Privacy and Consent
Adobe Campaign is a powerful tool for collecting and processing extremely large amounts of data, including personal information and sensitive data. This is why privacy needs to be managed carefully.
- Always make responsible and ethical use of personal information.
- Refrain from sending unsolicited email, push notifications and SMS messages ("spam"). Adobe strongly believes in the principles of permission marketing in fostering customer lifetime value and loyalty, and therefore strictly forbids the use of Adobe Campaign in sending unsolicited messages.
Take the time to go through the Security and Privacy checklist to learn the key elements to check regarding security and privacy.
To correctly handle privacy and manage personal data, work within the legislations applicable to the region(s) where you operate. These regulations include:
- GDPR (European General Data Protection Regulation)
- DPA (UK’s implementation of GDPR)
- CAN-SPAM Act (US law setting the rules and requirements for commercial email)
- CCPA (California Consumer Privacy Act)
- PDPA (Thailand Personal Data Protection Act)
- LGPD (Brazilian General Data Protection Law) - will be effective starting Aug, 16 2020
For more on how GDPR, CCPA, PDPA, and LGPD apply to Adobe Campaign, see this page .
Adobe Experience Cloud privacy
Adobe Campaign is part of the Adobe Experience Cloud solutions. The way privacy is handled in Campaign obeys the Experience Cloud general principles, such as the following:
- How Adobe Experience Cloud is used to collect information
- You users' privacy choices about your use of Adobe Experience CloudAdobe asks you to provide your customers privacy policies describing:
As for all Adobe products, Campaign users can opt-out sharing information collected about them through apps and websites. For more on this, see the Adobe Experience Cloud Usage Information FAQ .
- Your privacy practices in connection with Adobe Experience Cloud
- How users can set their preferences for the collection or use of their information in connection with Adobe Experience Cloud
For further details on the Adobe Experience Cloud privacy, see this page .
Personal Data and Personas
When managing Privacy, it is important to define what data should be handled with care and by whom.
- Personal Data is information that can directly or indirectly identify a living individual.
- Sensitive Personal Data is information related to an individual’s race, political views, religious beliefs, criminal background, genetic information, health data, sexual preference, biometric information, as well as trade union membership.
The main legislations refer to the different entities that manage data as follows:
- A Data Controller is the authority that determines the means and purpose of collecting, using, and sharing personal data.
- A Data Processor is any individual or party that collects, uses, or shares personal data as directed by the Data Controller.
- A Data Subject is any living individual whose personal data is being collected, used or shared, and who can be identified, directly or indirectly, by reference to that personal data.
Therefore, as a company collecting and sharing personal data, you are the Data Controller, your clients are the Data Subjects and Adobe Campaign acts as a Data Processor when handling their personal data as directed by you. Note that it is your responsibility as a Data Controller to handle the relationship with the Data Subjects such as when managing privacy requests .
When integrating Campaign with other Experience Cloud solutions where audiences can be transferred from one system to another, such as Adobe Analytics , Audience Manager or People core service , Campaign Standard , or with other solutions through CRM Connectors , you need to pay extra care to personal data protection.
Adobe Campaign enables you to collect data, including personal and sensitive information. It is therefore essential that you receive and monitor consent from your recipients.
- Always have recipients agree to receive communications. To do this, keep honoring opt-out requests as quickly as possible and verify consent through a double opt-in process. For more on this, see Create a subscription form with double opt-in .
- Do not import fraudulent lists and use seed addresses to check that your client file is not being used fraudulently. For more on this, see About seed addresses .
- Through consent and rights management, you can track your recipients' preferences as well as manage who within your organization can access which data. For more on this, see this section .
- Facilitate and manage Privacy requests from your recipients. For more on this, see this section .
Privacy management refer to all the processes and tools that can help you comply with Privacy regulations (GDPR, CCPA, etc.). Get an overview of what privacy management is on this page .
Adobe Campaign provides you with various sets of features dedicated to privacy management:
- Consent management, data Retention and user Roles. See this section .
- Privacy requests (Right to Access and Right to be Forgotten). See this section .
- Opt-out for the Sale of Personal Information (CCPA-specific). See this section .
The main Privacy capabilities in Campaign and an example of the personas involved are presented in this section .
Consent, Retention and Roles
Originally, Adobe Campaign offers important features that are essential to Privacy:
- Consent management : Through the subscription management process, you can manage your recipients' preferences and track which recipients have opted-in to which type of subscriptions. For more on this, see About subscriptions .
- Data retention : All built-in standard log tables have pre-set retention periods, generally limiting their data storage to 6 months or less. Additional retention periods can be set up with workflows. For more on this, reach out to the Adobe consultants or technical administrators.
- Rights management : Adobe Campaign provides you with the ability to manage the rights assigned to the various Campaign operators via different pre-built or custom roles. This allows you to manage who within your company can access, modify or export different types of data. For more on this, see About access management .
For more on these features and how to manage them in Adobe Campaign, see this page .
Adobe Campaign provides additional capabilities to help you facilitate your readiness as a Data Controller for certain Privacy requests:
- The Right to Access is the right for the Data Subject to obtain from the Data Controller confirmation as to whether or not personal data concerning them is being processed, where and why.
- The Right to be Forgotten (delete request) entitles the Data Subject to have the Data Controller erase his/her personal data.
This set of tools is here to help you with your privacy compliance for GDPR, CCPA, PDPA, and LGPD. For more on these different regulations, see this page .
Adobe Campaign lets you track the emails sent and the behavior of your delivery recipients: opening, clicks on links, unsubscriptions, etc. For more on this, see About message tracking .
Adobe Campaign also lets you monitor how recipients browse your website: insert tracking tags to collect information and measure visits on web application pages. For more on this, see Tracking a web application .
The configuration of web tracking is presented in this section .
To further manage tracking, Adobe Campaign enables you to display an opt-out banner to stop tracking web behaviors of end users who opt-out of behavioral tracking. For more on this, see Web application tracking opt-out .