Reddit on Thursday announced it’s removing the ability to opt out of ad personalization based on users’ recent history, sparking an uproar on the platform.
Currently, under Safety & Privacy in Reddit’s settings, users can toggle a button to “Personalize ads based on your Reddit activity and account info.” However, according to the announcement by Reddit’s head of privacy, this option will soon disappear — except in selected countries.
Reddit is also consolidating ad preferences and giving users the ability to control the type of ads they see on the platform.
These changes will be rolled out over the next few weeks.
Ad Personalization Based on Your Reddit Activity
Justifying eliminating the choice to opt out of personalized ads based on users’ activity, Reddit explained that it collects little personal information about users, “and we like it that way,” the announcement said.
“Our advertisers instead rely on on-platform activity—what communities you join, leave, upvotes, downvotes, and other signals—to get an idea of what you might be interested in.”
According to Reddit, most users won’t notice any changes to the ads they see on the platform. And users who have previously opted out of personalized ads won’t necessarily see more ads.
The move will help advertisers better predict what topics users may be interested in, but it seems counterintuitive to the growing demand for online privacy and might clash with the EU’s privacy law.
Last year, Italy’s data watchdog slammed TikTok for denying users the ability to opt out of personalized ads, describing the decision as “unlawful.”
Critics say Reddit may be aiming to increase its ad revenue as it prepares for its IPO (initial public offering).
Reddit Users React
There has been a backlash to Reddit’s decision from its users. Multiple threads quickly surfaced following the announcement, with users voicing their concerns and disappointment. Some users pointed out that these changes contrast with Reddit’s previously privacy-friendly stance.
Many felt blindsided by what they saw as a breach of trust, with one top-rated comment stating: “So, lots of flowery language to say that Reddit is removing the option to prevent Reddit from tracking our use to deliver advertising. Just be honest ..”
Another user said this is why they will continue to use the older version of Reddit with the uBlock Origin ad-blocker extension. “Reddit Premium members should be opted out of all ad tracking metrics. They should essentially be black holes as far as advertisers are concerned. Even if they aren’t shown ads, advertisers shouldn’t get their data, either,” another user said.
This is not the first time Reddit users have expressed outrage with the company’s policy changes. In June, many popular subreddits protested Reddit’s increased API pricing.
Protecting Your Privacy Online
Prioritizing privacy is not just the responsibility of platforms but also of the users who frequent them. With privacy becoming a focal point of online discussions, users must be more vigilant about their online footprint. Here are some general tips for enhancing your online privacy:
- Use privacy-focused web browsers: Consider switching to browsers like Brave or Firefox that prioritize user privacy. Read our guide to the best browsers for privacy to learn more about how this is beneficial and discover other private browsers.
- Use a VPN: A virtual private network (VPN) masks your IP address, making your online activities more anonymous.
- Limit the information you share on social media: Be selective about the personal information you share on platforms like Reddit, and frequently check and update your privacy settings.
- Use ad-blockers and privacy extensions: Tools like uBlock Origin and Privacy Badger can prevent trackers from monitoring your online behavior. Read our guide to the best ad blockers to learn more.
- Stay Informed: Companies change their privacy policies frequently. Regularly review the privacy policies of the platforms you use, and be ready to adjust your online habits accordingly.
To revise your Reddit privacy settings, go to the Safety & Privacy page on the website/app. Read our guide to optimizing your Reddit privacy settings to learn more about how to use the platform safely and privately.
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