CEID HUB META LEAD CAMPAIGN POLICY MANUAL

Document Type: Internal Marketing & Data Governance Policy
Applies To: All Meta (Facebook & Instagram) Lead Generation Campaigns
Effective Date: Immediately

Approved by:
Review Cycle: Annual or upon Meta policy updates

1. PURPOSE

This manual establishes guidelines for the ethical, compliant, and effective use of Meta Lead Generation campaigns by CEID Hub.

It aims to:

• Ensure compliance with Meta Ads Policies
• Protect the privacy, dignity, and rights of lead data subjects
• Align lead generation activities with CEID Hub’s Data Management Policy
• Improve lead quality, trust, and campaign sustainability

2. SCOPE

This policy applies to:

• All staff, interns, volunteers, or consultants managing Meta ads
• All Meta lead formats (Instant Forms, website lead forms)
• All campaigns collecting personal data for:
  • Trainings
  • Events
  • Programs
  • Consultations
  • Community initiatives

3. GOVERNING FRAMEWORK

Meta lead campaigns at CEID Hub are governed by:

1. Meta Advertising Policies
2. CEID Hub Data Management Policy Manual
3. Applicable Nigerian data protection regulations
4. Ethical marketing and informed consent principles

4. APPROVED DATA COLLECTION STANDARDS

4.1 Allowed Data Types

CEID Hub may collect:

• Full name
• Email address
• Phone number
• Location (state or city level only)
• Occupation or sector
• Interest or experience level (non-sensitive)

4.2 Prohibited Data Types

CEID Hub must NOT collect or imply:

• Health or medical conditions
• Mental health status
• Religious or political beliefs
• Ethnicity or tribe
• Sexual orientation
• Criminal history
• Immigration or citizenship status
• Financial hardship phrased as distress (e.g. “Are you broke?”)

5. AD COPY & MESSAGING RULES (META COMPLIANCE)

5.1 Personal Attribute Restrictions

Ads must not directly label or assume user conditions.

Not allowed:

• “Struggling farmers”
• “Unemployed youths”
• “If you’re poor or desperate…”

Allowed:

• “This program is designed for farmers interested in…”
• “For individuals looking to learn…”

5.2 Financial & Outcome Claims

CEID Hub must not guarantee results.

Prohibited:

• “Guaranteed income”
• “Earn ₦500,000 monthly”
• “Instant profit”

Allowed:

• “Learn practical skills”
• “Explore income opportunities”
• “Gain hands-on knowledge”

6. LEAD FORM DESIGN STANDARDS

All Meta lead forms must include:

1. Clear purpose statement

• What the lead is signing up for

1. Data usage explanation

• How CEID Hub will use the data

1. Next-step disclosure

• Calls, emails, event updates, etc.

1. Privacy policy link

• Mandatory and active

Failure to include a privacy policy may result in ad rejection or account penalties.

7. CONSENT & TRANSPARENCY

• Consent must be explicit and informed
• No pre-checked consent boxes
• Review steps are recommended for higher-quality leads
• Leads must never be misled about follow-up communication

8. DATA STORAGE, ACCESS & SECURITY (LEAD DATA)

All lead data collected via Meta campaigns must follow CEID Hub’s data standards:

• Stored on approved platforms only (e.g., Google Workspace)
• Access restricted to authorised staff
• Password protection and 2FA enabled
• No personal storage on private devices

(See CEID Hub Data Storage & Security Guidelines.)

9. DATA USAGE LIMITATIONS

Lead data:

• Must be used only for the stated campaign purpose
• Must not be sold, shared, or reused without consent
• Must not be added to unrelated mailing lists
• Must be anonymised when used for reporting or research

10. BREACH & NON-COMPLIANCE RESPONSE

• Any suspected data misuse or breach must be reported within 24 hours
• CEID Hub will investigate, document, and mitigate
• Repeated violations may lead to:
  • Removal from campaign access
  • Disciplinary action
  • Legal escalation if required

11. STAFF RESPONSIBILITIES

Anyone running Meta lead campaigns must:

• Understand Meta Ads policies
• Follow this manual strictly
• Avoid emotional manipulation or exploitative messaging
• Prioritise trust over volume

12. MONITORING & REVIEW

• Lead campaigns will be periodically reviewed for:
  • Policy compliance
  • Lead quality
  • User complaints or ad rejections
• This manual will be updated when:
  • Meta policies change
  • CEID Hub expands digital programs

13. CONCLUSION

Ethical lead generation is not only a compliance requirement. It is essential to CEID Hub’s credibility, trust, and long-term impact. All Meta lead campaigns must balance:
growth, transparency, and respect for users.