Yahoo Updates Data Practices, Offers Users Greater Control over Personalization
Helsinki, Finland – October 6, 2025, 09:15 EET – Yahoo is informing users of updates to its data practices, detailing how it utilizes personal information for targeted advertising, content recommendations, and service progress. The changes, outlined in a newly presented consent notice, provide users with more granular control over how their data is used and offer options to limit personalization.
Yahoo, a component of the Yahoo group, leverages precise geolocation data, IP addresses, and browsing/search history for analytics purposes. This data fuels personalized advertising and content delivery, enables measurement of advertising effectiveness, facilitates audience research, and supports ongoing service improvements. The update comes amid increasing scrutiny of data privacy practices and evolving regulations surrounding user consent. Individuals accessing Yahoo services are now presented with choices regarding the use of their data for these additional purposes.
Users can opt out of data collection for personalization by selecting “Hylkää kaikki” (Reject All). Alternatively, they can customize their preferences via “Hallitse tietosuoja-asetuksia” (Manage Privacy Settings). These choices can be modified at any time through links found within Yahoo’s websites and applications.
Further details regarding Yahoo’s data handling procedures are available 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_4d94074c-73ba-43f8-9591-5d8a7b42f96d&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_4d94074c-73ba-43f8-9591-5d8a7b42f96d&userType=NON_REG].
