After first emerging as an issue last fall, Facebook has recently
announced steps to address concerns that some advertisers on the social network
use discriminatory ad targeting. In response, Facebook will begin using tools
to help identify discriminatory practices and will roll out revised policies so “that advertisers may not discriminate against people
based on personal attributes such as race, ethnicity, color, national origin,
religion, age, sex, sexual orientation, gender identity, family status,
disability, medical or genetic condition.”
In addition to this new documentation, Facebook also announced that advertisers who
want to buy ads related to housing, employment, and credit will now have to confirm
they are abiding by Facebook’s discrimination rules after finding that some
advertisers were excluding certain races for these types of ads.
These new Facebook policies hint at a larger issue in the digital
advertising space; as ad targeting becomes more and more sophisticated, and
advertisers are better able to specifically segment consumers, what
criteria will be permissible when serving ads?
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