Meta or the new face of Facebook will be removing sensitive content from the platform that can hurt the sentiments of certain groups. It would be content such as ads related to religion, political beliefs, sexual orientation, health, race, or ethnicity. The company came under the scanner as digital advertising is its major revenue source, and its ad-targeting capabilities can negatively impact the concerned groups. The change would take effect from January 19, 2022.
Events such as World Diabetes Day, Lung Cancer Awareness, Jewish Festivals, content related to LGBT culture, social and political beliefs will not be featured on Meta.
In a blog post, Graham Mudd- Vice President of Ad Product Marketing of Meta Platforms Inc., said that ad-targeting options could negatively impact and underrepresent the vulnerable groups as per expert reports. Further on, he commented that they are aware that this change can negatively impact a few businesses and that they would no longer be able to use such ads for any positive social change.
Facebook had agreed to change the ads platform for housing discrimination concerns as part of the settlement deal in 2019.
According to CEO- Mark Zuckerberg, the financial impact will be nominal as politician ads accounted for only 0.5 percent of the revenue in the year 2020. Facebook currently lets users see fewer ads on alcohol, weight loss, gambling, and politics and says it will further give more control in the hands of users on which ads they would like to see on their page.