Meta infers sensitive attributes about you — including political views, religious beliefs, and health interests — from your behavior on its platforms, and uses these inferences to target advertising.
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
This provision establishes the operational scope of Meta's data processing infrastructure by codifying the receipt of third-party data and permitting algorithmic inference generation as authorized data processing activities within the advertising system.
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 →Meta may infer and process sensitive information about your political views, religious beliefs, or health interests based on your likes and content engagement, using this to categorize you for advertising targeting without you explicitly disclosing these attributes.
How other platforms handle this
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Microsoft uses data we collect to provide you with rich, interactive experiences. In particular, we may use data to show you advertising or serve Microsoft-selected content within Microsoft products and services. Microsoft does not use what you say in email, chat, video calls, or voice mail to targe...
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"We also receive and use information from third-party partners and other sources. This may include: information about your interests, views, and opinions. Information about you from other companies' data. We may infer certain information about you based on other information we have. We may also infer certain information from what we know, for example, inferring your political, religious or other views based on the Pages you like or content you engage with.— Excerpt from Meta Ads's Meta Privacy Policy
REGULATORY FRAMEWORK: GDPR Art. 9 prohibits processing of special categories of personal data (political opinions, religious beliefs, health data) without explicit consent or another Art. 9(2) exception. The EDPB Opinion 8/2023 on Meta's subscription model reaffirmed that behavioral advertising involving special categories requires explicit consent. CCPA/CPRA §1798.121 establishes 'sensitive personal information' as a protected category requiring opt-out rights. Enforcement: Irish DPC, EU national DPAs, CPPA, FTC.
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This provision establishes the operational scope of Meta's data processing infrastructure by codifying the receipt of third-party data and permitting algorithmic inference generation as authorized data processing activities within the advertising system.
Meta may infer and process sensitive information about your political views, religious beliefs, or health interests based on your likes and content engagement, using this to categorize you for advertising targeting without you explicitly disclosing these attributes.
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