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Facebook Rolls Out User Permissions for Targeted Ads

Facebook Rolls Out User Permissions for Targeted Ads


To comply with the EU’s General Data Protection Regulation, Facebook will begin asking users to review information about how it uses their data and how they give the platform permission to target ads and use technology tools like facial recognition.

Facebook will begin the process of asking its users to review information about how the company uses their data, requiring consent for the platform to target ads ahead of the enforced General Data Protection Regulation (GDPR) on May 25.

Announcing the terms in a company blog post, Facebook said users will be asked to make choices about whether or not they want the social media giant to use data from partners to target ads and if they would like to share information in their profiles - giving users more control over their privacy and personal data.

In addition to data from partners and information, users will have the option to activate facial recognition to help improve privacy and user experience. Facebook states in the blog post that this will help detect when someone might be breaching or attempting to use their profile picture, while also suggesting friends they want to tag in photos or videos with.

Facebook adds that facial recognition will be off by default for users under the age of 18 in a bid to protect their privacy and limit on how can view and search their information.

This step from Facebook ahead of GDPR follows fallout from the Cambridge Analytica scandal where 87 million user profiles were used for data purposes in the run up the US presidential election. Earlier this month, Facebook also confirmed the end of its Partner Categories - where the social channel allowed third-party data aggregators to provide ad businesses user offline data to inform its own ad targeting.

These changes are all part of Facebook’s public effort to clean up its data practices; however, some have criticised the social media platform’s new user permission in that they’re intentionally designed to be confusing. In addition, critics have raised the issue of users being unable to completely opt out of receiving targeted ads - leading to a possible introduction where users may have to pay to opt out entirely which could be unwelcome news given the company’s current sentiment among its users.

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Mustafa Mirreh

Mustafa Mirreh

Mustafa is a senior journalist at PerformanceIN. Reporting on the latest day-to-day news and updates from the world of performance marketing, while also doing social media promotion, live reporting of events, article features and interviewing key industry players.


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