GDPR means ‘general data protection regulation’ and it is something that many people who advertise to the UK customers and those based in Europe understand quite well. Facebook stands out as one of the most popular platforms that are being used on a global level. It is for this reason that they felt the necessity to put together a way in which the advertiser can utilize data as they move forward. It is important to understand how the protections end up impacting how Facebook is used so as to create audiences, target prospects, and even store data.
What you notice is that Facebook isn’t the same as say a business firm that needs to advertise its prospects in different countries. This is because personal data is involved. They not only control data, they also process it. This is done for other data controllers.
Facebook has therefore released GDPR compliance rules and this means different things for the millions who use Facebook as an advertising agent. We should first understand a few things about GDPR so as to know what exactly we are talking about.
What is it?
GDPR is a very important change in the privacy regulation of your data. This is basically affecting people in the EU. It also affects those who offer services and goods and those who monitor the behavior of different EU subjects. GDPR is used so as to force one to be as transparent as possible regarding the different kinds of personal data that can be collected and how you can use it. The prospects need to give an express consent so as to allow you to utilize and harvest the particular data that you need. There is no room for shenanigans or tomfoolery. You have to be as transparent as required.
By so doing, the power is given to the consumers in the sense that they can control who views their personal data. The customers have the rights to understand breaches and if they want, they can know the things you know about them. If any advertiser needs data from the consumers, then it is a must for them to respect authority. When you fail to comply, you may end up getting lofty fines.
Many businesses from all over the world are working hard so as to be compliant with GDPR since the regulation took effect in May this year (2018). Facebook also has to be compliant.
What Facebook says
Facebook has been having woes associated with how user data is handled. They have made a lot of effort so as to be proactive and transparent regarding the different GDPR protections. For this reason, GDPRs social network preparations are based on different cornerstones. These are accountability, control, and transparency.
The GDPR protections in Facebook
Even though it may sound a bit vague, the reality is that is rather straightforward. Facebook is making it much easier for the public to know the kind of information that they have about individuals based on what such people share on the platform. They are also required to put more effort in caring about how different advertisers can handle such data.
There are different ways in which Facebook has responded to the GDPR requirements and this is why advertisers will be impacted by GDPR.
Every advertiser is required to do what Facebook has done. You will have to tell your prospects what data you are collecting from them and what you intend to do with it. You should also disclose if this information will be made available to other people. It is important to learn as much as you can so as to be GDPR compliant.
In a nutshell, as an advertiser, you should ensure that there is a relevant legal basis like legitimate interests, contractual necessity, and even consent form to use any data that has been provided by the consumers. Those who didn’t get compliance when the deadline came cannot try to lay the blame on Facebook. This is because Facebook stated expressly that every company will be reasonable for ensuring that they are compliant with GDPR just like they need to be compliant with other laws that are applicable at different levels.
What does this mean for Facebook pixel?
All those who use Facebook pixel were also impacted and have obligations under the new laws. Facebook has made it very clear for people so as to understand exactly when they have to get consent from different prospects. These include:
• Facebook advertisers who use pixel, so as to measure the conversion rates of their ads and also retarget the prospects on the platform
• Retail businesses that collect data regarding what people view so as to target ads.
Getting consent is not hard at all. You simply have to tell the people who use your site, why, what, and how you intend to track and use their data. They will have to agree to this expressly. This can be done by having a cooking bar or even requesting that they sign up. You should find out as much as you can about compliance so as to be safe.
Where does Instagram stand?
Many people are not aware of the fact that Instagram is actually owned by Facebook. Because of this fact, you should know that Instagram is also the same as Facebook in terms of GDPR compliance. There is no need to do anything extra so as to use the Instagram ads or get extra consent so as to leverage data from consumers on this platform that is photo-centric. The same applies to Whatsapp and messenger.
Things get a little complicated here and it changes how we look at data control and data processing. When you have the Facebook pixel, Facebook controls data and they are therefore responsible for informing different prospects that their personal data will be processed and then leveraged.
When a custom audience is uploaded to Facebook using any data file, Facebook becomes a data processor. In such a case, it is your responsibility to comply with the set GDPR standards even before you upload such information.
Knowing the intricate details about GDPR is the only way you can be compliant, so as to avoid any problems in the future.