Snapchat infers information about your interests, demographics, and characteristics based on your activity and uses this inferred data to build an advertising profile and serve targeted 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
This clause establishes the operational basis for Snapchat's inference-based advertising system, specifying that ad personalization relies on derived data rather than explicit user declarations. It defines the mechanism through which interaction history converts into advertising targeting parameters.
Severity downgraded from high to medium; previous version had no excerpt; current version clarifies sources of inferences (usage, content viewed, partner data) and purposes (personalization and ad targeting).
View full change record →Snapchat builds a profile about you that goes beyond what you explicitly provide, using behavioural signals to make inferences that drive advertising decisions, which may not reflect your actual identity or preferences.
How other platforms handle this
We use your personal information to send you newsletters and other promotional communications, including information about MyFitnessPal's new offerings, features, offers, events, webinars, and other information.
We may infer certain information from your interactions with the Lyft Platform and other personal information available to us. For example, if you frequently ride to or from airports, we may infer you are a frequent traveler.
we may use this information to make it easier for you to find the people you want to send payments to, for account and identity verification and fraud prevention purposes, to reduce the risk you will send payments to the wrong person, or to provide other personalized services.
"We use your interests and preferences from the information we've collected to personalize, target, and measure ads. We think ads are best when they're relevant. That's why we try to select the right ads and show them to you at the right time. For example, if you've interacted with ads for video games, we will infer that you like video games, and show you similar ads, but those won't be the only ads you see.Excerpt from Snapchat's Privacy Policy
Inferred data used for profiling and automated decision-making engages GDPR Article 22 and recital 71 protections; under CCPA/CPRA, inferred personal information constitutes 'personal information' subject to consumer rights including correction; sensitive inferences may require opt-in …
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This clause establishes the operational basis for Snapchat's inference-based advertising system, specifying that ad personalization relies on derived data rather than explicit user declarations. It defines the mechanism through which interaction history converts into advertising targeting parameters.
Snapchat builds a profile about you that goes beyond what you explicitly provide, using behavioural signals to make inferences that drive advertising decisions, which may not reflect your actual identity or preferences.
ConductAtlas has identified this type of provision across 279 platforms. See the full comparison.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Snapchat.