Facebook tweaks race-based ad targeting policy

generic facebook on an iphone

NEW YORK (AP) – Facebook says it will no longer allow advertisers to use ethnicity as a filter when it comes to targeting or hiding ads offering housing, employment or credit.

The changes come after ProPublica reported that , besides hobbies and interests, advertisers could exclude specific races from seeing their ads. This could be illegal in some circumstances, such as with housing ads.

Although Facebook doesn’t actually ask users their race, the service can make a pretty good guess based on other information users share.

On Friday, Facebook said discriminatory ads have “no place” on the site. Rather, it says the filters are designed for reaching “multicultural audiences with more relevant advertising.” Race and ethnicity filters will still be allowed for ads that aren’t about housing, employment or credit.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s