Facebook is implementing strict policy changes to protect its users. These changes are also in response to the GPDR– General Data Protection Regulation being applied in the EU on 25th May, 2018.
Are these policy changes relevant to businesses operating outside the EU?
They apply to all businesses that process personal data about individuals in the EU, regardless of where you are based. So, if you have just one subscriber who happens to live in Hamburg, Germany, it applies to you. Even if everyone on your database currently lives in Australia, if one person decides to move to the EU, you need to be prepared… and protected.
It’s also important to note that ‘processing’ refers to anything related to personal data including how you collect, store, use and destroy that data.
Facebook is committed to supporting and adhering to the GPDR and will also implement new policies on 25th May that will affect all Facebook businesses, advertisers and importantly, end users.
Some of the benefits of the new Facebook policies and the GPDR:
- Protect the rights of individuals
- Give people more control over how their information is being used
- Help remove ‘dodgy’ advertisers
- Prevent ‘scraping’ of personal data for advertising purposes
- Make businesses (and Facebook) more transparent
- Create a safer experience for all users
It’s important to note that this is not just a ‘feel good’ band-aid solution. Failure to comply with the GDPR can result in significant fines.
I’ve outlined four measures you can easily implement to ensure you’re in compliance – both on your business website and your social media platforms…. in particular, Facebook.
- Gain their permission
- Pop on a Pop-up
- Your database = your responsibility
If you have a mailing list or database, or are using a client’s list, you can upload that to Facebook and advertise to those potential customers. It’s a really powerful tool, but you need to be responsible for that list. Just as someone who opts in to your website eg: subscribes to your newsletter you need to gain their permission before you market to them. The same rules now apply to Facebook advertising.
In the past, people could purchase programs that would ‘scrape’ data from various platforms and upload that information to Facebook and market to these people. They have no connection to them, no relationship building and, until now no way of preventing that level of ad-hoc mass marketing.
How will Facebook know if you’re using a ‘scraped’ list or one where users haven’t given their permission? Easy! If your ads continue to receive negative feedback from people, Facebook will be looking into why.
- Facebook page verification
If you have a Facebook page with a large number of followers (Facebook is yet to verify what that number is) your page admins will be asked to verify that page, to make sure the page represents a real business or entity.
You may need to provide proof eg: official documents showing your business's name and address. To do this, you simply go into your page settings where you will see a section to verify your page.
I’m here if you need me
Facebook is changing every day. As I hear more, I will let you know. If you do things correctly, you won’t have anything to worry about and you can continue using this incredible platform with great success.