Many advertisers expect to modify their Facebook advertising strategies in light of the upcoming General Data Protection Regulation (GDPR). After all, starting on May 25, 2018, this regulation will apply to both EU-based companies and any other companies, anywhere in the world that process the personal data of EU residents.
The GDPR has implications for how you market your dropshipping business on Facebook and other social media. After all, these broad safeguards have a significant effect on how you utilize Facebook’s data to attract more users, narrow in on potential customers, and archive their information.
As the GDPR comes into effect, here are some things to think about:
Facebook Marketing Will Have a New Opt-in Feature
As it stands now, Facebook functions by automatically collecting and using your data to enhance your overall experience as a user as soon as you agree to use it. Based on your actions within the social network and on the affiliate sites you visit, you will be placed in a certain demographic. Here are a few examples:
Following the implementation of GDPR, the situation will alter. Since this change, Facebook will need to obtain user consent before collecting any data. This feature can now be disabled by the user themselves.
Users now have the ability to demand that Facebook provide them with an export of all of their data. If a user chooses not to participate in data collection, they will still be able to use Facebook normally. In other words, if a user opts in to one part of this feature, the social media site can’t automatically add every other feature to their account.
This means that Facebook must continue to request permission from users before collecting their data whenever a new version of the service is introduced, even if the user previously consented to this practice. In return, users may be polled multiple times per year, depending on how frequently Facebook rolls out updates. The rule also specifies that any information gathered will be used solely to enhance the user’s experience.
The GDPR Will Affect Your Data Control and Processing Capabilities
To what extent will the General Data Protection Regulation (GDPR) affect advertising and marketing on Facebook? You are considered a data controller if you use Facebook to upload email lists. It’s crucial at this stage to check that the information you’re in charge of is GDPR-compliant. This is relevant only if you are collecting data from people in European countries.
Note that it is irrelevant that your company has no presence in the EU. If you store information about EU residents, you are subject to EU law. This necessitates, at a minimum, being open about the means by which data is collected and the purposes for which it will be used.
Besides the duration of your data retention plan, you’ll need to demonstrate the number of users who opted in to your data collection. It’s important to let users opt out if they don’t want to be tracked and provide them with access to their data if they request it.
Utilizing Facebook’s in-depth targeting options removes the necessity of worrying about legality. Because of this, Facebook is now responsible for ensuring that the data you use complies with the GDPR’s requirements as the data controller.
The Facebook Lead Ads and Facebook Custom Audience Become More Complicated
You only become a data processor when you run Lead Ads that request users’ personal information or when you upload user lists to Facebook in order to create a Custom Audience. This means you must stay in line with GDPR regulations whenever dealing with data pertaining to EU residents. Any violations could result in fines of up to 4% of your company’s annual revenue.
When uploading a list of customers from your database to Facebook to create a Custom Audience, however, you will need to provide evidence that you have obtained consent from those customers to use their personal information in this way.
Facebook Will Upgrade Its Privacy Settings
Facebook plans to roll out a privacy center tool that acts like a centralized database once the GDPR is in effect. Users can control what data is collected about them and how it is used.
On top of that, they plan to increase posting and improve their openness. The type of data advertisers obtain for marketing purposes is included in the increased transparency. This means that users will be aware of the specific types of data that marketers collect in order to reach their desired demographic.
The GDPR Extends to Instagram as Well
Keep in mind that Instagram is actually owned by Facebook. This means that Instagram must always comply with the General Data Protection Regulation. Luckily, there aren’t any extra measures you need to take to guarantee the quality of your Instagram ads.
Instagram doesn’t mandate additional permissions for using user data for audience segmentation purposes. The reason for this is that, unlike Facebook, the platform’s photo-centric focus has generally allowed it to avoid controversy. When the General Data Protection Regulation (GDPR) goes into effect, it won’t just affect this service; Messenger and WhatsApp will too.
Learn More About Facebook Advertising Today!
Since Facebook is still one of the most efficient ways to build brands, GDPR marketing will become crucial once it is implemented. The General Data Protection Regulation (GDPR) aims to safeguard company information but comes at a cost to productivity. To avoid fines once the regulations take effect, you’ll want to make sure that your data collection methods are in line with GDPR standards.
If you’re a company looking to attract customers in the European Union, you must comply with these rules. It’s good business practice to offer it to customers in other countries.