April 3, 2018: ACA recommends marketers that collect consumers’ personally identifiable information (PII) consider reviewing their data sharing arrangements with social media platforms.

Facebook is being examined by a number of regulators in the U.K., U.S. and Canada to better understand its role and policies in regards to data sharing events between the platform and third parties. While most third parties are consumer-oriented, there are some business-to-business data sharing operations between marketers, social media platforms and sometimes third parties. Some third parties offer important media measurement services. Consequently, we recommend that your operations be reviewed to ensure there is no leakage of PII data contrary to your privacy policy and that you are comfortable with Facebook’s governance of the data that is shared with them.

Furthermore, we recommend marketers review their privacy policies specifically relating to the data being shared with Facebook through the use of custom audience matching and conversion tracking. This will ensure that your operations are as described in your privacy policy.

We will update you on this issue as it continues to evolve. Should you have any questions, please contact:

Chris Williams, VP, Digital, at 416-964-1538 / cwilliams@acaweb.ca.

Ron Lund
President & CEO
rlund@ACAweb.ca / 416-964-3805