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.
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 →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 target (and measure the performance of) ads to Members, Visitors and others both on and off our Services directly or through a variety of partners, using the following data, whether separately or combined: Data from advertising technologies on and off our Services, like web beacons, pixels, ad ta...
Microsoft uses data we collect to provide you with rich, interactive experiences. In particular, we may use data to show you advertising or serve Microsoft-selected content within Microsoft products and services. Microsoft does not use what you say in email, chat, video calls, or voice mail to targe...
We may disclose personal information to advertising and analytics providers in connection with the provision of tailored advertising, to monitor the performance of advertisements displayed on our behalf on the Services and across the Internet, to provide analytics services, and to help improve our S...
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Snapchat has changed this document before.
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"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 Snapchat 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 consent under some US state privacy laws.
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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.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Snapchat.