Uber

Uber offers genuine controls for location, marketing, and ad personalisation — but approximate location is always collected, data is retained for up to seven years post-deletion, and ad opt-outs don't stop third-party platforms from tracking you.

Uber is more transparent than most about legal bases, retention periods, and data transfers. But it uses your data to train AI models, retains data for seven years for business reasons, and provides only generic security assurances.