Facebook Will No Longer Allow Exclusion of Certain Groups Via Its Ad Targeting Tools

How will it affect legitimate, nondiscriminatory uses of those options?

Facebook signed a legally binding agreement earlier this week with the office of Washington Attorney General Bob Ferguson in which it agreed to ensure that third-party advertisers cannot exclude ethnic and religious minorities, immigrants, LGBTQ individuals and other protected groups from seeing their ads, and to implement those policy changes within 90 days.

However, not all usage of those targeting capabilities is discriminatory in nature. Periscope vice president of media Jen Brady said, “Targeting by race is helpful when reaching dedicated ethnicities, such as with a Hispanic-focused campaign versus a general marketing campaign, or by gender.

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