It is totally
reasonable for Target to send diaper ads to pregnant women, but pushing job
posts based on age is more controversial. Corporate giants including Amazon and
T-Mobile engaged in age discrimination by placing recruitment ads on Facebook
targeting younger workers, according to a lawsuit filed by a communications
industry labor union.
There is a vague
boundary for how creative and customized can marketing job ads be. Facebook,
one of world's largest marketing platforms, provides extensive flexibility for
companies to decide who to reach. Theoretically, a perfectly designed job ads
filter should only reach the candidates who are qualified to apply to that job
- so-called micro-targeting. However, the accuracy is governed by laws against
discrimination. While companies setting up the age filters are considered
misconduct, Facebook's business model also contributed.
One thing Facebook
can do is to remove controversial filters such as race, age and gender,
especially for talent hunting posts. In addition, Facebook can change the fee
structure to discourage discrimination.
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