The White House has strengthened consumer privacy protections on the government’s health insurance website HealthCare.gov as a new sign-up season nears.

HealthCare.gov CEO Kevin Counihan said in a blog post that 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 administration originally had said embedded third-party connections could help consumers have a better overall experience on HealthCare.gov. But the Associated Press reported this year that the links also could allow personal information—including age, income, ZIP code, whether a person smokes or is pregnant—to be sent to technology firms involved in marketing and advertising.