Facebook tightened the implementation of Special Ad Categories in housing, employment, or credit.
Facebook’s advertising policies have prohibited unlawful discrimination. To address this issue, Facebook released Special Ad Catagories set in place to fulfill its commitment to protecting users and advertisers from discrimination and to improve their ability to detect and deter potential abuse.
The social network giant mandated that every user must indicate when their ads are promoting housing, employment or credit by selecting the special ad category in the Ads Manager. This is a must specifically for advertisers, developers, and other partners. Companies that fail to implement the special ad categories, starting this Wednesday, will be paused for non-compliance.
Ads about housing in the Ad Library
A new feature called the housing ad section will be incorporated in Facebook’s Ad Library starting Wednesday. It will provide details on all active housing opportunity ads targeted to U.S users.
The housing information can be searched by page name, or the city or the state in which the ads are targeted. Facebook said that separate ads for employment or credit opportunities will be added to the Ad Library next year. The company is currently working with civil rights groups concerning the matter.
Special Ad categories implemented on all Ad buying platforms
Facebook announced that advertisers must use new processes with restricted targeting options to buy ads that offer housing, employment, and credit. The enforcement is required for all the tools businesses use to buy ads including Ads Manager, Instagram Promote, the Marketing API (application-programing interface), and ads created from pages.
Facebook’s changes to its target policies
Facebook implemented several changes to its targeting policies for ads dealing with housing, employment, and credit. This is part of the company’s settlements of several class-action lawsuits and complaints in March.
Facebook no longer allowed age, gender, and ZIP code as targeting policies. The interest segments for ads are down into a hundred from thousands due to the deletion of those targeting details.
What does it mean for you?
Advertisers and marketers need to comply with Facebook’s usage of special ad categories as it is essential in providing a safe and law-abiding promotion and advertisements. It’s required for marketers to submit to the social media giant’s new measures to continue using their ad services.