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 infer…
The updated Privacy Statement explicitly discloses that Netflix collects voice inputs, including transcripts and recordings, when you use voice-related features on the service. The policy also expand…
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 Notic…
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
We use cookies, web beacons, and other tracking technologies to collect information about your browsing activities on our website. We may use third-party analytics providers such as Google Analytics to help us understand how users interact with our website. We may also work with third-party advertis...
We may share your personal information with third-party vendors and service providers that perform services on our behalf, such as web hosting, email delivery, analytics, marketing, advertising, payment processing, customer support, and data enrichment services. We may share your information with ad...
We may disclose your information with our business partners. We may share your personal information with our business partners, such as companies that partner with us to offer certain products or services. We may share your personal information with advertising partners. We work with third-party adv...
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"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 Netflix 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 processing involving data received from third parties for advertising purposes, and the FTC Act's prohibition on unfair or deceptive practices. The FTC has scrutinized cross-context behavioral advertising practices. EU/EEA users may require explicit consent for this form of processing under GDPR; the policy's reliance on user preferences and opt-out mechanisms may require assessment against applicable consent standards. 2) GOVERNANCE EXPOSURE: High. The provision authorizes receipt of interest and behavioral profiles from external Advertising Companies derived from cross-site and cross-app tracking, which is a data flow subject to heightened scrutiny under CCPA/CPRA and GDPR. The adequacy of Netflix's consent and opt-out mechanisms for this data flow is a material compliance question, particularly for California and EU/EEA user populations. 3) JURISDICTION FLAGS: California residents have CPRA opt-out rights for sharing personal information for cross-context behavioral advertising. EU/EEA users may require affirmative consent rather than opt-out under GDPR depending on the legal basis asserted. UK GDPR similarly applies to UK users. Illinois, Washington, and other states with comprehensive privacy laws may impose additional requirements. 4) CONTRACT AND VENDOR IMPLICATIONS: Data sharing arrangements with Advertising Companies should be governed by data processing agreements or equivalent contracts. Compliance teams should assess whether Advertising Company relationships constitute sales or sharing of personal information under CCPA/CPRA, triggering opt-out and disclosure obligations. The provision does not specify the number or identity of Advertising Companies involved, which may complicate vendor mapping. 5) COMPLIANCE CONSIDERATIONS: Compliance teams should audit the consent and opt-out mechanisms provided to US and EU/EEA users for behavioral advertising to confirm they satisfy applicable legal standards. A data flow map documenting which Advertising Companies receive or provide data, and under what contractual basis, should be maintained and reviewed. CPRA opt-out links and GDPR consent records should be reviewed for completeness and accuracy.
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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.
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