HIPAA Security Updates, Critical Google Ads Changes, and Meta's Data Restrictions Extension
Wheelhouse Digital Marketing Group
World-class performance marketing for privacy-first industries.
Major HIPAA Security Rule Changes Proposed?
On December 27th, the Office for Civil Rights (OCR) at HHS released a significant Notice of Proposed Rulemaking (NPRM) to strengthen cybersecurity requirements under HIPAA. This update introduces substantial new requirements for covered entities and business associates.?
Key proposals include mandatory encryption of ePHI, required multi-factor authentication, vulnerability scanning every six months, and annual penetration testing. Healthcare organizations would need to maintain updated technology asset inventories and network maps, with reviews at least every 12 months.
We encourage healthcare organizations to review these proposed requirements and consider submitting comments within the 60-day window. The current Security Rule remains in effect during the rulemaking process.?
Important Announcement for Healthcare Marketers Using Google Ads?
Google is implementing mandatory call recording for its Click-to-Call Ads feature. This could create significant HIPAA compliance risks if patient information is captured during these recorded calls.? ? For healthcare organizations, this change requires immediate attention. When patients call through Google Ads, protected health information (PHI) could inadvertently be recorded and stored on Google's servers - a HIPAA violation. Here's what you need to know and do to safeguard patient privacy and maintain compliance:?
If you need advice on how to opt out, guidance on auditing your account, or a partner who truly understands healthcare marketing and compliance—please reach out, we’re here to help.
Need More Time? Meta Offers Extension Before Data Restrictions Begin?
Meta is now offering a one-time extension for organizations facing their upcoming data sharing restrictions, particularly those in "sensitive" industry categories. If you're affected, you'll receive notification through email and your Events Manager, giving you additional time to prepare.?
As a reminder, Meta's announcement from late 2024 outlined significant changes to conversion data access. These restrictions will impact digital advertisers' ability to access lead conversion signals and custom events—essentially, any data that ties actions to individuals or enables optimization for desired behaviors.?
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The good news? We've already developed and implemented privacy-first data solutions that preserve your ability to track conversions, maintain campaign effectiveness, and generate comprehensive reports. These solutions are available to any organization looking to stay ahead of Meta's restrictions while ensuring data compliance.?
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