This analysis describes what Meta Ads's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
The legitimate interests basis is a lawful processing ground under data protection frameworks that permits data use when organizational interests are balanced against individual rights. By invoking this basis selectively by jurisdiction and platform, Meta structures its advertising infrastructure differently across regulatory regions.
The updated Privacy Policy no longer explicitly directs US residents to the United States Regional Privacy Notice, which previously provided details about consumer privacy rights available under state laws like the California Consumer Privacy Act and similar regulations. This removal does not eliminate those rights themselves, but it makes the Privacy Policy less clear about where consumers can find information on how to exercise those rights. Consumers can still locate the Regional Privacy Notice through Meta's website or by searching for it directly, but the removal reduces the accessibility and prominence of that guidance within the primary policy document.
View change record →Under this clause, Meta is authorized to process user data for advertising profiling on the basis of legitimate interests, except for EU Facebook and Instagram users who fall under different processing legal bases. This authorization applies to the collection and use of behavioral data for targeted advertising purposes.
How other platforms handle this
As required by Adobe to conduct our business and pursue our legitimate interests: Analyzing your content and its characteristics using automated techniques... Where we process your information based on legitimate interests, you can object to this processing in certain circumstances. In such cases, w...
We infer information about you based on how you use Pinterest. For example, if you engage with Pins about travel, we may infer you are interested in travel. We use this information to provide more relevant recommendations and advertising. We may combine the information we collect about you with info...
Microsoft uses the data we collect to provide you with rich, interactive experiences. In particular, we use data to: provide and improve our products; personalize your experiences; make recommendations and display advertising. For advertising, we use data collected through our advertising services i...
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"We rely on our legitimate interests or the legitimate interests of a third party, where they are not outweighed by your interests or fundamental rights and freedoms ('legitimate interests'). We rely on this legal basis for things like ads (though not for our Facebook and Instagram users in the EU).— Excerpt from Meta Ads's Meta Privacy Policy
We read the privacy policies and terms of service of 38 AI platforms. Here is what they say about training, retention, arbitration, and liability.
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The legitimate interests basis is a lawful processing ground under data protection frameworks that permits data use when organizational interests are balanced against individual rights. By invoking this basis selectively by jurisdiction and platform, Meta structures its advertising infrastructure differently across regulatory regions.
Under this clause, Meta is authorized to process user data for advertising profiling on the basis of legitimate interests, except for EU Facebook and Instagram users who fall under different processing legal bases. This authorization applies to the collection and use of behavioral data for targeted advertising purposes.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Meta Ads.