Olivia’s breaking rule on freebies

Facebook has been accused of helping employers discriminate against women through the micro-targeting of job adverts.

A case launched by trade unions in the United States alleges that recruitment ads for truck drivers, furniture builders and window installers used Facebook’s advert targeting technology to promote the jobs to men only.

Employment rights campaigners here in the UK are concerned that similar tactics could be used in Britain.

“We already know that companies are using algorithms to determine how much people get paid – and potentially using it to lower wages,” said Hannah Reed, senior employment rights officer at the TUC.

“But now this technology could be being used to limit people’s access to employment.”

Caroline Underhill, of Thompsons Solicitors, said: “This type of discrimination would be illegal under UK law.

“The issue is people won’t know if they are being excluded or having their opportunities altered, because that is the nature of the technology.”

Facebook said it will fight the action in the States and stated that it prohibits employment discrimination.

The social media giant added: “Over the past year we’ve strengthened our systems to further protect against misuse.” Another celeb has been caught out getting paid to plug tat online, without coming clean about the deal.

This time it’s Olivia Buckland of Love Island, who promoted a brand of make-up called W7 to her 1.8 million Instagram followers and told them she was “so happy” with the result.

The Advertising Standards Authority condemned the plug, ruling: “We did not consider the content of the post made clear that it was advertising, as opposed to, for example, genuinely independent editorial content.”

In a joint statement W7 and Buckland said that while she was a paid ambassador for the brand, she had not been paid for that particular social media post.

The advertising watchdog has previously slated social media plugs by Louise Thompson of Made In Chelsea for a brand of watch, and by blogger Aliyah Maria Bee for a teethwhitening product. PLUGS Buckland