Facebook is the social network which has long been used as a marketing platform by companies and brands. Facebook this week announced the updation of ethnic affinity, a marketing solution that gives brands a way to reach multicultural audiences with more relevant advertising. The feature was made available to users in November 2014 now comes with an enhanced version to prohibit any discriminating contents.

The feature “Ethnic-affinities” creating controversies on ads targeted on housing, employment, extension in credits, since these groups have historically faced discrimination. Concerned for the same, some of the policymakers, civil right leaders and federal law decided to make amendments in the existing policies. Facebook has put lots of efforts to avoid wrongful discrimination. They also had an advice talk with the higher authority leaders, including New York State Attorney General Eric Schneiderman, US Rep. Robin Kelly of Illinois and the Congressional Black Caucus and US Rep. Linda Sánchez of California and the Congressional Hispanic Caucus.

Following are the amendments in the advertising products:

  • Build tools to detect and automatically disable the use of ethnic affinity marketing for certain types of ads.
  • Facebook will suspend ads it will identify as offering housing, employment, or credit. It will explore ways to deter discrimination & strengthen enforcement policies.
  • Offer more clarification and education: By updating its advertising policies it requires that advertisers confirm they won’t discriminate in their advertising on Facebook. They will provide educational materials for helping new advertisers understand their obligations regarding the policies.

Facebook in an announcement says that the company is working providing better services to its advertisers by enforcing Ethnic Affinity Marketing policies.

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