Meta (formerly Facebook) will implement some changes to the advertising system that generates so much money. To do this, they will eliminate the possibility of segmenting ads according to certain themes with which users interact within their social platforms.
Topics that may no longer be used in future ads have to do with race, ethnicity, religion, sexual orientation, health, or political affiliations; In other words, those who pay for advertising within Facebook, Messenger and Instagram will see their target audience options greatly reduced, since the topics removed are more than 1,000, according to The New York Times.
The company’s decision has to do with complaints received from the public and other entities, which warn that the advertising segmentation options are dangerous for users.
An example of the above occurred prior to the attacks on the Capitol in January 2021, when some companies posted ads related to improvements to weapons or bulletproof protection in Facebook groups associated with the extreme right.
“We have heard from experts, who told us that some topics for segmenting users can be exploited to create a negative experience, especially in groups of underrepresented people,” said Meta Vice President of Product Marketing, Graham Mudd.
One of those experts, named Augustine Fou, explained that the big problem with Facebook in general is that user segmentation becomes very precise because people have voluntarily submitted their information to the social network. And this does not happen on other platforms, which many times try guess what may be of interest to a person and they are not always successful.
The changes to the Meta platforms will come into effect on January 19, 2022 and in addition to limiting the options of advertisers, they will also give users the opportunity to block ads related to topics such as weight loss or bookmakers.