So, Facebook stops racially targeted ads. The new rule targets ads about credit, housing and employment.? On the surface, that sounds like a good thing. But is it really?
In addition to this new rule, Facebook advertisers must swear they’ll never use discriminatory ads. Also, these rules took place after congressional meetings, with organizations like the Congressional Black Caucus and Congressional Hispanic Caucus. Some civil rights leaders worry ethnic based ads will lead to housing and job discrimination. This is especially true for markets that are notoriously known for discrimination practices. Here is what also concerns many people: These ads could encourage discrimination.
Some federal officials accuse Facebook for enabling advertisers to exclude groups while placing ads. For example, Pro Publica placed a controversial ad. This particular ad promoted an event that excluded non-white buyers. That concerned many political and civil rights leaders. While Facebook uses multicultural marketing to cater to all races, this shouldn’t be an excuse or license to discrimination. Soon afterwards, some filed a lawsuit against Facebook. They claimed such ads violated the Civil Rights Act of 1964 and Fair Housing Act of 1968. Facebook listened. They talked with housing rights organizations. Thus, this new rules is in effect. Many in Congress and in various communities applaud the new ruling.
So do I. But I do so with caution. There is no excuse for discrimination. If this ruling fights discrimination, then good. But this could hurt diverse marketing practices as well. Suppose someone puts up a housing ad. It’s toward a certain audience. What if someone cries discrimination? In the politically correct era, I can see someone playing that card. But let’s take this further. Look at Facebook’s employee roster. Less than five percent are African-American. Less than five percent of Facebook’s work force are Latino. Shouldn’t this be Facebook’s next concern?