LDU was built to address data processing compliance requirements in the state of California, specifically for users that were subject to CPPA compliance. But the LDU flag was actually design to reach a bit farther, allowing for: Privacy Compliance Update.
Auto-detection: Facebook automatically determin a user’s state-level residence and process data according to state-regulations
Manual detection: The LDU flag values would be set within the browser if a brand want to override default detection (if a user is logg in and their residential state is explicitly known, for example).
The Path to Profitability Requires Privacy Compliance
Data privacy expectations are changing. Get the full picture of where we are now, what’s to come, and how to plan for the future.
Many brands implement the flag as part of their Meta pixel, while others chose to use a consent management pop-up that would allow users within a given location the ability to opt out of tracking and data sharing.
The country-specific emailing list can boost your conversion rate very high. You can personalize the contents of the email by considering the country email list preference and taste of your target audience. Bearing in mind the cultural context of the country. This will make sure that better involvement is cause, customer satisfaction increases, and your sales go up accordingly. It will give you targeted lists in countries where your message will be relevant and impactful for long-term business growth.
With new legislation set to come into play in Virginia on January 1, 2023, many marketers are wondering whether they ne to do something with LDU or make changes to stay in compliance in that state.
LDU in Virginia as part of your privacy
Although the LDU flag was initially design to provide interoperability across various regional privacy laws, Meta has since releas a statement noting that the LDU scope will not be expanding beyond the state of California.
It’s likely Meta has limit the expansion of LDU due to the prevalence of consent management solutions utiliz across the majority of US websites today.
There have been rumors within the digital marketing space that they may make an update for Virginia in response to VCDPA privacy legislation, but at the moment the only thing Meta has updat is their terms, which now include Virginia-specific definitions and obligations for processors.
If you are already using a consent management solution, it is unlikely you would also ne to integrate the LDU flag since the user will already have the option to consent. It should be not that no data will be sent to Meta for any users that opt out.
LDU in light of new privacy legislation
First of all, let’s remind everyone that your business nes to be CCPA compliant if you’re doing any marketing in California, even if your business isn’t locat in the state.
Any business that is targeting residents of California with ads must be in compliance with CCPA or face potentially serious repercussions.
California’s laws are the advancement of online banking platforms changing; CPRA, an amendment to the original CCPA privacy legislation, will likely go into enforcement in April, according to the state’s privacy agency, so stay tun for additional updates as the regulations and requirements are finaliz in the coming months.
As far as LDU is concern, Meta releas a statement indicating it plans to update their state-specific terms on January 1st, 2023 to incorporate new definitions and other requirements for upcoming privacy laws in both California and Virginia. They specifically note certain state-specific changes:
For California
A new definition of “Share,” restrictions for the transferring of Personal Information, and other updat service provider obligations
For Virginia: Virginia-specific definitions and obligations for processors. They also shar that “the Limit Data Use feature, where available, can continue to be leverag to help support compliance with the California Consumer Privacy Act (CCPA), as amend by the California Privacy Right Act (CPRA). As always, you should consult with your legal counsel regarding the use of Meta products, including Limit Data Use, and compliance with all applicable laws.
You ne to do to ensure compliance if you
LDU is only offer in California right now as Meta continues to evaluate which additional states to add in 2023. Despite Virginia’s inclusion in the list of state-specific changes, Meta doesn’t currently offer LDU in Virginia.
Any compliance solutions should be run through singapore number your legal department to ensure they meet the legal standard.
Start preparing your business for changes in California and Virginia by following these three guidelines:
Get up to spe with CPRA and VCDPA
Focus on understanding the requirements for compliance and speak with your legal team with regard to your current data processing and sharing processes.
Review your consent management solution. We’re big fans of OneTrust (for larger enterprise organizations) and CookieBot (for smaller orgs with limit compliance nes).
Understand where consumer
Data enters and exits your marketing ecosystem. There may be a broad range of ways your organization currently moves data, including cookies sending data back to Facebook or Google, the actual sale of user emails, and PII purge points for inactive users.
We’re head for a privacy-first future
Regardless of where Meta decides to implement LDU. That’s why it’s important to keep up with the various data restrictions and regulations so you can avoid any issues or fines that may hinder your quest for performance and business growth.
