Strava uses your information to show you relevant advertising and to market its own services to you, including through third-party advertising partners and analytics providers.
Your usage behaviour, location patterns, and profile information may be used to target you with personalised advertising, including through third-party ad networks that may track you across other sites.
Advertising data use implicates GDPR consent requirements under ePrivacy Directive/Regulation and CCPA opt-out of sale/sharing rights. The use of third-party advertising technologies (evidenced by Google Tag Manager implementation) creates data processor and potential joint controller considerations. CCPA 'sharing for cross-context behavioural advertising' opt-out obligations apply to California residents.
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Regulatory citations, enforcement risk, and due diligence action items.
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Strava collects highly sensitive personal data including precise GPS routes, heart rate, sleep data, and other health metrics, which may be used to train AI/ML models and contribute to publicly accessible features like the Global Heatmap. Health data from connected devices will not be sold or used for advertising, but activity data can be shared in aggregated or de-identified form and used for AI development. You can adjust your privacy and visibility controls in the Strava app under Settings > Privacy Controls to limit how your data is shared and used.