Noom and its partners use cookies and tracking pixels to monitor how you use the app and website, and to show you targeted ads on other websites and platforms.
This analysis describes what Noom'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 technologies allow Noom and advertising partners to build profiles of user behavior that extend beyond the Noom platform, including users who have entered sensitive health information.
Interpretive note: The precise categories of data transmitted to advertising partners via pixels are not enumerated, creating uncertainty about whether health-related behavioral data is included in these transmissions.
Tracking pixels and cookies used by Noom and its advertising partners can monitor your behavior across the web, connecting your health app activity to broader online advertising profiles. Users concerned about cross-site tracking should review their browser and device cookie settings and consider using Noom's cookie preference center if available.
How other platforms handle this
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If you are located in the European Economic Area, Switzerland, or the United Kingdom, you have the right to access, correct, or erase your personal data; the right to restrict or object to our processing of your personal data; the right to data portability; and, where our processing is based on your...
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Monitoring
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"We and our third-party partners use cookies, web beacons, pixels, and other tracking technologies to collect information about your use of our Services and to serve you relevant advertisements both on and off our platform.— Excerpt from Noom's Noom Privacy Policy
REGULATORY LANDSCAPE: The use of advertising pixels and third-party tracking technologies on health-related platforms engages the FTC Act (unfair and deceptive practices), CPRA (which treats sharing data via pixels with advertising networks as a sale or sharing requiring opt-out), and the EU ePrivacy Directive and GDPR (requiring prior consent for non-essential cookies); the FTC and HHS have issued guidance specifically warning against the use of tracking pixels on health-related websites and apps. GOVERNANCE EXPOSURE: High. The deployment of advertising pixels on a health platform is an area of active regulatory and enforcement concern; the FTC and state AGs have taken action against health platforms that transmitted sensitive user data to advertising networks via tracking technologies without adequate disclosure or consent; this is one of the highest-risk specific practices disclosed in the policy. JURISDICTION FLAGS: California (CPRA requires opt-out of sharing via pixels with advertising partners); EU/EEA and UK (ePrivacy Directive and GDPR require prior consent for non-essential cookies); US federal (FTC guidance on health data and tracking technologies); all US states with comprehensive privacy laws that include opt-out rights for targeted advertising. CONTRACT AND VENDOR IMPLICATIONS: Advertising pixel vendor agreements should specify what data is transmitted, restrict secondary use, and include data processing addenda; periodic audits of pixel and SDK integrations should confirm that actual data transmissions match policy disclosures. COMPLIANCE CONSIDERATIONS: A technical audit of all tracking technologies deployed on Noom's platforms should be conducted to confirm the data transmitted via pixels does not include health data beyond what is disclosed and consented to; the cookie consent mechanism should be reviewed for compliance with GDPR and ePrivacy Directive requirements for EU/UK users; California users should have an accessible and functional opt-out of sharing via advertising pixels.
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Tracking technologies allow Noom and advertising partners to build profiles of user behavior that extend beyond the Noom platform, including users who have entered sensitive health information.
Tracking pixels and cookies used by Noom and its advertising partners can monitor your behavior across the web, connecting your health app activity to broader online advertising profiles. Users concerned about cross-site tracking should review their browser and device cookie settings and consider using Noom's cookie preference center if available.
ConductAtlas has identified this type of provision across 7 platforms. See the full comparison.
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