Steam uses cookies, web beacons, pixels, ad tags, and device identifiers to track how you use the platform and to support marketing and analytics.
This analysis describes what Steam'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 extend beyond basic cookies to include ad tags and device identifiers, enabling cross-context behavioral tracking that may be used for marketing purposes in addition to operational analytics.
Interpretive note: The policy does not specify whether consent is obtained before non-essential tracking technologies are deployed, which is material to GDPR and ePrivacy Directive compliance assessment.
Steam deploys a range of tracking technologies including web beacons, pixels, and ad tags that go beyond simple session cookies, enabling behavioral profiling for marketing purposes. You can manage optional cookies through the Cookie Settings page at store.steampowered.com/account/cookiepreferences/.
How other platforms handle this
We use cookies and similar tracking technologies to track the activity on our websites and services and store certain information. Tracking technologies used include beacons, tags, and scripts to collect and track information and to improve and analyze our services. You can instruct your browser to ...
American gets this information by using technologies, including cookies, web beacons, and mobile device geolocation to provide and improve our Interactive Services and advertising, including across browsers and devices (also known as cross-device linking). This technical information may be combined ...
We use cookies, web beacons, pixel tags, and other tracking technologies to collect information about your use of our Services. This information may include your IP address, browser type, operating system, referring URLs, and information about how you interact with our Services.
Monitoring
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"We use "Cookies", which are text files placed on your computer, and similar technologies (e.g. web beacons, pixels, ad tags and device identifiers) to help us analyze how users use our services, as well as to improve the services we are offering, to improve marketing, analytics or website functionality. The use of Cookies is standard on the internet. Although most web browsers automatically accept cookies, the decision of whether to accept or not is yours. You may adjust your browser settings to prevent the reception of cookies, or to provide notification whenever a cookie is sent to you.— Excerpt from Steam's Steam Privacy Policy
(1) REGULATORY LANDSCAPE: Use of cookies and similar tracking technologies for marketing and analytics engages the EU ePrivacy Directive (Cookie Law) and its national implementations, GDPR consent requirements for non-essential cookies, and CCPA requirements regarding sharing of personal information via tracking technologies that may constitute a sale or sharing under CPRA. The UK ICO and EU supervisory authorities enforce cookie consent requirements. The FTC monitors unfair or deceptive tracking practices. (2) GOVERNANCE EXPOSURE: Medium. The policy describes a cookie preference management mechanism, which is a positive disclosure, but does not specify whether consent is obtained prior to non-essential cookie placement or whether the consent mechanism meets the GDPR standard of freely given, specific, informed, and unambiguous consent. Use of ad tags and pixels alongside analytics cookies raises the question of whether marketing tracking is classified and consented to separately from functional tracking. (3) JURISDICTION FLAGS: EU and EEA users are subject to ePrivacy Directive requirements, which require prior consent for non-essential cookies. UK users are subject to the ICO's PECR guidance. California users may have rights to opt out of sharing via tracking pixels and ad tags if those technologies constitute a sale or sharing of personal information under CPRA. (4) CONTRACT AND VENDOR IMPLICATIONS: Third-party ad tags and pixels placed through Steam may involve data transfers to advertising technology vendors. Legal teams should confirm that vendor data processing agreements cover these tracking technologies and that the relevant vendors are disclosed to users as required. (5) COMPLIANCE CONSIDERATIONS: The consent mechanism for optional cookies should be audited to confirm it meets applicable standards, including pre-consent non-placement of non-essential cookies, granular category selection, and equal prominence of accept and reject options. The cookie preference page URL is disclosed in the policy, which is a positive operational transparency measure.
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Tracking technologies extend beyond basic cookies to include ad tags and device identifiers, enabling cross-context behavioral tracking that may be used for marketing purposes in addition to operational analytics.
Steam deploys a range of tracking technologies including web beacons, pixels, and ad tags that go beyond simple session cookies, enabling behavioral profiling for marketing purposes. You can manage optional cookies through the Cookie Settings page at store.steampowered.com/account/cookiepreferences/.
ConductAtlas has identified this type of provision across 3 platforms. See the full comparison.
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