Law school graduate, B.A. in English/Writing. In-house writer at TermsFeed.
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Retargeting can be excellent for your business, but it does come with increased compliance requirements.
In retargeting, personal information is collected and then used across the internet to show targeted advertisements based on the collected information.
- At Step 1, select the Website option or App option or both.
- Answer some questions about your website or app.
- Answer some questions about your business.
- CalOPPA (the California Online Privacy Protection Act)
- PIPEDA (The Personal Information Protection and Electronics Documents Act)
- The Australian Privacy Act
- The EU's Data Protective Directive and the ePrivacy Directive, and
- The UK's DPA (Data Protection Act)
- That you use these cookies,
- How you use them as part of retargeting, and
- Obtain consent before using cookies
You can also create a separate Cookies Policy if you prefer, such as this one from Wabco:
Before you can activate and start using Facebook retargeting, you'll have to agree to Facebook's Terms For Conversion Tracking, Custom Audiences From Your Website, and Custom Audiences From Your Mobile App.
These terms from Facebook include a section that requires that you provide:
Here it is:
Examples of Facebook retargeting in Privacy Policies
Here's how a few different businesses that participate in Facebook retargeting with Facebook Pixel let users know of this in their Privacy Policies.
This is where users are informed that Cvent uses:
"Facebook Custom Audiences to deliver advertisements to Website Visitors on Facebook based on email addresses" and that Cvent may use information they collect from users "to display advertisements from our Customers to their target audience of users."
Here's a screenshot:
A sub section titled "Facebook Conversion Tracking Pixel" includes information about the Facebook tool, including that the tool allows Goodgame Studios to "follow the actions of users after they are redirected to a provider's website by clicking on a Facebook advertisement."
The Meininger Hotels' Data Privacy Statement has a paragraph about the use of "Custom Audience Pixel."
Users are further informed that "this pixel records information about the user's browsing session, which it sends to Facebook, along with a hashed version of the Facebook ID and the URL viewed" and that this is all so that Meininger can advertise its services to people on Facebook:
This short paragraph summarizes in a really basic way how Facebook Pixel works by letting users know that pixels track what actions people take after viewing ads, and that these tracking pixels are added to pages where conversions will happen.
An opt-out link is provided, and users are informed that no personal information is collected or contained in the pixels.
A separate section immediately following this chart lets users know how they can manage their cookie preferences:
An opt-out link is also provided, as well as a link to more detailed information about Third Party Advertising Including Tailored Advertising and Analytics.
This can be done in so many ways and formats, so long as the following information is included and users are informed:
- How they can opt-out of this data collection and use of information for ad targeting, and
- Where they can actually opt out of this, such as an actual link to an opt-out form.
This will keep you compliant with privacy and data laws, as well as the Facebook Website Custom Audiences Terms.