Facebook ads are subject of age discrimination suit
SAN FRANCISCO – Amazon, T-Mobile and other companies and employment agencies are being sued for age discrimination for placing recruiting ads on Facebook that target younger workers.
The lawsuit filed in San Francisco federal court is seeking class-action status to represent Facebook users 40 and older who may have been denied the chance to learn about open job positions. It was filed by the Communications Workers of America labor union and three workers: Linda Bradley, Maurice Anscombe and Lura Callahan, who range in age from 45 to 67.
For example, lawyers for the plaintiffs say T-Mobile used Facebook ads to recruit applicants for retail stores and other positions, stating in its ads it wanted to reach people ages 18 to 38. T-Mobile declined to comment.
Amazon also placed employment ads for warehouse and other jobs that restricted who could see them, such as people “ages 18-54,” “ages 18 to 50,” “ages 28 to 55” and “ages 22 to 40,” according to the lawsuit. In an emailed statement, Amazon said it does not comment on pending litigation but said after a recent audit of recruiting ads on Facebook that it discovered “some had targeting that was inconsistent with our approach of searching for any candidate over the age of 18. We have corrected those ads.”
The lawsuit also alleges Facebook itself placed ads to recruit job applicants to work at Facebook, using the same age filters. Facebook declined to comment on the suit.
Ageism is a longstanding issue in corporate America but has worsened as recruiting ads have moved online, according to the lawsuit.
“Due to this lawsuit, older workers may finally understand why their job searches — that have migrated online in recent years — are more difficult than they ought to be,” the plaintiffs wrote. The lawsuit landed the same day The
New York Times and ProPublica published a joint investigation raising fairness concerns over job ads aimed at younger age groups on Facebook, Google and LinkedIn.
Facebook defended the practice. “Simply showing certain job ads to different age groups on services like Facebook or Google may not in itself be discriminatory — just as it can be OK to run employment ads in magazines and on TV shows targeted at younger or older people. What matters is that marketing is broadly based and inclusive, not simply focused on a particular age group,” Rob Goldman, Facebook vice president of ads, said in a statement posted to its website.
ProPublica says it discovered the practice while reviewing data it compiled from readers for a project on political ads on Facebook. Many of the ads explained why that user was seeing the ad, including their age.
A 2016 study by the Society for Human Resource Management found that 66% of employers who recruit on social media use Facebook.