Meta announced changes to its ad system for Facebook, Instagram and Messenger.
As mentioned, it will no longer allow advertisers to target their advertising based on interests related to sexual orientation, religious or political beliefs, among other categories of targeting.
Meta continues to announce measures that try to counteract some of the controversy surrounding its services. It has already announced that it will suspend the facial recognition system on Facebook and will delete more than 1 billion user data who used this feature.
And now it announces new changes related to its advertising system:
Effective January 19, 2022, we will eliminate detailed targeting options that relate to topics that people may perceive as sensitive, such as options that refer to causes, organizations, or public figures that relate to health, race, or ethnic origin, political affiliation, religion or sexual orientation.
One of the options offered by Facebook to advertisers is to display ads based on categories of interests, and other categories that the platform associates with our profile based on our information and activity. For example, some categories may be “Basketball”, “MySQL”, “Sci-Fi Movies”, and so on.
But there are some categories that are not so general, and are considered sensitive, as mentioned in the Meta statement. For example, those that refer to religious beliefs, sexual orientation, political ideas. etc. And those categories are the ones that will be removed for use in advertising.
The Meta team mentions that this change in the ads is due to the fact that they have paid attention to the comments of the experts, and that they do not want their advertising strategy to be used to harm the user experience on their services. And of course, they recognize that this measure can affect the advertising strategy carried out by some companies and organizations, but they offer other options to reach their audience.