Pinterest is a very popular platform where users can "pin" interesting things they come across on the web to a "board" within their Pinterest accounts.
Because of the popularity and versatility found on Pinterest, many businesses are choosing to advertise on the platform through Pinterest's targeted advertising.
Targeted advertising, also known as remarketing, is when a user's activities are tracked via cookies after he leaves the tracking website and continues to browse the web. Relevant ads based on activity and browsing history are then shown to that user when he's browsing the web.
This cookie usage and tracking raise issues of privacy that must be addressed by your business.
Here's what you need to know if you decide to do targeted advertising through Pinterest.
First, Pinterest provides Advertising Standards where specifics are outlined, including restrictions. Reference these standards to ensure compliance. You can find best practices, creative tips, and useful information here.
You must also provide a way for your users to opt out of the remarketing tracking done by you or by third parties you're working with.
Here are a few examples of how companies and businesses that advertise through Pinterest have updated their Privacy Policies and have included opt-out information for users who wish not to participate in targeted advertising.
The "Advertising Guidelines" section helps advertisers by informing them of rights and restrictions, and also helps users know what they should expect from advertisers following these guidelines:
Collect information about browsing habits so that customized and relevant ads may be displayed, and
Work with third parties who do advertising.
Information for opting out is also provided, as well as a link to where a user can opt out of cookies and tracking.
Links for information on third-party ad networks, interest-based advertising and cookies are all included, as well as methods for opting out, controlling or disabling these functions.
The "Advertising Guidelines" section spells out what advertising content is prohibited, such as:
Drugs, alcohol and tobacco,
Discriminatory content, etc.
The "Additional Standards" section has a list of common advertising terms and features with a short sentence of additional information regarding rules for that feature.
For example, the "Endorsements" section states that ads may not imply that About.com endorses a product, organization or service, nor create that endorsement. The "Compatibility" section states that ads must be able to function the same on both Apple and PC formats, and work with all major web browsers:
Splitting these sections up like this helps make it clear to users that there are in fact ad choices that they can be making if they wish to.
In this section, users are informed that:
Advertisements may be shown by BuzzFeed as well as third parties,
Eat Smarter's "About Advertising" section is designed to inform advertisers about their rights and responsibilities when advertising. This is useful for advertisers, but can also offer insight to curious users as to what advertisers are supposed to be doing - and not supposed to be doing.
This separation of information is really helpful for users who are trying to find information specific to advertising, or Pinterest.
If you're going to advertise through Pinterest, remember to do the following:
Provide a method for allowing your users to opt out of your advertising practices and make it clear to them how to opt out.