Facebook is going to carry out a reform of its rules of advertising use to prohibit companies from segmenting advertisements promoting a job or granting a credit, for example, only for men (or women), or just for users of a certain age or residence zip code.
“Google banned the ads of lending companies a few days ago.”
The measure, which will prevent these types of ads from predefining their audience by gender, age or place of residence, comes as part of the actions that the company has decided to take to avoid discrimination in its advertising platform.
“There is a long history of discrimination in areas such as real estate, employment or credit granting, and this type of behavior should not be enhanced through Facebook Ads,” said Facebook Operations Director Sheryl Sandberg, Mark’s right-hand man. Zuckerberg, in a post published on the social network.
“Inclusion is the main objective of the company, and access to a home, a job or a loan are basic aspects for the growth of people, that’s why we are concerned”, he states.
Although the measure is accurate and comes at a time of special awareness of these issues, it is not surprising that Facebook has so far allowed discrimination by sex in the job offers and also in other types of ads on its platform.
Anyway, the company now makes this determination after making the Union for Civil Liberties in America (ACLU) a complaint in which noted that three women from the states of Ohio, Pennsylvania and Illinois (in the United States) are not He had shown certain job offers on Facebook because of his gender.
Facebook has ensured that in addition to limiting this type of practices in job advertisements, real estate or companies that grant credit, will also analyze the practices in other sectors if a similar measure had to be taken in other areas.