Facebook Removes Age, Gender And ZIP Code Targeting For Housing, Employment, Credit Ads

Advertisers on Facebook who promote housing, employment or credit offers won’t be able to target ads by age, gender or ZIP code any longer.  This new ad policy applies to advertisers that target US users on Facebook, Instagram and Messenger.

On Tuesday, the company said that it will be launching a tool for users to search and view all current housing ads running on its platforms in the US, regardless of who the ads are targeting.

If advertisers run campaigns promoting housing, credit offers or employment, they will now have limited ad targeting measures.  The reason for this move is due to being part of a settlement Facebook has reached with the ACLU, NFHA and CWA which accused the platform of allowing discriminatory practices within their ad targeting options.

“There is a long history of discrimination in the areas of housing, employment and credit, and this harmful behavior should not happen through Facebook ads,” wrote Facebook Sheryl Sandberg in the announcement.

According to Facebook, multicultural affinity targeting will continue to be unavailable for housing, employment and credit ads, along with any detailed targeting options that describe or appear to relate to protected classes.

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