Yahoo updates Data Practices, Giving Users More Control over Personal Data
HELSINKI, Finland – 2025/12/03 09:00 EET – Yahoo is updating its data usage policies to provide users in the European Economic Area (EEA) wiht greater openness and control over how their personal information is collected and used. The changes, effective instantly, detail how Yahoo leverages data – including location data, IP addresses, and browsing history – for targeted advertising, content personalization, and service growth. Users are now being prompted to actively consent to thes expanded data practices.
Yahoo, a component of the Yahoo group, utilizes this data to tailor advertising and content experiences, measure the effectiveness of marketing campaigns, analyze audience demographics, and refine its suite of services. The update comes amid increasing scrutiny of data privacy practices and evolving regulations like the General Data Protection Regulation (GDPR). Individuals impacted by these changes include all Yahoo users within the EEA, potentially numbering in the tens of millions. Failure to comply with user preferences could result in regulatory penalties and damage to yahoo’s reputation.
Users are presented with three options: accept all data usage, reject all non-essential data usage, or customize their privacy settings through a dedicated “Manage Privacy Settings” portal. Rejecting all non-essential usage will limit personalized experiences.
According to the updated policy, yahoo and its partners employ cookies and personal data for analytics, personalized advertising, content delivery, audience research, and service improvement. Users can revoke or modify their consent at any time via links within Yahoo’s websites and applications. Further details regarding Yahoo’s data handling procedures are available in its comprehensive privacy policy and cookie policy, accessible through links provided within the consent prompt.
