Equifax states it draws inferences from your personal data to build a profile about your preferences, behaviors, attitudes, and other characteristics, which goes beyond what is reported in a standard credit file.
This analysis describes what Equifax'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
Inferenced profiles can be used in ways you may not anticipate, including marketing, risk scoring, and product targeting, and may reflect characteristics you have never directly disclosed to Equifax.
Interpretive note: Whether inferential profiles constitute consumer reports subject to FCRA depends on their end use, which the policy does not fully specify, creating interpretive uncertainty about applicable legal obligations.
Equifax may build a behavioral and attitudinal profile about you derived from combinations of financial, demographic, and behavioral data, and this profile may be shared with affiliates and partners for purposes including targeted marketing, which extends beyond traditional credit reporting functions.
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to object to profiling activities based on our own legitimate interests
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"Inferences drawn from personal information to create a profile about a consumer reflecting the consumer's preferences, characteristics, psychological trends, predispositions, behavior, attitudes, intelligence, abilities, and aptitudes.Excerpt from Equifax's Privacy Policy
REGULATORY LANDSCAPE: CPRA expressly regulates inferences drawn to create consumer profiles and classifies certain inferences as sensitive personal information subject to opt-in requirements.
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
Ad personalization controls removed. Contact scanning added. Advertiser data partnerships quietly dropped. A timeline of every change.
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Inferenced profiles can be used in ways you may not anticipate, including marketing, risk scoring, and product targeting, and may reflect characteristics you have never directly disclosed to Equifax.
Equifax may build a behavioral and attitudinal profile about you derived from combinations of financial, demographic, and behavioral data, and this profile may be shared with affiliates and partners for purposes including targeted marketing, which extends beyond traditional credit reporting functions.
ConductAtlas has identified this type of provision across 290 platforms. See the full comparison.
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