Facebook Updates Advertising Regulation to Increase Fair Housing Compliancy

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On March 19th, Facebook announced changes in how they manage housing, employment and credit ads on their platform.  Over the past 18 months, Facebook has removed thousands of categories from targeting related to race, ethnicity, sexual orientation and religion protected classes under Federal Housing guidelines.

These changes are the latest in Facebook’s adjustments to how marketers can use their platform to reach audiences looking for housing in an effort to increase compliance following litigation initiated by several civil rights organizations and the National Fair Housing Alliance against Facebook.

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Here are the three major points from the article written by Facebook’s Chief Operating Officer, Sheryl Sandberg.

  1. Anyone who wants to run housing, employment or credit ads will no longer be allowed to target by age, gender or zip code.

  2. Advertisers offering housing, employment and credit opportunities will have a much smaller set of targeting categories to use in their campaigns overall. Multicultural affinity targeting will continue to be unavailable for these ads. Additionally, any detailed targeting option describing or appearing to relate to protected classes will also be unavailable.

  3. Facebook is building a tool so you can search for and view all current housing ads in the US targeted to different places across the country, regardless of whether the ads are shown to you.

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Social Kapture has our clients covered. Our team of social media and multifamily professionals work in concert to navigate Fair Housing compliance, and our ad campaigns don’t use any of the protected class information to target or exclude users from our campaigns.

Social Kapture clients should see no change in ad performance as these changes are incorporated into Facebook’s Ads Platform.

 
Annette Smith