This analysis describes what Meta'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 clause sets a ceiling on how long Meta may hold Event Data, which bounds the period during which that data can be used for the purposes permitted under the Terms.
Interpretive note: The clause uses 'may retain,' which establishes a permissive ceiling rather than a mandatory retention period. The primary proposition is the two-year maximum.
Meta is permitted to retain Event Data for up to two years; the Terms do not guarantee earlier deletion.
How other platforms handle this
We collect and keep personal data only as needed or allowed for the purposes set out in this Statement, based on the reason we collected the personal data in the first instance and what is permitted under the laws that apply to the processing.
we will only retain your personal information for as long as is necessary to fulfill the purposes for which it was collected, including for the purposes of satisfying any legal, regulatory, accounting, or reporting requirements...
Affirm will retain your information in accordance with our Privacy Policy and any applicable state or federal law, rule or regulation.
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"Subject to these Business Tools Terms, we may retain the Event Data for a maximum of two years.— Excerpt from Meta's Meta Business Tools Terms
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This clause sets a ceiling on how long Meta may hold Event Data, which bounds the period during which that data can be used for the purposes permitted under the Terms.
Meta is permitted to retain Event Data for up to two years; the Terms do not guarantee earlier deletion.
ConductAtlas has identified this type of provision across 271 platforms. See the full comparison.
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