Facebook Won’t Let Employers, Landlords or Lenders Discriminate in Ads Anymore
The sweeping changes come two years after ProPublica’s reporting, which sparked lawsuits and widespread outrage.
Facebook advertisers can no longer target users by age, gender and ZIP code for housing, employment and credit offers, the company announced Tuesday as part of a major settlement with civil rights organizations.
The wide-ranging agreement follows reporting by ProPublica since 2016 that found Facebook let advertisers exclude users by race and other categories that are protected by federal law. It is illegal for housing, job and credit advertisers to discriminate against protected groups.
ProPublica had been able to buy housing-related ads on Facebook that excluded groups such as African Americans and Jews, and it previously found job ads excluding users by age and gender placed by companies that are household names, like Uber and Verizon Wireless.
“This settlement is a shot across the bow to all tech companies and platforms,” said Peter Romer-Friedman, a lawyer with Outten & Golden in Washington who represented the plaintiffs along with the ACLU. “They need to understand that civil rights apply to the internet, and it’s not a civil rights-free zone.”
The changes apply to advertisers who offer housing, employment and credit offers to U.S.-based users of Facebook, Instagram and Messenger. Facebook said it hopes to implement the requirements by the end of the year.
The agreement also will create a separate online portal for housing, credit and employment offers. Those advertisers will not be able to target users in a geographic area smaller than a 15-mile radius, which advocates say tamps down on “digital” neighborhood redlining.
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