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The evolving privacy world for advertising: Meta’s new restrictions and what it means for you

The evolving privacy world for advertising: Meta’s new restrictions and what it means for you

The world of privacy in advertising is undergoing significant shifts, with 2025 marking a pivotal year for stricter regulations. As privacy concerns continue to dominate the global landscape, companies like Meta are stepping up their efforts to ensure that their advertising tools are in line with these changes. For instance, Google’s introduction of the Digital Markets Act (DMA) consent requirements last year had a similar impact, reshaping the way data is handled across digital platforms.

Starting January 2025, Meta is enforcing additional restrictions on certain categories of websites and apps that use their Business Tools. This is in response to the growing demand for transparency and security in advertising, with a focus on ensuring advertisers do not share prohibited data. These new rules will affect industries such as health and wellness, financial services, and politics, and could have significant implications on campaign performance.

Roll-out plans from Meta restrictions starting in January for each advertiser are incremental, and many of those categorised may not yet receive the email for extension from Meta. However, it is always good to be aware as there’s a limited time to get an extension.

What you need to know

Here’s a breakdown of what you should be aware of:

  1. Data Source Categories: Your website or app’s categorisation will play a pivotal role in determining whether and how data sharing will be restricted. Make sure to review your data source categories in Meta’s Events Manager to confirm their accuracy.
  2. Extension Options: If your account is affected, you’ll be notified via Ads Manager and Events Manager, but you have a limited window to request a 30-day extension for these changes. You’ll receive an email between January 6 and January 13, 2025, with the option to request this extension.
  3. Campaign Adjustments:The new data-sharing restrictions may have a direct impact on your campaigns, especially if you’re relying on restricted standard events for targeting, optimisation, or measurement. If these events are essential to your strategy, their limitations could lead to reduced ad performance over time. To minimise this impact, consider:
    • Shifting your focus to alternative standard events that align with your campaign goals. For example, you could optimise for Awareness (such as reach and impressions), Engagement (likes, comments, shares), or Traffic (link clicks) to continue driving results.
    • Review your restricted events and replace them with alternatives like Landing Page Views, Search, ViewContent, or App Install. These events will help maintain the effectiveness of your campaigns while ensuring compliance with the new rules.
    • Lastly, avoid using custom events that are designed to replicate restricted standard events. This could not only undermine your compliance but may also negatively impact the long-term effectiveness of your campaigns.

What’s next?

These changes are still unfolding, and we’re closely monitoring how they’ll affect advertisers across industries. Watch out for our next post, where we’ll dive into how to navigate these restrictions while staying compliant—and still focusing on growth.

Stay ahead with us

Privacy regulations and advertising restrictions are here to stay, but with the right support, they don’t have to be a setback. At Twigeo,  we’re committed to guiding you through these shifts and helping you grow in an increasingly complex landscape. Contact us today to better understand how these privacy changes affect your business, and how we can be your trusted growth partner in this evolving environment.

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