Facebook: Charged With Discriminatory Advertising Practices

Facebook has undergone a lawsuit with the ACLU regarding discriminatory advertising policies on the internationally popular social media platform.

Facebook is said to be overhauling its current functions and procedures as a result of this lawsuit. It is interesting to note that this is a groundbreaking legal case; digital tech companies are slowly beginning to be understood by government policy and officials, and regulation is tightening around these tech giants and competitors.

Today, @HUDGov is charging @Facebook for violating the Fair Housing Act by encouraging, enabling, and causing housing discrimination through the company’s advertising platform. pic.twitter.com/ukUEnEQx5v

— Archive: Ben Carson (@SecretaryCarson) March 28, 2019

Facebook’s advertising tactics and strategies are to be adjusted due to the legal ruling. This includes changing of the “discriminatory” practices that Facebook was accused of committing. An example of this advertising discrimination was employers and other agencies using the platform to filter viewers or applicants based on race, gender, and other demographic information.

The Department of Housing and Urban Development (HUD) charged Facebook specifically with housing discrimination. Facebook was charged with limiting housing listings and advertisements to people of a specific category or demographic, including racial and other personal considerations.

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Facebook and the Future

As the digital marketplace continues to expand, how will future legal policies regard these algorithms that are used by all online companies to present information in a specific, precise manner. For example, many advertisements and online materials are presented on the basis of “user preference” or “relevance.” If this selective display of information is regarded as “discriminatory,” how will content be equally distributed online? These are a few questions to consider as Facebook and other social media giants face political scrutiny.

Surprisingly, Facebook shares rose even in the wake of this legal situation. Investors don’t seem phased by the lawsuit. Perhaps Facebook’s overwhelming international presence outweighs the immediate legal situation, as users continue to spend time on the social media platform.