Yahoo Updates Data Practices, Giving Users More control Over Personalized Advertising
FINLAND – November 14, 2025 – Yahoo is informing users in Finland and across the European Union about updates too its data practices, providing increased transparency and control over how their information is used for advertising and content personalization.The changes, detailed in a newly presented consent notice, outline how Yahoo leverages precise location data, IP addresses, browsing history, and search queries for analytics, targeted advertising, audience research, and service development.
These updates arrive amid heightened scrutiny of data privacy regulations, notably the General Data Protection Regulation (GDPR), and reflect a broader industry shift toward user empowerment. The changes impact all Yahoo users in the EU, possibly affecting millions who rely on Yahoo services for news, finance, sports, and email. Users now have clearer options to opt-out of data collection for personalized experiences, and can easily manage their privacy settings.
According to the notice,Yahoo,as part of the Yahoo-konserni (Yahoo Group),utilizes collected data to deliver tailored advertising and content. This data also enables measurement of advertising effectiveness, audience analysis, and ongoing service improvements. Users are presented with three primary choices: “Hylkää kaikki” (Reject all),”hallitse tietosuoja-asetuksia” (Manage privacy settings),or implicit consent through continued use.
Users can revoke or modify their consent at any time through links provided on Yahoo websites and applications, directing them to Yahoo’s thorough 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_bb91ecaf-4324-4b7a-b4c4-e11c24f69c62&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_bb91ecaf-4324-4b7a-b4c4-e11c24f69c62&userType=NON_REG](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_bb91ecaf-4324-4b7a-b4c4-e11c24f69c62&userType
