October 28, ProPublica, discloses a Facebook option allowing advertisers to exclude "ethnic affinities" like African-Americans or Hispanics from viewing certain ads. Aside from interests or background, Facebook advertisements can now limit or expand their ads by specific groups under "Ethnic Affinities." Allegedly, this can be considered as a sensitive factor prohibited by federal law in housing and employment.
This certain ad that can be purchased by certain Facebook members can narrow down their target audience by demographics classified under Ethnic Affinities, which has subcategories of African-American, Asian-American or Hispanic people.
According to The Fair Housing Act of 1968, it is illegal under the clause, "to make, print, or publish, or cause to be made, printed, or published any notice, statement, or advertisement, with respect to the sale or rental of a dwelling that indicates any preference, limitation, or discrimination based on race, color, religion, sex, handicap, familial status, or national origin." Where violators can face a fine of tens of thousands of dollars.
Also, according to Propublica, under The Civil Rights Act of 1964, the "printing or publication of notices or advertisements indicating prohibited preference, limitation, specification or discrimination" in employment recruitment is prohibited.
Thefiscaltimes says that Facebook disagreed on the allegation. The social network claims it's not meant to discriminate but to test marketing campaigns, and narrow down the target audience to increase the ads' effectiveness.
Though the Propublica has raised this sensitive issue, no politician has demanded to take down the certain tool, no hearing has been called, no one asked the Justice Department for clarification, and no one has even made a negative opinion on Facebook regarding the sensitive issue.
However, Christian Martinez, Facebook head of multicultural sales writes, "we want Facebook to be a platform that's respectful and empowering," and "we will take aggressive enforcement action."
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