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.
Snapchat's privacy policy now includes expanded language describing how the platform collects, processes, and shares user data. The updated policy discloses additional practices and operational procedures governing user information. Review of the specific added sentences is necessary to determine whether new data collection, retention, or sharing practices are described, or whether existing practices receive clarified disclosure.
View change record →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 collect your personal data when you use our Services, create a new eBay account, provide us with information via a web form, add or update information in your eBay account, participate in online community discussions or otherwise interact with us.
At Ledger, earning and maintaining our users' trust is a top priority. That's why we are deeply committed not only to protecting your privacy and securing your personal data, but also to being fully transparent about how we handle it.
If you are located in the European Economic Area, Switzerland, or the United Kingdom, you have the right to access, correct, or erase your personal data; the right to restrict or object to our processing of your personal data; the right to data portability; and, where our processing is based on your...
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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 Snapchat 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. CPRA treats certain inferred data as personal information and requires disclosure. The FTC has scrutinized opaque profiling practices as potentially unfair or deceptive. The EU AI Act may engage Snap's profiling systems depending on their classification under that framework. (2) GOVERNANCE EXPOSURE: Medium to High. The combination of first-party behavioral data with third-party advertising partner data for inference-building is a standard but legally sensitive practice. Inferences about sensitive categories (health, political views, religion) derived indirectly may engage special category protections under GDPR even if the underlying data was not itself sensitive. (3) JURISDICTION FLAGS: California's CPRA treats certain sensitive inferences as requiring opt-out rights. EU/EEA users have GDPR Article 22 rights regarding automated profiling with significant effects. UK GDPR imposes similar requirements. (4) CONTRACT AND VENDOR IMPLICATIONS: Third-party data providers contributing to inference-building must be covered by appropriate data sharing and processing agreements; their contractual role should be assessed for controller vs. processor status. (5) COMPLIANCE CONSIDERATIONS: Legal teams should assess whether Snap's profiling practices require DPIA under GDPR Article 35, whether inferences are covered by CPRA's sensitive personal information framework, and whether the policy's disclosure of profiling is sufficiently specific to meet GDPR's transparency requirements.
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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.
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