Shulou(Shulou.com)11/24 Report--

Beijing time on December 2 morning news, according to reports, local time on Thursday, a U.S. organization representing the rights of female truck drivers complained that Facebook parent company Meta illegally from many trucking companies and other advertisers Facebook ads to a gender or age group users.

Meta said it was investigating allegations made by women truckers and stressed that the new system was still being tested.

Meta said that fairness in advertising communication is a challenge facing the entire advertising industry. Meta has been working with civil rights organizations, academic institutions and government regulators in the United States in the past to promote fairness in Meta advertising platforms.

Meta owns Facebook and Instagram, two major American social media, which are important online advertising platforms. But Meta has been criticized over the years by U.S. civil rights groups and regulators for providing ad placement and display algorithms that lead to unfair display of job ads and real estate ads. In such ads, U.S. law prohibits discriminatory displays based on gender or age.

According to reports, the rights agency that filed the complaint with the U.S. Fair Employment Opportunity Commission is Upturn. Mitra Ebadolahi, senior program director at the agency, said Facebook is a platform for many female truckers who often look for recruitment opportunities, so the negative social impact of Meta advertising discriminatory display is far-reaching.

Upturn cited Meta's 80 job ads in the complaint, which were drawn from public databases, suggesting Facebook had distorted ad audience selection.

For example, an employer in North Carolina advertised on Facebook for truck drivers, but only 5% of the audience who displayed the ad were women and only 11% were 55 or older.

According to Peter Romer-Friedman, a lawyer representing the groups, 54% of Facebook users who view job ads are women and 28% are 55 or older.

In fact, only a small percentage of these users see the job ads they need, which is completely unreasonable.

Romon-Friedman says that most employers actually want their job ads to be seen by as many people as possible.

But the complaint cited three advertising cases, pointing out that Meta allowed advertisers to select ad audiences of a certain age, resulting in unfair distribution. Meta introduced this option in 2019 to filter advertising audiences.

In June, Meta announced that it would introduce a new mechanism called "Change Reduction System" for its online advertising display algorithm, aiming to allow real estate and recruitment ads to reach as diverse an audience as possible on its Facebook platform, covering different genders and ages.

The allegations of the above-mentioned truckers organization may prove that Meta's "change reduction system" has technical problems.

Romon-Friedman says that if Meta has trouble targeting job ads, it basically indicates that the company will also have problems deploying what he calls a "change-reduction system."

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