Facebook targeting sexual orientation to be banned

Facebook is once again changing its guidelines. This time it's about targeting, which plays an important role especially for advertisers on the platform. Starting next year, it will be forbidden, for example, to run ads based on targeting such as "gay," etc. In short: the sexual orientation of advertising consumers on Facebook should no longer play a role.

Facebook changes the advertising guidelines

Options for advertisers to be restricted

In the future, Facebook advertisers will have fewer opportunities to tailor their ads to the respective target group. Strictly speaking, there are to be cuts in connection with groups that are classified as "sensitive" according to the social media platform. The cut-off date for the changes is January 19, 2022.

As of this day, corresponding targetings that deal with:

  • the sexual orientation of a person
  • his religion
  • his political attitude
  • his ethnicity
  • his health

are no longer offered. Companies or organizations that then want to address rainbow families or transsexuals, for example, can no longer filter their campaigns accordingly.

Why is Facebook changing its advertising policies?

In principle, targeting is a great function to ideally reach exactly those people on the platform who might be interested in a certain offer. However, Facebook justifies its decision with the fear that the corresponding groups, for example members of the LGBTQI+ community and others, could have negative experiences due to the targeted targeting.

The concert calls the whole thing a "difficult decision", as companies should still be allowed to personalize their campaigns accordingly. Even though it currently looks as if a lot will change for advertisers on Facebook as of next January, it remains to be seen whether the modified targeting will continue to be implemented in this form or whether there may be "loopholes".

Perhaps the changes are also a response to the accusations that are repeatedly made in connection with Facebook. After all, there are now many experts who view the platform critically. The decision to protect individual groups in this way could be a first step on the path to more transparency.

Queers on Facebook - how tolerant is the network?

According to statistics, there are many queers who suffer from cyber bullying - not only in Germany. Among other things, numerous users use the platform as a kind of "lawless space" by insulting and/or even threatening others.

Although there are indeed functions on the platform that can be used to report and block bullies, everyday life shows time and again that this approach often yields little or that corresponding efforts come to nothing. Accordingly, the decision to look a little more closely here in connection with advertising guidelines could actually be advantageous.

However, a closer look shows that more is needed to protect the community, the followers of religions, and many other groups of people in the long term. The platform may also want to reinvent itself in this respect with the new name ("Meta"). Ultimately, experience will show what the steps announced a few days ago will achieve and what details are still needed to make the network more community-friendly.

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