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Facebook Updates Ethnic Affinity Marketing to Combat Discriminatory Advertising

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Facebook is a social network that companies and brands have long used as a marketing platform. 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 and now comes with an enhanced version to prohibit any discriminating content.

The feature “Ethnic-affinities” creates controversies in ads targeted on housing, employment, and extension in credits since these groups have historically faced discrimination. Concerned for the same, some policymakers, civil rights leaders, and federal law decided to make amendments to the existing policies. Facebook has put lots of effort into avoiding 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, the Congressional Black Caucus, and US Rep. Linda Sánchez of California, 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: Updating its advertising policies 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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