If you use Facebook ads, you’ll have already started to notice the dreaded warning triangle on some of the categories you’re currently using, which will no longer be available after 24th May, what other impacts will GDPR have on your advertising.
1. The impact on the Facebook Pixel
In the FB guidelines it lists; ‘a Facebook advertiser who installs the Facebook or Atlas pixel on its website in order to measure ad conversions or retarget advertisements on Facebook,’ as someone who ‘might’ need obtain consent from their prospects. There are some exemptions, (these are for the defence, security and criminal services).
Facebook goes onto say; ‘Websites and apps should display a clear and concise statement up-front, with a link to their privacy or cookie notices for more detail.’ If you’re using a FB pixel, you can link to FBs privacy policies or consent mechanisms.
Then you’ll need to decide what action a user must take to consent. These are a few popular ways that websites and apps do this:
- Navigating beyond a banner or notice
- Dismissing a banner or notice
- Clicking on an “I agree” button
You’ll need to communicate to users that by taking this sort of action, they are consenting.
This is a statement example from Facebooks site;
“We use technologies, such as cookies, to customise content and advertising, to provide social media features and to analyse traffic to the site. We also share information about your use of our site with our trusted social media, advertising and analytics partners. [See details – link to your privacy policy.]”
I would ad; ‘By clicking ‘I agree’ you are consenting to using this site with these technologies’.
2. The impact on Custom Audiences
As an advertiser we love custom audiences. When uploading a custom audience to Facebook, Facebook is now a data processor making you responsible for complying with the GDPR standards before uploading.
Facebook is in the process of developing a custom audiences permission tool that will require you to provide proof (it isn’t currently known what “proof” will consist of” that you acquired consent.”
3. The Impact on Lead Ads
Lead ads are another tool us advertisers love. In the case of lead ads Facebook and the business are data controllers making both parties responsible for ensuring compliance.
This means you and Facebook need to let your prospects know that you’re processing their data. Facebook already links your lead ad to your privacy policy allowing you to collect consent in real time.
If you think back to when cookie policies first came in and we had to accept them, now we don’t even think twice to clicking agree on a cookie policy. I’m sure it will be the same for the Facebook pixel consent.
I hope you’ve found this blog useful. I’d love to hear your thoughts on the changes to Facebook ads with GDPR?
