Yahoo has set a new data retention policy, which anonymises user
log data within 90 days.
The policy covers search log data, page views, page clicks, ad
views and ad clicks.
"In our world of customised online services, responsible use of
data is critical to establishing and maintaining user trust," said
Anne Toth, Yahoo vice-president of policy and head of privacy.
"We know that our users expect relevant and compelling content
and advertising when they visit Yahoo, but they also want
assurances that we are focused on protecting their privacy."
Regulators, legislators and privacy advocates around the world
have asked the industry to examine data policies with a focus on
retention periods. Yahoo says it is responding to these
demands.
To fight fraud and preserve system security, Yahoo said it will
retain system-specific data in identifiable form for no more than 6
months. It may also have to retain some data for longer periods to
meet other legal obligations.
Microsoft recently said it may move to hold onto only
identifiable data for six months. Google retains identifiable data
for nine months.
The European Commission wants a six month limit for identifiable
data held.
The UK government has so far resisted introducing
a planned law to store the electronic communications records of
every UK citizen. The plan did not make it into the
Queen's Speech this month.