Yahoo! Japan Updates Privacy Policy for EEA and UK Users

Yahoo! JAPAN services Discontinued in EEA and UK

Users in the European Economic Area and the United Kingdom lost access to Yahoo! JAPAN services on April 6, 2022, due to challenges in maintaining a continuous service environment.

What Happened?

Yahoo! JAPAN announced the discontinuation of its services for users located within the EEA and the UK beginning on Wednesday, April 6, 2022. The company cited difficulties in providing ongoing service accessibility as the primary reason for this decision.

This change does not affect users accessing Yahoo! JAPAN services from within Japan; access remains fully available from the country of origin.

which Services Were Affected?

The majority of Yahoo! JAPAN’s services became unavailable to users in the specified regions. Though, certain services continued to function, albeit with potential restrictions.

Specifically, some functions within Yahoo! JAPAN Mail were limited. Detailed facts regarding these restrictions (in Japanese) can be found here.

Why This Matters: The Broader Context

This move reflects the increasing complexities of operating online services across diverse regulatory landscapes. Data privacy regulations, such as GDPR in the EEA, frequently enough require critically important investment and adaptation for companies operating internationally.

For users previously reliant on Yahoo! JAPAN’s services, this necessitates finding option platforms. This situation highlights the importance of understanding the geographical limitations of online services and the potential for service disruptions due to evolving legal frameworks.

Understanding the EEA

The European Economic Area (EEA) includes EU member states,plus Iceland,Liechtenstein,and Norway. For a complete list of member states, please refer to the Japanese Ministry of Foreign Affairs website.

Yahoo! JAPAN has apologized for any inconvenience caused by this change and expressed gratitude for user understanding.

what specific rights do users in the EEA and UK have regarding their personal data under the updated Yahoo! Japan privacy policy?

Understanding the Recent Changes

On August 3, 2025, Yahoo! Japan announced notable updates to its privacy policy specifically targeting users within the European Economic Area (EEA) and the United Kingdom. These changes are driven by the need to comply with evolving data protection regulations, most notably the General Data Protection Regulation (GDPR) in the EEA and the UK GDPR post-Brexit. This article breaks down the key updates and what they mean for Yahoo! Japan users in these regions. The updates focus on openness, user control, and data security – core tenets of modern data privacy laws.

Key Updates to the Privacy Policy

The revised privacy policy addresses several critical areas. Here’s a detailed look:

data Collection Practices: Yahoo! Japan has clarified the types of personal data collected, including browsing history, search queries, location data (if permitted), device information, and account details. The policy now explicitly states the purpose for each data collection activity, aligning with GDPR’s principle of purpose limitation.

Data Processing activities: The updated policy details how Yahoo! Japan processes user data. This includes data analysis for personalization, targeted advertising, fraud prevention, and service improvement. Users now have a clearer understanding of how their data contributes to the Yahoo! Japan ecosystem.

User Rights & Control: A significant enhancement is the expanded section outlining user rights. These rights include:

Right to Access: Users can request a copy of their personal data held by Yahoo! Japan.

Right to Rectification: Users can correct inaccurate or incomplete data.

Right to Erasure (Right to be Forgotten): Users can request the deletion of their personal data under certain circumstances.

Right to Restriction of Processing: Users can limit how Yahoo! japan uses their data.

Right to Data Portability: Users can obtain their data in a portable format.

Right to Object: users can object to the processing of their data for certain purposes,such as direct marketing.

Data Sharing with Third Parties: The policy outlines the circumstances under which Yahoo! Japan shares data with third parties, such as service providers, advertising partners, and legal authorities. It emphasizes that data sharing will only occur with appropriate safeguards in place to protect user privacy. This includes adherence to Standard Contractual Clauses (SCCs) for international data transfers.

Cookie and Tracking Technologies: yahoo! Japan has updated its cookie policy to provide more granular control over cookie settings. Users can now manage their preferences for different types of cookies, including essential, functional, and advertising cookies. The policy also details the use of other tracking technologies, such as web beacons and pixels.

Impact on Targeted Advertising & Personalization

The privacy policy updates directly impact Yahoo! Japan’s ability to deliver targeted advertising and personalized experiences. While personalization will continue, it will be increasingly reliant on user consent.

Consent Management: Yahoo! japan is implementing a more robust consent management platform (CMP) to obtain explicit consent from users for the use of their data for advertising purposes.

Reduced Data Collection: In cases where consent is not provided, Yahoo! Japan will limit data collection and processing for advertising.

Privacy-Enhancing Technologies: The company is exploring the use of privacy-enhancing technologies (pets), such as differential privacy and federated learning, to enable data analysis while minimizing privacy risks.

How to Exercise Your Rights

Yahoo! Japan has established a dedicated privacy support team to handle user requests related to their data privacy rights.

1. Access the Privacy Portal: Users can access the privacy portal through their Yahoo! Japan account settings.
2. Submit a Request: The portal provides forms for submitting requests related to access, rectification, erasure, restriction, portability, and objection.
3. Verification Process: Yahoo! Japan will verify the user’s identity before processing any request.
4. Response Time: The company aims to respond to all requests within one month, as required by