Meta, the company behind Facebook, announces a ban on certain categories of ads

Noting that the new rules could adversely affect certain businesses and organizations, Meta announces a ban on categories of ads that touch on “sensitive” topics such as sexual orientation, religion and political choices, starting in 2022.

Graham Mudd, Vice President of Meta Marketing for Advertising, said that the change was made in response to concerns from civil rights experts and decision-makers about advertisers abusing Facebook’s targeting options by hijacking the advertising platform for propaganda and attacks on certain categories of people. The last time Facebook took such measures was in 2018, the company removing no less than 5,000 options for targeting ads, used to commit hearings.

As part of the image beautification effort started once the name was changed to Meta, the measures announced for the division, which generates almost 98% of the company’s revenue, will certainly have a positive social impact, but it could also seriously reduce the profits obtained.

Mudd explained that examples of sensitive topics include causes, organizations or public figures related to health, race or ethnicity, political affiliation, religion and sexual orientation. Specific examples included topics such as “Lung Cancer Awareness Day”, “LBGT Culture” and “Jewish Holidays”, among others.

He stressed that the targeting options affected by the change in company policy were not based on the physical characteristics or personal attributes of the users. Instead, people’s interactions with the content of Meta products, such as Facebook, Instagram and Messenger, were taken into account.

“The decision to remove these options for detailed targeting has not been easy, and we know that this change can have a negative impact on some companies and organizations,” Mudd said. “Some of our advertising partners have expressed concern that their disappearance will reduce their ability to generate positive societal change, while others understand the decision to eliminate them.” These are mainly non-profit and public business organizations, which rely on targeting fundraising ads.

Source: Go4IT by

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