Facebook’s new compliance feature will limit data processing and storage for residents of California

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 03, 2020, 2:12 AM UTC

To help businesses comply with the California Consumer Privacy Act (CCPA), Facebook has introduced Limited Data Use (LDU).

Facebook’s new CCPA compliance feature LDU will limit the way users’ data can be stored and processed for all residents in California. The LDU has been automatically activated for all Facebook business accounts and will stay on until 31 July 2020, after which businesses are required to update their pixels to include an LDU parameter.

Businesses that don’t update their pixels after July 31, will be solely responsible for all the compliance required under the CCPA. LDU allows advertisers to specify which users’ data should be accommodated under CCPA regulations.

A modification on Facebook’s PageView pixel allows Facebook to automatically detect if a user is in California or not. The ‘dataProcessingOptions’ string should be included within the Facebook pixel.

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