Twitter is changing things up with their privacy and data controls. This round of updates will give users more control and transparency to exactly what data is going where.

Users now have more transparent access to Twitter information, including demographic and interest data, and advertisers that have included you in their tailored audiences on Twitter. Each category of data will be clearly marked, and you will be able to view or modify this data directly.

There also will be some new controls with a new Personalization and Data settings that offer more control over how Twitter uses your data. It includes whether information may be shared through certain partnerships. Users can use these controls to personalise experience on Twitter and opt out of various types of data usage and sharing. There is also an option to turn off personalisation on different devices. For example, if you visit websites with sports content on your laptop, you can use this setting to help control whether we show you sports-related ads on Twitter for Android or iOS.

Apart from that there are also updates on Twitter’s privacy policy. Twitter stores data from other websites that integrate Twitter content – think embedded Tweets – to help personalise services for their users. The social media company emphasises that they do not store web page visit data for users who are in the European Union and EFTA States. Twitter wrote that “We’re also excited to announce that we will be participating in the Swiss-US Privacy Shield and adhering to the Digital Advertising Alliance’s Self-Regulatory Principles for Online Behavioral Advertising.”

For other partner websites, Twitter is also making sure that it is data is only shared if users allow it. “We’ve updated how how we share non-personal, aggregated, and device-level data, including through some select partnership agreements that allow the data to be linked to your name, email, or other personal information – but only when you give your consent to those partners.”