Facebook changes criteria for creating target audiences for ads – Media & Advertising

By Rui Oliveira Marques on November 10, 2021

Meta, the company that owns Facebook and Instagram, will change the criteria for targeting ads on social networks. The information is in a post published on the Meta for Business blog, in which the company says it is blocking advertisers from using detailed ad targeting options according to the user’s interests in religion, politics, sexual orientation, race or health issues. It will still be possible to choose a target group for advertising according to age, gender or location.

“We’ve heard concerns from experts that targeting options like these could be used in ways that would lead to negative experiences for people in underrepresented groups,” says Graham Mudd, vice president of marketing and advertising at Meta. The company admits that “this change may have a negative impact on some companies and organizations”.

In the past, Facebook has been involved in several disputes related to its targeting or data access tools. In 2018, the company stopped allowing access to third-party data for addressing ads after the Cambridge Analytica scandal. Complaints about real estate, employment or access to credit advertisements, which excluded users from viewing the advertisements, for reasons of racial or multicultural identity or affinity continued to be frequent.

Source: Meios & Publicidade by www.meiosepublicidade.pt.

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