Targeting ads based off a cultural interest in “Passover,” “Islamic culture,” or “Buddhism?” Marketers creating social media marketing campaigns with these and other cultural cues now have new rules from Facebook.

In its most recent effort to avoid discriminatory ad targeting, Facebook just announced it will remove 5,000 targeting options. Facebook has been working on updating ad targeting for nearly two years now, and some experts say this latest move is in response to ProPublica’s most recent report on the potential to exclude minorities and other underserved groups in housing and employment ads. Removing the sensitive ad filters could help prevent businesses and advertisers from unintentionally creating discriminating ads.

What is Facebook removing from ad targeting options?

While Facebook hasn’t specified exactly which terms they’re removing from the targeting options, they’ve announced these targeting options are often used for beneficial purposes, but they can also be used to exclude certain parties from opportunities like jobs or housing.

What is Facebook adding to ad targeting options?

At the same time as they remove potentially discriminatory targeting options, Facebook is expanding their advertiser education so advertisers understand the obligations they agree to by signing up to market on Facebook’s site.

Compliance with their non-discrimination policy will help distinguish between acceptable ad targeting and ad discrimination. This policy will be released gradually through the Ads Manager tool, which is accessible to U.S. advertisers. Advertisers will need to certify their compliance to continue advertising on the platform.

Taking note of discriminatory possibilities within their ad targeting tools, Facebook continues to evolve its ad platform. Facebook aims to avoid potential bigotry and reminds marketers to keep advertising safe, effective and civil.

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