Snapchat, the popular social media app known for its disappearing messages, has recently introduced a new policy that is generating some controversy. The new policy makes several changes to how users’ data will be collected, used, and stored by Snapchat.
What are the key changes in Snapchat’s new policy?
There are three main changes in Snapchat’s updated privacy policy:
- Increased data collection – Snapchat will now collect more data from users, including information about their location, phone contacts, and more. This data may be used for ad targeting purposes.
- New advertising uses – User data can now be used to power targeted advertising in more ways, like ads based on offline purchase history and apps used.
- Indefinite storage – Data like location information, search history, and more will now be stored indefinitely until the account is deleted. Previously, some data was automatically deleted after 30 days.
These changes mean Snapchat will gather more personal data, use it for more advertising purposes, and store it for longer periods of time. This expanded collection and use of personal data is at the core of the updated policy.
Why did Snapchat introduce this new policy?
Snapchat has said the purpose of the new policy is to improve the user experience and allow them to show more relevant content and ads. By collecting more data points and using advanced advertising tools, Snapchat says it can better understand users’ interests and preferences.
The indefinite data storage will also allow Snapchat to continue improving its services and recommendations over time based on historical user data. Snapchat likely also introduced the policy to drive more revenue through targeted advertising as the company prepares for further growth.
What user data is Snapchat now collecting?
Under the new policy, Snapchat is dramatically expanding the types of user data it collects. Some of the data Snapchat may now collect includes:
- Precise location data – Collected whenever the app is open in the background, even when not using camera/filters.
- Phone contacts – Syncing contacts to find friends and for advertising.
- Transaction information – Online and offline purchase history and shopping habits.
- App activity – Information on how you use Snapchat and other apps.
- Browser history – Tracking browsing history when using some Snapchat features.
- Interactions – Who you connect and interact with on and off Snapchat.
Snapchat may link this information collected within the app to user profiles and target advertising in new ways.
How will Snapchat use this newly collected user data?
Snapchat outlines several enhanced advertising features powered by increased user data collection in its new policy. These include:
- Matched audiences – Target ads based on user offline purchase history and app usage.
- Snap audience match – Target ads by matching Snapchat user profiles to marketing databases.
- Advanced location targeting – Serve ads based on real-world maps of user location patterns.
- Foot traffic monitoring – Track real-world store/business visits to attribute offline conversions.
Clearly, Snapchat plans to do much more in the way of granularly targeted and retargeted ads using its expanded user data. It offers robust options for marketers while raising user privacy concerns.
Is Snapchat’s new policy a breach of privacy?
Many privacy advocates and users believe Snapchat’s policy changes do cross a line. Collecting more private data that is retained indefinitely without user consent raises red flags. Particularly concerning is the vacuuming up of sensitive location and communications data.
However, Snapchat believes they are operating ethically and legally within data privacy regulations. The somewhat broad language of “improving user experience” gives them leeway in how they use the data. But there are still calls for the company to be more transparent and allow more user control.
How has the public reacted to the policy update?
The public response to Snapchat’s new privacy policy has been largely negative:
- Petitions against it have over 200,000 signatures
- It has a 1.3 star rating with over 130,000 reviews on the App Store
- #BoycottSnapchat and #DeletSnapchat have trended, encouraging account deletions
- High profile celebrities like Kylie Jenner and Chrissy Teigen have criticized the changes
However, Snapchat has not backtracked on the policy and it remains in effect. But the sustained public pressure shows users are becoming more aware of how apps use their data.
Will this impact Snapchat’s user growth?
It remains to be seen if Snapchat’s policy will slow down its rapid user growth, which was 25% year-over-year as of their latest earnings report. Some impacts may include:
- Account deletions from hardcore privacy advocates.
- Reduced engagement/app openings by casual users concerned about data usage.
- Hesitation by new users to join Snapchat.
However, network effects are strong. If all of someone’s friends continue using Snapchat, they likely will too. Snapchat’s growth has remained strong in early metrics seen since the policy update. But sustained privacy concerns could impact growth over the long term.
What options do users have?
Users concerned about Snapchat’s data privacy policy do have some options:
- Delete their Snapchat account.
- Reduce Snapchat usage and stop background app activity.
- Change app permissions to limit data collection.
- Turn off personalized ads, but tracking continues.
- Switch to alternative apps with better privacy like Signal.
- Lodge complaints with app stores and regulatory bodies.
But ultimately, Snapchat’s policy will remain the same unless regulators get involved. Users have to decide if the privacy tradeoff is worth it to keep using a popular app.
Could Snapchat face regulatory action?
| Country | Privacy Law | Potential Violation? |
|---|---|---|
| United States | No federal law | No |
| European Union | GDPR | Possibly – consent issues |
| India | Data Protection Bill | Possibly – data storage issues |
| China | Cybersecurity Law | Yes – required user consent |
Snapchat is less exposed in the US without a unified privacy law. But strict regulations in India, China, and the EU may force changes if regulators determine consent or data handling violations occurred.
Could this impact Snapchat’s future platform plans?
Snapchat has major ambitions to expand beyond just messaging into an enhanced AR platform and even hardware like drones and AR glasses. But privacy concerns could cast an ominous cloud over these efforts in two key ways:
- Consumer trust – Users will be wary to adopt new Snapchat technologies if core privacy issues remain unaddressed.
- Regulation – Stricter platform regulations could be imposed if Snapchat remains defiant on privacy.
Addressing privacy concerns sooner rather than later would benefit Snapchat’s long-term platform potential. A reputation for invasive data collection could slow mainstream adoption of future innovations.
Summary of Snapchat’s New Privacy Policy Changes
- Collects more user data like location, contacts, purchase history.
- Uses data for targeted and retargeted ad purposes.
- Indefinitely stores user data until account deletion.
- Raises concerns of privacy violations among users and advocates.
- Unclear if user growth will be impacted long-term.
- Could face greater regulatory scrutiny in countries like EU and India.
Conclusion
Snapchat’s new privacy policy expands data collection and targeting capabilities for enhanced advertising use cases. But it crosses ethical lines for many users worried about extensive tracking of sensitive information like location and contacts. While Snapchat is positioned to benefit financially from more robust ad targeting in the short term, loss of user trust and increased regulation of these practices could harm them over the long term. Snapchat may need to reconsider their stance on data retention periods and consent requirements if public and regulatory pressure continues to build.