On August 25, regulations came into force that require large online platforms including Facebook, Instagram, TikTok and Snapchat to give European users at least one option for a content feed that doesn’t use their personal data for customisation. A user who chooses that alternative could still get recommended content, such as what’s popular in their country, but using their online behaviour to determine what to show them would be off limits.
The control still rests with users, and many may want a feed algorithmically tailored to the preferences they’ve shown. But others may opt out of allowing social networks to use their data altogether due to privacy concerns.
The change could impact how brands and marketers get in front of new audiences and stay in contact with established ones, particularly if they depend on algorithmic recommendations for their visibility and engagement. Head to our #linkinbio to understand what fashion businesses should know.