Last updated on 01 July 2022 by Robert Bateman (Privacy and Data Protection Research Writer at TermsFeed)
Facebook Lead Ads can help you generate interest in your business, distribute your promotional materials, grow your mailing list, and more.
Facebook Lead Ads are designed to reduce friction in the lead generation process.
Businesses typically use Facebook Lead Ads to offer a free product or opportunity. This is often simply a means by which to obtain a user's personal information or contact details.
When a user clicks on your ad, a form appears within Facebook itself. Facebook populates the form using some of the information it holds about the user. All the user has to do is fill in the blanks and click "submit."
Using Facebook Lead Ads is an alternative to redirecting a user to a landing page. This means that a user is more likely to provide you with their personal information.
Facebook requires that:
These might include:
Here's an example of how a business could do this:
You'll also need a section on how you collect personal information using cookies, which we'll cover below.
You can use Facebook Lead Ads for various purposes, all of which involve collecting personal information from Facebook users. For example:
Under Facebook's Advertising Policies, there are certain types of personal information you must not request via your Facebook Lead Ad (unless you have Facebook's prior written permission), including:
Here's how Driftrock informs consumers about what types of personal information the company collects:
Your business almost certainly collects other types of personal information through other means, and you'll need to disclose this too.
Many Lead Ads publishers use Facebook's tracking technology, the "Facebook Pixel," to track conversions. This is one of Facebook's recommended best practices for lead ads.
In summary, you have to give notice of the following:
Here's an example from of what such a clause could look like>:
Note that if you're targeting users within the United Kingdom or the European Economic Area, you'll also need to obtain their consent before you set the Facebook Pixel on their device.
Certain regions require businesses to obtain consent (permission) from consumers before using their personal information in certain ways.
Facebook requires that your Facebook Lead Ad contains any "choice mechanisms" necessary under applicable law.
Among other things, consent must be specific to a particular purpose. You should avoid "bundling" consent requests. If you intend to use consumers' personal information for multiple purposes, you should request consent for each individual purpose.
For example, if you're requesting a user's email address in order to send them a free ebook, and you also want to add them to your marketing mailing list, you need to request consent for both activities.
Facebook makes it easy to request consent for multiple purposes. You can do this using the "custom disclaimer" feature, which you'll find on the ad creation form.
First, tick the box next to "Add custom disclaimer:"
You'll see the "Consent checkbox" options. You can add multiple consent requests here.
In our example Lead Ad below, we've set up two consent requests:
The first request is permission to send the user an ebook. The user must consent to this in order to click "Submit." The second consent request is for email marketing. This is optional.
You can also use the "Text" box to add custom disclaimers. You may wish to give a more detailed explanation of how users' data will be processed. This might be necessary if you wish to share users' personal information with third parties. Or, if you are using your Lead Ad to allow users to enter a competition, you could use this box to explain your Terms and Conditions.
You should also add consent checkboxes if you intend to collect Facebook users' personal information for multiple purposes.
This article is not a substitute for professional legal advice. This article does not create an attorney-client relationship, nor is it a solicitation to offer legal advice.
01 July 2022