EA shares your device information and usage behavior with advertising partners who use it to show you targeted ads on other websites and apps, not just within EA's own games and services.
This analysis describes what EA'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
This cross-platform advertising data sharing means your gaming behavior with EA can follow you across the internet in the form of targeted advertising, and your data enters third-party advertising networks that have their own data practices.
EA shares device identifiers, IP address, location data, and usage behavior with third-party advertising networks, who may combine this with data from other sources to target you with ads outside of EA's services. California residents have a right to opt out of this sharing under CPRA, and EU users should be able to control this through the cookie consent mechanism.
How other platforms handle this
We may share your information with third-party advertising partners to provide you with targeted advertising. We also work with third-party analytics providers who help us understand how users interact with our Services. These third parties may use cookies, web beacons, and similar tracking technolo...
We work with third-party advertising partners to market our Products, and we share personal data with advertising networks and social media companies to serve ads. We also use analytics providers to help us understand how users interact with our Products.
We may share your personal information with third-party vendors and service providers that perform services on our behalf, such as payment processing, data analysis, email delivery, hosting services, customer service, and marketing assistance. We may also share your personal information with busines...
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"Through our Services, we may allow third-party advertising partners to use technologies and other tracking tools to collect information regarding your use of EA's Services and your device (such as your IP address, mobile identifiers, pages visited, location, browser information, time of day). We also may share information relating to your device and your use of our Services with our third-party advertising partners so they may deliver targeted advertisements to you when you visit third-party services and websites within their networks. This practice is commonly referred to as "interest-based advertising," "online behavioral advertising," or "targeted advertising."— Excerpt from EA's EA Privacy and Cookie Policy
REGULATORY LANDSCAPE: This provision directly engages GDPR Article 6 consent requirements for behavioral advertising cookies (ePrivacy Directive), CPRA's right to opt out of sharing personal information for cross-context behavioral advertising, and FTC guidelines on interest-based advertising. The California Privacy Protection Agency (CPPA) has enforcement authority under CPRA. The FTC Act applies to deceptive or unfair advertising data practices. EU data protection authorities have jurisdiction over consent mechanisms for behavioral advertising. GOVERNANCE EXPOSURE: High. The combination of device identifiers, IP address, location, and behavioral data shared with advertising partners who may independently combine it with other data creates a significant data aggregation risk. CPRA's 'sharing' definition covers disclosure for cross-context behavioral advertising even without monetary consideration, requiring a clear opt-out mechanism for California residents. GDPR requires freely given, specific, informed, and unambiguous consent for this processing, not just a legitimate interests basis. JURISDICTION FLAGS: California residents have CPRA opt-out rights that must be honored. EU/EEA and UK users must be able to withdraw consent for behavioral advertising cookies without detriment. Users in Brazil under LGPD have similar consent-based rights. The policy directs users to external opt-out tools (NAI, DAA, YourAdChoices) but notes opting out does not stop ads entirely, which is accurate but should be clearly disclosed at consent collection points. CONTRACT AND VENDOR IMPLICATIONS: Data sharing agreements with advertising partners should specify purpose limitation and restrict partners from using EA-derived data for purposes beyond those disclosed to users. Procurement teams should assess whether advertising partners' independent data combination practices are disclosed in a manner adequate to satisfy GDPR joint controller or controller-to-controller transfer requirements. COMPLIANCE CONSIDERATIONS: Legal teams should audit the cookie consent manager to ensure behavioral advertising consent is collected in a manner compliant with GDPR and ePrivacy requirements, including that consent is not pre-ticked or bundled with service acceptance. The CPRA opt-out mechanism should be verified as functional and accessible. The list of advertising partners at privacyappendix.ea.com should be reviewed for completeness and currency.
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This cross-platform advertising data sharing means your gaming behavior with EA can follow you across the internet in the form of targeted advertising, and your data enters third-party advertising networks that have their own data practices.
EA shares device identifiers, IP address, location data, and usage behavior with third-party advertising networks, who may combine this with data from other sources to target you with ads outside of EA's services. California residents have a right to opt out of this sharing under CPRA, and EU users should be able to control this through the cookie consent mechanism.
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