Ford Rolls Out 'Privacy Promise' Website Letting Drivers Choose What Data Gets Collected

Ford is rolling out a "Privacy Promise" website that lets connected-car owners select which vehicle data gets collected and shared — a move that comes just days after General Motors agreed to pay US$220 million to settle a multi-state lawsuit over selling driver data collected through its Smart Driver program.

What the Privacy Promise covers

The new Ford portal gives owners granular control over the data their connected vehicle generates — location, driving behaviour, diagnostic telemetry, and usage patterns. Drivers can opt in or out of specific data categories, and Ford says the settings can also be configured "at the dealership" for owners who prefer an in-person setup.

The rollout follows a year of heightened scrutiny on connected-car data practices. In late October, GM was ordered to pay US$220M to settle claims by New York and 35 other states that its Smart Driver program sold personal driving data — including location and braking patterns — to insurance brokers without explicit consent. Oregon Attorney General Dan Rayfield framed it plainly: "People bought a car, not a tracking device."

What it means for Canadian drivers

Canada's federal Privacy Act and PIPEDA already require consent for collection and use of personal data, but enforcement in the automotive sector has been limited. Ford's self-imposed privacy portal sets a practical precedent: it gives owners a simple, granular toggle rather than relying on a buried consent checkbox at purchase.

• What's covered: location data, driving-behavior telemetry, diagnostic data, usage patterns
• How it works: owner-selectable toggles on the Privacy Promise website; dealership setup also available
• Context: follows GM's US$220M settlement; precedes any Canadian regulatory action on connected-car data
• Limitation: applies to Ford's connected vehicles; other brands (GM, Tesla, Hyundai, etc.) have their own data policies

For Canadian EV and hybrid owners, the move is a useful signal — but it's brand-specific. If you drive a GM, Hyundai, or Tesla, check your own owner app or privacy settings for data-sharing controls. The broader industry trend is toward greater transparency, but the legal obligation to obtain consent before selling data is already in place under PIPEDA; Ford's portal is a voluntary step beyond that baseline.

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