Meta uses your Threads data to target ads to you across its platforms, but states it does not sell your personal data directly to advertisers.
This analysis describes what Threads'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 provision establishes the operational basis for Threads' ad-supported business model. It clarifies the distinction between using data to target ads and the separate practice of selling personal information, which the clause excludes.
Interpretive note: The practical distinction between not selling personal data and sharing it for advertising purposes is subject to ongoing regulatory interpretation under CCPA and CPRA, and the policy's characterization may not resolve all compliance questions in California.
The updated policy no longer explicitly discloses that user interactions with AI systems will be used to improve Meta's AI, nor does it describe how data is shared or collected in specific detail. Previously, the policy offered a 24/7 AI support assistant and clear pathways to manage or delete account data; these references are now absent. The removal of these disclosures does not necessarily mean the practices have stopped, but users no longer have explicit written confirmation of these features or data uses within the published policy.
View change record →The updated policy establishes that interactions with Meta's AI assistant will be used to improve Meta's AI systems. The policy states that by using the service, users agree to Meta's AI terms. Previously, the policy did not explicitly disclose this use of conversational data for AI training purposes. This means user conversations with the AI support assistant are now expressly authorized for use in improving Meta's broader AI infrastructure.
View change record →The updated policy narrows the terms users explicitly agree to by using the service from a three-part agreement (Meta Terms, AI terms, and Privacy Policy) to AI terms only. The policy now explicitly discloses that interactions with AIs will be used to improve AI at Meta. This means continued use of the service constitutes acceptance of this narrower agreement scope and explicit participation in AI training data use. You should review Meta's AI terms directly to understand what they cover and what controls, if any, are available.
View change record →Your Threads usage feeds into Meta's advertising system, meaning your content interests, interaction patterns, and behavioral data on Threads are used to determine which ads you see across Meta's platforms.
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...
Activision uses 'Cookies' to tailor content and marketing, and to improve and adjust user experiences.
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"We use the information we have to show you relevant ads on and off the Meta technologies and to improve our ad systems. We do not sell your personal information to advertisers.— Excerpt from Threads's Threads Privacy Policy
(1) REGULATORY LANDSCAPE: The statement that Meta does not sell personal information is relevant to CCPA opt-out-of-sale rights, though the CPRA also addresses sharing of personal information for cross-context behavioral advertising, which may apply regardless of whether a sale occurs in the traditional sense; the California Privacy Protection Agency has authority over CPRA compliance. Under GDPR, use of personal data for behavioral advertising requires a specific lawful basis; the Irish DPC has previously examined Meta's advertising data practices. (2) GOVERNANCE EXPOSURE: Medium. The no-sale representation aligns with common industry practice post-CCPA, but the breadth of advertising use across Meta's ecosystem requires careful legal basis documentation under GDPR and transparency under CCPA/CPRA. (3) JURISDICTION FLAGS: California users have CPRA rights to opt out of sharing for cross-context behavioral advertising even absent a formal sale; EU/EEA users may have stronger protections depending on the lawful basis asserted. (4) CONTRACT AND VENDOR IMPLICATIONS: Advertisers using Threads audience data through Meta's advertising platform should assess their own disclosure obligations regarding the use of Meta-derived audience targeting. (5) COMPLIANCE CONSIDERATIONS: The distinction between selling and sharing for advertising purposes should be clearly documented in CCPA compliance programs; consent or opt-out mechanisms for advertising data use should be reviewed for adequacy under both GDPR and CPRA.
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This provision establishes the operational basis for Threads' ad-supported business model. It clarifies the distinction between using data to target ads and the separate practice of selling personal information, which the clause excludes.
Your Threads usage feeds into Meta's advertising system, meaning your content interests, interaction patterns, and behavioral data on Threads are used to determine which ads you see across Meta's platforms.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Threads.