The hidden cost of the apps we use every day

On the occasion of Data Protection Day on 28 January, Kaspersky highlights the privacy policy compromises imposed by popular and widely used applications that often go unnoticed by users. These are social media apps, but also others such as e-commerce, fitness and health monitoring apps. While these apps make it easier for users, they often do so in exchange for collecting and sharing vast amounts of personal data, exposing users to extensive information sharing and other potential security risks.

In 2024 alone, Kaspersky identified over 49 billion instances of web trackers collecting user behavioral data worldwide. Increasing data tracking through artificial intelligence and predictive analytics make the privacy risks more serious than ever.

Apps that feed off your data

Many of the applications we use every day, often without a second thought, quietly gather sensitive information. Social media apps such as TikTok, Instagram and Threads are constantly collecting data about location, browsing habits and even users' voicemails.

Social video or photo apps, using artificial intelligence, can analyze photos and videos uploaded by users, revealing details such as their geographic location. Even shopping apps create detailed profiles of users, collecting information about their purchases, location and habits, both online and offline.

In addition, health and fitness apps collect highly sensitive personal data, such as health metrics and daily routines, forming a comprehensive picture of users' habits and lives.

How to protect your privacy

Kaspersky suggests the following five steps as part of Data Privacy Day:

• Check application licenses: Always disable unnecessary permissions (e.g., site access for applications that don't need it). Do not blindly accept permissions during installation and reject those that seem excessive.
• Use privacy-focused tools: install a VPN to hide your IP address and change your virtual location. In addition, opt for anonymous payment methods and browsers that protect privacy for sensitive transactions.
• Ask apps not to track: Enable the "Do Not Track" setting on your device and individual apps. Use a security solution with "DoNot Track" to further limit tracking.
• Avoid public Wi-Fi: Public or fake open Wi-Fi networks can expose your data. Where possible, try to avoid using them. If you need to connect, use a VPN for greater security.
• Check your app settings: Perform a thorough privacy check on your apps and adjust settings where necessary. Uninstall any apps you no longer use. Many smartphone users have dozens of apps, but usually only use a few on a daily basis.

By taking proactive steps to protect your privacy, you can enjoy the benefits of technology without compromising your personal information.