Request for information on the use of personal data for targeted online marketing by the Ministry

Details of the request

Kia ora,

I am writing to request information under the Official Information Act 1982. My request relates specifically to the use of personal data for targeted online marketing by your ministry/department. I am seeking detailed information on any targeted marketing practices in the last 5 years involving personal data, particularly where individuals or groups are identified and communicated with on digital platforms. Please provide responses to the following:

1. Use of Personal Data for Targeted Marketing Campaigns
   1. Please confirm if the ministry has engaged in any online marketing campaigns that used personal data to target individuals or specific demographic groups on platforms such as Meta (Facebook, Instagram), Google Ads, or similar digital advertising services.
   2. For each such campaign, please provide:
      1. The date range of the campaign.
      2. The nature of the targeted audience (e.g., by age, location, interest).
      3. The types of personal data used to define these audiences.
      4. The third-party platforms or services involved.
2. Methodology and Data Types for Targeting
   1. Describe the specific data categories used for targeted marketing (e.g., demographic data, browsing behaviors, metadata) and how they were obtained.
   2. Clarify whether any information shared for marketing purposes was anonymized or aggregated, and if so, what steps were taken to ensure anonymization.
3. Agreements and Compliance with Privacy Standards
   1. Provide information on any agreements with third-party platforms regarding data sharing or targeted advertising.
   2. Outline the measures taken to ensure that the ministry’s targeted marketing activities comply with New Zealand's Privacy Act and other relevant data protection standards.
   3. Have there been any breaches of privacy standards? Please share details of incident if so
4. Review or Audit of Targeted Marketing Practices
   1. Has the ministry conducted any internal reviews or external audits regarding the ethical or legal considerations of using personal data for online marketing purposes?
      1. If so, please include the date of the review, its scope, and any recommendations made to address privacy or ethical issues.

Response documents

1. OIAD-1378 Targeted Marketing 1 (XLSX, 23 KB)
2. OIAD-1378 Targeted Marketing 2 (XLSX, 35 KB)
3. OIAD-1378 Response 2 (PDF, 305 KB)

oia@mfe.govt.nz