T-Mobile Is Taking All of Your Sweet, Sweet Data

Heads up, fellow T-Mobile customers: you would possibly want to require a glance at your mobile carrier’s privacy policy.

As first spotted by the Wall Street Journal, the company’s latest update to its privacy policy is set to automatically enroll paying phone subscribers into an ad-targeting program that will see their data shared with unnumbered advertisers starting next month. It’s also worth noting here that the privacy policy update also carries over for any Sprint customers who were gobbled by T-Mobile during the 2 company’s mega-merger last year.

T-Mobile’s latest Privacy Notice lays out some of the specifics: Starting April 26, the company writes, it will begin a “new program” that shares some personal data—like the apps you download or the sites you visit—with third-party advertisers. T-Mobile also adds that it won’t share your precise location data “unless you give [T-Mobile] your express permission,” and won’t share information in a way that can be directly tied back to your device. But like we’ve written before, simply because a dataset is “anonymized” doesn’t mean that you simply can take the corporate anonymizing it (T-Mobile, during this case) at its word.

T-Mobile is hardly the only major telco to pull these kinds of ad-targeting shenanigans.

Verizon, for example, has an entire subsidiary—Verizon Media—that compiles data from its customers (along with a few third parties) to make its own different audience categories for targeted ads.

AT&T’s had its own adtech subsidiary, Xandr, on hand since 2018 for similar purposes: pooling similar buckets of subscriber data together, and then pawning off that data to advertisers that might have an interest in reaching, say, new moms, vegetarians, or luxury shoppers on their specific networks.

The company, for its part, promised the Wall Street Journal that it was defaulting to this new setting because “many say they prefer more relevant ads,” which is one of the most oft-repeated arguments people within the ad industry wish to throw around to justify their invasive practices.

In fact, there’s one more reason that T-Mobile could be incentivized to throw this update out immediately .

T-Mobile’s policy page, for its part, features a pretty comprehensive guide describing the way to opt-out of this new program at rock bottom of its new notice here, which are some things you should go do right now.

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