Facebook Lead Ads and GDPR

What is GDPR?

GDPR (General Data Protection Regulation) is a European law that stipulates businesses should protect the personal data and privacy of the EU audience for transactions that take place within the EU member states. It implements the rules for companies that collect, store, or process data on EU residents. That includes Facebook, Google, and other companies that use large amounts of data. It also involves companies that have a digital presence in the EU and companies worldwide that use people’s data in the European Union.

Why is GDPR important?

GDPR helps to protect people’s privacy. Many people are concerned about their privacy and losing important information. A research carried out on 7,500 consumers in France, Germany, Italy, the UK and the US by RSA Data Privacy & Security Report revealed that 80% of consumers said that unprotected banking and financial data is their top concern, while lost security information such as passwords and identity information like passports or driving license was said to be a concern for 75% of the respondents.

Facebook Lead Ads and GDPR

Since the GDPR has officially become effective on May 25th, 2018, Facebook has done everything in its power to make sure they abide by the GDPR regulations and protect data according to the new law. 

In fact, Facebook stated:

“Data protection is central to the Facebook Companies (Facebook and Messenger, Instagram, Oculus, and WhatsApp). We comply with current EU data protection law, which includes the GDPR. Our GDPR preparations were led by our Dublin-based data protection team and supported by the largest cross-functional team in Facebook’s history.”

Facebook provides plenty of information on the regulations and exceptions of Facebook Lead Ads and the GDPR. Under the GDPR, a company can legally process a person’s data if the following requirements are met:

Contractual necessity

• The data being processed must be necessary for the service provided to the individual, and outlined thoroughly in the contract between Facebook and the mentioned individual.

Consent

• The data being processed must be accompanied by freely given and specific consent by affirmative action.
• Under that same exception, people have the uninfringeable right to withdraw consent at any time.
• The person giving the consent must be at or over the age of consent. Otherwise, given by or authorized by a guardian or parent.
• This is to protect kids on the internet from having their data used.
• Explicit consent must be given for some processing, for example, in special categories of personal data.

Legitimate interests

• Data may be processed if a business or third party has a legitimate interest that is not overridden by the individuals’ rights or interests.
• Processing must be halted if the individual objects to it.

How to add a privacy policy for Facebook Lead Ads

1. Generate and customize your privacy policy (very important as in order to be valid, privacy policies should be precise and specific to your situation). Save and close.
2. Next, head to your embed area and click on the Use a direct link tab. Copy the link.
3. On your Facebook Ads account go to Lead Generation and click New Form. Add a link to your privacy policy under the section labeled Privacy Policy > Link URL.
4. You can optionally customize the link’s text (via the Link Text field), however, since you need to be as clear as possible, we suggest sticking to the standard “Privacy Policy” as your link text. If you leave this field blank, Facebook will likely automatically set the text to “Privacy Policy”.

The advertising world has entered a new era concerning data privacy and digital customer interactions. Making sure you comply with GDPR when using Facebook Lead Ads will keep you away from potential infringements. You need to ensure that you comply with the law, especially if your business is dealing with EU audiences.

It’s important to stress again that complying with the GDPR best practices is not a limit for advertisers but rather an opportunity to step up their data-led business models while meeting the new law requirements. 

To recap the main Facebook advertising features, both the Facebook Pixel and Facebook Custom Audiences require businesses to ask for the user’s consent to collect their personal information and explain clearly how they will be used.

Unlike many other service providers, LeadsBridge doesn’t sell ads or trade user info. Instead, we offer automation to bridge the gap between your apps, in total compliance with GDPR and advertising regulations in the EU.