This document summarizes key digital marketing policies and regulations from 2018, including Facebook scandals related to civil rights issues in advertising, the General Data Protection Regulation (GDPR) in Europe, and the California Consumer Privacy Act (CCPA) in the US. It discusses implications like limitations on data collection and storage, the need for inclusive ad targeting, and potential penalties for non-compliance. Overall it analyzes an eventful year of evolving privacy standards and responsibilities for digital marketers globally.

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The PPC Agency of Experts
2018 Year In Review:
Digital Marketing Policies And Regulations

2. Disclaimer - nothing that follows constitutes legal
advice or counsel. Consult a lawyer to ensure
compliance with any law or regulation.

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Agenda
• Facebook And Civil Rights
• The Facebook Scandals
• GDPR
• CCPA

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Facebook And Civil
Rights: An Evolving
Issue

5. Civil Rights And Marketing:
A Brief Introduction
| The PPC Agency of Experts
Affected Verticals: These include banking, housing, hiring, and
places of public accommodation.
Protected Classes Have A Right To See Ads: An advertising
strategy in a vertical governed by civil rights law cannot exclude
a protected class.

6. Facebook Sued For
Housing Discrimination
| The PPC Agency of Experts
What Happened: The state of Washington sued Facebook for
allowing advertisers to target housing ads on the basis of race.
How was it resolved: Facebook settled, narrowed the targeting
options available accross its platform and began requiring that
advertisers certify that their strategies are non-exclusionary for
affected verticals.

7. Implications For Digital Marketers
| The PPC Agency of Experts
Many Issues In Legal Limbo: Who’s responsible? Does intent
matter? What is the scope of an advertising campaign? What
about automated targeting and bid strategies?
Best practice: If you advertise in a vertical governed by civil
rights law, review your targeting strategy. Opt on the side of
inclusive and ethical ad campaigns. Don’t assume that because
it’s possible, it’s legal.

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Facebook Has A Tough
Year

9. What Those Scandals Mean For
Digital Marketers
| The PPC Agency of Experts
What Happened: A lot.
● Foreign election influence
● Data breach scandals
● Charges of facilitating hate speech and fake news
● Accusations of silencing political viewpoints

10. Understanding A Busy
Year For Facebook
Scandals
| The PPC Agency of Experts
Users Can See Who Purchased An Ad: This has implications
for remarketing and competitor research.
An Existential Threat? Almost certainly not. The platform is still
immensely popular, and has a gigantic user base.

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GDPR: A Sweeping
Digital Privacy
Regulation

12. Intro To The GDPR
| The PPC Agency of Experts
What is the GDPR? A sweeping set of
articles that outline the privacy rights of
individuals in EU territories.
Who does It govern? - Any organizations
or persons that collect personal data from
EU territories.
How is it enforced? Fines of up to 20
million Euros or 4% of global turnover can
be levied.

13. How Will GDPR Affect PPC?
| The PPC Agency of Experts
Fewer Cookies Gather For
Remarketing Purposes: A
sweeping set of articles that
outline the privacy rights of
individuals in EU territories.
Data Protection: Marketers
are responsible for the data
they collect and store (e.g.
email lists, seed lists for LAL
audiences).

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The CCPA: GDPR
Comes To The US?

15. The CCPA And GDPR: How They Differ
| The PPC Agency of Experts
CCPA Is Not Yet Operative: The bill’s provisions are set to be
enforceable starting January 1, 2020.
CCPA Is Narrower For Who It Applies To: Only organizations
that do business in California.
CCPA Does Not Require Explicit Opt-In For Data Collection:
Consumers must be informed of data collection and given the
opportunity to opt-out.

16. The CCPA: Implications For Digital
Marketers
| The PPC Agency of Experts
Federal Action Is Likely: Incentive for both lawmakers and tech
companies to support federal digital privacy legislation.
If CCPA Becomes The Law Of The Land: Similar implications
for data protection and handling - smaller impact for data
collection.

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The PPC Agency of Experts
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