You might not have heard of it, but geotagging is a technology that’s used in many areas of our everyday digital life. Among its uses, it helps you add location information to photos or posts automatically — super useful for remembering where you took shots or for associating content with a location. But as is often the case, there’s also a downside: In the wrong hands, location data makes us vulnerable. That’s why it’s important to know not only how to use geotagging but also how to protect yourself from the downsides. Read on to learn more.
What is geotagging?
Geotagging means adding location information such as GPS (Global Positioning System) coordinates to a photo, message, or social media post. This data is usually stored automatically in the metadata — invisible attachments that contain technical details such as date, time, and location.
How does geotagging work?
Geotagging is based on GPS technology, where the device’s built-in GPS receiver figures out your location using satellite signals. To improve accuracy, especially indoors, other techniques such as cell tower triangulation and Wi-Fi data are also used.
For example, as soon as you take a photo with your smartphone, the camera app saves your exact location. This is really useful when you get back for sorting vacation photos based on where you’ve been.
What happens in tech terms when it comes to geotagging?
- Location determination: GPS or network signals determine your device’s location.
- Storage in metadata: This location data is saved automatically in the file’s metadata (for example, the EXIF data of a photo).
- Display: Depending on the app, this data can be used to display the location — for example in a gallery app or on a map.
Geotagging applications
Geotagging is versatile and is used in many areas to organize data, improve content accessibility, and perform targeted analyses. Let’s take a look at a few applications.
Social media
Geotagging makes it easier to find posts on social networks such as Instagram, Facebook, or X. Among other things, users can add geotags to highlight a specific location, such as a popular café or tourist site. Platforms also use geotagging to identify trends in specific regions.
Photography and organizing shots
In photography, geotagging allows photos to be assigned precisely to locations. It’s particularly helpful for travelers as it allows them to clearly document where photos were taken. The latest photo management apps use this data to sort albums automatically by location.
Marketing and audience analysis
In marketing, geotagging is used to create location-based ads and targeted campaigns. This allows companies to tailor offers to a specific region or analyze their customers’ behavior depending on their location.
Cartography and navigation
Map services such as Google Maps or OpenStreetMap use geotags to create custom maps or plan routes more precisely. Geotags are also an important tool in geoinformation science where they’re used to analyze and display spatial data.
Environmental protection and science
In science, especially environmental research, geotags are used to track animal movements, document changes in the landscape, or mark locations of environmental problems.
The downsides of geotagging
As useful as geotagging is, it also carries risks. That’s because location data can reveal far more than we think. Many people don’t realize that they share details about their movements with every single photo.
Danger due to careless sharing
If you share shots of your home, place of work, or other sensitive places, geotags can reveal these locations. This often happens unnoticed, especially on social media, where the casual nature of sharing can mask the potential for data aggregation — allowing attackers to piece together the user’s everyday life.
This can happen if your social media account gets hacked. Your information can then be used for doxing — a form of cyberattack where your personal information is leaked.
Unwanted disclosure of personal movement profiles
Geotags allow accurate movement profiles to be created. Unsavory characters could then use this information to stalk or target you. As a result, digital cyberstalking might result in an unpleasant encounter in real life.
Hidden tracking by companies
Ad networks use geotags to accurately analyze user behavior. Companies collect location data to deliver personalized ads — a scenario that’s often associated with internet tracking.
How to turn off geotagging
You can turn off geotagging on your smartphone, either for your entire device or for individual apps.
On Android devices:
- Open the camera app and go to the Settings.
- Turn off Save location.
On an iPhone:
- Go to Settings > Privacy & Security > Location Services.
- Select the camera app and turn off location access.
How to untag tagged photos
Have you taken geotagged photos in the past, but you now want to remove those tags? No problem — here are some simple solutions.
On your smartphone:
Most devices already offer features that let you do this:
- iPhone: Open the Photos app, select an image, and tap Information. Here you can delete the location information before sharing the image.
- Android: Open the camera app and go to the Settings menu. Remove the location by editing the metadata.
With special tools:
You can use special programs or apps if you want to edit several photos. These software tools remove metadata such as geotags in just a few clicks.
Tips for safe use of geotagging
It’s always best to weigh up the pros and cons first. Geotagging can be very useful as long as you use it consciously.
- Turn on only when needed: Leave geotagging turned off in sensitive situations, such as when you’re at home or in the office.
- Check photos before sharing: Remove location data when posting images on social networks — especially if they are of somewhere private.
- Use security software: Go for software solutions that strengthen your online privacy. VPNs are particularly useful because they encrypt your connection and prevent your location from being revealed unintentionally.
In conclusion: Geotagging — useful, but be cautious
Geotagging is a handy tool to improve how you organize or share photos and content. At the same time, you need to be aware of the risks associated with sharing location data. You can safely take advantage of this technology by selectively turning geotagging on or off and removing metadata when necessary.
Security solutions such as Avira Free Security help you strengthen the protection of your data and prevent the unwanted disclosure of information. With its integrated VPN you can surf anonymously and securely — even on public Wi-Fi hotspots.
