On July 1 2020, Facebook implemented a Limited Data Use feature that allows businesses to choose whether or not they want to apply restrictions to comply with the California Consumer Privacy Act (CCPA). CCPA was signed into law June 28, 2018 and was designed to enhance privacy rights and consumer protection for residents of California. Similar to the way GDPR provides data protection to residents of the European Union, the CCPA is the first attempt in the United States to provide a similar level of consumer data protection.
Facebook gave digital give partners Limited Data use to all personal information from people in California shared through Facebook’s Pixel, Server-Side API and offline conversions from July 1 to July 31 to allow for time to adjust to this new feature. Any data shared via Facebook SDK older than version 7.1.0 for iOS, Android version 7.21.0 and above for Unity continued beyond August 1 to give businesses time to migrate users to the updated versions. It is possible to override the Limited Data feature during the transition period for personal information through Events Manager.
Due to these new measures being put into place, marketers may have experienced an impact on advertising during the month of July depending on the degree of their advertising done in California. The same impact may be continuing to affect marketers after the transition period if they use App Events via Facebook SDK or implement Limited Data use. Campaigns are now required to implement the Limited Data use settings manually in order to continue applying the restrictions to future marketing strategies.
Even if you don’t physically have a business located in the State of California, it’s important to discuss your privacy and marketing policies with an attorney. CCPA has broad applications for businesses in other states who sell to or market to California residents.
If you have any questions about how your campaigns may be affected by these changes, contact us.