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How the Microsoft Bing Ads Privacy Policy Helps Both Advertisers and Bing Users

As part of Bing’s ongoing efforts to protect our users and facilitate conversions, we require that all advertisers include a privacy policy on their website(s). A privacy policy allows search users to see how their personal information will be used. It also facilitates a more safe and secure Bing network and by extension, gives advertisers more integrity and reliability.

Bing Guidelines for Collecting Personally Identifiable Information (PII)

Sites cannot collect personal information without the user’s consent. The reason for collecting PII must be clear to the user, and the information collected must be relevant to the advertiser’s business model (i.e., a newsletter subscription should not require submission of financial information). Additionally, sensitive personal information, e.g. financial or healthcare information, can only be collected on a secure website, and only when strictly necessary. Bing does not allow advertising by websites whose main or sole purpose is the collection of personal data. 

Privacy Policy

As mentioned above, a privacy policy outlines how a user’s information will be collected and used. In order to advertise on Bing, a privacy policy must include at least the following components:

  1. Clearly and prominently include the name of the company that is collecting the personal information.
  2. Clearly state the purpose of the information being collected.
  3. Provide opt-out instructions, as applicable.
  4. Other information, as required by applicable laws and regulations.

In addition, there are some guidelines around where your privacy policy should be located. The privacy policy must be located in close proximity of the point of collection of the PII. You must provide a prominent link from your website’s landing page – or include within the landing page – a privacy policy applicable to the information being collected. Please note that the industry standard is to display a link to the privacy policy on the footer of every page of your website. This ensures proper privacy notice is served to your site visitors.  

Bing Ads Data Collection When advertisers avail themselves of advanced tracking features, Bing Ads collects data through anonymous Bing cookies stored on a user’s machine, which report on actions taken on advertisers’ websites. The data collected is used to report back to advertisers on campaign performance (e.g. conversion activities) and on engagement metrics (e.g. bounce rates, visits, duration per visit). More information about Microsoft’s data collection and privacy practices are available at Privacy Policy and Microsoft Bing Ads Terms & Conditions.

For more information, please see the Bing Ads Privacy and data protection guidelines.

Any information contained herein is for illustrative purposes only and cannot be construed as legal advice. As an advertiser, you are responsible to comply with all applicable laws and industry best practices. If in doubt, consult an attorney.