Yahoo Updates Data Practices for European Users, Offering Granular Control Over Personalization
DUBLIN, Ireland – October 16, 2025, 06:32:17 CEST – Yahoo is informing its European users of updated data practices regarding the use of personal details for advertising and content personalization. The changes, detailed in a new consent notice appearing on Yahoo properties, provide users wiht more detailed control over how their data – including precise location, IP address, browsing history, and search queries – is utilized.
These updates come as data privacy regulations across Europe continue to evolve, demanding greater transparency and user consent. The changes affect anyone accessing Yahoo services within the European Union and impact the delivery of tailored advertising, content recommendations, audience analysis, and service progress. Users now have the option to reject all personalized data usage, or to customize their preferences through a dedicated privacy settings panel.
Yahoo, a component of the Yahoo group, leverages this data to enhance user experience and refine its offerings. Specifically, the company states it uses the information for analytics, to deliver customized advertising and content, measure advertising and content effectiveness, conduct audience research, and improve its services.
Users who wish to opt-out of these data-driven practices can select “Reject all.” Alternatively, “Manage privacy settings” allows for granular control over data sharing. Yahoo emphasizes that users can revoke or modify their consent at any time via links found within its privacy and cookie policies, accessible on Yahoo websites and applications. Further details regarding Yahoo’s data handling practices 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_c95c3368-2a24-4ad7-918f-7c3b5f82776b&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_c95c3368-2a24-4ad7-918f-7c3b5f82776b&userType=NON_REG].
