Car Is a Smartphone on Wheels. Here's Who's Listening

Your car sends sensitive personal data to advertisers, and you have no easy way to stop it.

A study by Northeastern University researchers, in partnership with Consumer Reports, found that most connected vehicles and their companion mobile apps transmit personal data to third-party companies, including advertisers and trackers. Out of 21 vehicles tested, 19 sent traffic to at least one third party over Wi-Fi. Additionally, 7 out of 30 companion mobile apps transmitted sensitive identifiers such as VINs, emails, and precise location data to third-party advertising and tracking firms. The study also revealed that pairing a companion app with a vehicle roughly doubled its exposure to advertising and tracking companies. When confronted with these findings, manufacturers largely attributed the data sharing to consumer choices and existing agreements, offering limited recourse for drivers concerned about their privacy. Honda was noted as an exception for improving its data collection practices.

The study highlights a pervasive lack of transparency and control in the connected vehicle ecosystem, with both cars and their associated apps acting as data conduits to numerous third parties. This broad data sharing, even when consumers may not be aware of it, enables the creation of detailed consumer profiles by advertisers. The findings suggest that the current model places the burden on consumers to navigate complex disclosures and make difficult choices between using connected features and protecting their privacy.

The research indicates a significant privacy gap that benefits advertisers and trackers at the expense of vehicle owners. Manufacturers' responses, which largely deflect responsibility, suggest a need for regulatory intervention or industry-wide standards to provide consumers with clearer opt-out mechanisms and greater control over their data. Future research should focus on how these data practices evolve and the potential for more robust privacy protections.