Facebook Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland (provider of Facebook pixel), https://www.facebook.com/
On our website we use Facebook’s ‘conversion pixel’. We use the Facebook pixel for the following purposes: the analysis, optimisation and commercial operation of our online offering, our advertising presence and our marketing endeavours by means of displays on Facebook (what are termed ‘Facebook ads’).
On the one hand, by using the Facebook pixel, we aim to ensure that our Facebook ads correspond to users’ potential interests but are not annoying for them. The pixel enables us to designate the visitors to our website as the target group for our Facebook ads. In this process, the Facebook pixel is used for the following purpose: that the Facebook ads displayed by us should only be shown to those Facebook users who have also demonstrated an interest in our online offering or who, on the basis of their user behaviour, demonstrate characteristics (e.g. an interest in particular subjects or products that are determined in the light of the web pages visited) that we have specified for Facebook (what are termed ‘custom audiences’).
On the other hand, we use the Facebook pixel for statistical and market-research purposes. To this end, the Facebook pixel can tell us whether or not users, after having clicked on Facebook ads, have been directed to our website and have completed a transaction there (what is termed ‘conversion’).
Your use behaviour will only be analysed by means of the Facebook pixel after you have given your express agreement (opt-in). It will be possible for you to withdraw the consent you have given in your browser settings at any time, with effect from that time onwards. The legal basis of the use of the Facebook pixel is Article 6(1)(1) point (a) GDPR. In addition to the opt-in/opt-out function relating to our website, you will also be able to review and amend your personal advertising preferences in Facebook at any time.
Facebook Inc. has its headquarters in the USA. The European Court of Justice (CJEU) has decided that the USA does not have a level of adequate data protection that is the equivalent of European data protection law (CJEU, 16.7.2020 – C-311/18 ‘Schrems II’, press release). In particular, there is the risk that your data might be processed by the US authorities for monitoring and surveillance purposes, potentially even without any opportunity for legal redress (e.g. on the basis of Section 702 of the Foreign Intelligence Surveillance Act (FISA 702)). If you accept cookies from Facebook, at the same time, you are consenting to the potential risks mentioned in Article 49(1)(1) point (a) GDPR whereby your data might be processed within the USA.
You can find further information about how user data are used by Facebook in Facebook‘s Data Policy.