It turned out that `` age discrimination advertisement on credit card '' that should have been a policy violation on Facebook was displayed
Facebook's policy in the United States prohibits the display/hide of advertisements related to finance, mortgages, and employment based on user attributes such as age and gender. This is a measure to prevent the promotion of discrimination, but it was newly found that credit card advertisements were displayed only to specific age groups.
Credit Card Ads Were Targeted by Age, Violating Facebook's Anti-Discrimination Policy ?
Facebook can deliver targeted ads based on audience attributes, interests, and interests. This allows advertisers to narrow down the people to whom they want to display their ads, reduce their budgets, and put out highly effective ads.
However, in 2019, Facebook was sued by users for excluding the elderly and women from targeting advertisements related to financial services such as insurance, investment and lending. Regarding 'housing advertisements', 'job advertisements' and 'loan advertisements', it was alleged that specifying the attributes of the audience promotes discrimination. In March 2019, Facebook decided to stop targeting advertising such as age in the above three areas in the United States in response to a settlement with the plaintiff.
You can read more about why targeted advertising expands discrimination from the following articles.
Even on the Internet, there is a great power at work that ``living in a poor area can not get out of poverty''-GIGAZINE
by Pabak Sarkar | Flickr
However, in April 2021, The Markup reported that ads from multiple credit card companies violated Facebook's policy by targeting by age.
The Markup confirmed policy violations for four companies: Aspiration, Hometap, Chime, and Varo. Of these, Chime and Aspiration policy violations were identified in a lawsuit filed by a civil rights group in November 2019, but Hometap and Varo are the first reports.
In total, The Markup reviewed 91 ads, which were for six different home equity loans or credit cards. Each advertisement was assigned a Facebook identifier, and even the same advertisement had multiple versions depending on region, time, and other targeting.
This information was collected by The Markup's ' The Citizen Browser Project '. From March 16th to April 26th, 2021, more than 1,800 panelists will participate in The Citizen Browser Project to review the content of the ads they see on their Facebook feeds as part of the advertising feature. I provided it to the project along with the ' why am I seeing this ad ' information.
As a result, it turned out that the advertisements of the four companies are targeting by age as follows. Advertisements with specific types of images or catchphrases were shown only to age groups 25-65 for Aspiration, 18-40 for Chime, 34-64 for Hometap, and 22-45 for Varo.
Facebook has not responded to questions about this matter, and it is unclear how these ads were delivered as targeted ads bypassing Facebook's policies. Chime and Aspiration have not responded to requests for comment, but Hometap replied that they were not aware that age targeting was being done until The Markup contacted them.
Hometap said, ``After being contacted, we worked with a third-party agency to audit their ad campaigns and found that many Facebook ads were actually targeting by age. We are in the process of updating our ads to not target our audience based on age,” said Rachel Keohan of Hometap.
'Varo's acquisition team has been in contact with Facebook to ensure that the nature of our ad and the target audience were perfectly met,' said Alex Woie of Varo. I'm here.
“These are denials of opportunities to make a difference financially in a person’s life. The ability to get a job at home, the ability to take out a loan to start a small business... Facebook's algorithms may have kept these opportunities away, so they may not have had the opportunities they were supposed to have.' pointed out.
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