Netflix receives data about you from outside advertising companies, including information about your behavior on other websites and apps, and uses this combined data to show you targeted ads on Netflix based on your activity across the broader internet.
This analysis describes what Netflix'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 provision authorizes Netflix to incorporate behavioral profiles built from your activity on unaffiliated third-party services into its advertising targeting, meaning Netflix ads may reflect your browsing and purchase activity outside of Netflix.
The updated privacy statement now explicitly discloses that Netflix collects voice inputs including transcripts and recordings when users interact with voice-related features, and that it makes inferences about user and household preferences for ad targeting purposes. The statement adds a new section titled 'Supplemental Privacy Disclosures for US Residents' that references a separate US State Privacy Notice containing 'Notice at Collection' details, alongside new subsections covering personal information collection, uses, disclosure for business purposes, data sales or sharing, retention, use of de-identified information, appeals rights, and financial incentive notices. The change brings the privacy statement into alignment with state privacy laws like CCPA and similar frameworks. You can access the US State Privacy Notice by clicking the provided link, visiting netflix.com/privacy#states, or scrolling to the new US residents section.
View change record →The updated privacy statement reorganizes and consolidates disclosures rather than expanding data collection practices. However, the statement removes explicit reference to the US State Privacy Notice from the main body, requiring users to navigate to supplemental sections to access state-specific privacy rights and disclosures. The revised language also removes the prior statement that Netflix makes inferences about household ad preferences, and removes mention of voice inputs and transcripts from the usage information description, narrowing the scope of explicitly disclosed data collection practices. You can access US state privacy notices by navigating to the 'Supplemental Privacy Disclosures for Certain Services' section or visiting netflix.com/privacy#states.
View change record →For users on ad-supported Netflix plans, the policy authorizes the use of demographic data, interest inferences, and behavioral profiles received from external Advertising Companies derived from activity on other websites and apps to select which ads are shown. Users can adjust this through advertising preferences in account settings.
How other platforms handle this
To stop us collecting your location information, you can update your device settings, stop using the Service, or uninstall our mobile apps.
We will also provide an individual opt-out choice, or opt-in for sensitive data, before we share your data with third parties other than our agents, or before we use it for a purpose other than which it was originally collected.
If you choose to reveal any personal information about yourself to other users, you do so at your own risk. We strongly encourage you to use caution in disclosing any personal information online.
"We collect information about the advertisements on the Netflix service that you view or interact with, device information (such as resettable device identifiers), IP addresses, inferences we make about you or your household based on data we collect from or about you (such as the types of ads you or your household prefer to see), and information provided by Advertising Companies (such as your demographic information, likely interests they have collected or inferred from your interactions and purchases through their own and other websites and apps). We also collect information on Advertiser websites and apps. We use this information to support advertisements (including behavioral advertisements in accordance with your preferences. "Behavioral Advertisements" are those that are selected based on information about your use and/or interactions with unaffiliated third party services).Excerpt from Netflix's Privacy Statement
1) REGULATORY LANDSCAPE: This provision implicates CCPA/CPRA's right to opt out of sharing personal information for cross-context behavioral advertising (California Civil Code Section 1798.120), GDPR Articles 6 and 7 regarding lawful basis and consent for …
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Ad personalization controls removed. Contact scanning added. Advertiser data partnerships quietly dropped. A timeline of every change.
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This provision authorizes Netflix to incorporate behavioral profiles built from your activity on unaffiliated third-party services into its advertising targeting, meaning Netflix ads may reflect your browsing and purchase activity outside of Netflix.
For users on ad-supported Netflix plans, the policy authorizes the use of demographic data, interest inferences, and behavioral profiles received from external Advertising Companies derived from activity on other websites and apps to select which ads are shown. Users can adjust this through advertising preferences in account settings.
ConductAtlas has identified this type of provision across 290 platforms. See the full comparison.
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