Xfinity may use your cable TV and streaming viewing history to show you targeted ads, both within Xfinity services and on other websites and apps you use outside of Xfinity.
This analysis describes what Xfinity'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
Cable viewing history is among the most sensitive categories of subscriber data, and its use for off-platform advertising raises questions about whether the current opt-out consent model satisfies the Cable Communications Policy Act's opt-in requirements.
Interpretive note: The Cable Act's opt-in consent requirement for use of viewing data may apply to this advertising use, but the policy does not specify the consent mechanism used, creating ambiguity about compliance posture.
Your TV and streaming viewing choices may be used to build an advertising profile used across the internet, not just within Xfinity services, unless you adjust your advertising preferences.
How other platforms handle this
To use User Content as part of our advertising and marketing campaigns to promote the Platform, to invite you to participate in an event, and to promote popular topics, hashtags and campaigns on the Platform.
There is certain information that we collect automatically from your use of our online Services and from your device(s) used to access those Services, for example by using the types of technologies discussed in the 'Online Analytics' section below. This information includes your IP address, page vie...
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...
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"We may use the information we collect about your use of our video Services, including information collected via our set-top boxes or other devices that are part of our video service, to understand what programming is popular with our customers and to customize and provide programming recommendations and advertising to you. We may use information about your video viewing activity to provide you with advertising that we think may interest you, both on our Services and on non-Xfinity services and websites.— Excerpt from Xfinity's Comcast Privacy Policy
REGULATORY LANDSCAPE: The Cable Communications Policy Act (47 U.S.C. Section 551) governs disclosure and use of personally identifiable cable subscriber information. The statute generally requires prior written or electronic opt-in consent before a cable operator may disclose subscriber viewing information to third parties or use it beyond what is necessary for service delivery. The FTC Act also applies to the broader advertising and data use context. The California Privacy Protection Agency enforces CPPA/CPRA rights around cross-context behavioral advertising opt-outs. GOVERNANCE EXPOSURE: High. The policy asserts use of cable viewing history for targeted advertising both on and off Xfinity platforms using what appears to be an opt-out (rather than opt-in) framework. This framing may create tension with the Cable Act's opt-in consent standard for use of viewing information beyond service delivery. Legal teams should assess whether the advertising use described constitutes a disclosure under Section 551 and whether subscriber-specific opt-in consent has been obtained. JURISDICTION FLAGS: Federal Cable Act applies to all U.S. cable subscribers. California CPRA creates additional opt-out rights for cross-context behavioral advertising using sensitive inferences. Maine's Broadband Customer Privacy Law requires opt-in consent for ISP use of customer proprietary information, which may overlap with viewing data depending on service bundling. Washington and Nevada subscribers may have additional opt-out rights under state law. CONTRACT AND VENDOR IMPLICATIONS: Agreements with advertising technology vendors and data clean room partners that receive or process cable viewing data should be reviewed for Cable Act compliance, including whether those vendors are receiving 'personally identifiable information' as defined under Section 551. Vendor data use limitations and downstream sharing restrictions should be contractually specified. COMPLIANCE CONSIDERATIONS: Compliance teams should audit whether subscriber-facing consent mechanisms for advertising use of viewing history satisfy Cable Act opt-in requirements or whether the current opt-out model creates regulatory exposure. A subscriber-level consent audit across residential, business, and bundled service accounts is recommended. Consider whether consent obtained at sign-up or during service activation is sufficiently specific to advertising use of viewing history.
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Cable viewing history is among the most sensitive categories of subscriber data, and its use for off-platform advertising raises questions about whether the current opt-out consent model satisfies the Cable Communications Policy Act's opt-in requirements.
Your TV and streaming viewing choices may be used to build an advertising profile used across the internet, not just within Xfinity services, unless you adjust your advertising preferences.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Xfinity.