Also applies to v8

Privacy FAQ

Last update: April 11, 2024
  • Applies to:
  • Campaign Classic v7

Here are some of the Frequently Asked Questions about Privacy and Consent when using Adobe Campaign.

Key terms

What are the key terms about Privacy?

The items listed below link to the key terms and concepts related to Privacy and Consent in Adobe Campaign:

Privacy regulations readiness

What is Adobe Campaign’s suggestion to comply with the most recent Privacy regulations?

Adobe does not provide legal advice. You should work with your own legal counsel to ensure they are taking all steps necessary towards GDPR, CCPA, PDPA, LGPD or any other applicable regulation readiness.

Prepare for data Access and Delete requests

  • Identify a process to receive/respond to Data Subject requests, including appointing a Privacy point of contact.

  • Review the various customer data stored in Adobe Campaign and determine unique identifiers (there will likely be more than one).

  • Determine a validation/authentication policy and process for Data Subject identity confirmation.

  • Make sure that the Data Subject response is easy to understand.

Consider Consent

  • List and update as necessary all touch points for data capture for GDPR (i.e. consider language, mechanism for consent, and consent logs).

  • Make sure all marketing emails include the unsubscribe links.

  • Assess global strategy for email marketing to determine geo-specific implementations.

Understand your data

  • Review all data import and capture sources where data is flowing into Adobe Campaign, and document which fields are being used for your marketing efforts.

  • Remove any unused data attributes from your Adobe Campaign database.

  • Use data available in Adobe Campaign for the intent it was captured and give your recipients better personalized experiences.

  • Review and update data access permissions to help ensure users of Adobe Campaign can fully leverage only the data needed to run their campaigns, but not access any data beyond this.

  • Ensure each user of Adobe Campaign has the appropriate access rights to perform their required tasks, but does not have any other rights to perform additional tasks.

Preserve user engagement

In those instances where consent will be needed for certain marketing activities, consumer consent will need to be active (i.e. no silence as assent or pre-checked boxes), unbundled, and it may not be conditional upon offering the services.

There may even be instances where certain consents need to be refreshed to be able to continue using data going forward.

Marketers should embrace these enhanced consent requirements as a true indicator of brand engagement and loyalty, as well as customer satisfaction and trust.

Adobe Campaign already provides capabilities to manage consent at more levels than most marketers leverage via customized data fields or through one or more services.

Marketers should check with their legal counsel for guidance on how to proceed, and then take advantage of capabilities already built-in to Adobe Campaign.

For example, extending the data model in Adobe Campaign to track not only if people have opted-in, but also the timestamp of the opt-in, and some type of indicator that captures the precise scope of consent.

Data deletion

What data can Data Controllers delete in Adobe Campaign in response to a customer request by a Data Subject?

All data associated to the Data Subject will be deleted including out-of-the-box and custom tables.

Technically, all data linked to the Data Subject with integrity="own" will be deleted.

As the Data Controller, you have the option of customizing this by changing the integrity of links defined in the data schemas (for example, in case you have a business justification to not delete certain data).