How do I stop being followed by adverts online?

Tracking happens in several places — the browser, the operating system, and the accounts you are signed into. Addressing only one leaves the others working, which is why partial measures feel ineffective.

What you'll need

• A browser
• Accounts you use regularly (optional)

Step by step

1. Install a reputable content blocker in your browser.It blocks trackers as well as adverts and is the single most effective step. Choose a well-known open-source one rather than the first search result.
2. Turn off ad personalisation in your account settings.Google, Meta and Apple all have ad settings pages. It does not stop adverts but it stops them being based on your activity across services.
3. Reject non-essential cookies rather than accepting all.The reject option is often hidden behind 'manage preferences' deliberately. It takes an extra click and it matters.
4. Use a privacy-focused browser or turn on tracking protection.Most browsers now include tracking prevention. Check it is enabled and set to a strict rather than a standard level.
5. Turn off app tracking on your phone.iPhone: Settings, Privacy, Tracking. Android: Settings, Privacy, Ads. Both let you refuse cross-app tracking globally.
6. Review app permissions.Location, contacts, photos, microphone. Apps collect far more than they need, and most permissions can be revoked with no loss of function.
7. Use a separate email for shopping and sign-ups.It keeps your main address out of marketing databases and makes it obvious who shared or sold your details.
8. Understand what a VPN does and does not do.It hides your traffic from your network and your IP from sites. It does not stop tracking when you are signed into accounts, which is most tracking.

Tips

• Private or incognito browsing does not prevent tracking. It only stops your own device storing history — sites and networks still see you.
• Search engines that do not build a profile are a simple change with real effect, since search history is among the most revealing data there is.
• Periodically review connected apps in your Google, Apple and Facebook accounts. Old permissions accumulate and keep access indefinitely.

Common mistakes

• Assuming incognito mode prevents tracking — It only clears local history. Websites, advertisers and your network provider see exactly the same as normal.
• Relying on a VPN for privacy from advertisers — Most tracking is tied to accounts you are signed into, which a VPN does nothing about.
• Accepting all cookies to dismiss the banner — It grants exactly the permission the banner exists to obtain. The reject option is usually one click further.

Questions people ask