{"id":205115,"date":"2021-05-11T20:00:13","date_gmt":"2021-05-11T07:00:13","guid":{"rendered":"https:\/\/legalvision.co.nz\/?p=205115"},"modified":"2021-05-11T20:00:14","modified_gmt":"2021-05-11T07:00:14","slug":"share-personal-information-advertising","status":"publish","type":"post","link":"https:\/\/legalvision.co.nz\/data-privacy-it\/share-personal-information-advertising\/","title":{"rendered":"Can I Share My NZ Customers&#8217; Personal Information For Advertising?"},"content":{"rendered":"\n<p><span style=\"font-weight: 400\">Advertising online for your business is a crucial part of your marketing plan, especially if you source most of your customers through online portals. With <a href=\"https:\/\/legalvision.co.nz\/employment\/social-media-policy\/\">social media evolving<\/a> the way it has, you may decide it is a good idea to take advantage of third-party advertising systems designed to attract target customers. However, if you are not clear about using your customer\u2019s <\/span><a href=\"https:\/\/legalvision.co.nz\/data-privacy-it\/protect-personal-information\/\"><span style=\"font-weight: 400\">personal information<\/span><\/a><span style=\"font-weight: 400\"> for advertising, you run the risk of legal penalties. For some guidance, this article will go through some privacy law obligations when using personal information and how this relates to advertising for your business.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">How Can I Use My Customers\u2019 Personal Information?<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">When you collect personal information for your business<\/span>, you must abide by New Zealand\u2019s privacy law requirements when handling it. Personal information includes email addresses or other contact information. <span style=\"font-weight: 400\">When using this personal information, you need to:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><span style=\"font-weight: 400\">inform customers that you are collecting it;<\/span><\/li><li><span style=\"font-weight: 400\">tell customers why and how you are doing so;<\/span><\/li><li><span style=\"font-weight: 400\">use it for e<\/span>xclusively the<span style=\"font-weight: 400\"> reason you told customers at the time of collection;<\/span><\/li><li><span style=\"font-weight: 400\">only use accurate information;<\/span><\/li><li><span style=\"font-weight: 400\">only keep it for as long as necessary;<\/span><\/li><li><span style=\"font-weight: 400\">dispose of it when you no longer need it; and<\/span><\/li><li><span style=\"font-weight: 400\">only disclose it where you have a legitimate reason.<\/span><\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">For example, if you <\/span><a href=\"https:\/\/legalvision.co.nz\/data-privacy-it\/nz-business-website-cookie-consent-pop-up\/\"><span style=\"font-weight: 400\">collect tracking cookies<\/span><\/a><span style=\"font-weight: 400\"> from visitors to your website, you need to inform visitors that you are doing so. If you are doing this for your web analytics, you need to let your users know this as well.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">The general rule is that you cannot tell a customer you are using their information for one reason and then use it for a different one. However, there a few exceptions to this rule. Some exceptions include when the:&nbsp;<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">second purpose is directly related to the first one;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">customer has given you their permission;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">information is de-identified, and recognition is not likely;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">source of information is on public record;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">law requires it, such as for an audit or investigation; or<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">new purpose is to prevent a serious threat to health and safety.<\/span><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">Disclosing Personal Information<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">The starting position under the law is that you should not disclose or share customers\u2019 personal information with third parties. However, you may do so under limited circumstances, which you need to provide evidence of. These circumstances are when:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">you have the customers\u2019 permission;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">disclosure was a purpose for collecting the information;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">sharing the information will not identify the person involved;<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">disclosure is necessary for complying with the law; or<\/span><\/li><li style=\"font-weight: 400\"><span style=\"font-weight: 400\">you need to share the information to prevent a threat to someone\u2019s health or safety.<\/span><\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">Y<\/span>ou may share<span style=\"font-weight: 400\"> information with an overseas organisation<\/span>. In this case,<span style=\"font-weight: 400\"> you need to ensure the organisation follows privacy rules similar to New Zealand\u2019s own. If you do not have a customer\u2019s permission for disclosure, it may be a privacy breach, and you could face legal consequences if it causes serious harm.<\/span><\/p>\n\n\n<div class=\"box box--icon box--info\">\n<p>For example, disclosure may be one of your purposes for information collection. In your privacy policy, you should detail the third parties you will share the information with, such as vendors or consultants.<\/p>\n<\/div>\n\n\n\n<a href=\"#content-next\"\n   class=\"block p-4 mt-10 text-xl font-bold text-center text-white no-underline bg-gray-800 rounded-t-xl\">\n    Continue reading this article below the form\n    <i class=\"text-xl fa-regular fa-arrow-down\"><\/i>\n<\/a>\n<div class=\"px-6 pt-10 pb-12 mb-10 text-center bg-gray-100 rounded-b-xl sm:px-12 test\">\n    <div class=\"mb-8 text-2xl font-bold text-orange\">\n        Need legal advice?\n        <br>\n        <span class=\"text-lg not-prose\">\n                            Call <a href=\"tel:+64800005570\" class=\"not-prose\">0800 005 570<\/a> for urgent assistance.\n                <br>\n                Otherwise, complete this form, and we will contact you within one business day.\n                    <\/span>\n    <\/div>\n\n    \n\n<div class=\"not-prose flex justify-center text-left 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View our <a href=\"https:\/\/legalvision.co.nz\/privacy-policy\/\" target=\"_blank\">Privacy Policy<\/a>. <\/div><div id=\"field_2452_8\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><div class='ginput_container ginput_container_text'><input name='input_8' id='input_2452_8' type='hidden' class='gform_hidden'  aria-invalid=\"false\" value='http:\/\/legalvision.co.nz\/api\/wp\/v2\/posts\/205115' \/><\/div><\/div><div id=\"field_2452_13\" class=\"gfield gfield--type-hidden gfield--input-type-hidden gform_hidden field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><div class='ginput_container ginput_container_text'><input name='input_13' id='input_2452_13' type='hidden' class='gform_hidden'  aria-invalid=\"false\" value='generic_form' \/><\/div><\/div><\/div><\/div>\n        <div class='gform-footer gform_footer top_label'> <button type=\"submit\" id=\"gform_submit_button_2452\" class=\"gform_button button\" onclick=\"gform.submission.handleButtonClick(this);\" data-submission-type=\"submit\"><span class=\"gform_submit_button__text\">Submit Now<\/span><\/button> <input type='hidden' name='gform_ajax' value='form_id=2452&amp;title=&amp;description=&amp;tabindex=0&amp;theme=gravity-theme&amp;hash=8d907caff460821c366ed2411b0c45b3' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submission_method' data-js='gform_submission_method_2452' value='iframe' \/>\n            <input type='hidden' class='gform_hidden' name='gform_theme' data-js='gform_theme_2452' id='gform_theme_2452' value='gravity-theme' \/>\n            <input type='hidden' class='gform_hidden' name='gform_style_settings' data-js='gform_style_settings_2452' id='gform_style_settings_2452' value='' \/>\n            <input type='hidden' class='gform_hidden' name='is_submit_2452' value='1' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submit' value='2452' \/>\n            \n            <input type='hidden' class='gform_hidden' name='gform_currency' data-currency='AUD' value='gxw4Dao5lyuOJSEygGBWHDP+TBdwMWcOnnHLM65DKOfbwpZVycwYaOs18sKRaf+1tHdtCCxiSBvURyy3DJ39TTO8aTbJ7MoIxEtywxigDNd84fI=' \/>\n            <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' \/>\n            <input type='hidden' class='gform_hidden' name='state_2452' value='WyJ7XCIxNFwiOltcIjIyODY0N2ViMWU3NTcxZjA4YTY4NGJmMDcwMTk3Y2I0XCIsXCJiMzk3YmQ1MDBmMmFjNjk1ODE4MzdmNTBhYTA2MzQ0OFwiLFwiNGYyNGZkZGEwMzlkNDUxMWFhZGE1NGYwZmQwZmNiZTdcIixcIjUyMmJkMDE2M2I2ZmEwOTI3NDZhZjU5YTg0ZmM1NDk5XCIsXCIzODRlNjk1YjQxMTAzMWFiYmQ2ODEyMGYyZWFhMDYyNlwiLFwiYjkzNDcwNTE2MjkxOGRjZWViMjQzNzRjNmE0NGVmNTlcIixcIjQxMTliODZhMzVjYzJiMWViNDZiMmQ4NjRlNGUzZmNjXCJdfSIsIjQ3MjNiMzA2ZDIyZGVkODA2N2YyMjYyOThkYzI1ODVmIl0=' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_target_page_number_2452' id='gform_target_page_number_2452' value='0' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_source_page_number_2452' id='gform_source_page_number_2452' value='1' \/>\n            <input type='hidden' name='gform_field_values' value='' \/>\n            \n        <\/div>\n                        <\/form>\n                        <\/div>\n\t\t                <iframe style='display:none;width:0px;height:0px;' src='about:blank' name='gform_ajax_frame_2452' id='gform_ajax_frame_2452' title='This iframe contains the logic required to handle Ajax powered Gravity Forms.'><\/iframe>\n\t\t                <script>\ngform.initializeOnLoaded( function() {gformInitSpinner( 2452, 'https:\/\/legalvision.co.nz\/wp-content\/themes\/legalv-v6\/img\/spinner.svg', true );jQuery('#gform_ajax_frame_2452').on('load',function(){var contents = jQuery(this).contents().find('*').html();var is_postback = contents.indexOf('GF_AJAX_POSTBACK') >= 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_2452');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_2452').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! 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You share your customers\u2019 personal information with this third party to choose which kinds of internet users you want to target.<\/span><\/p>\n\n\n<div class=\"box box--icon box--info\">\n<p>For example, if you have a Facebook page for your business, you can upload an encrypted list of your customers\u2019 email addresses to Facebook for advertising. They then send your ads to Facebook accounts associated with those email addresses, directing them to visit your page or site.<\/p>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">If you host other advertisers on your website, there may be a similar process. For instance, if you share certain information to determine what ads your customers see, such as website visitor behaviour.\u00a0<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Many people are not aware of the algorithms that power this process and how much of their personal information it may require.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">Getting Permission<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">Consequently, to meet your privacy obligations, you must be very clear with your customers that you collect their information for targeted advertising and be clear about who you are sharing it with. You cannot use the information you collected for a different purpose for this disclosure.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">For example, say that you tell your customers that you use their email addresses for sending out business newsletters. You cannot then share their email addresses with a third party for targeted advertising because you did not tell them, and you do not have their permission.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">When using any of your customers\u2019 personal information in your advertising content, such as their photos or personal reviews with their names, you must let them know and get their permission.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">Key Takeaways<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">If you want to use your customers\u2019 personal information for advertising, you need to let them know and get their permission in most cases. This applies whether you are sharing their information with third-party advertisers or in your advertising content. If you would like more information or help with personal information in your advertising, contact <\/span><a href=\"https:\/\/legalvision.co.nz\/it-lawyers-lp\/\"><span style=\"font-weight: 400\">LegalVision\u2019s New Zealand privacy lawyers<\/span><\/a><span style=\"font-weight: 400\"> on 0800 447 119 or fill out the form on this page.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400\">Frequently Asked Questions<\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1619746472119\"><strong class=\"schema-faq-question\"><strong>What is personal information?<\/strong><\/strong> <p class=\"schema-faq-answer\">Personal information is information about an identifiable individual. This applies to any information that you can use to identify a living person. Examples include phone numbers, IP addresses, or location information.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1619746494608\"><strong class=\"schema-faq-question\"><strong>What is targeted advertising?<\/strong><\/strong> <p class=\"schema-faq-answer\">Targeted advertising is a marketing method that targets ads to individuals based on their characteristics or behaviours. This process may use customers\u2019 personal information to determine their targets.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1619746508962\"><strong class=\"schema-faq-question\"><strong>Can I share my customers\u2019 personal information with third parties?<\/strong><\/strong> <p class=\"schema-faq-answer\">The general rule is that you cannot disclose customers\u2019 personal information. However, you can if the disclosure was your reason for collecting that information, or you have the customer\u2019s permission.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1619746524394\"><strong class=\"schema-faq-question\"><strong>Do I need to tell my customers if I use targeted ads?<\/strong><\/strong> <p class=\"schema-faq-answer\">If you collect a customer\u2019s personal information for targeted advertising, you need to let them know. You should not be vague about it and specifically say that you are using it for this purpose.<\/p> <\/div> <\/div>\n<div class=\"not-prose m-feedback-prompt\">\n    <!-- Thumbs up\/down bar -->\n    <div class=\"m-feedback-prompt__main\">\n        <div class=\"m-feedback-prompt__title\">Was this article helpful?<\/div>\n        <div>\n            <!--span class=\"m-feedback-prompt__button--text\">Thanks!<\/span-->\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--yes\"\n                    data-analytics-link=\"feedback-prompt:yes\" aria-label=\"Agree\">\n                <i class=\"fa-regular fa-thumbs-up fa-3x\"><\/i>\n            <\/button>\n            <button type=\"button\" class=\"m-feedback-prompt__button m-feedback-prompt__button--no\"\n                    data-analytics-link=\"feedback-prompt:no\" aria-label=\"Disagree\">\n                <i class=\"fa-regular fa-thumbs-down fa-3x\"><\/i>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    <!-- Feedback form -->\n    <div class=\"m-feedback-prompt__form\">\n        <div class=\"m-feedback-prompt__form--thanks \">\n            <div>Thanks!<\/div>\n            <p>\n                We appreciate your feedback \u2013 your submission has been successfully received.            <\/p>\n        <\/div>\n        <form id=\"contact-form\" class=\"m-feedback-prompt__form--form\" action=\"\" method=\"post\">\n            <input type=\"hidden\" id=\"authenticity_token\" name=\"authenticity_token\" value=\"5d238358bb\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/api\/wp\/v2\/posts\/205115\" \/>            <input value=\"https:\/\/legalvision.co.nz\/data-privacy-it\/share-personal-information-advertising\/\" type=\"hidden\" name=\"currenturl\"\n                   id=\"currenturl\">\n            <input value=\"Can I Share My NZ Customers&#8217; Personal Information For Advertising?\" type=\"hidden\" name=\"currenttitle\"\n                   id=\"currenttitle\">\n            <label>\n                <!-- display on thumbs-up -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--yes\">\n                    Can you tell us <span class=\"font-semibold\">why<\/span> you found it helpful?\n                <\/span>\n\n                <!-- display on thumbs-down -->\n                <span class=\"m-feedback-prompt__feedback m-feedback-prompt__feedback--no text-lg\">\n                    How can we better improve this article?\n                <\/span>\n                <textarea name=\"feedbackmessage\" id=\"feedbackmessage\" required><\/textarea>\n            <\/label>\n\n            <div class=\"m-feedback-prompt__form--error\" id=\"form-submit-error\"><\/div>\n            <button id=\"submit-contact-form-button\" type=\"submit\" name=\"commit\" class=\"m-feedback-prompt__form--submit\"\n                    data-analytics-link=\"feedback-prompt:submit\">\n                Submit            <\/button>\n        <\/form>\n    <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Advertising online for your business is a crucial part of your marketing plan, especially if you source most of your customers through online portals. With social media evolving the way it has, you may decide it is a good idea to take advantage of third-party advertising systems designed to attract target customers. However, if you<a href=\"https:\/\/legalvision.co.nz\/data-privacy-it\/share-personal-information-advertising\/\">Continue reading <span class=\"sr-only\">&#8220;Can I Share My NZ Customers&#8217; Personal Information For Advertising?&#8221;<\/span><\/a><\/p>\n","protected":false},"author":13236,"featured_media":850,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","editor_notices":[],"footnotes":""},"categories":[28],"tags":[39,54,378,583,774],"class_list":["post-205115","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-privacy-it","tag-personal-information","tag-medium-business","tag-privacy-laws","tag-customer-information","tag-customer-privacy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Can My Business Share Personal Information Advertising? 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