DeepL uses cookies and similar tools to track how you use its website and apps, and some of that tracking may be used for targeted advertising.
This analysis describes what DeepL's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
Tracking for advertising purposes goes beyond the core translation service and involves sharing data with advertising technology providers, which users may not expect from a translation tool.
Interpretive note: The specific advertising technology partners and the scope of behavioral data shared are not enumerated in the policy, creating some uncertainty about the full extent of third-party data sharing.
DeepL's use of tracking technologies for advertising means that browsing and usage behavior on its website may be shared with third-party advertising partners. Users who do not want their behavior tracked for advertising can adjust their preferences using DeepL's cookie consent tool.
How other platforms handle this
We use cookies and similar tracking technologies to track the activity on our Services and store certain information. Tracking technologies also used are beacons, tags, and scripts to collect and track information and to improve and analyze our Services. You can instruct your browser to refuse all c...
We and our third-party partners may use cookies, web beacons, and other tracking technologies to collect information about your use of our Services, including your browser type, pages viewed, links clicked, and the date and time of your visit.
We use cookies, web beacons, pixel tags, and similar tracking technologies to collect information about your interactions with our website and services. This includes information about the pages you visit, links you click, and how you navigate our site. We use this information for analytics, persona...
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"We use cookies and similar tracking technologies on our website and in our apps to collect and use personal data about you. We may use this information to provide you with targeted advertising, analyze website usage, and improve our services.— Excerpt from DeepL's DeepL Privacy Policy
(1) REGULATORY LANDSCAPE: Cookie and tracking practices engage the EU ePrivacy Directive (as implemented in member state law, often called the Cookie Law), GDPR consent requirements for non-essential cookies, and the UK Privacy and Electronic Communications Regulations. In the US, California's CPRA includes provisions governing behavioral advertising and opt-out rights. The relevant enforcement authorities include national data protection authorities in the EU and the FTC for US users. (2) GOVERNANCE EXPOSURE: Medium. The use of tracking for targeted advertising requires valid consent under EU law for non-essential cookies. Organizations deploying DeepL in workplace environments where employees access the service via corporate browsers should be aware that tracking pixels and advertising cookies may be active, potentially capturing behavioral data. (3) JURISDICTION FLAGS: EU/EEA users require prior informed consent for non-essential cookies under the ePrivacy Directive. California residents have CPRA opt-out rights regarding the sale or sharing of personal information for cross-context behavioral advertising. UK users are subject to PECR consent requirements. (4) CONTRACT AND VENDOR IMPLICATIONS: Enterprise customers using DeepL in a managed IT environment may wish to review whether corporate browser policies block third-party advertising cookies and whether the DeepL enterprise deployment uses a cookie configuration that limits non-essential tracking. (5) COMPLIANCE CONSIDERATIONS: Legal teams should verify that DeepL's cookie consent mechanism meets the requirements of applicable law in relevant jurisdictions, including granular opt-in consent for advertising cookies in the EU. California-based organizations should confirm that DeepL honors opt-out signals, including Global Privacy Control (GPC), as required under CPRA.
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Tracking for advertising purposes goes beyond the core translation service and involves sharing data with advertising technology providers, which users may not expect from a translation tool.
DeepL's use of tracking technologies for advertising means that browsing and usage behavior on its website may be shared with third-party advertising partners. Users who do not want their behavior tracked for advertising can adjust their preferences using DeepL's cookie consent tool.
ConductAtlas has identified this type of provision across 70 platforms. See the full comparison.
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