The Obama administration says it’s strengthening privacy protections for consumers on the government’s health insurance website ahead of a new sign-up season starting Nov. 1.

In a blog Friday, HealthCare.gov CEO Kevin Counihan says the web page will have a new “privacy manager” that lets consumers opt out of embedded connections to third-party advertising, analytics and social media sites.

The government originally said those third-party connections helped consumers have a better overall experience on HealthCare.gov.

But The Associated Press reported earlier this year that the links could also result in personal information including age, income and ZIP code being sent to firms that specialize in advertising.

A civil liberties group called the Electronic Frontier Foundation says the changes show a strong commitment to protecting privacy, but there’s room for improvement.

(AP)