Search engine second Yahoo! is doing a ‘Facebook’ and making changes to its privacy policy in order to allow advertisers to better target their campaigns.
Yahoo! users are being warned by consumer watchdog Which? that a change to the terms and conditions means emails are to be scanned in order to pick out key words for targeted advertising.
Sarah Kidner, the editor of Which? Computing branded the move “a blatant intrusion of privacy”.
But the world's biggest email provider says that by signing up to its service, users are giving their consent for both their outgoing and incoming mail to be analysed.
And the responsibility for telling non-Yahoo! customers that their emails and messaging content are being read is placed on the user.
An extract from Section C of Yahoo! Mail's Additional Terms Of Service reads: 'If you consent to this ATOS and communicate with non-Yahoo! users using the Services, you are responsible for notifying those users about this feature.'
Since June Yahoo! has been moving customers to a new system that will trawl through incoming and outgoing emails for keywords to which relevant advertising is matched and displayed against.
The move hopes to increase click through rates.
Google has long used a similar system to deliver advertising to Gmail users. Yahoo! is now following suit and has defended itself by emphasising it is asking users for their permission.
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