Snapchat builds a profile of your interests and characteristics based on how you use the app and data from advertising partners, which is then used to personalize your feed and target you with ads.
This analysis describes what Snapchat'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
Behavioral profiling using both first-party usage data and third-party advertising partner data can create inferences about sensitive attributes such as health, political views, or finances, even when that data was not directly provided by the user.
Interpretive note: The specific third-party data sources contributing to inferences and the categories of inferences generated are not fully enumerated in the policy, creating some uncertainty about the practical scope of the profiling described.
Snap combines your in-app behavior with data from advertising partners to infer personal characteristics about you; these inferences may include sensitive attributes and are used to target advertising in ways that may not be transparent to you.
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"We use the information we collect to infer your interests, preferences, and other characteristics about you. This includes inferences drawn from your use of our services, the content you view, and information provided by advertising partners. We use these inferences to personalize your experience and show you relevant content and advertising.Excerpt from Snapchat's Privacy Policy
(1) REGULATORY LANDSCAPE: GDPR's Article 22 addresses automated decision-making and profiling, requiring transparency and, in some cases, the right not to be subject to solely automated decisions with significant effects.
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Ad personalization controls removed. Contact scanning added. Advertiser data partnerships quietly dropped. A timeline of every change.
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Behavioral profiling using both first-party usage data and third-party advertising partner data can create inferences about sensitive attributes such as health, political views, or finances, even when that data was not directly provided by the user.
Snap combines your in-app behavior with data from advertising partners to infer personal characteristics about you; these inferences may include sensitive attributes and are used to target advertising in ways that may not be transparent to you.
ConductAtlas has identified this type of provision across 289 platforms. See the full comparison.
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