Wednesday, April 24, 2024

Meta’s new ad policy further protects teen privacy and tackles discrimination

Meta is updating the way it delivers advertisements to users in order to foster a more positive experience. The changes can be divided into two parts: one will restrict how companies that target teenage users while the other aims to make things more “equitable” and less discriminatory.

It appears Meta is forcing companies to generalize more with their ads instead of honing in on a specific group. Starting February, advertisers will no longer be able to target teens (opens in new tab) based on their gender on either Facebook or Instagram. Advertisers will only be able to use a user’s age and location as their metric. This tightening of the rules follows a similar update from 2021 that restricted advertisers from targeting underaged users based on their interests and activities on other apps. 

And in March, teens will be given more tools in Ad Topic Controls to “manage the types of ads they see on Facebook and Instagram.” It doesn’t look like they’ll be able to stop seeing ads altogether. Like or not, teens will continue to encounter them. But at the very least, they can go into Ad Preferences on either app and choose See Less to minimize the amount of commercials seen.

Screenshots of facebook's new teen protections

(Image credit: Future)

Fighting discrimination


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