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If I promote my services on social media, do I need to follow data privacy rules?
Yes, all social media marketing activities involving personal data must comply with Hong Kong's Personal Data (Privacy) Ordinance (PDPO), regardless of the promotion method used. Here's what businesses need to know.
- Definition of Direct Marketing
Under the PDPO, direct marketing means any form of promotion addressing specific individuals. It includes emails, messages, targeted ads, and influencer campaigns. This applies regardless of whether you contact users directly or through third parties.
Let’s explore a few common modes of social media marketing, and their respective legal implications.
- Mode #1: Using Social Media Account Information for Direct Marketing
The usage of people’s social media profiles for direct marketing (e.g.: sending promotional information directly to targeted users) is governed by the PDPO. When collecting or using social media account details (usernames, emails, etc.), you must:
✔️ Inform users about your marketing purpose
✔️ Obtain explicit consent before sending promotions
✔️ Provide an easy opt-out mechanism
✔️ First-time contacts require additional notification
- Mode #2: Sponsored Advertisements/Promotion by Members
For paid promotions or member-driven marketing, you must disclose all data collection practices upfront. There should be free and easily accessible opt-out options for all participants.
On the management side, you should ensure that your company’s employees understand their PDPO obligations, and specify data handling requirements.
- Mode #3: Profiling Customers Based on Social Media Habits
When tracking user behavior for targeting, you must disclose all profiling activities clearly, and obtain users’ consent for data collection and analysis. You should also provide non-profiled alternatives where possible.
- Mode #4: Social Media Marketing Campaigns
When running broader marketing campaigns on social media, you must provide a Personal Information Collection Statement (PICS) and a Privacy Policy Statement (PPS). These statements should explain what personal data you collect, how you use it, who you share it with, and how individuals can access or correct their information.
- Special Considerations for Social Media
Social media marketing presents unique compliance challenges under Hong Kong's PDPO. The following are some additional factors to note.
When data crosses borders, additional safeguards become necessary to meet legal requirements.
AI-powered targeting tools require particular transparency. Businesses must clearly disclose automated decision-making processes. Particularly, emerging technologies like AI chatbots and augmented reality filters introduce new data collection points that require careful evaluation.
Furthermore, each social media platform maintains its own terms of service that may impose rules in addition to the PDPO. Businesses must account for these nuances when designing compliant marketing strategies.
Learn more about privacy policy requirements for Hong Kong companies.
- Best Practices for Social Media Marketers
To ensure compliance, you will need to:
- Conduct regular privacy impact assessments
- Implement clear consent management systems
- Train all staff and partners on PDPO requirements
- Maintain detailed records of consent and opt-outs
- Review and update policies quarterly
- Designate a data protection officer for oversight
Need help navigating this issue? Check out Ask.Legal — our AI-powered legal assistant is ready to help 24/7.
