When using remarketing or retargeting tools, you must comply with the policies of the advertising platform you are working with. Below are the required policies for the most commonly used platforms.
Google Remarketing
To use Google’s remarketing features (including Google Ads remarketing tags), you must comply with Google’s Personalized Advertising Policy.
What This Means
You are required to:
- Ensure your ads do not target sensitive categories such as health, financial status, or children.
- Be transparent about data collection and usage for remarketing.
- Provide users with clear options to opt out of personalized ads.
Official Google Policy
Personalized advertising policy:
https://support.google.com/adwordspolicy/answer/143465
Facebook Remarketing (Meta Pixel / Custom Audiences)
If you plan to use Facebook Pixel or upload Custom Audience data, you must follow Meta's Custom Audience Terms.
What This Means
You are required to:
- Ensure you have the proper legal rights and permissions to collect and share customer data.
- Provide clear notice to users that their data may be used for advertising.
- Not misuse or improperly share Custom Audience data.
Official Facebook Terms
Facebook Custom Audience Terms:
https://www.facebook.com/business/help/1474662202748341?id=2469097953376494