Facebook is removing age, gender and ZIP Code targeting for housing, employment and credit-related ads as part of a settlement with advocacy groups and other plaintiffs.
The new restrictions on Facebook’s ad targeting were part of a settlement with the National Fair Housing Allliance and others. Photo: Richard Drew/Associated Press By Nat Ives March 19, 2019 2:00 p.m. ET Facebook Inc. is removing age, gender and ZIP Code targeting for housing, employment and credit-related ads as part of a settlement with advocacy groups and other plaintiffs.
Newsletter Sign-up Facebook has faced pressure on targeting around such ads for years, sparked by a 2016 report from investigative-news site ProPublica, which said it had been able to buy ads targeted to house hunters that excluded certain groups based on ethnicity. While Facebook didn’t allow targeting specifically by race, it lets advertisers seek consumers by criteria it calls “ethnic affinity.
Among other additional steps, Facebook will build a tool to let people search all its housing ads in the U.S., and meet with plaintiffs’ attorneys every six months to discuss implementation of the settlement and resolve disagreements.
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