Compliance Assurance Cheat Sheet: Segment Data & Meta Policy Alignment

Meta’s Updated Enforcement

Meta has recently enhanced its AI-driven enforcement of audience segment names and metadata. Segments with names that imply sensitive personal traits are now flagged and disabled, even if the data behind them is compliant. This document serves as a reminder of Meta's Privacy Policy and provides Resonate's guidance on audience naming to remain compliant with Meta's Policy.

1. Meta Policy

When activating segments on Meta:

• No PII or Direct Identifiers are ever included. 
• No prohibited personal attributes are used (per Meta’s PII / “personal attributes” rules). 
  • Resonate is in compliance with Meta activation policies 
• No sensitive traits may be referenced or implied in segment names or within the ad itself such as: 
  • Health conditions 
  • Mental illness 
  • Credit issues 
  • Financial hardships 

2. Guidance for Naming Audience Segments to Remain Compliant

Focus naming on interests not specific identities:

Flagged / Disabled Examples (Non-Compliant):

• “Diabetes_Patients_US”
• “Arthritis_Interest_List”
• “High_Income_Customers”
• “Bankruptcy_Prospects”

Approved / Compliant Examples:

• “Wellness & Health Audience_US”
• “Pain Management Interest List”
• “Luxury Spend Consumers”
• “Financial Awareness Audience”

3. Client Reminder

Resonate understands the importance of data privacy and compliance, and we want to remind you that while Resonate takes every measure to identify and distribute data in a privacy-compliant manner, it's equally important for our clients to be familiar with and adhere to the rules and limits set by their activation partners. These platforms may have distinct rules governing individual targeting with sensitive attributes, and your proactive engagement with these rules is a critical aspect of maintaining privacy compliance.  Please consult your activation partners (DSPs, social platforms, etc.) directly to review their specific policies.

4. Helpful Links

Meta:

• https://transparency.meta.com/policies
• https://www.facebook.com/legal/technology_terms
• https://transparency.meta.com/policies/ad-standards/
• https://www.facebook.com/business/help/2557868957763449?id=434838534925385

Resonate:

• https://support.resonate.com/hc/en-us/articles/204984485-Audience-Modeling