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.
Provision renamed from "Tracking Data, Cookies, and Behavioral Data Collection" to "Cookie and Behavioral Tracking" with severity reduced from high to medium.
View full change record →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 collect your personal data when you use our Services, create a new eBay account, provide us with information via a web form, add or update information in your eBay account, participate in online community discussions or otherwise interact with us.
At Ledger, earning and maintaining our users' trust is a top priority. That's why we are deeply committed not only to protecting your privacy and securing your personal data, but also to being fully transparent about how we handle it.
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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Steam has changed this document before.
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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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Ad personalization controls removed. Contact scanning added. Advertiser data partnerships quietly dropped. A timeline of every change.
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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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