Facebook Inc (NASDAQ:FB) has confirmed that it is up to speed with testing new tools that are aimed at restraining biased ads on its social network. The company is keeping good its promise of safeguarding its users from advertisers submitting ads related to housing, employment, or credit opportunities. Tough measures have been taken against such and they will now be required to seek certification of their adherence to the site’s anti-discrimination policies.
The company said, “We make it clear 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.”
Facebook’s new advertising policy now clearly prohibits discrimination
Advertisers on Facebook have been able to closely target users by a range of factors. Apparently, microtargeting capabilities have been in use for years with the most recent being in the U.S. presidential elections. Political ads were customized to reach a certain niche of an audience.
However, after meeting with policymakers and civil rights leaders, Facebook says there are amicable solutions to this. The very first would be disabling an ethnic affinity ad that targets ads involving housing, employments or credit. It will also provide a linkage to a new educational section from its Ad Policies page. This will enhance the provision of information from places like government agencies and civil rights groups who handle discrimination matters. To this extent, Facebook has received immense support from the likes of Eric T. Schneiderman, the New York State Attorney General, and the Brookings Institution among others.
But Facebook has also come under fire last fall
Every project has its good and bad side. However, Facebook’s new capabilities have also been criticized. Word has it that they are also being used to incorporate or prohibit users from ad campaigns on the basis of their ethnic affinity. Exclusion of certain races from certain ads is a violation of anti-discrimination laws according to a report by ProPublica. So targeting wedding dress advertising to only women is sexist and illegal, and advertising erectile dysfunction pills to only men is also sexist discrimination. Whether these laws make any sense is an open question.
Nonetheless, it remains to be what other steps Facebook will take. In the meantime, Facebook’s stock was trading at $134.20 witnessing an increase of $2.36 or 1.79%.
