Certainly, everyone has been surprised by an unusual situation where, after talking about something random that’s not part of everyday life, and then browsing the internet or checking email, they come across an advertisement related to what they were talking about, leading them to wonder if their phone is capable of listening to conversations.
To find out whether this really happens or if it’s just a coincidence, NordVPN researchers created an experiment to unravel this digital-era ‘mystery.’ To do this, topics like favorite animals, random countries, and fashion items were intentionally discussed near devices to measure how long it took for related ads to appear.
And the result was spot-on! After conversations about certain topics, the researchers began receiving sponsored ads, ranging from travel destinations to animal protection NGOs. So, yes, your phone does listen to everything to offer personalized ads.
But isn’t this illegal? No. Remember those terms of use where you have to check the box and say ‘I agree’? Well, as long as the user has consented to the use of personal data in the apps, big tech companies can indeed listen to conversations and use the data to serve ads.
NordVPN warns that anyone can perform this test and recommends reviewing permissions for installed apps.
But how does this work? The built-in microphone in phones stays active at all times, ready to listen for voice commands for virtual assistants—which also pick up background conversations to generate personalized ads based on what’s being said.
To catch this technology in action, a team member talked about random travel destinations, like Saudi Arabia. A few days later, Booking.com ads for hotels in AlUla started appearing on Facebook.
Another researcher repeatedly mentioned the topic of ‘orangutans,’ and the next day received ads for animal charity organizations.
4 steps to check if your phone is spying
- Choose a unique topic
Talk about something you’ve never searched for or discussed near your phone.
- Discuss the topic
For a few days, mention the subject using keywords near your phone.
- Use your phone normally
Don’t search for or interact with content about the tested topic. Just talk.
- Observe the ads
Pay attention to ads over the next few days. If the topic appears, your phone might be listening.
Privacy tips
‘Most people have seen an ad about something they only talked about, never searched for. This is a warning: your device might be accessing more data than it should,’ says Marijus Briedis, CTO of NordVPN.
To avoid this, Briedis recommends 6 tips to maintain your smartphone privacy:
- Download only from official stores: apps outside Google Play or the App Store may contain malware.
- Review permissions regularly: be wary of apps requesting microphone, camera, or location access without a clear reason.
- Manage voice assistant data: delete Alexa or Google voice history frequently.
- Use a good VPN: NordVPN encrypts your data and protects public connections.
- Update regularly: older system versions have vulnerabilities that make attacks easier.
- Enable native security tools: such as two-factor authentication and encrypted backups.
