FACEBOOK LAUNCHES LIMITED DATA USE COMPLIANCE FEATURE AS CCPA ENFORCEMENT GOES INTO EFFECT

The California Consumer Protection Act (CCPA) went into effect on the first day of 2020. Now, six months later, enforcement of CCPA has begun – meaning, businesses that fail to comply with the CCPA’s regulations can be litigated by the California Attorney General. Because the law regulates how businesses collect and use consumer data, it directly impacts Facebook advertisers targeting California users. In an attempt to help businesses comply with CCPA during this initial phase of enforcement, Facebook has recently launched a Limited Data Use feature. “This feature enables businesses to choose whether or not to apply restrictions to Facebook business tools data from California,” explained a Facebook product manager during a July 13 live Q&A webinar, “Businesses can implement limited data use to specify when Facebook should process data in accordance with its role as a service provider under the CCPA. When partners implement limited data use, we will use personal information that they share about people in California subject to our state-specific terms.” While ads will still display to people in California, Facebook emphasized during the webinar that Limited Data Use will affect advertisers with a large percentage of ads delivered to California users – likely adversely impacting ad delivery and performance metrics and limiting retargeting and measurement capabilities. Not only will Facebook advertisers targeting California users likely see changes in campaign performance, they will be responsible for modifying their Facebook Business Tools to remain compliant with CCPA.