Social media platforms and advertising

Social media platforms and advertising


In connection with the operation of our social media accounts, we use the analysis functions provided by the network operators to obtain statistical evaluations regarding the users of our social media sites.


Lumene’s website includes social media plugins, including links to Facebook and Instagram and social media “pixels”. These features may collect your IP address, which page you are visiting on our site, and may set a cookie to enable the plugin to function properly (further information, please see our Cookie Notice).


If we advertise via advertising formats offered by social networks (e.g. YouTube, Facebook, Instagram, Pinterest), we have the option of forwarding encrypted information on Lumene’s users (e.g. device and access data such as advertising and cookie IDs, email addresses) which we believe belong to an advertising customer’s target group or show particular features (e.g. age group, region, interests).


The relevant social network will then - either on our behalf as an order processor or with your consent - decrypt the transmitted data and display you the advertising booked by us as part of your existing usage relationship with the relevant social network (if you are a member of the relevant social network). If you do not want us to use your data to present you with personalised advertising on social networks, you can deactivate the forwarding of your data. If you have consented to the forwarding of your data to social networks, you can withdraw your consent at any time. You may also have the option of deactivating the use of your data for personalised advertising by the social networks you use by directly contacting the relevant providers. We operate our social media accounts in order to present ourselves to the users of these platforms and other interested persons who visit our social media accounts and to communicate with them. The processing of users' personal data is carried out on the basis of our legitimate interests in an optimised presentation of our company and services (Art. 6.1(f) GDPR).


The processing of this information is intended, inter alia, to enable social media operators to improve their system of advertising which they disseminate through their networks. It is also intended to enable us, as the operator of the social media sites, to obtain statistics which are compiled on the basis of visits to our social media sites. This is intended to control the marketing of our activities. For example, it enables us to understand trends in the profiles of visitors who value our social media sites or use applications of the sites to provide them with more relevant content and develop features that may be of greater interest to them.


To help us better understand how our social media sites can be used to support our business objectives, demographic and geographic analyses are also prepared and made available to us based on the information collected. For example, we may use this information to serve targeted interest-based advertisements. However, we do not obtain direct knowledge of the identity of the visitor in this process. If visitors use social media services on several end devices, the collection and evaluation can also be carried out across devices and platforms, if the visitors are registered and logged in to their own profile. The created visitor statistics are only transmitted to us in anonymized form and we have no access to the underlying data.


We also use our social media sites to communicate with our customers, interested parties and users and to inform them about our range of services. In this context, we may receive additional information, e.g. due to user comments, private messages or due to you following us or sharing our content. This information is processed solely for the purpose of communication and interaction with you.


Meta Platforms


Within our online offer, due to our legitimate interests in analysis, optimization and economic operation of our online offer and for these purposes, the website uses the so-called “Meta Pixel” of the social networks Facebook and Instagram, which are operated by Meta Platforms Ireland Limited, 4 Grand Canal Square, Grand Canal Harbour, Dublin 2, Ireland (Meta).


With the help of the Facebook and Instagram pixel, it is possible for Facebook to determine the visitors to our webshop as a target group for the display of advertisements on Facebook and Instagram. Accordingly, we use the Facebook pixel to display the Facebook and Instagram ads placed by us only to those Facebook and Instagram users who have also shown an interest in our online offer or who have certain characteristics (e.g. interests in certain topics or products determined on the basis of the websites visited) that we transmit to Meta. With the help of the Meta pixel, we also want to ensure that our social media ads correspond to the potential interest of users and do not have a harassing effect. With the help of the Meta Pixel, we can also track the effectiveness of the Facebook and Instagram ads for statistical and market research purposes by seeing whether users were redirected to our website after clicking on a social media ad. The processing of the data by Facebook takes place within the framework of Facebook’s data usage policy. Accordingly, general information on the display of Facebook and Instagram ads, in Meta’s data use policy. For specific information and details about the Meta Pixel and how it works, visit Meta’s website. You can opt-out of the Meta Pixel’s collection and use of your data to display Facebook ads. To adjust what types of ads are displayed to you within Facebook, you can visit the page set up by Facebook and follow the instructions there for usage-based advertising settings. The settings are platform-independent, meaning they are applied to all devices, such as desktop computers or mobile devices. Further information about your cookie options, please see our Cookie Notice.


We are jointly responsible with Meta for the collection and transfer of data in the process described above. This applies to the following purposes:

  • The creation of individualised or suitable ads, as well as for their optimization
  • Delivery of commercial and transaction-related messages (e.g. via Messenger)

The following processes are therefore not covered by joint controllership:

  • The process that takes place after the collection and transmission is within the sole responsibility of Meta.
  • The preparation of reports and analyses in aggregated and anonymised form is within our responsibility.

We have in place a corresponding agreement with Meta for joint controllership, which can be accessed here. This agreement defines the respective responsibilities for fulfilling the obligation under the GDPR with regard to joint controllership. The contact details of the Controller and the data protection officer of Meta can be found here. We transfer the data within the scope of joint controllership based on the legitimate interest pursuant to Art. 6(1)f GDPR.


Meta in Ireland transmits data on the basis of standard contractual clauses approved by the European Commission to Meta Platforms Inc., 1 Hacker Way, Menlo Park, CA 94025, US (hereinafter: Facebook Inc.), based in the USA. We have no influence on this processing.



We have integrated YouTube videos into our website, which are stored on and can be played directly from our website. These are all integrated in the “extended data protection mode”, i.e. no data about you as a user will be transmitted to YouTube, if you do not click on the videos to start playing them. Only when you play the videos the data referred to in the next paragraph will be transferred to YouTube. We have no influence on this data transfer.


By playing the videos YouTube receives the information that you have accessed the corresponding subpage of our website and might place further tools for marketing purposes. If you are logged in to Google, your information will be directly associated with your account.




Our site has implemented a TikTok Pixel of the social network TikTok, which is operated by TikTok Technology Limited, 10 Earlsfort Terrace, Dublin, D02 T380, Ireland ("TikTok"). With the help of the TikTok pixel, it is possible for TikTok to determine the visitors to our online store as a target group for the display of advertisements (so-called "TikTok Ads"). Accordingly, we use the TikTok pixel to display the TikTok ads placed by us only to those TikTok users who have also shown an interest in our online offer or who have certain characteristics that we transmit to TikTok. By using tools including Pixel, TikTok tracks the ads' impact on our website. When you click on an ad on TikTok and the advertiser's page loads, the TikTok Pixel is activated. This Pixel collects information about the ad, IP address, user agent, and the time the pixel was activated. Data collected from the pixel is used to match website actions to people who saw an ad on TikTok, and processed to show attribution in reporting. The process is used to create and provide reports to measure the impact and performance of our advertising campaigns across TikTok business products. The TikTok pixel also allows us to statistically analyze the TikTok ads that are served.


Data processing by TikTok is carried out within the framework of TikTok's Data Use Policy. For specific information and details about the TikTok Pixel and how it works, including the legal basis on which TikTok is based as well as the means available to data subjects to exercise their rights against Tik Tok, please visit the TikTok help section:  You can object to the data collection by the TikTok pixel and use of your data to display TikTok ads. You can find an opt-out option in our cookie settings.