Facebook ads ‘discriminate’ against women: Meta complaint

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According to a complaint filed with the US Equal Employment Opportunity Commission on Thursday, the Women Truckers Association accused Meta of running Facebook ads that “routinely discriminate” against women.

The organization “Real Women in Trucking” complained that women are far less likely to see Facebook ads for blue-collar jobs or jobs that historically exclude women.

“Women receive a disproportionate share of ads for low-wage jobs in social services, food services, education and health care, especially managerial positions historically considered women’s jobs,” the union said in its complaint.

“Facebook’s methodology continues to act like recruiters in the 1960s, who identified ‘male’ or ‘female’ jobs based on gender stereotypes or indicated their preferences for hiring younger workers,” the complaint added.

The complaint also states that there is very little meta-presentation of older people in any job ads.

The Civil Rights Act prohibits targeting advertising based on gender or age.

“Real Women in Trucking” complained to Meta on Thursday.
Real Women in Trucking

“Addressing fairness in advertising is an industry-wide challenge, and we are collaborating with civil rights groups, educators and regulators to improve fairness in our advertising system,” Meta responded in a written statement.

“The company is actively developing technology designed to make further progress in this area,” the company added.

This isn’t Meta’s first run-in with allegations of ad discrimination.

The tech giant settled a Justice Department lawsuit in June that accused Meta of using racially targeted home ads.

Meta paid $5 million in five separate lawsuits in 2019 that centered on discriminatory ad placements.


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