Meta’s ban on ‘sensitive’ advertising segments does not spell an end for microtargeting on Facebook
Meta - the former Facebook exploration company - wants everyone to know that it's responsible “this time. ”
The Silicon Valley behemoth on Tuesday unveiled the latest version of the revamped character. The company has pledged to eliminate overarching targets related to 'sensitive' topics, such as race, health, political beliefs, or sexual orientation.
The new policy takes effect from January 19 and will cover all Meta apps.
We remove advertising ads that relate to topics that people may perceive as sensitive. This includes choices related to health, race or ethnicity, political affiliation, religion, or sexual orientation. (1/4) Learn more here: https://t.co/FDh4iNOm20
- Roy Austin, Jr. (@RAustin_Jr) November 9, 2022
The changes, of course, have nothing to do with the backdrop from Facebook spy revelations, or the growing calls for a new rule on social media.
Instead, the company said it would follow advice “From civil rights experts, policy makers and other stakeholders on the importance of preventing advertisers from abusing the target options we offer.
Meta called the move a "difficult decision," which is not surprising given that advertising revenue makes up the majority of the company's revenue. He also said the The move "can have a detrimental effect on some businesses and organizations."
Supporters of the movement argue that it will now be more difficult for advertisers to discriminate against certain demographic groups, exploit vulnerable people, or radical momentum.
But critics warn that the changes will make advocacy groups and small businesses an accessible way to reach their audience. As Meta VP Graham Mudd acknowledged, they would not be able to target ads for such purposes as lung cancer awareness or same-sex marriage.
However, they will still have a wide range of other advertising methods: Meta does not intend to target advertising.
"We strongly believe that the best advertising experiences are personalized," said Mudd.
Many critics agree. Some EU lawmakers are campaigning for a total ban on targeted advertising. There are growing calls for more restrictions in the US.
Perhaps the oldest of us see Meta 's new restrictions as an attempt to overcome stricter rules.