Nearly all of the 22,484 adult websites examined in a new study transmit user information to third-party companies, with Facebook and Google among the most prominent recipients. The research, which has been posted on the preprint server ArXiv and is slated for publication in the journal New Media & Society, reveals that only 7% of the sites studied did not share user data. On average, each site sent information to seven different companies, and just 17 of the sites employed any form of encryption.
Lead researcher Elena Maris told The New York Times that the tracking mechanisms on adult sites are strikingly similar to those used in online retail, but the stakes are far higher. “This isn’t picking out a sweater and seeing it follow you across the web,” she said. “This is so much more specific and deeply personal.” The comparison highlights how routine tracking infrastructure has been adapted to collect data on the most intimate browsing habits.
How the Tracking Works
The study, conducted by security researchers, found that the vast majority of data sharing occurs through third-party cookies. These small files, often embedded in ads or social media widgets, allow companies to follow users across the web. On adult sites, such cookies can capture not just which pages a user visits, but also specific actions, such as searches or video selections. The researchers noted that the average number of third-party companies receiving data per site was seven, indicating a complex web of data brokers and advertisers.
The lack of encryption on most sites compounds the risk. With only 17 out of 22,484 sites employing encryption, user data is transmitted in plain text, making it vulnerable to interception by malicious actors. This technical detail, while not the focus of the study, underscores the broader security gaps in the adult entertainment industry.
Why This Matters for Privacy
The findings come at a time when public concern over online privacy is already high. The study’s authors argue that the tracking of adult-site visitors is particularly troubling because of the sensitive nature of the data. Unlike browsing for consumer goods, this information can reveal intimate details about a person’s sexual preferences, which could be used for blackmail, discrimination, or other harms if exposed.
The research also raises questions about the effectiveness of current privacy regulations. While laws like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States require websites to disclose tracking, the study suggests that many adult sites are not fully compliant. The researchers found that only a small fraction of sites provided clear information about their data-sharing practices.
For users, the takeaway is that even private browsing modes or incognito windows do not fully protect against third-party tracking. The study’s authors recommend using privacy-focused browsers or extensions that block third-party cookies, but they acknowledge that such measures are not foolproof.
The paper is expected to be published in New Media & Society, a peer-reviewed academic journal, after undergoing further review. The preprint on ArXiv has already sparked discussion among privacy advocates and researchers, who see it as further evidence of the need for stronger online privacy protections.