Omar Oakes
Nov 1, 2016

Facebook defends 'ethnic affinity' ad targeting

Facebook has been criticised for allowing advertisers to discriminate between users in ad campaigns based on their "ethnic affinity".

Facebook defends 'ethnic affinity' ad targeting

The social media giant told the US news service ProPublica that it began offering the "ethnic affinity" categories within the last two years as part of a "multicultural advertising" effort.

Advertisers are able to exclude certain ethnic groups from ad campaigns, such as "African-American", "Asian-American" or "Hispanic". 

In a blog post, Facebook’s head of multicultural, Christian Martinez, defended the company’s use of targeting on ethnic lines.

Martinez said: "This kind of communication is positive: it reflects an advertiser’s respect for the diverse communities it is trying to reach. 

"But it’s important to know that there’s also negative exclusion — for example, an apartment building that won’t rent to black people or an employer that only hires men. Our ad policies strictly prohibit this kind of advertising, and it’s against the law.

"If we learn of advertising on our platform that involves this kind of discrimination, we will take aggressive enforcement action."

Source:
Campaign UK

Related Articles

Just Published

1 day ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.

1 day ago

Singed by antitrust fine, Alibaba posts first ...

The tech giant posted an operating loss of RMB 7.6 billion ($1.1 billion) due to a RMB 18.2 billion ($2.78 billion) fine levied by China’s market regulator.

1 day ago

Thai mom-and-pop shops get a free geo-targeted boost

With help from Dutchmill Group and Wunderman Thompson, more than 200 micro retailers are starring in their very own ads and enjoying higher revenue. This delightful initiative has made Ad Nut's week.

1 day ago

Campaign Crash Course: Tips for marketers to tap ...

As marketers look for more effective ways to target consumers, gaming is rapidly emerging as a great way to catch their attention. Here's how marketers can tap this opportunity.