Facebook announced earlier this week that, in an effort to clean up its platform even more, 5,000 of the network’s advanced ad targeting options will be removed. This move is being made in an effort to stamp out discriminatory ad targeting.
Here’s what the network had to say:
“We’re committed to protecting people from discriminatory advertising on our platforms. That’s why we’re removing over 5,000 targeting options to help prevent misuse. While these options have been used in legitimate ways to reach people interested in a certain product or service, we think minimizing the risk of abuse is more important. This includes limiting the ability for advertisers to exclude audiences that relate to attributes such as ethnicity or religion.”’
Earlier this year, Facebook had announced the ways it was working to prevent misuse of the ad platform.
“Targeted advertising helps millions of businesses grow each year by connecting them with customers. It also helps people see more relevant ads and connect with businesses in more meaningful ways. We know how valuable targeting is for businesses and for people, and we’re committed to ensuring it’s done in a safe and civil way. That’s why we’ve been closely reviewing the targeting options we offer.”
The network has also made an effort to educate more advertisers on policies before they are broken. When creating an ad in the platform, you might find that your ad is being flagged for violating a policy before you even publish it. It has also rolled out an advertiser certification process.
“We want to help educate advertisers about their obligations under our policies. For over a year, we have required advertisers we identify offering housing, employment or credit ads to certify compliance with our non-discrimination policy. In the coming weeks, this new certification will roll out gradually to all US advertisers via our Ads Manager tool. Advertisers will be required to complete this certification in order to continue advertising on Facebook.”