A few months ago, we posted about Facebook’s new Anti-Discrimination rules for their advertising. An article was just released that detailed how these changes would affect real estate agents in particular.
We already know that, by federal housing laws, you cannot discriminate against people based on their race, color, religion, national origin, gender, disability and family status. When the Department of Housing and Urban Development (HUD) sued Facebook last year, Facebook responded by removing more than 5,000 targeting options.
Recently, they announced a complete overhaul of their ad targeting options that will remove most of the options that allows housing advertisers to discriminate knowingly or accidentally.
Facebook aims to implement changes by the end of the year, creating a separate portal to limit how much advertisers for housing, employment and credit can micro-target their audience. In addition, Facebook will remove the ability to exclude interests, require location targeting to cover a minimum 15-mile geographic radius, and limit the creation of Lookalike Audiences.
New Facebook Targeting Policy Rollout Timeline:
- July 1, 2019: Product team will start testing the flows with a very small, randomly selected sample of advertisers.
- Aug. 1, 2019: Open enrollment begins. Advertisers interested in self-selecting can note that they are running HEC ads targeted to people in the US and will be able to use the new experience with limited targeting options.
- Sept. 1, 2019: Enforcement begins for all advertisers targeting people in the US with HEC ads. In Ads Manager, we’ll begin pausing any campaigns in using targeting that is no longer allowed with these changes.
- By Dec. 31, 2019: Rollout and enforcement of restricted targeting options for other ads interfaces.
Facebook teams are still discussing exactly what they are going to consider a “housing” ad. They know for sure that specific listings ads will be subject to the new changes, but they are unclear if this will also be applicable to broader “brand” ads.
As we learn more, we will share that information with you here