Facebook places some limits on targeting for special ad categories

Ad categories are restricted from using age, gender, postal code, multicultural affinity and other descriptions to target intended audiences.
facebookShutterstock

In a move that echoes a similar decision in the U.S. in December 2019, Facebook announced this week a new process for how Canadian advertisers can purchase ads offering housing, employing or credit opportunities.

Following a settlement with leading civil rights organizations in March 2019, the social platform’s special ad categories are restricted from using age, gender, postal code, multicultural affinity or any other details describing or appearing to relate to protected characteristics.

Providing access to all housing, employing and credit ads in Facebook’s ad library will make it easier to search for and view active ads targeted to Canada regardless of whether a specific user is part of the advertiser’s intended audience. In Canada, these ads will be included in the ad library later this year.

“Getting this right is deeply important to us,” a statement from the company read, stating that ads relating to housing, employment and credit opportunities are “crucial” to others’ lives. The changes will officially appear in Canada later in 2020, according to the company.

The new policy will be enforced across all Facebook’s business tools.

 

Tags: