Learn about Meta's plan to reinforce existing Business Tools Terms regarding sensitive data categories
Effective September 2, 2025, Meta will reinforce its existing Business Tools Terms specifically concerning the sharing of sensitive data categories, including health and financial information, as well as data from children under the age of 13.
Meta will proactively scan and disable audiences and custom conversions if they imply the inclusion of sensitive data. This included previously-approved audiences. Advertisers not addressing flagged audiences may experience decreased campaign performance, and conversions could stop matching, potentially harming optimization.
Meta’s Current Terms
"You represent and warrant that you will not share Business Tool Data with us that you know or reasonably should know is from or about children under the age of 13 or that includes health, financial information, or other categories of sensitive information (including any information defined as sensitive under applicable laws, regulations and applicable industry guidelines)."
Deep Sync’s Response
Deep Sync offers assurance that our existing data handling practices are designed to be compliant with Meta’s guidelines. When you utilize the Deep Sync One platform for audience onboarding, we facilitate the matching of identifiers based solely on the criteria you select, without sharing any specific health or financial information about the included individuals. Our core function is to enable precise audience targeting by onboarding identifiers, not by transmitting sensitive personal attributes.
While the ultimate responsibility for ensuring campaign compliance with all applicable laws and platform policies rests with the advertiser, Deep Sync is committed to taking all possible steps to ensure transmitted audiences remain compliant.
Operational Impact: A Minor Change for Seamless Continuity
For ongoing campaigns, there will be no significant change to Deep Sync One’s existing user workflow. The primary adjustment is minor: moving forward, advertisers will utilize the Deep Sync Segment ID provided by Deep Sync One, rather than using a segment name, when activating audiences in Meta. This change will ensure proper segment identification and adherence to updated Meta protocols.
Deep Sync is dedicated to supporting your advertising efforts and navigating these industry changes together. If you have any questions or require further clarification, please feel free to contact your Deep Sync Account Representative or email support@deepsync.com.
Frequently Asked Questions
Where can I find more information on these changes?
For more information on Meta’s policy enforcement, please visit the following resources.
Troubleshoot Meta Business Tools Prohibited Information Notifications
Understand Restrictions on Certain Custom Audiences
Understand Restrictions on Certain Custom Conversions
Where can I review Meta’s Business Tools Terms?
You can view Meta’s Business Tools Terms here.
What is Meta looking for specifically?
Meta is looking to ensure that audiences and conversions do not include (or suggest the inclusion of) data elements that are sensitive in nature and are not permitted under their terms, for example, references to health conditions, financial status, or credit scores.
Is there a complete list of sensitive data that cannot be shared with Meta?
Please view Meta’s About Prohibited Information for a complete list. Generally speaking, prohibited information includes:
- Information about children under the age of 13
- Customer information parameters that are not hashed as required by Meta
- Non-permitted identifiers, including Social Security Numbers and credit card numbers
- Data that is based on or includes health, financial, consumer reports, or other sensitive information about people
I am using segments from Deep Sync One. Do I need to pull new segments from the platform, or will they be renamed automatically?
If you are using Deep Sync-branded segments from Deep Sync One, we will automatically rename the segments on your behalf. You will not need to pull new segments.
What should I do if Meta flags one of my audiences/conversions?
First, flagged audiences and conversions cannot be used to create new campaigns. If Meta flags an audience or conversion using an active campaign, you can:
- Review flagged audiences. Review your audience and the information included within your audience, and remove any information not allowed under Meta’s terms.
- Create new audiences. Develop new audiences that do not include information not allowed under Meta’s terms.
- Choose different audiences. Select a different audience and ensure it does not include information not allowed under Meta’s terms.
Meta flagged an audience or conversion by mistake; what should I do?
If you believe your audience or conversion has been flagged for including/implying the inclusion of sensitive elements in error, you can request a review via Ads Manager under the campaigns table or in Events Manager under the custom conversions page.