Data protection in social media marketing - what to bear in mind

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In the population Privacy and Data security particularly valued today. Media reports about hacker attacks, data misuse and data leaks have led to consumers also demanding comprehensive measures from companies and public institutions to secure personal data. But it's not just important to make a website and related advertising activities data secure. Also the Social media marketing is a source of privacy uncertainty. The following overview provides valuable guidance on what to consider.

DSGVO and ePrivacy Regulation

On May 25, 2018 the GDPR of the European Union has become valid. The extensive set of rules of the General Data Protection Regulation serves the Protection of personal data of all who are customers or interested parties of a company or institution.

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Added to this is the ePrivacy Regulationwhich regulates, for example, how efficient collateral can already be generated in the default settings of a company's IT. Compliance with the comprehensive regulations is important because the Non-compliance consistently sanctioned will.

Purpose limitation and Consent

Two important factors that also apply to the Social media and the data protection that is indispensable in this context, the Earmarking, for example, in data collection, and the Consent to data measures by the consumer. Purpose limitation means that only data that is legally permitted and indispensable for the respective purpose may be collected, stored and processed.

For example, the e-mail address of a prospect can be taken into account, while the telephone number and address are dispensable. Consent is always important for further measures - for example, if it is planned to send prospects a regular newsletter. In addition, the consumer also has the right to request deletion certain data to require.

Tracking and profiling

Tracking is the Tracking activitiesThis is a process that prospective customers carry out online, for example on a website, a Facebook presence, or another social media presence. This is also linked to profiling, in which a profile is created of Internet users and visitors so that advertising content can be tailored precisely to them. Both are now only possible with restrictions.

A classic example of this is the Cookie noticewhich requires consent. Companies must not forget this when they embed a tracking code such as the Facebook Pixel on a website. The pixel must not be loaded before the user agrees to the corresponding cookie.

In addition, it is important to note that through social media content, such as images or videos, the integrated on the website become, but also Social Share Buttons pass on personal data to the social networks. Therefore, it is necessary to think here, for example, about a Two-click solution a privacy-compliant option be implemented. This means that the social media buttons and content Disabled by default, the user activates it himself, which makes him the Consents to the transfer of data to the social networks.

Legal notice and privacy policy

Also for a Facebook page or other Social media presence of a company is a Imprint required by law, without which there is no legal certainty and warning security. It is also important to list the privacy policy and the person responsible for data protection.

The imprint does not have to be stored in full on the social media page, however, it must provide the user with Be easily accessible through two clicks. For example, the imprint can be stored on the website and linked to the corresponding social media presence in an immediately recognizable way via a speaking link, e.g. in the page info.

Duty of proof and Accountability

It is also important for a company, in the course of its social media activities, to create a Accountability to be taken into account. The GDPR has set some rules for this. For example, the following applies Procedure directory as well as the Impact assessment for data protection to be taken into account comprehensively.


Social media marketing is effective, but it's also tied to certain regulations around the Privacy bound. It is best to leave the specifications and implementation for your Review social media activities by expertsso that your social media marketing is legally compliant.

This information does not constitute legal advice, but but is to be understood as non-binding assistance only.




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