Facebook’s new changes will remove discrimination from housing, employing, and credit ads

Facebook is working to eliminate discrimination for the targeting option for various ads like housing, credit, and employment. It has brought about significant and comprehensive changes to the Marketing API.

The American Civil Liberties Union, Communications Workers of America and Outten & Golden, a firm for workers’ right, came together to file a case against Facebook and ten other companies who allow advertisement of jobs on their platform. They filed charges to the Equal Employment Opportunity Commission regarding illegal discrimination. Advertisers claimed they used targeting option.

Facebook responded, promising many changes in their ad policies. At that time, Facebook removed the age, gender, and ZIP code requirements for housing, employment, and credit ads. It led to a decrease in interest sector from thousand to hundred in these categories of ads.

A new tool was also worked on to ensure transparency. It was built to give information about all the current housing ads in the U.S.

Even after these steps, the U.S. Department of Housing and Urban Development charged Facebook by the end of March for discrimination.

Facebook in a blog post this Thursday shared the changes in detail for developers on the platform.

According to Facebook they rolled out a special ad category in July in Ads Manager and will also be available on Marketing API from September 16. It advised advertisers, developers, and partners, to specify when ads related to housing, employment, and credit are run, by selecting it from the special ad category.

The targeting options are limited for the ads that are selected from the special ad category. After December 4, if housing, employment, and credit ads do not implement the special ad category, the ads will be paused for not complying.

Facebook revealed in the blog post the requirements for advertisers and developers who use Marketing API:

Developers and advertisers who are targeting the U.S. audience for their housing, employment, or credit ad should mention the category specifically.

If developers and advertisers are U.S. based or targeting the U.S. audience and their ad does not match any of these categories, they should mention none developers, or else their campaign creation request will not be approved.

All the developers or advertisers who are outside from the U.S. and targeting non-US audience, they must specify none, does not matter which category they fall in.

By 2020, developers and advertisers are expected to comply with new requirements by modifying the existing campaigns that were started before December 4.

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