EFF's New Email Tracking Policy: Opt-In Transparency Explained
We've recently updated our privacy policy—the first major revision since 2022. While many changes clarify how third-party tools operate on our site, one key update lets you choose whether we can see how you engage with our emails. Here's what you need to know.
Why did EFF update its privacy policy?
The update improves transparency and reorganizes information about third-party tools. But the most significant change gives you control over email tracking. We want to understand which campaigns resonate, so we can better advocate for freedom, justice, and innovation. Instead of automatically tracking you—like most organizations—we ask for explicit permission. This aligns with our long-standing opposition to nonconsensual tracking and respects your privacy.
What is the main change in the privacy policy?
We now offer an opt-in option for email tracking. If you agree, we can see whether you open our emails and click on links inside them. That's it—no profiling, no data sharing, no selling. If you say no or ignore the request, nothing changes, and we don't track you at all. This puts you in the driver's seat, unlike the default tracking used by most senders.
How does opt-in email tracking work?
When you receive a future email from us, we'll ask if you'd like to allow tracking. If you click yes, we'll start recording your opens and clicks. You can change your mind anytime by clicking the opt-out link in any email or by contacting membership@eff.org. If you say no or do nothing, we respect that completely. No hidden defaults, no dark patterns—just a straightforward choice.
Why does EFF support opt-in email tracking when it opposes nonconsensual tracking?
We strongly oppose sneaky, nonconsensual tracking—and we still do. We've never used tracking pixels, and we never will. But we believe informed consent changes the equation. Many supporters have told us they trust EFF with their data, which led us to think: if we ask openly, enough people might agree to help us improve our campaigns. Giving you a real choice respects your autonomy while letting us learn what matters to you. This approach is rare online, where tracking is often forced.
How is EFF's approach different from typical email tracking?
Most organizations track you automatically when you sign up—two-thirds of all emails contain tracking, often without your knowledge. Senders rarely ask or offer an opt-out, and dark patterns make it hard to refuse. EFF flips that: we don't track by default, we ask first, and we make it easy to say no or opt out later. This respects your privacy and sets a new standard. We hope others follow our lead and make consent the norm, not the exception.
Can users opt out of tracking after consenting?
Absolutely. If you initially say yes to email tracking, you can revoke consent at any time. Just click the opt-out link included in every future email, or send a request to membership@eff.org. Once you opt out, we stop recording opens and clicks immediately. Your data remains private—we never share or sell it. This flexibility gives you ongoing control, consistent with our commitment to user agency and transparency.
What data does EFF collect from opt-in email tracking?
Very little: just whether you opened an email and whether you clicked any links. We don't build detailed profiles, link your activity to other data, or share it with third parties. The purpose is to get a rough picture of how our campaigns perform—which topics engage you and which don't. This helps us prioritize our work and improve our messaging. Rest assured, we never sell data or engage in invasive monitoring. Your trust is paramount.