Facebook’s call hinders racism, not advertising
IN MARCH, Facebook announced it was going to take serious action against businesses using their ad tools in “unfair manners”.
The social media giant aimed to tackle this by removing specific targeting options.
Facebook just issued a reminder for advertisers that these targeting options will now be restricted.
“We’re committed to protecting people from discrimination on Facebook and as part of this commitment, we announced changes earlier this year to all ads that offer housing, employment and credit opportunities,” Facebook explained.
“Advertisers, developers and partners must specify whether or not their ads fall under either the category of housing, employment or credit. They can do so by selecting a special ad category, and once a category is selected in Ads Manager or via the Marketing API, a limited set of targeting options will then be available.”
According to an investigation by Propublica in 2016, advertisers were able to hide specific house-related ads from people of particular ethnicities, such as Hispanic or African Americans.
What does this mean for advertisers? You will still be able to execute effective campaigns on Facebook. Remember, the platform makes money if advertisers make money.
These positive steps taken by the social network heavyweight are positive in eradicating ethnic discrimination, they are not steps that will hinder advertising on the platform.
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