Visa can use your personal information to send you marketing messages and show you targeted ads, though you can opt out of marketing emails.
This analysis describes what Visa'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
The opt-out right for marketing communications is meaningful, but targeted advertising may involve sharing data with third-party advertising platforms that persists independently of opting out of direct Visa marketing emails.
Interpretive note: The policy does not clearly distinguish between the opt-out scope for direct marketing emails versus targeted advertising data sharing with third-party ad platforms, creating potential ambiguity about the practical effect of exercising the stated opt-out right.
New explicit provision on marketing and personalization use, clarifying that targeted advertising is used for marketing purposes and providing opt-out acknowledgment.
View full change record →Visa may use your transaction and profile data for targeted advertising, which can involve data sharing with advertising technology platforms; opting out of marketing emails from Visa may not automatically stop all forms of data-driven ad targeting.
How other platforms handle this
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...
We use information to enhance the quality, reliability, and/or accuracy of our AI Features by creating, developing, training, testing, improving, and maintaining AI and ML models run by Strava or our service providers. We use aggregated, de-identified data for this purpose. We also use personal info...
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"We may use personal information to send you marketing communications about Visa products, services, and offers that may interest you, to personalize your experience with us, and to provide you with targeted advertising. You may opt out of receiving marketing communications from us at any time.— Excerpt from Visa's Visa Privacy Notice
REGULATORY LANDSCAPE: Use of personal data for direct marketing in the EU and UK must have a valid legal basis under GDPR, typically consent or legitimate interests subject to a balancing test, with an absolute right to object under GDPR Article 21(2). CAN-SPAM Act requirements apply to commercial email marketing in the U.S. CCPA and CPRA's opt-out rights for sharing data for cross-context behavioral advertising are distinct from opt-outs for direct marketing emails and both may apply. The FTC has enforcement authority over deceptive marketing practices. GOVERNANCE EXPOSURE: Medium. The policy conflates marketing communications and targeted advertising in a single provision but offers only a general opt-out for marketing communications. The opt-out scope and mechanism for targeted advertising versus direct email marketing should be clearly distinguished in both policy language and operational implementation. Compliance with CCPA's specific opt-out requirements for behavioral advertising is a distinct obligation from honoring unsubscribe requests for email marketing. JURISDICTION FLAGS: EU and UK data subjects have an absolute right to object to direct marketing processing under GDPR, which must be honored without requiring justification. California residents have CPRA opt-out rights for sharing personal information for cross-context behavioral advertising. CAN-SPAM requires functional unsubscribe mechanisms in commercial emails. Multiple U.S. state privacy laws include targeted advertising opt-out rights that should be assessed for applicability. CONTRACT AND VENDOR IMPLICATIONS: Advertising technology vendors receiving data from Visa for targeted advertising should be assessed for CPRA and GDPR compliance. Data sharing agreements with advertising platforms should specify permitted uses and prohibit use of consumer data for purposes beyond those disclosed in this policy. Audit rights should cover compliance with opt-out signal processing by advertising partners. COMPLIANCE CONSIDERATIONS: Compliance teams should map the distinct opt-out mechanisms for direct marketing emails versus targeted advertising data sharing and ensure both are operational and conspicuously disclosed. The interaction between the general marketing opt-out described here and the California-specific 'Your Privacy Choices' opt-out for behavioral advertising should be clearly explained to consumers. EU and UK teams should confirm that legitimate interest assessments for marketing processing are documented and defensible under the GDPR balancing test.
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The opt-out right for marketing communications is meaningful, but targeted advertising may involve sharing data with third-party advertising platforms that persists independently of opting out of direct Visa marketing emails.
Visa may use your transaction and profile data for targeted advertising, which can involve data sharing with advertising technology platforms; opting out of marketing emails from Visa may not automatically stop all forms of data-driven ad targeting.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Visa.