Facebook Removes Discriminatory Ad Targeting

August 30, 2018 Jonathan Katz

Facebook Removes Discriminatory Ad Targeting

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?

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.

To read up on Facebook’s recent activity, download the “Facebook in 2018: A Recap of Recent Facebook Trials in the Media and On Capitol Hill” eBook.


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About the Author

Jonathan Katz

Jonathan Katz is the Chief Media and Product Officer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018. An experienced serial entrepreneur in mobile and digital marketing, Jonathan’s expertise consists of an extremely proven track record in search, social and programmatic media. With his 20+ year career scaling start-ups and brands across health insurance, government services, automotive, careers, education, consumer finance and politics, Jonathan is now charting a new path via artificial intelligence marketing in performance media that will revolutionize the industry. Jonathan studied computer science at Florida State University and lives in Clearwater Beach, FL.

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