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Do landing pages need privacy policies?

A landing page is a one-page website that is built for a specific marketing campaign and optimised for conversions. Landing pages drive lead generation efforts by offering visitors a product, service or other type of valuable content in exchange for their information.

To achieve these objectives, a landing page typically has a form that collects personal data such as names, email addresses and phone numbers.

According to data privacy laws like the General Data Protection Regulation (GDPR), any website or platform that collects personal data about consumers needs a privacy policy. If your landing page is targeted at users based in the European Economic Area (EEA), you will need to prominently display a privacy policy on your page to get informed user consent prior to collecting and using their data.

Most landing page builders will enable you to include a check-box field to gain consent, as well as a footer to include a link to your privacy policy and terms and conditions.

Because the GDPR states that user consent should be “freely given, specific, informed and unambiguous”, you should be as upfront as possible about why and how your business uses personal data. This means that using pre-ticked checkboxes or required fields for user consent is a no-no. Vague or inconspicuous privacy notices could also land your business in trouble if you are found to be violating your user’s rights around their data.

If your landing page is integrated with third-party data analytics tools, you will also need to disclose these in your privacy policy. Some commonly used tools include heatmapping software like Hotjar, Google Analytics and the Facebook Pixel, all of which require you to include a privacy notice for users to comply with their terms of use.

Whether you own a regular website or are planning to launch a landing page for your next marketing campaign, creating a privacy policy is one of the most important first steps you must take to build trust with potential customers and comply with today’s strict online privacy laws.

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