Meta — the surveillance firm formerly known as Facebook — wants everyone to know that it’s being more responsible“this time round.”
The Silicon Valley behemoth on Tuesday revealed the latest aspect of its reformed character. The company pledged to eliminate ad-targeting related to ‘sensitive’ topics, such as race,health, political belief, or sexual orientation.
The new policy will take effect from January 19th and cover all of Meta’s apps.
We are removing ad targeting options that relate to topics people may perceive as sensitive. This includes options 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, 2021
The changes, of course, have nothing whatsoever to do with the backlash from theFacebookwhistleblower’s revelations, or the growing calls for new social media regulation.
Instead, the company said it had followed advice“from civil rights experts, policymakers, and other stakeholders on the importance of preventing advertisers from abusing the targeting options we make available.
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Meta called the move “a difficult decision,” which is unsurprising given that advertising revenue makes up the bulk of the company’s income. It also said themove “may negatively impact some businesses and organizations.”
Supporters of the shift argue that it will now be harder for advertisers todiscriminate against specific demographic groups,exploit vulnerable people, orfoment radicalization.
Yet critics warn the changes will deprive advocacy groups and small businesses of an affordable way to reach their audiences. As Meta VP Graham Mudd acknowledged, they would no longer be able to target ads for causes such aslung cancer awareness or same-sex marriage.
They will, however, still have a vast range of other advertising techniques at their disposal: Meta has no intention of ditching targeted advertising.
“We strongly believe that the best advertising experiences are personalized,” said Mudd.
Many critics disagree. Some EU lawmakers are campaigning foran outright banon targeted advertising. There are also growingcalls for further restrictions in the US.
The more cynical among us may view Meta’s new restrictions as an attempt to circumvent more stringent rules.
Story byThomas Macaulay
Thomas is a senior reporter at TNW. He covers European tech, with a focus on AI, cybersecurity, and government policy.Thomas is a senior reporter at TNW. He covers European tech, with a focus on AI, cybersecurity, and government policy.
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