. The “hallitse tietosuoja-asetuksia” (Manage Privacy Settings) option allows for granular control over data sharing preferences.
Yahoo emphasizes that users can modify their consent at any time through links in their privacy and cookie settings, as well as within the privacy management panel on Yahoo websites and applications. Further details regarding Yahoo’s data handling practices are available in its Privacy Policy (https://legal.yahoo.com/ie/fi/yahoo/privacy/index.html) and cookie Policy (https://legal.yahoo.com/ie/fi/yahoo/privacy/cookies/index.html).
