Meta Business Tools Terms

These terms govern how businesses use Meta's advertising and measurement tools, such as the Meta pixel, and set out who is responsible for what. As a business using these tools, you take on full legal responsibility for ensuring you have the right to share any data with Meta — including data from third-party providers — and you must obtain and be able to prove users gave valid consent for cookies and data collection. Meta agrees not to share your Business Tool Data with others unless you authorize it or law requires it, and must delete Contact Information after the matching process is complete.

The Meta Business Tools Terms establish the conditions under which advertisers may deploy Meta Business Tools, including pixels, and govern the collection, use, retention, and sharing of Business Tool Data. The Terms assign full legal responsibility to the advertiser — including liability for any third-party data providers — to ensure a lawful basis and all necessary rights exist before sharing data with Meta. The Terms designate the advertiser as Controller and Meta Platforms Ireland Limited as Processor for matching, measurement, and analytics processing, while simultaneously establishing Joint Controller status under Article 26 GDPR for the collection and transmission of Personal Information via certain Business Tools. Meta's data retention is capped at two years for Event Data, and Contact Information must be deleted following the match process; prohibited data categories include information from or about children under 13 and sensitive categories such as health, financial, and consumer report information.

For individual users, these Terms require the businesses placing Meta pixels on their websites to post a clear and prominent notice on every such page explaining that pixels, web beacons, and other technologies from third parties including Meta may collect or receive information about them. Businesses are also contractually barred from sharing data that they know or reasonably should know relates to children under 13 or includes sensitive categories such as health or financial information. Additionally, in jurisdictions requiring informed consent for cookies and device storage — including the EU — businesses must obtain and be able to verify that users gave all necessary consents before Meta's tools collect data.